This document outlines a proposal for a digital video series called "Noah's Arc" hosted by Joakim Noah that would be launched by MSG Networks. The goals of the series are to generate revenue, drive viewership of Knicks programming, promote MSG Network platforms, and convert casual fans into more engaged fans. The concept involves Noah interviewing guests in a comedic style about the NBA, current events, and life outside basketball. The proposal includes budgets, potential sponsorships, marketing strategies, and episode plans for the six-part series.

1. Noah’s Arc
Fall 2016 Student Associate Project
Presented by:
Dylan Burns, Terrell Dixon,
Victoria Ferry, Sean Saint Jacques and Mark Suleymanov

2. GOALS
• Generate revenue
• Drive tune-in to Knicks programming
• Promote Network platforms
• Convert casual fans into moderate fans
• Increase YouTube traffic and subscribers
2

3. • Introduce content to millennials (ages 18-34)
• Establish sponsorship avenues
• Find approaches to new contacts
• Develop new approaches to partnerships
• Increase social media presence
OPPORTUNITIES
3

4. CONCEPT
4
• Joakim Noah is a native of Hell’s Kitchen, NYC
• Known as a fierce rebounder, defender, & personality
• Show Noah’s personality in a comedic way
 Between 2 Fern’s dry humor
 Foul Territory’s interview style

5. 2015-16 Knicks Audience
• Avg age 45.8
2016-17 Knicks Audience
• Male skewed 78/22 M/F
• 45% Caucasian, 38% African
American, 14% Hispanic, 11%
Asian
Our Target Audience
• 18-34
• Male focus
• Ethnicity
• Focus on African American for
potential growth
WHY NOAH?
5
Background: MSG Networks is launching a digital video series starting on February
25th. The show features comical, relevant sports discussion and current events talk with
host Joakim Noah and a variety of guests.

6. • Six-part series
• Interview-style YouTube show
• Noah interviews guests in Noah’s Arc studio
• Noah’s intense personality shines
• Show length: 2-4 minutes
TOPICAL CONTENT
• NBA
• Current events
• Life outside the NBA
STRATEGY
6

7. 1 day of shooting in studio $10,000
Joakim Noah compensation $3,000
5 guests’ compensation $2,000
Editing $5,000
Graphics $5,000
Total $25,000
BUDGET
7

8. SPONSORSHIPS
• One main sponsor: Adidas
 $30,000
 Advertise in every episode
 Featured on studio desk
• Non-conflicting segment sponsors
 One per episode
 EA Sports, Spotify, Chase, Uber, Ford, Foxwoods Resort Casino, State Farm
8

9. PARTNERSHIPS
9
• Establish relationships with news/media
• Media Platforms
• Print
• Radio
• TV
• Expanding Reach
• Align interests with media
• Focus exposure on grabbing a more diverse audience
• Print
• NY Post
• Newsday
• NY Times
On-air (TV)
• The Tonight Show Starring Jimmy
Fallon (NBC)
• Jimmy Kimmel Live! (ABC)
On- air (Radio)
• Hahn & Humpty Show (ESPN)
• Breakfast Club 105.1
(iHeartRadio)
Social Influencers
• MSG Networks
• Knicks beat writers
• Joakim Noah

10. KICK-OFF EVENT
• Location
 Clyde’s Wine & Dine
• Purpose
 Media exposure
• Date
 Friday, February 24, 2017 [5:30 pm – 8:00 pm]
• Budget: Sponsored event
• Attendee
 Beat writers
 Episode guests
 Celebrities affiliated with Knicks: Tracy Morgan, Spike Lee
• Red carpet
• Video: segment teaser
10

11. • Days of shooting: 1
• Shooting hours: 8
• Editing time: 2 weeks
• Number of episodes: 6
 5 scripted episodes
 1 blooper episode
• Schedule/timing
 Release during halftime of key games
LOGISTICS
11

