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Capital Markets Day 2011 Slava  Murugov
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Capital Markets Day 2011 Slava Murugov

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  • 1. 2011 Capital Markets Day Channel Positioning g and Content Strategy Slava Murugov Chief Content Officer Head of CTC Channel
  • 2. Universal Positioning of CTC Media Channels Source: TNS Needscope research 1
  • 3. Our Solar System 2
  • 4. Unique Positioning of CTC Media Channels 60 Rossiya-K Rossiya-1 ТV Center 55 Channel 5 Euronews Rossiya -24 50 Rossiya - 2 Ren ТV Zvezda d Older NТV 45 Domashny 7 ТV DТV Channel ТV-3 One 40 ТNТ Younger Muz ТV 35 Y 30 2X2 MTV СТС 25 Male Female 20 0.2 0.3 0.4 0.5 0.6 0.7 0.8Source: TNS Russia 3
  • 5. Opportunities Arising from Fragmentation of Russian TV Market Audience shares, all 6-54 60% Top T 3 state-controlled channels t t t ll d h l 50% 40% 1st tier channels 30% 20% 2nd tier channels 10% 0% 2004 2005 2006 2007 2008 2009 2010Top 3 state-controlled channels: Channel One, Rossiya-1, NTV1st tier channels: CTC, TNT, Ren TV2nd tier channels: Domashny, DTV, TV Center, TV3, Rossiya-K, Channel 5, Rossiya-2, Zvezda, MTV, Rossiya-24, Muz-TV , 2x2, 7TV 4
  • 6. Domashny – Television for Women of the 21st Century Domashny historic growth 3,5 3,1Absolute leader in theAb l t l d i th 2nd tier h ti channels l 3,0 2,8 2,9 2,5 2,4 Content strategy: original content & popular 2,0 1,7female genres g 1,5 1,3 13 Programming strategy: flexible schedule to 1,0reflect female lifestyle 0,5 0,0 00Focus on enhancing content quality 2005 2006 2007 2008 2009 2010 Audience share, females 25-60, % 5
  • 7. DTV: We Found Our Unique Niche Audience shares by time slot October 2010 – March 2011 Time‐slot Ti l t Weekday W kd Weekend W k d 07:00 ‐ 08:00 2,7 2,7 Provocative and edgy entertainment 08:00 ‐ 09:00 1,5 2,0 09:00 ‐ 10:00 2,0 3,6 Content strategy: docu-reality, action docu-reality 10:00 ‐ 11:00 10:00 11:00 2,5 25 3,3 33 11:00 ‐ 12:00 2,5 2,8entertainment and innovative approach to 12:00 ‐ 13:00 2,1 2,7viewer generated content 13:00 ‐ 14:00 2,3 2,2 14:00  15:00 14:00 ‐ 15:00 2,2 2,0 Programming strategy: right mix of 15:00 ‐ 16:00 2,6 2,4acquired and local content, prime time 16:00 ‐ 17:00 2,9 2,6 17:00 ‐ 18:00 2,4 2,3based on line-ups of local content 18:00 ‐ 19:00 1,7 2,2 19:00 ‐ 20:00 1,7 1,7 Marketing re-launch in summer 20:00 ‐ 21:00 2,1 1,6 21:00 ‐ 22:00 2,3 1,7 22:00 ‐ 23:00 2,0 1,7 23:00 ‐ 24:00 2,2 1,8 24:00 ‐ 25:00 2,8 1,9 Audience shares all 25-54, % 6
  • 8. CTC Demonstrating Growth Over Time 12.4 12.2 12 11.9 11.8 11.6 11 6 11.3 11.2 10.8 0.0 2007 2008 2009 2010 Audience share "all 6-54", % 7
  • 9. Perestrojka at CTC – Optimizing Audience Demographic Profile #2 in 14-44 13 12.6 12.6 12.5 12.2 12 #4 in 14-44 11.8 11.7 11.9 11 9 11.5 11.3 11.3 11 10.5 0.0 2007 2008 2009 2010 Audience share "all 6-54", % , Audience share "all 14-44", % 8
  • 10. We Know What Advertisers Want 76% of ad budgets, 57% of CTC audience in 2010 (2008: 54%) 9
  • 11. Strong Spring Season Line-Up Line- From March 28, 2011 New Season of Daddy’s Girls Weekdays 7 pm New Season of Voroniny Weekdays 8 pm (adaptation of Everybody Loves Raymond) Traffic Light Weekdays 8:30 pm (adaptation of Israeli format Ramzor) Hollywood and Russian Blockbusters Weekdays 9 pm 10
  • 12. Transforming Creative Ideas into Ratings Performance Strong line-up of premieres in spring Summer as a full-scale TV season Massive attack in autumn Focus on comedy formats New content genres: • mystic thriller • sci-fi • experimental reality shows p y Creative marketing to support all of the above initiatives 11

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