Science Channel Comms Plan

Q1 and Q2 2011

Q1 and Q2 Program Promotables

• Q1 Programming– How It’s Made A to Z

– An Idiot Abroad

– Deadly Decent

– How It’s Made

– Out of the Shadows

– NRO Pilot

– Monster Bug Wars

• Q2 Programming– Build It Bigger

– The Underground

– Sci Sports: Anvil

– 4 Horsemen

– Last Flight Space Shuttle

– How Do They Do It?

– Sagan Files

– Through the Wormhole 2

– Wonders of the Universe

Q1 and Q2 Key Events

• Q1 Events– TCA Winter Tour - Jan

– Sales Conference - Jan

– Real Screen - Feb

– Board of Dir Mtg - Feb

– Talent School - Feb

– Rebrand Launch - Mar

– Chicago Upfront - Mar

• Q2 Events– NY Upfront – April

– MIPCOM – April

– Board of Dir Mtg – May

– World Science Festival - June

Q1 2011

How It’s Made A to Z

• B-Level Promotable• Angles:

• Leverage as a ‘Science Channel institution’ – Longest running show on network

• Comprehensive wrap-up of how “all things are made”

• Tactics:• Wide spread listings outreach to top market press

• Strong social media play:– Pitching “Top 10 items featured” to Sci Blog friendlies– Soliciting Comments/Tweets on viewers favorite HOW IT’S MADE eps.

An Idiot Abroad

• A-Level Promotable• TCA: Position Gervias/Pilkington/Merchant as the faces

of the evolving Science brand• Targets: EW, TV Guide, People (in LA)

• Golden Globes: Use buzz surrounding hosting to generate discussion for AN IDIOT ABROAD

• Targets in Los Angeles: LA – Ferguson, Conan, LA Times, Access/

• Premiere Week: Follow up with New York press for show premiere:

• Targets: Colbert, Letterman, Today Show, GMA, New York Times, USA Today, AP

• Additional publicity ideas:• YouTube video of K.Pilkington

Deadly Decent

• B-Level Promotable• Angles:

• 3 different selling points: – Adventure – “The next big extreme sport”– Athletics – Optimal fitness required for job– Innovations in medicine/science – exclusive, unique developments from

mineral hid deep in the earth’s crevices

• Targets:• Broadcast: Story of rescue during filming

• Adventure/Fitness magazines & online counterparts (Men’s Health, Field and Stream, Men’s Journal, Maxim ect…)

• ‘Alternative’ publications – Rolling Stone

• Niche interest blogs – Caving, climbing, ect.

How It’s Made

• C-Level Promotable• Angles:

• Science Channel ‘fan-favorite’

• Targets• Listings

• Social Media – “Real Time Tweeting” from Science Twitter account as the episodes premiere new items during the show

Out of the Shadows

• A/B-Level Promotable• Angles: “The world's top secret intelligence findings

revealed exclusively to Science Channel”• Leverage the unique access to under cover agents

• Tap into the preexisting intrigue for espionage (Spy Museum, Top Secret America – Washington Post Series, Wikileaks investigations ect.)

• Targets• National Newslines – USA Today, New York Times, Washington

Post

• Broadcast Opportunities - *Confirm expert/talking head

Monster Bug Wars

• A-Level Promotable• Angles:

• Super Bowl of insects – leverage sports/fighting angle

• Targets:• Male skewing broadcast, print, online (Late night shows, ESPN

news, adventure magazines, AOL’s Asylum ect...)

• Partnerships:» Reach out to UFC/WWF for interested partners

• Additional Publicity ideas:• Voice-over narrated bug fight mirroring other ‘viral videos’

Forensic Factor

• TBD – Confirming air date

Q2 2011

Build It Bigger

The Underground

SCI Sports: Anvil

4 Horsemen

Sagan Files

Wormhole 2

• A Level Promotable

Wonders of Universe