The Oscars = a brand

Billy Crystal to host 2012 Oscars (I know they're called the Academy Awards)

I’m watching The Today Show where Donny Deutsch (a big ad exec, you’ve probably heard his name) was talking about the ratings for the Academy Awards.

He said last year’s ratings took such a hit with Anne Hathaway and James Franco as hosts because – get this – the Oscars were trying to be too hip.

I thought being “hip” was how your climbed the ratings ladder.

Apparently not, according to Deutsch. These young, popular hosts (Deutsch said) broke with the Oscar brand. People expect certain things from the Academy Awards. On the top of that list...TRADITION.

In comes Billy Crystal as host. For the ninth time.