Endangered v3b Copy

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ENDANGERE10 X Half-hour AFP Factual Entertainment TV Series

10 GRIPPING STORIES OF SURVIVAL ...1 cameraman, 2 cameras, 5 lenses...and just 7 days in one of the world’s most extreme locations to shoot a

two minute lm about something or somewhere highly ENDANGERED. Come on Steve! The clock’s ticking...

www.vimeo.com/17231107

Planet lm-maker, Steve Edmonds,teams up with Canon cameras to tell 10 of the planet’smost endangered stories - The Amur Tiger, Black Rhino,Whales, Turtles, the tropical Rainforests of the Congo,Borneo, the Coral Triangle, the Arctic…all span thebreadth of WWF’s conservation projects across theplanet. All are highly endangered and yet each faces adifferent threat - poaching, loss of habitat, climatechange... And all are in a ght for survival.ENDANGERED is a new breed of TV series that blendsconservation-issues with hard-hitting action - wrapped in aphotojournalistic format that’s designed to entertain and inform.

Each week Steve will set about making a 2 minute lm about oneWWF highly “endangered” project exclusively using Canon DSLRequipment. As the TV show follows Steve on his photojournalisticquest we learn all about that project – why it’s important, why weshould care – the issues, the facts…and we’ll meet the greatcharacters on the project team who are passionate about ensuringthe place or the species survives.

The featured projects will be chosen by Canon and WWF websiteusers who will vote for the lm they want Steve to make from amenu of endangered projects. The most voted-for projectbecomes Steve’s lm assignment for the week.

He has just one day to research and gather the specic equipmenthe’s going to need…and then he hits the road. The resulting half-hour TV show is the story of Steve’s 7-day mission to make the

lm. It will blend Adventurewith Travel,Photojournalism with Film-making as he draws on hismost powerful story-tellingskills, as well as the WWF/ Canon photo library. Theshow culminates in thenished 2-minute lm aswe nally get to see theresults of his work – agripping cinematic storytold through video, stillsand audio...courtesy ofCanon.

ENDANGERED is an AFP (Advertiser funded Programming)concept that builds upon Canon’s existing relationship with WWF.It has been designed to showcase Canon technology at its mostcutting edge…shooting stills and HD video on Canon DSLRcameras in the most rugged of terrains - telling the most poignantof stories. And it has been designed to meet broadcaster’s currentneeds; it will be delivered...funded, made to a broadcast HDspecication, for Global distribution and with a built-in multi-platform component that allows audience interaction via socialnetworking sites. All of which make it highly desirable.

ENDANGERED promises to be a compelling TV series, stunninglyshot and in tune with public concern about disappearing speciesand habitat. It will place Canon at the heart of the ght to save theplanet for future generations.

http://vimeo.com/17231107



FORMATBroadcasters are actively looking forentertainment style formats to houseeco programming. Viewers do notwant to be “preached to”…and so“green content” must sit comfortablyalongside other content genres andbe desirable to audiences.ENDANGERED has been designedspecically to address these needs.These are the format ingredients:

Presenter-led ...The use of a presenter serves a numberof purposes. It gives the series characterand personality – a sense of identity…anda like-able personal take on situationsand issues that the audience willempathise with.

• Editorial Integrity. Steve is not aWWF employee – he is anindependent photojournalist. And sofor both broadcaster and audiencealike, Steve’s participation is aguarantee of editorial integrity.

• Audience Interface. Also, becauseSteve is not an “expert”, but insteada journalist, he will act as the perfectinterface between the audience andthe WWF project – asking the veryquestions that the audience wantanswers to and making sure that theinformation is clear and easy tounderstand.

• Personal online interaction. Socialnetworking is all about real people,personal opinions and personalinteraction. For the online

component of this project to besuccessful having Steve accessibleonline to answer questions, blog,Twitter is absolutely essential.

Mission styling ...Having a weekly “mission” creates theinfrastructure of an entertainment format

that will carry each show and can beused to hang information and issues on.Part of Steve’s endeavour to make a lmabout a project will be to research thatproject and ascertain the issues that arekey to it. This will be done by using theWWF website, other online resourcesplus of course talking to the team on theground. And so the format is tailor-madeto communicating all aspects of theproject and the issues involved - as anintegral part of the photojournalisticformat itself.

Suspense ...The “mission” styling also creates asense of suspense…”can he do it or can’the?” and will offer a simple hook to keepviewers watching to the end inanticipation of the pay-off.

Pay-off ... Again the format is designed to provide ashow climax in the nished 2-minute lm– providing a cinematic end to theadventure as well as seeing how theshots and sequences gathered over thecourse of the mission have been used inthe nal lm.

