Knocking the summer television model of old
This year’s non-ratings period could signal the dawning of a new era. Steve Molk considers the It’s a Knockout model.
Normally the minute the ratings period ends, viewers switch off the television in droves. There’s usually naught on they’ve not already seen, or some extremely poor sitcom from the US. But this year, Ten have been trying a different approach as they revive a retro favourite. Welcome back It’s A Knockout.
For those unfamiliar with the format, think Wipeout meets the Olympics as teams go head to head in physical challenges.
This is the first project from FremantleMedia’s new production arm Spring, described as the Jetstar to Fremantle’s Qantas and created specifically to pump out brand-funded and digital channel content. McDonald’s has partnered with Ten to commission the program and perhaps most interesting is how the brand is integrated into the show – and what happens to the content after the series airs.
I don’t have a problem with this extreme product integration, as long as it results in good TV.
The next step is for a narrative program (comedy, drama) to be produced while being heavily funded by an outside company. Could it be pulled off? How much product integration is too much?
Wow! It’s a Knockout …….JEEZ I’ll keep a candle in the window for this one.
A little corporate inducement for all those would be winners in the executive seats, collectively drawing more money than the arts funding ever dreamed of receiving.
I’m sure you all at least intimated that you would welcome a challenge when you applied for the cushy number, SO! Stop trying to rewrite the past and Get off your A’s and star producing good television.