Screen Saver

20 09 2012

It’s fun watching my 14 year-old watch TV. Well, actually, she’s not watching that much TV, if you sit down and watch her. What she’s really doing is juggling…TV, iPhone and iPad. She is busy interacting with three different screens.

And she is not alone. Digital natives can handle this task with ease. Then there are folks my age who have trouble figuring out the remote control.

Marketers and broadcasters, though, are very much aware of this multitasking. They are onto the fact that for many viewers, there are second and sometimes third screens involved. It is completely divided attention, but if this can be turned to the marketers’ advantage, there is much to be gained. And retained.

Which explains why NBC is going bonkers with its NBC Live initiative. A full slate of new Fall shows have companion sites on Pinterest, Instagram and Tumblr. And NBC is doing everything it can to steer multitasking minds to those landing pages. It can work both during and after the show, but especially during.

Imagine getting real-time viewer comment while the show is airing. That kind of stuff is priceless. It’s called engagement. The more you can engage your viewers, customers, etc., the more likely you will be to retain them.

In the TV business, jobs are won and lost by number of eyeballs. Do whatever it takes to keep them glued.

More than anything, all of this activity by NBC in response to changing user habits shows that not only can and should a company be resilient, but that these viewing habits are for real. This is no aberration; if anything, it is only going to intensify. Even for oldtimers like yours truly, I know that watching TV is seldom a singular activity. I already have a problem sitting still long enough to watch a show (unless it’s Breaking Bad). My mind starts to wander, and pretty soon I find myself playing with my phone and iPad. Of course, I sleep with these two only a few inches away anyway, so it is pretty much now second nature to reach for them whenever my mind drifts.

Maybe I was born 40 years too early.

Within the context of today’s teens and young adults, NBC’s moves make perfect sense. In fact, it’s do or die. There are so choices available today, so many voices in the media landscape. That efforts to engage have escalated so dramatically is really no surprise. In fact, the real surprise will be seeing who doesn’t reach out. Anyone who digs in their heels and refuses to budge is bound to be left behind.

Now if I could figure out a way to put my talking head on one of my daughter’s gadgets. Maybe then I’ll be able to engage her in conversation.

Dr “The Big Screen” Gerlich


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