ShopTalk | TVBiz Don’t Promise Winners and Losers in Sports Teases By Graeme Newell on Jul. 8, 2010 - 12:00 AM “Who won the game, we’ll tell you at eleven.” When we use this cheap technique to tease sports, it just makes viewers angry. They know you’re actively withholding and they don’t like it. You know you& ...
ShopTalk | TVBiz Don’t Promise Winners and Losers in Sports Teases By Graeme Newell on Jul. 7, 2010 - 12:00 AM “Who won the game, we’ll tell you at eleven.” When we use this cheap technique to tease sports, it just makes viewers angry. They know you’re actively withholding and they don’t like it. You know you& ...
ShopTalk | TVBiz The Problem with One-Word Coverage Promises By Graeme Newell on Jun. 30, 2010 - 12:00 AM A great tease will contain a solid promise of coverage that foreshadows a full and satisfying story. In the world of entertainment, the goal is to convey the depth and complexity of the story line. Any promises that smack of simpl ...
ShopTalk | TVBiz Marketing TV Brands with Social Media Optimization By Graeme Newell on Jun. 17, 2010 - 12:00 AM You’ve probably heard of SEO, search engine optimization, but there is a new term you should be familiar with, SMO, which stands for social media optimization. SEO is the science of influencing search engine results from the ...
ShopTalk | TVBiz Teasing Main Street Money, not Wall Street Money By Graeme Newell on Jun. 9, 2010 - 12:00 AM When teasing financial stories, think checking accounts, not stock portfolios. Incredibly few viewers actively trade stocks. Lots of folks have a 401K, but few understand the mechanics of Wall Street. If you ask most news producer ...
ShopTalk | TVBiz Use the Key Wall for Weather Teases and Promos By Graeme Newell on Jun. 2, 2010 - 12:00 AM Most stations have dropped some serious coin on weather hardware. Animated maps, satellite photos and graphics can create very impressive eye candy. New hardware can fly and zip viewers throughout the area like jet aircraft. Most ...
ShopTalk | TVBiz The ‘Turn-Around’ News Marketing Test By Graeme Newell on May. 26, 2010 - 12:00 AM Most of us roll our eyes when we hear companies market “price-of-entry” features. The car dealer: “We will give you the best car for the lowest price.” The restaurant: “We use only the finest quality ...
ShopTalk | TVBiz What Cable Networks Can Teach Us About News Branding By Graeme Newell on May. 12, 2010 - 12:00 AM How will local TV branding change in the coming years? If you want to get a good look at where we’re headed, the national cable business can teach us a few things. National cable channels like Discovery, TBS, Lifetime and CN ...
ShopTalk | TVBiz Mix Up the Structure of Story Packages By Graeme Newell on May. 5, 2010 - 12:00 AM If you look at the basic structure of a newscast, it has changed very little since it was invented more than fifty years ago. Back in the days before clicker-happy viewers, the audience was more tolerant of less-interesting portio ...
ShopTalk | TVBiz One Word Coverage Promises By Graeme Newell on Apr. 28, 2010 - 12:00 AM A great tease will contain a solid promise of coverage that foreshadows a full and satisfying story. In the world of entertainment, the goal is to convey the depth and complexity of the story line. Any promises that smack of simpl ...