The joint RTS Northern Ireland/Film Hub NI event, “Virtual watercooler: audiences, content and creatives”, investigated how TV and film can harness the power of social media.
The panel of film marketing specialist Jo Taylor, Eximo Marketing founder Andi Jarvis and RTS NI Chair and Stellify Media joint managing director Kieran Doherty discussed the influence of social media platforms on audiences at Belfast arts venue, the MAC.
The panel was chaired by Hugh Odling-Smee, project manager of Film Hub NI, one of nine hubs around the UK that aim to increase audiences for independent cinema.
Taylor talked about her work managing the grassroots campaign to promote the release of the Ken Loach film, I, Daniel Blake, while Doherty discussed Stellify’s approach to promoting the revamped television show, Blind Date.
Twitter was highlighted as the key way to communicate with audiences – and to get instant feedback on programmes.
The panel also discussed “watercooler” moments, with Doherty arguing that casting is the key in TV. He revealed that executives are moving away from specifically casting people to generate conflict in reality shows; a better approach is to cast people with something interesting to say, who will organically create great TV moments.
The RTS Northern Ireland event was part of BBC Digital Cities Belfast, which took place from 11 to 17 November, and the Belfast Media Festival (16 and 17 November).