ON SCREEN AND ON AIR TALENT AN ASSESSMENT OF THE...
Transcript of ON SCREEN AND ON AIR TALENT AN ASSESSMENT OF THE...
ON SCREEN AND ON AIR TALENT
AN ASSESSMENT OF THE BBC’S APPROACH AND IMPACT
A REPORT FOR THE BBC TRUST
APPENDIX XII –CHARTS FOR REPORT
Redacted Version
BY OLIVER & OHLBAUM ASSOCIATES
APRIL 22nd 2008
ON SCREEN AND ON AIR TALENT
SECTION A – INTRODUCTION AND SCENE SETTING
SECTION B - THE ECONOMICS OF ON SCREEN AND ON AIR TALENT
SECTION C - THE UK MARKET FOR ON SCREEN AND ON AIR TALENT
SECTION D - THE ROLE, POSITIONING AND PERFORMANCE OF THE BBC
SECTION E - ASSESSMENT OF MARKET IMPACT AND VALUE FOR MONEY
FIGURE A.1. – O&O METHODOLOGIES EMPLOYED
PROCESS DETAILS
BBC INTERVIEWS 20 INTERVIEWS50 PEOPLE
EXTERNAL INTERVIEWS 27 INTERVIEWS35 PEOPLE
MACRO ECONOMIC TRENDSINCOME POLARISATION TRENDSTOP TALENT IN OTHER ENTERTAINMENT INDUSTRIESIMPACT OF GLOBALISATION AND DIGITISATION
VALUE SURVEY 2,000 ADULTS136 STAR NAMES, 14 GENRES TESTED
TALENT TRACKING TRACKING TV CAREER PATHS OF CURRENT ROSTER OVER 20 YEARS170 INDIVIDUALS ACROSS 6 SUB-GENRES
BBC SPENDING TRENDSSPENDING BY MEDIA AND GENRE SINCE 2004/2005TALENT SPENDING FOR 400 STRANDSTALENT INFLATION RATES SINCE 2000/2001
BBC PROCESSES AND STRATEGY DOCUMENTS ANALYSIS OF PAYMENTS APPROVAL DOCUMENTATIONREVIEW OF PROPOSAL, REVIEW AND APPROVAL PROCEDURES
MARKET PRICE AND INFLATION BENCHMARKING RADIO BENCHMARKING EXERCISEINTERVIEWS ON COMMERCIAL TV VALUATION METHODS
COMMERCIAL VALUATION MODELLING DEVELOPMENT OF COMMERCIAL VALUATION MODEL FOR TOP TALENTBASED ON INCREMENTAL ADVERTISING REVENUE
SPEND VERSUS AUDIENCE ANALYSISASSESSMENT OF GENRE, SLOT AND SUB-GENRE COST PER VIEWER AND LISTNER HOUR BENCHMARKS
REGRESSION ANALYSIS ATTEMPT TO ISOLATE THE LINK BETWEEN TYPE AND LEVEL OF TALENT WITH AUDIENCES BASED ON RATINGS DATA
ON SCREEN AND ON AIR TALENT
SECTION A – INTRODUCTION AND SCENE SETTING
SECTION B - THE ECONOMICS OF ON SCREEN AND ON AIR TALENT
SECTION C - THE UK MARKET FOR ON SCREEN AND ON AIR TALENT
SECTION D - THE ROLE, POSITIONING AND PERFORMANCE OF THE BBC
SECTION E - ASSESSMENT OF MARKET IMPACT AND VALUE FOR MONEY
FIGURE B.1. – EXAMPLE PROGRAMME CHARACTERISTICS BY GENRE
DRAMA
SPORTS EVENT
CHAT SHOW
QUIZ SHOW
TV COMEDY
RADIO CHART SHOW
• SCRIPT
• HUMOUR
• LEVEL OF INSIGHT/ REVELATION
• FORMAT
• UNCERTAINTY OF OUTCOME
• SCRIPT
DESIGN/ NARRATIVE
• LOCATION
• SITUATION
• ISSUES DEALT WITH
• SUBJECT MATTER
• LEVEL OF DIFFICULTY
• SITUATION
• MUSIC POLICY
RELEVANCE
• SYMPATHETIC
• BELIEVABLE
• TEAMS INCLUDED
• CONTESTANTS INVOLVED
• GUEST INTERPLAY
• EMPATHY WITH CONTESTANTS
• EMPATHY
• INTERPLAY
RELATIONSHIPS/ CHARACTERISATION
• KEY LIVE EVENT
• QUALITY OF ACCESS
• PRIZE MONEY
ACCESS TO KEY EVENT/ MATERIAL
• PACE
• SET DESIGN
• EDITING
• LIGHTING
• NUMBER OF CAMERAS
• ANALYSIS
• DIRECTION
• SUPPORT MUSIC
• SET DESIGN
• SET DESIGN
• ACCURACY
• TEMPO
• DIRECTION
• PACE AND TIMING
EXECUTION
• LEVEL OF DIFFICULTY
• VOTING AND POLLING
PARTICIPATION
• LEAD ACTORS
• SUPPORT ACTORS
• HOST
• PUNDIT
• HOST
• HOST
• ACTORS
• SUPPORT ACTORS
• DJ
LEAD TALENT/ SUPPORT TALENT
LANDMARK FACTUAL
• SCRIPT
• NARRATIVE POSITION/ POLEMIC
• FAMILIARITY
• CONTEMPORARY AREA OF INTEREST
• UNIQUE FOOTAGE
• UNIQUE INFORMATION
• PRESENTER
FIGURE B.2. – TALENT AS AN AUDIENCE AND VALUE DRIVER
GENRE
PROGRAMME CHARACTERISTICS
TIMESLOT
CHANNEL BRAND AND DEMOGRAPHICS
INHERITANCE/ PROMOTION
TALENT
DESIGN/NARRATIVE/ FORMAT
RELEVANCE
RELATIONSHIPS/ CHARACTERISATION
ACCESS
EXECUTION
PARTICIPATION
VIEWER VALUE
AUDIENCE SIZE
AUDIENCE DEMOGRAPHICS
PROGRAMME CHARACTERISTICS POSITIONING “ASSET” IMPACT ON VIEWERS/CONSUMERS
FIGURE B.3. – IMPORTANCE OF TALENT BY PROGRAMME TYPE
IMPORTANCE OF PRESENTER & SUPPORTING TALENT OR GUESTS: MEAN AND STANDARD DEVIATIONS- SELECTED PROGRAMME TYPES
MEAN
STANDARD DEVIATION
MINUS ONE STANDARD DEVIATION
10
20
30
40
50
60
70
80
90
100
CHA
T SH
OW
HO
ST
CHA
T SH
OW
GUE
ST
DRA
MA
LEA
D A
CTO
R
DRA
MA
SUP
PORT
ING
AC
TOR
SATU
RDA
Y N
IGH
TSH
OW
HO
STSA
TURD
AY
NIG
HT
SHO
W G
UEST
CO
OKE
RY S
HO
W C
HEF
CHA
RT R
AD
IO D
J
CHA
RT R
AD
IO G
UEST
S
PAN
