Attracting the Media

Attracting the MediaAttracting the Media

Nigel Henbest

Pioneer Productions

www.pioneertv.com

Universe: Big Bang – Pioneer Productions for C4/TLC

Our MissionOur Mission

The researcherThe public

The Message

The Message(s)The Message(s) Expanding knowledge of

the Universe Astronomy as pioneer

cutting-edge human exploration

Astronomy as a ‘sugar-coated pill’ for science

Astronomy/science as a mainstream cultural activity (not just for boffins and geeks)

Image: ESO/VLT

The Big Challenge…The Big Challenge…

The researcherThe public

The MessagePressOffice

THE MEEJA (MEDIA!)

Television

Radio

Newspapers

Magazines

Books

GATEKEEPERS!

Reality

Soaps

Comedy

Sport…

… … Attracting the MediaAttracting the Media

Television: the good news…Television: the good news…

TV penetration: in every country of Europe and North America, 96-99% of households have a TV set

Maximal outreach: Recent astronomy series in the UK - Space (BBC) and Universe (C4) – reached 3-5 million

Carl Sagan’s Cosmos reached 500 million viewers in 50 countries

… … and the badand the bad

Terrestrial broadcasters are looking for a ‘magic’ format that will bring in >50% of audience share – Big Brother; I’m a Celebrity, Get me out of Here; Desperate Housewives…

Astronomy (and science) are low on the commissioning editors’ list.

The TV IndustryThe TV Industry

ContentProvider

e.g. PioneerProductions

Broadcastere.g. BBC, Discovery

BroadcastTechnology:

e.g. terrestrial,satellite, cable

Viewers

Entertainment vs informationEntertainment vs information TV is primarily an entertainment medium – a viewer

retains <5 facts/hour. Typical audience attention span is 3 minutes

A standard formula for science documentaries: Show a ‘wow’ visual every 3 minutes Introduce a ‘f***-me fact’ * every 90 seconds (for effect, not necessarily remembered)

* Genuine words of a science commissioning editor!

The Essential ElementsThe Essential Elements

A riveting topicA gripping storyline and clear scriptHuman interest – presenter?/ interviewees Stunning visuals – real images/ graphics

Riveting Riveting topic…topic…Cartoonist’sprediction…

… and the real headlines!

Cartoon: KAL/Baltimore Sun

Storyline/ ScriptStoryline/ ScriptStoryline must be linear – minimise

flashbacks and other devicesThis is not the way science generally

progresses!Dealing with controversies without losing

the storyline –e.g. Demise of the Dinosaurs

Human Interest 1: Presenter (?)Human Interest 1: Presenter (?)

Carl Sagan Patrick Moore Heather Couper Neil de Grasse Tyson

Human Interest 2: IntervieweesHuman Interest 2: Interviewees

Subjects have a strong story to tell - e.g. Andrew Wiles on Fermat’s Last Theorem (BBC)

Ability to explain complex concepts in a simple way – and with passion.

Interviewees may not be seen by their peers as the top authorities.

National bias

Cosmic Rays with a Human AngleCosmic Rays with a Human Angle

Universe: Stars

VisualsVisualsLocation, location, location

Real images (generally stills)

Graphics

Image (left): NASA/ESA/Hubble Heritage Team

Graphics: Science or Nonsense?Graphics: Science or Nonsense?

To visualise cutting edge research where real visuals don’t exist – black holes, alien life, Big Bang, parallel universes

To retain viewers, graphics must approach Hollywood/ commercials quality

How to distinguish graphics from reality?

Beyond the UniverseBeyond the Universe

Universe: Big Bang