channel brand overview
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Channel Brand Overview. Today. Bio is more than the Biography series… Channel is built on a broader programming palette Brand has ‘permission’ to be broader, more relevant and meaningful Distinguishes ‘Biography’ series from the channel - PowerPoint PPT PresentationTRANSCRIPT
Channel Brand Overview
Today
Bio is more than the Biography series…
o Channel is built on a broader programming palette
o Brand has ‘permission’ to be broader, more
relevant and
meaningful
o Distinguishes ‘Biography’ series from the channel
o Has found a niche in real, compelling stories
Brand vision
On Bio we prove that…
o Truth is always more entertaining than fiction.
o We can’t make this stuff up.
o True Story
Brand vision-broken down
o Truth refers to real people and compelling events, even if it’s a
dramatization
o More entertaining than fiction allows a wide range of programming options
- Emphasis is on entertainment first - Beyond documentaries encompassing real life, scripted
stories about real people, interview and chat, music, ‘soft’ crime, biography, paranormal
o Not about fiction or education
Real people who have great stories to tell.Famous or not.
Brand positioning
We can’t make this stuff up.
Brand positioning- broken down
)
This claims and owns an attitude towards entertaining non-fiction that promises something extraordinary and surprising that gets people talking
We refers to BIO individually, as well as in conjunction with our audience
Stuff conveys a peer/conversational point of view – not formal or condescending
o Great stories with dramatic highs and lowso Unique/sensational/extreme characters and situationso Implies depth & breadth of content – we dig deep to find these storieso Grants permission for a wide range of emotion/tone/intensity (funny/scary/light/heavy)
Target
o Adults 25-54
o Curious about real people and their true stories
o Watch a variety of non-fiction programming, real life, fact-based mysteries, dramas, docu-soaps, biopics and newsy celebrity, entertainment shows
o Emotionally involved versus passive viewers, actively participate in conversations about pop culture
o Comfortable with a mix of highbrow and lowbrow content
BIO
Female skewed GE cable channels
Lifestyle/soft doc channels
Local broadcast networkscommercial and public
E!
Entertainment sites and shows
Crime procedurals
Hallmark
Cable movie channels
Broad competitive set internationallyFor audience, content and ad sales, primary
competitors are defined as:
Brand Values
Brand values are defining principles that state what we believe.
While we try to achieve all of these qualities in everything we do, every individual effort should embody at least half of them.
While we try to achieve all of these qualities in everything we do, every individual effort should embody at least half of them.
ENTERTAINMENT FIRSTWe make pop culture entertainment from the most gripping, surprising and amazing stories
THE GOOD, THE BAD AND THE UGLYWe never hold back or sanitize the truth – we
dare to show everything, warts and all
PUSHING BUTTONSWe provoke extreme emotions and opinionated conversations. Controversy is OK, as long as it’s
honest
Brand AttributesAttributes form the basis for our voice and personality.
Each promo effort should include at least one attribute from each of these sets.
Spike Attributes Buzzworthy
Brand attributes which uniquely define and differentiate the brand Smart
Unexpected
Qualifying Attributes Emotional
Valued attributes which place the brand in a select group of competitors Sensational
Relatable, personal
Entry-Stake Attributes Entertaining
Commodity attributes expected of all category competitors Compelling
Revealing
Brand Lens
Deep: Long form story telling (not flavor of the day or sensational)
Personal: First person story telling
Entertaining: More entertainment than education
Real: The good, the bad & the ugly
Relevant: Pop culture and nostalgia
Programming palette
Today the BIO schedule is built on a broader programming palette which includes the following:
o Biography o Character driven real lifeo Compelling real life storieso Soft crime storieso Music, interviews and chato Celebrity and paparazzio Psychic and the paranormalo Situation real life
BIO Concept Schedule MONDAY TUESDAY
WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
20:00
CELEBRITY BIO
POP CULTURE TV/MOVIE SPECIALS
BIOGRAPHYBIOGRAPHY
MUSICPARKING WARS
CELEBRITY GHOST
STORIESI SURVIVED
21:00
GENE SIMMONS
POP CULTURE TV/MOVIE SPECIALS
INSIDE STORY
BIOGRAPHY MUSIC
THE EXTERMINATOR
S
PARANORMAL STATE
I SURVIVED
22:00
HAMMERTIME
SHATNER'S RAW NERVE
THE CHRIS ISAAK HOUR
PARANORMAL COPS
PSYCHIC KIDS INTERVENTION
23:00
CELEBRITY BIO
BIOGRAPHY POP CULTURE
URBAN LEGENDS
PRIVATE SESSIONS
CASE CRACKERSMY GHOST
STORYOBSESSED
Channel description
o BIO proves that the truth about people is always more entertaining than fiction.
o BIO is about real people and extraordinary stories of their lives: up close and personal, gritty and provocative, always unfiltered.
o BIO original series uncover the drama in people stories: everyday situations with a twist; celebrities going off script; people-centric crime stories and paranormal events.
o On BIO, everyone has a story.
Thank you, Baby