f112247871

*Disclaimers
Certain element(s)/content of
this presentation is deemed
unfit for audiences with closer
arrangement to the idea of
tactical marketing / immediate
off-takes
Censor content sensitivity will
be taken care of before going
total ballistic with the idea of
brand building.
The presentations is what is
popularly known as gut feel.
Hence, any of the preamble
drives shouldn’t be taken
offensive and personal
BR Group - all rights reserved
PG

“Content??”
-Marketing
“News, Presentation, Gfx..”
– Anonymous
“FPC placements.. FPC”
- Programming
“Screen… promotion?!!”
-Creative
“Marketing / or maybe sales”
-News & Programming
“Procedures”
-Operational bodies
“Promotion, Transmission, Strategy?”
- an educated deduction!
Motivation… Show me the Money!!!
Slogan again?@#$??!!

“Brand”
[/bra nd] NOUN, VERB
A brand is the personality of a product, service or company and how it
relates to key constituencies: Customers, Staff, Partners, Investors, etc.

a name
Vision
Attitude
Perception
an Idea
Story
Objective
experience

…Questions is, do we really have
“Issues”
Or do we have something much beyond, which could be “at stake”?

All great “brands” have a story to tell…
Communication is the vehicle that drives you to that story!

Perhaps, 12th May?
Or maybe the
originality streak?
Or the
novelty
factor..
…the brand story is “The Brand Idea”
The idea is your ambition, your core essence, your values… the idea is you.
?

Brand Personification
What you say is what you
are.
What you dare is what
makes you.
How you think is what
distinguishes you.
The path you tread,
makes all the difference
“Brand is an attitude…
A name
An idea
A complete 360 experience
A story
That revolves around you”

- To understand the brandstory before unleashing the brand
(the brand keys, brand plans, key insights, the colors, the ideology)
Pakistan’s premier channel
Teal blue
Hybrid to News
Pakistan ki awaz
To be??
?
Brand discriminating factor
Novelty

- To follow the viewerbefore proposing (identifying the
audience; breathe the behavior, be their generation!)
18 to 45??
Values associated to them. What are their ambitions
Who are we talking to?
Psychographics?
SEC B, C??M/F
50
Where is your viewer
60

- To study the trends, the do’s and the don’ts… what is radical and what is suicidal
(Know the market, your competition – put research to use)
Risks associated
Broader agenda
Innovations
Pricing your product
Distribution?
Trends
Complacency

- To believe in the power of an idea(speak the consumer’s
language… and give them what they want)
Share dreams and ambitions with your viewer
Think like a viewer x possibilities thrice as much
Idea can only one.
Think big, but simple.
!
Deliver at the speed of vertical blanking

- To not think above the line or below the line but to think
beyond the line (Gauging on a completely neutral
stance)
Dare to make mistakes
!Brave ideas
Venture radical mediums

Category
Geo News
Express News
Dunya
ARY News
Samaa
News One
Dawn
Express 24/7
Aaj News
Translation / Essence
Live [Geo aur Genay do]
Pace / emote [Har Khabar Par Nazar]
World [Khabar ki Dunya]
[Any guesses] [Rakhay Ba Khabar]
Atmosphere [Sansani Naheen Khabar]
One with the news!! [sach ki lagan]
Break of light [Understand the
difference]
Pace all the time [News as it happens]
Today. [Awam ki Awaz]
A subtle attitude drive
[a verb] / Action
[a verb] / Action
[a noun] / A Place
[a noun] / A Seth
[a noun] / A medium surrounding the
earth (gaseous)
[ ]/
[noun]/ Break of daylight
[Verb]/ Action
[Noun]/Present day – Present time
(Drives you to an action)
Consumer
Rel. [Connect]
You / Us
Me
(vague – no
directive)
Me
Me
Me
Us
(no directive)
Me / or no one

Brand
Aaj News
Viewer
(Tragically referred as
target audience)
Advertisers
(Revenue streamers: usually draw in on “rating”
or public relations in some cases)
Competition*
(Not just your typical news genre,
But anything that moves and breathes on screen)
The Connect
(the Brand story)

Loyal Consumer(s)
(A concept best associated with perhaps print, and not Television. Hence, it’s not that easy)

