Brand-Building Through The Blog Community

Wanting Conversation, TV Nets Beef Up Web Presence

from Adage

TV fans are already having their say and influencing program content.
When Allan Heinberg joined the writing team of ABC's hit series "Grey's
Anatomy" this season, he began contributing to the blog "Grey Matter,"
posting this missive before his first episode: "So, here's the thing:
You people terrify me. You're passionate, you're insightful, you're
bravely outspoken. You know 'Grey's Anatomy' better than anyone, except
maybe Shonda Rhimes [the creator]. And I don't know if you realize
this, but the way you write about the show, debate it, love and/or hate
it carries an enormous amount of weight in the writers' room." The
October post has since attracted 1,200 comments; many praised the
episode and welcomed him to the show.

CW was the first broadcast network to create a presence on MySpace, according to a spokeswoman for Fox Interactive Media

So far, the CW has accumulated 27,000 friends on MySpace

"We had so many entries that it actually crashed the site once," said
Bob Cook, president of Twentieth Television. My Network TV characters
also blog about their lives, and the network is in the midst of a
nationwide casting call that is helping increase traffic.

"The web is a wonderful platform to allow you to reach deeper in terms
of information, and if you don't do it, you run the risk of losing
control," said Olivier Gers, a general manager at FremantleMedia, which
produces Fox's "American Idol." More importantly, the audience expects
programs to have multiple lives. Mr. Gers said the "American Idol"
blogs are revenue generators.

Of all the community-building efforts, Bravo's "Project Runway" has
been one of the most successful. It began in December 2004 when the
cable net created a blog and podcast for Tim Gunn, an adviser on the
show. Now there are more than 10 blogs and podcasts on the show's site,
from show producers, designers and former contestants. NBC Universal,
of which Bravo is a part, also houses social-networking initiatives at
its newly acquired iVillage website.

Bravo determines which "Runway" personalities to enlist for blogging by
keeping close watch on which designers get the most web clicks and
appear to have the highest interest on message boards. And the phrase
"You've been auf'd," a play on host Heidi Klum's signature parting of
auf Wiedersehen, was coined on a message board before Bravo co-opted it
for its own marketing materials.


面白い。Way to go.