Media: After Perfect Day, Perfect Night
Thursday 13 November 1997
The BBC is following up the success of the Perfect Day promotional video for its radio network with a new 10-minute film that will show off Radio 1's expertise in dance music.
The film is being made by Radio 1's hot-shot advertising agency St Luke's. Another agency, Leagas Delaney, created the Perfect Day film with Lou Reed's classic song and a collection of stars.
Like Perfect Day the new film will champion the way the corporation is funded by a licence fee which allows it to be experimental.
The film is being shot now and will be shown in an edited form on the BBC in December. A longer version will also be shown in cinemas.
The Radio 1 film, which is set in the Subterrania nightclub in west London, will concentrate on the music of its star dance DJs Pete Tong, Danny Rampling and Judge Jules. It is being made by director Tom Vaughan who the short film Supergrass, about pot smoking which was show on Channel 4's "Pot Night".
The Perfect Day film attracted complaints from commercial radio stations which believes the BBC has an unfair advantage in being able to air free adverts for its radio stations on television. Yesterday Paul Brown, chief executive of the Commercial Radio Companies' Association told Marketing Week he would be complaining about the new film to the Department of Culture, Media and Sport. "It is clearly an advertising campaign," he said.
Despite the fuss, Perfect Day has been a critical and popular success and the song is being released as a single to aid the BBC's Children in Need charity.
Internally at the BBC it is known to have boosted the standing of Jane Frost, the BBC's corporate marketing director, who devised the strategy to make promotional films for the licence fee. Other films in the series have included Vic Reeves and Bob Mortimer acting out fictitious experimental comedies such as "Poldark on Mopeds" that could only be funded by a licence fee.
Radio 1 has been boosting its dance music output by poaching four big name DJs from rival radio station Kiss FM.
The new film is part of a marketing campaign to promote Radio 1's "Soundtrack to the Weekend" when it plays 10 hours of dance music every Friday, 13 hours every Saturday and four more hours on a Sunday. In total, the one- time home of Simon Bates now plays 34 hours of dance music a week.
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