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The fashion channel case

Mark Evlampiev
Mark Evlampiev

亠亠仆亳亠 从亠亶舒

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The Fashion Channel case
Dana Wheeler 仄舒从亠仂仍仂亞 The Fashion Channel 1) 于舒弍仂从舒 亠从仂仄亠仆亟舒亳亶 仗仂 仆仂于仂仄 仗仂亰亳亳仂仆亳仂于舒仆亳 从舒仆舒仍舒 亳 亠亞仄亠仆亳仂于舒仆亳 仆从舒 亟仍 仗亳于仍亠亠仆亳 亠从仍舒仄仂亟舒亠仍亠亶 2) 仗仂亳从 仆仂于仂亞仂 仗仂亟仂亟舒 从 从亠仗仍亠仆亳 从仂仆从亠仆仆 仗仂亰亳亳亶 3) 仗亠亠仄仂亠 仄舒从亠亳仆亞仂于 舒亠亞亳 从舒仆舒仍舒 ! 4) 仗仂舒仆舒仍亳亰亳仂于舒 于仂亰仄仂亢仆亠 仗亳 舒亰于亳亳 从仂仄仗舒仆亳亳
弌亠亶舒 亠仆亳仆 35-54 亞仂亟舒 SEGMENT 丱仂 亠仆亳仆 18-34 亞仂亟舒
sourses of revenue 亠从仍舒仄舒(230.6 仄仍仆. $) 仂亰仆舒亞舒亢亟亠仆亳 仂 从舒弍亠仍仆仂亞仂 亠仍亠于亳亟亠仆亳 (80 仄仍仆.$)
The Fashion Channel -亠仂弍仂亟亳仄仂 亠 亠亶于亳, 仗亠亟仗亳仆亳仄舒亠仄亠 从舒仆舒仍舒仄亳-从仂仆从亠仆舒仄亳 -亠从仍舒仄仂亟舒亠仍亳 仂亳亠仆亳ﾑ 仆舒 亠亶亳仆亞亳 从舒仆舒仍仂于 -仂于亠仆亳亠 亠仆 亰舒 亠从仍舒仄 于仂亰仄仂亢仆仂 仗亳 舒弍仂亠 舒亟亳仂亳亠亶 仂 18-34 -于舒亢亠仆 亟亠舒仍仆亶 舒仆舒仍亳亰 于仂亰仄仂亢仆 仗亠亶 舒亰于亳亳 从舒仆舒仍舒
3 SCENARIOS
SCENARIO 1: BROAD APPEAL 亠仆亳仆 18-34 仍亠 于 从舒亢亟仂仄 亠亞仄亠仆亠 Pluses 弌舒仄亶 弍仂仍仂亶 亠亞仄亠仆 舒舒 仆舒 仗仂亞舒仄仄 仂于ﾑ 亳仆仂亳 仆舒 $40仄仍仆. 弍仂仍亠 TR 丕于亠仍亳亠仆亳亠 亠亶亳仆亞仂于 仆舒 0,2% Minuses CPM TFC 仗舒亟亠 亟仂 $1,8 (仆亳亰亳 仆舒 10%) 亳从 从仂仆从亠仆亳亳 亳从 仆亳亢亠仆亳 亟仂仂亟仂于
SCENARIO 2: FASHIONISTAS 舒亰舒弍仂舒 舒亠亞亳, 仂仆仂于舒仆仆 仆舒 亰舒于舒亠 亠亞仄亠仆舒: Fashionistas ! 亳从 仆亳亢亠仆亳 亟仂仂亟仂于 Pluses 亳仆仂亳 仆舒 $100仄仍仆. 弍仂仍亠 TR 丕于亠仍亳亠仆亳亠 亠亶亳仆亞仂于 仆舒 0,2% CPM TFC 于舒舒亠 亟仂 $1,5 仂仄仂亞舒亠 于 从仂仆从亠仆亳亳 Lifetime Minuses 亞仂仄仆亠 亰舒舒仆 于 $15仄仍仆. 弌舒仄亶 仄舒仍亠仆从亳亶 亠亞仄亠仆. 弌仗亠亳亳仆亶 亠亞仄亠仆 仂亰仄仂亢仆仂亠 仗舒亟亠仆亳亠 亠亶亳仆亞舒 TFC
SCENARIO 3: FASHIONISTAS AND SHOPPERS Pluses 亟舒仆仆亶 亠仆舒亳亶 仗亳于亠亟亠 从仂仄仗舒仆亳 从: - 于仂从亳仄 TV 亠亶亳仆亞舒仄 - 仗亳于仍亠亠仆亳亠仄 仆仂于 亠仍亠亰亳亠仍亠亶 - 于亠仍亳亠仆亳 仗亳弍仍亳 仂 亠从仍舒仄 ( 舒从 从舒从 于亠仍亳亳 CPM 仗亠仄亳仄, 仗亳于仍亠亠仆亳亠 仆仂于 仗仂亠弍亳亠仍亠亶) Minuses 1.亰舒舒 20 仄亳仍仍亳仂仆仂于 $, 从仂仂亠, 仗亳 仆亠亞舒亳于仆仂仄 亳仂亟亠, 仗亳于亠亟 TFC 从 从舒舒仂亠. 2. 仂亠 仍仂磿仆仂亳 于仂亳 亠仍亠亰亳亠仍亠亶
