Guidelines
The ±«Óătv is responsible for all marketing and publicity activity relating to its programme broadcasts, channels and services in the UK, including activity undertaken on social media. The ±«Óătv uses social media to promote content to audiences effectively and to bring the greatest possible audience to our programming on ±«Óătv platforms, eg ±«Óătv iPlayer, ±«Óătv Sounds and linear radio and TV channels.
These guidelines address how the ±«Óătv operates on social media platforms and how we expect other parties to operate on those platforms when content is connected to ±«Óătv commissioned programmes. They are intended to offer further information to producers and co-producers about the ±«Óătvâs approach to social media. Any specific contractual requirements will be discussed on a programme by programme basis and will be based on the terms of the ±«Óătvâs standard commissioning agreement.
These guidelines are relevant to all social media platforms the ±«Óătv operates on including Twitter, YouTube, Facebook, Instagram, Snapchat and TikTok.
Promotional activity on social media
The ±«Óătv will undergo social media activity on its own platforms on the following basis:
- ±«Óătv social teams will decide when and where it is appropriate to use social media as part of the promotional ±«Óătv activity on specific titles, and which platforms offer the greatest opportunity to connect with audiences.
- The ±«Óătv geo-blocks all paid social assets it posts on social media platforms so they are not accessible from outside the UK. However, the ±«Óătv does not geo-block organic assets.
- On selected titles, the ±«Óătv may create and/or commission extra digital assets to support the promotion of a show.
- The ±«Óătv may ask that on or off-screen talent appearing in or working on ±«Óătv commissioned programmes 1) be available for the creation of digital promotional assets when requested and 2) play a proactive role in supporting those programmes on the their own social media accounts and channels. We will review promotional expectations with producers on a programme by programme basis. We may ask producers to try to secure these expectations within talent agreements (eg confirmed availability for ±«Óătv promotion, agreement to post about ±«Óătv content, etc).
The ±«Óătv expects all independent production companies working on ±«Óătv commissioned programmes to:
- Comply with the ±«Óătvâs Digital Release Policy in all digital and social activity.
- Adhere to the relevant ±«Óătv Social Branding guidelines and relating to social media (NB: this includes making references to ).
- Where possible, to provide the ±«Óătv with access to sets (during the production schedule) and talent so that the ±«Óătv can create digital promotional assets, including photography, if required.
- Notify the ±«Óătv of any plans to produce original digital content connected to a ±«Óătv commission (ie not clipped from the linear show).
- Inform the ±«Óătv marketing and media planning teams in advance of any paid marketing strategy for a ±«Óătv commissioned programme related to UK TX and targeting UK audiences.
The ±«Óătv expects all co-producers of ±«Óătv commissioned programmes to:
- Co-ordinate early with the ±«Óătv and agree marketing, social and publicity release timings including cast announcements, trade events messaging, asset release schedule, social media launch plans, etc.
- Work together on a shared messaging approach when publishing social content that reach UK audiences.
- Jointly approach talent to co-ordinate publishing and ensure each partner gets equal brand attribution.
Promotion during a programmeâs marketing campaign
During the ±«Óătvâs holdback window on a programme:
- Producers should follow ±«Óătv Social Media Branding principles when publishing content on social media, both for promotional and commercial purposes.
- Key assets/content posted by third-parties on social media platforms related to the programme that may be seen in the UK - including co-producers and talent - should include a message to say that in the UK the programme is on ±«Óătv iPlayer and, where applicable, link to ±«Óătv iPlayer.
- Ahead of and during the programmeâs UK transmission period, the ±«Óătv is responsible for the UK marketing campaign and messaging on a title. If the producer (or any of its licensees or co-production partners) wants to undertake promotional activity that wonât be geo-locked to a specific ex-UK territory, this should be discussed and agreed with ±«Óătv digital and social leads.
- Any activity a producer or co-producer carries out on social media platforms should be compatible with (ie not dilute or contradict) the ±«Óătvâs promotional messaging.
- Any supporting programme material (eg clips) produced for the ±«Óătv must adhere to the commissioning specification, ±«Óătv guidelines and relevant ±«Óătv branding guidelines. Further guidance on branding for social assets can be found in the next section.
Branding principles for social media assets
Producers posting social media content in the UK should adhere to ±«Óătv branding principles, as follows:
- All programme clips and compilations posted by (or on behalf of) the producer during the Licence Period need to feature the ±«Óătv Blocks in-vision throughout. The ±«Óătv Blocks should appear top left, unless otherwise stated.
- Prior to posting, all social media assets shall require ±«Óătv editorial and branding approval by the ±«Óătv commissioner and/or the relevant ±«Óătv social media team, unless otherwise confirmed by the ±«Óătv commissioner and/or relevant social media team.
- Content posted on all social media platforms (including YouTube) during the initial 12-month iPlayer window should include a âcall to actionâ confirming the programme is available on ±«Óătv iPlayer, wherever possible.
For more details on how to apply ±«Óătv branding on social media, including access to available branding materials, please email Branding support with the following information:
- Subject line: 'Guidance Required: ±«Óătv Social Media Branding'
- Production company name
- Name of production
Setting up social media programme accounts
Producers who want to open a programme account should notify the ±«Óătv by completing a questionnaire outlining platform, strategy and compliance approach (amongst other details). ±«Óătv representatives will engage with the producer and may discuss a bespoke approach to the elements outlined above, including ±«Óătv attribution.
- Generic handles should be used when setting up programme accounts (ie the programme title), except where such accounts are part of an aggregated offer.
- The ±«Óătv wonât fund the management of any social account set up by an independent production company.
