Differentiation strategy of The Voice US

The Differentiation

Strategy of The Voice

reality show

Main content

I. Introduction

II. Differentiation Strategy Analysis

1. Differentiation in Format

2. Differentiation in Quality

3. Differentiation in Promotion

III. Conclusion

I. Introduction

In the 2000s, the home entertainment

sector is flooded with a huge number of

Reality shows.

I. Introduction

In the 2000s, the home entertainment

sector is flooded with a huge numbers of

Reality shows with high ratings.

However, from 2010 on, many television

show franchises had begun to age, setting

up declines in ratings across the format.

Audience started to be fed up with

such old shows with nothing changes during

the time.

I. Introduction

The future of TV shows was under the

shadow of doubt.

The Voice arose as a new phenomenon

with strange and unique style.

I. Introduction Achievements

after 3 seasons:

1st season:

No.20 with 12

million viewers.

2nd season: 17

million viewers.

3rd season: win

every Monday

night

I. Introduction

How did “The Voice” stand out in the reality

show market?

Differentiation Strategy

Product Differentiation: the process of adding meaningful

and valued differences to distinguish the product from the

competition.

II. Analysis of The Voice‟s

differentiation strategy 1. Differentiation in Format

Most critical feature in making The Voice a

unique and successful program: Blind

audition.

Audition rounds of The Voice and

American Idol are reported to receive the

most views, but they are attractive in

different ways.

- Random contenders wearing

normal outfit just come in the

room and sing without music

- Focus on humiliation and the

vocal train wreck, as an

attempt of the producers to

trigger laughters.

- Other reality shows like X-

Factor or Got Talent also take

after AI, focusing on lame

performances or on stage

dramas.

- Singers carefully prepare for

their performance on stage,

with background music.

- Cut out almost every bad

audition performance.

- The Voice auditions focus on

talent performing ability, not

scandal making ability


differentiation strategy

By differentiating

themselves from other

shows, The Voice has to

sacrifice some short-term

benefits:

- losing viewers who want

to be entertained by lame

and funny performances;

- a lot of attention may

have been drawn to the

show if they had resorted

to lame audition

performances.



In the long term, The Voice has cut a

clear figure of a professional show,

while other shows like American Idol

are being remembered by “fun factors”.



From the beginning of the show, the

producer of The Voice has come up with

novel ideas and kept adding dramatical

features to tickle the audience’s curiosity

to make a real difference in this show and

therefore, to achieve the ultimate goal of

attracting as many audience as possible.


differentiation strategy 2. Differentiation in Quality

2.1. Contenders:

From the starting point, contestants of The

Voice program seemed to be somewhat

more advanced.

Its contestants are chosen "purely on

their vocals and not their 'package’.


differentiation strategy 2.2. Production Process

- Transparency

Mean while in American Idol:

- All winners in recent years are white

and male artists

Rumored for racist and gender bias.

- Contenders‟ performing experience is

not conccealed, but not widely public

either.



2.2. Production Process

- Transparency The Voice makes no secret of the fact that many of its

contestants have previous experience in the recording

industry.

Without knowing their appearance or where they come

from, therefore the transparency is appreciated and

showed publicly to all the audiences.



2.2. Production Process

- Mentoring The Voice is tailored to the individual performer‟s chosen

field of singing.

The mentoring process would be more intense and

competitive

About quality of coaches, all the coaches are well-known

of their positions, achievements as well as specific

knowledge in their specific kind of music.




3.1. Selection of Judges

- In 2011, Simon Cowell left the board of

American Idol => seek for new big and hot

names.


differentiation strategy Hottest

Celebrity

Rock

Star




3.1. Selection of Judges

- Also in 2011, The Voice was born with 4

judges, which are big names, but not hot

names.



- Strongest

voice in

showbiz

- In the bottom

of her career

in 2011

- Talented

country

singer.

- Not the hot

figure in

showbiz

- Maroon 5’s lead

vocal.

- In 2011, Maroon

5 new album

was considered

flopping.

- Also, not a hot

name in

showbiz, yet

credited for

talent.



- In 2012, changes in the board of judges

are made to American Idol.

Unparalelled

Diva

Wild child rapper,

controversial, no

experience in judging


differentiation strategy - The Voice also plans on changing the judges, but

insists on talented artists rather than popularity.

The Voice distinguished itself from other shows

by the way it chose judges, giving the audience

an impression of professionalism and

quality/talent focusing: you want true talents,

we have true talents.

American Idol, at the same time, has been

struggling with the criticism about their dropping

quality,


differentiation strategy 3. Differentiation in Promotion

3.2. Scandals making

In showbiz, scandals making has been

known as an effective method of getting

attention.

Extensively used in American Idol and

other shows before The Voice.



3.2. Scandals making


differentiation strategy • „American idol undermines art in every

way and promotes commercialism‟.

The audience are smart and they are

increasingly immune from the fake scandals.

Moreover, the media is always there to

uncover all the frauds that you make to alter

the results the way you want.


differentiation strategy What does The Voice do to differentiate?

- Staying away from scandals.

- Being organized in a more professional and

impartial way, in which only the voice of the

contestants are judged.

- The Voice is not creating the scandalous dramas

to draw public attention. Instead, the real talents

and the charm of both contestants and coach‟s

voices are the most appealing features of the

show.


differentiation strategy The Voice battle round:

Angel Taylor and Katrina

Parker.

Adam had to choose, but

he took Parker over

because of her voice,

though Taylor showed

more of a future star.


differentiation strategy 3.3. Media Relations

It listens to its head rather than its critics.

(ignores the bad criticism, sticks to its unique

characteristics)

Sticks to its original mission: finding the best

voice.

III. Conclustion

• The Voice would not be one of the hottest and most

reliable shows now if it had tried to immitate American

Idol or other shows at that time.

• Some policies of The Voice do prevent it from at-hand

attention: refuses to play cheap, focuses on quality and

voice, stays away from scandals

• In the big picture, these sacrifices are compensated by

the trust from the audience and the success base that

other shows had years to establish.

III. Conclusion

The Voice: keep focusing on its unique

features, so as to stay in the standing-out

zone of the market. “Differentiate, or Die”.

Thank you for

listening!!!

Marketing

Differentiation strategy of The Voice US