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RANK By Jamie Buss, Doria Gest, Sean DesJardins Background Analysis E! Entertainment is a cable network owned by Comcast Leading network in providing entertainment news and shows related to the entertainment industry along with fashion and Hollywood gossip

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RANK

By Jamie Buss, Doria Gest,

Sean DesJardins


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Background Analysis

  • E! Entertainment is a cable network owned by Comcast

  • Leading network in providing entertainment news and shows related to the entertainment industry along with fashion and Hollywood gossip

  • E! is currently available to 80 million cable and satellite subscribers nationwide

  • E! Online is currently the number one entertainment website


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Background Continued

  • Rank is catered towards those interested in the entertainment industry and the happenings of Hollywood

  • Target audience of Rank is adults 18- 49

  • Show airs 7pm Eastern on Saturdays


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Secondary Market Analysis

  • Rank shows most popularity with females 18-34

  • 52% of viewers make up this age group

  • Shows posting higher ratings (above 50%) were shows dealing with sex

  • Shows posting lower ratings (below 50%) dealt with movies and other cinema related topics (red carpet moments)

  • Most successful show dealt celebrity bloopers


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Focus Group Results

Top 25 Entertainers of 2002

  • 5 males and 5 females took part in the focus group

  • 7 out of 10 members had seen or heard of the show before

  • Focus members felt show was “slow” and “took too long to develop”

  • Members questioned how show reached its results

  • Overall feelings towards the show were “cheesy” and “questionable”


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Focus Group Results

Host: Brooke Burke

  • Majority of audience found her peppy, cheerful, and exuberant

  • Select few found her “fake”, “overacting”

  • Overall found her to be a satisfactory host, no need to change


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Focus Group Results

Co-Host Dave Holmes

  • Audience members found him “pointless” and “annoying”

  • Some labeled him “fat Carson”

  • Overall reaction towards Dave was poor


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Focus Group Reactions

Correspondent Giuliana

  • Audience felt she didn’t add to the program “Pointless”

  • Overall reaction to Giuliana was poor


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Positives

Majority of audience liked the host Brooke Burke

Pleased with main theme of show (Ranking)

Audience members enjoyed the show graphics

Negatives

Didn’t care for co-hosts

Felt show was too long

Wanted to know how results were found

Didn’t like topic that was being ranked

Focus Group


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Situation Analysis

Strengths

  • Well known host

  • Show is involved with current entertainment and popular culture.

  • Trendy- fits in with the E! philosophy.

  • Show is geared towards a younger audience – provides more of a chance to build a fan base.


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Situation Analysis

Weaknesses

  • Saturday at 7pm is bad time slot

  • Limited viewer participation

  • Show is too long and loses viewer interest quickly

  • Limited advertising for the show on E! channel and online


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Situation Analysis

Threats

  • Other countdown shows from various networks (VH1, Travel Channel)

  • More popular broadcasts (NBA playoffs, Everybody Loves Raymond, 106th and park)


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Objectives

Marketing Objectives

  • Create more awareness for the show (advertising)

  • Develop loyalty among viewers (memorable episodes)

  • Improve ratings.

  • Create more online access to the show


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Strategies and Tactics

Ideas for Improving the Show

  • Stay away from topics which receive lower ratings. (movies)

  • Do away with co hosts

  • Better website

  • Steady schedule

  • Shorten length


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Strategies and Tactics

Ideas for Improving the Show

  • Improve host dialogue

  • Cover broader topics

  • More audience interaction

  • Celebrity hosts


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