DIVERTS
Research and Development of People-Led Documentary and Debate Formats for Digital PlatformsReel Matter is an R&D project testing people-led documentary and discussion formats for YouTube. Using AI-assisted editing and title/thumbnail optimisation alongside human creative judgement, we will run structured experiments on how audiences discover, engage with and move between short and long-form factual content, generating transferable insight for digital documentary development in Wales.
Plan
The IdeaReel Matter is a digital-first R&D project focused on researching and developing people-led factual content formats designed for algorithm-driven platforms.The content is driven by the idea that audiences are increasingly drawn to constructive, human and emotionally grounded storytelling, and that documentary-led formats prioritising listening and lived experience may offer an alternative to polarised online discourse. However, there is limited evidence about how such content performs within platform algorithms, or how tone, structure and emotional framing affect discovery, retention and discussion.The R&D will focus on developing and testing two complementary content formats. The first are people-led documentaries centred on individuals with distinctive lived experience, expertise or life stories, told in a concise, digital-native style. The second is a discussion-based format in which everyday participants reflect on and respond to the themes raised by the documentary material, creating space for curiosity and considered exchange rather than confrontation.Initial exploratory filming and editing has tested the potential of people-led docs and confirmed viability. However, R&D will prioritise developing the debate format alongside these films while also creating more people-led documentaries.
Through the funded R&D phase, the project will carry out structured testing of these content ideas across short-form platforms such as TikTok and Instagram Reels, and explore how they act as discovery pathways to longer-form viewing on YouTube. The aim is to refine the formats, understand audience behaviour, and establish the foundations for a sustainable digital factual channel, with learning shared to support the wider Welsh creative sector.
The Team
The TeamTim is a Producer and Director specialising in character-led factual storytelling, with a track record across documentary and factual entertainment. His work focuses on distinctive access, under-represented voices and emotionally grounded stories. Following a period of serious illness in his mid-20s, Tim has returned to filmmaking with renewed clarity and purpose, committed to ambitious, socially conscious storytelling.Through Divert TV, Tim is developing new factual formats designed for digital platforms, including projects recently pitched to Netflix. Divert TV is supported by shareholders Tom Parry and Jack Browse, both highly experienced factual filmmakers.Tom is a Cardiff-based Producer/Director and Edit Producer with over 12 years’ experience across BBC, Channel 4, Channel 5, ITV and Discovery+. He is known for shaping sensitive stories and managing complex edits through to delivery.Jack is a Shooting Producer/Director and Director of Photography with over 10 years’ experience across unscripted television, drama and commercials, bringing strong technical expertise and confidence in fast-paced environments.Collectively, the team has delivered content for Netflix, BBC, Channel 4, ITV, Paramount+, A&E Networks and Discovery+. This combined experience positions Divert TV to carry out focused, insight-led R&D into ambitious digital factual formats rooted in Wales and designed to reach wide audiences on platforms such as YouTube.
Number StationsListening to these secret radio broadcasts could get you killed... Lewis, the most subscribed Number Stations YouTuber in the world, tries to track down a mysterious signal speaking in Russian.
FIGHTING CHANCEThe legendary 25 year old boxer, Georgia O'Connor, comes to terms with her terminal cancer diagnoses and concludes her big question: "what is a good life".
The Death BusinessMeet one of the UK's youngest female undertakers, who goes above and beyond to ensure people are cared for after death.
The Second Flag on the MoonIn 1969, a man working on the Apollo 11 missions launched his own plan to put a Union Jack on the moon... but how did he manage it?
Timeline & Deliverables
Duration: 3 monthsThe project has been designed as a focused, achievable three-month R&D programme.Month 1 – Prototype creation and setupWe will develop and film prototype material in both formats: people-led documentary pieces and related discussion films. At the same time, we will refine research questions, set up analytics frameworks and prepare permissions for data tracking. This month ends with a bank of prototype content ready to test.Month 2 – AI versioning and structured testingWe will use AI-assisted tools such as Opus Clip, Kapwing or Descript to generate alternative edits, clips, trailers, titles and thumbnails, alongside human-edited versions. These will be released in controlled phases on YouTube, TikTok and Instagram. A/B tests will compare different tones and framings (for example hopeful vs more provocative). Audience behaviour will be monitored throughout.Month 3 – Analysis, comparison and reportingWe will analyse results using tools such as YouTube Studio, TubeBuddy and vidIQ, supported where helpful by Welsh-based digital analysts. We will compare AI-assisted vs human-led outputs, short-form vs longer-form viewing and documentary vs discussion responses. Findings will be synthesised into clear takeaways.OutputsWe will produce:• a short written R&D report
• a pitch deck outlining future potential for Voices
• a short sizzle illustrating prototype material and findingsThe scope is deliberately tight: limited formats, controlled release, clear questions. This ensures the work can be delivered, tested and analysed fully within three months, while still generating meaningful insight.