Crimewatch is live ‘event’ television, which airs every 5-6 weeks – it doesn’t have a regular slot. And it’s only available for catch-up viewing on iPlayer for 24 hours after transmission. How can the BBC maintain engagement outside broadcasts? Crime happens all the time. Crimewatch should too.
At the moment, digital reiterates and supports the programme’s content. The BBC want to create a digital solution that’s part of the Crimewatch experience; that leverages and enhances the existing Crimewatch offering. How can they best maintain the live action momentum of the programme and create a compelling relationship between television and digital?
My understanding of this section is that the main focus of the brief is to create a digital resolution of Crimewatch. Taking it from T.V and finding new and inventive ways of translating the crimewatch experience into a digital platform. How can it engage with it's users outside of broadcast hours, Crimewatch is only on for every 5-6 weeks, therefore how can you find a solution that will keep the user active, interested and engaged when the program has been off air for 5 weeks.
Who's It For?
Crimewatch has a diverse audience and your solution needs to consider this. Notably it reaches more younger, BAME (Black, Asian and Minority Ethnic) and less affluent audiences than the average BBC One factual programme. Female viewers also outnumber male ones.
As we can see from the text above, the main audience who engages more with Crimewatch is the younger demographic of ethical backgrounds. It's important to find a way of reaching out to all ages and backgrounds. Any one could be the missing piece of the puzzle when it comes to solving a crime, so It should be paramount, when designing a digital solution to make sure the user journey is suitable for all audiences and doesn't disregard or outcast a certain demographic.
What To Consider
- This brief is about thoughtful service design rather than a whole new product. You don’t necessarily need to create a new platform from scratch – you might find a better solution using existing ones. Think strategically: how can you leverage the power of technology and existing platforms and apply it in fresh, engaging ways?
- Consider audience behaviour and routines. What touchpoints, platforms or technologies are they already using? Don’t feel confined to BBC platforms: how can the Crimewatch brand extend and translate into other spaces?
- Could you expand the idea beyond digital? Think more than just another app or website – how does this translate into the outside world?
- How do you raise Crimewatch’s profile given irregular scheduling and lack of promotion?
- Can digital enhance the live broadcast as well as bridging the gap between live shows?
- Could you incorporate elements of storytelling to make the audience part of the Crimewatch experience? Crimewatch has always been an inherently interactive experience. People just picked up their phones in the pre-internet days. So this kind of viewer immersion isn’t new to the brand.
- Crime can happen to anyone. How could digital platforms help turn Crimewatch from a national television programme to a localised, relevant and personal experience?
Breaking down the considerations of the brief, Its important to not go over board when coming up with ideas. In the first bullet point it says "You don’t necessarily need to create a new platform from scratch – you might find a better solution using existing ones." If the idea gets to complicated then the brief may become overwork and the concept lost. Most times the most successful ideas are the most simplest.
User experience and journeys is a big highlight point when looking through the considerations. Seeking out the users behaviour and routines, finding out how the user would react to the concept. Will one group of users behaviour differ to another depending on demographic. If you research effectively and work with the intended user then the product and concept will be more functional and stronger. How could you take this brief out of the digital spectrum. Taking the concept away from digital will enhance the concept and make it more personal and fluid for the users to be able to use a product that can strongly function in all platforms, online and offline.
Story telling is the main component of this brief that will set you apart from the other competition. Bringing your concept to life by incorporating it within a story will bring your concept and ideas to life, it perfectly communicates your idea to the judges, so that they can understand your vision for the brief. It allows the audience and judges to connect and feel like they are apart of your story, a tangible connection between you and the target audience is very powerful in conveying your agenda.
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