3. What about having…
a new TV?
OK, get ready:
- learning yours TA habits and language
- spying out programming details
- preparing new and new concepts
- throwing them away and preparing new
ones
- increasing coffee addiction
- long and passionate creative meetings
- usually very short pregnancy
- kids costs money!
4. PRIMA Group CZ
family album
PRIMA Prima COOL Prima LOVE
PRIMA
age: 17yrs
size: 20,25 % share in 15+
Family type
Prima COOL
age: 2,5 yrs
size: 5,08 % share in 15-54
Exagerrating rebel in green
Prima LOVE
age: 7 months
size: 1,93 % share in 15-54
Next door good looking friend
5. Prima COOL
Channelprofile
Prima LOVE
channelprofile
Primary target group: M25-34
Wider Targetgroup: A15-54
Programming:
• Young, slightly male skewed
Schedule structure:
• Schedule based onacquisitions with
frequent use of rerunsandfast reruns
Content:
• Action, Adrenaline,Sci-fi, Reality, Fun, Crazy
Comedy,Sport
PrimaryTarget group: F 20-40
WiderTargetgroup: A15-54
Programming:
• romantic, female skewed
Schedule structure:
•Schedule based on acquisitions with frequent use of
reruns and fast reruns
Content:
•Romance in a milion ways,telenovelas, sitcoms, classy
soap operas,comedies
6.
7. Take the
best!
DNA counts…
Do as much as you can with yours seniors – yours
trust will motivate them to jump over any fence on
the road.
Find best external creative talents – and make them
part of yours team.
Do not waste time with big fishes – young and
smalls are much more hungry for adrenalin and
success!
Have fun all together – be sure viewers will notice
and appreciate it later. And not just them…
8. Prima COOL
unlimited
›TVfor people, who, infact, hatewatching TV
› Most original and creative TVbrand built
on ironyand having fun. Fun at any price.
›Typhografyas a keybranding element.
› Uniquestation voice (our speaker is sooo cool!)
17. Share trends
Czech FTA market groups
Zdroj dat: ATO-MEDIARESEARCH
95%
100%
118%
104%
97% 91%
93%
97%
88%
80%
90%
100%
110%
120%
1.pol 2009 1.pol 2010 1.pol 2011
indexshareD15+(1.H2008=100%)
Skupina Prima
Nova+Nova Cinema
Skupina ČT
18.
19. Great help from small ones
increasing bonding
Small channels launches changed
channel bonding
Nova group significantly lost most
loyal viewers
Launches of new channels shifted
loyal Nova viewers to Prima and ČT
groups
Even Prima lost part of loyal viewers
as well as Nova, in total Prima group
has almost the same number of
most loyal viewers as Nova Group
(30:32 %)
Brand dynamics study – Czech TV Market, summer 2012
%
Key TV brand groups
bonding development
Prima group
Nova group
ČT group
Others
30%
32%
26%
12%
23%
48%
19%
10%
20. Prima COOL
teenager
› brand succes story:
newline of streatwear (represent)
energydrink in proces of development
FB most effective communication channel
21.
22. Like a real pregnancy…
most fun you have on a real
beginning: enjoy every second!!!
Thanks for attention
Editor's Notes
In oposite to real, having new TV baby has many advantages – you know from the beggining, how your new offspring should behave and which sort of friends he or she should choose. When you hear from yours CEO enthusiastic note: lets have a new TV, he/she must give you information, you need – and the rest is on you…
how many of us have already experienced the ups and downs of having new tv baby born? We are pround to bring to market 2 heatlhy babies – rebeling green boy and well behaving pink baby girl
Looks short? It is, but in fact, its all you need to start… the rest will come. Programme highlights help, but you know yours programming guys, they are same as you – still tunning the concept so better dont wait and start drafting concepts. And test them.
Testing concepts is a great opportunity but be aware – results can bite. From time to time you just have to be brave. On the end you are the one who is responsible for results of new TV launch.
To avoid any possible failure, work with the best possible people you can afford. The usually do not cost much, have a lot of fresh ideas and when you are lucky and find the right bunch of people, they will give their heart into the project. Both our new channels were prepared together with studio Oficina. And both of them won their piece of Promax.
As you will see in a minute, cool is prooving everyday that punk is not dead. 2D and typography? In 2009? Bingo!
Never underestimate the power of having fun…
Or Bruce Lee and Chuck Norris
Nothing is saint. Especially Xmas…
In case of prima LOVE even the name is composed from key brand attributes…
Girls want to have some fun too…
Girls want to have some fun too…
Sometimes help is needed.
Having more babies is good for healthy economics….
Never underestimate the power of having fun…
Economically active „kid“ can help to pay out a bit of costs of houshold: could bring some money back in merchanfising and subleting of the license fee. As well current teenager keeps its bu low thanks to beeing very active at social media networks…
So. When the big day is approaching, remember all the fun you had in the beginning – and never fear to ask for help. Professionals.
It would never work so well without great support of all management team of Prima group.
