• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Marketing Article Analysis

Extracts from this document...


Eric Beste Marketing Article Analysis 10-27-03 "ESPN's Risky New Game Plan: Relying Less on Play-by-Play" WSJ, Friday, Oct. 24th, 2003 ESPN is widely known as a 24-hour sports channel leader that broadcasts the most popular American sports and some of the biggest games, including Sunday night NFL football. The popular sports channel latest move of creating original programming about the lives behind the scenes of professional football players with the show "PLAYMAKERS" represents a dance with marketing fire. It risks weakening of strong brand identity that has yielded a leadership position in sports broadcasting and alienation of strategic partners that made that leadership position possible. As with most brand weakening moves, the result will at best not be close to what is being promised and at worst end up ruining the ESPN brand. Mark Shapiro, the head of broadcasting, decided to create the show PLAYMAKERS for various reasons. This line extension, which is not a play-by-play show which ESPN is known for, is an effort to ward off challenges in the industry. ...read more.


The most likely result is that the partners will find other broadcast avenues for their games. If ESPN wished to continue providing original programming, they should not do this under the ESPN brand name due to the fact that the impression people get when they think of the brand. A more likely successful strategy would be to release these programs under a new brand name and then have them broadcast on other cable networks. This way they could realize new audiences, but yet not be inflammatory to the relationships which have put them in such an advantageous position. This would be similar to the move that Honda made when they decided to enter the high end market and did it with a new brand name - Acura. If they had done this with the Honda brand name the result would most likely been a flop. Another reason given for this dramatic shift in broadcasting philosophy is stated very clearly by Mark Shapiro saying: "If we don't grow, we'll die". ...read more.


Clearly the current brand identity of ESPN is that of a 24-hour sports cable channel showing the big games and giving play-by-play review of past games. But as mentioned by David Stern, NBA commissioner, the moves of ESPN 'raise issues of what they want their brand to be'. Do they want to move in the direction that HBO did from a movie channel to one with an original series? An even worse example that would make many age 20-40 males cringe: ESPN gradually moving away from 24 hour sports to original programming similar to the major move by MTV away from music videos 24 hours a day into various other programming. One friend recently told me that he hated the show PLAYMAKERS and that this move to original programming felt similar to MTV's move lessening the showing of music videos. He said that if ESPN's movement continued in the direction of original programming, that he would cease to watch the channel. The danger clearly in this new strategy of ESPN is that they very much risk alienating not only their strategic partners and but even more importantly their core audience. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Television section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Television essays

  1. Spooks Analysis

    There is diegetic sound coming from the radio, which could also be thought of to be associated with the lower class, as perhaps the middle class would be listening to music from an iPod dock, or maybe a surround sound system, rather than a relatively cheap looking radio.

  2. Sitcom Feature Article

    But as times changed, so did what viewers wanted to watch. Here came the dysfunctional families, struggling to pay the bills but still having a good life, the laid-back friends or colleagues just having fun and those just struggling to get along and live life.

  1. Television industry is experiencing significant growth in the UK.

    The UK TV market overview, September 2003). According to the Independent Television Commission Forecast for the future of digital television, its growth between the years 2003 and 2007 should be from 58% to 78%. THE OVERVIEW OF THE UK TELEVISION INDUSTRY.

  2. Final Term Project of Marketing Management.

    Some snapshots of the role soap plays in our lives make for a fascinating tour back through time. Archaeological evidence of soap was found in Babylonian clay containers dated at 2800 B.C. Inscriptions on the containers state that the product was made from fats boiled with ashes.

  1. A key concept analysis of the comedy 'Scrubs'.

    The lyrics of the song while JD is walking towards the hospital are, 'Sometimes life can be so, unpredictable' then when he gets in they slow down but say, 'If I had to do it all again...' (Then stop) This has a slight touch of dramatic irony as we know

  2. The Truman Show Beth Parry

    I always thought there was something mysterious about Christof, almost like he is hiding something. His work and Truman could be his way of dealing with his problems. He is very idealistic, and perhaps he is trying to create something more than just a television show.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work