EL G
AM
E PR
ESEN
TER
PAN
EL G
AM
E G
UEST
QUI
Z PR
ESEN
TER
MUS
IC &
SPE
ECH
RAD
IO D
J
MUS
IC &
SPE
ECH
RAD
IO G
UEST
LIFE
STYL
E &
MA
KEO
VER
PRES
ENTE
R
SERI
OUS
FA
CTU
AL
PRES
ENTE
R
NEW
SREA
DER
NEW
S &
SPO
RT R
AD
IOPR
ESEN
TER
NEW
S &
SPO
RT R
AD
IOG
UEST
SPO
RTS
TV P
RESE
NTE
R
SPO
RTS
TV P
UND
IT
IMPORTANCESCORE
SOURCE: O&O VALUE SURVEY, JANUARY 2008
MAIN REASON
VERY IMPORTANT
QUITE IMPORTANT
NOT IMPORTANT
PLUS ONE
FIGURE B.4. – IMPORTANCE OF LEAD TALENT WITHIN ENTERTAINMENT GENRE
SOURCE: O&O VALUE SURVEY, JANUARY 2008
IMPORTANCE OF PRESENTER/HOST (SATURDAY NIGHT ENTERTAINMENT, CHAT SHOWS, QUIZ SHOWS, PANEL GAMES)
QUIZ SHOWS
SATURDAY NIGHT ENTERTAINMENT
CHAT SHOWS
PANEL GAMES20
40
60
80
100
120
140
0 1-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 76-80 81-85 86-90 91-95 96-100
INTERVALS OF IMPORTANCE SCORES
NUMBER OF RESPONDENTS
NOT IMPORTANT QUITE IMPORTANT VERY IMPORTANT MAIN REASON
FIGURE B.5. – PROPORTION OF RESPONDENTS GIVING HIGH POPULARITY/LIKEABILITY SCORINGS TO NAMED TALENTPROPORTION OF SCORES OVER 75 - INDEXED TO TOP PROPORTION
(SATURDAY NIGHT ENTERTAINMENT, CHAT SHOWS, QUIZ SHOWS, PANEL GAMES)
SATURDAY NIGHT ENTERTAINMENT
CHAT SHOWS
QUIZ SHOWS
PANEL GAMES
10
20
30
40
50
60
70
80
90
100
1ST 2ND 3RD 4TH 5TH 6TH 7TH 8TH 9TH 10TH 11TH
RANKING OF NAMED PRESENTERS/HOSTS BY SUB-GENRE
POPULARITY SCORE INDEX (100=TOP SCORE ACROSS ALL 136 NAMES)
5TH RANKED PRESENTER
8TH RANKED PRESENTER
SOURCE: O&O VALUE SURVEY, JANUARY 2008
FIGURE B.6. – TIERS OF TALENT WITHIN GENRE AND SUB-GENRE
TV
RADIO
DRAMA/COMEDY
NEWS
GENRE EXAMPLE SUB-GENRE TIER 1 TIER 2 TIER 3
TIERS WITHIN SUB-GENRE
ENTERTAINMENT
FACTUAL/ KNOWLEDGE
CHILDREN’S
SPORT
MUSIC LED
MUSIC/SPEECH
DRAMA/COMEDY
SPEECH/MAGAZINE
REGULAR DAILY/ WEEKLY
SPECIALIST/ EVENING
DRAMA
RADIO 1RADIO 3RADIO 2RADIO 1
CURRENT AFFAIRSCONTINUOUS NEWS
MAIN BULLETINMINOR LIVE EVENTMAJOR LIVE EVENT
HIGHLIGHTSMAGAZINE
DRAMA
FACTUAL/ MAGAZINE
COOKERYLIFESTYLE/ MAKEOVER
FACTUAL ENTLANDMARK FACTUAL
ENT SHOWSCHATPANELQUIZ
OTHER COMEDYSITCOMSSOAPS
DRAMA SERIESLEAD ACTORS IN DRAMA SERIES AND SERIALSLEAD COMIC PERFORMERS
HOSTS/PRESENTERS ON MAJOR NETWORKS
SERIES “AUTHORS”HOUSEHOLD NAME PRESENTERS
LEAD PRESENTERS IN MAIN MAGAZINE STRANDS
HOSTS/PRESENTERS FOR MAJOR SPORTSLEAD REGULAR PUNDITS FOR MAJOR SPORTS
SUPPORTING ACTORS IN SERIES AND SERIALSLEAD ACTORS IN “SOAPS”SUPPORT COMIC PERFORMERS
LEAD PANELISTSCELEBRITY PARTICIPANTLEAD MUSIC GUESTSHOSTS/PRESENTERS ON MINOR CHANNELS
SUPPORT PRESENTERSLEAD PRESENTERS ON MINOR SERIES/DIGITAL CHANNELSNARRATORS/ VOICE OVERS
SUPPORT PRESENTERS ON MAIN STRANDS
OCCASIONAL PUNDITS, MAJOR SPORTSPRESENTERS AND PUNDITS, MINOR SPORTS
WALK ON PARTSMINOR PARTSNEW COMIC PERFORMERS
OTHER PANELISTSMINOR CONTRIBUTORS
EXPERT CONTRIBUTORSINTERVIEWEES
OTHER CONTRIBUTORS
MINOR PRESENTERS/PUNDITS ON MINOR SPORTS
LEAD NEWS PRESENTERSLEAD ON-SCREEN EDITORS
BREAKFAST DJsDRIVE TIME DJs ON MAIN NETWORKS
LEAD NAMES IN REGULAR WEEKLY STRANDS
LEAD COMEDIANS IN PANEL GAMES
LEAD PRESENTERS ON NETWORK DAILY/WEEKLY STRANDS
CORRESPONDENTSMINOR EDITORS
OTHER DAYTIME DJs ON MAIN NETWORKS
SUPPORT PRESENTER
LEAD ACTORS IN DRAMA OR COMEDY RADIOSUPPORT COMEDIANS IN PANEL GAMES
PRESENTERS ON SPECIALIST WEEKEND OR EVENING SHOWSLEAD PRESENTERS ON REGIONAL LOCAL RADIO
JUNIOR CORRESPONDENTS
NIGHTIME DJs ON MAIN NETWORKSMUSIC LED DJs ON LOCAL RADIO
LOCAL RADIO DJsNETWORK CONTRIBUTORS
SUPPORT ACTORS
OTHER CONTRIBUTORS
RADIO 2RADIO 3
COMEDYPANEL GAME
FIGURE B.7. – TALENT LIFECYCLE PERFORMANCE AND FEES
FEE RATE PAID
VALUE TO VIEWERS
FEE RATE/ VIEWER VALUE
TIME
CAREER PEAK
REINVIGORATION
SOURCE: O&O INTERVIEWS
CAREER LAUNCH
CAREER SLUMP/”REST”
FIGURE B.8. - BBC VALUE AND PRICE SETTING – 3 examples
20
40
60
80
100
120
140
OPPORTUNITY COST TO TALENT
VALUE TO BBC RIVAL
BROADCASTER
VALUE TO BBC
VALUE OF REPLACMENT
PRESENTER TO BBC
EXAMPLE A EXAMPLE B EXAMPLE C
VALUE INDEX
80
100
120
90
110
80
120
90
120 120
60
110
BBC PRICE = 105 BBC PRICE = 115 BBC PRICE = 95
(FOR REPLACEMENT PRESENTER)
OPPORTUNITY COST TO TALENT
VALUE TO BBC RIVAL
BROADCASTER
