The Sony channel New Channel Evaluation Fuel for Brilliant DECISIONS - PowerPoint PPT Presentation

The Sony channel New Channel Evaluation Fuel for Brilliant DECISIONS February 2013 Fuel for Brilliant DECISIONS

Outline 1.Introduction 2.Main Findings in Detail i. Is there a need? ii. Could Sony do it? iii. Do they like it and would they watch it? iv. Would it drive subscriptions? 3.Conclusions & Implications Fuel for Brilliant DECISIONS

Introduction Fuel for Brilliant DECISIONS Fuel for Brilliant DECISIONS CLIENT LOGO HERE ON MASTER

Background and methodology Background SONY and FOXTEL have been in discussions regarding a channel for women. In February 2012, research was conducted to test the channel concept for propensity to watch, measure the appeal of the channel and proposed programming and identify any potential barriers to viewing and successful channel launch. Methodology D&M Research hosted an online survey with 500 Australian women aged 25-54 years. The survey was 15 minutes long and included visual stimulus in the form of a video showing elements of the SONY channel offering. To achieve a good spread of women, quotas were placed on age and location. The sample included 50:50 Pay TV Subscribers / Non subscribers, with the data weighted back to the population proportions in the analysis. The typical respondent was a women aged 40 years, married with children, living in a Capital City with a combined household income of around $90K. Fuel for Brilliant DECISIONS

Main Findings in Detail Is there a need? Fuel for Brilliant DECISIONS Fuel for Brilliant DECISIONS CLIENT LOGO HERE ON MASTER

Types of Shows or Programs like to Watch Women claim to watch and love Dramas, Soaps and Miniseries / Movies. 100% Watched Favourites 90% 80% 70% 77% 76% 60% 72% 72% 71% 71% 69% 50% 63% 40% 44% 30% 40% 39% 35% 31% 30% 20% 39% 39% 34% 32% 33% 32% 25% 25% 10% 17% 15% 15% 11% 10% 8% 6% 2% 4% 1% 0% Mini series / Movies Drama / Drama serials Sports Other (Specify Based on Genre Fuel for Brilliant DECISIONS QA1a. Which of these types of shows or programs do you watch? QA1b. And which of these types of shows or programs are your favourites?

Top 3 Favourites by Show Type Just over 1 in 2 mentioned an actual Drama or Soap show in their top 3, and 1 in 3 as their most Favourite. 100% Top 3 Favourite 90% 80% 70% 60% 55% 48% 50% 40% 35% 27% 26% 30% 18% 18% 15% 20% 11% 33% 8% 7% 5% 27% 4% 3% 1% 10% 16% 13% 9% 8% 7% 6% 5% 3% 2% 2% 1% 0% 0% Net Dramas & Soaps Reality/ Celebrity Soaps/ Soap Operas Sports Based on Shows Fuel for Brilliant DECISIONS QA2. Which television shows were your favourite 3 programs or shows in 2012?

Watching soaps Top Soaps by Country One in 4 women said they watch Soap Operas, among these: B&B 49% of USA USA Soap Viewers = 63% AUS Home & Away 72% of AUS = 62% Soap Viewers UK Downton Abbey 0.25 0.75; 100% = 17% 34% of UK Soap Viewers Other = 9% N= 127 respondents who watch soaps All respondents n=502 Population = 1,145 Population = 4,520 Fuel for Brilliant DECISIONS

Most watched Soaps in 2012 by Country The most watched USA Soaps are The Bold and the Beautiful (49%), Days of our Lives (17%) and Revenge (13%) . The most watched Australian Soaps are Home & Away (72%), Neighbours (33%) and Packed to the Rafters (18%). The most watched UK Soaps are Downton Abbey (32%), Eastenders (24%) & Coronation Street (20%). USA Soaps Australian Soaps UK Soaps Base 83 Base 80 Base 23 Population 729 Population 722 Population 195 The Bold and the Beautiful 49% Home and Away 72% Downton Abbey 32% Days of our Lives 17% Neighbours 33% Eastenders 24% Revenge 13% Packed to the Rafters 18% Coronation Street 20% The Young and the Restless 10% Winners and Losers 4% Emmerdale 5% Bones 6% House husbands 9% Other 34% Parenthood 6% Offspring 3% Dont know 15% The Big Bang Theory 5% Underbelly 3% Dallas 4% Other 3% UK Greys Anatomy 4% Dont know 3% = 17% How I Met Your Mother 3% Days of our Lives 3% Other 11% Dont know 3% AUS = 62% USA = 63% N= 127 respondents who watch soaps Fuel for Brilliant DECISIONS Population = 1,145

Is anything missing? 7 in 10 . . . Australian women aged 25-54 think there is something missing from the current Australian television offering (71%) Fuel for Brilliant DECISIONS

What’s missing in the current offering? When asked what, if anything, is missing from the current Australian offering, only 29% said ‘Nothing/Don’t know’, indicating that for 71%, something is missing. Australian/local content 14% Movies/Mini Series/Better movies 12% Comedies/good comedy 8% Drama/Drama series 7% Variety 7% Documentaries/Nature/History 6% Quality programming/quality acting and writing/less cheap reality 6% DK/Nothing 29% 0% 5% 10% 15% 20% 25% 30% 35% Fuel for Brilliant DECISIONS

