The Long View.

MEMORANDUM

 
from: Marketing and Creative Affairs, Iraqi Broadcasting Corporation 
 
to: Hussein, Saddam 
 Hussein, Uday 
 Hussein, Qusay 
 Arnett, Peter 
 Promotions and Special 
 Events Department 
 Syndication Sales Department 

re: Recent focus-group results

Firstly, all of us here in the M&CA department would like to thank Uday and Qusay for their passionate involvement in our work. It's not often that we "suits" get to interact so meaningfully with such creative and dynamic leaders, and so we thank you for your commitment to making IBC's programming even more compelling than it already is!

It's obviously been a "learning process" for us all -- we, for instance, have learned that market research is something that most Iraqis have little or no experience with, which explains the terrified expression on the faces of most of the participants as they were led into the screening room, and the weeping, tearful farewells to their families in the vestibule lobby area. Still, we all got through it and built a foundation of trust with the participants!

Our challenge, of course, was rebuilding that trust after Qusay poured kerosene over one of the male participants in the 18-to-35 demographic after he expressed a "medium to below-medium intent-to-view" response to one of Qusay's IBC offerings entitled "Hangin' with Qusay 'n' Uday as They Smash the Illegal Infidel Invader Failed Butchers." Again, it's been a "learning process" for all of us, and we're sure that Qusay knows that this isn't the best way to get an accurate snapshot of the public's taste! Anyway, onward.

What we did discover, however, was a great cross-demo enthusiasm for more pictures of Saddam Hussein himself, especially ones that depict the leader in animated movement. This, frankly, surprised us as there are currently 22 hours of daily programming that feature our fabulous leader in various positions, but when questioned, most group members (especially that hard-to-satisfy 12-to-25 segment) felt fairly strongly that they'd have an "increased intent to view" and an "appointment- viewing attitude" toward pictures of our really fantastic leader actually walking around and talking. All of the participants -- again, a cross-demo result -- felt that if such programs included our superb leader holding that day's copy of the International Herald Tribune or referring in dialogue to the most recent failed contestant on "American Idol," then such a program would come under the heading "Must See TV." Interesting and impactful results, we think.