TV Category White Space Assessment

Industry: Media and Television
Area of Focus: TV Program Development, Planning, and Strategy
Target: Consumers
Method: Quant online survey and focus groups

Background: A cable and satellite television channel wanted to explore airing shows in a category that was new to them but was already moderately well-established on other channels. Our client was interested in gaining a better understanding of the category in order to inform development, production, and marketing efforts.

Business Questions: Why do viewers watch shows in this category in the first place? What are the best and worst shows in the category, and what can be learned from these shows? Which subgenres in the category seem saturated, and where is the white space? How strong is the client’s brand fit with these kinds of shows, and should this impact their willingness to move forward with shows in the category?

Approach: Online survey conducted among viewers of the category and viewers of our client’s channel, and focus groups among similar respondents.

Outcome: Study findings were used to understand the key drivers of the category, establish best practices for producing these kinds of shows, home-in on the best opportunities for this client to enter the category, and both weed out weak concepts under consideration and pinpoint the strongest concepts to develop. The client has since aired several shows in the category that have performed well.

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