[email_address]
TV GLOBAL BRANDING
ABOUT “UNCLE MURDOCH” * News Corporation is one of the largest and most diversified media companies in the world. $ 62 bil...
ABOUT US * FIC is News Corporation’s international subscription television channel business. We develop, produce and distr...
GLOBAL PRESENCE *
FOX GLOBAL BRANDS Fox Entertainment Group is an American entertainment company that owns film studios and terrestrial, cab...
LATAM &  BRAZIL ITALY BRANDS WW DISTRIBUTION AFRICA &  MIDDLE EAST  AUSTRALIA CANADA FRANCE UK IBERIA REST OF WESTERN  EUR...
G-LOCAL PRESENCE Fox LATIN AMERICA Fox EUROPE Argentina Brazil Mexico Fox ASIA Japan India Corea Italy Spain France Turkey...
FOX Italy: from local to global
Focus on Italy:  ITALY
OUR BRANDS <ul><li>Entertainment </li></ul><ul><li>Factual </li></ul><ul><li>HD </li></ul>Portfolio of 12 channels (up to ...
HOW AN ITALIAN TV BRAND BECOME GLOBAL
A Global Birth in 6 steps
1) DEFINE A STRATEGIC GLOBAL POSITIONING
1) DEFINE A STRATEGIC GLOBAL POSITIONING FoxLife  is an eclectic mix of fiction and reality programming designed to match ...
The primary role of a  GRAPHIC PACKAGE   is to serve as an  anchor   that helps to lock the overall message created  by th...
Women/(and Men) 18 – 49  FoxLife programming includes: 3) BUY/PRODUCE THE RIGHT SHOWS Reparto Maternità Brothers  and Sist...
Not just a packager of top US shows, but a producer of original TV formats Performance  over avg. slot Acquisition Italian...
5) SELL THE BRAND TO OTHER COUNTRIES LATAM &  BRAZIL ITALY AFRICA &  MIDDLE EAST  AUSTRALIA CANADA FRANCE UK IBERIA REST O...
6) EXPLOIT IT WITH ADVERTISERS Global with Nike Local with Procter & Gamble
6) MAKE MONEY 60% from channels-units launched after FY03 3  channels 28 channels +  new business units Launching New Bran...
THIS WAS THE LAUNCH OF
OTHER FOX GLOBAL BRANDS IN ITALY
Men/Women 18 – 35  Fox is the Mother Brand: a well established international brand entirely dedicated to TV series.  It ai...
Men/Women 25 – 54  Criminals, or at least those fascinated by them, are a huge and diverse audience – Fox Crime is the cha...
FX is what a Man watches when he decides to turn on the TV Men/(and sometimes Women) 18 – 49  FX is the channel that we cr...
Men/Women 18 – 49+   National Geographic Channel challenges perceptions. It inspires. It allows viewers to push back the b...
Men/Women 18 – 35   Nat Geo Adventure is the channel that unleashes the  adventure in all of us . Through personal account...
Men/Women 25 – 45+   Nat Geo Music is the  destination for all people passionate about music and world culture . It showca...
Men/Women 4 – 60   Nat Geo Wild is dedicated to providing a  unique insight into the natural world , the environment and t...
KEY CONCLUSIONS OF OUR PHILOSOPHY THINK GLOBAL  ACT AS YOU PREFERE  BRING RESULTS
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Tv Global Branding Il Caso Fox 2008

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La presentazione del dott. Militi tratta della gestione del Brand in un contesto competitivo globale come quello dei canali televisivi.

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Tv Global Branding Il Caso Fox 2008

