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carechannel channel 212



Business case development the


care channel


On Air Care - Giving You the Bigger Picture

Contents 3 Our Aim at ‘the care channel’ 5 Strategic and Market Analysis: Do we have a viable TV proposition? 6 Is the care channel commercially viable? 8 Why should suppliers to the care sector advertise 12 14 16

Blue Sky

the care channel was born of a frustration with the ever changing course of care, driven primarily by legislation and underpinned by bureaucracy that both frustrates and hinders progress at the expense of the end user - the client! Be that provider or resident. Our unique position from within the care and media industries and our enthusiasm for the medium of TV and the business opportunities that exist within it, afforded us a real understanding of the dynamics involved. The urgent need for clear, concise communication saw us develop from the conception to the first of the four pilots, in but a few short months.

with the care channel? How is the audience going to know about us? Is our programme content available, sustainable and affordable? Are we able to interest the audience to bring them back, week after week?

However our main driving passion is the idea that the care channel would have an impact on people’s lives and on the way care is perceived and delivered. We believe that the care channel will have the power to influence and shape current and future delivery in this rapidly growing sector.

Case Studies

David McDougall - co founder

18 • The Caravan Channel 19 • Farming Sunday 20 EPG & Channel Aquisition 21 Potential About Us

22 • Pre-existing and successful owners forums 24 • Staffing 26 Executive Summary 28 • What does this mean for ‘the care channel’? 31 • Moving Forward 32 Selection of Responses 35 Financial Appraisal - (bank’s copy only)

Filling the void...

For the past 10 years, there has been a consistent attempt to provide coherent information to the providers and users of care. There have been many Government initiatives to provide this information, from their own and privately funded organisations. However, the information has continued to be fragmented and easily becomes tied up in “Social Care Jargon”. The use of the internet to disseminate information has in some way become relied upon as the most effective means to do this. There are now thousands upon thousands of pages of information on social care which in turn have become a barrier to those looking for information. The central aim of the care channel is provide information in short understandable sections that help people make informed decisions, while directing them to the correct agencies. We believe that visual presentations, interviews and specialist vignettes can achieve a far greater understanding of the social care system in the UK; empowering users of social care and enlightening people and organisations providing that care. Stephen Bishop - co founder



This development will set out the business case for ‘the care channel’ as an exciting new development covering a wealth of topics around the care sector. It will be...

Thought Provoking Controversial Inspirational Instructional

Strategic and Market Analysis: Do we have a viable TV proposition? We believe that we do, as the format of a micro channel “incubator” offering is ideal for testing new broadcast ventures. Because quite simply if it doesn’t work as a programme, it will never work as a channel! But what makes for a viable proposition? And what are the essential ingredients for success? There are four key questions which every new TV venture must ask itself, and be able to answer properly and credibly:

Is ‘the care channel’ commercially viable? How is the audience going to know about our programme and how do we measure it? Is our programme content available, sustainable, and affordable? Are we able to interest the audience sufficiently to bring them back, week after week? There are, of course, many other factors which are important in launching any broadcast venture. But in our experience, any proposition which can’t adequately answer all the above questions will struggle, again we believe that we can and that we do...



To that end we have successfully aired four pilots on SKY 212 (these can be viewed via our website at They were broadcast on-air within a few short weeks of the initial development, within high start-up infrastructure costs, and with no heavy long-term commitments, in terms of finance or air time contracts, we have gone from inception to production in a little over two months. The pilots received an extremely positive response from the care sector and generated enthusiastic enquiries from potential advertisers. We are now in a position to develop our proposition, focusing on the core elements of our venture, the programme content and the commercial model, eventually extending our broadcast hours and ultimately, when appropriate to do so, launch our own dedicated channel. It is clear that technological developments accompanying the growth of multi-channel television have created the possibility for niche, dedicated interests to operate their own broadcast TV channels.

Is ‘the care channel’ Commercially Viable? To better ensure this, we retain total control (within regulatory constraints) of the content and of the commercial revenue (advertising, sponsorship, etc) derived from the care channel.

Costs have come down hugely with the advent of simulated technologies, so that it is no longer necessary to have a mass-audience proposition on which to launch a new TV channel. At present, Sky has closed the launch queue for new channels. The only way to launch a channel on the Sky platform is by aquiring an existing one. We curently have access to such channels and can arrange this with a specialist facilitator that has already successfully launched several channels for other clients in this manner.