VALUE TO BBC
VALUE OF REPLACMENT
PRESENTER TO BBC
OPPORTUNITY COST TO TALENT
VALUE TO BBC RIVAL
BROADCASTER
VALUE TO BBC
VALUE OF REPLACMENT
PRESENTER TO BBC (WITH OPPORTUNITY
COST OF 90)
ON SCREEN AND ON AIR TALENT
SECTION A – INTRODUCTION AND SCENE SETTING
SECTION B - THE ECONOMICS OF ON SCREEN AND ON AIR TALENT
SECTION C - THE UK MARKET FOR ON SCREEN AND ON AIR TALENT
SECTION D - THE ROLE, POSITIONING AND PERFORMANCE OF THE BBC
SECTION E - ASSESSMENT OF MARKET IMPACT AND VALUE FOR MONEY
FIGURE C.1. – THE UK ON SCREEN AND ON AIR TALENT MARKET – estimated value 2006/2007
620388
450
46
220
50
1050
100
310
340
345
500
1000
1500
2000
2500
3000
3500
4000
TOTAL PROGRAMME PRODUCTION PRIMARY PAYMENTS TO ON- SCREEN AND ON-AIR TALENT
REPEAT, SECONDARY AND ANCILLARY PAYMENTS TO ON- SCREEN AND ON-AIR TALENT
TOTAL INCOME TO ON-SCREEN AND ON-AIR TALENT FROM UK TV AND RADIO
£2,390M
NETWORK TV PRODUCTION (INC SPORT &
MUSIC)
NEWS PRODUCTION
REGIONAL OUTPUT
PRODUCTION
RADIO PRODUCTION
OTHER (FREMANTLE, IN- HOUSE SATELLITE TV ETC)
ITV
BBC TV IN- HOUSE TV
NEWSREGIONAL
£3,385M
£584M
£172M £757M
ESTIMATED UK ON-SCREEN AND ON-AIR TALENT SPENDING-2006/2007£M
INDEPENDENT PRODUCERS
SOURCE: BBC, COMPANY ACCOUNTS, O&O ANALYSIS
RADIO
FIGURE C.2. – COMPETITION FOR AUDIENCES OVER TIME – audience share by main channel
UK CHANNEL AUDIENCE SHARES, 1998-2006
29.5 28.4 27.2 26.9 26.2 25.6 24.7 23.3 22.8 22.0
11.3 10.8 10.8 11.1 11.4 11.010.0
9.4 8.8 8.5
1.2 1.72.1
2.5 2.9 3.4
31.731.2
29.3 26.8 24.1 23.722.8
21.519.7 19.2
0.6 0.91.2
2.33.2 3.9
10.310.3
10.510.0
9.8 9.49.6
9.69.6 8.6
0.8 0.70.8
1.3 2.4 3.2
4.35.4
5.75.8 6.3 6.5
6.6 6.4 5.7 5.20.8
12.9 13.9 16.5 19.0 19.7 20.6 22.3 23.6 24.7 25.3
10
20
30
40
50
60
70
80
90
100
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
AUDIENCE SHARE (%)
OTHER THEMATICS
FIVE
C4 SPINOFFS
C4
ITV SPIN-OFFS
ITV1
BBC SPIN-OFFS
BBC 2
BBC 1
FIVE SPINOFFS
SOURCE: OBS, BARB
% SHARE CHANGE
12.4%
1.7%
1.5%
-8.6%
-6.9%
FIGURE C.3. – COMPETITION FOR AUDIENCES – demographic differentiation
DEMOGRAPHIC POSITIONING OF MAIN NETWORKS AND THEMATIC CHANNELS, 2006% ABC1
SOURCE: BARB, O&O ANALYSIS
BBC2
BBC3
BBC4
ITV1ITV2
ITV3
FIVE
E4
FIVE US
BBC1
ITV4CHANNEL 4
MORE4
FILM4
FIVE LIFE
SKY
SKY ONE
LIVING
30
35
40
45
50
55
60
65
30 35 40 45 50 55 60AVERAGE AGE
OLDER - UPMARKETYOUNGER - UPMARKET
YOUNGER - DOWNMARKET OLDER - DOWNMARKET
FEMALE MALE
FIGURE C.4. – COMPETITION FOR AUDIENCES – demographic positioning by genre
DEMOGRAPHIC POSITIONING OF MAIN GENRES – ITV1, C4 AND BBC1
SOURCE: BARB, O&O ANALYSIS
ARTS
CHILDRENS
ARTS
CHILDRENS
MUSIC
RELIGIOUS
SPORT
CURRENT AFFAIRS
DOCUMENTARIES
DRAMA: SERIES & SERIALS
DRAMA: SINGLE PLAYS
DRAMA: SOAPS
ENTERTAINMENT
FILMS: CINEMA
HOBBIES & LEISURE
MUSICNEWS/
WEATHER
RELIGIOUS
SPORT
CURRENT AFFAIRS
DOCUMENTARIES
DRAMA: SERIES & SERIALS
DRAMA: SINGLE PLAYS
DRAMA: SOAPS
ENTERTAINMENT
FILMS: CINEMA
HOBBIES & LEISURE
MUSIC
NEWS/WEATHER
RELIGIOUS
SPORT
ARTSCURRENT AFFAIRS
DOCUMENTARIES
DRAMA: SERIES & SERIALS
DRAMA: SINGLE PLAYS
DRAMA: SOAPS
ENTERTAINMENT
FILMS: CINEMA
HOBBIES & LEISURE
NEWSWEATHER
28
33
38
43
48
53
81828384858
%OF AUDIENCE <35
% ABC1
YOUNGER - DOWNMARKET
YOUNGER - UPMARKET OLDER - UPMARKET
OLDER - DOWNMARKET
FEMALE MALE
C4
ITV1
BBC1C4 ZONE
BBC1 ZONE
ITV ZONE
FIVE ZONE
MAIN BATTLEGROUND
FIGURE C.5. – OVERALL LEVEL AND SCALE OF COMPETITION TO THE BBC FOR TALENT
LEVEL AND SCALE OF DIRECT COMPETITION TO BBCOVERALL
ITV C4 FIVE OTHER
TV DRAMA
ENTERTAINMENT
COMEDY
LANDMARK FACTUAL
SPECIALIST FACTUAL
LIFESTYLE/MAKEOVER
CURRENT AFFAIRS
CHILDREN
SPORTS JOURNALISM
DAYTIME/TEATIME TV
FIGURE C.6. – COMPETITION FOR AUDIENCES – channel 4 changing programme mix
CHANNEL 4 OUTPUT BY GENRE - 5PM TO 11PM, 2001-2006
32.45
124 193 280192 150
161
112136
88
85130 28 38 36
148
12494 169
232261
289245
88
129135
172150 126
217
153 89
106 105105
26
1333
36 3330
99
152
83
88 93109
266
243
247
251 257250
531275
526
202 168193
2254
3135 55
52
35 2733
32 3836
196 172178 194 194 244
21 31 15
10
20
30
40
50
60
70
80
90
100
2001 2002 2003 2004 2005 2006
FAMILY SHOWS
CHAT/QUIZ
OTHER ENT.
