Transcript Davies Plan Presentation_v.7

Power of 10
First-run Syndication Strategy
August 2007
Confidential Draft
Power of 10 Strategy Highlights
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Conduct detailed research on the show’s audience and performance to tailor the sales
message and focus on the most likely buyers
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Support the show through a comprehensive program of marketing and publicity, including
and estimated $5-7MM of marketing spend
•
Provide the best sales tools to effectively showcase The Power of 10
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Generate $XMM in revenues from syndication
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Generate $XMM in revenues from ad sales and product placement
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Extend the brand to digital platforms, increasing exposure and driving $XMM in revenues
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Research and Sales Support
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Continuously conduct local and national ratings research to develop expertise on the product and
the relevant marketplace
Develop Product
and Market
Expertise
•
Identify an overall picture of the market and most likely partners through market reconnaissance
–
Current customer and potential demos for expansion
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Strengths & weaknesses of the show from a viewer and partner standpoint
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Available timeslots, markets, network interest
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Draft the message in the sales book with guidance from the sales and marketing teams
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Assist marketing/publicity efforts by creating buzz in the marketplace through emails sent to
Develop Sales
Tools
potential partners/affiliates
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Provide polling assistance to garner consumer feedback
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Marketing Plan
Marketing Effort
• Creative materials
Provide
Resources for
Superior Sales
Effort
• A collaborative effort across sales, marketing, research and PR to
provide necessary tools for the sales team to syndicate
– Sales Book
– Customized sales books tailored to specific markets based on
pre-qualification research
– Marketing Tape
– Marketing materials (photos, behind-the-scenes interviews, onset video) already being generated
– Trade Ads
– ~3-4 week run in specific markets identified during planning
• Broad Media Campaign
Marketing
Support to
Reach Core
Audience
Comments
• The full weight of SPT resources along with outside partners (e.g.,
Universal McCann) to create buzz and identity
– National Media
– Full media mix e.g., on-air (network/cable), print, radio, trades
– Local Media
– Co-op/shared media with local stations to ensure support (local
print/radio and out-of-home ads (billboards/bus shelters)
– Online/New Media
– A dedicated site with immersive environment linked to the
syndicated show experience
– Keywords on Google (e.g., Power, Drew, Millionaire, etc.)
– Other
– Local polls, special events, mall appearances, etc.
SPT has traditionally budgeted $5-7MM to launch a show of this caliber
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Publicity
• Ratings announcements continue to be strong
Syndication PR
Builds on Network
Success
• Drew Carey publicity/support continues
• Anticipate trade ads when CBS picks-up the show
Timing/Targeting
for Trade Stories
for Syndication
• Announce after syndication partners are locked
• Announce broadly with specific outreach to stations and Hollywood trades
• Highlight launch partner and time slots
• POWER OF 10 brought out by SPT, the studio responsible for the #1 and #2
games show of all time
Message for
Syndication
• Call out POWER OF 10 strong performance on network
• Promote new host for syndication
• Highlight success of SPT’s other recently launched gamer shows
• Identify companion shows (e.g., Cross Words, if applicable)
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Syndication Strategy
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Timing of release:
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Considerations: What else is coming out to market? What open slots are available? Who’s
Launch Date
Rate Card
“Pre-Qualify”
Likely Buyers
interested? When is the market timing right? Implications for avails?
•
Roll-out considerations (slow roll-out to “top-tier” affiliates; or “blow-out” right away”
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Rates
•
How rates are derived (potential buyers’ program spending as a % of revenue)
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License fee versus barter
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Target likely partners based on available time-slots in ’08 – ’09 season
–
•
SPT has relationships with the major players (e.g., ABC, NBC, CBS)
Identify partners’ ratings by day-part, current demographics, long-term strategy/programming
goals, etc. to create appropriate sales strategy
$XXMM Potential Syndication Opportunity
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Ad Sales Strategy
Discuss with Amy Carney
• Identify brands that SPT can sell :30 and :10 spots to based on research data
• Identify any product placement opportunities for the syndicated show
• Evaluate appropriate online ad sales strategy
$XXMM Potential Ad Sales Opportunity
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Digital Strategy [What we intend to include]
• Development of mobile game
Mobile
• Mobile personalization products – wallpapers, ring-tones, etc.
• SMS related activities inside the show – text answer to 4Sony during the show
• Development of online game
Online Game
• PC play, online web versions and downloadable versions for the PS3 and Xbox
• Use Crackle syndicated player to syndicate show
Online Player
• Full ability to put episodes – full and clips – online and mobile
• Additional digital rights including DST/VOD
• Allow users to suggest questions
Crackle
• Air episodes or clips or Minisodes
• Use online game
$XXMM Potential Digital Opportunity
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Digital Strategy [Issues we’ve asked Sean’s team to address]
• Development (Does SPT mobile do it? Use Java Ground?)
Mobile Game
• Carriers (Exclusive 1 month w/ Verizon to get marketing commit? Then broad?)
• Pricing and unit expectations; total dollar expectations
Online Game
• “For sale game” -- Speaking to Jeff Weiss about ability to create “for sale” game;
speak with SOE about development responsibilities
• “Promotional game” Re-skin CBS version?Promote at POWER OF 10 website?
And affiliate websites? And Crackle?
• Potential to reach XXMM unique users
• Syndicate to all affiliate pages? XXMM viewer reach
Online Player
• DST/VOD potential?
• Allow users to suggest questions?
Crackle
• Air Minisodes?
• Use online game
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