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Public Relations in Spike TV: Case Study - Essay Example

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In the research paper “Public Relations in Spike TV: Case Study” the author analyzes an adaptation of an essential PR plan which could entail, formative research, strategy establishment, tactic implementation and evaluative research…
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Public Relations in Spike TV: Case Study
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Download file to see previous pages Initially, Spike TV enjoyed success in broadcasting the Ultimate Fighting Championship (UFC) and Mixed Martial Arts (MMA) competitions (David Ogilvy Awards [D.O.A] 1). However, in the year 2011, there was a shift of UFC’s broadcasting rights from Spike TV to Fox TV, FX, and Fuel networks. The management team of Spike TV was not ready to walk away from broadcasting these competitions and them, therefore, stroke a deal to start broadcasting the “unpopular but up-and-coming Bellator league starting early 2013” (D.O.A 1). This implies that in order for Spike TV to increase the program’s ratings, it would need to formulate and implement a comprehensive launch marketing campaign. This campaign focused on two primary objectives. First, it aimed at increasing the number of viewers by at least 200% from the previous levels recorded during its air in the MTV2 network and secondly, to change the viewer’s perspective of the sport. It wanted to reinvent the sport’s image from that centered on cruelty to one that showed the dedication of fighters. Doing this would attract more sponsors.
 Spike TV noted that marketing Bellator was a whole different exercise from marketing UFC since it was not only less popular, but also a new program to be aired by the TV channel. Following the previously used UFC strategy would therefore not work in this scenario. Spike TV, therefore, adopted a strategy that had three essential components. First, they had to inform the MMA fans and viewers of the new Spike-Bellator association. This would enable the viewers to be familiarized with the sport thereby making them be curious and develop an interest in watching it. ...Download file to see next pagesRead More
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