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Television: Creative and Programming Strategy Document


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Television: Creative and Programming Strategy Document

  1. 2. Media 1.0 – An Overview Media 1.0 implies the ‘old world media’ model. Media 1.0 Broadsheet Model Value Chain The Barrier <ul><li>CONTENT </li></ul><ul><li>in-house content generation </li></ul><ul><li>outsourced content </li></ul><ul><li>acquired content </li></ul><ul><li>promotional content </li></ul>MEDIUM - television channel CONSUMER <ul><li>TECHNOLOGY </li></ul><ul><li>production/post </li></ul><ul><li>up-linking and telecast </li></ul><ul><li>satellite / platform </li></ul><ul><li>ADVERTISER </li></ul><ul><li>space buyers </li></ul><ul><li>filmmakers / producers </li></ul>subscriber viewer
  2. 3. Media 1.0 – Characteristics <ul><li>Media 1.0 was characterized by clarity of roles and functions. </li></ul><ul><li>It comprised of - </li></ul><ul><li>Defined Medium </li></ul><ul><li>Defined Value Chain </li></ul><ul><li>Defined Components of Value Chain </li></ul><ul><li>Defined Powers and Scope of the Components </li></ul>
  3. 4. Media 1.0 – An Overview A Defined Medium <ul><li>Each medium was clearly defined. </li></ul><ul><li>Books, Newspapers and Magazine were for reading, Radio was for listening, Television and Cinema were for audio-visual experience. Internet was for information and research. </li></ul><ul><li>The scope of each medium was distinct and delineated. </li></ul><ul><li>The reach of each medium was restricted by factors like demographics, geography, technology and economics. </li></ul>
  4. 5. Media 1.0 – An Overview A Defined Value Chain – The BROADSHEET MODEL ( link: Value Chain ) <ul><li>Each medium followed a fixed what can be called BROADSHEET MODEL value chain based on broadsheet newspaper industry. </li></ul><ul><li>In case of television, the value chain consisted of - </li></ul><ul><ul><li>Creators - Internal or External Agency </li></ul></ul><ul><ul><li>Broadcaster – The Television Network itself </li></ul></ul><ul><ul><li>Disseminators – The Distribution Network including Satellite, Up-Linking Service Providers, Cable Networks, etc. </li></ul></ul><ul><ul><li>Consumers – Viewers / Audience </li></ul></ul><ul><ul><li>Advertisers – The Revenue Source </li></ul></ul>
  5. 6. Media 1.0 – An Overview Defined Components of a Value Chain <ul><li>Each component of the BROADSHEET MODEL value chain fulfilled a defined role </li></ul><ul><li>In case of television, the roles were - </li></ul><ul><ul><li>Creators – Creation of the content </li></ul></ul><ul><ul><li>Broadcaster – Acquiring / Producing the content, Packaging it and tailoring it for the consumer. </li></ul></ul><ul><ul><li>Disseminators – Providing the infrastructure to carry the content from broadcaster to the consumer </li></ul></ul><ul><ul><li>Consumers – Consuming the content </li></ul></ul><ul><ul><li>Advertisers – Riding on the Broadcaster’s reach to promote its products at a cost </li></ul></ul>
  6. 7. Media 1.0 – An Overview Defined Powers and Scope of the Components <ul><li>Each component of the BROADSHEET MODEL value chain had a limited power and scope. </li></ul><ul><li>In case of television - </li></ul><ul><ul><li>Creators – Conceptualization, Creation, Sale of Content to Broadcaster </li></ul></ul><ul><ul><li>Broadcaster – Selection, Tailoring, Presentation, Delivery and Sale of Content and/or Viewership to Subscribers and/or Advertisers respectively. </li></ul></ul><ul><ul><li>Disseminators – Infrastructure Creation and Rental/Sale </li></ul></ul><ul><ul><li>Consumers – Patronage and Viewership </li></ul></ul><ul><ul><li>Advertisers – Purchase of Air-Time, Tailored Content, Patronage </li></ul></ul>
  7. 8. Media 1.0 – An Overview Role of a (Television) Media Organization in Media 1.0 <ul><li>A Media Organization is Central to Media 1.0 </li></ul><ul><li>It functions as a Gatekeeper </li></ul><ul><li>It carries the onus of deciding on content to be disseminated to meet the Advertisers’ and Consumer’s demands </li></ul><ul><li>Consumer is a Passive Receiver with choices but without involvement in Content Creation </li></ul><ul><li>Technology serves as a Carrier </li></ul><ul><li>Advertiser allots portion of his ad-spend based on a medium’s ratings </li></ul>
