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Al Roker usually goes down the streets of Manhattan to help viewers see what happens during the NBC's annual broadcast of Macy's Thanksgiving Day Parade. This year, he will take a motorcycle.
"This will have more energy and give home viewers a more accurate look at this parade," said Doug Vaughan, executive vice president of special programs at NBC Entertainment, which oversees the broadcast of the network. The "Today" game usually interviews celebrities on the sidelines of the parade, but in 2018, NBC wants it to be "motorized for the entire course" with a platform that will allow a view 360 degrees, says Vaughan. "We hope he'll stop along the way and meet the passers-by and the handlers who pick up the balloons and groups that are parading in the street. He will be very mobile.
One would think that NBC would have a mentality "if not broken, do not correct it" for this event, which it has been broadcasting since 1952. With a modern television audience increasingly accustomed to more program segments short, more stimulus, more-screen modules and new ways to watch video, the network has tinkered with its cover in recent years. Yes, there are still character floats, Broadway music numbers, obvious marketing links with sponsors, and promotional appearances by NBC stars. But in recent years, many notable changes have been put in place to keep the parade relevant to viewers.
"Television seems to be suffering and attracting attention." In addition to the many channels, broadband online, social media, text messages and ubiquitous headsets, producers are incorporating these distracters into their programs. Promotions, second screens offer users more options to see other things without changing channels, "says Robert Gordon, seasoned producer who oversaw sports events, awards and telethons for networks such as Cinemax and PBS. "Producers focus on rhythm, variety, personality, production values and second-screen options within the program, to discourage the viewer from actually going to a second screen."
At Macy's, the big question is: "What's going to get people to light up early and stay alert from 9am to noon?" Susan Tercero, Executive Producer of Macy's Thanksgiving Day Parade, who leads the event management by the retailer.
An answer is more energy in the opening time. Producers have been putting more and more emphasis on a prerecorded "cold open" segment in recent years, in the hope that a neat opening number can help to set a tone. energetic on the board to come. Viewers will see this year a young boy visit the iconic New York City as he sings the opening number "Do not Rain On My Parade". The performance ends with a grand arrival live at the beginning of the parade route.
Last year, Macy's launched the concept with a similar concept, launching the parade with "Dancing In The Street". "The huge choreographed number on 74th Street had an energy that I do not think we really saw in the past," says Tercero.
And Kelly Clarkson will give a live performance in the first hour, an idea that follows a Gwen Stefani appearance in 2017. "It's a way to get the star into a different format," said Tercero.
Even the opening tank has a new look. Tom Turkey has been participating in the parade since 1971 and is the oldest of the event's floats. But he has a new painting job, and more bells and whistles attached, says Tercero. "You will see a smoother version of it."
But Macy's and NBC are also realizing that they need to do more for viewers who might not even consider sitting in front of the television to watch the event. For two years, the two partners partnered with Verizon to present video enthusiasts with a summary of the parade. Fans can have a 360-degree view of YouTube chats with special cameras deployed along the parade route.
Even though viewing habits are changing dramatically, NBC and Macy's can not rearrange the show to such an extent that it becomes unrecognizable, Vaughan explains. "You want nostalgia because a lot of people connect and want to see what they remember seeing when they were young," he says. "But then you also want something new."
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