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1 Talking Pictures Marketing Report

TALKING PICTURES

MARKETINGREPORT

TABLE OF CONTENTSExecutive summary.........................................................................................5Introduction.....................................................................................................6Mission Statement...........................................................................................6Business Description........................................................................................6Problem/Situation............................................................................................9Problem...........................................................................................................9Solution..........................................................................................................10S.W.O.T. Analysis...........................................................................................11Situational Analysis........................................................................................12

Industry.......................................................................................................12MARKET ENVIRONMENT:..........................................................................12MACRO ENVIRONMENT:...........................................................................12MICRO ENVIRONMENT:.............................................................................12

Product..........................................................................................................13Marketing Strategy Currently Used...............................................................14Primary Research...........................................................................................16

Focus group................................................................................................16Focus Group Results................................................................................17

Key Findings................................................................................................211. Data Grouping......................................................................................212. Implications.........................................................................................223. Major Themes Arising from Focus Group Results................................23Style, Depth & Personality.......................................................................234. Direction.............................................................................................245. Conclusion..........................................................................................25

Surveys..........................................................................................................26Methodology...............................................................................................26Convenience survey:..................................................................................26Random survey:..........................................................................................27Limitations..................................................................................................27

Talking Pictures Marketing Report 2

Demographics................................................................................................28Quick Summary of Convenience Survey........................................................49Results & Key Findings..................................................................................52What direction and key points has our research told us?..............................53Secondary Research......................................................................................54Statistics on Media Consumption...................................................................54

Our Target Market.......................................................................................55Television in America..................................................................................56

Present Movie Industry..................................................................................61Competitors................................................................................................61Movie Industry............................................................................................62Online Media...............................................................................................62

How to improve our show..............................................................................63Making Successful Films.............................................................................63Facebook....................................................................................................65Web Presence.............................................................................................67

Further Resources..........................................................................................67Results and Analysis......................................................................................68Target Market................................................................................................69Primary..........................................................................................................69secondary......................................................................................................69Action Plan.....................................................................................................70Introduction...................................................................................................70Objectives......................................................................................................70Strategy.........................................................................................................71

Product Strategy.........................................................................................71Promotion Strategy.....................................................................................71Place Strategy.............................................................................................72People Strategy..........................................................................................72Price Strategy.............................................................................................72Tracking Information Methodologies...........................................................73Future Opportunities...................................................................................73Summary & Conclusion...............................................................................73


Recommendations......................................................................................74Justification.................................................................................................76

Budget...........................................................................................................77Control:..........................................................................................................77Accountability:...............................................................................................78

Operational:................................................................................................78Film Festivals:.............................................................................................80YouTube Ads...............................................................................................81Google Adwords..........................................................................................81

Forecasts:......................................................................................................82Measurements:..............................................................................................82Summary.......................................................................................................83Bibliography...................................................................................................85


EXECUTIVE SUMMARY

Talking Pictures has been in production for ten years and has won countless

awards but with all these years of experience they still run into problems.

They need to increase viewership in a younger demographic (18-30 year

olds). They need to learn how to drive traffic to the website and also need to

know what do people like or dislike about the show. This all needs to be done

with no budget set in mind. We have done primary (focus group, and

surveys) and secondary research to find this all out. The Solution to these

according to our finding is: We need to update the set, graphics, and

wardrobe, and get a women co-host. We need to get the audience more

involved, for example live taping through the city in locations that deal with

movies. We need to tie-in social media promos with the local venue for

example meet a star, get an autograph, and be on the show. With these

simple changes we feel that Talking Pictures will achieve its entire objective

and then some.


INTRODUCTION

MISSION STATEMENT

Our mission statement is to approach our client’s project with creativity and

flair and to do so with the highest level of professionalism. In doing this we

hope to provide results-oriented ideas for our client to use in their public

relations, advertising and marketing programs. We will focus our efforts on

doing the following:

Find effective recommendations on how our client can increase the

viewership of the 18 to 29 year-old demographic.

Provide information about how to increase traffic to the client’s website

and Face Book page.

Provide viewer ideas on ways to improve the show and methods of

implementation.

As an additional bonus we hope our efforts also result in a successful class

project and a great, interesting and fun group learning experience. Go Team

Talking Pictures!

BUSINESS DESCRIPTION


Talking Pictures has been in production for 10 years, and during that time it

has been nominated for an Emmy Award six times and has been honored

with two; one for “Outstanding Achievement in Interview and Discussion

Programming” and one for Editing.

Recently, Talking Pictures has also been recognized with the 2010

Contribution To The Arts Award from Utah Power and Industry.

Hosted by film reviewers Tony Toscano and Rich Bonaduce, Talking Pictures

enjoys a sterling reputation for information, quality interviews and reviews,

and is a favorite with audiences of all demographics.

Although Talking Pictures is a family-oriented entertainment and

informational program, they still offer previews and reviews of today’s

hottest films with an understanding eye on rating and content. On Talking

Pictures, each film is presented in a way that most family members can

watch.

The show also boasts terrific one-on-one interviews with the country’s

biggest film stars and moviemakers.

Unlike other entertainment shows around, Talking Pictures goes a step

further than offering a sound bite or two. Tony and Rich’s conversations with

Hollywood’s biggest moviemakers are insightful, personal and show an

informal side to celebrities not often seen.


Each week Rich and Tony review new films hitting theaters as well as new

DVD releases and classic films in re-release so viewers can tune in each

week to get a “heads up” on the latest films, DVDs and Blu-rays.

As a public service to viewers, Talking Pictures not only gives the MPAA

ratings in their reviews but also explains why the films are rated that way.

This gives the moviegoer (and parents) better and more complete

information to help with their movie selections.

Each and every week Talking Pictures presents you with a look at the movie

and TV industry in a well-paced format with a wide variety of subject matter

including current film reviews, celebrity interviews, new DVD releases, film

picks, “first looks” and “behind the scenes” segments.

Tony Toscano is a nationally recognized movie reviewer and film historian

whose reviews have appeared in The New York Times, Los Angeles Times

and many other newspapers and magazines. Toscano’s wry and humorous

style often delivers a different and interesting side of the celebrities he

interviews.

When it comes to reviewing films, Tony doesn’t pull any punches and in turn

filmmakers and performers respect his work.


The show is co-hosted by Rich Bonaduce. Rich is a well-rounded performer,

musician, screenwriter and reviewer who, like his famous cousin Danny, has

been around the entertainment business all his life.

Each week Talking Pictures goes one on one with such household names as

Julia Roberts, Johnny Depp, Angelina Jolie, Tom Cruise, George Clooney, Jodie

Foster, Jackie Chan, Sandra Bullock, Nicole Kidman or Tom Hanks—or—

directors such as Steven Spielberg, Rob Reiner, James Cameron or John

Carpenter. The list goes on and on.


PROBLEM/SITUATION

PROBLEM

CLIENT CONCERNS, COMMENTS AND Q&A

On Wednesday, February 9th we met with Tony Toscano the owner of

Talking Pictures Television show. He gave us a brief history and explanation

of what his business does, how it makes a profit and the concerns and ideas

regarding marketing for his business. This is an outline of what was

discussed.

TALKING PICTURES:

Is a family-oriented entertainment and informational program, they still offer

previews and reviews of today’s hottest films with an understanding eye on

rating and content. It has been in production and on air for 10 years and

over 500 shows. It is shown locally on Channel 4 and CW30 and is also

shown internationally in over 150 markets.

THE PROBLEM:

How to increase viewership in a younger demographic (18-30 year

olds).

How to drive traffic to the website and social media (Facebook).

What do people like or dislike about the show? Hosts? Backgrounds?

Content? Etc...


SOLUTION

RECOMMENDATIONS FOR MARKET RESEARCH

After meeting with Tony Toscano and learning his needs and desires for a

new marketing plan for Talking Pictures, our group has concluded the

following market research direction will most effectively aid in completing a

successful plan.

RANDOM SURVEY:

Talking Pictures has a current list of viewers and fans that already follow the

program. We will use this list for our random survey. Since this group

already is a fan of the program we will ask specific questions regarding their

likes and dislikes of many aspects of the show that we need to research and

potentially change.

CONVENIENCE SURVEY:

Our convenience survey will be conducted through social media such as

Facebook and also sent via email. The survey will ask around twenty

questions and be sent out to 500 people within the demographic age range

selected to target. This survey will also be started on March 11th and end on

April 2nd when we will begin compiling the information gathered.


Both the random survey and the convenience survey will be created with

Google Statistics and the information collected will be compiled, graphed and

researched through this source.

FOCUS GROUP:

Our focus group will be made up of twelve 18-29 year old male and females

that may or may not have seen the show. This focus group will take place

March 2nd at 6:00-8:00 pm, Salt Lake Community College student center.

Movie theater type snacks will be served.

S.W.O.T. ANALYSIS


STRENGTHS:

Award winning program, Emmy nominated. Sterling reputation with the industry and viewers. Long on air history, over 10 years and 500 shows. Good working relationship with local affiliate. International viewership in over 130 markets. Well known and appreciated by top stars and directors.

WEAKNESSES:

Small staff, principals’ numerous tasks is overly taxing. Small operating budget, strained resources. Advertising sales slumping due to the strained economy. Social media does not have a good presence. Website is dated and has limited content. The show does not have a female’s perspective.

SITUATIONAL ANALYSIS

INDUSTRY

MARKET ENVIRONMENT:

The market environment is a marketing term and refers to all of the forces

outside of marketing that affect marketing management’s ability to build and

maintain successful relationships with target customers. The market

environment consists of both the macro environment and the

microenvironment.

