Eventising (verb): the act of turning a television broadcast, whether it is cable or network, live or recorded, into an event that the consumer will be convinced to watch upon its initial airing.
Ah, yes. Wordsmiths are never done adding to our marketing dictionary.
This is a revelation that we wrote about once before; that the best advertising rates and returns seem to happen around events that are incredibly hard to duplicate: The Olympics, World Cup, and Super Bowl would fall into those categories. Social media has taught us recently that the Golden Globes, Emmys, and other award shows are nothing to toss our noses up at either.
People still dig the live event. So how can marketers and show producers turn regular broadcasted TV into experiences not to be missed?
You guessed it: by eventising it.
There is about to be a wave of shows that will include real-time, live components to them in order to keep the consumer on the screen(s). Yes, we realize that this is not a new concept, but the concept will be more widespread than we have previously seen.
Will it be a good thing? Hard to say.
Consumers, especially TV watchers, are quite fickle. Love the concept one day, hate it the next.
But hey, at least producers are looking to try something new. It's a start.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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