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Case Study — Television Program Concept, Development and Communication Testing
Challenge
Television program producers and their broadcast partners required consumer feedback at various stages of the program development process.
Charlton’s Approach
Charlton designed a research approach for three key stages of program development:
To test the program concept for originality, appeal and relevance. Feedback at this stage versus ‘gold standard’ competitive benchmarks from relevant viewer target audiences allows writers an opportunity to fine tune the concept idea and provides direction for storyline and character development.
Rough cut episodes are tested to provide editing direction, assess productions values, test plot line options and assess character potential.
Series launch communication themes are tested to maximize viewership trial and success.
The Results
Program producers and their broadcast partners have used insights from all three stages to assist with program development and launch communication.
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