Random Thoughts – Randocity!

As Randocity had predicted in this earlier Boycott V Series article, V has officially been cancelled by ABC as of May 13, 2011 (Friday the 13th). Let this article serve as a cautionary tale for future producers. This was not a good day for the V series cast and crew as they had just lost their jobs. Oh well, such is life in show business. However, this cancellation goes to prove yet another experiment turns into a failure at the expense of what started as a good TV series. Why was the V series from 2011 cancelled? That’s quite a story story in and of itself. Let’s explore.

Why was the V TV series cancelled?

Since V’s (V stands for Visitor) second season launch in January, the producers and/or ABC had made the insane choice to not allow V back onto Hulu, iTunes, Amazon or any other streaming media service (including ABC’s very own streaming TV web site). That meant that there was no way to watch back episodes or catch up on missed V episodes. This also meant as people began missing episodes, they couldn’t catch up and said, “f-it” and moved on. This choice effectively forced people to watch the series on TV live the night it broadcast or buy a recorder to time shift it.

Lessons Learned?

When your TV series targets the exact age demographic of people who watch their shows via Hulu (or any other streaming site) and then when you decide to cut these exact viewers off from your show, it’s ultimately the kiss of death. Ultimately, this is the reason the series failed. V is, unfortunately, also a perfect example of what not to do with streaming media when promoting a TV series. Don’t shun streaming media, embrace it. Embrace it with open arms and nurture and foster its growth. As a producer you want, no, you need viewers. The more viewers the better. It doesn’t matter if you have to rip the video of each episode and personally seed the file on bitorrent yourself. Do it!

What you don’t want is, well, exactly what the producers did to V. Don’t bite the hand the feeds you. Worse, the show began to feel the effects of its lower and lower viewership (and ratings) and began making more and more desperate, drastic and insane story choices to try and recover that lost viewership. It didn’t work. These “creative” choices saw main characters killed off from the show, yet didn’t do anything to increase viewership. This only made the show worse and more pointless. But, these story choices were simply a side effect of the stupidity of not allowing streaming sites to stream (or store back catalog) this series. You can’t change a story to attempt make up for that poorly conceived ‘no streaming’ decision. To get viewers back, the producers would have had to rescind that decision and allow the show back onto Hulu, iTunes and Amazon. By April, it was already too late to rescind that decision and gain back that lost viewership. Ultimately, the series was doomed.

Cost Per Episode

One must recognize that this TV series was quite costly to produce. While I am unable to find an exact figure to place on the cost per episode, because this series relied almost entirely on CGI to handle the interior shots of the Visitor ships, this only added to the mounting pressure of producing this series. I’m positive that the cost per episode directly contributed to ABC’s decision to pull the plug, but only because of a drastic drop in viewership. The exceedingly questionable decision to remove the series entirely from streaming services left a huge gaping viewership hole that the producers couldn’t fill. In essence, it tied the producer’s hands and simultaneously left the series effectively without an audience. Meaning, the age group who would tune in to watch V wouldn’t be willing to do it solely on an over-the-air broadcast. That meant forcing viewers to sit down at a specific time in front of a TV or buy a device like a recorder to record the series. Both were unpleasant propositions, especially when you could formerly tune in at your leisure on your phone, laptop or tablet device. Thus, the viewership drastically tanked. With that drastic a viewership drop, ABC was left with no choice but to pull the plug on the series.

Back Catalogs & Advertisers

Any show should always allow a back catalog of episodes to be available on streaming sites for even just a few months to allow viewers to keep up with a show in progress. A back catalog of older episodes allows viewers to take their time catching up and feel good about the time when they watch. Sure, these views may not give the immediacy of the Neilsen ratings for over-the-air TV, but so what? That system is so antiquated, it needs to die. Instead, we need a new ratings system that takes into account real viewers from streaming sites and next day views. Skip the ‘night of’ viewership numbers and go with a model that resembles how people are actually consuming TV today. Internet enabled TVs are not going away and neither are mobile devices. Hello advertisers like Proctor and Gamble, get with it. Same day viewership of TV shows is over. That day has passed. The future of TV is through next day viewing or even month later views. That’s where the advertising revenues will be had.

So Long ‘V’

It’s unfortunate that the producers felt the need to make stupid choices like ‘no streaming’. It was a gamble that simply didn’t pay off. It turned the series into a shambles through poor story choices. Oh well, V has had its short-lived day. Tomorrow is another day and with it new TV shows to sink your time slots into. But, let’s just make sure they continue to do it on our, the viewer’s, terms.

To the producers, embrace change or perish. That’s the prime lesson to take away from the ‘V’ experiment. Yes, the V ‘no streaming’ experiment was truly a failure.

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