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Dr. Oz Proposal April 29, 2008

Dr. Oz Proposal April 29, 2008. A partnership built on common values and strengths People are the soul of our companies We are powerful We demand quality We are experts We are innovative We value independence. EXPERIENCE MATTERS. THE POWER OF SONY.

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Dr. Oz Proposal April 29, 2008

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  1. Dr. OzProposal April 29, 2008

  2. A partnership built on common values and strengths People are the soul of our companies We are powerful We demand quality We are experts We are innovative We value independence

  3. EXPERIENCE MATTERS

  4. THE POWER OF SONY #1 Brand in the US…as voted by consumers 8 out of the last 10 years #1 in Television…#1 program in syndication, #1 daytime drama, returned more comedies than any other studio #1 in Movies…box office leader in 2007, record 20 #1 openings over past 2 years #1 in Music…4 of the top 10 albums and 5 of the top 10 digital tracks #1 in Electronics…best selling HDTVs (Bravia) and gaming consoles (PlayStation) Electronics

  5. THE POWER OF SONY Games Movies Television Music High Definition Electronics Home Video Online Mobile

  6. SONY PICTURES TELEVISION MISSION STATEMENT Sony Pictures Television is the largest independent studio. We capitalize on that independence by being innovative and nimble in a fast-changing media world. The studio is uniquely organized so that all areas of development, production and distribution are under one roof, facilitating internal coordination and making a user-friendly business environment for our partners.

  7. THE POWER OF SONY PICTURES TELEVISION • #1 independent producer in the U.S • #1 comedy in history • #1 show in syndication • #1 show in network daytime • #1 comedy library in the world • #1 in made-for-TV movies, including 2007 Emmy Winner • #1 pilot-to-pick-up ratio in 2007

  8. EXPERTISE IN “A” LEVEL CONTENT #1 Rated Show in Syndication #1 Comedy in TV History • Top show in syndication history • Generated $3.5bn to-date in off-net revenues • Achieved consistent and valuable time slots that maximized performance • Continues to out-perform its syndication peer group (Home Improvement) and recent syndicated shows (Two and a Half Men) • Currently selling 4th cycle of syndication • An evergreen property entering it’s 25th season in syndication • Longest running syndicated game show in history • Extended to a multi-platform brand including the leading mobile game • Show continually stays fresh and appeals to new viewers • Production expertise with advertiser/ product integration and sponsorship

  9. EXPERTISE IN “A” LEVEL CONTENT Top Rated Daytime Programs #2 Game Show in Syndication • Entering its 24th season • Most Emmy Awards for Best Game Show (11) • Guinness record for most Emmy wins for any game show (27) • Ranked as #2 game show of all time by TV Guide • Along with Wheel of Fortune, serves as cornerstone of ABC O&O lineups • Y&R is the #1 daytime program for over 1,000 consecutive weeks (Y&R) • Y&R entering its 35th season on CBS • Multiple Emmy winner, including 2007 Best Daytime Drama (Y&R) • Days is the #1 daytime program in its target group (women 18-49)

  10. 23 SHOWS ON-AIR WITH 16 NETWORKS The Young & The Restless Rules of Engagement Power of 10 My Best Friend’s Girl (pilot) Can Openers (pilot) Jesse Stone: Thin Ice (MOW) Comanche Moon (mini) ‘Til Death Canterbury’s Law Sit Down, Shut Up (pilot) Cashmere Mafia Raisin in the Sun (mini) Cupid (pilot) Days of Our Lives Syndication Wheel of Fortune Jeopardy! Judge Hatchett Judge David YoungJudge Maria Lopez Judge Karen Mills (Sep. 08) 10 Items or Less My Boys The Company (miniseries) Breaking Bad S.I.S. (pilot/mow) Boondocks Gay Robot Gong Show (July ’08) The Gathering (miniseries) The 10th Circle (MOW) Memory Keeper’s Daughter (MOW) Murder in Sin City (MOW) Flirting with Forty (MOW) The Shield Rescue Me Damages The Beast (pilot) Danny Fricke (pilot) Spectacular Spider-Man Dragon Tales

