Home, a new documentary by director Yann Arthus-Bertrand and producer Luc Besson (The Fifth Element), was simultaneously released last Friday – World Environment Day – on YouTube, DVD, theaters and television.  This new approach of releasing properties across multiple mediums at once makes you wonder if we’re looking at the future of title distribution, or just another PR stunt.

The standalone quality that makes Home interesting is that it gives the audience access on their own terms rather than forcing viewers to stick to a predetermined release schedule.  For such an altruistic project (Home’s YouTube channel is ad-free), the approach is a good fit with its clear attachment to World Environment Day.  But does it make sense for today’s studios?  Simply put, no.  For the purposes of this argument, let’s push the idea and take a closer look into TV distribution.

If all advertising dollars were equal, I think TV Networks would be very open to a simultaneous release like Home.  But the sad truth is, they’re not.   It only makes sense then that distribution schedules maximize revenue with the heaviest push where profit margins are greatest -broadcast TV commercials and DVD sales.  I think networks have done a good job learning from the mistakes of the music industry and inviting audiences in rather than alienating them.   With giant pay-for-download services like iTunes and the emergence of sites like Hulu, it seems like TV networks are in a great position to make the right decisions where audiences have a say in how they consume media and, most importantly, profit is made.

But what are the right decisions?  I’ve outlined my thoughts on how to rollout a TV season effectively.

Before Season Premiere – Create Destination Hubs where fans can view content and share opinions.

Before the launch of a new season, gear all marketing efforts towards tune-in and ignite your base both offline (through standardized channels – TV, print, billboards, radio, etc.) and online (banner ads, targeted blog placement and  established TV portals such as Hulu).  All messaging and assets in this phase are designed to tease and peak interest. Post trailers on key video streaming sites like Hulu and YouTube.  This combats traffic cannibalization (e.g. multiple trailer uploads by fans) because you’re one step ahead of your base.  Now you have control of your content with a complete view of metrics (e.g. YouTube Insights).   If you want to merge online and offline efforts, consider inviting key bloggers to a red carpet premiere.  Have any promotional items?  Give them away to fans online.

During Season – Access is key

Ensure that everyone has access to the show over a broad range of viewing preferences.  Make each episode available to watch in full for a week after initial air-date on sites like Hulu (rev-share).  After each week is over, full episodes should only be available for purchase via iTunes (rev-share).  Don’t forget to post trailers of the next episode; you’re still driving tune-in for next week.

This might seem counter-productive to some because it allows viewers to consumer media on their own terms, but we find giving viewers what they want (in moderation) increases overall exposure via official (and revenue-generating) channels.

After Season – DVD Sales, bonus footage

Ok, show’s over people and it’s time sell some DVD’s.  It’s important to include and promote bonus footage to your online fan base who might have already bought all episodes on iTunes.  Consider highlighting these bonus features with video clips.  To capture new online audience, make first 2-4 episodes available in full using pre-existing video streaming sites (e.g. Hulu, YouTube).

Want to boost online engagement?  Consider the following.

• Activities -consumer driven, activity based efforts designed to engage and nurture participation. Simpsonize Me was hugely popular in large part because it was consumer driven. Keep this in mind if you want to go “viral”.
• Official Social – Create official profiles on social networks where your target already hives online. Facebook, MySpace, Twitter, Imeem, etc.
• Online Public Relations - reach out to key bloggers and other network creators that influence your target. Option exclusives, if any.
• Buzz - create small item, short-lived giveaways (of promotional product) on various social sites. Here users must check in periodically to make sure they don’t miss anything. For example if using Twitter, three random people to RT a message receive a DVD.