Comments on: Upfront commitment provides zero risk http://gordonmattey.wordpress.com/2008/09/02/upfront-commitment-provides-zero-risk/ Entertainment strategy and tactics Fri, 17 Apr 2009 21:35:30 +0000 http://wordpress.com/ hourly 1 By: ttodd http://gordonmattey.wordpress.com/2008/09/02/upfront-commitment-provides-zero-risk/#comment-14 ttodd Wed, 03 Sep 2008 07:33:43 +0000 http://gordonmattey.wordpress.com/?p=92#comment-14 I am not sure about NBC's marketing, Daisy Whitney referenced numbers, but don't think anything has been released. Here is the article by Daisy: http://www.tvweek.com/news/2008/08/column_can_buzz_lift_gemini_di.php. Both Doug and I like your blog and what you are about. We have added you to our links section and are looking forward to reading what you write. Prime Time For Change I am not sure about NBC’s marketing, Daisy Whitney referenced numbers, but don’t think anything has been released. Here is the article by Daisy: http://www.tvweek.com/news/2008/08/column_can_buzz_lift_gemini_di.php.

Both Doug and I like your blog and what you are about. We have added you to our links section and are looking forward to reading what you write.

Prime Time For Change

]]> By: gordonmattey http://gordonmattey.wordpress.com/2008/09/02/upfront-commitment-provides-zero-risk/#comment-13 gordonmattey Wed, 03 Sep 2008 06:19:40 +0000 http://gordonmattey.wordpress.com/?p=92#comment-13 hey guys, no worries, you had some great insight so the plug was natural :-) @ttodd I agree the risk is delayed, everyone suffers if this doesn't do well. Does anyone know what marketing NBC is doing to drive demand? Hope we will see some stats out of this but this will only happen if it performs well. hey guys, no worries, you had some great insight so the plug was natural :-)

@ttodd I agree the risk is delayed, everyone suffers if this doesn’t do well.

Does anyone know what marketing NBC is doing to drive demand? Hope we will see some stats out of this but this will only happen if it performs well.

]]> By: heidland http://gordonmattey.wordpress.com/2008/09/02/upfront-commitment-provides-zero-risk/#comment-12 heidland Wed, 03 Sep 2008 05:27:45 +0000 http://gordonmattey.wordpress.com/?p=92#comment-12 Excellent post Gordon, As Tim said, thank you for the plug and I have added you to my favorites as well. Excellent post Gordon,

As Tim said, thank you for the plug and I have added you to my favorites as well.

]]> By: ttodd http://gordonmattey.wordpress.com/2008/09/02/upfront-commitment-provides-zero-risk/#comment-11 ttodd Wed, 03 Sep 2008 04:15:31 +0000 http://gordonmattey.wordpress.com/?p=92#comment-11 Gordon, Wanted to second Aaron's comment. Also, thanks for the plug. Tim P.S. My phrase, "do away with" above should have been "minimize". Instead of minimize, I guess we got maximize. :) Gordon,

Wanted to second Aaron’s comment. Also, thanks for the plug.

Tim

P.S. My phrase, “do away with” above should have been “minimize”. Instead of minimize, I guess we got maximize. :)

]]> By: ttodd http://gordonmattey.wordpress.com/2008/09/02/upfront-commitment-provides-zero-risk/#comment-10 ttodd Tue, 02 Sep 2008 20:46:21 +0000 http://gordonmattey.wordpress.com/?p=92#comment-10 You make some very good points. I think the phrase "removing upfront risk" is a bit of a misnomer. Even if a show is profitable before it is distributed, risk hasn't really been removed, if anything it has just been delayed. This may be comparative to the use of credit. If a production company is engaged for the long haul, it may be that overall risk is actually greater. Long-term success depends greatly on success in the short-term as your point 2 makes clear. I thought I would clarify that the comments referenced above were in regard to Electric Farm Entertainment's ad integration completely separate from NBC's mishandling of the same. We were excited at the prospect of doing away with banner and preroll ads and enjoying content in this new way. Ad integration is a relatively new way to try to do ads and it definitely has limitations and does limit some creative opportunities. For some content it does add a sense of authenticity. However, I think NBC's mishandling of Gemini Division is a case of ad integration gone bad. Our excitement for the potential of a new form of ROI was turned to dismay. NBC certainly didn't highlight the strengths of that form of advertising. Rather, NBC and its poor handling of EFE content is what I would consider to be a worst case scenario where they have concentrated ads to a whole new level of potency. As an aside, I am not sure that there is a one size fits all revenue scheme in this digital media age. Rather, I think the method of revenue will vary based on content type and audience. All that said, it seems clear to me that NBC isn't yet all that serious about revenue innovation and as you point out, they should be. You make some very good points. I think the phrase “removing upfront risk” is a bit of a misnomer. Even if a show is profitable before it is distributed, risk hasn’t really been removed, if anything it has just been delayed. This may be comparative to the use of credit. If a production company is engaged for the long haul, it may be that overall risk is actually greater. Long-term success depends greatly on success in the short-term as your point 2 makes clear.

I thought I would clarify that the comments referenced above were in regard to Electric Farm Entertainment’s ad integration completely separate from NBC’s mishandling of the same. We were excited at the prospect of doing away with banner and preroll ads and enjoying content in this new way. Ad integration is a relatively new way to try to do ads and it definitely has limitations and does limit some creative opportunities. For some content it does add a sense of authenticity.

However, I think NBC’s mishandling of Gemini Division is a case of ad integration gone bad. Our excitement for the potential of a new form of ROI was turned to dismay. NBC certainly didn’t highlight the strengths of that form of advertising. Rather, NBC and its poor handling of EFE content is what I would consider to be a worst case scenario where they have concentrated ads to a whole new level of potency.

As an aside, I am not sure that there is a one size fits all revenue scheme in this digital media age. Rather, I think the method of revenue will vary based on content type and audience.

All that said, it seems clear to me that NBC isn’t yet all that serious about revenue innovation and as you point out, they should be.

]]> By: Aaron http://gordonmattey.wordpress.com/2008/09/02/upfront-commitment-provides-zero-risk/#comment-9 Aaron Tue, 02 Sep 2008 19:16:05 +0000 http://gordonmattey.wordpress.com/?p=92#comment-9 Gordon, Nice work here. I agree NBC really messed up here, which is a shame, given Gemini Division's potential. Look forward to reading more from you in the future. Aaron Gordon,
Nice work here. I agree NBC really messed up here, which is a shame, given Gemini Division’s potential. Look forward to reading more from you in the future.
Aaron

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