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RKA “ RANK” Team

RKA “ RANK” Team. Ryan Hoffman Kelly Johanns Andrew Lamb. Background of E!. E! Entertainment is a cable network owned by Comcast Corp. Leading network in entertainment news and shows. Has an online website at www.eonline.com . Background of RANK.

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RKA “ RANK” Team

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  1. RKA “RANK” Team Ryan Hoffman Kelly Johanns Andrew Lamb

  2. Background of E! • E! Entertainment is a cable network owned by Comcast Corp. • Leading network in entertainment news and shows. • Has an online website at www.eonline.com.

  3. Background of RANK 25 Sexiest Women...and Seven Who Scare Us! • Weekly hour show at 7 pm on Saturdays. • Counts down elements of popular culture. • Inside scoop on the entertainment business. • Target market of adults 18-49. • Provides ample re-runs. Most Outrageous Celebrities The 25 Top Entertainers of 2002 Holiday Movies: Unwrapped Young Hollywood

  4. Focus Group Conclusions • Of 8 men ages 18-22, the majority had seen RANK before. • Viewed The 25 Top Entertainers of 2002. • Positives… - Brooke Burke. - Some celebrities being ranked. - Celebrity input. - Commercial rankings.

  5. Focus Group Conclusions Cont. • Negatives… - The show was slow and boring (outcome was obvious). - Flashy and had no interesting content. - Dave Holmes was of little interest (random). - No explanation of why certain celebrities won over others. - Time frame was terrible.

  6. Market Analysis • External factors… - Cable t.v. and satellite. - Zipping and zapping. (recording for later viewing or constant changing of channels). • Internet… - Web-casting. • FCC rules and regulations… - Broadcast company that owns two stations in the same market. • Time zones.

  7. Strengths… - Host (Brooke Burke) - Current - Entertainment informative - Creditable source (E!) - Comedy incorporation Weaknesses… - Time frame (Saturday evenings) - Genres - No viewer interactivity - Broad topics - No validity as to ranking order - Website address (Go through E!) Competitive Analysis

  8. Competitive Analysis Cont. • Opportunities… - Provider of inside entertainment scoop. - Attract advertisers of a wide range due to show variety. - Connection with E! Online site. • Threats… - Other countdown shows (VH1/MTV). - Educational programs - Shows running during same time frame. - Repetition of content (re-runs).

  9. Consumer Analysis • 18-49 men and women • Self-improvers • Liking variety • Take risks/Follow the crowd • Not highly educated • Not brand loyal/impulse (Simmons) • Likely to be younger and single • Avid television watchers vs. print media

  10. Target Analysis • Women 18-34 - Highest average RANK rating (Exhibit 2). - Focus group recommendation. “RANK would be better suited to women because they are the ones who want the inside information…they’re always after something to gossip about.” • Concerned with new trends/looks/ideas. • Enjoy inside information of entertainment business.

  11. Target Analysis Cont. • Simmons - 13% about Average Index have graduated high school. - 51% are employed part-time/ 27 % employed full-time. - Read at least 1 weekly and 1 weekend newspaper. - Read magazines such as Mademoiselle (288%), Glamour (246), Shape (46%).

  12. Marketing Objectives Increase RANK rating (central concept). • Increase interaction of viewers. • Guidelines for rating system. - Why one artist/actor is better than the next. • Adhere more to the target market. • Increase promotions. • Specify programs to genres and topics.

  13. Marketing Strategies/Justifications • Change of time frame. - Sunday evenings (7 pm) when people are home. • Interaction with call-ins, text messaging, e-mail, and voting before the show airs. - Viewers feel they have a say in who is ranked. • Addition of variety to re-run schedule. - Hottest couples of 2003 played 7 times the week of 4/7. - Viewers will get bored with the show topics (new, exciting, and not repetitive).

  14. Strategies and Justifications Cont. • Provide general topics that make rating fair. - Public is often unaware as to why a celebrity may rank above another. - Show results of polls of the viewers. - “What the people in Hollywood think vs. viewers.” • Define topics of shows that are less broad. - Reach target audience with voting of what they want to see (topics of interest).

  15. Strategies and Justifications Cont. 2 • Promotions… • Contests - Date with Brooke. - Trip to taping of show. - Co-host with Brooke. - Come up with RANK idea (Top party colleges in USA.) • Increase on-air advertising (E!, Anna Nicole Show, Revealed). • Have a RANK Internet site. • Will increase awareness of show and create interest.

  16. Strategies and Justifications Cont. 3 • Genre specification… - Some RANK shows don’t focus on just one time era (25 hottest blondes). - Room for 80’s, 90’s, and today. - Times have changed and most celebrities can’t be fairly placed against each other. • Topic specification… - Too broad and create diversity. - The 25 Top Entertainers of 2002 (Alternative vs. country…etc.)

  17. QUESTIONS?? Thank you! RKA “RANK” Team

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