February 15, 2011

Has Jeopardy Jeopardized Its (Own) Brand?

While it is the epitome of the convergence of the advertising and entertainment worlds, one has to wonder if IBM’s brilliant Watson initiative has discredited the Jeopardy brand. Last night after seven minutes of background, new game guidelines and several promotional cutaways, I wondered if the Jeopardy franchise hadn’t jeopardized its own established brand by selling or giving its co-branding rights to IBM. As a marketer, I give kudos to IBM but as a Jeopardy viewer, I felt ripped off. It was like I was watching an innovative infomercial. (Should it have been marked “Paid-Programming” to warn the viewers?)