BU Media Evolution (FT 701)
Class Assignment from Andrew Davis
Building a new media brand
I expect you to create a pitch package for your new media brand. This pitch package must include:
The name of your new media brand
A one sentence description of your of your content idea
A description of the show mechanics (if I watched an episode, what would I experience.) - Make sure you address the frequency with which you’ll deliver your content.
Does your content brand have legs? (Meaning can I create ‘n’ number of episodes or will I run out of ideas?) This means you must have at least ten episode titles to help demonstrate its staying power.
Target a Micro Daypart
Which part of the day, what demographic and what activity are you targeting in your audiences life? How are you planning to own this time?
Explain the reasoning behind your choice of a medium with which you are targeting your audience. If you're using video, how will it be delivered, on what device are you setting the expectation for consumption?
Your primary distribution channel:
If it’s video where are you distributing it (YouTube?) If it’s imagery, or text, or audio, what channel will you use to create your content brand and why did you choose this channel.
What personal brand (talent) will power your media brand? How did you find them? How big (or small) and how valuable is their audience? Who already consumes their content?
Why did you choose this talent? What makes you think they can succeed on this distribution platform?
Your ancillary media channels
Where and how will you extend your content brand in the digital world? Will you also post photos on Instagram? Are you starting a Facebook page? Every platform you choose must be justified.
Tapping a Trend or Creating a Movement
Leveraging Google Trends, explain how you're tapping into a growing trend or new digital movement and the thinking behind your trend.
How will you turn your new media brand into revenue? Will you sell a line of branded products? Will you sell advertising, underwriting or charge consumers for access to the content? Will you sell books or host events?
Feel free to use any of these examples
...Or Choose Your Own!
You’re free to use any online content as inspiration for your media brand story - as long as you clearly explain the content, can showcase the appeal of the original content, and can define the audience that’s embraced the content.
Fat Sick & Nearly Dead
Devin Graham's Water Jet Pack
Lauren Luke's Make-up Tutorials
Your new media brand will be evaluated on the following criteria (in order of importance)
Is it creative and compelling? Have you come up with a unique hook, a smart idea and described (or presented) it in a fun and compelling way.
Have you been able to translate your new media brand into a compelling revenue stream (it’s not about having the numbers, it’s about the revenue model.) Is it a realistic revenue model given the past and the future of media?
Trend/Movement Choice & Momentum
Have you chosen a viable trend, movement or niche with momentum worth pursuing?
Micro Daypart & Medium Choice
Have you defined a micro daypart and medium that stands a chance of cutting through the clutter? Is it unreasonable to assume that you can own this time in the consumer's mind?
Have you chosen a compelling, exciting and interesting talent to power your media brand? Is there audience valuable enough to leverage as a starting point? Are they multi-faceted enough to power your revenue models?
Have you built a compelling multi-channel expansion model for the media brand you’re building? What are you using each channel for and how will they help round-out your media brand?
Applied Old Media Lessons
We’re also going to be looking for old media lessons that have informed your new media brand. Are you leveraging appointment television? Does your content have a format? Is it frequent-enough for the channel? Are you using the right media for the right reasons?
I've made time available to discuss this assignment with anyone interested. Please book time on my calendar if you'd like to meet via skype or phone to chat further.
Time can be booked on my calendar below: