Taran Swan at Nickelodeon Latin America Case Study
Taran Swan at Nickelodeon Latin America (A) Case Study
Background and Scope
In 1979, Nickelodeon, “a cable channel for kids 2-11 years old, was launched in the United States”. Nickelodeon provided a wide-range of programming which including “live-action, comedy, drama, animation, music and sports and game shows”. By 1995, Nickelodeon was the highest rated basic cable network and international expansion was very realistic and just getting started. To successfully transition internationally Nickelodeon allowed the channel to have its own “on-air identity and slogan” for each endeavor. Nickelodeon used an “International Swat Team” to launch the network into other countries and once established turned it over for local personnel to operate.
By 1998, Nickelodeon had already expanded and operating on 30 countries. However, back in 1993, Ms. Taran Swan, then Director of Business Development for Nickelodeon, initially entertained the opportunity to expand in Latin America. Latin American TV did not cater to children. Due to the economic conditions programs were outdated and stagnant. This would be an opportunity for Nickelodeon to introduce programs that “gave kids a voice” while still embracing their culture. The steps required to meet this goal would not be easy. Swan recognized the task at hand and the need to “prove her business plan by securing minimum distribution” (at least 2 million households). Swan believed in a “big bets” strategy and keeping the “bottom line” at the forefront of her thought process.
This paper will present obstacles that Swan and her team had to deal with, not just in selling the channel, attracting advertisers but also managing each other. Swan’s style and dedication allowed her to hand-pick her team to ensure deadlines were met and meeting expectations of the network. Swan was known for her “smart and strategic business directives”. In addition issues addressing personal work/life balance, succession/transition
Background and Scope
In 1979, Nickelodeon, “a cable channel for kids 2-11 years old, was launched in the United States”. Nickelodeon provided a wide-range of programming which including “live-action, comedy, drama, animation, music and sports and game shows”. By 1995, Nickelodeon was the highest rated basic cable network and international expansion was very realistic and just getting started. To successfully transition internationally Nickelodeon allowed the channel to have its own “on-air identity and slogan” for each endeavor. Nickelodeon used an “International Swat Team” to launch the network into other countries and once established turned it over for local personnel to operate.
By 1998, Nickelodeon had already expanded and operating on 30 countries. However, back in 1993, Ms. Taran Swan, then Director of Business Development for Nickelodeon, initially entertained the opportunity to expand in Latin America. Latin American TV did not cater to children. Due to the economic conditions programs were outdated and stagnant. This would be an opportunity for Nickelodeon to introduce programs that “gave kids a voice” while still embracing their culture. The steps required to meet this goal would not be easy. Swan recognized the task at hand and the need to “prove her business plan by securing minimum distribution” (at least 2 million households). Swan believed in a “big bets” strategy and keeping the “bottom line” at the forefront of her thought process.
This paper will present obstacles that Swan and her team had to deal with, not just in selling the channel, attracting advertisers but also managing each other. Swan’s style and dedication allowed her to hand-pick her team to ensure deadlines were met and meeting expectations of the network. Swan was known for her “smart and strategic business directives”. In addition issues addressing personal work/life balance, succession/transition
References: McShane, S. & Von Glinow, M. 2011. Organizational Behavior, New York, NY: McGraw- Hill/Irwin Latané, B., Williams, K., & Harkins, S. (1979). Journal of personality and social psychology. Retrieved from http://psycnet.apa.org/journals/psp/37/6/822/