Television Networks Adapt with New Strategies for Digital Premieres
By Karla Robinson
August 30, 2012
August 30, 2012
- Television networks are experiencing a change of heart, recognizing the additive potential of digital platforms and no longer viewing them purely as a threat to ratings, reports Variety, noting that broadcasters are now leveraging new platforms to boost on-air ratings.
- Where before top networks would never offer new TV pilots on VOD or online streaming prior to the broadcast debut, Fox, NBC and others are now releasing full-length shows before their TV premiere.
- “At first blush, the gambit holds out the possibility of cannibalizing audience by giving the viewers most likely to watch a show’s premiere a reason to opt out of the TV exhibition window, where most money is made through ratings guarantees to advertisers,” explains Variety. “But the flipside notion taking on increasing currency is that advance screenings could be the best way to generate buzz, converting early birds into grassroots marketing machines.”
- The article also notes the potential to create damaging negative buzz, making the move a somewhat risky proposition.
- “On demand is now becoming a meaningful platform for networks to find audiences and sampling for their shows,” says Comcast executive Matt Strauss. “That’s a pretty fundamental shift in how programmers have historically looked at on demand.”
- Comcast has released new data that suggests a connection between early exposure on video-on-demand to increases in ratings on linear channels.
- Last year, Fox debuted “New Girl” online two weeks before the on-air premiere and saw 2 million views before the show hit TV. There was some concern that all this traffic would reduce ratings, but “New Girl” still had a strong premiere. The network is slightly tweaking its online rollout; online or VOD offerings are now available almost a month before the on-air premiere but are taken down some time before the debut.
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