FACTUAL ENT
HOBBIES & LEISURE
SOAPS
DRAMA SERIES& ONE-OFFS
IMPORTED DRAMA
NEWS
DOCUMENTARIES
CURRENT AFFAIRSARTS & RELIGION
SPORT
FILMS
COMEDY
CHILDRENS
ENTERTAINMENT
DRAMA
FACTUAL
30.7%37.1%
39.2%45.8% 46.5% 45.2%
16.7%
17.9% 10.1%
13.1%13.0% 13.1%
46.1%33.6%
41.2%
29.8% 29.1%28.6%
SOURCE: BARB, O&O ANALYSIS
%
258
135
FIGURE C.7. – COMPETITION FOR AUDIENCES – key demographic battlegrounds - entertainment
DEMOGRAPHIC POSITIONING OF MAIN GENRES – ITV1, C4 AND BBC1 – ENTERTAINMENT AND SUB-GENRES
SOURCE: BARB, O&O ANALYSIS
%<35
VARIETY
ANIMATION CARTOONS
ANIMATION PUPPET
CHAT SHOWS AUDIENCE PART
CHAT SHOWS INTERVIEWS
FAMILY SHOWS
LOTTERY SHOWSUPDATES
OTHER COMEDY
QUIZ SHOWSPANEL GAMES
SITCOMUK
SPECIAL EVENTS
VARIETY
ANIMATION CARTOONS
ANIMATION PUPPET
CHAT SHOWS AUDIENCE PART
CHAT SHOWS GENERAL
CHAT SHOWS INTERVIEW
FAMILY SHOWS
OTHER COMEDY
QUIZ SHOWSPANEL GAMES
SITCOM UK
SPECIAL EVENTS
VARIETY
ANIMATION CARTOONS
CHAT SHOWS GENERAL
FAMILY SHOWS
OTHER COMEDY
QUIZ SHOWSPANEL GAMES
SITCOMUK
SPECIAL EVENTS
25
30
35
40
45
50
55
1525354555
% ABC1
YOUNGER - UPMARKET OLDER - UPMARKET
YOUNGER - DOWNMARKET OLDER - DOWNMARKET
C4 IN ITV1 ZONE
ITV1 IN C4 ZONE
FEMALE MALE
C4
ITV1
BBC1
FIGURE C.8. – UK TV REVENUE GROWTH RATES – all TV versus main network players
UK TELEVISION INDUSTRY REVENUE TRENDS, 1998-2006
TOTAL GROSS TV REVENUE(INC PAY TV)
BBC/COMMERCIAL NETWORK REVENUES(INC SPIN OFF CHANNELS)
CAGR1998-2002
8.0%
4.3%
CAGR2002-2006
4.4%
1.4%
2,000
4,000
6,000
8,000
10,000
12,000
1998 1999 2000 2001 2002 2003 2004 2005 2006
£M
- PAY TV GROWTH
- COMMERCIAL RECESSION
- LICENCE FEE UPLIFT
- PAY TV GROWTH
- COMMERCIAL TV STAGNATION
- LICENCE FEE GROWTH
- PAY TV GROWTH
- COMMERCIAL TV GROWTH
SOURCE: OFCOM, BBC ANNUAL REPORT, O&O ANALYSIS
FIGURE C.9. – UK TV REVENUE GROWTH RATES – BBC versus commercial networks
CAGR1998-2006
0.2%
4.6%
CAGR2002-2006
0.2%
2.8%
UK BROADCASTERS, REVENUES, 1998-2006
500
1,000
1,500
2,000
2,500
3,000
3,500
1998 1999 2000 2001 2002 2003 2004 2005 2006
£M
BBC TV LICENCE FEE REVENUE*ITV PLUS C4 (INCL. SPIN OFFS)
ITV, C4 AND FIVE
-0.5% -0.3%
- COMMERCIAL BOOM - COMMERCIAL RECESSION
- LICENCE FEE UPLIFT
- COMMERCIAL NETWORK STAGNATION
- LICENCE FEE GROWTH
SOURCE: OFCOM, BBC ANNUAL REPORT, O&O ANALYSIS*TV PROPORTION OF LICENCE FEE INCOME AS CALCULATED BY OFCOM
FIGURE C.10. – YEAR ON YEAR REVENUE GROWTH RATES – BBC versus commercial TV
UK BROADCASTER REVENUE GROWTH RATES, 1999-2006
7%
-1%
6%
15%
4%
1%2%
5%6%
-11%
3%
-2%
4%
7%
-7%
5%
-15
-10
-5
5
10
15
20
1999 2000 2001 2002 2003 2004 2005 2006
ANNUAL GROWTH RATE %
BBC LICENCE FEE REVENUE
ITV, C4 (INC SPIN-OFFS)
- COMMERCIAL RECESSION
- LICENCE FEE UPLIFT
- COMMERCIAL NETWORK STAGNATION
- LICENCE FEE GROWTH
- COMMERCIAL BOOM
COMMERCIAL NETWORK (INC SPIN-OFFS)
ADVERTISING REVENUE
3%
6%
-12%
1%
-3%
4%
6%
-8%
FIGURE C.11. – UK NEW PROGRAMMING SPEND TRENDS – by commissioning outlet
UK SPENDING ON UK TV ORIGINATIONS, 2001-2006
11891359 1311 1044 1312 1281
1424
13971394 1337 1322 1419
68
70 98 117 161182
2001 2002 2003 2004 2005 2006
£M
CAGR2001-2003
20.1%
2.3%
CAGR2003-2006
22.9%
0.9%
-1.1% 0.6%
5.0% - 0.8%
COMMERCIAL NETWORKS (INCL. SPIN OFFS AND REGIONAL OUTPUT)
BBC NETWORK ORIGINATIONS (INCL. SPIN OFFS AND REGIONAL OUTPUT)
OTHER THEMATIC CHANNELS2681
2826 2803 2798 27952882
SOURCE: OFCOM, O&O ANALYSIS
FIGURE C.12. – ITV ENTERTAINMENT TALENT TRACKING – current talent roster
22
98
6
3
66
7
7
23
1
21
2
1
12
8
11
ENTERTAINMENT TALENT VINTAGE: ITV1, 2007“WHERE WERE THEY BACK THEN?”
