3 year Content Strategy 201718 201920 Content that

3 -year Content Strategy 2017/18 – 2019/20 Content that: CREATES THE CONVERSATION FIRES THE IMAGINATION TOUCHES THE HEART

1. Strategic Summary • THE • • • PURPOSE: ensure S 4 C’s longevity diversify the viewer demographic reduce our dependence on the core audience • THE • • PLAN: turn light viewers into regular viewers reduce the average of S 4 C’s audience target viewers 16 – 24 and 45 – 64 yrs target less fluent and non-Welsh speaking viewers in mixed language households • THE CONTENT: • Create the Conversation, Fire the Imagination, Touch the Heart • THE MESSAGE: • S 4 C – close to you but taking you far.

2. Who Watches S 4 C Today? CAUSE FOR CELEBRATION: • audience reach in Wales has stabilised • a higher % of viewers under 16 years old than any other PSB • S 4 C’s average AI (79) is higher than that of other PSBs (75) • an increase in online programme viewing figures (over 8. 30 million in 15/16) • an increase in sharing and viewing clips online – 2. 7 million in January 2017 IN NEED OF PARTICULAR ATTENTION: • 10% of viewers do 75% of the viewing • only 14% of viewers are aged 45 -64 • 64% of S 4 C viewers are aged 65+ • the average of S 4 C viewer is higher any than any other PSB (62 years)

S 4 C’s Performance Against Other PSB Broadcasters wk 14 – wk 51 2016 • the channel is over-reliant on the core, 65 + audience • a dearth of viewers aged 45 - 64 • danger - no continuity of viewers under 65 for the future

Future Trends • Ageless Society: people will not follow traditional lifestyle or viewing patterns • S 4 C will not be able to rely on traditional style viewing by older people.

Now is the Time to Plan for this Future WITH A NEW CONTENT STRATEGY THAT WILL: • increase the size of the core audience and reduce dependency on the 10% who do 76% of the viewing • diversify the age demographic of the core audience • increase the number of 45 -64 yr viewers to secure the channel’s short-term future • increase the number of 16 -34 yr viewers to safeguard the channel’s long-term future

3. Knowing the Audience WHAT CHARACTERISES S 4 C VIEWERS? Medium + light + non-viewers = 16 -34 s, + 45 -64 s + mixed language homes + less fluent + non-Welsh speakers + fluent non viewers + south + mid + north-east Loyal viewers = 65+ Welsh-speaking homes + fluent + north-west + west

Demographic Trends in Wales (2015/6) • 48% of Welsh speakers live in mixed language homes (on the increase) • 28% of Welsh speakers are in C 2 DE’s social group • 29% of Welsh speakers are urban/suburban • 53% of Welsh speakers are “less fluent” (on the increase) • most of the less fluent speaker are under 45 years old • 8% of Cardiff’s Welsh speakers belong to an ethnic group (increasing) • 24% of people with in Wales have a disability • 77% of Welsh speakers who belong to an ethnic group are aged 3 -19 (on the increase)

UK Viewing Trends (2015/6) Increase in: • video on demand (VOD) • subscription VOD channels (SVOD) • broadband connectivity • timeshift viewing Reduction in: • live viewing via television screen, particularly among younger groups

4. Understanding the Competition • BBC 1 and 2 – education, information, entertainment, ABC 1 appeal • ITV – entertainment, lifestyle, emotive content, C 2 DE’s appeal • C 4 - experimental, risky, younger demographic • Channel 5 - targets the C 2 DE’s, tabloid S 4 C’s Audience • loyal viewers – 67 yrs, fluent, Welsh-speaking homes • medium and “non-viewers” – 42/43 yrs, less fluent, mixed language homes • light viewers – 34 yrs, less fluent, mixed language homes Medium, light and “non-viewers” are the strategy’s target audience. So what do they watch instead of S 4 C?

The Most Popular Series Across All Channels: All S 4 C Mediau, Light and ‘‘Non-viewers’’ TITLE GENRE CHANNEL Great British Bake Off Factual Format BBC 1 Euro 2016 Sport BBC 1 Call the Midwife Drama BBC 1 Death in Paradise Drama BBC 1 Happy Valley Drama BBC 1 I’m a Celebrity Get Me Out Of Here Factual Entertainment Format ITV 1 Strictly Come Dancing: The Results Entertainment BBC 1 East. Enders Soap BBC Masterchef Factual Format BBC 1 Our Girl Drama BBC 1 Britain’s got Talent Entertainment ITV 1 • • • juggernauts, returning series – formats and soaps lifestyle and competition elements challenging, emotional drama glitzy and expensive celebrities big sporting events

Most Popular Series Across the Majority of Channels (not including BBC 1 and ITV) Among all S 4 C Medium, Light and Non-viewers TITLE GENRE CHANNEL British Bake Off Crème de la Crème Factual/Leisure Format BBC 2 Top Gear Factual Format BBC 2 X Files Fantasy Drama Channel 5 Springwatch Drama BBC 2 The Great British Sewing Bee Factual/Leisure Format BBC 2 Rugby Union Sport BBC 2 Olympics Sport BBC 2 The Island with Bear Grylls Factual reality Format (constructed) C 4 • • • juggernauts, returning series, factual formats lifestyle and competition elements “live” elements – seasonal and “real-time” viewing big sporting events constructed reality with jepoardy “sci-fi” drama

