Sofa so good

It was a BBC newsflash that sparked the initial idea; research showed that we were spending up to six hours a day in front of our TVs during lockdown.

That didn’t seem to square with what so many professionals were describing; of being exhausted from day after day of online meetings, events, and conversations. How come we complain about being ‘Zoomed out’ and then dump ourselves down in front of an even bigger screen?

It was that paradox that started me writing A Dent in the Sofa; after all, I’d never consumed so much TV in my life as I did in the previous 15 months. What were the secrets that took me back to my favourite sitting spot; and what were the techniques that broadcasters and producers used to make me watch their programmes in what was a very full marketplace?

At this point you might like to consider your personal televisual consumption patterns; but here’s a pub quiz question for you; what was the most popular series on Netflix during the pandemic? The answer is (drumroll) the American version of The Office, which finished in 2013. Globally consumers cumulatively streamed a total of more than 57 billion minutes of it, 10 million more than its closest rival.

This led to the first (of 21) lessons; your event content doesn’t have to be new. The familiar can be warm and welcoming. Think about it; you still listen to your favourite songs, even though you know the lyrics. ‘Back By Popular Demand’ can work just as well for a speaker as for a pop group.

But after we’ve sated that love for the known, there is an enthusiasm for the new. The time trapped at home has encouraged people to try something different; Scandi‐noir dramas give way to new Spanish or German series, and subtitles swiftly become the norm.

So, lesson 2 is straightforward; mixing up the familiar with something new and challenging is appreciated by the audience and will raise the status of your event. Oh, and it’s not hard to have both subtitles and translations added live and on demand to your video. Think about reaching a wider global audience and help address the accessibility issue at the same time.

However, the dominance of Netflix and Amazon, and their ability to drag in content from around the world has created too much choice. Have you ever spent the evening watching trailers and bookmarking films to watch ‘one day’? The paradox of choice can be quite paralysing, and we have all experienced FOMO; looking for the next thing without committing to anything properly.

So, organisers, don’t overdo the options for your delegates, and end up with poorly‐attended sessions. And make your trailers and synopses compelling.

The more that I took a step back to analyse my TV consumption, the more lessons could be extracted. Sure, I understood why some of the characters in Game of Thrones took so long to introduce themselves; it helped explain the complexities of the plot. But the lead female laid waste to armies with a fire‐breathing dragon.

The lesson for your presenters; ditch the ‘let me introduce myself and my company’ opening and replace it with a challenging and provocative statement that gets your audience sitting up and paying attention.

And in an era where everyone is looking for definitive answers, look at different approaches. For example, two movie blockbusters were due to be launched during lockdown. One was Wonder Woman 1984, which opened in cinemas but was also available immediately for streaming. But the latest James Bond juggernaut No Time To Die remained resolutely parked for 18 months, as the organisers insisted the film needed to be shared on the big screen.

In truth, the best companies employ the brightest brains and still get conflicting advice. You don’t know whether physical, online or hybrid events are the future? Don’t be afraid to try different solutions. Marketing is merely a game of constant testing and experimenting.

Once you start looking, the lessons just keep coming. If you’ve binge‐watched series, have you noticed how episodes actually vary in length, especially those commissioned directly by the streaming providers? On demand allows that in a way that traditional TV (30 and 60 minutes slots, advertising breaks set in stone) could never allow.

So, take that lesson and apply it to your conferences. Mix it up. Surprise people with an extra break, or a different activity. TED broke the mould with short presentations, but they also have ‘fillers’; three minute presentations with a key message, delivered with panache. Maybe get some rising stars to appear and do a short stint; asking someone to give a five‐minute talk is a good way of getting over the fear of speaking and a sure‐fire technique for bringing on new blood.

And if the new world is hybrid, where content is valuable, you have the same options. Your speakers might be limited to 30 minutes on‐stage, but they can then be filmed separately with an emcee for a Q&A session. Splice the two together for an on demand event, or simply add in another pre‐recorded element, and you have created something new. Repurposing is the word.

I also revisited chat shows to see how professionals answer questions. Sometimes they were considered, frequently funny, and sometimes controversial. And the best shows were where there was some controversy, with insults and barbs being tossed back and forth. We’re not talking Trumpian bullying, but well‐thought out – sometimes acerbic – rebuttals.

Organisers should bear that in mind when they are structuring conferences. Yes, panel sessions may be important for your events, but create and deliver them with care. Have no more than three panellists and choose them for their ability to argue and share contrary views. No one wants 15 minutes of everyone saying the same thing.

When I finished a series, I would often find myself looking on YouTube for the inevitable bloopers reel; in the good old days this was an enjoyable extra on the DVD. We’ve had some great examples recently of the danger of live; remember the high‐level BBC interview interrupted live by two young children bursting onto the scene, followed by an embarrassed mother? Or the interview from Wales where eagle‐eyed viewers spotted an – ahem – sex toy sitting right behind the subject? Or the vicar who set themselves alight during a candlelit service?

It’s been 40 years since It’ll Be Alright on The Night first graced our screens and every new episode still tops the ratings. What minor calamities and disasters do you have that demonstrate human fallibility and humanity at its best? Can you find somewhere to host the ‘Best of the Worst?” C’mon; it’s been a long pandemic; we are all hungry for things to laugh at.

I paused when I’d reached 21 lessons, but there have already been additions from other contributors, so the sequel is already in development. Both the 25‐minute video of lessons learned and the free e‐book can be found at www.dentinthesofa.com.

Oh, and there’s a ‘bloopers’ reel at the end. It’s what every show needs…