RKA RANK Team

1
RKA RANK Team

• Ryan Hoffman
• Kelly Johanns
• Andrew Lamb

2
Background of E!

• E! Entertainment is a cable network owned by
  Comcast Corp.
• Leading network in entertainment news and shows.
• Has an online website at www.eonline.com.

3
Background of RANK
25 Sexiest Women...and Seven Who Scare Us!

• Weekly hour show at 7 pm on Saturdays.
• Counts down elements of popular culture.
• Inside scoop on the entertainment business.
• Target market of adults 18-49.
• Provides ample re-runs.

Most Outrageous Celebrities
The 25 Top Entertainers of 2002
Holiday Movies Unwrapped
Young Hollywood
4
Focus Group Conclusions

• Of 8 men ages 18-22, the majority had seen RANK
  before.
• Viewed The 25 Top Entertainers of 2002.
• Positives
• - Brooke Burke.
• - Some celebrities being ranked.
• - Celebrity input.
• - Commercial rankings.

5
Focus Group Conclusions Cont.

• Negatives
• - The show was slow and boring (outcome was
  obvious).
• - Flashy and had no interesting content.
• - Dave Holmes was of little interest (random).
• - No explanation of why certain celebrities won
  over others.
• - Time frame was terrible.

6
Market Analysis

• External factors
• - Cable t.v. and satellite.
• - Zipping and zapping.
• (recording for later viewing or constant
  changing of channels).
• Internet
• - Web-casting.
• FCC rules and regulations
• - Broadcast company that owns two stations in
  the same market.
• Time zones.

7
Competitive Analysis

• Strengths
• - Host (Brooke Burke)
• - Current
• - Entertainment informative
• - Creditable source (E!)
• - Comedy incorporation
• Weaknesses
• - Time frame (Saturday evenings) - Genres
• - No viewer interactivity - Broad topics
• - No validity as to ranking order
• - Website address (Go through E!)

8
Competitive Analysis Cont.

• Opportunities
• - Provider of inside entertainment scoop.
• - Attract advertisers of a wide range due to
  show variety.
• - Connection with E! Online site.
• Threats
• - Other countdown shows (VH1/MTV).
• - Educational programs
• - Shows running during same time frame.
• - Repetition of content (re-runs).

9
Consumer Analysis

• 18-49 men and women
• Self-improvers
• Liking variety
• Take risks/Follow the crowd
• Not highly educated
• Not brand loyal/impulse (Simmons)
• Likely to be younger and single
• Avid television watchers vs. print media

10
Target Analysis

• Women 18-34
• - Highest average RANK rating (Exhibit 2).
• - Focus group recommendation.
• RANK would be better suited to women because
  they are the ones who want the inside
  informationtheyre always after something to
  gossip about.
• Concerned with new trends/looks/ideas.
• Enjoy inside information of entertainment
  business.

11
Target Analysis Cont.

• Simmons
• - 13 about Average Index have graduated high
  school.
• - 51 are employed part-time/ 27 employed
  full-time.
• - Read at least 1 weekly and 1 weekend
  newspaper.
• - Read magazines such as Mademoiselle (288),
• Glamour (246), Shape (46).

12
Marketing Objectives

• Increase RANK rating (central concept).
• Increase interaction of viewers.
• Guidelines for rating system.
• - Why one artist/actor is better than the next.
• Adhere more to the target market.
• Increase promotions.
• Specify programs to genres and topics.

13
Marketing Strategies/Justifications

• Change of time frame.
• - Sunday evenings (7 pm) when people are home.
• Interaction with call-ins, text messaging,
  e-mail, and voting before the show airs.
• - Viewers feel they have a say in who is ranked.
• Addition of variety to re-run schedule.
• - Hottest couples of 2003 played 7 times the
  week of 4/7.
• - Viewers will get bored with the show topics
  (new, exciting, and not repetitive).

14
Strategies and Justifications Cont.

• Provide general topics that make rating fair.
• - Public is often unaware as to why a celebrity
  may rank above another.
• - Show results of polls of the viewers.
• - What the people in Hollywood think vs.
  viewers.
• Define topics of shows that are less broad.
• - Reach target audience with voting of what they
  want to see (topics of interest).

15
Strategies and Justifications Cont. 2

• Promotions
• Contests
• - Date with Brooke.
• - Trip to taping of show.
• - Co-host with Brooke.
• - Come up with RANK idea (Top party colleges in
  USA.)
• Increase on-air advertising (E!, Anna Nicole
  Show, Revealed).
• Have a RANK Internet site.
• Will increase awareness of show and create
  interest.

16
Strategies and Justifications Cont. 3

• Genre specification
• - Some RANK shows dont focus on just one time
  era (25 hottest blondes).
• - Room for 80s, 90s, and today.
• - Times have changed and most celebrities cant
  be fairly placed against each other.
• Topic specification
• - Too broad and create diversity.
• - The 25 Top Entertainers of 2002 (Alternative
  vs. countryetc.)

17
QUESTIONS??

• Thank you!
• RKA RANK Team