Extensive Marketing Strategy of 20th Television – With STP Analysis

Updated on: Jul 10, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In our previous article, we had learnt in detail about the SWOT analysis of 20th Television. In this article, we are going to elaborate on the marketing strategy of 20th Television – An American Animation Studio.

Did you know about the famous American sitcom starring Dwayne Hickman named The Many Loves of Dobie Gillis? Yeah exactly, the creator and producer behind this sitcom series are 20th Television. 20th Television is an American television production company which acts as a division of Disney Television Studios. The company started using 20th Television, Inc. for the copyright of this Television and 20th Television Animation productions as a Disney subsidiary.

Marketing is a special part of a company’s DNA that can either break it or make it. As users are going digitally around the world, marketing or we can call it a special part of the DNA of the company, has followed them to the digital world as well. If you want to learn more about digital marketing and its different attributes do check out Free Digital Marketing Masterclass by Karan Shah the founder and CEO of IIDE.

We will learn the entire marketing strategy of 20th Television by the end of this blog. But before that let’s know about the company’s story and digital presence. This article will go you through some of the famous marketing secrets to make the company successful and prosperous for such a long time.

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About 20th Television

20th Television i.e, formerly 20th Century Fox Television from 1985-1989 and again from 1994-2020, from 1958-1985, 20th Century-Fox Television and from 1949-1958, TCF Television Productions, Inc. is an American television production company that is a subsidiary of Disney Television Studios.

20th Television produces as well as creates and develops adult animated television series and specials. The original copyright holder for 20th Television’s library was under 20th Century Fox until 2020. The studio is especially known for being the original programming supplier of the Fox network, and being a distributor for the 20th Century Studios’ film library.

The industry’s current name was adopted on August 10, 2020. Disney’s acquisition of 21st Century Fox was completed on March 20, 2019. 20th Television was a piece of The Walt Disney Company’s acquisition of a majority of 21st Century Fox’s assets. For instance, the corporation’s coming life acquisition of other companies could bring in more products and fresh product lines.

Quick Stats on 20th Television
CEO Joshua Miller
Area Served Worldwide
Industry Cinema & Media
Market Share/ Revenue $104.88 Million (2022)
Vision To give people the simple pleasure of being transported by a story on a screen.
Tagline 20th Television on Focus


Marketing Strategy of 20th television

Let’s learn about the marketing strategy of 20th Television! And how 20th television carries the marketing campaign etc.

STP [ Segmentation, Targeting, and Positioning ]

20th Television is compatible with the current business model and so it has some limits with the expansion of the segments. One of the strengths of 20th Television is that it has an international market. 

Their target group is mostly adults, the age category between 18-30 years. The viewers of overreliance on 20th Television entertainment are down by 6% because they are over-reliant on animated shows. One of the biggest threats to the international film and television production company, 20th Television is a strong competitor. One of the biggest competitors is Paramount Pictures, which has huge popularity and is the biggest animation studio platform. And also the target of 20th television.

As a multinational film and television production company, 20th Television is constantly looking for a new market to grow internationally. They have a huge stake in India and Latin America. Since 20th Television is a recognized brand, it can be a perfect branding source that any business can use for its promotion. It has a huge international presence, and due to the strong cash flow, they have sufficient resources so that it can expand its business.

Marketing Campaigns 

Marketing Strategy of 20th Television - Campaign 1

The strength of 20th Century Fox stands back from your Boxoffice – They wanted to tell us that their movies are worth the box office. These ads certainly stood apart from their competitors and were simple enough to connect with their customers. People felt refreshed after seeing this ad, and they believed more in 20th television. Because 20th television was upfront about their company and service.

Marketing Strategy of 20th Television - Campaign 2

20th television Twentieth Television Inc. Included children’s movies, adult rom-com, etc.  

In 2020 where ads are referred to the advertisements on the internet and social media. We watch ads on our smartphones and laptops. Even though many smaller brands do not prefer traditional TV ads, it’s inevitable to see global brands still advertising on Television. If we go way back to the early 1980s and 1990s probably billboards and television ads were the primary source to get traction and build your brand with advertisement.

