1 / 17

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.

Solomon
Download Presentation

RKA “ RANK” Team

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related