Transforming S4C Content Strategy for Future Success

S4C aims to evolve its content strategy over the next 3 years to diversify its viewer demographic and reduce dependency on its aging core audience. Through creating conversations, igniting imaginations, and touching hearts, S4C plans to engage younger viewers while maintaining its existing audience. By understanding current viewer trends and future challenges, S4C seeks to secure its place in an ageless society with a new content strategy focusing on audience growth and sustainability.

• Content strategy
• Audience diversification
• Viewer engagement
• Future trends
• Media development

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Uploaded on Sep 11, 2024 | 2 Views

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1. 3-year Content Strategy 2017/18 2019/20 Content that: CREATES THE CONVERSATION FIRES THE IMAGINATION TOUCHES THE HEART

2. 1. Strategic Summary THE PURPOSE: ensure S4C s longevity diversify the viewer demographic reduce our dependence on the core audience THE PLAN: turn light viewers into regular viewers reduce the average age of S4C s audience target viewers 16 24 and 45 64yrs target less fluent and non-Welsh speaking viewers in mixed language households THE CONTENT: Create the Conversation, Fire the Imagination, Touch the Heart THE MESSAGE: S4C close to you but taking you far.

3. 2. Who Watches S4C Today? CAUSE FOR CELEBRATION: audience reach in Wales has stabilised a higher % of viewers under 16 years old than any other PSB S4C s average AI (79) is higher than that of other PSBs (75) an increase in online programme viewing figures (over 8.30 million in 15/16) an increase in sharing and viewing clips online 2.7 million in January 2017 IN NEED OF PARTICULAR ATTENTION: 10% of viewers do 75% of the viewing only 14% of viewers are aged 45-64 64% of S4C viewers are aged 65+ the average age of S4C viewer is higher any than any other PSB (62 years)

4. S4Cs Performance Against Other PSB Broadcasters wk14 wk51 2016 the channel is over-reliant on the core, 65 + audience a dearth of viewers aged 45 - 64 danger - no continuity of viewers under 65 for the future

5. Future Trends Ageless Society: people will not follow traditional lifestyle or viewing patterns S4C will not be able to rely on traditional style viewing by older people.

6. Now is the Time to Plan for this Future WITH A NEW CONTENT STRATEGY THAT WILL: increase the size of the core audience and reduce dependency on the 10% who do 76% of the viewing diversify the age demographic of the core audience increase the number of 45-64yrviewers to secure the channel s short-term future increase the number of 16-34 yrviewers to safeguard the channel s long-term future

7. 3. Knowing the Audience WHAT CHARACTERISES S4C VIEWERS? Medium + light + non-viewers = 16-34s, + 45-64s + mixed language homes + less fluent + non-Welsh speakers + fluent non viewers + south + mid + north-east Loyal viewers = 65+ Welsh-speaking homes + fluent + north-west + west

8. Demographic Trends in Wales (2015/6) 48% of Welsh speakers live in mixed language homes (on the increase) 28% of Welsh speakers are in C2DE s social group 29% of Welsh speakers are urban/suburban 53% of Welsh speakers are less fluent (on the increase) most of the less fluent speaker are under 45 years old 8% of Cardiff s Welsh speakers belong to an ethnic group (increasing) 24% of people with in Wales have a disability 77% of Welsh speakers who belong to an ethnic group are aged 3-19 (on the increase)

9. UK Viewing Trends (2015/6) Increase in: video on demand (VOD) subscription VOD channels (SVOD) broadband connectivity timeshift viewing Reduction in: live viewing via television screen, particularly among younger groups

10. 4. Understanding the Competition BBC 1 and 2 education, information, entertainment, ABC1 appeal ITV entertainment, lifestyle, emotive content, C2DE s appeal C4 - experimental, risky, younger demographic Channel 5 - targets the C2DE s, tabloid S4C s Audience loyal viewers 67yrs, fluent, Welsh-speaking homes medium and non-viewers 42/43yrs, less fluent, mixed language homes light viewers 34yrs, less fluent, mixed language homes Medium, light and non-viewers are the strategy s target audience. So what do they watch instead of S4C?