AD REVENUE CALCULATOR TV HH Average Rating Current 110,000,000 1.0% 2007 Base 110,000,000 1.0% Scenario 1 110,000,000 1.2% Scenario 2 110,000,000 0.8% Scenario 3 110,000,000 1.2% Average Viewers (thousand) 1100 1100 1320 880 1320 Average CPMa Average Revenue/ $2.00 $1.80 $1.80 $3.50 $2.50 Ad Minuteb Ad Minutes/Week Weeks/Year Ad Revenue/Year Incremental Programming Expense $2,200 2016 52 $230,630,400 $1,980 2016 52 $207,567,360 $2,3760 2016 52 $249,080,832 $3,080 2016 52 $322,882,560 $3,300 2016 52 $345,945,600 - - - $15,000,000 $20,000,000
2006 Actual 2007 Base Scenario 1 Scenario 2 Scenario 3 Revenue $207,567,360 $249,080,832 $322,882,560 $345,945,600 Ad Sales $230,630,400 A鍖liate Fees $80,000,000 $81,600,000 $81,600,000 $81,600,000 $81,600,000 Total Revenue $310,630,400 $289,167,360 $330,680,832 $404,482,560 $427,545,600 Cost of Operations $70,000,000 $72,100,000 $72,100,000 $72,100,000 $72,100,000 Cost of Programming $55,000,000 $55,000,000 $55,000,000 $70,000,000 $75,000,000 Ad Sales Commissions $6,918,912 $6,277,021 $7,472,425 $9,686,477 $10,378,368 Marketing & Advertising $45,000,000 $60,000,000 $60,000,000 $60,000,000 $60,000,000 SGA $40,000,000 $41,200,000 $41,200,000 $41,200,000 $41,200,000 Total Expense $216,918,912 $234,527,021 $235,772,425 $252,986,477 $258,678,368 Net Income $93,711,488 $54,640,339 $94,908,407 $151,496,083 $168,867,232 30% 19% 29% 37% 39% Expenses Margin
The Fashion Channel 弌仗舒亳弍仂 亰舒 于仆亳仄舒仆亳亠
The fashion channel case
弌仗舒亳弍仂 亰舒 于仆亳仄舒仆亳亠

