Word: startomorrow
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...strategic game is changing too, as networks leapfrog directly to new media with original shows. NBC could never compete on the air with Fox's American Idol, but this summer on its website, NBC is trying a talent search called StarTomorrow, produced by record exec Tommy Mottola (a.k.a. Mariah Carey's ex). Also this summer, Fox's animated hit Family Guy--resurrected on TV after huge DVD sales--will find its third (but probably not its last) life online with new episodes...
...deliver content via other platforms, be it the Internet, cell phones or iPods (this week Survivor producer and reality TV impresario Mark Burnett announced he's working on an Internet project with Yahoo! and AOL, a division of Time Warner, the parent of TIME). But NBC is hoping that ?StarTomorrow? can marry the best of the old and new mediums, giving younger audiences the kind of interactive online experience they like with the already popular music competition format. Viewers will be able to go to NBC.com and watch ?StarTomorrow? for a few minutes or two hours at a time. ?This...
...online process for ?StarTomorrow? is, in many ways, similar to that of "Idol" and its imitators. A new episode will be downloaded each week consisting of about 20 auditioning bands, and users will then be able to vote on which ones they think deserve to go to the next round. They can also link to the groups? backstories and listen to what music industry executives and other celebrity musicians think of the performances. The winner will be signed to the Casablanca label, a division of-you guessed it-NBC's sister company, Universal Music Group, run by Tommy Mottola...
...idea for ?StarTomorrow? was hatched in NBC?s broadcast department seven months ago, when Mottola and the producers of ?The Biggest Loser? pitched the idea as a reality show for the TV network. Gaspin felt the "Idol" genre was already too crowded, but decided-when he started his new job on NBC?s digital end-that it might stand a better chance on the Net. For one thing, it makes economic sense...
...StarTomorrow" will cost about 20 percent of what it would cost to produce for the network; advertisers will also pay less for spots, making it (at least initially easier) to attract their interest (and dollars). More importantly, "StarTomorrow" takes NBC further into the realm of digital entertainment. ?We?re a content company and there?s an awful lot of content moving towards the web. We need to experiment and find new things,? says Gaspin. Even, as with this particular "Idol" imitation, they're just experimenting with a new version of an old thing...