Reality pioneer Mark Burnett discussed the secrets to his primetime success, the future of new media and his projects in the works yesterday during the MT&R Industry Forum at the Museum of Television & Radio.
His reality success comes from his mentality. Just because there is no script doesn't mean you should treat primetime air any less than you would treat a movie; it's still time people are giving you," Burnett said.
He calls reality a new documentary where the show progressed through storytellers (editors and himself), the color palette, lighting, music and set design, "Survivor" is his gleaming example.
He admits phrases like "The tribe has spoken" may seem silly but firmly establishes the tribal nature of the show.
Joking that the museum must soon rename itself the Museum of Television, Radio and Internet, Burnett moved to his newest frontier, the on-line world.
He noted if you walked abound a corporate office and spied employee's computer, the majority would have personal stuff on the screen: instant messenger, e-mail or a website.
He contends more people are online from 9 a.m. to 5 p.m. than would watch primetime television. "Isn't 9 a.m. to 5 p.m. the new primetime," Burnett proclaimed.
His previous ventures into the internet have used extra footage from his shows but programs must expand to original content.
And that is just what Burnett is doing. His new project "Gold Rush!" partners with America Online and will broadcast three to five minutes segments with clues and anecdotes leading views to find 13 caches of solid gold hid through out the U.S.
The benefits of the internet are viewers can watch anytime and the footage will be archived allowing more viewing options, Burnett said.
Stressing that all media content is really a lure to make viewers watch commercials, Burnett said online content offers greater advantages because sales from internet links are more tangible than their televised counterparts.
Burnett talked freely of his reality primetime success and his "Gold Rush!" project, but was hesitant about discussing a possible venture into news.
Eventually, he relented and said he was working on something. The success of Jon Stewart's "Daily Show" proves younger audiences care about current events if presented in right way, Burnett said.
This is an under tapped market, Burnett said, and his job is to "fill the vacuum." He didn't release any specific details.
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