Date post: | 12-May-2015 |
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Digital Lifestyle Programming Opportunity
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1. Brainfood Entertainment
2. Programming for the Digital Lifestyle
3. Strategy
4. Programming Solutions
5. Strategy in Practice
6. Conclusion & Review
Road Map of Presentation
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1.
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Where do we want to go?
Brainfood Entertainment envisions a world where
viewers can watch and interact with television
programming that is inspiring, enriching, and
entertaining.
Our mission is to become one of the world’s leading
developers of great television, synched digital
entertainment, and show related products for children,
teenagers, and adults young-at-heart.
Our goal is to deliver the content and audiences that
media based businesses use to generate revenue.
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How we will get there?
• Competition Shows
• Documentaries
• Game Shows
• Kid Shows
• Original Characters
• Conversational Content
• Digital Entertainment
• New Product Concepts
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• Start-up, Development & Launch- Major Cable, interactive, & VOD channels
- Character creation company
• Development & Production- Over 100 award winning television shows
- Large-scale web sites
• Partnerships and Alliances- Comcast, Cox, Cablevision, Charter
- Disney, AOL, IBM, MSN, Prodigy
Why will we be successful?
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If we’ve done it for them… we can do it AGAIN!
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2. Programming for the Digital Lifestyle
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Television Grows, But TV Viewing Is Decreasing
1100985
880 795
710
1997 2000 2003 2005 2007
Annual Television Viewing(in hours)
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Why?Question #1
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Millions of Viewers Want More From TV!
Today’s TV• “ Too passive an activity”
• “Very isolating”
• “Offers little challenge” “Not worth the time”
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* Viewers Want To Watch And…
• Compete
• Solve
• Learn
• Be Challenged
• Vote
• Interact
• Connect
• Appear
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iChatiChat
WebWeb
Interactive Toys
Interactive Toys
RadioRadioemailemail
InstantMessaging
InstantMessaging
GamesGames
Cell Phones
Cell Phones
ipodipodX-boxX-box
DVDDVD
DVRDVR
Viewers Are Being Drawn Away
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Who?Question #2
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“Millennials”
• Teens and Young Adults (13-24)
• 47 million people (USA)
• Spend an estimated $149 billion
• “The dream demographic”
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Their Migration away from TV has already begun
16.7
13.612
7.7
Internet TV Radio Phone
* Weekly Television Viewing(in hours)
* Harris Interactive & Teenage Research Unlimited
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How?Question #3
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Collaborate With The Competition
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Design Integrated Entertainment Experience
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Integrate Content with Sponsor Message
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Example: Collaborate, Design & Integrate
iChatAV (software)
iSight(camera)
“ Sending own picture and videos” rated #1 activity
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What does this mean to a program developer?
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3. Strategy
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Business Strategy
1. Create a meaningful consumer brand
2. Develop lean-back & lean-forward programming
3. Target all media & play
4. Form strategic partnerships
5. Co-develop properties
6. Capitalize on advertising / sponsorship opportunities
7. Program Platform Strategy
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1. Create A Brand That Stands for Something
• Create engaging entertainment
• Develop universe of original characters *
• Create game-like environments *
• Develop entertainment with educational slant
* Revenue generating
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Lean Back
• Watch TV
Lean Forward
• Connect
• Communicate
• Compete
2. Develop Lean-back / Lean-forward Programming
Advantages
• Appeals to 2 major audiences
- Existing viewing habits
- Developing viewing habits
• Cable unique
• Holds short attention viewers
• Decreases ad skipping
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3. Develop Programming For All Media & Play
* Revenue generating
**
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CONVERSATIONALCONTENT
CHALLENGE &ADVENTURE
New Programming Formats
KIDS ENTERTAINMENT PLUS
For the digital lifestyle
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Challenge & Adventure
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Audience: Under Challenged Teenagers & Adults
• Program Format Involving
Allows audiences to participate
Incorporate surprises
•Viewers wantGame shows that “make you think”
Mysteries and Who-dunits
Vivid Realism
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For the Lean Back or Lean Forward Audience
Watch
Vote
Play along
Solve puzzles Find clues
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Shows in Development
• “You Are The Detective”
• “We Are Here!”
• “Your Fantasy Come True”
• “You Are The Judge”
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Conversational Content
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Audience: Teenagers & Young Adults
•AudienceInterested in “provocative” subjects
Want to discuss these subjects with others
•Content “Must Haves”Relationships
Celebrities
Music
Fashion
Politics
Breaking events
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Fulfill MILLIONS of viewers unmet needs
• Watch or Interact
• Connect with other viewers
• Interact with contestants
• Participate in a poll
• Get more information
• Appear “virtually”
• Vote for a contestant
Conversational Content lets us…
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Shows In Development
• “Cool Hunters”
• “You’re The Judge”
• “La-La Land”
• “Fantastic Failures”
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Kids Entertainment Plus
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Program Format “Must haves”
• Fun but not juvenile
• Quirky with edgy characters
• Entertaining and meaningful
• Teach my child something useful
• Show cooperation not aggression
Audience• Children - fun & knowledge-hungry • Parents - want more than just “empty calories”
Watch together
Kids Entertainment PlusTarget Audience: Parents and their Children
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In Development
•TV Shows
• “Wild Wacky World”
• “Brain Power”
• “Nitwits”
Products
•“Ms. Moon In Your Room”
•“Captain Planet”
•“Brain Drain Game”
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4. Form Strategic Partnerships
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5. Co-develop Properties with Partners
* Revenue generating
*
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6. Advertising / Sponsorship Advantages
• Play to Existing Advertising Practices
• Sponsorship opportunities
• Plus These Additional Features
- Integrated Advertising
- Enhanced Campaigns
- Tracking Features
- Marketing database
- Lets loose advertiser creativity
Captures More Advertiser Market Share
* Revenue generating
*
**
*
*
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Strategy into Practice6.
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&
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Apple Computers
• $20 billion company
• Founded by garage based inventors
• Know as an innovator
• Mantra : work, play, and communicate
• Spends millions promoting new products
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Apple Repositioning
• Morphing into a consumer-electronics company
• Focus: Software, Services, and Digital Entertainment
• Is capitalizing on its image of “hip brand”
• Promotes video, music, high-tech fashion & creativity
• Leveraging its street credibility in Hollywood and high-tech
“The Cult of Cool”
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• Promotes the innovative spirit
• For millions interested in hot products & cool people
• Features garage inventors and offbeat creators
• Focuses on hi-tech, fashion, and street trends
• Viewers interact using computers & digital devices
• Features incredible grand prize worth $ millions
Cool Hunters Television Series
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For the new Digital LifestylersThe “Watch & Interact” Audience
• Hot products & Cool people
• Connect with other viewers
• Vote for a contestant
• Polls & Sweepstakes
• Appear “virtually” on the show
• Become a SUPERSTAR!
Use Apple’s digital devices and services
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Benefits of Sponsorship
•Help to unveil next generation entertainment based products
•Feature products in show
•Encourage viewers to communicate in a new way
•Show audiences how fun and easy it is to integrate
Apple’ new devices and services with their TV, PC, cell
phone and more.
“A powerful vehicle for those who want to be linked with the leading edge of technology, fashion & entertainment”
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7. Program Platform Strategy
Brainfood’s Lean-back / Lean-Forward Television Programming
Enhanced Advertising
Integrated Sponsor Content
Digital Devices / iTV
Traditional Advertising
Communication Networks
Additional revenueopportunities
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& Partners