Animax SVOD UK. Business Plan

Transcription

1 Animax SVOD UK Business Plan 1

2 ANIMAX DNA POSITIONING: ANIMAX is the destination for the ultimate anime experience ATTRIBUTES:... Loud... Colourful... Unconventional... Authentic... Cheeky ANIMAX is a digital platform for the best in anime 2

3 ANIMAX Target Audience Primary: years, Secondary: years Real time, multi-media consumption lies at the core of our viewers lifestyle. ANIMAX VIEWERS Early adopters with relatively high discretionary income Pop culture fanatics in search of what s new now Multi-tasking consumers of cross-platform content Aware of global trends and engaged in global issues They want to watch TV on-line and on their mobile phones They re gamers and they own either a Play station or X-Box 3

4 What you get with ANIMAX ANIMAX features hit anime series, movies and exclusive material such as behind-the-scenes interviews and music footage. ANIMAX provides. Unlimited access to content Subscription = ad free Phase 1: available on ios, Android, and PS3; Phase 2: available on other connected devices Simulcast latest shows from Japan ANIMAX strives to offer its devoted fan base dedicated content tailored to a dedicated platform. World-class production values and first look, high-profile titles

5 ANIMAX PROGRAM STRATEGY ANIMAX aims to bring the whole world of anime to a much wider public with programming that includes: Box Sets a catalog of complete full seasons Movies (the competition doesn t offer movies on their service) Simulcast series from Japan First they ll air on anime-on-demand Once we have the ANIMAX service they ll air for 2 weeks in a free window and then move to the pay window ANIMAX Music concert (from Japan and Taiwan) Anime Song Grand Prix (similar to Idol) Studio Musix s each month follow a local artist Behind the scenes interviews with anime creators (footage provided by ANIMAX Japan) 5

6 ANIMAX - Simulcast Highlights 8-10 new titles every season available day and date with Japanese broadcast Autumn simulcast titles highlights: K Project (12 eps) There s a ton of buzz on the internet as the storyline is shrouded in mystery around this brand-new original anime that will begin airing in October. Psycho-Pass (24 eps) In the not-too-distant future, a special team of law enforcement officers enact justice based an persons state of mind. Robotics;Notes (24 eps) Set in a world in the use of Augmented Reality technology is increasing, a group of AR fanatics unearth a sinister conspiracy that could shake the world s foundations. Jormungand (12 eps) An arms dealer and her young ward travel the world selling weapons while seeking vengeance for those that have wronged them. 6

7 ANIMAX - Box Set Highlights Exclusive to ANIMAX! Death Note (37 eps) When a teenage boy unearths a mysterious notebook, he finds that it possess special powers that allows him to kill anyone he chooses. Manga has sold over 26 million copies in Japan. As well as the anime and manga, the franchise has been expanded as a live action film series and video game. Vampire Knight (13 eps) When Yuki was a little girl she was attacked by one vampire but saved by another. A decade later, she becomes guardian of the vampire race. The Vampire Knight manga continues to be published in Japan. Like Death Note, the franchise has been expanded as a video game and radio serial. 7

8 ANIMAX - Box Set Highlights Bleach (366 eps) Possessing the power to see ghosts, a teenage boy and his friends use their gifts to solves mysteries involving the spirit world. Volumes of the manga have sold more than 72 million copies in Japan, and is one of the most sold mangas in the United States. The anime adaptation has been similarly received; it was rated as the fourth most popular anime television series in Japan in 2006 and held a position amongst the top ten anime in the United States from 2006 to In 2011, Bleach was ranked 8th for top selling manga in Japan. Honey and Clover (26 eps) (EXCLUSIVE TO ANIMAX) The story of three college students and their hilarious adventures. A manga, live-action film, the series and video game make this a popular series among fans. From Vampires to Samurai s all the favourite and top genres are covered with over Over 20 complete Box Sets at launch. 8

9 ANIMAX CUSTOMER PROPOSITION SUMMARY PREMIUM AD SUPPORTED Video Selection Simulcast Catalogue box sets Movies Exclusive behind the scenes/interviews Animax Music Simulcast (2 week window) Language Original language audio English Subtitling English dubbing (boxsets) Original language audio English Subtitling Video quality SD and HD SD only Devices Phase 1 - PC, ios, Android, PS3/PS Vita Phase 2 other connected devices Phase 1 - PC, ios, Android, PS3/PS Vita Phase 2 other connected devices Adverts No adverts Pre and mid roll adverts Costs 5.99 per month 14 day free trial No cost 9

10 TRANSITION STRATEGY: ANIME-ON-DEMAND TO ANIMAX For customers to positively embrace the transition to Animax, they need to see tangible benefits equal to or better than they were receiving with Anime-On-Demand. Efforts should be made to offset the Animax UK price increase. SUGGESTED OFFER CURRENT AND PROSPECTIV E CUSTOMERS EARLY ADOPTER DISCOUNTS BENEFITS (1 month before launch) Examples: - 3 month season pass for the Anime-OnDemand price of 9.99 (~45% off Animax pricing). - 1 year annual pass for the Anime-OnDemand price of (~50% off Animax pricing). - Early Adopter Discounts lock in the equivalent of almost 2 months or over 5 months of Animax revenue before the site even launches. - Offers real cost benefit to users while shifting possible negative perceptions of the Animax price increases to a positive perception of Animax s incentive promotion. - Regular pricing will kick in as the default action once the promotional period ends. Studies show consumers will likely accept the new higher default pricing; consumers favor the quick, easy, default choice supporting natural human inertia. * *(a study by Eric J. Johnson, professor at Columbia; Nudge by Richard H. Thaler, economist at University of Chicago; Predictably Irrational by Dan Ariely, behavioral economist at Duke and MIT.)

