Are you an avid fan of Doctor Who, Top Gear, Orphan Black, or any other of the amazing British shows from BBC? What really goes into marketing a hit UK show in a new market?
Last Wednesday, Roy Levine, the Marketing Director at BBC America, came into Marketing Society to give us an inside look at launching popular UK shows here in the US and other aspects of marketing for a global entertainment company!
After years of working for the same company and moving among the ranks and getting the chance to learn about different functions from PR to global marketing, Roy Levine was able to reflect on his experiences with BBC America, his biggest challenges, and his goals for the future.
He has been lucky to get the chance to work with one of the most educated and affluent customer base among all audiences in cable. It's really been the worldly, tech-savvy, involved and interested consumers that have propelled the small UK network to flourish at such an exponential rate.
There have been countless trials throughout the way. He personally found it difficult to build up the brand of BBC America as an independent network, without the help of any American sister channels to cross promote on. But, having the smaller reach and distribution didn't deject or hinder him, and he has watched his own personal projects regarding Doctor Who, as well as the network as a whole triumphed.
"Wow people with your passion, enthusiasm, and interests. Get out there end try, be open and impress the right people. Your work will speak for itself!" - Roy Levin, BBC America