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| Posted By: |
DeathIsARight |
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| Posted On: |
Apr 7th, 2008, 6:08 pm |
| Source: |
MediaWeek.com |
| Category: |
General |
| Language: |
English |
| Subject: |
• The Tweens Shall Meet |
Most of the thousands of amateur talents who post videos online are unlikely to see their work displayed anywhere other than YouTube. But now kid performers regularly have a real shot at their 15 seconds of fame, thanks to Nickelodeon. And in the case of iCarly, user-generated content is helping to drive a hybrid TV/Web hit.
The tween-targeted show, which stars Amanda Cosgrove as a girl who produces her own popular Webcast, has seen its online audience surge alongside its ratings since its premiere last September. iCarly.com accounted for a whopping 20 percent of Nick.com's traffic in February, when the site drew 2.7 million unique users, up 24 percent versus January, according to Nickelodeon's numbers.
Margie Cohn, Nick's exec vp of original programming and development, said that for a single series to garner one-fifth of the site's traffic—particularly a live action show—is no small feat, considering Nick.com reaches more than 8 million unique users. "It's pretty astounding," she said. "It's really about the kind of show it is."
Indeed, what it is—a Web show within a TV show—is key to iCarly's multiplatform success. Its stars regularly implore kids to visit iCarly.com, with its regular slate of original video content. "We're not doing supplemental programming," explained Cohn. "There is a pitch and catch between the show and the Web. iCarly.com is basically an extension of what we are."
Plus, as much as any show on TV, kids are encouraged to contribute their own content. To date, Nickelodeon has received close to 100,000 videos from kids—many of the goofy talent variety (girl takes glasses off with feet). Some clips are broadcast during episodes as part of Carly's fictional Webcast.
Todd Krieger, senior vp at Publicis' Denuo, predicted that iCarly's open philosophy regarding UGC could set a precedent, particularly for Nickelodeon's parent company. "It will be really interesting to see what will happen in two to three years," he said. "Will MTV be able to capture those kids? You don't see this kind of programming yet. In the future, is iCarly something they will look at and say, 'we need to do more of this'?"
• Read More ... ( MediaWeek.com ) |
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