Notes

Outline

GRABBING HOLD OF LIFE PROMOTION FOR THE 60-PLUS SERIES BY: CHRISTIAN KING         MARY JACKSON         BRYAN FLORY

Audience Research Results Average Age 71yrs Female Viewers 61% Male Viewers 39%

Television Viewing Per Daypart Morning 8.8% Afternoon 17.6% Evening 58.8% Late Night 5.8% Anytime 8.8%

Preferred Stations WTVG, WNWO, FOX, WLMB 41.1% PBS (including Toledo networks)         38.2% WTOL Channel 11 20.5%

Average Bedtime of Audience 10:00-10:30             36.3% 11:00-11:30             45.4% After 11:30 15.1% Varies   3.0%

Viewing Frequency Once a week 16.6% Twice a week 36.6% Once a day 10.0% Many times per day 26.6% Varies 10.0%

Audience Needs/Interests Informational Historical Programs Celebrity Lifestyles Lawrence Welk Programs Educational Quality Mystery Programs British Comedy Variety in Programming No foul language/violence No advertisements

Audience Needs/Interests (cont’d) Too Liberal Always Soliciting Funds “Too Dry” Best Shows During Fund Raisers

Promotional Objectives Increase Program Usage Emphasize image/awareness of programs local malls grocery stores promotion on NPR retirement/nursing homes Create an understanding of PTV’s new digital channels

Promotional Objectives (cont’d) Be objective/not too liberal Other ways to generate funds Use underwriters Quality programs year round “Be More Adventurous”

Promotional Strategies Build Program Popularity program marathons contests/prizes during certain shows offer closed captioning one program/week is easy to forget

Promotional Strategies (cont’d) Generate Loyalty word of mouth attachment make the audience need PBS

Promotional Strategies (cont’d) Appeal To The Entire Coverage Area cover all sides of issues liberalism appeal to older citizens

Promotional Strategies (cont’d) Identify Specific Service 60+ program offer PBS with less soliciting sponsorship packages Viagra, Ovaltine, Centrum Silver, Fiber products partnerships with local stores (ex: Kroger)

Promotional Strategies (cont’d) Develop A Competitive Position only station who cares about life after 60 only station that offers such variety single cable stations don’t offer the variety that PBS does only station that doesn’t promote violence, sex, and foul language