  11. WE DISTRIBUTE A WORLD CLASS LIBRARY Over 100,000 hours from 500 series Dramas Comedies Made for TV Movies Action and Daytime

  12. WE DISTRIBUTE A WORLD CLASS LIBRARY Over 4,000 feature films, including 12 Best Pictures Dramas Comedies Best Picture Action

  13. WE LEAD THROUGH INNOVATION “Looking at traditional businesses in new ways” • First syndicated program to shoot in High Definition • First viewer loyalty program; first game show-based mobile game • First game show available exclusively for affiliate websites • First studio to launch a cross-platform VOD channel • First to create original cable programming • First to stream a full TV episode online • First to internationally format a TV show • First to create online minisodes of library shows

  14. MARKETING THAT GETS RESULTS Advertising • Innovative campaigns include 12-page Y&R advertorial in LA Times for 35th anniversary, advertising inserts highlighting Seinfeld’s 4th cycle renewal and multi-platform opportunities • Created campaigns targeted at next generation viewers • “Seinfeld: The Next Generation” cultivates new, young Seinfeld fans through on-air campaigns, UGC contests and college tours AffiliateMarketing Ad Sales Marketing • Provide clients one-of-a-kind portal to navigate and access show data, avails, CPMs • Developed state of the art media kit with compelling graphics and inserts for avails New Media • Full-service new media department within Marketing • Innovative digital campaigns: e-magazine for Cashmere Mafia, “Walt’s Wisdom” viral campaign for Breaking Bad, “So Sue Me” Facebook application for Canterbury’s Law Sony United • Leverage marketing across all Sony companies and assets • Led industry with multi-platform presence at CES “Anytime, Anywhere, Anyscreen” • Celebrities supported Sony branded tie-ins (Jerry Seinfeld, Alex Trebek, Tony Bennet) Publicity • Publicity and media relations through trades, TV, radio, print as well as new media outlets, including blogs, buzz marketing, and web-based content syndication

  15. MARKETING MATERIALS [SHOW SEINFELD BOOK]

  16. WE ARE INDUSTRY LEADERS IN AD SALES 5 businesses across 3 platforms – allows SPTAS to create comprehensive advertising solutions with powerful results Syndication Cable Digital • Precision targeting of active, affluent consumers • Tennis: sports and lifestyle • MOJO: upscale, young men • One-to-one communication • Powerful reach • Best commercial ratings retention • Powerful storytelling with :30s, outstanding value of :10s to boost and maintain awareness • Interactive opportunities • Young adults online and on-the-go

  17. AD SALES SITE [EMBED IN PRESENTATION]

  18. THE BEST TEAM FOR DR. OZ • Day-in, day-out relationships with every major agency • 52 week yearly sales cycle, with constant activity in multiple marketplaces • Industry leader in multi-platform and interactive advertising campaigns • Deliver sponsorship and integration opportunities for advertisers • Strategically reformatted commercial placement to maximize C3 rating and ad revenue • Pioneering use of fusion research to link multi-platform properties and create advertiser-specific metrics that maximize ad sales Transactional relationships with over 250 national advertisers, including • Upfront • Scatter • Syndication • Cable • Digital / Mobile • Gaming

  19. THE MOST SUCCESSFUL DISTRIBUTION TEAM • Sony is the only studio organized to manage all distribution under one roof • SPT distributes a world-class library of over 100,000 episodes of TV content and over 4,000 feature films • We have driven more success with Seinfeld ($3.5bn in off-net sales) than any other show in syndication history • In the last 10 years, we have syndicated 12 new shows and consistently sold in95-99% of the country Traditional Digital

  20. SPT DISTRIBUTES FILM AND TV PRODUCT ACROSS ALL PLATFORMS Local TV Stations National Broadcast Networks Cable Channels Broadband Channels(Advertiser / Ad Supported) Mobile Digital(Rental / DST / Subscription) Cable / Satellite / Telco(PPV / VOD / Free VOD) Pay TV Hotels

