MAJOR MULTIMEDIA PROJECT PITCH

2011/2012

H A N N A H S I V Y E R L E V E L H

SPECIALISM - TV

SUPERVISOR – LOUISE MATTHEWS

To focus on the engagement between young people & Trade

Unions in the UK

AIM OF PROJECT…

TRADE UNIONS &

THE NEXT GENERATION

WHY?

1 in 5 young people are

unemployed

Under 25’s out of work

almost reaching 1

million mark

Only people making a case

for young people –

Trade Unions!

Decline in living

standards

16 – 25 year olds

.

TUC Schools Programme

Renewing public image of Unions

Unions 21

TUC – The Next Generation

RESEARCH

MAIN QUESTIONS TO FOCUS ON…

What is the relevance of Trade Unions to young people in the UK?

Are Trade Unions motivating young peoples’ political engagement?

Do young people understand what a Trade Union is & what they do?

TV PACKAGE

1• Film Trade Union March in London, 30th November• Interview young people involved in March

2• Case study – Interview a young worker who has been

helped by a Union & how it helped them.

3• Film someone from the TUC School’s programme going into

a school and educating children about Trade Unions.

4• Interview key Trade Unionists involved with engaging young

people e.g. Frances O’Grady & Sally Hunt.

ONLINE CONTENT

Online Audio

• Interview Trade Union figure connected with conservative Party – political balance.

• Debate between a key Trade Union figure, a young rep & a young person who doesn’t believe Trade Unions are relevant.

• Is Trade Union membership increasing or declining?

Online Visual

• Video diary of a day in the life of a young Trade Union rep at work.

• Interview a member of Equity Union – a known actor in which target audience can relate to.

Online Added Value

• Online polls.• Links to social

networking sites; twitter & Facebook – Invite reader comments.

• Interactive map of young members in UK & timeline of history.

• Slideshow of pictures.

• A feature about the TUC’s Next Generation ‘issue’ – including an interview with Frances O’Grady about how the TUC is attempting to engage with young people.

• Explore whether youth unemployment and alienation played a part in the riots during the summer.

Online Story

SOCIAL NETWORKINGT W I T T E R

@ U N I O N S N E X T G E N

SOCIAL NETWORKINGB L O G

T R A D E U N I O N S T H E N E X T G E N E R A T I O N

Socially engaging

audiences

Brand: Creativity & Innovation

Has a higher proportion of 16-34 news

viewers than other terrestrial

TV evening news

programmes

Cater to minority audiences not served by the

BBC or ITV

TARGET PROGRAMME

7.50-7.55pmMid-week

3 Minute feature at end of News Programme

Watched by 2.3 million ABC1 Adults every

monthSlight Female

Bias35, 565, 000

CHANNEL 4 NEWS WEBSITE

A full story & Links to

various online content

relating to the feature

IMPROVEMENTS?

Online visuals:3 minute TV package

& photos

Online engagement: Invites reader

comments, includes live blog & provides

Twitter and Facebook links.

COMPETITION

I T V N E W S

• ITV reaches 74% of 16-34 year olds weekly

• Second largest television news audience in UK

• Online engagement - Socially interacting with audience via Facebook, twitter, blogs and email.

• Lack of online content• 3.10 million daily viewers

(Tuesday 1st November)

B B C N E W S

• Broad spectrum of audience

• Conventional style• Inform, educate &

entertain• Online engagement –

more interaction with audiences, variety of links & angles to each story.

• 5.10 millions daily viewers (Tuesday 1st November)