2. We are KEO films
Born 1996 in London, UK
Integrated broadcast, commercial and digital production company
Produced two of the most talked-about documentaries in 2011
Voted best UK television production company by peers in 2012
55 million TV viewers last year
3. We are KEO films
Debbie Manners - Managing Director, KEO films; Chair PACT
Nick Underhill - Managing Director, KEO digital
Rob Love - CEO KEO digital, MD River Cottage
Murry Toms - Executive Producer, KEO digital
Will Anderson - Executive Producer, Hugh’s Fish Fight
Simon Deverell - Creative Director, KEO digital
4. More than ratings
Reason to exist beyond ratings
Our productions provoke and engage
Exploit digital tools to optimise participation
Ratings powerhouse and multi-award winners
Independent of Channel 4
Want to bring something new to YouTube
7. This is River Cottage
Created Hugh Fearnley-Whittingstall’s TV cookery series in 1998
Developed Park Farm base, home to River Cottage
River Cottage HQ now conduit to multiple channels
Home to our high-profile campaigns
For the first time we’re offering exclusive access to it all
YouTube focus for all KEO films output with shared values
8. This is River Cottage
18 TV series with Hugh and team
Developed international audience
Digital platforms and communities
Cookery School and eLearning
Restaurants (Canteens)
Best-selling books
Park Farm ‘studio’ - 65 acres - the home of everything we do!
9. Channels we’ve built
We’ll exploit our reach to integrate YouTube
20 million web visitors to our channels in 2011
1.5 million registered web users
Reach five million people through social channel each month
400,000 across social networks
10. Other channels we’ll use
Books - Hugh’s sold two million
Handbook series - ‘non-Hugh’ series of 10 sold 500,000
Globally - eight foreign language publications
River Cottage HQ - 300 events annually, 35,000 visitors
Two Canteens - 150,000 annual visitors. More in 2013
Field Canteens - when we hit the road
High-profile campaigns . . .
11. Hugh’s Chicken Run
Launched by Hugh in 2008 on Channel 4
£90,000 raised in 24 hours to attend Tesco AGM
174,000 pledged to buy free-range chicken
'Best use of Interactive' at the Broadcast Awards.
Battery chicken sales down 10,000,000.
12. Landshare
Launched by Hugh in partnership with Channel 4
70,000 members
'Social Media – Community Programme' at the BIMAs
Kickstarted global movement
13. Hugh’s Fish Fight
Launched by Hugh last year on Channel 4
790,000 supporters
Two million web visitors in three days
Twitter reach of 16 million during campaign
New proposals under review at EU Parliament in Brussels by
Minister Maria Damanaki
The fight goes on . . .
14. energyshare
Launched 2010
65,000 members
Local communities awarded over £300,000 in first phase
Generated enough energy to power over 1,000 homes
Our aim is to move 10% of UK population to consume and generate
renewable energy
15. Hugh’s Three Hungry Boys
Second season broadcast in January on Channel 4
Talent expansion, new demographic
River Cottage broadening talent base
New generation into local, sustainability issues
Narrative driven by social media. Trended in UK
16. Why we’re excited about YouTube
Timing is right for River Cottage
Working towards connected TV experience for over 10 years
We have the content, audience, skills and the talent
Established cookery brand with large, loyal audiences
Global reach
20. Our new food and cookery channel
Hugh Fearnley-Whittingstall and the River Cottage
gang will scour both land and sea in search of an
alternative culinary lifestyle for YouTube using a
delicious recipe of brand new, classic and live
programming.
24. Annotations - weekly schedule card Content ID - create brand ambassadors
Video response tool - engagement Syndication - YouTube on all KEO digital and
partner platforms
Commenting - community building
Bespoke functionality ie. BAFTA voting
Thumbs up - introduce competitions
Collaborations - identify key contributors
Content optimisation
25. Annotations - cross-promotion Thumbs up - introduce competitions
• Next episode/course • Most thumbs-up wins
• More Gill Mellor • Included in Friday’s ‘live’ show
• Subscribe to ‘Kitchen’
Playlists
Video response tool - engagement • In the kitchen
• ‘Show us yours’ via annotations • Seasonal
• Fan-versions of the recipes • Gill Mellor
• Gill to announce winner on Friday ‘show’
Syndication
Commenting - community building • Shared across KEO network to drive
• Use annotations to invite comments subscriptions
• Make suggestions for variations
• Recipe share
Gill’s scallop and chorizo recipe
26. Annotations Thumbs up
• Past challenges • Challenge with most thumbs-up wins
• More Hugh’s Three Hungry Boys • Included in Friday’s ‘live’ show
• Subscribe to ‘Challenge 3HB’
• Drive engagement Playlists
• Wildside
Video response tool • Seasonal
• Invite challenges • Hugh’s Three Hungry Boys
• Involve and feature audience
• Audience to shape narrative Syndication
• Show us what you’ve been up to • Shared across KEO network to drive
subscriptions
Commenting
• Use annotations to invite comments
• Make suggestions for tasks
• Ask Hugh’s Three Hungry Boys
Challenge Hugh’s Three Hungry Boys
27. Annotations Commenting
• Cross-promote this week’s content • Use annotations to invite comments
• Other relevant content • Questions for host to answer
• Subscription CTA • Feedback and suggestions
• Seed discussion
Video response tool
• Viewer-centric magazine programme Syndication
• Audience to shape narrative • Shared across KEO network to drive
• Recipe attempts subscriptions
• Campaign responses
• Invite reaction to output
• Feedback and suggestions
• Show us what you’ve been up to
@Live
28. River Cottage original programming (OP) for YouTube
Anchored by weekly ‘live’ broadcast from Park Farm studio
Exclusive content from TV series and campaign updates
Over 100 hours of classic River Cottage available
Twelve high profile stars of long-running TV series
Summary of content
29. Optimise first 15 seconds (taster) Editing techniques
Carry calls to action to build Duration - from 2-12 minutes
community
Music
Schedule of tent-pole programming
‘Live’ format
Camera style
YouTube treatment
38. Credentials and infrastructure
55 full-time staff
300 hours of programming
Seven major websites across one platform
Ten years of community management
TV Studio, production house and design centre
Two Canteen bases in south west. More to follow.
Current YouTube channels have over 1.5m views (1,883 subs)
One million views on other platforms
40. How we’ll build our channel
End-to-end television production capability
Dedicated digital and promotion team
Long record of delivering multiplatform success
41. PEOPLE
Channel investment
Account Manager
Nick Underhill
Creative Director
Simon Deverell
Director
Will Anderson
Content output
25% Marketing and promotion
Channel manager
Murry Toms
Editor and motion 75%
graphics
Ed Ovenden
Up to half hour new
YouTube marketing
Jake Lea-Wilson
Up to half hour classic
Production manager
Trevor de Vergara Up to half hour ‘live’
