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B Y / S Y D N E Y W E I N K L E , M I C H A E L M I N I C H I E L L O , M A R I N A G O D I N E Z NBC stays afloat amidst the changing times...

NBC was the U.S.’s first major broadcast network.. According to Thewrap.com, Total Viewers 2017-2018 Television Season: NBC: 9.1 million (up 10% from last year’s 8.2 million) NBC was late to the reality-TV trend, and it was difficult to find replacement shows for Seinfeld and Friends (retired in 1998 and 2004, respectively). NBC can be noted for: This Is Us, Saturday Night Live, The Voice, America's Got Talent, Days Of Our Lives, The Office, and Parks and Recreation. The list goes on and on. NBC CONTINUES TO DOMINATE TV PROGRAMMING When it comes to prime-time household ratings since 2015 NBC has dominated the competition including CBS, Fox, and ABC. NBC is out front in the key 18-49 demographic, thanks in large part to NFL football. The broadcaster is down just 5 percent year over year, which is pretty good in this changing television landscape.

The Effect of OTT Consumption Growth

60% of homes in the U.S. have one or more SVOD services, according to Nielsen According to eMarketer, 40% of millennial households in the U.S. relied solely on internet streaming and broadcast. Five years ago, NBC led the first night of premiere week (Sept. 23, 2013) with a 4.6 rating among adults 18-49, while ABC was in fourth with a 2.3 rating. This year, NBC led all networks on Monday night — with a 2.1, while fourth-place ABC landed with just a 1.2. (Indiewire) C U T T I N G T H E C A B L E C O R D , O R A R E W E ?

A few years ago, the rise of the streaming service changed everything for home entertainment. Suddenly, viewers had a way to get their content outside f the cable cord TV packages they were already overpaying for. BUT ever since the early years of the twentieth century, NBC and Universal began creating their extraordinary legacies in the exciting new worlds of motion picture production and distribution, location-based entertainment, and radio and television production and broadcasting. Today, as one company under the ownership of Comcast, NBCUniversal continues to build on this legacy of quality and innovation. NBC continues to rise in ratings despite the new trend to cut the cable cord. Their ability to innovate new ways to keep up with the current video market keeps their name in the game. NBCUniversal set to launch standalone streaming service in 2020

NBCUniversal is NBCUniversal’s Hulu recently joining the streaming service will announced that it streaming wars, offer original has more than 25 announcing that it programming for million will launch its own subscribers alongside subscribers in the standalone its catalog of titles. United States streaming service Shows like 30 Rock alone, which is in 2020. and The Good Place approximately half will be available to of Netflix’s current NBCUniversal also stream through US subscriber base has a 30 percent NBCUniversal’s of 58 million. stake in Hulu. service E V E R Y T H I N G I S G O I N G L I V E . . . In order to get closer to audiences, bigger platforms love connecting with their followers via LiveStream. Video is the first step to making a connection but the next important thing about video that is more personal is live streaming from wherever you are. Live videos are more economical because there is no need for investment in production or editing. Live streaming also attracts many users because of its authenticity and its spontaneity. Users are attracted to the idea of connecting with a person at the exact time however, in different spaces. Instagram has just launched the standalone video app that you can interactive via Instagram named “IGTV.” This video app is similar to Youtube despite the fact that it is specifically made for mobile devices; all of the videos are vertical. Specific brands will want to use this app because this is what their users are interested in. Something else that isn’t necessarily new but it is still making a big impact, is promotion via Facebook and Instagram via paid ads. More and more businesses are paying attention to these platforms and the way they are promoting it rather than any other platform. Users love connecting with other users or a brand because it feels more authentic. Users are attracted to the idea of 360-degree videos are making connecting with a person. traditional formats that much Whether it is through edited more exciting. videos or live stream, they enjoy According to Quicksprout, having something to share with “Audiences are 65% more people on the web. It becomes likely to interact with a 360- more relatable when we are able degree video.” It is to connect with others through hypothesized that we will see media. more of this content in the Users love connecting with next few years starting in 2019. other users or a brand because it NBC’s Songland is a show that feels more authentic. This is why creates an easy connection for Youtube has sparked such a users. Users can connect over following; people are enjoying their favorite contestant, live content or pre-recorded favorite performance, judge, content that is produced by etc. There is a lot of room for themselves, not so much NBC to act upon this element. professionally.

