Lewis Paradzai
My case study into desired distribution institutions for Are We
Free
Channel 4
The British public service television broadcaster Channel 4,
began transmission in 1982, November 2nd. The channel is a
"publisher-broadcaster", which mean it purchases or commissions all
of its content from other independent institutions of itself.
Channel 4 is mainly commercially self-funded, it is ultimately
publicly owned. The station is owned and operated by Channel Four
Television Corporation, but was originally a subsidiary of the
independent Broadcasting Authority. As of 2010, the channel was the
first entirely UK-wide television channel after conversion with a
Walsh transmitter group.
The channel was established to deliver a fourth television
service to the United Kingdom in addition to the television license
funded BBCs two services and the single commercial broadcasting
network, ITVThe introduction of the remit as per the Communication
Act 2003 states that:"The public service remit for Channel 4 is the
provision of a broad range of high quality and diverse programming
which, in particular: Demonstrates innovation, experiment and
creativity in the form and content of programs Appeals to the
tastes and interests of a culturally diverse society Makes a
significant contribution to meeting the need for the licensed
public service channels to include programmes of an educational
nature and other programmes of educative value; and exhibits a
distinctive character.
Random Acts
Random Acts is a short-form daily arts strand on Channel 4, late
nights. In the first year of its launch in 2011, it showcased over
250 commissioned short films selected for their bold and creative
expression creativity.
Random Acts states, Television as art, rather than about art.
The medium enables a diverse stream of both established artists,
emerging and developing talent to create their own pieces,
unmediated by presenters and unrestricted by the conventions of
conservative arts television. Random Acts short films disrupt the
schedule with content such as spoken word, dance, animation, video
art and music but is not restricted to only this.
To ensure a diverse, surprising and consistently stock of talent
the service works with over 56 creative groups, including Vice with
over 5.8 million YouTube subscribers, Tate media launched by the
Tate Museum and cutting-edge dance companies, Ballet Boyz, FACT,
and some of the country's most imaginative production companies to
create each and every Random Act.
Marketing Plan for Our Short Film
I have decided the most appropriate film distributor for our
short film Are We Free, is Channel 4, specifically their Random
Acts service. This is due to the service airing shorts film between
advertisements and at end of television programmes to Channel 4s
late night audience.The reason behind this selection is stated in
the Communications Act 2003 [aforementioned under Channel 4],
stating Channel 4s content should demonstrates innovation,
experiment and creativity in the form and content of programs and
Appeals to the tastes and interests of a culturally diverse
society. I greatly believe my partner and Is media text meets these
requirements, as we will challenge our culturally diverse western
audiences beliefs, way of thinking, dominant ideologies and
interpretation of life through our short film.Working with Random
Acts will allow us to reach a much larger audience, due to our
short film airing on a entirely UK wide television channel that is
also available on Freeview, rather than just a online audience. Due
to Random Acts starting after watershed hours, meaning our
production will be exhibited by more mature teenagers, young adults
and adults who might be able to comprehend our narrative better, as
shows such as Gogglebox, Alan Carr: Chatty Man and Virtually Famous
start after 21:00, whose target audiences are of these ages.Random
Acts online website stores more than 540 short films, which can be
streamed on demand for free. This massive stock will work in our
favor, as this will ensure Are We Free is accessible to the right
target audience who value short films and a large audience.
