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  • 1. Have fun bringigngnew brands to life
  • 2. What about having…a new TV?OK, get ready:- learning yours TA habits and language- spying out programming details- preparing new and new concepts- throwing them away and preparing newones- increasing coffee addiction- long and passionate creative meetings- usually very short pregnancy- kids costs money!
  • 3. PRIMA Group CZ family albumPRIMA Prima COOL Prima LOVEPRIMA Prima COOL Prima LOVEage: 17yrs age: 2,5 yrs age: 7 monthssize: 20,25 % share in 15+ size: 5,08 % share in 15-54 size: 1,93 % share in 15-54Family type Exagerrating rebel in green Next door good looking friend
  • 4. Prima Prima LOVECOOL channel profilePrimary targetChannel group: M25-34 Primary Target group: Wider Target group: F 20-40 A15-54Wider Target group:profileA15-54 Programming: • romantic, female skewedProgramming:• Young, slightly male skewed Schedule structure: • Schedule based on acquisitions with frequent use of reruns and fast rerunsSchedule structure:• Schedule based on acquisitions with frequent Content: use of reruns and fast • Romance in a milion ways, telenovelas, reruns sitcoms, classy soap operas, comediesContent:
  • 5. Take the best! DNA counts…Do as much as you can with yours seniors – yourstrust will motivate them to jump over any fence onthe road.Find best external creative talents – and make thempart of yours team.Do not waste time with big fishes – young andsmalls are much more hungry for adrenalin andsuccess!Have fun all together – be sure viewers will noticeand appreciate it later. And not just them…
  • 6. Prima COOLunlimited›TV for people, who, in fact, hatewatching TV› Most original and creative TVbrand builton irony and having fun. Fun at anyprice.›Typhografy as a key brandingelement.› Unique station voice (our speaker issooo cool!)
  • 7. Prima LOVEbranding with passionKey words:Láska (LOVE)Osud (Destiny)Vztahy (Relationships)Emoce (Emotions)
  • 8. Share trends Czech FTA market groups 120% Skupina Prima 118% index share D15+ (1.H 2008=100%) Nova+Nova Cinema Skupina ČT 110% 104% 100% 100% 95% 97% 97% 91% 90% 93% 88% 80% 1.pol 2009 1.pol 2010 1.pol 2011Zdroj dat: ATO-MEDIARESEARCH
  • 9. Great help from small ones increasing bonding Key TV brand groups % Small channels launches changed bonding development channel bonding 12% Others 10% Nova group significantly lost most ČT group 19% loyal viewers 26% Launches of new channels shifted loyal Nova viewers to Prima and ČT Nova group groups 32% 48% Even Prima lost part of loyal viewers as well as Nova, in total Prima group Prima group has almost the same number of 30% most loyal viewers as Nova Group 23% (30:32 %)Brand dynamics study – Czech TV Market, summer 2012
  • 10. Prima COOLteenager› brand succes story: new line of streatwear (represent) energy drink in proces of development FB most effective communicationchannel
  • 11. Like a real pregnancy…most fun you have on a realbeginning: enjoy every second!!!Thanks for attention