Caroline Maddenexamines the marketing and budgeting strategies behind RTÉ's reality programme on job recruitment.
Both the US and UK versions of the reality TV show The Apprenticehave been huge hits. Viewers just cannot help tuning in each week for their fix of Donald Trump's or Alan Sugar's caustic put-downs of contestants competing for a six-figure salary as their apprentice.
If an Irish version of the series were made, who would be the most fitting tycoon for the lead role?
With his cutting one-liners, the straight-talking Michael O'Leary would no doubt be a strong contender. Having revealed his intentions to step down from the helm of Ryanair within two to three years, O'Leary could use the show to select a successor. Or maybe our own knight of the realm, media mogul Anthony O'Reilly, would enjoy the hunt for an ambitious apprentice. Or perhaps Digicel founder Denis O'Brien would fit the bill.
Ireland certainly has no shortage of colourful business magnates, but whether the show would translate well into an Irish context is hard to tell. The business community here is so small and reputations are so vital that such a cut-throat programme might not be viable.
Therefore, RTÉ seems to have made a wise move when it commissioned independent production company Liberty Films to produce the series No Experience Required. While the programme incorporates elements of existing reality shows such as the Apprenticeand Top Chef, it has a uniquely Irish twist.
Each week three contestants with no relevant experience battle it out for a six-month contract in their dream job.
In the first series, the careers ranged from sports trader to newspaper reporter and interior designer to trainee chef at a Michelin-starred restaurant.
As well as the drama that the competition aspect provides, viewers also get an insider's view of what it's really like to work in industries that are perceived as particularly glamorous or exciting. For example, a recent show featured the publishing house Harmonia, which is owned by Veuve Cliquot Businesswoman of the Year Norah Casey, and which publishes glossy magazines such as Irish Tatlerand U.
As with any other product or service, the success of a television programme relies on marketing, budgeting and positioning. The marketing strategy adopted for No Experience Required is best examined by breaking it down into the four elements of the marketing mix - product, price, place and promotion.
The product is a new television programme with the debut series representing the first stage of its life cycle. After the success of the first series, which was aired on RTÉ 2 last year, a second was commissioned (and broadcast this year). There has also been "brand extension", with a spin-off series aimed at transition- year students, and a catch-up programme showing how the winning candidates got on in their six-month placements.
Liberty Films had to keep a close eye on production costs so as not to overrun its budget.
RTÉ is a non-profit making organisation, and uses TV licence revenue to fund its activities. However, this revenue stream does not cover all costs, so RTÉ also has to generate revenue from commercial activities such as advertising.
For this reason, audience ratings are a key consideration, as high ratings enable them to attract more advertisers to a time slot and programme.
When deciding on the placing of a TV programme, the target audience, channel, broadcast time and day and competing programmes on other channels must all be taken into account. No Experience Requiredis aimed at a young audience, and so RTÉ 2 was selected as a suitable channel, as it tends to attract younger viewers than RTÉ 1.
In a typical evening's scheduling, RTÉ 2's 9-11pm slot is allocated for home-produced programmes or bought-in series such as Lost, and so the 9.30pm slot on Thursday evenings was identified as the ideal airing time.
Advance publicity was generated, including a nationwide search for candidates on RTÉ Radio 1's Tubridy Show.
The first series of No Experience Requiredwas a commercial success and attracted an average audience of 164,000. This peaked one week at 205,000, when almost 16 per cent of all Irish people watching television were tuned into the show.
By successfully implementing the four elements of the marketing mix, Liberty Films has managed to create a home-grown hit that holds a unique appeal for Irish viewers.
