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Institution research –
YOU MUST research the institution that your trailer will be exhibited on.
Tips: Programming, Target audience, Audience figures, History of the channel.
 BBC Two’s target audience is a broad adult audience with “programmes of depth
and substance.”
 They normally target the arts, culture, drama and some comedy and appeal to
audiences not already served by BBC1 or ITV.
 Prior to its launch, the new BBC2 was promoted on the BBC Television Service: the
soon to be renamed BBC1.
 Between channels such as BBC1, ITV, Channel 4, Sky, BBC Two gets around a 5-6%
share of total viewing out of 100% a month. In comparison, BBC1 gets a 21% share.
 Over its first thirty or so years the BBC Two developed a reputation for screening
highly praised and prestigious drama series, such as Boys from the Blackstuff
(1982) and Our Friends in the North (1996).
 The channel has sometimes been judged, increasingly in more recent years, to have
moved away from this original role and to have moved closer to the mainstream.
According to the BBC Trust, BBC2’s reach to a younger audience has dropped and viewers
would like more focus on challenging contemporary issues. Considering the fact that our
soap opera has a target audience of 16-24 year olds, it would be perfect to try and raise
viewing figures for a younger audience. Our trailer will include teenage characters so this
means that a younger audience may be able to ‘personally identify’ (Katz) with them
through their personalities or the events that happen in their lives, which could lead to the
audience building a ‘personal relationship’ with them and encourage them to watch the
show. Also, our TV drama deals with contemporary issues such as teenage pregnancy and
alcoholism therefore these themes will be represented in our trailer and perhaps
persuade an audience to watch the show.