Analysis - The method of documentary distribution

Famous documentaries that are known to a niche audience, or even a worldwide audience, tend to feature on main channels as big television channel like the BBC and Channel 4 can afford to distribute a documentary if they have faith it'll do well. Documentaries such as Planet earth and Panorama get regular slots on TV channels such as the BBC. This is because they are both produced and distributed by the BBC. Channel4 documentaries such as Dispatches are distributed by Channel4 as they have gained attraction as well as a target audience, in which a new topic each episode keeps the audience engaged.

Before digital, documentaries were only shown on Television on Channel 4 and the BBC. This made it hard for smaller documentary production companies to distribute their documentaries as they couldn't get the funding to have their documentary featured on TV, and even though channel 4 do show feature documentary films, its only shown at a specific time of day, which limits the access to the audience.

Feature film documentaries produced by amateur/ semi- professional producers depend on digital distribution as well as critical acclaim to reach out to a niche audience. Online distribution is important for small documentary production companies for both promoting the short film to the audience and distributing their film. The web is an international online platform so not only would it reach out to a niche audience, but a tent pole audience which puts small producers at an advantage over national TV documentaries.

These smaller producers can use a viral strategy to reach out to a global audience. If they promote their film right and if the content appeals to a tent pole audience then they can reach out their film to a wider audience then they would if their film was only viewed on the BBC/ channel 4.

Another way to gain a positive online status to gain views is by critical acclaim. This can be achieved at the Oscars, who have an award dedicated to the best short documentary, and other documentary award ceremonies including The IDA awards (international documentary association), BAFTA's and Cannes Film awards.

Here's an example of a short(ish) documentary that won the Oscar for her short documentary in 2010;

http://www.filmsshort.com/short-film-pages/the-warriors-of-qiugang-ruby-yang.html#.Vadu1-Zg61J

By gaining critical acclaim for being the "best" documentary, these small producers gain mass popularity, particularly if it gains critical acclaim at bigger award ceremonies such as the Oscars and BAFTA's, which are shown on an international scale.