BETTER LATE THAN NEVER: In the weeks leading up to the CFDA Awards, Style.com announced plans to broadcast the event for the first time in its entirety at noon on June 5, the day after the festivities took place.
Unfortunately, the wait ended up being a little longer than Style.com had anticipated. Instead of a noon start time, the video didn’t go live until around 8:15 p.m., and Style.com’s readers didn’t let the gaff go unnoticed. For example, Diana Andres tweeted, “Been anxiously waiting for @styledotcom’s broadcast of #CFDAAwards for the past 5 hours.”
This story first appeared in the June 7, 2012 issue of WWD. Subscribe Today.
Speaking to the delay, Style.com’s editor in chief Dirk Standen said there were a few things out of his control but noted the site had never done anything as complex as broadcasting the CFDA Awards before. “The Twitter reaction was amazing,” he said. “Even when people were waiting, it was pretty good natured. It was kind of a party atmosphere when they were waiting for it to start but one of the great things about the Internet, compared to a TV broadcast, is the viewer is part of the experience.”
CFDA chief executive officer Steven Kolb added that they had all underestimated the amount of time it would take to post the video. “We wanted to put up the best possible edit we could,” he said. “We’re happy with the end result and it’s been well-trafficked so far.” Standen said it’s too soon to report any figures. “You will see a big push in TV from Style.com,” he added. “I’m not sure the audience was ready for it a few years ago but they are now. In the coming months you’ll see a lot of interesting, new approaches.”