In a world of infinite choice for audio, video, information, and music, how can brands that provide quality content cut through and stand out and be recognized for the great products they create?
As committed as a brand may be to creating great programming and services, in this cluttered world, it may be just as important to boldly find ways to let audiences – and advertisers – know about your defining difference.
And I’ve got a great example of how that works. Go ahead – watch the video below. Then I’ll come back with my comments, and I hope to read some of yours, too.
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Brilliant, right?
There are several of these brilliant spots produced by Thirteen – WNET – New York Public Media. And by not talking about their own programming while parodying so much of the typical fare on the TV airwaves and cable networks, a statement is being made. Thirteen and public television are defining their difference – with a laser gun.
Of course, Thirteen is running these spots on its own air, but wouldn’t you know it, they’ve also bought time on USA and TVLand.
And if you think this could only happen on television, how long before a public radio station or network tries the same thing to make their statement about the state of commercial radio?
That is, if they’re schweddy ballsy enough to do so.
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Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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ha!
I grew up seeing the constant WNET bumps into Sesame Street and Mr Rogers – they’ve come a long way!
What I like about this kind of thing is it communicates how WNET sees the world.
That’s far more meaningful and engaging than “Your Home For Frontline”
Now we know WHY WNET carries Frontline. And like minded people will resonate with that.
Radio is pretty good at differentiation – but needs more BECAUSE.
We Do _________ BECAUSE_________
That’s when brand “world views” and “whys” come into focus.
And it’s that stuff that can turn a mere “point of difference” into a cause / purpose.
Jeff, great comments – you really nail the essence of what these spots are saying. They may be somewhat counter-intuitive, but the public TV audience gets the message 100%. Thanks for providing the perspective.
Very, very clever video. Had me fooled. I thought it was a new show. The tragedy here is that someone will steal this idea and actually make it into a show. And more tragically, people will watch it.
Curt, my thought exactly. These shows looked awfully real (and horrible) to me. They would fit right in. Thanks for opining.
Great spot Fred. Meanwhile one of PBS’ key cable competitors – the History Channel has a new show with none other than Mancow Muller in it. In the show his brother owns (and Mancow has invested in) a small town car dealership that will do anything to sell cars. On the History Channel??? https://www.maxmotors.com/category/world-famous-car-dealer/god-guns-and-automobiles
History has justified doing these shows off of their relatively-new “Made Every Day” slogan and can argue on “Pawn Wars” that some of the items featured on that show are of potential historical value. I don’t know how they can justify Mancow, though.
Dave & Mark, thanks for the back and forth on this. It sure seems to be a statement about where TV is going. And because reality-based shows are inexpensive to produce, you’re seeing lots of lines thrown in the water. Mancow is an engaging guy, but maybe History is a bit of a stretch. But at the rate things are going, maybe not.