'American Idol' : A Marketing Mammoth Expands Further: FremantleMedia's Rock 'n' Roll Money Machine

In its six years as one the smash TV entertainment hits of all time, "American Idol" has also become "the biggest integrated advertising platform on the planet," according to Ad Age media reporter Claire Atkinson.
In this interview Ms. Atkinson provides insights and an overview of the business side of the incredible "Idol" franchise, including the new AmericanIdol.com website, which has replaced the old Fox version.
The new website, operated by FremantleMedia rather than Fox, is the latest stage in an aggresive expansion of "American Idol" into a year-round franchise that, among other things, offers a parallel online streaming channel for all the show's video programming.

8mn d'interview ICI

le Site www.americanidol.com

FX's 'Dirt' Extends Pontiac Product-Placement Deal

The premiere of FX's series "Dirt" is the latest example of TV networks offering sponsorships, product placement, video on demand, online video and other advertising enhancements to automakers, traditionally the biggest TV advertisers, to avoid losing those ad dollars.

BBC moves to file-sharing sites

Hundreds of episodes of BBC programmes will be made available on a file-sharing network for the first time, the corporation has announced.

The move follows a deal between the commercial arm of the organisation, BBC Worldwide, and technology firm Azureus.
The agreement means that users of Azureus' Zudeo software in the US can download titles such as Little Britain.

Until now, most BBC programmes found on peer-to-peer file-sharing networks have been illegal copies.
Beth Clearfield, vice president of program management and digital media at BBC Worldwide, said that the agreement was part of a drive to reach the largest audience possible.
"We are very excited to partner with Azureus and make our content available through this revolutionary distribution model," she said.

High definition

Azureus is best known for developing a BitTorrent client, or program, that allows large media files to be easily shared over the internet. The program has been downloaded more than 130 million times.

Earlier this month the company launched a video sharing site similar to YouTube, codenamed Zudeo. The site allows users to upload and view content.
However, in contrast to most video sharing sites, Zudeo offers high definition videos. Users must also download a program to access and upload content.

The new deal means that users of the software will be able to download high-quality versions of BBC programmes, including Red Dwarf, Doctor Who and the League of Gentleman. Classic series such as Fawlty Towers will also be available through a BBC "channel".

The titles will be protected by digital rights management software to prevent the programmes being traded illegally on the internet.
"This will be a very different experience from traditional file-sharing networks," said Gilles BianRosa, CEO of Azureus.

Users will also be able to link to programmes from blogs, social networks and fansites.
"If you have Zudeo running it will take you to that programme; and if you don't, it will suggest you install it, like the first time you download a flash movie," said Mr BianRosa.
"Once you have watched a show, you can rate it, comment on it and recommend it to a friend."

Mr BianRosa believes the cult status of many BBC programmes will make these features appealing to Zudeo users.

Legal services

File-sharing is often associated with illegal distribution of copyrighted content. But in recent months a number of networks have tried to shake off this old image.

BitTorrent, the company behind the original file-sharing software of the same name, has recently signed a number of deals with content providers, such as 20th Century Fox, in a bid to become a legitimate download service.

Earlier this year, Sharman Networks, the owners of Kazaa, did similar deals. Kazaa uses advertising to provide content for free.

No pricing structure for the BBC content on Zudeo has been revealed.

Azureus is expected to announce other partnerships in the New Year.

(BBC.co.uk)

Dove Latest to Solicit Ads From Consumers

Unilever's Dove is joining the growing ranks of brands enlisting consumers to do the work their ad agencies once did. It's asking "real women" to create TV ads to run during the Academy Awards on ABC Feb. 25.

In an e-mail today to members of its online relationship-marketing program, Dove began seeking entries for a 30-second ad to promote a new product, Dove Cream Oil Body Wash.

The e-mail directs people to DoveCreamOil.com, a site hosted on Time Warner's AOL, which provides online tools, artwork, photos and music for creating ads, and also allows consumers to upload their own files. "You don't need any special skills or experience," the e-mail says.

Actress Sara Ramirez is also touting the program on tonight's "Access Hollywood."

Three finalists will win trips to a private Academy Awards viewing party in Los Angeles, and the winning spot will run during the Academy Awards broadcast. The contest is open only to women and, of course, only to amateurs.

WPP Group's Ogilvy & Mather, Chicago, handles creative for the brand, and MindShare, New York, handles media. Independent Edelman Worldwide, New York, handles public relations.

(AdAge)

Marketing Strategy shift by Detroit means more branded content

Carmakers Eye All Screens as Way to Put Spotlight on Slew of New Launches

LOS ANGELES -- The major car manufacturers are in the midst of upping their branded-entertainment budgets in an effort to put a spotlight on new or redesigned models they're readying to introduce into the marketplace. Upcoming high-profile placements aren't limited only to movies: TV shows, music, video games and mobile phones -- not to mention YouTube -- stand to gain from Detroit's new marketing focus

(Madison&Vine)