Harvard Case - Law & Order: Special Victims Unit's "Showrunner"
"Law & Order: Special Victims Unit's "Showrunner"" Harvard business case study is written by Bill Guttentag, Ron Kramer, Victoria Chang. It deals with the challenges in the field of General Management. The case study is 18 page(s) long and it was first published on : Feb 15, 2006
At Fern Fort University, we recommend a comprehensive strategic plan for "Law & Order: Special Victims Unit" (SVU) to address declining viewership, maintain its brand relevance, and ensure its long-term success. This plan will involve a multi-pronged approach encompassing content innovation, audience engagement, and strategic partnerships.
2. Background
The case study focuses on 'Law & Order: Special Victims Unit,' a long-running television series facing declining viewership and a need to re-engage its audience. The show's executive producer and showrunner, Warren Leight, is tasked with navigating this challenge while maintaining the show's integrity and core values. The case highlights the complexities of managing a successful franchise in a rapidly evolving media landscape.
The main protagonists are Warren Leight, the showrunner, and Dick Wolf, the creator and executive producer of the 'Law & Order' franchise. The case study also mentions other key stakeholders, including the network executives, writers, actors, and the show's loyal fanbase.
3. Analysis of the Case Study
To analyze the case, we can utilize a framework that incorporates both internal and external factors impacting SVU's performance:
SWOT Analysis:
Strengths:
- Strong brand recognition and established fanbase: SVU has a loyal audience built over two decades.
- Experienced production team: The show boasts a skilled and experienced team, including writers, directors, and actors.
- Strong thematic relevance: SVU consistently addresses relevant social issues, attracting viewers seeking thought-provoking content.
- Franchise potential: The 'Law & Order' brand offers opportunities for spin-offs and cross-promotional activities.
Weaknesses:
- Declining viewership: SVU has experienced a steady decline in ratings, indicating a need for audience re-engagement.
- Potential for creative stagnation: Long-running shows can face challenges in maintaining fresh storylines and characters.
- Competition from streaming services: SVU faces competition from a growing number of streaming services offering diverse content.
Opportunities:
- Expand digital presence: Leverage social media and streaming platforms to reach new audiences and engage existing fans.
- Develop new storylines and characters: Introduce fresh perspectives and narratives to attract younger viewers.
- Explore cross-promotional opportunities: Collaborate with other 'Law & Order' franchises to create synergy and reach a wider audience.
- Embrace diversity and inclusion: Reflect the changing demographics of the audience by incorporating diverse perspectives in storylines and casting.
Threats:
- Continued decline in traditional television viewership: The shift towards streaming services poses a significant threat to SVU's audience base.
- Increased competition from other crime dramas: The genre is highly competitive, with numerous shows vying for viewers' attention.
- Changing audience preferences: Younger generations may have different entertainment preferences, requiring SVU to adapt its content.
Porter's Five Forces:
- Threat of new entrants: The television industry is relatively mature, but the emergence of streaming services presents a new threat.
- Bargaining power of buyers: Viewers have more options than ever before, giving them greater bargaining power.
- Threat of substitute products: Streaming services offer a wide range of content, posing a threat to traditional television shows.
- Bargaining power of suppliers: Actors, writers, and directors have significant bargaining power, potentially influencing the show's production costs.
- Competitive rivalry: The crime drama genre is highly competitive, with numerous shows vying for viewers' attention.
4. Recommendations
To address the challenges facing SVU, we recommend the following strategic initiatives:
1. Content Innovation:
- Introduce new storylines and characters: Introduce fresh perspectives and narratives to attract younger viewers while maintaining the show's core themes.
- Embrace diversity and inclusion: Reflect the changing demographics of the audience by incorporating diverse perspectives in storylines and casting.
- Explore new formats: Experiment with shorter episodes, standalone stories, or even a limited-series format to cater to different viewing habits.
- Leverage technology: Incorporate visual effects, augmented reality, and other technological advancements to enhance storytelling and audience engagement.
2. Audience Engagement:
- Expand digital presence: Utilize social media platforms, streaming services, and interactive content to connect with viewers and build a stronger online community.
- Develop targeted marketing campaigns: Utilize data analytics to understand audience demographics and preferences, and tailor marketing campaigns accordingly.
- Engage with fans: Encourage fan participation through online forums, contests, and behind-the-scenes content.
- Explore live events and experiences: Host screenings, meet-and-greets, and other events to create a more immersive fan experience.
