THE RETURNED INDUSTRY AND AUDIENCE

Where was The Returned broadcast?

The Returned received critical acclaim and was popular with audiences, but was the first fully sub-titled drama programme to be broadcast by Channel 4 in over 20 years.

It was originally broadcast by Canal + , a premium French cable channel which is owned by multi-media conglomerate Vivendi.

How does Channel 4 cross-fund and fulfil its remit?

Channel 4 fulfils its statutory public remit:

• To be innovative

• Stimulate public debate

• Champion alternative points of view

• Inspire change

• Nurture talent

• Reflect UK cultural diversity

It is a publicly owned, commercially funded PSB that reinvests all profits back into its programmes at zero cost to the taxpayer via a ‘Robin Hood’ model of cross-funding - profitable programmes pay for loss-making remit content e.g. the News.

How was The Returned funded?

The Returned received funding from regional agencies including: The Rhônes Alpes Regional Fund and the Centre National de la Cinematographie.

How did Channel 4 market The Returned?

Channel 4 created a multi-platform campaign for The Returned, placing the audience in the seemingly realistic world of the programme. This created a social media buzz focusing on the recognisable genre with a narrative twist.

The marketing focused on Canal + as a reputable broadcaster and subsequent BAFTA awards to signal quality drama.

The Returned Marketing:

1. A TRAILER introducing The Returned as the ‘No 1 French Thriller’ and emphasises its hybridity through the inclusion of taglines including ‘When the dead return’, ‘History resurfaces’ and ‘Murder returns’, underscored by a haunting soundtrack

2. MERCHANDISING including t-shirts to target a fan community

3. And interactive, innovative WEBSITE

4. A 360 VIRTUAL NAVIGATION OF THE TOWN on multiple platforms

Channel 4 and regulation:

Channel 4 is licensed to broadcast and externally regulated by Ofcom. They are in a unique position as they do not produce their own content. Therefore, it is the responsibility of all programme-makers alongside Channel 4’s editorial team to ensure all programmes comply with Ofcom’s Code.

Channel 4 self-regulated through the scheduling of The Returned to 9pm. This post-watershed spot indicates that the programme may contain content that is unsuitable to children.

REGULATION:

Livingstone and Lunt

Channel 4 operates both a…

• Consumer-based model (offering choice through the remit)

• And a Citizen-based model (protecting citizens through self-programming/regulating and 9pm watershed scheduling for The Returned.

This allows them to offer a diverse range of programming that challenges the status quo and represents ‘unheard voices’

REGULATION:

Livingstone and Lunt - Challenges

The fact that television companies no operate in a global market has introduced challenges, as has the distribution of content across digital platforms - regulation has become more complex.

MARKETING:

Hesmondhalgh - Horizontal Integration

EXAMPLE - The acquisition of Television Par Satellite by Canal + in 2006. In doing so, Canal + bought out its main rival in the French pay television market and re-established control.

MARKETING:

Hesmondhalgh - Vertical Integration

EXAMPLE - The Returned was produced and distributed by Canal + - a vertically integrated company. The vertical and horizontal integration strategies have ensured its financial stability.

MARKETING:

Hesmondhalgh - Formatting of Cultural Products

• Where audiences can anticipate what to expect in new products, through familiarity with genre conventions - then the risk is minimised. The Returned, whilst containing an enigmatic narrative, also contains typical codes and conventions of the supernatural thriller/zombie genre

• The marketing materials for The Returned incorporated formatting by playing on the audience’s fear of the unknown within the familiar.

• The programme’s format for The Returned was sold to American A&E studios and a US version of The Returned was produced and broadcast in 2015 on Sundance TV

Why do PSBs need help to survive?

It has been suggested that PSBs need help in order to survive against big tech giants e.g. more prominence of programme guides - More 4 does not appear on the menu of many TVs.

What audience are targeted by The Returned?

Channel 4 and its ability to produce specialised shows:

The Returned appeals to a niche, less-mainstream, Channel 4 audience, who are targeted through their expectations based on the brand identity of the channel.

Channel 4 is able to commission programmes to target more specialised audience, by using their more commercial, mainstream programmes to subsidise more niche products.

The Returned was originally broadcast on Channel 4 but it was moved to More 4 - which targets a more specialised audience.

What audience are targeted by The Returned?

Primary targets and range of audiences:

The Returned appeals across ages and genders as there are a range of characters that audiences may find attractive or relate to.

The primary targets are fans of the supernatural/thriller genre; but the hybridity broadens the appeal.

What audience are targeted by The Returned?

Intellectual audiences:

The fact that the show is subtitled and its aesthetic, may appeal to a more intellectual audience.

The programme may attract an inherited audience and fan base who will be familiar with other non-English language programmes broadcast on this channel.

What audience are targeted by The Returned?

Appeal of the genre:

The supernatural thriller genre is successful as it offers a range of audience pleasures. Audiences gain pleasure in seeing pre-concieved expectations fulfilled (Neale)

The genre offers escapism where audience can be involved in alternative realism constructed by the programme.

What audience are targeted by The Returned?

Narrative Appeal:

The narrative highlights Neale’s theory of how repetition and difference ensure the dynamic nature of genres.

The Returned incorporates typical codes and conventions of the supernatural thriller gender, whilst offering something different in terms of references to French culture and the surreal narrative structure.

What audience are targeted by The Returned?

Marketing campaign:

The marketing campaign established the brand of the programme and created a buzz.

Uses and Gratifications of The Returned:

Identity

Modern audiences may IDENTIFY with characters as the alternative world is similar to their own - this is helped by surface realism and generic verisimilitude within the programme.

Universal themes of love, loss and grief are explored and the domestic, family setting resonates with audiences.

Uses and Gratifications of The Returned:

Escapism

Audiences may use The Returned for ESCAPISM or diversion.

Although the domestic setting is familiar, the elements of fantasy and non-linear, surreal narrative offer diversion. The enigmas in the programme, the relationships and the puzzle of flashbacks all offer a diversionary appeal. The aesthetic pleasure of the visual aspect also offers escapism.

Uses and Gratifications of The Returned:

Social Interaction

The buzz around the programme facilitated social interaction whereby audiences used social media to discuss the programme and their ideas about ‘solving’ the puzzle set up in the narrative. Active audiences engaged with the fan communities and the interactive experiences related to the programme. (Henry Jenkins)

STUART HALL AND THE RETURNED

Intended reading

• Intended reading is to offer some typicalities whilst offering a narrative that challenges conventions (Neale)

Some audiences will be attracted by the fact that it is French and by the allegorical narrative referencing the relationship between France and its migrant community.

Audiences with a cultural capital will be aware of how The Returned is influenced by French Poetic Realism.

STUART HALL AND THE RETURNED

Negotiated reading

This audience may enjoy elements of the programme including the narrative enigmas and the adherence to the more typical codes and conventions of the genre, but may be uncomfortable with the slow pace and the sub-titles.

STUART HALL AND THE RETURNED

Oppositional reading

This audience may feel that the programme offers nothing new and is merely an unsuccessful re-working of old ideas.

They may feel that the more stereotypical codes and conventions of the genre (e.g. violence and gore) are missing from the programme.

Some audiences may be unhappy with the unfamiliar French aesthetic and the slow pace of the programme.

How does The Returned reflect reality?

The Returned is set in an alternative place, but in its domestic reality reflects contemporary themes of loss and grief.