The Web Gets Real
Thanks to 'Survivor,' TV has new use for Net
Hoping to profit from this unprecedented interest in unscripted shows, television is preparing a heaping platter of reality programs, with at least 20 shows in development or production for the 2000-2001 season.
The nets' Web divisions are ramping up as well, in order to add an enhanced online experience to what they hope could be the next "Survivor." But what exactly is the synergy between reality programming and the Web?
"Certain types of shows lend themselves more to an online experience than others," says Dana McClintock, CBS' communications vice president. "Traditional comedy and drama series can't have the same online followings as reality shows."
And because the cameras are rolling around the clock, the extra footage creates unique online opportunities. "With "Survivor," there is a lot of footage that's not being used because of the amount of air time that you have," says McClintock. "There are 12 cameras shooting all of the time. Because there is this extra content, it's natural to have an additional outlet where people can go to satisfy their curiosity."
CBS plans to give viewers more of want they want with next season's "Survivor II," the first episode of which will air on Jan. 28, immediately after the Eye's Super Bowl broadcast.
"Survivor's" first site offered video clips, photos, statistics, text and even e-commerce opportunities. For "Survivor II," CBS plans to build upon what has become the standard for reality-programming sites.
"The site will be an enhanced version of the first Web site, with more in-depth analysis, pictures and even interactive games," says McClintock.
CBS repeated its recipe for success with BigBrother2000.com, the site that wowed viewers with its 24-hour Web cams and live streams. Although the televised "Big Brother" never experienced the through-the-roof ratings that "Survivor" did, the Web site was Media Metrix's top newcomer during the season, with 4.2 million monthly unique users.
BigBrother.com, a site that allows voyeuristic viewers to spy on participants through a network of cameras, but is completely unrelated to the show, also experienced a significant surge in uniques, as fans of the TV show consistently typed in the URL in search of the official site.
This example underscores the important relationship between offline consumer brands and the audiences' online understanding of them, which will become increasingly important when the market floods with reality programming. It also bolsters what the networks already know; the public has an insatiable appetite for reality program information, both on- and offline.
The Fox Networks are banking on this interest as well. Fox is no stranger to reality shows, having scored with "Cops" and "America's Most Wanted."
However, in light of this summer's reality boon, Fox is changing its online strategy for its new season of reality programming.
Fox is working on several reality-based shows, including the tentatively titled "Boot Camp," "Temptations," and "Love Cruise." However, don't look for Fox to simply copy the 24-hour Web cams and live streaming content. Instead, Fox wants its site to capitalize on the post-program water-cooler chatter.
"Reality programming, while personally engaging, is a communal experience," says Jordan Kurzweil, Fox.com's senior vice president of entertainment.
"People take sides. We plan to create a forum for people to debate online about that property."
While overseeing the sites, Kurzweil considers the competition. Both of CBS' shows have had a cash prize, an element that previous reality-programming has lacked. However, Kurzweil doesn't necessarily believe that contests are the key to a show's online success.
"I don't think that if you don't have competition on the show, you won't have a popular Web site," he says. "I do think that the competitive element and level of tension and suspense holds interest and creates the desire to root for your team. If you look at programming like MTV's 'Real World,' it's not about picking sides, but about discussing issues."
That discussion is exactly what MTV wants. One of the pioneers of reality programming with shows such as the "Real World" -- now in it's ninth season -- MTV's Web site reflects its years of experience in the genre.
"Our Web site goes all the way back to the first season," says Sarah R. Cohen, MTV.com's program and production veep. "We have video clips of every moment, everything from best breakdown, to best fight and best nude -- all the way through to the current season."
According to Cohen, "the 'Real World 9' site is a place where users "really plunge into the action of the show. We supply all of the intimate details for the obsessed fan."
More than most, MTV's site provides a multimedia experience. "We rely least on straight text," says Cohen. "You meet the cast in video audition clips. We have pictures of them before and after the show, as well as intimate Q & A's. There is a highlight reel for each cast member. You can even go as far as checking out their horoscopes."
But the site doesn't limit itself to cast profiling. "There is also a virtual house tour," says Cohen. "You can click on rooms, zoom in on objects, and take a virtual tour of the whole house."
MTV hopes to attract eyeballs by not only introducing fans to the programming, but to each other as well. "We're planning a more sophisticated communal functionality," says Cohen. "We will have an instant messaging program that helps users find others with the same interests and they can meet each other and talk about who on the show they love and loathe."
Fox also plans to take online reality programming one step further by bowing TooHotForFox.com this fall, a site that, according to Kurzweil, "will be the ultimate destination for reality programming" by offering content too controversial for broadcast TV.
"We envision ToohotforFox as a Web site, a broadband channel, and then basically an additional TV channel when the technology converges," says Kurzwweil. "The site will go back to the Fox roots in reality programming.
It will include video from our library as well as new videos." Kurzweil says the site will be more than Fox's usual fare of animals attacks and police chases, and include live events such as concerts.
"The content will be less about restrictions and censorship and more about extending the boundaries of the Internet," he says.
