Cancelled shows have found a new home on their network's website.
CBS just announced that the remaining episodes of Smith would be available online. I only saw this show’s pilot, so perhaps I’ll go back to watch the rest of the episodes now. That is, if I have about eight hours to kill, because there are five more produced episodes now online, plus the three episodes that actually did air. That’s a lot of TV.
The episodes are ad supported, but that doesn’t necessarily mean that the company decided, “Hey, I want to sponsor the remaining Smith episodes.” By offering a show online, networks simply add it to the package of an integrated ad buy that often includes a package of broadcast, print, radio, and now online. Not that viewers care. Most ads are just 30 seconds, and then you’re back to the show. (I may watch all my TV online from now on.)
“Media companies are growing the reach and size of their online networks primarily by adding content and features,” says Steve Gilison, a media consultant and former analyst at Jupiter Research, and Deloitte and Touche. It makes sense to repurpose a cancelled show, since production costs have been paid for each episode, and networks typically own the online rights. Since CBS probably paid close to a $3 million an episode, it’s not a bad idea to do something with them.
Some broadband networks have been more successful than others, but CBS’s innertube really seems to understand their market. Not only are they streaming the cancelled Smith, but also current shows and original content. Check out the 3 Lbs pilot, which sneaks this week. Broadband television is giving TV shows a whole new life.