  8. 9. Media 1.0 – An Overview Role of a Television Consumer in Media 1.0 <ul><li>Bundled Content: Television Network in a Media 1.0 model targeted a Passive Consumer and served a package of content without regard for individual Consumer’s needs </li></ul><ul><li>No Say in Content: A Consumer could choose which Channel to watch but had no say in the content of a channel </li></ul><ul><li>No Say in Timing: A Consumer was at the mercy of a Television Company when it came to what time to consume which content </li></ul><ul><li>No Say in Format: A Consumer had no choice in which format to receive her content </li></ul><ul><li>No Customization: A Consumer could not pick & choose her choice of content </li></ul>
  9. 10. Media 1.0 and Competition Defined boundaries between media forms Each medium had its unique hold over consumer Each medium satisfied one unique function Various media could co-exist No encroachment on each others’ turf
  10. 11. Media 1.0 Focus Revenue Generation through Selling Bundled Content to Subscribers & Selling Subscriber Base to Advertisers
  11. 12. Media 1.0 and B4U Television Network <ul><li>B4U Television Network, in its current state, is a Media 1.0 organization </li></ul><ul><li>Our Content Creators are Film-makers, Music Companies, we ourselves, and our Advertisers when we create Innovations for specific clients. </li></ul><ul><li>Our Advertisers are Film-makers and Music Companies as well as mainstream Advertisers who sponsor our programs or buy Air-Time from us. </li></ul><ul><li>Our Consumers are the Subscribers (B4U Movies) and our Viewers who receive and consume our content (B4U Music) </li></ul><ul><li>Like all media organizations, our targets are </li></ul><ul><li>Viewers </li></ul><ul><li>Advertisers </li></ul>
  12. 13. Media 1.0 and B4U Television Network The Barrier <ul><li>CONTENT </li></ul><ul><li>filmmakers </li></ul><ul><li>music companies </li></ul><ul><li>acquired content </li></ul><ul><li>advertisers / PR </li></ul>B4U TELEVISION NETWORK CONSUMER <ul><li>TECHNOLOGY </li></ul><ul><li>production/post </li></ul><ul><li>up-linking and telecast </li></ul><ul><li>satellite / platform </li></ul><ul><li>ADVERTISER </li></ul><ul><li>air-time buyers </li></ul><ul><li>sponsors </li></ul><ul><li>producers / distributors </li></ul><ul><li>music companies </li></ul>subscriber viewer
  13. 14. B4U Television Network – Current Approach <ul><li>Content Generation: In-House + Acquisition </li></ul><ul><ul><li>Acquisition: Movies Acquisition, Music Rights, Existing Library </li></ul></ul><ul><ul><li>In-house Software: Call-in / Request Shows, News & Gossip Shows, Vignettes, Interviews </li></ul></ul><ul><ul><li>Promotional Tie-Up: Music Album/Film Specific Behind The Scenes, Interviews, Platforms </li></ul></ul><ul><li>Revenue Generation: BLOCKBUSTER / BROADSHEET model </li></ul><ul><ul><li>Air Time Sales: Advertisements, Trailers and Promos, Back 2 Back </li></ul></ul><ul><ul><li>Innovations: Tailored Content to suit Advertiser’s message </li></ul></ul><ul><ul><li>Time Slots Sale: For promotion – Tele-Shopping, Bid2Win, etc. </li></ul></ul><ul><ul><li>Subscription: Except in India </li></ul></ul>
  14. 15. B4U Television Network – Current Approach <ul><li>Technology Use: Functional and Rudimentary </li></ul><ul><ul><li>Content Generation and Packaging </li></ul></ul><ul><ul><li>Scheduling and Programming </li></ul></ul><ul><ul><li>Up-linking & Telecast </li></ul></ul><ul><li>Consumer Profile: Non-Uniform and Mixed </li></ul><ul><ul><li>Ex-pat South Asian Community across 84 countries </li></ul></ul><ul><ul><li>Non-Uniform demographics and psychographics </li></ul></ul><ul><ul><ul><li>Blue Collar in UAE / India / Africa </li></ul></ul></ul><ul><ul><ul><li>White Collar in UK / US / Australia / Canada </li></ul></ul></ul><ul><ul><ul><li>Business Community across the beams </li></ul></ul></ul><ul><ul><ul><li>1 st as well as 2 nd Generation South Asians </li></ul></ul></ul>
  15. 16. B4U Television Network Scope in Existing Model <ul><li>Fresh, Innovative Programming </li></ul><ul><li>Exclusive New Content Acquisition </li></ul><ul><li>Quality Old Content Acquisition </li></ul><ul><li>Improving Distribution </li></ul><ul><li>Increasing Advertising Revenue </li></ul><ul><li>Increasing Subscription Base (global) </li></ul>
