Linda Haugsted's article makes me wonder exactly how much impact Jericho had on CBS.
Executives from CBS' interactive division announced yesterday that CBS' television content will be available through 400 sites on the Internet by the fall
"CBS is all about open, nonexclusive partnerships," CBS Interactive president Quincy Smith said. "Just CBS.com is not the answer" to reaching viewers, he added, so the network is devoted to going out where the viewers are, not forcing them to CBS.com."
Wonder if Jericho fans helped them conclude that they need to go where the viewers are? Wasn't that what we were saying during the Nuts campaign?
CBS has already partnered with 24 sites including TV.com, Comcast's The Fan, Slingbox and Brightcove to offer clips and other CBS content.
That parterning has already resulted in a big lift in unique viewership to CBS.com -- from 21 million unique users per month in May to the current 134 million -- from people linking in from partners.
Each partner displays the content in a way that best suits its demographic. "For instance, Comcast's users are more affluent and highly educated than the norm for Web users, so that site will pick clips that speak to that audience."
The network even bought all the possible keywords, such as series' stars’ names, to maximize searches for their fall shows on the various sites.
They also arranged with sites like YouRock.com, where online posters go to pick up applications and widgets like glitter writing. "At such sites, pollsters will be able to pick up applications such as show logos and other content to place on MySpace pages, for instance. People are doing this anyway, lifting grainy clips from YouTube and other destinations, executives said."
Smith said the network may reach out to fan-site producers to program CBS' Web-site content. He cited a fan clip he admired: a digest of every season of The Sopranos in seven minutes, now available on YouTube.
Hey, CBS, now about checking the Jericho board? We have some talented folks there who would love to contribute.
Now will you please just start counting all of us in the Internet???
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2 comments:
I agree with CBS reaching out to some of the really creative people on their message boards for Jericho. Lots of really neat and creative things have already come out of those boards so I don't think it would be a bad idea to at least include more of what the fans have done in their advertising to keep Jericho on tv. I think it would be very wise of CBS to do this. Thank you for the informative article.
Thanks for commenting. I agree it would be wise of CBS to use the fans' talent. Some amazingly creative people are on the boards.
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