Strike TV, a Loss Leader Strategy?
With the announcement today in Variety that Strike TV will soft launch over the weekend with a sizzle reel with 40 original made for net webisodes and other "content bits" coming later in July, some WGA members have decided to strike out on their own.
In the traditional Loss Leader approach, a product is sold at a price at or below cost to generate other more profitable sales, for example giving away razors so that people become hooked on purchasing replacement blades, where all the money is.
While ITV programs are not razor blades the goal appears much the same, generate revenue by pulling people in for a larger pay day. As the article mentioned, among the sites goals are to showcase the work of WGA members."the hope is that the site will become a buzz-generator for ideas and concepts that creators can adapt into movies, TV shows or other media."
Some of the programming Strike TV has in its cue includes:
"Global Warming," starring "Saturday Night Live's" Kirsten Wiig and "Daily Show's" Aasif Mandvi;
"Unknown Sender," penned by Steven de Souza and starring Timothy Dalton and Joanne Whalley;
"House Poor," created by "Office" writer-producer Lester Lewis;
"The Challenge," starring Bob Newhart and penned by sitcom vet Lloyd Garver;
"Five or Die," written and directed by horror movie vet Tom Holland;
"John's Hand," starring Garret Dillahunt and Kali Rocha.
WGA members hope to generate movies or TV shows because of eyeballs and advertising which has been the goal of Indie producers since ITV became a practical avenue for content distribution. It is fair to say that WGA members are putting some stock in their status in the industry along with connections to make the difference.
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Also, are the goals simply to use the site to generate TV or Movie deals in lieu of creating compelling ITV programming that will attract a loyal following online?, if so people will see through this.
Peter Hyoguchi, the catalyst for Strike TV "held a daylong seminar in January at the Writers Guild Theater in BevHills that instructed guild members on how relatively cheap and easy it is to produce high-def Internet vids, now that high-def cameras and sophisticated editing software is widely available and affordable."
Not to be sarcastic here, I did not realize there were still industry pros that were not aware of this... Having said that, WGA members new found awareness of the economics of ITV production does not a hit make. To use Bill Clinton's phrase, "it's the content stupid."
I hope the site gains traction and is not only a Loss Leader for WGA members. At the end of the day compelling online content that can generate revenues will only serve to make the case for more ITV programming hopefully from Indies and not only from those already on the inside of old media industries, period, full stop.
Strike TV Promo Reel
www.strike.tv Teaser from StrikeTV on Vimeo.
