Short presentation for SES Astra seminar in Lithuania "One year prior to digital switchover".

1. CHALLENGE FOR TV
CHANNELS
Karoli Hindriks
Fox International Channels
Regional Manager Baltics

2. Topics
Challenge for all of us: the World is
changing.
Challenge for the broadcasters: How
to survive in changing competition?
Challenge for the operators: How
to keep the subscribers?

3. MEDIA SPENDING
CHALLENGE

5. IN LITHUANIA INTERNET SPENDING
GREW 25% 2010 VS 2009.

6. “Audiences are at once fragmenting into
niches and consolidating around
blockbusters.” (“Economist” Nov, 2009)

7. CLEARCUT DEMOGRAPHICS & TARGET:
QUALITY ATTRACTS!

8. TG:18-49, urban men & women

9. TG:18-49, urban men & women
CLEAR TARGETING IN PROGRAMMING
CAN HELP TO C OMPETE INTERNET
SPENDING DUE TO HIGH AFFINITY IN
TA RGET AUDIENCE.

10. IMPACT OF ANALOGUE SWITCH OFF:
THE ESTONIAN EXAMPLE

11. CHANGE IN
COMPETITION

12. PARALLEL TO MUSIC INDUSTRY:
MAINSTREAM & NICHE

13. Share of viewing, 4+ audience.
50 Analogue
switch off
37.5
25
12.5
0
July 2009 July 2010 July 2011
The FTA “big three” (ETV, Kanal 2,TV3) Niche channels*
Source: TNS Emor
Territory: Estonia
*Russian channels not included

14. Share of viewing, 4+ audience.
50 Analogue
switch off The “big three”
broadcasters have lost
-22% shr from 2009
37.5
25
12.5
0
July 2009 July 2010 July 2011
The FTA “big three” (ETV, Kanal 2,TV3) Niche channels*
Source: TNS Emor
Territory: Estonia
*Russian channels not included

15. Share of viewing, 4+ audience.
50 Analogue
switch off The “big three”
broadcasters have lost
-22% shr from 2009
37.5
25 Niche channels
have grown
+90% shr from
2009
12.5
0
July 2009 July 2010 July 2011
The FTA “big three” (ETV, Kanal 2,TV3) Niche channels*
Source: TNS Emor
Territory: Estonia
*Russian channels not included

16. Share of viewing, 18-49 audience.
50 Analogue
switch off
37.5
25
12.5
0
July 2009 July 2010 July 2011
The FTA “big three” (ETV, Kanal 2,TV3) Niche channels*
Source: TNS Emor
Territory: Estonia
*Russian channels not included

17. Share of viewing, 18-49 audience.
50 Analogue
switch off The “big three”
broadcasters have
lost -17% shr from
2009
37.5
25
12.5
0
July 2009 July 2010 July 2011
The FTA “big three” (ETV, Kanal 2,TV3) Niche channels*
Source: TNS Emor
Territory: Estonia
*Russian channels not included

18. Share of viewing, 18-49 audience.
50 Analogue
switch off The “big three”
broadcasters have
lost -17% shr from
2009
37.5
25 Niche channels
have grown
+114% shr from
2009
12.5
0
July 2009 July 2010 July 2011
The FTA “big three” (ETV, Kanal 2,TV3) Niche channels*
Source: TNS Emor
Territory: Estonia
*Russian channels not included

19. Share of viewing, 15-29 audience.
50
Analogue
switch off
37.5
25
12.5
0
July 2009 July 2010 July 2011
The FTA “big three” (ETV, Kanal 2,TV3) Niche channels*
Source: TNS Emor
Territory: Estonia
*Russian channels not included

20. Share of viewing, 15-29 audience.
50
Analogue
switch off
The “big three”
37.5 broadcasters have lost
-47% shr from 2009
25
12.5
0
July 2009 July 2010 July 2011
The FTA “big three” (ETV, Kanal 2,TV3) Niche channels*
Source: TNS Emor
Territory: Estonia
*Russian channels not included

21. Share of viewing, 15-29 audience.
50
Analogue
switch off
The “big three”
37.5 broadcasters have lost
-47% shr from 2009
25
Niche channels
have grown
+80% shr from
12.5 2009
0
July 2009 July 2010 July 2011
The FTA “big three” (ETV, Kanal 2,TV3) Niche channels*
Source: TNS Emor
Territory: Estonia
*Russian channels not included

22. Share of viewing, 15-29 audience.
50
Analogue
switch off
The “big three”
37.5
AS LOST NEARLY
broadcasters have lost
THE “BIG THREE” H -47% shr from 2009
HA LF OF ITS YOUNG A DULT AUDIENCE
25
WHEREAS NICHE CHANNELS HAVE
ALMOST DOUBLED IT! Niche channels
have grown
+80% shr from
12.5 2009
0
July 2009 July 2010 July 2011
The FTA “big three” (ETV, Kanal 2,TV3) Niche channels*
Source: TNS Emor
Territory: Estonia
*Russian channels not included

23. HOW TO KEEP SUBSCRIBERS IN
DIFFICULT TIMES?

24. AGAIN: TARGETING

25. OUR
SOLUTION:
FIRST ON
FOX
Communicating our
channels as being the first
window for best
entertainment - Fox Life &
Fox Crime - and the most
qualitative factual
entertainment on NGC.

26. OUR
SOLUTION:
FIRST ON
FOX
Communicating our
channels as being the first
window for best
entertainment - Fox Life &
Fox Crime - and the most
qualitative factual
entertainment on NGC.

27. OUR
SOLUTION:
FIRST ON
FOX
Communicating our
channels as being the first
window for best
entertainment - Fox Life &
Fox Crime - and the most
qualitative factual
entertainment on NGC.

28. OUR
SOLUTION:
FIRST ON
FOX
Communicating our
channels as being the first
window for best
entertainment - Fox Life &
Fox Crime - and the most
qualitative factual
entertainment on NGC.

29. OUR
SOLUTION:
FIRST ON
FOX
Communicating our
channels as being the first
window for best
entertainment - Fox Life &
Fox Crime - and the most
qualitative factual
entertainment on NGC.

30. OUR
SOLUTION:
FIRST ON
FOX
Communicating our
channels as being the first
window for best
entertainment - Fox Life &
Fox Crime - and the most
qualitative factual
entertainment on NGC.

31. OUR
SOLUTION:
FIRST ON
FOX
Communicating our
channels as being the first
window for best
entertainment - Fox Life &
Fox Crime - and the most
qualitative factual
entertainment on NGC.

32. OUR
SOLUTION:
FIRST ON
FOX
Communicating our
channels as being the first
window for best
entertainment - Fox Life &
Fox Crime - and the most
qualitative factual
entertainment on NGC.

33. THE WALKING DEAD 2
OCTOBER 2011 LESS THAN 24H AFTER USA PREMIERE

34. THE WALKING DEAD 2
C LEAR POSITIONING M AKES IT EASIER
FOR THE AUDIENCE TO RELATE TO YOU
AND DIFFERE NCIATE FROM THE
FRAGM ENTED MARKET.
OCTOBER 2011 LESS THAN 24H AFTER USA PREMIERE

35. Ačiū už dėmesį!

36. Ačiū už dėmesį!
Karoli Hindriks
Fox International Channels
Regional Manager Baltics
E: Karoli.Hindriks@fox.com
T: twitter.com/karolihindriks