The Emmy-nominated television series about a pair of hipster Kiwi musicians trying to make it big in New York found a strong cult following on the tube and online, but never achieved mass scale audience. The show’s hipster irreverence and entrepreneurial spirit, fueled by a snarky, inside joke style, make the show a great match for web audiences—web darling Kristen Schaal made a splash with a popular blog for her character Mel.
HBO just doesn’t get it on the web, which comes as a surprise to me because it’s a studio that has been a leader in premium branding and content development. Les Moonves, CEO of CBS, said “the future of internet content is as a lab for the network.” I disagree. HBO should stop seeing the web as simply a vector back to television, but a powerful and relevant end in itself where more fully engaged audiences can be cultivated.
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