Commentary

Marketing New TV Shows: Find Your Best 2-Program Pitch

I didn’t get the chance to screen any review episodes of the new CBS limited TV series “The Red Line,” a drama centered in Chicago.

But during CBS’ presentation at the Television Critics Associations in Pasadena last week, Caitlin Parrish, executive producer of the show, made this casual reference: "Our hope was always to create a 'Parenthood' meets 'The Wire' model."

Ah hah! Got it. An ensemble, somewhat-brooding family drama (NBC) meets edgy, inner-city crime and social situation show (HBO). Great elevator for sure. And that may also be a key for future TV consumer decision-making, when it comes to evening entertainment.

Many TV promos of new shows -- for example, “from the producers who brought you 'Chicago Doctors' and 'Big Bang Theory'" -- say much to consumers.

TV discovery continues to have its issues for consumers.

For some time now, major digital video platforms such as Netflix, Hulu and others can offer quick video trailers of TV shows while scrolling through reams of content. Video is an obvious strong selling tool.

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Algorithms are also in the mix. How many times do we get emails or messages from our favorite new digital video platform saying stuff like: “Because you watched sitcom 'Grace and Frankie' (featuring Jane Fonda and Lily Tomlin) you might like our new sci-fi show "3D: Death, Destruction and Data". (Wait... Maybe not).

Trouble is, Netflix doesn’t really know co-viewing can play a big part of this, where compromise can be the rule among family members' evening viewing.

Then there are the rising number of premium, scripted TV shows to consider.

Research from FX Networks last year said there are 500 or so shows. For a long time, John Landgraf, CEO, FX Networks, pondered whether all these shows make financial sense.

Before that, consumers need to watch that very first episode. Time is a factor, not just in viewing an episode of a show, but in consuming marketing -- on-air trailers, social media, banner ads and other content.

Perhaps the business-to-business elevator pitch needs to be molded into some quick consumer awareness.

Say, what comes to mind for a show defined as: "Madam Secretary" meets "SportsCenter"? I don’t know. But I'd try it.

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