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2/3/2009 Notes of Bob Greenblatt SeminarA case study of how Showtime Competing with HBO
TV Biz Seminar by Mr. Bob Greenblatt, President of Showtime
Time: 2/2/09 18:00-22:00
Venue: William Morris Agency 2f
1, The current Cable Biz model
1.1 Reduce cost ($10 million per episode)
1.2 Sell more (International Syndication) --> For Greenlight consideration
1.3 Reduce risk (Pre show)
1.4 Logic & combination of both
2. Key Success Factors
Original Programming
Brand equity
Movie Premier could only last one night
Original Programming could keep the viewer
Bob Greenblatt's Legend of change Showtime from TOILET (Full of crappy movies and shows) into a real competitor of HBO
L1: Position yourself
As a smaller cable--> Niche position instead of mainstream
L2: Definition of Win?
Simple -->Make handful good shows
Promote to Press, Viewers and agent
in 3-5 years
L3: Cost Strategy
Get the right people (pay a little bit more), Unique Position, and cheap cost
L4: Compete with HBO (2X bigger)
The killer strategy from HBO: Over buy, Power competition, Killer hit Take Aways: potential TV biz model in China --> Biz Model works for funds --> Ideas to reply to DMG
L5: Why HBO become movable from immovable in last 5 years?
HBO believe itself immovable
High cost production
Old ideas --> Fresh --> Change
L6: Some Hollywood executives are grown from assistants --> So they only know how to follow their old bosses.
L7: Why Showtime could compete?
Freedom / Don't need to figure out whats the next hit / Patient and just wait to see
Take Away: The closest seat advantages -> Feels like talking with you only, connection, touch...
L8: MKT
Strategy/Internet/Pilot everywhere testing/ CBS synergy / Best campaign (Show based, $7-8 million real money per show)
L9: Schedule
Just fight, Face the fight, since there are no where to hide
Showtime keep the Sunday night to debut new show, back to back
Successful fight with HBO, more viewer, 100% transition rate to week 2
L10: Create controversy TrackbacksThe trackback URL for this entry is: http://trytoremember2005.spaces.live.com/blog/cns!A26A099365058426!1829.trak Weblogs that reference this entry
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