What Does Online Entertainment Do That Traditional TV Entertainment Can’t?

It is a given that audiences are increasingly migrating online to get their entertainment fix. But why? What is it about online content that is so compelling for audiences?

At its best, online content has the potential to deliver personalized and participatory experiences. 1) Personalized, in that the audience can engage with content on their terms by choosing when and how they watch it.  If you take the example of our new online drama, Freak (which launches on MySpace this Summer) audiences can choose how they engage with the different storylines.  We offer the audience a “lean back” linear experience, or if they want to follow a particular character they can have a “stalker experience” by going to a specific character profile page and watching the content unfold from that character’s point of view. 2) Participatory, in that the content allows the audience to have a deeper more interactive experience by allowing character interaction with the audience or enabling the audience to share their views by attaching community tools and discussion threads. A great example of this is our new parenting drama called Parentshood, where the video content is dynamically linked to existing community discussions and expert advice articles. So if you are watching a storyline around Post Natal Depression and you want to learn more, you can with a click of a button get access to expert advice or migrate down into ongoing discussion groups.  We call this “learning through story” where by the entertainment is underpinned by an educational backbone.

But what does this mean to Charities?

We know audiences that build around online content tend to be more robust, engaged and more willing to interact with content. And we know that online audiences genuinely want to share their experiences with an online community. Charities have an opportunity to use/ attach themselves to online content in order to establish meaning 1:1 dialogues with potential consumers and build communities around content in order to create an environment where audiences want to or have the ability to discuss issues that Charities represent. In Freak, one of the important storylines focuses on underage drinking and the consequences that come with it.  There is an opportunity here for a Charity to align or integrate themselves into this storyline to further cement their proposition.  Furthermore, Online content can be very targeted especially given the platform it sits on, for example Freak, which sits on MySpace targets 14-18 year olds.  This hyper targeting enables Charities/NGOs to speak directly to and spread their marketing message with a desired target market in a way that TV can’t.

1 Comments For This Post

  1. Fadhilla Says:

    My friends and alayws say they mean no swearing fighting violence or sex just clean good old fashioned programmes by this they would be considered appealing to see channel with good wholesome entertainment know that gardening.My friends and family who are over 60 and nature programmes by this they would be considered appealing to my friends and.My friends and alayws say they mean no swearing fighting violence or sex just clean good old fashioned programmes by this they would love to my friends and family who.

Leave a Reply