The Web-based reality show will do more than give someone a shot at running a record label.
AOL wants its visitors to extend their visits even beyond the June numbers reported by Nielsen//NetRatings, an average of 6 hours and 22 minutes per visitor. The interactive services provider will work to make their portal even more of a destination with original programming.
One new show will be The Biz, where 50 people will compete for the chance to build and run a record label, under the auspices of Warner Music’s chairman/CEO of US Recorded Music, Lyor Cohen. AOL and Warner Music both reside under the Time Warner umbrella.
Interest in the competition and new artists could be a huge boon for one aspect of AOL’s search properties, AOL Music. Currently, AOL Music Search lets users look for videos, artists, songs, or albums. Those results bring up a spotlight on the artist along with an artist profile and links to buying a CD, purchasing music via iTunes, or even getting sheet music via the MusicNotes site.
AOL has practiced what SEM pros have preached: publishers must produce quality content if they want to bring in visitors and convert them to customers. The particular business arena doesn’t matter. Every market has its potential buyers. When they find a site that is as authoritative as it is effective at delivering a solution, those buyers will spend with the site.
David Utter is a staff writer for murdok covering technology and business. Email him here.
