Posted by Abe Sauer on February 15, 2010 02:10 PM
The digital age is forcing television brands to look at content and audience in an entirely new way. Today, viewers want the power to control what they watch, and when – which is antithetical to how television programming has traditionally worked. For decades, audiences were supposed to build their schedules around their favorite programming, and sit through blocks of commercials. However, thanks to Tivo, DVRs, and online sites such as Hulu, those days are over.
Consequently, television brands, much like print brands, are struggling with changing technologies and paradigms, though one brand – Adult Swim, a cartoon network for adults – appears to be adjusting better than the others. The brand is adopting a strategy to satisfy viewers who want greater involvement – by involving them.Continue reading...