Content crossover – no money without quality content What engages people? Strip out the tech, what is left? Without the right content there is no business, no revenue. As the content format develops, so does the advertising and sponsorship business model, increasingly involving multiple players to deliver content across different media and channels. What do the new generation of branded content and transmedia monetisation models look like?

1. Music 4.5 is
organised by
#m4pt5
#SmartRadio
Content crossover – no money without quality content
Phil Critchlow, Founder & CEO, TBI Media

2. September 24th 2013
Music 4.5
Smart Radio 2
Phil Critchlow
Founding Director

3. THE BIG IDEA
“Imagination is more important than
Knowledge” (Albert Einstein)

4. THE VALUE
1. Subscription
2. Advertising
3. Sale
4. Tickets / Merch
5. (Marketing)

5. EXPANDING IDEAS
THE STORY THE AUDIENCE
• Avoid - being‘Tainted By Experience’
• Avoid - Saying or accepting ‘no’ early on
• Own / Understand / Get excited
• Bigger / Fewer / Better …
• Delivery – Delivery - Delivery…
‘If you reach for the stars you won’t come up
with a handful of mud’ (Leo Burnett)

6. TITANIC MINUTE BY MINUTE
The ship that launched 1000 treatments
 The Band That Played On
 In real time
 Exactly 100 years later
 Live - in the present tense

7. TITANIC MINUTE BY MINUTE
Results :
 Great press coverage
 Powerful interactive engagement
 Multiple Awards
 Content extended way beyond the slot

8. 12 HOURS TO PLEASE ME
 Beatles’ first album
 Remade – 50 Years on
 Same songs - Same studio - Same time
 BBC united for a week
PARTNERS
• Radio 2 daytime
• 6 Music
• Abbey Road Studios
• Apple Corp
• EMI Music
• BBC FOUR TV
• The One Show
• Regional TV
• R2 On Line

9. 12 HOURS TO PLEASE ME
Results :
 1.34 million TV – slot average 360k
 220k to 1.68 million on Facebook (700%)
 Huge Artist engagement
 Future commercial opportunities
TBI Media
THE BIG IDEA

10. DAMBUSTERS : 70 YEARS ON
 A framework for pan BBC coverage
 The day the planes came back...
PARTNERS
1. RAF
2. MOD
3. BBMF
4. BBC TV Events
5. Radio 2 Breakfast
6. Jeremy Vine
7. Friday Night Is M.N.
8. The One Show
9. BBC Local Radio
10. BBC South East
11. BBC National News
12. Snappin Turtle

11. DAMBUSTERS : 70 YEARS ON
Results :
• Standout programming for this audience
• National coverage
• Significant social media
• New relationship - armed forces
25k Unique Web Browsers
220k On line content requests
50K Iplayer for FNIMN

12. ENERGY DAY
• Big Idea for a News Network
• Frame the energy debate
• Sept 5 – 2013 - 7am – 7pm
• Build a grid
• Monitor the power
PARTNERS
• 5 Live
• Blue Peter
• Newsround
• National News
• Regional News

13. COMMERCIAL
BOWIE IS ..
• 3 x 1 hr doc’s
• Fully Funded by the V&A
• Tim Minchin
• Heavily noticed
THE MANUSCRIPT ..
• Designed for ‘Just For Men’
• Full on Panel Show
• Nick Hancock / Profile Guests
• Stand Out Programming

14. SUMMARY
 Relish a completely blank canvas
 Break ideas into stand alone sections
 Initially use existing schedules / platforms
 Give partners ownership and value early on
 Define Editorial / Operational / VALUE

15. QUESTIONS
www.tbimedia.co.uk
phil.critchlow@tbimedia.co.uk