MACRO ENVIRONMENT:13 Talking Pictures Marketing Report

OPPORTUNITIES:

Website improvement is inexpensive and can be done easily. Social media can be used more effectively. A large movie going demographic has entered the market. Principles’ flexibility opens doors to changes and growth. Current technology and equipment allow for more “on location” filming, very attractive to new advertising customers. Fresh ideas and marketing strategies with the new marketing team.

THREATS:

Independent bloggers and small er reviewing groups are becoming more prominent. Technology is moving viewers away from regular television broadcasting. Economic conditions are forcing studios to limit junkets, interviews and opportunities for interesting content. Production costs are continually rising. Hosts are not getting any younger but audience is.

The evolving and ever changing multi-media is making barriers of

entry into the business almost non-existent.

The economy is limiting advertising customers that bring in revenue to

the business.

Broadcasters are merging and changing programming constantly

without notice.

The movie studios could change policies on interviews and previewing.

Pre-empting due to breaking news and events can prevent the show

from being aired and damage advertising revenues.

MICRO ENVIRONMENT:

Includes all issues listed in macro environment.

Operating capital is limited and fluctuating.

Hosts health and well being greatly affect production.

The introduction of a new investor now limits principles decision

making ability.

PRODUCT

ORGANIZATIONAL ENVIRONMENT:

Currently there are no defined job descriptions or assigned tasks.

The introduction of a new investor has changed the decision making

process and slowed the production process.


There may be some current conflicts of opinions and problems among

principles that could be damaging to the business.

The organizational environment may not be organized.


MARKETING STRATEGY CURRENTLY USED

There is currently no marketing strategy

or someone that has the position or time

to work exclusively on a marketing plan.

With a very limited budget, time restraints and small staff, marketing has

fallen to the waist-side. That being said, there are some forms of marketing

currently in use. They are:

Channel 4 station identification spots-These spots are on air daily at

3:00 p.m. The spots are approximately ten seconds long featuring

Tony announcing the station and a brief mention that Talking Pictures

can be seen Sundays at 4:00 p.m.

Good Things Utah-Tony Toscano makes a cameo appearance on Good

Things Utah twice a month to discuss upcoming new movie releases

and what is hot coming out on DVD. Tony Toscano’s reviews are also

listed in print at http://www.abc4.com.

The Daily Dish (CW30)-Tony is also on the Daily Dish twice a month

with the ladies from Good Things Utah.

Radio spots, 97.1 ZHT-Tony is live on-air with the “Morning Zoo”,

Frankie and DB, Friday mornings to talk about what’s hot and what’s

not with upcoming movie releases and DVD releases.


http://www.abc4.com/

TalkingPictures.tv-The shows website features the top past interviews

with the stars, future events and giveaways.

Facebook-Talking Pictures makes use of social media by posting

weekly give-away and previews to this week’s reviews. Talking

Pictures also lists all the locations that Facebook friends can go to pick

up screening passes to all the premieres happening in Utah:

Talking Pictures Offical Fan Page- “I'm at Q4U in West Valley,

Utah –I’m giving away FREE Screening Passes for Disney's

movie Prom and other cool prizes. Drop by and check it out - also check

out their Chicken & Waffles a terrific Southern treat. I've got some DVD's

and Blu-ray disks we're going to give out to selected fans dropping by.”

In conclusion, our client’s “marketing mix” is a bit different than what we

usually see. The positive factors are that there is no cost to our client (other

than his time) and the “marketing mix” is deep reaching to a broad

audience. The current marketing strategy includes television, radio, social

and print media. Who could ask for more, all this media exposure and at no

cost? Sounds perfect, but frankly it is not accomplishing what our client

needs. We have found in our research when viewers in their desired target

market listen to our presentations they realize they have heard of the show,

but before they hear details they do not remember the show or Tony. We

have designed some recommendations to remedy this situation.


https://www.facebook.com/pages/Talking-Pictures-Offical-Fan-Page/173344339381488

https://www.facebook.com/pages/Talking-Pictures-Offical-Fan-Page/173344339381488

PRIMARY RESEARCH

After meeting with Tony Toscano and learning his needs and desires for a

new marketing plan for Talking Pictures, our group has concluded the

following market research direction will most effectively aid in completing a

successful plan.

FOCUS GROUP

We conducted our focus group at Salt Lake Community College on a

Wednesday, March 2 from 6-8:00 pm. Movie theater type snacks were

provided. The panel included ten individuals within the clients desired

demographic from many different backgrounds and lifestyles. The group had

five men and five women between the ages of 18 and 29.

FOCUS GROUP AGENDA:

6:00- Introduction.


6:15- Screening of Talking Pictures (movie snacks).

6:45- Group discussion and questions.

7:00- Dinner served, discussion continues.

7:45- Conclusion, Thanks for everyone’s help!

8:00- Good bye, drive safely

The focus group began by viewing the most recent episode of Talking

Pictures, the episode had at the time not been aired on television yet. Our

goal was to learn people’s perceptions, opinions, beliefs, and attitudes

towards Talking Pictures television show in Utah.

After having the group watch the episode we asked the following questions

that we created based on what our client had stated he would like to know:

FOCUS GROUP RESULTS

Attendance: 14

Target audience: 18-30 years

The first question that we asked was “has anyone heard of the show Talking

Pictures before”? The unanimous answer was no. Because no one had heard

of the show before, we played them the most recent episode. The episode

that was shown was one where Tony and Rich did an on spot location at a

local pizzeria. 19 Talking Pictures Marketing Report

We asked what did you think of the program and the majority of the group

did not have any positive feedback. They all wanted to see the show

formatted in a different way. They thought that it sounded like a blog or just

way too scripted/fake. It would help if they interview people coming out of

the movie premiere to state their opinion.

The episode that we showed them was an on spot location at a local pizzeria,

the response was that they hated it. A lot of the group focused on how awful

that was and how they should never do it again they just want a simple

backdrop that deals with movies. The recommendation was brought up that

if they do an on location show they should interact more with the location.

An example was to interview the chef but still they did not understand the

correlation between a movie critic show and a pizzeria. One person

recommended that we watch “Last Call With Carson Daly” because they do

on spot locations all the time but in a very tasteful way. They like how he is

inviting to the location and not just a random segment. Another person

thought that having it on another location is really distracting to the show

because if you are just flipping through channels you can get confused and

think that it is just a commercial. Utahn’s really like local businesses so they

should try a location like Brewvies.


Another thing that they really picked on was just how much they hated the

graphics. One member asked how long this show has been running, we told

him and he replied with, “looks like they have never changed the graphics

since they first started.” He told us that the graphics were way too out of

date, and recommended we change them. Another member said that the

lighting in some of the other shoots was very poor; she thought everything

looked too dark.

The next question was “would you watch this show again?” Our results were

also very critical of a need to change or they would not watch again. One

person said that the time that the show is on is the time that she is relaxing

and if she got the option of watching the show she would rather just sleep.

Because of this question we asked the group what would make this show

better. Another idea for the show is to have the Facebook ads (the part that

says log on to Facebook and like us) at the end of the program not in the

middle. For example, the news saves the best story for last to get people to

stay; whereas in Talking Pictures show the movies that are out first are

shown in the beginning and the older ones at the end.

Other recommendations for the show are that they need to buy the .com to

their website instead of having the .tv because no one will remember to use

the .tv. A lot of people are watching television online and if they can

remember the address easier then it is easier people to reach that site.


“There needs to be a new wardrobe update, outfits look out of date. They

need a professional stylist to try to improve the look.”

Hosts were always a topic of discussion in this group and it is because of lack

of chemistry between the hosts. We asked what did you think of Tony and

Rich and the first reply was that they were boring. They did nothing exciting,

they had no character, you can just read a movie review instead of watching

this show; they have nothing to differentiating themselves. They are really

impersonal; they don’t even look like they are friends. The question was then

asked “would a women help improve the show?” They said they need to

figure out their own persona first but a female might add life and she could

play off the mail co-host. Some said they like the clips a lot in the show, but

the time in between was awkward. Overall they thought Tony was “okay”

but they did not like Rich, they thought that they should both take acting

classes.

Interviews were seen as always done the same. They recommended asking

more in depth questions about the actor. A recommendation was that they

should go more into detail with the movies. For example they want details

about effects, or interviews with the director. A show that they do this like is

Access Hollywood, it’s short, redundant, but it gives you the main

information in a minute or two.


Since most did not like the on-spot location we asked “what kind of set would

you recommend?” Most just liked really simple sets like American Idol where

it’s just them and a couple of chairs. Another suggested that director’s

chairs with a simple studio stage set would be a good choice and make

sense with the kind of venue that they are doing.

We also asked our group if they would be interested in movie reviews

and if so what kinds of sources they use. Most said that they would not

be likely to use movie reviews. Sources given for movie information to

decide on what to watch were phone apps like Flixters, Rotten Tomatoes, a

subscription to Entertainment Weekly, and friend’s opinions.

We asked them what would be some good ways to promote this movie

information. The first suggestion was to put it in local ads at movie theaters

before movies start (the time before the movie previews start). KSL mobile

would be a great mobile place to put it. Lastly giving tickets via text would

be a fast effective way to give out information.

The focus group was asked “what TV channel would be best for our show.”

Currently it airs on CW30 and ABC but according to them they do not watch

those channels. The group felt that a good channel to put this show on is FX

or Fox13.


