Showtime Gets The L-Fans

How passionate are L-Word fans?  We'll see soon.  This morning's NY Times reports that Showtime is using several post-Cluetrain techniques to strengthen the connection between the show and its audience.

For those not in the know, "the L word" is "lesbian."

Besides licensing fragrance (L eau de parfum) and jewelry (The L Word Collection) lines, Showtime is promoting a 12-week contest on fanlib.com.   Fans will be asked to contribute story line ideas, which will be knit together to form a fan-created episode late in the upcoming season.

I'm sure some still have lingering doubts about the "both/and" nature of today's customer-as-producer (Grant McCracken calls today's customers "multipliers").  After all, a passive market of "eyeballs" that "consumes" "messages" is a lot neater and easier to "deliver" (ah, the good old days) than an unruly mob of opinionated lesbians!  But the "audience" isn't happy just watching anymore.  We want to be a part of the show.  We want to be heard.  We want it like we want it.  We want to create.

The technology revolutions of the past decade have led us to a point of massive, democratized innovation.  Digital cameras, Garage Band, blogs and the like have been the training ground for a population that's media savvy and (for better or worse) feels ready for primetime.  A new mindset is spreading rapidly.  Now that this genie is out of the bottle, the big question is, "who wants to let us play, and who doesn't?" 

Smart companies aren't shutting us out, they're inviting us in.  What's your company doing?

Tags: Showtime The L Word