Our initial aim was to pilot four pre-recorded programmes branded entirely by us, each 30 minutes long, once a week with a repeat the following day. The long term goal is to achieve advertising revenue to enable us to utimately extend all the way to a dedicated 24/7 channel by late 2014. Whilst we appreciate that launching a TV channel is easier than it has ever been, it is still a complex and lengthy process, with many obstacles and high financial risk. Industry gurus will say that you need upwards of £2 million to start off and must be prepared to fund the operation for at least 2-3 years before reaching breakeven operation. Start-up typically involves 3-5 year contractual commitments to the key infrastructure suppliers. It also takes at least 6-12 months from the point of decision to actual launch. However, from a financial and commercial perspective, we are of course starting at the single programme level, since viewer loyalty nowadays is proven statistically to be to programmes and not to individual channels, we feel that our venture has the highest likelihood of commercial success if its objective stays at the programme level initially at least.


Chief Operating Officer of Castlebeck Simon Harrison being interviewed by Richard Hawkins of Caring Times, shown in a virtual set by means of simulated technology - otherwise known as ‘green screen’.


Why should suppliers to the care sector advertise with ‘the care channel’?

Care Home owners and domiciliary providers are constantly bombarded with numerous publications sent free to care providers across the UK. The content varies between these magazines. At one point these were the main source of news to the sector, however with the growth of online media, news is far more immediate and their content has shifted to news analysis and discussion. These magazines are also advertisement heavy. Sector specific magazines are the main route for advertisers to re-enforce their brand, promote new products and gain interest. The main magazines are Caring Times, Caring UK and Care Management Matters. There has been a decline in sector specific magazines over the past few years with at least 2 having left the market. Advertising rates for full page colour advertising range from £1,100-£2,500 per monthly issue. The market leader across all social care is Community Care Magazine, who charge between £2,500-£6,000, depending on content placement and/or the production of advertorials. the care channel plans to set rates comparible to the magazines. Each programme will also include a 5 second sponsor ident, shown at least 4 times during any one programme. There will also be opportunities to run advertorials; these can be product demonstrations etc. Advertisers also have the benefit of having their ad accessible on the website, with all past episodes in which they were featured and furthermore as individual ads within the website for a maximum period of 3 months. Our initial rates are competitive with current magazine rates and may hold an attraction to provide new advertising opportunities. However, as the channel becomes more established, we believe greater revenue can be generated.



v l Ad a i t n Pote r o f ion Informat


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The article below is lifted from our current website and is representative of the model we have developed at short notice, to address the burgeoning number of requests we are currently receiving in terms of advertising opportunities on the show. These would consist of whole programme, or part thereof, Sponsorship, product placement, within the Advertorial section and the more obvious Adverts within the ad breaks themselves. These would comprise of 30 second individual ads, made by our team, to promote the client’s business, including all contact details, that once aired would be accessible via the Website and other ‘backdoor’ mediums, currently being utilized to enhance and promote the various brandings.

Thinking of Advertising with us? Then you’re probably asking one or more of the following questions:

How will I produce my advert? We have been producing videos for companies and services within the care sector for over 10 years now; we know what works and, as importantly, what doesn’t. From just £250 we can produce you an advert worthy of the television, complete with music and voice over; and don’t forget that it will be something you can use again, however you like, forever. It can be imbedded into your website or even put onto DVD should you wish. A picture speaks athousand words.... Won’t that cost me a fortune too? No! It can cost as little as £250. How on earth do I go about this? Just click here to fill in a contact form, or give us a call on 0845 2571256. All we’ll need from you is some information about who you are and what you do, any logos or graphics you have and we can take it from there. We will consult with you throughout the process to make sure your advert is precisely as you’d envisioned it...and hey’re on the telly!

Will it reach the right people? Firstly, the care channel is just that; it is produced for and by those working within the sector. Although we are new show, response has been amazing and it is clear from the emails we have received that it is reaching those it is intended for. The show is being publicised very widely (not least in weekly emails to our database of some 80,000 Care Providers) and any adverts we produce will also be shown continuously within a dedicated page on our website, which adds immeasurable value. Isn’t TV advertising way beyond my budget? No. Your would be amazed at just how little TV advertising can cost, considering the potential audence it can reach. Prices are as individual as each ad, but are comparable with advertising in the larger trade magazines. With a TV advert you get to portray much more of what your company and/or products do, plus the moving image is so much more dynamic. Frankly, a TV advert adds a little bit of kudos and (dare I say it?) glamour to your company. Do get in touch for a better idea of what it might cost you.



