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‘Steven Universe’ Analysis: Steven Bombs vs Weekly Episodes
Recently, Zach Blumenfeld posted an excellent article on A.V. Club explaining Cartoon Network's rationale for the controversial Steven Bomb release schedule. The TL;DR version is as follows:
1. Cartoon Network shows have always been prone to long hiatuses, due to the amount of time that animation takes to produce (even with the aid of computers). 2. CN wants to maximise the longevity of its shows, so it spaces out new episodes over time and airs them strategically. 3. Releasing a "bomb" of episodes close together results in an explosion of interest (as evidenced by Google Trends), creating greater online publicity and drawing in new viewers (important for attracting the growing 18-49-year-old demographic).
For a more thorough understanding of the subject, I recommend reading the original article.
All of this makes sense from the perspective of a studio or network. The business minds behind the scheduling are looking to maximise three main figures: ratings, viewer retention, and advertisement revenue (or demand for ad spaces). If statistics show that the Steven Bombs are spiking interest and publicity, the most logical thing for them to do is continue using the Bomb format.
In this article, I will be exploring the matter from a rather different perspective: that of the show’s audience. Naturally, I do not have an insight into Cartoon Network’s inner machinations, or the precise workings of television broadcasting; as such, this is all speculative, and should not be taken as a factual or scientific evaluation. My goal is to provide some insight into my own thoughts and observations regarding the Steven Bomb format.
Steven Universe is art, and art’s relationship with human beings is complex, unable to be understood through a simple graph or spreadsheet. While the Steven Bombs do produce a burst of interest and discussion regarding the show, I would argue that: a) The Steven Bomb format makes the show less satisfying over time. b) Such a format is does not serve Cartoon Network's business interests as effectively as a more regular release schedule.
Online fandoms are driven by content. This begins with original content (i.e. the show), and expands into derivative content (art, fan fiction, theories, reviews, and so on). The release of new episodes generally sparks a surge of activity, as people discuss the latest additions to canon. An influx of new derivative works will usually follow, inspired by the new material. During this time, the fandom is at its most active and engages the largest number of people.
This online buzz is a fantastic publicity tool. News jumps between friends and communities, allowing the uninitiated to hear about the show for the first time (usually in a very positive, enthusiastic light). The longer this goes on, the more likely it becomes that a given individual will hear about Steven Universe and decide to watch it. Therein lies the weakness of the Steven Bombs: by extending the total amount of hiatus time each year, the Network is actually reducing the likelihood of viewership spreading via word of mouth.
The ultimate outcome of the Steven Bombs is that of diminishing returns. Releasing five episodes in one week will generate a far greater buzz than a single episode would; however, once that buzz calms down (which happens rather quickly), interest will subside as the hiatus sets in. Over the course of the year, the window of opportunity for a lot of people to pick up the show becomes much smaller, which is the opposite of what Cartoon Network wants.
Building a large, dedicated audience is far more valuable to Cartoon Network than momentary publicity, as it: 1. Results in greater merchandise sales, which are a significant revenue driver in the entertainment industry; and 2. Ensures viewer retention, resulting in more consistent ratings.
Bear in mind that Steven Universe is a continuity-driven show, and that many of the newer episodes may confuse some of the viewers who have not seen the earlier parts of the story. It makes more sense to have people hear about the show and watch it from the beginning, rather than tune in for a Season 3 episode and change the channel part-way through.
On a more personal note, I feel that the show would be far more enjoyable if episodes were released once per week (for as long as possible each year). Given the nature of the fandom, with its endless theorising and fantastic episode reviews, weekly releases would strike the perfect balance of original and derivative content: a short burst of Steven Universe, followed by a week of related videos and articles to keep us engaged while we wait for the next instalment.
I should make it clear that the Steven Bombs by no means ruin the show. As long as the writing continues to be top notch, people will enjoy the new episodes regardless of how they are aired. I am very much looking forward to blitzing through Season 3 during the Summer of Steven (though the prospect of the nine-month hiatus that will presumably follow is far from appealing).
It is important to note that regardless of the release schedule, the show will continue to be as magnificent as ever (possibly better, given its track record). The Crewniverse are an incredibly talented team, and by the time Steven Universe has concluded, people will be able to enjoy the story in one sitting from start to finish; the Steven Bombs will be a mere relic of the past.
As I mentioned earlier, this involves a lot of speculation on my part, and should not be taken as objective fact. With that said, I do feel that the show would thrive if it were released one episode per week.
