|HOME||MEDIAVILLAGE.com||WOMEN ADVANCING||HOOKED UP||MEMBERSHIP INFO||MEMBER COMPANIES||MEDIA BUSINESS REPORT||ECONOMIC FORECASTS||RESEARCH|
Published: November 13, 2012 at 07:27 AM GMT
Last Updated: November 13, 2012 at 07:27 AM GMT
When Telemundo launched primetime telenovela Relaciones Peligrosas almost a year ago, the idea was to engage its Spanish-speaking audience as much social online as over its airwaves. Viewers were invited to Facebook and Twitter their reactions in real-time to the characters of this slice of high school life. The character emphasis, along with the Facebook and Twitter emphasis, was on students dealing with a variety of issues from racial profiling to substance abuse.
At first, the Facebook and Twitter reaction came through, reportedly better than Telemundo anticipated. Unfortunately, the Facebook/Twitter response was deemphasized as the series continued, when Telemundo producers changed course on Relaciones' focus--far less students and their troubles, more play on one teacher's controversial love affair and its consequences. The shift, as it turned out, didn't help the ratings, and the series quietly ran its course.
You have a hunch if and when Telemundo begins another primetime series with heavy social media use, the network will not U-turn in midstream again. Credit that to the outcome of Secreteando, an experimental online 10-part novella set in the offices of a popular music label. The series launched earlier this year on YouTube and Facebook, with direct sponsorship participation by Trident gum and its ad agency, Starcom MediaVest Group.
The players in this unusual trial of social media's ability to engage an audience went public last week at the latest Social TV Summit in New York (co-organized by Jack Myers, overseer of this Web site).Telemundo produced Secreteando and arranged the online distribution; Trident was displayed in several ways over the series' run, from 30-second spots to product placement (gum packs on the desks) and Starcom co-promoted.
From the start, Facebook and Twitter users were invited to suggest plotlines as well as offer their reactions to the characters' actions. On their end, Secreteando's writing team created a Pinterest board (in what may be first-of-its-kind initiative) where viewers could visualize the plotlines they wanted to see, or celebrate their feelings about the series inventively. At one point, social media responders were invited to come to a special audition for roles on later episodes. For the finale this summer, a live segment was presented on Google Plus, where the outcome of an important plotline determined by viewers was revealed.
Telemundo estimates that more than eight million people caught Secreteando during its online run, but did not detail at its Summit showcase how many in that huge crowd used social in a participatory way. Apparently, the participation is not only enough to commission a second round of episodes next year. Borja Perez, senior vice president of Telemundo's social outreach, declares there's considerable interest among parent NBC Universal's English-language networks to try some series concepts out online, with social media initiatives embedded. Telemundo digital executive vice president Peter Blacker gives a ditto to that.
"Consumers are telling us we have to do more in this area," Borja adds. "It's a given we'll have to create more social novelas." As for on-air consequences, Borja believes he'll witness a day in the near future where "the consumer will co-produce content with us"--and not just for Telemundo.
"This is going to be the new reality of what we need to do," concurs Starcom executive vice president Marla Skiko.
Chalk up another case of, if you're someone who wants to create or manage television programs, this is getting to be your lucky century. So many ways to break in.
More observations from the passing parade:
***More people have the ability to use Facebook and Twitter over TV, thanks to smart sets and features from FiOS TV, U-verse and soon Comcast. Yet, despite considerable publicity about these abilities (four years in FiOS' case), there's not much more than anecdotal evidence to determine how much Facebook/Twitter TV activity's happening. Facebook/Twitter executives stay quiet on the subject, leaving it for others to judge, such as the participants on another Social TV Summit panel. "I find it very hard to imagine a world to put your smartphones down to use your TV for social media," Social Guide founder Sean Casey (Disclosure point: a past Tomorrow Will Be Televised guest) noted after asking attendees if they used Facebook/Twitter on TV--to silence. "It may not be likely now," responded Bluefin Labs marketing vice president Tom Thai. "Maybe in the long run, connected/smart TVs and what they can do will be more interesting than they are today."
***In search of a good keynote speaker? Search out Fox News anchorperson Harris Faulkner. Engaged and engaging simultaneously, Faulkner did the trick for Social TV Summit. Even invited the crowd to Twitter in their questions, responding to them without missing a beat in her prepared observations.
***Women 2.0 has their first-ever Pitch NYC event happening this Wednesday. More than 1,000 people are expected to converge on Manhattan Center for this start-up showcase, featuring a keynote from former Nickelodeon/Oxygen chief Geraldine Laybourne. Unfortunately, whoever's handling publicity for Women 2.0 is taking Internet Week NY's negative playbook--limit press access to a few, instead of embracing and accommodating tremendous interest for coverage. CNBC, being a sponsor and having one of its correspondents host, will insure considerable attention. Going forward, both Women 2.0 and Internet Week NY will be extremely well-served by PR giving all journalists who want to cover them the means to do so.
Until the next time, stay well and stay tuned!
Simon Applebaum is host/producer of Tomorrow Will Be Televised, the Internet radio-distributed program all about TV, running live Mondays and Fridays on BlogTalk Radio--and soon to premiere as a weekly series on the new UBC-TV (UB for Urban Broadcasting) network. Replays of recent episodes are available at www.blogtalkradio.com/simonapple04. Have a question or comment? Reach out at firstname.lastname@example.org, or the new Twitter hashtag @UBCSimonTWBT.
Read all Simon’s MediaBizBloggers commentaries at Tomorrow Will Be Televised.