  16. 17. B4U Television Network Ground Realities <ul><li>B4U relies heavily on consumer and advertiser. </li></ul><ul><li>Consumer has evolved / moved on. </li></ul><ul><li>Advertisers have become demanding and have other avenues to reach Consumer. </li></ul><ul><li>Clouded perception of the brand in India. Need for revitalization globally. </li></ul><ul><li>B4U is functioning as a classic Media 1.0 organization </li></ul><ul><li>Global Media has evolved into Media 2.0 </li></ul>
  17. 18. Media 2.0 – An Overview CONSUMER PRO-SUMER - empowered - proactive - choosy - low attention span MEDIA - aggregators - platforms - re-constructors - fiercely competitive <ul><li>ADVERTISER </li></ul><ul><li>desperate - calculative - non-trusting </li></ul><ul><li>TECHNOLOGY </li></ul><ul><li>accessible - user-friendly - affordable </li></ul>
  18. 19. Media 2.0 Characteristics <ul><li>Media 2.0 has the Consumer at the center of the media process </li></ul><ul><li>Media 2.0 implies an explosion of technology based media choices </li></ul><ul><li>The Consumer is not Passive but Pro-Active in choosing the content, the schedule, the economics, the medium and the format in which to consume media </li></ul><ul><li>Consumer is technology savvy </li></ul><ul><li>Technology empowers Consumer and turns him into a (Producer + Consumer), or a PRO-SUMER </li></ul><ul><li>Advertiser has options to reach a Consumer </li></ul>
  19. 20. Media 2.0 Characteristics <ul><li>Plasticity: Media 2.0 is plastic. It can be broken into manageable chunks and consumed at Prosumer’s will and disposal through the medium of Prosumer’s choice. </li></ul><ul><li>Personal: Media 2.0 is personal. Each Prosumer can tailor her media to suit her consumption </li></ul><ul><li>Unbundled: Media 2.0 is not bundled for consumption. If offers Prosumer the flexibility to consume just what she wants. She can take what she wants and leave out what she does not. </li></ul>
  20. 21. Media 2.0 The PROSUMER <ul><li>Technology Savvy </li></ul><ul><li>Spoilt for Choices </li></ul><ul><li>Pro-Active and Demanding </li></ul><ul><li>Not Loyal </li></ul><ul><li>Hungry for Variety and Peer Recognition </li></ul><ul><li>Wants to Participate </li></ul><ul><li>Is Willing To Pay for Innovative experiences that provide Instant Gratification </li></ul>
  21. 22. Media 2.0 Challenges for a Media 1.0 model (Television) <ul><li>Traditional Television loses its monopoly over the 24x7 home based audio-visual medium segment </li></ul><ul><li>Internet, Portable media become ubiquitous media platforms on the go </li></ul><ul><li>Consumer evolves into a Prosumer with New Media offering platforms to showcase and share her media products </li></ul><ul><li>Television loses its role as the selector and disseminator of audio-visual content </li></ul>
  22. 23. Media 2.0 Bare Necessities for a Media 2.0 Organization (Television) <ul><li>Technologically Cutting Edge </li></ul><ul><li>Constantly Evolving </li></ul><ul><li>Innovative </li></ul><ul><li>Interactive </li></ul><ul><li>Participative </li></ul><ul><li>Convergent with other media </li></ul><ul><li>Customization / Niche Market Oriented </li></ul><ul><li>Pro-Active and In Step with Prosumer </li></ul>
  23. 24. Media 2.0 Prosumer Expectation from a Media 2.0 Organization (Television) <ul><li>Fresh, Identifiable nay Identity Enhancing </li></ul><ul><li>Accessible and Disposable </li></ul><ul><li>Interactive </li></ul><ul><li>Instantly Gratifying </li></ul><ul><li>Value Added Experience </li></ul><ul><li>Flexible and Compatible with other media used </li></ul><ul><li>Scope for Participation in Content Creation and Selection </li></ul><ul><li>Customizable </li></ul><ul><li>Ubiquitous </li></ul>
  24. 25. Media 2.0 Creative Strategy in Media 2.0 scenario <ul><li>End of Creativity versus Technology. Birth of (Creative + Technology) </li></ul><ul><li>Befriend technology. Understand its role in Prosumer’s life. Tailor Content to exploit the technology and meet the Prosumer’s demands while focusing on revenue generation </li></ul><ul><li>Think Interactive </li></ul><ul><li>Think Participative </li></ul><ul><li>Think Synergy </li></ul><ul><li>Think Syncretism </li></ul><ul><li>Evolve beyond traditional revenue streams </li></ul>
