New Content, Better Model
Unlike NBC's use of the internet as a minor league tryout space, Disney-ABC create content exclusively for IP and mobile.
By Janet Lafleur | February 29, 2008
The Disney-ABC Television Group announced the launch of Stage 9 Digital Media yesterday. Stage 9's mission is to bridge the gap between user-generated content and broadcast network programming. (I thought that's what Fox does.) Still, there's quite a space between cats using the toilet and Scrubs. First out of the gate is "Squeegees," a series exclusively distributed on YouTube.
The formula might work. "Squeegees" does have higher production values than most anything else featured on YouTube. Its lower production costs allow for more experimentation, and its web presence allows for instantaneous data measurements of audience size, length of visit, and click-through. Networks now have the means to get more young talent in pipelines.
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