SpectatorBytes

In an effort to increase TV audiences, the CW network has decided to stop streaming new episodes of Gossip Girl on the Web. To some extent, this decision seems to ignore evolving consumer media habits and appears to be founded on the hope that the traditional television model still works. While I understand the economic concerns of the CW, their decision seem to illustrate why the traditional model is likely to evolve significantly over the next few years.

I am not saying the Gossip Girl is not like any other show that deserves cancellation in the face of poor ratings. However, assuming that the show is not pulling audiences on TV because the show is also being streamed online suggests to me that broadcasters still have much to learn about how to deal with new digital media outlets.

I remember that the show “24” was almost cancelled for poor ratings in its first season. Yet, it was the DVD format that helped the show find audiences and eventually become a major television franchise.
If Gossip Girl has the potential to be a hit, the show should be available in as many distribution outlets as possible. This would enable audiences to easily find and consume the show. Forcing audiences to return to the days of appointment television only reduces the show’s chances for success.

I could certainly understand if the CW may not be able to afford waiting for audiences to find the show. If that is the case, let it be a lesson for broadcasters and content producers. A new economic model is needed for television in which highly targeted shows (which developed engaged and valuable audiences) can work. The model may include download economics, ad-supported streaming, pay VOD and DVD.

Finding audiences is increasingly difficult and thus maximizing distribution is ever more critical.

Hopefully Gossip Girl won’t have to become a case study. We already have Jericho or Friday Night Lights for that.

Update: Happy to report that the show is still available via iTunes for $1.99 per episode.