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 had a number of holes to fill in its schedule and had received hundreds of treatments and sizzles for new shows from production companies. Our client was interested in having consumers evaluate the treatments and sizzles in order to move forward on production of the most viable submissions.

Business Questions: Which shows resonate the most on a conceptual level? Which shows fit best with the client’s current brand positioning? Which show fare best among high-income viewers who are most appealing to advertisers? Which shows are positioned to fill a current white-space need of consumers? What are the most appealing aspects of the shows, so that the effectiveness of the pilots to be produced can be maximized?

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

Outcome: Study findings were used to weed out weak alternatives and move forward with the production of over ten pilots. Our client also used the research to inform editorial decisions about the shows in order to improve their chances for success, and prove to advertisers that the shows should be able to attract high-income viewers.