Memorandum

To:       Charlie Collier, President & General Manager, AMC

From:   Becca McGovern, Strategic Planning Committee

Re:       Final Strategic Plan for AMC

At the heart of TV is the consumer. Strategists can preach revenue streams as much as they want, but the consumer is ultimately the only thing that draws revenue in. Despite all of the shakeups recently in the media industry, good content wins out — but only if it has the backing of the consumer. Continue reading →

MEMORANDUM

TO:                         Steve Burke, CEO NBCUniversal

FROM:                   Susana Benaim, Strategic Planning Committee

SUBJECT:              Strategic Analysis: Second Screen Viewership and Usage

Executive Summary

NBC Universal owns media properties in television, cable, film, and online. Amongst these properties, cable and film are currently the most profitable. However, with the rise of digital media and the Internet, even the most profitable properties have reported some loss of revenue over the last few years.

Frank Rose’s book The Art of Immersion showcases many examples on how to further engage audiences with the content in these media properties. Second-screen viewing is one of these options. There are two types of second-screen usage: simultaneous and sequential usage. A 2013 report from research firm NPD Group shows that 87 % of U.S. entertainment consumers use at least one second-screen device while watching television. Although second-screens are used typically for non-related activities, about 30% of viewers search for actor’s names or other content-related information. Continue reading →

In this report I will propose a few recommended strategic plans that I believe will help Netflix adapt to both the immediate and near-term changing media landscape when looking at three recent, salient developments that will affect our business. These emerging trends have been researched and forecasted to have an effect on the digital space in which we operate and it is my strong belief that the moves I layout will enable us to not only meet but also positively exploit these affecters. Continue reading →

TO:                  Mark A. Cooblitz, Senior VP of Strategic Planning, Comcast

FROM:             Nicholas Pulis, Strategic Planning Team

RE:                  Trends: A Description, Prediction, and Prescription

DATE:             April 29^th, 2013

Part One: Executive Summary

As a company Comcast-NBC has witnessed the changing media in its practical entirety. The trendy field of communications is one capacity that NBC has proficiently conquered for nearly a century; however, it is safe to say that this digital age has provided an extreme disruption to the company. For a team involved in strategic planning it is vital that these interrupting trends are not only identified, but analyzed, forecasted, and prescribed. In today’s day and age it is not what is happening now it is what is happening next, and if Comcast wishes to continue being the industrial powerhouse they currently are they must follow suit and advance. As a company, Comcast-NBC is “striving to create the best content and constantly pursue innovation to delight consumers.” This philosophy is relevant, but there are three trends that Comcast must become aware of if they wish to survive in this rapidly shifting field. Cord cutting, digital streaming, and big data are three trends that are not only transforming media but are trends that will make up the industry in the future. It is up to Comcast to decide whether they would rather fall to the wayside, or grab a hold of this remarkable opportunity and flourish. Continue reading →

Memorandum

To: Brian L. Roberts, Chairman and CEO, Comcast Corporation

From: Ben Levy, Strategic Planning Committee

Subject: Trends Impacting Comcast Corporation

Executive Summary

In this report, I propose two strategic moves that will enable Comcast Corporation to adapt to certain emerging trends.  The first trend to address is cutting the cord on cable.  Many consumers are looking for other ways to view their content.  This is why second-screen viewing is one of the emerging trends that Comcast needs to focus on and have development in.

Side-cars, such as Roku and Apple TV, are examples of devices that Comcast needs to get their content on.  There is a high increasing demand for these products and the availability of Comcast content on these devices is pivotal for Comcast moving forward.  Another example of a second-screen viewing device is the Xfinity app on the XBOX 360 platform.  This is an extremely important industry to consider.  Continue reading →

TO:                  Mark A. Cooblitz, Senior VP of Strategic Planning, Comcast

FROM:             Nicholas Pulis, Strategic Planning Team

RE:                  Andrei Jezierski’s Television Everywhere

DATE:              April 8, 2013

Television everywhere is receiving content that you want, where you want, when you want it. It is far from a new concept, but over the course of the last five years the idea has had media analyst extremely active. Andrei Jezierski’s book Television Everywhere: How Hollywood Can Take Back the Internet and Turn Digital Dimes into Dollars takes a look at television content and the transformation it has had away for it’s original platform. Specifically. Jezierski provides information on how television everywhere was developed, where it is today, what viewers want, and how Hollywood is everywhere. Continue reading →

To:                        Steve Burke, CEO NBCUniversal

From:                    Susana Benaim, Strategic Planning Committee

Subject:            The Art of Immersion, How the digital generation is remaking Hollywood, Madison Avenue, and the way we tell stories, by Frank Rose

Frank Rose is “a leading writer and speaker on digital culture.” He writes a blog called Deep Media, which covers advertising, entertainment and storytelling developments and is a contributing editor for Wired magazine. Mr. Rose’s book, The Art of Immersion is an example-driven analysis of how new technology is changing the media industry. His theory is founded on the fact that stories are universal – however, the way we tell stories seems to change with emerging technology. People want to be immersed. They want to be involved in a story and make it their own. The question is, how can media companies accommodate this desire? Rose provides a plethora of examples, ranging from interactive marketing schemes from movies like the Dark Knight, to the creation of Wookiepedia, the Wiki of all things Star Wars. Through these examples, one can see the consistent thread of consumer immersion successes and failures that are affecting the advertising, film, television and videogame industry. For NBCUniversal’s interests, the book provides insight into immersion projects that could yield ideas for marketing content and creating a lasting relationship with consumers. Continue reading →