If you would like to hear further criticism of the Steven Bomb format, I highly recommend this review of Steven Bomb 4 by Jesse Wood:
‘Steven Universe’ Analysis: Steven Bombs vs Weekly Episodes
Recently, Zach Blumenfeld posted an excellent article on A.V. Club explaining Cartoon Network's rationale for the controversial Steven Bomb release schedule. The TL;DR version is as follows:
1. Cartoon Network shows have always been prone to long hiatuses, due to the amount of time that animation takes to produce (even with the aid of computers). 2. CN wants to maximise the longevity of its shows, so it spaces out new episodes over time and airs them strategically. 3. Releasing a "bomb" of episodes close together results in an explosion of interest (as evidenced by Google Trends), creating greater online publicity and drawing in new viewers (important for attracting the growing 18-49-year-old demographic).
For a more thorough understanding of the subject, I recommend reading the original article.
All of this makes sense from the perspective of a studio or network. The business minds behind the scheduling are looking to maximise three main figures: ratings, viewer retention, and advertisement revenue (or demand for ad spaces). If statistics show that the Steven Bombs are spiking interest and publicity, the most logical thing for them to do is continue using the Bomb format.
In this article, I will be exploring the matter from a rather different perspective: that of the show’s audience. Naturally, I do not have an insight into Cartoon Network’s inner machinations, or the precise workings of television broadcasting; as such, this is all speculative, and should not be taken as a factual or scientific evaluation. My goal is to provide some insight into my own thoughts and observations regarding the Steven Bomb format.
Steven Universe is art, and art’s relationship with human beings is complex, unable to be understood through a simple graph or spreadsheet. While the Steven Bombs do produce a burst of interest and discussion regarding the show, I would argue that: a) The Steven Bomb format makes the show less satisfying over time. b) Such a format is does not serve Cartoon Network's business interests as effectively as a more regular release schedule.
Online fandoms are driven by content. This begins with original content (i.e. the show), and expands into derivative content (art, fan fiction, theories, reviews, and so on). The release of new episodes generally sparks a surge of activity, as people discuss the latest additions to canon. An influx of new derivative works will usually follow, inspired by the new material. During this time, the fandom is at its most active and engages the largest number of people.
This online buzz is a fantastic publicity tool. News jumps between friends and communities, allowing the uninitiated to hear about the show for the first time (usually in a very positive, enthusiastic light). The longer this goes on, the more likely it becomes that a given individual will hear about Steven Universe and decide to watch it. Therein lies the weakness of the Steven Bombs: by extending the total amount of hiatus time each year, the Network is actually reducing the likelihood of viewership spreading via word of mouth.
The ultimate outcome of the Steven Bombs is that of diminishing returns. Releasing five episodes in one week will generate a far greater buzz than a single episode would; however, once that buzz calms down (which happens rather quickly), interest will subside as the hiatus sets in. Over the course of the year, the window of opportunity for a lot of people to pick up the show becomes much smaller, which is the opposite of what Cartoon Network wants.
Building a large, dedicated audience is far more valuable to Cartoon Network than momentary publicity, as it: 1. Results in greater merchandise sales, which are a significant revenue driver in the entertainment industry; and 2. Ensures viewer retention, resulting in more consistent ratings.
Bear in mind that Steven Universe is a continuity-driven show, and that many of the newer episodes may confuse some of the viewers who have not seen the earlier parts of the story. It makes more sense to have people hear about the show and watch it from the beginning, rather than tune in for a Season 3 episode and change the channel part-way through.
On a more personal note, I feel that the show would be far more enjoyable if episodes were released once per week (for as long as possible each year). Given the nature of the fandom, with its endless theorising and fantastic episode reviews, weekly releases would strike the perfect balance of original and derivative content: a short burst of Steven Universe, followed by a week of related videos and articles to keep us engaged while we wait for the next instalment.
I should make it clear that the Steven Bombs by no means ruin the show. As long as the writing continues to be top notch, people will enjoy the new episodes regardless of how they are aired. I am very much looking forward to blitzing through Season 3 during the Summer of Steven (though the prospect of the nine-month hiatus that will presumably follow is far from appealing).
It is important to note that regardless of the release schedule, the show will continue to be as magnificent as ever (possibly better, given its track record). The Crewniverse are an incredibly talented team, and by the time Steven Universe has concluded, people will be able to enjoy the story in one sitting from start to finish; the Steven Bombs will be a mere relic of the past.
As I mentioned earlier, this involves a lot of speculation on my part, and should not be taken as objective fact. With that said, I do feel that the show would thrive if it were released one episode per week.
If you would like to hear further criticism of the Steven Bomb format, I highly recommend this review of Steven Bomb 4 by Jesse Wood: