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The Commissioning process
for Television
Large organisations such as the BBC, Channel
4, ITV, Cable and Satellite channels have strict guidelines about
commissioning and a large number of programmes that you see on television
will have been commissioned by the broadcasters from ideas independent
production companies developed.
Under ITC regulations, broadcasters must commission
25% of non-news and current affairs output from the independent
sector and this includes the BBC.
Channel 4
Channel4, E4 and Channel4 Interactive have strict
rules for commissioning and in general the production process takes
a fairly set format whatever the project. Initially you should submit
your proposal to a Commissioning Editor and if appropriate, also
to an Interactive Commissioning Editor. Within a period of two weeks
or so you will be contacted with a positive or negative response,
or if more time is needed for consideration you will be notified
of this. If the Commissioning Editor or Interactive Editor sees
potential in your idea they will want to meet with you and at this
stage it is possible that development money will be awarded. During
discussions it will become clear whether your idea will work across
other platforms and other departments.
Once your idea has been developed a production
timetable will be agreed between the Commissioning Editor, the Programme
Finance Manager, Business Affairs, and if appropriate, Channel 4
Interactive. The budget will then be processed through three stages;
the Commissioning Editor and Programme Finance Manager, the Head
of Department and finally the Programme Finance Committee.
A draft agreement will then be negotiated and
issued and a final agreement will be signed at least six weeks prior
to pre-production commencing. Once production is underway the press
and marketing potential of your programme will be discussed. In
post-production there will be timetabled viewings and any on-line
content production will take place.
Delivery should be made in accordance with all
technical and programme delivery requirements and feedback will
be given after broadcast.
The BBC
At the BBC the genre teams are responsible for
commissioning programmes for all of the BBC channels and they will
handle all processes involved such as editorial issues, business,
finance and delivery.
In order to be successful in your commissioning
bid, you should consider the BBC's requirements: to bring audiences
to the BBC that are hard to connect with, to produce user-generated
and community based content, interactive television and web events
and multi-user interactive web content such as gaming. They also
need to fulfil their educational remit and are keen to support the
production of content that can complement current material on their
websites.
For radio, the BBC's five national radio networks
run various systems to cope with the amount of programmes commissioned
annually. For example, the majority of programmes on Radio 1 are
generally long running and are produced by station producers or
a small group of independents, therefore commissioning is uncommon.
In comparison, annually Radio 4 commissions
something like 15,000 programmes ranging over 14 different genres.
Because of this high number, Radio 4 keeps a Registered Supplier
List and updates this each spring. If you are not on the list you
cannot be considered as a supplier.
The commissioning process raises a large number of questions,
particularly if you are new to submitting proposals. You may find
it helpful to visit the Frequently Asked Questions section on
the BBC
and Channel
4 websites for more information.
General summary of commissioning guidelines
for television
These are the key factors to consider when pitching
for commissions in television:
- Make sure that the idea is right for the
channel you are submitting to
- Ensure you can see where the programme will
sit in the current schedule
- Understand why people will want to watch
this programme
- Identify any interactive or cross-platform
potential
- Research your idea thoroughly and define
the format
- List actors/actresses or presenters that
will appear in the programme
- Ensure your proposal is clear and be able
to sell it in the first line
- Make sure your idea is original
The Commissioning process for New Media
Pitching for new media work may take a slightly
different form to television within companies, but the underlying
principles remain very similar. The prospect of convergence may
have a great effect on how audiences will consume their media in
the future and also an effect on how material is produced. This
means that commissioning editors may be looking for more flexibility
or cross-platform potential in programme ideas at the commissioning
stage.
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Will convergence have an effect on
the way cross-platform material is commissioned and produced?
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 5.05
Melanie Leach |
Channel 4Interactive has a remit of extending
and building Channel 4's branding in interactive media. Their main
activities are made up of:
- Online, which is accessible via a 'supersite',
and the FilmFour.com
site which supports production businesses and the film channel;
- Interactive TV, which run through
enhanced digital TV applications;
- Mobile & Fixed line Telephony,
a department which participates in the development of cross-platform
properties;
- 4Interactive, which is seeking to
work with new and existing suppliers in production.
4Interactive is currently looking to commission
on-line TV-related projects which make the most effective use of
the web and other platforms. The content they are seeking falls
into three categories: programme support sites which are innovative
so as to include elements such as peer-to-peer voting; umbrella
content largely based around a cluster of shows; and multi-platform
interactive formats such as Big Brother.
They are also looking for educationally oriented
material to fit in with sites commissioned by 4Learning.
The commissioning process for new media within Channel 4
basically follows the same route as its programme commissioning
until the ideas are split into their relevant development areas.
More details about how material is then developed can be found
on the Channel 4
website.
For BBCi
content and services, the BBC currently work with a number of
new media suppliers in all areas of site construction, applications
and design. BBC departments have various commissioning responsibilities
for different areas of the websites and details of the BBC's web
development guidelines can be found in the on-line BBCi
Production Handbook.
General summary of commissioning guidelines
for new media
- Ensure that the idea is original and that
it adds something new to what already exists
- Make sure that your idea isn't already operational
on any other websites
- Be sure that it will work and carry out thorough
research to iron out potential problems
- Be clear about cross-platform potential and
flexibility
- Try to keep your designs within the look
and feel of existing material to ensure continued branding
- Think about your audience and make sure your
ideas are well targeted
- Ensure the idea complies with broadcaster/company
guidelines
- Ensure that the facilities, hardware and
software you need are accounted for
- Ensure that the idea is appropriate for the
commissioner
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