One of the worst idea in the entertainment history is saving the industry??? Whaaaaa??? #sharknado #film

TIME

People are getting their heads smashed. A witch is nursing a newborn frog from a nipple on her thigh. And [sniffs the air] why, I do believe I smell a sharknado a-blowin’ in!

If you’ve been noticing more absolutely cuckoo plot devices, premises and twists on your TV, you’re not alone: it’s a deliberate programming and business strategy. In my print column for TIME this week (subscription required), I preview next week’s debut of Sharknado 2 on Syfy, looking at how it’s become increasingly important for TV networks to create viral “events” like this one that play well on social media. The reason? The more “HOLY CRAP!!!” a show creates on the second screen, the more urgent it becomes that you watch it live or as soon as possible–in other words, that you watch within the time frame that advertisers will still pay networks for:

Just as a tornado erupts…

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