20-30 years ago, people were spending time with their family in the living room, talking to each other, and watching a small electronic square box called “Television.” Television was the best medium for people to consume news, entertainment, or advertising. Now, their behavior has changed. People are switching from watching a traditional TV, watching on airtime, to online TV. This trend impacts revenue from advertisement of TV channels, especially ABC TV NETWORK. Therefore, ABC needs to solve this problem. The brief said that ABC TV NETWORK wants us to create a holistic digital strategy to drive more appointment viewing and greater loyalty to its hit properties. To watch TV is to spend a wonderful time with one’s family in terms of discussing about each other’s lives or teaching children about unsuitable content from TV programs. When was the last time you spent time with your family? How long has it been since you really connected with each other? “Really Get to Know Your Family.”

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Monday, December 10, 2012
ABC TV Network Pitch
Creative Brief
12.10.12
Maethus Chaivichitmalakul (T-Shirt). Monday, December 10, 2012

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Monday, December 10, 2012

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2.
ASSIGNMENT
ABC networks wants us to
create a holistic digital strategy
to drive more appointment
viewing and greater loyalty to
its hit properties.

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3.
SITUATION
LOWER VIEWER TOTALS DURING
ORIGINAL AIRTIME OF TV SHOWS.

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4.
SITUATION

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5.
No difference between
watchingTV at airtime and
watching onlineTV or DVR.
ContentWatchingTV during airtime Watching onlineTV or DVR.
PROBLEM

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6.
Why onlineTV? Why NOT onlineTV?
PROBLEM
“73% of people who
were streaming
more onlineTV
content said it was
because they were
catching up on
missed episodes.”
1. Children can watch online
TV and DVR ANYTIME
ANYWHERE they want
WITHOUT their parents.
2. Children learning
UNSUITABLE BEHAVIORS.
3. A gradually BIGGER GAP
among family members.

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Monday, December 10, 2012
Content can affect
people’s behavior,
ESPECIALLY CHILDREN.

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8.
“There’s evidence that we are hard-wired to believe
what we see onTV, even if we know that it’s fiction.”
Jonathan Cohen, Ph.D., professor of communication
studies at the University of Haifa in Israel.
Kids
1. Many shows teach sterotypes, violent solutions to
problems, and mean behavior.
2.TV can contribute to aggressive behavior,
desensitization to violence, nightmares, and fear of
being harmed.
www.onlinecollegecourses.com
PARENTS SHOULD SPEND
TIME WHILE WATCHING TV SHOWS TO
TEACH THEIR CHILDREN.

10. Monday, December 10, 2012
9.
“47% of respondents said they had “co-viewed”
TV at home, meaning that one member of the
household had watched programming on their
iPad in the same room as a family member
watching something on theTV set, for example.”
Adage.com
“We try very hard not to do that, but because
both me and my husband work, if we’re at
home and have to take a work call, then yes,
I’ll try to put her in front of ‘Sesame Street’
for an hour.”
Kristin Gagnier, a postdoctoral researcher in
Philadelphia, said of her 2-year-old daughter.
UNFORTUNATELY, ADULTS DO NOT HAVE TIME
FOR WATCHING TV WITH THEIR CHILDREN.
EVEN THOUGH THEY SPEND TIME TOGETHER, IT
SEEMS LIKE THEY LIVE INDIVIDUALLY.

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10.
PERSONA
Jane, mom 40 years old
2 children, 10 and 12 years old
A working-woman
All family members don’t spend
much time together
Have their own spaces with their own
mobile devices
Try to find some activities they can do
with their children
Have concerns aboutTV show
content that her children watch

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Monday, December 10, 2012
“Families become closer by focusing on
quantity time as opposed to quality time.”
“If kids don’t feel that they have their parents’
attention, it begins to erode their self-esteem. Kids
conclude that if their own father or mother doesn’t
listen to them or want to spend time with them, it
must be because they have no value.”
A FAMILY NEEDS TIME
TOGETHER.
Rabbi Shmuley Boteach, dubbed “America’s Rabbi” by
Newsweek, and international bestselling author of 23 books

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12.
1. Increase ENGAGEMENT OF VIEWERS
watchingTV shows when the shows air.
2. Increase VALUE OF WATCHING TV SHOWS
ON AIRTIME.
WatchingTV
during airtime
Watching
onlineTV or
DVR

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13.
REALLY GET TO
KNOW YOUR FAMILY.
BIG IDEA

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14.
A warm family is
to spend valuable EXPERIENCE
and CONVERSATION together
HOW TO “REALLY GET TO KNOW
YOUR FAMILY?”

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15.
Valuable EXPERIENCE and CONVERSATION
WATCHING TV TOGETHER
Family dinner table Family activities

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16.
Watching TV at airtime is WONDERFUL.

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17.
Watching ABCTV shows when they air provides
customers not only with the content of shows, but
also it increases experiences and conversations
among family members.
HOW THE IDEA WORKS

19. Monday, December 10, 2012
18.
TEACHING GOOD TV
HABITS:
WatchTV together.
Talk to kids about what they
see onTV and share your own
beliefs and values.
EXPERTS SUGGEST FAMILIES WATCH TV TOGETHER.

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19.
PEOPLE LOVE WATCHING TV WITH THEIR FAMILIES.

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20.
TACTICAL RECOMMENDATIONS
1. ABC Online Community
2. Recommendations forTV shows for viewers’ whole family
3.Tips for watchingTV with your whole family
4. Social media platforms, ABC website, or Mobile applications

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21.
THANK YOU