The Learning Channel - Life lessons from the Learning Channel

Katherine Wintsch

Heading into the end of 2005, The Learning Channel's (TLC's) ad revenues were down, ratings were down and viewers were emotionally disconnected from the network.

The Learning Channel – Life lessons from the Learning Channel

Planned by: Katherine WintschAgency: The Martin Agency

SUMMARY

Heading into the end of 2005, The Learning Channel's (TLC's) ad revenues were down, ratings were down and viewers were emotionally disconnected from the network. With the heyday of the show Trading Spaces (a US version of the UK format Changing Rooms) long gone, viewers and ad buyers weren't sure what the network stood for anymore. TLC was looking for a new identity.

Well-defined communication objectives challenged us to resonate with a life stage (rather than standard demographics) and...

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