The Movie Network Profile for DIRECTV 9-2015 copy

The Movie Network
Personality Profile
Reasons to Talk
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Movies are the most popular genre.!
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The audience appetite for movies is insatiable.!
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The DIRECTV audience continues to ask for more movies even though
DIRECTV is one of the leaders in movies.
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Opportunity
!
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Current movie channels don’t utilize the full spectrum of movies and
typically are programmed to monetize a library rather than to reach a
specific audience.
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Concept
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Speak directly to the assimilated US Hispanic that expects the quality of
a general market customer expects – but wants it in Spanish.!
!
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Utilize the full spectrum of movies.!
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Use the full spectrum of technology (VOD, OOH TV Everywhere, OTT)
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Market Analysis
Movies and movie channels are divided into the following 5 genres:
International
Classics
Mexican Classics
New Classics
Ranchero Action
Estrenos
-Up to the 1980’s
-Up to the 1950’s
-80’s- 90’s!
Sexy comedies!
Rancheros!
Action!
Romance
-90’s & 00’s!
Narcos!
Mafia!
Modern westerns
-Box office & film
festival winners
from the most recent
years
None
Cine Nostalgia!
De Pelicula Classico
Cine Estelar!
De Pelicula!
Cine Latino!
Viendo Movies
Cine Mexicano!
Cine Latino!
!
!
!
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Cine Latino
Viendo Movies
Tu Lugar para las Mejores Movies
!
Your place for the best movies!
Our Approach
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Audience first!
!
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Starts with the name - a network that taps into Latin American thinking of the US as the source of quality
entertainment: the Warner Channel, Sony Channel, Turner, Fox – all the top rated pay tv channels in Mexico and
Latin America are in English. Yet when that customer gets to the US, the Spanish language options are all Tier 2.
All except ‘The Movie Network’!
On air graphics!
Programming stunts - Programming stunts like Country Film Festivals during the month or week of independence
(i.e. the 4 Peruvian films that have been made in the last 10 years broadcast around July 28th)!
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Daily scheduling to match time zones and audience composition!
!
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Then with the selection of genres. TMN will broadcast films from each of the 5 genres.
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Our Approach
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Branding words: !
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New, bilingual, stars, adventure, action!
Wow! International, Modern, Box Office!
!
!
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Demographic target:!
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Latino adults 25 - 54!
Men and Women!
Bilingual Hispanic/ Semi-Acculturated+ !
!
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Customer description:! !
!
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The Movie Network is your home for pure movies – from the classics to the modern. Love stories to adventure.
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Our Approach
!
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Programming Criteria !
!
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Films are evaluated based on their past success in theaters, DVD sales and on networks in Latin America. Each
film must satisfy one of the time periods emphasized by The Movie Network and have broad appeal across
multiple countries of origin.!
!
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Scheduling is based on the audience comp at that time of day and also the local time period so the Pacific &
Central time zones are treated with the same importance as the Eastern time zone.!
!
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Specific attributes we look for include:!
❖ High Production Values!
❖ Box office success !
❖ US Premiers!
❖ Relevant subjects
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Our Approach
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A balance between the old and the new, Mexican and International, Classic and Modern,
Adventure and Drama… !
!
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Programming Details!
!
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75% exclusive to the channel!
2-4 estrenos/ month!
800 classics signed to date!
50 new classics in house!
Options on 50 additional new classics, 36 estrenos per year
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