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Andrey Taranov - Take them for the remote! TV-branding 2011

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Andrey Taranov - Take them for the remote! TV-branding 2011

  1. 1. Grab their remote with both hands!(while they have it)Ukrainian TV Branding issues, now and in 2015<br />
  2. 2. Long Time Ago, In the Galaxy Far Away<br />2<br />Average Viewer’s Age<br />Share of Female Viewers<br />Source: GfK, 50K+ markets<br />
  3. 3. Another Look From The Open Space<br />Lost 10.6% in 7 years, internal distance – 9.2%<br />3<br />All Adults<br />18+<br />Source: GfK, 50K+ markets<br />
  4. 4. One More Look From The Open Space<br />Lost 10.6% in 7 years, internal distance – 2.2%<br />4<br />People<br />14-49<br />Source: GfK, 50K+ markets<br />
  5. 5. And Yet Another Look …<br />Lost 10.3% in 7 years, internal distance – 2.3%<br />5<br />Adults 18-54<br />Source: GfK, 50K+ markets<br />
  6. 6. Let’s Think it’s a Starting Line, Not Finish<br />6 channels with the same share of market, 2 of them positioned in separate demographic niches<br />Under pressure of c.40 more small players<br />Under threat of change of consumption pattern<br />C.10% MS lost since 2004, 5% to 7% more will be lost until 2015<br />Who’s the first to lose??<br />6<br />
  7. 7. What Facilitates Consumer Choice?<br />Guess… <br />7<br />
  8. 8. If It’s Branding, Then…<br />The channel that has more brand attributes in consumers’ mind will have better starting position in 2012,<br />…before the world ends in 2012<br />8<br />
  9. 9. Sample Study – Three Basic Indicators<br />Customer Satisfaction<br />Slogans<br />Anchors<br />9<br />Source: Kwendi Impact Studies<br />
  10. 10. Let’s Check It<br />10<br />
  11. 11. Which Channel Can Replace All the Others for You?<br />Clear choice of Top Two Brands among females, one brand in each male group<br />Discovery – a LoveBrand for young men<br />11<br />Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011<br />
  12. 12. Which Channel Fully Satisfies You?<br />UKRAINE challenging older females with a strong potential to growand no single leader in the group<br />…no Discovery, btw<br />12<br />Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011<br />
  13. 13. Please, Associate Slogans With The Channels<br />1+1 and STB – the only ones to have significant connection of the brand to the slogan<br />“Consistency pays for itself”, – Cap. Evidence<br />Ukraine managed to challenge top-3 in one year<br />The market is very sensitive to promo efforts<br />13<br />Source: Kwendi Impact Studies for Media Group Ukraine, Kiev, Donetsk, Odessa, Lviv, August 2011<br />
  14. 14. What’s In There?<br />Please, name the people with whom you associate the channel …<br />14<br />
  15. 15. What’s In There? INTER<br />Please, name the people with whom you associate the channel …<br />15<br />Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011<br />
  16. 16. What’s In There? ICTV<br />Please, name the people with whom you associate the channel …<br />16<br />Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011<br />
  17. 17. What’s In There? 1+1<br />Please, name the people with whom you associate the channel …<br />17<br />Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011<br />
  18. 18. What’s In There? STB<br />Please, name the people with whom you associate the channel …<br />18<br />Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011<br />
  19. 19. What’s In There? Novy<br />Please, name the people with whom you associate the channel …<br />19<br />Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011<br />
  20. 20. What’s In There? UKRAINE<br />Please, name the people with whom you associate the channel …<br />20<br />Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011<br />
  21. 21. Scoreboard Before The New Time Starts<br />21<br />
  22. 22. Scoreboard Before The New Time Starts<br />22<br />
  23. 23. Last But Not Least<br />23<br />GAP in BIRTH RATE<br />THE DIGITAL PEOPLE<br />
  24. 24. The First Slide<br />Analysing Ukrainian TV market, we must admit that the branding becomes again one of the key drivers of successful competition among top-6 channels for the next 3-5 years, that will<br />Determine each channel’s position within the top group<br />Secure investments into production, stars, formats etc.<br />Allow to migrate to new platforms in the digital world and capitalize TV brands there<br />Some of the guys are in the game, are you there as well?<br />24<br />
  25. 25. Thank You for your Attention!<br />

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