In today's multi-channel, multi-platform world, it's increasingly difficult for television networks to lure viewers to their shows. To succeed and build an audience, on-network promotions just won't cut it.
So a growing number of networks are turning to a strategy that has done quite well for a very different type of media company, Rovio, the maker of the hit gaming franchise Angry Birds.
Last month at Lithium's Network Conference, Lyle Fong, Lithium's co-founder, reiterated how we have to start to look differently at how businesses use social media for marketing and support.
In order to be successful, the four "gears" of acquisition, engagement, enlistment, and monetization have to all spin equally. But in order to get there, you have to get them moving in a specific order depending on your purpose.
Most major media companies have accepted that digital is here to stay, and many are embracing digital, recognizing that it could some day soon be their most important channel.
But that doesn't mean that they have stopped making poor digital decisions.
The cable companies may be hard at work planning their transition to online video with TV Everywhere, but Fox News has another method of bridging the gap between television and online — developing talent and shows in real time.
Every week day, over eight hours of programming are streamed online from Strategy
Room, Fox News' web video "network." The online-only program operates out of
a small corner of News Corp.'s New
York office, and may not be getting insane traffic, but it's been a proving ground for Fox talent. And it appears to be working.
It is not the end of the world as we know it. Microsoft caused a bit of an uproar last week when it announced plans to sponsor a full episode of FOX's "Family Guy." (TechCrunch called it The End of Television.) But the software giant hadn't quite thought that plan through. Or, you know, watched Family Guy.
After seeing a preview of "Family Guy Presents: Seth and Alex's Almost Live Comedy Show," Microsoft decided it would not promote Windows 7 with its proposed sponsorship. FOX still plans to air the show on November 8th and is looking for another sponsor. So who's the biggest loser in this situation?
Is online video advertising undervalued? The online video ad market is estimated to grow to between $2 and $7 billion by 2012. But that's still a drop in the bucket compared to the $70 billion television ad market.
Online publishers and advertisers are frantically creating new formats and content to entice viewers online, but the hurdle in online video ad profitability may have less to do with the quality of the advertising than the quality of the audience.
Thanks to shows like "The Simpsons" and "CSI," Hulu is finally charging more for ads online than during primetime.
According to June Sanford C. Bernstein & Co. report, Hulu is charging almost double the rates FOX gets for the Simpsons online. Fewer ads served during the program means that these shows are still making less money online, but the higher rates are indicative that when audiences move online, advertising will move with them.