History Channel - Campaign Consulting

Background: This History Channel, once one of the highest rated TV networks in America has slipped in consumer viewership, primarily due to the advent of streaming and the growth of history related content on non traditional media platforms such as podcasts and short form TikTok/Youtube content. 

Task: The History channel tasked Columbia University’s Masters Of Science in Strategic Communication cohort with proving an improved content strategy based on quantitative and qualitative market research. This included recommending new content based on consumer preferences and marketing executions to promote the content.  

Insight: Our quantitative research surveyed 150 consumers who were interested in watching non fiction related content on TV. The research outlined the below recommendations:

• Diversity & Inclusion: The United States’s demographics have changed. No longer a majority white country a growing number of Americans want to see their histories to be reflected in the channel programming, which typically focused on western, specifically European history. 

• Family Friendly Nostalgia: Millennials who are up on The History Channel are now adults with their own children, they look back on the network’s classic shows fondly and want to share those stories with their children.