Overall our focus group gave a lot of constructive criticism. They said that

the show is cheesy and scripted. Talking Pictures need to pull viewers in on

the streets or at theater interviews. They thought that actor interviews

didn’t look like they wanted to be there. During the interviews Tony needs to

ask better questions. Overall the hosts were boring, awkward and unnatural

with each other. Their hosting style is way too planned and the group

recommended getting acting classes. They need updated graphics and need

more flash animation. There needs to be a better set where the audience

would be comfortable, and feel welcome.

With all the constructive criticism that we got we would like to know what

Talking Pictures does well. The response was really good, some would go

watch movies based on the show. They commented that the show gives

enough info in the show without “spilling the beans.” They liked movie clips

themselves, just the time between was awkward. For the specific episode

we showed them, they really liked the segment on Rango. They especially

liked how it showed the behind the scenes actors making it.

KEY FINDINGS

1. DATA GROUPING

Have you seen this program before? 100% responded no.

Would you watch it again? 8 responded no, 2 maybe.


If so, how often would you tune in? Rarely.

How do you like the hosts? Boring, no excitement. Didn’t seem

to like each other.

Tony? Scripted

Rich? Cheesy

Do you feel they gave the information you were interested

in? Somewhat, the interviews with actors and movie clips are good.

What do you like/dislike about the set? No one liked the

pizzeria setting. All agreed a simple, empty studio set with director

chairs would look good.

What changes do you think could be made to improve the

show? Wardrobe update, acting lessons, better graphics and fewer

reviews in on show were suggested by all.

Do you think a female co-host would be better? 100%

responded yes.

Additional comments, questions and concerns? See appendix

“A”.

2. IMPLICATIONS

We have discovered that the overall show is not attracting people because of

cheesy scripted conversation of the hosts, and the lack of updating


(wardrobes, graphics, set design), poor location choice, and no differentiation

among other shows.

Is the knowledge something you know already, or is it

new?

We already knew that the show needed major changes and adding a women

host might help but I don’t believe we were aware of how much disapproval

people had of it.

Does the knowledge confirm a hunch?

We thought that adding a woman might help the show and when we asked

everyone seemed to agree that yes; a women would help but first we need

to establish the current hosts personalities.

What else do we need to know?

We need to do more research on adding a woman to a show. Since Utah

women (a good example is the women on “Good Things Utah”) have a

specific look, is that the kind of women we want or another look? We also

need to do more research on stages.

3. MAJOR THEMES ARISING FROM FOCUS GROUP RESULTS

STYLE, DEPTH & PERSONALITY

While the focus group consisted of a considerable variety of participants and

resulted in topics as varied, as pizza parlors and acting classes there were

three distinct themes that arose: style, depth and personality.


Style was a major concern for many of the respondents of the focus group.

Several comments were made regarding the show’s titles, graphics and

overall appearance. For example, one respondent said the shows graphics

look 10 years old. Another commenter suggested a wardrobe update and

professional stylist. Finally, several comments were made regarding their

sets and the need for improved set style. Style was a prominent theme in

several of the focus group comments.

Depth was another common theme in the focus group’s responses. Many

said the show was not interesting or intriguing enough – one person even

said they would rather go to sleep than watch the show. Many commented

that the interviews were too short and didn’t give much detail from the

actors or about the movie. Most agreed that a deeper look into the show and

more behind-the-scenes of the movies being reviewed would be more

intriguing. Finally, James Lipton’s “Inside the Actors Studio” was given as an

example of a dull host with great, probing questions that make for an

interesting, worth-watching show. Lack of depth to the show was a common

theme.

Personality was the final theme often commented about in the focus group.

Lack of host interplay, spontaneity or comedy reinforced this theme. One

individual on the panel suggested acting classes for the hosts or at least a

less-scripted interplay. Finally, it was suggested that perhaps the dynamic of


the hosts themselves caused the show to seem, “boring.” Several

suggestions were offered, including replacing one of the hosts with a female

to add more interesting interaction. Thus, personality, or the lack thereof,

was a common theme heard.

As comments and suggestions ranged across the board during the focus

group, it became clear that they fell into three distinct themes: Style, Depth

and Personality. Those were the areas the respondents directed their

critiques and offered their suggestions.

We also had a great comment regarding the website being a .tv rather than

a .com. That may have been one of the best comments all night!

4. DIRECTION

We have learned from our focus group that most of client’s concerns are

valid yet there are many more issues that need to be addressed to capture

the new target market they looking to attract. We need to research and

collect data to support the hunches and theories established during our focus

group.

We will proceed in a direction to further our findings through the following

methods of research:


1. We will conduct a random survey addressed to the general public to

assess quantitative data.

2. We will conduct a convenience survey of current viewers to assess

qualitative data.

3. We will research current ratings and demographics from all reporting

agencies available about the program.

We want our findings to be as reliable and valid as possible. But sample size

and the nature of the questions and techniques do not allow for our

statistical precision to be perfect in qualitative research. There will be

variation and we will exercise our best judgment.

5. CONCLUSION

We feel that the focus group was a huge success that proved to provide us

with valuable information that could greatly improve the program and

benefit our client. Most of our questions were answered in an honest, open

manner. The group gave us good ideas to address and implement and

offered more information they we expected. Most of the suggestions should

be easy to implement, some of which we can do and some the client will

need to assess and decide to implement.

SEE FURTHER NOTES IN APPENDIX.


Surveys

METHODOLOGY

We created the survey through Google Docs and will be analyzed by that

program as well. We have conducted a convenience survey most were sent

via the internet through Facebook and e-mails. Other results were in person

interviews; at Salt Lake Community College, local malls and at team

member’s places of employment. The current survey response includes 317

people within the clients desired demographic from many different

backgrounds and lifestyles.

We also conducted a random survey that was e-mailed to fifty current

Talking Pictures viewers who had submitted their e-mail addresses to the

Talking Pictures website. We randomly selected every third e-mail address

in the client’s database and asked them to participate.

Survey tool: Google Docs

Target Audience: 18-30 years

CONVENIENCE SURVEY:


Our convenience survey will mainly be conducted through social media such

as Facebook and also sent via email. The survey will ask around twenty

questions and be sent out to 300 people within the demographic age range

selected to target. This survey will be started on March 11th and end on April

2nd when we will begin compiling the information gathered.

RANDOM SURVEY:

Talking Pictures has a current list of viewers and fans that already follow the

program. We will use this list for our random survey. Since this group

already is a fan of the program we will ask specific questions regarding their

likes and dislikes of many aspects of the show that we need to research and

potentially change. We chose fifty people to take this survey and we chose

them by looking at the list and picking every third person. This way of

choosing people makes sure that we are doing it at random and not picking

people in all the same demographics.

LIMITATIONS

Talking pictures is a national show that is also on the internet therefore they

have a lot of viewers that we cannot reach. All of our surveys were done

with people from Utah. The reason for this is not only because we live in

Utah, but that the show is based in Utah.


Another limitation that our group has is that we only have a certain amount

of question we can ask before the person taking the survey gets annoyed.

After seeing the results we can see that we needed to ask more questions to

get more precise answers.


Survey Report Contents

DEMOGRAPHICSAgeGender

TELEVISION What time a day do you watch T.V.?How many Hours do you watch T.V.?Do you prefer local programming?

ENTERTAINMENT Where do you get your entertainment?Do you use Twitter?Do you watch movie clips on YouTube?

MOVIES How often do you go to the movies?How do you decide what movie?Would you watch a movie because of a free offer?Are you interested in a professional movie review?

TELEVISION PROGRAMMING Do you know about Good Things Utah?Do you know of talking Pictures?How often do you watch?What is more important in a show?What hosting style does you like the most?What form of hosting do you prefer?

Total Surveyed: 31833 Talking Pictures Marketing Report

DEMOGRAPHICS

WHAT IS YOUR AGE?

Our target market is ages 18-29, to make sure we have this demographic

taking our survey it was our first question. From the table below you can see

that most people fell under our target demographic. Fifty two percent fall

under this target market, also the rest of the other forty eight percent did not

fall under this target we feel that their information is just as valuable.

Age Number Percent0-15 9 3%

16-18 19 6%19-22 82 26%23-29 84 26%30-35 39 12%

35+ 85 27%


GENDER?

The second demographic that we wanted to know is

what gender are the people who took our survey. Males

took thirty seven percent and the remainder of the sixty three percent were

females.

Gender Number Percent

Male 118 37%

Female 200 36%


TELEVISION WHAT TIME OF DAY DO YOU WATCH T.V.?

It is interesting to see that sixty six percent of our survey population watches

television at least one to ten hours a week. When you look at a survey done

at A.C. Nielsen Co., the average American watches more than 4 hours of TV

each day (or 28 hours/week, or 2 months of nonstop TV-watching per year).

In a 65-year life, that person will have spent 9 years glued to the tube. This is

a lot of time spending in front of the television but with thousands of

channels available out there it is necessary for Talking Pictures to stand out

among the crowd.

Hours a Week Number PercentI don’t watch T.V 22 7%

1-4 hours 108 34%5-10 hours 101 32%

11-15 hours 58 18%15+ 28 9%


IF YOU DO WATCH TELEVISION WHAT TIME OF DAY DO YOU USUALLY DO SO?

From the survey results we see two things one is the time of day that people

prefer to watch television and the other what days they do watch television.

People chose more than one on this category so percentages may add up to

more than 100%. We see that most people watch television around the

evenings and during the weekends. The average American watches

television from seven to nine or in other words that is the primetime.

