Future Bright for Reality TV… Here’s Why
Was in downtown Chicago for some meetings a few days ago and got to spend a little time walking the southern part of the world-famous Magnificent Mile, just north of the Chicago River, right near those architectural delights, the Wrigley Building and Tribune Tower. By chance, I stumbled upon a Top Chef: The Tour event in progress right there in a little side plaza off of Michigan Avenue.
All the seats under the tent were filled and many other stragglers looked on as two of the show’s “top chefs” were on hand for an exhibition and to answer questions. Conventional wisdom might suggest that Reality TV shows are all the rage because they are cheaper to produce than standard fare dramas or sitcoms, and that certainly may well be true. But there are several other reasons reality shows like Top Chef are going to be around for a while and they were all on display that beautiful Chicago morning.
Easy to “Eventize”: Unlike traditional television programming that relies heavily on writers and star power, the strength of competition-based reality shows is the structure of the show. Create an interactive replication or demonstration based on that structure and any show can hit the road.
Multiple Ways for Fans to Connect: Whether it’s through fan voting, online forums, or events such as the Top Chef one mentioned, regular consumers create the buzz that generates a show’s momentum. Obviously, reality shows are naturals for major social media activity. In fact, there is a lot of Web 2.0 reflected in successful reality shows in that they create a dialogue rather than one-way communication. Would American Idol have become the king of the competitive reality shows without fans being an integral part of how the show plays out?
Sponsor Integration: Products have been integrated in television and movies for years. But the structure of today’s reality shows allows brands to be put on display in a way that can be more beneficial even while being overtly intrusive. We’ve written on these pages before about how Celebrity Apprentice integrates brands into the show (The Good, Bad & Hairy of Celebrity Apprentice) and of course shows such as American Idol and Extreme Makeover: Home Edition have made product placement/integration a core element. Sponsors’ ability to translate that integration into direct consumer engagement is enhanced with touring events and online communities.
Real has Real Appeal: As contrived as some shows are, the “reality” behind reality shows gives them a special appeal, even if only to a targeted audience. Let’s face it, as a society we still love the tale of people beating the odds, but schadenfreude is also a real phenomenon. With Reality TV, fans get to fuse the two in a guilt-free way.
This post isn’t intended to suggest that Reality shows are advancing the art of television. But, with a formula that connects with fans on many levels and is welcoming to sponsors, the future is bright. Here’s hoping it’s the genre rewards creativity rather than races to the bottom.
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Tags: communication, marketing, reality tv, sponsors