Liverpool fans insight

March 12th, 2013

Researchers in Nottingham are studying the response to a fly-on-the wall documentary about Liverpool FC which reached a worldwide audience of 500 million.

BEING: Liverpool was screened by Channel 5 last year and researchers from the University’s Institute for Screen Industries Research looked at the impact of the programme on behalf of the FOX Soccer network.

The researchers looked at reaction from British viewers. They studied over 5,000 online messages on sources such as Twitter, fan sites and national and regional newspaper websites. Hundreds of questionnaires were distributed and focus groups of viewers also contributed to the findings.

The research was led by Dr Gianluca Sergi, Director of the Institute for Screen Industries Research at the School of Cultures, Languages and Area Studies. He said: “The research work we have done on BEING: Liverpool with FOX Soccer, demonstrates the value that the Institute can provide to TV and film production companies and other businesses in this sector. The findings of this research will help FOX ensure that future programmes can be designed to more closely appeal to the needs of the viewers.”

Rarely seen insights such as the day-to-day work of the manager and what goes on when players get transferred and undergo medicals particularly interested viewers, the study found.

David Nathanson, Executive Vice President and General Manager of FOX Soccer, said: “It was a great opportunity for us to work with the Institute for Screen Industries Research on this project. BEING: Liverpool was a ground-breaking, behind-the-scenes documentary that provided fans with never-before-seen footage of one of soccer’s most celebrated clubs.

“The research the University provided us with will be incredibly useful in informing the development of future productions of this type, as well as the associated marketing activities and messages for a British audience.”

The Institute offers a range of research and expertise for partners in industry, including mobile TV and film viewing, emerging markets, new audiences, brand identity, global production trends and film policy and culture.

Mike Carr, Director of Business Engagement and Innovation Services at the University, added: “The excellent work which Dr Sergi’s team has done with FOX is a great example of the breadth of expertise that we have here at the University that businesses are able to tap into. My advice to any business that either requires help with a particular piece of research, or perhaps needs specialist consultancy support, is to contact us in the first instance to discuss how we may be able to assist.”

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