Television: the events industry mediator

November 21st marks World Television Day, celebrated to acknowledge broadcast media, an industry with a revenue of approximately £16.27 billion (Statista 2020.) The powerful medium of live television sits in the context of an expanding and increasingly complex global communicative framework, the events industry included.

We've asked Phil McMichael, Managing Director here at JLLive, to share his thoughts on the capabilities of TV and its relationship to the events industry.

“The events industry and the production world have collided in the past two years. Both must consider who the post-covid consumer is: what do they think about entertainment, broadcast, and live services? From working in the events industry for over 20 years, these remain some of my post-pandemic pointers for anybody considering incorporating TV into an event.

#1 Nail the narrative

A production company could own all the tech imaginable including equipment of the highest specification, but there has to be narrative. If we think about where people consume TV, it often comes with distractions.

If an event uses TV as a communications channel, it’s key for the event producers to consider the reception conditions and tailor a narrative to retain audience focus.

#2 Engagement is key

Are people truly engaged? In context of events, for example, it’s one thing to register, but do they actually digest? Event professionals should be cautious about the analytics.

The events industry had to run in a virtual manner throughout the pandemic, but the screen audience at home are not the same as in-person. Engagement becomes a different challenge. Event professionals should consider the way an event is communicated and the transferable creative elements of TV.

#3 Virtual TV shows

Following a hybrid saturated events scene, digital has laid its lasting path. There’s no doubt that virtual provides event benefits, such as expanded guest reach and better event analysis, but for the consumer, this wears off.

As we move forward with hybrid events, if you're going to hold a virtual element, don’t make it a virtual event, make it a show - a chat show for example. Use a host, tease out their personality to deliver content that’s on-par with in-person.

#4 TV as an economic driver

Television’s interest to the events industry goes further than just a show extension, it is arguably an economic driver.

For example, the Olympic Games. A global sporting event aired across the BBC to millions of viewers. As well as providing another avenue for people to engage with the event, people watch such events on TV, become interested and take action to get involved. In turn, this could generate expenditure to the product or service in context.

In the events industry, from festivals to corporate events, the objective stands to raise awareness and, in many cases, create revenue. Utilising TV opens a new stream for this.”

*** Want to add some TV magic to your next live or virtual event? We'd love to be part of it! Contact us today.

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