New breed of “entertainer”
An insight by Andrew Howie
Social media has brought about many new trends. It has also allowed for many heroes to be born and trends to spread globally in the blink of an eye. Think about some of the most viewed clips on Youtube. Evolution of Dance and Keyboard Cat were huge successes as a result of the internet. Brands have launched campaigns solely through the internet, looking for them to go ‘viral’ bringing about notoriety at a fraction of the traditional campaign media cost.
A quick search engine entry shows that Lady Gaga takes up two places in the Top 10 most viewed clips on Youtube of all time. With these clips having a combined viewership if nearly 290 million views, she is a powerhouse when it comes to popularity. Her bizarre and often exaggerated style has led to a mass following around the world. So talented is she, that people have touted her as the next Madonna. Some even claiming her current tour supersedes those standards of live performance set by Madonna. Read the rest of this entry »
China Love US TV Series the Most..?
An Insight by Michael MacRitchie
China-To understand the widening digital gap between the Chinese state and its people, consider the underground success of the American TV shows “Gossip Girl”, “Lost” & “Prison Break”.
Prison Break:
There isn’t much about this Fox drama that would suggest a Chinese hit.
Shot partly at Joliet Prison in Illinois, the show is an unabashedly far-fetched escape tale, in which tattooed genius Michael Scofield engineers his own arrest and imprisonment to help spring his brother.
Chock full of flashbacks, cliffhangers and so on, “Prison Break” has been a respectable success during its two seasons on American screens.
In China, however, the show ignited among the growing ranks of 123 million Web users.
It is still leading all other American programs on China’s most popular underground downloading sites. A translation of its second season has received more than 2.5 million views, nearly 10 times that of “Desperate Housewives,” China’s long-running online favorite. Read the rest of this entry »
The addiction that rocked Storm
By Andrew Howie
Turning our readers attention to Australia and a recent scandal with one of the major league clubs.
When the police look to take down a drug ring, they don’t look to pin it on the mid-weight dealer. They look to go all the way to the top. Because, if you take down the top, then you ultimately bring down the lot.
So when the news broke this week that the Melbourne Storm had been breaching the salary cap, I began to read with interest as I could see a deeper motive. Surely they are not the only team guilty of this practice.
Not only was the breach long standing, it was systematic in its approach. It was so simple. Claim twice for an expense. And use that windfall to fund other activity. No different to claiming travel expenses from your employer and then claiming then back on tax.
I was asked at work by a British colleague to explain what had happened. And as usual I defaulted to an analogy to get my point across. And this was what I said: Read the rest of this entry »
Music; the Soundtrack of our lives…
An Insight from Michael MacRitchie
From the first lullaby sung to us as babies, music provides the “soundtrack” of our lives. So much so that I think many of us take it for granted — just as we do the soundtrack of a film, which we often hear without listening to it. That is, we enjoy the film without realizing how much the music conditions our reaction.
Music penetrates almost every part of our lives: our rest, our entertainment, our education, and if you are religious- your prayer.
Throughout history, it has celebrated the triumphs and tragedies of life. As Plato said, music “gives soul to the universe, wings to the mind, flight to the imagination”. Read the rest of this entry »
Star power; can it bring the star community?
-Andrew Collins is a leading social media strategist and founder of Mailman Social Media, he also consults to MGI on global entertainment partnerships.
First of all – brands in Asia love to have the affiliation with ‘star power’. For the fortunate brands that get this connection right it can rain long term benefits (think……) but for the few brands that simply splash the cash and hope that the endorsement will deliver a meaningful result – well that’s simply gambling. Macau is the place for that!
Glorifying Crime
An insight by Andrew Howie
The growth of the modern day crime based drama has been steady over the last ten years. The origin of the genre is hard to pin point, but the Godfather series and success of such shows as The Sporano’s can definitely share in credit for the boom.
The ability for big screen ideas to be converted to the small screen has been tried many times with varied success. Taking the crime thriller from the big screen and maintaining the conviction is difficult. But it leads to enthralling viewing.
Whilst I am a huge fan of the Soprano’s and loved my weekly dose of gangster viewing, I have not taken to Underbelly with equivalent interest. I am not sure why this is. I am trying to figure out if it is the different style of writing, the local actors, or my knowledge that it is based on real events that have transpired in Australia? Read the rest of this entry »
An Insight by Andrew Howie
For many years most pretended that global warming was a fad and would not last. But, without admitting that it is actually a problem, most industries have begun making efforts to reduce their foot print.
Some have done so in response to increased government pressures. Others have done so due to increased social pressures. But the automotive industry has done so to ensure its survival. In the last 12 months we have seen to collapse of some of the world’s top car manufacturers. This was due to their inability to remain nimble and to move with the times. People no longer wanted big cars and could no longer afford to buy large tick items. The result was the US government bailing out companies with tax payer money. Read the rest of this entry »
World Cup- China advertising is starting to heat up.
A insight from Michael MacRitchie
To follow on from Andrew Howie’s piece on the FIFA world cup, I would like to turn the readers attention to China…
Here in Shanghai one of the biggest TV networks CCTV (China Central Television) has won the rights to broadcast the World Cup and is now blowing the whistle for bids on advertising slots for the global sporting event to commence.
I met with He Haiming, the Vice President of the advertising department, he told MGI that the last batch of advertising slots including the “naming rights” for some special programs and slots for individual matches, will be made available to bidders in mid-April.
In November 2009, the national broadcasting giant first begun auctioning off prime-time advertising slots for the 2010 World Cup, which is due to kick off in South Africa on June 11. Read the rest of this entry »
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