Heated marketplace flares at
Promax; 'counterpromoting' a controversial trend.
Video Age International Magazine
(US)
1 June 1995
Bobbi Fisher of MCA will be work-shopping the Hercules action adventure
hour and introducing a new hour companion show called Xena. "The show
has been an enormous success in syndication and we want people to know
where we are going with the show in the future. We'll be introducing a
new companion show that's really a spin-off of Hercules," she said.
Fisher's presentation of two shows at once makes the MCA workshop
unique: "We'll have the show producers there and we'll give people a
little overview of how well the show has done and the future of
Hercules. The same producers will be introducing Xena for the first time
to the promotion people right then and there. They'll get their first
look at footage and the character."
A national approach, rather than the localized marketing approach
espoused by others interviewed, was outlined by Fisher for Hercules:
"[Stations] get a whole promo package, print and on-air." While the
national push is emphasized, Fisher said that doesn't rule out localized
promotions. "We also help each local station if they want to do a
special promotion. Any time a station seeks help from us we really try
to help them out," Fisher maintained. Means of maximizing promotion,
such as co-op and other plans for the shows will be presented along with
the on-air promos, except for spots for the Xena, which aren't ready as
the show hasn't been produced yet, Fisher said.
Fisher explained that the heavy competition introduced by the new
40-channel environment does effect her marketing efforts: "Obviously you
really want your product to stand out. The good news is we have a hit on
our hands, so it makes it that much easier. When you have an audience
already, you want to make sure that they stay loyal and make that
audience grow." While Fisher is careful to watch the promos of "like"
shows, she said that being overly aware is also a hazard. "I try not to
think in a box [about what the competition is doing] because we have
such a unique property. I don't think 'Oh well they're done this maybe I
can expand on that.' I try to go in a totally different direction,"
Fisher said.
Fisher expects an excellent turnout among 140 stations that carry the
show, each of whom will receive special gifts at the workshop as they
have in former years. "Everyone always walks away with something,"
Fisher concluded.
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