Promotion & Marketing

(WB 9)

If I couldn’t work with creating content for TV, working with marketing and promotion for TV shows would be my plan B! I think it seems like a lot of fun coming up with all of these campaigns and strategies for so many different platforms!! Compared to Sweden, marketing and promotion for TV shows is huge here (or maybe it’s just here in LA, I don’t know?) and I was so surprised – but happy – to see so much marketing material for all my favorite TV shows!

One of my favorite marketing/promotional campaigns for a TV show from recent years happened back in 2013 when Netflix was relaunching Arrested Development after 10 years off the air. They already had a fanbase for the show obviously, now all they had to do was to get them to become Netflix subscribers! So instead of trying to gain a new audience for the show (well, of course they wanted that too..) but most of their marketing contained so many things connected to the previous seasons that I think people who hadn’t watched the show before would not get the point behind them. All of the posters featured inside jokes from the show and when the props (such as the bananastand and Bluth family car) went on a promotional tour, while I stood in line to get a photo with the famous stair car, I don’t think people who hadn’t watched the show would’ve been interested in that. New shows that don’t have an audience has to be more open and inclusive with their promotional/marketing campaigns to reach to to as big as audience as possible, but I really enjoyed this campaign by Netflix just because it was so narrow.

http://blog.hubspot.com/marketing/arrested-development-marketing-campaign-launch

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This was one poster, do you get the joke? Nah, only if you’ve seen the show..

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Yep, that’s me by the stair car!!!

TV Commercials

(WB 8)

Commercials is what makes TV go around; with low ratings, advertisers pull out and the network gets no money = show gets cancelled. Commercials are essential to the way the television industry works today, and it’s not like it’s going away anytime soon. It’s like they’ve always been there and will always be there. Yes, commercials can be annoying sometimes, they can so terribly bad and offensive, not to mention stereotypical, sexist, hetero-normative and all kinds of boring… Yet we are so used to them, and our complaints about them are mostly about the above mentioned problems, not questioning why they are still on TV.

With DVR’s and online streaming sites it’s easier than ever for the TV audience to skip through commercials while still catching the show. Personally, I don’t mind watching commercials, I’m very materialistic and I always go for the “limited edition” or “new” products released, I’m not shamed to admit that! But I am also educated and I know what goes on behind the scenes, I know that commercials don’t represent reality – just like TV – it’s all just a business ploy, and so I can watch it and be critical, and buy the products for the products themselves, not because of the persuasive commercial. In Sweden there’s one supermarket chain (ICA) who has become super famous for their commercials, because they are almost like mini-TV shows! Every other week, a new “episode” aka commercial gets released and the advertised products are used more as props, set decoration, product placement and product integration for the cast to use. It’s hugely popular – it’s the world longest running TV commercial – and in Sweden we still talk about each new episode as if it were a TV-show. Commercials are trying to re-invent themselves so that people will actually watch them, and this is one very successful way.

Again, I don’t really mind commercials, I even enjoy it sometimes. The problem I have is that they are mostly only broadcasted on TV and I rarely watch TV that way. When I say I “watch TV” I really mean I watch a TV show on my computer, on streaming sites like Netflix or Hulu. The benefit for me is not that I get rid of the commercials by watching my shows online, but that I can watch them when I want: timeshifting. I never have time to watch the shows when they actually air, and so watching online, on my computer or tablet is perfect for me. By all means, put in more commercials on streaming sites, I won’t mind, as long as I can watch my shows whenever I want, but I also think it’s time to re-invent the whole idea about commercials in the first place…

http://adage.com/article/media/nielsen-struggles-media-change/296054/

It’s in Swedish, but you’ll get the story anyway through the visuals…

Programming in TV

(WB 7)

Back to my favorite topic again; women in television! Obviously, if there was anything I could change with today’s television programming it would be to include more diverse, lead roles for women of all ages, races, sexualities, social class/status etc!! These are the shows I like to watch, and while there are some pretty awesome shows out there already, I want to see more – women are half the population but not half of the TV shows are about/lead by women.

I just did some quick research on the upcoming fall schedule; according to TV.com and their list of new shows picked up by broadcast networks, I calculated that out of a total 42 new shows, only 8 of them have clear female leads compared to 23 clear male leads (the rest I counted as equally lead by a man/woman or ensemble shows). It’s hard to tell of course since the shows haven’t aired yet, all that’s available right now are some trailers and short descriptions, who knows, maybe all of those ensemble shows will turn out to feature amazing, strong, female characters as perceived leads? Maybe, but I doubt it..

Ratings are still the most important thing to broadcast shows, and networks still think that the target audience of males 18-49 are less inclined to watch shows lead by women. So women are “forced” to watch a bunch of shows centered around men instead? No, I think the problem lies in the target audience; males 18-49. Recent studies shows that women watch TV more than men, and its not a secret that a lot of the household shopping is done by women and that women are just as great at shopping as men! So why targeting shows to men when women are the ones watching..?

No, more shows about women is my suggestion, and shows that are diverse. Women are just as complicated as men, so don’t sideline us to being just a wife, mother, young woman looking for Mr. Right – women aren’t perfect, we have flaws, we don’t all look alike, act alike, think alike – and I want to see more women on TV who represent the women we see in real life today: complex human beings.

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Yes, more shows like How To Get Away With Murder please!

http://www.theatlantic.com/entertainment/archive/2014/10/how-to-get-away-with-murder-and-the-rise-of-the-new-network-tv-heroine/381021/