jackmyers.com
Free ContentFor Members Only
HOME MEDIAVILLAGE.com WOMEN ADVANCING HOOKED UP MEMBERSHIP INFO MEMBER COMPANIES MEDIA BUSINESS REPORT ECONOMIC FORECASTS RESEARCH
Home > MyersBizNet Media Business Report > How Cable Networks and Web Sites Can Benefit from the WGA Strike

How Cable Networks and Web Sites Can Benefit from the WGA Strike

November 8, 2007

Published: November 8, 2007 at 02:17 PM GMT
Last Updated: November 12, 2007 at 02:17 PM GMT

With all due respect to the screenwriting community, the occasion of their current work stoppage is one of great opportunity for dozens of cable networks and Internet sites.

If I were in charge at any of the basic cable networks that survive and thrive on the strength of their unscripted programming, I would be loading my schedule with my most popular shows, rushing orders for additional episodes and fast-tracking other reality projects. Of course, I like to think that the executives who run MTV, VH1, CMT, E!, Discovery Channel, Bravo, HGTV and others began to plan accordingly much earlier in the year, just as I like to think I would have seen the current situation coming had I been sitting at their desks. If one assumes that scripted programming will in early 2008 largely discontinue at the broadcast networks, there will be no better time for these cable networks to show off their product and increase the loyalty and emotional connections of new and existing viewers.


Vote at JackMyers.com: What Should Members of the Writers Guild Do?

Similarly, if I were in charge of marketing, publicity and promotion at a cable network I would be in hyper-drive right now. I would be advertising my product in every outlet that my budget allowed. (Certainly, this would be the right time for cable ad budgets to be fattened up, if only temporarily.) I would be pitching the stars of my reality shows to every television show, radio program, magazine, newspaper and Web site that will talk to them. With actors staying home or otherwise supporting striking writers, personalities from cable reality shows have a unique opportunity to stand out in the media. The timing is perfect for the stars of several unscripted cable series that are about to begin new seasons, including Bear Grylls (pictured above) of Discovery Channel's Man vs. Wild (which begins its second season tomorrow at 9 p.m.) and Heidi Klum and Tim Gunn of Bravo's signature hit Project Runway (which starts its fourth season next Wednesday).


List Your Job Openings at Jobs at JackMyers.com, emPowered by mediabistro.com

Proper promotion can create huge excitement for just about anything, including low-budget reality cable fare. Hell, under the right circumstances I can imagine turning to VH1's cheesy reality combo America's Most Smartest Model and The Shot on Sunday nights if Desperate Housewives and Brothers & Sisters are suddenly forced into rerun mode. I might even sit through and laugh at some of that titanic trash on E!, like Keeping Up with the Kardashians.

This wide-open window of strike-induced opportunity also applies to all of the pay cable networks. I'm sorry to see HBO's Tell Me You Love Me and Curb Your Enthusiasm and Showtime's Weeds and Californication end their current seasons just as so much of their broadcast competition is poised to dry up. Then again, this is an awfully good time for HBO and Showtime (and other cable networks) to further promote their On Demand services. There are hundreds of hours of compelling scripted programming available on them that have not been seen by millions of people.

For that matter, with original scripted programming under siege and the holidays approaching, every network and studio that releases product on DVD should be reducing prices right now, especially on boxed sets of television series. What better way for lovers of scripted primetime programming to cope with weeks or months of reruns and unscripted fare than by catching up with shows they didn't have time to watch the first time around or revisiting old favorites. (I'll be working my way through Twin Peaks and the BBC's Shameless should the worst come to pass.)

Meanwhile, this would be the right time for Internet sites that feature original made-for-the-Web series to ramp up awareness of their product. Individual creators of online content might also consider promoting themselves a bit beyond the norm. Maybe they will land on The Oprah Winfrey Show the next time she devotes an hour to the "stars" of YouTube, as she did earlier this week. Or they might land on The View, as did MySpace singing sensation Colbie Caillat on Wednesday. (More than 30 million people have visited Caillat's MySpace page to listen to her, and she just released her first album.)


