Express yourself

Internet buzz will often reveal whether your message is hitting its mark. It's also ripe with issues not often surveyed in traditional focus groups. John Cummings, vp of the media division at BrandIntel, a Toronto-based company that analyzes online consumer-generated content for networks, prodcos, distributors and film studios, says that while many networks go to great expense to establish the premise of a new show with their audience, BrandIntel's data may show the general public isn't getting the concept. If that happens, it's back to the drawing board to come up with a different style of creative marketing plan to help the show's concept truly click with people.