About

Patricia Handshiegel

Digital Dish covers the ins and outs of an Internet executive moving into the television arena. Disher Patricia Handschiegel is the founder of Stylediary.net, which she sold to Stylehive.com in November 2007. She has a background in Internet infrastructure and technology business, was an advisor to Kaboodle.com (sold to Hearst in 2007), and has contributed as an entertainment/media business writer for Venturebeat.com. She’s also been an early visionary of professional Internet TV content since 2005 and is currently an advisor on several entertainment/Internet projects. Always an entrepreneur, she had a highly profitable babysitting monopoly at 11, lent her writing skill to students at 17 and landed her first published national article at 23.

She has also worked as a ghost writer for a national TV correspondent. At 22, she was recognized nationally for promoting the growth of women’s hockey and advised companies on creating hockey products for women. She’s been quoted and profiled in dozens of media outlets since and is currently developing two book concepts. A serial entrepreneur, she plans to continue to build Internet, entertainment and media companies, with the goal of promoting social change and charities. She is currently involved in the use of technology to help find missing and abused children, and has contributed financially to TheJoyfulChild.org and other organizations. She is the founder of Look|Shop|List.com (in development).

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Broadcast TV Networks Inching Onto the Web

September 25, 2008 2:30 PM

I’ve been watching a lot of traditional TV lately, in part because I have been at home much more due to being injured. My viewing has included the premieres of “Lipstick Jungle” and “Heroes,” along with a bunch of other shows like “Today,” “The Oprah Winfrey Show,” etc.

'Lipstick Jungle'

'Lipstick Jungle'

What has been interesting is the effort some networks are making to drive traffic online. For example, NBC has used the Web to create engagement and attachment among “Heroes” fans through video, contests, etc.

It sounded like it worked for them, but I’d be interested in hearing more about specific traffic and metrics.

I can definitely say that the industry’s effort to bridge the gap between its traditional network (broadcast) and the Web has been surprisingly impressive. Anybody who regularly reads my blog will know I’m picky about this. Not to say that I always agree with the choice of initiative or execution, but many industries have met a similar challenge and fared far less well.

We’re far from having the problem of shrinking audiences and blurring lines totally licked, but it’s a good start. Here are a few new things on my mind lately about what could work next:

Twitter your programming teases. A big reason I skip a lot of television shows is that I rarely see or hear what’s coming on until after the fact. Most networks are using social media to promote shows and engage users, but why not also to list what’s on and when? Twitter would be perfect for this. In fact, add me—I’m Daily Patricia there.

Keep it simple-r. I noticed NBC ran something to encourage the audience to visit the network’s site online, but to be honest, I didn’t get it the first time I saw it—and I’m an early adopter on the Web. I can’t imagine people like my sister, dad, etc.—Web users but not necessarily Web savvy—would have picked up on it, either.

Reverse engagement. Many of the new Web-video platforms are integrated in the key events and mixers among the hip and happening in the business, but you never see any of the networks involved or having a presence. It doesn’t mean you’ve got to park marketing at South by Southwest next year, but consider upping the ante by sponsoring or hosting events that target the online demographic. It can help build your online brand.

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