  21. WE LEAD THE INDUSTRY IN DIGITAL MEDIA Distribution Devices Business Models Content Online Services Film Digital Sell Thru (DST) Owned Video on Demand (IPVOD) Partners TV Subscription Video on Demand (SVOD) Ad Supported Channels Short Form Mobile Carriers Mobile Games

  22. WE ARE EXPERTS IN GLOBAL DISTRIBUTION & PRODUCTION • Our international group oversees local language production and distribution of scripted comedies and dramas, telenovelas, reality shows, games shows, and scripted formats • We produce 47 shows in 17 countries and have a comprehensive int’l format sales organization • Our potential acquisition of 2waytraffic would further expand our scale internationally; successful completion of this deal requires regulatory approvals Original Series Scripted Formats Game Show & Reality Zorro: The Sword and the Rose (Latin America) Hex (U.K.) Married…With Children Casados Con Hijos (Colombia) Germany Dragon’s Den (UK) La Ninera (Argentina) The Nanny

  23. THE POWER OF INDEPENDENCE • We are not beholden to any network or station group and place shows where we will maximize their value • We have relationships with every outlet including all major station groups • We sell aggressively to all 210 markets Syndication Broadcast Cable 1,500 TV stations across the country 5 major broadcast networks 50 different basic or pay cable networks

  24. DR. OZ GAME PLAN

  25. MULTIPLATFORM DISTRIBUTION STRATEGY DomesticSyndication Online Mobile Dr. Oz International Cable

  26. DR. OZ SYNDICATION STRATEGY • We will present Dr. Oz to major station groups in every market • We will sell the show in 99% of the country Sales • We will present Dr. Oz in all markets to all groups and all stations • We will secure strong post-launch partners, including Hearst, Gannett, Scripps-Howard, Belo, and Post-Newsweek stations Placement Renewals • To maximize the value of the renewal, we will move O&O groups where it is best for the show Revenues • Additional revenue and exposure will be driven through brand extensions, sponsorships, and digital products (website, WAP site, online distribution) Cable • We will make repurposed episodes available for distribution on cable

  27. NEW YORK

  28. LOS ANGELES

  29. CHICAGO

  30. PHILADELPHIA

  31. DALLAS

  32. TOP 25 MARKETS (1-3)

  33. TOP 25 MARKETS (4-7)

  34. TOP 25 MARKETS (8-11)

  35. TOP 25 MARKETS (12-15)

  36. TOP 25 MARKETS (16-19)

  37. TOP 25 MARKETS (20-23)

  38. TOP 25 MARKETS (24-25)

  39. SYNDICATION SALES TIMELINE

  40. DIGITAL DISTRIBUTION Digital extensions will be a core element of the show SPT is uniquely positioned to expand the brand online Distributeto Partners • Distribute show content (clips and full episodes) to a wide audience through SPT’s digital distribution infrastructure • Syndicate video player on local TV station websites and distribute content to enhance sales opportunities • Enable ad-supported streaming on SPT partner sites (e.g., YouTube Channel, MySpaceTV) • Create and distribute podcasts, sell full episodes on iTunes, etc. Distribute onOwned Sites • Distribute on Dr. Oz immersive website • Incorporate ad-supported streaming of show • Enable interactivity through Crackle.com • Create a dedicated Dr. Oz page in Crackle • Stream short “bite size” videos relating to specific health issues • Allow users to upload comments and questions

  41. MOBILE DISTRIBUTION • We have relationships with every major carrier (Verizon, AT&T, Sprint, T-Mobile, Alltel, US Cellular) • We utilize cutting edge platforms (Android, Silverlight, and Flashlight ) • We will leverage these relationships to distribute Dr. Oz content Relationships Content for Carriers • We will stream clips and full shows through major carriers • We will create custom content: Graphics, Voicetones, Ringbacks • Dr. Oz Mobile site will be available through carriers’ platforms and the Mobile Web (WAP) and will include: • Entire shows and shorter video clips (clip of the day, “how to” clips) • Mobile alerts: Staying Young!, Weight Management, Exercise Tips • Answers to questions submitted by text message Mobile Site Widgets • Access personalized Health Plans from the desktop of viewers’ phones Participation TV • Text in questions and vote on important topics

