TG4 is an Irish language free-to-air channel established in 1996, attracting an average of 650,000 viewers daily and investing over €20 million in original programming, which supports 350 jobs. The document discusses the management of TG4's archive, strategies for creating awareness, and engaging content targeted at the Irish-speaking audience, particularly through the online hub 'molscéal'. Nostalgia marketing and community engagement through events and social media are emphasized to connect with viewers and promote archival content.

1. # Rehash Your Archive – Using your Archive as a Brand
Máire Aoibhinn Ní Ógáin & Deirdre Ní Choistín

2. TG4 Showreel 2019

3. TG4
TG4 established in 1996 is a Irish language free-to-air channel
Average 650,000 viewers a day / Average share 2%
TG4 funding 2019 - Government / Commercials €37m
TG4 invests over € 20 million in original Irish language
programming
Which supports 350 jobs in the independent sector.
TG4 employs around 80 people

4. TG4 Archive in Practice
Contemporary Archive - 1996
Part of Scheduling Department
1 full-time member of staff
Tape Library Management ( 20,000 hours)
Tape Archive – 3 Storage locations
Industry & Public Queries
Liasion on Projects

5. News and Current Affairs Online Archive Launch

6. How do we create awareness of the archive?
1) Launch – Press Occasions
2) Advertisement
3) Pop-Up Archive
4) Curated Content – Molscéal
5) Events – Gems from the Archive

7. Pop- Up Event - Willie ClancyWeek :

8. Pop-Up Event Willie ClancyWeek :

9. Pop-Up Event ClancyWeek :

10. Pop-Up Event – Belfast Hilton Hotel

11. Pop- Up Event Advertisement - Belfast

12. https://molsceal.ie/

13. What is MOLSCÉAL?
Online Video Story HUB
MOL = HUB
SCÉAL = STORY
‘MOL’ also means to ‘suggest’ or
‘recommend’.

15. Target Audience
Targeting the core Irish Speaking Audience
i.e. Daily Irish Speakers.
Predominantly in Gaeltacht Areas
Age group 35+

16. Curating Content for different communities within the Irish
Speaking Audience.
Content Strategy:
Content that is engaging and shareable for the specific
audience that is aimed at.
Content that creates an emotional reaction (Nostalgia),
gives new information or inspires.

17. Content is shared on social media to engage with
viewers that are not actively seeking archive material.
#anláseo = #onthisday
According to Merriam-Webster, nostalgia is “pleasure and
sadness that's caused by remembering something from the
past and wishing you could experience it again.” This feeling
of nostalgia can reduce stress, increase feelings of
connectedness - and even influence us to make a purchase.
Nostalgia marketing –

18. Molscéal
#anláseo 97-MO-SAM
11.9.17
94,000 views
4,247
Engagements on Facebook

19. #anláseo Dolores O’ Riordan
Dolores O’Riordan
Died 15.1.2018
Archive piece from 1999

20. Share the video as native = huge
engagement, comments, shares
Share link to the website less posts
Instastory cut down to drive to app

21. 3.8 million video views
Huge engagement on facebook especially
Diaspora
Analytics

22. Native Platforms – insights
Sprout Social
Crowdtangle
Analytics - Tools

23. Gems from the Archive - Talks / Lectures based on Archive content

24. Gems from the Archive – Maddens Pub Belfast

25. Gems from the Archive – Maddens Pub Belfast