Heated marketplace flares at Promax; 'counterpromoting' a controversial trend.Promotional campaigns for shows that are launching in September and for "hot" returning shows will be unveiled at Promax's marketing workshops this month. Syndicators' Creative Services Creative Services are a subsector of the creative industries, a part of the economy that creates wealth by offering creativity for hire to other businesses. Examples include:
1. A confused or disordered state or collection; a jumble: sorted through the clutter in the attic.
2. A confused noise; a clatter.
Some syndicators advocate national campaigns while others prefer localized Translated into the spoken language of the country. See localization. promotional approaches, but all share a common aim to "prove to the station how important the show's success is," said Douglas Friedman of Genesis. "But, hopefully," he added with a laugh, "they already know that." On every marketer's agenda is an effort to wrest wrest
tr.v. wrest·ed, wrest·ing, wrests
1. To obtain by or as if by pulling with violent twisting movements: wrested the book out of his hands; wrested the islands from the settlers. control of coveted cov·et
v. cov·et·ed, cov·et·ing, cov·ets
1. To feel blameworthy desire for (that which is another's). See Synonyms at envy.
2. To wish for longingly. See Synonyms at desire. station on-air promo pro·mo
n. pl. pro·mos Informal
A promotional presentation, such as a television spot, radio announcement, or personal appearance. time. Said Richard Mann of All American, "The competition is intense to have your show promoted by stations. There's so little air time." The workshops at Promax, each emphasizing an individual show, are designed to help stations "feel a real sense of ownership with the show," Mann added.
Genesis' Friedman, who will conduct a workshop on the Mark Walberg talk show, said that the shows that would naturally tend to draw the most support from the stations are usually chosen for the workshops. Successful ongoing shows are in less need because they are already well-supported by the stations. "Repackaging" older shows to make them fresh to audiences is also a common practice, but most workshops this year feature new, shows or launches of some kind.
In the extremely competitive talk show arena, many marketers such as Friedman are secretive se·cre·tive
Having or marked by an inclination to secrecy; not open, forthright, or frank. See Synonyms at silent.
se about their campaigns. In the case of the Mark Walberg show, Friedman was reluctant to discuss his new promos, as "We are going to unveil our campaign in the workshop. We want the campaign to be a surprise. There are some competitive strategies that I can't really, speak about." Friedman did reveal that Walberg promoters are using a technique he dubbed dub 1
tr.v. dubbed, dub·bing, dubs
1. To tap lightly on the shoulder by way of conferring knighthood.
2. To honor with a new title or description.
3. "counter-promoting," or directly addressing competing shows. Friedman explained: "The biggest challenge now is to stand out from a flood of other talk shows, because in many cases we'll be up against two other talk shows [in the same time slot Continuously repeating interval of time or a time period in which two devices are able to interconnect. ]. The talk show audience is going to be fragmented frag·ment
1. A small part broken off or detached.
2. An incomplete or isolated portion; a bit: overheard fragments of their conversation; extant fragments of an old manuscript.
3. so the challenge isn't that there are 40 other channels, but that there will be two other [talk show] choices."
Friedman said Mark Walberg's will be a localized market campaign, and the host will be available to travel to many markets for promos. "We will be providing spots that can be localized," Friedman allowed, adding that station involvement with the show is key. That goal is also reflected in the format of the workshop: "Everyone will have a chance to meet Mark the host. My creative services department people will each talk about their respective functions on the promotion of the show. And [Executive Producer] Brandon Tartikoff Brandon Tartikoff (January 13, 1949 — August 27, 1997) was a popular NBC executive who was credited with turning around NBC's low prime time reputation with such hit series as Hill Street Blues, L.A. will be there to answer questions on the production as well," Friedman said.
Ira Bernstein of Rysher, whose workshop will detail the launch of the George & Alana Show, said that his promos won't address the competition, which in this case is Regis $ Kathie Lee. "For a great number of stations we're a lead out at 10 from Regis $ Kathie Lee," Bernstein said. He added "our show has achieved a Hollywood look and feel. It will be unique." George Hamilton George Hamilton may refer to:
Growing up in Texas, she headed to New York to become a Ford model. will attend the workshop.
