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Upfronts Presentation 2011

Upfronts Presentation 2011. With our roots in action sports, FUEL TV is a sports and entertainment network inspired by a new generation of sports where the consequences of failure are real and risk is the only rule. Network Overview . Action Sports and more…

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Upfronts Presentation 2011

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  1. Upfronts Presentation 2011

  2. With our roots in action sports, FUEL TV is a sports and entertainment network inspired by a new generation of sports where the consequences of failure are real and risk is the only rule. Network Overview

  3. Action Sports and more… • Thrill-seeking and adrenalized programming • Network that will deliver a young male audience • Targeting M1234 & M1834 Network Overview Brand Positioning

  4. Action Sports • MMA • Moto (2 or 4 wheel) • Reality or Scripted Series • Live Events • Comedy • Music Network Overview Program Categories

  5. Distribution • 33M HH FUEL TV HD • Launched March 2011 Ratings • Available as of Q2’11 Network Overview State of the Business

  6. We deliver one the strongest concentration of young males on Cable TV • Targeted buy • Limited linear options • MTV2, G4, Fuse, Comedy Central Network Overview Competitive Positioning

  7. Risk Is The Only Rule FUEL TV Median Age FUEL TV Viewers Are Among The Youngest In Cable Compared to the 88 measured ad suppored cable networks in CY 2010, FUEL TV had the 11th lowest median age. Factoring out kids networks*, FUEL TV had the 5th lowest median age. Here’s how FUEL TV’s median age stacks up against its competitive set: Source: Nielsen Media Research Live Program Data Stream 12/28/09-12/26/10 based on network total day. *Kids networks = any network with a median age under 18

  8. Risk Is The Only Rule FUEL TV Viewer Values FUEL TV Viewers Are Leaders and Risk-Takers FUEL TV viewers indexed highly compared to the average adult on “agree somewhat or completely” with the below statements: To be read as “A18+ FUEL TV viewers are 54% more likely to agree somewhat or completely with the statement “Risk-taking is exciting to me” than the average A18+ Source: Spring 2010 MRI survey based on A18+

  9. CY 2009 – Monthly Internal Ratings • October 2010 – Daily Internal Ratings • April 2011 –FULLY RATED Nielsen Overnight Client The goal now is to deliver ratings… by programming to the broader enthusiast audiences who enjoy watching adrenaline sports. Sales Strategy and Results The Ratings Story

  10. Risk Is The Only Rule FUEL TV VPVH Comparison FUEL TV Has The Highest Total Day Concentration Of Young Men in Ad Supported Cable Source: Nielsen Media Research Live Program Data Stream 6/28/10-2/6/11 including FUEL TV Internal Use Only Data based on total day

  11. Risk Is The Only Rule FUEL TV VPVH Comparison FUEL TV Has The Highest Early Fringe Concentration Of Young Men in Ad Supported Cable Source: Nielsen Media Research Live Program Data Stream 6/28/10-2/6/11 including FUEL TV Internal Use Only Data based on M-F/4-7p

  12. Risk Is The Only Rule FUEL TV VPVH Comparison FUEL TV Has The Highest Prime Concentration Of Young Men in English Language Ad Supported Cable Source: Nielsen Media Research Live Program Data Stream 6/28/10-2/6/11 including FUEL TV Internal Use Only Data based on M-Sun/7p-12:30a

  13. Risk Is The Only Rule FUEL TV VPVH Comparison FUEL TV Has The Highest Late Fringe Concentration Of Young Men in Ad Supported Cable Source: Nielsen Media Research Live Program Data Stream 6/28/10-2/6/11 including FUEL TV Internal Use Only Data based on M-Su/12:30-3:30a