Read TiVo-Worthy TV Everyday at JackMyers.com

Look, it's not as if the broadcast networks are going to roll over and die if the strike lasts for a punishing period of time. There are several short-run scripted series set to debut in early '08, including Terminator: The Sarah Connor Chronicles (January 13) and New Amsterdam (February 22) on Fox. (Fox yesterday announced that it has postponed the season premiere of 24 to ensure that it can run without interruption once it begins. 24 is very vulnerable to prolonged in-season interruptions. So, for that matter, is ABC's Lost, which as of this writing is set to return in February.) The arrival of American Idol on Fox in January will make broadcast television hugely exciting for millions of people even if most scripted shows are in reruns.  If CBS goes forward with a new edition of Big Brother in February and makes the show better than ever (in other words, sexier and more dramatic than usual) it could bring a large audience of young people to the network. ABC has an unscripted hit in Dancing with the Stars.

Unscripted programming can work wonders for broadcast networks in the bleak winter months. Remember the Fox phenomenon Joe Millionaire? I am certain that at least one broadcast network will crank out a similarly successful new reality program within the next few weeks.

add this social bookmark link

0 Comments
discount nike air max - June 29, 2011
husband Zachary Scott.Now, he owns two multi-million-dollar apartments at the the cheap air max the famed Dakota building, where John and Yoko Lennon lived
the former Beatle was murdered in 1980.Homeless Cousin Inherits EstateTamang's EstateTamang's nike air max EstateTamang's former employer of 36 years also remembered him with
Post a Comment










Commentary Archives

July 2015
June 2015
May 2015
April 2015
March 2015
February 2015
January 2015
December 2014
November 2014
October 2014
September 2014
August 2014

See all Archived Material

MediaVillage.com

Video of the Week: Fuse Brings Transcendent to TCA
As ever, one never really knows what’s coming next during a typical day at a Television Critics Association tour – especially during the cable portion. Case in point: The grand finale to the many presentations on Friday was a party thrown by Fuse that proved once again that a smallish network largely off the radar of most critics can break right through and be noticed at this twice-annual event. The Fuse bash topped off a day of memorable panels for such well-received offerings as BBC America’s new adventure series “The Last Kingdom” (from “Downton Abbey” producer Gareth Neame); Starz’ upcoming horror action series “Ash vs. Evil Dead” (instantly one of the most talked about new series of the tour) and dramatic limited series “Flesh and Bone” (about a young woman who joins a prestigious ballet company in New York City); the IFC comedies “Gigi Does It” (starring David Krumholtz of “Numb3rs” as a 70-year-old widow and grandmother) and “Documentary Now!” (a series created by Fred Armisen, Bill Hader and Seth Meyers starring Armisen and Hader that will consist of parodies of well-known documentaries), and AMC’s breathlessly anticipated “Fear the Walking Dead.”

What Might Replace the Set-Top Box?
As Cisco punts legacy SA boxes to Technicolor, I thought I'd look around my home at the existing set-top boxes and the like. We've got a whole-home DirecTV set up so that's two boxes and two remotes (though a DirecTV app can replace the remotes). At the set in the living room are two more boxes with remotes: Apple TV and Amazon's Fire make it four so far. In my office is a Comcast box; that's five. And a router makes six. We've also got three TVs, a couple of laptops, a couple of iPads and a couple of iPhones … not to mention an iPod somewhere. And, oh yeah, an Amazon Echo ("Alexa, did I miss anything?" "You missed Chromecast.")

TCA Stand-Outs Large (Hallmark, Nat Geo) and Small (WGN, Up, El Rey)
One of the most interesting things about covering the cable days of the twice-yearly Television Critics Association tours is observing which networks or network groups most successfully grab the attention of the hundreds of reporters and critics attending their press conferences and which ones don't make much of an impression at all. The results can be very surprising.

The CFO/CMO Union
Will the CFO and CMO ever form a more perfect union? I recently saw a study produced by Ernst & Young and reported in the Wall Street Journal that claims collaboration between CFOs and CMOs is increasing. The survey also acknowledges that there is still a long way to go to establish a real partnership between their responsibilities, particularly as it pertains to "common practices and cultural differences." In my opinion a perfect union is unlikely but a better working relationship is not only necessary but critical to the success of a business. Let's explore.

