The Sony channel - WikiLeaks Channel... · In February 2012, research was conducted to test the...

Fuel for Brilliant DECISIONS


The Sony channelNew Channel Evaluation

1

February 2013


Outline

1.Introduction

2.Main Findings in Detail

i. Is there a need?

ii. Could Sony do it?

iii. Do they like it and would they watch it?

iv. Would it drive subscriptions?

3.Conclusions & Implications

2

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Introduction


Background and methodology

4

Background

SONY and FOXTEL have been in discussions regarding a channel for women.

In February 2012, research was conducted to test the channel concept for propensity to watch, measure the appeal of the channel and proposed programming and identify any potential barriers to viewing and successful channel launch.

MethodologyD&M Research hosted an online survey with 500 Australian women aged 25-54 years.

The survey was 15 minutes long and included visual stimulus in the form of a video showing elements of the SONY channel offering.

To achieve a good spread of women, quotas were placed on age and location.

The sample included 50:50 Pay TV Subscribers / Non subscribers, with the data weighted back to the population proportions in the analysis.

The typical respondent was a women aged 40 years, married with children, living in a Capital City with a combined household income of around $90K.


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Is there a need?Main Findings in Detail


Types of Shows or Programs like to Watch

Mini series / Movies Drama / Drama serials Sports Other (Specify )0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

34% 39%

15%

32% 32% 33% 39%25%

17%6% 10% 8% 4%

15% 11%1%

Watched Favourites

77% 76%72% 72% 71% 71% 69%

63%

44%40% 39%

35% 31% 30%25%

2%

Women claim to watch and love Dramas, Soaps and Miniseries / Movies.

QA1a. Which of these types of shows or programs do you watch? QA1b. And which of these types of shows or programs are your favourites?

Based on Genre


Top 3 Favourites by Show Type

7

Net Dramas & Soaps Reality/ Celebrity Soaps/ Soap Operas Sports0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

33% 27%16% 13% 9% 7% 5% 8% 6% 3% 2% 2% 1% 0%

Top 3 Favourite

QA2. Which television shows were your favourite 3 programs or shows in 2012?

55%48%

35%27% 26%

18% 18% 15% 11%8% 7% 5% 4% 3% 1%

Just over 1 in 2 mentioned an actual Drama or Soap show in their top 3, and 1 in 3 as their most Favourite.

Based on Shows


A3. You mentioned that you watch Soaps / Soap Operas. Which soaps did you watch in 2012?8

B&B49% of USA Soap ViewersUSA

= 63%

AUS = 62%

UK = 17%

Other = 9%

Home & Away 72% of AUS

Soap Viewers

Downton Abbey34% of UK

Soap Viewers

Top Soaps by Country

Watching soaps

One in 4 women said they watch Soap Operas, among these:

0.25 0.75; 100%

All respondents n=502Population = 4,520

N= 127 respondents who watch soapsPopulation = 1,145


Most watched Soaps in 2012 by Country

QA3. You mentioned you watch Soaps/ Soap Operas. Which Soaps did you watch in 2012?9

The most watched USA Soaps are The Bold and the Beautiful (49%), Days of our Lives (17%) and Revenge (13%).

The most watched Australian Soaps are Home & Away (72%), Neighbours (33%) and Packed to the Rafters (18%).

The most watched UK Soaps are Downton Abbey (32%), Eastenders (24%) & Coronation Street (20%).


USA = 63%

Base 83 Base 80 Base 23Population 729 Population 722 Population 195The Bold and the Beautiful 49% Home and Away 72% Downton Abbey 32%Days of our Lives 17% Neighbours 33% Eastenders 24%Revenge 13% Packed to the Rafters 18% Coronation Street 20%The Young and the Restless 10% Winners and Losers 4% Emmerdale 5%Bones 6% House husbands 9% Other 34%Parenthood 6% Offspring 3% Dont know 15%The Big Bang Theory 5% Underbelly 3%Dallas 4% Other 3%Greys Anatomy 4% Dont know 3%How I Met Your Mother 3%Days of our Lives 3%Other 11%Dont know 3%

Australian SoapsUSA Soaps UK Soaps

AUS = 62%

UK = 17%


10

in 107 . . . Australian women aged 25-54 think there is something missing from the current Australian television offering (71%)

Is anything missing?


