PWTorch VIP member cabledude sent in the following report on a Spike TV presentation Wednesday discussing the network's re-branding effort. TNA was not mentioned during the presentation despite being one of Spike's highest-rated shows, which is only indicative of Spike not using TNA material for a media conference presenation.

At the PROMAX/BDA 2011 annual conference for TV marketing executives & promo producers, Niels Shuurmans (EVP, Brand Marketing & Creative for Spike TV) & Ty Montague (Co-CEO Co Collective) outlined the Spike TV re-brand and went into detail about where they want to take the brand.

The session began with Shuurmans walking everyone through where Spike has been in terms of their past brand marketing efforts. He explained the channel was designed as an unapologetic destination for men 18-34 looking for action-oriented fare. While describing the "playful" nature of what was once Spike TV's brand, he showed some old promo branding spots Spike once ran (scantily-clad women brand IDs and a long-length Half Pint Brawlers launch spot). It is important to note that nowhere in this presentation was Impact mentioned, referenced audially or visually.

Shuurmans went on to explain that it was time for Spike TV to evolve from targeting only men 18-34, describing the need to broaden the audience to both men and women 18-49. The need to be more inclusive and get more women watching was driven home numerous times. Spike wants women to be "intrigued" by their programming, not totally turned off by it. Clearly, they are moving head-strong into the reality realm as spots were shown for Auction Hunters, Deadliest Warrior, and Bar Rescue which premieres in July. There was no mention of Impact (and only passing clips of UFC).

Ty Montague took over the presentation and explained Spike's new brand mission. The channel will now be dedicated to give men guidance and be a service that equips them to be better men. The mantra "inspire men to be better men" was thrown around numerous times as more slides were shown highlighting efforts to expand Spike's website and reach out onto other platforms.

In conclusion, it was apparent Spike is very much aware they have limited their audience with the original effort to be an unapologetic "guys only" network. Shuurmans himself noted that this niche is not big enough and the channel has to expand to appeal to women. It seems they intend on doing this by introducing more personality-driven reality fare. The hope is that they don't alienate their core male audience while trying to go broader.

Caldwell's Analysis: The tone of TNA programming will have to change in order to fit this re-branding, whether formal or informal. Female characters presented in a demeaning way and a constant barrage of lewd content will not achieve Spike's goals with the re-branding, so TNA will have to develop a different approach. TNA programming doesn't appear to be in jeopardy with the re-branding, but there should be a mandate to make wholesale changes to the tone of the show and portrayal of certain characters.

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