January 15 was held the first Skill Bill Pro workshop in 2015

January 15 was held the first Skill Bill Pro workshop in 2015. Iryna Kostyuk talked about producing content for a young audience (18-35 years). We have summarized the key points of the workshop:

• While working as the general producer of TV channel TET, Irina together with a team of creative producer and executive producer, controlled the development and production of every product to the last detail. Sometimes it didn't bring joy to contractors, but it guaranteed the relationship between product and concept of the channel. Here successful producer (or creative producer) is a position similar to showrunner in America.
• Showrunner in America is responsible for the product within couple of seasons. Usually showrunners are former writers. Showrunner is a more creative unit than the administrative and financial, but mainly the final word rests with him, including the budget.
• Showrunner controls the whole staff of other creative units, including the main scriptwriter and members of the crew. Perhaps the lack of a large number of professional writers is one of the reasons that the American career path of a showrunner is impossible in our country. Besides, most often in Ukraine one or two writers work on the show, rarely it's group, due to the small overall size of the market and the relatively low budget.
• As our producers, showrunner are authors of the idea.

• There is a lack of ideas for new shows in Ukraine. If you are told that it is impossible to break through even with a brilliant idea - do not believe this myth. It's hard with a poor idea. Irina read and watched all the applications that have been proposed to the channel. Always looking for new shows for young audiences.
• Young audience, which are people aged 18-35 years, is commercially attractive to advertisers. Each TV Media Holding has one channel for such an audience.
• Particular qualities of the young audience is its impermanence, disloyalty, Internet addiction, dynamism and fickleness of taste and trends.
• For the development of TV channel for young audiences the effective model is when marketing director is also a creative producer of the channel. He feels the brand and is, in fact, its carrier.
• The general trend is that the audience, especially the young, are no longer tied to the channel's brand and is more interested in the content. This trend complicates the work of TV channels and as a result strengthening the brand requires a lot of effort and creative solutions.
• Brand making products are those that audience associate with the channel's brand even off the air. They may not be top-rated, but are very important to maintain and strengthen the brand.
• Strong brand and loyal, stable audience allows you to experiment, to put on the air risky projects, that not always match brand.

• The main task when rebranding TET was to attract young audience, and gradually the whole grid has been replaced. The project "Dom 2" was taken off the air, it didn't fit the general concept precisely because its audience was not that young. For many viewers and the staff it was hard to part with the project, but, despite numerous curse (and praise), the channel has experienced this event quite successfully.
• One of the brand making products for TET was the project "Vitalka". For many it was a controversial product, but producer considers its advantage the absolute absence of any aggression, as well as extremely high ratings and financial ease.

• When the author and leading man in "Vitalka" came to the channel, the producers immediately believed in it and ordered the pilot to in-house production. After the pilot was made they refused to work on this project. The order was transferred to another production, which successfully released eight seasons. The conclusion is that the question of faith in the project and the human factor can be decisive in production.
• There was a time when TV channels redused to produce reality shows, considering that audience is no more interested in them. But the focus group on the pilot project "Mistress into Maid" showed incredible interest. On air the project got share two times higher than the average share of the channel. The project's success even prompted another channel to create a very similar product.  Global Agency took this project for international distribution.