Media release: P&J documentary receives overwhelming response


A DOCUMENTARY produced by The Press and Journal newspaper has seen almost 1,000 people signing up to watch it within the first ten days of it appearing online.

The documentary is about the mysterious disappearances of Aberdeenshire man, Shaun Ritchie.

‘The Broch: The Disappearance of Shaun Ritchie’ sheds new light on the case.

Impact investigations reporter, Sean O’Neil, worked  closely with a wider team on the documentary.

The included Mhairi Edwards, Blair Dingwall, Gregor Aiken and Kenny Elrick, who carried out direct filming. Clarke Cooper created graphics for the piece and audio producer, Morven McIntyre, provided voiceovers and sound support. Drew Farrell edited the documentary, while story designer, Cheryl Livingstone, was responsible for the launch plan.

Sean O’Neil said: “Missing from The Broch: The Disappearance of Shaun Ritchie was several months in the making and thankfully it appears to have resonated with our audience. Shaun has been missing for seven years and our documentary was able to bring fresh information to public attention for the first time and hopefully can help get the answers his family so desperately want.

“The documentary was a collaborative effort between Impact/Content Development and AV. I first pitched the idea in April, having followed Shaun’s case for a number of years and started pre-interviews and on-camera interviews in May.

“That allowance for time, and the co-operation of Shaun’s friends and family, were the key elements to the documentary’s success and in bringing Shaun’s case to a new light.”

Video trailers for the documentary went live on social media on the morning of Sunday 31st October making people aware it would go live at 8pm. The  trailer over-performed by 15.5 times, while the social posts for the main documentary over-performed by 3.5 times.

The 40-minute video has also had more than 3,500 plays since launch, with engagement at record levels.

Around half of people who watched made it to the 90 per cent mark, which is extremely unusual of for a video of that length.

Richard Prest, head of Content Development, said:  “This was a hugely important piece of work by the team to help a family shed light on the disappearance of their loved one, Shaun Ritchie.

“We chose to tell his story as a documentary as it was the best way to convey the impact on those involved as well as guiding our subscribers through the important, but complex, chain of events that led to his disappearance.

“We can only hope that our work helps identify relevant information that brings some form of closure to his family.”

Watch the documentary here:

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