12. SHOOTING SCHEDULE
12
NOAH’S ARC SHOOT –EXAMPLE CALL SHEET
Shoot Location: MSG NETWORKS STUDIOS
11 Penn Plaza
New York, NY 10001
212-466-5926
Contact: Christian or Sang
Talent: Joakim Noah, Yannick Noah, Chasson Randle, Walt
“Clyde” Frazier, Carmelo Anthony, Joshua Longstaff
Contact #s: Sam Simmons, MSG: 973-902-9871
Rich Patterson, DP: 917-864-3096
Sondra Frias, Set Designer: 646-246-1149
Raymond Dellamura, PA: 203-715-6860
Erin Cassidy, PA: 516-680-2467
James O’Brien, Teleprompter: 212-247-7786
Mike Lechner, Camera: 516-650-0945
Chris Merz, Audio: 917-685-8778
THUR., 1/26/17
9:00am CALL: Sondra Frias, Sam Simmons
CALL: Rich Patterson/crew
CALL: Mike Lechner, Chris Merz
CALL: James O’Brien – VIP teleprompter
10:00am: Construct Set, lights/set up teleprompter, mics, props, etc.
11:00am Break for Lunch
11:00am CALL: Talent
12:00pm Test cameras/prompter
12:15pm Pre-production meeting
1:00pm Tape Noah’s Arc Ep.1-Walt “Clyde” Frazier
1:45 pm Tape Noah’s Arc Ep.2-Yannick Noah
2:30pm Tape Noah’s Arc Ep.3-Joshua Longstaff
3:15pm Tape Noah’s Arc Ep.4 -Chasson Randle
4:00pm Tape Noah's Arc Ep. 5- Carmelo Anthony

13. EPISODES
13
• Ep. 1: Walt “Clyde” Frazier - Feb 25th
 Twitter: 55.5k followers
• Ep. 2: Yannick Noah - Mar 16th
 Twitter: 33.4k followers
 Facebook: 257.9k followers
• Ep. 3: Joshua Longstaff - Mar 29th
• Ep. 4: Chasson Randle - Apr 6th
 Twitter: 2.3k followers
 Facebook: 2.8k followers
 Instagram: 7.3k followers
• Ep. 5: Carmelo Anthony - Apr 12th
 Twitter: 8.51m followers
 Facebook: 5.3m followers
 Instagram: 4.6m followers
• Ep. 6: Bloopers – Apr 13th

14. Pick & Roll
• Who Knows NYC better?
• Favorite Garden Moment
• Crazy Road Stories
Fan Questions
• From Twitter and YouTube comments
SEGMENTS
14

15. • Exclusive clips: bloopers, outtakes, previews
• On-Air Plugs: (Knicks and Liberty Games, Pre/Post games, Halftime)
• Social Media Plugs: Facebook, Twitter, Instagram
• Expand online social outreach
• Clip segments for MSGNetworks.com
• Hub Page on MSGNetworks.com
• Interactive Content: personality quizzes, fact sheets, polls
• Leveraging Knicks partnership
DIGITAL STRATEGY
15

16. • Attract an audience by leveraging the Knicks existing audience
 In-arena promotion at MSG (Snapchat filter)
 On-air promotion during Knicks games
• Video and on-air promotion on social and linear
 On-air promotions on linear and social platforms targeting key demographics: Knicks fans, Liberty
fans, casual fans
• Utilize all social media platforms to make release announcements
 Tout each episode and drive fans to YouTube channel
MARKETING STRATEGY
16

17. SOCIAL STRATEGY
• Target local Knicks fans, including our target demographic, and casual fans, on Facebook,
Instagram, and Twitter
 Show promos
 Sampling
• Utilize network of influencers
 Guests- connect with each guest on day of their episode air date
 Partners
 Sponsors
 MSG on-air talent
• Create custom content with Joakim Noah for social platforms
 Day-of posts
17

18. SAMPLE SOCIAL POSTS
18

19. • Knicks games, after Post Game, and The Jeff Hornacek Experience
• After a time out Mike Breen promotes the show
• While a player is shooting free throws run promo with lower third
• Before the start of the 4th quarter of Knicks Games
• Before Al Trautwig signs off of the Knicks Post Game
ON-AIR PROMOTIONS
19

20. LONG TERM SNAPSHOT
20
• Focus on topics that Noah enjoys
• Includes fellow New Yorkers/teammates (O'Quinn, Thomas)
• Holiday themed shows
• Interaction with fans
• Fun and informative shows

21. 21