Thursday, May 04, 2006

Avoiding TV's Rerun Blues

It’s easy to simply blame new media competition for TV’s on-going ratings slump. But, postulates Media Life’s Kevin Downey (January 5, 2006), TV itself may be its own worst enemy by increasingly relying on reruns.

Downey notes that reruns used to account for about 15% of programming in the early 1980s. Now, amidst and ever increasing amount of media choices, TV’s reruns average 36-43% of non-sweep programming and 21% of programming even during sweeps.

In radio, it’s easy to fall unwittingly into the rerun trap. Elements get created and often hang around for months or even years without significant change.

Make a commitment once a month to listen to your station from a “no reruns” perspective and take appropriate action. Regularly re-evaluate benchmarks and replacing those with diminished impact. Continually freshen up imaging. Put new spins on franchise promotions. Capitalize on short-shelf life phenomenon and events. Regularly write new plotlines into shows.

Take a similar approach to music and regularly adjust category and liner placement in cocks. Sign up for quality artist specials. Be creative with artist drops.

Create web-only content – including variations or extensions of what you’re already airing.

Call or email and we can discuss these and other ideas.

Being proactive will help you avoid TV’s present predicament of “been there, seen that, I’m choosing another entertainment option.”

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