What’s missing in the current offering?

QB1. What, if anything, do you thins is missing in the current Australian television offering? 11

When asked what, if anything, is missing from the current Australian offering, only 29% said ‘Nothing/Don’t know’, indicating that for 71%, something is missing.

DK/Nothing

Quality programming/quality acting and writing/less cheap reality

Documentaries/Nature/History

Variety

Drama/Drama series

Comedies/good comedy

Movies/Mini Series/Better movies

Australian/local content

0% 5% 10% 15% 20% 25% 30% 35%

29%

6%

6%

7%

7%

8%

12%

14%


12

in 31 . . . Australian women aged 25-54 think the current Australian television offering needs a channel that caters more towards women (31%)

Is there a need?

Almost


The current Australian offer

B2. How well do you think the current Australian television offering caters to women?

13

Total (N=502) Pay TV Subscribers (n=248) Non Subs (n=254)0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

1

2

3

4

5

6

7

8

9

10

27%33%

24%

36%34%

37%

22%20%

23%

10% 7% 11%

5% 6% 5%

66 6

Bottom 3 Box

3-4

5 - Neither

6-7

Top 3 Box

Average

Overall, Australian Women give the current television offer for women a 6/10.

All respondents n=502

Extremely well

Not at all well


Seven Nine Gem Arena Other0%

5%

10%

15%

20%

25%

30%

12%

4% 5%

2% 1%

23%

8%9%

27%

12%

25%

13% 13%

6%

4%2%

1% 0%

19%

22%

Pay TV Subscribers (n=248) Non Subs (n=254)

Who caters best – Pay TV Subscribers vs. Non Subs

14

Channel 7 is seen as catering best to women amongst Non subs, Lifestyle the best for Subs – who also rate it higher.

QB3. Which television station – on either FTA or Pay TV – do you think caters best to women?


Rating7/10

Rating7.5/10


Interest in channel dedicated to Soaps

QB5. How interested would you be in a channel dedicated just to Soaps? 15


Total Soap Watchers (n=127) Pay TV Subscribers (n=64) Non Subs (n=63)0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

1

2

3

4

5

6

7

8

9

10

34%40%

31%

29%

34%

27%

11%

8%

12%

11%3%

14%

16% 15% 16%

67

6 Bottom 3 Box3-45 - Neither6-7Top 3 BoxAverage

Around 2 in 3 women who watch soaps are interested in a channel dedicated to Soaps, including 1 in 3 highly interested.

Interest is higher amongst Pay TV Subscribers.

Extremely

Not at all


Interest in a channel that focuses on family & relationships

QB6. How interested are you in a channel that airs drama, comedies, reality, lifestyle shows, talk/chat shows and documentaries that have a family and relationship focus?

16

Total (n=502) Pay TV Subscribers (n=248) Non Subs (n=254)0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

1

2

3

4

5

6

7

8

9

10

39% 45%37%

31%29%

32%

16% 15%17%

8% 5% 9%5% 6% 5%

77 7

NETT Bottom 3 Box3-45 - Neither6-7Top 3 BoxAverage

7 in 10 women are interested in a channel that airs a variety of genres with a family and relationship focus. Among them, 4 in 10 are highly interested.


Extremely

Not at all


Drama/Drama Serials; 12%

Soaps/Soap Operas; 9%

Mini series / Movies; 13%

Lifestyle; 16%Comedy; 12%

Crime/Law/Mystery; 10%

Reality/Celebrity Reality; 8%

Documentaries/Nature/History; 8%

Daily Style Chat or Talk; 8%

Variety/Talent Shows; 5%

What would women build?

QB8. Imagine you were asked to create a channel that catered predominantly for women. What percentage of each of these genres would you include in this channel?17

If women could build their own TV Channel catering for women about 1/3rd of all programming would be dedicated to Drama and Soaps, Mini series and Movies.


Net Drama/Soaps/Mini series/Movies = 34%

Respondents were shown 10 feature genres as ingredients for a channel that catered

predominantly for women and asked what percentage of each genre they would include if they were making the channel themselves.


