1. Interpretation of consumer and market data. From its inception in 1996 until recently, The Fashion Channel (TFC) has had great success attracting the widest possible audience. Overall viewership was the main goal, and as long as TFC didn't have significant competition in terms of the fashion-specific content on offer, this "something for everyone" approach was a winner. But competitors like CNN and Lifetime have taken note of TFC's approach. success. They began offering fashion-specific programs. Consumers now have choice and ratings show that non-loyal consumers are starting to choose alternatives to TFC. The reasons for this can be found in the recent Alpha research study on customer satisfaction, which shows that when it comes to consumer interest, awareness and perceived value, both CNN and Lifetime outperform TFC. TFC's two main revenue streams - cable affiliate fees and advertising - are threatened by the attraction of CNN and Lifetime fashion programs to audiences formally exclusive to TFC and by TFC's inability currently to adequately differentiate itself from its competitors. So who are the viewers of TFC? A detailed demographic breakdown shows a 39%-61% split in favor of women, with 33% of viewers aged 18-34 and 45% aged 35-54. A consumer survey conducted by GFE Associates identifies four groups that constitute potential viewers: Fashionistas (fashion devotees, comprising 18% of respondents); Planner and Shopper (fashion enthusiasts, 35%); Situationalists (occasionally interested in fashion for specific purposes, 30%) and Basics (generally uninterested in fashion, 20%). Attitudinal research conducted by GFE indicates that male consumers tend to fall into the Basics group, while 61% of Fashionistas are women. A... paper medium... towards the network: an audience that feels involved with programming that is specifically aimed at them and that is less likely to move towards the competition. Adopting Scenario 3 requires a key shift in consciousness within TFC. The “something for everyone” strategy has worked well for over a decade. Revenues remain high and audiences have continued to grow, which may encourage resistance to change within the network's structure. Therefore, a detailed consultation and training policy must be formulated, so that everyone within the network understands the threats faced by developing competition and the great benefits to TFC of moving in a carefully considered new marketing direction towards specific segments of the its network. spectators.BibliographyStahl, Wendy. (2007, June 1). The fashion channel. Boston, Massachusetts: Harvard Business School Publications.