  42. DR. OZ INTERNATIONAL OPPORTUNITIES We will use our international production group along with 2waytraffic to distribute Dr. Oz format globally We will collaborate with Harpo to develop a production manual bible, ensuring the show is readily formatted around the globe Format sales will begin within 3 months of the show’s launch We will also license existing episodes in English speaking territories immediately after they air

  43. DR. OZ IS IDEAL FOR DAYTIME ADVERTISERS • Three key categories (Packaged Goods, Health/Wellness, and Pharmaceuticals) represent 61% of all daytime syndicated ad spending • SPTAS has strong relationships with major advertisers in these categories • Dr. Oz’s focus on health will differentiate from competitors and create the perfect environment for sponsorships and integrations 61% from(1) Health/Wellness(2) Pharmaceuticals (3) Packaged Goods • These categories also represent some of the largest online advertisers

  44. DR. OZ WILL GENERATE HIGH RATINGS AND CPMs Dr. Oz 1st year projections: 3.5 HH rtg $18 CPM * GAA rating

  45. ADVERTISING OPPORTUNITIES BEYOND :30s & :10s Sponsorships Digital Extensions On-air Extensions • Dr. Oz moments provide unique platform to introduce content and advertising into the early morning and local newscasts • SPT will drive revenue to the show in a daypart not ordinarily accessible to syndication • Extremely strong demand for sponsorships and product integration in high-quality programming • SPT has sponsorships and integration expertise with Wheel of Fortune, Tennis Channel and MOJO HD • Dr. Oz is perfectly suited for interactive, online and mobile extensions • SPT has digital programming, gaming and ad sales expertise Health & Wellness and Beauty Sponsorships will drive additional revenue Exceptional opportunities to position Dr. Oz in the largest-growing sectors of advertising Outstanding on-air platform to grow revenue through local news extensions

  46. AD SALES TIMELINE

  47. MARKETING AND PUBLICITY Grow the Dr. Oz brand to the highest level of awareness, using our unique marketing initiatives, including traditional marketing and cutting edge techniques National Media • Full media mix (on-air network / cable, print, radio, trades, and out-of-home) AffiliateMarketing • Co-op advertising, local market promos, on-air support, satellite media tours, and PSAs • B2B website to distribute print materials, radio spots, web banners, etc. to client stations • Multi-faceted plan focusing on both trade and consumers to build awareness • Deploy ALL means of exposure, including our unique New Media publicity skills Publicity • Viral marketing, mobile marketing and tie-ins (e.g., SMS) • Integrated promotions, email and online campaigns • Facebook fan page and MySpace profile page Digital • Rich media presentations and show sales reels • Media kits, brochures, one-sheets and other collateral Ad Sales • Continued support through special events, conferences, trade promotions, etc. • Cross-promote on other Sony assets Other

  48. MARKETING (DIGITAL) • Build, host, and continually update an immersive, 24/7 community • Incorporate ad-supported streaming of shows • Include interactive content (quizzes, blogs, community chat) • Offer portable extensions, allowing stations to embed content on their local station website • Enable e-commerce for show-related merchandise for added revenue • Distribute an e-mail newsletter to viewers Dr. Oz Website • Viral marketing (like our award-winning “Walt’s Wisdom” application) • Digital extensions (like our Cashmere Mafia e-magazine) • Mobile WAP site with interactive features (mobile widgets, video, voicetones, wallpapers) • Integrated promotions including • Facebook business profile • MySpace and Yahoo! branded pages Digital Media Campaigns

  49. EXAMPLE OF OUR IMMERSIVE WEB SITES

  50. FACEBOOK APPLICATION

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