
As an infoholic, I swim through a sea of analysis and commentary about sales trends and viewing habits and general media stories. So, I think I’m able to connect a dot here and there that might fall outside of the normal discourse on the world of webcomics. The trends are based on human behavior, so trends from one media might transfer to another.
There are genre shows and themes that seem to be played. Have we all seen enough of the vampires, zombies, serial killers, westerns & lame romantic comedies? Sure, until the remake of 3:10 to Yuma comes along or a Bill Willingham vampire short story or a show like DEXTER.
The excellent Showtime serial killer drama called DEXTER follows the adventures of a serial killer who chases other serial killers. Partner him with a spunky FBI sidekick and you have the engine that drives Silence of the Lambs. But DEXTER spins out in its own interesting way. The second season wrapped up on 12/ 16/ 07 with 1.4 million viewers, making it a hit by Showtime’s standards. It was also a high point for ratings for the network and the series. Then something interesting happened.
The Writer’s Strike opened holes all over the network television schedules, including CBS. So, that network cut out some of the more lurid scenes and repurposed the cleaned-up episodes of the first season of DEXTER on Sunday nights. On 3/ 16/ 08, Dexter pulled 6.42 million viewers to come in third in the time slot. That’s not a huge number, but in the era of dwindling returns DEXTER on CBS is a minor success.
I was curious about the show in a minor way and caught the first few episodes on CBS. And I was hooked. Michael C. Hall’s DEX is wonderfully awkward when confronted with emotion and is cold-bloodedly efficient when plying his trade. So, I had to hit three Best Buys to find a box set of the first season on DVD, so I could run through the rest of the series.
Now, I could have gone and bought all of the episodes on iTunes, but I like the permanence of the boxed set. It is easier to loan out. And to my mind, there is something a little odd about gathering about the computer screen to watch TV. The iTunes effect is stunning by itself and would demand a mind sharper than mine this morning, so I leave that factor out to cleanly explore the remaining distro channels. Just to be clear, iTunes saved the American version of The Office, so it’s cool with me. Plus I can use it to download obscure Thin Lizzy tunes.
From a marketing standpoint, DEXTER is an example of the success of cross-platform distribution. The first run is on pay-per-view-TV and the second is free and the third is a collector’s edition. The people watching the show on CBS had certainly had the opportunity to see the episodes on DVD or Showtime. Assuming anything while doing analysis is risky, but I think it is realtively safe to assume that the bulk of the people watching the show on CBS were new viewers to the material. That means that 3 to 5 million people were seeing DEXTER for the first time on the free TV channel. When programming/ content is released in a few formats, you would tend to get new customers in each channel. DEXTER viewers get a different experience from Showtime to DVD to CBS.
Now, this is mental version of the lazy eye illustrations. Can you see the parallel between webcomics and programming like DEXTER?
In a recent note to Brian Hibbs, I outlined the process for success for independent creators. (Not that we’re pen pals, I was just helping him understand how Project Wonderful works.) We give away SideChicks through a couple of different websites and through WOWIO in the hope that people will try the content and will want to buy a print version from a retailer like Brian in the end. In an era of $3 comics, I think that it is important to give new customers a chance to try before they buy.
Watch DEXTER.
And read SideChicks.