You don’t have to be a tech mogul to watch AMC’s new drama “The Audacity.” The drama tells the story of a Silicon Valley guru who must navigate a consumer data scandal. But if you want people to watch your show, a little experience with platforms, devices, and potential customer base doesn’t help.
AMC plans to use TikTok, Charter Communications’ Spectrum, Captivate and Samsung TV Plus to draw attention to the series’ debut, but the use of these venues is just the latest sign that the so-called TV networks are reaching far beyond their home media at a time when they are increasingly interested in offering new content.
“We fully recognize that bringing in viewers is no longer just a mandate,” said Kim Granito, AMC’s chief marketing officer. “It’s a Conversation.” The new series debuts April 12.
Gone are the days when television companies could run promotions on their broadcasts simply promoting viewing hours for new show premieres. Many one-time couch potato viewers no longer watch TV that way, so broadcasters looking for new viewers need to take advantage of broader media opportunities to increase interest.
In an interesting ploy, AMC will release 21 three-minute-long segments of the series premiere via TikTok on Sunday, giving users the opportunity to watch the entire premiere episode in short videos on the service if they watch the videos in order. “I think this will help bring in a younger audience,” Granito says.
AMC has made launching “The Audacity” a priority, executives say. The debut is “the biggest new series announcement of the year,” Granito said. “This series is set in the tech world of Silicon Valley. It’s not a world that everyone is immersed in on a daily basis, but it’s a world that has a very intimate impact on everyone’s lives.”
The company, through its outdoor advertising company Captivate, will create the show’s tech industry environment by placing ads in the elevators used in the offices of certain technology companies. The ad, which appears on digital screens in office building elevators, quotes Duncan Park, the central CEO character in The Audacity, played by actor Billy Magnussen.
AMC plans to play directly to Charter Communications’ Spectrum subscribers by running a spot with Magnussen that tells them they can watch the show on their AMC+ streaming service at no additional charge. Charter has gained access to its linear network’s streaming counterpart in several recent rounds of negotiations.
Meanwhile, Samsung TV Plus will exclusively simulcast the series premiere of “The Audacity” on Sunday, April 12 at 9pm ET exclusively on the service’s flagship channel, Samsung TV Network.
The tech industry environment has given AMC “permission to have fun blurring the line between the world of the show and the real world,” Granito said.
