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Ukrainian TV Branding issues, now and in 2015

Ukrainian TV Branding issues, now and in 2015

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  • 1. Grab their remote with both hands!(while they have it)Ukrainian TV Branding issues, now and in 2015
  • 2. Long Time Ago, In the Galaxy Far Away
    2
    Average Viewer’s Age
    Share of Female Viewers
    Source: GfK, 50K+ markets
  • 3. Another Look From The Open Space
    Lost 10.6% in 7 years, internal distance – 9.2%
    3
    All Adults
    18+
    Source: GfK, 50K+ markets
  • 4. One More Look From The Open Space
    Lost 10.6% in 7 years, internal distance – 2.2%
    4
    People
    14-49
    Source: GfK, 50K+ markets
  • 5. And Yet Another Look …
    Lost 10.3% in 7 years, internal distance – 2.3%
    5
    Adults 18-54
    Source: GfK, 50K+ markets
  • 6. Let’s Think it’s a Starting Line, Not Finish
    6 channels with the same share of market, 2 of them positioned in separate demographic niches
    Under pressure of c.40 more small players
    Under threat of change of consumption pattern
    C.10% MS lost since 2004, 5% to 7% more will be lost until 2015
    Who’s the first to lose??
    6
  • 7. What Facilitates Consumer Choice?
    Guess…
    7
  • 8. If It’s Branding, Then…
    The channel that has more brand attributes in consumers’ mind will have better starting position in 2012,
    …before the world ends in 2012
    8
  • 9. Sample Study – Three Basic Indicators
    Customer Satisfaction
    Slogans
    Anchors
    9
    Source: Kwendi Impact Studies
  • 10. Let’s Check It
    10
  • 11. Which Channel Can Replace All the Others for You?
    Clear choice of Top Two Brands among females, one brand in each male group
    Discovery – a LoveBrand for young men
    11
    Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 12. Which Channel Fully Satisfies You?
    UKRAINE challenging older females with a strong potential to growand no single leader in the group
    …no Discovery, btw
    12
    Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 13. Please, Associate Slogans With The Channels
    1+1 and STB – the only ones to have significant connection of the brand to the slogan
    “Consistency pays for itself”, – Cap. Evidence
    Ukraine managed to challenge top-3 in one year
    The market is very sensitive to promo efforts
    13
    Source: Kwendi Impact Studies for Media Group Ukraine, Kiev, Donetsk, Odessa, Lviv, August 2011
  • 14. What’s In There?
    Please, name the people with whom you associate the channel …
    14
  • 15. What’s In There? INTER
    Please, name the people with whom you associate the channel …
    15
    Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 16. What’s In There? ICTV
    Please, name the people with whom you associate the channel …
    16
    Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 17. What’s In There? 1+1
    Please, name the people with whom you associate the channel …
    17
    Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 18. What’s In There? STB
    Please, name the people with whom you associate the channel …
    18
    Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 19. What’s In There? Novy
    Please, name the people with whom you associate the channel …
    19
    Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 20. What’s In There? UKRAINE
    Please, name the people with whom you associate the channel …
    20
    Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 21. Scoreboard Before The New Time Starts
    21
  • 22. Scoreboard Before The New Time Starts
    22
  • 23. Last But Not Least
    23
    GAP in BIRTH RATE
    THE DIGITAL PEOPLE
  • 24. The First Slide
    Analysing Ukrainian TV market, we must admit that the branding becomes again one of the key drivers of successful competition among top-6 channels for the next 3-5 years, that will
    Determine each channel’s position within the top group
    Secure investments into production, stars, formats etc.
    Allow to migrate to new platforms in the digital world and capitalize TV brands there
    Some of the guys are in the game, are you there as well?
    24
  • 25. Thank You for your Attention!