Universal Studios Television USA Cable Network

How USA Cable Network created the right appeal for its Latin American markets.

Challenge:
The Latin American group at USA Network in Miami found their sales in Mexico, Chile, Argentina and Brazil dropping. The broadcasting group needed to capture more viewers in the 18-34 age demographic. AMS was asked to help generate positioning and concept statements for testing in each market. We recommended a situation analysis to provide a more through understanding of each market's viewer environment from which positioning and creative strategy would be developed.

Solution:
Initially, we examined target audience opportunities, programming concepts, competitive programming counter strategies and a general understanding of the market targeted by the network, which helped us identify appropriate demographic and psychographic profiles of the target.

AMS then conducted an extensive market intelligence study. This included: locating, gathering and analyzing information from industry sources as well as doing a competitive analysis of both the U.S. and each of the four countries where the network broadcast. After sifting through the data, we concluded that the network did have programming that would appeal to the targeted 18-34 niche and that they need(ed) to re-design their programming slate to meet this demand.

Given these insights, our recommendation was simple: develop positioning to capitalize on the new programming schedule. During the network's implementation of the new strategy, we worked closely with researchers, marketers and producers to develop and produce creative concepts. Later, these efforts were tested in an extensive round of focus groups.

Results:
The groups among 18-34 year olds confirmed the positioning appeal and provided direction for look and feel as well as sales and marketing efforts. This process pushed the entire organization to successfully implement sales and marketing plans, which aligned with the new positioning network for the network.