Tag Archives: American Idol

8 Ways Fox Could Keep Empire’s Momentum Going After the Season Finale

Leave a reply

Fox Empire momentum

The only thing that could stop Empire’s continued meteoric rise, it turns out, was the hip-hop soap opera’s 12-episode Season 1 duration. As the drama ends its first season tonight — likely with one final week of record ratings — Fox needs to figure out how to keep Empire’s viewers engaged, and hopefully still tuned in, between Thursday and whenever the show returns for Season 2. As I wrote at Adweek,

In the interim, there are several opportunities for the network to capitalize on Empire’s massive audience and goose the network’s ratings, without tarnishing the still-expanding brand before it has a chance to realize its full potential.

I came up with eight feasible suggestions, including one of my favorite ideas:

Launch an Empire-centric hip-hop competition

In addition to maintaining Empire’s momentum, Fox would also love to find a new fall music competition to replace The X Factor, which bowed out in fall 2013. That’s one reason that Walden and co-chairman Gary Newman have been meeting with Simon Cowell about creating a new competition show.

Now, its best opportunity for not only a new competition show, but also one that doesn’t just feel like a Voice/American Idol clone, has just fallen into the network’s lap. Taking another page from Glee, Fox should mount a truncated version of Oxygen’s The Glee Project in the fall, in which aspiring hip-hop artists show off their vocal skills and compete for a featured role in Empire Season 2.

The network could run it in early fall, well before Empire’s second season, sprinkle in Empire cast guest appearances every week and tease new footage from the upcoming season. One essential element: the involvement of Timbaland, the show’s executive music producer.

This … is American Hip-Hop Idol!

There are plenty more where that came from, so make sure you read the whole story!

8 Ways Fox Could Keep Empire’s Momentum Going After the Season Finale

How Fox’s Marketing Fanned the Flames of ‘Empire,’ One of the Biggest New Shows in Years

Leave a reply

Empire marketing

Nothing erases the memory of a horrific fall season like a huge midseason hit. And that’s exactly what Fox has on its hands with Empire, which is the number one new show this season in adults 18-49 and has grown its audience three weeks in a row, instead of slowly losing viewers as most new series do.

While the show has connected powerfully with African-American viewers, its success is in large part due to Fox’s elaborate, months-long marketing campaign. Those behind it, including Fox COO Joe Earley and Fox Television Group co-CEO Dana Walden, walked me through the marketing strategy for this Adweek deep dive. As I wrote, Walden quickly identified the show as her top priority for midseason :

As incoming co-CEOs of Fox Television Group, Dana Walden and Gary Newman, tried to piece the network back together late last summer, they decided that Empire would be the focus of its midseason efforts, just as they had centered on Gotham in the fall. “When they started, Dana and Gary immediately made it the No. 1 priority for midseason,” Earley said. “They authorized augmenting the marketing campaign because, honestly, it was under-budgeted. They said, ‘It’s too important; we have to do it right.’ That allowed the really creative marketing team to do execution they couldn’t have otherwise.”

Read on for much more information about the promotional key art, tie-ins, VOD push, social media strategy and how ad buys jumped with each ratings increase — and how Empire’s early renewal for Season 2 has set in motion even grander plans.

This was my first marketing campaign deep dive for Adweek, and it was a treat getting to focus on this side of the industry.

How Fox’s Marketing Fanned the Flames of Empire, One of the Biggest New Shows in Years

American Singing Competitions are Hoping Israel Can Save Them

Leave a reply

american singing competitions

The singing competition genre has gone off-key in the U.S., but ABC is hoping that a hit series from Israel — Rising Star, in which audiences vote in real-time, via the show’s app —will get it back on track. As I wrote at Quartz,

Speaking to reporters at the Television Critics Association’s winter press tour in January, ABC Entertainment Group President Paul Lee called Rising Star “the next generation of reality shows,” adding, “It’s almost like a modern Colosseum. I mean, people are literally voting up or down. … And it really has been a big hit over there. We think it will be a star maker over here.”

Easier said than done. After all, TV success in one country does not always translate to another. For every American Idol—based on the British series Pop Idol—there is an X Factor, which couldn’t replicate the UK original’s success here. (Rising Star has also been sold to France, Germany, Italy and Russia.)

I have my doubts for several reasons, most notably the fact that the show will air in four different time zones, meaning that not everyone will be able to vote “live.” And it was just two summers ago that ABC announced another heavily-hyped singing competition, Duets, which faded quickly. It seems unlikely that Rising Star will fare any better.

American singing competitions are hoping Israel can save them 

Five Ways Television Can Save Itself in 2014

Leave a reply

five-ways-television

Happy new year! I rung in 2014 at Quartz with — what else? — this list of five resolutions that the networks should make for the coming year to thrive in this strange new world of streaming, stacking and binge-viewing. Among them: Plan for life after talent competitions.

For the past decade, talent competitions like American Idol and Dancing with the Stars have dominated the TV landscape, but across the board, almost all of those shows are showing signs of fatigue. Idol, Dancing, America’s Got Talent, and The X Factor’s  ratings were all down sharply this season (only relative newbie The Voice is still robustly chugging along), despite various attempts at shuffling formats and judges.

Even with the ratings drop-off, most of these shows are still solid performers, but they are definitely closer to the end of their run. Given the vast amount of real estate they occupy on their respective networks, it’s time to come up with contingency plans for when these shows do take their final bows. Otherwise they’ll be repeating the mistakes of ABC and NBC, whose respective schedules took years to recover from overreliance on the likes of Who Wants to be a Millionaire and The Jay Leno Show. It could be argued that they still haven’t recovered.

Resolutions are easy to make, but very hard to follow. I’ll check back in with this story at the end of the year and see how many of these the networks actually stuck with.

Five ways television can save itself in 2014