Not many in India know Peter Chernin. But many do know the
Colors'-backed Salman Kan anchored reality TV show Big Boss
and NH7 a music festival that began in Pune and now
has additionally made its mark in Bengaluru and Delhi. Well,
Chernins CA Media group is an investor in Endemol and
Only Much Louder, the companies which produce these initiatives.
now Chernin whose Peter Chernin group has produced
films such as Planet of the Apes and TV shows like
New Girl is all set to take a shot at an innovative
social media-based reality show Summer Break that can
be watched on youtube.com daily, and followed on twitter,
instagram and tumblr .
Break tracks nine normal teens in the summer hols before
most of them enter college and is estimated to have a budget
of five million dollars, a large part of which is being paid
by telecom giant AT&T. The youngkids like any other
will be taking pix and videos of themselves and each
other and drop them in a dropbox account.
A 45 member strong social media team will then curate these
on twitter and tumblr almost instantaneously. Simultaneously,
a professional TV crew will be filming them as they go about
their daily activities to produce a minute long commercial
that will make its debut on YouTube daily. Finally, a weekly
wrap up episode of about three to five minutes will also be
aired on youtube.com.
Break is slated to run for eight weeks, and its short
format content is an experiment to track consumption of
video content on mobile devices, including phones, tablets,
the time of writing, the official trailer of the series
had made its debut on YouTube. And additionally, the social
media handle @SummerBreak had managed to ramp up its followers
to 100,000 plus.
perspective: Clearly, Chernins group is onto something
good. And its not really futuristic; its in
the now. Kids have their phones not fingernails -
growing out of their fingers, they are sharing videos; pictures
like its the only thing that keeps them busy.
Clearly, its an experiment, but its one which
has almost all bases covered. Almost 50 per cent of its
budget has been kept aside for social media marketing
to build and keep audiences engaged. Now all we have got
to see is that the content that is being put up daily and
weekly is good enough to get conversations and create a
buzz among its viewing audience going along.
Going by the initial feedback, Chernin could well have a
winner on his hands and his attempt at targeting viewers
to consume video on their mobile devices should make traditional
broadcast outlets take a hard look at how they can service
the new emerging viewer.