Step aside, TGIF and Must-See TV: branded nights of TV are back again, thanks to ABC’s #TGIT (Thank God It’s Thursday) and NBC’s #WomanCrushWednesday. As I wrote at Adweek:
Networks can’t resist cloning anything that’s a hit on television, whether that’s shows or campaigns. Given the success of both #TGIT and #WCW, they’re all likely brainstorming hashtag-friendly campaigns in an effort to brand as many other nights of TV as possible.
So I came up with 12 new TV hashtag campaigns I’d like to see, from #PTSD (Post-Traumatic Sports Delay) to #TGINTGIF (Thank God It’s Not TGIF) to #WhatsaHashtag (What’s a Hashtag? Mondays).
During the next month, 20 new shows will debut, and half of them will be lucky to make it to a second season. As I wrote at Quartz, CBS is trying its best to beat the odds:
Its new shows are almost carbon copies of a beloved long-running series in time slots immediately before them (known as a show’s lead-in) or after them (its lead-out), in an effort to capture as much of the returning show’s audience as possible.
At TCA summer press tour, I spoke with CBS Entertainment Chairman Nina Tassler about her strategy that paired Criminal Minds with Stalker, Madam Secretary with The Good Wife and (duh!) NCIS with NCIS: New Orleans:
“It may not be where people end up consistently watching a show, but when you’re in this ‘discovery’ phase—when audiences are trying and sampling—that’s when I think lead-in matters more than anything,” Tassler told Quartz.