Modern content design

Why do we need new ideas? 

We have a looming economic depression ahead of us. We all know what happened to TV programming in previous depressions, and it’s fairly easy to predict that there will be a demand for more sentimental feelings, outlandish game and reality shows and, of course, fantasy.  After all, the most successful reruns in the USA post 9/11 trauma, were “Touched by an Angel” and “Dr Quinn: Medicine Woman.”

Why? Because they are both about miracles, and in the 2002, the Americans were so traumatised the only thing that seemed viable was a miracle.  They are about to go the same way again.

South Africa has come out of a decade of prosperity.  This means that the bulk of the population are facing something they never thought possible, and never knew it was something to be feared.

Gone are the costly cars, parties and fancy clothes. Gone are the 90% mortgages. Gone are the good times, that young people thought were normal.Given that the economy will be rock bottom towards the end of 2009, people won’t have access to the demand for instant gratification. If they want luxury goods, they have to save up for them.  Everyone will know someone who is unemployed.  The SUV has been exchanged for a Tazz.  School fees will be in arrears.  Credit card repayments are first call on the budget.

Then, people will argue, “The economy is shot.  It’s not my fault.  In fact I don’t even think its South Africa’s fault”.  They will be looking for someone to blame.  Stories they identify with, will be those that confirm their suspicions, such as good conspiracy stuff, and stories where the rich, evil guys get what’s coming to them.

So how do we analyse the audience mood in a year’s time, and satisfy their emotional needs?

People are driven simultaneously by hope that nice things will happen and fear that bad things will come about.  As a result, they watch TV to try and make sense of the world, and to glean from stories some strategies they can file away that may help them deal with fearful change in the future.

Hypochondria will flourish. People will imagine that they are bill and not depressed. Give them talk shows that reinforce their perceptions. The broadcasters will love these shows too: they’re cheap to make.

Here are seven tips that may help you produce some hit content:

1. Give people what they want - escape. At the same time give the broadcasters what they want: cheap programming.  After all their income will be down at least 10%.

2. Give audiences something like a parallel universe one that looks the same, and with which they can identify, but make it a happy one. This would indicate the drama is preferable to reality programming, but the broadcasters will not like the costs of drama, and will prefer the budgets of reality programming.

3. Go for talk, but make sure the talk is not about the current economic situation, but rather about personal relationships.

4. Turn traditional formats through 180°.  Look at the how audiences expect formats to be, and turn them completely around.

5. If you are designing a quiz programme. get the contestants to ask the questions of the audience. If it's a music show, let the audience do the singing, or the playing, or joining in. In a DIY show, instead of doing the house up, think of a way of doing it down. If it's a magazine programme about current affairs, why not focus on the good times, and drift rather towards nostalgia (the footage is already in the library).

6. Help audiences play the blame game. In a dating game show, focus on breaking up.  Why not create a show about getting a new partner so as to make the ex jealous?

7. Turn reality adventure shows upside down.  Instead of having the audience peep in on the performers, why not get the audience to peep in on itself?