Designed and Calculated Move

Image courtesy of www.economictimes.indiatimes.com

One saying in the entertainment industry is that regardless of the news about celebrities, the item is still publicity. Thus, good or bad has no demarcation line as long as a celebrity is talked about and is in the headlines. Being talked about leads to familiarity and subsequently, interest. Interest leads to more audiences, too. Moreover, social media reactions are free, as netizens have the freedom to react, like, and share, which means, generating increase in awareness.

An opportunity presented itself as a way to make Network Talents (NT) generate interest. When an issue involving NT was relayed to the think tanks, a decision was allegedly made between letting the issue dissipate into oblivion or milk it down to the last drop. The latter option was chosen.

The strategy had to be done, as the production team was still unhappy with the recall of a project. The team felt that the project might not last long if it fails to gain viewership and win over its rivals in the timeslot. Disappointment has been filling the production room, as, lately, ratings have not been favorable. Expectations have not been met, even with big stars heading the cast. Although some shows are surviving, pride is always at stake when it comes to ratings. Besides, the said project has already been heavily invested with a good story and an interesting cast.  

To stir awareness, the incident was picked up and posted in social media. The buzz was created. However, attempting to create the buzz was a risky strategy, as the plan could have backfired against NT. If the decision to play up the issue worked, then the ratings game would be exciting. Apparently, the timeline is to talk about the incident for about a week to give a boost to the ratings, that is, if the strategy will be successful.

‘Strategy is, at some level, the ability to predict what's going to happen, but it's also about understanding the context in which it is being formulated. And then you have to be open-minded to the fact that you're not going to get it right at the very beginning.’ –  Martin Dempsey

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