The furore caused by the premium rate fiasco is a result of TV companies wanting to interact more closely with their viewers.
Interaction with the consumer is a de facto part of online life and broadcasters have seen how well it has worked and want to have an ongoing relationship with their own viewers. They want a relationship that goes beyond the passive act of viewing and creates a two way conversation.
The reason that they have got it so badly wrong is that they forgot the fundamental principle of communication in the digital age, honesty.
Those companies that try to mislead their consumers or viewers are quickly found out online and when the blogosphere is mobilised it can generate a lot of bad PR, just ask Wal-Mart.
It will be interesting to see how many people voted on ITVs Dancing on Ice this weekend or how many will want to play Brainteaser again on Five after the recent revelations.
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