By: Emily Sweeney

Strategic Positioning Report

Trend: More AdvertisingDescribed by: Garrahan (1), Jurgensen(2), Schechner and Schuker (6), and Vascellaro (7)

Options:

Integrated into shows (6)

Added before/after shows (2 and personal experience)

“Create Web shows around products” (2)

But it has to be done:

Without losing audience. (6)

Approved by the advertisers. (6)

Recommendation “Product placement” (6)

Match advertiser with show (4-inspired, matching companies to charities)

Co-development with advertiser “to be real and authentic” (6, but point also comes up in 2)

Show-related product (based on web show/television/music merchandise)

Risks Backlash from creators (6)

Vuguru sells itself as “independent” – creators may doubt this

Backlash from audience (6)

Too cloying = lost audience and credibility Lose advertiser

Lose part of show concept Lose money (hard to change)

Benefits Advertiser funding (2, 6, and Vuguru goal)

Direct from advertisers Indirect from share of product profit

“Reach target audiences” (Vuguru goal and also an industry goal per 7)

Advertisers offer the market information (2, 6)

Affinity for advertiser product could draw audience

Creativity increase (Vuguru goal as well as industry goal according to: 3, 5, and 1)

Bringing in outsider (advertiser) ideas

Work Cited1. Garrahan, M. (2012, Oct. 8). Studio surfs rising wave of online TV: MEDIA. Financial Times.

2. Jurgensen, J. (2012, Feb. 17). Web TV's New Lineup; Fueled by a wave of investment from Silicon Valley's deepest pockets, Hollywood players are lining up to create original online shows. Tom Hanks vs. piano-playing cats. Wall Street Journal (Online).

3. Porter, M. (1996, Nov.-Dec.). What is Strategy?. Harvard Business Review, 61-78.

4. Porter, M. E. and Kramer, M.R. (Dec. 2006). Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review.

5. Schechner, S. (2011, March 21). Media: Web Shows Get Ambitious --- Tech, Media Companies Scramble to Create Online-Video Hits That Are More Like TV. Wall Street Journal.

6. Schechner, S. and Schuker, L.A.E. (2011, Sept. 14). Lights, Camera, Advertisements. Wall Street Journal.

7. Vascellaro, J. (2011, March 28). Media: Building Loyalty on Web --- Online Video Programs Remix Promotional Tactics to Draw Regular Audiences. Wall Street Journal.

8. Vuguru. Retrieved from: http://vuguru.com/

9. [Vuguru Logo]. Vuguru Category. Retrieved from: http://www.webtvwire.com/category/companies/vuguru/