We’ve all heard of “shooting the messenger.” However, NBC has taken this to a new low, by shooting messengers in the back.
I thought the whole point of viral marketing was to get other people to carry your water. Take advantage of the relationships and networks millions of individuals maintain, and allow them to evangelize your message and your brand. Thanks to LiveJournal and MySpace, kids who flunk the genetics part of a high-school biology test understand exactly what a “meme” is.
So how is it that a show like Saturday Night Live — which has been lively in name only for years — gets smothered so recently after coming off life support? Instead of allowing fans to spread the news, the messengers get plunked from behind.
The Natalie Portman rap wasn’t the classic that “Lazy Sunday” was — yet the thought of a foul mouth on sweet little Natalie was enough shock-value to get people talking about the show. And sharing the clip.
Here’s the way the listing looks on YouTube:
4-1/2 stars. Impressive. Don’t bother Googling it —
the Peacock has snatched it away:
Now you can go to NBC’s own site and watch it for yourself… as one person pointed out, “without all that bothersome resolution.”
Now, instead of searching the web for “borrowed” NBC highlights, you can go to the source! We’ve taken your viral favorites and gathered them into one convenient location. Watch. React. Tell a friend.
Yes, NBC owns the content.
Yes, NBC has the right to pull it.
Yes, NBC has done nothing wrong.
Just seems a little strange to call it a “viral favorite” when you’re so rigidly controlling the infection. And shooting your messengers in the back. There’s got to be a better way.
I suggest allowing the fans to post what they see on the air, and reserve a special “director’s cut” of the Digital Shorts for the NBC site. Best of both worlds, as fans spend time watching both to see what comes extra in the “official” release.
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You would think Lorne Michaels would understand the power of letting these things grow on their own. Lazy Sunday was out for weeks before it got pulled. The fact that it was spreading was why it became so popular. Once NBC pulled the clip, the talk all but disappeared. The Portman video will never make it as big because of NBC’s tactics. These companies just don’t seem to understand how much value can be found in letting their products grow untouched. It is just another example of the old media not being able to accept the realities of the digital age.
Comment by Shadowhelm — March 7, 2006 @ 8:28 am