Harvard Case - Walk Away from The Walking Dead? Shentel and the AMC Renewal Decision
"Walk Away from The Walking Dead? Shentel and the AMC Renewal Decision" Harvard business case study is written by Scott R. Gallagher, Chris Kyle. It deals with the challenges in the field of Strategy. The case study is 5 page(s) long and it was first published on : Jun 1, 2017
At Fern Fort University, we recommend Shentel pursue a strategic alliance with a major streaming platform like Netflix, Amazon Prime Video, or Hulu, to secure the rights to distribute 'The Walking Dead' and other AMC content. This alliance would leverage Shentel's existing infrastructure and customer base while tapping into the growing demand for streaming services, creating a sustainable competitive advantage in the rapidly evolving media landscape.
2. Background
This case study centers around Shentel, a regional telecommunications company, facing a crucial decision: whether to renew their contract with AMC for the rights to broadcast 'The Walking Dead' and other popular shows. The decision hinges on the evolving media landscape, the increasing popularity of streaming services, and the financial viability of traditional cable television.
The main protagonists are:
- Shentel: A regional telecommunications company seeking to navigate the changing media landscape and maintain customer loyalty.
- AMC: A major cable network facing declining viewership and seeking new avenues to monetize its content.
- 'The Walking Dead': A highly popular TV series with a loyal fan base, representing a significant portion of AMC's revenue.
3. Analysis of the Case Study
Industry Analysis: The television industry is undergoing a significant transformation, driven by the rise of streaming services and the decline of traditional cable TV. This shift is reflected in the declining viewership of cable channels like AMC, as consumers increasingly opt for on-demand content accessible through platforms like Netflix and Amazon Prime Video.
Porter's Five Forces:
- Threat of New Entrants: High, due to the low barriers to entry in the streaming market, with new players emerging frequently.
- Bargaining Power of Buyers: High, as consumers have a wide array of choices and can easily switch between platforms.
- Bargaining Power of Suppliers: Moderate, with content creators holding significant leverage, but also facing competition from streaming platforms.
- Threat of Substitutes: High, as streaming services offer a compelling alternative to traditional cable TV.
- Competitive Rivalry: Intense, with established players like Netflix and Amazon Prime Video aggressively expanding their content libraries and market share.
SWOT Analysis of Shentel:
Strengths:
- Established infrastructure and customer base.
- Strong brand recognition in its regional market.
- Expertise in telecommunications and content delivery.
Weaknesses:
- Limited reach beyond its regional market.
- Dependence on traditional cable TV revenue.
- Lack of significant content production capabilities.
Opportunities:
- Growing demand for streaming services.
- Potential to leverage partnerships with content providers.
- Expansion into new markets through strategic alliances.
Threats:
- Increasing competition from established streaming platforms.
- Declining viewership of traditional cable TV.
- Potential for technological disruption in the media industry.
Value Chain Analysis: Shentel's value chain is focused on delivering content to its customers through its cable network. However, this model is facing significant challenges due to the shift towards streaming services.
Business Model Innovation: Shentel needs to adapt its business model to address the changing media landscape. This can be achieved by:
- Diversifying revenue streams: Exploring new revenue sources beyond traditional cable TV subscriptions.
- Embracing digital transformation: Investing in technology and analytics to enhance customer experience and optimize content delivery.
- Strategic alliances: Partnering with content providers and streaming platforms to expand reach and offer competitive services.
4. Recommendations
1. Strategic Alliance: Shentel should pursue a strategic alliance with a major streaming platform like Netflix, Amazon Prime Video, or Hulu. This alliance would allow Shentel to:
- Secure the rights to distribute 'The Walking Dead' and other AMC content: Ensuring continued access to popular programming for its customers.
- Leverage the streaming platform's reach and infrastructure: Expanding its customer base and accessing a wider audience.
- Offer a competitive streaming service: Providing a bundled offering that includes internet, phone, and streaming services.
2. Content Acquisition Strategy: Shentel should develop a content acquisition strategy that focuses on:
- Securing exclusive rights to popular shows: Differentiating its streaming service and attracting subscribers.
- Investing in original content: Creating its own unique programming to attract new audiences.
- Partnering with independent producers: Expanding its content library and diversifying its offerings.
