Question for Ask The Experts: My company has just mandated a new Group Contest, offering $1,000 five times per day. It’s pretty much like every other collective contest. They think it’s going to drive our fall ratings magically. I hate group contests, and it’s making me crazy. We do these two and sometimes three times per year, and it totally disrupts our programming and local promotion. How can I minimize the damage?
Answer: You’re looking at this the wrong way. Group contests aren’t a corporate burden that wrecks your local promotions—they’re a gift. And they work if you program and promote them properly.