Adventure...Because the WWF projects are located insome of the world’s most extremeenvironments, so entering these

environments will in itself add a sense ofadventure and jeopardy to each show.This will extend to a sense of personal

jeopardy for Steve who will have toaccept risk as a necessary part of his job.The threat may come from the animal orlocation that he is lming – or it maycome from other creatures with whom hehas to share space – such as venomouscreatures like snakes and scorpions. Howwill he cope?

Photographic factor...There will also be a strong format elementthat will appeal to photo fans – boththose that appreciate photos as well asthose that like to take photos. This willsimply broaden the appeal base of theseries. It also creates a perfect brand tfor Canon.

Multi-Media...The term multi-media, because it wascoined such a long time ago, todayseems old fashioned…and yet it is only

just coming into its own with theconvergence of video and photo thanksto the latest DSLR tools from Canon. Aspublishing moves online so multi-media isnow a burgeoning format…combiningvideo, stills and audio - and its merits willbe expounded in this ENDANGERED

series.

All in all this photojournalism format lendsitself perfectly to both Canon Camerasand to tackling the key issues ofconservation - in a visually entertainingway that is sure to appeal to all.



STYLEShooting format ...

The look-and-feel styling of this series will be a key

contributor to its success. There have already beenlms, commercials and major TV series shot on Canon

DSLRs (5d MkII) and this is because of the 35mm look

that the full frame sensor offers. Shooting 25fpsand with a shallow depth of eld we are able to

achieve a cinematic result that looks simplystunning…and it is this HD cinematic style

that Steve will employ for his 2 minute lm

sequence.

Equally the 7D, with its smaller chip size and its rugged

design is the perfect tool for shooting the main bulk ofthe TV show. With this camera depth of eld is less

critical and so it is easier to use and its 50fps mode will

provide a clean smooth video look that will contrast with

that of the 25fps 5D MkII. (We may add to this kit with aCanon HD camcorder as a back-up unit).

Editing & Music ...

The show will alternate between dynamic fast cut

sequence to convey excitement and action to slowersequences where the need to dwell on images may be

necessary to achieve poignancy. This will be enhanced

by the use of appropriate music that will appealto younger and older audiences alike.

Graphics ...

Finally the look-and-feel will be completedwith a strong graphics package that will

combine photographic styling (DSLR focus overlays)

with a rugged grainy treatment that will create a sense ofadventure and urgency. This is after all a ght for

survival.

The overall effect will be one of quality and style -

stunningly shot on Canon’s range of DSLRs and editedand packaged to maximize entertainment value.

Canon Camera equipment

Canon cameras have setthe industry standard forprofessional standards ofexcellence. And now withthe ability to shoot 35mm HD video on the latest

range of DSLRs - Canonhas started a film-makingrevolution.

UP CLOSE ANDPERSONAL ...

IN HD



contentThe exact content of this series has yet to be agreed with WWF (and Canon)although we are expecting only those WWF projects that have strong appeal,

visual integrity and great “human” credentials to make the short-list. Theseprojects might include:

Species ...

Tigers, Giant Panda, Rhinoceros, Polar Bear, Whales and Dolphins,Elephants, Marine Turtles and Great Apes.

Places... Amazon, Arctic, Borneo & Sumatra, Coastal East Africa, Congo Basin, CoralTriangle, Eastern Himalayas, Galapagos, Namibia, Great Northern Planes.

The sheer span and breadth of these projects makes this series truly global inits focus and appeal.

Within this shortlist we would look for project stories about both endangered

species and places that translate well as a narrative and are achievable for usto lm in a 7 day period. They must also be innovative, inspirational and

hopefully be realising a degree of success. Although we need to understand

the gravity of certain conservation projects it is important that, wherepossible, we offer hope…as without hope we will simply give up.

WWF PROJECTS

Species and PlacesProtecting the world'sspecies and their habitatslies at the heart of WWF's

mission to conserve theearth's biodiversity.

As charismatic icons,species also provideunique opportunities forpromoting andcommunicating critically

important conservation andenvironmental issues.



broadcastENDANGERED has been specically

designed to maximise broadcaster

appeal. Factual Entertainment formats

are currently being sought by many

broadcasters including Discovery and

National Geographic. Both are also

seeking commercial partnerships to help

funding shortfalls - so already this AFP

concept has immediate appeal. Add tothis its unique Format, its Eco Content

appeal, its HD Broadcast spec and

International Distribution potential we

believe it’s success is sealed bar one

nal ingredient...the online component.

multi-platform As part of their multi-platform strategybroadcasters today require a online

component to their projects. Again , this

has been built into the design of the

ENDANGERED concept.