5
10
15
20
25
2007 PREVIOUS SHOW 5 YEARS AGO 10 YEARS AGO 20 YEARS AGO
NUMBER OF MAIN PRESENTERS
NOT ON TV
VARIOUS CHANNELS (minor roles)
THEMATICS
FIVE
CHANNEL 4
BBC
ITV1
222222 22 22
SOURCE: IMDB, SPOTLIGHT, O&O ANALYSIS
TIME/CAREERTODAY
1
ON RADIO
1
FIGURE C.13. – CHANNEL 4 ENTERTAINMENT TALENT TRACKING – current talent roster
8
2
1
1 3
4
1
5
1
2
2
1
1
1
2
5
ENTERTAINMENT TALENT VINTAGE: CHANNEL 4, 2007“WHERE WERE THEY BACK THEN?”
1
2
3
4
5
6
7
8
9
2007 PREVIOUS SHOW 5 YEARS AGO 10 YEARS AGO 20 YEARS AGO
NUMBER OF MAIN PRESENTERS
NOT ON TV
C4 SPIN OFFS
THEMATICS
ITV1
BBCCHANNEL 4
8 8 8 8 8
SOURCE: IMDB, SPOTLIGHT, O&O ANALYSIS
TIME/CAREERTODAY
FIGURE C.14. – CHANNEL 4 COMEDY TALENT TRACKING – Current talent roster
SOURCE: IMDB, SPOTLIGHT, O&O ANALYSIS
16
7
5
1
2
3
1
3
1
3
2
1
2
3
1
1
4
9
14
COMEDY TALENT VINTAGE: CHANNEL 4, 2007“WHERE WERE THEY BACK THEN?”
2
4
6
8
10
12
14
16
2007 PREVIOUS SHOW 5 YEARS AGO 10 YEARS AGO 20 YEARS AGO
NUMBER OF ACTORS/ PERFORMERS
NOT ON TV
VARIOUS
THEMATICS
ITV1
BBC2
BBC1
CHANNEL 4
16 16 16 16 16
1 ON RADIO
TIME/CAREERTODAY
FIGURE C.15. – TV BATTLES AND TALENT POACHING – 2004 to 2008
TALENT/CONTENT TIME LINE 2004-2008
ITV extend Who Wants to bea Millionaire? deal to 2009
Alan Titchmarsh starts ITV show
Tim Lovejoy joins BBC
BBC buy terrestrialrights to Heroes
Five wins rightsto Neighbours
Des O'Connor joins C4
Zoe Ball moves to ITV
Gabby Logan quits ITV for BBC
David Dickinson joinsITV from BBC
Launch of Five Life
Launch of Five US
Nicholas Owen switches ITN for BBC News
Sky One win rights for series 3 and 4 of Lost
Simon Amstell moves to BBC from C4
Graham Norton signsnew 3 year contract at BBC
Jonathan Ross signs3 year extension with BBC
Launch of BBC HD
Nigella Lawsonjoins BBC
Paul O'Gradyleaves ITV for C4
Steve Rider leaves BBC for ITV
Eamonn Holmes joinsSky News from GMTV
Launch of More 4
Des Lynam joins C4
Daisy McAndrewjoins ITV from BBC
Nick Robinsonleaves ITV for BBC
Trinny and Susannah move to ITV from BBC
Graham Norton moves to BBC
Launch of UKTV Gardens
Launch of UKTV People
Launch of FX channel
Sky buys series 3 and 4 of 24
Trisha Goddard leaves ITV for Five
Michael Parkinsonleaves BBC for ITV
C4 acquiresrights to The Simpsons
Launch of Living 2
Launch of ITV3 & ITV4
Launch of UKTV Documentary
John Suchet joins Five
Tess Daly moves to BBC
Launch ofCITV channel
Launch of Bravo 2
BBC talent salaries leak
Five acquires rights to Fireman Sam
Ruth Watson movesto C4 from Five
Natasha Kaplinskymoves to Five from BBC
Five to airNeighbours
OCT-03 JAN-04 APR-04 AUG-04 NOV-04 FEB-05 MAY-05 SEP-05 DEC-05 MAR-06 JUL-06 OCT-06 JAN-07 APR-07 AUG-07 NOV-07 FEB-08 JUN-08
RED NODE - MOVEMENT OF TALENT AMBER NODE - CHANNEL LAUNCHGREEN NODE - MOVEMENT OF CONTENT
MOTD returns to BBC
Fiona Bruce to host Antiques Roadshow
Launch of Virgin 1
Dermot O'Leary presents X Factor
Dermot Murnaghan joinsSky News from BBC
Kirsty Young to host Crimewatch from 2008
Richard & Judy to leave C4In June 2008
FIGURE C.16. – RADIO MARKET DIFFERENTIATION – market positioning in London – 2006/07
VIRGIN
talk SPORT
CLASSIC FM
BBC RADIO FIVE LIVE
BBC RADIO 4
BBC RADIO 3
BBC RADIO 2
BBC RADIO 1