  14. Risk Is The Only Rule FUEL TV Viewers and Key Categories FUEL TV Viewers are active consumers and influence purchase decisions in key youth categories. FUEL TV VIEWERINDEX Spent $1500+ on most recent personal computer purchase 155 Was the decision maker on a TV that cost $200+ 114 Prefers to see a movie on opening weekend 202 More likely to embrace technology for entertainment purposes. Refer to themselves as “techno gamers” 124 More likely to try new technologies and use them more frequently and give reviews and purchase advise 363 Willing to pay more for top quality electronics 114 Visited any restaurant in past 30 days 110 Bough tone or more men’s clothing big ticket items in the past 12 months 141 Consumed 5+ regular cola drinks in the past 7 days 143 Had 5+ sports drinks/thirst quenchers in the last 30 days 238 Spent $40,000+ on any vehicle 134 I consider myself to be an automotive enthusiast 182 Text messaging is an important part of my daily life 173 Source: MRI Spring 2010 study; A18+ Index to Total US

  15. Programming Strategy Schedule programming that will deliver a broader M13-34 audience Continue to lead in programming of Action Sports Disciplines (Surf, Skate, Snow, Wake, BMX, FMX) Expand to include genre’s of MMA and Moto Character-driven, storytelling entertainment “Dude Primetime” Scheduling Strategy 930p-1230a Huge winter 2011 marketing campaign to drive tune-in HD launch in January 2011 Ratings success will drive distribution, currently 33 Million US subscribing HH’s

  16. Big Wave Hunters • Bruce Lee Lives! • Fight Night – MMA, Fight Factory, Boxing, Toughman • Late Night Kung Fu Theater • Punk Payback • AMA Motocross Championships – LIVE • Red Bull X-Fighters – LIVE/Same Day • Gymkhana • EllisMania • The 909 • Peer Pressure • Joiners (working title) • Drake’s Passage Programming Highlights New Programming for 2011/12 (Descriptions) for all of these)

  17. NEW PROGRAMMING VIDEO

  18. The Daily Habit • Danny & The Dingo • Built to Shred • Thrillbillies • Great Ride Open • Maloof Money Cup – NY, DC, South Africa and So Cal • Firsthand • Standard Snowboard Show • Cubed • College Experiment Programming Highlights Returning Favorites for 2011/12 (Descriptions for all of these)

  19. Digital Media Platforms • FUEL.TV Website • Emphasis on video and video products • Support for live streaming, sweepstakes and contests, polling, text messaging, and more • Customized microsites available • FUEL TV apps for iPhone, iPad, Android, Blackberry, and Tablets 19

  20. Digital Media Distribution • Cable VOD – 26M subscribers on Comcast, Time Warner, Cox, Directv, and others • Apple • iTunes – full episodes • Podcasts – among the most popular in video sports and recreation category, 2M downloads per month • Hulu – FUEL TV channel with full episodes and show clips • MySpace – FUEL TV channel with 600K friends • YouTube – FUEL V channel and Daily Habit Music channel • Others distdribution outlets include V-Cast, BitBop, Facebook, AT&T mobile, Sony Home, and Apple TV 20

  21. Web • FUEL.TV • YouTube • Facebook • MySpace, etc… • Mobile • iPhone/iPad/iPod Touch (Apple) • Android Phones & Tablets (Google) • Windows 7 (Microsoft) • Blackberry (Research In Motion) • Internet TV • Apple TV • Google TV • Boxee • Roku • VOD • Comcast, Time Warner, Cox, Verizon, Direct TV • GAMING CONSOLES (future expansion) • X-Box, Playstation/PSP, Wii Complete Digital Overview

  22. Brand Integration • Multi-Platform Digital Formats • Branded Entertainment • Specials & Stunts • Events Case Studies We create relationships, not just impressions

  23. Case Studies Jason’s Integration Video

  24. Summary Nielsen Ratings 3/28/11 Develop entertaining, character-driven "tent-pole" programming appealing to a broader M13-34 enthusiast audience Continue to lead in programming of Action Sports Disciplines (Surf, Skate, Snow, Wake, BMX, FMX) This is the NEW FUEL TV

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