channel brand overview

Channel Brand Overview

Today

Bio is more than the Biography series…

o Channel is built on a broader programming palette

o Brand has ‘permission’ to be broader, more

relevant and

meaningful

o Distinguishes ‘Biography’ series from the channel

o Has found a niche in real, compelling stories

Brand vision

On Bio we prove that…

o Truth is always more entertaining than fiction.

o We can’t make this stuff up.

o True Story

Brand vision-broken down

o Truth refers to real people and compelling events, even if it’s a

dramatization

o More entertaining than fiction allows a wide range of programming options

- Emphasis is on entertainment first - Beyond documentaries encompassing real life, scripted

stories about real people, interview and chat, music, ‘soft’ crime, biography, paranormal

o Not about fiction or education

Real people who have great stories to tell.Famous or not.

Brand positioning

We can’t make this stuff up.

Brand positioning- broken down

)

This claims and owns an attitude towards entertaining non-fiction that promises something extraordinary and surprising that gets people talking

We refers to BIO individually, as well as in conjunction with our audience

Stuff conveys a peer/conversational point of view – not formal or condescending

o Great stories with dramatic highs and lowso Unique/sensational/extreme characters and situationso Implies depth & breadth of content – we dig deep to find these storieso Grants permission for a wide range of emotion/tone/intensity (funny/scary/light/heavy)

Target

o Adults 25-54

o Curious about real people and their true stories

o Watch a variety of non-fiction programming, real life, fact-based mysteries, dramas, docu-soaps, biopics and newsy celebrity, entertainment shows

o Emotionally involved versus passive viewers, actively participate in conversations about pop culture

o Comfortable with a mix of highbrow and lowbrow content

BIO

Female skewed GE cable channels

Lifestyle/soft doc channels

Local broadcast networkscommercial and public

E!

Entertainment sites and shows

Crime procedurals

Hallmark

Cable movie channels

Broad competitive set internationallyFor audience, content and ad sales, primary

competitors are defined as:

Brand Values

Brand values are defining principles that state what we believe.

While we try to achieve all of these qualities in everything we do, every individual effort should embody at least half of them.

While we try to achieve all of these qualities in everything we do, every individual effort should embody at least half of them.

ENTERTAINMENT FIRSTWe make pop culture entertainment from the most gripping, surprising and amazing stories

THE GOOD, THE BAD AND THE UGLYWe never hold back or sanitize the truth – we

dare to show everything, warts and all

PUSHING BUTTONSWe provoke extreme emotions and opinionated conversations. Controversy is OK, as long as it’s

honest

Brand AttributesAttributes form the basis for our voice and personality.

Each promo effort should include at least one attribute from each of these sets.

Spike Attributes Buzzworthy

Brand attributes which uniquely define and differentiate the brand Smart

Unexpected

Qualifying Attributes Emotional

Valued attributes which place the brand in a select group of competitors Sensational

Relatable, personal

Entry-Stake Attributes Entertaining

Commodity attributes expected of all category competitors Compelling

Revealing

Brand Lens

Deep: Long form story telling (not flavor of the day or sensational)

Personal: First person story telling

Entertaining: More entertainment than education

Real: The good, the bad & the ugly

Relevant: Pop culture and nostalgia

Programming palette

Today the BIO schedule is built on a broader programming palette which includes the following:

o Biography o Character driven real lifeo Compelling real life storieso Soft crime storieso Music, interviews and chato Celebrity and paparazzio Psychic and the paranormalo Situation real life

BIO Concept Schedule  MONDAY TUESDAY

WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

20:00

CELEBRITY BIO

POP CULTURE TV/MOVIE SPECIALS

BIOGRAPHYBIOGRAPHY

MUSICPARKING WARS

CELEBRITY GHOST

STORIESI SURVIVED

21:00

GENE SIMMONS

POP CULTURE TV/MOVIE SPECIALS

INSIDE STORY

BIOGRAPHY MUSIC

THE EXTERMINATOR

S

PARANORMAL STATE

I SURVIVED

22:00

HAMMERTIME

SHATNER'S RAW NERVE

THE CHRIS ISAAK HOUR

PARANORMAL COPS

PSYCHIC KIDS INTERVENTION

23:00

CELEBRITY BIO

BIOGRAPHY POP CULTURE

URBAN LEGENDS

PRIVATE SESSIONS

CASE CRACKERSMY GHOST

STORYOBSESSED

Channel description

o BIO proves that the truth about people is always more entertaining than fiction.

o BIO is about real people and extraordinary stories of their lives: up close and personal, gritty and provocative, always unfiltered.

o BIO original series uncover the drama in people stories: everyday situations with a twist; celebrities going off script; people-centric crime stories and paranormal events.

o On BIO, everyone has a story.

Thank you, Baby