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Discussion: New ways TV ads could bring TSCC alive again.
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ChrisCoachKKincey |
New ways TV ads could bring TSCC alive again.
Jul 22 2009, 1:34 PM EDT
I was gonna put this in Godfather's thread, but I think I'll blossom into a long discussion, so here goes:We've been talking about how stupid the Nielson system is to try and "sample 25,000 select households and have that represent what 300,000+ million viewers are watching on their TV sets in the USA. Tscc comes along and doesn't fit their sampler profiles and no one has any idea how many people watched this show here or internationally. That's a travesty, IMO. I came across this article on Chief Marketer, which talks about how TV is changing and way networks and advertisers could make money. As for TSCC it might be too late, but maybe (hopefully) not. TSCC has a robust fan base. It is prime for pay-for-view or on the advertiser side, pay only for ads that are verified as viewed. I think TSCC fans would support watching these ads if it meant getting our show back (small price to pay). We might even blast our purchasing dollars towrds anything that advertised just to let them know WE mean business! But the old system is dumb and networks don't know how to make money with it but one way. However, say Cameron was shopping at a mall for "tight" clothes - so she could fit in, that scene could be interesting AND an advertsers wet dream... Lots of scenes with products in our modern society could be embedded into TSCC, and done with more skill than the Dodge promotion. It could become a new way of maybe doing away with commericials, or tying them into some sort of social network metrics: would we tweet or click on that we saw an ad in large enough numbers to have TPTB take notice? These are some of the things I think we need to cover, and I open the subject up. Here's the link: http://chiefmarketer.com/disciplines/branding/0721-television-marketing-future/ 0 out of 1 found this valuable. Do you? |
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ChrisCoachKKincey |
1. RE: New ways TV ads could bring TSCC alive again.
Jul 22 2009, 1:42 PM EDT
Oh, and let's try to keep this positive and productive. Something good may come of it.Meaning: we CAN talk about Cameron - as a character on the show - bc she was the most interesting sci fi TV character since Mr. Spock. Her actions and antics are/were very compelling, and one of the biggest letdowns of the show is that we didn't get to see more of her development as she navigated through our society AS a cyborb imitating a human. I also enjoyed how Cromartie handle himself - who tosses chicks out of a moving car when they're done with them? That's just pimp-ish! And of course Shirely as CW was just yummy/scary/creepy/cool. So we have plenty of tools for our "assets" to play Vanna White and schelp advertisers wares - and make us LIKE it. But please don't let anyone push your buttons bc they say something about a character you don't like. What we (I) am trying to do here is find a way that maybe it make fiscal sense to monetize the show in an alternate fashion to bring it back. We know it cost $1.5 to $2 mil per ep. So how does that break down in terms of pay-per-ad numbers? What does an advertisers have to pay in order to get access to our audience? How does that stack up value-wise vs. what prices they have to pay now? Is this workable, do-able? If so, how so? Any OTHER solutions available? Do you find this valuable? |
The_GodfatherSJP |
2. RE: New ways TV ads could bring TSCC alive again.
Jul 22 2009, 3:49 PM EDT
There's a problem with this basic premise I have to explain:We've got no product to sell. That's the whole premise behind marketing, correct? Getting people to purchase an existing product. In this case, it's getting people to watch a TV show. But the TV show is canceled and no new episodes are being made. So this is, in a way, putting the cart before the horse. The show needs to be back first, THEN devise a better marketing campaign. Now, that being said, both of these methods would be highly effective at drawing viewers in, provided they're actually done. It seems cheap yet it reaches many people. So for increasing viewership in a relatively inexpensive way, this makes a lot of sense. The problem right now is this Nielsen system and how the Networks and Advertisers work out buying and selling commercial time. They rely on Live Viewers plus Same Day DVR viewings to determine ad rates. That's not going to change any time soon. If anything, Nielsen's going to go all out to maintain its status as the kingmaker of television shows. They're not going to give up their place as the prime tool networks use to measure a show's audience, not without a fight. The real weakness for Nielsen, and these broadcast networks, is that their business model relies on viewers watching live broadcasts, not online, not by DVR, not by DVD. But more and more people are going to watch content in this manner. So advertising through Google or by Facebook really only makes sense if you plug both the live broadcasts AND online media such as I-tunes or Hulu. More and more people will use these things as time passes, or use DVRs. People aren't going to watch the shows at the broadcasted times. Do you find this valuable? |
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The_GodfatherSJP |
3. RE: New ways TV ads could bring TSCC alive again.
Jul 22 2009, 3:57 PM EDT
The problem with charging more money for internet media is the problem newspapers are encountering: people aren't willing to pay for content they can find for free. If FOX starts charging visitors to view shows On Demand for example, their content views will drop precipitously, with no corresponding increase in the broadcast ratings. It's a thorny problem that people haven't found a succesful solution for.My solution would be membership to view shows, but this paid membership offers several advantages: 1) Full Screen HD for a computer 2) The Ability to Skip Commercials 3) Exclusive behind the scenes content for the episode, such as deleted scenes or a podcast similar to what Ron Moore did with Battlestar Galactica 4) Exclusive sneak previews And other content that only paying members have access to. It has to be enough of an incentive to get people to buy. Moreover, it should be a scaled charge, the more shows you want this kind of content for, the more you have to pay. That's how you make money of Web content, I think, offer unique viewing experiences at a premium, IN ADDITION to the basic content that gets you viewership in the first place. But it has to be good, and high quality. But back to the Revenue problems with Broadcast: Frankly, I'm not sure this is a trap Broadcast can escape with their current business model. All their costs are paid for by advertising. That's going to lessen as live viewership continues to drop. There only way I can come up with for them to get some viewers back is offering exclusive content that can only be seen live, and not through DVR, but I don't know how that will work. As for the skipping commercials bit, people are always going to avoid those wherever possible. Now, they have a way to get around them that the advertisers can't ignore, or really deal with. Do you find this valuable? |
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The_GodfatherSJP |
4. RE: New ways TV ads could bring TSCC alive again.
Jul 22 2009, 4:01 PM EDT
So how can broadcast get around this problem?I don't think they can. I think we're seeing the death of Broadcast TV as the prime source of new TV shows, the most expensive TV shows. Cable and the Internet together are destroying their viewership. The more people utilize these two things, the less people will watch broadcast TV. Why? Because they like the content with both more. Give it 20 years and most of what you'll see on broadcast will be cheap shows and sports events. Expensive dramas will be gone. Do you find this valuable? |
NordWest |
5. RE: New ways TV ads could bring TSCC alive again.
Jul 22 2009, 4:48 PM EDT
Even product placement has not worked in the final episodes. Or at least it was not possible to make money by the shown cars in show. Remember the invisible emblems on the cars - like Ellisons Mercedes?
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