For both WCHI and Hollyville: issue, batna, reservation point, target point, source of power and opening move/first strategy.

Moms.com

Role of Kim Taylor for WCHI - Buyer

You are Kim Taylor, the general manager of WCHI, an independent television station located in Chicago. The Chicago market is made up of three million television households served by three network- owned-and-operated stations and four independent stations, including WCHI. Your station is a subsidiary of MULTIMED Inc., a highly successful national multimedia corporation. In addition to owning several independent television stations across the country, MULTIMED also operates newspapers, magazines, and a film/video company that produces theatrical films and television programs for network and syndicated distribution.

As an independent station, WCHI relies mainly on the syndication market for its programming, airing shows that previously appeared on one of the major networks. Your task as general manager is to assess WCHIs current ratings position in the Chicago market, evaluate the audience potential of its current library, analyze the present syndication market, determine what products are available, and negotiate the best possible deal for new programs.

Until three years ago, WCHI followed an aggressive buying strategy. During this time, shows were bought not only to air but also to prevent competitors from purchasing them. The end result was that the station was paying too high of a price for most programs and, as a result, found itself in financial difficulty. To remedy the situation, MULTIMED canceled all purchases of new programs for three years. Although the station is now out of financial trouble, its audience position has eroded because of the lack of new product; consequently, WCHI is now ranked as the second independent station in the market with a relatively low household rating and weak demographics. It is ranked fifth among all seven stations.

To improve this position, MULTIMED has recently permitted you to purchase new programs. Although most of the best shows that will become available for the upcoming season have already been sold, you were just notified that HOLLYVILLE INC., one of the top seven producers in the industry, is releasing Moms.com to syndication a year earlier than anticipated. This program would be ideal for WCHIs turnaround. The plot concerns three women who are trying to balance their lives as dot.com executives and as mothers of teenage children. Moms.com is doing very well on the SBT network, ranking in the top ten each week with a 20 rating and 30 share in a

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competitive prime time slot. This strong rating is

reflective of the programs excellent writing and talented cast of characters. The show appeals primarily to 25-54-year-old women, who constitute 45% of its viewing audience. These demographics make the program particularly appealing because of the high rates that advertisers will pay to reach this market. In addition, these demographics are ideal for the 6:00 p.m. time slot, which commands the largest viewing audience for independent stations.

To further assess Moms.com, you have researched your competitors programming profiles and audience positioning. You are reasonably certain that the network stations will not be interested in the program because syndicated programs are generally incompatible with other network programs, failing to achieve audience flow from one program to the next. In your assessment of the independent stations, you know that WILL, typically the third independent in the market, has had an excellent year with a 10% increase in overall market share. Its new profile, although fairly well balanced, is trending toward young men and is not conducive to an additional womans program. Consequently, Moms.com should not appeal to WILL. WXYZ, the smallest station in the market, has already told HOLLYVILLE that it is not interested in the show because of financial reasons. You know that WWIN, the independent leader in the market, is interested in purchasing the program. Although it currently has a strong 6:00 p.m. show, the introduction of Moms.com by a competitor would erode its market share. In light of this fact and the stations strong financial position, you expect that WWIN will offer HOLLYVILLE a good price for the program.

Like MULTIMED, HOLLYVILLE is a large multimedia corporation. Syndicated programs are the cash cow of the television production business. Although only 15% of network programs make it to syndication, the money realized from this business more than offsets the 20% loss from the other first- run network shows. In the past, the limited number of stations in each market placed producers like HOLLYVILLE in a weak position. However, the recent expansion in the number of program outlets has increased the producers negotiating strength. Despite this increase in demand, HOLLYVILLE has had a poor network season; two shows that it had planned for syndication were never sold. Consequently, its financial position has deteriorated significantly from its annual projections.

Your job as WCHIs general manager is to negotiate the best price and terms for Moms.com. Moms.com will end its network run with 100 episodes. The 100 episodes are being offered as part of a five-year contract; the length of this contract is non-negotiable. Within these parameters, you realize that the value of this show to WCHI is really a function of the advertising revenuedetermined by expected net programming minus the licensing fee. Advertising revenue is calculated based on the demographic number, or the rating within the primary demographic category (in this case, 25-54-year-old women). You estimate that Moms.com should produce $7,000,000 in advertising revenue for WCHI over the life of the contract if the demographic ratings are in the 2-3 range, with every increase in demographic point adding an additional $1,000,000 in revenue. Although you expect that the program will draw 3-4 rating points in this demographic category, you know realistically that both the ratings and advertising revenue generated from the show are uncertain. Your best estimate of the likelihood of various ratings and their corresponding revenue over the life of the contract is as follows:

Ratings Likelihood Adv. Revenue

2-3 20% $ 7,000,000

3-4 50% $ 8,000,000

4-5 10% $ 9,000,000

5-6 10% $ 10,000,000

6-7 10% $ 11,000,000

Thus, your overall estimate of the net advertising revenue from the show is equal to:

(0.20 x $7M) + (0.50 x $8M) + (0.10 x $9M) + (0.10 x $10M) + (0.10 x $11M) = $8.4M.

