Tv Global Branding Il Caso Fox 2008
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Transcript of Tv Global Branding Il Caso Fox 2008
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TV GLOBAL BRANDING
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ABOUT “UNCLE MURDOCH”
**
News Corporation is one of the largest and most diversified media companies in the world.
$ 62 billions of turnover in 2006
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ABOUT US
**
FIC is News Corporation’s international subscription television channel business. We develop, produce and distribute branded entertainment, factual, sports, and movie channels across Europe, Africa, Asia and Latin America.
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GLOBAL PRESENCE
**
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FOX GLOBAL BRANDS
Fox Entertainment Group is an American entertainment company that owns film studios and terrestrial, cable, and direct broadcast satellite television properties.
We operate 58 channels in 20 major markets around the world with various strong brands:
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AFRICA & MIDDLE EAST
AUSTRALIA
LATAM & BRAZIL
CANADA
ITALY
FRANCEUK
IBERIA
REST OF WESTERN EUROPE
JAPANINDIA
CENTRAL/EASTERN EUROPE
REST OF ASIA
BRANDS WW DISTRIBUTION
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G-LOCAL PRESENCE
Fox
LATIN AMERICA
Fox
EUROPE
Argentina Brazil Mexico
Fox
ASIA
Japan India CoreaItaly Spain France
Turkey Bugaria
NO HEADQUARTER!!!
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FOX Italy:from local to global
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Focus on Italy:
ITALY
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OUR BRANDS
Entertainment
Factual
HD
Portfolio of 12 channels (up to 13), built in 4 years!
Coming Soon
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HOW AN ITALIAN TV BRAND
BECOME GLOBAL
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A Global Birth in 6 steps
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1) DEFINE A STRATEGIC GLOBAL POSITIONING
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1) DEFINE A STRATEGIC GLOBAL POSITIONING
FoxLife is an eclectic mix of fiction and reality programming designed to match the mores of its women target. It is an innovative and bold television proposal, for the modern, up-dated and talented women who know exactly what they want, make their choices and take their chances.
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The primary role of a GRAPHIC PACKAGE is to serve as an anchor that helps to lock the overall message created by the brand definition, together with the programming products.
2) CREATE A DISTINCTIVE PACKAGING
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Women/(and Men) 18 – 49
Grey’s Anatomy E.R
Will and Grace Desperate Housewives
Brothers and Sisters
Reparto Maternità
FoxLife programming includes:
3) BUY/PRODUCE THE RIGHT SHOWS
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Not just a packager of top US shows, but a producer of original TV formats
Performance over avg. slot
Acquisition
Italian Production
Source: Auditel, total individuals
Share on Satellite
4) GET AUDIENCE RESULTS
Trendsetting and commercially-driven production group
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5) SELL THE BRAND TO OTHER COUNTRIES
AFRICA & MIDDLE EAST
AUSTRALIA
LATAM & BRAZIL
CANADA
ITALY
FRANCEUK
IBERIA
REST OF WESTERN EUROPE
JAPANINDIA
CENTRAL/EASTERN EUROPE
REST OF ASIA
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6) EXPLOIT IT WITH ADVERTISERS
Global with Nike Local with Procter & Gamble
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6) MAKE MONEY
60% from channels-units launched after
FY03
3 channels
28 channels + new business units
Launching New Branded Channels
Source: Internal Data, FY ’07
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THIS WAS THE LAUNCH OF
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OTHER FOX GLOBAL BRANDS IN ITALY
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Men/Women 18 – 35
Fox is the Mother Brand: a well established international brand entirely dedicated to TV series. It aims to always be the best general entertainment channel in the basic pay tier.
Our programming includes:
The Simpsons
Lost
Friends
Streghe
24
Boris
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Men/Women 25 – 54
Criminals, or at least those fascinated by them, are a huge and diverse audience – Fox Crime is the channel dedicated to them.
It is the first channel of its kind offering a one stop destinations for lovers of entertaining crime stories.
‘Crime, suspence and mystery’
C.S.I
Numb3rs
Law and
Order
Our programming includes:
BORN IN
ITALY
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FX is what a Man watches when he decides to turn on the TV
Men/(and sometimes Women) 18 – 49
FX is the channel that we created to entertain all men. It is like a great men’s magazine featuring different things that interest them. At times irreverent, ironic, or avant-garde, and at times serious, event elegant, FX is never stuffy
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Men/Women 18 – 49+
National Geographic Channel challenges perceptions. It inspires. It allows viewers to push back the boundaries of exploration and understanding in a way that is designed to engage and challenge them to think about the world more deeply, differently, or just again.
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Men/Women 18 – 35
Nat Geo Adventure is the channel that unleashes the adventure in all of us. Through personal accounts and intimate stories viewers experience the spirit of adventure around the world.
Nat Geo Adventure is the channel that unleashes the adventure in all of us. Through personal accounts and intimate stories viewers experience the spirit of adventure around the world.
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Men/Women 25 – 45+
Nat Geo Music is the destination for all people passionate about music and world culture. It showcases the world’s most beautiful, artistic and hip videos along with short clips that pave tribute to music of the world.
Nat Geo Music aims to explore the world through music. It is the destination for all people passionate about music and world culture. From cultural hipsters to curious cats to hummers and foot tappers, Nat Geo Music targets all those who celebrate the local. It showcases the world’s most beautiful, artistic and hip videos along with short clips that pave tribute to music of the world.
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Men/Women 4 – 60
Nat Geo Wild is dedicated to providing a unique insight into the natural world, the environment and the amazing creatures that inhabit it. Viewers can experience some of the best, most intimate encounters with wildlife ever seen on television.
Nat Geo Wild showcases the most awarded natural history documentary library in the world. It is dedicated to providing a unique insight into the natural world, the environment and the amazing creatures that inhabit it. Viewers can experience some of the best, most intimate encounters with wildlife ever seen on television.
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KEY CONCLUSIONS OF OUR PHILOSOPHY
THINK GLOBAL
ACT AS YOU PREFERE
BRING RESULTS