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The Learning Channel is one of the cable industry's most touted success stories. After its launch in 1979, TLC was a fledgling and financially troubled network. Then in 1991, Discovery Communications, Inc. acquired TLC, and the network would never be the same. Today, TLC enjoys recognition as a leader in the industry, as its award-winning programming is among the best quality in cable television. TLC is the cable network consistently offering people of all ages -- from preschoolers on -- an enjoyable, entertaining way to learn and to satisfy their natural curiosity. TLC's stunning success is attributable to many factors: strong investment in original programming devoted to educating people as it entertains, brand strength among both subscribers and non-subscribers, and of course, the cable affiliates. ORIGINAL PROGRAMMING TLC programming is now ranked among the best because DCI has given TLC exactly what it needed: a continually growing pipeline of original programming, to the tune of $90 million for the 1996-97 season. The investment paid off, as TLC ranks fourth in ratings amongst all specialty networks in Canada. TLC's programming day is divided into three dayparts. First is the morning children's block called Ready, Set, Learn!, an award-winning series that prepares pre-schoolers to enter school, ready to learn. Winner of the prestigious CableACE Creators Award, this six-hour, commercial-free, violence-free programming block airs every weekday morning. The second daypart is the how-to/lifestyles block, which airs from noon until 7:30 pm. TLC offers how-to and lifestyle programs on cooking, gardening, home repairs, and more. Finally, prime-time is comprised of word premiere series and specials that explore history, science, culture and human behaviour. Overall, the network's primetime audience has grown 500% since 1991. BRAND STRENGTH TLC is one of the highest-ranked television brands thanks to DCI's commitment to marketing and programming. TLC ties first in satisfaction among Canadian cable subscribers, outperforming all other major informational channels. (Compas 1997). The Learning Channel was ranked the #2 television brand in overall quality among 37 television brands measured, according to Total Research Corp.'s EquiTrend Study (September 96-January 97). Additionally TLC was ranked the #3 media brand in overall quality among 61 media brands measured, according to Total Research's EquiTrend Study (September '96-January '97). CABLE AFFILIATES TLC helps bring value enhancement to the cable systems that launch the service. TLC has developed a substantial launch support package for new affiliates so that they can take full credit for providing this cable industry success story to their subscribers. TLC also provides award-winning quarterly marketing materials including customizable ad slicks, press releases, and cross-channel spots free of charge.