the
VISION To be the premiere hub for the creation of entertaining, engaging and empowering television and digital media content for the Caribbean region’s 18- 35 year old youth. In ten years, The Toni Thorne Show should be a Barbadian brand that is heavily globalised with patronage and support from the local, regional and international community.
MISSION To highlight and engage various stakeholders on matters of interest as well as entertaining topics which may impact the Caribbean region’s 18-35 age group in order to help shape policy, enhance the overall quality of lives of the viewers and as en efficient and effective information platform. It is our mission to create relatable content which is produced and promoted at an international standard.
INDUSTRY PROBLEM There is a lack of entertaining, engaging, high quality, world class produced television and digital media content for the 18-35 youth market in the Caribbean region and diaspora.
OPPORTUNITY Thorne Publishing & Productions has identified key stakeholders in the demographic and partnered with them on the Toni Thorne Show to create relatable, relevant content for our generation. Organisations which are represented in our content creation team are as follows:
prospective VIEWER PROFILE Individuals who are confident and self-assured. They are unashamedly themselves. However, they are not to be confused with being superficial. Men and women between the ages of 18-35 years old, who are cutting edge, avant-garde and always in the know on matters of personal development such as health, beauty, fitness, finance and fashion to name a few.
In short,
influencers.
Industry snapshot A concise look at present and potential competitors in the regional television production market
solution To create a platform using the media of film and television to produce an entertaining show which will relate to issues, concerns and interests of the 18-35 demographic with a Pan Caribbean feel but of an international production quality. The success of the show will also be dependent on a solid digital media strategy. The show should attract
• There is presently no pan-Caribbean show for the target demographic created by the target demographic. “Live Up” is for the demographic but the producers are in the 55+ age group and the hosts are 40+. The show also deals with various issues but only as they relate and intertwine with HIV and AIDS concerns.
• Shows such as Basia had success but the host was appealing to an age group (16-35) in elements such as going to universities in the region. The issue was that the host of the show was not in the age group she was targeting and it did not feel authentic to viewers in the 16-35. The show also was an extended version of the host’s Magazine which was a great idea to have multiple platforms. At present, it is an online show with more of a ‘Caribbean living in Miami’ feel and the numbers have dwindled.
viewers because they believe that it is game-changing and generally entertaining.
Toni has travelled to represent Barbados in various aspects of culture – from fashion to dance. Her first business, BoUiK, has been featured in every major regional publication and fashion production as well as international publications such as the London
about the host Toni Thorne is a 28 year old award-winning young entrepreneur and Barbados National Youth Awardee. Toni is a graduate of the University of the West Indies with a BSc. Economics and Accounting (Hons). She has a degree in Law from the University of London and has qualified for World Debating Championships, was the first person of African or Caribbean descent to sit on the Global Youth Leader’s Summit in Prague, Budapest and Vienna and has been employed and trained within the energy trading industry.
Times. In 2009, Thorne founded Martha’s Smile. This was a one-year charity programme which catered to HIV-infected children in Jamaica. She has also been involved in the creative direction and production of various local and regional projects. She was a member of the cast for the HIV and AIDS television series “Secrets”, which was broadcast in over 30 countries.
2012
2013
2014
Toni represented Barbados as a
She was selected by the World
Thorne was awarded the Top
member of the cultural contingent to
Economic Forum to represent
Outstanding Young Person from JCI
the Shanghai Expo with the Barbados
Barbados and the Caribbean region
Caribbean and was a finalist in the
Tourism Authority. Toni is the Creative
at the Summer Davos in China.
JCI’s Ten Outstanding Young Persons
Director for Island Fusion Foreday
In 2014, she was selected to once
of the World. She was also nominated
Morning Band, Managing Director of
again represent the Caribbean
by the National Cultural Foundation
Settlers Season: Barbados’ youth-led
region in Panama for WEF Latin
as the representative for Caribbean
festival and publisher of Pompasette
America’s 2014 Forum and in Geneva,
youth for the Carifesta Interim
Magazine (www.pompasette.com /
Switzerland at the World Economic
Directorate. This nomination was
www.issuu.com/pompasette).
