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"Could the writers strike foreshadow life without advertiser support for scripted TV programs?
A media world without scripted programming -- something more likely as the strike drags on -- may start to look a lot like the coming world of heavy DVR penetration that could render ads on scripted TV shows largely powerless. If the strike forces advertisers to shift their focus to live and reality programming, it will effectively lift the curtain on a future in which live events command the biggest ad bucks and dramas and sitcoms lose much of their cachet. After all, if advertisers find effective ways to market without those scripted shows -- today or tomorrow -- some may never come back."
"With Katie Couric's perky personality and "Today" background at the ready, her arrival at CBS to anchor the evening newscast was billed as a chance to reinvent the program in a way that would attract more women and younger viewers. That hasn't exactly worked out. Now CBS is promoting the show as if Walter Cronkite still sat behind the desk.
"Experience You Can Trust," under a picture of Ms. Couric, was the slogan in an ad for the CBS Evening News that ran in USA Today last week. The ad also used quotes from various newspaper and online reviews to talk about the "impressive" and "poignant" reporting on the newscast. CBS said the ad is part of the network's regular promotion of the program."
Hey Jericho Fans!!!! Here's a way to get CBS to pay attention. I nominated Jericho fans and more nominations couldn't hurt.
Who showed guts this year? Jericho fans!
Who executed with overall brilliance? Jericho fans!
Who should win?? Jericho fans!!
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MEDIAPOST'S MARKETING DAILY WILL CHOOSE a Marketer of the Year, and we invite you to participate. Send us your nominations for marketers who this year showed some guts, pulled off an innovation and/or executed with overall brilliance.
We will select winning marketing executives in all key consumer marketing categories and one overall Marketer of the Year.
So tell us who you think should win, and why.
Send all nominations to Nina Lentini, editor of Marketing Daily, at nina@mediapost.com no later than Friday, Nov. 2.
(It's OK to nominate yourself.)
"The 'Jericho' model
The pattern followed last year's surprise resurrection of CBS drama Jericho, which was granted a seven-episode reprieve (due early next year). In a campaign to save the show, dedicated fans sent cartons of nuts to network executives — who were nonetheless more impressed by the 5.3 million episodes that were streamed online.
In making decisions on which shows to renew or cancel, "you have to consider what's on these other platforms," says CBS Paramount Television chief Nancy Tellem. "We're trying to reach as many viewers as we can, no matter how it comes in. The frustration is making sure all of it gets counted."
And in some cases, it can tip the scales. With an endangered series, "you will start looking at other ways people view that show as a measure of its popularity," says Fox Broadcasting chairman Peter Liguori. And influenced by studios' sales of shows overseas and on DVD, "you start having a bigger conversation about whether the show comes back."
