TBI Weekly: Why not all press is good press for TV formats
Television Business International
TBI provides the TV community with informed insight, the latest programming trends and developments
The power of a good press release. Headlines raise brand awareness, keep content alive in the market, maybe help a few sales limp over the finish line. But what are they really worth? And what impact do they have?
A good press release can cost you 25% of your intellectual property/backend (plus c. €6k via an agency to get good coverage). Must be pretty bloody powerful right? And what is this press release saying to be so costly?
A couple of months ago at a market a big format commission was announced. The reality: it’s a development. This announcement went out to the world with massive coverage with those famous vague words about ‘production rights’, ‘granted’, ‘partnered with’ – and I even double checked the article and they used ‘commission’, but it is a highly glorified option. Multiple “adaptations” (another buzzword) have been announced since, partly as a result.
When did misleading the market become the most powerful sales tool?
The week's top TBI stories...