ABC Networkdigital strategyJess MOnack

agenda1. Challenge

2. Traditional TV Landscape & Competitors

3. ABC’s Role in TV Landscape

4. Shift in Landscape & New Players

5. Opportunity

6. Audience

7. Insight

8. Solution & Positioning

9. Creative Thought Starter

10. Supporting Touch Points

“If it weren’t for Philo T. Farnsworth, inventor of television, we’d still be eating radio dinners.” -Johnny Carson

OUR CHALLENGE

TV audiences are choosing not to watch shows during original air times.

We Need to create a holistic digital strategy that will drive appointment

viewing and encourage Overall greater loyaLTY to ABC’s hit properties.

Traditional TV LAndscape

Fewer screensto choose from

Handful ofmajor networks

Missing your favorite show meant being outof the loop at the watercooler.Imagine: No DVRs!

Make ‘Em Laugh Tried & True

Family Guy

American Dad

Cleveland Show

The Simpsons

New Girl

Mindy Project

American Idol

the office

Parks & Rec

30 Rock

Community

Go On

Late Night Shows

Law & Order

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“Traditional” competitors

ABC as a brand

Rarely reprise old showsregularly attract cult followings

commited to content that is original & different

Innovative, Current, Modern

ABC & Tech1st to develop & incorporate an interactive ipad app

ABC has been a pioneer of contemporary content and delivery.

Shift in the landscapeTHe Power of Choice

Shift in the landscapeRedefining “Remote Control”

Miso ToutVIGGLE

“WE used to have the few people in your living

room that you were having a shared

conversation with about what you were

watching, it’s now exploded beyond the bounds

of the living room and it’s the world that’s

having a conversation about what we’re all

watching.”

-Dick Costolo, CEO Twitter

Shift in the landscapeMoving forward

OpportunitySecond Screen

86% of people are using one of their

other devices While watching television.

We can reach our audience in more ways and on more screens than ever before.

Over-index for review siteslike rotten tomatoes &

yelp: see value in takingthe time to write

reviews & share theirexperiences with others.

our audienceconnoisseurs of television

Millennials 18-24define self through mediapop culture expertgoogle = external brainSocial MEdia Fiend

everything in real time

except television

“I would be less into a show

if someone took away all my

social media, because you

wouldn’t have somebody else to

share that with and get them

involved...” (Ad Age)

our audienceconnoisseurs of television

Insight

Watching Television is

inherently social: the best

part about watching shows is

having conversations about

them with other people.

Insight

Convo Opinion Critique Curation

Think: abc delivers the most current content in the most innovative ways.

Do: Engage with shows and each other during original air times.

Feel: more than just caught up on a show, they’re the experts on it.

Strategy GoalsWhat do we want to encourage?

ABC’s entertainment experience promotes personalized curation through sharing.

What We’re Communicating

The only way to be a true aBC Critic is to be the first to watch.

How We’ll communicate ita community of connoisseurs

we need to create a platform where people’s reviews, comments, and related posts can exist

and are up for discussion only during original airtimes and for a limited period

directly following.

Curation Platform

Twitter

tumblr

Facebook

Supporting Touch PointsWhere will it live?

THANK YOU!

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