With the launch of Shark Week seasonal programming last weekend, Discovery Channel unapologetically signaled it was sticking to its ratings-ratcheting fantasy shark formula: hoist the salacious gore, lower the boom on science. This season’s Shark Week run has opportunistically, if not predictably, torpedoed the science, and only two of the 29 programs will feature scientists.
These days, TV viewers have hundreds of TV shows to choose from during prime time. It’s not enough to just put on a good show, in order to keep the remote on the table, networks have to do all they can to make viewers a part of the experience. That’s what social media integration is all about.