f112247871
-
Upload
adil-imtiaz -
Category
Documents
-
view
34 -
download
6
Transcript of f112247871
*DisclaimersCertain 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
“AAJ issues”:
..?!! ..?!!
“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?@#$??!!
Aaj vs. “issues”:
“AAJ”: ?
“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 nameVisionAttitude
Perception
an IdeaStory
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.
…the brand story is “The Brand Idea”The idea is your ambition, your core essence, your values… the idea is
you.
?
= 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
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”
“Brand is an attitude…
A name
An idea
A complete 360 experience
A story
That revolves around you”
Issues are:
-To understand the brand story before unleashing the brand
(the brand keys, brand plans, key insights, the colors, the ideology)
-To understand the brand story 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 viewer before proposing (identifying the
audience; breathe the behavior, be their generation!)
-To follow the viewer before 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)
- 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)
-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)
- 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
attitude POSITIONING AUDIT
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
BrandAaj 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)
Loyal Consumer(s) (A concept best associated with perhaps print, and not Television. Hence, it’s not that easy)
Viewership Trends2008-2010
15-25 25-35 35-50 50 +0
20
40
60
80
100
120
140
160
180
120 123136
128141 137
157 156145 149
157147
Viewer Habits – Avg. Total Min./Day
200820092010
Target Group
Usa
ge
in M
ins
Cable Penetration
70%
30%
2008
Cable & Sattelite
Terrestrial
80%
20%
2009
Cable & SatteliteTerrestrial
Based on 3 cities
Based on 8 cities
Genre Wise Trends2008-2010
Fashion/Lifestyle
Cooking
Regional
Religious
Educational/Informational
Movies - English
Movies-Urdu/Indian
Music
Children
Sports
News/Current Affairs
Inhouse Cable
Entertainment
0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00
TARGET AUDIENCE: BC,MF,15-25
201020092008
Fashion/Lifestyle
Cooking
Regional
Educational/Informational
Music
Religious
Movies - English
Movies-Urdu/Indian
Sports
Children
News/Current Affairs
Inhouse Cable
Entertainment
0.00 10.00 20.00 30.00 40.00 50.00 60.00
TARGET AUDIENCE: BC,MF,25-35
201020092008
Fashion/Lifestyle
Regional
Religious
Cooking
Music
Educational/Informational
Movies - English
Movies-Urdu/Indian
Sports
Children
News/Current Affairs
Inhouse Cable
Entertainment
0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00
TARGET AUDIENCE : BC,MF ,35-50
201020092008
Fashion/Lifestyle
Cooking
Regional
Religious
Educational/Informational
Music
Movies - English
Movies-Urdu/Indian
Sports
Children
Inhouse Cable
News/Current Affairs
Entertainment
0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00
TARGET AUDIENCE : BC,MF,50+
201020092008
Competition * Is media at large!
(Any Television Channel that eats of from the viewer’s share of time)
Competition * Is media at large!
(Any Television Channel that eats of from the viewer’s share of time)
1964 - 2
007
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
2009 - Usage in Mins
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
2010 - Usage in Mins
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
TOTAL CHANNELS 2010
Local – 77 ChannelsAag
Aaj TVAliteApnaChannelApnaNewsARY DIGITALARY MUSIKARY NEWSARY QtvARY ZAUQARYshoppingAtvAVT KhyberAwazTVAxnChannel GCity42CNBCDawn News
DhoomDin NewsDunya TVExpNewsExpress24-7FashionTVFilmaxFilmaziaFTV PakGEO EntGEO NewsGEOsuperGKaBoomGood NewsHaqTVHBOHumIndus NewsIndus TV
