What is it?
Website focusing on TV soaps
So, would she use Holy Soap and, if so, why? Well, like many soap fans she can't help but read about storylines and the fates of characters; and if she's missed an episode, given the spare time, she'll catch up online.
Sounds like a big opportunity. Consumers have embraced online video and there's an entire category of magazines dedicated to soap interest, which is largely underserved online.
However, Holy Soap doesn't realise its potential. There are some nice little snippets and gems about future storylines (my wife was gutted to hear about the demise of Bridget from Neighbours). However, it feels like it lacks the editorial investment required to become a portal for soap news and doesn't differentiate itself from the tabloids and TV mags with a range of video content or the immediacy that only online can deliver.
Clearly, the catch-up service is integral to Holy Soap's proposition and, as you'd expect from a Channel Five product, episodes from Home and Away and Neighbours are fully available. However, you have to sit through an entire ad break of pre-rolls before getting the content you want. This flies in the face of all the VoD best practice the industry has gleaned and, despite being long form, the advertising does feel intrusive.
The concept works in theory and there should be an online brand in this space, but Holy Soap doesn't hit the mark. There's a lot of potential here; hopefully in time Channel Five will realise it.
The concept; there's no reason why soap fans shouldn't turn to online for all their soap needs.
What could be better?
It needs to have more personality and sense of humour, coupled with the immediacy and depth of content you'd expect from an online brand.
Would I book my clients onto this?
Not right now. Especially not pre-rolls.
Gavin Reeder, Head of digital strategy, BLM Quantum
This article was first published on mediaweek.co.uk