Compared with our survey results it seems to be right on with the average

American.

Time Number Percent

Morning 45 15%

Afternoons 57 19%

Evenings 254 82%

Weekdays 87 28%

Weekends 136 44%


DO YOU PREFER LOCAL PROGRAMMING?

From this surveys question we noticed that most people, forty eight percent

do not have a preference of what kind of programming it is. Only eleven

percent want it to be local, and forty one percent do not like local

programming. This means that half of the population has already chosen that

they do not even want to know about local programming. This survey has

really narrowed what market share looks are like.

Local Programming Number Percent

Yes 36 11%

No 129 41%

No Difference 153 48%


Entertainment WHERE DO YOU GET YOUR ENTERTAINMENT?

This graph adds up for more than one hundred percent because people

chose one or more option. The most popular ones are most obvious are that

people are getting their entertainment from television and internet about

135%. According to Los Angeles Times people are watching videos on the

internet about three more hours on the internet and four via their cell

phones. Other media although it is used is nowhere near the percentages

that the other two.

Entertainment Number PercentTelevision 196 62%

Internet 232 73%Newspaper 69 22%

DVD’s 150 47%Radio 4 1%

None of the Above 4 1%


Other 34 11%

DO YOU USE TWITTER?

Most of the people surveyed never use Twitter, about sixty four percent.

Only thirteen percent actually use it. From this we learn that people are not

using Twitter as we thought and maybe we should spend more time on other

avenues other than a network that is not popular among our target market in

Utah. Although there are two hundred million people signed up on Twitter we

can use Facebook as a more effective channel because they have four

hundred million people signed up.

Time Number Percent

Often 41 13%

Rarely 72 23%

Never 205 64%


DO YOU WATCH MOVIE CLIPS ON YOUTUBE?

Most people seem to use YouTube to watch movie clips not all the time but

they do use this, and what we learn from this study is that YouTube is

definitely a place that we need to be to get in reach with our target market.

Time Number Percent

Often 48 15%

Sometimes 110 35%

Rarely 105 33%


Never 55 17%

WHY?

Most people go to YouTube to watch movie clips to make a final decision on

what movie they will watch. The other larger percent people go to watch

clips because they are bored therefore we need to make sure our show can

be somewhere where people can go to get some entertainment.

Why Number Percent


To Decide 168 53%

To Learn More 45 14%

Bored 99 31%

Other 65 20%

MoviesHOW OFTEN DO YOU GO TO THE MOVIES?

Most people that were surveyed go to the movies once every few months.

What this means is that people choose wisely what movies they want to

watch. In other words they are being very careful on what they spend their

money on. What this means to us is that people look for guidance on what to

pick and we need to be their guidance for them.

Times Number Percent


Multiple a Week 0 0%

Once a week 21 7%

2+ a Month 88 28%

Once every few months 159 50%

Once a Year 40 13%

Never 10 3%

HOW DO YOU DECIDE WHAT MOVIE?

This table shows more than one hundred percent because people chose

more than one way to decide on what they will choose to help them decide

what they want to spend money on. About seventy one percent rely on

friends for their decision the only other closest decision helper is TV ads with

forty one percent. What this means for us is that people don’t think about

coming to us first not even second we are third on their list, that is even if


they make it that far. We need to work three times harder to get people to

listen to us.

Help Number Percent

Friends 226 71%

Newspaper 40 13%

Consumer Review 81 25%

Movie Critics 91 29%

TV Ads 129 41%

WOULD YOU WATCH A MOVIE BECAUSE OF A FREE OFFER?

Free is always a great thing for people but what we learned from this survey

is that people love their free things but they really love free movie tickets

over DVD’s. This is interesting because DVD’s cost more than movie tickets.


Only twenty seven percent do not care if they get anything out of watch a

movie.

Reason Number Percent

Yes-Free DVD 156 49%

Yes-Free Movie Tickets 201 63%

Yes-Other Free Offers 108 34%

No-makes no difference 85 27%

ARE YOU INTERESTED IN A PROFESSIONAL MOVIE REVIEWS?

The yes or no answer is about the same half the people are interested and

half the people are not interested in the reviews. About twenty nine percent


of people would maybe be interested. What we learn about this is that half

the people are interested on what we have to offer.

Answer Number Percent

Yes 99 31%

No 126 40%

Maybe 93 29%


Television Programming DO YOU KNOW ABOUT GOOD THINGS UTAH?

About half the people have heard of good things Utah which is good for that

program but we need a high percent for people actually watching it to see

how far our reach is with this program.


Never 91 29%

Heard but never

watched it

166 52%

I watch it sometimes 61 19%


IF YES, WHAT DO YOU THINK OF THE MOVIE REVIEW SEGMENT WITH TONY

TOSCANO?

Most of the people have seen Good Things Utah but have not seen Tony

Toscano segment. That means we need to work a lot more on the Good

Things Utah Segment to make it memorable.


Haven’t seen it 211 66%

Saw, didn’t like 16 5%

Saw, Liked it 36 11%

Saw, No opinion 17 5%


Do you know about talking pictures?

Around sixty four percent of the people we surveyed have never even heard

about Talking Pictures. Some have heard of it but not a lot. What we have

learned is that people that have heard of us are not watching our show. This

means that we need to find out what will make us stick out from the rest of

people.


Never 202 64%

Heard. Don’t watch 84 26%

Watch Sometimes 32 10%


IF YES, HOW OFTEN DO YOU WATCH?

For the people who have watched Talking Pictures they would watch it again

about thirteen percent would watch again.


Saw, Watch again 40 13%

Saw, Wouldn’t

watch again

23 7%

Sometimes 29 9%

Frequently 4 1%


WHAT IS MORE IMPORTANT IN A SHOW?

When looking at a show most people pick two things to look for first is

charisma and the second in passion. According to our focus group they felt

that the hosts lacked charisma the most important thing.

Answers Number Percent

Charisma 103 32%

Movie Knowledge 60 19%

Style 61 19%

Passion 94 30%


WHAT HOSTING STYLE DO YOU LIKE THE MOST?

The percentages in this category are more than one hundred percent

because people like a combination of different styles. The most popular is

Regis and Kelly. The rest of them are pretty even when it comes to different

styles.


Tom Bergeron 61 19%

Barbara Walters 56 18%

Ryan Seacrest 88 25%

Regis and Kelley 111 35%

Drew Carey 66 21%


WHAT FORM OF HOSTING DO YOU PREFER?

The results were extremely one side showing that people like the hosting

style of one man and one woman. What we learned from this is that our

prediction of adding a woman might be a really good idea for the show.

People seem to respond better when it’s both a man and a women but the

second highest with twenty two percent is just one man.


One Man 71 22%

One Woman 47 15%

Two Men 36 11%

Two Women 33 10%

One Man One Women 229 72%


QUICK SUMMARY OF CONVENIENCE SURVEY Most people watch television one to ten hours a week Prime time for television is from seven to nine and people most often

watch during weekends Most people do not care if programming is local Most get entertainment from television and internet Twitter is not a very popular media in Utah, most never have used it Most of the population either uses YouTube to watch clips of movies

either rarely or sometimes People have two reasons to YouTube. One to make a final decision on

the movie and the other reason to cure their boredom Most people go to the movies once every few months People make decisions first on friends second based on TV ads. Movie

critics are third on their list if they even reach that far People like free things but prefer free movie tickets over free DVD’s About thirty one percent of people care are interested on movie

reviews People have heard of Good Things Utah but most do not watch Even those who do watch Good Things Utah most have not seen Tony’s

segment Sixty four percent of people have never heard of Talking Pictures Most who have watched talking pictures would watch it again Charisma and passion for what a host does is the most important trait

for the people The most popular hosting style is Regis and Kelly Overwhelmingly, most people prefer one man and one women as hosts


Compare and Contrast Convenience with Random Survey

Convenience Survey

Random Survey

Your Age 0-15 3% 0%16-18 6% 0%19-22 26% 10%23-29 26% 10%30-35 12% 40%35+ 27% 40%

Gender Male 37% 70%Female 63% 30%

# of hours watching TV

I don’t watch television 7% 0%

1-4 hours per week 34% 0%5-10 hours per week 31% 60%11-15 hours per week 18% 20%15 hours + per week 18% 20%

Forms of entertainment

Television 62% 100%

Internet 73% 90%Newspaper 22% 10%DVD’s 47% 80%radio 30% 60%none of the above 1% 0

Do you use Twitter? Often 13% 30%Rarely 23% 40%Never 64% 30%

Do you watch movie previews or clips on Youtube?

Often 15% 50%

Sometimes 34% 30%


Rarely 33% 20%Never 17% 0%

How often do you go to the movies?

Multiple times a week 0% 40%

Once a week 7% 10%Couple times a month 27% 30%Once every few months 50% 20%Once a year 13% 0%Never 3% 0%

How do you decide what movies to go to?

Friends 71% 70%

Newspaper listings 13% 0Online consumer reviews

25% 30%

Movie critic reviews 29% 80%TV ads 41% 20%

How frequently do you watch “Talking Pictures”?

Saw it once, would watch again.

13% 0%

Saw it once, would not watch again.

7% 20%

Sometimes. 9% 30%Frequently. 1% 40%

What is most important to you in a television host?

Charisma 32% 20%

Movie knowledge 19% 40%Style 19% 0Passion for what they do

29% 40%

What format of hosting do you prefer?

