CHANNEL 5 (PARAMOUNT)
WINNING GROUP
My Role:
Creative Strategy & Design
2
18
mins
19%
33%
On average spent picking something to watch on streaming services
Switched from paid subscriptions to
Free Ad Supported Television
Believe there are too many streaming services
1
Brief
The
“People want an easy media selection process that fits into their routines, because they have busy lives with little time for entertainment, but they end up losing an incredible amount of time deciding what to watch.”
Because more choice doesn't always equal a better experience.
3
Insight
4
Content Executions
Action and activity
Connection with an audience
So how can we change target audience habits to build their routine around Channel 5?
to where we want them to be,
By building a bridge from where they are now,
And the way to reach them is through short-form content.
so we can meet them halfway.
We wanted to remind people of a nostalgic time spent with those you love, demonstrating that although these moments seem lone gone, the are not lost, and can be relived through Channel 5, to bring people back together. It acts as an emotional hi to reduce short-form content consumption, to make new memories with media that has meaning.
“It's the only time we get to spend together with no distractions"
"I treasure these moments, and you can too, with channel 5"
"It reminds me of times when I was a kid and she let me stay late to watch TV with her"
1. NEW TRADITIONS
On TikTok, videos with the hashtag “grwm” (Get ready with me) have been viewed more than 157 billion times, with story time series gaining over 100 million views.
Overview:
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Creators reveal plot points for each week’s episode in anecdotal style, positioning audience as the main character/s as though it were happening to them
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TikTok ends on cliffhanger, telling viewers to tune in to Channel 5 to find out for themselves
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Viewers then want to get invested, while also now knowing what they are in for in the show - which removes time spent decision making
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This can be replicated by multiple genres of creators and influencers
2. STORYTIMES
3. COME ALIVE WITH CHANNEL
5
This strategy relates to No.1, as it encourages interaction with others, however wholesome activity is replaced by competition as players are eager to beat their friends so they can potentially earn a place on the leaderboard. As the sheets are only released before live viewings, anticipated viewers are willing to switch to live TV to partake in the game
I was inspired by the period of lockdown, where interaction and meaningful conversation was depraved, which led to a peak of online interactive quiz games for friends to play together - think kahoot, virtual pub quizzes.
Overview:
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Digital bingo card - accessible by signing up to Channel 5's mailing list
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Unique to each episode of each series
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Only released before Live viewing of the show
3.
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