FOR
TV
Copyright © 2010 Brijesh Tanna
I R ECode~fying content creation
Approach
Formula
Parameter
Procedure
Process
Technique
SOP
MINDSETLCD
Copyright © 2010 Brijesh Tanna
What is IRE?
Copyright © 2010 Brijesh Tanna
IMPACT RECALL ENGAGE
Copyright © 2010 Brijesh Tanna
How does it work?
Copyright © 2010 Brijesh Tanna
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)
Copyright © 2010 Brijesh Tanna
Which is your favorite TV show?
Copyright © 2010 Brijesh Tanna
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
Copyright © 2010 Brijesh Tanna
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.
Copyright © 2010 Brijesh Tanna
How do you implement?
Copyright © 2010 Brijesh Tanna
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.
Copyright © 2010 Brijesh Tanna
Why do we need this approach?What are the benefits?
Copyright © 2010 Brijesh Tanna
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.
Copyright © 2010 Brijesh Tanna
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
Copyright © 2010 Brijesh Tanna
Copyright © 2010 Brijesh Tanna
Go ahead send me your feedback [email protected]
Think IRE FOR TV Shows, Brands, Movies, Books…