One man

22% 0

One woman 15% 0Two men 11% 50%Two women 10% 0One man and one 72% 60%


woman

RESULTS & KEY FINDINGS

We found that there was many similarities within each survey individually;

yet many differences when comparing the two surveys side by side. Overall

the main focus in our convenience survey shows:

Our mode age range is between the years of 19 and 29 (52%).

Our majority of the respondents are females.

Most respondents watch between 1-4 hours per week.

73% of respondents get most viewing entertainment on the internet.

The majority of the respondents go out to the movies once every few

months.

63% have never heard of Talking Pictures.

And by an overwhelming number; 72% prefer a one man/one women

hosting format!


And what did we find with our current or past viewers with e-mails linked to

the Talking Pictures website?

The mode age of the viewer is 30 years and over.

The majority of the respondents were male; 70%!

60% watch between 5 and 10 hours of television a week.

100% watch television!

40% go to see a movie multiple times a week.

80% read or watch professional movie reviews.

Out of the respondents, only 40% watch Talking Pictures frequently!

60% prefer a one male/one female hosting format.

We asked some additional questions that the client wanted answered that

only a respondent that has seen the show could comment on:

Do you like the graphics of the show? 60% NO

Do you like the logo? 60% YES

Do you like the style of the show? 60% NO

If the show was changed and updated would you watch more often?

70% YES

Favorite host? Tony 50%, Rich 20% (30% had no preference).

WHAT DIRECTION AND KEY POINTS HAS OUR RESEARCH TOLD US?


We have learned many of the same things we learned during our focus

group. We will address the show’s format, style and content in our project,

as well as focusing on how we can attract a younger audience. Fortunately

since we started the project the client has already taken the initiative to

make some changes. Rich is no longer co-hosting and Tony is in the process

of screen testing female co-hosts. We have our work cut out for us and we

also have a great client who is open to our fresh ideas and has an excellent

sense of humor…he may need it for our final presentation!

SECONDARY RESEARCH

STATISTICS ON MEDIA CONSUMPTION

People Spend More Than Half Their Day Consuming Media

Lang, Brent. The Wrap: Covering Hollywood 20 Sept. 2010


The Evolution of Media consumption graph shows how much time people spend with their electronics. It is particularly applicable in how it graphs time people spend watching movies in a theater, pre-recorded video, and watching TV. This can help us see how much time the average person spends on TV, and thus how much they might be interested in the Talking Pictures show. It also shows people spend a great deal of time online, so that might also be a useful place to advertise Talking Pictures.(www.thewrap.com/media/column-post/people-spend-more-12-day-consuming-media-study-finds-21005)

OUR TARGET MARKET

Understanding Generation Y.

McCrindle, Mark. The Australian Leadership Foundation 1234: n. pag.

Learning to Learn.


http://www.thewrap.com/media/column-post/people-spend-more-12-day-consuming-media-study-finds-21005

http://www.thewrap.com/media/column-post/people-spend-more-12-day-consuming-media-study-finds-21005

When it comes to understanding teenagers, we must look to Generation Y.

Why are these young people so different from other generations? Obviously

for one, their life-stage means they have much lower financial commitments.

Over 70% of their income is spent arbitrarily, with the majority going on

entertainment, travel, and food. They have different recreational pursuits to

other generations with their top 3 spare time activities being: “go to a party”

(74%); “listen to the radio” (74%); and “go to a movie” (72%). We further

see what influences them. Generation Y’s have lived through the age of the

internet, cable television, globalization, September 11, and

environmentalism. This information is useful in targeting the content

advertising to gain a larger Talking Pictures show audience among the youth.

(

www.learningtolearn.sa.edu.au/colleagues/files/links/understandinggeny.pdf)

Women Shop Online: How To Target Women Online Means

Understanding How And Why They Do It

Lauren Botney. Ezine Article.

The show lacks female views. This article talks about how to target women online

means understanding how and why they do it. This will help in determining on

trying to get more female videos. (http://ezinearticles.com/?Women-Shop-Online:-

How-To-Target-Women-Online-Means-Understanding-How-And-Why-They-Do-

It&id=5153243)


http://ezinearticles.com/?Women-Shop-Online:-How-To-Target-Women-Online-Means-Understanding-How-And-Why-They-Do-It&id=5153243



http://www.learningtolearn.sa.edu.au/colleagues/files/links/understandinggeny.pdf

TELEVISION IN AMERICA

Americans Watching More TV Than Ever; Web and Mobile Video Up

too.

Web log post. NielsenWire. 20 May 2009.

Nielsen published this official report in 2009 stating that TV remains the

screen of choice for Americans. The average American watches

approximately 153 hours of TV every month at home, a 1.2% increase from

last year. In addition, the 131 million Americans who watch video on the

Internet watch on average about 3 hours of video online each month at

home and work. The 13.4 million Americans who watch video on mobile

phones watch on average about 3 ½ hours of mobile video each month. This

gives us an idea of the future and present trends of TV watching in addition

to mobile and online videos. It is useful for Talking Pictures to see that

people still want to watch lots of TV.

(http://blog.nielsen.com/nielsenwire/online_mobile/americans-watching-

more-tv-than-ever)

TV and Internet Use Together Growing.

Sergeant, Jill. Business & Financial News, Breaking US & International News.

Reuters, 22 Mar. 2010.

This article refers to the ever growing increase in online television viewing.

It actually reports that it is actually aiding TV ratings and not leaving them in

the dust. This will be a great guide knowing the importance of fixating much 65 Talking Pictures Marketing Report

http://blog.nielsen.com/nielsenwire/online_mobile/americans-watching-more-tv-than-ever

http://blog.nielsen.com/nielsenwire/online_mobile/americans-watching-more-tv-than-ever

attention to the online presence of Talking Pictures in order to drive traffic to

the show. (www.reuters.com/article/2010/03/22/us-internet-

idUSTRE62L4UB20100322)

According to the A.C. Nielsen Co., the average American watches more than

four hours of television each day or twenty eight hours a week, or two

months of nonstop television per year. In sixty five years a life, that person

will have spent 9 year watching television.

"Television and Health." The source book. N.p., n.d.

(www.csun.edu/science/health/docs/tv&health.html)

FAMILY LIFE

About ninety nine percent of household one at least one television set

99%

1%

Percent of household that posses at least

one TV 1+No TV

The average number of televisions in the Unites States household is 2.24


http://www.reuters.com/article/2010/03/22/us-internet-idUSTRE62L4UB20100322

http://www.reuters.com/article/2010/03/22/us-internet-idUSTRE62L4UB20100322

Percentage of U.S. homes with three or more TV sets: 66

66%34%

Percent of household with 3 or more TV

sets3+ 3-

Number of hours per day that TV is on in an average U.S. home: 6 hours, 47 minutes

27%

73%

Average hours per

day that the average

household watchs

Watch TVOther

The number of videos rented daily in the U.S.is 6 million


Percentage of Americans that regularly watch television while eating dinner: 66

66%

34%

Percent of families who watch TV while

eating dinnerDuring dinnerOther Hours

CHILDREN AND YOUTH

If Your Kids are Awake, They’re Probably Online.

Lewin, Tamar. New York Times: Global Edition 20 Jan. 2010.

This Kaiser Family Foundation Report, published by the New York times,

looks at how young people ages 8-18 spend their time. It was found that in

2009 they averaged about 4.5 hours of TV per day, compared to 3:51 hours

in 2004. Their audio consumption also went up from 1:44 hours to 2:31

hours. In all, young people spend 10:45 per day with media – nearly half the

hours in an entire day. Specifically, the data that TV use has gone up, is a

good sign for Talking Pictures if they want to reach this younger

demographic. (www.nytimes.com/2010/01/20/education/20wired.html?_r=1)


http://www.nytimes.com/2010/01/20/education/20wired.html?_r=1

Number of minutes per week that the average child watches television:

1,680

14%

86%

Average minutes that children watch TV

Minutes watchedNot watching

Hours per year the average American youth spends in school: 900 hours

Hours per year the average American youth watches television: 1500


38%

63%

Average youth time spent

SchoolWatching TV

PRESENT MOVIE INDUSTRY

COMPETITORS

Rotten Tomatoes Rotten Tomatoes is a website that has film information for the average person. They have movie reviews, news, trailers, picture gallery of movies, community events, and DVD ratings. Things that make this website stand out among the rest is how easy it is to see the rating of the movie, if the movie is good than there is a full red tomato but if it is a bad review it has a rotten green tomato. Along with the small picture it has an easy to read percentage


of how good or bad the movie or DVD is. Another great thing is that it has the “like us” button right on the first page. It has an easy to navigate page with a great background design. One of its flaws is that the website is that it is really crowded; it has so much information on the front page that it overwhelming. (www.rottentomatoes.com)

Parent PreviewsParent Previews is also a website that analyzes movie but their target market is just parents. They have everything from reviews of movies, new and old release DVD’s, articles, newspaper, blog, and their own radio show. The differential area of this web site is how specific to their target market they are. Their website is very organized. One of their flaws is that the website looks really bland; nothing really stands out in this website except their logo. (www.parentpreviews.com)Roger EgbertMovie reviews, essays, interviews and the Movie Answer Man from film critic Roger Ebert of the Chicago Sun-Times. (http://rogerebert.suntimes.com)

The Hollywood ReporterMovies in Production • Movies in Pre-Production • TV in Production • Hollywood Creative Directory. Movies - Popular Reviews (www.hollywoodreporter.com)

allmovieA comprehensive film and TV database featuring in-depth reviews, biographies and descriptive content. (www.allmovie.com)

MOVIE INDUSTRY

What to Expect From This Year's Upfront.NEW YORK (AdAge.com) Published: May 14, 2007


http://www.allmovie.com/

http://www.hollywoodreporter.com/

http://rogerebert.suntimes.com/

http://www.parentpreviews.com/

http://www.rottentomatoes.com/

A panel of buyers and sellers of TV airtime gathered at the Upfront Television Advertising Summit conducted by Advertising Age and TelevisionWeek to discuss the state of the industry in a digitizing world.

