Read without ads and support Scribd by becoming a Scribd Premium Reader.
See Premium Plans
 
Four examples of media brand positioning documentsAugust 1995Comedy Central 1991MTV: Music Television 1987 Nick-at-Nite 1987Hanna-Barbera 1994
 
Assignment: POSITIONING COMEDY CENTRAL(originally CTV: Comedy Television)Agency: Fred/Alan Inc.Date: 1991Positioning document written by Bill Burnett
CTV: Comedy Television was the bastard child arising from the ashes of war betweenMTV Networks’ “HA!: the TV Comedy Network” and HBO’s “The Comedy Channel.”The merged entity came into existence with hundreds of millions of dollars in secondrate programming (SNL excepted) and personnel. And a basic difference in programming philosophies between the owners.We stepped into the fray more aligned with the HA! folks (who weren’t interested inoverpromising to the audience that everything on the channel would be funny) than theComedy Channel folks. They insisted that the word “comedy” be in the channel name, but, other than that, were completely in the dark as to how to create a channel that had adefined point of view in all promotion and programming.The positioning reflected the vision of our team that felt a network could seem like a place where America’s favorite comedy stars hung out and where all the rising starswanted to go; kind of like Rolling Stone is to music.In fact, network management so bought into the vision that they renamed the joint“Comedy Central” straight out of the positioning document. Now only if they had doneany more than that...
 
POSITIONINGCTV: Comedy Television
aka
Comedy Central
1991
Search
Search History:
Searching...
Result 00 of 00
00 results for result for
  • p.
    • Notes
    Load more