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Must-See TV

Must-See Moment is the only Virgin Media BAFTAs award voted for by the public. So, in a year when telly was at the centre of lockdown lives we wanted to create a film that captured just what TV meant to us in 2020. And for that film itself to feel like must-see TV…

A year like no other

Voted for by ordinary viewers, Virgin Media’s ‘Must-See Moment’ is a perennial fan-favourite award at the Virgin Media BAFTAs, the UK’s premiere award show for television. But we felt that the brand had not yet tapped it’s true potential or explored its main message – “the moments that kept the nation talking.” And there was no better time to do that than in 2021, when great telly moments had done more than kept a nation in lockdown talking – they had kept it going!

An ambitious approach

Our approach was simple: make a piece of programming about TV that was good enough to go on TV. This meant alongside social cuts to drive voting, using Redwood Studios to produce a long-form hero film - all this on a lean budget and against a tight timeline. The heart of the film would be real people talking about the six shortlisted TV moments, but we also wanted to capture the spirit of escapism and togetherness that telly offered the nation during Covid. To do this, we recruited award-winning travel presenter Cassam Looch to create what was essentially a TV-themed travel show spanning six cities. 

An A-list response

The response to the short voting cuts on social was overwhelming – with many of the featured TV talent reposting our films. When Mark Hammil shared our Instagram film celebrating Luke Skywalker’s cameo in the Mandalorian it got 120K organic likes within 48 hours. The social shorts were then re-edited into a 21-minute hero film was made available to all Virgin Media customers via their smart TV box, while a special 90-second cut was produced for the live BAFTAs show itself, giving it an audience of millions. Cassam was also integrated into the live show as the official backstage reporter interviewing the celebrities as soon as they stepped off stage.

Woman being interviewed on her doorstep