IndusVisionKashishKhyberNewsKookKtnKTNnewsLabaikMadniMasalaMehranMetroOneMTV PakNews1OxygenePak TVPeace TVPlayPTV NatPTVBolanPTVglobal
PTVhomePTVnewsPTVSportsPunjab TVRaaviTVRohiRoshniRoyalNewsRungSamaaSilverScreenSindh TVSindhMusicSindhNewsTV oneVASHWaqtNewsWasebtvWikKidPlus
International – 378
9X9XMA S ComedyA S HitsA SpriemierAbshaarAccessActionAfricaMagicAghani TVAhaAl AkhbarAL HudaAlAnwarAlFaradAlHawarAljazeeraAljazeraS+1AlMajadAlRehman
AlshashtaAmerican+2ANCAnimalP.AAnimalPlantAnimaxAoneArirangAsiaMovieAssetPlusATNBanglaB4umoviesB4umusicBabytvBangla TVBBC Ent.BBC FoodBBC LstyleBBC PrimeBBCCBeebies
BBCworldBindaasBindasMovBloombergBoomerangBusinessPLC.CityPlus1Care WorldCartNet.IndCartoonNetCBC MusicCCTV NewsCCTV4CCTV9CD8(ic)CGNTVChannel BChannel2Channel5ChardiklaT
Cinema CityCineMAXClassicVCNEBCNNColorsCyberMusicD.ScienceDD NatDD PunjabiDDGujratDDNewsDDSportsDharti NTDis.KidsDisc.IndiaDiscoveryDish Intr.Dish TVDisney
International – 378
DisneyXDDM DigitalDMNewsDoordarshanDub.RacingDubaiOneDubaiSportsDW-TVE24Enter.TVEnter10ESPNETCETV GujratETVind.ETVUrduEuro NewsEWTNExtremeSCFilm Asia
FilmWorldFilmyFirangiFIT TVFOX CrimeFOX MoviesFOX NewsFoxHEntFOXSeriesFoxSportsFTV IndiaFunTVFXGiaMoviesGMA NewsGmusikGod TVGSRehmatH.earth&beyHadi TV
HallmarkHBO 2HBO ComedyHBO FamilyHBO HitsHBO sigHistoryHitFactoryHitTrainHN ClassyHN DesiHN HollyMaxHNBollyGoldHollywoodHSTVHungamaIndiaTVInfo TVIqraIrib2
IRIB3IslamicVJetixPlayJhnkarMusicJmusicJooMusicK2KaleebKalldayKCS IslamicKidsCoKSA2LCN DigitalLotus TVLTVM.NetM.Net SerM.Net StarsM4UManoranjan
International – 378MarabiaMarhabaMaxCinemaxMBCMaxMcinemaMclassicMD.HDFankarMD.JdemandMGMMH1MiddleEastML USMM1MM2Mnet ActionMousiqiMovFamilyMsilverMTV ArabicMTV Europe
MTV IndiaMTV RussiaMTVEngMultraMusic IndiaMusic NowMusicAsiaMusicPlus 2MV TVNat GeoNatG.AdvnNatGeoWildNatGujratNatJlndharNDTVImgnNEOCricketNEOsportsNewsAsiaNHK WorldNicklodeon
Noor TVNowtvNT 1NTVO ExpressO2Old D.KidsOldBlueStarOldIMOldMHOneOplusOrbitO-SM.ActionOSN Com+2OSN ComedyOYEPayamPCN Songs1PeaceUrduPHDisney
Play IndiaPogoPopCornPrimeSportsPTC NewsQ ChannelRealRealitytvRitmoMusicR-OneRT NewsRU musicboxR-WorldS ExtraS.IslamicS1S2S3S4S5
International – 378
S6S7Sabburat2Sabz BaatSahara1SATLiteSaudiScom+2Seh.SmileSetMaxSgoldShalimar TVShamshad TVShowCom.ShowCom.2ShowMKidsShowSer1ShowSer2ShowSports1ShowSports2
ShowSports3ShowSports4ShowSrExtraSky TVSkynewsSkySportsSonySony+Cin2Sony+GmixSonyMaxSonyPixSonySABSpaceToonSPISS1SS1ArabicSS2SS3SS6SSMusic
SSNewsStar ChinaStar MajhaStar PrimeStar UtsavStarAsiaStarCricStarGoldStarMoviesStarMusicStarOneStarPlusStarSportsStarWorldSTVstarliteStyle 360Style MovieSUNSUN 5SunCine1
SuperCom+2SuperComicSuperKidsSuperMov+1SuperMov+2SupermoviesTBNEuropeTCMTenspo.IndTensportsTNTToonDisneyTraceTravelTRTintTV 99 RajTV MaxTv5mondUcinemaUdarama
International – 378
Ujala TVUKUltraMoviesUmaxUmixUmoviesUmusicUniversalUSAPlusUTVUTV ActionUTV MoviesUTVBindassVValueTVVchineseV-EnglishVH1VI2Vibe
Vibe OldVindianVIVAVOAVoyagesVU1VU2VU3VU4W SeriesWON TVXtra MoviesYao MoviesYemenTVYmuzikYTN NewZactionZAMZamanHosp.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 NewsInvestigative
journalism
Reality touchdowns; absolute precision
Gallant news break ins
Interactive programming
Instantaneous reporting
Incisive analysis
Human interest stories
People’s content
01
Unearthing the
truth
02
Enlightening minds…
03
Provoking introspection
04
Value
Ideas!
AAJ NEWS, the brand idea?
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 RecorderBusiness 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 DNAThe discriminator
Brand promise
Delivery brand
dynamics
Brand extensions
Brand architecture
The lookBrand image
Brand experience News bulletins
Programming genres
Preamble