8 REASONS YOU NEED YOUR AUDIENCE & WAYS TO USE THEM In my experience there are some TV types (and all sorts of content-makers) who seem to only appreciate their audience when it comes to the hard numbers. They think of them only really in terms of overnight ratings, box office attendance, circulation figures, unique visitors, click throughs, shares, likes and downloads. It can feel like the end consumer exists, if anything, to provide validation for their creative genius or

This post was reproduced as an article in Broadcast on 13 March 2015 Far from killing ideas, strategic thinking and carefully-chosen stimulus can generate the conditions which allow creativity to flourish. And stay human. In his recent acceptance speech for a BAFTA Fellowship, maverick film director Mike Leigh expounded the virtues of truly independent film-making. Proud and fiercely defensive of this “offbeat, alternative, original, idiosyncratic, personal kind of popular c