The Movie Channel SWOT Analysis, USP & Competitors

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SWOT Analysis of The Movie Channel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

The Movie Channel

Parent Company

Showtime Networks (CBS Corporation)





Tagline/ Slogan

Movies for Movie Lovers


All types of movie broadcasting



Based on interests and behaviours

Target Group

Indoor lovers and Movie buffs


Any and all types of movies available here

SWOT Analysis


1. Very old channel. High customer loyalty.
2. It has huge distribution penetration because of it being uplinked to a satellite in 1979
3. First premium channel to broadcast R-rated films prior to 8pm
4. Gets good support because of sister networks like Showtime and Cinemax

5.First movie channel to broadcast movies in stereophonic audio

6. The introduction of Behind The Scenes, Interviews with Celebrities, Reel Hits became very popular with the audience


1. The channel faced certain problems after the split of the parent company Viacom
2.It operates in an industry where entry of competitors can start huge bidding wars and thereby increase the price of the service


1.Premiering original movies(produced by showtime) which have no yet received a theatrical or DVD release has proven to be a huge success formula and the channel can exploit this opportunity further
2.The fresh new look of the logo can be presented as a fresh and dynamic face of the channel
3.4 year film licensing agreement with OpenRoad films to broadcast its feature films released between 2017 and 2020

4.Multiyear premium television output deal with STX entertainment in which all movies produced by the studio would be aired exclusively on Showtime and its networks


1. Some competitors have tried to eliminate Showtime and its sister Channels by getting them dropped down from television networks
2.Liberty Media group’s Encore stole away the Disney company’s adult theatrical movies deal from showtime and is eyeing on similar deals in the future






The table above concludes the The Movie Channel SWOT analysis along with its marketing and brand parameters.


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