Check us out on Facebook at MediaBizBloggers.com
Follow our Twitter updates @MediaBizBlogger
The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggers.com management or associated bloggers. MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries.
The MediaVillage Articles Club: Friendsgiving
In celebration of the giving season, this month's Articles Club was billed as a Friendsgiving-style potluck. Were it not for some delicious chili and cornbread from our hostess, Chelsea, the evening may have fallen short of expectations. (I came armed with store-bought desserts and we also ditched a called-for side dish in favor of some Cabernet.) Our conversation covered a lot of ground this month even if our dinner table spread did not. As we look ahead to 2016 we have set a resolution for more diversity in our slate of suggested reading. With all due respect to The New York Times, we are going to make more of an effort to share articles from other publications in the coming months.
Stuart Elliott Revives "20 Questions" -- A Popular Holiday Tradition
One of the best friends of a columnist, apart from an elastic deadline, is the perennial feature, and I was known for one during my more than two decades writing for my previous employer. It was called "20 Questions," a column that would run before or after major holidays. Since we're about to celebrate Thanksgiving I thought it would be fun to revive it for my MediaVillage audience.
Pepsi on “Empire”: Coolest. Sponsor. Integration. Ever.
Call it the wave of the future, or a blast from the past. Pepsi’s sponsorship of Fox’s hit primetime serial “Empire” became virtually DVR-proof on this week’s episode while also evoking that long-ago era of television when advertisers were integral to the presentation and content of programming.
Office Smackdown! Baby Boomers vs. Millennials and Vice Versa
Have you noticed a difference (or ten) between Baby Boomers and Millennials in the workplace (and everyplace else, for that matter)? Especially the younger end of the former and the older segment of the latter? Of course you have -- and you aren't the only one.
SMI: Television Roars Back to Life; Digital Questionable?
Fresh off the back of soft results for many media owners in the third quarter of this year, the start of the new broadcast year has delivered some very heartening news for the television industry. Strong ad sales results for both the broadcast and cable sector helped the market to its best result of the year, with the total market up 15% compared to the same period last year.
DPAA: Audience Targeting -- Are You Missing the Mark?
With years of media fragmentation and increasing demands for better ROI, audience targeting has never been more valuable to marketers than it is today. The value for the marketers employing it, of course, includes better measurement and message delivery – and for those who fail to take advantage, smaller budgets or shorter careers.
Ten Expert Practices for Optimizing Team Performance
Visionary leaders are agents of change. Highly observant and great at reading situations, these managers know how to motivate teams to achieve new goals in the pursuit of excellence.
Net Neutrality Work-Arounds; Cutting Cords, Any Cords!
So you’ve got a MVPD subscription -- whether cable, satellite or telco -- plus broadband access and you’d like to watch video on some device or another … but you don’t know what exactly you’d like to watch and you don’t really feel like surfing 7,842 channels and web sites to find out what’s on and/or available. What do you do? Panic? Hope whatever MVPD or broadband provider you have gets smart enough to produce a guide that actually, uh, guides? Well, there are already a few gleams in the gloom out there.
NNN: When a Crisis Hits, Smart Marketers Like VW Know Where to Turn
Yesterday, Volkswagen began a print campaign in 13 newspapers across America. The purpose: To regain the trust of their customers following news of their emission issues. In the ad, CEO Michael Horn extends his apology and a special offer to those affected. Specifically, customers who qualify will be given a $500 prepaid Visa Card along with a $500 dealership card. This is the first official, public gesture that the company has made to address the consumer crisis and here at the Newspaper National Network we were honored to work with them in executing the initiative.
ABC Sales President Geri Wang on Media, Measurement and Mentoring
Geri Wang started as a physical therapy major in college but later changed to communications. Upon graduation she landed her first job working for Helen Johnston at Grey Advertising as a media research analyst. From there Geri was recruited by ABC, where she excelled. She is currently President of Sales, leading a team of nearly 300, and she is responsible for advertising sales and integrated marketing across the entire ABC portfolio including ABC Primetime, Daytime, News, Late-Night and Digital; the Disney/ABC Domestic Television Syndication Group; Fusion, and ABC Sales Development.
Unlike Certain Ads, This Column is Viewable
It seems that most weeks bring yet another jaw-dropping story from the wacky world of digital advertising. We’ve had bots, fraud, trading desks buying inventory from themselves and a host of other wonders. Last week though brought an excellent example of the genre, for which I’m grateful to Linda Holliday, the CEO of CITIA.com who brought it to my attention.
Driverless Cars and the New Automobile Era
We are now about 130 years into the automobile era. Starting with Karl Benz’s patent in the 1880s the automobile quickly became widespread with Henry Ford’s model of mass production scaling up the market 100 years ago.
MediaBizBuzz: Fox, Univision, Turner Broadcasting, Spotify and More
A roundup of the week's key news from MediaVillage member companies and trends from the wider media industry. This week, networks hit by fantasy sports woes, Fox gets creative with branding, and both Edward Snowden and "South Park" join the ad blocking debate.
Gender News Weekly: Barbie is for Boys, Too
"Inspired by Jack Myers’ upcoming book “The Future of Men: Masculinity in the Twenty-First Century,” this is a weekly blog series focused on gender equality, gender politics and the shift in gender norms in business and culture. Read on for this week’s news roundup."
Mindshare on Movember: Your Beard Has Good Intentions
This week on Mindshare’s Culture Vulture Live: Mike Yablonski talks about Movember -- that time of year when men let their facial hair grow out for a good cause.