PersonalScreen Media Develops First Web Mini-Series
By Jacki Garfinkel
Jack Myers Media Business Report Special Feature
TiVo was created with viewers in mind, causing advertisers to look for quick solutions to the inevitable invisibility of their
commercials. PersonalScreen Media has developed a remedy for this problem, according to Jay Amato, the company's managing partner, in an exclusive interview with Jack Myers Media Business Report.
In Men We Trust, a mini-series of seven, 8 to 9 minute segments produced by PersonalScreen is set to launch online in May. The television-quality show will air exclusively on the Internet, with
commercials and product purchase information completely integrated into the show. After the initial airing of each In Men We Trust episode, viewers can watch the episode on-demand. (Watch the trailer at www.personalscreen.com).
Advertiser products will be highlighted throughout each episode. For example, in the screenshot below, the dress that the character is wearing is being advertised. While viewing this scene in the episode,
an interactive window will come up to the right of the screen listing the brand, the price, and a link for more information.
Example of PersonalScreen Media's advertising integration
Amato suggests TV viewers often love an outfit, a piece of furniture, or an accessory that appears in a TV show. PersonalScreen Media has made it extremely easy, he says, for viewers to access
information on those products featured in his company's online mini-series. Another company, StarStyle offers apparel and products appearing on several broadcast and television programs at its website.
Another benefit is that not all of the advertising will be invasive, Amato commented. "We want it to be natural, not become an infomercial. One of the things that has become very important is the balance between advertising content and creative content." As development
progresses, everything on the screen will be clickable, he reports. The paint on the wall of the room the characters are in? Click the wall to find out the name and brand of the paint color.
Amato added, "we set out to develop a company that wasn't just going to be building original content, but would focus
on integrating advertising to a more pleasing and more accepting environment for the audience. People are willing to watch commercials as long as they're presented in a more palatable method."
"The fact is ABC, NBC and the major networks know they're losing ground with a large group of growing consumers, especially younger demographics who are spending more time on the
web," said Amato. "In Men We Trust targets this audience and Amato suggests it offers a solution to advertisers who are being disenfranchised by the networks and new technologies.
Amato comments that PersonalScreen Media "did focus groups and when we showed people the trailer for In Men We Trust, about 75 percent of them said they would be likely to watch the
first episode. When we showed them the trailer in the interactive environment, 100 percent said they'd watch it. They
were into the fact they could learn more about the characters, learn more about the places they work, and of course they could learn more about the clothing and accessories people were wearing."
