Masterchef site delivers nearly 9m video views (and next series starts shooting in three months)
Ten has shared some of the metrics around the online performance of its Masterchef website, driven by the success of the TV show.
The network says that masterchef.com.au did:
Total Page Views 35,739,245- Total Video Views 8,960,634
- Average Time Spent Browsing (mm:ss) 16:40
- Average Weekly Unique Browsers 232,994
- Unique Browsers for July 1,111,863
The site was a joint effort from Network Ten and programme maker Fremantle Media.
Nick Spooner, Ten’s chief digital media officer, said: “Viewers are going online to extend their viewing experience and advertisers increasingly seek a fully integrated, cross-platform opportunity.”
Meanwhile, the site already features a call for contestants for the 2010 series, with filming due to start this October and last for a marathon 22 weeks.
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As some bemoan the death of DYAO, in the same breath we have MasterChef as an exemplary example of how to produce great entertainment and connect to consumers beyond the programming.
At the moment it represents a strong cross-platform project between the programming and on-line site which is hard to fault. But the potential to further interact with viewers through the digital TV medium seems to be a lost opportunity – accepting the current limitations of the free to air networks and their approach to the digital spectrum.
Pay TV would have certainly included in-programming interactivity and voting. Most international markets are now well advanced with the concepts of “Red and Green” button interactivity. Consumers get a pretty good bang from their pay TV buck.
The creativity and immediacy that this can introduce is startling, from multi-screen options to voting and incorporation of partner messages – all on the same screen rather than secondary screens on-line. In a different category, the Ashes on Fox Sports demonstrates the red button options and consumer choice brilliantly.
It is clear that consumers want to connect, have choices and be involved with determining the outcome of these shows. That level of consumer engagement is what advertisers are looking for. Particularly in such a well defined category as cooking.
Pay TV has nailed it with Top Model and other formats and it will be interesting to see how the free TV channels compete with the technology beyond just the numbers (which at 3.7 million for MasterChef are doing a nice job by themselves…).
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