How is the audience going to know about us?

Firstly, the programme works in tandem with our fully interactive website, using the instant access of the website to back-fill against the unequalled power and authority of broadcast TV. We believe that the ideal proposition is one which combines broadcast TV and websites, utilising the mediums of Facebook and Twitter, with each supporting the other as part of the whole communication mix. ‘the care channel’ proposition has two important pillars: one is an advertising client, who wants to be able to communicate their message in their own way and the other is a willing audience - people who want to see and hear the message. The client is generally already in contact with its audience through at least some existing channels of communication: hard copy (advertising, brochures, forms, newsletters, mailings); online (websites, e-mailings, e-newsletters); and of course, broadcasting itself may already be utilised for radio and TV advertising. In some cases, call centres, outbound telemarketing and text messaging may be important interfaces. All of these can benefit from the use of television to communicate the clients’ message. The historic approach will be accomplishing little more than inviting the audience to request more information. It is a simple and low-cost task to ‘trail’ Information TV programmes, by way of an explicit direction to the programmes, or pointers to the programme schedule, on existing communication forums. A willing audience will readily make the effort to find out when a programme is being broadcast, and will make arrangements (either live or recorded) to view the programme. The primary route therefore for driving an audience to programmes on ‘the care channel’ is via simple overprinting or mentioning of the programme times on existing forms of communication. This will generally incur no additional costs and may well lead to a reduction in the need to use some of the traditional means of communication. It will also provide the glue that gives cohesion to any aggregation of channels of communication, and increase the effectiveness of the other information sources. ‘the care channel’ also offers additional secondary routes: • • •

Visibility of the programme on the care channel’s programme schedule Internet links from client websites to its website/schedule E-mail and SMS alerting to registered users of the channels website

Driving Viewers

the care channel has also built a strong relationship with one of the leading care sector magazines, Caring Times. the care channel has principally worked with Editor-in-Chief Dr Richard Hawkins, a practicing doctor with a huge network of contacts. Richard has already undertaken some work for the care channel and we are currently planning a range of interviews and debates that Richard has agreed to chair. This should prove beneficial to Caring Times in terms of quality content for the magazine and provide the care channel with brand awareness in every future issue. Caring Times is the management magazine for the social care sector. Published since 1988, Caring Times refects the opinions of the social care sector, focusing on news affecting the private, public and not-for-profit providers of nursing and residential care. The magazine is part of a group of publications, covering activities and events for the long term care sector. Published monthly, Caring Times is distributed by post to key industry personel including Nursing and Residential Home Managers, Senior Management of Multiple groups, Directors of Social Services, Head of Inspection ad other Professionals involved with the industry. The 4 pilots broadcasted have produced very positive responses, with numerous offers of content and advertising opportunity enquiries. Although viewing figures for the TV broadcasts are at present unavailable, the website has received excellent results since its launch in early November producing an average of 3,000 hits per day. This response supports the notion that the average Brit now spends over two months a year watching television. It is widely accepted that social media sites are also influencing the viewing choices of many people, according to a report published by TV Licensing today. Online buzz is further changing viewing behaviour by introducing people to new programmes, as one in six (17%) who use social media said they can be persuaded to watch a new TV programme if they see online chatter about it. Rachel Bremer, Twitter UK spokesperson, said: “People come to Twitter to connect with what they are most interested in and that may be a TV show, character, or live event. The public nature of the platform means that people can easily follow and join conversations about what they’re watching in real time, adding to the social experience of television viewing.” Wanting to communicate with others when you experience emotions such as sadness, fear, entertainment or awe is a part of the human condition. As television often prompts these feelings, it is not surprising that more of us are taking advantage of evolving technology to share our thoughts as we watch TV, even if we are home alone. the care channel strategy is to further exploit the above by the addition of extra scripted social media widgets, through the website, inclusion of blogs and comment sections.



Is our programme content available, sustainable, and af fordable?

The nature of the relationship between advertorial clients, the channel and the audiences is such that programming can rapidly respond to feedback and changing needs in the client/ audience interaction.

There are some features of the proposition which are markedly different from virtually all existing channels and will positively impact a client’s communication strategy:

The costs associated with this kind of production permit relatively very low-cost experimentation with programme formats.

