HSMAI Channel – a brief presentarion

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HSMAI Channel, Europe's Internet-based travel and hospitality TV channel, to be launched during autumn 2013

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HSMAI Channel – a brief presentarion

  1. 1. Concept and strategy HSMAI as a TV Channel Ingunn Hofseth HSMAI
  2. 2. Grounds for going ”on air”
  3. 3. TV: The world’s biggest pastime
  4. 4. Media distribution • TV the leading medium • Newsprint sees radical decline • Web stabilising • Radio in decrease • Internet news growing fast • Magazines drop below 50 % • Mobile content soaring
  5. 5. Daily viewing, 2012All figures Norwegian, in minutes 250 234 200 183 180 188 175 167 159 150 150 100 92 50 0 P12+ F12+ M12+ P12-19 P20-29 P30-39 P40-49 P50-59 P60+ Source: TNS Gallup TV Metre Panel, national universe
  6. 6. Smart phone and tablet extensiveness 70• Increasing 60 numbers of 50 Europeans have smart phones 40 Tablets• In some countries 30 Smart phones up to 30 % have 20 tablet 10 computers, of 0 which more than Q2 10 Q4 10 Q2 11 Q4 11 Q2 12 2/3 iPads
  7. 7. Use of mobile media content 2005 – 2012 50 47 Weekly 44 40 40 40 Daily 36 34 32 32 30 29 27 27 25 24 23 22 20 19 19 17 17 15 15 14 12 13 12 10 11 11 11 11 10 10 10 10 11 12 12 11 11 9 9 9 9 8 5 6 6 5 4 4 5 5 5 4 4 4 4 3 3 4 4 0
  8. 8. TV offers numerous viewing options Computer PC & mobile PC & tablet PC, mobile, tablet 34 % 17 % 11 % Mobile Tablet Mobile & tablet 12 %Source: TNS Gallup/Kantar Media
  9. 9. Daily penetration, streaming – Q2 201212-19 yrs 1820-29 yrs 1530-39 yrs 1140-49 yrs 950-59 yrs 7 60+ yrs 6 Source: TNS Gallup’s Norwegian Internet Panel (NIP)/Kantar Media
  10. 10. HSMAI’s goals and purpose
  11. 11. Goal • Create our strongest communication channel for the defined target groups and sponsors • Make HSMAI even stronger • Reinforce qualifications and networks within said target groups
  12. 12. Target groups • The travel and hospitality industry and its customers • The media, authorities and political bodies
  13. 13. Distribution • Streaming via dedicated website • Added by YouTube or similar SoMe distributors • Other social media outlets
  14. 14. The screens • Mobile • Tablet • PC/Mac • TV sets
  15. 15. The costs • Production • Content • Marketing • Sponsor sales
  16. 16. In short: • The channel is to be financed by sponsors, in its entirety • Sponsorships sold in half- and full-year terms • Determining level of professionality
  17. 17. Quality: Adequate • Not BBC or HBO level • Not broadcast level • But sufficient to create added value
  18. 18. Editorial platform
  19. 19. Editorial foundation • To be viewed as trustworthy and objective • Including all target groups
  20. 20. Content values 1. Including 2. Purposeful and up-to-date 3. Socialising and inspiring
  21. 21. 1. Including • All target groups covered by total content • Making space for all views • Display the industry’s width and versatility • Open for execs as well as employees
  22. 22. 2. Purposeful and up-to-date • Create content of interest to the target groups • Create content that involves the target groups • Create content reaching its audience at the right time
  23. 23. 3. Socialising and inspiring • HSMAI imparts knowledge • HSMAI discusses knowledge • HSMAI develops knowledge
  24. 24. Categories of content • Brief interviews • Surveys • News • Reports • Big as well as smaller events
  25. 25. Staff • Ingunn Hofseth • XXXX XXXXXXXX • XXXX XXXXXXXX • XXXX XXXXXXXX • XXXX XXXXXXXX
  26. 26. Scheduled programming, autumn 2013 • The HSMAI Magazine: made available every Thursday at 19:00 • Lasting 30 minutes • Based on interaction in social media, especially on Thursday nights, including prizes • Viewable at any time • Concept to be developed • HSMAI Extra: Held in connection to larger events, summer tour etc
  27. 27. The HSMAI Magazine • Simple studio, no costly extras • Reports and stories • Lots of brief interviews • Frequent recording on location • All of Europe, as far as possible • Recurring elements
  28. 28. Scheduled programming, spring 2014 • The HSMAI Magazine: made available every Thursday at 19:00 • The HSMAI interview, a 15-minute interview, made available every Tuesday at 19:00
  29. 29. The possibilities • To make the most important, most effective and involving channel for the travel and hospitality industry – and its customers

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