Check your email and read the brief. Then, come to class with your ideas and get ready to compete!
The Real Channel (IPTV) Brief.
1. Background
The Real Channel is an embryo IPTV (Internet Protocol Television) company conceived to create and produce original, entertaining, addictive and interactive video content specifically for the web.
The aim of the channel is to take full advantage of the explosion in web TV viewing forecast within the next two years.
As with all broadcast companies, our lifeblood is the product (Shows and Programmes) we create and beam, or in this case, stream out.
The first programmes ready for broadcast are designed to tap a large audience of music lovers in the UK and internationally, one of them is known as GRM.TV.
2. GRM.TV
The second offering, GRM.TV, is for the 18-25 yr age group and specialises in new, unsigned and undiscovered musicians and bands. (This particular project is being supported by Dr David Osbon and Dr Will Brooker of Kingston University Faculty of Arts and Social Services).
GRM.TV is a ‘Discovery’ show. Its audience is searching for new sounds, learning about new genres and takes pride in identifying up and coming musicians. They have a multitude of listening and viewing opportunities, online, offline, in festivals, at concerts etc. They actively seek that which is new. GRMTV will bring ‘undiscovered’ unsigned new bands to them. Their value is in what they represent to a brand advertiser who seeks to communicate and capture this audience as their buying habits are being formed and to create longer term buyer interest and loyalty.
The format will be a monthly show featuring two (currently unknown) studio presenters and over time, a range of ‘roving’ presenters who will introduce and interview the new bands wherever they find them. This will be in pubs and clubs, university campuses and music venues across the country. The show will also include interviews with previously signed musicians in a segment called ‘Do you remember the first time.’ There will also be a section called ‘The Buzz’ providing musical updates, what’s hip and maybe not so hip in the music scene.
As the show evolves it will take on a further international dimension as guest bands from abroad will also feature, such that one month we might have a Chinese band, another an Indian, then another a Venezualan etc. We will actively encourage unsigned bands producing original music and lyrics to participate.
As this is a web delivered product it will encourage conversation and comment on the bands, provide an opportunity for fans to introduce their favourite local bands and for musicians to advertise for band members or even for a job.
To pay its way it is intended that as the audience grows The Real Channel will seek brand owners who are willing to invest in advertising along the we7 model, through product placement and/or sponsorship.
Similarly, as the audience grows, e.commerce will become a likely option, raising significant revenues through a wide range of music related paraphernalia.
At this time we have not calculated the likely additional revenues from brand sponsorship or placement as typically they are subject to negotiation and the advertisers ‘belief’ in the likely value to their business.
In traditional media this has been difficult to evaluate but the more scientific data available on web usage and the consumer feedback mechanisms available make this a more attractive proposition to investors.
3. The requirement (your brief) is to launch the Real Channel and in particular ‘GRMTV’ to a worldwide audience of music lovers.
We are looking for a marketing communications plan which takes these monthly programmes from the film studio and editors suite into the lives of our audiences from the UK and internationally.
3.1 Objectives.
To create awareness and stimulate involvement in GRMTV through:
- A launch strategy: should it start in the UK and then go abroad? Or should the launch happen worldwide from the start? How should this be done within a limited budget?
- How should GRMTV build their audience and encourage interaction and feedback?
- How can GRMTV generate revenue from their audience or other partners?
- How should the format of the show be presented so as to generate the most interest?
4.1. Considerations.
Consider how you will construct an effective launch using the latest thinking and channels of communication to reach a very large potential customer (audience) base in the UK and abroad cost effectively.
Decide on a post launch strategy which will maintain excitement and involvement in the channel and its programmes over time.
The budget will be influenced by the strength and cost of the idea. Consideration to its’ deployment over time should be driven by your audience growth and cash flow projections.
Thank you for your interest in this project.
Websites: www.therealchannel.tv
www.grmtv.net
