“Where once was a television landscape dominated by two clear competitors with leaders in broadcast and cable, there is now is a crowded field populated by numerous other players such as Netflix, YouTube and Hulu which have begun creating their own original content,” reports Broadcasting & Cable. “Added to that space — and complicating matters — is the increasing importance of a strong, branded digital presence.”
These topics and more were discussed by cable executives at the Hollywood Radio & Television Society’s Cable Programming Summit in Beverly Hills.
Multiscreen viewing has become an objective for cable programmers. “While the cable executives agree that great content is the catalyst for a great social presence, expanding the brand to multiple platforms has become a necessary step for all players,” notes the article.
Original content drives online social interaction both before the show launches and during the run of the show.
AMC’s “The Talking Dead,” for example, was the after-show online access to “The Walking Dead” cast and crew on Twitter. TNT is running a Facebook Timeline of “Dallas.”
“I don’t think there’s ever a point you can sit back and say…that the platforms have established themselves and we know what we’re doing. The constant theme that we’ve all learned [is that] we all need to evolve or die,” explained Carmi Zlotnik, Starz managing director. “It’s a fascinating period, where the creativity and what we do in shows is evolving at the same time as the platforms that they’re placed on changes as well.”
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