My class presentation.

1. The Differentiation Strategy of The Voice reality show

2. Main content
I.Introduction
II. Differentiation Strategy Analysis
1.Differentiation in Format
2.Differentiation in Quality
3.Differentiation in Promotion
III. Conclusion

3. I. Introduction In the 2000s, the home entertainment sector is flooded with a huge number of Reality shows.

4. I. Introduction In the 2000s, the home entertainment sector is flooded with a huge numbers of Reality shows with high ratings. However, from 2010 on, many television show franchises had begun to age, setting up declines in ratings across the format.
 Audience started to be fed up with such old shows with nothing changes during the time.

5. I. Introduction The future of TV shows was under the shadow of doubt.
The Voice arose as a new phenomenon with strange and unique style.

6. I. Introduction
Achievements after 3 seasons: 1st season: No.20 with 12 million viewers. 2nd season: 17 million viewers. 3rd season: win every Monday night

7. I. Introduction
How did “The Voice” stand out in the reality show market?
Differentiation Strategy
Product Differentiation: the process of adding meaningful and valued differences to distinguish the product from the competition.

8. II. Analysis of The Voice‟s differentiation strategy
1.Differentiation in Format Most critical feature in making The Voice a unique and successful program: Blind audition. Audition rounds of The Voice and American Idol are reported to receive the most views, but they are attractive in different ways.

9. -Random contenders wearing normal outfit just come in the room and sing without music
-Focus on humiliation and the vocal train wreck, as an attempt of the producers to trigger laughters.
-Other reality shows like X- Factor or Got Talent also take after AI, focusing on lame performances or on stage dramas.
- Singers carefully prepare for their performance on stage, with background music.
-Cut out almost every bad audition performance. - The Voice auditions focus on talent performing ability, not scandal making ability

10. II. Analysis of The Voice‟s differentiation strategy
By differentiating themselves from other shows, The Voice has to sacrifice some short-term benefits:
-losing viewers who want to be entertained by lame and funny performances;
-a lot of attention may have been drawn to the show if they had resorted to lame audition performances.

11. II. Analysis of The Voice‟s differentiation strategy
In the long term, The Voice has cut a clear figure of a professional show,
 while other shows like American Idol are being remembered by “fun factors”.

12. II. Analysis of The Voice‟s differentiation strategy
 From the beginning of the show, the producer of The Voice has come up with novel ideas and kept adding dramatical features to tickle the audience’s curiosity to make a real difference in this show and therefore, to achieve the ultimate goal of attracting as many audience as possible.

13. II. Analysis of The Voice‟s differentiation strategy
2. Differentiation in Quality
2.1. Contenders: From the starting point, contestants of The Voice program seemed to be somewhat more advanced. Its contestants are chosen "purely on their vocals and not their 'package’.

15. II. Analysis of The Voice‟s differentiation strategy
2.2. Production Process
-Transparency
Mean while in American Idol:
-All winners in recent years are white and male artists
Rumored for racist and gender bias. - Contenders‟ performing experience is not conccealed, but not widely public either.

16. II. Analysis of The Voice‟s differentiation strategy
2.2. Production Process
-Transparency The Voice makes no secret of the fact that many of its contestants have previous experience in the recording industry.
 Without knowing their appearance or where they come from, therefore the transparency is appreciated and showed publicly to all the audiences.

17. II. Analysis of The Voice‟s differentiation strategy
2.2. Production Process
-Mentoring The Voice is tailored to the individual performer‟s chosen field of singing. The mentoring process would be more intense and competitive About quality of coaches, all the coaches are well-known of their positions, achievements as well as specific knowledge in their specific kind of music.

18. II. Analysis of The Voice‟s differentiation strategy
3. Differentiation in Promotion
3.1. Selection of Judges
- In 2011, Simon Cowell left the board of American Idol => seek for new big and hot names.

19. II. Analysis of The Voice‟s differentiation strategy
Hottest Celebrity
Rock Star

20. II. Analysis of The Voice‟s differentiation strategy
3. Differentiation in Promotion
3.1. Selection of Judges
- Also in 2011, The Voice was born with 4 judges, which are big names, but not hot names.

21. II. Analysis of The Voice‟s differentiation strategy
-Strongest voice in showbiz
-In the bottom of her career in 2011
-Talented country singer.
-Not the hot figure in showbiz
-Maroon 5’s lead vocal.
-In 2011, Maroon 5 new album was considered flopping.
- Also, not a hot name in showbiz, yet credited for talent.

23. II. Analysis of The Voice‟s differentiation strategy
- In 2012, changes in the board of judges are made to American Idol.
Unparalelled Diva
Wild child rapper, controversial, no experience in judging

24. II. Analysis of The Voice‟s differentiation strategy
- The Voice also plans on changing the judges, but insists on talented artists rather than popularity.
The Voice distinguished itself from other shows by the way it chose judges, giving the audience an impression of professionalism and quality/talent focusing: you want true talents, we have true talents.
 American Idol, at the same time, has been struggling with the criticism about their dropping quality,

25. II. Analysis of The Voice‟s differentiation strategy
3. Differentiation in Promotion
3.2. Scandals making
In showbiz, scandals making has been known as an effective method of getting attention.
 Extensively used in American Idol and other shows before The Voice.

26. II. Analysis of The Voice‟s differentiation strategy
3.2. Scandals making

27. II. Analysis of The Voice‟s differentiation strategy
•„American idol undermines art in every way and promotes commercialism‟.
 The audience are smart and they are increasingly immune from the fake scandals. Moreover, the media is always there to uncover all the frauds that you make to alter the results the way you want.

28. II. Analysis of The Voice‟s differentiation strategy
What does The Voice do to differentiate?
-Staying away from scandals.
-Being organized in a more professional and impartial way, in which only the voice of the contestants are judged.
-The Voice is not creating the scandalous dramas to draw public attention. Instead, the real talents and the charm of both contestants and coach‟s voices are the most appealing features of the show.

29. II. Analysis of The Voice‟s differentiation strategy
The Voice battle round: Angel Taylor and Katrina Parker.
Adam had to choose, but he took Parker over because of her voice, though Taylor showed more of a future star.

30. II. Analysis of The Voice‟s differentiation strategy
3.3. Media Relations It listens to its head rather than its critics. (ignores the bad criticism, sticks to its unique characteristics) Sticks to its original mission: finding the best voice.

31. III. Conclustion
•The Voice would not be one of the hottest and most reliable shows now if it had tried to immitate American Idol or other shows at that time.
•Some policies of The Voice do prevent it from at-hand attention: refuses to play cheap, focuses on quality and voice, stays away from scandals
•In the big picture, these sacrifices are compensated by the trust from the audience and the success base that other shows had years to establish.

32. III. Conclusion
 The Voice: keep focusing on its unique features, so as to stay in the standing-out zone of the market. “Differentiate, or Die”.

33. Thank you for listening!!!