Section 3

Unit Title Broadcast Channel Development

Unit Code CCB303
Programme BA (Hons) Content Creation and Broadcast
Credits 20 Level 3 Unit Status Mandatory

Contact Time 60 Access to Resources 40 Independent Study 100

In this unit students acquire a knowledge and understanding of

the processes involved in the development and set up of new
content channels on a range of established and emerging
platforms.

A broadcasting content channel is a digital output for content (for

example: Channel 5, Living TV, Orange World or BBCi).
Technology has made it possible for anyone with ideas to be a
broadcaster. This could be on digital television (satellite, cable or
terrestrial) on IPTV/broadband, on mobile phone or on distribution
media like podcasting or DVD. Content channels may employ all,
some or only one of these media to target audiences.

Introduction The unit looks at the range of content channels and their
approaches to reaching their audience including “narrow interest”
(for example a gambling channel); “brandcasting” channels (for
example; Thomas Cook TV which has a commercial and
promotional role); informational channels; as well as conventional
new channels. The unit also explores the use of interactivity to
support the transactional television as well as the benefits and
issues raised by a multi platform approach. Students learn how
channels are created and developed and about the regulatory and
licensing framework which govern their set.

The unit revolves around a project requiring students to develop

propositions for new channels and a persuasive and fully formed
business proposition to support it.

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Topics covered in this unit include:

• The nature, diversity and creative potential of “content

channels”;
• Advantages and disadvantages of broadcasting and
narrowcasting;
• Transactional, promotional and informational channels;
• Multi platform approaches;
Indicative • Channel branding;
Curriculum • Broadcasting approaches for an existing commercial brand
Outline (e.g. a charity, company);
• Genre-based channels;
• Identifying a market/audience for a channel and the most
appropriate mode for reaching them (for example; TV,
online, distribution);
• Writing a business proposition aimed at raising money or
getting investors for a new channel;
• Growing/maintaining an audience when you are
established.

In order to pass this Level 3 unit students must show that the
following learning outcomes have been achieved:

Knowledge and Understanding

1. A critical understanding of the potential of the established

and emerging media and platforms which can be used to
channel content; (LO1)
2. A comprehensive knowledge of the legal and regulatory
Unit Learning requirements governing the launch of a channel; (LO2)
Outcomes 3. A critical understanding of brand development and
marketing. (LO3)

Skills

4. Develop a channel concept and brand aimed at a specific

target market; (LO4)
5. Draft a business proposition to support a new content
channel. (LO5)

Learning on this unit is gained primarily through a combination of:

• Lectures;
Teaching and • Self-directed study and research;
Learning • Competitive pitch process - scheduled over the unit;
Strategies • Framework of skills-based lectures;
• Group sessions and critiques;
• Practical exercise(s) and project(s).

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Formative Assessment
Students will receive on-going individual feedback on exercises and
written feedback (at a half-way point) giving them an indication of
their existing performance in relation to the learning outcomes
before undertaking the assessed project.

Summative Assessment
The main assessable components will be:

• Proposal – Using the second stage treatments, groups must

work together in assigned roles to produce a pitch
presentation and pitch document and/or treatment. The pitch
must have a visual component, this may differ in agreement
with your tutor, but is likely that:
i. Promo/storyboard will be accepted (a promotional
piece selling the idea or a short excerpt of the
programme of less than 5 minutes duration);
and/or:
ii. Demos, mock-ups and/or visualisations of these
Assessable could be included to support the idea if more suitable
Elements to the medium.
• Project Pack – is a supporting file that charts the research,
budget, schedule and other details that support the idea. In
addition, for this brief, you should also include a promotional
plan for how your channel hopes to gain and keep an
audience. The pack should also contain the visual
components used in the pitch.
• The Individual Reflective Log will be a written piece that
combines questions on both fact and opinion with reflection
on whether a student has met their learning outcomes and
what measures they will take to remedy this.

Each assessed element will contribute to the final grade, in the

proportions shown in the following table:

Assessable Elements Percentage of Final Grade

Individual Proposal; 80%
pitch/presentation, treatment,
visualisation and Project Pack
Individual Reflective Log 20%

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Students are assessed on:

Individual Proposal
• Evidence a critical understanding of the potential of the
established and emerging media and the appropriateness of
their use for specific channel types or target audiences; (LO1,
LO4)
• Evidence that the legal and regulatory aspects governing the
launch of a channel have been taken into account; (LO2)
Assessment • Understanding of brand development and marketing applied
Criteria to the proposal; (LO3)
• The originality and feasibility of the channel concept; (LO4)
• The rigour of the business case made to support the
proposal. (LO5)

Individual Reflective Log

• Reflection on the potential of established and emerging media
and platforms for channelling content; (LO1)
• Reflection on aspects of brand development and marketing
and their application to the particular project. (LO3)

Indicative
Reading List Atton, Chris. (2004) An Alternative Internet: Dissent, Transgression
and Creativity in a Digital Age, Edinburgh University Press.

Cooper, W.J. and Lovelace, Graham. (2005) IPTV - Broadband

Meets Broadcast: The Network Television Revolution, Informitv.

Gawlinski, Mark. (2003) Interactive Television Production, Focal

Press (Whole book – in particular Chapters 10-15).

Duncombe, Stephen. (1997) Notes from Underground: Zines and

the Politics of Alternative Culture, Verso Books.

England, Elaine. (2001) Andy Finney Managing Multimedia: Project

Management For Interactive Media, Addison Wesley.

Morris, T. and Terra, Evo. (2005) Podcasting for Dummies, Hungry

Minds.

Reference Books

Laurel, B. (Ed) (1990) The Art Of Human-Computer Interface

Design, Addison Wesley.

Friedlein, Ashley. (2000) Delivering Successful Commercial Sites,

Morgan Kaufmann.

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Other references

Business start-up links, how to write a business plan should include

the Government’s Business Link site (Please refer especially to the
STARTING UP
links).http://www.businesslink.gov.uk/bdotg/action/home

Sites related to platforms and platform offerings:

Digital Satellite* - Sky’s channel packages – look at the channels
available and the Sky platform television itself
http://www.sky.com

Digital Terrestrial* – Freeview channel packages. Look at the

channels available and if possible the DTT platform itself
http://www.freeview.co.uk/

IP TV* Broadband delivered television platforms to include

Homechoice:
http://www.homechoice.co.uk/

Digital Cable* – Telewest/NTL - channel packages. Look at the

channels available …and if possible the cable platform itself
http://www.ntl.co.uk/index.html
http://www.telewest.co.uk/home/index.htm

A range of consumer television/broadcaster websites* to include:

http://www.bbc.co.uk, http://www.itv.com, http://www.five.tv,
http://www.channel4.com, http://www.sky.com

*Website addresses are subject to change.

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