A Position Statement on the Big Screen
February 8, 2012The High Wycombe Town Centre Partnership is broadly supportive of the principle to introduce a big screen into Frogmoor. However, there are a number of caveats that will need to be considered in-depth, negotiated and managed if the concept is to prove popular, sustainable and ultimately successful.
Caveat 1: Context
The introduction of a big screen in Frogmoor can only contribute to the regeneration of this under-utilised and failing area, of the town if it is delivered in the context of a wider initiative.
A big screen in itself will draw a selected few on a regular basis but has the ability to engage with a wide and diverse audience, dependent upon the environment within which it is placed.
Successful spaces with a screen are friendly and secure and encourage the visitor to stay for a while. The screen is ancillary to the use of the space and should not be seen as the primary focus. There needs to be sufficient activity, hustle and bustle and interest in the space during peak times of the day and appropriate security measures, whether formal or informal, during quieter times and throughout the evening economy.
The commercial units surrounding the space are the fundamental element of the whole regeneration process. Unless these spaces can be filled, there is little to attract visitors and shoppers to this space on a regular basis, and little for them to do once they arrive in the space.
We would support the following:
- An increase in the green credentials of the space, with a discussion as to whether these are temporary or permanent features. This would break up the space and bring new interest into Frogmoor. At present, the hanging baskets serve a purpose but do not engage the public sufficiently to make a positive impact;
- The development of a consensus on a short-term approach to rejuvenating the area commercially. This process should engage landlords, agents, existing businesses (and potential new businesses) with an interest in the area of Frogmoor. The aims of this exercise must be to re-let as many vacant units as possible;
- A consensus on a operational management policy for the public space in Frogmoor focussing on the types, and regularity, of activities and how they might influence the type and specification of any new infrastructure opportunities through the public realm consultation, such as power, lighting, planting and room for “big events”.
Recommendations:
- The big screen should not be seen as, or become, the primary focus of the space. Should it be installed as a permanent feature there must be a review process and decision-making mechanism to evaluate its continued operation or to agree its discontinuance
- The screen should be discussed within the context of a greener space
- The screen should take account of any new commercial lettings and the aspiration to develop a café culture within the space
- The screen should complement the use of Frogmoor as an event/activity space
Caveat 2: Content
One of the fundamental considerations of introducing a big screen into the town is what it would show, when it would be shown and who would make the decisions as to the choice of content.
Other towns accepted big screens complete with the services of a content manager from the BBC or other organisation. If a screen is to be provided independently, there needs to be very clear guidelines as to what is acceptable. This should include the confidence and justification for a blank screen.
We would support the following:
- The development of a consensus on the ratio of content material to advertising. We understand the commercial necessity of advertising but would not support something that was advertising-led to the detriment of the programming schedule. We would suggest that there is a signed agreement that defines the most appropriate nature of advertising (including a local, small business bias), the most appropriate times for advertising and an upper limit, defined in terms of time and/or ratio to programmes aired;
- The development of an events calendar for scheduling coverage of major televised events. This could include cultural, sporting or celebratory events, with an emphasis on their ability to engage the local community across a wide-range of ages. Family-friendly viewing should always take precedence;
- The use of the Big Screen to support local events taking place in the town. The screen would offer the opportunity for activities to be relayed to a wider audience (away from line-of-sight) and to focus on smaller details. The Christmas Lights-Switch-On and a Food Festival (with live demonstrations) would be particular beneficiaries.
- The development of a consensus on the ratio of active time to inactive time, with the latter being where the screen is switched-off. We would support an agreement that clearly defined the hours of operation, a justification for down-time and a policy against which requests from the public or community organisation can be assessed.
Recommendation:
- A representative working group should develop a “terms of use” policy document covering the opportunities for, and constraints upon, advertising. It should also contain policies governing the hours of usage, criteria upon which requests can be assessed fairly and openly and a mechanism by which events can seek to benefit from coverage on-screen.
Caveat 3: Continuity
The installation of a Big Screen must be accompanied by a short-term and a long-term strategy in order to ensure that it does not become redundant in use or in location.
The placement of the screen in Frogmoor would seem to be the most appropriate location at present. However, in a changing town there will inevitably become other opportunities that will need to be discussed in the context of Frogmoor as the existing prime public space. This discussion could include freestanding or wall-mounted placement.
The long-term usage of the screen, as indicated in Caveats 1 and 2 above, is also of prime importance. This facility must have a permanent or semi-permanent aspiration in order for it to attract private sector investment. If the primary purpose of the screen is to celebrate the events of 2012 only, then it is suggested that an alternative approach is taken such as leasing the equipment.
The management of the screen must also reflect a continuity of approach so that relationships can be consolidated and developed. It would be useful to have a local technical specialist that could support the broadcast side of the facility. There is a significant amount of synergy between this project and the media work at BNU and this relationship must be investigated and formalised, if appropriate.
We would support the following:
- The development of an SLA between the majority interest groups setting out the decision-making roles, on-going influence, financial and insurance liabilities;
- The development of an SLA between BNU, (if deemed the appropriate provider), and the content manager to govern delivery of content, technical support and license agreements;
- The development of a contingency plan to accommodate any foreseen changes in circumstances.
Recommendation:
- A core working group should research and agree the relevant legislation, liabilities and tender processes required to implement this project in a suitable manner.
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