The genius of the system: Hollywood filmmaking in the studio era1st University of Minnesota Press ed. Schatz, Thomas, 1948-Hollywood studio system, Schatz (Radio-TV-Film, University of Texas, Austin) shows how artistry and business combined to produce one of cinema's golden ages. Focusing on four studios (Warner, MGM, Selznick, and Universal), the book traces the development of house styles, the rise and fall of.Hollywood spectatorship: changing perceptions of cinema audiences Stokes, Melvyn. Pub 2001.This is an examination of the concepts of spectatorship in the light of historical accounts of audience reception. The book looks at how audiences have historically talked about Hollywood movies, and the ways in which "word-of-mouth" responses have affected the reception of individual movies.Cinematography.comI know that the movie industry is huge but I want money ranges and statistics on everything. (www.cinematography.com)

ONLINE MEDIA

Study Indicates Changes in TV Viewing Habits.25 Aug. 2010: n. pag. TVTechnology. 12 Feb. 2011.

According to a recent study conducted by the ConsumerLab division of telcom provider Ericsson, there has been a growth surge in Web-based television viewing. The study, titled “Multi Screen Media Consumption 2010,” revealed that 50 percent of the 300 million consumers polled were viewing Internet TV on a weekly basis. The study also indicated that individuals are


http://www.cinematography.com/

now spending up to 35 percent of their leisure time in watching television. The report goes on to detail other findings such as percentage watching broadcast television and streaming television. This study is useful for our research because it shows how the audience may be evolving to online, but is still spending a great deal of time simply sitting in front of the TV. (www.tvtechnology.com/article/105496)

Youtube Statistics - The Ultimate Time Suck.Clean Cut Media: Influences of Media & Pop Culture on Our Worldview. 18 Feb. 2009

This article lists some fascinating statistics about YouTube usage. YouTube has become a time sucker and a place people have gone to alleviate their boredom. 77% of users coming to YouTube come intending to watch 1 video but end up watching several. As the 4th largest site on the internet, it has 100 million visitors per month. Approximately 15 hours of video are uploaded every minute, and the average user streams 17 videos a month. YouTube is basically free TV where you have all the control.

Talking Pictures isn’t the same thing, but we could compare it to online TV review channels on YouTube. We may consider suggesting this as one venue of online promotion to the younger audience. (www.cleancutmedia.com/video/youtube-statistics-the-ultimate-time-suck)

HOW TO IMPROVE OUR SHOWMAKING SUCCESSFUL FILMSFactors Influencing Motion Picture Success: Empirical Review and UpdateStimpert, J.L., Judith A. Laux, Coyote Marino, and George Gleason. Journal of Business & Economics Research 6.11 (2008): n. pag. Clute Institute for Academic Research.


http://www.cleancutmedia.com/video/youtube-statistics-the-ultimate-time-suck

http://www.tvtechnology.com/article/105496

This report investigates the factors of creative products and services, and a comprehensive examination of factors influencing the box office success of movies. This gives us side information on what kinds of movies the public would be most interested in hearing about on Talking Pictures, as well as the success of the TV program itself. Furthermore it gives us points we could examine this show against for its success in the entertainment industry. (www.cluteinstitute-onlinejournals.com/PDFs/1245.pdf)

Video Marketer’s GuideThis website has tips and tutorials on marketing your video which I think will also help with the tacky show improvements. (www.reelseo.com)How to Improve Broadcast TV RatingsFalwell, Elizabeth. EHow | How To Do Just About Everything! | How to Videos & Articles. 13 Jan. 2011.

Key to helping our client, Talking Pictures, is to understand their world how they do. This resource is a simple guide of how to increase broadcast TV ratings. Hopefully we can use this to as a guide of how TV works and with a better understanding, help them reach their goals and become more successful. (www.ehow.com/how_7770938_improve-broadcast-tv-ratings.html)

How Much Do Television Shows Cost To ProduceAssociated content. Sam Steele.

This article talks about the cost of production on shows. We could compare this to the Talking Pictures show and see where we can improve. (www.associatedcontent.com/article/869035/how_much_do_television_shows_cost_to.html)


http://www.associatedcontent.com/article/869035/how_much_do_television_shows_cost_to.html

http://www.associatedcontent.com/article/869035/how_much_do_television_shows_cost_to.html

http://www.ehow.com/how_7770938_improve-broadcast-tv-ratings.html

http://www.ehow.com/how_7770938_improve-broadcast-tv-ratings.html

http://www.reelseo.com/

http://www.cluteinstitute-onlinejournals.com/PDFs/1245.pdf

Playing to the camera: film actors discuss their craft Cardullo, Bert. 1998Leading film actors from the silent era to the present-Charlie Chaplin, Greta Garbo, Marcello Mastroianni, Henry Fonda, Meryl Streep, and many others-describe the art and technique of acting for film. Illustrated with over fifty movie stills, the book provides a fascinating mix of shoptalk, anecdotal history.

Video MakerThis site has many tips and videos on how to improve your videos. Since the show looks a little tack we could improve it by simple tips. (www.videomaker.com/youtube)

FACEBOOK

Reasons to Have a Facebook Page and Ways to Make it BetterCris Crum. Web Pro News.

This article gives tips on enhancing Facebook presence, as we recommend doing. The average Facebook user spends 55 minutes per day on Facebook, so it can be a tremendous source of web traffic."If your Facebook fan page is a bit of a ghost town, you’re not alone. A fantastic study by Sysomos of 600,000 Facebook fan pages shows that only 4% of pages have 10,000 or more fans – and only .76% have 100,000 or more," says Baer. "That’s why it is so critical to focus your Facebook strategy on activating the fans you have, not just collecting fans like baseball cards." (www.webpronews.com/topnews/2010/02/08/reasons-to-have-a-facebook-page-and-ways-to-make-it-better)

Ways to Promote Your Facebook Page:

1. Prominent link on your site2. Facebook Fan Box


http://www.webpronews.com/topnews/2010/02/08/reasons-to-have-a-facebook-page-and-ways-to-make-it-better

http://www.webpronews.com/topnews/2010/02/08/reasons-to-have-a-facebook-page-and-ways-to-make-it-better

http://www.videomaker.com/youtube

3. Author Bio section on articles/Blog

4. Email newsletters5. Other social media profiles6. Google Profile7. Business Card8. Signage9. Email Signatures10. Advertisements

Ways to make your Facebook page more interesting:- Participate and make it routine- Ask questions- Host events on your page- Highlight contributions from

others- Go beyond just text- Integrate your other online

presences- Take it easy with apps, boxes,

etc. - Run offline events, if you can


7 Ways to Get More Facebook ‘Likes’.Mr. Antisocial. USocial - The World's Most Innovative Advertising.

One of the client’s main goals is to increase their Facebook fan page viewers. This article gives tips on how that can be accomplished and will help us as a team to give a more educated approach in this foreign process to us. (http://usocial.net/blog/7-ways-to-get-more-facebook-likes)

10 Ways to Optimize Your Facebook Page.Kostic, Emily. CoPress | College Media's Backbone. 31 Mar. 2009.

In order to create a successful Facebook page, we need to know the dos and don’ts of Facebook. This article provides many tips to optimize and keep Talking Pictures website at its peak performance. (www.copress.org/2009/03/31/10-ways-to-optimize-your-facebook-page)

How to Develop a Facebook Page That Attracts Millions of Fans.O'Neill, Nick. All Facebook - The Unofficial Facebook Blog - Facebook News, Facebook Marketing, Facebook Business, and More! 11 Mar. 2009

We really want to focus on Facebook, not only because that’s what the client wants, but because we feel it’s the best market to go after. This article goes more in depth on Facebook strategies that are attractive to consumers and drive them to the site, which in turn can greatly strengthen the brand name and image of Talking Pictures. (www.allfacebook.com/facebook-page-strategy-2009-03)

http://www.allfacebook.com/facebook-page-strategy-2009-03

http://www.allfacebook.com/facebook-page-strategy-2009-03

http://www.copress.org/2009/03/31/10-ways-to-optimize-your-facebook-page

http://usocial.net/blog/7-ways-to-get-more-facebook-likes

WEB PRESENCEHow to Become Number One on Google: Kelly C. Jones, SEO Specialist – Plexus.C, Kelly. Web Site Design, Ecommerce Sites, Web Site Promotion, SEO | Athens GA, Atlanta Georgia | Plexus. 27 Aug. 2008.

Without professional SEO help, we are forced to learn what we can on our own. This resource tells some basic guides to help become the number one search in Google, (something Talking Pictures struggles with). It also maps out good practices, such as knowing your goals and competition. (www.plexusweb.com/staff/kelly/blog/post/242/How-to-Become-Number-One-on-Google)

How to Make a Mobile Website – 6 Easy Tips.Flow, Alex. Template Monster Blog.