CHOICE FM CAPITAL GOLD
HEART
LBC 97.3
SMOOTH FM
MAGIC
KISS FM XFM
CAPITAL FM
FEMALE MALE
20%
30%
40%
50%
80%
90%
100%
10 15 20 25 30 40 45 50 55 60
AVERAGE AGE OF LISTENING
% ABC1 LISTENING
LONDON RADIO STATION COMPETITIVE POSITIONING- (LEADING SERVICES ONLY - LISTENING AMONG 10 TO 65 YEAR OLDS ONLY)
BBC LONDON 94.9
60%
70%
LONDON POPULATION AVERAGE
YOUNG
CURRENT COMMERCIAL HEARTLAND
KEY BATTLE GROUND
BBC HEARTLAND
YOUNGER UPMARKET OLDER UPMARKET
OLDER DOWNMARKETYOUNGER DOWNMARKET
SOURCE: RAJAR, O&O ANALYSIS
SIZE OF CIRCLE = AUDIENCE SHARE
FIGURE C.17. – COMMERCIAL RADIO REVENUE GROWTH VERSUS BBC RADIO SPENDING GROWTH – 2001 to 2006
UK RADIO REVENUE GROWTH RATES, 2001-2006
-7%
4%
9%
3%
-2% -1%
-16%
14%
0%
4%
-1%-3%
-7%
13%
2%
7%
-1%
5%
-20
-15
-10
-5
5
10
15
20
2001 2002 2003 2004 2005 2006
ANNUAL GROWTH RATE (%)
COMMERCIAL RADIO
BBC NETWORK SPEND
BBC LOCAL/NATIONAL SPEND
SOURCE: BBC ANNUAL REPORTS, OFCOM, O&O ANALYSIS
FIGURE C.18. – TV BATTLES AND TALENT POACHING – 2000 to 2008
RADIO TALENT (BREAKFAST AND DRIVETIME) TIME LINE 2000-2008
R1 Bfast - Sara Cox replaces Zoe Ball
Virgin Drivetime - Nick Jackson replaces Nick Abbot
Virgin Drivetime – Pete & Geoff replace Nick Jackson
Virgin Drivetime - Daryl Denhamreplaces Pete & Geoff
Virgin Drivetime – Kelly-Anne Smithreplaces Daryl Denham
R1 Bfast - Chris Moylesreplaces Sara Cox
R1 Drivetime - Sara Cox replaces Chris Moyles
R1 Drivetime - Scott Mills replaces Sara Cox
Capital Bfast - Johnny Vaughan replaces Chris Tarrant
XFM Drivetime - Luciojoins XFM from Kerrang
Capital Drivetime - Richard Bacon replaces Dr Fox
Magic Bfast - Dr Fox replaces Graham Dene
Magic Drivetime - Graham Denemoves to Drivetime
XFM Bfast - Lauren Laverne replaces Christian O'Connell
Virgin Bfast - Christian O'Connell replaces Pete & Geoff
Virgin Drivetime - Martin Collins replaces Kelly-Anne Smith
R2 Drivetime - Chris Evans replaces Johnny Walker
Capital Drivetime - Lucioreplaces Richard Bacon
XFM Drivetime - Richard Bacon replaces Lucio
Smooth Drivetime - Martin Collins joins Smooth
Virgin Drivetime - Ben Jones replaces Martin Collins
XFM Drivetime - Paul Tonkinsonreplaces Richard Bacon
Smooth Bfast - Russell Pockett joins
XFM Bfast - Alex Zane replaces Lauren Laverne
XFM Drivetime - Ian Camfieldreplaces Paul Tonkinson
Virgin Drivetime - Neil Francis replaces Ben Jones
XFM Drivetime - Rick Shaw from Kerrang replaces Ian Camfield
Virgin Drivetime - Nick Jackson replaces Neil Francis
Smooth Bfast - Graham Dene to join Smooth (replacing Russell Pockett)
Heart Bfast - Jamie Theakstonreplaces Jono Coleman
12/99 03/00 06/00 10/00 01/01 04/01 07/01 11/01 02/02 05/02 09/02 12/02 03/03 06/03 10/03 01/04 04/04 08/04 11/04 02/05 05/05 09/05 12/05 03/06 07/06 10/06 01/07 04/07 08/07 11/07 02/08 06/08
FIGURE C.19. – HOW COMMERCIAL TV SETS TALENT FEES – by exception
NO SPECIFIC ACTION
SUB-GENRE “TARIFF” RANGE
PROGRAMME COST PER VIEWER
HOUR BENCHMARKS
EDITORIAL SPECIFICATION VERSUS COST
(format, location, key artists etc)
RETURNING SERIES INFLATION
TALENT COSTS BECOMES AN ISSUE
MORE DETAILED COST PER VIEWER HOUR ANALYSIS
DEMOGRAPHICS AND CHANNEL BRAND BENEFITS
TALENT COST - BENEFIT i.e.
