US interactive TV games channel, GSN--which offers close to 140 hours of interactive programming per week--recently added a fourth night to its live participation TV show, "PlayMania." The show--which GSN produces in partnership with Optimistic Entertainment, a UK-based participation TV specialist whose co-founders include Jasper Smith, who previously co-founded and was CEO of Static2358, the company which was behind the PlayJam interactive TV games channel, and which was sold to OpenTV in 2001--features a range of interactive puzzles and word and number games. Viewers can participate via SMS or the Internet, and can win prizes of up to $5,000.
Late last month, [itvt]'s Tracy Swedlow spoke to the executive in charge of "PlayMania" and all GSN's other interactive TV offerings, SVP of digital media and entertainment John P. Roberts, about efforts to foster community around the show, about the qualities that make for a successful participation TV host, about generating revenue through product integration, and more.
[itvt]: You recently added a fourth nightly episode of "PlayMania." Could you tell us a little more about how the response to the show has been to date, and about how you've been promoting the show?
Roberts: When we launched the show, we didn't go out with a lot of marketing. We really considered this to be an experiment in this new format, so we wanted to walk before we ran. However, once we launched it, it started gaining momentum. As we started seeing the numbers grow, we added more on-air promotions. So throughout the day and night, we started running 30-second spots that said something along the lines of, "Do you know what you're missing late at night? Check this out."
I think that people saw the fun of this show, and, in response, started to tune in. I think that people in general--particularly our viewers--are getting more comfortable with text messaging. Even if it was at first something new and foreign, they soon got very comfortable with it. It's something that a lot of people are doing now.
[itvt]: Have you been refreshing the show's content on a regular basis?
Roberts: Absolutely. We've been adding a lot more puzzles and games into the format, in order to see what's popular and what's not. On a nightly basis, we're able to assess what people like playing, and we can update the show accordingly. So if we find a puzzle doesn't work, we can take that out of the mix and add more of the puzzles that do work. "AlphaBucks" is an example of a puzzle that people love to do: we're adding more of those types of puzzles. It's a "Hangman"-type format, where, every time people guess letters, they win cash. So, even if you can't solve the puzzle, you're still going to win money if you guess some of the letters. In other words, it gives you a much better chance of winning cash, and, as a result, it's a better participation experience for people. Almost all of our puzzles are well received by our audience. We've found that people especially enjoy word games and our "Top Five" lists.
[itvt]: Has the show succeeded in attracting a repeat audience?
Roberts: Yes. What we're seeing from our research is that well over 45% of viewers are coming back to the show on a regular basis--which I think is a pretty good number. And, of course, new people are discovering it too. Obviously what you want to do with a TV show is continue to find a new audience, while maintaining the people that keep coming back and that are becoming regulars. One thing that's been a significant factor in maintaining our audience is that the show has become what you call "appointment TV"--not least because it's live. In fact, we've always tried to position our interactive TV programs--both two-screen and single-screen--as appointment TV, basically making sure our audience understands that our programs aren't something you can TiVo, but something you need to tune into live, because they give you a chance to participate and win prizes.
[itvt]: In the press release announcing that you were adding a fourth nightly episode of "PlayMania," you were quoted as saying that the show has "experienced 300% growth in participation"…
Roberts: Yes. That's a combination of SMS usage and also usage of the free means of participation we offer through our Web site. The rapid growth in participation was what made us decide to add a fourth night. We weren't planning on announcing it so soon, but due to its success we decided that now was the right time.
[itvt]: Now you timed the launch of the Sunday episode of "PlayMania" to coincide with the Primetime Emmys, correct?
Roberts: Yes. With the Emmys happening, we're going to be doing some things the last week of August that will really celebrate TV's biggest event. We'll also be doing television-themed puzzles in our efforts to pay tribute to the Emmys. And then, on Emmys night itself, it's going to be a black-tie affair and we'll maybe have some celebrity guests on that night too. So we're planning to make it a really fun evening. All this, of course, is consistent with our strategy of positioning "PlayMania" as appointment TV.
Another thing we're probably going to do to celebrate the Emmys and the launch of a fourth night of "PlayMania" is increase our prize money. So we're doing everything we can to make Emmys week a fun week on the show.
[itvt]: Which celebrities have you signed up for "PlayMania's" Emmy-week celebration?
Roberts: Danny Bonaduce will be attending the Emmys that evening and will come back and report on the experience and then help us play some "Starface" games.
[itvt]: How much revenue is "PlayMania" generating for GSN?
Roberts: Well, as I'm sure you know, like a lot of networks we don't talk about that publicly. But what I can say is that we're not only continuing to broadcast "PlayMania," but adding an extra night of the show, because we've been very pleased with the results.
[itvt]: Can you say what proportion of "PlayMania" revenues is generated by premium SMS vs. by advertising and sponsorship?
Roberts: It varies from night to night. Our ad sales team continues to find new and creative ways to integrate sponsors into the show, so that brings in a steady stream of revenue; but other nights, our viewers submit a high amount of text entries too.
[itvt]: As you probably know, TBS recently announced plans to launch a participation TV show that sounds somewhat similar in concept to "PlayMania." What's your reaction to that news?
