Engagement on a Tightrope: How Venezuela's Second Largest TV Channel Succeeded the Crisis
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Transcript of Engagement on a Tightrope: How Venezuela's Second Largest TV Channel Succeeded the Crisis
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Engagement on a Tightrope
Juan ChasanOrlando RiebmanPablo Cibella
The story of how Venezuela’s 2nd largest
TV channel succeded the crisis
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Venezuela
On a global scale, what used to be associated with…
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Oil and Natural Resources
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Beauty Contests
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Beaches and Scenery
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Telenovelas For Export
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Venezuela
But, currently…What tends to be associated with
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Please!!!
Don´t respond!
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In Market Research terms, Venezuela
seems not to be on the map
Let´s try To see
Why
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Political Tension vs. Mass Media
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1953 1999
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May 27th,
2007
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1 23 4 5
Rating Leaders
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The Media as Symbols of Resistance
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International Support
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No One was prepared for this new reality
Neither the TV industryNor other mediaNor the country as a whole
Could this happen to other media?Reactions of the General Population?
Who would capitalize RCTV´s audience?
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The former situation1 2
3 4 5
Rating Leaders
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The generally accepted theory1
? 3 4 5
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The reality check1 2
3 4
Rating Leaders
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However, additional issues led Televen to a Quandary
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Flight of Brands
Shortages of basic consumer goods
High Inflation
Price controls
Unemployment
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The 2014 Protests
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The desperate struggle for information within a Communication fence
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Social Media as an
alternative for Televen and its
audience during
protests
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Televen… UP IN THE AIR This was the leverage for creativity…
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What are we doing right?What are we doing wrong?
Damage control Positioning
Share of Audience
Programming Satisfaction
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+ 50.000 interviews1 Month
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Multiple profiling
6am to 10pm
7 days a week
Flexible questionnaire
The Flexibility of Technology
6 key urban areas
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Human to Machine Interface has never been
…so human!
Interactive Voice Recognition System
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06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 2120
25
30
35
40
45
50
55
60
65
70
29
35 36 36 3841
4549 48
45 4649
5357
63 62
TV Audience per timeslot
Prime Time
%
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15% 12%8%
7%5%
8%
4% 3% 3%
Share of Audience Open + Cable
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News and Opinion
46
26
12772
Series
Infantiles
Opinión
Dramáticos
Información
Variedades
33%
As a demanded content
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Such massive data!Needs to be placed in a
human context
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TV has come a long way25 years ago, watching TV meant few available channels, passive spectators and zero Interactivity
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On our own schedule
Digital or Lineal
Interactive
Media content from multiple screens
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Understanding the Engagement Puzzle
TheWhat’s The Why’s
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Cognition Emotions Behavior
+Social Media Comments Open ended Questions
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Quantilative
Over 380.000 words collected and processed
in real time
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Cognitive DimensionVerbal expressions: Televen’s programming
Praise
55%
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Emotional DimensionExpressed emotions: Televen’s programming
Likeability
78%
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Behavioral Example
«Diálogo Con…»Sunday – 8 am
«J. Vicente Hoy…»Sunday – 9 am
Rating leader5,5 rating pts.
Rating leader5,5 rating pts.
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Hard versus Soft In action«Quién quiere ser millonario»
Sunday – 9 pm
Rating leader (13.5 pts.)+10 pts. ahead
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Hard versus Soft
In action
Sarcasm
65% Rejection
LikeabilityExcitement
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Televen being leader among cable channels
And engaging advertisers
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Quantilative
CognitionPositive
Positioning
EmotionsStrong
Likeability
BehaviorRating
Leadership
To connect and ENGAGE
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Thank you!Quantilative