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Could SONY do it?Main Findings in Detail


19

Spontaneous Associations with SONY – Word Cloud

QC1. Thinking now about the brand SONY. When you think about the brand SONY, what comes to mind?

There is a high free association of SONY with Quality (31%) and Televisions.

* A ‘Word Cloud’ is a visual depiction of the responses to this question. The frequency of mention is indicated by the font size of the word

PRE-CONCEPT ASSOCIATIONS


Non Subs (n=254)

Pay TV Subscribers (n=248)

Total (n=502)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15%

21%

16%

43%

34%

41%

28%

30%

28%

9%

10%

9%

6%

5%

6%

Strongly Disagree Partly Disagree Neither agree nor disagree Partly Agree Strongly Agree

Could SONY do a TV Channel?

QC2. Thinking about the SONY brand, regardless of whether they currently do it or not, how much do you agree or disagree that SONY could do the following in the future?

20

Nearly 6 in 10 (57%) think SONY is capable of having a TV channel, and less than 1 in 5 (15%) disagree.


3.5

3.6

3.5

PRE-CONCEPT


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Do they like it and will they watch it?Main Findings in Detail


22

Respondents were shown a 30 second video featuring a selection of content from the SONY women’s channel, accompanied by a stylised SONY logo and mood music.

When the video ended, respondents were shown the 5 feature components again for 10 seconds each.

Visual Stimulus


Overall appeal

D1a. Based on what you have just seen, how appealing do you feel this channel is to you?23


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

1

2

3

4

5

6

7

8

9

10

47% 52%45%

28%24%

29%

8% 8% 8%

8% 7% 8%

9% 8% 9%

77 7

Bottom 3 Box3-45 - Neither6-7Top 3 BoxAverage

The SONY channel was well received, with 3 in 4 (75%) giving a positive score, including nearly (47%) giving a top 3 box score for overall.


Very Appealing

Not at all Appealing


What do you like about the SONY Channel – Top 3 Box

24

QD1b. What, if anything, do you particularly LIKE about the channel?

“The variety of women's shows that differ greatly though are all easy shows to get

glued too.”

“All the good shows on ONE channel so you don't have to go fishing around looking for

them!!”

“The variety of shows. I could count at least 5 of the shows I particularly like.”

“I like a lot of the shows mentioned (eg. grey's anatomy), and I like the sound of the new shows they would like to air. I

also like that there would be a channel to play the soaps I miss!”

General Content / Programs / Shows 29%

Variety / Range of Programs / Shows 31%


What type of person would the SONY Channel be?

QD4. From what you have seen, which of the following personality traits do you think the SONY channel would have if it were a person? 25

Loves to entertain FeminineModern High quality Clever wit Sexy0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

84%79% 79% 77% 75%

70% 70%67% 66% 66% 65% 64% 63%

60% 60%

53% 52% 52% 50%

43% 43%

28%


For 84%, the top personality trait associated with the SONY Channel is “Loves to Entertain”.

SONY also has high associations with Accessible (79%), Friendly (79%), Fun (77%) and Modern (75%).


How would you describe the SONY Channel?

QD5. Based on what you have seen so far, which of these statements do you think would apply to the new channel?26

The top description associated with the SONY channel is “Light entertainment – nothing too dark or heavy”.

Other high associations include: Offers great TV, particularly escapist drama and comedy (68%), Fun and addictive shows and Features shows with strong, relatable female leads (66%).


Light entertainment – nothing too dark or heavy It’s not a 24 hour soap channel Humour that is clever, never crass A guilty pleasure0%

10%20%30%40%50%60%70%80%90%

100%

79%68% 66% 66% 65% 62% 61% 60% 60% 59% 58% 55% 54% 54% 52% 52%

46% 44% 43%35% 34% 32%

25% 21%


Channel Diagnostics

D3. And to what extent do you agree or disagree with these statements about the SONY channel?27

Over 7 in 10 agree that they like the idea of this channel and that it would have programs they would like to watch.


