1. IC 2009 Programmers Versus Marketers PANEL Created and Moderated by Richard Melman

2. 2 What Programmers Need to Know About Marketeers You dont need to watch a programme to market it Marketeers can only hold one concept in their brain at a time High Visibility marketing = a 96 sheet poster on the road the boss drives to work on Marketeers need to schedule programmes 6 months before they are commissioned Marketeers know its possible to change the title/presenter /concept after the programmes finished, programmers just dont want to

3. 3 What Marketeers Need to Know About Programmers They dont need to tell the marketing department theyve changed the title/presenter/concept until two days before the ad campaign When Marketeers say Brand Lens, Filter or Vision, Programmers hear Blah, blah, blah… Are sure that Marketing won't mind if you change the programme from a Wednesday to a Friday Know that Marketing is a waste of good programming money

4. 4 What Programmers Need to Know About Marketeers Never show anyone a campaign until its too late to change it No one but God and the marketing department is to know why marketing costs 10 times the cost of the programme Great ratings come from great marketing Bad ratings come from bad programming When all else fails, they re-brand

5. 5 What Marketeers Need to Know About Programmers Know that Marketing is just a waste of good programming money Its such a fantastic idea for a show, Marketing wont mind if its off message Never show anyone a programme until after theyve finished it Great ratings come from great programming Bad ratings come from bad marketing When all else fails – they reschedule

6. 6 Fridge Magnet Programme Making Nazi Secret The Real Churchill Ancient Dead War Mummies Tomb Raider Titanic Sniper Cops Jack the Rippers Heroes Evil 100 Greatest Nazi Secret The Real Churchill Ancient Dead War Mummies Tomb Raider Titanic Sniper Cops Jack the Rippers Heroes Evil 100 Greatest