It’s increasingly difficult these days to judge the success of a drama series. While ratings are still an important benchmark, a growing number of industry executives say you need to take into account a broader range of measures in order to judge the value of a particular show to a network or platform.
The most obvious form of alternative measurement is audience appreciation, which can be assessed through surveys and social media sweeps. But there is also a role for industry awards, which generally provide an insight into what commissioners, critics and creative peers think about a show’s performance.
There are a number of reasons why success at industry awards matters. The first is that it can help create buzz around a show, which is especially important in this era of on-demand viewing. Shows that win awards get noticed by the media and often see audience uplift as a result. Assuming the award was well deserved, this can help word of mouth build. In other words, award wins are like an unbiased marketing push or a review that feeds into the positive conversation around a show.
Award wins also have an impact on other stakeholders in the business. Once a show starts having success of this kind, it stands a chance of being picked up in distribution by foreign broadcasters. Actors, writers, directors and producers also take notice – and may decide to stay with a show if they are already in it, or join it if they are invited to do so. For a career advancement point of view, being attached to a critically acclaimed show can be as valuable as being attached to a ratings hit, which is one reason many top movie actors will find time in their schedule to do a feature film that is geared towards the Oscars. As more and more top talent is attracted to a show, it can then build momentum in ratings too.
Then there is the impact on the primary commissioning broadcaster. If they are looking just at their ratings charts, they may be inclined to cancel a show. But if they start to see positive reviews and awards success, this may give them the confidence to wait a little longer – and perhaps to commission season two, which may give the show the time it needs to break out.
All of which brings us to the C21 International Drama Awards, held this week at the C21 Drama Summit as part of Content London. Based on input from around 70 drama commissioners, the awards recognise the shows that are having a major impact on the global drama business – even if ratings aren’t the primary measure.
A big winner, for example, was Netflix’s Narcos, which looks at the rise and fall of Colombian drug baron Pablo Escobar. While there is very little information about how scripted series perform on SVoD platforms like Netflix and Amazon, the show’s success at the C21 Drama Awards chimes with the feedback from critics and review platforms like IMDb. The series, from director Jose Padilha and US-based Gaumont International Television, won both the Editor’s Choice award and Best Male Performance, for Wagner Moura’s portrayal of Escobar.
Another star performer at the awards was Deutschland 83, which is distributed across the world by FremantleMedia International. This show secured gongs for Best Non-English-Language Drama and Best Casting. It was matched by The Bridge, from Filmlance International for Denmark’s DR and Sweden’s SVT. This much-loved show won both Best Returning Drama Series and Best Female Performance (Sofia Helin).
Other winners included Book of Negroes (Best Miniseries), Wolf Hall (Best English-Language Drama), Limitless (Best Fall Season Network Show) and How to Murder Your Wife (Best TV Movie). There was also recognition for Dixi Unchained (Best Digital Original) and Humans (Best Consumer Marketing Campaign). It will be interesting to see how this latest wave of recognition plays into the future of all these shows.
Away from the awards, Sony’s digital streaming service Crackle has ordered a second run of its original drama The Art of More, which stars Dennis Quaid. The 10-episode renewal comes just two weeks after its series debut on November 19. According to Crackle, the series has already achieved two million views, more than half of which have come from viewers new to Crackle.
Crackle is one of the few companies in the streaming space that provides any information on the performance of its shows – a commitment to transparency it says it will maintain going forward. In terms of what the two million figure means, it refers to anyone who starts viewing an episode of the show. It’s not a figure for how many people have watched the entire series, but for how many have started to watch an individual episode.
The renewal comes despite the fact that critics have not been that complimentary and the show is not rating very well on IMDb. Here’s a flavour of what some critics think. That said, Sony Pictures Television has already sold The Art of More to 25 territories, so is presumably feeling pretty upbeat about its long-term potential.
Next, an update on AMC’s new adventure show Into the Badlands. After a stellar start, the show saw an inevitable dip in episode two but recovered ground for episode three. With its overnight audience currently at around five million, it has to be classified as another hit for the US cablenet. There was further good news this week when Chinese online platform LeTV acquired Into the Badlands from distributor eOne. The show is due to air on AMC Global in 125 countries next year, while eOne has also sold it to Foxtel in Australia and Amazon in the UK.
The opening series of the show comprises six one-hour episodes, and star Daniel Wu believes it could run for a number of seasons. Speaking to Digital Spy, he predicted that, if the show is a success, it could run for five or six series. He also suggested a renewal (which now seems very likely) might see it expand to 10 episodes.
Finally, Amazon has secured exclusive streaming rights to the first season of Channel 4/AMC’s hit sci-fi drama Humans. The show will be available to Amazon Prime members in the UK, Germany, US and Japan from next spring – presumably just in time to spark interest in the second series. “Humans was one of this summer’s top new series and is exactly the type of smart, thought-provoking show that Prime members love,” said Brad Beale, VP of digital video content acquisition for Amazon.
tagged in: Amazon, AMC, Book of Negroes, C21 Drama Awards, C21 International Drama Summit, Channel 4, Content London, Crackle, Deutschland 83, Dixi Unchained, FremantleMedia International, How to Murder Your Wife, Into the Badlands, Limitless, Narcos, Netflix, Sony Pictures Television, The Art of More, The Bridge, Wolf Hall