On the first day of 2010, Cablevision television subscribers in the NY area might have been surprised to see that they no longer had HGTV and Food Network as part of their available cable lineups, something they might have missed, given the coverage that the News Corporation / Time Warner contract negotiations had been getting. Those organizations managed to work things out, keeping the News Corporation networks on the air for Time Warner subscribers.
The same can’t be said for those other two networks, however. On Monday afternoon, I caught this tweet by marketing consultant / blogger Katja Presnal, who had just found out about the channels going “missing” from her lineup, and saw her subsequent posts on the subject, which pointed to the I Love HGTV and I Love Food Network microsites that Scripps Networks, owners of those networks, had created to distribute information and activate affected customers. Scripps has also continued its media campaign on the issue, with Food Network President Brooke Johnson going on CNBC’s Power Lunch on Monday to discuss its position.
Both of those sites are smartly built, offering easy ways to get involved on Facebook, post directly to Twitter, watch videos, and get Scripps’ POV on the situation. For me, the first thing that jumped out was how fans of shows have made a splash before and whether or not these – again, smart and solid – tools would be enough to further this particular hard-line negotiation. What came to mind was the peanuts protest that fans of CBS’ “Jericho” enacted on the network after the show was cancelled after its first season. That particular protest worked, with some 20 tons of peanuts being sent to the network at a cost of more than $50,000, and the show returning for a second season, before ultimately being cancelled a second time.
You know what, though, people? Let’s take this whole thing to the next level. Vote with your wallets.
Now I’m not going to go down the road of a la carte television subscriptions – there are people far smarter than me that can handle that discussion. Check out what people like Tim Karr or Jeff Jarvis if you’re interested in more on that subject. I don’t want to say anything about who’s right or wrong here as I don’t know the financials involved, and have worked too closely on the network side of this type of standoff, but I’m more than happy to make a suggestion to move the needle.
Where I am going to go is that if you want to move that needle in 2010, you’ve gotta vote with your wallets, purses, PayPal accounts, and so on. Want to tell Cablevision (or Scripps Networks) how you feel about this particular situation? You’ve got a few options – you can cancel or change your service, or find another provider.
Or, you can take my suggestion, and send them a buck. Before people all start sending paint rollers or frying pans to corporate offices or whatever, take that money and make your opinion known to the powers that be, whether they be at Cablevision or Scripps Networks. In fact, I’ll put up $20 of my own singles to the first 20 Cablevision subscribers who email me (tom (at) tombiro (dot) com), and I’ll send a note on their behalf along with the dollar bill to Cablevision HQ.
No, seriously.
Listen – social media tools and campaigns like what Scripps is promoting definitely have a place, but this is going to continue to be a dollars and cents issue, especially as we start loading up on Hulu streams, Netflix instant viewing, and TV-friendly packages like Boxee become more mainstream.
So that’s my challenge – I’ll pony up twenty single dollar bills, plus postage, and the rest of you Cablevision subscribers need to do the rest.