According to Content Marketing Institute, Youtube is the YouTube is current video market’s biggest contributors. Youtube video production has skyrocketed and as the months go on it is the current going to continue the trend. The production value of Youtube has increased up to $4.3 billion. “61 of the Top 100 video brands now embed Youtube videos on their websites." Lots of brands like to have professionally and user-generated market’s content for promotion. Youtube is all about producing content frequently and producing tons of content. The biggest content that people release on Youtube is all about time and effort into the content the producers are creating. contributors As for Youtube, the best way to communicate to younger audiences is through this platform. According to Content Marketing Institute, more than 500 million hours of videos are watched on Youtube each day. Video absolutely needs to be added to any type of marketing out there if the idea wants to be heard. Viewers retain a lot more information when they are watching a video rather than reading it in text. For shows like Songland, NBC is able to upload contestants auditions, and clips throughout the season to keep watchers engaged and create shareable content. VIDEO REALLY IS... Video is Going Live: Live streaming services are growing in popularity on Facebook, Instagram, and other popular social media channels. Research indicates live streaming encourages more audience engagement and retains viewers longer than prerecorded video. Video is Going 1:1: Marketers are finding it is best to send a personalized video rather than a personalized email when dealing with consumers. The notion of using a 1:1 video approach can apply to following-up on an inquiry, offering content, delivering support, simply saying thanks, or practically any application. Video is Getting Search-Friendly: AI and the use of closed captions are making video content more searchable. AI can transcribe the audio tracks of video with voice recognition to make video searchable. Google even recently announced the addition of video previews to the video carousel that appears in search results. Video is Turning 360: The recent advent of 360-degree video content enables viewers to control their perspective for a more immersive interactive experience. Video is even taking over the marketing industry

Ever since video made its way into marketing more prominently in recent years, it hasn’t shown any signs of slowing down. Nowadays, it’s the medium of choice for marketers looking to distribute content and increase engagement -- and more importantly, consumers. Take a look at some of these video stats: 70% of consumers say that they have shared a brand’s video. (Wyzowl) 72% of businesses say video has improved their conversion rate. (Wyzowl) 52% of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo) 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video. (Forbes)With numbers like these already, many marketers are beginning to wonder if video is a bubble. It’s doing so well. Marketing via video is the best way to reach a large audience. It is the biggest tool for marketers. T V A D S P E N D I N G $20.33 Billion

With the rise of OTT and declining ratings across broadcast and cable television, TV ad pricing has actually increased. It takes more commercials to reach the same number of people so the pressure on supply for available time slots has increased rates. A survey taken by Ad Age found the average 30-second spot for a prime- time ad has increased by 6% in the past year alone. Live shows keeping NBC on top

NBC wouldn’t have the highest ratings amongst their competitors if it weren’t for their live-music/ live shows. Some of these include: The Voice, America’s Got Talent, Saturday Night Live and World Of Dance. All of these shows recruit famous actors, singers, dancers, and performers to entice their audience.

Songland will fit right in and be able to draw current NBC Live show watchers by doing something similar with the show idea. This will create a new night for NBC viewers to tune into a new favorite keeping people engaged multiple nights of the week. Social Takeover

O U R P R E L I M I N A R Y F I N D I N G S S H O W R E S I L I E N C E I N T H E I N D U S T R Y I N T H E L A S T F E W Y E A R S T O T H E D I G I T A L D I S R U P T I O N U N D E R W A Y . I N A N U T S H E L L , T H E M A I N T H R U S T O F E N T E R T A I N M E N T G R O W T H H A S B E E N A N D W I L L C O N T I N U E T O B E D I G I T A L V I D E O , F U E L E D B Y S O C I A L NBC has ordered “Songland,” a new music competition aimed at discovering the greatest songwriters in the world. In each episode, five songwriters will perform their original tracks in front of three top music producers and a major recording artist on an intimate soundstage. Each song’s lyrics, arrangements, beats, melody, and story will be considered by the panel as producers engage in a discussion about ways to creatively adapt them to better fit the style and sensibility of the recording artist of the week. Who’s joining Songland?

