Sue Brenchley, Marketing Director at Fetch, presented on How Fetch Reinvented Itself in the Crowded Entertainment Market at Mumbrella's Entertainment Marketing Summit.

4. Pay TV Market 2009
Premium Pay TV
8.2m Australian Households
Free View / Pay Lite
Foreign Language
Market opportunity
5.9m households
c 2.3m households
28% penetration

5. Australians love entertainment

6. Australians love technology

7. Reasons for low pay TV take up

8. Market evolution
2005 2006 2007 2008 2009 2010
2012 2013
2011
2014 2016 20172015 2018
1995
Gets what
u want
2019
Started streaming in USA
TBC

9. The Fetch proposition

10. Fetch average daily usage

11. Competitive landscape
HDMI 1 Platforms
HDMI 2 Platforms
OTT Apps

13. Strategy and business model

14. What we believe
Future is Lite
(FTA at the Core)
HDMI 1 or bust
No Prize for 2nd
UX = Brand
More of Less
Telco is King
• Be the first (and only) remote they pick up.
• Low entry price points.
• Flexible subscriptions.
• High value broadband and mobile customers
• Multiple, regular touchpoints.
• Integrate only broad appeal content.
• Deliver excellent experiences.
• Make it simple.
• Make it work brilliantly.

16. The Truth

17. Understanding & Consideration
Which of the following do you know you can do on Fetch TV?

18. The Marketing Challenge

19. Co-brand legacy

20. The Process

21. Marketing Objectives

22. Target Audience

23. Communication Objectives

24. The Proposition

25. Customer Benefits

26. Consumer Take-outs

28. Ross Creative Counsel
Jason Ross
• Founded Ross Creative Counsel in 2014
• Virtual agency model
• All agencies make ads.
• RCC specialises in creating brand
platforms.
Brand Platforms by Jason

30. The Insight

31. The Single Minded Benefit

32. The Brand Platform

33. Fetch Marketing - Brand Platform
Brand Platform
Brand Platform
essentials
Broad Appeal Flexible Future Proof Uniquely Ownable
Appeal confirmed
through research.
Very strong in core
and secondary
target.
Works across the
key brand pillars of
functionality, content
and entertainment.
Not tied to the product,
technology or content
at a point in time.
Play on the brand name
reinforces the product
proposition and uniquely
occupies a territory that
excludes others.
Brand Promise The simplest way to get all your entertainment in one place

34. Media

35. The Ads

36. The Branding Elements

38. Results
Source: Fetch TV brand tracker – Clarity Strategic Research

39. Next Steps