Endemol, the production company responsible for hit reality shows such as Big Brother, Deal or no Deal and Extreme Makeover: Home Edition have recently introduced a new show with a twist.
Instead of having to tune in regularly on TV to catch your latest installment, the show, named "Waiting for a Ride", will instead be shown in various retail locations in two-and-a-half minute episodes and updated monthly.
David Armour, VP-Endemol Digital Studios, said digital out of home was an appealing new area for Endemol to invest in original content because of its ability to reach younger audiences in targeted, on-the-go environments. But like any new content platform, the show will be measured and even filmed differently than a typical TV series.
The show promises to be very much more engaging than other reality shows in order to keep consumers. In addition to reaching Access 360's (the outdoor digital media owners who teamed up with Endemol on this venture) estimated monthly in-store audience of 43 million young adults, the series eventually will be distributed online, with exclusive behind-the-scenes content, as well as additional mobile call-to-action elements.
Roman Tsunder, president and founder of Access 360 Media has said that the cost of the spots will be one fifth of traditional TV rates, making the medium a logical choice for marketers as well.