Why Can’t They Play Nice Together?

Dawn C. Chmielewski and Amy Kaufman’s article “Is Nickelodeon going to give rival Disney the brush off at Kids’ Choice Awards? “in the Los Angeles Times on Saturday, March 27, reminded me about an ugly practice in our business — excluding celebrities from events or shows just because they belong to another company not currently owned by the “said” media conglomerate. For those of you who haven’t experienced this yet in your PR practice, this is a common reality in the world of entertainment PR.

Here’s how it works.  Let say, Ed O’Neill from ABC’s hit comedy “Modern Family” was pitched to be on NBC’s “The Today Show” – well, this pitch wouldn’t have happened, because “The Today Show” only wants NBC celebrities and plus, ABC has their own morning show “Good Morning America.”  The same holds true for late night celebrities.  Seldom, if ever, would you see a non-CBS celebrity on “Late Show with David Letterman” or an non-NBC’er on “The Tonight Show with Jay Leno.”  And the pockets go much deeper – this also stretches into the programs of their cable sisters.  Even if Ed O’Neill was in a blockbuster movie by an independent studio, he would be seen as ABC’s goods and would guest non-Grata anywhere else.  It’s a fraternity if you will and the Networks run their own private country clubs. They take care of their own and believe me the system is well aware of it.

So if I was given the keys to the media kingdom, here’s the first change I would make – its revolutionary – but I’d open my companies doors and let everyone in – no matter what competing show they were on or rival network or for that matter parent owner.  If a person is in the media, they are allowed in – no questions asked.

Just imagine – MSNBC’s Rachel Maddow could be included in a “60 Minutes” piece.  Or “Dancing with the Stars” celebrities could appear on “Late Show With David Letterman” or Jay Leno could guest on “Late Night with Jimmy Kimmel.”  Or for that matter, Craig Ferguson could visit with the gals on “The View.”  Better yet, the stars that the kids love would be welcome on the red carpet at the “Kids Choice Awards!”

I really don’t understand this industry insecurity.  It’s dysfunctional and has to go.  The TV industry needs to embrace social media’s world-wide philosophy of sharing your knowledge with others — not holding on to your tools and hoarding your wares.  The open source system has been life-changing.  One cannot but appreciate Google and Wikipedia. They’ve brought so much into our lives.

Even Bart Simpson Gets It!

So if I was Media King for a day, that’s what I’d do. I’d remove all network celebrity restrictions and would not fear that I would lose tune-in by doing so. In fact, I think I’d gain audience share by practicing good will and trusting that I am producing a good product.  Life is about competition. That’s a certain.   But, why do companies have to remain in fear and paranoia of not providing their customers with the best content possible?

Wouldn’t the world truly be a better place?

I’d love to hear your thoughts about these restrictions. Also, tell me what celebrity would you like to see on a competing network show.

One can dream.

Cindy