Producer to Apple: "Worst marketer in the universe" for TV+ content
The series “La Maison” is actually an exciting fashion drama. But producer Alex Berger says it isn't watched enough because Apple doesn't publicize it.
"La Maison" on Apple TV+: Good reviews, lame marketing?
(Image: Apple)
Direct criticism of Apple from business partners was once rare: App providers or component suppliers were reluctant to criticize unless it involved serious conflicts or behavior worthy of legal action. Since Apple entered the content business with its streaming service TV+, conflicts have become much more frequent: directors, for example, complain about how the collaboration with the iPhone company went, or presenters resign because Apple allegedly does not want to see certain topics in the program. Now a French producer is publicly criticizing Apple because he sees a lack of marketing for TV+ series – although this seems to be Apple's great strength with other products.
iPhone great marketing, TV+ content not
Alex Berger, who produced the show “La Maison” for Apple, told the industry magazine Variety that he would have liked to have seen much more here. “Marketing makes a show. Apple, for example, is perhaps the worst marketer in the universe.” The company is “the best [advertiser] for iPhones, the worst for television”.
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With “La Maison”, they had produced a “great show”. This had also been a “great success” “in France and other places in Europe”. But not in other regions. “[Apple] never promoted it. That drove me crazy.” When asked why he placed the show on Apple TV+ in the first place, he said: “We had hope.”
“Apple shoots itself in the foot”
The problem was also a lack of experience, Berger claims. “Apple TV+ had never done a show in France before and hadn't really done a show in Europe.” However, this is not entirely true, as there are now several German formats, various from Spain, as well as the big hit “Slow Horses” from the UK. Berger stated that he had hoped the spy satire would “change Apple”. He and his team were “very frustrated” and wondered why Apple was shooting itself in the foot like this.
He believes TV+ is “the premium thing you get with the iPhone”. It is “a closed club, a small club so far”. Apple produces “great shows”. “My criticism is not from the artistic side, they are very ambitious and have the money for it.” The problem: “Most of the time, no one will see these shows, which is just a shame.” Berger now hopes that Apple will abandon its old beliefs: “If you just do it, people will come.” In today's entertainment culture, that simply doesn't exist. “There are hundreds of shows, many more movies, so many books, exhibitions, and art that people want to see. You have to be distinctive.”
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