120 123
136
128
141 137
157 156
145 149
157
147
0
20
40
60
80
100
120
140
160
180
15-25 25-35 35-50 50 +
UsageinMins
Target Group
Viewer Habits – Avg. Total Min./Day
2008
2009
2010

70%
30%
2008
Cable & Sattelite
Terrestrial
80%
20%
2009
Cable & Sattelite
Terrestrial
Based
on 3
cities
Based
on 8
cities

0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00
Fashion/Lifestyle
Cooking
Regional
Religious
Educational/Informational
Movies - English
Movies-Urdu/Indian
Music
Children
Sports
News/Current Affairs
Inhouse Cable
Entertainment
TARGET AUDIENCE: BC,MF,15-25
2010
2009
2008

0.00 10.00 20.00 30.00 40.00 50.00 60.00
Fashion/Lifestyle
Cooking
Regional
Music
Religious
Movies - English
Movies-Urdu/Indian
Sports
Children
Inhouse Cable
Entertainment
TARGET AUDIENCE: BC,MF,25-35
2010
2009
2008

0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00
Fashion/Lifestyle
Regional
Religious
Cooking
Music
Movies - English
Movies-Urdu/Indian
Sports
Children
Inhouse Cable
Entertainment
TARGET AUDIENCE : BC,MF ,35-50
2010
2009
2008

0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00
Fashion/Lifestyle
Cooking
Regional
Religious
Music
Movies - English
Movies-Urdu/Indian
Sports
Children
Inhouse Cable
Entertainment
TARGET AUDIENCE : BC,MF,50+
2010
2009
2008

Competition *
Is mediaat large!
(Any Television Channel that eats of from the viewer’s share of time)

1964-2007
PD & Research
Media landscape
– an industry audit

Industry progressionIndustry Progression
1964
- Advent of TV in Pakistan
- State owned PTV come alive
Mid 1990’s
- satellite TV marks a new era in the
electronic media
- Cultural and language similarities
worked for Indian channels
- PTV counters with PTV world,
Pakistan’s first satellite channel
2001
- Pakistan’s first ever private satellite
TV channel ‘Indus TV’ came to scene,
followed by Uni-plus and ARY Digital
2001 (after 9/11)
- Gov. imposed a ban of Indian
satellite channels
2002
- Beginning of the news channels
Geo TV, closely followed by ARY One
World and Indus News
2006
- TV industry now operates on a very
specialized genre specific mode
- The days of the hybrid beams are
done
Pakistan population 180 million & growing
A high proportion of the population lives in
Punjab – the largest province of Pakistan
Low education standard – literacy rate at
45% suggests media has a greater
responsibility
Overall Media has shown tremendous
growth: industry base size has increased
from 2 channels to 40 odd private satellite
channels
Rate of Growth is 40% in urban areas.
TV ownership increased to 76% in urban
areas
Television Penetration
(Gallup/BRB)
14 Million TV sets (1 million duplication)
Over 70 million TV viewers; equally spread
across urban and rural
Viewers of age 18+ - over 42 million & 70:30
split between color and B&W TVs

News Channel’s Viewership Trends

S.No 2008 2009 2010
1 GEO News GEO News GEO News
2 ExpNews ExpNews ExpNews
3 ARY NEWS ARY NEWS ARY NEWS
4 PTVnews Dunya TV Dunya TV
5 Aaj TV Aaj TV Samaa
6 News1 Samaa Aaj TV
7 Samaa MetroOne WaqtNews
8 MetroOne PTVnews PTVnews
9 WaqtNews News1 News1
10 Dawn News WaqtNews City42
Top 10
Channels
* Ranking is based on Avg. usage per min in
a day

