Designing TV Brands and Experiences

Boiled down from a bullet-pointy Fast Company piece that is heavy on highlight but makes me hunger for details.

Get more people to tune in to Court TV

The key has been to think like a consumer-products marketer…create a clear identity for each network.

Research revealed that the viewers of Court TV’s prime-time shows include two main groups: mystery solvers, typically women ages 25 to 54 who enjoy piecing together a story to solve a problem, and “real engagers,” young men who like true stories that take them places they wouldn’t otherwise go.

[So,] change the name. Court TV evokes images of criminals. The channel will relaunch as truTV.

Before truTV debuts, Koonin will send researchers into the homes of target viewers to gather information, much as Intuit famously does with its software.


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