- The ±«Óătv reserves the right to open its own programme account as part of a promotional strategy for a programme.
- Standard clips and stills deliverables apply, but additional digital assets may be agreed on a case by case basis. See the and for more information.
- ±«Óătv should be notified in advance of any social media accounts relating to a ±«Óătv commissioned programme that any third party wishes to set up.
- To ensure adherence to the ±«Óătvâs Digital Release Policy, clips to be published in a programme account during the iPlayer window should be selected in collaboration with ±«Óătv marketing and social teams.
Casting calls on social media
- The ±«Óătv does not usually carry out casting calls on ±«Óătv platforms.
- If an independent production company wishes to use social media for casting purposes or to promote content commissioned by the ±«Óătv, including the creation of original digital content relating to long-form content commissioned by the ±«Óătv, it must discuss this with the relevant ±«Óătv Digital Commissioning Executive in advance.
- Casting accounts should be accurately signalled as such to avoid confusion with programme accounts.
Technical considerations for social video assets
±«Óătv Content social teams edit and/or publish programme related content to support the promotion of a title across all social media platforms. Thus, they might informally reach out to a production company to get access to a variety of relevant material associated to the long-form programme.
Technical specifications for social video assets
The list below outlines the preferred technical specifications for social video assets which are ready to be published on social media. These assets tend to include branding and burnt-in subtitles, in several aspect ratios, as usually directed by the relevant social team.
Recommended AV formats:
File size:
- Landscape (16:9) - 1920 x 1080
- Square (1:1) - 1080 x 1080
- 4:5 - 1080 x 1350
- Vertical (9:16) - 1080 x 1920
Subtitles: required across square and 4:5 formats, as directed across landscape and vertical formats
Audio: required across all file sizes
Pixel aspect ratio: Square 1:1
File format: mp4
Video codec: h.264
Frame rate: 25p
Video bitrate: 12mbps
Audio codec: Stereo AAC
Audio bitrate: 320 kbps
Sharing source material with ±«Óătv social teams
Many times, our social media teams will need the production company to share source material for archive, edit or review purposes. Source material can include full episodes, clips, picture-locks, showreels, audio steams, title cards, on-screen gfx, credits, fonts and logos, etc.
Material type and tech specification will vary based on the request, as the table below illustrates. Your social lead will specify which to deliver.
Code |
Material type |
Technical specification |
Notes |
A
|
Social editing proxy (as above)
|
1920x1080, h.264, 12mpbs
Stereo, 320kbps (as above)
|
CLEAN of burnt-in watermarks and subtitles.
Textless elements âbolted onâ
|
B
|
Broadcast quality master
|
AS-11 format MXF
ProRes 422 HQ
|
CLEAN of burnt-in watermarks and subtitles.
Textless elements âbolted onâ
|
C
|
Low quality formats for review only
|
Any resolution mp4 or mov
|
Must include BITC timecode
|
D
|
Split audio stems
|
.wav format
PCM
48kHz
24 bit Stereo
|
Full Mix
Dialogue undipped
Music undipped
Sound effects undipped
VO undipped
Match timecodes of stems to programme master.
Provide lyrics to any original songs
|
E
|
On-screen gfx
|
ProRes4444.mov, 16:9 (1920x1080)
After Effects compatible project
|
Final graphics with alpha channel enabled
|
F
|
Fonts and logos
|
Please provide details of any onscreen text or title fonts included in the final programme
|
Must be cleared for use by the ±«Óătv across all media, in perpetuity.
|
G
|
Scripts, transcripts, lyrics
|
Text files
|
Wherever possible please provide us with scripts, transcripts & song lyrics for originally composed music.
Transcripts of rushes subject to data protection and confidentiality
|
H
|
Credits
|
Generally, no credits to be included
on Social Media and ±«Óătv versions
|
At the ±«Óătvâs discretion up to six roles may be added to the description on YouTube. These will be agreed during production.
|
I
|
Stills
|
As directed
|
See the stills delivery page for guidance
|
J
|
Title card
|
PSD files or textless files.
|
A minimum of one per series. Where individual episodes include a subtitle thatâs a continuation of the main title, productions may be asked to deliver an additional title card per episode.
|
Production paperwork
Your short-form delivery lead will specify the necessary form, whenever required.
Form |
How to submit |
Guidance |
±«Óătv short-form compliance form |
Email to short-form delivery lead |
|
Final carbon footprint approved form |
Email Albert and the short-form delivery lead |
Find out more about Albert, Sustainable production requirements and the carbon footprint form. |
Billing form |
|
Get support and training for Silvermouse. Find out more about the Billing form |
Non-Linear form |
|
Find out more about the non-linear form. |
Programme as completed (P as C) form |
|
Find out more about the P as C form |
Music cue form |
|
Find out more about the Music cue form. |
Diamond diversity monitoring |
|
Includes contributors, diversity actual, and diversity perceived forms. Find out more about Portrayal |
Contributor form |
|
The Contributors form is linked to the Diversity and Billings forms in Silvermouse to save time and prevent duplication. |
Delivery routes and contact details
Caroline Smith: ±«Óătv Digital Commissioning Executive, factual and daytime
Jamie Dodds: ±«Óătv Digital Commissioning Executive, entertainment and comedy
Milly Chu: ±«Óătv Digital Commissioning Executive, drama and films
âŻTV Social Campaigns and Digital Drama will work with producers to agree a mutually convenient delivery method.
±«Óătv Three⯠will on board producers to the⯱«Óătv Three media shuttle.
Please contact the relevant team with any questions.
Please note, Content Delivery Operations do not take delivery of social media.