3 Smart Content Strategies Media Companies Are Using During The Pandemic

Among the many, many, many disruptions caused by COVID-19, one is to media companies’ content strategies.

At a time when, traditionally, the networks would be ramping up to publicize a new slate of fall shows, they are stuck in limbo. They can’t shoot most of the new programs they greenlit in the spring because of coronavirus restrictions. Streamers and cable channels are in a similar position.

The reins have been taken from their hands, so to speak.

“COVID has reduced the ability for many media companies to control their ability to produce new content,” says CJ Bangah, Principal at PwC US and an expert on the TV industry. “They can’t film in person or work the way they used to in terms of social distancing on set.”

Here are three innovations media companies have pursued to create content and continue drawing viewers during the pandemic.

1. Reunions, Reunions, Reunions

Nothing sparks buzz quite like reuniting the cast of a once-popular TV show. NBC has thrown together two reunions, with the casts of Parks and Recreation and 30 Rock both filming quarantine specials where the casts reunited via Zoom.

“I don’t know that reunions will be trends, but those were great, so fresh and neat to see,” Bangah says. “Definitely from a consumer perspective, it feels different to see the actors interact over video.”

2. Monetizing Older Content

This is a fancy way of saying networks are suddenly running reruns again. The DVR effectively killed off the rerun for years, but with new content hard to come by, putting old shows back on the air or available to stream is a win-win. Media companies already own the rights to them, and a new generation gets introduced to these old shows.

3. Releasing Movies Online

With movie theaters in limbo with the pandemic, studios are sitting on a backlog of films. Those studios associated with a network or streamer have another option.

“If they have a movie in the books and were planning theatrical distribution, a company may explore sending that content to digital channels,” Bangah says. Disney+ did this, to seeming great success, with Hamilton.