Everything Old is New Again
I love this idea. NBC is creating newpeats of The Office for the March dead time. Newpeats are recut :30 minute episodes, extended to :60, with deleted scenes and previously unaired footage.
I understand the economics of the network system and even the justification for the slavish adherence to the sweeps schedule. What I can’t understand is the way the networks treat their loyal audiences so shabbily. (Yes - I’m talking to you NBC. How on earth can you make me wait 6 weeks for the next new episode of Heroes? AARRGGHH!!!)
In this era of timeshifting and spaceshifting - when shows can be viewed on tv, web and iTunes at the viewer’s convenience (after the episode has aired, of course) - viewers are becoming used to having more control over content. (And on You Tube, we actually have control over content). Even so, we’re still at the mercy of programmers and network execs in terms of the actual schedules. As a result, as always, we get this veritable smorgasbord of original delicacies and salacious storylines in February and then we reach the March/April dead zone where we’re subjected to repeats and series premieres that we don’t actually care about.
Thank goodness the innovative folks at The Office have found a way to spice up the time slot. With new/old shows, there is still something to satisy their loyal audience. Treat them with respect. Show them appreciation for hanging in there.
It’s amazing that more shows aren’t taking this tack, particularly now, when broadcast is losing viewers to cable (and cable is losing viewers to gaming and online alternatives).
Newpeats are yet another example of moving beyond structural barriers. If we can’t change the system or the structural constraints, we can at least change our approach within the system.
There are lessons for all of us in this. Every company I know is looking for “news” in between heavy up ad spends and while waiting for the next line extension or the “now with 25% more…” promotion rolls. How do we reward our consumers when it’s not our period on the sales calendar? How do we maintain momentum during the blackouts?
Why not use the “newpeat” model on your business and find a low cost way to add interest even when it’s not your drive period? Don’t your customers deserve it?