3. Strategic Partnerships:
- Collaborate with other 'Law & Order' franchises: Create synergy and cross-promotional opportunities to reach a wider audience.
- Partner with streaming services: Explore distribution agreements with streaming platforms to reach new audiences and expand the show's reach.
- Collaborate with social impact organizations: Partner with organizations addressing issues related to SVU's themes to raise awareness and promote social change.
- Develop merchandise and licensing opportunities: Expand the 'Law & Order: SVU' brand through merchandise, licensing agreements, and other revenue streams.
5. Basis of Recommendations
These recommendations are based on a comprehensive understanding of SVU's strengths, weaknesses, opportunities, and threats. They are designed to:
- Maintain the show's core values: By focusing on content innovation and audience engagement, the recommendations ensure that SVU remains true to its mission of addressing social issues and providing thought-provoking entertainment.
- Attract new audiences: By leveraging digital platforms, embracing diversity, and exploring new formats, the recommendations cater to the evolving preferences of younger generations.
- Enhance profitability: By exploring strategic partnerships and expanding the show's brand, the recommendations aim to increase revenue streams and ensure the show's long-term financial sustainability.
6. Conclusion
'Law & Order: Special Victims Unit' has a long history of success, but it faces significant challenges in today's rapidly evolving media landscape. By embracing innovation, engaging with audiences, and forging strategic partnerships, SVU can adapt to these changes, maintain its brand relevance, and ensure its long-term success.
7. Discussion
Other alternatives not selected include:
- Canceling the show: This option would be a drastic measure, potentially alienating the show's loyal fanbase and damaging the 'Law & Order' brand.
- Continuing with the current format: This approach risks further decline in viewership as the show fails to adapt to changing audience preferences.
Key assumptions of our recommendations include:
- The 'Law & Order' brand remains strong: This assumption is based on the show's long history of success and its continued relevance to social issues.
- Viewers are willing to engage with digital platforms: This assumption is based on the growing popularity of streaming services and social media.
- Strategic partnerships can be successfully implemented: This assumption requires careful planning and execution to ensure that partnerships are mutually beneficial.
8. Next Steps
To implement these recommendations, the following steps should be taken:
- Develop a detailed strategic plan: Outline specific objectives, timelines, and resource allocation for each recommendation.
- Assemble a cross-functional team: Involve key stakeholders from production, marketing, and digital departments to ensure collaborative implementation.
- Conduct market research: Gather data on audience demographics, preferences, and viewing habits to inform content decisions and marketing strategies.
- Pilot test new initiatives: Experiment with new formats, storylines, and digital platforms to assess their effectiveness before full-scale implementation.
- Monitor performance and adjust strategies: Regularly track key performance indicators (KPIs) to measure the success of the initiatives and adjust strategies as needed.
By taking these steps, 'Law & Order: Special Victims Unit' can navigate the challenges of the modern media landscape, maintain its brand relevance, and continue to provide thought-provoking entertainment for years to come.
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Case Description
Every Tuesday evening, after a hectic day at the NBC Universal offices in Universal City, Neal Baer kicked up his feet to watch the latest episode of the award-winning police television series, Law & Order: Special Victims Unit (SVU). SVU was part of the triumvirate Law & Order franchise created by Hollywood legend Dick Wolf. The suite of shows included the original Law & Order, SVU, and Law & Order: Criminal Intent. Baer, an Emmy-nominated writer, was a "showrunner" for SVU--industry slang for the person in charge of every aspect of a television series, from story creation to script writing to direction and post-production--essentially the person who "ran the show." The term, showrunner, arose from the need to distinguish the executive producer from the writers, cast members, and post-production people who were often called "co-executive producers." Being a showrunner was analogous to being a baseball manager: "While the baseball manager reports to a general manager as well as a team owner(s), he is still perceived by the players, the public, and the journalists as the driving force behind the team. He is lauded if the team is successful, and fired if the team is losing. The same is true for the showrunner. Also, like a baseball manager, the showrunner works with other producers, who like the manager's coaching staff--the pitching coach, and the first- and third-base coaches--are professionals and expert at what they do." As a showrunner, Baer was a lot like senior managers at traditional corporations--he and SVU had earned enough respect within the industry to lead to a significant amount of autonomy but not absolute freedom. He needed to keep people below and above him happy. And he needed to be strategic at a high level to make a successful series while juggling tight deadlines and budgetary constraints, among other day-to-day details, on multiple episodes.
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