11 ANIMAX Our Competition TVOD Animax UK 5.99/mo HD/SD >600 at launch Anime On Demand 34.99/yr. 9.99/3 mo. 1.5/wk. N HD/SD <200 Crunchyroll 8.99/mo for full subscription ( 4.99 for anime only) N Format # of Titles SVOD Simulcast Free Trial Sub/ Dub Y Y 14 Day Y Y 14 Day Anime Y-Free PC/ ios/ Android/ PS3 Sub only Y-Free PC/ ios/ Android Y-Free PC/ ios/ Android/ Windows/ PS3 (not in UK)/ Roku / Boxee/ WD TV Live/ Google TV/ Samsung & Vizio Smart TVs Y N 30 Day Dub only N PC/ ios/ Android/ PS3/ Xbox/ Wii/ Roku/ Boxee/ Apple TV/ Google TV/ Smart TVs/ Blu-rays/ Tablets Yminimal N 30 Day Dub only N PC/ ios/ PS3/ Xbox/ Wii/ DS/ Tablets 5.99/mo. N HD/SD Love Film 4.99/mo. 3.49/ 2.49 HD/SD >7, Day Sub and Dub >4000 Netflix Y Platforms HD/SD >10,000 (anime is <100) Y Ad Supported Sub only 11

12 ANIMAX Launch Plan October Simulcast episodes only Captures anime fans from start of new simulcast season Once Animax has been approved add preroll teaser Brought to you by Animax to each video Month 1 of Launch Full Animax service launches Promotional catalogue episodes on Crackle Leverage linear branded block and Crackle to cross-promote and up-sell to premium service Transition existing Anime-On-Demand audience and subscribers to Animax (AOD then closes) 12

13 ANIMAX Promotional Road Map Simulcast begins on Anime-OnDemand. Pre-roll will build up ANIMAX transition (i.e. Brought to you by ANIMAX ). 1 Month Pre-Launch Promo message on Anime-OnDemand homepage and dedicated landing page; build anticipation, offer incentives, explain why/benefits/differences, etc. customers of upcoming change with Call-To-Action to learn more and sign-up for incentive programs. Use social media to create buzz. Launch Animax Facebook page by taking over Anime-On-Demand and rebrand. ANIMAX VOD service launches on PC and PS3 ANIMAX block begins on SPT UK Channel Launch PC and PS3 B2B trade release to announce launch of channel Playstation newsletter to 4.5 mil subscribers to announce Animax launch and push the 14 Days Free offer. ANIMAX VOD service launches on ios and Android Launch ios and Android Begin Google Adwords and Facebook Ad Campaign directing traffic to ANIMAX and pushing a 14 Days Free offer. Presence at conventions and film festivals (see next slide) Start working with consumer tradecheap ads or barter in anime mags about 14 Days Free offer. Work with ios and Android stores for placement. 13

14 ANIMAX PROMOTIONAL IDEAS FOR AFTER LAUNCH PLAYSTATION Quarterly newsletter and ads on playstation.com UI promotional areas what s new when you turn on PlayStation VIZ Media DVD sleeves and inserts for all VIZ Media and other content partner titles (incl Funimation, Manga, MVM) SONY Home Entertainment ANIMAX logo is already on anime DVD s raise profile- promote 14 Days Free offer. SOCIAL eblast/highlights to fans and anime press Website banners promoting 14 Days Free offer. Social (Facebook/Twitter/blogs) hire somebody to write information about world of anime and our series on a weekly basis Facebook+Twitter/ANIMAX All Access Giveaway/ VIRAL - Promo Seeding Referral-based. The user that introduces the most friends to the service will win a special, unlimited pass to the service. Three month initiative. Syndicate trailers for programming highlights on YouTube, Facebook, Twitter. Offer to Anime Fansites 14

15 ANIMAX EVENT PARTICIPATION Anime fans love events and the UK has plenty of them. These are targeted to our consumers and a cost effective way to reach our audience London MCM Expo Happens twice a year in April and October. Biggest Anime event in UK at the ExCeL Convention Centre, Royal Victoria Dock (Attendees: 125,000) Shared booth space with VIZ and SONY Playstation Alcon September 6-9, 2012 De Montfort University Leicester, UK J-Con September 14-15, 2012 The Riverside Centre Derby, UK (Attendees: 1000) The Entertainment Media Show September 29-30, 2012 Olympia Grand Hall London, UK (Attendees: 25,000) Eirtakon November 9-11, 2012 The Helix Dublin, Ireland (Attendees: 1,550) Hyper Japan Christmas November 23-25, 2012 Earls Court London, UK (Attendees: 25,000) Midlands Anime and Manga Fan Event December 8, 2012 Burton Town Hall Burton-on-Trent, Staffordshire, UK We Love Animation Glasgow/Edinburgh/Leeds/Cardiff/Dublin/Belfast (Attendees >10,000) SunnyCon March 23-24, 2013 Seaburn Centre Sunderland, UK (Attendees: 900) Scotland Loves Animation Glasgow: October/Edinburgh: October Year One we ll be trying to get new users at all events to sign up for our 14 Days Free offer. 15