Everything Entertainment

Strategy Proposal

gE!neral overviewE! engages in the production and distribution of entertainment news and lifestyle-related programming. It is owned by NBCUniversal

From headline makers to tabloid shakers, E! is the leader of the latest Hollywood news and buzz

E! began as Movietime, which was a service that aired movie trailers, entertainment news, event and awards coverage, and interviews

Popular shows include E! News, Chelsea Lately, Keeping up with the Kardashians and E! True Hollywood Story have become “staple” shows for E!

Where you are…E! already has an impeccable and notorious “clientele” basis. With over 97 million viewers, their main target market are females ages 18-49. With viewers being 52% female, and 43% male- they have opportunities to increase male viewership.

One of their main focuses could be to create more male-oriented television shows considering the target market as of now is dominated mainly by women

E!’s competitors include other entertainment shows that also have websites where you can access everything online that had an earlier debut on television. These contenders include TMZ, ExtraTV and A&E Television Networks- which are also leading rivals within the entertainment business and offer similar programming.

Main Competitors

E! is heavily involved in Facebook, Twitter, and Blogs about the companyFor example, E! Online’s Twitter has over 2.8 million followers and counting. Their

spokespeople such as Ryan Seacrest and Giuliana Rancic are also avid “tweeters” along with celebrities such as Chelsea Lately and the Kardashian clan.

There are also opportunities to expand on the sister channel they run, Style Network, which reaches close to 65 million viewers.

 

Where you want to go…

How you will get there…

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General & Administrative

Research & Development

Sales & Marketing

Job Function Composition

E! has the opportunity to use social media websites to boost their sales and marketing functions

*Chart received from E! Entertainment’s LinkedIn Statistics

Emphasis on Social Media

With over 19,000 followers on Facebook, E! can be “tagged” when mentioned in a status.

However there are opportunities for growth. E! could place their showtime schedules and recent

news regarding the latest on what is happening with celebrities and

fashion on their Facebook page as well.

E! Online is constantly connected to the world of Twitter, they are regularly streaming tweets throughout the day- with a heavy emphasis in the evening when the bulk of

their programs are premiering. Since their representatives are also constantly live tweeting as well, followers are

continuously being advised about what to tune into on E!

“Lets hear it for the boys”Currently, E!’s target audience is women, however, their general target market is “young, up-

scale, active adult viewers.” E! has already flawlessly translated themselves digitally and virally. However, there is always room for improvement, and that improvement could be their male

viewers. Much of E!’s programs are targeted directly at women, in fact, their sister channel (Style Network) is almost completely saturated in female viewership.

Shows such as The Soup generally posses a more equal male-to-female audience. It is proven that although everyone is immersed in pop-culture, males tend to gravitate to programming with a

heavy basis on sports and comedy.E! has extensive opportunities to create a “brother” channel that could easily combine an ESPN,

Tosh.0 and salacious celebrity anecdotes all-inclusively.

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Jan Feb Mar April May June July Aug Sept Oct Nov Dec

Chief E! Programming X X X X X X X X

Social Media X X X X X X X X X X X X

New Male Programming X X X X X X X X X X X X

Media Flight Plan

This media flight plan represents what times are most beneficial for E! to streamline their television programming and were the money allocations should be distributed. During the year, their main

programming is most heavy during fall and spring, with new premieres and award shows profound during this time, and a little less during the summer months (however, still very important). Since

social media has become a constant, it should be a continuous priority and the new male programming idea should be a constant as well, with sports seasons lasting all year round.

Putting it All Together

Social Media

Reputation

Brother/Sister channels

E!Entertainment Television

Celebrity Following

New Opportunities

for vast audience

All in all, E! has an impeccable and solid reputation as being the leading contender in everything entertainment. From audience size to social media tactics, E! is both a leader and an innovator.

Nevertheless, there is always room for improvement. E! has the resources and the status to create and expand their viewership to cater to their entire audience (male and female).