For $7.99, you can download the VH1 Mobile application, VH1 Watch and Discuss Live Chat. Hey, I hear that's Brandi C's hourly rate! Whoa! Too early for hooker jokes? Okay, okay. Or it goes at the monthly rate of $2.99. That's what she said! That doesn't even make sense. It's Friday, people. Time to get a little slutty.
It's hard for me to take this seriously, because this is VH1, and I'm not sure why people care. I'll admit that I watched Scream Queens because a girl who went to college with me was on the show and it's…so…horrifyingly…dumb. But besides that, I have little desire to watch scantily clad girls act like fools. There are plenty of clubs in the Meatpacking District for that. So when I hear about a campaign that encourages discussions about and conversations with the "talen" (as well as a forum for music, politics, sports, and movies) I have to giggle.
However, this gets pretty high marks in the post-advertising age. VH1 is letting the audience interact with is brand better: Instead of staring at a screen, fans can talk with each other and engage with the story as it unfolds. According to a survey, more people use mobile chat everyday than text or use mobile email. That surprises me, but I don't know the daily behaviors of "Rock of Love Charm School" or "I Love Money" fans. And I don't know if I want to.
As a media company, VH1 is smart to expand the channels through which it reaches its audience. People aren't passive consumers of media anymore; we want to participate. A mobile platform just makes the process more immediate: While we may not be at our computers, we always have our cell phones handy. Now, it's just developing the audience's relationship with the brand, strengthening the VH1 community, and letting them feel like they are part of the media.
But isn't VH1 a little nervous that actual discussion with the "celebrities" will turn the audience off? The faux-fame they receive works well for VH1 because their characters appear on TV only briefly before they disappear back into the unknown. By encouraging actual engagement, there's a concern that their complete lack of authenticity will be exposed. And believe you me: We don't want these people exposing themselves more than they already are.