COMMERCIAL VALUATION
INCREMENTAL AUDIENCE
REVENUE IMPACT
“PROFIT” IMPACT
TARGET KEY TALENT
PROGRAMME COMMISSIONCOMMISSION ASSESMENT SPECIFIC TALENT VALUE ASSESMENT
DIRECT TALENT CONTRACT
WITHIN RANGE ABOVE RANGE
IN EXPECTED RANGE ABOVE EXPECTED LEVEL
RIGHT BALANCE TOO RELIANT ON TALENT
WITHIN EXPECTED LEVEL HIGHER THAN AVERAGE
STRATEGIC BENEFITS
IDENTIFIED
PRODUCTION PARTNER
IDENTIFIED
ON SCREEN AND ON AIR TALENT
SECTION A – INTRODUCTION AND SCENE SETTING
SECTION B - THE ECONOMICS OF ON SCREEN AND ON AIR TALENT
SECTION C - THE UK MARKET FOR ON SCREEN AND ON AIR TALENT
SECTION D - THE ROLE, POSITIONING AND PERFORMANCE OF THE BBC
SECTION E - ASSESSMENT OF MARKET IMPACT AND VALUE FOR MONEY
FIGURE D.1. – BBC’S RECENT TALENT SPENDING TRENDS – total spending (in-house production)
SOURCE: BBC BUSINESS AFFAIRS AND RIGHTS, O&O ANALYSIS
100
200
300
400
500
TOTAL PROG SPEND
TALENT SPEND
TOTAL PROG SPEND
TALENT SPEND
TOTAL PROG SPEND
TALENT SPEND
IN-HOUSE TV(EXCL NEWS, SPORT AND MUSIC)
NEWS NETWORK RADIO (EXCL NEWS)
BBC PROGRAMME AND TALENT SPEND BY ACTIVITY 2006/07
% OF ALL PROGRAMME
SPEND15.5% 14.9% 15.1%
£490M
£76M
£194M
£29M
£205M
£31M
BBC ON-SCREEN AND ON-AIR TALENT SPEND, 2004/05 TO 2006/07 (CAGR = 3.6%)
73.7 75.9
24.0 28.029.3
16.2 15.616.8
28.928.9 28.631.3
27.8 25.9
33.214.6 13.6
14.4190.0 186.2
204.0
50
100
150
200
250
2004/5 2005/6 2006/7
£M
FIGURE D.2. – TALENT SPENDING – importance by genre
TALENT SPEND AS A PROPORTION OF TOTAL PROGRAMME COSTS BY GENRE, 2004/05 TO 2006/07(BBC IN HOUSE SHOWS ONLY)
5
10
15
20
25
SOAPS, SERIES & SERIALS
QUIZ SHOWS/ PANEL GAMES
COMEDY SINGLE PLAYS
POLITICAL/ SOCIAL
ARTS* NEWS FAMILY SHOWS
RELIGION* HOBBIES & LEISURE
CONSUMER CHAT SHOWS*
DOCS CHILDREN'S SPORT
TALENT COST AS PROPORTION OF
PROGRAMME COST (%)
2004/05
2005/062006/07
2006/07 AVERAGE 15.5%
2004/05 AVERAGE 13.1%
*SMALL SAMPLE
SOURCE: BBC
FIGURE D.3. – BBC TV NUMBER OF CONTRACTS BY SIZE OF CONTRACT - 2007
BBC VOLUME OF TALENT CONTRACTS BY RANGE OF PAYMENTS, 2006/07TOTAL = £171M*
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
£0 - £1,000 £1,001 - £5,000 £5,001 - £10,000 £10,001 - £50,000 £50,001 - £100,000 £100,000+
NUMBER OF TALENT CONTRACTS
VOLUME OF CONTRACTS
* DOES NOT INCLUDE ALL TOP CONTRACTS (E.G. CENTRAL CONTRACTS)
SOURCE: BBC CONTENT DATABASE
LOW VALUE/STANDARD AGREEMENTS MIDRANGE TOP 150
EXCLUDES TALENT ON STAFF CONTRACTS AND SHORT TALKS
FIGURE D.7. – BBC TV TALENT PAYMENTS – distribution of spending by range band
BBC TALENT: VALUE OF CONTRACTS, 2004/05 TO 2006/07
33
14
8
6
32
38
16
75 6
45
10
15
20
25
30
35
40
£10,000-50,000 £50,000-100,000 £100,000-150,000 £150,000-200,000 £200,000-250,000 £250,000-300,000
VALUE OF CONTRACTS
(£M)
2004/05
2006/07
SOURCE: BBC BUSINESS AFFAIRS AND FINANCE, O&O ANALYSIS
CONTRACT VALUE RANGE
FIGURE D.8. – BBC TV HISTORIC TOP TALENT FEES PER HOUR INFLATION
SOURCE: BBC TALENT INFLATION SURVEY 2006/2007, O&O ANALYSIS
% YEAR ON YEAR INFLATION
2000/2001 2001/2002 2002/2003 2003/2004 2004/2005 2005/2006 2006/2007
- COMMERCIAL TV RECESSION
- LICENCE FEE UPLIFT
- COMMERCIAL NETWORK STAGNATION
- LICENCE FEE GROWTH
- COMMERCIAL BOOM
BBC TV TALENT INFLATION (KEY AND LEAD TALENT) - FEES PER HOUR – RETURNING STRANDS ONLY 2001/02 TO 2006/07
FIGURE D.9. – BBC TV KEY VERSUS LEAD TALENT FEES PER HOUR INFLATION
SOURCE: BBC TALENT INFLATION SURVEY, O&O ANALYSIS
BBC TV TALENT INFLATION (KEY AND LEAD TALENT) - FEES PER HOUR – RETURNING STRANDS ONLY
% YEAR ON YEAR INFLATION
LEAD TALENT
KEY TALENT
2001/2002 2002/2003 2003/2004 2004/2005 2005/2006 2006/2007
- COMMERCIAL TV RECESSION
- LICENCE FEE UPLIFT
- COMMERCIAL NETWORK STAGNATION
- LICENCE FEE GROWTH
FIGURE D.12. – BBC MAIN NETWORKS CURRENT ROSTER OF TALENT BY VENUE – channel with previous show
SOURCE: IMDB, SPOTLIGHT, O&O ANALYSIS
67
85
62 65
19
3
5
12
7 3
43
5
9
4
5
5
24
15
CURRENT BBC 1&2 ROSTER - PREVIOUS SHOW
10
20
30
40
50
60
70
80
90
100
ENTERTAINMENT FACTUAL COOKING/LIFESTYLE COMEDY
NOT ON TV
THEMATICS
BBC SPIN OFFS
CHANNEL 4
ITV1
BBC1 & 2
27 33 21 34%
1 ON RADIO
NUMBER OF PRESENTERS IN
2007
FIGURE D.13. – BBC MAIN NETWORKS CURRENT ROSTER OF TALENT BY GENRE – where they were five years ago?
SOURCE: IMDB, SPOTLIGHT, O&O ANALYSIS
48
65
38
56
11
5
9
11
3
5
3
4
3
4
5
3
5
6
4
2119
8
43
3
CURRENT BBC 1&2 ROSTER: 5 YEARS AGO
10
20
30
40
50
60
70
80
90
100
ENTERTAINMENT FACTUAL COOKING/LIFESTYLE COMEDY
NOT ON TV
VARIOUS CHANNELS
THEMATICS
FIVE
BBC SPIN OFFS
CHANNEL 4
ITV1
BBC1 & 2
27 33 21 34%
1 ON RADIO
NUMBER OF PRESENTERS IN
2007
FIGURE D.14. – BBC MAIN NETWORK CURRENT ROSTER OF TALENT BY GENRE – where they were 10 years ago?
