Robert N EmersonOnline Buzz - The Path To TV Show Success?
September 12th 2007 01:39
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?
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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Comment by KylieW
Celebrity Obsession
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!
Comment by Cibbuano
20/20 Filmsight
Science News
Hunt Famous
Orble Post of the Day
Fat Cult
Techbreak
Comment by Nina
Cibby, that certainly seems like a good way to do it. What was the show that you downloaded?
Comment by yoda76
The Tube Blog
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
Comment by Nina