TV Land: Launch of 'Hot in Cleveland'
BACKGROUND AND OBJECTIVES
For years, TV Land has been the home for reruns of television's most celebrated sitcoms and dramas. Our target demo is A25-54 with a focus on A40-54 and W25-54. We offer advertisers steady, reliable ratings and an appealing, upbeat and positive environment. Despite our best efforts to push the brand into a more contemporary direction with more modern acquisitions and original reality programming, we've always been known for reruns and a retro look and feel.
In 2009, TV Land took the first bold step in a long-term business goal to shift from aging acquisitions to all-new original programming. Our June, 2010 launch of TV Land's first original sitcom, Hot in Cleveland starring the newly-hot Betty White, would be the debut of this effort.
Here we were: a small network with a small audience launching a BIG new show that needed to attract a BIG audience to be successful. Bigger budget shows need bigger ratings to be profitable. Our marketing needed to bring in a lot of new viewers for this to work. This presented several challenges: new viewers might not know the show is airing on TV Land, might mistake the show for just another rerun, might not know where TV Land is on the dial, or worse, not even know what TV Land was. Our success would hinge on reaching these potential viewers and getting them to TV Land for a big launch.