Multi-Sensory Experiences for Brands
This week on Mindshare's Culture Vulture Live, Mark Potts explores multi-sensory opportunities for brands.

TV is from Mars and Video is from Venus
In a spring 2015 trend report Business Insider stated that video ad revenue will double in just two years and reach nearly $5 billion in 2016, up from $2.8 billion in 2013. Consumers' engagement online, over multiple devices, increases daily. As the landscape for what exactly constitutes "TV" or "video" changes rapidly, advertisers are racing to keep up.

The Macro Forces Behind Slow GDP Growth
Ever since the end of the Great Recession a few years ago, there has been much written about the lack of both economic growth and inflation. Much of this coverage mentions that the post-recession recovery is much slower than the recovery of past recessions of the late 20th century.

Early AT&T/DirecTV Merger Questions
Now that the consummation of AT&T's merger with DirecTV is done, how will this $40 billion-plus deal impact consumers from both parties and the TV world at large? Chances are you haven't heard much over that question up to now, in part because of how this deal was completed last week -- Federal Communications Commission approval mid-Friday afternoon, and AT&T putting out a press release, and only a release, of the consummation less than two hours later. That's way late for much analysis on the part of the business news channels or journalism in general.

Trevor Noah Hits TCA; Nat Geo Honors Cecil
In performance on stage Tuesday night and again in a press conference Wednesday morning, members of the Television Critics Association got to know the man they will likely honor in the years ahead with multiple TCA Awards in the category of Outstanding News Program – controversial comedian Trevor Noah (pictured at top), who will take over Comedy Central's "The Daily Show" on September 28. Noah, a smart and engaging guy who joined "The Daily Show" last year as a contributor, quickly and efficiently charmed the group, setting the stage for years of admiration and handily putting behind him lingering memories about a series of sexist and anti-Semitic jokes he tweeted a couple of years ago.

Is TV Currency Dead? Predictions from AOL Open Series
There is a lot of talk these days about the changing TV landscape, from the advancement of programmatic to the demise of dayparts, the Upfront and even our current currency. All of this made for a lively discussion at the recent AOL Open Series on Programmatic TV. The event featured a panel of media executives from across the spectrum including Dermot McCormack, President AOL Video and Studios; Jaime Power, Senior Partner at MODI Media; Dana Hayes Jr, Group Vice President of Global Partner Development for Acxiom, and Dan Aversano, Senior Vice President, Client & Consumer Insights at Turner Broadcasting. The panel was moderated by Dan Ackerman, Senior Vice President, Programmatic TV at Adap.tv.

Is the ESPN Bubble About to Burst?
It’s episode 24 of Media Unplugged with branding authority Tom Asacker and media strategist Mark Ramsey.

At Summer TCA 2015, Netflix is Everything
Is Netflix everything? It certainly seemed that way yesterday at the Beverly Hilton Hotel during the historic opening day of the 2015 Summer Television Critics Tour. In a quantum leap of participation, and perhaps as a reflection of its current position in the home entertainment marketplace, Netflix impressively filled an entire day with panels for current and upcoming programs, along with a session with Chief Content Officer Ted Sarandos (pictured at top). And just like that, the scrappy streamer joined the ranks of CBS, NBC, ABC, Fox and FX – the only programmers who consistently present full days of panels during TCA tours, at least those in the summer.

Stuart Elliott: A 'Gawkward' Media Moment
It probably won't be long before the gatekeepers at the world's dictionaries are asked to approve a new word: "Gawkward," meaning an embarrassing or discomforting situation drenched in schadenfreude, as when a website known for anything-goes posts that upset and provoke others gets a turn in the barrel.

The Generation Gap(s) in Digital Media
One of the less appealing characteristics of the more strident members of the digital community is their habit of suggesting that the world of media planning, buying and selling was ill-informed, ill served by its measurements and entirely unaccountable until they came along.

Media Execs' Priorities for New Media Marketplace
The rapid proliferation of new digital, mobile and social (DMS) channels has completely changed the way that companies are connecting with their consumers. DMS channels are increasingly becoming a top priority for advertisers when developing strategies and campaigns to target and engage their consumers. The opportunities and challenges that this shifting landscape presents have been well documented.

Click Here for Membership Information