Monday, March 3

Does This Mean My TV Spot Can't Go Viral on Cable?

So it looks like the one high-profile outcome to the Hollywood writer's strike -- the online video series Quarterlife -- couldn't make the backwards leap into mainstream TV. It started as a hit on MySpace TV, got picked up by NBC since there weren't any new shows in development, and promptly reached only 3.1 million viewers. Then got canceled after the first show and kicked over to Bravo.

It was supposed to be the next evolution of video entertainment. A world where online professional content could make it big beyond the web browser. But let's be honest, wasn't it more a pipe dream by Hollywood hoping that this big break would breath life into an aging entertainment platform? And doesn't its "failure" just prove that you can't drive the wrong direction on the information superhighway without crashing?

So now the backtracking begins. And every aspiring online video director is back to posting their videos on Joost, Revver, and Crackle.

The funny thing is that the highest ranking online episode only had 557,000 views over 3 months. Which just proves that we have really low expectations for what counts as successful online.

150,000 views on YouTube? Awesome! 0.15% clickthrough rate on banners? Could be worse! 500,000 views of a video on a site that ranks as one of the most-used on the Internet? Must be the online equivalent of Bravo!

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