Hjulene på busser drejer rundt rundt rundt

Hvis du gik og troede at det handler om at skabe de mest kreative serier, har du sikkert ikke lige fået tjekket årets Emmy uddeling.
Ugen før blev de kreative Emmyer uddelt, og selv om at det ikke kan overraske var det der, der blev taget chancer, mens søndagens gab blot understreger at de gudesmukke skuespillere i deres stiveste puds er heldigt forudsigeligt fjernsyn.
Tilbage til det som det hele handler om, serierne, så er det efterår og det er blevet den 21. september.
21. september er skærringsdag i TV land USA.
Det er den første mandag efter Emmy uddelingen og den dag efterårets TV sæson starter op, hvert år.
Det er dagen tæt på 150 serier – nye som gamle – skal kæmpe om seerne og – og det er her det bliver kedeligt – om annoncørernes penge.
For selv om at vi er et par stykker der elsker at se TV serier, sker der intet – absolut intet – hvis reklamekronerne bliver væk.
Og her begynder USA at have et problem.
blindspotDarcy Bowe, vp, media director hos Starcom der køber reklame placering foran, under, efter og indeni serierne for tusinder af millioner af dollars hvert år siger:
-It doesnt feel like theres any one show or couple of shows that have really stood out this year on any of the networks, starter han og fortsætter.
Theres been good buzz about a lot of it, but I dont feel like theres been any show thats like, I have to be a part of this, I’m so excited about it, slutter han.
Dermed kunne serierne, broadcasterne og hele den del af industrien potentiel have et problem.
minorityReport640FRONTEn anden reklamekøber, John Muszynski, chief investment officer hos Spark, der “investerer” lige så mange milliarder dollars i reklame køb siger:
-Theres nothing that stands out where we said to clients, Dont do that, youre going to make a mistake, starter han og peger så alligevel på “Blindspot”, som Melissa Shapiro, president of investment, Mediavest er pjattet med:
-I think “Blindspot” is going to be great, starter hun og fortsætter.
-When I watch pilots, I dont look just at the pilot, I try to envision what episode three and four is going to be. And with “Blindspot”, shes got unlimited tattoos. You could CGI a new tattoo the following week because of something that happened in a social conversation on her pinky toe. And that’s a whole new episode, slutter hun for at blive afbrudt af Muszynski, der siger:
-NBC sees that as something powerful. Theyre promoting the hell out of it, starter han og fortsætter.
-When I saw that – ( TV og billboard -reklamerne ) – my first thought was “Bourne Identity”, and lo and behold, thats what theyre actually referring to it as in the promos, slutter han.
mrRobotArt640En anden high profile serie bliver “Quantico”, der er et FBI drama.
Om den siger Melissa Shapiro:
-Its kind of hard right now with “Fear the Walking Dead” at 10 – and “Walking Dead” returning Oct. 11 – but “Quantico” I enjoyed a lot, slutter hun og bliver suppleret af Muszynski, der siger:
-I think that people will get pulled into “Quantico” just off the pilot. The pilot had a great twist, and I think they got into the suspense and mystery very quickly. I think people will continue to come back because theyll get pulled in early on, slutter han.
En anden potentiel serie er “Supergirl”:
-On CBS, I think theyve got a lot of potential with “Supergirl” bringing in a different, younger audience, fortsætter Shapiro.
Og “..”Code Black” was a very powerful pilot, and I could see it working over time, slutter Muszynski.
Lige forudsat at den samme kanal sender en masse mere “ER” ( reruns ) og mindre “Greys Anatomy” ( ”Code Black” handler om en ER hvor der hele tiden er for få læger – når det går helt galt går stedet i “code black” )
Problemet er bare at der ikke rigtigt er flere serier blandt de mange der får premiere over de nærmeste par uger, der har fået reklamekøbernes opmærksomhed.
Darcy Bowe, vp, media director hos Starcom er uanset de få hits ikke helt glad.
-Gone are the days where you got this huge sampling of a couple of shows, you got several runaway hits and it was very exciting, starter han og fortsætter.
-Now theres a lot of sampling and a lot of binging later. Now its not always about that premiere week, but several weeks later, when someone goes, Oh, everyones been talking about X, Ive got to catch up.’ And that just wasnt an option in the past, so well just see how that plays out, slutter han.
reborn2Shapiro fortsætter om fremtiden/resten af denne sæson:
-How it could manifest into future episodes. Does it completely jump the shark within the first two minutes of the program or figuring out, has the program reached exhaustion? As far as the success of programming is concerned, again, have I seen that before? Is that already on the air four different ways from Sunday and in three different languages? Is the time period not going to be successful enough that even within a three-day period if youre paying obviously C3, will the network protect it? slutter og taler måske om det amerikanske marked.
Omskrevet til vores lokale: hvor er seerne henne når de nye serier bliver sendt og hvorfor rammer de ikke i målgruppen ( tænk TV2s nye premiere på “Norskov”, der bare ikke fungerer og som derfor blot havde 662.000 seere )
Muszynski supplerer:
-We look for shows that are going to work beyond one year. That are going to have some legs because, once the network gets a successful show, if you dont have many of those in your mix next year theyre going to generally mirror the plan that you bought the year that that show was launched, starter han og fortsætter.
-So if last year you only bought one “Empire” [unit], this year Fox would have been trying to restrict you to one Empire or at least if you increased your dollar level, the same proportion of Empire units to the total that you had the year prior, slutter han.
gunforside640Dermed kunne det se ud til at en del af de serier, der starter op på en ny sæson dette efterår har større chancer for at overleve end de helt nye, som ”Code Black”, “Quantico”, “Supergirl” eller “Minority Report”, for nu at nævne et par eksempler.
Sikkert er det dog uanset at serierne har fået en masse reklamekroner til at besøge TV, i stedet for andre platforme.
Lig nu går det bare ikke helt så godt som før.
Altså på den kreative front.
Foråret 2016 skulle efter sigende bliver lige så kedeligt, med – stort set – kun sats på serier der bygger på allerede kendte formater.
Det er simpelthen den eneste måde de mange serier ser ud til at kunne fange seernes opmærksomhed.
Ganske morsomt viste sommerens “Mr Robot”, der blev forlænget før den blev sendt at nye og usete ideer sagtens kan flytte både seere og annoncekroner.
Hjulene på busser drejer rundt rundt rundt er naturligvis et citat fra Eureka.
Her lidt promoer for de serier der kommer.




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