Content providers and marketing

It’s time for TV studios to let go just a little…

When I was growing up, all of the good shows were on NBC (channel 4 in the NYC area) — The Cosby Show, Cheers, Family Ties, etc… To this day, when I turn on the TV I turn to channel 4 first. It feels like my channel in spite of the fact that since they got rid of the West Wing it rarely seems worth my time. Anyhow, yesterday somehow I came across these 2-minute replays that NBC has for 30 Rock (and other shows). I’ve never seen 30 Rock and to be honest, I’m not sure how I ended up on the site. Anyway, I took a look. It’s a funny show and I just might set my Tivo to record and episode or two. Apparently, NBC has a few interesting shows — 30 Rock, Heroes, Studio 60 and they’re using video on the Internet to market them.

I must admit that I was a little surprised to find 30 Rock clips on YouTube, but then we know that certain CBS shows experienced not insignificant ratings bumps as a result of CBS’ YouTube channel. CBS let go of their content a little and saw results. NBC had to follow suit.

Letting should mean more, though. To encourage viewers to develop a relationship with their brands, content providers have to foster more interaction with their brands. From allowing people to create their own 2-minute 30 Rock episodes (sort of like the mediocre Chevy Apprentice idea, but smarter) to allowing people to link directly to the content on NBC.com and e-mail it to their friends or put it on their Myspace pages. Don’t get me wrong, it’s important that content providers protect their content, but if they want their content to find an audience in this world of 800 channel cable boxes, YouTubes and Myspaces then it’s time that they start being a little creative. It’s not how you start, it’s how you finish. Content providers have started miserably, but if they use their brains and begin to let go just a little, we may find that they finish up pretty well. I guess I’ll go prep my Tivo.

Postscript:  Saw this MediaWeek article a few of days after the original posting.