Something critical for any site is speed, ease of use, and functionality. With nearly 40% of mobile phones having access to the internet, this becomes even more important. Mobile sites are more and more common to address this vital issue. This article goes over the importance of mobile sites and tips on how to create them. This is something that Talking Pictures could


http://www.plexusweb.com/staff/kelly/blog/post/242/How-to-Become-Number-One-on-Google

http://www.plexusweb.com/staff/kelly/blog/post/242/How-to-Become-Number-One-on-Google

definitely benefit from. (http://blog.templatemonster.com/2010/05/11/how-make-mobile-website-6-easy-tips)

FURTHER RESOURCESTalking Picture WebsiteThe talking website will help me stay updated on what is happening in the show. (www.talkingpictures.tv/tag/utah)

How to review movies | eHow.comI want to know a little background on how they review so that I understand the show a little better. Maybe even provide tips on how other do it. (www.ehow.com/how_2000309_review-movie.html)

IMDB, Internet Movie Data BaseThe IMDB website is going to be helpful so we can compare what works with that movie website in comparison to the Talking Pictures website. The site includes trailers and personal information about actors which you find in the Talking Pictures show.

TV Guide.comFind local TV listings, watch full episodes of your favorite TV Shows and read the latest breaking news on TV shows, celebrities and movies. (www.tvguide.com)

RESULTS AND ANALYSISThrough our research, we observed that people still spend a lot of time watching TV and movie even with the boom in electronic consumption.Our target market of young people may be attached to their cell phones, but going to movies remains one of their favorite pastimes. They are also spending more time in front of the TV than in school.


http://www.tvguide.com/

http://www.ehow.com/how_2000309_review-movie.html

http://www.talkingpictures.tv/tag/utah

http://blog.templatemonster.com/2010/05/11/how-make-mobile-website-6-easy-tips

http://blog.templatemonster.com/2010/05/11/how-make-mobile-website-6-easy-tips

Americans are watching more TV than ever, with approximately 153 hours per month, and 6:47 hours per day. The growing TV usage brings positive news for our Talking Pictures show.Within the surrounding movie industry, there are several growing online sources of consumer movie reviews. Rotten Tomatoes is the most prominent, even offering an iPhone app for instant reviews at the theater.There are also reports on the changing media landscape, evidencing that consumers are becoming more digitized. People are increasingly watching movies online, and with shorter attention spans watch multiple forms of media simultaneously.Based on the focus group feedback, we found sources of how to improve show quality, production and audience engagement.Lastly, we found some excellent websites with recommendations on how to optimize your Facebook presence, leverage your web presence, and make your page accessible for the mobile phone users.

TARGET MARKET

PRIMARYAccording to our clients press packet the primary current target market is:

Females 25 to 49 in age. Males 25 to 54 in age.

According to our random survey of current Talking Pictures viewers the current target market is:

Females 35+ in age, making up 36% of the audience. Males 35+ in age, making up 64% of the audience.


They watch an average of between 5 to 10 hours of television a week. They are educated and use many forms of media for entertainment

and information.

SECONDARYTalking Pictures secondary target market is male and female viewers between the ages of 18 and 35 that demographics, geographic and psychographics include:

IOA’s such as watching television and going to the movies. Are located mostly in Utah (due to the majority of advertisers are

local). Have disposable income.

Our Target Market as defined by our company principals is primarily middle-age or more mature men. They would like to better reach the youth and young generation ages 18-30. So we focused our research in this area, their habits, and how to reach them. Increasing women viewership is also a desire of theirs.

ACTION PLAN

INTRODUCTION

We have been excited to work with Talking Pictures Television and Tony

Toscano this semester to find ways of increasing viewership among a

younger demographic and improve the program to attract more viewers


overall. In creating our action plan we began by looking back to the client’s

original issues which were:

1. Increase viewers in the desired demographic.

2. Drive more traffic to the website and social media.

3. Determine public knowledge.

4. Decide on changes that would make the show a better production.

At the beginning of the semester we had many creative ideas of how to help

our client attain his goals. As time passed and research was done we found

that there are many facets to each goal we initially set.

OBJECTIVES

After careful consideration of the knowledge we gained from our focus group

and surveys, as well as changes that our client has already made, we have

concluded to focus on these core campaign objectives:

Increase public awareness with advertising and social media.

Improve the programs production quality with new graphics, updated

wardrobes and more appropriate staging.

Add a young, female co-host to attract a larger market share.

We believe we are on the right track to accomplishing our client’s goals with

our campaign objectives. And with a good action plan Talking Pictures

should be able to move forward and have another successful 100 episodes.


STRATEGY

PRODUCT STRATEGY-Talking Pictures Image (intangible)

As we have mentioned, Talking Pictures image needs some updating to

entice a younger audience. We intend to put the following ideas into

action:

Update Tony Toscano’s wardrobe to be more seasonal and fashionable

in appearance.

Change the set into a more “movie themed” environment.

Have a professional graphics designer improve the graphics on the

show and website.

PROMOTION STRATEGY

Run previews at movies including hosts with reviews at such places as

Brewvies, Capitol Theater.

Viral Marketing. 4 events in summer, once a month.

Seek out regional movie venues for live tapings: movie shoots, film

festivals or “Picture in the Park” events.

Tie-in social media promos with the local venue: meet a star, get an

autograph, be on the show, etc.

Free publicity. Show behind the scenes.

This event will get younger demographic to show up.

Use Living Social and/or Groupon in association with the local event.


Our focus group mentioned that having a mobile application would

encourage viewing. We will be conducting a cost-benefit analysis of

designing an app.

Make don’t miss an episode advertisement. “Don’t forget to record us

next time on your DVR.”

Offering more contests and giveaways to current viewers. Prizes will

be items that the younger demographic would want.

PLACE STRATEGY

Filming the show at locations focused on movies such as theaters and videos

stores during high-traffic times will help to get the public more aware of the

show. Interviewing customers coming out of a newly released movie will

help build a greater audience.

PEOPLE STRATEGY

Our survey showed a 72% positive vote to add a female co-host. We will

screen test females within the younger demographic our client desires to

reach.

Addressing the Current Limitations

PRICE STRATEGY

Financial-Talking Pictures production currently has tight budget restraints

that we have to take into consideration. With the current economic condition

advertisers have discontinued running advertisements. Taking that into

consideration, we have to be creative in our use of funds. We will look for


clothing companies that are willing to trade wardrobes with sponsorship

mentions. We will also look to colleges and talent agencies for a female co-

host that will work for on air exposure and credit alone.

TRACKING INFORMATION METHODOLOGIES

To assist in future forecasting, the following methodologies can be used to

track how many viewers are watching the show and the demographics of the

viewers:

Weekly data provided by ABC.

The number of new fans of Talking Pictures Facebook.

The number of hits, emails and contest entrants on the Talking Pictures

website.

FUTURE OPPORTUNITIES

The entertainment industry is constantly growing and changing with gives

Talking Pictures many avenues to consider in the future. Adding guest hosts,

new locations, new wardrobes and new set designs will keep the show fresh

and new. The internet changes and grows faster than you can calculate

opening up new doors to advertising through the various means of social

media and other forms we are not even aware of yet.

SUMMARY & CONCLUSION


Talking Pictures and Tony Toscano has had many successes throughout the

years on television, radio, the internet and in print medias amongst others,

and with our action plan we are confident that the new and innovative

changes will become valuable for our client as well his viewers. We hope

that through our suggestions the show’s audience will grow greatly over the

coming years.

During the course of this semester, we have enjoyed the experience of

working closely with Mr. Toscano to create this marketing campaign. We feel

that the changes we have suggested is a great step towards the future of

Talking Pictures and will continue to work for our client. As we researched,

we attempted to maintain the original character of the show as much as

possible while enhancing it’s most attractive features and meeting our

objective goals. As a team, we feel that we have been able to accomplish

these goals. To summarize we would like to readdress the objectives we are

focusing on:

1. Increase public awareness with advertising and social media.

2. Improve the programs production quality with new graphics, updated

wardrobes and more appropriate staging.

3. Add a young, female co-host to attract a larger market share.

Through these objectives, we are confident that Talking Pictures and Tony

Toscano will come to have great success with the new and improved show.


Our team would like to thank Tony Toscano for allowing us to assist in

developing this marketing strategy so that current and new viewers will

enjoy the program.

RECOMMENDATIONS

For Talking Pictures to be successful in their efforts of increasing awareness

and improving the show, proper action must be taken. We have planned

several recommendations that we suggest to be implemented to achieve our

client’s goals.

ADVERTISING AND SOCIAL MEDIA:

To achieve the objective of increasing public awareness with advertising and

social media, we recommend using several different avenues to diversify

exposure. The top avenues to advertise through are Google AdWords, and

Facebook Ads.

Google AdWords is a good candidate for advertising due to its wide range in

flexibility. Google Adwords allows complete control in the cost of

advertising. There is no minimum amount required to be spent and only the

ads clicked cost anything. Another great feature about this avenue is

targeting. Google Adwords has the ability to target where the ad is shown

geographically, making it much easier to target a specific group.

Facebook Ads is a great avenue due to the massive amount of members.

Facebook Ads also allows complete control of cost like Google Adwords.


Facebook Ads however are even more effective at targeting customers.

Facebook gives the ability to target ads towards users by age, location, and

interests.

GRAPHICS AND WARDROBE

Our recommendations for the production side of Talking Pictures are simple.

The three key areas that need work are graphics, Tony’s wardrobe, and the

set.

We suggest that a professional graphic artist be brought in to update the

shows graphics to be more pleasing.

Tony needs to be better and more consistent in his choice of wardrobe. This

can be an easy change for Tony. We recommend for Talking Pictures to

arrange an in trade deal with a local clothing company so Tony can appeal

more to his younger, female target market.