‘the care channel’ deliberately sets out to reach audiences which are important for their specificity rather than for their absolute size - television advertising generally hopes to deliver to a large audience, with consequent high costs, so to reach a specific group is inordinately expensive - and risky. Unlike ‘normal’ channels, we are able to purchase air time for multiple repeats of the same programme, either within a short period or spread out over time, so the appropriate metric of the audience size is the total reached over time, rather than that for one programme transmission.

Ethnic languages, signing, subtitling and other accessibility features can be added to programmes at modest cost, so allowing more specific targeting of groups which are otherwise difficult or expensive to reach, and who themselves will appreciate being catered for. The business model also permits a steady and sustained development from small and focused beginnings. A willing audience will participate in building the effectiveness of the ultimate result (see page 23). Where lack of access to appropriate technology to receive broadcasts is an issue in terms of reaching a target audience group, it will frequently be found that provision of the necessary receiving equipment is a small cost, in the context of an overall communications programme.

Many care specific messages have an equally specific requirement for constant repetition of the same message, in order to reach audiences which themselves are renewing and changing over time, as well as the demographics of the audience type, such as adults with learning disabilities and older people with Dementia. ‘the care channel’ can place programme content in a context of themes of related material, which will be of relevance and interest to a viewer who was attracted to one specific programme. Both the viewer and the advertorial client benefit as a result. Neither does it have to compromise on the informational aspects of its programmes in order to make them more appealing to a mass market, as that same client can assume that the audience is interested in their content.


If required, content can be changed as required as programmes can be scheduled, created and transmitted at very short notice, or even live.

David Behenn, Chief Executive of the CQC


Are we able to interest the audience to bring them back, week af ter week? Measuring the Audience: In truth Size doesn’t matter; it’s what they do that counts ‘the care channel’ does not offer the usual model of TV audience delivery whereby an advertiser buys exposure to a larger audience in order to target advertising at specific sectors of that audience, with BARB measuring the resultant ratings achieved. Rather, our advertorial clients bring to their programming the viewers they want to reach, via a variety of different means. The result is that there is no ‘wastage’ as every member of that viewing audience has chosen to watch the programme, has an interest in the content and will therefore have a much higher propensity to respond both to the general messages and to any specific calls to action. The nature of the care industry is such that many of the same advertisers use many of the same editorial mediums to convey their message and it is not unusual for one company to advertise in all of the major magazines with both smaller ads and full page ads as well and therein lies the power of our proposition. It is irrelevant if the audience is 10, 10,000 or 100,000 strong - it is the right audience, it is care specific and inevitably the resulting target is reached across the best demographics, for the money spent. In multi-channel TV, it is difficult to provide audience viewing figures for any other than the largest channels. What is clear, however, is that audiences are steadily deserting the massmarket channels for those which better meet their needs and interests. Multi-television and therefore channel homes are increasing. In multi-channel homes, there is a proven determination to seek out programmes of interest, rather than regard the extra channels as merely more entertainment choice. Just as consumers purchase specialist magazines only when they have a specific requirement, ‘the care channel’ is perfectly positioned as the channel to go to when ‘official’ information is sought. Viewers seeking information can utilize feedback and information email forms within our website, which is updated daily, as well as the more proactive Facebook page or Twitter feed.


As we build the brand we would also want to be able to of fer: • Voice telephone response lines, for feedback, opinion polling, alerts to further similar material, and requests for further information. • Website cross-links from the our already credible website, and specific programme schedule details, to client websites. • Website cross-links from the client website to the relevant Information TV programme/theme schedule area. • Metrics which measure the real (and desired) outcome (e.g. reduction in call centre costs, increase in quality and/or quantity of applications, change in behaviour, hits on an information website), rather than merely measure the size of an audience exposed to a brief message, but which has not resulted in any behavioural change. • Full on-air interactivity, up to, and including, ‘red button’ functionality, which could direct viewers to further material; or to interactive facilities which, for example, test a viewer’s abilities, or their need for treatment or advice of a very specific nature.


ies d u t S e s Ca

The follow ing are c ase studie developm s of ents like o urs that had some have major suc esses wit TV chann h ne els and p ro gramming w have grow th n from jus t a few ho at week to d urs a aily broad cast and to 24/7 fu even ll blown c hannels.

