Gawker, the once-mighty snark-blog of NYC that has been steadily losing its identity over the past few years, has post about MTV’s ad pitch at the upfronts:
“The network is also trying to sell sponsors on its “podbusting” techniques—i.e., making commercials that are like mini-shows in themselves. The theory, of course, is that making ads more like regular programs will defeat the almighty Tivo, with content so compelling that you cannot help but watch, slack-jawed, as the hypnotic 60-second Mountain Dew Bourne Ultimatum spinoff flickers before your eyes.”
We’ve been seeing more and more of this on TV with everything from mini-animated extras on USA’s “Psych” to a weird mini-soap opera with Alicia Keyes. These efforts have been less than compelling and the trend worries Gawker:
“Please keep our television commercials in neat little blocks, so that we can get up and go to the bathroom while they are on, or, if we have the proper technology, skip them altogether. This whole “great ads that you want to watch just cause they’re so great” is a huge backlash waiting to happen.”
The problem is that it is only recently that us viewers could easily avoid standard advertising. As our ability to avoid the ads grow, their impact will decrease and the brands will not be so interested in the model any longer. Then who’s gonna pay for the TV you watch?