Reaching a maximum audience of several hundred thousand at a time hardly seems like nirvana for mass marketers. But 18 major advertisers–including Pontiac, Dell and Marriott–have shrewdly embraced that opportunity when it was offered by CBS.
The eye network is making the early round games of the National Collegiate Athletic Association’s (NCAA) basketball championship tournament available on the Web for free. The games, which have spawned bracketology “science” and office betting pools throughout the country, represent a hot ticket. And it’s safe to say that college basketball fans, as well as office worker “Final Four” pool players, will have a keen interest in accessing the action–via CBS’ national telecasts (available in HD), and over the Internet.
In fact for the initial weekday morning and afternoon round of games, look for office productivity to go down as workers keep an eye peeled on their computer screens for live, Web-delivered games. Further aiding and abetting this down time at the office is a button that Web viewers can click to instantly replace the games with a fake spreadsheet–that way the boss will be none the wiser about employees slacking off to keep tabs on the NCAA tournament.
All the available ad slots have been sold in this precedent-setting Web event, which marks the first time that a mainstay national broadcaster has shifted such a valuable, exclusive program franchise onto the Web without charging a fee. The college basketball tournament has long been known as March Madness–hence the Internet service name of March Madness On Demand for the CBS initiative.
Ads will be removed from the TV broadcast and replaced with Web-only commercials sold by CBS Sportsline, which is a unit of CBS Digital Media. The Web service will not feature the Elite Eight, Final Four or championship rounds when there’s only one game at a time. Additionally, Web users won’t be able to access local games even in the early rounds when multiple games are being played simultaneously. This is all designed to protect the core TV broadcast business.
It’s estimated that broadband capacity will limit the Web audience to a few hundred thousand viewers at a given time. The service is available at ncaasports.com/mmod and could pave the way for other Web broadcasts.
The March Madness on Demand for no charge underscores how mainstream entertainment companies are grappling with ways to leverage emerging media, while creating desirable outlets for their audience constituencies and advertisers. It’s believed that the companies advertising on the Web games will for the most part make their spots interactive as they attempt to engage prospective consumers and gauge how much interest those commercials generate.
In a Los Angeles Times article about March Madness on Demand, Deborah S. Fell, a Marriott senior VP is quoted as saying, “It’s a cluttered landscape out there in terms of getting information to consumers. This is the type of venue we’re looking for.”
Nominees Unveiled For Cinema Audio Society’s 61st Annual Awards
The Cinema Audio Society has unveiled its nominees in seven categories for the 61st Annual CAS Awards for Outstanding Achievement in Sound Mixing 2024.
The 61st CAS Awards will be held on Saturday, February 22, at the Beverly Hilton.
Nominated in the live action motion picture category were the audio teams behind A Complete Unknown, Deadpool & Wolverine, Dune: Part Two, Gladiator II and Wicked.
Animated motion picture nominees were the sound ensembles behind Inside Out 2, Moana 2, Mufasa: The Lion King, The Wild Robot and Wallace & Gromit: Vengeance Most Fowl.
As previously announced, multi-award-winning sound mixer Tod A. Maitland CAS (A Complete Unknown, West Side Story, Joker), will be honored with the CAS Career Achievement Award. In addition, visionary filmmaker Denis Villeneuve (Dune: Part Two, Blade Runner 2049, Arrival) will receive the Cinema Audio Society’s Filmmaker Award.
The CAS Award nominees highlight the outstanding contributions of sound mixers, recognizing excellence in the specialized craft of sound mixing for both film and television. Each year, accomplished CAS members—who possess extensive expertise in the art and science of sound—carefully review hundreds of projects to ensure the nominees truly reflect excellence in sound mixing in Motion Picture and Television entertainment.
“2024 was a year of remarkable achievements in the sound community, with exceptional talent on display across every category,” said CAS president Peter Kurland. “The innovation and artistry of these sound mixers continue to elevate the craft, and the upcoming awards will be a celebration of the outstanding contributions made this year. Congratulations to... Read More