The

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The Biography Channel
International Overview MIP 2006
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The Biography Channel

• The Biography Channel takes viewers into the
  world of fascinating people, from Hollywood stars
  to world leaders, artists, athletes and infamous
  villains.
• The network features programs that delve behind
  the scenes of the public lives of celebrities,
  revealing their private lives and exploring the
  ambition that drives them.
• New to the channel are real-life series, an
  exciting kind of storytelling that offers an
  intimate look at the chaotic and offbeat worlds
  of some truly compelling characters.

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Brand Map
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Fascinating People
Extraordinary Lives
Extraordinary People
Ordinary People
Ordinary Lives
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Programming
Flip this House
at home
The Incurable Collector
Makeover Mamas
Find Design
Neighbours
House
Telenovelas
Friends
related content
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Programming Extensions
Neighbours
House
serials
Telenovelas
Friends
related content
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Two ways to move with the Viewers
New Formats
People Related Shows
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The Hallmark Channel UK

• Why is Hallmark an interesting case study for The
  Biography Channel?
• Predominantly female audience
• Core product is engaging drama about people
• Since 2000, The Hallmark Channel has successfully
  exploited the underserved female viewers in the
  UK to great effect.
• The channel doubled share every year from 2000 to
  an all time peak of 1.08 in multichannel homes in
  2004.
• 2004 - 2005 shares were largely flat due to
  business inactivity during a corporate sale.

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The Hallmark Channel Share
Steady growth since launch in 2000
Commercial ranking 2005 based on adult TVRs in
multichannel homes
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An Engaging Channel
Viewers watch The Hallmark Channel for longer
than almost any other channel in a multichannel
home. Leading to the claim The most watched
channel

minutes viewed per day per channel
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Hallmark Biography - comparison

• Similarities
• Largely female audience
• Long form content
• Human drama
• Differences
• Fictional
• Average share 1

• Similarities
• Female skewed audience
• Immersive programming
• Human Stories
• Differences
• Real
• Average share 0.1

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Celebrity/Gossip Magazines
The success of celebrity/gossip magazines is well
documented. US Magazines such as Star, In Touch,
People and US Weekly have weekly sales of over 8
million. These magazines between them generate
revenue in the order of 26 million per
week. UK Magazines such as Heat, OK!, Closer,
Now, Reveal and Hello! Sell over 3 million copies
per week. These magazines between them generate
revenue in the order of 9.5 million per week.
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Magazine Content
Celebrity/gossip magazine content is mostly short
form and so is easily consumed by younger readers
who require a quick, easy to understand
story. Consequently the readership of most
celebrity/gossip magazines is focussed in the
15-24 year old age group. The exception to this
is Hello! magazine which has a much broader
spread of ages amongst its readership because
its articles are longer and more in depth. Hello!
Also has a similar tone to The Biography Channel
in that it doesnt criticise the celebrities that
it features, but presents them in the best
possible light. Consequently they have great
access to all the top name stars.
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Women Magazine ReadersAge Spread UK
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Hallmark E! - comparison

• Similarities
• Celebrity focus
• Revealing content
• Glamorous and glitzy
• Differences
• Short form/surface treatment
• Gossip/critical
• Up to the minute
• Young

• Similarities
• Celebrity lives
• Secrets uncovered
• Living the dream
• Differences
• Long form/In Depth
• Friendly to stars
• Historical
• Older

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Engaging with the Content
Long Form
Young
Old
Short Form