I love TV on DVD. I’m not sure where it came from, or who thought of it first, but there’s no question that it’s good for viewers and networks.
But there’s one huge opportunity that’s being missed. The hook.
By selling a series’ first season at such high prices, they’re cutting out all the people who want to get into the show. There are several shows out there that I’d probably love, and what better way to get started than to buy the first season on DVD? The thing is, I’m not willing to shell out 50-70 dollars just to catch up on something I might like. And I’d bet that I’m not alone.
If I were the networks, I’d sell the first season cheap. Not at a loss, but cheap enough to get people interested. The benefit would be twofold. First, it would make the studio money, and second it would increase the viewership because people would want to continue to follow the story.
Who knows? It might just be all the hook you need to take a show from obscurity to the big time.
Hey There! My name is Matt J McDonald and I'm a new marketer & Social Media Consultant based in Charleston, SC.
I completely agree with this idea, Matt. There are a lot of TV shows that I’ve seen once or twice on TV, and thought were interesting enough to pick up the DVDs…until I saw the price of the first season. I don’t want to pay $50 for a show that I’ve only seen twice, and whose other episodes may not be as good as those two.
Let me in for $20 or $30, and I’m much more likely to buy the product. Once I’m in, I’m completely willing to pay “full price” for the later seasons.
It’s economics so simple that drug dealers can figure it out (”First hit is free…”). You’d think that TV marketers could figure it out, too.
Absolutely. I’m glad I’m not alone on this one. I think it’s a simple concept and am not sure why the big guns don’t get it. But then again, I feel like that a lot. Thanks for reading.
Matt
Totally agree Matt. The way I look at it: charge no, or a small entry charge into the nightclub, make your profit through drinks. The more market penetration, higher the share and more room for movement up the value-chain.