1. INFORMING CAMPAIGN
the key to a successful informing the
TV viewer

2. Answers to the following questions
• Reasons to worry
• What has to be done
• Budgets
• Conclusion

3. Reasons to worry
• Nobody but the tiny layer of the industry
and government knows about digital
switchover project in Ukraine
• No official decisions solving the problem of
informing the TV viewer is signed yet
• There’s no any ground to consider the
planned project of STB’s supply to low
income households to become successful

4. Ukrainian reality
The sticking points

5. Fact about Ukrainian TV viewer
• More than a half of
population lives in towns
or rurals
• Over 97% of population is
TV audience
• Over 70% read press
• 10-14% are Internet users

6. ATL, BTL, PR and Marketing
What has to be done

7. ATL & BTL
• ATL:
– Ad spots on TV and Radio
– Educational Movies and Shows
– Outdoor Ads
• BTL:
– Involement of regional
volunteers and NGO’s
– Participation in mass-events,
info-kiosks set-up

8. Info-kiosks
• Are supported by local
governments
• Branded and pretty
• Functions:
– Infosheets spreading
– induvidual consulting
– Assistance on demand

9. Marketing
• Marking of certified electronics
• Subsidized pool of electronics
• Program for retailers
• Information about certified
models is included in
infosheets
• TV viewers guide is attached
to all certified electronics

10. PR
• Preparing speakers for the
regional media
• Press Classes for journalists
• Press Office of DTV project:
– Ukraine wide info center
– news production
– building the reporters community
– stimulating the growth of
publications

11. Informational Support
• The Viewer’s Guide
• Сall-centre
• Пресс-centre
• Web-site about switchover in
Ukraine

12. Who pays for what?
Financial side of the project

13. Who pays?

14. Who pays?
Type of service Resposible
ATL & BTL Ads The State
Маркетинг The State
Субсидии Broadcasters+State
PR NGO’s
Call‐ и Press‐centre The State

15. Conclusion: first steps
• In terms of the Program for the digital transition of
Ukraine the Informing Campaign is to be approved
• Before the first zone is launched the responsible
body is to be formed which is in charge of
informing the viewers
• The certification program must start immediately
for the market of compatible electronics to be
formed
• The workflow for journalists and speakers has
already begun, but has to have more financing to
broaden the scale

16. Thank you!
gursky@itk.org.ua