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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.

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Rka rank team l.jpg

Ryan Hoffman

Kelly Johanns

Andrew Lamb

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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.

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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

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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.

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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.

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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.

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- Host (Brooke Burke)

- Current

- Entertainment informative

- Creditable source (E!)

- Comedy incorporation


- Time frame (Saturday evenings) - Genres

- No viewer interactivity - Broad topics

- No validity as to ranking order

- Website address (Go through E!)

Competitive Analysis

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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).

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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

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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.

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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%).

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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.

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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).

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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).

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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.

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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.)

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Thank you!