After a June snow fall on Saturday followed by a blustery day, the sun shone on Monday drawing the delegates out onto the terrace at the Banff Fest Day 2. The celebrations surrounding the festival got off to a great start Sunday night, where the CBC held the Limelight in the Riverview Lounge at the Fairmont Banff Springs Hotel during the CBC Opening Reception.
Adam Beach was charming and the camera still loves him (who doesn't?) Dragons' Den star, Arlene Dickinson - whom I had the pleasure of working with behind the scenes at the 2009 Gemini Awards in Calgary - was beaming and the Broadcast Executives were proud of the past years' production slate - which netted the Public Network it's best winter viewing ratings ever - proving Canadians love homegrown programming.
Exhaustion is common but the exhilaration of meeting with broadcasters, cable and internet companies all looking for content, making pitches, getting feedback, connecting with potential production partners, attending inspiring sessions and enjoying the fantastic social scene allows you to function on next to no sleep. (No wonder the TC Media Oxygen Bar was so busy giving delegates a 6-minute sample of its rejuvenating benefits.)
News Larry King would not be attending the Festival to receive his Lifetime Achievement Award Tuesday due to “unforeseen circumstances” gave delegates an excuse to stay out a little later Monday night. With two main events downtown plus a BBQ in Canmore for the Decision Makers - the clear sky and mild temperatures had everyone out for the night.
A comfortable crowd turned out at the annual Women In Film & Television Alberta (WIFTA) Martini Madness in the Saltlik Steakhouse Lounge with many more enjoying dinner upstairs in the restaurant. (Great calamari!) The Netflix Late Night Party downstairs at Hoodoo Lounge was jam packed with a techno soundtrack that made conversation impossible, but the crowd could always step out onto the street for a real chat. The sight of suits in Banff is an oddity unless you're attending a wedding and the locals on the town for the night were surely muttering "Gorby's!"
I enjoyed conversations with many other writers and met new contacts as well as seeing old acquaintances. It was Girls Night for me with the WIFTA board members as their honorary alumni guest, as past Vice-President, for a midnight dinner and then some more conversation in our mountain top chalet made for an interesting albeit sleepless night. It meant a slow start and missing out on the mornings' substitution for the absent honoured guest .
Steve Hannah, President and CEO of The Onion News Network (ONN) - famous for it's satirical take on the news - dressed up in a frumpy suit and bow-tie, did a pantomime as opposed to having a conversation - stopping to take calls and read the paper; all of which the audience found most entertaining.
Hannah's only words to the audience came as he was about to leave the stage and said, "Take off, eh" - paying homage to our own homegrown icons of the same class SCTV and the hosers' Doug and Bob McKenzie (aka Rick Moranis and Dave Thomas with their tag line for the Great White North segment - which eventually was released as a song featuring Geddy Lee of Rush on lead vocals back in the early 1980's. (Bob and Doug became a half-hour animated comedy for Global in Canada which first aired in 2009).
The Banff World Media Festival got underway today, integrating the digital content of nextMEDIA. There was a wide offering of discussions with online integration as the wider topic of the day. The last one being the Canadian Media Leaders presentation, which was a packed house. Guests included:
Kevin Crull, President, Bell Media
Keith Pelley, President, Rogers Media
Paul Robertson, Group Vice President, Broadcasting and President, Shaw Media
Kirstine Stewart, Executive Vice-President, English Services, CBC
The discussion was reminiscent of my post on Canadian Content, with a great deal of discussion around Canadian Content and Vertical integration as well as Terms of Trade. The fact Google, Apple and YouTube are paying for the creation of original content seemed to be a threat. Independent Producers, however, were surely taking note. It was a bit sobering to hear CBC's Stewart reiterate the fact 175 hours of original Canadian Content had been cut. Good thing there were complimentary drinks to follow at the Public Broadcaster's sponsored Opening Reception. The most interesting session I attended today at the Banff World Media Festival was all about Branded Entertainment. Integrating Brands into Successful TV Formats was a panel discussion moderated by Michael Steinberg, Thread Branded. The Panelists included:
Hal Burg - Platinum Rye
John Young - Temple Street Productions
Sean Buckley - Buck Productions
Branded Entertainment (called Advertiser Funded Programming in the UK) - is gaining in popularity. But it is hardly new. A great YouTube clip gives a clear example of this for the department store Macy's:
Shows like Escape Routes, Sheer Genius, Around the World in 80 Plates are all about Integrating Brands. Where should you position your Brand in the Branded Content Landscape? According to the panelists, the way to go is with Integrated Custom Television Content. If you build it, they will come! Building in content that has an engaging story, that is, and your viewers/the consumers will stick around to watch and return to the program while buying into the brand.
The trick is finding the right story to engage them with. Buckley referred to the movie "Castaways" with Tom Hanks as a gorgeous piece of integrated marketing for FedEx. Each of the panelists talked about their own Branded Entertainment productions.
Burg's Case Study was on Open Sky.com which is a smaller brand - online shopping - with more than 100 celebrities selling brands on the website. Using the example of 1st Look Celebrity Stylist - Ali Fedotowsky (The Bachlorette) Burg demonstrated the idea of brand integration can work even if your client isn't a major advertiser.
Buckley's Case Study -City Chase - was an online adventure race, which he spun off into a television series. He learned of City Chase coincidentally while playing golf with the events organizer. They talked about taking it to television.He went to the CBC and asked for a deal - Buck would create content in a half-hour series. This event type show created an urban scavenger hunt of sorts and they integrated Mistubishi into the show, which - as a bonus - also attracted National Geographic.
Mistubishi paid for the cost of the entire show - in return they got 50% of the advertising as well as product integration. The CBC gave the show a high profile with regards to promotions.
Another one of Buckley's Branded Content projects is Canada's Best Beauty Talent . The show was brought to him with Loreal attached, he designed the show and it is online but is moving towards becoming a television series. This is a trend - incubating a TV show online.
John Young's Case Study was Recipe to Riches, an 8-episode tv show with a multi-million dollar budget. This is a totally interactive Reality show. Recipes are submitted from family traditions shared by home viewers and made by teams of pros and then packaged with a slick campaign.
The next day they are put onto market through the sponsor's (Loblaws) stores. The show is a unique concept with a multi-platform experience, including the opportunity for the viewers/consumers to taste-test the products in the supermarkets across the country and turned into a reality show style competition - 600 plus stores across the country.
Recipe to Riches has aired for two seasons on the Food Network. It is a competition show in which the winner's product becomes a brand of it's own valued at a quarter million dollars worth of product creation and marketing. The Return on Investment (ROI) for Loblaws was this show drove consumers into the store and the resulting product launch was huge.
Young says you have to find something that resonates with the Brand and the Broadcaster, as well as the consumers. There are lots of great stories that you can naturally weave brands into. You have to start from the ground up and build the show and the brand. Who are the advertisers that might fit is the second step - the story comes first.
Buckley thinks every single concept has the ability to be Branded Content. He agrees, the idea has to come first. Build a bullet proof concept. The show will ultimately lead you to knowing who the targeted advertiser is. Burg says he too thinks about what the best possible show is first to sell a brand on.
Young noted the show Daybreak (online with Hulu) is going to start a revolution in Branded entertainment - it comes from the producer of Touch with the director of 24 (both of which starred Keiffer Sutherland, of course.)
The audience was invited to ask questions, the first one being: Have you had challenges with brands trying to exert too much control with the story telling?
Buckley noted Keys to the VIP - which aired on Comedy - a show designed around picking-up women. He says in the 12th hour, a client wanted to have the guys drinking Fuzzy Navel coolers (versus Crown & Coke) so Buck walked away from the deal with full support from the network (although he didn't say so - I am filling in the blanks) because it just wasn't authentic.
Another asked about the Recipe to Riches experience - how did Loblaws track the ROI?
Young noted: as producer, he doesn't know that information - the measurement tools are still being developed - but the products they created on the show were among their best new product launches in a long time so they were eager to return to the show. Actually, as a footnote, the measurement tool already exists and is being marketed at Banff. Following the discussion I was in the foyer and started talking to the ALERT-TV+team who have a product that's perfect for tracking cross-platform strategies.
The automated online system they have created provides measurable results for producers and broadcasters - and - they say there is nothing else like it (yet!) on the market to connect you with today's audiences. If you aren't able to see them at the Festival (where the product is being launched) take a look at the product demo on YouTube: http://t.co/cicKWesd
If you're going to the Banff World Media Festival, you'll notice the programming is decidedly upbeat, now that the industry has reconciled with the issues of convergence and faced the fact that cutbacks in funding mean being more nimble and entrepreneurial. The Banff Co-Production Market - new this year - is a great reflection of this business spirit at the 2012 Festival.
Here are some of my top picks to add to your agenda:
Sunday June 10, 2012
3:45 - 4:45 PM Rookies in the Rockies
If this is your first time attending Banff - don't miss this insider's guide to make the most of your time here. The highlights of Day 1 are the social events:
6:00 PM
The CBC/Radio-Canada Opening Reception (Enjoy appetizers, wine AND beer with a chance to mingle and meet delegates.)
9:00 PM
Alberta Film Welcome Reception at Wild Bill's Legendary Saloon, 201 Banff Avenue, with live local entertainment, food and drinks. (Jeans welcome!)
Monday June 11, 2012
If you need your beauty sleep you can skip the Key Note address, I suggest a later start:
10:00 - 11:00 AM Co-Production & Co-Venture Opportunities: International
A who's who of broadcast executives from around the world sharing their insight into co-production and co-ventures.
