Strategy Document for TV Company Terrestrial

Digital terrestrial television (DTT), which utilizes the analog infrastructure of traditional broadcast television to provide viewers with digital programming, is a land-based open platform with a strong enough signal to reach hundreds of millions without the need for a satellite dish or cable lines.

We have just commenced operations with our new channel, ONYX TV, on the DTT platform with a national license from the Nigerian Broadcasting Commission. We are broadcasting first in Abuja, the capital of Nigeria, and will roll out services nationwide over the next 12 months.

While EbonyLife TV is a premium channel, Onyx TV will cater to the mass market and offer a unique proposition as 'the channel that gives you more for less'. With ONYX TV, viewers can enjoy an exciting new channel that brings them entertaining and exciting Nigerian programming, including Talk, Drama, Comedy, Fashion, Lifestyle, Reality and Nollywood Classics.

Original content will be a key differentiator to attract new viewers, with local content being a key focus area that we plan to invest in, to solidify our position as the nation's preferred content provider.

Three-Step Plan: (1) Launch in Abuja, (2) Hire Production Team, (3) Produce/Acquire content

II. Satellite

Satellite television delivers programming via communications satellites that orbit the earth. The signals sent out by these satellites are received by the viewer via an outdoor antenna or dish -- a type of parabolic reflector that catches the data directed its way by the orbiting satellite. Satellite providers offer viewers quality content and programming, but are subject to weather-related disruptions. Users require dish and box equipment.

Satellite TV is important to the overall strategy because it caters to the individual who wants myriad choices of what to watch but cannot be reached by local cable distributors. Satellite broadcast allows users to attach a dish where they want to watch and thus can meet the needs of a much wider population. It can also provide more content at a cheaper price than cable users.

Ebony will not be able to launch its own satellite into orbit at this time, even though doing so would allow it to control both the broadcast and the content and would give it maximum control over its network. Instead, Ebony will join platforms such as DSTv, GoTV and Startimes.

The strategic plan here will be: (1) Get on Platforms like DSTv, GoTV and Startimes, (2) Alert consumers of the benefits of satellite broadcasting (3) Provide hook-up installation free of cost for customers within a certain range of main hubs (4) Produce and acquire original content

III. Cable

Cable television delivers television content to subscribers via radio frequency signals which are sent via coaxial cables or (as is more and more common today thanks to advances in technology) light pulses that travel through fiber-optic cables. Users receive channels via a cable box and remote. The equipment is minimal and there is no antenna or dish required (which some customers do not like). Cable is the easiest form of distribution for those within a radius of cable providers. It is not ideal for individuals outside the main network, but for those within the network it offers the most stable form of broadcasting and the form least likely to be disrupted by bad weather.

Ebony's offerings through cable will consist of its original programming as well as its award-winning films broadcast on a special movie network dedicated to providing users with premium cinematic original content.

Ebony will utilize existing cable companies, such as Charter, Comcast, and Bell Media in order to distribute its content via this medium. Ebony can then obtain cable subscribers at a month-to-month subscription rate or a yearly rate, depending on the consumer's preferences.

The strategic plan is to: (1) Reach broadcasting agreements with Charter, Comcast and Bell Media, (2) Reach out to consumers and offer subscriptions directly, (3) Produce and provide original content.

IV. IPTV

Internet Protocol Television (IPTV) allows the broadcaster to provide the consumer with the television programming by utilizing Internet protocol (IP) addresses, which are found wherever one is using the Internet. The IP channel acts as the medium by which the television data is transmitted. No terrestrial, satellite or cable signaling format is required for this delivery, as it is entirely Internet based. More and more viewers of content are switching over to IPTV in the Digital Age as the amount of content available on the Internet far exceeds any other format; it is easy to take with one (viewers can watch on laptops or cell phones), and media whenever they want.
This strategy is one of the most important for Ebony because it allows the company to relate to next-generation and younger generation users who are fully committed to everything Digital. The Digital Age is their domain and they are most comfortable with Internet streaming: they will be the ones who will grow with the company, so it is important to meet their demands early on.

The steps in the strategic plan will be: (1) Sign on with platforms like Virgin Media and VerizonFIOS, (2) alert the consumer base to the online streaming, (3) offer monthly or yearly subscription packages or bundles.

V. Over-The-Top

Over-the-top content (OTT) is content such as audio, video, or other media, which are transmitted online (via Internet services). OTT delivery does not utilize multiple-system operators, but is more like a direct form of distribution from the company to the consumer. This typically occurs by transmitting media over the company's website or mobile phone app. It eliminates the need for third-parties or middle men distributors and thus reduces costs for Ebony. All that is required is for content to be uploaded to platforms like Roku, Amazon or Hulu.

This strategy is perfect for appealing to the younger, Digital Age audience and can quickly become a profitable manner of streaming content, especially if the company's website offers other incentives, such as reading, updates, news, games, and contests that can appeal to users and keep drawing them back. The company

The strategic steps are: (1) Sign contracts with Roku, Amazon and Hulu for streaming content, (2) Alert subscribers that content is available on these platforms as well as well from the company's website, (3) Offer subscribers monthly or yearly rates to choose from.

VI. Video on Demand

Video on Demand (VOD) is a terrific service for viewers who do not find pre-programmed content appealing. Such consumers want to pick their content and choose when they want to watch it. Online streaming services already offer this type of viewership. VOD allows users to have this same type of viewing experience on their televisions at home.

As part of EbonyLife TV's global strategy, we plan to continue to expand our footprint by offering the best of Nigerian and international content. Given the exciting flagship programs (i.e. the Governor, Sons of Caliphate, Fifty the Series, etc.), EbonyLife TV will move towards Subscription Video on Demand (SVoD) within the next 12 months to monetize its content portfolio. EbonyLife TV will grow its Video on Demand offering with impressive original quality programing and strong marketing. The long-term impact of growing video on demand is amplified by its popularity among younger consumers.

The strategic steps utilized here will be: (1) Expanded offerings on the SVoD app and website for customers, (2) Special subscription rates for VOD users, (3) and strategic marketing of VOD to both younger and older demographics who prefer to program their own content rather than have it programmed for them.

VII. Android TV Router Initiative

The EbonyLife TV Android Box Initiative is a marriage of what is available on the smart phone, on gaming consoles, and on internet streaming sticks/devices. It will have the options needed for social media like memory card slots, Wireless, Ethernet, and Apps. It will also provide easy navigation, which is a must-have feature for Digital Age users. The device will offer exclusive streaming channel options like EbonyLife TV (alternative to DSTv) or Onyx TV content in order to allow customers access to live streaming channels and videos on demand.

This is the perfect strategy for consumers who stream content on their mobile phone devices, iPads or tablets. These users consume media on the go and are not tied down to one viewing station. Thus, the Android TV Router Initiative is aimed at allowing to stay connected to Ebony programming at all times -- which is how services in the 21st century must be oriented in order to maintain a strong base of younger and more tech-savvy users.

The strategic steps for this will be: (1) Manufacturing the device, (2) Partnering with Telecom company, (3) Establish commercial terms for clients and distributors.

VIII. Radio

While radio is considered old media in today's world, it is still a vital platform for a certain segment of consumers. By utilizing radio, Ebony can maintain connectivity with users of all ages via a traditional platform that cements the company as a brand that goes everywhere for everyone. Radio licenses are relatively inexpensive and thus this avenue is a positive step for Ebony.

EbonyLife TV submitted its…