What program should news producers study to learn how to engage viewers? It also shines in terms of teaching structure, branding, and how to make a program “sticky” by effective teasing.
It’s not a traditional newscast. It’s Entertainment Tonight – the best produced news/entertainment program on television.
Watch a few episodes. Put aside any negative feelings you have regarding the value of celebrity news. Instead, focus on the mechanics of ET – its relentless focus on keeping the attention of viewers. Learn to apply these techniques to your newscast.
First, let’s dispense with the argument that they can do it because ET has a bigger production budget than you. That’s true, but the issue here doesn’t involve money alone.
Instead, it centers on how the “sausage is made.” A focus on basic building blocks for audience retention. Even with a smaller budget you can still apply most of ET’s tactics for keeping viewers tuned in.
Money allows ET to look flashier than you, but that camouflages what’s at the heart of the program’s success. It knows how to keep an audience involved and wanting to come back for more.
Notice how well ET does the following:
Establish Program Franchises
ET never misses an opportunity to run packages wrapped in a program franchise. Past and present, ET has used ET Insider, ET Investigation, ET Alert and Real or Rumor? These franchise designations give each story special treatment in the viewer’s eyes.
They also create value. ET selects franchises that showcase topics of great interest to viewers. Franchises remind the audience of an ongoing commitment to cover desired news topics. ET builds its reputation every time they run.
Franchises have played a key role in building the ET brand.
Evaluate your use of franchises. Review your story selection over a week to see what subjects get the most attention. Identify overlooked franchise opportunities. Make a concerted effort to provide niche or highly promotable segments. They serve the same purpose.
Use customized opens to introduce the stories. You can also use lower-thirds and OTS’s to visually cue viewers.
Highlight Exclusives
ET never misses an opportunity to showcase its exclusives. ET consistently highlights stories and interviews available only on its program. This practice is another reputation builder for ET.
There’s value in promoting your program as the only source for stories and interviews. It reminds the audience they made a wise choice in watching you. After all, you’re providing more than the other guys.
Do you label your exclusives? Do you make a committed effort toward getting them?
Do both.
Tease Deep – Tease Often
This practice illustrates ET at its best. ET uses a tease strategy that makes viewers want to watch stories at the end of the program as much as those at the beginning.
Later items are teased throughout the program. Different footage is sometimes used; other times, it’s a full screen graphic. The goal – build audience anticipation. Turn all stories into “can’t miss” items.
This tactic also gives viewers a continuing rundown of stories. Consider it a full program tease. It’s a deliberate strategy to keep viewers informed.
Most stations only tease the upcoming story out of break. Little attention is paid to building viewer anticipation beyond the next story.
Some are experimenting with sidebar menus birthed by ESPN’s SportsCenter and Pardon The Interruption. They’re a good start. But these attempts lack visual punch.
Consider the importance of getting this strategy right. You’re competing with a myriad of competitors and off channel diversions. You’re asking viewers to commit from 30 to 60 minutes of attention (the majority don’t even come close) without knowing what’s in store for them. You’re banking that they trust you’ll make it worthwhile.
Show them it is.
Tease Effectively
ET’s tease strategy is bolstered the quality of its teases. Well written with an emphasis on using questions to increase viewer curiosity. Here’s a recent one – “There’s a new Michael Jackson mystery. Where is Michael’s body?”
ET knows its viewers and its teases play to their emotions. They connect and increase the likelihood of keeping an audience. Here’s an example – “The stage mom that will have you yelling at the TV.” Only a few ET viewers would pass on that type of story.
You must know your audience and its hot buttons to write effective teases. Carefully select items that will arouse viewer curiosity. Feel free to group several stories under one tease if it makes the tease more interesting.
The mechanics of writing effective tease will be covered in an upcoming post.
The ability to engage viewers is the hallmark of any successful program. Few programs, if any, do it better than Entertainment Tonight.
Watch and learn.
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