Direct TV campaign

Friday June 06, 2008

Flagging spirits of Moonlight fans received a boost this week as a new strategy for saving Moonlight was announced. Leeser of Moonlightline.com announced the following:

We have been noticing the threads suggesting that the fans could subsidise the remaining funds for the production of Moonlight. While that is a wonderful thought in theory, for many reasons it would not be likely to happen

Instead we may have found another option. As most are aware, NBC recently sealed a deal with DirecTV to bring Friday Night Lights back to life, NBC’s critically acclaimed but ratings starved Friday night high school melodrama. The deal struck allows for DirecTV to air new episodes of Friday Night Lights in October, 2008, most likely on its High-def channel 101. NBC and its affiliates such as Universal HD would air the episodes starting in January, 2009.

We believe that a campaign to solicit DirecTV interest in pursuing a similar arrangement could be beneficial and profitable to the satellite provider, as well as the WB and Silver Pictures. However, our efforts will differ in that it is not the network or studio that is approaching DirecTV, but rather the fans.

Recently, DirectTV has undertaken an aggressive marketing campaign to heighten public awareness. They are trying to distinguish themselves from its rival on content as well as price and seem to be willing to spend the money to do it. Our approach will definitely be different in that NBC approached DirecTV. Since this would be a grassroots fan campaign, it will have a different marketing spin for DirecTV. How many satellite companies can say that they’ve got fans approaching them about saving their show

It has come to my attention that financing is a big stumbling block in the potential pickup of our show. The show costs about 2.6 million +/- to make and networks are only willing to pony up about 1.5 million of what is needed. That's not good. To get the quality show we have come to expect, 1.5m isn't going to do it. Not by a long shot.

Thus, we are starting a grassroots fan campaign to get corporate sponsors to come on board and make a financial commitment to support Moonlight.

We are going at this much in the same way that NBC approached DirecTV to support their show "Friday Night Lights", though instead of a corporate contact, we're doing this as fans. DirecTV came through with financing to help out that show.

Be polite, thoughtful and encouraging when you contact these people. Stress the numbers: this show has 7.5 to 8 million viewers, that the show reached the desired 18-49 demographic, that it consistently helped CBS to win Friday nights and that loyal fans will go to/remain with any advertiser that supports their favorite show.

Right now, SciFi is definitely showing interest in our show. Let's show them how much we love it!

Important Note: Please try to use email addresses whenever possible.

Jon Gieselman

Senior Vice President, Advertising and Communications

Darris Gringeri

Vice President, Public Relations

Robert MercerDirector,

Public Relations

Jade Ekstedt

Manager, Public Relations

Caley CroninManager,

Public Relations

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