How semiotics is helping
Radio 4 factual content stay modern and engaging in the increasingly busy world
of intelligent content.
What you’ll learn:
A broad understanding of the landscape of modern intelligent content
A framework to understand how topics, tone and treatments make content feel traditional or modern
Ideas of how semiotics research is being used within BBC Radio to change its content offering for audiences
An overview of how the BBC Audiences team have used semiotics within a broader array of methodologies to have impact
Radio 4 has long been a
leader in intelligent content; the smart, stimulating factual content that
makes you think differently about the world. However, the world of intelligent
content is evolving and growing rapidly. Maintaining its strong heritage meant
evolving the types of factual stories it tells and the way it tells them.
That’s easily said but much harder to achieve. What is it exactly that makes
factual content feel modern?
Zezulka will explain how BBC Audiences worked
alongside the editorial team and Flamingo Semiotics to get a picture of the
world of intelligent content and understand the topics, tone and treatments
that create modern-feeling content.
Peter is the Senior Audience Planner for Radio & Music at the BBC. He works
across the national radio networks and music brand alongside the audience
research team, developing creative strategy for editorial and product teams
based on audience insight. Before joining the BBC he worked in planning in ad
agencies such as AMV BBDO and Grey London. He has worked for clients including
the British Heart Foundation, Sainsbury’s, Guinness, Pepsi Max and P&G and
has created campaigns that have won awards at the Cannes Lions, IPA
effectiveness Awards, Marketing Society and APG.
Where is the event taking place?
The Old Trading House, 15 Northburgh Street London EC1V 0JR