Start-Up, A New Series On a New Network, Will They Find Ecomomic Inspiration?
A new series called Start-Up has an on-line trailer for a new production company, Halogen, a socially conscious television network as they describe themselves. Currently a site (in soft launch) with a cable and perhaps satellite component in the offing, the company seems as much of movement with stated goals of becoming a "source of entertainment and inspiration"
Their first show "Start-Up" is a half-hour scripted drama about a small group of friends with the next great idea in social networking history. With recent economic downturns, they've lost their investor and are in way over their gifted heads. They scramble to keep their small business afloat while battling cash flow, tech sabotage, compromising dreams and falling in love."
Post Quarterlife when NBC though their OTA economic model would work on-line (Cramming) the format across mediums it was not a suprise the show was not sustainable. In order for on-line episodic content to flourish, old time execs will have to retire from the business with a new wave of execs who understand the traditional ROI and audience share model does not and will not work on-line.
Even though it was reported that the series costs were about 33% less then a tradition project and with several hundred thousand viewers it was not sustainable from a ROI perspective otherwise it would still be in production despite differences in viewing habits for money will always follow eyeballs.
The idea of the inverted pyramid where content is created and delivered to a smaller and loyal audience is I think worth noting. Shows such as Diggnation and Wine Library TV are but two examples of nice content that appeals to a select demo which is intensity loyal from episode to episode, this model regardless of the content is a step in the right direction for creating a sticky and profitable model.
I wanted to ask Halogen some questions about their goals, plans and business model for the launch and first show however, my contact indicated the network has the Producers in lock down mode until the launch.
Perhaps a deal with AT&T U-verse (currently in 49 markets) will give Halogen the needed traction across platforms to give it time to create a following and attract advertisers for this and other shows on their roster, it would be nice to see not only quality content from diverse voices but perhaps we have returned to the 1960's era of participation, community awareness and concern for others and our planet...all stated goals of the company, it would be nice to be inspired again...
