If your favorite TV Series is Delayed AGAIN, here is what you can do to calm your audience – CASE STUDY

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Read this before beginning: It makes a ton of sense to read the context first to understand the audience frustration and on how to solve this and other relevant problems better, what i have mentioned here is purely are my opinion on understanding the scenario and if I would have been placed as a Media Relations Head, then what would i do to reduce the after effects of the crisis. Hope it makes sense – Now lets get into the problem.

Problem:

A Sci-fi hit show, The Orville announced its new release date for their most awaited season 3 as June 2nd 2022. Here is something you need to know before going further, unfortunately this season 3 had been postponed multiple times from the production stage to all the way till the release date.

This Fox Original show that started on 2017 on Space Travel by Seth Mcfarlane, creator of some of the most hit comedy series Family Guy, American Dad and The Cleveland show, started this project as a to pay a tribute to the original Anthology series like The Twilight Zone, Star Trek Next Generation.

This show takes place in distant future of 24th century, an Utopian world, Union of multiple planets and the premise of this show begins with the Creator and the lead cast of this show Seth a newly became Captain to an exploratory Space Ship – The USS Orville.

As the first season with 12 episode released on 2017, this show gained a lot of interest and fan following from Sci-fi Adventure audience and once the show started airing, the fans acclaimed that this show brings the true spirit of Gene Rodenberry’s Star Trek and a larger than life perspectives on multiple aspects. And after a hit first season, Fox network renewed for season 2 with 14 episodes and audience loved every aspect of the show. Something that stated as a Comedy drama, now became very serious into character and story building. As the season 2’s finale aired on 25th April 2019, it took certain time to commission the new season as there were multiple aspects happening internally to the network, acquisition of 21st Century Fox by Disney and Covid 19 Pandemic and multiple other aspects directly affected the future of the show for its renewal of new season. As the fans requested for more of The Orville’s content, Fox network under the new Disney management has renewed for Season 3 and the plan was to make it a Web series from a TV Broadcast to Hulu as an original and this was announced on Hulu’s official twitter on 21st July 2019.

As previously mentioned,S3 shooting beginned at Dec 2019 and pandemic hit, lockdown happened and the production process postponed to March of 2020 and then due to second wave they halted once again till Dec 2020 and with multiple breaks and hurdles they have finished shooting by July 2021. On the communication shared with the public on Sep 2021, that the post production process will take quite some time and due to limited resources during the second way the process is slowed down but are working at full efficiency and will be releasing the show by 10th March 2022.

Now, on Feb 5th 2022, an official announcement from the creator Seth MacFarlane.

“As occasionally happens, our show has been repositioned amidst the ever-changing television schedule landscape, which means that the wait will be just a bit longer, and we’re now preparing for a June 2 launch on Hulu,” he wrote.

“We’ve always promised you a television experience that will make it worth the wait, and we’re not wavering on that. We understand your frustration… so we want to give you a little taste of what’s to come. Here’s a sneak peek at the first few minutes of our season opener, and our new main title!”

Fans of this show have been in an rollercoaster ride of excitement and disappointment as of contentious delays and postpones, as looking as the comments on the YouTube sneak peek on s3 opener, audience are accepting the fact that the season further more delayed than expected and are supporting the production team. An other interesting aspect that has been noticed is that the fact that people are appreciating the quality improvement on the CGI and production standards of this and many has said that this show currently looks like a true Star Trek interms of looks and feel.

I wanted to give you all a context on what is happening around this show to discuss the key aspect of this article I.e., expansion of the IP creating multiple communication models to engage audience during this wait and then increase the relation with the show and to make a deeper bond with character and The Orville universe.

Some of the major problems we are trying to solve in this article,

  1. To maintain regular communication with audience
  2. To bring back that excitement to watch the new season after multiple delays
  3. To create a streamlined fanbase and to build deeper connection with the show
  4. To streamline the show to more audience and educate about the show and then turn them into show’s fans.
  5. And finally, to create a more valuable IP for multiple streams of revenue.

As the network hasn’t released a new episode of this show from last 3 years, I believe a communication tram of Fox network show be focused on bringing relevance and communicating to audience about the new season as many of the fans might now even be aware of this new season launch.

Lets, go through the opportunities that we can work with to create a solid plan for next 4 months to increase the engagement towards the show.

Assets to work with,

  1. Cast (12 major cast members)
  2. Social Media of all the cast members and the Show’s and Network’s
  3. Comic Books series
  4. BTS
  5. Posters, Trailer and relevant Material
  6. Music Playlist
  7. BTS Character Stories and Scrapped Ideas and Sketch works
  8. Podcast Communication
  9. Youtube and Video Communication

Consider each individual asset and will create an efficient plan on how to develop engagement towards it.

– Nikhil Dintakurthi

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