2008 - Usage in Mins
15-25 25-35 35-50 50 +
GEO News 4.09 5.36 6.30 8.88
ExpNews 2.34 2.29 3.06 3.45
ARY NEWS 1.70 1.69 2.21 2.93
PTVnews 0.76 0.66 1.45 1.09
Aaj TV 0.78 0.73 1.09 1.36
News1 0.58 0.62 0.97 1.12
Samaa 0.38 0.41 0.56 0.65
MetroOne 0.29 0.50 0.49 0.46
WaqtNews 0.24 0.32 0.45 0.45
Dawn News 0.26 0.25 0.37 0.35
SindhNews 0.10 0.30 0.29 0.11
Indus News 0.28 0.18 0.29 0.26
KTNnews 0.05 0.16 0.26 0.06
Din News 0.15 0.21 0.24 0.25
CNBC 0.20 0.13 0.23 0.25
BusinessPL 0.16 0.16 0.22 0.26
Dhoom 0.13 0.16 0.21 0.17
RoyalNews 0.11 0.16 0.16 0.21
City42 0.11 0.15 0.16 0.19
CNN 0.13 0.21 0.15 0.19
BBCworld 0.12 0.13 0.15 0.19
Dunya TV 0.08 0.10 0.07 0.14
FOX News 0.03 0.04 0.03 0.03
15-25 25-35 35-50 50 +
GEO News 5.57 6.93 7.72 10.42
ExpNews 2.49 3.75 3.38 4.44
ARY NEWS 1.45 1.86 1.99 2.43
Dunya TV 1.43 1.79 2.03 2.40
Aaj TV 0.94 1.13 1.28 1.63
Samaa 0.98 1.24 1.48 1.62
MetroOne 0.79 0.87 0.88 0.96
PTVnews 0.59 0.77 0.96 0.86
News1 0.40 0.50 0.73 0.73
WaqtNews 0.36 0.48 0.60 0.65
Din News 0.34 0.36 0.45 0.57
Dawn News 0.29 0.37 0.41 0.56
City42 0.30 0.49 0.51 0.54
RoyalNews 0.21 0.30 0.36 0.49
Dhoom 0.19 0.29 0.31 0.37
CNBC 0.26 0.26 0.25 0.33
BusinessPL 0.15 0.17 0.28 0.27
BBCworld 0.13 0.15 0.17 0.21
CNN 0.09 0.10 0.14 0.16
Express24-7 0.08 0.11 0.11 0.16
SindhNews 0.10 0.10 0.24 0.10
KTNnews 0.19 0.10 0.40 0.08
Indus News 0.05 0.06 0.07 0.08
15-25 25-35 35-50 50 +
GEO News 5.34 7.31 7.99 7.45
ExpNews 2.29 2.86 3.24 3.63
ARY NEWS 1.42 1.83 1.92 2.25
Dunya TV 1.39 2.24 2.08 2.09
Samaa 1.01 1.32 1.38 1.49
Aaj TV 0.78 0.94 1.15 1.33
WaqtNews 0.34 0.66 0.63 0.59
PTVnews 0.51 0.49 0.59 0.53
News1 0.59 0.24 0.51 0.52
City42 0.29 0.41 0.40 0.49
Dhoom 0.17 0.28 0.37 0.31
Din News 0.15 0.19 0.30 0.28
CNBC 0.18 0.14 0.25 0.27
MetroOne 0.27 0.21 0.34 0.25
BusinessPL 0.12 0.15 0.17 0.18
Dawn News 0.13 0.19 0.31 0.16
RoyalNews 0.06 0.11 0.16 0.13
BBCworld 0.14 0.16 0.10 0.12
Indus News 0.04 0.04 0.09 0.08
CNN 0.06 0.08 0.06 0.07
SindhNews 0.05 0.07 0.06 0.06
Express24-7 0.06 0.07 0.06 0.05
KTNnews 0.08 0.04 0.17 0.05
Top 25
Channels

Local – 77 Channels
Aag
Aaj TV
Alite
ApnaChannel
ApnaNews
ARY DIGITAL
ARY MUSIK
ARY NEWS
ARY Qtv
ARY ZAUQ
ARYshopping
Atv
AVT Khyber
AwazTV
Axn
Channel G
City42
CNBC
Dawn News
Dhoom
Din News
Dunya TV
ExpNews
Express24-7
FashionTV
Filmax
Filmazia
FTV Pak
GEO Ent
GEO News
GEOsuper
GKaBoom
Good News
HaqTV
HBO
Hum
Indus News
Indus TV
IndusVision
Kashish
KhyberNews
Kook
Ktn
KTNnews
Labaik
Madni
Masala
Mehran
MetroOne
MTV Pak
News1
Oxygene
Pak TV
Peace TV
Play
PTV Nat
PTVBolan
PTVglobal
PTVhome
PTVnews
PTVSports
Punjab TV
RaaviTV
Rohi
Roshni
RoyalNews
Rung
Samaa
SilverScreen
Sindh TV
SindhMusic
SindhNews
TV one
VASH
WaqtNews
Wasebtv
WikKidPlus

