NBC Universal: April 2010 Archives

OK, don't go all crazy MIPTV Conference people, Ben Silverman didn't say shit that hasn't been said before by... everyone producing new media content. 

Perhaps he says it in a way that make people think it sounds new or perhaps people just want to party with the guy - but it's crazy how he can speak for 45 minutes and not say a thing.

I still don't know what the hell Electus is based on the way Ben tries to define it (the website offers no help). 

It sounds to me like a production company.  A production company that will have Facebook Fan areas and YouTube channels.  Basically like every production company on the planet. 

It will be a production company that acquires (or JV's) ideas for reality and game shows that can be exploited in the U.S. and international markets.  Please tell King World, Telepictures, Mark Burnett, Endemol, etc. or other companies that have been doing this FOR DECADES that your idea is revolutionary, Ben.  I'm sure they would laugh you out of the room and tell you to stop stealing their stuff.

Electus' plan is to bring Burbank, Madison Avenue and THE WORLD together before a project goes forward - basically marrying advertisers with content producers up front.  Perhaps you should Google (or "Electus'le" - which will be your way of rebranding Google - in a deal you'll announce by Press Release and then we won't hear about it ever again) the concept for the 'Soap Opera' from the 1930s. 

If your plan (if I may interpret it from your Press Release to announce the deal to create DumbDumb) is just to stick a bag of Doritos in Will Arnett's hand while he and Jason Bateman talk about their love for Doritos (plus they'll attempt to throw in some silly plot that's added just for fun) while one of them Twitters about his love for Doritos and encourages viewers to "Fan" Doritos on Facebook... then that's fine and dandy. 

Everybody gets paid by Doritos and everybody (probably) makes money.  It's called a commercial. 

Seriously, producing "branded" content with celebrities doesn't mean shit.  It means they're doing commercials and probably feeling pretty bad about themselves once they have to start announcing the winners of the Electus Award for Cheesiest Doritos Fanatic (which no doubt encompasses the person who can get the most people to join the Twitter feed).

There's nothing wrong with that.  Money is money.  That's why you're in business.  Just don't call it revolutionary or visionary or YOUR IDEA!  It's just a production company.  Gary Coleman has a production company.  Everybody is doing what you're doing.

Do it in 1994 as the internet is just coming into people's homes... then it's revolutionary.

Jill Kennedy - OnMedea

So... Conan O'Brien has decided to go to TBS.  Like him or not, get his comedy or not, Conan immediately brings a "hip" factor to TBS where it currently has none.  Whether that will be enough to truly take the network to another level is a huge unknown at this point. 

I have a feeling this announcement has taken the wind out of the sails of the "I'm With Coco" movement.  For some reason, I think they wanted him to stay off TV and start some crazy live streaming Internet-only revolution from a shack in the desert.  Sorry freaks.  Perhaps you can steal your basic cable feed and still feel like a revolutionary.

This is a big bet for TBS but one it can certainly afford to take.  Two revenue streams RULE!  If it doesn't work, they can always move "Lopez Tonight" (with its 1.0 rating) back to 11pm and put the always profitable "Ab Roller Deluxe" informercial on at midnight.

The biggest obstacle is the fact that TBS still feels (to me - and I'm not alone) like a network that airs nothing but "Mama's Family" reruns and very low quality VHS tapes of 1980s comedies.  I know this isn't the case anymore and they actually do have some solid programming with "The Office" and "Family Guy" reruns, etc. and have had some success in original programming with all those Tyler Perry shows (What, are there 10 series now?  All with 350 episode commitments?).

But adding Conan puts TBS on a different level - a network level with a big advantage - they don't need Leno-size ratings to call it a "hit". 

Imagine the spinmeisters at Turner the day after its debut:  "Late Night Cable Talk Show's Biggest Night Ever!"; "Conan Conquers Cable!"; "The Colbert Killer!"... "2.0 in Metered Markets - 18-49"... Okay, they won't put that one in the Trades but that's about what we can expect on the high end.  If a 2.0 late night rating is worth a $100 million investment, then TBS has made the right move. 

Personally, I think it IS the right move - if anything just to improve their image.  All the other shit that's on TBS will suddenly be given a second look which may make people slow down the remote as they're passing by on their way to USA or FX. 

For Conan, I think this is also the best move.  Though if he ultimately fails on TBS, his career is over (unless he is willing to take the 1:30a.m. Last Call slot from what's his name - that guy that dated Tara Reid).  Not going to Fox and being beaten badly by Jay Leno was a very smart move by Conan.  And a very smart move by Fox - which doesn't have two revenue streams (yet) and, thus, doesn't have money to burn.

So... good luck, Conan.  You have made a good match.  And I can't wait to hear all those jokes you'll make about what a crappy network TBS is.  The crappy network that is paying you $100 million dollars.

Jill Kennedy - OnMedea