Page 42 - AIB | The Chanel | Issue 2 2012

ver 900m people worldwide are on
Facebook – more than half of them
check in for at least half an hour –
daily. Following the eyeballs, brands
are shifting significant parts of their
media spend to social media – cutting
down their spend on TV content and
advertising. This hurts content companies and
broadcasters. Even a 1% shift in budgets is worth
billions worldwide. The past year has therefore shown
a frantic search for online/social media tactics around
TV content that would funnel brands’ online spend
back to broadcasters and content owners. There’s a lot
to defend. Fremantle for example has invested heavily
for years in successful brands like XFactor, Idols and
Got Talent. Key question: is there a way to innovate
these great content brands to stay competitive?
ADD-ONFORMATS
Tested approaches include adding a second screen
Worldwide, production
companies and
broadcasters are looking
for ways to innovate their
content. 'Holland’s Got
Talent 2012' added an
online contest which
engaged the audience
deeper with the existing
format and determined
who should become
Sidekick of the jury in the
live shows. Dick Rempt,
CEO of Talents Media,
shares his experiences as
Sidekick co-producer
SIDEKICK
TALENT
O