Thank you to Claire Popplewell, editor of Ceremonial events at the BBC for speaking at our Good Stories event yesterday morning. Claire offered many great insights on the secrets behind good broadcasting. Here are a few of the Good Broadcast team’s favourites:
- The key to a great piece of broadcast is great content to start with. So, when broadcasting an event - work closely with the event organisers to ensure the event strikes the right note with attendees themselves. Trying to patch the content up afterwards won’t work.
- It is important to constantly look back to ‘why?’ – why is your audience watching? For example, if they have tuned into a broadcast which is commemorating The Battle of the Somme, they don’t necessarily want to watch a 10 minute orchestral performance. That is where an editor needs to break up the broadcast by playing images on the screen for example.
- When building a broadcast, follow this thought process:
- Why? What are you producing broadcast content for? What’s the purpose? What are you trying to get out of it?
- What’s the content? What is the content of the event, what are the key moments?
- What’s the narrative? Once you have the purpose and content locked down, you can layer the editorial narrative over the top.
4. The secret truly is capturing the emotion of the event. Your content doesn’t necessarily need to bring a tear to people’s eye, but fundamentally it has to make people care.
5. The narrative for all communications platforms needs to be fully integrated and controlled out of the same team. Larger BBC shows like Top Gear and Strictly Come Dancing are fully integrated across TV, radio and digital. The BBC ceremonial events team are turning their focus onto integrating digital with TV and Radio for the first time to target a younger audience – we can expected to see their most integrated communications offering ever when they commemorate the Battle of the Somme this year.