2. Fighting back!

TV under ATTACK!

Pascal Somarriba 2013

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1. TV industry; the big threats!

2. Fighting back/opportunities

TV under ATTACK!

3. Developing Great TV Brands

Pascal Somarriba 2013

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2. Fighting Back

Various answers to those challenges from TV Channels.

- Optimize linear offers • clear destination strong, unique and precious (the Brand value added) •  create an on air and multimedia experience superior to raw program •  new highly involving rich programs with trans-media extensions •  develop Channel communities •  “it’s better here and now” formats “live” TV with X interactions & reasons to share •  loyalty development/exclusives •  multiply OTS/ supports et experiences (anytime, anywhere anyhow) •  Big data and the media •  revenues: go beyond multiscreen into Brand relevant business and services

Note: each Channel type and media portfolio is to develop and adapt specific answers based on SWOT , strategy, means…

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Propositon web: Ludo: ex Lucas boy 8 years old

LUDO

ludo-éducatif Loisirs créatifs Espace lecture Activités sorties

Vidéo

Lucas ne rates pas tes héros préférés de Ludo à la télé

http//Ludo.fr

Ex leveraging a program franchise: M6, « Turbo

M6, « Turbo (2)

Une des fictions interactives la plus développée. Sur base QCM les spectateurs décident se qui se passera la semaine prochaine

Conditions de tournages très légères et souples permettent cette souplesse. Des choix narratifs peuvent aussi être proposés en fin de saison ou à des moments clefs de l’histoire. Le vote peut être aussi stimulé par des partenariats presse, radio et mobiles

New partnerships generating new formats: pure videogamer and ARTE!

CD’s

DVD’s seasons

Musical DVD’s

DVD on succes story…

Magazines

Posters/calendr.

...

Pepsi Ads http://www.youtube.com/watch?v=bPpoQvkBOmw&feature=related

Pepsi Christmas NY Ad 2007/2008 http://www.youtube.com/watch?v=pjAcTu6HzhA&NR=1

RBD Pepsi “EDUCA” foundation Ads http://www.youtube.com/watch?v=PpE7jrLfzxI&NR=1

Anahí, Dulce, Maite, Alfonso, Christián, & Christopher An average of 2 to 3 Brands per character/ individual

RBD Pepsi live appearances ex Super Bowl Fiesta http://www.youtube.com/watch?v=1DsPgSO3LEk

several million $ over several years....!

Key problem of thematic Channels = continuous content stream.

need of high content STOCK (1K+/Year)

uneven QUALITY

High distr cost /paradox of choice Frustration/deception

distributor spectator/subscriber NO TIME COMFORT

A bad corelation between cost and value perception

less stocks

Quality vs quantity

Lower distr costs, new experience Quality perception, service et new experience

what I want when I want (vod)

Channels Brands

New concepts socialTV

Swiss Channel double screen based and social TV

Bra

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volu

tion

1. Context, challenges

2. Fighting back/opportunities

Media Overview challenges and opportunities

-  (Principles and techniques to develop great TV Brands)

- if interested please look at TV Under attack 3

3. Developing GREAT TV Brands

Thank You http://www.viaalternativa.com