Highlights of our Masterclass with Isaac Densu, Commissioning Editor, All 4 Shorts

I wrote this for The TVCollective @ http://www.thetvcollective.org/2015/09/14/highlights-of-our-masterclass-with-isaac-densu-commissioning-editor-all-4-shorts/.  Simone Pennant is doing the good work.

Snippet of recent MasterClass with Isaac Densu on Monetising your Online content.

Isaac Densu commissioner from Channel 4’s All4Shorts recently joined us for a #TVCMasterclass taking us on a whistle stop tour of all things online.

Isaac spoke extensively about his role at Channel 4 and the projects he has been involved with.  Rich Kids go Shopping being one of the most popular shorts series not only because it hit the 16-25 year old demographic, but also chimed with the brand of the station and it’s thumbnail a instant audience grabber.

MasterClass Highlights:

Nine things to consider when pitching to Isaac or anyone at the AllShorts at Channel 4:

  • Know their audience. Do your research on the channel’s brand.
  • Don’t waste time writing a wordy pitch document – keep is short, sweet and straight to the point.
  • Send an email with the title, a simple overview, contributors, thumbnails, a taster tape (optional) as well as samples of your previous work.
  • Make it an espresso shot – Again short, sweet and straight to the point.
  • Make sure your pitch and idea is as complete as possible.
  • Stick the spoiler at the top, then justify/reveal.
  • Make your short between 3-7 minutes long, unless there’s a big reveal. Don’t over complicate it.
  • They’re looking for new ways to tell stories: factual, documentary, tech films.
  • Niche subject matter with broad appeal. Think, who’s going to share this and why.

Shorts Tariff: £3k per airing, £18k for the series.

Want to avoid broadcasters and go it alone? Isaac top tips for monetising your content:

  • Key – build partner you can collaborate and consolidate with.
    More views, more money.
    Platforms already consolidated tend to be  more profitable.

“If creative professionals were to get together bringing with them their fans and followers to one central location, think of the potential audience they would have”. 

  • Share your audiences with each other.
    As Producers, rely and support your peers.
    Work with established YouTube partner who have followers if you already have content.

“Imagine walking into an advertising agency telling them you have 400 hours of premium content and to find advertising to fit around it”.

  • Build a website with other independent Producers and Directors.
  • Lastly generate generate a buzz around your content.
  • And never underestimate the power of the thumbnail.

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