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American Idol: TV Show, Competition, Brand.

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Transcript of American Idol: TV Show, Competition, Brand.

American Idol: TV Show, Competition, Brand. History 2001: "Pop Idol" (U.K.)
2001/2002:Struggle to Air FOX Network
Mike Darnell - Executive of Reality Television
Season 1: 12 million viewers per episode
Initial Strategy
Summer 2002 Original Lineup
Hosts (Ryan Seacrest, Brian Dunkleman)
Judges (Randy, Paula, Simon) What is "Idol" looking for?
Audition Process
Universal success story Imitations/Competitors
America's Got Talent
The X Factor
The Voice What makes "Idol" different?
Viewership
Media Channels
Merchandising
Profit
National/Global Impact

American Idol, a talent-based reality competition show, created a new channel to foster talent development, allowing for successful implementation of a horizontal integration campaign across varying forms of media. Thesis Target
Audience Viewership
Captures 30 million viewers each week
26% of Primary Audience: 12-24 yrs. Changing Targets
35-49 demographic: 29%
30% of parents, 20% of 50-64 year-olds admit they follow "Idol" closely: Global Outreach
41 nations worldwide Media
Channels Broadcast
FOX Network Narrowcast
American Idol Rewind
American Idol Extra (Interviews, Behind-the-Scenes, etc.) Telecommunication
AT&T Text-Message Voting (Season 2-Present) Internet
Online Voting (AmericanIdol.com)
Partnership with iTunes
Social Media (Facebook, Twitter, MySpace, etc.) Gaming
Karaoke Games for: Playstation 2 & 3, Wii, XBox 360) Recorded Audio
RCA Records (Season 1-9)
Interscope-Geffen-A&M Records (Season 10) Out of Home (OOH)
American Idols LIVE! Tour
American Idol Experience (Disney - Orlando, FL) Print
"American Idol, the Untold Story"
"American Idol, the Search for a Superstar" Winners:
Kelly Clarkson
Ruben Studdard
Fantasia Barrino
Carrie Underwood
Taylor Hicks
Jordin Sparks
David Cook
Kris Allen
Lee DeWyze Notable Contestants:
Clay Aiken
Diana DeGarmo
Jennifer Hudson
Chris Daughtry
Adam Lambert
Merchandising Additional Products:
T-shirts
Games
Keychains
Figurines Coca-Cola Partnership:
Red Room
Cola cups on the judges' table
Timing of Advertisements

Product Placement
Adweek 2008: 4,636 appearances during Season 7 Profit & Ownership Owners/Producers
FremantleMedia Enterprises
19 Entertainment
EPs: Simon Fuller, Ken Warwick, Cecile Frot-Coutaz and Nigel Lythgoe Advertising Revenue
2010: $7.11 million per half hour
Most profitable show on television (Forbes) Major Partnerships
Coca-Cola (Season 1-Present)
Ford Motor Company (Season 1-Present)
AT&T (Season 2-Present)
iTunes (Season 7-Present) Additional Revenue
Ancillary Ventures (Merchandising, Recorded Audio (UMG))
American Idols LIVE! Tour (2006 Revenue: $35 million)
American Idol Experience at Disney World Business Model
Decrease in viewership/popularity, but an increase in revenue? Viewership:
2006: 30 million viewers/episode
2008: 26 million viewers/episode

Revenue (reported by 19 Entertainment's Share):
2006: $67 million
2008: $96 million
The "American Idol" brand does not place as much emphasis on advertising revenue as it does on other media ventures, as aforementioned. Impact on Society Impact on Music Industry
Awards/Accolades
Record sales Impact on Viewers
"It could be me, or someone I know" Impact on America's Standards
"Idol" = The Olympics of the music industry
35% of Americans believe that their vote on "Idol" is just as important as their vote in the presidential election
2008: 10.7 million watched Obama/Clinton primary debate
2008: 33.2 million watched season premiere of the show Conclusion: "American Idol" has a strong impact on television, but an even wider impact on the entertainment world as a whole. From the beginning and continuing today, "American Idol" has been not only a television show, but a trans-media franschise. Karlan Baumann
Chelsea Eagle
Ala Onur
Titi Ngoc Tran
Tasha Wong
Full transcript