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Online Buzz - The Path To TV Show Success?

It seems that American TV networks are finally catching up with the rest of the web-savvy world, and have realised that the internet is a great way to generate buzz about up and coming shows.

Congratulations, Network Television. It's about time you got here.

In attempting to drive viewers to series premieres, networks are releasing clips and even entire episodes online, as well as extended content and information. They hope their efforts will snowball into a successful viral marketing campaign, and that 'the kids' will think they are hip.

I've discussed before the issues with official online content - while it can be a great thing to offer your fans, a programme does need to stand alone. All the buzz in the world won't make any difference if the pilot is less enjoyable than sticking needles in your eyes.

The other issue is that this is all official content. Internet innovators love buzz and information, but they are suspicious of faceless corporations. Corporate viral marketing can tank if cynical Generation Y believes they are being patronised, as the widely publicised Coke Zero debacle demonstrates.

Still, I think this is a good move on the part of the Networks - at least they are doing something proactive to please their viewers. Do you think this is the way of the future, or will people reject it and continue to use other means?
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5 Comments. [ Add A Comment ]
1. September 12th 2007 @ 02:34. KylieW Says:
Nina - you can't ignore the internet. But you do have to beware. Use it properly and it could payoff big time. But you have to have A.) A tv show worthy of the hype and B) an internet presence worthy of the show.

If the show is crap, nobody will care how good your site is. And if your site is crap, nobody will bother visiting it, defeating it's whole purpose.

For some reason, marketers still have a tendency to believe that 'if you build [any old crap] they will come". But it's not true!
2. September 12th 2007 @ 04:42. Cibbuano Says:
it's about time... I downloaded a British comedy show from the internet - they publish them online after the show airs - and loved it so much that I bought the DVD. It's only good publicity, really.
3. September 12th 2007 @ 09:57. Nina Says:
Kylie, as someone who has recently studied marketing, I just can't understand that attitude. Consumers are smart - they know what they like and they know when they are being patronised. It should be about doing your best for the viewer, not just throwing them any old scraps.

Cibby, that certainly seems like a good way to do it. What was the show that you downloaded?
4. September 23rd 2007 @ 00:23. yoda76 Says:
The Internet needs to be used in a way that it becomes an integral part of your TV experience and vice versa.

No point making a show about the internet, or putting your show online. Both of these are counterproductive and short sighted in my opinion.

Create a COMPLETE standalone experience in both media, that together create one greatly enhanced experience - and you've got a massive moneyspinner on your hands.

Easier said than done
5. September 23rd 2007 @ 08:57. Nina Says:
That's very true, yoda! I think it also depends on the nature of the show - something that is very involved and has over-arching storylines really suits an integrated online experience. Mindless escapism doesn't suit the model so well...

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