Chief Media Analyst & President, Variety Intelligence Platform | Fractional ayahuasca shaman
What the cluck is this? ?? Ok, I got the obligatory chicken pun out of the way, now I can focus on the matter at hand.??? Let’s put aside the obvious question regarding how it makes any sense to promote a fast-food chain via long-form premium content — there’s always a few branded entertainment zealots out there to offer their tortured rationalizations justifying its purpose. Instead, let’s take it on faith that a family-friendly reality show will somehow make people buy more chicken. What I still don’t get is: How on earth would it make sense for this content to sit on ITS OWN SEPARATE STREAMING SERVICE — even if it’s free (and if it isn’t, that’s doubly insane ????) — in a market already cluttered with too many separate streaming brands!? Would it not make more sense to sell individual chicken shows into the existing streaming services and — sorry to mix poultry and piscine metaphors — fish where the fish already are rather than build any kind of new pond? Or forget streaming altogether: Given the desperate state of linear TV, where there’s still plenty of GRPs to (dammit here I go again) gobble up, some network could hand you an entire daypart if you paid enough for it. Call me cynical but I’ll bet this idea never (you know where I’m going with this) hatches. ??
Brad Berens, Ph.D.
3 个月
Do you remember BudTV? Same idea, different brand. Didn't take.
Audrey Henson
3 个月
Intelligence is realizing you can hatch your own streaming platform. Wisdom is knowing when to fly the coop after your brand awareness reaches saturation, and streaming economics don't add up. Honestly we should just leave cable for Republican TV - maybe we can even write it off on our taxes as a act of charity
Barbara Bracco
3 个月
Oh there is definitely a big old market for the content that I’m going to take a wild stab at that CFA will produce and stream…
Jon Giegengack
3 个月
True story: Wednesday I was in bed with COVID and got a phone alert for this story. I read the headline and passed out again, when I woke up I thought I had dreamed it! Not that it can't work but I see the same challenges you do ??
Francesco C.
3 个月
I think some one at Chick-fil-a is going to get a masterclass in hubris.
Carolyn Finger
3 个月
They’re satisfying the appetite of the abandoned Chicken Soup for the Soul demo.
Annette DeLorean
3 个月
I think this brand would make stuff like the Hallmark Channel. They don't work Sundays so everyone can stay home and watch ;)
Creative Director at Kinesis ?? Motion Design and Visual Development for Documentaries, Original TV Series, and Films.
3 个月Not surprised. Here’s the playbook of the industry, in my opinion: 1 - Spin offs and IP adaptations are huge for a while with the streamers looking to get as much ROI on content that is “proven”, despite audiences getting tired of it. WE ARE HERE. 2 - Branded content begins to rise, and every single brand will do it. Much like ad agencies starting their own in house studio, it doesn’t pan out well… but a few good projects and stars rise out of it. This trend will die off as fast as it starts, because brands will struggle to connect with people in an authentic way. That being said, it’ll create a lot of quick and lucrative opportunities for creators who can align with a brand and work directly with them. Brand initiatives will continue to adapt to what comes next though, which is… 3 - The big streamers make a play to reignite original content and bring creators back by giving new and unproven directors / writers much smaller budgets, hoping they will “do a lot with a little” to prove themselves. This will arise from audience demand, a need to stay relevant, and a need to discover the next generation of breakout shows. This will likely come mid to late 2025, possibly early 2026. I’ve been calling all of this for several years!