Roberts: We're very happy that they're the second network to launch something like this. It just shows that participation TV is a viable business. We're not surprised that other networks might want to get into this space. But we think that GSN, being a games network, is going to do it the best. This kind of programming really fits our brand better than anybody else's--but that, of course, doesn't mean that participation TV isn't going to be on other networks, as well. In fact, from what I've heard, TBS is going to try to do it in a way that fits their brand--with stand-up comedians, man-on-the-street interviews, and those types of things. To be honest, I was actually glad to hear that they're getting into participation TV, because what they're doing arguably helps us. If there are more participation TV programs on the air, that means that the audience is going to get more comfortable with using their phones to interact with shows--which, in turn, just builds the business up: if they're not playing on TBS, they're going to be coming over to GSN.
[itvt]: Are you aware that people are using YouTube to share clips of themselves participating in "PlayMania"--saying things like "Here's me on GSN" or "Here's me talking to Shandi" or whatever?
Roberts: Yes, I know. It's fantastic. I love that. What it illustrates is the brilliance of this kind of television. A lot of times people use the buzzword "community," and a lot of times they're not sure why they're using it. But what this kind of thing shows is that participation TV can really create community: you actually have people out there saying, "Look at me on 'PlayMania'" and wanting to share that experience with other people. And then you get those other people responding, saying, "I was on too. Look at this!" I really think that's fantastic.
[itvt]: So are you doing anything to foster the community you see developing around "PlayMania"?
Roberts: All kinds of things. You can email the show's hosts, Mel and Shandi, to get your picture shown on the air. We also actually had a couple get engaged on the show: they were watching "PlayMania" together and the guy snuck away from the TV set and emailed Mel--mel@gsn.com--saying, "I'd like to ask my girlfriend if she would marry me." And we said yes, and he proposed live on the show by email: so his girlfriend is sitting right next to him on the couch and his marriage proposal pops up on the TV screen. Then she took the computer and responded by email, "Of course, I'll marry you!" And we put that on TV as well. You can't get more community than that.
[itvt]: What kinds of advertising or sponsorship opportunities have you been offering on "PlayMania"?
Roberts: One thing we've been doing that's been very successful is product integration. We launched product integration with Dick's Sporting Goods. We're now going to be doing product integration for Sony with some of their DVD releases, including the DVD release of "RV" with Robin Williams. Product integration is something that lends itself very easily to a game-focused channel like ours: if a sponsor has a product that they want to promote on our shows, not only can we have our hosts talk about the product, but we can give away the product as prizes. So, when we do the product integration with "RV," we'll give away posters and DVD's. We'll also give away a grand prize, consisting of an "RV" DVD and a Sony DVD player.
[itvt]: Do you do these sponsored giveaways in lieu of or alongside cash prizes?
Roberts: Usually it's a combination. For example, what we would often do with Dick's Sporting Goods is tell the audience something along the lines of, "OK. This puzzle's worth $100. But you know what? We're going to make it interesting: for the next caller, we're going to add a Dick's Sporting Goods gift card."
[itvt]: Do you plan on expanding your participation TV offerings beyond "PlayMania"?
Roberts: Yes. For example, on August 1st, we launched two new shows--"Chain Reaction" and "Starface"--and we're looking at ways of translating those kinds of formats into participation TV. As you can see, we're very bullish on participation TV: we constantly watch what's going on in Europe and try to figure out what of that might work here and how to translate it.
[itvt]: Could you give us an idea of how the relationship between GSN and Optimistic Entertainment works. For example, how closely is Optimistic involved in the day-to-day running of the show and in the development of new formats for it?
Roberts: We produce PlayMania with Optimistic Entertainment. They are the experts in the field of participation television, and were crucial in the launch of the show. They continue to be our producing partner and, as we add the fourth night, we'll continue to look to them for ideas on how to tweak the show and make it even better.
[itvt]: What kinds of announcements can we expect to see from GSN over, say, the next six months?
Roberts: With Jamie Roberts coming on board as our new SVP of programming, you'll be sure to hear of new additions to our primetime lineup. We'll also be revamping GSN.com, adding more games, and of course we will continue to lead the charge in interactive TV. Stay tuned…
[itvt]: What have you learned from the process of producing "PlayMania" that you have found surprising/contrary to your previous expectations?
Roberts: I'm always surprised at the number of people who are up at 2:30AM on the east coast! But seriously, its just compelling TV. Even if you're not texting in your answers, you're shouting the answers at your TV. It's what I've always loved about gameshows--it's truly interactive TV. Add in the fact that it's live, and you never know what's going to happen next.
[itvt]: What elements or ingredients do the hosts provide in participation TV shows that make those shows successful? Can you point to any unique skills that Mel or Shandi have that make them particularly talented participation TV hosts?
Roberts: The host has an incredibly difficult task that really is a crucial element to the success of the show. The host is the first and last line between the viewer and the game. Much like with home shopping, the host needs to be warm, welcoming and engaging. They need to interact with the viewers and be compelling enough so that the viewer becomes the player. We've been so fortunate to find all of those qualities in Mel and Shandi--they run the show seamlessly while juggling so many things at once. They're absolute pros.
URL: GSN
Originally Published: September 15, 2006 in [itvt] Issue 6.94
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