Programmes made by caravan and motor-home users for caravan and motor-home users. News, views, reports and information from the world of caravanning. Every Mon, Weds, Sun at 7pm and Fridays at 6pm on Sky 212 (Freesat 401). Sponsored by The Caravan Channel began as a web-only proposition - a small production company making promotional videos for Caravan Sites, and a website which invited its audience to submit videos of their own travels and favourite caravan sites. It is now a micro channel on Information TV, with a rapidly growing business that is expanding in multiple directions. The founder approached Information TV, with a view to “incubating” a proposition which would bring the power of broadcast TV to this huge leisure niche; and one which TV virtually ignored, except, often, to ridicule it. The largest of several clubs serving this niche has a million members, and a sizeable range of specialist magazines serving the sector have amongst the highest circulation and advertising rates in the leisure magazine industry. The Caravan Channel began life in simple terms, by bringing its viewers what they want - news of new models and products, tips and advice, and sharing of experiences at home and abroad. Its mission is “For Caravanners, by Caravanners”. Feedback from its website forum helped focus the content. The Caravan Channel is attracting advertising and sponsorship from organizations large and small, many of whom have never advertised on TV before. The Caravan Channel offers to make advertisements (which it does itself) - for about the same cost as artwork production for a published advertisement; and offers broadcast rates for monthly prices similar to magazine advertising rates. Early advertisers are delighted with the results, and viewer feedback is excellent. The channel’s audience is clearly growing, helped by the viral nature of the caravan community, fuelled by the Channel’s own forum. The almost immediate success has allowed the founder to recruit extra resources for expansion plans. An early development will include “The Caravan Channel Shop” - a teleshopping programme, composed of multiple 5-minute teleshopping features, on the normal TV teleshopping model - but benefiting from juxtaposition to the Caravan Channel programmes, so guaranteeing an interested audience. The Caravan Channel is an excellent example of how a viable commercial TV proposition can be created literally by one person, in co-operation with Information TV. The founder of The Caravan Channel is also the cameraman, director, producer and editor, as well as being the commercial manager!


Farming Sunday has achieved commercial viability in its first year of operation. It illustrates extremely well how a TV proposition that would struggle to achieve success on the basis of a full 24/7 channel basis, can instead utilize Information TV’s “micro-channel” concept to quickly achieve profitability, and satisfy the needs of all the stakeholders. There are some 150,000 farmers in the UK (plus their families, and those employed in the industry). There was very little broadcast TV programming directed specifically at farmers, and thus little opportunity for advertisers who wished to reach this important target audience. Research by the founder of Farming Sunday showed that the majority of farmers have Sky TV, and that their preferred time for viewing programmes of specific interest to them was Sunday lunchtimes. Research also indicated the subject areas most of interest to farmers - subjects which, by their nature, would be of little interest to the commissioners or producers of material for mass-audience TV channels. In order to ensure that the target audience was made aware of the existence of the broadcast programmes, Farming Sunday secured an arrangement whereby Farmers Weekly - a market leader in publications for this niche market - promotes the programmes, while at the same time receiving sponsor credits in Farming Sunday programmes. The Farmers Weekly website gains further benefit by virtue of hosting “watch again” versions of the TV programmes. Rather than merely replicating the “classical” TV advertising model of 30-seconds advertising spots, Farming Sunday offers its advertisers and sponsors extended “infomercials”, allowing advertisers more time to put across what are often complex messages, but ones which are welcomed by the viewers. BARB audience measurement is not appropriate for niche TV channels, but Farming Sunday commissioned its own research, and is able to claim that it already reaches over one half of its target audience. With such positive results, it represents a compelling proposition for advertisers and sponsors who otherwise lack such a powerful medium to reach their targets. The micro-channel can also command the attention of key industry and government figures, who cannot ignore its strength in communicating with the Farming Industry. Farming Sunday does not feel any urge to expand much, if at all, beyond its one programme on Sundays, which would only dilute its proposition (and financial model). It is however willing to accommodate other organizations with communication and marketing needs close to its own, and who are enthusiastic about separate programmes adjacent to Farming Sunday on the broadcast schedule.


EPG and Channel Acquisition

We have partnered with ‘Information TV’ as our broadcast platform: Information TV is an innovative and award-winning TV services company, prepared to dedicate an entire channel to showcase specialist TV programmes. Over 7 years, Information TV has established itself as one of the UK’s leading provider of broadcast TV services. Information TV has gained a proven track record in helping businesses and organisations reach their broadcasting potential through a variety of formats. Through Information TV, many businesses and organisations have established a broadcast presence in the UK, including dedicated 24/7 channels.

