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Marketing TV 101: Watch this because we think you should

11 June 2008 | 15:52 - By Jacquie Riddell

How do you promote something that should be mandatory viewing for every Australian? It takes time, and lots of ideas, says Jacquie Riddell.

We have a fascinating new series coming up on SBS later in the year – First Australians - and we are beginning work on how to promote it.

This is a groundbreaking television series and the show's website will tell the stories of Aboriginal Australia from the foundations of the colony in 1788. These are stories that have never been heard before and it is a great example of our new brand in action - 6 billion stories and counting.

From the sneak previews I have seen, the producers have done a stunning job. It has taken 6 years to make and they have interviewed more than 800 people. It is beautifully made, deeply moving and especially in this sorry year, should be watched by every Australian. Have a look for yourself.

Aboriginal and Torres Strait Islander viewers are warned that this video may contain images and voices of deceased persons.

It is my job to get every Australian to watch it – which should be easy, because I think you should!

But promoting a program "because you should watch it" is not a viable strategy. No one will be compelled to watch it because they should.

We will spend a lot of time and creativity to promote this important series, using all the promotional tools at our fingertips to engage you – tools such as on air promotions, our web site, publicity and advertising.

But it is my view that big, imaginative ideas are what broadcasters need in order to get attention in this cluttered world of advertising.

So it will be a big, imaginative idea that gets this great series the attention it deserves. And we've got a few ideas, but we're always hungry for more.

I'd love your thoughts on how we should promote this landmark event.

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Comments (6)

29 Sep 2008 12:34 AEST

Helen

From: Bayswater

WA's History

I have watched the preview and was wondering if WA including Pilbara, Kimberley, Gascoyne Aboriginal people's history is also told in the documentary.

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13 Sep 2008 17:49 AEST

David

From: Bega

sbs advert non satisfactory

I have been specifically looking on the internet for this documentary. I thought is was called Aboriginal Australia (coming soon) from the adds on tv but I must have been mistaken. Whatever the case I did remember that it was an SBS documentary - so when I visited an SBS website the documentary should have been easily visible on the home page whether it be radio or TV. I had to type in a search & just got lucky, not good enough. SBS please have this important documentary advertised properly ASAP

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04 Sep 2008 21:31 AEST

Phil

From: Mt Evelyn

I'm Excited!

I'm excited about this program, it is a story we all need to see & hear, can't wait

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12 Jun 2008 13:26 AEST

Hugh Jass

From: Manly

Lets all go camping

Maybe have a conference out on the bush, talk about the show, come up with some creative ideas.

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12 Jun 2008 13:09 AEST

Jack Mayhoffer

From: Artarmon

lacking ideas?

SBS is asking for "big"ideas because they are lacking them in house. How about you come up with something better than fishing for clues on the blog, then execute your plan. THEN we'd have something to be excited about. Yawn.

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12 Jun 2008 6:15 AEST

Rob Lilley

From: Peppermint Grove

Promotional/Publicity Stunt!

Well, the best type of exposure is free exposure, and word of mouth, would you not agree? If we can engineer some kind of safe, legal, yet attention grabbing stunt, there should be free front pages, or early pages in a newspaper, with pictures, in Editorial space, as well as free TV, and radio, and of course Net, plus viral word of mouth. Get editors all talking about it, Facebook involved, however you rouse the elderly, and get every level of society communicated Free!

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About this Blog

 

Jacquie Riddell

has over 20 years experience in senior roles in media. She has managed television and radio stations, created new programs and digital initiatives, and developed famous marketing initiatives. When not changing the media landscape with new ideas, she can be found frolicking at the beach or struggling with padmasana on a tatty old yoga mat.

 
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