  1. 1. [email_address]
  2. 2. TV GLOBAL BRANDING
  3. 3. ABOUT “UNCLE MURDOCH” * News Corporation is one of the largest and most diversified media companies in the world. $ 62 billions of turnover in 2006
  4. 4. ABOUT US * FIC is News Corporation’s international subscription television channel business. We develop, produce and distribute branded entertainment, factual, sports, and movie channels across Europe, Africa, Asia and Latin America.
  5. 5. GLOBAL PRESENCE *
  6. 6. FOX GLOBAL BRANDS Fox Entertainment Group is an American entertainment company that owns film studios and terrestrial, cable, and direct broadcast satellite television properties. We operate 58 channels in 20 major markets around the world with various strong brands :
  7. 7. LATAM & BRAZIL ITALY BRANDS WW DISTRIBUTION AFRICA & MIDDLE EAST AUSTRALIA CANADA FRANCE UK IBERIA REST OF WESTERN EUROPE JAPAN INDIA CENTRAL/EASTERN EUROPE REST OF ASIA
  8. 8. G-LOCAL PRESENCE Fox LATIN AMERICA Fox EUROPE Argentina Brazil Mexico Fox ASIA Japan India Corea Italy Spain France Turkey Bugaria NO HEADQUARTER!!!
  9. 9. FOX Italy: from local to global
  10. 10. Focus on Italy: ITALY
  11. 11. OUR BRANDS <ul><li>Entertainment </li></ul><ul><li>Factual </li></ul><ul><li>HD </li></ul>Portfolio of 12 channels (up to 13), built in 4 years! <ul><li>Coming Soon </li></ul>
  12. 12. HOW AN ITALIAN TV BRAND BECOME GLOBAL
  13. 13. A Global Birth in 6 steps
  14. 14. 1) DEFINE A STRATEGIC GLOBAL POSITIONING
  15. 15. 1) DEFINE A STRATEGIC GLOBAL POSITIONING FoxLife is an eclectic mix of fiction and reality programming designed to match the mores of its women target. It is an innovative and bold television proposal, for the modern, up-dated and talented women who know exactly what they want, make their choices and take their chances.
  16. 16. The primary role of a GRAPHIC PACKAGE is to serve as an anchor that helps to lock the overall message created by the brand definition , together with the programming products. 2) CREATE A DISTINCTIVE PACKAGING
  17. 17. Women/(and Men) 18 – 49 FoxLife programming includes: 3) BUY/PRODUCE THE RIGHT SHOWS Reparto Maternità Brothers and Sisters Desperate Housewives Will and Grace E.R Grey’s Anatomy
  18. 18. Not just a packager of top US shows, but a producer of original TV formats Performance over avg. slot Acquisition Italian Production Source: Auditel, total individuals Share on Satellite 4) GET AUDIENCE RESULTS Trendsetting and commercially-driven production group
  19. 19. 5) SELL THE BRAND TO OTHER COUNTRIES LATAM & BRAZIL ITALY AFRICA & MIDDLE EAST AUSTRALIA CANADA FRANCE UK IBERIA REST OF WESTERN EUROPE JAPAN INDIA CENTRAL/EASTERN EUROPE REST OF ASIA
  20. 20. 6) EXPLOIT IT WITH ADVERTISERS Global with Nike Local with Procter & Gamble
  21. 21. 6) MAKE MONEY 60% from channels-units launched after FY03 3 channels 28 channels + new business units Launching New Branded Channels Source: Internal Data, FY ’07
  22. 22. THIS WAS THE LAUNCH OF
  23. 23. OTHER FOX GLOBAL BRANDS IN ITALY
  24. 24. Men/Women 18 – 35 Fox is the Mother Brand: a well established international brand entirely dedicated to TV series. It aims to always be the best general entertainment channel in the basic pay tier. Our programming includes: The Simpsons Lost Friends Streghe 24 Boris
  25. 25. Men/Women 25 – 54 Criminals, or at least those fascinated by them, are a huge and diverse audience – Fox Crime is the channel dedicated to them. It is the first channel of its kind offering a one stop destinations for lovers of entertaining crime stories. ‘ Crime, suspence and mystery’ Our programming includes: BORN IN ITALY Law and Order Numb3rs C.S.I
  26. 26. FX is what a Man watches when he decides to turn on the TV Men/(and sometimes Women) 18 – 49 FX is the channel that we created to entertain all men. It is like a great men’s magazine featuring different things that interest them. At times irreverent, ironic, or avant-garde, and at times serious, event elegant, FX is never stuffy
  27. 27. Men/Women 18 – 49+ National Geographic Channel challenges perceptions. It inspires. It allows viewers to push back the boundaries of exploration and understanding in a way that is designed to engage and challenge them to think about the world more deeply, differently, or just again.
  28. 28. Men/Women 18 – 35 Nat Geo Adventure is the channel that unleashes the adventure in all of us . Through personal accounts and intimate stories viewers experience the spirit of adventure around the world. Nat Geo Adventure is the channel that unleashes the adventure in all of us. Through personal accounts and intimate stories viewers experience the spirit of adventure around the world.
  29. 29. Men/Women 25 – 45+ Nat Geo Music is the destination for all people passionate about music and world culture . It showcases the world’s most beautiful, artistic and hip videos along with short clips that pave tribute to music of the world. Nat Geo Music aims to explore the world through music. It is the destination for all people passionate about music and world culture. From cultural hipsters to curious cats to hummers and foot tappers, Nat Geo Music targets all those who celebrate the local. It showcases the world’s most beautiful, artistic and hip videos along with short clips that pave tribute to music of the world.
  30. 30. Men/Women 4 – 60 Nat Geo Wild is dedicated to providing a unique insight into the natural world , the environment and the amazing creatures that inhabit it. Viewers can experience some of the best, most intimate encounters with wildlife ever seen on television. Nat Geo Wild showcases the most awarded natural history documentary library in the world. It is dedicated to providing a unique insight into the natural world, the environment and the amazing creatures that inhabit it. Viewers can experience some of the best, most intimate encounters with wildlife ever seen on television.
  31. 31. KEY CONCLUSIONS OF OUR PHILOSOPHY THINK GLOBAL ACT AS YOU PREFERE BRING RESULTS

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