April 16, 2008

CSI Creator Anthony Zuiker On A Mission To Bring Viewers Back To TV

After losing 8 million viewers last year during one CSI premiere, Anthony Zuiker knew the internet would kill the hit series if he didn't act fast. One of the smarter TV execs, Zuiker decided to start engaging viewers on other platforms aside from the living room TV set, coming up with a model called Cross Blending Storytelling. Zuiker discussed the new viewer engagement model at the National Association of Broadcasters conference in Las Vegas yesterday, part of his ultimate plan, he says, to bring eyeballs back to the TV. And preferably CSI.

Zuiker's new Cross Blending Storytelling approach involves moving the shows storyline across media boundaries from the "television to the Web to mobile to gaming and back to television", avoiding what he says will be the inevitable dominance of the laptop for TV viewing. Not only does Zuiker figure his method will bring viewers back to the tube, but the ability to monetize all four platforms will make up for any TV dollars lost. Somehow we don't think the monetization potential of the web and mobile is strong enough to make up for lost television dollars, but a proper use of the gaming medium definitely could.

Whether or not Zuiker can manage to turn the tides of evolution in the television world remains to be seen, but one thing is for sure-even he acknowledges the"days of just watching a show from 9-10 (p.m.) are over...it's all going to change."

Via The Hollywood Reporter