Monday, June 9, 2008

Synergy Crisis

From the AP wire and scribe Frazier Moore comes the following:

NEW YORK (AP) -- Hey you, media consumer. You used to be a TV watcher. But an excess of choices has left you changed -- and perhaps spoiled.

Also overwhelmed. There's just too much to keep up with. New media outlets are spreading you thin.

No wonder the 27 series that premiered last fall on the traditional broadcast networks, and all their new shows after that, struggled to win your support. None of the freshmen series was a hit. And nearly 9 percent of prime-time viewers went missing from the year before.

That's the 2007-08 season in a nutshell for ABC, CBS, Fox, NBC and the CW, even as they bravely forge ahead.

"Network television is good, it's strong, it's still the best game in town," CBS boss Les Moonves told advertisers last month as he unveiled his network's 2008-09 lineup.

The best game, maybe. But there's another game in play throughout the industry, a game of diminished expectations, which ruefully expresses the best-case scenario as: "`Level' is the new `up.'"

Sure, one reason for the networks' audience erosion is the 100-day Hollywood writers strike that disrupted production, made hash of schedules and reminded viewers there are other things to do than watch network TV. Now an actors strike looming at the end of this month could compound the damage.

But be honest: Your loyalty to broadcast TV was fraying anyway, wasn't it? Media alternatives proliferate and dazzle. You've got DVDs, Webcasts, video on demand, iPod downloads and computer games, not to mention dozens of cable channels catering to you with more and more specificity.

And even when you settle on a show from the conventional broadcast networks, you've got newfangled options. You can stash it on your DVR. Or stream it from the network's Web site. It's available to watch whenever you want.

But with this crushing media burden, will you get around to this stuff at all?

To paraphrase the syntax-mangling movie mogul Samuel Goldwyn: If you aren't checking out a network's shows, nobody can stop you. But the networks haven't given up as quickly as they once did.

Many of the overlooked 2007-08 freshman series will be back next fall. Any other year they would have likely been axed, but the chaos of the writers strike helped win them reprieves. This season has an asterisk beside it; the networks would love a do-over. (Note how ABC renewed five of its 11 rookie series, including marginal performers like "Eli Stone" and "Dirty Sexy Money.")

But chances are, an asterisk awaits next season, and the next, reflecting the volatile new world in which TV finds itself, an emerging world where the term "TV viewer" is antique, where you've been reborn as "media consumer."

It's a world where television is just one of many "media platforms." Where TV shows have become "content" (accent on the first syllable), and further denatured as an "asset."

Hear the pep talk from NBC boss Ben Silverman: "We know you need to activate against our entertainment platforms to help build your brand messages, and to leverage and use the cultural institutions that are hallmarks of the NBC network."

Did he lose you there? Silverman, a 37-year-old media wunderkind, was addressing advertisers to tout NBC's response to the multimedia age: "leveraging the scale of broadcast while harnessing the power of digital."

NBC isn't alone. Next season on CBS' veteran trio of "CSI" dramas, episodes will be designed to move you beyond your TV screen, enhancing the episodes' narratives across supplementary media like online, mobile, even video games (while exposing you to more channels of advertising).

Are you getting excited about TV next season? The networks are excited for you!

Thank you, Frazier. A few reactions:

Pop Culture Americans. I beg you. Do NOT reward all this incessant promotion. TV as a commercial medium is one thing, but the endless cycle of shilling has to stop somewhere. If you must watch "CSI," at least take a pass on the "enhanced supplementary material." Just typing that phrase makes me feel icky.

TV Producers. I beseech you. Please let me watch TV. Simple, uncomplicated, boneheaded TV. One of the great appeals of television is that I don't have to figure out any labyrinthine logic puzzles to get the next show or scene. Just stay tuned to this station.

Everyone in general. I aver. There has to be a point where all the promoting promotions for ads advertising advertisements reaches diminishing returns. Where's the backlash?

I implore. Please let there be a backlash.

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