How to: Get on TV
TV is still a massive opportunity
15 minutes on TV can set you up your business for the next 15 years - if (we stress the if) you make the most of the opportunity.
- 94% of UK homes have a digital TV.
- UK residents watch an average of 3.5 hours of broadcast TV every day.
- TV accounts for 76% of video viewing.
- 16-24 year-olds watch twice as much SVOD (Streaming/Subscription On Demand) e.g. BBC iPlayer, Netflix etc.as other age groups.
- 38% of 16-24s viewing is on devices (mobile, tablet, laptop, desktop etc.)
- 4.9 million people watch BBC News at 10 everyday (imagine how you'd feel getting 4.9 million views on a blog or a social media post).
There is an incorrect consensus that there is "screen saturation" leading to dramatic decrease in TV viewing.
The rise of the mobile screen means that there is more competition for eyeballs nowadays.
But, just because someone does not watch your interview in front of a (insert brand here) TV live. doesn't mean they won't watch you.
A segment from a TV show can travel to millions of people across the internet.
For example, imagine you've been invited to a BBC business news segment to talk about the coffee industry.
You may only be seen by 200,000 people at the time of broadcasting. But you may say something that resonates with a much larger number of people.
Large enough to cause someone to cut out that segment and upload it to Facebook or YouTube. It could be then viewed by 2 million people and shared by 300,000.
Remember our content repurposing blog post? It can also happen without your permission.
Content can live on in many forms, indefinitely in some cases.
So don't think that appearing on TV has lost its merit just because everyone has an expensive computer in their pocket, and a Netflix account.
Here are 5 tips for getting on TV.
#1 Do something different to attract TV producers.
TV producers and networks are under constant pressure to create and distribute content. Content that is engaging and appealing to their respective audiences.
Audiences in general have seen/are seeing a lot of content. So if your story is run of the mill, they won't be interested. Because their audience will think "I've seen this before" and tune out.
Cliche as it may sound, you have to stand out. But whatever you do ensure it's relevant to your business and won't paint your brand in a negative light.
A great example of this is Henry Pryor. Best known as the "BBC's favourite property expert".
He put out a press release saying that the UK property market had peaked, going against all other predictions from other experts.
This peaked the interest of a lot of people - why is he going against the grain so publicly? What does he know that the other's don't?
That led to him being invited to a national radio show to explain his theory. This then snowballed when he was invited to speak on television shows, eventually becoming a BBC staple and massively benefiting his business.
There is a fine line though, and you have to know where it is. TV fortunately/unfortunately is about perception. You have to be able to see how people will see you, before you appear on TV.
If you cross the line e.g. come across too different it could severely damage your brand.
#2 TV Producers are people too
TV producers are the gatekeepers of TV shows.
Get to know them. If you have a good story/idea you can be mutually beneficial to each other.
They are people first, before producers, the same way you're a person before a business owner. So treat them as such.
#3 Practice being on camera before going on TV.
Nowadays it's easier than ever to get some on-camera experience.
Before taking your talents to regional or national television try recording short videos and uploading them to social media or getting feedback from trusted sources.
Most people find it odd speaking with one camera pointed at them. Let alone multiple ones, plus hot lights and camera operators on live television. So practice helps prepare you for this uncomfortable environment.
Through practicing beforehand you can prove you have experience in front of the camera, and won't crack under the pressure.
This makes you more attractive (from a business standpoint) to producers and TV networks as they know they don't have to spend too much time media training you. (They want to work with someone someone who makes their job easier, as we all do)
#4 Ensure that the show reaches your target audience.
It's all well and good getting on a VICE show but if your target audience consists of over 55's it's unlikely that they will see it. (VICE's target audience is 18-30)
You don't want all that work to go to waste do you?
#5 Ensure you get copies of the video to use as you wish.
This enables you to have more control over how your interview/discussion is framed and distributed.
For example, it's possible for someone to upload a 10 second clip from your 30 minute interview and for it to be taken out of context.
Having copies of the full video, means you can counteract any negative outcomes as well as promote yourself.
If you have the full copy, you can do your own content repurposing.
Coach Buzz says:
Ensure that your product or service works properly. If you fail on TV, you will be failing in public, and everything will be amplified. You don't want to end up like the company in the video below.
Remember that TV producers are people.
Practice talking on camera before you contact a TV show/producer.
Ensure whatever you are promoting -works!
Approach a show/channel that doesn't match your target audience.
It's rare that a TV producer will reach out to you, unless you give them a really good reason to.
You have to prove to them that you can be a valuable contributor to their respective programme.
It may seem like a lot of work but the value of a positive TV appearance can run into the hundreds of thousands. So if done right it's more than worth it.
Let us know when you get on TV!
Until next time,
Asher & The BuzzRamp team.