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Andrey Taranov - Take them for the remote! TV-branding 2011
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Andrey Taranov - Take them for the remote! TV-branding 2011

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    Andrey Taranov - Take them for the remote! TV-branding 2011 Andrey Taranov - Take them for the remote! TV-branding 2011 Presentation Transcript

    • Grab their remote with both hands!(while they have it)Ukrainian TV Branding issues, now and in 2015
    • Long Time Ago, In the Galaxy Far Away
      2
      Average Viewer’s Age
      Share of Female Viewers
      Source: GfK, 50K+ markets
    • Another Look From The Open Space
      Lost 10.6% in 7 years, internal distance – 9.2%
      3
      All Adults
      18+
      Source: GfK, 50K+ markets
    • 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
    • And Yet Another Look …
      Lost 10.3% in 7 years, internal distance – 2.3%
      5
      Adults 18-54
      Source: GfK, 50K+ markets
    • 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
    • What Facilitates Consumer Choice?
      Guess…
      7
    • 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
    • Sample Study – Three Basic Indicators
      Customer Satisfaction
      Slogans
      Anchors
      9
      Source: Kwendi Impact Studies
    • Let’s Check It
      10
    • 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
    • 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
    • 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
    • What’s In There?
      Please, name the people with whom you associate the channel …
      14
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Scoreboard Before The New Time Starts
      21
    • Scoreboard Before The New Time Starts
      22
    • Last But Not Least
      23
      GAP in BIRTH RATE
      THE DIGITAL PEOPLE
    • 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
    • Thank You for your Attention!