Sometimes, depending on how involved in the television broadcast media you are, I am going to come off a little obvious. Today's blog is one of those times where I thought I had the obvious info all lined up without any gaps and when I really thought about it, there is an economic trend that is maybe not being highlighted. It is certainly food for thought that your portfolio manager might not being thinking of.
If you think about prime time television and the change it has made even since 90210, the old one not 90211 or whatever they call it now, left the airwaves there has been a dramatic change in the way networks, cable stations (specialty stations) have us viewing: Rebirth and total take-over of mini-series programming on every specialty station from The Tudors to Shark Week, the staggered season premiers, and even reality TV (good god).
You see there are reasons that connect all of these in my mind...
The networks are taking less risks financially. That is why mini-series and theme weeks work well for what is known as destination tuning. This gives the networks like...umm...52 chances to get it right I guess. And based on research (a plug for research here) they choose the programming of this variety accordingly. It seems to work for now.
Less risk leads to the next link in the current business model for TV. Theme weeks, key sponsorship and even spot-buy media is easier to attach to advertiser dollars. You know why? The ad agencies are risk-adverse as well. Smaller campaign commitments even at a premium might save your agency bacon in the end. After all, clients tend to move around as often as the average run of a mini series these days. Seems suitable.
Where does that leave reality TV? Truthfully, in last place as far as I am concerned. It is like breadsticks at a restaurant. Sure, fill up if you want, but our menu is better overall.
It seems to have filled the void for viewers who do not like to destination program their viewing habits but want to commit to long-term drama series or comedic and reality based shows. This is still the mortar it seems, however the value of this kind of programming has been reduced from "Brought to you by"...in most cases to "closed captioning is provided by...". Even the value of the commercial avails in these spots carry less weight than a highly-promoted event-style program or theme week.
In a world where 9 to 5 on the computer at work is the new prime time destination programming is going to continue to grow. Sponsors, advertisers and even viewers love a happening.
What do you think? I want to post your response. Even the ones pointing out what a dork I am.
Cheers,
Mike
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