SOURCE: IMDB, SPOTLIGHT, O&O ANALYSIS
48
58
1926
15
5
6
4
3
9
3
7
3 35
26
36
76
21
CURRENT BBC ROSTER 1&2 : 10 YEARS AGO
10
20
30
40
50
60
70
80
90
100
ENTERTAINMENT FACTUAL COOKING/LIFESTYLE COMEDY
NOT ON TV
VARIOUS CHANNELS
THEMATICS
FIVE
CHANNEL 4
ITV1
BBC1 AND BBC2
27 33 21 34%
NUMBER OF PRESENTERS IN
2007
CONTRACT THROUGH FAST FEE
WITHIN PRODUCTION
BUDGET
ANNUAL FEE INCREASE**
ABSOLUTE VALUE OF FEE*
TALENT COST
BECOMES AN ISSUE
ASSESSMENT OF TALENT’S CURRENT
STATUS
MARKET KNOWLEDGE
CURRENT/ PREVIOUS FEE
HISTORY
ENGAGEMENT TYPE, TERMS AND
VOLUME
STANDARD FEE RATES
DECISION MAKING
VISION BUSINESS
INVESTMENT GROUP
STAGE ONE STAGE TWO
WITHIN RANGE
ABOVE RANGE
>3%
<£1K
<3%
DESIGNATED PRODUCTION STAFFRIGHTS TEAMS
NOTE: FOR BBC SPORT THE THRESHOLD IS A 2% INCREASE AND PERSONNEL WILL VARY I.E. EARLIER DIRECTOR/CONTROLLER INVOLVEMENT
CONTRACT OFFER/
REJECTION
<£500K
>£500K
DG FINANCE COMMITTEE
<£3M
>£3M
CONTRACT OFFER/
REJECTION
STAGE THREE
PERSONNEL
PRODUCTION TEAMSRIGHTS NEGOTIATORPRODUCTION EVECUTIVESSENIOR PRODUCTION STAFF
PERSONNEL
CHANNEL CONTROLLERGENRE COMMISSIONERSENIOR BUSINESS AFFAIRS MANAGERTRG RIGHTS MANAGERHEAD OF RIGHTS & BUSINESS AFFAIRSDIRECTOR GENERALPRODUCTION HEAD
PERSONNEL
>£1K
** TYPICALLY THIS PROCESS FOLLOWED FOR RENEWING MID RANGE, HIGH LEVEL & LONG TERM CONTRACTS
TRG INVOLVEMENT NEGOTIATION
CONTRACT OFFER/
REJECTION
REJECTION
* THESE ARE TYPICALLY STANDARDISED PAYMENTS TO PANELLISTS, MUSICIANS OR PRESENTERS. ANYTHING BELOW £1K IS DEALT WITH BY PRODUCTION TEAMS USING THE ‘FAST FEE SERVICE’
FIGURE D.15. – BBC TALENT FEE REFERRALS PROCESS
ON SCREEN AND ON AIR TALENT
SECTION A – INTRODUCTION AND SCENE SETTING
SECTION B - THE ECONOMICS OF ON SCREEN AND ON AIR TALENT
SECTION C - THE UK MARKET FOR ON SCREEN AND ON AIR TALENT
SECTION D - THE ROLE, POSITIONING AND PERFORMANCE OF THE BBC
SECTION E - ASSESSMENT OF MARKET IMPACT AND VALUE FOR MONEY
FIGURE E.4. – COMMERCIAL VALUATION METHODOLOGY
STEP BY STEP VALUATION PROCESS
VALUE SURVEY
PROGRAMME BY PROGRAMME
AUDIENCE DATABASE
NET % RESPONDENTS WHO WOULD WATCH LESS IF NAMED TALENT
NOT INVOLVED
RELEVANT STRAND AUDIENCE
DEMOGRAPHIC SKEW
TOTAL REVENUE
UPLIFT
TARGET PROFIT MARGIN
c25% TO 30%
COMMERCIAL VALUE PER HOUR
CPT PREMIUM OR DISCOUNT
DEMOGRAPHIC REVENUE
ADJUSTMENT
AUDIENCE UPLIFT @ 50%
RELEVANT NETWORK CPT AND AD SLOTS
AUDIENCE REVENUE UPLIFT
X
=
=XX
+/- =
=
LESS
FIGURE E.6. – NET IMPACT ON AUDIENCE – value survey/replacement scores
58.6 58.5 57.050.8 50.7
47.6 47.3 46.7 44.8 43.9
23.1 21.5 21.6
25.319.8 23.8 24.2 22.7 25.9
21.9
18.3 20.0 21.4 23.829.5 28.7 28.5 30.6 29.3
34.2
LIKELIHOOD TO CONTINUE WATCHING IF HOST/PRESENTER REPLACED
10
20
30
40
50
60
70
80
90
100
NAME 1
C4
NAME 2
C4
NAME 3
C4
NAME 4
BBC
NAME 5
BBC
NAME 6
BBC
NAME 7
FIVE
NAME 8
C4
NAME 9
ITV
NAME 10
FIVE
%
LIKELY TO WATCH MORE
ABOUT THE SAME
LIKELY TO WATCH LESS
SOURCE: O&O VALUE SURVEY, 2,500 RESPONDENTS, JAN/FEB 2008
FIGURE E.7. – DEMOGRAPHIC APPEAL OF NAMED TALENT – value survey – entertainment sub-genres
GROUP A: DEMOGRAPHIC POSITIONING(SATURDAY NIGHT ENTERTAINMENT, CHAT SHOWS, QUIZ SHOWS AND PANEL GAMES)
0.8
0.9
0.9
1.0
1.0
1.1
1.1
1.2
0.80.90.91.01.01.11.11.21.2
APPEAL TO RESPONDENTS <35
APPEAL TO ABC1 RESPONDENTS
PANEL GAMES
BBCITVC4FIVE
SOURCE: O&O VALUE SURVEY AND ANALYSIS
QUIZ SHOW
CHAT SHOW
SATURDAY NIGHT
FIGURE E.8. – COST PER VIEWER HOUR VERSUS TALENTS COSTS PER HOUR INDEX – BBC1 entertainment
BBC 1 ENTERTAINMENT PROGRAMMES: TOTAL PROGRAMME COST PER VIEWER HOUR AND TALENT COST PER OUTPUT HOUR, 2006/07
20
40
60
80
100
5 10 15 20 25 30
PROGRAMME COST PER VIEWER HOUR (PENCE)
TALENT COST PER OUTPUT HOUR INDEX
SITCOM
OTHER COMEDY
ENTERTAINMENT
CHAT SHOW
PANEL/QUIZ
FEE INCREASES JUSTIFIED?
FIGURE E.9. – BBC TV STRANDS – index of talent cost hour and total cost per viewer hour
BBC TV STRANDS: INDEX TO GENRE AVERAGE OF TALENT COST PER VIEWER HOUR AND TALENT COST PER OUTPUT HOUR, 2006/07 (sample of 156 strands / 8 major TV programme genres)
100
200
300
400
500
600
100 200 300 400 500 600 700 800 900 1000
INDEX TO GENRE AVERAGE OF TALENT COST PER VIEWER HOUR
IND
EX T
O G
ENRE
AV
ERA
GE
OF
TALE
NT
CO
ST P
ER O
UTPU
T H
OUR
39 STRANDS
20 STRANDS
19 STRANDS
78 STRANDS
GENRE AVERAGE = 100