Forum Headquarters. The World
honoured when the CARICOM office
Economic forum has afforded Toni the
selected Thorne out of numerous
opportunity to personally interview
nominations regionally.
and host persons such as billionaire investor Arif Naqvi and the president of Coca Cola in 2014.
novem ber 2014
Toni was invited by St. Kitts Fashion events and the St. Kitts Tourist Board to cover the culture and activities of the fashion weekend for both Pompasette Magazine (which has a component in the Toni Thorne Show) and the Toni Thorne Show.
point blank with toni thorne Season 1 topics
This segment will take a docustyle approach to serious issues youth are facing in the region such as the legislation of marijuana debate, LGBT issues, Human trafficking, entrepreneurship to name a few.
• Regional Integration • Legalise It?!- The Marijuana Debate
Much like its name, this segment will be done in a docustyle manner with candid interviews with young Caribbean nationals, influencers, pioneers and innovators in varying fields. From the youth in the streets to the ones in the boardrooms – this is a look at the generation which challenges the existing status quo.
• Entrepreneurship: A Viable Option • Alternative Lifestyles: LGBT • Transactional Sex (formerly referred to as Prostitution) • HIV/AIDS • Domestic Violence • The Other Side of Beauty • Human Trafficking
Pompasette The fresh, bold, youth-focused magazine, Pompasette, comes to life in a segment of new television series. The magazine is followed to various fashion shows and young Caribbean designers are highlighted and the words from the pages are given another dimension in the media of film. POMPASETTE! (www.pompasette.com)
Tell It Toni will be a strong and smart female driven aspect bringing millennial viewers an, engaging how-to manual full of over-the-top tips. This aspect of the television series is expected to push the envelope and open the dialogue about the wonders and woes of millennial lifestyle. It will call on varying females and males within the target demographic to weigh in on candid, fun banter with varying youthful perspectives.
Various random young people are asked random questions about things such as Kissing
Tell it to toni
101 to Men in pink 101. They sit in a green room and give their answers candidly and there are various cutaways to dramatisations (acted out by myself and a very small cast) and/or animations of the stories being told.
T-TIme In popular culture when someone says “gimme the tea” it means give me the news or gossip. Panel members in this element will rotate and it will give the show an engaging feel where viewers can text in their opinions and join the discussion on topics such as “did you like what Rihanna wore to the awards last night” to “thoughts on Island People’s costume change after a horrible response by patrons”.
Online Survey Responses
SEASON 1 REVIEW
Among viewers surveyed online, the overall tone of feedback was positive, with an emphasis on making the show longer, production and enhancing
HIGHLIGHTS
Have a Better Flow of Topics
Make T-Time Longer
increasing the quality of More Fashion Oriented Topics
the T-Time segment.
• YouTube is where the majority of persons watch the
Improve Production Quality
show. Additionally, a large number usually watch it on both YouTube and CBC TV8. The majortity of person didn’t have a paerticular reason for doing this but a few
3.7%
7.4% 3.7% Make it Longer
28%
14.8%
said they watch it on CBC because they like to watch it LIVE, while those who watch it on YouTube usually do so because of ease of access. • Overall review show that the suggested running time for the show is 1 HOUR.
More Camera Angles Broader range of Interviewees
•Ranking of television show segments (descending)
5.6%
3.7%
3.7% Other Responses including: • Make T-Time Shorter • More Structured Segments • Introductions to Each Segment
22%
• T Time • Tell it to Toni • Point Blank • Pompasette
overall ranking
among viewers
8/10
Take ‘Tell it to Toni’ to the Streets
SEASON 1 REVIEW WHATCHA THINK ABOUT TONI? Online Survey respondents were asked to give feedback on their impression of the show’s host in three words.
The results were overwhelmingly
positive.
“engaging” 24
%
% 14.8 “Exciting/Entertaining”
% 20.4 “Fun/Funny” % 13 “Honest/Fair”
“Intelligent, intellectual, educated, well-informed”
18.5%
% 13 “Energetic”
SEASON SPONSORSHIP $5,000 • 1 thirty second ad per episode for a season of thirteen (13) episodes shown in the prime time slot of 8:02pm on CBC TV 8. • 1 thirty second ad per episode of a season of thirteen (13) episodes shown on Youtube • Presence in all promotional material •Logo placement at end of all online elements of the show which will be uploaded and shared via social networks such as Facebook, Instagram & Twitter. • Logo placement in 6 thirty-second trailers per week on CBC TV 8
the