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Sit-com creator tries to do an "Arctic Monkeys" with his pilot

In another example of online
communities’ ability to affect mainstream media, the massively popular YouTube
may see a rejected US sitcom pilot dusted off and commissioned by a major
studio. Or so its creator hopes…

The (almost) ironically named
"Nobody’s Watching" was a pilot for a comedy from the creator of "Scrubs" and
"Spin City" was tested 18 months ago with sample audiences. Warner Brothers,
who had commissioned the pilot, decided it was a no go after feedback that the
plot was confusing.

Then some helpful soul posted
the pilot episode on to YouTube and it picked up some viewers. 300,000 for the
first of three ten minute segments. Although less than a third have made it as
far as watching the rest of the episode, which though a lot is not necessarily
a runaway success by YouTube standards.

The American TV test audience
screening system has often been derided by writers and blamed for a
preponderance of mediocrity on US TV networks. It may be that communities like
YouTube will offer a new avenue for seeing if more original or challenging
shows can find their audience.

It may also be an avenue for
producers and directors to build a cult following for a show before it has been
commissioned by a studio. Think of YouTube doing for TV and films what MySpace
did for the Arctic Monkeys…

An alternative scenario is the Sandi Thom Strategem – where
cynical TV executives pretend to reject a show, only to have it gain a massive
set of viewers on YouTube and then turned into a show within weeks to
capitalise on the online buzz and reflected mainstream media hype.

Maybe I’m just getting cynical?

Dum Dee Dum Dee Dum Dee Dum…

Meanwhile in the UK we’re happy to use the wonders of the
web to keep alive a show that’s more than 60 years old: The Archers.

In March the programme broke the Beeb’s records for a show
being listened to via its website with 756,730 people
logging on to hear the travails of Ambridge’s residents.

Not that I’m a fan, but it’s definitely
down to the fact that March marked a highpoint in the tug-of-love battle to
prove the parenthood of little George between brothers William and Ed. That and
the sale of Grey Gables. It’s all going on down there, I tell you.

The BBC says that 4.5 million people
are already downloading podcasts from its trial of 50 programmes. Director
General Mark Thompson announced a service called MyBBCradio this week that
would make it easier for people to compile a "playlist" of favourite programmes
from across its stations.

Hillary Clinton’s
blogger-in-chief

More news on the political
blogging front: Hillary Clinton has appointed a blogger to her communications
team for her bid to become a candidate for the US presidency. Peter Dauo, runs an aggregator site called
The Dauo Report – part of online magazine Salon.com. – which draws together
blog posts from across the political spectrum.

Nat Mags’ digital ambitions

Another week, another announcement from a UK publisher about
its online strategy. This week Nat Mags has announced that it is starting up a
new digital division. It is drawing its inspiration from its own Rodale’s
Runners World, which has successfully established a community of its own, introducing message boards and
podcasts.

The publisher has also made noises about being up for
acquiring new online properties. Hark the sound of UK new media indies cleaning
up their offices in case they get visitors.