I've been thinking about potential pick-up of Our Flag Means Death by another streamer, and how it all might be tying in with the current BBC release, and I have some thoughts about what might be happening and what we can do to give the show the best chance of being picked up.
I think it's important to start by saying that all the whisperings that I heard over the past few months (including from some people who work at/with the BBC) pointed firmly towards a scheduled March release for Our Flag Means Death on the BBC. Needless to say, this means I was extremely surprised when they suddenly announced it was dropping at the beginning of February. I think it's also clear from everything I've seen that the BBC's marketing/social media plan for the release was not ready for February (there was no trailer, which was odd), which, again, really supports the idea that the show was initially schedule for a March release, not a February release.
I firmly believe the release was brought forward. The question is: why? Is it because they saw how much noise and press the show (and our campaign) was getting, and decided to try and capitalise on it? Or is there something else going on?
On top of that, we now have specific questions about Our Flag Means Death appearing on YouGov UK, including asking whether respondents would watch another series. This doesn't just happen. The charity I work for has commissioned YouGov polling (including some very recently) which I have been tangentially involved with, and so I know that this sort of polling is not easy work, and it's not cheap. Someone has put time AND money into commissioning this polling. This is significant. Someone is not only watching, but they are specifically watching the UK response to the show, and putting questions to the UK audience about it.
I have strong suspicions that a streamer (or several streamers) are interested in picking up the show, and are using the UK release as a live case study (Apple, Amazon and Netflix also have a presence in the UK, so we are a big target audience for them in a way we never were for Max). This could account for both the potential bringing forward of the BBC release (they didn't want to wait until March), and the YouGov polling that's going on (bear in mind, the YouGov questions were specifically as part of a wider survey about streaming services).
And this isn't just a passing interest: working with the BBC to bring forward the release, and investing time and money into YouGov polling? That's a strong interest. That's so interested they've already invested something into it.
Of course, I don't know anything for certain, so take everything with a pinch of salt (it's just a theory...a gay pirates theory...), but I think it's something to consider as a strong possibility.
So what does this mean for us?
It means we need to keep streaming on iPlayer. Watch it as many times as you can. Share it with your friends and family. If you're outside the UK, get yourself a VPN and join the party. Watch the live broadcasts on Monday nights (if you have iPlayer, you can stream the live broadcast - this is what I do because I don't have a TV). Keep tweeting about it (add the #OurFlagBBC hashtag to the existing hashtags we're using). Tag and email the UK media (including TV guides and radio shows) and ask them to talk about the show/our campaign. If you're tagging/emailing Apple, Amazon or Netflix, make sure you mention you're from the UK (and tag their UK specific social media accounts).
According to Parrot Analytics, the demand in the UK for the show is rising - let's keep adding to that!
You can also sign up to YouGov and rate the show (more instructions in the quote retweets of the tweet I linked to earlier), and keep answering questions about TV shows and streaming (and marking Our Flag Means Death as one of your interests) as a way to try and get them to give you the specific questions about the show (these start as a question about streaming and streaming services, which then turn into questions about OFMD, so if you get a survey like that, take it!).
It's also worth considering that if there's any validity to this, then there's a possibility that they might be waiting until after the show has finished airing in the UK (the finale is airing on 25th March) to crunch all the numbers together. This means that if we don't hear anything in the next few weeks, do not despair! We need to buckle in for a long fight, and to keep pushing the show and making noise over the next few weeks and months, especially around the BBC release.
This show is worth the fight. Let's get our damned men back!
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I've seen some concern about the fact that the BBC has double-billed the last four episodes of Our Flag Means Death and bumped it up later in the schedule - concerns that this means it's not doing well for the BBC - and so I'd just like to allay some of those fears, if possible?
To start with, it's important to recognise that the BBC does this all the time. I was in EastEnders fandom for many years, and nonsense schedule changes were a regular annoyance. When I shared OFMD's schedule change with my little group of friends from that fandom, everyone rolled their eyes and went 'oh yeah, typical BBC shenanigans'. As an example: the BBC was really pushing EastEnders last year, they'd been hard-marketing towards the big iconic Christmas episode since February, and then, around comes Christmas, and the BBC inexplicably sticks it on at 10pm (when it's usually broadcast at 7.30pm).
So this isn't unusual. This is extremely common. There's often very little rhyme or reason to the BBC live broadcast scheduling. To try and accurately read between the lines of this is like trying to analyse the written output of a cat walking across a keyboard.
But another big thing to remember is that Our Flag Means Death is a streaming show. The BBC dropped all of the episodes in one go because they know that it's the streaming audience where the show is successful. It's the same with What We Do In The Shadows - we know that the show does well for them, because they keep renewing their contract to show it, but because it does well specifically with a streaming audience the live episode broadcasts are perpetually bumped to a weird time (sometimes one in the morning!!).
The BBC is under contract to do a live broadcast of these shows, but that's not where the audience is. And that's why the episodes get shuffled around or bumped to a late timeslot or double-billed together. Them not necessarily getting spectacular overnight live broadcast ratings is not a big barrier to potential pick-up - streaming numbers is the important metric.
And, just yesterday, the BBC dropped a card for the show over the credits of House of Games, a very popular (and mainstream!) afternoon gameshow, asking people to go stream it on iPlayer. if you haven't seen it, I managed to screen-record and post it on Twitter here (subtitles included): https://x.com/QueerlyAutistic/status/1762913455051325888?s=20.
This is a really, really good ad to get - a very mainstream slot that potentially brings attention to the show from new audience demographics. The fact that they put an ad-read for the show in this particular slot is more indicative to me of the fact that the show is doing well for the BBC than any predictable shenanigans around live broadcast times. They advertised the 'niche' queer pirate comedy to a very mainstream middle-of-the-day audience! That's not nothing!
And the fact that they were specifically advertising it as being on iPlayer - not the live broadcast - indicates to me that that's where it's doing well: that's where they know their audience is, and they don't care about the live broadcast, because the streams are where it's at. The live broadcast is probably just a contractual obligation at this point.
Our Flag Means Death is still regularly listed under 'trending' on the iPlayer website, and the Parrot Analytics for the show in the UK are excellent. And that's what we want. That's what we need to convince streamers. Remember: the YouGov survey about the show specifically asked questions about it in the context of streaming services.
Overnight figures are lovely to have, too (so keep tuning in!) but this is a show made to stream. It was all dropped on iPlayer first for a reason; they're specifically pushing it on iPlayer for a reason. And, at the end of the day, it's streamers we're currently trying to convince to pick up the show, not broadcast television networks.
So, don't read too much into it. We're still doing good, UK crew!
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