Is there a need? 1 in 3 . . . Australian women aged 25-54 think the current Australian Almost television offering needs a channel that caters more towards women (31%) Fuel for Brilliant DECISIONS

The current Australian offer Overall, Australian Women give the current television offer for women a 6/10. Extremely well 100% 10 5% 5% 6% 7% 90% 9 10% 11% 80% 8 20% 22% 23% Bottom 3 6 70% 7 6 Box 6 60% 6 3-4 5 - Neither 34% 50% 5 6-7 36% 37% 40% 4 Top 3 Box Average 30% 3 20% 2 33% 27% 24% 10% 1 0% 0 Not at all well Total (N=502) Pay TV Subscribers (n=248) Non Subs (n=254) Fuel for Brilliant DECISIONS All respondents n=502 B2. How well do you think the current Australian television offering caters to women?

Who caters best – Pay TV Subscribers vs. Non Subs Channel 7 is seen as catering best to women amongst Non subs, Lifestyle the best for Subs – who also rate it higher. Rating Rating 7.5/10 7/10 30% 27% 25% 25% 23% 22% 20% 19% 15% 13% 13% 12% 12% 9% 10% 8% 6% 5% 4% 5% 4% 2% 2% 1% 1% 0% 0% Seven Nine Gem Arena Other Pay TV Subscribers (n=248) Non Subs (n=254) Fuel for Brilliant DECISIONS All respondents n=502 QB3. Which television station – on either FTA or Pay TV – do you think caters best to women?

Interest in channel dedicated to Soaps Around 2 in 3 women who watch soaps are interested in a channel dedicated to Soaps, including 1 in 3 highly interested. Interest is higher amongst Pay TV Subscribers. Extremely 100% 10 16% 15% 16% 90% 9 3% 80% 8 11% 8% 14% 7 70% 7 11% Bottom 3 Box 6 12% 6 60% 6 3-4 34% 5 - Neither 50% 5 29% 6-7 27% 40% 4 Top 3 Box Average 30% 3 20% 40% 2 34% 31% 10% 1 0% 0 Not at all Total Soap Watchers (n=127) Pay TV Subscribers (n=64) Non Subs (n=63) N= 127 respondents who watch soaps Fuel for Brilliant DECISIONS Population = 1,145

Interest in a channel that focuses on family & relationships 7 in 10 women are interested in a channel that airs a variety of genres with a family and relationship focus. Among them, 4 in 10 are highly interested. Extremely 100% 10 5% 5% 6% 5% 8% 90% 9% 9 15% 80% 8 16% 17% 7 7 70% 7 7 NETT Bottom 3 Box 60% 6 29% 3-4 31% 32% 5 - Neither 50% 5 6-7 40% 4 Top 3 Box Average 30% 3 45% 20% 2 39% 37% 10% 1 0% 0 Not at all Total (n=502) Pay TV Subscribers (n=248) Non Subs (n=254) Fuel for Brilliant DECISIONS All respondents n=500 QB6. How interested are you in a channel that airs drama, comedies, reality, lifestyle shows, talk/chat shows and documentaries that have a family and relationship focus?

What would women build? If women could build their own TV Channel catering for women about 1/3rd of all programming would be dedicated to Drama and Soaps, Mini series and Movies. Drama/Drama Serials; 12% Net Drama/Soaps/Mini Variety/Talent Shows; 5% series/Movies = 34% Daily Style Chat or Talk; 8% Soaps/Soap Operas; 9% Documentaries/Nature/History; 8% Reality/Celebrity Reality; 8% Mini series / Movies; 13% Crime/Law/Mystery; 10% Respondents were shown 10 feature genres as ingredients for a channel that catered Lifestyle; 16% Comedy; 12% predominantly for women and asked what percentage of each genre they would include if they were making the channel themselves. Fuel for Brilliant DECISIONS All respondents n=502

Main Findings in Detail Could SONY do it? Fuel for Brilliant DECISIONS Fuel for Brilliant DECISIONS CLIENT LOGO HERE ON MASTER

Spontaneous Associations with SONY – Word Cloud There is a high free association of SONY with Quality (31%) and Televisions. PRE-CONCEPT ASSOCIATIONS * A ‘Word Cloud’ is a visual depiction of the responses to this question. The frequency of mention is indicated by the font size of the word Fuel for Brilliant DECISIONS QC1. Thinking now about the brand SONY. When you think about the brand SONY, what comes to mind?

Could SONY do a TV Channel? Nearly 6 in 10 (57%) think SONY is capable of having a TV channel, and less than 1 in 5 (15%) disagree. PRE-CONCEPT Total (n=502) 16% 41% 28% 9% 6% 3.5 Pay TV Subscribers (n=248) 21% 34% 30% 10% 5% 3.6 3.5 Non Subs (n=254) 15% 43% 28% 9% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Strongly Disagree Partly Disagree Neither agree nor disagree Partly Agree Strongly Agree Fuel for Brilliant DECISIONS All respondents n=502 QC2. Thinking about the SONY brand, regardless of whether they currently do it or not, how much do you agree or disagree that SONY could do the following in the future?