q1 q2 2011 comms plan template[1]
TRANSCRIPT
Science Channel Comms Plan
Q1 and Q2 2011
Q1 and Q2 Program Promotables
• Q1 Programming– How It’s Made A to Z
– An Idiot Abroad
– Deadly Decent
– How It’s Made
– Out of the Shadows
– NRO Pilot
– Monster Bug Wars
• Q2 Programming– Build It Bigger
– The Underground
– Sci Sports: Anvil
– 4 Horsemen
– Last Flight Space Shuttle
– How Do They Do It?
– Sagan Files
– Through the Wormhole 2
– Wonders of the Universe
Q1 and Q2 Key Events
• Q1 Events– TCA Winter Tour - Jan
– Sales Conference - Jan
– Real Screen - Feb
– Board of Dir Mtg - Feb
– Talent School - Feb
– Rebrand Launch - Mar
– Chicago Upfront - Mar
• Q2 Events– NY Upfront – April
– MIPCOM – April
– Board of Dir Mtg – May
– World Science Festival - June
Q1 2011
How It’s Made A to Z
• B-Level Promotable• Angles:
• Leverage as a ‘Science Channel institution’ – Longest running show on network
• Comprehensive wrap-up of how “all things are made”
• Tactics:• Wide spread listings outreach to top market press
• Strong social media play:– Pitching “Top 10 items featured” to Sci Blog friendlies– Soliciting Comments/Tweets on viewers favorite HOW IT’S MADE eps.
An Idiot Abroad
• A-Level Promotable• TCA: Position Gervias/Pilkington/Merchant as the faces
of the evolving Science brand• Targets: EW, TV Guide, People (in LA)
• Golden Globes: Use buzz surrounding hosting to generate discussion for AN IDIOT ABROAD
• Targets in Los Angeles: LA – Ferguson, Conan, LA Times, Access/
• Premiere Week: Follow up with New York press for show premiere:
• Targets: Colbert, Letterman, Today Show, GMA, New York Times, USA Today, AP
• Additional publicity ideas:• YouTube video of K.Pilkington
Deadly Decent
• B-Level Promotable• Angles:
• 3 different selling points: – Adventure – “The next big extreme sport”– Athletics – Optimal fitness required for job– Innovations in medicine/science – exclusive, unique developments from
mineral hid deep in the earth’s crevices
• Targets:• Broadcast: Story of rescue during filming
• Adventure/Fitness magazines & online counterparts (Men’s Health, Field and Stream, Men’s Journal, Maxim ect…)
• ‘Alternative’ publications – Rolling Stone
• Niche interest blogs – Caving, climbing, ect.
How It’s Made
• C-Level Promotable• Angles:
• Science Channel ‘fan-favorite’
• Targets• Listings
• Social Media – “Real Time Tweeting” from Science Twitter account as the episodes premiere new items during the show
Out of the Shadows
• A/B-Level Promotable• Angles: “The world's top secret intelligence findings
revealed exclusively to Science Channel”• Leverage the unique access to under cover agents
• Tap into the preexisting intrigue for espionage (Spy Museum, Top Secret America – Washington Post Series, Wikileaks investigations ect.)
• Targets• National Newslines – USA Today, New York Times, Washington
Post
• Broadcast Opportunities - *Confirm expert/talking head
Monster Bug Wars
• A-Level Promotable• Angles:
• Super Bowl of insects – leverage sports/fighting angle
• Targets:• Male skewing broadcast, print, online (Late night shows, ESPN
news, adventure magazines, AOL’s Asylum ect...)
• Partnerships:» Reach out to UFC/WWF for interested partners
• Additional Publicity ideas:• Voice-over narrated bug fight mirroring other ‘viral videos’
Forensic Factor
• TBD – Confirming air date
Q2 2011
Build It Bigger
The Underground
SCI Sports: Anvil
4 Horsemen
Sagan Files
Wormhole 2
• A Level Promotable
Wonders of Universe