Information TV has extensive experience in acquiring and innovating existing EPG slots and channels. They can boast a 100% transaction success rate. They have launched many channels for third parties, a process which has involved all aspects of the legal and technical processes. And they have brokered both sale and purchase of channel slots. Purchase and transfers of channels and EPG slots is a process which though reasonably straightforward, has a lot of potential pitfalls.

the care channel Potential According to GroupM, ad spending on digital platforms continues to show the most significant growth, while print advertising is expected to experience the sharpest declines, including in newspapers and magazines. Internet advertising will rise by 14.2% in 2012, radio by 4.7%, outdoor by 4.1%, cinema by 4.0%, and TV spot advertising will rise by 0.1% year on year. The GroupM report delivers less welcome news for the print industry. Adspend on national newspapers is expected to decline 6.3%, regional newspaper print advertising to fall 11.1%, consumer magazine print advertising to decline 8.0% and B2B print magazine advertising to fall 10.0%.



St a f f

! A b o u t Us Director Pre-existing and successful Owners forums: ‘the care channel’ also has the distinct advantage of using the following pre-existing and very successful forums owned and operated by one of the current directors of the care channel under the umbrella of the ‘Guide to Care’ as a spring board with their combined client listings in the several thousand:


David McDougall

David’s role is to oversee the management and financials of the business and provide support and analysis of the channel going forward.

Background: David started and developed the successful Midway Care Group, establishing itself as a leading provider of specialist Care Homes and supporting living facilities for adults with learning disabilities across the Midlands.

Excecutive Producer

Steve Bishop CEO BA (Hons) Diphe

Steve’s main role is to direct the business on a day to day level and decide content and time frames for each programme. Guide2Care Email:

Background: Steve has spent the past 14 years working in the Care Sector initially as a manager of a 39 bed dementia home. He went on to develop Guide2Care which included information and advice for the public and care providers.


Care News Today

Steve is a respected name within the care sector and has built up strong relationships with many industry leaders who are involved in the future development of the sector.


Care Creative

Presentation and PR

Amanda Dodd

Amanda’s role is to act as one of the presenters, but also work behind the scenes and provide presentations about the care channel and network with potential clients and content providers.


Background: Amanda is an experienced host; presenter and motivational speaker with a significant background in Learning & Development gained from over 10 years experience at senior level in a large corporate organisation.

Caring Supplies


General Administration

Suzy Vials

It’s Suzy’s role to provide support to all aspects of the business, organising studio time, coordinating production schedules and producing content for and maintaining the website.

The Directors’ combined 19 years of care specific experience across a wide spectrum of business and care related exposure, including the development of the successful Midway Care Group ( and the above media forums, affords us an understanding of and into the underbelly of care related issues.

Background: Suzy has worked within the commercial sector for over 20 years, and has strong interpersonal skills and management experience.


Jess Thomas BA (Hons)

Jessica is responsible for the final output of all programming made in-house.


Our passion is in the telling and retelling of the story of an appropriate model of care, of our aspirations for what care could and should be if people were better informed and aware of the wider aspects of the industry. We seek to be a voice for change, a catalyst for aspirational quality driven person centred care, moving past all the clichéd and so often repeated key words and ensure that we are at all times part of the solution and not the problem.

Background: Jessica graduated from Worcester University with joint honours in Creative Digital Media and Animation. She has worked with the National Film and Television School and has filmed and edited numerous videos for the commercial market. Jessica is also an experienced graphic designer.


Cameraman & Editor

Mark Atkins BA (Hons)

Mark is responsible for filming and editing studio footage.

Background: Mark is an experienced video editor, having had experience in various commercial settings including working on location in India and making films for The Muslim Welfare Association. Mark is also an experienced graphic designer.

Production Assistant

Daniel Whitehouse MA

Daniels role is to provide editing support to the Production Manager and develop advertising formats for customers.

Technical Crew Technical Development

Peter Bradford

Peter’s main role is provide and maintain the software systems required to upload content to the broadcast platform.

Background: Peter has 25 years IT experience including: application development for web, Windows and Linux sanning around 20 languages including Java, PHP, Delphi, ASP and .NET and SQL. Peter also has experience of PC hardware support, including server maintenance and storage arrays.

Studio Manager

Darren Read BA (Hons)

Darren’s main role is to maintain all aspects of the studio, including lighting, sound and cameras (still and video).

