John Armah, COO of Marquee TV, wants more people to consume performing arts content. He thinks Marquee TV can grow its subscriber base and be a catalyst for the growth of the $40B arts market.
Chapter 1: About Marquee TV
Mr. Armah describes how the consumption of the culture content has changed over the last several years. Marquee TV is a response to this change, allowing people to consume culture content at their convenience.
Chapter 2: The size of the market (0:48)
Hollywood generates about £30 billion a year ($40 billion), according to Mr. Armah, and the performing arts is about the same size. The market has been difficult to service using traditional broadcast media. However, SVOD services can reach almost everyone interested via the internet.
Chapter 3: Arts consumption is changing (1:30)
Mr. Armah says the way people are watching performance arts is changing and the services that provide them need to change too.
Chapter 4: Super serving the performing arts audience (2:10)
Members of the Royal Shakespeare Company may only get to see one or two of the plays in a season. A service like Marquee TV could provide many more of the plays for them to enjoy. Mr. Armah is planning on targeting existing arts organization members with his service.
Chapter 5: On the competition for attention (2:48)
Mr. Armah sees the biggest competition for Marquee TV as being for the audience’s time. Offering the convenience of fitting the arts around an individual’s schedule is one of the biggest selling points for the service.
Chapter 6: Stimulating arts consumption (3:30)
Marquee TV will fuel the demand for more arts content. The more people consume arts content, the more they will want.
Chapter 7: The three audience types (4:00)
There are three core audiences Marquee TV is aiming to reach:
- Devotees of the arts
- FOMOs – people who have been to the arts in the past but can’t find the time now and are afraid of missing out (FOMO)
New audiences, especially genZ and the millennials, where the service can offer a cultural experience on their terms.