Could a cable channel use a Living Social deal (or another group buying platform) to promote tune in for a new show?
Example: Great Migrations on the National Geographic Channel
A quick synopsis:
“National Geographic Channel’s Great Migrations is a seven-part global television event that takes viewers around the world on the arduous journeys millions of animals undertake to ensure the survival of their species. Shot from land and air, in trees and cliff-blinds, on ice floes and underwater, Great Migrations tells the formidable, powerful stories of many of the planet’s species and their movements, while revealing new scientific discoveries with breathtaking high-definition clarity.”
Read more: http://channel.nationalgeographic.com/channel/great-migrations#ixzz15HXuM8rK
I think Tom Shales of the Washington Post recapped the show best:
“‘Stunningly’ beautiful? ‘Rapturously’ beautiful? ‘Shockingly’ beautiful? You can marry a dozen adverbs to ‘beautiful’ and still not capture the compelling grandeur of ‘Great Migrations,’ a wondrous new jaw-dropper… [i]t’s movingly beautiful too, in both senses of ‘moving’ — physical and emotional.”
My first thought- wow, it’s a ‘global’ television event. That’s huge! Think of the millions of potential viewers not only in the US but around the world! And beautiful imagery of animals and the world around us? You’ve got me hooked! But hmmm, the show also sounds a bit familiar… I’m thinking the BBC’s ‘Planet Earth’ and ‘Life’ sound quite similar (and yes, that’s not a typo- the BBC produced the films, not Discovery). Both of these films were beautiful in their own right and are a standout in the natural history film category– but then again, so is Great Migrations. While all 3 films are similar in genre, all 3 do offer something different for viewers. The problem is to then convince the average viewer to tune into Great Migrations when they’re probably thinking, ‘I’ve seen that already… twice.’
I think the answer lies in marketing- adding something different in the marketing plan. Something to shake things up, reach new viewers, and perhaps get a little extra press. What if Great Migrations (or any other major cable special) used the Living Social (or other group buying platform) platform as another advertising avenue?