Background: Darren also has extensive experience in providing strong IT support throughout the business.

Future Staffing Needs As the care channel progresses we can see a need for more production staff. In the present climate there is a large pool of Cameramen, Editors and Production Assistants looking for employment.

Summary Although we see the flagship programmes being produced in-house, we will be looking to outsource some video journalism and programmes to freelance producers on a cost per item basis.


Amanda Dodd, our presenter in our current offices


Executive Summary

The topic potential for care specific television is extraordinarily and exponentially vaster than we could ever possibly do justice to even if we aired 24hrs/day for 364 days a year.

cancer caring for our future change4life chief nursing officer children clinical commissioning groups

cold weather plan




finance flu Learning Disabilities epilepsy DEMENTIA funding GP’s visitors hospitals influenza innovation local authorities MHRA midwives

National Institute for Health Research

NHS commissioning board


NHS staff obesity organ donation patient safety PCT clusters PCT’s pensions QIPP reference costs referral to treatment SHA’s clusters strategy substance misuse vaccinations waiting times workforce young Adults care

Future Forum

NHS management

The reality is that care throughout the modern world is on everybody’s agenda one way or the other. So often we are failing the most vulnerable people in our society and very little seems to be happening to address it other than the various Minister’s espousing the likes of training of voluntary dementia friends; which is all well and good but hardly addresses the very real problems in our care homes.



Our four pilot episodes: Episode 1 Amanda visits Naidex, Euan travels to the ECCA conference and Dr. Richard Hawkins talks to Simon Harrison of Castlebeck. Aired 27/11/12 at 7pm and 28/11/12 at 9pm

What does this mean for ‘the care chann el’? In reality, the most important effect of technical advances will not come so much in the invention of new medical techniques, but in the more effective use of the techniques we already have and by shifts in perception. We can expect to see major changes in healthcare around the world in the coming decades in the field of communication as the focus changes towards ‘awareness’ and interactive television will play a huge role in the bringing of that into people’s lives at home, on mobile phones and the many other multimedia formats enjoyed by so many people today. Further advances in health-oriented telecommunications, medical imaging, massive data basing, memory miniaturization, satellite technology, and other information systems lay the groundwork for fundamental changes in the organization of healthcare holistically. These new technologies not only will allow healthcare professionals to drive their systems in real time, but will at the same time afford them the very real opportunity to actively push consumer awareness about health to an entirely new level through the use of interactive cable systems, online forums, and personal health information systems in a wide variety of formats, such as ‘on air care’ on ‘the care channel’ at SKY television. There has never been a more optimal time for this type of, all encompassing, care specific television that we as directors aspire to. Delivered through various formats as thought provoking documentaries, magazine programmes covering current health affairs such as Dementia, Nutrition, best practice, carer of the month / year awards etc and to that end we have already covered the hot topic of the moment in interviewing Simon Harrison the acting chief executive for Castlebeck, with fantastic feedback from that and other related organisations (see our web page and or Facebook and follow us on Twitter) and Episode 1 can now also be viewed online here:

Episode 2 Dementia Focus. Amanda talks to Ann Walton and Norman MacNamara talks about ‘Planting Memories’. Dr. Richard Hawkins concludes his interview with Simon Harrison of Castlebeck. Aired 04/12/12 at 7pm and 05/12/12 at 9pm

Episode 3 A Care Show Special. Amanda talks to exhibitors and delegates at the Birmingham Care Show, while Steve talks to Nina Nagra about the state of care in the UK. Aired 11/12/12 at 7pm and 12/12/12 at 9pm

Episode 4 Looking at the CQC. Steve talks to two care providers about their experiences, and Amanda asks the general public about their opinion on the care sector. Aired 18/12/12 at 7pm and 19/12/12 at 9pm



We have already covered and broadcast the following conventions and shows:

Naidex South 2012, Excel Centre in London, October 2012.

Moving Forward:

We are looking to officially launch the care channel during March 2013, with 2 magazine type programmes to be aired twice a week on a Monday and Wednesday evenings at 7pm, with a repeat aired on Tuesday and Thursday. Our next target will be to broadcast 4 programmes per week, repeated later the same evening with the potential of an hour’s omnibus on a Sunday. Content will include up to date news reports and each programme will also focus on specific topic(s). Some of the initial topics:

ECCA Conference in London, 7th November 2012.

