The CODE to CREATE Compelling Content!

FOR

TV

Copyright © 2010 Brijesh Tanna

I R ECode~fying content creation

Approach

Formula

Parameter

Procedure

Process

Technique

SOP

MINDSETLCD


What is IRE?


IMPACT RECALL ENGAGE


How does it work?


Ask 3 simple questions at the concept stage1. What will bring the Audience to the show? (IMPACT)2. What will the viewers talk about when they are not

watching the show? (RECALL)3. What will keep bringing them back to the show? (ENGAGE)


Which is your favorite TV show?


IRE content parameters. Some examplesCSI• IMPACT: Launch Promo campaign, Sub Plots,

Unpredictable story/ case, Styling, visual treatment• RECALL: What case next?? Grisham the main lead

and his one-liners, News paper reports of real cases become promotional recall value for CSI

• ENGAGE: Impact of the show, Mystery of the plot/case, Linear story track of Grisham (the lead)

HOUSE• IMPACT: Launch Promo, Introduction of HOUSE the

character• RECALL: Character behaviors – irritating but lovable,

Smart dialogues, Special illness and a different perspective, relatable to personal life

• ENGAGE: Personal life track, Story-line, Believable illness, cant have enough of the main character HOUSE


The 3 parametersA TV Show’s content can be gauged on these 3 parameters

IMPACT: The effect of the LAUNCH or Pre-Launch of the TV show on its Target Audience. What is it that brings them to the show…. THE HOOK!

RECALL: Once the TV show has gathered its Audience, what are the elements of the show that captures their mind space. Is it the characters or the physical elements like the location or the emotional connect that they think and talk about. …THE MIND-SPOT

ENGAGE: Unlike a movie, a TV show’s success lies in its capacity to bring back the audience every week or every day, to watch yet another episode and cross a milestone. A successful TV show will always have a powerful TRACK or ELEMENT which will weave its entire season of episodes together. Once you are in, you will find it hard to leave. Its RECALL value will also fuel its ENGAGING power.


How do you implement?


Step 1: 1st Draft

Production company Executive Producer & line producer will design the 1st draft of the IRE for the show, after concept presentation to commissioning.

Step2: Stakeholders inputs

The 1st draft will then be shared with Network Marketing, On-Air Promotions, Programming (channel) and other stake holders ( new media or Research) for inputs. Final draft created.

Step 3: Final draft to producer

The final draft of the IRE will be given to the EP for implementation within the content (Production). Scripting, Treatment, Direction, Post-Production.

Step 4: Monitoring and feedback

Commissioning Units provide for regular updates to all parties/stakeholders on deployment of the IRE elements and the effectiveness achieved through consolidated efforts. Executive Producer champions the process.


Why do we need this approach?What are the benefits?


Benefits• Its a WISH list, - “You shall WISH and it may come true”• It prompts the CONTENT to gain more strength• Every episode PROMOTES the show, hence garnering more audience on its episodic

journey• It brings a lot more focus to consolidated efforts and allows for effective strategizing• Project champions can be more efficient, as it reduces micro-management• Its EASY to understand and allows everyone to contribute to the strength of the content • Its progressive hence allows for dynamic thinking• Can be generated very quickly within a few content brainstorming sessions• Although its not a formula, it helps to gauge the performance effectively• It helps to avoid duplication of content. eg. 3 network shows with similar story elements

or characters• Its an EVOLVING process, hence benefits keep adding.


The Foundation: A basic mix1. IMPACT

• Opening of the show – the first 4 episodes.• The launch promotion and packaging.• The show’s emotional connect.• Production value.

2. RECALL• The characters / host of the show. Their behavior &

characteristics • The opening / packaging / montage song.• Locations and visual play.• Signature moments• Episodic Promos

3. ENGAGE• The show’s sub-plots running within the episodes.• The climax of every episode.• The show’s Main PLOT binding the entire season



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The CODE to CREATE Compelling Content!