Networks are embracing the Internet to promote new content, ignite sponsors, and attract time-shifting viewers. As the 2009 ‘TV season’ kicks off, there is a noticeable shift in the amount of TV content that can be viewed online.
Hulu.com, launched by NBC Universal and Walt Disney in 2007, has hit it’s stride. At the end of the last TV season, Hulu boasted an audience of nearly 35 million users and more than 330,000 monthly video streams.
The site distributes a large selection of videos from nearly 190 leading content companies, including FOX, NBC Universal, ABC, Comedy Central, ABC Family, Biography, Lionsgate, MGM, MTV Networks, National Geographic, Paramount, PBS, Sony Pictures Television and Warner Bros.
TV Networks and Time shifting
The Internet has been the TV network response to Tivo and other timeshifting technology that allows viewers to digitially record their TV favorites and fast forward through commercials. Americans are increasing their overall media consumption, and media multitasking is part of the equation. According to Nielsen, consumers are increasing timeshifted viewing behavior. They are also watching more video online and using mobile devices.
The average American watches more than 141 hours of TV per month (an all-time high), according to Nielsen. Tech-savvy viewers are also watching another 3 hours of online video per month and just over 3 hours per month on mobile phones.
Hulu users can choose from more than 1700 current prime-time TV hits such as The Simpsons, 30 Rock, LOST, The Daily Show with Jon Stewart and The Office the morning after they air.
Even MORE interesting is the way networks are using the Internet to provide new, original content.
Original Content
Last year, original web content like Dr. Horrible’s Sing-Along Blog and Dorm Life helped redefine the role of the Internet for networks. As aspiring super-villain Dr. Horrible, Neil Patrick Harris strove to join the ‘Evil League of Evil’ and win the girl of his dreams. Conceived as an “online miniseries event” during the 2008 writers’ strike, Dr. Horrible’s is a 42-minute musical romp. Dr Horrible was one of the first “created for the web” creations to really succeed, both artistically and virally. On Amazon.com Dr Horrible on DVD remains popular and receives a 5-star ranking from Amazon buyers.
This year, NBCU Digital Studio is premiering In Gayle We Trust, a 10-part comedy series written and directed by multiple Emmy-winner Brent Forrester (The Office, The Simpsons, King of the Hill). The series tells the story of Gayle Evans (Elise Donovan), a local American Family Insurance agent in Maple Grove USA. In an ‘Office’ meets ‘Northern Exposure’ style,helps Gayle a newlywed couple seeking marital advice, an over-confident plumber trying to protect his coveted identity, a traveling hypnotist seeking liability coverage and other quirky and exotic characters.
Why am I so excited about this particular web series? 1) It is sponsored by my employer: American Family Insurance; and 2) it is GENUINELY funny.
It’s great entertainment. It’s also great, integrated marketing for American Family Insurance.
“In TV shows of the 1950s – and the radio shows that preceded many of them – the connection between the sponsor and the program was driven home repeatedly each episode. The sponsor and its product appeared before the show, during the show, and at the end, in a direct and highly integrated manner,” said Sierra Bacquie, Sierra Bacquie, a Toronto-based writer and editor. “Viewers were given no opportunity to forget that a particular show was ‘being brought to you by’ Toni, Proctor & Gamble, or Nabisco.”
Credits: Cartoon courtesy Doug Savage, SavageChickens.com.
Behind the Scenes
Advertising Director Telisa Yancy talks about the human interest approach of American Family Insurance, as a sponsor of In Gayle We Trust.
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