• by Wayne Friedman , Staff Writer, May 1, 2006

Reality show concepts are like an endless highway. So Ford Motor Co. says, why not produce one around designing a snazzy new car?

And, oh, by the way: Ford will produce and sponsor the whole thing. From Ford's point of view, this is out-of-the-SUV-box thinking. But actually, it's not that innovative. Reality shows are filled with concepts where contestants quickly have to be the best, or build the best, to be successful. In the TV world, greatness can happen overnight.

From the TV viewer's point of view, there is a question of product placement/brand integration overload; how many more attempts by reality show contestants to create "marketing" programs can anyone stand? Ford is now taking the leaping position viewers can stand a whole bunch more, that they are nowhere near their limits.

Here's what has led Ford down the wrong road: The success of "American Idol." What are we to make of those little video music segment that have the Idols driving around, having fun, and singing in a Ford Focus, or whatever. Those video segments are like telephone marketers--annoying, sometimes entertaining, but over quickly.

Now Ford wants to make a meal of this. The show would have a panel of judges review car designs, with the winner getting a deal to have Ford build a concept version of the car and display it at an auto show.

Will Ford actually market the winning car? That wasn't disclosed.

A major question is what network would take on such a series--and what, if any, other advertising would be sold in the show. Another question is whether Ford's rivals, who also buy on a specific network, will want their own show, as well. This could be a major problem because automotive advertisers are typically the biggest spending clients on TV. The conflicts could drive one crazy.

Ford's aim is getting back those young consumers who have moved to brands such as Honda and Toyota. But those brands didn't necessarily pick up those buyers because of marketing--there's also, it seems, an underlying quality issue.

Maybe Ford's new reality show should have contestants taking several years to test out quality--not design. That would seem a slow, improbable process; but the path to become the best always takes time.