11:35 AM - 12:30 PM Spotlight on Ireland
Find out what you need to know about the Canadian-Irish treaty co-productions, with series such as The Tudors, Camelot, The Borgias, Game of Thrones.
4:00 - 4:45 PM Watch-Canada
The Canada Media Fund, in partnership with Telefilm, talk about Canadian Content and plans to promote it. (Not just for Canadian Producers, let's hope it lights a fire!) Leave early for:
4:30 - 6:00 PM Bell Fund presents Deal Makers Live
(This is a pitch competition, interesting to watch.)
Follow this with a deserving break and then downtown to Martini Madness, the Women in Film & Television Alberta (WIFTA) famous party event starting at 7:30 PM to Midnight (Saltlik Steakhouse, 221 Bear Street)
Tuesday June 12, 2012
Two program highlights (In Conversation With:) to note today. Be early for these well publcized events:
9:00 - 9:45 AM Lifetime Achievement Award Winner Larry King
2:00 - 3:00 PM Ustinov Award for Comedy Winner Chuck Lorre
However, these aren't the only items to add to your schedule. In betweeen, I recommend:
10:00 - 11:00 AM Co-Production & Co-Venture Opportunites: Non-Fiction
11:30 AM - 12:30 PM Canadian Trend Setters (All women I might add!)
12:30 - 2:00 PM NFB Lunch (Always excellent, both the food and the presentation!)
A word to the weary - unless you are nominated for an award - the show is long and you'll want to get some dinner. But, don't miss this chance to shmooze first with a glass of bubbly! It stays light out late so go see some sights or schedule a dinner meeting downtown.
Wednesday June 13, 2012
I like to start my last day with a visit to the spa - so many to choose from! There are two final offerings from The Banff Co-Production Market:
11:30 AM - 12:30 PM Co-Production & Co-Venture Opportunities: North America
2:00 - 3:00 PM Co-Production and Co-Venture Opportunities: Scripted TV
I would also recommend:
3:00 - 4:00 PM In Conversation With: Robert Lantos, Moderated by Paul Gross
6:00 - 10:00 PM Banff's "Hell On Wheels" BBQ (Bring the last of your business cards, after this it's a wrap!)
With the 2012 Banff World Media Festival just around the corner I wanted to share some of the video I captured at a recent Broadcaster Panel discussion in Calgary on the State of the Industry, presented by AMPIA, which was the daytime event ahead of the 2012 Alberta Film and Television Awards. Joe Novak (President & Executive Producer, Bow River Productions) was the Moderator. Past and Present Banff Festival Delegates also know Joe as the Program Mentor for Rookies in the Rockies.
The Panelists included five, key industry decision makers:
Robin Johnson - Acting Director Independent Production, Factual & Reality, Head of Regional Independent Production, Bell Media
Paul McGrath - Senior Producer, Unscripted, Studio & Live Event, CBC
Lisa Godfrey - Director of Original Factual Content, Shaw Media
Val Creighton - President & CEO, Canada Media Fund
Tom Cox - Chair, Canada Media Production Association as well as Executive Producer, Seven24 Films
The focus was the digital and television revolution, with a view to program and funding strategies Canadian television networks are implementing to retain or build audiences and revenue. What kind of content and productions are the networks looking for? Are they entrenched in the 360 mindset? What are broadcasters concerned about and how are they rolling with the changes?
Novak set the tone, stating the regulatory approach has become obsolete and the Canada Radio-Television and Telecommunications Commission (CRTC) is no longer the regulator. Facebook may well be the world's 3rd largest country, yet "Canadians are actually watching more TV, they're just watching it differently - on laptops, phones and tablets - while having online engagements."
Although the number of mobile devices will out number TV's in Canada before the end of the year, "Television is still the heart of the convergence model," Novak noted. With the 360 approach, each TV show becomes a brand. "The most tweeted about subjects are what's on television!" Advertisers are thrilled to find Commercials trending tweets, as well as the shows and stars.
(Note: Due to Blogger incompatibility, video will not play on iPad; optimized for Mac and PC)
According to the CRTC, Canadians watched about 28 hours of television each week in 2010. The same year, the Broadcasting industry contributed close to $3-billion for the creation of Canadian programming. Broadcasters' profits soared from $11.5 million in 2010 to $160 million in 2011.
Spending on Canadian programming in 2011 was about $317-million for news programs, $72-million for general interest programming, $58-million for drama series, $40-million for information programs, $33-million for music and variety shows, $22-million for game shows, $15-million for long-form documentaries.
It seems times are pretty good for the networks. Maybe not so much for the mid-sized, independent production companies in Canada. I'd love to hear what you think about the current State of the Industry and the Canadian Content climate change. Let's start a conversation! Leave a comment. If you're wondering what Val Creighton has to say on this matter, be sure to attend the CMF Town Hall at Banff 2012 on Tuesday June 12th and/or subscribe to the Canada Media Fund at: http://www.cmf-fmc.ca/
