Sam, Chad, and Luke Present:

1. RANK: Sam, Chad, and Luke Present: Marketing Plan

2. Background Of E! Networks • Ownership is a joint venture between subsidiaries of Comcast Communications Corp. and the Walt Disney company • Leading network in providing entertainment shows and news • Bold, inside, and revealing • Headquarters located in Los Angeles, California • Top shows on the network are The Anna Nicole Show, The E! True Hollywood Story, Howard Stern, and Wild On!

3. Background of Rank • Weekly one-hour show currently scheduled at 7 p.m. EST on Saturday (supposed to be) • Count down format in the field of exciting, off-beat, discussion-provoking elements of pop culture (movies, TV, music, and celebrity) • States the best and worst in pop culture • Revealing because it enlists celebrities, experts, as well as viewers to give their opinions about ranking

4. Focus Group (Primary Research) • Group consisted of 8 people- 2 females and 6 males-Ages 18 to 22 • Watched the episode Top 25 under 25: Players and Played Out • 3 people had never seen Rank (2 males, 1 female) • Out of the 8 people no one said that they would recommend the show • Majority of group surfs by E! to see what’s on (only one checks E! often, 2 people check it rarely, 1 person never watches it) • 6 of 8 believe show lives up to theirexpectations of the E! networks

5. Focus Group cont’d • POSITIVE REACTIONS • Celebrity opinions • Brooke Burke (just her- not what she was saying) • The little humor there was in the episode • On-line polls (before and after commercial breaks) • Stuck to Rank format • Good concept • Good show to watch in a group • Good show graphics • NEGATIVE REACTIONS • Set didn’t make sense • Uneven pacing (time spent talking to each celebrity) • The writing of the show • Clips shown during the show were too long • No justification for the number in which they are Ranked • Overall thought show was boring and predictable • Every person said that they would have tuned out during the show (either at the beginning or middle of the show)

6. Secondary Market Research • Celebrity Oops #1 ratings fetcher so far for Rank with 1.44 (Household Ratings) • Sexiest Women #2 with 1.15 • Hollywood Couples #3 with .84 • Rank Premiers are not consistent (sometimes Saturday, sometimes Monday, sometimes Tuesday) • E! Online is the #1 online entertainment site

7. Consumer Analysis • Current broad target audience of Rank is adult 18-49 • Focused target audience is Adults 18-34 • Also insiders who want the inside scoop, self improvers, watchers of E! • Young, single, hip • Follows the crowd, like variety • Heavy TV watchers • People who want to hear about the mistakes of celebrities • Low education, traditional, laid back • Trend setters and watchers

8. Market Analysis • External factors affecting Rank: • Everyone seems to be into the reality TV genre right now (Countdown format shows are currently not the highest rated) • (Why Anna Nicole has higher ratings than Rank) • The fact that people who get The E! channel are also most likely subscribed to at least 35 to 150 other channels (on satellite or cable) as well • Other shows on Saturday at 7:00 (when Rank is supposed to premier) that target are same audience are: • Entertainment Tonight-on broadcast TV • Entertainment Tonight on VH1 • Inside the Actors Studio-on Bravo

9. Competitive analysis • STRENGTHS- • Have a unique program (not in the countdown genre but in the content) • Online polls work great to keep the audience through commercials • Brooke Burke’s Appearance • WEAKNESSES- • Writers of the show • Dave Holmes-distracting and annoying • Gulianna-doesn’t add anything • No definite time slot for premieres • Not enough awareness for the show • Inconsistent and low ratings (especially with men)

10. Competitive analysis cont’d • OPPERTUNITIES- • To become a loved and regularly watched program • To become a show that people talk about to others • Opportunity to become more popular with women and men • THREATS- • Shows that also countdown and Rank celebrities, music, or popular culture (VH1, MTV) • Also from other Entertainment shows that basically target the same demographics (Entertainment Tonight, Celebrity Justice, Inside The Actor’s Studio)

11. Marketing Objectives • The following are the strategies and justifications for our marketing plan • With these strategies and justifications our objective is to improve and create demand for Rank • To give viewers consistency in viewing time • To make the show more entertaining • Not to change our target audience but to actually target them • Overall make Rank something that our target audience wants to watch and wants to tell others about

12. Marketing Recommendations • Keep Brooke Burke • Choose celebrity co-hosts that are knowledgeable about the list, but also that work well with her • Chemistry is the key

13. Recommendations cont’d • Lose the writers • Incorporate humor rather than just the facts • The show feels like it is written to young teens, but they are not in the target audience (Adults 18-49) • The pace is too inconsistent

14. More Recommendations • There is no logical path for the actual lists: movies, music, appearance, couples • Broad topics will target the most different demographics, but would there be more viewers with a narrower topic range • The lists need to be shortened to 15 • Stop ranking movies (low ratings every time)

15. Time Slot Recommendation • Consistent time slot • Four different premier days, six different times • People cannot watch if they are unaware when a new show will air • The show should air Monday at 7 PM • Currently E! News Live is on 7 PM on Saturday’s- move it back an hour where there is currently nothing permanently scheduled (6:00) • Keep E! News Live at 6 :00 for the rest of the week-(currently it is not at a permanent time slot either)

16. Set Change Recommendation • Instead of taping in sets that don‘t make sense (i.e. bowling alley for top 25 under 25) tape in: • A set that is consistent and can be familiarized with the show • Something that Brooke Burke looks comfortable in • Brings a broader sense of continuity to Rank • Viewers will be able to associate the set with Rank

17. Our Recommendations cont’d • The interactive polls keep viewers watching through commercials and also give the viewers a sense of contribution • Brooke Burke will keep the male attention, but she needs better material to work with • The premise of the show is not a bad one

18. Promotion Objectives • To raise awareness about Rank • To reach our target audience • Emphasize new changes to the show • Give people a reason to watch the show

19. Promotion Strategies • Contests • Television Advertising • On-Line • Magazines

20. Contests • Write down the order of the countdown and send it in to E! • Look for something at the end, write it down and send it to E! • Mail in your list for a Rank show • Prizes: Be the Co-Host, Meet Brooke, a trip

21. T.V Advertising • Commercials during other popular E! shows • -(Anna Nicole, E! True Hollywood Stories, Wild On) • Commercials on other networks • Commercials promoting upcoming shows, special celebrity co-hosts, new time slot, contests and Brooke Burke • Utilize E! News Ticker to promote upcoming shows

22. On-Line • Pop-Ups • Buttons • Icons and Pictures (at the top of the screen –one of the first things you see) • Put Rank promo at the top of E! Online’s Homepage (Not top rated show like Anna Nicole) • Promote upcoming shows, new time slot, celebrity co-hosts, contests and Brooke Burke

23. Magazines • Page advertisements • Ads in other magazines • - Entertainment Weekly • - Maxim • - Rolling Stone • - Sports Illustrated • In the male magazines accentuate how hot Brooke Burke is (sexy photos) to raise male viewing • Promote upcoming shows, new time slot, celebrity co-hosts, contests and Brooke Burke

24. THANK YOU Are their any questions?