Friday, October 6, 2017

TV Marketing: Fostering Criticism

The industry-wide opportunity for television recommendation in Southeast Asia

Our favorite shows shock us, make us weep, fill us with anger, leave us hanging. When we're charged with all that entertainment-enabled emotion, it sometimes seems necessary to process our feelings and reactions. While I turn to friends, fellow fans and loved ones to gush, roar, wonder or praise, I've found another source that also helps me do the same. In effect, I have become a consumer of a second set of adjacent media - recaps, criticism and reviews.

The day after every Game of Thrones episode, I have a set of podcasts to get other reactions to those killer set pieces and plot twists. (I have even more podcasts for Bachelor Nation processing which, in case you couldn't tell, is my very guilty pleasure.) AfterBuzz, a "TV after-show network", has become a favorite YouTube channel, where panels of hosts recap and react to episodes of popular programs. In Western markets, there are a host of television critics, blogs, podcasts and programs for whom television recaps and critiques are the entire content roster.

Television junkies are always looking out for new shows to try and as a fan and avid viewer, I depend on this ecosystem to highlight programs that are worth watching. It is a mix of professional and influencer word-of-mouth.

When Netflix announced their entry into Southeast Asia, I wondered how they would spread the word about their programs organically to the segment of television fans. Everyone is a fan of one program or another nowadays, but television criticism seem to be nascent in SEA. A thorough scan is certainly needed, but as far as my main cities go, no notable e- Singapore or Manila.


There doesn't seem to be a shortage of entertainment fans in Asia, and networks handle the official promotions. The gap that stands out is the criticism layer that is key to maintaining word-of-mouth, helping to build demand and acting as influencers to interested audiences. This may be a local sub-industry or category that needs to be developed. A brand like Netflix would be poised to start this, in partnership with online publishers or even an independent program.

I'm not talking about lifestyle columnists who cover a show once in awhile, or entertainment gossip. I'm talking about Matt Zoller Seitz, the dedicated recppars at Entertainment Weekly, or NPR's Monkey See. A sharp focus on television writing, recommendations (or disapproval) and criticism.

One could claim that there are hoards of recaps and reviews already existing. A simple Google search for any show will garner SERPs-ful of coverage. Though that may be the point - those already aware can easily find Western perspectives, but those who are on the lookout for new shows to try may not have a trusted, established local voice alerting them to interesting content. This would allow recommendations to go beyond the obvious hits and more into the long tail. For example, One Day At A Time is loved by critics abroad, but I've never heard anyone in Singapore or Manila talking about it. Or the original comedy specials that are low-barrier but killer entertainment - and I'm not just talking about Fil-Am Jokoy, but also Ali Wong and Michael Che.

It will be interesting to see if this side of entertainment marketing and coverage develops specific to Asia, whether organically or spurred by one or more streaming networks. Further, as the OTT industry (Netflix, Hooq, iFlix, etc.) evolves in the region, it will be interesting to see what practices will be taken from the West or what new ones emerge.



SHARE:

20 comments

Unknown said...

Good content always has an objective; it’s created with intent. It, therefore, carries triggers to action. http://www.brandyou.ph/services/web-development/

Lia said...

This is an interesting post, fresh and creative. You can also check the Digital Marketing Philippines

Kathy said...

Thanks for sharing with us! Richfield Web Design Minnesota

Unknown said...

Good content! TV marketing is highly effective, thanks for sharing! for more resources check out our site Digital Marketing Agency Philippines

Origin Mena said...

This information is meaningful and magnificent which you have shared here about the TV Marketing. I am impressed by the details that you have shared in this post and It reveals how nicely you understand this subject. If anyone looking for the best Advertising Agencies In Lebanon, originmena is the best for you.

James Anthony said...

Send now or schedule your broadcast messages to all your customers, or just a selective group. All the conversation input from your customers can be stored in Google Sheets for later analysis or follow up. Singapore chatbots

FdF Marketing said...

Great post, which you have shared here about TV marketing. this information very important for every person those really interesting in. If anyone looking for a TV marketing agency, then visit Drtv Marketing Agency Italy

Andrea R. Williams said...

in the first place, survey the bundles an organization is offering – do they space in accordance with what you need your business to accomplish? ExcelR Digital Marketing Course in Sydney

for ict 99 said...

Great Article
Artificial Intelligence Projects for CSE


JavaScript Training in Chennai



Project Centers in Chennai



JavaScript Training in Chennai

Johnson Hack said...

This is really a nice and informative, containing all information and also has a great impact on the new technology.SEO Super Hero

mtom said...

This is a very nice post. Thank you for writing this. Singapore SEO consultant

William Oscar said...

wow this good but ,I like your post and good pics may be any peoples not like because defrent mind all poeple , check out the post right here

Anonymous said...

I wanted to leave a little comment to support you and wish you a good continuation. Wishing you the best of luck for all your blogging efforts.
For more information: https://360digitmg.com/course/professional-certification-in-business-analytics
https://360digitmg.com/course/certification-program-in-data-science
https://360digitmg.com/course/data-visualization-using-tableau
https://360digitmg.com

Bhavana said...

I was very pleased to find this site.I wanted to thank you for this great read!! I definitely enjoying every little bit of it and I have you bookmarked to check out new stuff you post. 360DigiTMG PMP Certification
360DigiTMG PMP Course in Malaysia
360DigiTMG PMP Course
360DigiTMG PMP Training in Malaysia

tejaswini said...

Wow what a Great Information about World Day its exceptionally pleasant educational post. a debt of gratitude is in order for the post.
data science course in malaysia

Gelbero Lam said...

I would state, you do the genuinely amazing.This substance is made to a wonderful degree well. préstamos entre particulares

360digiTMG said...

I am really enjoying reading your well written articles. It looks like you spend a lot of effort and time on your blog. I have bookmarked it and I am looking forward to reading new articles. Keep up the good work.
info

Gelbero Lam said...

Thanks for a very interesting blog. What else may I get that kind of info written in such a perfect approach? turna

technology said...

It is the level of shared understandings required in our most inconsequential forms of social interaction which necessarily require that individuals assume complicated shared knowledge that is too complex for even the must sophisticated forms of artificial intelligence as conceived to date, in which propositions are either true or false and premises must follow deductively. data science course in india

sube agencia digital said...

The development of a television critical community in Southeast Asia would not only allow for a greater diversity of recommendations, but would also offer a unique local perspective that would complement Western opinions. As the OTT industry evolves in the region, it will be interesting to see how entertainment marketing and coverage practices are adopted, and what new initiatives will emerge to meet the needs of local viewers.

© be your digital best / digital marketing philippines

This site uses cookies from Google to deliver its services - Click here for information.

Blogger Template Created by pipdig