3. Objective
[The Need]
(a) To add value to one of the most powerful intellectual property created for and by the state;
Pakistan Television Corporation; brand: PTV.
(b) Crafted to deliver upon all aspects of on and off screen communication strategy as craved out
by
Product Development Dept. and as consented by the Management / MD.
(c) To utilize all resources effectively at a minimal cost and immediate delivery on all
communication
avenues by needs of all beams of the Pakistan Television network.
(d) Curbing on the cost can be made effective by disengaging with the concept of out sourcing
and
external project commissioning and utilizing all units internally, addressing needs of channel
packaging, program packaging, special projects and events, corporate communications for
Pakistan Television network.
4. PD Brand Creative
Facilitation for the following
Creative
Programming
Marketing
Sales
Channel Packaging & SP
Concepts
Calendar Events
Promotion to Viewers
Sales Support
Promotion to Advertisers
Marketing Execution
Feedback
Support Functions
Areas of delivery
6. PD & Marketing Comm. [Creative Wing] >
Programming & News
Packaging & Graphics
Promotions / Promos, bugs
Tickers and bugs, coming up next
Shoot based promos, set design
inputs
Time tails
Teasers, launch & progressive
promos
Viz suggestive
POP News Campaigns
News promos
News shows packaging
Bugs, supers, PIP templates,
name tags
7. Promotion and packaging briefing in
line with the concept and channel’s
brand equity to Creative
Preview material and obtain
management (authorized personal’s)
approvals
PD & Marketing Comm. [Creative Wing] > Creative
Commissioning -
For all Corporate Comm. & Mktg.
Collateral Supports as designed and
acquired from Creative
Executing deal: I.E. v/os and tails
designed from creative
Campaigns & ID(s)
Transmission transition ID(s)
CSR Campaigns, shoot based & Gfx
Network reinforcement camp. & ID
8. Series Campaigns – stage to all
comm. I.e. progressive, launch
SOT(s), windows, templates
Localization of all acquired content
promotions
PD & Marketing Comm. [Creative Wing] > Sports
Cross promotion PIP, score bugs on
all screens.
Tossing over shows and analysis
packaging
10. Marketing > Promotion [External and Group resources]
Institutional Campaigns
Channel drives establishing &
revitalizing the brand for the
consumers.
Channel / program flavoring marking
a particular event in a month [at least
3 to 4 events every month], in forms
of full scale delivery [transmissions,
exclusive programming, program
flavoring, creative elements such as
factoids, fillers, quotes, songs, etc.]
Or smaller events in form of
restricted creative element designed
and placed [depending upon the
event magnitude]
Calendar Campaigns
POP [Proof of performance]
campaigns are usually news driven
campaigns and Creative / Marketing
from Karachi plays a supportive role
i.e. music supports and placements in
a promo schedule
These are designed and delivered on
a jump queue basis and a put up on
screen on priority sequences
POP / Event based Campaigns
11. Marketing > Institutional & Calendar campaigns
Conceptualization [in coordination
with Creative], i.e. proposing
succession to the prior campaign and
coming up with the theme lines
Programming [LHE & ISB] is brought
in for resources sharing and possible
value addition to the process.
Creative
Programming
Support
Marketing
Approvals are obtained from the
management on the overall concept
and proposed budget [Creative]
Execution modalities are locked and
delivery deadlines are scheduled
The campaign is then
unleashed on the channel
and print [BTL / OOH /
Radio, if required]
A standard life span of the
campaign is for less than a
quarter [hence, the
elements are to be
designed accordingly &
spread across]
12. Marketing > POP campaigns
Marketing Process
News / News
Packaging
MarketingCreative
Material delivered to the news
packaging and edited in LHE. Aired
through transmission in accordance
with the contingency promo plans.
Or on the standing instructions of the
news.
Suggestion: Prior planning /
anticipated stance can be worked up
on delivered on a proactive note for
some of the anticipated political
developments.
![Prelude
• Objective [The Need]
• PD Brand Creative Facilitation Process
• key functions and implementations
• Proposed org arrangement](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)