It looks really different to other channels

This channel would be for someone like me

It made me feel different about the Sony brand

I really like the idea of this channel

The channel would have programs and shows I would want to watch

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

54%

65%

63%

71%

76%

19%

13%

26%

13%

8%

26%

21%

9%

16%

16%

Disagree Neither Agree

3.9

3.9

3.8

3.7

3.4

Average

*Benchmark against best Fox Footy concept = 68%

*


Likelihood to watch

E3a. If this new channel became available on Free to Air TV, how likely would you be to watch it? 28


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

1

2

3

4

5

6

7

8

9

10

59% 60% 59%

22% 19% 23%

7% 7% 7%5% 4%

5%8% 10% 7%

7 7 7

Bottom 3 Box3-45 - Neither6-7Top 3 BoxAverage

8 in 10 women are likely to watch the SONY Channel if it was available, with 6 in 10 highly likely to watch.


Would definitely watch

Not at all likely to watch


29

. . . Prefer the name

SONY Entertainment

Preferred name

in 32Almost


Preferred name

E1. Here are 9 potential names for the new SONY Channel. Please select the 3 you like the most30

Almost 2 in 3 (65%) chose Sony Entertainment as the preferred name

Sony Entertainment Sony Entertainment Television Sony Glow Sony Stella Sony Fling0%

20%

40%

60%

80%

100%

65%60%

47%

29% 27% 27%

18% 16%11%


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Will it build subscriptions?Main Findings in Detail


Acquisition / Retention Propensity – Foxtel

S7. Just thinking about your Pay TV Subscription how likely are you to retain your current / subscribe to Pay TV Subscription over the next 12 months? 32

This chart is based on the Foxtel propensity model of assessing net scores of 6-10 for Acquisition amongst Non-pay TV Subs, and 0-4 for Retention of Pay TV Subs after seeing and considering the Sony TV Channel concept.

0-4 Retention / Churn 6-10 Acquisition0%

10%

20%

30%

40%

50%

4.4%

27.0%

4.3%

21.2%Resting PropensityConcept Propensity


Resting Propensity = prior to conceptConcept Propensity = after concept


More on Retention

S7. Just thinking about your Pay TV Subscription how likely are you to retain your current Pay TV Subscription over the next 12 months? 33

Firstly the Sony Concept impacts positively on the retention of those most vulnerable.Interestingly, mapping Resting Propensity with Concept Propensity for RETENTION, shows quite significant upward lifts for the most vulnerable – i.e. all resting scores of below 6 increase.

All Pay TV Subs n=248

0

100

200

300

400

500

600

700

0

1

2

3

4

5

6

7

8

9

10

6 6 5

7 7

6

7 7

8 8

9

PopulationCONCEPT PROPENSITY

RESTING PROPENSITY

000’sDefinitely

Not at all

Definitely

Resting Propensity = prior to conceptConcept Propensity = after concept


Where does behaviour change?

34

Most likely to Churn

Less likely to Churn

Less likely to Acquire

Most likely to Acquire

• But isn’t behaviour more likely to occur at the extreme ends of the propensity scale?• What would the net impact on subscriptions look like using a conventional Top 3,

Bottom 3 Box Approach?

Indifferent

0 1 2 3 4 5 6 7 8 9 10

Acquirers

Churn Risk

Churners

Acquire Potential

Passive


Top 3 box propensity model

S7. Just thinking about your Pay TV Subscription how likely are you to retain your current / subscribe to Pay TV Subscription over the next 12 months? 35

An alternative Top 3 (Acquisition) - Bottom 3 (Retention) model shows;

• A 1.2 percentage point decrease in the Retention / Churn proportion; and

• A 1.7 percentage point increase in the Acquisition proportion,


0-2 Retention / Churn 8-10 Acquisition0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

3.2%3.7%

2.4%

5.4%Resting PropensityConcept Propensity

Net 3 percentage point increase in subscriptions

(5.4 Acquire – 2.4 Churn)


Projected Subscriptions

Source: OzTAM national homes universe estimate by quarter Q1 2011 to Q1 201336

Using past OZTAM data as the base shows a realistic survey estimation of future subscriptions using the resting propensity (29.3%).

Adding the Sony Channel to the subscription environment shows a result that is better than the baseline (31.8%).

