Web-to-TV Show 'Quarterlife' Bombs in NBC Debut - Or Did It?
Last November we reported that the web-based scripted drama "Quarterlife" was making the unlikely jump to primetime television. Last night, Quarterlife debuted on NBC in the 10pm time slot, and the results were disappointing by television standards. The web-turned-TV show pulled a 1.6 share among 18-34 year olds, and averaged just under 3.9 million viewers for the time slot, good enough for third place. Interestingly, one of the shows it trailed was the CBS drama "Jericho," which was rescued from cancellation due to a massive grassroots web campaign to save it.
By TV standards, that's a terrible debut. Especially considering how poorly it faired among the 18-34 year old set -- i.e., MySpace's key demographic. On the other hand -- what did they expect?
3.9 million viewers far outstrips the number of viewers the show attracted on MySpace. The top rated episode of Quarterlife on MySpace (episode 24) had 557,000 views over 3 months. That's an impressive number for a web-based series, but still a far cry from 3.9 million viewers. In fact, the total 4.3 million plays for the entire series on MySpace is only just above the number of viewers that the show pulled on TV (and that's plays, not unique viewers). The latest episode of the show, uploaded February 8, has just about 45,000 views.
Clearly, NBC was hoping that buzz on the web would translate to buzz on the tube, and along with traditional promotion and critical reviews (which were positive for Quarterlife), the show would do well. But it could be that they over estimated the power of the web buzz. Consider that Quarterlife's official MySpace page has 14,000 friends, while this clearly unofficial fan-made profile for Grey's Anatomy, a true TV hit, has over 20,000 friends. While Quarterlife's debut was a bomb by TV standards, it might not have been so bad by web-to-TV standards.
As Media Life Magazine points out, though, this was an experiment that likely didn't cost much for NBC. So look for more web-to-TV programming in the future.
What web-based shows do you think could make it on the traditional airwaves? Diggnation? Rocketboom? The ScobleShow? Let us know in the comments below.
Comments
Subscribe to comments for this post OR Subscribe to comments for all ReadWriteWeb posts
Diggnation, certainly - especially if it followed something like SNL.
I also think Mahalo Daily could grow to something that could cross over.
But realistically, I prefer to watch them on my own schedule. So if they went to the boob-tube I would probably TiVo them, or grab the (edited to remove commercials) torrent.
I think the web series Date: Unknown could make it on the tube, for obvious reasons.
http://www.youtube.com/dateunknown
Only when television producers figure out that the Interweb is a playground - for themselves and their audiences - will they begin to benefit from their experience there. Because uptight corporate control and fear have no place in the playground, my guess is that they will never quite get it, nor reap the largest web rewards.
This article shows a complete misunderstanding of the media business. Production costs on this project were heard to be less than 33% of normal production costs, yet the viewership was around 50%. Ad dollar cpms for the show were likely the same, so this was likely a good win for NBC econonically. It also allows for much greater creative freedom and artist ownership of the content.
@Business of Media: I'm not sure which part of the media business I am completely misunderstanding. I did say that Quarterlife "likely didn't cost much for NBC," as you note.
And even if the show made money for the network, it didn't perform well enough for network TV. NBC moved Quarterlife to Bravo today. It's not a win for NBC economically if a show is performing poorly in a time slot.
Anyway, my conclusion: "While Quarterlife's debut was a bomb by TV standards, it might not have been so bad by web-to-TV standards." ... appears to be the same one you're offering -- that this wasn't such a failure. I guess I don't see what you're disagreeing with...
"The 9" with Maria Sansone currently hosted by YAHOO would give those entertainment magazine shows a run for their money.I find Maria a much more interesting host than anyone on TV now.