Big names in cast: Charlie Puth expected to be on first episode, One Republic’s Ryan Tedder, Grammy- nominated songwriter Ester Dean, Grammy-winning country singer-songwriter Shane McAnally Executive Producers: Eurythmics co-founder and producer Dave Stewart, “The Voice” producer Audrey Morrissey, Maroon 5’s Adam Levine, and director Ivan Dudysnky. Inspiration: The concept was devised by Stewart, Morrissey, and Dudyskny. Songwriters are the backbone of singers and tell stories to each generation through the singers. Now it is time to pull back the curtain for an opportunity for more talent to emerge. It will create a bigger appreciation for the songs we love. WHO’S Sally is 21 year old student GOING TO in college who loves to watch The Voice with her WATCH? roommates on Monday nights over a bottle of wine. Demographic: Sally and her roommates NBC current users all love the same contestant Adult Men and Women and vote for him every Ages 18-35 week.

ELEVATOR PITCH

Songland is NBC’s official way of staying relevant to current users. It will help further engagement so that people will start to watch NBC shows on each day of the week. With streaming services taking over television, NBC will needs to keep their ratings up to stay afloat. Thematic idea

This is a family friendly show that connects fellow viewers through favorite contestants, judges, and performances. Strategy

Songland is an NBC show that broadcasts on live television. We need to target the consumers who already enjoy television shows on the NBC network similar to Songland such as 'The Voice, America's Got Talent, and World of Dance. We want to move those audiences towards this fun new show because it is has a similar feeling to the other shows they watch on this network. These people would be able to be reached when they are looking for the next new live television show on NBC. It is important to keep in mind where our target audience is spending their time other than watching live television on NBC. Our target consumers are also spending their time using Virtual Reality, they are always paying attention to the new trends on the App Store, and many people enjoy watching video blogs on Youtube. Virtual Reality

The VR experience will put people front and center on the Songland stage where they can interact with the three top music producers that judge the show and the artist who the contestants will be working with. Songland App

This app will allow users to create their own song at the palm of their hand by recording their voice, or typing out, personalized lyrics and arranging the lyrics with a wide variety of preset beats and melodies. And can send and share with other users on the app. Songland ‘Behind the Scenes’ Website

The website will be a platform that users can go on to always stay connected. It will provide information on current contestants on the show as well as who went home each week (a small re-cap). It will also offer background information on the three top music producers that are set to judge the show and the recording artist that the winning contestant will be working with. This will bring the viewer closer to the show by making the experience more personal. The website will also include fun ways for users to learn more about the making of and true stories behind popular songs that will be used throughout the show. Songland 'Behind the Scenes' Youtube Text placeholder ChannTexte placeholderl

This Youtube channel will incorporate the lives of the contestants and how they prepare for each show. Each contestant will be “vlogging” their creative process when it comes to writing songs and show the imperfections that got them to create a perfectText song placeholder for the judges. "Vlogging" or video blogging is a way to create the contestants’ relationship with the viewer more personal, which ultimately will make them feel more engaged. Interacting on Instagram

While the show is airing on live television, Songland will give the audience the opportunity to be featured on the show. The audience will be able to post on their personal Instagram about how they are tuning into the live TV program. This will give Songland the opportunity to interact with their audience and make it more exciting for the viewer to tune in when the show is live.

Summary

Our 5 ideas will bring audiences from similar television shows and give them an opportunity to interact through multiple platforms. These 5 different platforms (VR, Webpages, Apps, Instagram, and YouTube) are rising today and already have big audiences, so it will be beneficial to promote Songland through these different platforms to reach different audiences. It is important that Songland considers the interest of their viewers and based on those viewers, creates an opportunity for a connection between the show and their audience. These ideas give NBC a way to ensure the engagement between users and the show. Overall, Songland will benefit from using each of these platforms, and keep the network adloat amdist the changing times of Network TV shows and streaming. Thank you!