A similar approach is espoused by Richard Mann of All American who's offering a workshop on the new talk show Richard Bey Richard Bey (born July 22, 1951) of Turkish descent, was popular in the 1990s as host of The Richard Bey Show, a daytime talk show that was arguably "groundbreaking" in its use of ordinary people's personal stories incorporated into entertaining competitive games, a , launching in the fall. "The talk show arena is as competitive as it gets," Mann said, but added that All American doesn't recommend counterpromotion. "Our strength with Richard Bey is that he is well known. We feel that it is not your average talk show because it doesn't go for the jugular jugular /jug·u·lar/ (jug´u-lar)
2. pertaining to a jugular vein.
3. a jugular vein.
adj. like other shows," Mann said. Stressing that the Bey show is more comedy-oriented. Mann maintained that "when you are unique in a crowded field you don't need to take pot shots pot·shot also pot shot
1. A random or easy shot.
2. A criticism made without careful thought and aimed at a handy target for attack: reporters taking potshots at the mayor. [at other shows.]"
As for All American's plans for Baywatch - The Strip, Mann said: "We feel that Baywatch is not just the world's most popular show, it's the world's most promotable." Even though he's promoting reruns of a syndicated show, Mann said that this is not a case of "repackaging" because the June offering of Baywatch - The Strip is essentially a launch. "We're taking the episodes that have aired for the past few years into daily syndication for the first time," Mann acknowledged.
As for the promotional campaign, Mann said, "There are a lot of opportunities to promote the show with things viewers may have forgotten. A lot of people seem to forget that we've had cast changes every year and that many former cast members are now major motion picture stars, along with current stars Pamela Andersen and David Hasselhoff David Michael Hasselhoff (born July 17, 1952 in Baltimore, Maryland), nicknamed "The Hoff", is an American actor who was best known for his lead roles on Knight Rider and Baywatch. . People forget that it was on NBC NBC
in full National Broadcasting Co.
Major U.S. commercial broadcasting company. It was formed in 1926 by RCA Corp., General Electric Co. (GE), and Westinghouse and was the first U.S. company to operate a broadcast network. the first year then went into first run syndication. And of course it thrived in syndication." Mann said that former stars will be highlighted in the promos to reinforce the strength of the show over five years.
As the first-run weekly series is still so well known, the promotion of the daily strip is particularly important, according to according to
1. As stated or indicated by; on the authority of: according to historians.
2. In keeping with: according to instructions.
3. Mann, who chose it for the marketing workshop over other shows. "We could have sat back and said stations have had Baywatch for years," Mann admitted. He is adamant, however, that stations not rest on their laurels just because the weekly show has been such a success: "All American has done more promotion for Baywatch than they've ever done before for any other show, but without success on the local level the [strip] won't succeed. It needs a major local push." Mann argues that top shows need promotion just as much or more than beleaguered be·lea·guer
tr.v. be·lea·guered, be·lea·guer·ing, be·lea·guers
1. To harass; beset: We are beleaguered by problems.
2. To surround with troops; besiege. ones: "It's important to be aware that what other companies are doing will impact you and the viewers you light for. You don't just stay at the top by standing still."
Alan Daniels of Columbia Tristar voiced similar objectives for top show Seinfeld, which premieres in off-network syndication in September. It joins Tempestt and Ricki Lake This article is about the person. For the talk show, see Ricki Lake (talk show).
Ricki Pamela Lake (born September 21, 1968) is an American actress and tabloid talk show host, perhaps best known for her long-running Ricki Lake on the company's workshop slate. Daniels expects that the Seinfeld workshop will be attended by around 200 promotion executives. "With Seinfeld, the main marketing challenge is to educate viewers that the #1 show on network television will now be airing five times a week, possibly on a different station and definitely in a different time period. We want to remind viewers of Seinfeld's unparalleled comedy and encourage sampling by new viewers," Daniels explained. Like others interviewed by TV Executive, Daniels was reluctant to describe just how the promos will approach this objective, acknowledging, "We don't want to tip our hand before the presentation."
