Case Study: Crown Media - Content Strategy & CPG Innovation A strategy that is underutilized by most media companies is one that incorporates demonstrated product interests of target demographics into existing content planning. Rather than simply developing content then selling advertising around the aired program, companies should better identify and incorporate adjacent product market trends and themes into content prior to launch. A leader in this process is The Walt Disney Company. In 2014, the Disney Junior channel is expected to drive approximately $2.6 billion dollars in revenue for their parent company, and it is in large part due to pre-launch content research and innovation. For a quick overview of how the strategy works, check out the deck below. I’ve applied the strategy and analysis of an adjacent market to the Hallmark Channel, a company I am familiar with. In my opinion, the Hallmark brand is one of the most underutilized in the market place and there is tremendous upside. By creating more synergies between their Gold Crown stores, the channel, and the parent company, Hallmark could enter many family related adjacent markets and significantly increase its revenues…all at very little cost. e. www.erikheiberg.com

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