We decided to break down the separate components in order to get a better idea of what we needed for the pitch.
THE IDEA
A fashion chat show exploring anti-mainstream fashion.
Looking at the things that often get overlooked by mainstream media.
Different segments focused on different areas of fashion.
Something for men and women of all ages.
WORKING TITLE
Steal The Style
The Anti Fashion Chat Show
PITCH
A fashion chat show exploring the antidote to the mainstream played out fashion trends. Targeted towards normal working men and women with average budgets.
The pitch broken down: The show is the cure to the over done trends which are often featured in the media. The show aims to feature different, unique trends (or at least different / unique ways of styling the popular trends). We wanted to target our show towards 'normal', average, everyday people - this is because trends that are usually shown on TV are the ones celebrities or reality stars may wear and this is not usually relatable for the average person. We wanted to aim the show at working men and women as this gives an indicator of the age and budget of the audience. 'Working' suggests someone aged 16-50 and slightly older - most working people also have to budget so that they can live within their means - therefore we wanted to show how people can still look good and stay on trend without spending a lot of money.
FORMAT
4 different segments.
Each segment has an accompanying VT.
The VT sets out to explore the areas which cannot be done in the studio environment.
The look of the show has to be appropriate for both a male and female audience - this means our branding cannot be too pink and girly. Neutral or unisex colours need to be used i.e. creams, oranges, reds etc. The target audience also affects the delivery of the content - from my research into fashion magazines I found that the delivery of the content in the male and female magazines was slightly different. The magazines targeted towards females were more in depth and gave a lot more context to the fashion and why items were styled in a particular way, whereas the male magazine had a much more direct delivery and just outlined the trends. Our show will have to consider this with the delivery of our content.
Section One: Trends of the Week
- How to follow the current trends by styling them differently
- People want to be on trend and stylish but also want to stand out from the crowd - the presenters will discuss how the audience can do this
- Can introduce a guest / reporter to discuss the trends
VT:
- Reporter going to different stores to show where stocks the trends for the best price.
- Piecing together outfits from the current trends.
Back to the studio - audience rates the trends of the week as 'hot' or 'not' on a Top Gear Cool Wall style board.
Section Two: Microbrands / Independent Stores
- Looking into independent stores
- Interviewing an owner of an independent store (topics could include: why they started the business, what they sell for what price, what they can offer that big chains can't, where they get their ideas for designs etc.)
VT:
- Visiting the guest's store - GVs and narration. Backing up what has been said in the studio.
- Potentially interviewing the store's customers - asking why they shop there and whether they prefer buying from independent stores of from big high street stores.
Originally, we wanted to include a section about fast fashion to compare this to the independent 'slow fashion' stores. However, we decided that this could be worked into the independent stores section by adding a segment that compares the independent stores to the big high street names.
Section Three: Very Vintage
- Presenters discuss vintage markets and their rising popularity
- Provide tips on how to find the best pieces for the best price - 5 tips?
VT:
- Following the presenters around a vintage market
- Build an outfit following the advice they provided in the studio
Section Four: Digging Through The Wardrobe Of...
- Bring in a guest to talk about the unique aspects of their wardrobe e.g. a small fashion blogger / local celebrity
- Interview them about what sort of different items they look to have in their wardrobe
- Bring one item from the VT and give style advice surrounding it
- Each week could feature a different guest
VT:
- The VT will show the presenter and guest looking through their wardrobe.
- Different items will be pulled out and talked about. This will cover the oldest item, things that have been handed down, favourite piece and things they can’t bear to throw out.
After each section, the studio audience will rate whether they think the topic is 'hot or not'. This acts like the 'Cool Wall' does in Top Gear. This allows the audience to interact with the show and share their opinion on the trends and topics covered.
CHANNEL / BROADCASTER
In order to determine which channel our show would be most suited on, myself and Melissa did some research into the popular lifestyle channels.
ITV
ITV is a potential candidate to host our show as "ITV broadcasts a wide variety of content". [1] This wide variety allows room for our fashion based chat show. The audience demographic of ITV is also similar to the audience we are targeting our show towards; "Our free-to-air digital channels provide more targeted demographics for advertisers, such as 16–34s, ABC1s, Men and Housewives with Children, and consist of ITV2 and ITV3, the two largest digital channels in the UK, ITV4, CITV and ITVBe." [1] Although ITV does broadcast a wide variety of content, the main channel does not feature many lifestyle programmes, instead the programmes are "drama, entertainment and factual entertainment." [1] Therefore, our show would fit better on a different channel.
ITVBe
Whilst ITV may not be a suitable host for our fashion chat show, ITVBe (ITV's lifestyle and reality orientated channel) may be more suitable. "ITVBe is the newest ITV channel to the family and our first free-to-air channel launch in over a decade. Featuring real lives and real people, ITVBe is home to the very best lifestyle and reality programming that the UK and US have to offer. Aimed at women and specifically young mums, the channel appeals to a dynamic and modern audience who are incredibly active on social media, with ITVBe’s content playing a huge part in their conversations across Facebook, Twitter and Instagram. " [2] Like our fashion chat show, ITVBe aim to show "real lives and real people" which would make it a good contender to broadcast the show. However, the issue with this channel is that it is mainly targeted towards women. We wanted our chat show to be targeted towards both men and women.
