HBO, through its original and creative programming, has defined the very meaning of good content. But, as explained here,  with a growing number of cable TV brands and even network TV brands successfully applying their formula of narrative complexity coupled with cinematic aesthetic (consider Mad Men and Breaking Bad on AMC, Dexter on Showtime, even Kings on NBC or Lost on ABC), it is clear they are no longer alone. High-end content is less and less an exception, it’s becoming mainstream:

“…post-2000 innovation in American TV drama has been most striking at the ‘high-end’ of the hour-long series and serial area…. episodes can cost upwards of US$3 million each. This drama is conceptually adventurous and narratively complex, is often created by writers or hyphenates with ‘auteur’ credentials, and uses 35mm film (or its digital equivalent) to achieve a cinematic quality.”

If this is true, then how can quality networks continue to differentiate themselves in a world of unlimited choice? The answer may lie in the context within which this content is consumed.

Creating an experience beyond the TV set isn’t anything new but is too often limited to a purely product-centric approach (i.e. action figures and so on).  And while products may allow fans to further their interest in a series or characters, they remain relatively static from the show content.  They are therefore connected to the show but not really integrated.

By developing intriguing narratives and creating interesting ways for viewers to interact with these narratives, on the other hand, networks can leverage their fans desire to “master complexities, interpret nuances, and solve the challenges that a television series presents” to build engagement, spread adoption and fuel conversation.
The makers of popular TV series Dexter are exploring this area with the development of the Dexter Victim Files and an iPhone game, scheduled to launch this summer.

The Victim Files encourages dedicated fans to investigate who Dexter chooses to kill and why. Fans can also speculate on potential outcomes and construct their own theories. It’s a small but interesting shift from a product-centric approach to a viewer-centric one.

Even though many shows have been developing video games, the  nature of Dexter makes all the difference. The challenging personality of the main character, a serial killer of serial killers, and the multiple unanswered questions of the show ensure viewers are fully engaged and inclined to seek out clues throughout the game. It remains to be seen whether the app will allow fans to have direct impact on the storyline. However either way, these initiatives illustrate that quality content can inspire quality context and experience. It further strengthens the notion that everything, not just what you show but how you show it, communicates.·

[Many thanks to Michelle and Pak]