Most Popular Series Across the Majority of Channels (not including BBC 1, BBC 2 and ITV) Among all S 4 C Medium, Light and Non-viewers TEITL GENRE SIANEL Celebrity Big Brother Factual Reality Format (rig) Channel 5 24 Hours in Police Custody Factual (rig) C 4 How to lose weight well Factual Leisure C 4 Gotham Drama (sci fi) Channel 5 National Treasure Drama C 4 Grand Designs Factual Leisure Channel 5 Googlesprogs Factual Format (rig) C 4 Gogglebox Factual Format (rig) C 4 Sectert Life of the Zoo Factual Format (rig) C 4 • • factual juggernauts and factual formats. specialist presenters and aspirational lifestyle “rig” device giving special access the opinions of ordinary people older children in peak time viewing fantasy, contemporary drama (zeitgeist) anthropomorphising animals

Content that attracts S 4 C’s Loyal Viewers to other Channels • • • The Great British Bake Off Strictly Come Dancing Euro 2016 Britain’s Got Talent Happy Valley Call the Midwife Masterchef Our Girl The Secret Life of the Zoo The Great British Sewing Bee • • • X Files Gogglebox Gogglesprogs Masterchef How to Lose Weight Well Big Brother 24 Hours in Police Custody How to Lose Weight Well Ben Fogle New Lives in the Wild Springwatch

Summary: What Attracts S 4 C ‘‘Heavy, Medium, Light and Non-viewers to Other Channels • • • exceptional production standards - excellent scripting, casting, direction and production glittering entertainment with an element of competition constructed reality with a strong element of danger and jepoardy dramas – mostly modern, with detective series and sci fi particularly popular use of the rig to give us special access and to eavesdrop on the lives of ordinary people factual formats with an element of competition and obvious format beats lifestyle factual series with light format beats and expert presenters “live” factual content from a particular location, demanding “live viewing” celebrity element soaps special event sports programmes returning series that serve as a “brand” Absence of • observational documentary series • music/entertainment programmes without an element of competition The Big Theme Content that creates the conversation, fires the imagination, touches the heart.

Future Content Delivery IFANC 16 -35 DIGYMRAEG TRADD CYMRY CYMYSG 65+ DYSGWYR CYW IFANC DYSGWYR CHWARAEON s 4 c. cymru - Gwefan e. e. sgorio/lle/heno

By 2020, A Clear Opportunity To: • commission contemporary content • establish new series that can return (juggernauts) • press the “refresh” button • renew S 4 C’s image • target lost viewers

Content Strategy: In Pictures

A Forensic Study of the Schedule is Currently Underway NEW SCHEDULE WILL BE DRIVEN BY : • “available audience” information to view (age demographic etc. ) • TX slots to fill • the best performing types of programmes for the slots • viewer demographics We will produce an annual ‘shopping list’ of content needs

Possible Changes Short Term: • • additional news bulletins on the hour in the afternoon (1, 2, 3, and 6) the Cyw service to begin from 6 am, weekdays Long Term: • free up an hour-long “family viewing” slot twice a week, Tuesdays and Thursdays

Summary: The Strategy’s Main Objectives • more hour-long formats (factual and entertainment) that could be juggernauts in the schedule from January 2018 • more content that appeals to the whole family (children as subjects ) • press the “refresh” button on our traditional / long-term series • more light observational documentary series in the 8. 25 slot • more new faces and specialist presenters • more diversity across all our programmes • commission content that could be an event in itself • contemporary, challenging programmes that reflect the zeitgeist and take risks • collaboration to create experimental and exciting trans-genre content e. g. family films, drama documentaries, sports documentaries etc. • work with the sector and specialist senior producers to raise standards • develop new strands for single documentary programmes (e. g. Wales’s best directors strand) • develop more comedy, satire and “mischievous” entertainment • commission digital first • commission content for the schedule (rather than attempt to schedule the content) • publish a “ content shopping list”, to be reviewed every 6 months

The Work Plan

5. S 4 C: Close To You, Taking You Far WALES AND WELSH PEOPLE TODAY ARE: • • urban and rural well off and “just about managing” agricultural west, urban east politically and culturally diverse Welsh speakers and non-Welsh speakers fluent speakers and Welsh learners Welsh-speaking homes and mixed language homes

The Challenge For S 4 C Today? Commissioning Content That: • • • is of the highest quality is contemporary and relevant is both universal and personal deals with little things that matter and the big themes that effect us all encourages everyone, to watch and to enjoy together If our content can create the conversation, fire the imagination and touch the hearts of viewers, then S 4 C can be the channel that is close to you and takes you far – in a new, exciting and sustainable direction; today, tomorrow and well into the future.

Dydd Mawrth 21: 30 4 X 60 Strand newydd o raglenni dogfen unigol cyfredol Dydd Mercher 21: 30 6 X Dydd Iau 20: 00 30 ffeithiol, cymeriadau mawr, straeon annisgwyl, drygionus Cyfartaledd yr awr Medi 2018 £ 55, 000 Mai 2018 £ 50, 000 6 X 60 fformatau ffeithiol, adloniannol, gwylio teuluol, juggernaut Medi 2018 £ 70, 000 6 X 60 fformatau ffeithiol, adlonnianol, gwylio teuluol, juggernaut Tachwedd 2018 £ 70, 000 (hamdden/ realiti lluniedig/ her/rig/plant 10 - 14/anfeiliaid? ) 21: 30 12 X 60 Pryniant neu raglenni gwreiddiol rhad Dydd Gwener 20: 25 Ebrill a Medi 2018 X 30 ffeithiol ysgafn neu arsylwadol. Dal drych Mehefin 2018 6 X 30 ffeithiol ysgafn neu arsylwadol. Dal drych Medi 2018 19: 30 5 X 60 i’w cadarnhau £ 25, 000 6 Dydd Sadwrn Cyfnod darlledu £ 50, 000 Mehefin 2018 £ 75, 000