On the 2 June 2010 a delegation from Equity comprising of Vice-Presidents Jean Rogers and  Malcolm Sinclair, leading members Roger Lloyd Pack and Daniel Hill, John Barclay head of Recorded Media Department and Ian Bayes BBC TV Organiser met with representatives from the BBC including  Alan James Head of Media Planning, Marketing, Communications and Audiences, Annie Thomas and Nicola Hill from the Talent Rights Department to discuss the squeezing and the running speed of the BBC’s end credits.

The BBC stressed they have a requirement to maintain the attention of the viewer when the credits are running and to highlight the next programme as well as previewing what’s on the other BBC channels. The BBC also referred to market research which highlighted that the vast of majority of viewers are indifferent to credits and that they also generally prompt the viewer to either turn over or switch off.

In response the Equity delegation made the point that when credits are squeezed the viewer has to watch up to three windows of split screen images and that this can be quite distracting and acts as an incentive to the viewer in terms of switching off or changing channels.

The BBC then screened two end credit sequences, the first being from the reality TV programme ‘Escape to the Country’ as there was only one presenter and the crew listed on the credits and notwithstanding the split screen the credits were run at a reasonable speed due to the small number of names listed and they could be easily read.

The second end credit featured ‘Waterloo Road’ which during the running time of the credits switched from a full to a split and then back to a full screen. Due to large number of cast and crew featured as compared to “Escape to the County” the credits were harder to read due to the speed being increased as well as the spilt screen.

In response all of the representatives from Equity made passionate contributions highlighting the importance that they and all actors attach to their work being credited in a style and a format that can be easier identified and viewed by the viewing public, whilst also emphasizing the duty of the BBC to respect this right.

Commenting upon the meeting Equity Vice President Jean Rogers said: “When we met with the BBC on 2nd June I believe we made our feelings quite clear. As performers, and on behalf of all performers we were not only talking about our living but also about respect for both the artistic contribution of all creative’s within a drama programme, and the emotional feelings of the public which such artistic endeavours arouse.

“In Alan James, the BBC’s Head of Media Planning, Marketing and Communications and Audience I found a certain sensitivity and understanding I have not really been privy to in earlier meetings at the BBC with marketing representatives.  The demonstration they showed us is a definite improvement in the way credits are treated. Let’s hope this is the beginning of a new approach and not another attempt to keep us quiet.”

In terms of driving this initiative forward and Equity is currently scheduling meetings with other broadcasters prior to producing a report which will be forwarded to Equity’s Credits Working Party.

We’re keen to hear your stories, opinions and ideas about the way credits are currently treated on UK television and how things could be improved. If you’ve got an opinion, please let us know.

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