Where audiences go,brands follow.
The opportunity for independent producers.
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Start with the audience.
Bring one programme or idea. Work through six questions to find your next useful move.
Who is it for, and what do they share?
Start with people and a shared interest, experience or need. Be specific enough to explain why this story would matter to them.
For the imagined first-job comedy: people navigating their first workplace, first payslip and first awkward meeting.
Where do they already watch?
Choose the place that fits the audience and the programme. That could be a TV channel, a streaming service or an online platform.
Being able to publish is a start. You still need a plan for people to find it.
What programme fits these people and this place?
Shape the story, talent, episode length and release pattern around how people will watch.
Give them a reason to enjoy the first episode and return for the next.
What do we want people to do?
Watch, return, recommend or take another useful step. Choose the behaviour that matters to the programme and its partners.
A brand may want to be considered when someone buys workwear. The programme still has to earn their attention.
How will we know it is working?
Decide what you need to learn before committing more money. Look at who watches, whether they stay and whether they come back.
A large view count alone does not prove demand for a series, a good brand fit or a viable business.
Who will pay, and does it add up?
Agree the budget, each partner’s role, how people will find it and who owns what. Include the work after release.
A relevant audience may help start a funding conversation. It does not guarantee a sponsor or commission.
Ask about money and rights at every stage.Each answer can change the plan. Go back and adjust the audience, platform or format when the evidence calls for it.
A commission and a partnership can be part of the same plan. A programme built with partners can still lead to a broadcaster or streaming commission, or later releases elsewhere, depending on the agreements and rights.
Let’s talk.
Have a programme, an audience or a partnership in mind?
Find Adam at the summit, or arrange a conversation afterwards. Bring the question you’re working through.
Opens a draft in your email app to Adam and Ben. Send it when you’re ready, and they’ll reply to arrange a time.