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Audience Research to Inform Primetime Strategy. Fall 2006 Round Robin Meetings. Segment-Based Goals. High. restore and expand the viewer & member base. build usage and support among PTV-inclined moderate viewers. PTV Usage. keep the door open for light viewers and non-viewers.

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Fall 2006 round robin meetings

Audience Researchto Inform Primetime Strategy

Fall 2006 Round Robin Meetings


Segment based goals
Segment-Based Goals

High

restore and expand the viewer & member base

build usage and support among PTV-inclined moderate viewers

PTV Usage

keep the door open for light viewers and non-viewers

PTV Attitudes

Low

High

2006 Strategic Framework 2006 Strategic Research 2007 Emerging Implications


2006 strategic framework 2006 strategic research 2007 emerging implications
2006 Strategic Framework 2006 Strategic Research 2007 Emerging Implications

2006 Strategic Priorities and Activities

  • Increase accessibility

    • Navigation study, technical and business process analysis to inform best practices

  • 2. Strengthen core branded offerings

    • Opportunity grants to Masterpiece Theatre, NOVA, NATURE

  • 3. Expand the science and nature footprint

    • Science series development, research intoInnovating & Inclined profile and Science appetite

  • 4. Secure the documentary mantle

  • 5. Establish next-generation audience research capacity

    • Steering Committee to oversee plan for a sustainable research model


2006 strategic framework 2006 strategic research 2007 emerging implications1

MEASURED & ENGAGED

8 %

MEASURED & ENGAGED

8 %

ENTHUSIASTIC & OPEN

15%

ENTHUSIASTIC & OPEN

17%

DISCERNING & DEDICATED

7 %

DISCERNING & DEDICATED

8 %

PASSIVE & COMPLACENT

3%

PASSIVE & COMPLACENT

8%

INNOVATING & INCLINED

14%

DISTRACTED & UNAVAILABLE

12%

INNOVATING & INCLINED

13%

DISTRACTED & UNAVAILABLE

12%

LAID-BACK & UNCONCERNED

16%

LAID-BACK & UNCONCERNED

13%

CONVENTIONAL & UNINTERESTED

28%

CONVENTIONAL & UNINTERESTED

20%

2004 → 2006 Trend in Segment Clusters

2006 Strategic Framework2006 Strategic Research 2007 Emerging Implications

High

PTV Usage

PTV Attitudes

Low

High


2006 strategic framework 2006 strategic research 2007 emerging implications2

2004 → 2006 Trend in Tech Penetration

2006 Strategic Framework2006 Strategic Research 2007 Emerging Implications

90

80

2004

70

60

2006

50

40

30

20

10

0

IPG

DVD

DVR

VOD

HDTV

Broadband

Cable Plus

Video iPod

Digital cable

Video Games

Satellite radio

Digital satellite

Video cell phone

Sources: 2006 CPB Primetime AAU Study and KN/SRI 2006 Home Technology Monitor


Tech Penetration in PTV Households

Source: 2006 CPB Primetime AAU Study

2006 Strategic Framework2006 Strategic Research 2007 Emerging Implications


Keeping changes in context
Keeping Changes in Context

  • Household TV usage has increased 12.5% over last ten years

  • The introduction of new media typically adds to overall media time rather than taking away from time spent with any one medium

  • Mobile video is not a replacement medium: most mobile video usage supplements regular television use and is taking place on the laptop rather than on the iPod or mobile phone

2006 Strategic Framework2006 Strategic Research 2007 Emerging Implications


Fall 2006 round robin meetings1

Audience Researchto Inform Primetime Strategy

Fall 2006 Round Robin Meetings


3 zones for potentially impactful strategic activity

History / Historical Documentary

Nature / Natural History

3 Zones for Potentially Impactful Strategic Activity

Enthusiastic & Open


What We Know

Make up ½ of PTV core audience

Avid primetime viewers and “TV Influentials”

Early warning signs: erosion in PTV viewing and diminished perception of PTV uniqueness and falling membership over the past two years

Reliant on “flipping and surfing”; more likely to miss PBS programming

What it Means

Linked to the first strategic goal: “restore and expand the viewer member base”

Accessibility initiatives should focus on this segment specifically

New information about genre usage and appetite point to opportunities

Also an opportunity to build membership in this segment?

Build Frequency and Loyalty Among the Enthusiastic & Open

2006 Strategic Framework 2006 Strategic Research 2007 Emerging Implications


What We Know

Usage and appetite strong in E&O and M&E

Inconsistent attribution of PBS historical documentaries to PBS

E&O’s history appetite isn’t fully satisfied by the history that’s already on the schedule

History Channel rising in rank as 1st choice for unplanned viewing

What it Means

Necessity of a comprehensive audit of PBS offerings in the genre

Develop ways of increasing the accessibility of history assets for E&O viewers

Use research to improve performance of ongoing series and to inform future program development initiatives

Manage History Assets More Effectively for Improved Impact

2006 Strategic Framework 2006 Strategic Research 2007 Emerging Implications


What We Know

Usage and appetite is especially high among E&O

NATURE (the series) ranks first for E&O and in the top tier for most PTV viewers

But perception of PBS programming as unique has dropped by a third among E&O

And the percent naming Discovery as a 1st choice for unplanned viewing has nearly doubled

What it Means

A comprehensive audit of PTV offerings in the genre, including local and in the acquisition market

Use current knowledge to judge whether and how additional shelf space should be dedicated to nature

Additional research needed to obtain greater insight into topical and format-related drivers of viewer interest

Strengthen PTV Assets and Brand in Nature/Natural History

2006 Strategic Framework 2006 Strategic Research 2007 Emerging Implications


Putting it together

1. Increase accessibility

technology penetration continues to increase; major shifts in viewer approach to navigation

accessibility remains a top priority, research and best practices initiatives on IPG’s, VOD, DVRs should continue

in addition to IPG-oriented Innovating & Inclined, focus on the situation of the Enthusiastic & Open to prevent further migration to cable look-alikes

2. Strengthen the core branded offerings

past month viewing and favorite selections remain consistent ; some slippage among Enthusiastic & Open

sustain sharp focus on icon series

3. Expand the science and nature footprint

science continues to figure prominently among Innovating & Inclined; nature emerges as a major potential lever with Enthusiastic & Open

efforts to create new science series strongly supported; research into Innovating & Inclined and the viewer appetite for science will help inform the initiative

resources should be extended into the nature genre, which could help to restore/build Enthusiastic & Open viewership

4. Secure the documentary mantle

strong interest in documentaries among PTV-inclined viewers—particularly historical and biographical and especially among the Enthusiastic & Open—confirmed

comprehensive audit and improved management of history assets might be the best place to begin the documentary effort

5. Establish next generation audience research capacity

value of segment tracking and technology monitoring research strongly demonstrated; new knowledge gaps in news, drama, nature revealed

necessity of an enduring audience research capacity reaffirmed; efforts to implement should proceed

Putting it Together

Current Priorities

Implications for . . .

New Data

. . . work in progress

. . . work to be done in 2007

2006 Strategic Framework 2006 Strategic Research 2007 Emerging Implications


Fall 2006 round robin meetings2

Audience Researchto Inform Primetime Strategy

Fall 2006 Round Robin Meetings



Fall 2006 round robin meetings3

Audience Researchto Inform Primetime Strategy

Fall 2006 Round Robin Meetings


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