Why Brands Should Consider Live Shoulder Programming at the Grammys

Jul 25, 2018

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After a brief trip to New York, the Grammy Awards are back in Los Angeles in 2019, garnering plenty of buzz and media attention. As one of the premiere award shows in the US, the Grammys presents a tremendous opportunity for brands, media companies, and even record labels to capitalize on the hype through the creation of unique, engaging, LIVE shoulder programming. At-home viewers don’t want to sit and watch the Grammys. They want an experience. They want engagement. They want to be able to weigh in on what’s happening, as it’s happening. Here’s why live shoulder programming surrounding the Grammy Awards is a great way to give viewers what they want.

Capitalize on the Buzz

The Grammys are among the top 10 most-watched award shows in the US. This means you already have a captive audience who is interested in the Grammys – or Grammy-specific content. If creating your own, unique Grammys programming, you don’t have to spend the extra effort looking for a potential audience; You have to get your content in front of an existing one.

Greater Opportunity for Viewer Engagement

A live pre-show leading into the Grammys, or a live post-show immediately after, presents a great opportunity for fostering viewer engagement. Integrating social media, through trivia questions, audience polling, and real-time reactions, allows at-home viewers an opportunity to engage with your content in real time. And an engaged audience is a powerful one. Giving viewers the chance to weigh in on the conversation will keep them glued to your program, whether that program is before, during, or after the Grammys.

Do More with Digital

A live shoulder program – like a pre-show, post-show, or 2nd screen experience – provides much more flexibility than traditional broadcast programming. Your content can be as long or as short as you’d like it to be and you’re not subject to ad break requirements as you would be with broadcast. Additionally, the prevalence of mobile usage makes something like a 2nd screen companion show that much more effective. At-home viewers can watch and participate in your 2nd screen programming while watching the Grammys in real time.

Branding & Sponsorship Opportunities

Live shoulder programming can be appealing to both the media companies who want to produce the content AND to brands who may want to sponsor it. Sponsors want to reach the same viewers (and most likely the same demographic) that you do. This opens the door to branding and sponsorship opportunities that can help cover – or even offset – your production investment.

As a full-service production company, Broadcast Management Group has worked at major award shows like the Emmys and Oscars, helping our clients to produce live shoulder programming. If you’re looking for help or assistance with live Grammys programming, we’re happy to help.

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  • Andrew Ryback Reply
    2018-03-07 21:55:41

    We're glad you found this to be useful, Margaux. Let us know if there's anything we can help with.

  • Margaux Ford Reply
    2018-03-07 05:57:06

    I appreciate the tips on hiring a production staffing company to have more time to focus on the creative aspects of the project. Hiring a production crew is a tedious task, and can take up much of your time. We're currently working on a huge production, and I'll share this article with my boss so he'll consider on delegating the recruitment to a staffing company. I like that you mentioned that staffing company can ensure to have the right team onboard for the project. Thanks!

  • Robert McWilliams Reply
    2017-10-31 19:05:18

    Todd:I have an ad agency in addition to our production company. We put one of our clients on OTT two months ago up in Nevada. Seems to be working!Thanks again for the work earlier this month.Rob

  • Nicole Rohde Reply
    2017-05-27 22:28:45

    Hey Andrew, Any word as to whether or not the Jokers will be back for Comic Con this year? Please let me know. Thanks!!!

  • Aaron Estabrook Reply
    2017-02-23 16:26:57

    I'll be tuning in for sure!

  • David Patton Reply
    2015-01-16 13:16:02

    Interesting blog post Andrew. For those who are nearly ready to cut the cord, but still want access to key channels such as ESPN, I'd recommend checking out Dish Network's new service, Sling TV. It provides access to a handful of channels for $20/month.https://gigaom.com/2015/01/15/sling-tv-details-price-devices-networks-resolution-bandwidth/

  • Andrew Ryback Reply
    2015-01-13 14:44:19

    Go for it! I'll admit that I was a little apprehensive about pulling the plug at first, but honestly, the transition away from DirecTV has been seamless. The only missing link is live sports, but there are a few work arounds depending on what sports you watch. Good luck!

  • Gregory Hart Reply
    2015-01-13 06:35:00

    While I am part of the 55 year old demographic that still has TV boxes and does TV viewing, I do my viewing using DVRs and networked PCs playing video files from an in-home server. I too have noticed that I view a handful of shows on a regular basis and have found various other sources for these shows. And now it has gotten to the point to where I am seriously considering ending my very long relationship with DirecTV and going streaming. Working in the TV industry also helped to open eyes to this as well. This transition from "old" TV is coming and the networks (Les Moonves, I am looking at you!) had better plan for it.

  • Gary Reply
    2013-08-08 09:44:39

    You've left out a HUGE part of this story by not mentioning Howard Stern's effect on the Sharknado buzz! #siris-ly

  • Marybeth Harrison Reply
    2013-08-07 14:46:29

    I can almost hear the theme song from Jaws as I read your post!