Varying approaches were outlined for Columbia Tristar's two talk show offerings. For Tempestt, which launches in first-run syndication this fall, Daniels said, "We want to create an awareness of a new, exciting and young-skewing talk show. [Our] hostess is already a recognizable "personality," so our promotion will focus on her accomplishments and how her skills will translate into a successful relationship-oriented talk show." For Ricki Lake, Daniels hopes to "remind our core demographic group of why they fell in love with 'Ricki.'"
Jonathon Barbato at MGM MGM
in full Metro-Goldwyn-Mayer, Inc.
U.S. corporation and film studio. It was formed when the film distributor Marcus Loew, who bought Metro Pictures in 1920, merged it with the Goldwyn production company in 1924 and with Louis B. Mayer Pictures in 1925. will present plans for LAPD 1. LAPD - Link Access Procedure on the D channel.
2. LAPD - Los Angeles Police Department. and Outer Limits - two shows that launch into syndication in the fall. While the two campaigns will be very different, both were chosen for the workshops because of their success. "Not a lot of programs have made it into first run syndication, and it's a statement to the quality of the shows," Barbato allowed. For both shows, Barbato takes a similarly relaxed attitude towards the competition, arguing that competition can "work for you as well. If a station carries two "like" shows it can be better for both shows - it attracts more attention to the genre." According to Barbato, when two "like" shows compete, "it makes it more necessary for the station carrying your show to do even more promotion. The real competition is bad shows that leave a bad taste in stations' mouths towards a certain genre." All in all, Barbato advocated an attitude of "being aware of what the competition is doing, but not with a neck-in-neck kind of attitude."
The LAPD presentation is a "value-added local marketing" campaign, according to Barbato, designed to maximize the value of the show not only through promos, but through tie-ins with station news programs, contests, and other special events. "Anything that happens in L.A. happens in the rest of the country," Barbato said, stating that this makes the show a natural for tie-ins. Regarding the promos, Barbato was reluctant to disclose details, but hinted that they were designed to "put an interesting spin on the program. People will be talking about it afterwards af·ter·ward also af·ter·wards
At a later time; subsequently.
afterwards or afterward
later [Old English æfterweard]
Adv. 1. ."
Bobbi Fisher of MCA MCA
in full Music Corporation of America
Entertainment conglomerate. It was founded in Chicago in 1924 by Jules Stein as a talent agency. In the 1960s it bought Decca Records and Universal Pictures, and today it produces films, music, and television shows. will be work-shopping the Hercules action adventure hour and introducing a new hour companion show called Xena. "The show has been an enormous success in syndication and we want people to know where we are going with the show in the future. We'll be introducing a new companion show that's really a spin-off The situation that arises when a parent corporation organizes a subsidiary corporation, to which it transfers a portion of its assets in exchange for all of the subsidiary's capital stock, which is subsequently transferred to the parent corporation's shareholders. of Hercules," she said. Fisher's presentation of two shows at once makes the MCA workshop unique: "We'll have the show producers there and we'll give people a little overview of how well the show has done and the future of Hercules. The same producers will be introducing Xena for the first time to the promotion people right then and there. They'll get their first look at footage and the character."
A national approach, rather than the localized marketing approach espoused by others interviewed, was outlined by Fisher for Hercules: "[Stations] get a whole promo package, print and on-air." While the national push is emphasized, Fisher said that doesn't rule out localized promotions. "We also help each local station if they want to do a special promotion. Any time a station seeks help from us we really try to help them out," Fisher maintained. Means of maximizing promotion, such as co-op and other plans for the shows will be presented along with the on-air promos, except for spots for the Xena, which aren't ready as the show hasn't been produced yet, Fisher said.
Fisher explained that the heavy competition introduced by the new 40-channel environment does effect her marketing efforts: "Obviously you really want your product to stand out. The good news is we have a hit on our hands, so it makes it that much easier. When you have an audience already, you want to make sure that they stay loyal and make that audience grow." While Fisher is careful to watch the promos of "like" shows, she said that being overly aware is also a hazard. "I try not to think in a box [about what the competition is doing] because we have such a unique property. I don't think 'Oh well they're done this maybe I can expand on that.' I try to go in a totally different direction," Fisher said.
Fisher expects an excellent turnout among 140 stations that carry the show, each of whom will receive special gifts at the workshop as they have in former years. "Everyone always walks away with something," Fisher concluded.