This valuation assumes that each episode will be run 6 times. For up to 8 runs per episode, each additional run increases the shows advertising revenue by $800,000 (i.e., 7 runs/episode would add $800,000, and 8 runs/episode would add $1,600,000). An assessment of your current advertising needs reveals that any more than 8 runs/episode would not be beneficial to WCHI. On the flip side, however, each decrease in the number of runs/episode results in a $800,000 decrease in advertising revenue (i.e., 5 runs/episode would decrease the value by $800,000, 4 runs/episode would decrease the value by $1,600,000, etc.).

The cost of the program to WCHI is reflected in the negotiated licensing fee that is paid to HOLLYVILLE. You know that management will not let you buy the program if the licensing fee exceeds $60,000 per episode; however, you also realize that the show would never sell for less than $30,000 per episode. In evaluating the licensing fee that you would be willing to pay for Moms.com, you are aware that you can purchase a different program for the same time slot from another producer. You estimate that this show would produce $3,000,000 in net programming revenue.

Given HOLLYVILLE's financial position, you have heard that they hope to obtain 50% up-front payment and 25% in years 1 and 2. You prefer zero payment up front and the payments spread evenly over 5 years. To assist you in the negotiation, your financial group has quantified the savings of delayed payment:

Money Paid You Save

up front 0% of money paid in this year

1st year 10% of money paid in this year

2nd year 20% of money paid in this year

3rd year 30% of money paid in this year

4th year 40% of money paid in this year

5th year 50% of money paid in this year

Although you would like the best deal possible, you also know that your relationship with HOLLYVILLE will continue as new shows for future programming years become available. For example, you know that HOLLYVILLE is very interested in selling a new show, Juniors, for the upcoming season. Although the show has done moderately well in the networks, the show appeals to the teenage market segment, which has one of the lowest advertising rates. Due to your weak program profile, you may be interested in purchasing the show. Based on 100 episodes, the maximum value that you would place on this show is $20,000 per episode. Thus, any licensing fee below $20,000 per episode would result in a positive profit.

You are about to meet with Terry Schiller, Syndicated Sales Representative of HOLLYVILLE, to discuss the sale of Moms.com. To assist you during the negotiation, the Negotiation Agreement Worksheet (found on page 4) can be used as a guide in calculating the final net worth of any agreement. In addition, an example of a net value calculation is provided on page 5. At a minimum, the agreement should specify the items listed below.

1. Expected Advertising Revenue from the Show. The expected advertising revenue from the show can be determined by using the expected value of $8.4 million as a base and then adjusting this value for any agreement that differs from 6 runs/episode.

2. Licensing Fee. To calculate the licensing fee of the show, multiply the agreed-upon licensing fee per episode by 100 episodes.

3. Payment Savings. Any payments made in years 1-5 create a 10% savings for each year that payment is delayed. For any agreement that specifies payments in these years, calculate the annual savings by multiplying the payment in that year by the percent savings for that year. To determine the total savings from the payment terms, add up all savings from years 1-5.

4. Net Licensing Fee of the Show. To determine the net licensing fee of the show, subtract the payment savings from the licensing fee of the show.

5. Other Terms of the Agreement. If applicable, note any other terms of the deal and their corresponding value/cost.

6. Net Programming Revenue of the Deal. The net programming revenue can be determined by subtracting the net licensing fee of the show from the expected advertising revenue of the show and adding in any other terms of the deal that have been agreed upon.

7. Value of the Alternative Deal. Your alternative to purchasing Moms.com is to buy a different program from another producer. As described, the value of this program is $3,000,000.

8. Net Value of the Bargaining Agreement. To determine the total net value of the bargaining agreement, subtract the value of the alternative deal from the programming revenue of the show.

You are not limited to the structure presented on the Negotiation Agreement Worksheet. Rather, this worksheet is provided to help you organize the various pieces of information that will be included in the final negotiation agreement. While you may reach agreements not found on this chart, you cannot add any information that you do not know to be factual. Regardless of the structure you decide to use to organize the negotiation, you should have a reasonable basis for evaluating the worth of your agreement.

Upon completion of the negotiation, please fill out the Negotiation Agreement Worksheet on the following page and give it to the lecturer.