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VH-1IDsSTRATEGY DOCUMENT
Fred/Alan Inc.October 11th, 1990
 
GROWING VH-1
Growing VH-1 requires increasing VH-1's ratings-VH-1's current average 24-hour rating is about a .2Since average daily ratings are comprised of average rating throughout the day--which begin withaverage minute samples--we know we can increase ratings by:- Increasing the number of viewers- Increasing the amount of time current viewers watch- or bothVH-1's "product" consists of:- Programming: Music Videos- Packaging: Promos, IDs, VJ connects
GOAL:
Our goal is to make VH-1's "product" entice people to stay with VH -1 longer and persuade them tocome back again soon.
 
Step 1: Programming
Until recently, VH-1's programming could always bedescribed in relation to MTV.- Like MTV, but softer - Like MTV, but older Focus group research  and the success of VH-1's  "History of Music Video A to Z"  special showed thatthere is a potential loyal audience for a Greatest Hits music video channel.VH-1 now has the opportunity to be distinctive in relation to all other channels, including MTV with atangible, desirable programming format that we can own:
VH-1: THE GREATEST HITS OF MUSIC VIDEO
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