Brand Inventory Of Spike Tv

BRAND INVENTORY

Spike TV is a sub-brand of parent company Viacom Inc. Viacom is a global media company that operates in six categories of businesses: motion pictures, broadcast television, cable television, radio and outdoor, retail and recreation, and publishing, online, and other. Within the cable television division, Viacom owns MTV Networks, BET, and Showtime Networks. Spike TV is a division of MTV Networks which also owns and operates the following television programming services: MTV: Music Television, MTV2, mtvU, VHI, Nickelodeon, Nick at Nite, Comedy Central, TV Land, CMT, Noggin, MTV International, and The Digital Suite From MTV Networks, a package of 12 digital services, all of which are trademarks of MTV Networks. MTV Networks also has licensing agreements, joint ventures, and syndication deals that distribute its programming services worldwide. Spike TV is the first network to target men between the ages of 18-34 and is available in 87 million homes.

Brand Name Change

Spike TV was originally named The Nashville Network and changed its name to The National Network (TNN) in 1991. As TNN struggled with flagging viewers, the network decided to change the name again in 2003 to Spike TV in order to focus the strategy on capturing a younger male audience. More discussion of the changes to the network will be covered in the Brand Heritage section.

TNN announced that the name change was to be effective on June 16, 2003, but was faced with a suit filed by filmmaker Spike Lee. Lee, whose real name is Shelton Jackson Lee, claimed Viacom was deliberately trying to use his image, name, and reputation to push what he found to be "low-brow programming." Lee obtained a temporary injunction that prevented the name change, which was eventually lifted on July 7, 2003 when both parties settled out-of-court.

Spike TV Programs and Services

Spike TV has focused many of its programs to appeal to the male audience in order to strengthen its brand positioning. The network has also developed new blocks of programming in efforts to reach out to more specialized interests of the male audience. For example, in order to appeal to car enthusiasts, Spike TV developed a block of automotive programs including shows such as "Ride With Funkmaster Flex," "Trucks!," "Horsepower TV," "Stock Car Nation," and the network's new acquisition of "CHAMP Car Racing." In addition, Spike TV has formed a news and documentary division responsible for creating new programs and specials such as "True Dads," a documentary that focuses on the obstacles that modern day fathers face and "The Precinct," a series that follows the lives of police officers.

Spike TV continues to use properties and rating hits such as the "James Bond" movie franchise, "Star Trek" series, and "WWE Raw" to complete its weekly program portfolio. The reality shows such as "The Joe Schmo Show" and "I Hate My Job," are male-only cast. The weekly programs are supplemented with the "Uncut" series, which consists of male-oriented films broadcasted without any commercial interruptions such as "Blade Runner," "Born on the Fourth of July," "Terminator" and "The Untouchables."

Spike TV and Infinity Broadcasting have also partnered to create SPIKE Radio, a radio brand for men. SPIKE 1140 AM - Radio For Men features male-audience radio hosts such as Tom Leykis, and "Don and Mike," as well as The Sporting News Network, which presents hourly sports news and weekend sports programming. Spike TV will also produce weekday segments focusing on issues such as health, fitness, lifestyle, and the cable network's programs.

Spike TV launched gaming programs in 2004 including adventure series, awards ceremonies and interactive shows produced in conjunction with gaming websites. The first "Spike TV's Video Game Awards" (VGAs) received over one million viewers. In December 2004, the network also telecasted the video-gaming extravaganza live from Las Vegas. The purpose behind the new block of programming is to build more loyalty from an audience notoriously difficult to capture. Spike TV hopes to leverage the information that was garnered from focus groups that the male viewers between the ages of 18 and 34 spent most of their leisure time on video games.

Spike TV has also paired campaign efforts with its programming. "Check Up or Check Out" is an initiative focused on improving men's health and to educate men on the importance of getting an annual physical. The network has partnered with Men's Health Network, National Medical Association, and former New York City mayor Rudolph Guiliani to build the campaign. Spike TV plans to contribute over $5 Million to the campaign as well as offer public service announcements, free health screening events, and free print and online content.

BRAND IMAGE & STRATEGY

Spike TV is ranked third in primetime among men ages 18-34 and fourth in total day among men ages 18-49. The network went through a number of image changes before settling on its current one. It started off as the Nashville Network that featured country stars and music videos. In efforts to gain a wider audience, the network became The National Network (TNN), which was geared towards a general-entertainment audience. When first bought up by Viacom, the channel became "the new" TNN, a pop-culture channel.

In 2003, Viacom decided to reposition the network as an edgy new channel for a "guy's guy who likes to watch people fall down and things blow up." Spike TV aimed to be the "first network for men" that was focused on capturing the attention of 18-to-34-year-old males. The network also supplemented its new programming with advertisers who wanted to reach out to the same demographic. Albie Hecht, ex-president of Spike TV, wanted to develop "a real home base for [young men], from fashion to finance."

While men haven't been ignored as a TV audience, the segment has been notoriously difficult to capture, primarily due to the plethora of other entertainment choices, including internet and video games. Pro sports broadcasts and channels like ESPN, Comedy Central, and Fox's Fuel attracts the male audience, however few media companies have dedicated themselves purely to only the young male audience. According to Nielsen Media Research, men from ages 18 to 34 are the smallest audience watching TV in prime time behind teenagers. In addition, the Television Bureau of Advertising, a trade group for local broadcasters, revealed that when asked where they first hear