Have you ever thought you could do a better job picking TV pilots then some executives. Amazon has found a way to both get original content exclusively on its platform and get social media to engage in which shows should become TV series. "Starting soon, it will debut 14 of its own TV show pilots on its website, allowing anyone from the U.S., U.K. and Germany watch them for free. The company will ask for viewer input, and hopes the comments and critiques will help decide which shows live or die." Sounds kinda fun.
It also works perfectly in a TV Everywhere approach, letting viewers watch these shows on the device of their choice and at the time and day they desire. And most importantly, it lets the audience discuss and vote on what they like or don't like. Build enough consensus and a pilot can turn into an exclusive series on Amazon. In the meantime, it expands the content library of the service.
Ultimately, Amazon hopes that offering these shows adds value to their Amazon Prime offering. "Amazon has been investing heavily to convince more people to sign up for
Prime, and recently paid for the exclusive online rights to a number of
shows including the second season of 'Downton Abbey' and the CBS show 'Under the Dome,' which will debut this summer." And consumers that are drawn to buying an Amazon Prime subscription tend to buy more goods on Amazon. Amazon wins with more subscription revenue, advertising revenue, and e-commerce revenue.