TV Networks Make Their Move

After years of watching their audiences leave primetime for cable and the Internet, the TV networks have woken up to the reality that they need to be more active online. Yesterday I wrote about how CBS' plan to use contextual ads on its local affiliates' websites was misguided, so here's some advice on how the TV networks could increase their audience, make fans happy, and profit in the process.

The two best resources that the networks have are the ability to produce video content and passionate audiences. Turning that into profits requires selling short video ads to support the content. The networks should develop video content similar to that which has helped to sell movie and TV show DVDs, and capitalize on fan sites and the blogosphere to reach willing shoppers.

The WB will soon stream old shows online that include ads, which should pay for itself since the ads can't be skipped, but old reruns will only get you so much. Why not use ads to pay for exclusive content about the current shows? For example, deleted scenes, actor interviews, outtakes, and director's commentaries for shows like CSI or Gilmore Girls would have audiences flocking to their websites. ABC gets it, distributing interviews with the Lost's creator as podcasts.

Blogs written by the actors or show writers (and not like the cheesy blog from How I Met Your Mother would entice fans to go online regularly, where they can be exposed to related merchandise. Since music is prominent in so many of the youth-oriented shows, CDs and music videos are a natural fit.

The networks should develop affiliate programs to provide a multitude of outlets run by fans to rapidly create mini-industries that can surround a successful show. By focusing on video and merchandising, the networks can work with and not against the Internet.