Successful Promotions

I was just reading MediaGuardian where there was an article about the ratings perfomance of new improvised sitcom, Outnumbered. Apparently it did quite well. However, I was completely unaware of the series’ existence.

It made me think that perhaps i’m not the most easy person to reach anymore? I don’t watch a huge amount of telly, but it’s not insubstantial – I probably consume about 12 hours a week. I have however got a PVR and Freeview which makes my live television consumption relatively small. This means that I skip the adverts, naturally, but also skip many of the promos too. I select the (live) TV shows I watch by scrolling through the EPG and stoppping on stuff I recognise. So, even if i’d seen Outnumbered listed I would probably not have stopped anyway.

Multi-channel TV has generally got away from expensive marketing as they use free media on their own channels to promote new shows. Nowadays, due to the rise of the PVR, the relevance of this is less and less impactful and channels will have to work harder, in new ways, to promote their content to viewers.

Outnumbered, for instance, doesn’t even seem to have a website and doesn’t even merit much of an appearance on bbc.co.uk/comedy. Is one of the reasons many new shows seem to fail is that the TV channels aren’t doing enough to encoruage ‘trial’ of new programmes?