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Simon Cowell's ITV buzz machine 

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The other day Simon Cowell did a touching thing - he publicly announced that he'd take a pay cut from ITV.  At first I thought this was Cowell's attempt to jump on the credit crunch bandwagon to come across all in-touch-with-reality as a cunning pre-emptive PR tack.  However, watching what's happened with the Susan "the badger" Boyle phenomenon in the last week, Cowell's move now all makes a lot of sense.

Cowell needs ITV just as much (if not more) than ITV needs Cowell.  This is because Cowell's new media model is firmly reliant on ITV.  Cowell has cunningly devised a buzz-generating / fame-making model which relies on the symbiotic relationship of mainstream media (TV and press) and social media.  A relationship where his TV show feeds YouTube / social media which feeds mainstream news media which feeds YouTube / social media which feeds mainstream media etc. etc.

It's not by luck that 3 of the most highly viewed clips on YouTube are linked to him: Leona Lewis, Paul Potts and Susan Boyle, whose videos (between them) have been viewed over 200 million times.

The big question is - would Cowell be able to generate such levels of buzz if his shows weren't prime time ITV?  The answer to that is a clear no.  And Cowell knows it - hence how he's so heart-warmingly offered to take a pay cut from ITV.  The other option is of course to join Richard and Judy and their 6,000 viewers on UKTV . . .

Published Apr 20 2009, 11:13 PM by Chris Quigley
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Comments

by Kevin Gordon
April 21, 2009 5:31 PM
 

Nice one. People always complain about Simon Cowell's brutal delivery of the truth, but quite frankly, he and the contestants are the show. Being told the truth is never the easier option, but tough love is better than deceit any day of the week, and his acknowledgement that he needs ITV as much as ITV need him gets my vote because it proves he can take it as well as dish it out.

 
 
by Rubbertopia
April 21, 2009 11:04 PM
 

This is a perfect follow up to my blog piece yesterday about Simon Cowell and his mastery of the social

 
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Rubbertopia

Chris Quigley's (partner at Rubber Republic) thoughts on the good, the bad and the darn right ugly in the world of viral and buzz marketing.
 

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Chris Quigley

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Member since: 09 Jun 2008

Last login: 20 Nov 2009

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