FEMALE CO-HOST

For Talking Pictures to maintain its current audience and draw in a larger and

younger audience, we recommend adding a female co-host.

To find the right candidate for the spot, we suggest contacting modeling

agencies. We believe that Talking Pictures can find a candidate willing to

take the job for the exposure. This would allow Talking Pictures to get the

host they need at little to no cost.


JUSTIFICATION

ADVERTISING AND SOCIAL MEDIA

Our justifications for public awareness advertising are:

Flexibility

Low cost

Customer targeting

GRAPHICS AND WARDROBE

Our findings from our conducted focus group and survey concluded that

Talking Pictures needed an overhaul. Two of the key areas that consistently

were brought up as issues were the graphics and Tony’s wardrobe. Those

findings made us realize how important those features are to the Talking

Pictures’ audience.

FEMALE CO-HOST

Our justification for the need of a female co-host is from all our research.

There were a significant number of surveyors who agreed that the show

needs a female co-host rather than two male hosts.

BUDGET

CONTROL:


Though viewership increase is the ultimate goal of the plan, a control cross-

check of the effectiveness of the marketing plan and it’s measure can and

should be established by monitoring and tracking the feedback of social

media.

Facebook Like Control

Facebook users can “Like” a page to indicate to their friends the page is

something they like and they desire to follow the company’s postings. Tony

recently had to establish a new Facebook page so he will need to determine

the average number of likes he receives on his page each month to

determine if his number of likes increases as a result of the marketing

campaign.

Facebook “Like” Control: do a monthly comparison of the percentage of

increased likes after each element of the campaign.

Also, on YouTube, videos can be liked. However, on YouTube, liking a video

is an indication of appreciation and is separate from the desire to follow

users content. This is different from Facebook where “Likeing” a site

indicates your desire to follow the site as well as that you appreciate it’s

content.

YouTube Statistics Control


YouTube offers several methods for monitoring a patron’s activity on a

company’s page. These can be used to track control of the campaign. First,

a baseline number of video views should be established. Second, like

Facebook, a baseline number of new followers each month should be

established. YouTube Stats Control: measure the percentage number of

new followers against the established baseline. Also, measure the number of

Likes for new videos.

Comment Tag Control

Comments by users on Facebook and YouTube can be searched for specific

words, or “Tags” by searching for these words and measuring the increase in

the use of them after a marketing event or campaign a measure of the

campaigns effectiveness can be established. For example, after going on-

site to a Film Festival, search for the name of the Film Festival in the

comments to establish how many people mentioned visiting or seeing

Talking Pictures at the event.

ACCOUNTABILITY:

Since this is a small operation executive producer Tony Toscano will be

responsible to make sure that this budget is on track.

OPERATIONAL:


WARDROBE BUDGET

Since our marketing budget is all but non-existent, we will first approach the

appropriate clothing stores with an offer of trade. We will start with offering

a “credit mention” at the end of every show and if that does not work we will

consider offering a full 30-second advertising spot during the show. If these

efforts prove fruitless we will go shopping! We can start by purchasing only

four different suiting’s, adding a few accessories and carefully dressing Tony

to change his look throughout the months.

CO-HOST SALARY

In our initial talent search we will look towards broadcasting students and

talent agencies to find a fresh, young female who is willing to work for on-air

experience and exposure, an unpaid intern if you will. This should be easily

accomplished, if for some reason this person does not exist we will plan to

offer a salary comparable to currant, going salaries for a once a week on air

talent. Our research shows the average salary is between $21,000 and

$43,000. Depending on experience.

TRAVEL EXPENSE

All travel and related expenses are paid for by the movie studios. When the

studios hold a junket to introduce a new, upcoming movie release they select


a handful of well respected movie critics to attend, preview the movie and

interview the actors and possibly directors and/or producers. The junkets are

typically held in Hollywood, California but have also taken critics to exotic

locations such as Greece and Italy. The studio’s pay for airfare, lodging, food

and minor cash accounts for incidental expenses. This is definitely one of

the perks of the job.

Seek out regional movie venues for live tapings: movie shoots, film

festivals or “Picture in the Park” events it will be free to the public. The

City of Salt Lake has public movie viewing events thought out the

summer at local parks.

o Tie-in social media promos with the local venue: meet a star, get

an autograph, be on the show, etc.

o Free publicity. Show behind the scenes.

o This event will get younger demographic to show up.

Use Living Social &/or Groupon in association with the local event.

Talking Pictures provides a media promotional opportunity for each shoot

location; in exchange for allowing filming of a show at each event location,

the location gets free promotion of their event on Talking Pictures;

therefore, the specific event cost is zero.

Total Cost: transportation & production.

FILM FESTIVALS:


Again, negotiate a zero-cost, cross-promotion: the film festival gets

promoted on the show and Talking Pictures gets to film an episode at the

festival. The promotion of the festival on Talking Pictures might even be

worth reimbursement for travel expenses to the event.

Foursite Film Festival (Ogden)

Idaho Film Festival

These two events are easily assessable the cost will only be transportation &

production.

Studios will pay the cost of bringing celebrities to the show.

Social media:

Facebook pay per click ads can cost as little or as much as you would like to spend per day. These ads are targeted to user’s profiles and display on the right side. The pay-per-click system works by bidding for advertising, so we will not know how much we should bid until the ads are actually placed. We would recommend budgeting $700 per month on Facebook ads to start with.

YOUTUBE ADSWe recommend advertising through YouTube because it is one of the largest places our target audience visits.

Specifically, the InSlate ads appear that they would appeal to our target audience the best.


InSlate (Pilot). This ad format would play against long form video content. Viewers choose one ad among several or watch regular commercial breaks. The advertiser is charged when the viewer chooses to watch its ad.

This ad format combines the brand engagement of video with the precision of online advertising. This also uses a pay per click method which further reduces cost. We recommend budgeting whatever money is left over for advertising.

GOOGLE ADWORDS

SET YOUR BUDGET

There's no minimum spending requirement – the amount you pay for AdWords is up to you. You can, for instance, set a daily budget of five dollars and a maximum cost of ten cents for each click on your ad.

AVOID GUESSWORK

Google provides keyword traffic and cost estimates so you can make informed decisions about choosing keywords and maximizing your budget.

PAY ONLY FOR RESULTS

There is only a charge if someone clicks the ad, not when the ad is displayed.

New graphic software estimated $800.

FORECASTS: Future Opportunities


The entertainment industry is constantly growing and changing which gives Talking Pictures many avenues to consider in the future. Adding guest hosts, new locations, new wardrobes and new set designs will keep the show fresh and new. The internet changes and grows faster than you can calculate opening up new doors to advertising through the various means of social media and other forms we are not even aware of yet.

MEASUREMENTS: Tracking Information Methodologies

To assist in future forecasting, the following methodologies can be used to track how many viewers are watching the show and the demographics of the viewers:

Weekly data provided by ABC. The number of new fans of Talking Pictures Facebook. The number of hits, emails and contest entrants on the Talking Pictures

website. How many people show up to the events.

SUMMARY

At the start of this project, we met with Tony Toscano of Talking Pictures,

and learned the broad experience and history of their show.

Through research we determined they had three main needs:


Find effective recommendations on how our client can increase the

viewership of the 18 to 29 year-old demographic.

Provide information about how to increase traffic to the client’s website

and Face Book page.

Provide viewer ideas on ways to improve the show and methods of

implementation.

So our team set to work to find answers and quality marketing

recommendations.

By doing a S.W.O.T. and Situational Analysis we found that Talking Pictures

has an established show with strong industry relationships and international

viewers. However their current website and operating budget constrains the

ability to appeal to viewers. This could be an opportunity for growth, as

websites and word-of-mouth marketing can be done very inexpensively. For

threats, there are growing independent bloggers and movie reviewers, and

economic conditions make it difficult to jumpstart new ideas. The current

marketing strategy is also quite limited, so we hope to share fresh effective

ideas.

In Primary Research we conducted a focus group and two separate surveys,

totaling over 300 individual responses. The focus group provided excellent

constructive feedback, after watching a segment of the actual Talking

Pictures show. We learned what they liked and disliked in the production

itself. The surveys shed valuable insight on consumer's current media 97 Talking Pictures Marketing Report

habits, where they would look for movie reviews, and general preferences in

talk shows.

We used Secondary Research to further delve into answers to the critique

given by the focus group, such as how to improve the Facebook presence,

and progressing show quality to present demands. In the process, we

discovered additional information about the shifting use of digital versus

traditional media by consumers.

Our Target Market as defined by our company principals is primarily middle-

age or more mature men. They would like to better reach the youth and

young generation ages 18-30. So we focused our research in this area, their

habits, and how to reach them. Increasing women viewership is also a desire

of theirs.

The Action Plan outlines our diverse and creative ideas to grow publicity and

viewers of Talking Pictures, while keeping in mind a shoe-string budget. The

main points emphasized social media, graphics and wardrobe, a female

cohost, and events. We hope that through our suggestions the show’s

audience will grow greatly over the coming years.

Our Budget further justified and demonstrated why we chose these

recommendations, how they can be done at minimal cost, and the results

they will achieve for our initial objectives.


In conclusion, we are confident that through these objectives Talking Pictures

and Tony Toscano will come to have great success with the new and

improved show. Our team would like to thank Tony Toscano for allowing us

to assist in developing this marketing strategy so that current and new

viewers will continue to enjoy his award-winning program.


BIBLIOGRAPHY


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