We talked yesterday about ABC's upcoming fall schedule, and the fact that they're adding 10 new shows. They go on to talk about how they think it's a great move and that they're taking risks because they're trying a couple of new things. The bottom-line question wasn't what they were doing to improve, but whether they were working on the right thing in the first place.
With the announcement by Fox concerning their new Fox Atomic online social-networking site, it shows the contrast between working on the right thing or trying to improve the wrong thing.
When you're working on the right product or service on the right platform, it's better to be fair or good than to be the best on something that is contracting and slowly diminishing.
What's better is that the executives on this project understand that they must go way beyond simply using their online presence to show movie previews or trailers. You can get that almost anywhere. There's no differentiation there.
Instead they've partnered with several companies and are building an online social-networking site along with offering interactive videos that can be altered and adjusted or you can create your own video and upload it to see if you can win a competition.
What is more compelling, ABC putting Grey's Anatomy in the same timeslot as CSI, or the ability to enter into a social community of people with similar interests that you can interact with or create your own online video projects with the tools being provided for you?
They are offering the new stuff while still letting you see trailers and reviews for those interested. Fox understands that this is a time of transition, so they are offering products and services that reflect that reality. To build your marketing upon your upcoming fall TV schedule is missing half of the entertainment game already. They need to get this quick.
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