As even streaming giant Netflix can attest, it’s not enough to direct viewers to existing content online. Networks have to program those spaces as well.
CBS, NBC and HBO are three broadcasters taking that idea in three different directions.
CBS recently signed a deal to bring back Star Trek, set to air on its CBS All Access platform when it drops in 2017. NBC is making moves with SeeSo, its streaming platform for all things comedy. HBO just signed on TV’s comedy sweetheart Jon Stewart
Star Trek will help CBS in more ways than one. The franchise not only brings a big name to CBS, but also to CBS All Access, which will help in marketing and promoting the platform to CBS viewers. The network and digital platform will work together in premiering the show, with it living exclusively on All Access for subsequent episodes.
NBC’s SeeSo, announced last month, boasts a content catalog of new original series and guest-curated playlists, but also complete libraries of SNL, The Tonight Show Starring Jimmy Fallon, The Office, 30 Rock and Parks and Recreation. SeeSo, already dropping trailers for upcoming originals, is set to debut its wide release in January.
HBO and Stewart signed a four-year deal to create short-form comedy content for HBO GO, HBO NOW and other digital platforms for the network. The content deal isn’t the only coup for HBO - the network group also gets the Jon Stewart name attached to its programming offering, which, for many comedy fans, is good enough. In announcing the deal, Stewart said “Appearing on television 22 minutes a night clearly broke me. I’m pretty sure I can produce a few minutes of content every now and again.”
Whether these networks are trying to find younger audiences online or introduce retro programming to new viewers, it’s clear that channels are embracing the new world where linear and digital need to exist together. Even digital giant VICE is making itself a linear channel on top of its digital properties.
These programming pushes can also be seen as expanded marketing efforts for each network’s platforms to gain a stronger foothold in the industry where content is king.
Read more at Variety
Brief Take: It’s not enough to stream existing content to customers. Even established networks have to give them reasons to come uniquely to you.
Image courtesy of Variety
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