Community TV
Networks embrace viewers online, giving them input into what we see on the tube
ABC Entertainment relaunched an online community group it refers to as The Inner Circle late last year. Initially created three years ago as a marketing tool, it was brought back to life with the help of social-networking software enabler Passenger. The company built an online community that allows ABC to engage with select users in several ways, such as asking for feedback on previews of shows, promos and how they feel about the network as a brand.
Michael Benson, evp of marketing for ABC Entertainment, explained, "It started out as a marketing tool and became a research tool. Now it's kind of a combination of both." The conversation it creates between users and the network, he added, directly impacts marketing strategies. For instance, ABC learned about the Internet habits of some of Lost's biggest fans. "That helped us design much more rich and robust marketing strategies on multiple platforms for that show," he said.
Read Full Article
ABC Entertainment relaunched an online community group it refers to as The Inner Circle late last year. Initially created three years ago as a marketing tool, it was brought back to life with the help of social-networking software enabler Passenger. The company built an online community that allows ABC to engage with select users in several ways, such as asking for feedback on previews of shows, promos and how they feel about the network as a brand.
Michael Benson, evp of marketing for ABC Entertainment, explained, "It started out as a marketing tool and became a research tool. Now it's kind of a combination of both." The conversation it creates between users and the network, he added, directly impacts marketing strategies. For instance, ABC learned about the Internet habits of some of Lost's biggest fans. "That helped us design much more rich and robust marketing strategies on multiple platforms for that show," he said.
Read Full Article
