Exceptional and popular television programming eventually finds its way to video. Why are these properties appealing prospects? Experience has shown that they are attractive because the selection covers a broad consumer base -- and with the right approach they can entice and delight consumers who are jaded by the predictable Hollywood releases. Who's glued to the TV watching "Kids In The Hall," "Mystery Science Theater 3000," "X-Files," "The Flipper Series," "Power Rangers," or the "must watch TV" specials that pop up on A&E, The History Channel, or PBS? The on-air run of popular television series brings with it an audience that builds with time, and locks into the consumer base for long-term loyalty and purchase response. The video releases of these series or specials usually reach the market in "The Best Of" collections and are sold individually in a continuity format, two to three at a time, or as the complete collection or boxed set.
o reinforce the release, when it matches your target audience, a cross-promotion with these videos is still a good bet. They are also a perfect choice for marketers who cannot afford to advertise on the shows and wish to reach the audience. There is always a terrific selection of children's videos that fit the bill. Most originate from the very popular Saturday morning line up. For adults, look to A&E Home Video, The History Channel and PBS. Ready for release is the video of Jane Austen's "Pride and Prejudice," which aired on A&E and received highly favorable critical acclaim and huge audience delivery. Any marketer wanting to capitalize on the classic romantic comedy should seek out this property for promotional consideration.
If you wish to be more innovative about your entertainment tie-in endeavors, these specialty videos reach specific target audiences, are low priced, attract collectors and offer more flexibility for creative execution and ingenuity than the blockbuster titles.
