On December 8th within Skill Bill Start program Vladimir Borodyansky, CEO STB channel, held a master class "Television as a lifestyle".
Modern television changes from a simple broadcaster to a broadcaster+aggregator+production. It is very important to produce your own product. Components of television are production, delivery and brand. Brand means formation, expectations strengthening and meeting the expectations of its audience. For example, figuratively, you can call STB a channel for women. If you stuck on this formulation, you will produce only programs for women. But if you have a higher view at the concept, you'll understand that it's a channel of experience, empathy, emotion. So, you face a huge range of formats, shows, content that you can produce and offer to the viewer. And you need to understand your audience's values.
Does television create a demand or work in favour of the audience? It does, but only partially. If there is no response and real life confirmation, even the most skillful propaganda on TV won't work. We need demand. If the demand is there, the TV changes lives, this way dance shows boosted interest in dancing, a whole dance industry has grown. Education is not the purpose of television, but it can offer to consider models of human behavior, choices.
Television is a reflection of life. The participants - a reflection of the population in all its diversity, whether you like it or not. Entertaining shows like "MasterShef" attract participants that are interesting to a wider audience, and put them in terms of sometimes heavy moral choice. It is this choice that audience is interested in, not the competition.
Programs such as "MasterShef" also function as a "social elevator". Participants have the real chance to change their lives. Not everyone can take advantage of this, as the guy who got the opportunity to go to Paris, but did not use it in order to promote his business in this area. In a light and ironic way viewer is told that only with your own efforts (and not in other ways), you can earn or achieve something.
Why STB shows such hard shows like "Embarrassing Bodies". It is a British format that was adapted in Ukraine. The show tells about the people who, despite the obvious symptoms, did not go to the doctor, and what their irresponsibility led to. Mutilated bodies, wounds, ulcers are shown in a close-up. Yes, these images are certainly shocking. However, it can be the only way to make people think and visit a doctor. "One for all" is also a matter of controversy and criticism, is it right to openly speak about domestic violence, pedophilia, etc. with the mouth of the victims. This program is painful to watch. But this way you can get justice in public, and if the audience is really hurt, maybe it will not turn away and turn a blind eye to injustice under its noses.
December 8 master class Skill Bill Start «Television as a lifestyle" from the Director General of the STB, team leader Vladimir Borodyanka StarLightMedia.
Modern TV changes from a simple broadcaster (broadcaster, which broadcasts purchase the finished product) to the broadcaster aggregator + + manufacturer. Produce your product is very important. TV components - production, service, brand. Brand - is the formation, strengthening expectations and meet the expectations of its audience. For example, very conditional, you can call the channel STB channel for women. If you dwell on this formulation, it will only produce female transmission. But if you understand the concept of wider - a channel experience, empathy, emotion. So before you a huge range of formats, the show, the content that you can produce and offer the viewer. And you need to understand the value of your audience.
Generates TV demand or whether the work for the sake of the audience? Forms, but only partially. If there is no response, and confirmed in real life - in television, even the most skillful propaganda work. We need demand. If the demand is there, the TV changes lives - as dance shows boosted interest in learning dance, a whole industry has grown dance courses. Education is not the purpose of television, but the TV has to offer to consider a model of human behavior, choices.
Television - is a reflection of life. The participants - a reflection of the population in all its diversity, how would you personally liked it or not. Entertaining shows like "MasterShef", attracted the participation of people, followed by a wider audience interesting to watch, while putting the participants in terms of sometimes heavy moral choice. It is for these elections should be spectators, not so much competition.
Programs such as "MasterShef" also function as a "social elevator". Participants have the real chance to change their lives. Not everyone can take advantage of this, as the guy who got the opportunity to go to Paris, but did not use it to further promote their own businesses in this area. In the light and ironic way viewers have reported that their efforts (and not in other ways), you can earn something, to achieve, to break somewhere.
Why STB shows such "hard" shows like "I'm ashamed of his body» (aka - «Body"). It is the British format, adapted in Ukraine. In the show, tell and show cases of people who, despite the obvious evidence, not go to the doctor, and what it led to. Closeup shown mutilated bodies, wounds, ulcers, tells the story of these people (ie - advanced case of cancer). Yes, these images certainly shocking. However, it is likely that many viewers only way to hurt, to make you wonder to be checked by a doctor. The "one for all" - is also a matter of controversy and criticism - whether or not to so openly speak of the mouth of the victims of domestic violence, pedophilia, etc. (For example, an episode of a father and a girl). This program was painful to watch. Yes, but this way you can get justice in public, and if the audience really hurt, if they really painful to see what is possible in life, they will not turn away and turn a blind eye to injustice under their noses. If someone such programs from something tragic will save - they are worth.
Ukrainian television market, as an industry, lacks pragmatism: the audience is spoiled, channels spend more than they earn, the cost of signal propagation is much higher than required. The market has too many free TV channels. Free signal transmission by cable operators, piracy, low GDP are also a problem.
Internet in Ukraine is only a way of delivering content, not a competitor to television. Television also should stop depend on the method of viewing and start to produce its own content.
