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When
You're Hot You're Hot, by Greg Tingle - 14th July
2004
Everyone has an opinion on what's hot!
What
is "hot" anyway?
The
term on everyone's lips in and around the Australia
entertainment and media business lately is…wait
for it, "Hottest On TV".
Let's
face it - we all watch TV, and we all believe that
we know what (and who), is hot on TV. Every day, colourful
and animated discussions transpire across lounge rooms
and pubs around the nation.
Now,
thanks to a genius idea of Melbourne based entrepreneur,
Lewis O'Flynn; the public at large, that's right -
you, can actually vote for who is indeed hot on Australian
television! This is facilitated by a closely emerging
cousin of "the box", the net!
"Hottest"
founder, O'Flynn, is quick to point out that with
such widespread access to internet in the home, in
the workplace, at universities and schools, 18s to
25 year olds have been switching off the box in favour
of Internet for the past 12 months. "Hottest
On TV" may just be the magic formula to see the
marriage enhanced between television and Internet
consumers, as we move towards a completely convergent
world.
Lewis
says, "The audience can watch TV, then call the
station switchboards, to tell them what they think,
but instead of being a nuisance and just a number
to a network phone operator, you can actually make
your opinion count and have some fun along the way
by logging onto www.hottestontv.com.au
and actually vote with their feet". (and fingers).
Website
visitors can vote from a cast of 400 plus hot Aussie
TV celebrities.
There
have been numerous local and global TV ratings systems
over the years. We have seen OzTam come to prominence
in Australia, however, OzTam only measures the popularity
of the program, without any consideration of the popularity
of people that appear on those programs. The media
landscape has changed a great deal since the emergence
of Internet and interactive TV. Yes, OzTam and Arbitron
are no longer the only game (measuring stick) in town.
"Hottest" promises to inject clarity into
the situation. Are PPM's destined for extinction?
As
a heavy television and Internet consumer, I think
it's particularly unfair to gauge the success of television
programmes and the popularity of particular personalities,
by solely using the OzTam system. This is the media
and entertainment business. Everyone is fighting for
"eyeballs", be it on television or online.
Just look at programmes like 60 Minutes, Fat Cow Hotel,
Big Brother and 4 Corners for example - they actively
promote their web forums, website, web chat and the
like. Time online is time not spent watching the box
(unless you have a TV tuner set up on your computer,
which is possible in the current environment), creating
the total entertainment system.
"Hottest
On TV" aims to attract their audience by empowering
the consumer. Lewis explains, "Advertisers and
sponsors want to know what and who is hot on Australia
TV - we give them that precise information, complied
from both the viewing audience, and respected entertainment
and media columnists from around the country!"
And if that's not enough, Lewis plans to also have
monthly give-aways, with highly coveted prizes up
for grabs, including TV sets, DVD's, mobile phones
and more. Lewis admits, it's unlikely to reach "It's
a new car!" stage, but he is optimistic that
he will create a live "Hottest On TV" A-list
event, sooner rather than later.
Folks,
no longer will we be told what's hot...you will decide,
and television "gatekeepers" will no longer
be able to give the "We will take your feedback
on board" line. You can be amongst the 50,000
voters each month, to make your opinion count. The
"Hottest" figures will be releases into
the public domain every month, reflecting a black
and white, unobscured picture of what is hot on TV.
So,
whatever your stance is on what and who is hot on
TV, one thing is clear - consumers around Australia
will continue to express their opinions on what is
indeed hot on TV, only this time, their view and input
will count.
Stay
tuned and log-on customers!
Links:
Official
website
Hottest
On TV
Articles
Hottest
On TV? by Yvette Moore
Sports
and entertainment website reviews, by Greg Tingle
Profiles
Hottest
On TV
Mediaman Hottest TV Interview Showcase
Interviews
Lewis
O'Flynn - 13th July 2004
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