Why David Attenborough is evolving faster than advertisers

Why David Attenborough is evolving faster than advertisers
SHARE
THIS



My father is a zoologist, and so much of our family viewing time was spent watching David Attenborough’s shows. At the time I would have preferred to watch music videos or sport, so I came to resent his bumbling style. Now that I am older, and somewhat wiser, I have a far greater appreciation for the man. Many of his techniques pioneered the way we watch TV, and he is a true legend in the area of content development.

His medium has always been TV and he would certainly be forgiven for sticking with it. However, on a recent trip to the Natural History Museum in London, I was amazed at how his skills have evolved. The subject was evolution in the biological sense, but for me it demonstrated evolution in the media sense. Rather than a traditional audio visual presentation on a flat screen, the lecture was given in a truly engaging, immersive and multi-sensory way.

There were a few screens (some in 3D) all displaying different content, a presenter introducing topics, interactive iPads that explained the story lines, several augmented-reality-Davids giving real life demonstrations with live voting and quizzes. You could follow whichever part of the story you were interested in, regardless of the flow of the narrative or what the rest of the audience was doing. The audience took some time to adapt but, once they did, you could see their engagement and interaction levels increase considerably.

While certain stories are being told this way in mainstream media, they tend to be created for TV first, with additional multi-screens added on. The reality is that, moving forwards, content developers will start to think in broader terms when considering how different media can be used to convey a message. For consumers this means that entertainment changes from being passive, linear and closed to active, multi-dimensional and open. As marketers, we therefore need to consider our brands in this way. So anyone using 30 spots in David Attenborough’s series at the moment; be warned… he is evolving faster than you.

Ian Perrin is the CEO of ZenithOptimedia

Please login with linkedin to comment

Latest News

Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]