Format

Comfort formats alway work
In the ever-changing and developing landscape we find ourselves in, a trend can be anything but. As soon as a format or creative approach is labelled as such, it is no more a trend than it is status quo. One could liken this to fashion, or even cars; once clothes are worn or cars are driven off the forecourt, their value is lessened. The same goes for TV. Instead of talking about the now, we should be foreseeing the future and developing with anticipation as opposed to reaction. In a business that spans 16 territories, I spend my days analysing content markets and consumption around the world. While it is easy to identify trends, we are increasingly finding it far harder, but not impossible, to uncover what will be next for viewers. Despite that, it is safe to say there is always an undercurrent that drives viewers to the platform of their choosing: a search for emotion and comfort. Here, as developers and acquirers, we find the “comfort formats” that, no matter the trend, will continue to attract audiences. Comfort formats cater to a range of content. First, there are titles that focus on relationships, and not the mere thrill of dating that we have seen previously. In addition, there are formats that encapsulate true emotion while participants are building or saving relationships. Take Love Island, a show purely based on the evolution of relationships and Temptation Island, which pushes raw passion and commitment to the limit. While the adaption of the dating format may seem an obvious thing, the concept of relationships and hardship takes it much further. Classic survival and adventure shows deliver time and again as they hit the right chord with the comfort-seeking masses. From I’m a Celebrity to Survivor, these shows continue to mutate and prosper, as viewers go in search for what is familiar. Whether it’s about letting older generations remember the ‘good old times’ or inviting younger viewers to uncover a gem from the past, the soothing easy-to-watch format is not going away, providing it can adapt to the changing needs of the audience. This year has been a clear indicator of that with the return of Who Wants to be a Millionaire in the U.K., American Idol and Deal or no Deal in the U.S. Queer Eye on Netflix and Wanna Bet? in Italy. This is not to say that as an industry we are out of ideas. There is a surplus of impactful formats emerging that leave powerful marks, both socially and morally. Look at Taboo, Employable Me, I am Innocent and Different Like Me. That’s not to mention the entertainment formats continuing to emerge like The Wall and All Together Now. These are simple in design, having tapped into the basic yet necessary format requirements: comfort, lightheartedness and pure fun. While comfort is key, we cannot ignore the need to adapt comfort for today’s society and that requires tapping into technological advances – 360° formats that encourage digital engagement, integrated ad and social strategies that speak to the format and highquality rigs, drones and cameras that capture every ounce of action, even underwater, for the generation that fears missing out. The bottom line is: trends come and go, but solid, well thought-out format structures ,will always win an audience. So, let us forget trends and look a at what audiences really want – comfort. (@TBI June/July 2018)