Dog TV – Now That’s Doggone Dramatically and Demonstrably Different!


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Dog TVThe rise of the internet and today’s interconnected world means that many successful businesses focus on niche customer groups and specific types of customers wherever they may be. They recognise that they don’t have to be ‘all things to all people’ and successfully provide very niche products and services targeted at very specific customer groups.

I mentioned last week the issue of the massive choice of radio and TV that we now have rather than a small number of generic channels trying to be all things to all people – it’s now very much about ‘focus’, and as customers we can find tailored content ‘just for us’!

Having a clear focus on the sorts of customers that you want to work with is a key ingredient in 3D businesses – we call it ‘Choose ‘Em Or Lose ‘Em! (It’s an ingredient of Characteristic #2 Establish A Dramatic Difference!)

Well here’s an innovative business that has taken a very Dramatically and Demonstrably Different approach by focusing on a very specific group of customers – dogs! Yes, DogTV is just that – a TV channel specifically for dogs!!!!!

It’s just been launched in the US (where else?!!) and is available by subscription from PTV. They have launched their “round the clock” channel so that “our beloved best friends … should never feel alone again…[and] will entertain, relax and stimulate stay-at-home dogs”.

So, if you have to leave your ‘best friend’ behind as you head out to work or go out for the evening, simply switch on DogTV and he can watch programmes specifically designed for dogs all day!

  • There are shows to sooth him, stimulate him and entertain him!
  • The programmes are made ??using a technique of shooting at a level close to the ground!
  • The colours have been changed to reflect the visual characteristics dogs respond to best!
  • They contain a specific soundtrack composed especially for dogs!

Also, there’s no advertising so your dog won’t be subjected to subconscious and suggestive messages meaning that they pine endlessly for Pedigree Chum when you come home!

So far, one million subscribers in San Diego have paid $ 4.99 to purchase the channel and the company hopes to expand nationally in the coming months!

What can you learn from this approach? Well, the key thing for me is about focus! Not everyone will want to watch DogTV – cats for example! – but they are not trying to reach EVERYONE! They’ve clearly decided what they stand for, who they are aiming at and have focused their ‘offer’ accordingly.


  • Do have a niche or a specific group of customers that you could / should focus (more) on?
  • Do you know what they want / need?
  • Does your ‘offer’ reflect those needs and wants?
  • Are your sales and marketing efforts focused accordingly?

If you can’t resist finding out more, then ‘SIT’ and watch here….

Republished with author's permission from original post.

Andy Hanselman
Hi there! I help businesses and their people create competitive advantage by 'Thinking in 3D'! That means being 'Dramatically and Demonstrably Different'! I research, speak about, write about and work with businesses to help them maximise their sales and marketing, their customer service and their customer relationships.


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