  25. 26. B4U 2.0 Creative Strategy for B4U in Media 2.0 scenario <ul><li>STEP 1: Invigorate </li></ul><ul><ul><li>Revamp B4U Movies and B4U Music packaging and presentation. Weed out old channel IDs, Packaging, Show Formats, Show Names, Sets, Veejays. </li></ul></ul><ul><ul><li>Build a Creative Identity for the Network which can be leveraged to regain Brand Identity. </li></ul></ul><ul><ul><li>Enthuse freshness in every aspect of the channel through sustained low-cost in-house efforts </li></ul></ul><ul><ul><li>Reassert our identity. Build an attitude. </li></ul></ul>
  26. 27. <ul><li>STEP 2: Innovate </li></ul><ul><ul><li>Create innovative programming based on ‘Lifestyle Music’ brief for B4U Music India and ‘ Glocal (Global + Local) Bollywood ’ for B4U Music UK </li></ul></ul><ul><ul><li>Make the programming technology enabled – Weave technology into programming. </li></ul></ul><ul><ul><li>Tailor content to meet the audience’s need and generate revenue. </li></ul></ul>B4U 2.0 Creative Strategy for B4U in Media 2.0 scenario
  27. 28. <ul><li>STEP 3: Integrate </li></ul><ul><ul><li>Integrate technology into programming targeted at revenue generation </li></ul></ul><ul><ul><li>Liaise with alternative new media in order to create a seamless experience for the audience through variety of media on revenue sharing basis </li></ul></ul><ul><ul><li>Integrate audience with the network. </li></ul></ul><ul><ul><li>Integrate the industry (Bollywood & Music) with the network. </li></ul></ul>B4U 2.0 Creative Strategy for B4U in Media 2.0 scenario
  28. 29. <ul><li>STEP 4: Involve </li></ul><ul><ul><li>Create programming that puts the audience at the center. </li></ul></ul><ul><ul><li>Design Interactive and Participative programming concepts that uses technology to attract audience </li></ul></ul><ul><ul><li>Evolve from a one-way television channel to a two-way platform that provides the audience with a platform to showcase their creation </li></ul></ul><ul><ul><li>Build communities united by common interest around the network </li></ul></ul>B4U 2.0 Creative Strategy for B4U in Media 2.0 scenario
  29. 30. B4U 2.0 Which Way Ahead? <ul><li>Rebalance Media Value Chain </li></ul><ul><li>Create and Leverage Innovative Content </li></ul><ul><li>Think Beyond Traditional Advertising </li></ul><ul><li>Facilitate Constant Organizational Evolution </li></ul><ul><li>Keep Up With Technology </li></ul><ul><li>Keep Up with Empowered Prosumer </li></ul><ul><li>People Management: Creators and Transformers </li></ul>
  30. 31. EXECUTIVE SUMMARY <ul><li>Medium centric Media 1.0 has evolved into Consumer centric Media 2.0 </li></ul><ul><li>Advances in Accessible, Affordable and User Friendly Digital Technology has converted a Consumer into a Consumer + Producer </li></ul><ul><li>Interactive + Participative + Innovative = Attractive to Consumer </li></ul><ul><li>Interactive + Participative + Innovative = Higher Revenues </li></ul><ul><li>Yesterday’s Media = Newspaper / TV / Radio / Cinema </li></ul><ul><li>Today’s Media = iTunes / PodCasting / YouTube / MySpace / Blogger </li></ul>
  31. 32. EXECUTIVE SUMMARY <ul><li>B4U Needs To: </li></ul><ul><ul><li>Embrace technology facilitated programming and distribution </li></ul></ul><ul><ul><li>Create new revenue generation streams outside of traditional advertising and space selling </li></ul></ul><ul><ul><li>Remodel based on new value chain </li></ul></ul><ul><ul><li>Re-focus on beam-specific briefs to provide audience specific content </li></ul></ul><ul><ul><li>Befriend Consumer, Technology and its own staff </li></ul></ul>
  32. 33. EXECUTIVE SUMMARY <ul><li>Focus Areas for Programming and Creative </li></ul><ul><ul><li>Innovative cross-media cross-platform strategies for content creation and revenue generation </li></ul></ul><ul><ul><li>Revamping the network look and feel </li></ul></ul><ul><ul><li>Revitalization of existing set-up through concerted efforts </li></ul></ul><ul><ul><li>Rebuilding Brand Equity (beam specific identity) </li></ul></ul><ul><ul><li>Regain the confidence of the consumer and advertisers </li></ul></ul>
  33. 34. THANK YOU FOR YOUR TIME AND ATTENTION e-mail: [email_address] cell: +91 98206 31297