THE NETWORK CYCLE
CLIENT CASE STUDY: A&E
A+E has been a Viewpoint client since cable was king. But today, to dream big, you have to stream big, and we know how to reach eyeballs there, too. Working together with A+E’s great internal teams, we have touched many facets of their remarkable brand journey, from A&E, History, and Lifetime networks to their International group, as well.
Prior to broadcast. Before any television show makes it to your living room it must first be sold to advertisers. But how do networks sell a show that is simply an idea, without any cast, sets or originally shot footage? That’s where we come in.
Through clever conceptualization, scripting, design and footage acquisition we create what is called a rip-o-matic. This short video conveys the concept, look and feel of a show to a private audience of media buyers at Upfronts where networks showcase their coming year’s programming.
In 2023 our work on a brand image spot for a ground-breaking bench of true crime series on A&E won a Muse gold award.
4 OUT OF 5
TOP CRIME & JUSTICE SERIES
#1 Accused: Guilty or Innocent
#2 The First 48
#4 60 Days In
#5 Taking the Stand
• IMAGE BRANDING
• SERIES LAUNCHES
• FAST CHANNELS
• SHOW PACKAGING
• INTERNATIONAL SALES
Show Launch. Once the show is green-lit and produced, we introduce it to the audience with promotion referred to as a show launch. Typically this is done as a conceptual tease or a trailer. The network provides details such as unique selling points, key messaging, audience demographics, media placement, etc. Then we roll up our sleeves and take the project from concept to completion, working alongside our network partner throughout the entire journey – which can last weeks or even months.
Keeping it fresh. Promoting a new season of a show in its 7th or 8th season offers a new set of challenges. The goals of building awareness and attracting new viewers remains the top priority, but we must also find new ways to reach audiences, often through social media, events and stunts.
Brand image. Like any successful enterprise, networks must expand their marketing efforts beyond the retail needs of selling a specific show, product or service. They must also build their brand. Whether you are a home of True Crime or a premiere destination for History lovers, brand image campaigns are a vital tool.
When brand marketing is done successfully, opportunities arise to create new categories like FAST Channels, where existing products can be repackaged in new and exciting ways. See work we developed for the 60 Days In FAST Channel.