International – 378
9X
9XM
A S Comedy
A S Hits
A Spriemier
Abshaar
Access
Action
AfricaMagic
Aghani TV
Aha
Al Akhbar
AL Huda
AlAnwar
AlFarad
AlHawar
Aljazeera
AljazeraS+1
AlMajad
AlRehman
Alshashta
American+2
ANC
AnimalP.A
AnimalPlant
Animax
Aone
Arirang
AsiaMovie
AssetPlus
ATNBangla
B4umovies
B4umusic
Babytv
Bangla TV
BBC Ent.
BBC Food
BBC Lstyle
BBC Prime
BBCCBeebies
BBCworld
Bindaas
BindasMov
Bloomberg
Boomerang
BusinessPL
C.CityPlus1
Care World
CartNet.Ind
CartoonNet
CBC Music
CCTV News
CCTV4
CCTV9
CD8(ic)
CGNTV
Channel B
Channel2
Channel5
ChardiklaT
Cinema City
CineMAX
ClassicV
CNEB
CNN
Colors
CyberMusic
D.Science
DD Nat
DD Punjabi
DDGujrat
DDNews
DDSports
Dharti NT
Dis.Kids
Disc.India
Discovery
Dish Intr.
Dish TV
Disney

DisneyXD
DM Digital
DMNews
Doordarshan
Dub.Racing
DubaiOne
DubaiSports
DW-TV
E24
Enter.TV
Enter10
ESPN
ETC
ETV Gujrat
ETVind.
ETVUrdu
Euro News
EWTN
ExtremeSC
Film Asia
FilmWorld
Filmy
Firangi
FIT TV
FOX Crime
FOX Movies
FOX News
FoxHEnt
FOXSeries
FoxSports
FTV India
FunTV
FX
GiaMovies
GMA News
Gmusik
God TV
GSRehmat
H.earth&bey
Hadi TV
Hallmark
HBO 2
HBO Comedy
HBO Family
HBO Hits
HBO sig
History
HitFactory
HitTrain
HN Classy
HN Desi
HN HollyMax
HNBollyGold
Hollywood
HSTV
Hungama
IndiaTV
Info TV
Iqra
Irib2
IRIB3
IslamicV
JetixPlay
JhnkarMusic
Jmusic
JooMusic
K2
Kaleeb
Kallday
KCS Islamic
KidsCo
KSA2
LCN Digital
Lotus TV
LTV
M.Net
M.Net Ser
M.Net Stars
M4U
Manoranjan

Marabia
Marhaba
MaxCinemax
MBCMax
Mcinema
Mclassic
MD.HDFankar
MD.Jdemand
MGM
MH1
MiddleEast
ML US
MM1
MM2
Mnet Action
Mousiqi
MovFamily
Msilver
MTV Arabic
MTV Europe
MTV India
MTV Russia
MTVEng
Multra
Music India
Music Now
MusicAsia
MusicPlus 2
MV TV
Nat Geo
NatG.Advn
NatGeoWild
NatGujrat
NatJlndhar
NDTVImgn
NEOCricket
NEOsports
NewsAsia
NHK World
Nicklodeon
Noor TV
Nowtv
NT 1
NTV
O Express
O2
Old D.Kids
OldBlueStar
OldIM
OldMHOne
Oplus
Orbit
O-SM.Action
OSN Com+2
OSN Comedy
OYE
Payam
PCN Songs1
PeaceUrdu
PHDisney
Play India
Pogo
PopCorn
PrimeSports
PTC News
Q Channel
Real
Realitytv
RitmoMusic
R-One
RT News
RU musicbox
R-World
S Extra
S.Islamic
S1
S2
S3
S4
S5

