Brief Selection - Part 2: Syfy Brief - What is the Problem?

Syfy set up a YCN brief recently, due to their apparent loss of viewers, and it very much fit in with what I wanted to achieve from this module. I'm happy to do this because it seems very relevant to me, personally. This is a good opportunity to understand audiences better, especially within the realm of entertainment and storytelling. What do I specifically need to know first?

For starters, what are the problems the brief describes?

Syfy has been losing viewing figures lately, and there are multiple reasons for this. Audiences are not appreciating the content of Syfy enough to see the channel as anything relevant on the same level as other TV channels, and don't see it as a place to go for sci fi. They are often overlooked because they must compete with higher budget TV channels, some that aren't sci fi oriented, that air sci fi of higher quality to conventional audiences. Syfy doesn't have the budget to broadcast Hollywood blockbusters, and they are overlooked because of this.

So I know the problem, but what are they asking me to do about it? What do they want to achieve?

They seem intent on letting a target audience of sci fi fans of the age range 18 to 25 know that the level of passion they have for sci fi is extremely high and that my work should convince them of that. They are asking me to make something, it could be anything since this is an open brief, that will communicate the idea that the Syfy brand is a creative and imaginative one, and that the Syfy channel should be sold more for what it represents ("Imagine Greater") than just the content they air.

Who will benefit from this, though?
This will be beneficial for Syfy, of course. They want sci fi fans to see Syfy as a creative environment, where people go to fulfil their need for something imaginative. Audiences will also benefit from this, if what they gain from this is as great as Syfy wants it to be.

What message are they trying to convey?
Quite simply, they want to send the message that they are a more than a channel, but a creative realm of ideas. They are fun and entertaining, imaginative, can enrich people's lives, passionate about the sci fi genre. That Syfy is a place for sci fi fans, by sci fi fans. To be the ultimate fan!

Who exactly are the audience for this brief
I highlight "exactly" because while the brief only says "18-25 sci fi fans", I believe it goes much deeper than that, but I'll go more into detail with this in a later post. To put it simply, the target audience is not race and gender biased. They are people that enjoy sci fi, good story-telling, engaging stories, and fun ideas.

So we know the message and the audience, we just need to know how the message will be delivered.
Going by these bullet points in the brief:

• Be the ultimate fan
• Be impactful
• Be engaging
• Be playful
• Be surprising

They're kind of vague, but I can see where they're coming from. They want whatever I make to establish that they are huge fans of sci fi, and they want to do it in a manner that relates to the genre, while being light-hearted about it. They also want my work to have an impact and to do that, I need to engage with their audience's love for surprise and the unexpected.

Can I foresee any issues with this brief?
I don't think so. I guess the fact that this is an open brief is kind of overwhelming, because I'm not sure what I could make that relates to my area of practice. I guess an ident would be the most appropriate.