Turner Broadcasting is using the talents of Conan O’Brien and other stars from TNT and TBS to get viewers familiar with TV Everywhere, including what it can do and how to connect with it. The spots don’t explain the entire process, however, since that would take longer than 30 seconds and is available only to pay-tv subscribers.
The process of using TV Everywhere is somewhat of a hurdle. TV subscribers have to authenticate that their account is valid, for which they’ll need to have a recent bill handy, and in some cases by first getting log-on information from their provider. So far, the television services that support TV Everywhere are DirecTV, Dish Network, Comcast, Cablevision Systems, Cox Communications, Verizon FiOS, AT&T U-verse and Suddenlink Communications.
A series of 11 spots promoting TV Everywhere does show how users can watch full episodes, clips and other content using many different Internet-connected devices with the service. They’re running across TNT, TBS, CNN, HLN, CNN Airport, TruTV, Adult Swim and other properties.
O’Brien’s spot (pictured) shows him struggling on to the stage of his late-night show wearing a suit of armor made from iPads, other tablets, computer monitors and smartphones. He grumbles that the director’s joke – “Watch any device on Conan” – isn’t funny, and calls his on-air sidekick Andy Richter over to confirm the lack of humor. In another, Conan pauses for a drink, and spilled water causes the suit to explosively short-circuit.
More appropriately to the dramatic programming of TNT, the cast of Leverage takes turns singing lines from the Richard Marx song “I’ll Be Right Here Waiting for You,” just like TV Everywhere makes sure viewers’ favorite shows are waiting for them at any time.
“Consumers have bought tens of millions of iPhones and iPads,” Steve Koonin, president of Turner Entertainment Network, told the New York Times. “Our vision is that TV Everywhere kind of becomes the consumer-enabling technology that allows them to unlock the potential of those devices.”
New York Times – http://tinyurl.com/6xrqtro
Multichannel News – http://tinyurl.com/5vrrfv3