24 Seven, the largely ignored inside-the-PMO video series, made headlines last week when Laureen Harper was featured in a “24 Questions With” edition under the “Exclusive” banner. The video came out just days after news broke that Ms. Harper joined Facebook and Pinterest. Pundits say the timing of these events makes them elements of the charm effort in the PMO’s election strategy.

Related analysis on my blog:  Harper, Mulcair and Trudeau on YouTube

The premise behind 24 Seven is smart. I don’t believe it’s meant to bypass mainstream media. Like any organization with a message it wants to communicate, the PMO is smart to offer its own take on events and promote activities it wants the public to know about. I believe 24 Seven is meant to augment mainstream media coverage which is constrained both in time allocation and often in finding the connecting tissue that will unite an audience with a story. 24 Seven can arguably take the necessary time to introduce the audience to the politicians.

The problem is not the premise; it’s the execution.

Essentially, 24 Seven is trying to be something it isn’t. The net result is that it lands somewhere between where it should be and where it wants to be, limiting its appeal to journalists, strategists, lobbyists, pundits (most of whom are watching for professional reasons) and probably a cohort of Conservative supporters.

Generally, the audio quality of the narrator’s sing-songy reading, the apparently scripted or rehearsed statements, and the staged interactions make the videos hard to watch when they could so easily be engaging.

That’s probably why the 127 English videos are attracting a relatively low average of 2,203 views (1,903 if we remove the five most and five least watched) — low for a YouTube channel that should at least be regularly attracting a national Conservative member audience.