11. The Most Popular Series Across All Channels: All S4C Mediau, Light and Non-viewers TITLE GENRE CHANNEL Great British Bake Off FactualFormat BBC1 Euro 2016 Sport BBC1 Call the Midwife Drama BBC1 Death in Paradise Drama BBC1 Happy Valley Drama BBC1 I m a Celebrity Get Me Out Of Here Factual Entertainment Format ITV1 Strictly Come Dancing: The Results Entertainment BBC1 EastEnders Soap BBC Masterchef FactualFormat BBC1 Our Girl Drama BBC1 Britain s got Talent Entertainment ITV1 juggernauts, returning series formats and soaps lifestyle and competition elements challenging, emotional drama glitzy and expensive celebrities big sporting events

12. Most Popular Series Across the Majority of Channels (not including BBC1 and ITV) Among all S4C Medium, Light and Non-viewers TITLE GENRE CHANNE L BBC2 British Bake Off Cr me de la Cr me Factual/Leisure Format Top Gear Factual Format BBC2 X Files Fantasy Drama Channel5 Springwatch Drama BBC2 The Great British Sewing Bee Factual/Leisure Format BBC2 Rugby Union Sport BBC2 Olympics Sport BBC2 The Island with Bear Grylls Factual reality Format (constructed) C4 juggernauts, returning series, factual formats lifestyle and competition elements live elements seasonal and real-time viewing big sporting events constructed reality with jepoardy sci-fi drama

13. Most Popular Series Across the Majority of Channels (not including BBC1, BBC2 and ITV) Among all S4C Medium, Light and Non-viewers TEITL GENRE SIANEL Celebrity Big Brother Factual Reality Format (rig) Channel 5 Big Brother Factual Reality Format (rig) Channel 5 24 Hours in Police Custody Factual (rig) C4 How to lose weight well Factual Leisure C4 Gotham Drama (sci fi) Channel 5 National Treasure Drama C4 Grand Designs Factual Leisure Channel 5 Googlesprogs Factual Format (rig) C4 Gogglebox Factual Format (rig) C4 Sectert Life of the Zoo Factual Format (rig) C4 factual juggernauts and factual formats. specialist presenters and aspirational lifestyle rig device giving special access the opinions of ordinary people older children in peak time viewing fantasy, contemporary drama (zeitgeist) anthropomorphising animals

14. Content that attracts S4Cs Loyal Viewers to other Channels X Files Gogglebox Gogglesprogs Masterchef How to Lose Weight Well Big Brother 24 Hours in Police Custody How to Lose Weight Well Ben Fogle New Lives in the Wild Springwatch The Great British Bake Off Strictly Come Dancing Euro 2016 Britain s Got Talent Happy Valley Call the Midwife Masterchef Our Girl The Secret Life of the Zoo The Great British Sewing Bee

15. Summary: What Attracts S4C Heavy, Medium, Light and Non-viewers to Other Channels exceptional production standards - excellent scripting, casting, direction and production glittering entertainment with an element of competition constructed reality with a strong element of danger and jepoardy dramas mostly modern, with detective series and sci fi particularly popular use of the rig to give us special access and to eavesdrop on the lives of ordinary people factual formats with an element of competition and obvious format beats lifestyle factual series with light format beats and expert presenters live factual content from a particular location, demanding live viewing celebrity element soaps special event sports programmes returning series that serve as a brand Absence of observational documentary series music/entertainment programmes without an element of competition The Big Theme Content that creates the conversation, fires the imagination, touches the heart.

16. Future Content Delivery CYMRY CYMYSG IFANC 16-35 DI- GYMRAEG DYSGWYR TRADD 65+ CYW IFANC DYSGWYR CHWARAEON s4c.cymru - Gwefan e.e. sgorio/lle/heno

17. By 2020, A Clear Opportunity To: commission contemporary content establish new series that can return (juggernauts) press the refresh button renew S4C s image target lost viewers

18. Content Strategy: In Pictures

19. A Forensic Study of the Schedule is Currently Underway NEW SCHEDULE WILL BE DRIVEN BY : available audience information to view (age demographic etc.) TX slots to fill the best performing types of programmes for the slots viewer demographics We will produce an annual shopping list of content needs

20. Possible Changes Short Term: additional news bulletins on the hour in the afternoon (1, 2, 3, and 6) the Cyw service to begin from 6am, weekdays Long Term: free up an hour-long family viewing slot twice a week, Tuesdays and Thursdays

