Hybrid technology guarantees Just The Tonic will make it a New Year’s Eve to remember

by | Dec 23, 2021

Event organisers across the UK are bracing for more COVID-19 restrictions in the new year amid a surge of Omicron variant cases which has plunged in-person shows into doubt.

Despite the prospect of fresh social restrictions, Just The Tonic comedy club has promised customers a New Year’s Eve night to remember through the power of pay-per-view live streaming.

Just The Tonic has championed digital comedy through the pandemic. Now, owner Darrell Martin is preparing for the latest instalment of its hybrid series Working From Home.

Audience guarantee

The immediate future of the events industry is very unclear.

Tighter social restrictions could force venues to operate at a reduced capacity or, at worst, close their doors. In either scenario, preparation is everything.

Pay-per-view broadcasting has helped organisations pivot the pandemic through 2020 and into 2021. This theme will continue entering the new year and is why Just The Tonic will broadcast Working From Home – Here We Go Again on New Year’s Eve.

“Omicron has already impacted our physical sales,” said Darrell. “But because people still want to engage with events where possible it’s important we provide an alternative viewing platform.

“We still don’t know what to expect concerning restrictions on New Year’s Eve which is far from ideal. But live streaming means we can guarantee to our customers that a performance will be delivered on the night.”

Hybrid comedy

The pandemic unearthed a ‘hybrid era’ for the events industry where viewers can choose to attend shows either in-person or from the comfort of their own home via live streaming.

Digital performances are widely accepted and can be produced to exceptionally high quality for maximum user experience. Working From Home – Here We Go Again not only grants Just The Tonic greater flexibility, but also its viewers too.

“We have to prepare for a lockdown scenario where we’re unable to host a physical performance,” said Darrell. “That’s why live streaming is so valuable. Even in the worst scenario of losing all our physical shows, we’re still able to provide a digital alternative to our customers.

“We’re making performances accessible to our target audiences too. Not everyone will be comfortable attending a show live or have the capability, but digital comedy can work for everyone.

“From a comedy perspective, live streaming is chaotic fun and it’s been a real hit.”

Why it works

Delivering a digital production is one challenge, making it financially viable is another.

Event organisers must ensure their production is secure so only streaming pass holders can access the performance. A robust host is also essential to avoid technical issues and delivering everything under one roof guarantees a smooth user experience.

Just The Tonic achieved this by partnering with TicketCo.

“Live streaming helped us pivot COVID-19,” said Darrell. “Broadcasting is now part of what we do and we’re starting to establish a regular online audience which has made the digital strand of our production financially viable.

“It takes time and patience, but we’re close to reaping the full rewards.”

How it works

Live streaming and video on-demand broadcasting can be as simple and cost-effective as an event organiser wishes.

Of course, the more you invest, the better your production will be. But a basic live streaming starter kit including a quality second-hand camera, a good laptop and central processing unit (CPU) can cost as little as £1,200.

A typical Just The Tonic live stream production will be managed by several backroom staff including:

  • One or two camera operators
  • A digital performance director
  • A digital host who manages acts entering and leaving the ‘stage’

Through its work with Metronome Nottingham, Just The Tonic is entitled to use the venue’s state-of-the-art recording equipment as part of its venue hire package.

Working From Home – Here We Go Again

Just The Tonic’s latest digital comedy show will be aired on New Year’s Eve from 8pm with viewers able to tune in from 7.30pm.

A number of star guests have already been confirmed for the show including Simon Day, Angele Barnes and Paul Foot with more big names showing interest.

To purchase your streaming pass for Working From Home – Here We Go Again, click here. Early bird tickets are available to purchase from just £5.

Alternative ticket types can be purchased for £10, £15 or £20 respectively to further support Just The Tonic’s work.

Written by Shaun Reynolds

Communications advisor and expert storyteller with Fortitude Communications. A former news reporter and sports editor of five years across several UK regional titles. Experienced in photography and social media management with a passion for the outdoors.

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