S6
S7
Sabburat2
Sabz Baat
Sahara1
SATLite
Saudi
Scom+2
Seh.Smile
SetMax
Sgold
Shalimar TV
Shamshad TV
ShowCom.
ShowCom.2
ShowMKids
ShowSer1
ShowSer2
ShowSports1
ShowSports2
ShowSports3
ShowSports4
ShowSrExtra
Sky TV
Skynews
SkySports
Sony
Sony+Cin2
Sony+Gmix
SonyMax
SonyPix
SonySAB
SpaceToon
SPI
SS1
SS1Arabic
SS2
SS3
SS6
SSMusic
SSNews
Star China
Star Majha
Star Prime
Star Utsav
StarAsia
StarCric
StarGold
StarMovies
StarMusic
StarOne
StarPlus
StarSports
StarWorld
STVstarlite
Style 360
Style Movie
SUN
SUN 5
SunCine1
SuperCom+2
SuperComic
SuperKids
SuperMov+1
SuperMov+2
Supermovies
TBNEurope
TCM
Tenspo.Ind
Tensports
TNT
ToonDisney
Trace
Travel
TRTint
TV 99 Raj
TV Max
Tv5mond
Ucinema
Udarama

Ujala TV
UK
UltraMovies
Umax
Umix
Umovies
Umusic
Universal
USAPlus
UTV
UTV Action
UTV Movies
UTVBindass
V
ValueTV
Vchinese
V-English
VH1
VI2
Vibe
Vibe Old
Vindian
VIVA
VOA
Voyages
VU1
VU2
VU3
VU4
W Series
WON TV
Xtra Movies
Yao Movies
YemenTV
Ymuzik
YTN New
Zaction
ZAM
ZamanHosp.
Zcafe
Zchiena
Zcinema
Zclassic
Zee Jagran
ZeeAflam
ZeeSports
ZeeStudio
ZeeTV
ZEM10
Zkids
Zmusic
Znext
ZoneReality
Zoom
Zpremier
Zsmile
Zsports
Ztrendz

Pheeew!We need a brand “Positioning”We Need a focus!

Brand: AAJ TV to News
Investigative journalism
Reality touchdowns;
absolute precision
Gallant news break ins
Interactive programming
Instantaneous reporting
Incisive analysis
Human interest stories
People’s content

the unquenchable thirstThe Brand
[Lost / or found]
for

Business Recorder Group
The Business Recorder Group
Business Recorder Group is one of the most prominent
media conglomerates in Pakistan which, in the 40
years of its history, has attained tremendous success
and enjoys leadership position in every one of it's
ventures. The extensive reach to the decision makers
has given the Business Recorder Group substantial
influence and a special relevance to the past, present
and future of Pakistan .
Business Recorder
Business Recorder is a hugely credible and
undoubtedly the most respected financial and business
newspaper in the country. It has been the only
publication for the last four decades that has such
command and grip on providing the business
community and the policy makers with valid socio-
economic data and analysis on all segments of the
global economy.
AAJ TV
AAJ TV is the logical progression of the group's
mission to dispense unadulterated information through
easily accessible mediums. Extensive planning,
spanning over 2 years, has gone into perfecting the
organizations operations. Now AAJ TV employs over
1000 employees and has fully equipped bureaus in
Karachi , Lahore and Islamabad . AAJ TV is the only
digital satellite channel to have an Earth Station in
Pakistan that broadcasts directly to the AsiaSat
satellite with a footprint of over 60 countries. Having an
Earth Station provides for exceptional flexibility and
control in responding to local and international events.
AAJ TV caters to all tastes by providing three well
defined programming blocks in the form of News,
Current Affairs and Entertainment. Building on the
immaculate news reporting experience of the Business
Recorder, AAJ TV provides round the clock news
coverage from around the world in collaboration with
our partner news sources in more than 100 countries.
Combining superior news reporting with unmatched
analytical strength provided by the most respected
social and political commentators in Pakistan accounts
for in depth and precise Current Affairs programs. On
the Entertainment front, industry veterans are heading
the teams and using one of the best and most well
equipped production facilities in the country to create
ground breaking programs starring the best known
faces in television.
Brand ambition -
Channel philosophy
Brand DNA
The discriminator
Brand promise
Delivery brand
dynamics
Brand extensions
Brand architecture
The look
Brand image
Brand experience
News bulletins
Programming genres
Preamble

f112247871

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