Documente Academic
Documente Profesional
Documente Cultură
Only one product at a time can fill the niche. You need to claim your space
from someone else, or explain your product differently enough so you create
a new niche.
THE TOP COMPETITORS
HBO
SHOWTIME
CINEMAX
THE MOVIE CHANNEL
WHAT DEFINES
THE PREMIUM SERVICES --
MOVIES
Every channel gets about the same number of "must-see's" as the others.
Every channel gets them at about the same time. Every service has about the
same number of movies (counting the ones subscribers care about seeing,
that is). Every channel runs them often enough for viewers to catch the ones
they want, especially now that everyone owns a VCR.
WHAT DEFINES
THE PREMIUM SERVICES --
OTHER PROGRAMMING
THE MOVIE CHANNEL has nothing like this to claim. Nor does it plan
anything. THE MOVIE CHANNEL is movies. Nothing but.
NARROWING THE COMPETITION
BUT LESS
The other channels have successfully sold the point of view that "movies
alone" does not a pay service make. They have told us through their
advertising and promotion that " cable entertainment" must include these
other programming items--specials, concerts, series, --to be complete.
Using "their" benchmark, THE MOVIE CHANNEL is the same, but less.
BUT SUBSCRIBERS DECIDE WHAT'S IMPORTANT,
NOT PROGRAMMERS
"Only movies" can mean something is missing. ("You mean it's only
movies? Where's all the other stuff?")
TV --compatible scheduling.
Give subs a lot of ways to use the channel. No longer a channel for movies.
The End.