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The fashion channel case

  • 2. Dana Wheeler 仄舒从亠仂仍仂亞 The Fashion Channel 1) 于舒弍仂从舒 亠从仂仄亠仆亟舒亳亶 仗仂 仆仂于仂仄 仗仂亰亳亳仂仆亳仂于舒仆亳 从舒仆舒仍舒 亳 亠亞仄亠仆亳仂于舒仆亳 仆从舒 亟仍 仗亳于仍亠亠仆亳 亠从仍舒仄仂亟舒亠仍亠亶 2) 仗仂亳从 仆仂于仂亞仂 仗仂亟仂亟舒 从 从亠仗仍亠仆亳 从仂仆从亠仆仆 仗仂亰亳亳亶 3) 仗亠亠仄仂亠 仄舒从亠亳仆亞仂于 舒亠亞亳 从舒仆舒仍舒 ! 4) 仗仂舒仆舒仍亳亰亳仂于舒 于仂亰仄仂亢仆亠 仗亳 舒亰于亳亳 从仂仄仗舒仆亳亳
  • 4. sourses of revenue 亠从仍舒仄舒(230.6 仄仍仆. $) 仂亰仆舒亞舒亢亟亠仆亳 仂 从舒弍亠仍仆仂亞仂 亠仍亠于亳亟亠仆亳 (80 仄仍仆.$)
  • 5. The Fashion Channel -亠仂弍仂亟亳仄仂 亠 亠亶于亳, 仗亠亟仗亳仆亳仄舒亠仄亠 从舒仆舒仍舒仄亳-从仂仆从亠仆舒仄亳 -亠从仍舒仄仂亟舒亠仍亳 仂亳亠仆亳ﾑ 仆舒 亠亶亳仆亞亳 从舒仆舒仍仂于 -仂于亠仆亳亠 亠仆 亰舒 亠从仍舒仄 于仂亰仄仂亢仆仂 仗亳 舒弍仂亠 舒亟亳仂亳亠亶 仂 18-34 -于舒亢亠仆 亟亠舒仍仆亶 舒仆舒仍亳亰 于仂亰仄仂亢仆 仗亠亶 舒亰于亳亳 从舒仆舒仍舒
  • 7. SCENARIO 1: BROAD APPEAL 亠仆亳仆 18-34 仍亠 于 从舒亢亟仂仄 亠亞仄亠仆亠 Pluses 弌舒仄亶 弍仂仍仂亶 亠亞仄亠仆 舒舒 仆舒 仗仂亞舒仄仄 仂于ﾑ 亳仆仂亳 仆舒 $40仄仍仆. 弍仂仍亠 TR 丕于亠仍亳亠仆亳亠 亠亶亳仆亞仂于 仆舒 0,2% Minuses CPM TFC 仗舒亟亠 亟仂 $1,8 (仆亳亰亳 仆舒 10%) 亳从 从仂仆从亠仆亳亳 亳从 仆亳亢亠仆亳 亟仂仂亟仂于
  • 8. SCENARIO 2: FASHIONISTAS 舒亰舒弍仂舒 舒亠亞亳, 仂仆仂于舒仆仆 仆舒 亰舒于舒亠 亠亞仄亠仆舒: Fashionistas ! 亳从 仆亳亢亠仆亳 亟仂仂亟仂于 Pluses 亳仆仂亳 仆舒 $100仄仍仆. 弍仂仍亠 TR 丕于亠仍亳亠仆亳亠 亠亶亳仆亞仂于 仆舒 0,2% CPM TFC 于舒舒亠 亟仂 $1,5 仂仄仂亞舒亠 于 从仂仆从亠仆亳亳 Lifetime Minuses 亞仂仄仆亠 亰舒舒仆 于 $15仄仍仆. 弌舒仄亶 仄舒仍亠仆从亳亶 亠亞仄亠仆. 弌仗亠亳亳仆亶 亠亞仄亠仆 仂亰仄仂亢仆仂亠 仗舒亟亠仆亳亠 亠亶亳仆亞舒 TFC
  • 9. SCENARIO 3: FASHIONISTAS AND SHOPPERS Pluses 亟舒仆仆亶 亠仆舒亳亶 仗亳于亠亟亠 从仂仄仗舒仆亳 从: - 于仂从亳仄 TV 亠亶亳仆亞舒仄 - 仗亳于仍亠亠仆亳亠仄 仆仂于 亠仍亠亰亳亠仍亠亶 - 于亠仍亳亠仆亳 仗亳弍仍亳 仂 亠从仍舒仄 ( 舒从 从舒从 于亠仍亳亳 CPM 仗亠仄亳仄, 仗亳于仍亠亠仆亳亠 仆仂于 仗仂亠弍亳亠仍亠亶) Minuses 1.亰舒舒 20 仄亳仍仍亳仂仆仂于 $, 从仂仂亠, 仗亳 仆亠亞舒亳于仆仂仄 亳仂亟亠, 仗亳于亠亟 TFC 从 从舒舒仂亠. 2. 仂亠 仍仂磿仆仂亳 于仂亳 亠仍亠亰亳亠仍亠亶
  • 10. AD REVENUE CALCULATOR TV HH Average Rating Current 110,000,000 1.0% 2007 Base 110,000,000 1.0% Scenario 1 110,000,000 1.2% Scenario 2 110,000,000 0.8% Scenario 3 110,000,000 1.2% Average Viewers (thousand) 1100 1100 1320 880 1320 Average CPMa Average Revenue/ $2.00 $1.80 $1.80 $3.50 $2.50 Ad Minuteb Ad Minutes/Week Weeks/Year Ad Revenue/Year Incremental Programming Expense $2,200 2016 52 $230,630,400 $1,980 2016 52 $207,567,360 $2,3760 2016 52 $249,080,832 $3,080 2016 52 $322,882,560 $3,300 2016 52 $345,945,600 - - - $15,000,000 $20,000,000
  • 11. 2006 Actual 2007 Base Scenario 1 Scenario 2 Scenario 3 Revenue $207,567,360 $249,080,832 $322,882,560 $345,945,600 Ad Sales $230,630,400 A鍖liate Fees $80,000,000 $81,600,000 $81,600,000 $81,600,000 $81,600,000 Total Revenue $310,630,400 $289,167,360 $330,680,832 $404,482,560 $427,545,600 Cost of Operations $70,000,000 $72,100,000 $72,100,000 $72,100,000 $72,100,000 Cost of Programming $55,000,000 $55,000,000 $55,000,000 $70,000,000 $75,000,000 Ad Sales Commissions $6,918,912 $6,277,021 $7,472,425 $9,686,477 $10,378,368 Marketing & Advertising $45,000,000 $60,000,000 $60,000,000 $60,000,000 $60,000,000 SGA $40,000,000 $41,200,000 $41,200,000 $41,200,000 $41,200,000 Total Expense $216,918,912 $234,527,021 $235,772,425 $252,986,477 $258,678,368 Net Income $93,711,488 $54,640,339 $94,908,407 $151,496,083 $168,867,232 30% 19% 29% 37% 39% Expenses Margin
  • 12. The Fashion Channel 弌仗舒亳弍仂 亰舒 于仆亳仄舒仆亳亠