#641 bow wow

I know that Americans are obsessed with their pets, but this proved it to me.  The hook for DirectTV's new subscription campaign: their network now includes access to DOGTV.  "TV's first network for canines, DOGTV offers a promise to our beloved best friends that they should never again feel alone."  They are heaping on more guilt than the nuns.

Not only is DOGTV an actual channel, but it is a pay channel!  In addition to the DirectTV costs, owners pay an additional $9.99/month to keep Fido entertained.  Or should I say stimulated?  "DOGTV's three types of programming offer relaxing and stimulating content as well as positive behavioral reinforcements...DOGTV's programming meets a dog's typical daily cycle and helps prevent mental fatigue, depression and boredom."

I think this channel is for people who take their pets a bit too seriously.  The FAQs include such questions as "Do I have to do something special while my dog is watching DOGTV?" or "Should I watch DOGTV with my dog or leave him alone?" (you can do either.)

Even though I think that this is totally over the top, I also think that it is a brilliant business idea.  Americans spend $61 billion on their pets annually, so an extra 10 bucks a month to alleviate guilt about leaving their pooch alone may be well worth it for some people.  The Humane Society has partnered with DOGTV and no doubt will get a golden advertising list out of the subscribers.  It is an unfilled niche and could be the first of many pet channels: IGUANATV anyone?

After you are finished giggling about this, think of the lessons that could relate to your organization.  Is there a perceived need among your clients that you could fill?  Is there something that they are feeling guilty about where you could provide a pseudo-solution?  What passions does your clientele have that you could capitalize on?  DOGTV proves that no niche is too small or idea too crazy.

-- beth triplett
leadershipdots.blogspot.com

@leadershipdots
leadershipdots@gmail.com

To watch a sample episode: www.youtube.com/watch?v=nn4vD5eKKHE

Source of quotes:  https://dogtv.com

Pet spending stat:  USNews.com, May 22, 2013