3. Digital Transformation: Shentel needs to invest in digital transformation to enhance its customer experience and optimize content delivery. This includes:
- Developing a user-friendly streaming platform: Providing a seamless and intuitive experience for viewers.
- Implementing advanced analytics: Understanding customer preferences and tailoring content recommendations.
- Investing in cybersecurity measures: Protecting user data and ensuring a secure streaming environment.
5. Basis of Recommendations
1. Core Competencies and Consistency with Mission: The strategic alliance aligns with Shentel's core competencies in telecommunications and content delivery, while expanding its reach and offering a competitive streaming service, consistent with its mission to provide innovative and reliable communication solutions.
2. External Customers and Internal Clients: The alliance directly addresses the needs of Shentel's customers by providing access to popular content through a convenient streaming platform. It also benefits internal clients by diversifying revenue streams and enhancing the company's competitive position.
3. Competitors: The alliance allows Shentel to compete effectively with established streaming platforms by offering a bundled service that includes internet, phone, and streaming.
4. Attractiveness ' Quantitative Measures: The alliance is expected to generate significant revenue through increased customer subscriptions and advertising revenue. The financial viability of the alliance can be assessed through NPV, ROI, break-even analysis, and payback period calculations.
Assumptions:
- The streaming platform is willing to partner with Shentel.
- Shentel can secure the rights to distribute popular content.
- The alliance will be successful in attracting new customers and retaining existing subscribers.
6. Conclusion
Shentel faces a critical decision regarding the future of its content distribution strategy. By pursuing a strategic alliance with a major streaming platform, Shentel can leverage the growing demand for streaming services, expand its reach, and create a sustainable competitive advantage in the evolving media landscape. This alliance represents a strategic opportunity for Shentel to adapt to the changing market dynamics and ensure its long-term success.
7. Discussion
Alternatives:
- Renewing the contract with AMC: This option carries the risk of declining viewership and revenue as consumers shift towards streaming services.
- Developing its own streaming platform: This option requires significant investment in technology, content, and marketing, and faces intense competition from established players.
- Focusing solely on its telecommunications business: This option limits Shentel's growth potential and exposes it to the risk of being overtaken by competitors in the media industry.
Risks and Key Assumptions:
- The alliance may not be successful in attracting new customers.
- The streaming platform may not be willing to share revenue or provide access to its full content library.
- The alliance may face regulatory challenges or legal disputes.
Options Grid:
| Option | Advantages | Disadvantages | Risks | Assumptions |
|---|---|---|---|---|
| Strategic Alliance | Increased reach, access to popular content, competitive streaming service | Investment required, dependence on partner | Alliance may not be successful, partner may not share revenue | Streaming platform is willing to partner, Shentel can secure rights to popular content |
| Renewing AMC Contract | Continued access to popular content | Declining viewership, limited reach | Viewership continues to decline, AMC may raise prices | AMC is willing to negotiate a favorable contract |
| Developing Own Platform | Full control over content and platform | Significant investment, intense competition | Platform may not be successful, high development costs | Shentel can develop a successful platform, can secure funding for development |
| Focusing on Telecoms | Reduced risk, core competencies | Limited growth potential, exposure to competition | Telecoms market may become saturated, competitors may offer bundled services | Telecoms market remains profitable, Shentel can maintain its competitive position |
8. Next Steps
Timeline:
- Q1 2024: Initiate discussions with potential streaming partners.
- Q2 2024: Finalize the terms of the strategic alliance.
- Q3 2024: Launch the joint streaming service.
- Q4 2024: Monitor performance and make adjustments as needed.
Key Milestones:
- Secure the rights to distribute 'The Walking Dead' and other AMC content.
- Develop a user-friendly streaming platform.
- Implement marketing and promotional campaigns to attract new subscribers.
- Monitor customer engagement and feedback.
By taking these steps, Shentel can successfully navigate the changing media landscape and secure its future in the digital age.
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Case Description
Against the background of a fragmented cable industry Chris Kyle at Shentel is evaluating a renewal offer to carry AMC Networks' programming. The offer includes a significant price increase as well as conditions that require Shentel to carry additional AMC channels. AMC's position is fortified by its ownership of the #1 TV show in the US, The Walking Dead. Shentel is concerned about price escalation and the additional capacity demands on its network, and must make a recommendation on whether or not to accept AMC's offer.
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