[From The Argyle Sweater]
Tweet
Breaking news from Israel - tv host Conan O’Brien is a special guest at Madonna’s MDNA tour opening night in Israel next week.
US TV host Conan O’Brien will come to Israel a day before Madonna’s MDNA TOUR, to have a special coverage of the queen of pop’s opening night show in Israel.
His “Conan” late night show got the exclusive deal to have a full coverage of the event, and it will be featured in a dedicated TV special. O’Brien will come to Israel with a crew of 20 people and will have 3 broadcasting teams.
The Conan show is being broadcast on US cable channel TBS.
Conan O’Brien on the ‘symbiotic relationship’ of his audience and new media
Despite describing himself as a “luddite,” O’Brien’s social media strategy has been a defining characteristic of his post-Tonight Show work — Morgan cited his 5.6 million Twitter followers (compared to Jay Leno’s 376,000) and the 1.86 million Facebook “likes” for Conan compared to the 429,000 for The Tonight Show. O’Brien gave Leno a pass, saying that he’s “really busy,” but went on to describe in detail the “symbiotic relationship” he’s fostering with his audience. “It’s not just driving people on social media networks to your television show… you want to get people on the TV getting emotionally involved in what you’re doing on Facebook or Twitter.”
It’s quite a change from his NBC days, when “we had a Late Night page, but it was the same website page that a dry cleaner would have.” Probably the most illustrative experience of this new relationship O’Brien shared was when Will Ferrell announced the new Anchorman sequel on O’Brien’s show. Instead of preciously guarding the material until the show went live at 11pm, the Conan team immediately went into action — the material was “chopped up into bite-sized pieces” and distributed through O’Brien’s social networks to build up a buzz for the eventual live show airing.
O’Brien notes that this never would have happened when he got started back in 1993 — not just because of technological limitations, but because “there was an obsession in the business not to give anything away.” That’s hardly the case anymore; O’Brien said that “you can show [fans] exactly what Will Ferrell did on the show and get it out there, so there’s no surprise. But what happens is it goes everywhere, and… created a wave of viewership for us that drove the more traditional viewing numbers.”
This combination of “incredible awareness” increased viewership, and O’Brien thinks that “the more that you can get both these pistons working, you can create a world where people are experiencing the show at 11… others are experiencing it on their DVR a few days later, others are experiencing it in little pieces… on some site that they like.” Eventually, the symbiotic relationship builds familiarity, and helps drive more people to watch Conan live.
While O’Brien seems to be enjoying the increased engagement he has with his audience, its a strategy that was born out of necessity. “The day of ‘I only want people to experience me at 11 o’clock, on TBS’ — those days are over,” O’Brien said. “The audience is too fractured, they’re too distracted… a whole generation of people is growing up that doesn’t watch television that way.” Fortunately for O’Brien, “Turner has been absolutely a dream come true… they’re up for anything we’re up for, and they’re agile.” He went on to compare the experience of working for NBC to running “a tiny little comedy club on a giant cruise ship… the ship takes big, long, slow turns, and we have about that much control over our destiny.”