Electric Ray, a production company based in the UK is known for its creativity when it comes to playing with entertainment TV genres. Shaun Parry, the company's Creative Director shares his thoughts on the recent successes of entertainment TV, and what the next big game changers might look like.
'So when I say entertainment is back I think I mean the appetite and opportunity for something new is back. This is an exciting prospect for both producers and commissioners, but we have to be brave and take risks to create the next generation of Game Changers - bigger and better than ever before.'
At Rerun, our vision for the next generation of game changers is one that includes clever and delightful interactivity embedded into the show format from the start. The recent HQ quiz show app, the rapid-fire live trivia game, blurs the lines between video, interactive content, and format. Our vision of interactivity brings not just new creative opportunities for show runners; it also gives the opportunity for advertisers to deliver memorable and engaging ads. Recent studies indicate that interactive video can improve overall ad engagement.
When the BBC lost out on the rights to Great British Bake Off to Channel Four, it was widely speculated that the baking show might not succeed in its new home. But it seems Channel Four may have succeeded after all, considering that over 7 million tuned in to watch the live final. At Rerun, we think Channel 4 did well to achieve this audience on Halloween Night, (especially considering a certain judge revealed the winner on Twitter hours before the final show aired. Oops.)
As Amazon, Apple, Facebook and others move into television, traditional broadcasters like Channel 4 have become hard pushed, and as a result, need to become scrappier in the content they acquire and market. Furthermore, Channel 4 and the BBC, both public broadcasters, must air content that meets their public service remit. Given this, it's not surprising Channel 4 went all out to swipe The Bake Off from the BBC.
However, two can play at this game. Apple has swiped Channel Four's Chief Creative Officer Jay Hunt. Hunt was closely associated with the Bake Off transfer, and made the decision on the show's new line-up. She will now be working for Apple as part of their growing international content development team.
For traditional broadcasters, it's a cake eat cake world out there.