This document provides an overview of the brand history of HBO, its competitors in the pay TV market, its strengths and weaknesses, opportunities and threats, and a positioning statement. Key points include HBO's founding in 1972 and introduction of successful original shows like The Sopranos and Game of Thrones. Competitors include other pay TV providers as well as online streaming services like Netflix and Hulu. HBO's strengths are its brand recognition and original programming, while weaknesses include its costs and censorship. The positioning statement positions HBO as providing high quality programming for those dissatisfied with other TV services.

1. Matt Nadler, Maddie Baldi, Rin Conley,
Sydney Title, & Mariela Esclusa

2. Brand History
● Home Box Office founded in 1972
● 1980 - introduced Cinemax
● 1983 - created Tri-Star Pictures movie
studios with Columbia pictures and CBS
● 1997 - HBO shows gained 90 Emmy
nominations
● 1999 - Soprano’s premiered; 111 Emmy
nomination in 6 seasons,21 wins
● 2001 - Released HBO On Demand, first
premium subscription video-on-demand
service
● 2002 - The Wire
● 2008 - True Blood
● 2010’s - Game of Thrones, Girls, True
Detective
Largest pay TV brand today with over
33 million subscribers

3. Competitors
● Previously about having movies
o MGM, Turner Classic
● Now, competition is about who
has the best original shows.
● Online streaming services.
o Netflix, Hulu PLUS, Amazon
Prime
● Pay TV
o Showtime, Starz, AMC

4. Strengths
● Brand recognition
● User friendly
● Original shows
● HBO Go online & app
● No outside advertising
● Diverse demographic
Weaknesses
● Needed membership
o Costs money
o Exclusivity
● No additional revenue from outside ads
● Censored content
Opportunities
● Options for only HBO Go
● International markets
● Licensing (Theme Parks?)
● Take advantage of diverse demographic
● Lots of brand goodwill
Threats
● Online streaming services
● iTunes
● No cable access
● Basic cable channels
● Pirating and illegally downloading

5. Alexandra - 27

6. ROBERT- 48

7. KATE - 19

8. NATE - 24

9. POSITIONING STATEMENT
For media consumers that are dissatisfied
with their TV services, HBO is a necessary
entertainment service for those who want
access to high quality, elite TV and movies.
Unlike other paid TV providers, we provide
a diverse selection of quality programming.

10. Creative Brief
Who are we talking to?
● Pay TV users who appreciate
innovative and elite TV
entertainment
● Young adults in college (19)
● Post grads living on their own (24)
● Parents of families (40-60)
Why?
● To stay relevant in an ever
expanding pay TV market
● To keep our existing customers
satisfied
● To maintain our brand image of
reliability and high quality

11. What is the
anticipated outcome?
● To stay ahead of our competitors
What are the
hurdles?
● Netflix and Amazon original
programming
● Illegal downloading of TV and
movies
● Free online TV viewing
● iTunes
Creative Brief

12. Creative Brief
What do we have to
leverage?
● Reputation - goodwill and
future income streams
● Multiple platforms - cable and
standalone (HBO Go)
How are we
different?
● Largest selection of different
genres of original programming
● Can appeal to a variety of
audiences
● Fewer limitations and censoring
than network TV

13. Creative Brief
Main thought to be
communicated
● HBO has a diverse selection
of quality programming
Tone & manner
● Sophisticated, entertaining, sleek
Positioning
● HBO is a necessary entertainment
service for those who want access
to good quality, elite TV and movies

14. Creative Brief
Consumer takeaway
● HBO is a wise investment for
pay TV because they have
programs that satisfy all TV
needs
Creative mandates
● Push HBO GO versatility and
availability (standalone in 2015)
● Diversity of programs
● Characters together - “hottest
invite in hollywood”

15. Below The Line Marketing
● HBO Connect Events list
● Game of Thrones: The Exhibition
● Live Q&As with various HBO
stars
● HBO Bryant Park Summer Film
Festival
● Cable provider deals
● Panels at Comic-Con
o True Blood
o Game of Thrones

16. Promotions
● #lifeisbutadream
● #VINETHELINE
● College Insta (what is this??)
● Girls apartment
● George R Martin will write a fan
into new script
● Viral tweets & hashtags
HBO Go Commercial

17. Performance Metrics
● Rated #1 domestic premium pay
television services
● Approximately 127 million HBO &
Cinemax premium pay and basic
cable subscribers worldwide
● 19 Primetime Emmy Awards in
2014
● Over 18 different services offered
● Game of Thrones Season 4 finale
had 7.1 million viewers

18. What would we do differently?
● Market HBO GO
standalone heavily
● More above the line
marketing
● Instant download (rental)
● Improve HBO GO
usability