Case Studies
CONTEXTUALISING OUR PROPOSAL
Current Examples of Online Shows
The majority of online shows have identified interactivity as the way of the future.
2007 saw the debut of MySpaceTV’s interactive Web series Roommates.
It takes advantage of the online exchanges between MySpace users and encourages fans to add characters to their list of friends, send messages, and weigh in on the roommates’ activities.
They also can download songs from the show’s soundtrack for 99 cents each.
The show offers viewers introductions to the characters, and provides a video tour of the home.
Another trend evident is the increasing need to relate the content to the advertiser on board.
Cube Fabulous is an online series where unhappy office workers have their desks upgraded by a team of designers. As this is the case it was a good match for Monster.com, which is a resume hosting site. Monster worked with Broadband Enterprises to host the “Casting Couch” for potential cube overhauls.
“We are now sending a lot of viewers to Monster.com,” said Wasserlauf. “When they submit to the show, they also submit their résumé, so [the sponsor is] integrated and seeing a high return from the show.”
IN THE MOTHERHOOD
Consumer involvement is becoming more prominent in the production of content.
In the Motherhood is a web series created by MindShare Entertainment about the lives of suburban mothers. Their escapades as busy mums and wives are based on stories submitted by consumers at InTheMotherhood.com. Hollywood writers work the stories into scripts for the web, directed by Peter Lauer (“Malcolm in the Middle”).
David Lang, managing partner, MindShare Entertainment, who was the primary architect of the deal said, “We’ve taken it to a new level by marrying mums’ stories with professional screenwriters and top-name talent.”
Mums can participate in the story-selection process by voting for their favourite submissions online.
Academic Articles Used
- Graser, Marc. ”killer content; With branded entertainment such as ‘Gamekillers’ selling Axe, marketers are plunging into an array of new-media platforms in what’s become a 21st century wild, wild west.(Special Report: Madison & Vine).” Advertising Age 78.6 (Feb 5, 2007): S-1. Expanded Academic ASAP. Gale. RMIT University Library. 8 May 2008
This article spoke of the much heralded BMW short film series “The Hire.” BMW were pioneers in the field of marrying content with a product. This gave me the platform to further investigate other more recent examples of companies turning into producers.
- Hampp, Andrew. ”Doritos couples with only MTV for launch; Mini branded dating show attracts more than 13M microsite views.(News).” Advertising Age 79.12 (March 24, 2008): 6. Expanded Academic ASAP. Gale. RMIT University Library. 6 May 2008
Hampp speaks of a more recent example of companies collaborating with networks. In this case it was Frito-Lay’s Doritos teaming up with MTV to launch an advertising campaign consisting of small episodes for the web.
- Johnston, Garth. ”Eisner Goes to the ‘Prom’.(Michael Eisner’s Vuguru to launch web series ‘Prom Queen’).” Broadcasting & Cable 137.14 (April 2, 2007): 3. Expanded Academic ASAP. Gale. RMIT University Library. 8 May 2008
This article discusses the web series Prom Queen along with a new distribution model via the web. This was one of the many examples that I looked at, helping to contextualise our idea within a changing market.
- “MySpace Debuts Original, Interactive Reality Series; ‘Roommates,’ which features eight women just out of college, is MySpace’s first foray into original programming.(Brief article).” InformationWeek (Oct 22, 2007): NA. Expanded Academic ASAP. Gale. RMIT University Library. 30 Apr. 2008
This article was the perfect catalyst for my research. It discusses all of the recent trends in online distribution; everything from interactivity to content driven by advertisers. Many articles referred to Roommates as a leader in its field. It is always profitable to learn from success stories rather than failures.
- Shields, Mike. ”Upfront and center: broadband to unveil Web series, ad server Vindico.(Broadband Enterprises).” MEDIAWEEK 17.20 (May 14, 2007): 8(1). Expanded Academic ASAP. Gale. RMIT University Library. 6 May 2008
Here Mike Shields discusses the success of the highly viewed web series Cube Fabulous. Through his studies he outlines that web generated content is a growing field and this is a perfect example of a commercially viable distribution model.
- Shields, Mike. ”Warner Bros. Tunes in Web: Broadband Enterprises’ syndication of kids content to test online market.(Brief Article).” MEDIAWEEK 15.38 (Oct 24, 2005): 8(1). Expanded Academic ASAP. Gale. RMIT University Library. 6 May 2008
In this article Shields talks about big companies like Warner Bros recognising the money available in the web and tailoring their content accordingly. He speaks of children’s brands like Kellogs producing content for the web in an effort to broaden their reach on their target audience.
WEBSITES USED
- http://findarticles.com/p/articles/mi_m0EIN/is_2007_Oct_22/ai_n21054625
- http://music.yahoo.com/ar-19772696—Pepsi-Smash
- http://www.portfolio.com/culture-lifestyle/culture-inc/arts/2007/11/19/Quarterlife-Web-Series
- julian lucas
Welcome! « Comedydistribution said,
June 10, 2008 at 1:57 am
[...] bodies, and the production process in an Australian context. Lastly, using a wide variety of case studies we have looked to the future, and investigated different methods of delivery and distribution for [...]