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Ashley Rogers, Justin Schiavoni, Zach Stewart |
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Audience |
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Men and women aged 18-45 |
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Cable subscribers |
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Have an interest in entertainment and
celebrities |
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Program content |
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How celebrities behave when off camera |
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Methods |
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Showed small groups episodes 11-13 |
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Asked questions in an interview style to a total
of 60 people during and after the program |
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Recorded comments made by group during the
program |
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“ I don’t sympathize with either. Celebrities
know the lifestyle they’re getting into, but the paparazzi should respect
their privacy.”-Andrea Thompson, 20 |
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“I sympathize with the photographer because him
and the rest of entertainment enthusiasts are wondering what the
celebrities do when they aren’t in front of the camera.” –Dan Spehler, 24 |
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“I sympathize with the photographer. Celebrities
get paid millions of dollars for what they do. They should expect cameras
where ever they go.” –Heather Wilkie, 25 |
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Majority of viewers reported that they liked the
following: |
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Off-camera actions of celebrities |
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Places celebrities go |
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Actions of celebrities when under the influence |
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Variety of celebrities shown |
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Those who disliked the program, did not like the
following aspects: |
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Invasion of celebrities privacy |
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No storyline; just random clips |
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How the celebrities treat the paparazzi |
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Lack of information regarding clips |
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Acquire new viewers |
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Maintain old viewers |
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Stress the “realness” of the show |
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Create awareness of the show and its airtime |
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Use a combination of internal and external
promotional techniques |
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External-Main focus |
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Entertainment magazines, tabloids, and web sites |
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Internal |
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30 second spots on E! and sister stations |
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Teasers |
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Fillers |
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Magazines such as People, Entertainment Weekly, and
tabloids like Star and The National Inquirer reach an entertainment savvy
audience. |
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Movie Theater advertisements |
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Websites attract a younger audience |
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Internet movie database and the Smoking Gun |
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Likely cable subscribers |
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Saves money |
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Quicker more direct route |
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Remind current viewers of show and time |
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Viewers of the channel become aware of the show |
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Fall (August-November) |
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Heavy promotion |
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Ads during previews at movie theaters |
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Ads in entertainment magazines and tabloids |
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On air promotions |
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Teasers |
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Fillers |
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Winter (December-March) |
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Heavy to Medium promotion |
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Continue ads in magazines and tabloids, medium
amount |
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Continue ad in movie previews, heavy amount |
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Use more of the website promotions |
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Continue on-air promtions |
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Spring (March-May) |
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Less Promotion |
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Continue ads in magazines and tabloids to a
lesser degree |
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Less on air promotions |
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Minimal theater promotions |
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Heavy promotions on billboards |
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Continue internet promotion |
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Summer (June-August) |
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Heavy promotion on Billboards |
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Minimal promotion on-air |
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Lesser promotion in magazines and tabloids |
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Minimal promotions on internet |
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Review and evaluate Nielson and Arbitron ratings |
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Have an online survey for the show |
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Ashley Rogers, Justin Schiavoni, Zach Stewart |
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Notes