positioning nick-at-nite
DESCRIPTION
The first branding document for Nick-at-NiteWritten by Alan Goodmanfor Fred/Alan, Inc., New York City1987 .....Introduction 1994, by Fred SeibertAssignment: POSITIONING NICK-AT-NITEAgency: Fred/Alan Inc.Date: 1987Positioning document written by Alan GoodmanI’ve worked on a lot of networks, but Nick-at Nite is one I truly enjoyed. The idea of America’s first oldies television channels scared a lot of people; my partner and I tried to sell a broadcast version of it to ABC for at least two years. But we loved TV so much we kept trying. The idea of seeing the good stuff again was appealing to us and, with not too much persuasion, the whole Nickelodeon staff.If only the ad-sales department agreed.Even though Nick-at-Nite solved a huge problem of what to do--efficiently--with the nighttime Nickelodeon satellite time, and the high ratings proved that American cable consumers loved--loved--the idea, the sales department insisted that they couldn’t sell spots on a network of “reruns,” and certainly not “reruns in black & white!” They tried to change the network to “all comedies” but found that the promotion people (led by Betty Cohen, by the way) and programmers couldn’t find as good an approach as “TV for the TV Generation.”This positioning paper was written after the dust settled to give everyone working on Nick-at-Nite a re-grounding in what the network was, and how to communicate the attitude of America’s first oldies TV station.TRANSCRIPT
Positioning Nick-At-Nite
Written by Alan Goodmanfor Fred/Alan, Inc., New York
1987
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
POSITIONING CHALLENGES
Accurately reflect the interests of the target audience.
Develop a statement to guide program acquisition, promotion, advertising.
Develop a statement broad enough to accommodate future original programming.
Create a hook without the negatives of "rerun channel" or "classic television" or "TV for the TV generation." Or comedy.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
POSITIONING EXAMPLES
We knew what MTV, VH-1 and NICKELODEON were as channels before they were positioned for an audience.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
POSITIONING EXAMPLE--MTV
MTV--A Video music channel.
POSITIONING--The home of irreverence, juvenile delinquency, surprise and energy. The opposite of anything you would expect to find on conventional television. Summed up in the phrase "MTV vs. Normal TV."
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
POSITIONING EXAMPLE --VH-1
VH-1- - a video music channel.
POSITIONING - - Seen entirely in relation to its precedent-setting and predominant sister, MTV. If MTV is fiery-hot, VH-1 is cool -blue. If MTV is youthful and energetic, VH-1 is older and more relaxed. Summed up in the phrase "The Other Music Television."
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
POSITIONING EXAMPLE --NICKELODEON
NICKELODEON-- A kid's channel
POSITIONING -- For kids from a kid's point of view. Come to us to relax, be yourself, escape from the adult world. Summed up in the phrase 'Us vs. Them."
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
WHAT IS NICK-AT-NITE?
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
NICK-AT-NITE -- A LOT TO OVERCOME
Programs are old.
black and white
reruns
not even popular enough for syndication
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
NICK AT NIGHT -- A LOT TO RECOMMEND
Programs are mostly situation comedies.
quality shows
remembered by a significant, targetable group.
surrounded by promotion as inventive and entertaining as the shows themselves.
New shows and specials are being created to take advantage of the unique environment Nick-At-Nite allows.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
DEFINING "NICK-AT-NITE"
What works about "Nick-At-Nite" --Old shows.
Ridiculous promotion around old shows.Absurd advertising for old shows.
"Nick-At-Nite" does the unthinkable--
IT PRETENDS TV HAS MEANING IN OUR LIVES
What "Nick-At-Nite" has done more successfully than anything is bring importance to the most disposable thing we have in America. Showing black & white TV shows that are 25 years old --AND PROMOTING THEM --contemporizes the shows. Knowing we are watching something that doesn't fit in today's world and being completely self-conscious about our enjoyment of it is the essence of "Nick-At-Nites's appeal.
"How to be Donna Reed" is a contemporary reaction to watching and enjoying Donna Reed.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
"Car 54 Training Camp" starring Al Lewis is a contemporary reaction to watching and enjoying "Car 54. "
DEFINING NICK-AT-NITE --TWO EXAMPLES OF ORIGINAL PROGRAMMING
TV COMEDY TEST -- While the National Health Test Show and National Driving Test Show tested people's knowledge of elements important to real life, Nick-At-Nite used the same format to test our knowledge of the phony, make -believe garbage we love on TV.
KINGPINS -- A lampoon of every game show ever, and every bowling show ever. KINGPINS could never have existed if other (straight) bowling shows hadn't come first.
NICK-AT-NITE DOESN'T EXIST IN A REAL WORLD.
NICK-AT-NITE EXISTS IN A TV WORLD.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
WHAT WE'RE LIKE
The same way David Letterman is self-conscious about being a talk show, and Garry Shandling is self-conscious about being a sitcom, and Saturday Night Live is self-conscious about being a variety show, Nick-At-Nite is self-conscious about being a network.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
DEFINING NICK-AT-NITE
All of us involved in creating the programming, promotion and advertising for Nick-At-Nite, do all that we do for all the right reasons--With all the best intentions--after getting all the best research--
And believe in it. Wholeheartedly and completely.
But all along the way, we hear this nagging voice in our heads:
"COME ON, YOU'RE KIDDING, RIGHT?THIS IS REALLY ALL A GAG, RIGHT?WE DON'T REALLY WORK IN TV, DO WE?NOBODY IN THEIR RIGHT MINDS WOULD EVER GIVE US THE
MONEY TO REALLY DO THIS WOULD THEY?"
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
NICK-AT-NITE IS:
In love with television, Even misses the test patterns.Michael Keaton's favorite television channel. (?)A night light.An inside joke.Just like the Museum of Broadcasting, if the Museum had a fridge with beer.Where all the TV cliches echo fondly.A theme park, not a network.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
NICK-AT-NITE is like Fantasyland or Adventureland
It's TV LAND.
Nick-At-Nite positioning statement:
“HELLO OUT THERE FROM TV LAND!”
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
"HELLO OUT THERE FROM TV LAND!"
It's funny. It says we're funny.But we could still run Bonanza.
It's a phrase baby boomers might remember.
It's upbeat, says this is fun stuff.
It suggests that Nick-At-Nite is a place, a home.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
WHAT THIS MEANS TO PROGRAM ACQUISITION AND PROGRAM DEVELOPMENT
It provides a broader palette than just comedies, so long as our attitude about promoting them stays the same. (We can never become too reverent or important. Remember, this is a theme park, where they sell cotton candy).
It's a barometer. Nick-At-Nite shows aren't just television, they're about television.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
WHAT THIS MEANS TO CABLE OPERATORS
"Nick-At-Nite" is a channel that programs for consumers the most consistently appealing genre of programming (comedies), and feels about TV the way they do themselves.
It is a "high-concept" service exclusive to cable TV.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
WHAT THIS MEANS TO ADVERTISERS
"Nick-At-Nite" is an environment buy, similar to MTV and Nickelodeon.
They buy the network, the attitude, the promotions and specials, the mood and emotion, not the black and white reruns.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
WHAT THIS MEANS TO CONSUMERS
"Nick-At-Nite" is a place they want to go to.
It cuts through the clutter of 36 network choices
It is a channel whose philosophy will draw viewers without asking them to analyze the value of an individual program.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987
It has a better opportunity to become a "first choice" channel for channel switchers than anything else "Nick-At-Nite" can do right now.
The End.
Written by Alan Goodman for Fred/Alan, Inc. NY 1987