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Channel Brand Overview. Today. Bio is more than the Biography series… Channel is built on a broader programming palette Brand has ‘permission’ to be broader, more relevant and meaningful Distinguishes ‘Biography’ series from the channel

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Presentation Transcript
today
Today
  • Bio is more than the Biography series…
  • Channel is built on a broader programming palette
  • Brand has ‘permission’ to be broader, more relevant and
  • meaningful
  • Distinguishes ‘Biography’ series from the channel
  • Has found a niche in real, compelling stories
brand vision
Brand vision
  • On Bio we prove that…
  • Truth is always more entertaining
  • than fiction.
  • We can’t make this stuff up.
  • True Story
brand vision broken down
Brand vision-broken down
  • Truth refers to real people and compelling events, even if it’s a
  • dramatization
  • More entertaining than fiction allows a wide range of
  • programming options
      • - Emphasis is on entertainment first
      • - Beyond documentaries encompassing real life, scripted stories about
  • real people, interview and chat, music, ‘soft’ crime, biography,
  • paranormal
  • Not about fiction or education
brand positioning broken down
Brand positioning- broken down

)

  • This claims and owns an attitude towards entertaining non-fiction that promises something extraordinary and surprising that gets people talking
  • We refers to BIO individually, as well as in conjunction with our audience
  • Stuff conveys a peer/conversational point of view – not formal or condescending
    • Great stories with dramatic highs and lows
    • Unique/sensational/extreme characters and
    • situations
    • Implies depth & breadth of content – we dig deep to
    • find these stories
    • Grants permission for a wide range of
    • emotion/tone/intensity (funny/scary/light/heavy)
target
Target
  • Adults 25-54
  • Curious about real people and their
  • true stories
  • Watch a variety of non-fiction
  • programming, real life, fact-based
  • mysteries, dramas, docu-soaps,
  • biopics and newsy celebrity,
  • entertainment shows
  • Emotionally involved versus passive
  • viewers, actively participate in
  • conversations about pop culture
  • Comfortable with a mix of highbrow
  • and lowbrow content
slide9

Broad competitive set internationally

For audience, content and ad sales, primary competitors are defined as:

Entertainment sites and shows

Female skewed GE cable channels

Lifestyle/soft doc channels

Hallmark

BIO

Cable movie channels

E!

Local broadcast networks

commercial and public

Crime procedurals

brand values
Brand Values

Brand values are defining principles that state what we believe.

While we try to achieve all of these qualities in everything we do,

every individual effort should embody at least half of them.

While we try to achieve all of these qualities in everything we do,

every individual effort should embody at least half of them.

slide11

Brand Attributes

Attributes form the basis for our voice and personality.

Each promo effort should include at least one

attribute from each of these sets.

brand lens
Brand Lens
  • Deep: Long form story telling (not flavor of the day or sensational)
  • Personal: First person story telling
  • Entertaining: More entertainment than education
  • Real: The good, the bad & the ugly
  • Relevant: Pop culture and nostalgia
programming palette
Programming palette
  • Today the BIO schedule is built on a broader programming palette which includes the following:
  • Biography
  • Character driven real life
  • Compelling real life stories
  • Soft crime stories
  • Music, interviews and chat
  • Celebrity and paparazzi
  • Psychic and the paranormal
  • Situation real life
channel description
Channel description
  • BIO proves that the truth about people
  • is always more entertaining than
  • fiction.
  • BIO is about real people and
  • extraordinary stories of their lives: up
  • close and personal, gritty and
  • provocative, always unfiltered.
  • BIO original series uncover the drama in
  • people stories: everyday situations with
  • a twist; celebrities going off script;
  • people-centric crime stories and
  • paranormal events.
  • On BIO, everyone has a story.