Road To V

Overview

The brief

To raise the profile of the Road To V new band competition by producing content for Virgin Media across its television, on-demand, broadband and mobile platforms.

Our approach

Que Pasa has a history of producing great content on web and mobile and Road To V allowed us to broaden our scope to TV with a major cross-platform commission. We produced bespoke and highly engaging programming which was tailored to each platform.

What we did

Creative

We scripted, directed and produced six series episodes for cross-platform broadcast plus an extra, half-hour show for TX on Virgin 1.

Technology

We used our in-house post-production facilities to edit and encode final versions of each episode for the various distribution platforms.

Gallery: click to see full size images

The results

Response

For the first time in six years, viewing figures grew with each episode from 42,000 for episode 1 to 92,000 for episode 3. Due to the ratings rise, an extra half-hour special was commissioned and produced on site at V Festival 2009.

Best bits

This year's campaign target of 2,300 bands was exceeded when 3,892 bands entered the competition.

The target for registered fans of 10,000 was far outstripped with 49,106 taking part.

The success of the show took it beyond cross-platform with Virgin Atlantic acquiring rights for in-flight entertainment, making this our first FIVE platform production!

We filmed four live events, which included sets from mentors Just Jack and The Charlatans.

Client feedback

Paul Shulver, Virgin Media:

'Que Pasa did a great job of documenting the Road to V journey. The strong narrative of the series gave viewers a thorough insight into the journey of an unsigned band hoping to open one of the biggest festivals in the UK. Each show had a very different theme and provided great entertainment for not only music fans but the general public alike.'

Press

'Since 2004, Road to V has nurtured new talent, with bands such as post-punk trio The Young Knives opening the festival before going on to achieve nationwide success and attracting a Mercury Award nomination in 2007 for their second album, Voices of Animals and Men. Independent production company Que Pasa will be producing all Road to V content for Virgin1'

C21 Media, 3 April 2009

Outcome

Ongoing client relationship.

Road To V 2009 from Que Pasa on Vimeo.