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RANK

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  1. RANK By Jamie Buss, Doria Gest, Sean DesJardins

  2. 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

  3. 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

  4. 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

  5. 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”

  6. 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

  7. 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

  8. Focus Group Reactions Correspondent Giuliana • Audience felt she didn’t add to the program “Pointless” • Overall reaction to Giuliana was poor

  9. 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

  10. 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.

  11. 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

  12. Situation Analysis Threats • Other countdown shows from various networks (VH1, Travel Channel) • More popular broadcasts (NBA playoffs, Everybody Loves Raymond, 106th and park)

  13. 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

  14. 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

  15. Strategies and Tactics Ideas for Improving the Show • Improve host dialogue • Cover broader topics • More audience interaction • Celebrity hosts