So more and more people are getting DVRs like TiVo, and commercial TV networks have been getting more and more up in arms over the “theft” involved in people watching their shows without watching commercials as well. To date, their efforts have been to try and cripple DVRs from being able to skip through commercials (which makes one wonder whether, if they had they power, they’d develop a way to shackle viewers to their chairs).
But, miracle of miracles, a few enlightened souls have figured out it’s probably more effective, and less alienating, to try to encourage people to watch commercials, rather than try and prevent them from not doing so.
This September, AOL and Mark Burnett Productions will launch “Gold Rush,” an interactive game that asks players to monitor CBS television programs and commercials for clues to find $2 million in gold.
The game will last for approximately the first two months of the fall television schedule, according to a CBS representative. Clues will be scattered throughout CBS television programs, commercials, the AOL Web site and other media properties, AOL said.
The game could be a sign of a new tactic in the television advertising battle. As TV show downloads and ad-skipping DVRs pull viewers away from live advertising, the networks must find new ways to draw them in. The solution may be low-tech creativity: constructing new blends of advertising with content viewers are compelled to watch.
CBS isn’t alone. Since May 3, ABC has featured fictitious ads for the mysterious “Hanso Foundation” during commercial breaks of “Lost.” Viewers who stayed tuned during commercial breaks were rewarded with “ads” featuring phone numbers and Web sites leading to clues about the show.
Amazing — TV networks trying to make themselves more entertaining and desirable to watch. What will they think of next?
Posted by CyberDave
(via BoingBoing)
Geez, all they have to do is make the commercials entertaining. I did a post on the Burger King “Manthem” commercial, and it got 23 comments! People sent in links to the video, an interview with Helen Reddy – they got into a little flame war with each other – an advertiser’s dream.
When I do posts on global warming or the Veterans’ Administration data security screwup, maybe one comment.
I think the term is ‘viral’ advertising, that carries its own interest beyond the broadcast. Much better than chaining viewers to a chair (or any analogue thereof)
Maybe they could allow a show to mature before deciding to cancel it? More intellitent writing? Something other than the same recycled pablum over and over again? (And people wonder why I read so many books each year!)