The problem is ratings are still important. They still result in ad revenue for the networks, and in The CW’s case, DVR numbers aren’t helping their dire cash flow situation. According to an article this week in AdAge, The CW is trying to come up with ways to get viewers to watch new episodes live. Chances are if they don’t, there won’t be a CW much longer.
Let’s face it, The CW needs all the help it can get. It’s a small fringe network that’s losing viewers and cash quickly, and cannot begin to compete with the bigger networks by traditional means. It can only survive with creative and affordable marketing strategies, like catering to fans online and encouraging them to watch live. The fans help with promotion, generate the buzz, and the Internet is the cheapest and most effective resource. Considering Warner Brothers is fifty percent owner of The CW, and part of the Time Warner family (which has a huge online presence), they already have the resources in place to make such campaigns a reality.
Networks Still Aren’t Convinced
The same AdAge article mentioned that networks haven’t figured out ways to monetize their online content. Warner Brothers already knows that there’s revenue to be made from ad-supported streaming, thus the resurrection of The WB online. After all, many popular online sites like MSN.com reported double digit increases in traffic during the winter months. Hulu.com, an ad-supported online streaming site created by FOX and NBC, launched in March and has been a steady hit. Warner Brothers even contributed some content to that site. However, Warner Brothers still isn’t convinced of the full potential of online streaming considering the shows announced to be aired are older WB hits; Friends, The OC, and The Gilmore Girls. There’s also a fear that making shows available online will ruin deals for cable syndication.
Cable networks saw big increases in ratings in 2008. Even though many of these cable stations were airing repeats, these episodes were new to many of the viewers who were seeking new entertainment options while the networks aired filler reality shows because of the strike. As a result, some shows like Family Guy are seeing new life in syndication.
Article comments
1 - Crogos
I totally agree. Today people are just running all over the place at all times and hours of the day. As much as I would love to have appointment television, the fact is I simply cannot. Supernatural is a show with a substantial mytharc, and is not easy to get involved in after 3 seasons of story. You hit just about every nail on the head in your article. I would just like to add that if the networks do decide to stream online, could you at least make it available to those in Canada? I know the CW puts the episodes on their site to stream, but I can't catch them north of the boarder.
2 - Sharon
I agree with everything you've said... I got into SPN through my American friends (I'm in the UK) and rented out the first season and got hooked! I've now bought the first two seasons to own, and waiting for the rest of the season to air over here later in the month...
Making the show accessible to more people is the best way of getting viewing figures up AND allowing new fans to get into it.
3 - Ann Byassee
I think this is an idea with great potential. Thank you for bringing it to my attention. I have signed and will certainly encourage fellow Supernatural fans to do so. New people join the fandom all the time and it doesn't take much to get new viewers hooked. This could be a wonderful opportunity to bring in new fans.
4 - Ayame
I totally agree. If Supernatural could be streamed online, then it would help the CW with their ratings and it would show people who've heard of it and always wanted to see it a chance to indulge (if they wish to do so).
I got one think that this is a great idea.
5 - LindsayW
Thank YOU, Alice, for so cohesively putting this together from the start. We are happy to promote this and I know we will reach our signature goal!
6 - Kyle Burnett
Yes! More people need to get into the show, online streaming and all episodes on demand!
Also, showing a marathon of every episode on TV would be good.
7 - Andre Parsons
Go to in2streams.com its a monthly cost of like $20 but you get hundreds of different shows and they usually have the new episodes a day or 2 after it airs
8 - Alice Jester
I did some quick checking into in2streams.com and a few comments about this site on various forums haven't been too favorable. It seems suspicious at best, and there are many warnings out there questioning its legitmacy. They use paypal for payment, and that's usually a red flag to me right there. I won't discourage people to check it out without knowing more, but beware.
9 - Alex
in2streams is not exactly legal but I can confirm it is lagit. lots are poor quality but watchable.