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E ENTERTAINMENT RANK

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Entertainment is a cable network owned by Comcast Corporation ... Use popular magazines such as FHM, Seventeen etc. to aid in the advertising process ... – PowerPoint PPT presentation

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Title: E ENTERTAINMENT RANK


1
E! ENTERTAINMENT RANK
  • BY
  • Kristy Kaufman
  • Ed Stahleker
  • Matt Martinka

2
BACKGROUND
  • E! Entertainment is a cable network owned by
    Comcast Corporation
  • 24 hour network devoted to the worlds of style,
    beauty, and fashion
  • The E! network gives a bold, revealing, an inside
    look into the lives of your favorite celebs

3
WHAT IS RANK?
  • A weekly one-hour cable television show that airs
    at 700p.m. on Saturdays
  • Show provides a countdown based format, which
    ranks everything in the entertainment industry
  • Hosted by Brooke Burke, former host of Wild On,
    which is another show on the E! Entertainment
    network

4
RANK CONTD
  • Target Audience for rank is adults 18-49
  • Audience is thought to be young, single,
    laidback, heavy TV watchers, and traditional in
    their ways
  • Labeled in 3 different categories Connecteds,
    Self-Improvers, and the Insiders

5
FOCUS GROUP
  • Used twelve volunteers for focus group research
  • 10 males and 2 females ages 19 to 22
  • Rank episode viewed Young Hollywood

6
FOCUS GROUP RESULTS
  • 7 out of the 12 people had seen the show before,
    however only two of them were females
  • All the males responded positively to host Brooke
    Burke
  • Dave Holmes made the show hard to watch
  • Everyone agreed that the show lacked pace and
    spontaneity

7
FOCUS GROUP CONTD
  • The majority of the focus group participants
    thought that Rank lived up to their personal
    expectations for a show aired on E!
  • Everyone thought that the show would only appeal
    to those our age or younger

8
PRIMARY MARKET RESEARCH
  • We distributed surveys to 30 randomly selected
    people on campus
  • There were 15 males and 15 females
  • The purpose was to see who watches Rank
  • We found out that 11 of the people surveyed had
    never seen Rank

9
PRIMARY CONTD
  • Of the 19 who had seen the show, 15 were female
  • All of the people who had seen Rank, thought that
    its air time should be changed
  • Most of our participants agreed that the shows
    content was lacking and couldnt keep their
    attention for the whole hour
  • Recommendations were to air the show on the
    weekdays or on Sunday evenings and to cut the
    length of the show to a half hour

10
SITUATION ANALYSIS
  • Consumer Analysis
  • Market Analysis
  • Competition Analysis

11
CONSUMER ANALYSIS
  • Americans love celebrity gossip
  • Target Demographic Primary 18-39 female,
    Secondary 18-49 males and females
  • The E! network airs a wide variety of shows that
    reach both males and females, but we found that
    RANK mainly targets a female audience

12
MARKET ANALYSIS
  • Existing Conditions
  • E! Entertainment network is only available
    through cable subscription
  • Drawbacks cable services may be too expensive
    for some people, and some cable service providers
    dont offer E!

13
MARKET ANALYSIS CONTD
  • Numerous programs within the television industry
    have a similar format
  • We want RANK to be recognized with the top
    countdown formatted programs. Our goal is to
    gain a greater share of the market and establish
    RANK as a water cooler discussion type of program

14
COMPETITION ANALYSIS
  • Strengths
  • Weaknesses
  • Competitors
  • Recommendations

15
STRENGTHS
  • Brooke Burke draws attention for her good looks
    and also brings loyal viewers from her Wild On
    show
  • Rank is current and up-to-date, which is one of
    the major appeals for viewers in our age
    demographic
  • Viewers respect E! network for being a credible
    source for all things in the entertainment world

16
WEAKNESSES
  • Despite the sex appeal of host Brooke Burke, we
    feel that her lack of enthusiasm is a major
    drawback
  • Along these same lines, the pace of the show is
    dragging
  • The shows hour long time slot is too long to hold
    the attention of the audience
  • Lack of network advertising and promotion

17
COMPETITION
  • Shows that provide the same type of information
    ex. Entertainment Tonight
  • Shows that follow the same kind of format ex. MTV
    VH1
  • Programs that air during the same time slot as
    RANK

18
RECOMMENDATIONS
  • Use celebrity co-hosts to bring more excitement
    to the show
  • Use more elaborate sets or locations for the
    filming of the show (ex. On the beach at college
    spring break and get input from students)
  • Change the length of the show to a half hour to
    keep the attention of the audience

19
RECOMMENDATIONS CONTD
  • Occasionally film show in front of live audience
    to keep the show fresh with the younger viewers
  • Use more celebrity cameos
  • Get the real inside scoop first hand by having
    Celebrities rank their peers

20
PROMOTIONAL STRATEGIES
  • By using promotional strategies such as the ones
    listed below, we hope to increase audience
    awareness and participation. After all, when
    people have the chance to win free stuff, their
    enthusiasm goes through the roof.
  • Contests
  • Meet host Brooke Burke
  • Spend a hour with your favorite celebrity
  • Spend a day on the set
  • Win a trip to Hollywood

21
MARKETING STRATEGIES
  • Increase advertising within the E! network
  • Advertise on networks which air shows with
    similar program format
  • Take advantage of outdoor advertising ex. buses,
    billboards, and buildings
  • Advertise on popular radio stations that target
    the same age demographic as RANK

22
MARKETING STRATEGIES
  • Use popular magazines such as FHM, Seventeen etc.
    to aid in the advertising process
  • Show preview of next weeks show at the end of the
    current episode to keep audiences hooked
  • The producers of RANK should develop a website
    strictly for the show and its followers

23
JUSTIFICATIONS
  • By increasing the advertising of RANK, it will
    allow the show to gain a higher share of the
    market
  • Through an increase in the amount of
    advertisements within the network, current E!
    viewers will be attracted to RANK
  • An emphasis on outdoor advertising will target
    those individuals on the go

24
JUSTIFICATOINS CONTD
  • Print advertising gives the network another
    medium in which to attract viewers of the same
    demographic
  • By developing a website devoted entirely to RANK,
    it will give viewers a chance to contact staff
    members with ideas as well as enabling them to
    catch all upcoming news

25
THANKS FOR YOUR ATTENTION
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