Disney/ABC Television Group expanded its hit TV show Grey’s Anatomy online on November 19th with a web series spin-off called “Seattle Grace: On Call.” This web series is set to have six individual webisodes, each one being four-five minutes in length. The show will take place in Joe’s Emerald City Bar, a popular location where the doctors hangout. Familiar faces from Grey’s Anatomy will be featured in a documentary style show.
“Our goal with the Web series is to expand the ‘Greys’s’ universe by offering a unique perspective of the various happening’s at Seattle Grace, while paralleling some of the same story lines seen on the show” said Grey’s Anatomy creator and executive producer Shonda Rhimes. Additionally, the show will feature a behind-the-scenes “making of” episode. Grey’s Anatomy fans can now strengthen their love and undying devotion for the show.
So what other advantages are there for networks to extend their shows online? It’s a cost-effective way to keep fans engaged with their brand. A successful show that engaged their viewers was NBC’s The Office during the summer of 2006. As a fan of The Office, I personally loved how I could still be entertained when the season had finished. Waiting for months for the next season to start was hard enough!
Other than webisodes, shows have extended their TV show’s brand by showing interviews with the cast or extending an episode online. This is a smart marketing move for networks to not only keep their viewers interested, but also get their viewers onto their website.
One of my favorite TV episode extensions was from the season finale episode “Give a little bit” on Entourage. In this episode, Matt Damon, Labron James, and Bono try to convince the main character Vince to support the charity OnexOne by arguing “It’s for the kids.” A “behind the scenes” PSA was shot to expand their episode online. Not only are Entourage fans entertained by the humor of this PSA, but they are exposed to the OnexOne charity. Great marketing if you ask me! To check out the charity and the funny PSA, go to here!
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