Channel 4
E4
We did discuss potentially choosing E4 as our broadcaster, however, this tends to show more teen / young adult content - this would exclude the older portion of our target audience. Like Channel 4 E4 is popular with a range of our target audience; "E4 is more talked about amongst 16-34’s than ITV1 (Hall & Partner research 2010)" [3], however, our show fits better with the Channel 4 demographic.
Really
Another potential broadcaster was Really - a lifestyle and reality channel. This appealed to us as the channel targets a "broad audience of 25-44 year old adults". [5] This caters for a lot of our target audiences (but excludes the younger and older end of our target).
TARGET AUDIENCE
Men and women.
All ages.
Inclusive show that caters for everyone's needs.
Therefore, for our presenters we have decided we will need a relatable and bubbly presenter so that the audience can connect with the fashion advice, but we will also need a fashion expert figure who can be seen as the voice of authority and who the audience will trust. We see them being similar to Gok Wan and Georgia Toffolo.
Example of Gok Wan: https://www.youtube.com/watch?v=Iatj9TRwzbw
Example of Georgia Toffolo: https://www.youtube.com/watch?v=OVFysYOmxnQ
SCHEDULE
Weekday after work - need to allow for people to travel home from their typical 9-5 job.
Wednesdays at 7pm - after the news
TECHNICAL ELEMENTS
Cameras:
4 cameras; 1 for presenters, 1 for guests, 1 master shot, 1 jib shot.
Lighting:
Key light and backlight for the presenters and for the guests.
Running order:
Sources:
[1] http://www.itvplc.com/about/what-we-do
[2] https://www.itvmedia.co.uk/channels/itv-be
[3] https://www.google.co.uk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0ahUKEwjBoYjWlt3ZAhVQF8AKHVodCSoQFggpMAA&url=http%3A%2F%2Fwww.channel4.com%2Fmedia%2Fdocuments%2Fcommissioning%2FRESEARCH%2FResearchPowerPoint.ppt&usg=AOvVaw0Ruc8C5vIgUn1gd8gBzJSX
[4] http://www.channel4.com/programmes/categories
[5] https://corporate.uktv.co.uk/news/article/really-new-brand-identity/
Whilst ITV may not be a suitable host for our fashion chat show, ITVBe (ITV's lifestyle and reality orientated channel) may be more suitable. "ITVBe is the newest ITV channel to the family and our first free-to-air channel launch in over a decade. Featuring real lives and real people, ITVBe is home to the very best lifestyle and reality programming that the UK and US have to offer. Aimed at women and specifically young mums, the channel appeals to a dynamic and modern audience who are incredibly active on social media, with ITVBe’s content playing a huge part in their conversations across Facebook, Twitter and Instagram. " [2] Like our fashion chat show, ITVBe aim to show "real lives and real people" which would make it a good contender to broadcast the show. However, the issue with this channel is that it is mainly targeted towards women. We wanted our chat show to be targeted towards both men and women.
Channel 4
Channel 4 is possibly the most suitable channel for our programme. Having broadcast programmes such as God Wan's 'How To Look Good Naked', we know our programme fits with the type of content Channel 4 put out. Channel 4 also popular amongst a wide range of our target audience; "Channel 4 is the most talked about commercial TV channel for 16-34s (TGI 2009)" [3] Although this doesn't cater for the older section of our target audience, it still shows that a large proportion of our target audience are interested in this channel. Channel 4 also has a wide range of programmes such as: Comedy, Drama, World Drama, Entertainment, Factual, Lifestyle, Sport [4]. This makes Channel 4 the most suitable channel for our show.
E4
Really
Another potential broadcaster was Really - a lifestyle and reality channel. This appealed to us as the channel targets a "broad audience of 25-44 year old adults". [5] This caters for a lot of our target audiences (but excludes the younger and older end of our target).
TARGET AUDIENCE
Men and women.
All ages.
Inclusive show that caters for everyone's needs.
Therefore, for our presenters we have decided we will need a relatable and bubbly presenter so that the audience can connect with the fashion advice, but we will also need a fashion expert figure who can be seen as the voice of authority and who the audience will trust. We see them being similar to Gok Wan and Georgia Toffolo.
Example of Gok Wan: https://www.youtube.com/watch?v=Iatj9TRwzbw
Example of Georgia Toffolo: https://www.youtube.com/watch?v=OVFysYOmxnQ
SCHEDULE
Weekday after work - need to allow for people to travel home from their typical 9-5 job.
Wednesdays at 7pm - after the news
TECHNICAL ELEMENTS
Cameras:
4 cameras; 1 for presenters, 1 for guests, 1 master shot, 1 jib shot.
Lighting:
Key light and backlight for the presenters and for the guests.
Running order:
Sources:
[1] http://www.itvplc.com/about/what-we-do
[2] https://www.itvmedia.co.uk/channels/itv-be
[3] https://www.google.co.uk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0ahUKEwjBoYjWlt3ZAhVQF8AKHVodCSoQFggpMAA&url=http%3A%2F%2Fwww.channel4.com%2Fmedia%2Fdocuments%2Fcommissioning%2FRESEARCH%2FResearchPowerPoint.ppt&usg=AOvVaw0Ruc8C5vIgUn1gd8gBzJSX
[4] http://www.channel4.com/programmes/categories
[5] https://corporate.uktv.co.uk/news/article/really-new-brand-identity/
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