Fans, users and viewers will be able to

directly interact with the project on their

platform of choice - Facebook, YouTube,

Twitter - allowing them to help steer the

content and direction of the series. The

use of Social Networks opens up a huge

distribution potential to reach and

connect with an enormous community of

passionate individuals who share a

caring approach to the planet. If thisproject can strike the right chord with

this community then the result will be

positive advocacy to the benet of the

Broadcaster, WWF - and of course

Canon who will be seen as the key

facilitator of this endeavour. The

opportunity here for positive promotion is

huge.

As already mentioned WWF and Canonwebsite users will also be offered the

opportunity of communicating with Steve

directly through forums and blogs,

helping steer programme focus as well

as voting for WWF projects to be

featured.

teamThis series will operate on a lean

operational set-up. TVMI will deploy its

usual streamlined workow, minimising

environmental impact both on location

and within the post production

environment. To help keep resources to a

minimum TVMI will call on both WWF

and Canon to play their respective parts

in this project. We will maintain a close

relationship with WWF over editorial

matters…and with Canon for all thingstechnical.

WWF ... will assist in setting up all

location shoots and ensuring the

assistance, cooperation and

participation of project teams on the

ground. WWF will also provide access to

the WWF/Canon archive library as well

as research pertaining to each project

subject.

Canon ... will provide all the

equipment necessary to allow us toshoot the series. This will include

cameras, lenses as well as any

accessories that may be deemed useful.

The element of choosing the right

equipment list for each specic job will

become a regular feature within each

ENDANGERED episode. As Steve

receives his assignment and assesses

exactly what it will involve…he will then

visit Canon HQ where a productmanager will match Steve’s requirement

to the product range…in the same way

that Bond visits Q to get the latest

gadgets!

Because both WWF and Canon are an

integral part of this series so each will

have high visibility within the format.



canon r.o.i.Benets to Canon:

• The series will be shoot exclusively

using Canon equipment…and there will

be numerous marketing opportunities to

be exploited from this.

• The series can be used as a test bed for

new product and also to expose the full

range of Canon products.

• Each nished 2 minute lm will be made

available to Canon for any usage –

promotion, advertising, commercials

• Promotional opportunities around

Canon involvement with the series –

perhaps competitions and possible

opportunities for winners to come on

trips and make their own lms withSteve tutoring.

• Brand exposure throughout the series.

Canon equipment will be constantly in

vision as Steve is lmed using it to get

the shots he needs for his 2 minute lm

– plus the “Q” style sequence as already

mentioned.

• Extension of the WWF/Canon archive to

include Video as well as Photos. All

footage shot across the series will go

into the new video archive as a vitalresource to meet future video-centric

needs.

• The series will help to endorse Canon’s

commitment to conserving the planet’s

resources for future generations – so

that they too will have the opportunity to

photograph the beauty of its landscapes

and marvel at the richness of its wildlife.

budgetThe low-impact production

approach to this project also

results in lean budgets...making

this project a highly affordable

cross-platform campaign for

Canon. Although it is too early

to draw up a detailed budget

we are condent that, with the

help of WWF and Canon, that

we can deliver this series

very cost-effectively. A very

provisional ball park gure

would estimate the cost for

the 10 part series to be in the

region of £150,000.

about steve / tvmiSteve Edmonds is the owner and managing

director of TVMI Limited – a specialist TV

production company specialising in an “eco”

approach to lmmaking.

Steve started life as a photographer shooting

large format (10X8) advertising stills for clientssuch as Harrods. He then moved into TV

where he had his own global adventure series

called High 5. Steve made 4 X 13 part series

for IMG Media with distribution going into

more than 60 countries including Channel 4

here in the UK.

Since then Steve has undertaken a variety of

projects, producing more than 200 hours of TV

for many different broadcasters including BBC,

ITV, Channel 5, Discovery International

and Animal Planet – for whom Steve series

produced a number of wildlife observationaldocumentary series.

Steve is also a current supplier to WWF for TV

production services and is currently producing

lms for the HSBC Climate Partnership

Programme.

Because of these credentials, Steve is

uniquely placed to make this series. He

possesses photographic, journalism and

cameraman skills. He has been at the forefront

of using DSLR technology for shooting video –

which is still in its infancy – and which requires

expertise which few currently possess.

He is able to Present, Script and Edit. He has

extensive experience in shooting Adventure

and Wildlife programming and a genuine

passion for conservation issues. And he has

an existing relationship with WWF. All of these

skills and experience means that this project is

tailor-made for Steve.

ENDANGEREDContact:

Steve Edmondsm. 07831 392320

e. [email protected]

www.tvmi.co.uk

mailto:[email protected]



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