CorpComms Magazine

Social media buzz around a television show does not necessarily improve ratings, according to a panel of TV marketing executives at the Digital Hollywood Conference held this week in New York.

Though fans will often turn to social media to express their admiration for a show, generating hype online, networks feel that success on these forums has little bearing on a series' ultimate commercial success.

Panellists even suggested that following social media hype too slavishly could lead to damaging decisions. Programmes with a cult online following may still flounder in the ratings. In response to popular demand on its message boards, US network CBS resurrected a drama series that had previously been cancelled called 'Jericho'. The series was subsequently canceled yet again owing to repeatedly poor ratings.

Social media has the biggest impact on niche shows with a small but dedicated following rather than prime time money-spinners.

Despite their reservations, networks increasingly consider a social media presence an indispensible marketing tool. But as fans and critics tend to seek each other out online, panelists argued that this presence can often be relied upon to develop unbidden by broadcasters.

share me: del.icio.us | digg | reddit | Tweet