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Dementia Care Training Nutrition and Food Preparation Best Practice Political Issues Abuse Hygiene and Infection Control Business and Finance

From there on we are looking to provide additional programming to compliment the care channel brand.

Premises Our first objective is to have our own dedicated studio. This will enable us to have a permanent set, but also the ability to adapt the studio to create different effects with the use of green screens and additional physical set layouts (e.g. kitchen). To this end we are in potential ... Birmingham Care Show from the NEC, 12th November 2012.

Equipment the care channel has a limited amount of cameras and lighting equipment and this would need to increase exponentially to meet the needs of the studio and outside projects. The company has all the necessary computer software to produce the programmes, however more specialist hardware will be required for faster editing and rendering of programmes.



Some of the Emails recieved in connection with the show after just the first broadcast:

Name: David Russell Company/Service if applicable: Homecare Publishing Ltd Email address:

Name: Jenny Moore

Nature of enquiry:

Company/Service if applicable: Your Voice Matters Email address:

Do you have a press release you can send me about the new channel?

Nature of enquiry: I have sent you my story in brief. I am a relative of someone with dementia. There is a small group of people like me who have set up their own campaigns, all sharing the same passion, commitment and frustrations of not being listened to. We would kindly ask for consideration to be involved in your programme. You can access a link to my CCTV and recent BBC interview on I am trying so hard to raise awareness of my petition nationally and welcome any help. I look forward to hearing from you.

Dear Sirs, With my 27 years nursing experience, the majority of which being spent in caring for the elderly, I am only too aware of the current failings in our care system. I have recently left my nursing vocation due to my continued frustrations at witnessing neglect and abuse on a wide scale due to lack of staff, inapproprite staff and inadequate staff training, in addition to the lack of resources. In March of this year I was a prosecution witness in a case which resulted in only the second conviction of a care home manager for the willful neglect of a vulnerable adult. I have attached the Judge’s summing up as he delivered his sentence for your information. As a consequence of these unfortunate experiences I have initiated a government e petition to lobby parliament to discuss and debate the endemic problems. The link to this petition is: In order to promote awareness of the prevalence of dementia, abuse and neglect in our care homes, and, to generate support for the petition I have developed a Facebook community page called Carehomes Should Care, the link to this is:

Name: Simon Goodfellow Company/Service if applicable: Vision Email address: Nature of enquiry: I request a quotation to advertise our Health & Social care training centre on your new channel. I hope to hear from someone soon. Simon Goodfellow Vision

Name: Charlotte Quinton Company/Service if applicable: Independant Care Solutions (ICS) Email address: Nature of enquiry: Sponsorship Enquiry Industry Sector: Care Advisory sector Recently I participated in the ITV documentary series Exposure in a programme called Who Cares? Which highlighted the case that I was involved with. My proposals were emulated in the recent Willis report commissioned by the RCN. During my research to keep my Care homes Should Care page current and up to date I have been staggered at the statistics of abuse. 5000 incidents are reported MONTHLY in the UK and it is estimated that only 1 in 6 cases are actually reported. This is a national disgrace. They say that a society is judged by how it treats its elderly, well Britain should be ashamed!

Name: Chayah Ballucking Company/Service if applicable: St Ives Lodge Email address: Nature of enquiry: Sponsorship Enquiry

We are failing the most vulnerable people in our society and very little seems to be happening to address it other than the Prime Minister espousing training of voluntary dementia friends-which is all well and good but hardly addresses the very real problems in our care homes. It is estimated that the incidents in dementia will increase three fold in the next twenty years which would cause a catastrophic burden on our already overstretched, under resourced care system. This issue does not just affect dementia sufferers but their relatives and care givers also. 1 in 3 of us will be affected directly or indirectly by dementia and here and now most people seem to want to bury their head in sand. I have been totally frustrated at the ignorance and apathy of many in my quest to generate support for the campaign. I have contacted a great many number of celebrities and everyone who is anyone to enable me to reach the target of 100, 000 signatures. To date the silence has been deafening! I hope that you won’t add to my growing disappointment and take seriously my claims, concerns and suggestions.

Regards Mrs Niamh McGarry-Gribbin


Industry Sector: Care home caring for elderly and those with dementia and mental health needs.

Name: Lorreine Kennedy Company/Service if applicable: Carematters Email address: Nature of enquiry: Sponsorship Enquiry Industry Sector: Financial Information and advice for later life clients.




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