Beranbom explained it’s all about creating access to the series and the artists.
“When you go to their concert, you wouldn’t be able to engage with them in this way. You wouldn’t be able to see them perform in this way. And so that is a key piece of that,” Beranbom said. “That’s where that kind of social cred takes place. That’s where you can start seeing outsized business results. Because when people feel like they’re getting access to something that they never could otherwise, that’s when you can create a significant win.”
Beranbom explained that the livestream is blurring the lines between content and commercial, with CBS having the opportunity to deliver its messaging to highly engaged audiences. Additionally, First Tube is giving CBS access to live stats to see how the events perform in real time.
The company expects the subsequent event—which is still TBD in terms of timing, host and performers—to grow even more.
“Audiences will grow and build and engage [with the first event], and then that VOD—both in the long-form content as well as shorter-form content clips—plus press, all these things will keep it top of mind until the next episode,” Beranbom said. “But the idea is that that audience will start allowing us to compound, so our goals are that Episode 2 will even be greater and bigger than Episode 1.”
For Benson and CBS, the livestreams are set to give fans a unique experience in the ever-changing world of connected TV.
“It’s going to feel like you stepped into an episode of the show with live entertainment within the commercial break, so the experience will be a little different than watching on CBS where we’ve got commercials and promos,” Benson said. “This is a very pure experience around the show and focused in a way that we’re hoping people who have never watched a program before see a deeper value in what we’re offering them.”
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