“Premium is really sold at the distributor level,” Hirsch said.
Nielsen found that during a January trial, more than 700,000 households not subscribed to Starz tuned in to reruns of “Black Sails” on Encore, and that 2% of those households went on to subscribe to Starz and watch season 3. The company is betting that rebroadcasting reruns of its originals will motivate some of those 9 million to subscribe to Starz.Įvidence suggests they might.
STARZ ENCORE MOVIE
Although it is less watched than Starz, Encore boasts roughly 9 million more subscriber households than its sibling, as it is typically sold on a lower tier of movie networks. The Encore component in particular was designed to help cable operators better promote Starz’s suite of channels to customers. Hirsch initiated the rebranding project shortly after being brought in by Starz CEO Chris Albrecht from Time Warner Cable in July. So all of that stuff is on that same timeline.” “Every aspect of the house when you move in has to be done. “I liken it to taking the house down to the studs and rebuilding it,” said Jeffrey Hirsch, Starz global maketing and product planning president. The design, developed with the marketing firm Troika, is meant to evoke the user experience of digital streaming services. The expedited timeline for the rebranding process, which took seven months from conception to launch, was in part built to get the branding out ahead of the app’s rollout. Part of the strategy is a forthcoming streaming app. And like HBO and Showtime, Starz has begun to shift toward a strategy meant to court digital viewers. 2 pay cabler in subscribers with 23.6 million, although Showtime has added an undisclosed number of digital-only subscribers during the past year. The move comes as Starz continues to build its subscriber base on the back of an original programming strategy aimed at underserved audiences such as women and African-Americans. The combined Starz service will now include 14 channels. Encore’s multiplex channels - including Encore Action, Encore Family and Encore Western - will be similarly rebranded with the Starz name.
STARZ ENCORE SERIES
The primary Encore-branded channel will be rechristened Starz Encore and will carry previous seasons of Starz’s original series alongside the network’s library of classic films. Beginning April 5, the premium cable network will have a new logo and a new tagline-“Starz: Obsessable.” Sibling cabler Encore is also being drawn under the Starz brand umbrella with a new name and programming strategy.
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