21. Summary: The Strategys Main Objectives more hour-long formats (factual and entertainment) that could be juggernauts in the schedule from January 2018 more content that appeals to the whole family (children as subjects ) press the refresh button on our traditional / long-term series more light observational documentary series in the 8.25 slot more new faces and specialist presenters more diversity across all our programmes commission content that could be an event in itself contemporary, challenging programmes that reflect the zeitgeist and take risks collaboration to create experimental and exciting trans-genrecontent e.g. family films, drama documentaries, sports documentaries etc. work with the sector and specialist senior producers to raise standards develop new strands for single documentary programmes (e.g. Wales s best directors strand) develop more comedy, satire and mischievous entertainment commission digital first commission content for the schedule (rather than attempt to schedule the content) publish a content shopping list , to be reviewed every 6 months

22. The Work Plan 17/18? 18/19? 19/20? Raise? Standards? ? ? ? ? See? the? Effect? Feel? the? Benefits? Employ? Senior? Producers? ? ? ? ? Employ? Senior? Producers? Employ? Senior? Producers? Spread? the? Message? ? ? ? ? Reinforce? the? Message? S4C? IS? the? Message? Juggernauts,? Zeitgeist,? Family? ? ? ? ? ? Juggernauts,? Zeitgeist,? Family? ? Juggernauts,? Zeitgeist,? Family? ? Set? the? Conversation? ? ? ? ? Set? the? Conversation? ? ? ? ? ? ? Set? the? Conversation? Touch? the? Heart? ? ? ? ? Touch? the? Heart? ? ? ? ? ? ? Touch? the? Heart? Fire? the? Imagination? ? ? ? ? Fire? the? Imagination? ? ? ? ? ? ? Fire? the? Imagination? Online? Launch? of? Byrion? ? ? ? ? ? Online? launch? of? Chwaraeon?? ? Online? Launch? of? Drama?? Event? Content? ? ? ? ? Event? Content? ? ? ? ? ? ? ? Event? Content? Chwedlau,? Llewod? ? ? ? ? Gwasgu r? Botwm,? Ysbyty? 52? ? ? ? ? ? ? ? Modify? the? Schedule? Modify? the? Schedule? ? ? ? ? Modify? the? Schedule? ? ? ? ? ? ? An? additional? hour-long? slot?? Move? PYC? ? ? ? ? Midweek? hour-long? slot? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Kill? the? Old? Brands?? ? Renew? the? Old? Brands? ? ? ? ? Review? the? Old? Brands? ? ? ? ? Enjoy? the? Harvest!? ? ? Plant? the? Seed? ? ? ? ? The? First? Buds? ? ? ? ? ? ? ? ? ? ?

23. 5. S4C: Close To You, Taking You Far WALES AND WELSH PEOPLE TODAY ARE: urban and rural well off and just about managing agricultural west, urban east politically and culturally diverse Welsh speakers and non-Welsh speakers fluent speakers and Welsh learners Welsh-speaking homes and mixed language homes

24. The Challenge For S4C Today? Commissioning Content That: is of the highest quality is contemporary and relevant is both universal and personal deals with little things that matter and the big themes that effect us all encourages everyone, to watch and to enjoy together If our content can create the conversation, fire the imagination and touch the hearts of viewers, then S4C can be the channel that is close to you and takes you far in a new, exciting and sustainable direction; today, tomorrow and well into the future.

25. Dydd Mawrth Cyfnod darlledu Cyfartaledd yr awr 21:30 4 X 60 Strand newydd o raglenni dogfen unigol cyfredol Medi 2018 55,000 Dydd Mercher 21:30 6 X 30ffeithiol, cymeriadau mawr, straeon annisgwyl, drygionus Mai 2018 50,000 Dydd Iau 20:00 6 X 60fformatau ffeithiol, adloniannol, gwylio teuluol, juggernaut Medi 2018 70,000 6 X 60fformatau ffeithiol, adlonnianol, gwylio teuluol, juggernaut Tachwedd 2018 70,000 (hamdden/ realiti lluniedig/ her/rig/plant 10 - 14/anfeiliaid?) 21:30 12 X 60Pryniant neu raglenni gwreiddiol rhad Ebrill a Medi 2018 25,000 Dydd Gwener 20:25 6 X 30ffeithiol ysgafn neu arsylwadol. Dal drych Mehefin 2018 50,000 6 X 30ffeithiol ysgafn neu arsylwadol. Dal drych Medi 2018 50,000 Dydd Sadwrn 19:30 5 X 60 i w cadarnhau Mehefin 2018 75,000