Marketing Strategy of 20th Television - Campaign 3

As the old adage goes, you can lead a horse to water, but you can’t make him drink. Nothing could be truer when it comes to advertising. Great ads can yield dramatic results, but if the product quality isn’t there, well, that horse won’t be pulling out the platinum card anytime soon.

Still, outstanding ad campaigns can be revolutionary. They can transform the manner people live their everyday lives—for more promising or for more ominous. By its own admission, AdAge directs its preference of the top promotion campaigns of the 20th century as including: “two air polluters, nutritionless sugar water, one reviled carcinogen, two companies infamous for the use of virtual slave labour, one purveyor of savoury cardiovascular time bombs, two booze peddlers and one cosmetic product preying on the vanity of women.“

Social Media Marketing

The company is situated in Los Angeles, California, the United States.

The company can be found on

Facebook- 20th Television Animation = film/television studio  – 1431 followers
Official Facebook page for 20th Television, part of Disney Television Studios!

Instagram – @20th_television_network  –  44 followers
They had posted photos of the world tour. 

LinkedIn – 20th Television –  200 followers

Direct and support marketing initiatives and monetization strategies for the 20th roster of series across all platforms (linear networks, mobile, consumer products, social media, home marketing) throughout the product lifecycle including 9-1-1: Lone star etc. Integrate, coordinate and mobilize internal DTS divisions and departments.

Twitter – @20thTelevision @20thTVAnimation –  20.2k followers

They give us new information about their 20th television. They joined Twitter in January 2011.

Website- www.20thtv.com 

They are most followed on Twitter. 

SEO Strategies

Marketing Strategy of 20th Television - SEO

As per SEO Ranking, it is said that the Number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that www.20thtv.com has only 63 organic keywords and it’s considered as bad as we can know. That means the online or digital marketing of 20th television is not gaining a good number of insights. 

Also, the traffic per month is around 574 which is known as base. Hence, 20th television needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

Influencer Marketing

From the start, 20th television has collaborated with many YouTubers, Bloggers, etc for their merchandise purpose. They have influencers with more than 20K+ and 20.2K+ followers. Influencers promote the movies or series etc so that 20th television gains fame and the deals will grow via their happy fan followings. 

Influencers like Marci Proietto have helped 20th television grow in the world.

Karey Burke is the president of 20th television. David E. Kelley signed a 5-year agreement with the studio, with the ability to produce television series and influencers as further.

The key people of the 20th Television Animation studio are as follows:-

Marci Proietto is the president of 20th television animation. Chris Cikowski is the vice president of 20th television animation.

E-Commerce Strategies

In talking about the e-commerce strategies 20th television has its website from which they have its products called Touchstone Television.

Mobile Apps

Fox LA Screenings 2018 – for everyone. This App is for everyone to use.

Content Marketing Strategies

20th television is very active on social media. The post content is related to their new impression or their products, messages, etc. The only source of posting content is through Facebook, Instagram, Twitter, LinkedIn, or their Website. 

Also, they press releases about their product via various sources such as The New Indian Express, etc. 

This ends our elaborative marketing strategy of 20th Television. Let us conclude our learning below from the marketing strategy of 20th Television.

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What’s unique in 20th television marketing?

In the marketing strategy of 20th television, we saw that 20th television is gaining love and support from all the places in the world. It has a large international presence and cash flow because the popularity of its movies is increasing among others.

Even after it has such an upper hand in the market it still faces some flaws. Though 20th television lacks in its digital marketing methods, it is still trying to progress and grow in the digital sector. Changing trends and being mostly dependent on advertising are some of the weaknesses of 20th Television. A fully grown company’s image is everything. The right advanced strategies can make or break a company’s brand image.

Marketing is one of the most important aspects of every company, and it is now undergoing a rapid transformation. With the growing importance of digital marketing, it’s essential to educate yourself on this subject.

Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of 20th Television has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of 20th Television check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of 20th Television, and do share your thoughts on this case study marketing strategy of 20th Television in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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