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TCA: Buzz Trumps Ratings for Amazon

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TCA: Buzz Trumps Ratings for Amazon TCA: Buzz Trumps Ratings For Amazon 08.03.2015 ​After a downright jovial series of TCA panels showing off Amazon's wares, during which the executives could be seen snapping selfies, the mood shifted to serious with Roy Price, head of Amazon Studios, Morgan Wandell, head of drama, and Joe Lewis, head of comedy. Fresh off the news that the streaming service has signed Woody Allen to create his first TV series and that Amazon has brought Top Gear's erstwhile (and controversial) trio Jeremy Clarkson, Richard Hammond and James May for a new car series, Price fielded many questions from critics concerned about Woody's past and the inappropriate behavior that led to Top Gear's ignominious end. Price only discussed Allen's filmmaking credentials and updated the project. The scripts for season one are just about done, and Price expects Allen to begin shooting at the end of the year, or the beginning of 2016, with an eye toward a premiere in the second half of 2016. Price refused to discuss the parameters of the deal with Clarkson and company, and merely stated, "We're bullish about the show and think it will turn out well." But how does Amazon define well in a land without ratings? While Price left the possibility of releasing some sort of numbers or rankings from time to time, it's clear that the number of viewers doesn't concern Amazon. "Internally we talk about the quality of the shows more than the numbers," Lewis said. "Viewership numbers can be distracting," Price said. "We're only trying to make someone's favorite show." The only barometer is attention: "People have to love the show. People have to talk about it. Is there a buzz?" Price said. To bring customers to watch TV, "merchandising is super effective," Price said. They use Amazon.com, IMDb and e-mail to court viewers. "We have an idea of what kind of audience would respond to a certain show [and] we reach out to that audience and let them know a show is there. The more attention a show gets, the more celebration a show gets, the more people come in." When asked if more and more people are watching, Price said, "Definitely I think you find good retention and cross viewership between shows, and I think that will only get better as we develop a more regular cadence through the fall and 2016, and [will] continue to see thereafter…as the brand builds, that in itself can build some buzz and attention." Lewis adds, "I think that's why we do a lot of serialized shows," While Price and company couldn't be explicit in why the network didn't land Hannibal (much of it had to do with licensing and Bryan Fuller's hectic schedule), it's clear that their focus is on original series. "You want your originals to define your network," Lewis said. "The thing about extending a show is you'd be doing that instead of doing the first season of a new show…The first season of a new show could become a fantastic new signature show for the network. An extended show almost never does," Price said. That said, you can't rule anything out with Amazon: "We're always looking at new opportunities. We're always looking for more good shows," Lewis said. Price even teased the possibility of one more on the horizon. Amazon is still figuring out how many pilots and ongoing series is enough, or too much. "If something new is coming out every three to four weeks, that's a lot going on…we'll have to find over the next year: is that a little light, or a little high?" Price said. "We look at our jobs as…we have to have the best shows. We have to have the best projects, to keep our audience fully engaged," Wandell said. "We're not really in the solid outcome business. We're not in the programming business," Price said. "There used to be a market where, you know that show? The one that would get you from 8:30 to 9? In an on-demand world, that show doesn't work because people aren't going to demand it. You have to be in the new, passionate, best thing I've ever written business. You're not going to always get that, [but] that's what you have to try for…don't fail trying to be solid. Because that's a super bummer," Price said. "The TV business has changed. There aren't just 3 networks anymore. There's so many…I think it's more like the book business or the record business; you really just have to focus on customers and creators. If you're going to release a particular album, just worry about that album being fantastic," Price said. With this emphasis on swinging the fences, Amazon will meet failure, as was the case with Chris Carter's The After. "Not everything works," Price said on the subject. "It wasn't the money. It was a tough concept…Maybe it will come together one day." "The more attention a show gets, the more celebrated it gets, the more people it brings in who aren't already Amazon customers or Prime subscribers," Price said. With the controversial additions of Woody Allen and the Top Gear team, Amazon is surely getting attention. We'll see if it translates into more viewers, or as Amazon would prefer, more people finding their favorite shows. Perhaps everyone's new favorite show lies waiting in Amazon's next wave. Two new pilots premiere this Friday, Aug. 7: Sneaky Pete and Casanova. Hand of God's first season premieres Sept. 4. Red Oaks lands on Oct. 9. The Man in the High Castle launches Nov. 20. Transparent's second season comes Dec. 4, while Mozart in the Jungle returns January 2016..
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