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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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Presentation Transcript
slide1

RANK

By Jamie Buss, Doria Gest,

Sean DesJardins

background analysis
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
background continued
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
secondary market analysis
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
focus group results
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”
focus group results6
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
focus group results7
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
focus group reactions
Focus Group Reactions

Correspondent Giuliana

  • Audience felt she didn’t add to the program “Pointless”
  • Overall reaction to Giuliana was poor
focus group
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
situation analysis
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.
situation analysis11
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
situation analysis12
Situation Analysis

Threats

  • Other countdown shows from various networks (VH1, Travel Channel)
  • More popular broadcasts (NBA playoffs, Everybody Loves Raymond, 106th and park)
objectives
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
strategies and tactics
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
strategies and tactics15
Strategies and Tactics

Ideas for Improving the Show

  • Improve host dialogue
  • Cover broader topics
  • More audience interaction
  • Celebrity hosts
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