econSM, session 3: Social Media Meets Hollywood

[econSM photoset on Flickr]

Topic: As broadband inches toward ubiquity and movie downloads are no longer limited to early adopters, the entrenched players are having to play catch-up. The DVD and cable release windows have become tremendously compressed over the past two years, and simultaneous releases are moving from experiment to accepted behavior. And then there’s this little site called YouTube that you might have heard of, which reminds some of the original Napster but invites others to look at a rich new market for Hollywood. Can Hollywood dictate mass taste anymore?

Panelists: Ilene Chaiken (The L Word), Alan Citron (TMZ), Carson Daly, David Eun (Google), and George Kliavkoff (NBC Universal). Moderator: Staci Kramer.

(Raw notes: not quotes.)

Eun: I’d like to see YouTube as more of a place where community can form.

Daly: What the hell am I doing here? I have a late night show on when all of you’re asleep when it airs.

Citron: We’re trying to create a conversation around the stories with the most heat.

Chaiken: Creator of show, The L-Word, “My second job is overseeing a website that was inspired by a character on the program —” “A lesbian MySpace.” We’re interacting in a more active way with our fan base. Since the L Word is the only lesbian-themed show on TV, we have a very engaged fan-base. They are even helping write some episodes.

Kliavkoff: Building 360 screens: moving from TV to web to mobile…building affinity relationship. Don’t know of a particular show where “community” have “tipped the balance.” People who watch full-feed of show increases the rating.

Citron: (Asked about Alec Baldwin) There is a cycle that exists. We have a scoop. We add a poll to it. And then you can see a comment thread where someone sets a view, counter-views respond. Then the whole issue radiates out across the web. (How can you tell when someone is sharing your video?) When papparazi call and threaten us.

Daly: My show is on in the middle of the night. Social media is everything for us. We have to (w/ the little money we have) do everything we can to engage the viewers we have. We do it through music. We want our viewers to have a shared experience. I think most of the shows on TV have at their core, are a community.

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