TBS wades into binge-watching
Binge-watching has become the new normal.
TBS is the latest linear broadcaster to try its hand at the model. The Turner network is airing the entire season of its new police satire “Angie Tribeca” five consecutive times starting at 9 p.m. on Sunday, January 17. The 25-hour marathon, which will air without commercial breaks, will also be available online, on the TBS app and on-demand. It’s also recruited the cast of “Angie Tribeca,” stars of other TBS shows and other celebrities to host the five-hour block.
“You saw how everyone was obsessed with [Netflix’s] ‘Making a Murderer,'” said Brett Weitz, evp of original programming at TBS. “People are bingeing to such a degree it’s starting to make the once-a-week format a little obsolete.”
There’s little doubt bingeing on content is a cultural phenomenon. A 2015 Deloitte survey found 68 percent of respondents watched three episodes or more at a single sitting, and 31 percent doing so at least once a week.
TBS still plans to air the first season weekly, starting Monday, January 25.
“In a world of hundreds of channels, you have to find ways to stand out. What we want to do is make some noise, but at the same time not be unfair to people who don’t want to watch it all in one day,” said Weitz.
Other networks have experimented with mixed release strategies. NBC released all 13 episodes of its David Duchovny-starring summer drama “Aquarius” on NBC.com, its NBC app and video on-demand the same night the show made its TV premiere.
In the first month after its May 28 premiere, “Aquarius” was the second-most watched drama premiere on NBC.com and the NBC app, according to the network, which cited it as a reason for ordering a second season. And yet, following a broadcast premiere that grabbed 5.7 million viewers, viewership for “Aquarius” plummeted to 1.1 million for the season finale, prompting many to wonder how much the digital bingeing affected TV viewership.
“Ultimately, like with anything else, great content will cut through the clutter and win,” said David Caruso, COO of United Entertainment Group. “But great content needs to be coupled with a smart distribution model that takes into account all the ways people are watching.”
TBS thinks it has a great show in its hands (it’s already ordered a second season, which will air later this year). The network hopes the eye-opening nature of the launch makes it an event worth tuning into.
“We want people to think, ‘If they love it so much that they’re doing this audacious thing, I have to check it out,'” said Weitz. “This is how you break through the clutter in 2016.”
Welcome to the ‘Zoom Town’: Remote working has employees on the move
Americans in their 30s are relocating in droves as they embrace the freedom of working from anywhere — a trend that experts say will redefine the national landscape.
Google’s privacy plan brings changes, but not as many as marketers think
Weary marketers increasingly see the film “Groundhog Day”, in which the hero is doomed to repeat the same day over and over again, as an apt commentary on online advertising.
‘It was immediate’: The New York Post has started personalizing its commerce content recommendations
A personalized shopping content widget is the first in a long line of product changes meant to leverage The New York Post's customer data platform.
SponsoredDeep Dive: How AI steered The Ad Council’s campaigns during crisis
The past year transformed the way audiences respond to advertising. The pandemic, quarantine and social unrest radically altered consumers’ sensitivities, and real-time news cycles made every campaign message fraught with potential pitfalls. As NPR reported in 2020, organizations raced to keep up with the public’s changing perceptions of marketing and what resonated — or fell […]
Sales al fresco: Publishers adopt new tactics to gain essential face time with clients
Publisher commercial execs don't expect in-person sales meetings to return any time soon, but have adopted various in-person options in the interim.
Vendors jostle for position ahead of coming contextual pivot
Vendors hawking contextual wares have swamped publishers and agencies, hoping to grab media dollars once spent using third-party cookie targeting.