Web series on social networks are massively successful and are getting millions of views per month. Now TV wants a bit of the action. But can web content be successful on TV? or is it best viewed online?
Lonely Girl 15 was the first to become an international phenomenon and social site Bebo quickly got the same crew to make LG15 sister series KateModern. In its first season, Katemodern garnered nearly 2 million viewers a week, for 24 weeks, totaling 48 million views. On myspace a show called Quarterlife achieved over 9 million views in five months. In November 2007 NBC acquired the rights to air Quarterlife on broadcast television. The show was canceled after airing only one episode. Actually it was the worst performing show for is time slot in the last 17 years.
Now UK’s Five TV station is going for another try with Bebo’s Sofia’s Diary. Online, the show achieved 5 million viewers within the first two weeks . What do you think will be the outcome? Is web content suited to be viewed on TV?
I think the idea is creating ‘channel neutral’ (I hate that term as it’s pure wank but can’t think of anything else) content that can be executed across multiple screens/touchpoints.
What really is ‘web content’? What does that mean?
I think the idea of ‘TV’ content working ‘online’ is redundant as these silos don’t really exist anymore (or shouldn’t). Online offers TV ‘brands’ the chance to extend their relationship with the user thru digital channels (be it catch up TV on Hulu, discussion groups on Facebook or games on mobile) … TV offers online further extension … Console games offer movies ways to extend stories just like mobile extends on the traditional Internet etc.
by Ben on May 12th, 2008 at 3:25 pm
Hey Ben, I agree with some things but think that after removing the marketing talk there are big differences between my engagement with my TV and my engagement online. Channel neutral is great as a buzz word but in the real world there are no channel neutral users. People have preferences. Why would I watch Sofia’s Diary on channel 7 every Wednesday at 5pm, when I can watch the same thing online whenever I want? Also, on TV I cant comment, share or pause. For me, that’s what web content mean. It’s not about the device or about the content. It’s about the control I have as a user. What do you think?
by Tamir on May 12th, 2008 at 4:13 pm
I think this is definitely right - “It’s about the control I have as a user.”
I still think the term channel neutral is valid - just depends on the execution. Is someone like ESPN channel neutral? I would argue so - they engage ppl with their content via TV, mobile, online, print and radio … it’s all an extension of the same brand and same purpose.
I think soon the idea of appointment viewing will be gone - so user control will be even more valid.
Cheers!
by Ben on May 20th, 2008 at 11:12 am