Written by PMary2.
Source: Press Release for Nuts to Hollywood Reporter.
Television ratings are down 20% and executives and analysts are scrambling to understand what fans of CBS’s post apocalyptic drama Jericho have been saying for a year: the old viewing and counting systems no longer apply. Jericho stands at the apex of the debate going on at television networks and in newspapers throughout the country.
Reality TV is dumbing down our world. The savvy viewer is tuning out network television where the fare ranges from Wipeout to Big Brother. Refusing to accept such mindless entertainment as Secret Talents of the Stars, fans of scripted television are choosing to view their shows at their convenience. The favored target audience of the 18-49 year old educated buyers now consume their media on a variety of on-demand platforms, platforms that bypass Nielsen, and that networks are unsure how to exploit.
Jericho has become a reference point in media discussions of the accuracy of Nielsen ratings and fan-driven efforts to save shows. While the second season Nielsen numbers reported steadily around six million, Jericho's position on the Live +7 (DVR) was solidly in the top fifteen overall and in the top five of all non-reality television shows. (tvbythenumbers.com) Jericho was routinely in the top ten iTunes downloads. (New York Daily News) The CBS Jericho website is in the top ten of all television websites. Quincy Smith, who runs CBS' new media division, said the post-apocalyptic drama Jericho has a bigger online audience than it does on traditional TV. (USA Today)
While CBS trumpeted Jericho’s online success, they would not make the commitment to new media that was required. Perhaps to buoy their disappointing standings with traditional Nielsen ratings, NBC Universal is embracing Nielsen Online’s VideoCensus as an analysis tool. NBC Universal is committed to quantifying their online viewers.
Show-level data is something that advertisers have been asking for and NBC Universal is confident the numbers we’re releasing through Nielsen Online’s VideoCensus are both accurate and illustrative of the dramatic engagement that content from NBC Digital Entertainment delivers,” said Peter Naylor, Senior Vice President, Digital Media Sales. “We’re committed to working with advertisers to advance their understanding of how media performs across platforms and across audiences. (tvbythenumbers.com)
The Jericho fans refuse to be uncounted. They are making their presence known by funding ads in “The Hollywood Reporter” and “Variety.” Fans of Jericho raised over $6,000 toward a fan-created television ad. The “Save Jericho Again” 30-second spot is airing on Time-Warner Cable in the Los Angeles market. http://youtube.com/watch?v=qBbFL17tqos
Fans also pooled their resources to place a giant billboard in Studio City, CA to convince CBS Paramount to “Sell Jericho.” The billboard is situated at Ventura and Vineland within a mile of potential buyers as well as CBS. http://youtube.com/watch?v=ljP322HfBoA
After receiving more than 40,000 pounds of peanuts, CBS announced it would bring Jericho back last June. CBS reinstated the program for a shortened season. In an open letter to the fans, CBS President Nina Tassler charged the fans with the responsibility of marketing Jericho. Coming off the heat of the fan-based publicity campaign, CBS waited eight months before the new episodes aired. CBS did not assist through their less-than-aggressive marketing strategy and placement: Tuesdays at 10:00 PM. CBS canceled Jericho for a second time on March 21.
The argument to the “Sell Jericho” campaign is that the over six million fans would be a welcome ratings boost on networks such as SciFi, USA, TNT, Hallmark and the CW. In April, The New York Times reported that Comcast is exploring a potential partnership with CBS Paramount in a deal similar to the NBC / Direct TV pact that saved Friday Night Lights. The Jericho Producers, Carol Barbee and Jonathan Steinberg report that talks are on-going.
Google “Jericho” and find more websites, blogs, articles, news stories and “buzz” than almost any other television show in history. The battle for quality scripted programming and the outcry of fans demanding networks to respond to the changing platforms continues.
The two boxes, the television and the computer, are converging. The network that learns to harness that power will be the network that embraces the future. If television executives continue to turn a blind eye to the changing viewing platforms, they will find themselves in the same position as the music business.
The fans are out there. Smart buyers will learn how to count them.
For more information, contact:
Jeff Knoll – Tel: 905-257-7258
Email: jknoll@film.ca