Qtr 1 '11 Qtr 3 '11 Qtr 1 '12 Qtr 3 '12 Qtr 1 '13 Qtr 1 '14 Sony Channel Projection25%

30%

35%

29.6% 29.8%30.1% 30.1% 29.9% 29.7%

29.2% 29.2%28.8%

29.3%

31.8%

PAY TV Penetration Estimates & Projections(Using Top 3 / Bottom 3)

QTR 1 2014 Prediction = QTR 1 2013 (28.8%) + (Acquire (3.7%) - Churn (3.2%) )

(Based on women only)


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Conclusions and ImplicationsThe Way Forward


Is there a need?

38

What's missing: Australian / Local Content (14%), Quality Movies / Mini Series (12%), Quality comedies (8%), Drama (7%) and Variety (7%).

• 7 in 10 women think that something is missing from the current Australian TV offering.

Overall Channel 7 is seen as catering best to women, although Lifestyle is seen as #1 amongst Pay TV Subscribers.

Wha

t’s M

issi

ngC

ater

ing

to W

omen

CONCLUSION: Australian women do feel that something is missing from TV, and rate the current attempts to cater to women as average at best. Subsequently many think there is room for a channel more dedicated to their gender.

• When asked almost 1 in 3 (31%) women aged 25-54 think there is need for a channel that caters more towards women.

Is th

ere

a ne

ed?

• Women give a 6 out of 10 to the current efforts of TV to cater to women, including nearly 4 in 10 (37%) who rate it a 5 out of 10 or less. There is clearly plenty of room for an improved offer.


Could SONY do it?

39

SONY already has a strong association with QUALITY and TVs.

• A majority (57%) of women agree that SONY could do a TV Channel.

In addition it was seen as providing: light entertainment, not too dark or heavy (79%), a great escape (68%), with fun and addictive shows (66%) and strong relatable female leads (66%) – but importantly still accessible to a broader audience (60%).

SO

NY

& T

VS

ON

Y P

erso

nalit

y

CONCLUSION: SONY is well positioned to deliver a TV channel to the Australian female market and would benefit from its existing quality and entertainment heritage.

• SONY currently is more associated with electronics and in particular TVs, but can clearly stretch into the realm of a TV channel as evidenced by its acceptance and ability to demonstrate a love of entertainment.

Cou

ld S

ON

Y d

o it?

• Personality wise - the Sony Channel itself was seen as: Loving to entertain (84%), Accessible (79%), Friendly (79%), Fun (77%), and Modern (75%).


Would they watch it?

40

Almost 1 in 2 (47%) women aged 25-54, gave the SONY Channel an appeal score of 8 or more!

• The SONY Channel as presented has great appeal with a mean appeal score of almost 7 out of 10.

The SONY Channel was also seen as: having attractive programs (76%), being relevant (65%), and differentiated (54%).

Is it

App

ealin

g?D

o th

ey li

ke it

?

CONCLUSION: The SONY Channel as presented is well liked, has great appeal and would be watched if available.

• Watching propensity is high assuming availability with an average score of over 7 (where 10 is definitely watch) – a majority (59%) gave a watch propensity score of over 8 out of 10.

Will

they

wat

ch?

• Overall the SONY Channel was really liked (71%).


Would it drive subscriptions?

41

Using a bottom 3 box approach to retention (i.e. those most likely to churn) shows a 1.2 percentage point decrease in the Retention / Churn proportion.

• Although on average a fairly flat effect on retention scores, the SONY channel does provide marked uplift in intended retention amongst those currently most vulnerable.

Using the top 3 box approach to acquisition (i.e. those most likely to subscribe) shows a 1.7 percentage point increase in the Acquisition proportion.

Doe

s it

Ret

ain?

Doe

s is

acq

uire

?

CONCLUSION: The SONY Channel as presented has potential to both Retain and Acquire subscriptions.

• Based on a calculation of Acquisitions minus Churns, shows a potential 3 percentage point increase in Subs using the top 3, bottom 3 approach.

Doe

s it

build

Sub

s?

• The SONY channel also has the potential to attract new subscribers.



Contact us

D&M Research Pty LimitedNewtown Business CentreSuite 104, 1 Erskineville RoadNEWTOWN, NSW 2042

e [email protected] +61 2 9565 2655fax +61 2 9565 2787

Derek Jones – Principale [email protected]

HOW TO FIND US

42

mailto:[email protected]

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