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Attracting the Media

This presentation explores innovative strategies to attract media interest in astronomy and science communication. It highlights how producing engaging and high-quality content can expand public knowledge of the universe. By leveraging the universal appeal of astronomy, we aim to present complex scientific concepts in an accessible manner using stunning visuals, compelling storylines, and relatable human interest angles. The document evaluates past successes and challenges in astronomy programming, focusing on the evolving media landscape and how to effectively connect with diverse audiences.

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Attracting the Media

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  1. Attracting the Media Nigel Henbest Pioneer Productions www.pioneertv.com

  2. Universe: Big Bang – Pioneer Productions for C4/TLC

  3. Our Mission The Message The researcher The public

  4. The Message(s) • Expanding knowledge of the Universe • Astronomy as pioneer cutting-edge human exploration • Astronomy as a ‘sugar-coated pill’ for science • Astronomy/science as a mainstream cultural activity (not just for boffins and geeks) Image: ESO/VLT

  5. The Big Challenge… THE MEEJA (MEDIA!) Television Radio Newspapers Magazines Books Press Office The Message GATEKEEPERS! Reality Soaps Comedy Sport… The researcher The public … Attracting the Media

  6. Television: the good news… • TV penetration: in every country of Europe and North America, 96-99% of households have a TV set • Maximal outreach: Recent astronomy series in the UK - Space (BBC) and Universe (C4) – reached 3-5 million • Carl Sagan’s Cosmos reached 500 million viewers in 50 countries

  7. … and the bad • Terrestrial broadcasters are looking for a ‘magic’ format that will bring in >50% of audience share – Big Brother; I’m a Celebrity, Get me out of Here; Desperate Housewives… • Astronomy (and science) are low on the commissioning editors’ list.

  8. The TV Industry Content Provider e.g. Pioneer Productions Broadcast Technology: e.g. terrestrial, satellite, cable Broadcaster e.g. BBC, Discovery Viewers

  9. Entertainment vs information • TV is primarily an entertainment medium – a viewer retains <5 facts/hour. • Typical audience attention span is 3 minutes • A standard formula for science documentaries: • Show a ‘wow’ visual every 3 minutes • Introduce a ‘f***-me fact’ * every 90 seconds (for effect, not necessarily remembered) * Genuine words of a science commissioning editor!

  10. The Essential Elements • A riveting topic • A gripping storyline and clear script • Human interest – presenter?/ interviewees • Stunning visuals – real images/ graphics

  11. Riveting topic… Cartoonist’s prediction… … and the real headlines! Cartoon: KAL/Baltimore Sun

  12. Storyline/ Script • Storyline must be linear – minimise flashbacks and other devices • This is not the way science generally progresses! • Dealing with controversies without losing the storyline –e.g. Demise of the Dinosaurs

  13. Human Interest 1: Presenter (?) Carl Sagan Patrick Moore Heather Couper Neil de Grasse Tyson

  14. Human Interest 2: Interviewees • Subjects have a strong story to tell - e.g. Andrew Wiles on Fermat’s Last Theorem (BBC) • Ability to explain complex concepts in a simple way – and with passion. • Interviewees may not be seen by their peers as the top authorities. • National bias

  15. Cosmic Rays with a Human Angle Universe: Stars

  16. Visuals Location, location, location Real images (generally stills) Graphics Image (left): NASA/ESA/Hubble Heritage Team

  17. Graphics: Science or Nonsense? • To visualise cutting edge research where real visuals don’t exist – black holes, alien life, Big Bang, parallel universes • To retain viewers, graphics must approach Hollywood/ commercials quality • How to distinguish graphics from reality?

  18. Beyond the Universe Universe: Big Bang

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