Archive for February 3rd, 2010

Royal Court Goes Local

3rd February 2010 by Maura McHugh

According to The Stage London’s Royal Court Theatre has launched its Theatre Local project, which is taking productions out of its Sloane Square location and placing them in alternative spaces at the heart of London life.

Over the next six months the Royal Court will present a season of work in a disused shopping unit at Elephant and Castle Shopping Centre with each production presented in a stripped-back, ‘unplugged’ aesthetic. The season will begin with a revival of random followed by three current Jerwood Theatre Upstairs productions, Disconnect, The Empire and Spur of the Moment.

Tickets for these productions cost a mere £8, or £5 concession. The project is sponsored by Bloomberg, which has committed to funding the programme for £100,000 over three years.

Royal Court artistic director Dominic Cooke said he believed it would be the first time a major theatre has engaged in such an experiment.

He said: “It’s really about looking at how in the theatre we can reach beyond our buildings and make new relationships with new audiences and take our best work to the heart of the community.

Cooke added: “There are many, many people who are willing to engage with the theatre but don’t like the idea of going to a theatre building – find it intimidating, find it not in their orbit. There are number of people who just will not come to Sloane Square and we feel those people should have the opportunity to connect with the best of our work.”

He also said the new space would give Royal Court practitioners an opportunity to explore the relationship between audiences and performers.

Monitoring a Changing Industry

3rd February 2010 by Maura McHugh

NPR in the US reports that advertisers are now pushing Nielsen to start monitoring online viewing of television shows, as offered by web sites like Hulu.

Kate Sirkin, who directs global research at the media planning and buying firm Starcom MediaVest Group, says advertisers are starting to demand more comprehensive tracking of viewers across platforms.

“I’m not sure if that metric is the only metric we need going forward,” she says of traditional Nielsen television ratings. “We would love cross-media measurements.”

Sirkin says she would like measurements that aggregate regular TV and online ratings. She suggests Nielsen may be falling behind right at the moment when the ways people watch television are multiplying.

Her firm is part of a consortium of powerful ad agencies and TV networks pressuring Nielsen to evolve along with the habits of television consumers, who don’t just watch shows on their television sets, but also on their laptops and other mobile devices.