The launch of new digital channels.
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Transcript of The launch of new digital channels.
Developing New TV Brand Identities
Steve Weaver- Nine Network
Launched in 1956, Nine
experienced a 50-year reign as
Australia’s #1 network
Nine stood for tradition, history
and heritage but also fun and
entertainment
Stable ownership under Packer
family
• Nick Falloon fired as
PBLM CEO
• Nine CEO – David Leckie departs
• Ian Johnson appointed CEO
• David Gyngell appointed Deputy CEO
• David Gyngell appointed CEO
• $$ Big Ratings / Revenue
• Seven scores with Disney
output deal
• Nine CEO, David Gyngell resigns
due to management interference
• Kerry Packer passes away
• Sam Chisholm appointed CEO &
key executives depart
• Nine’s Warn Bros. output
deal dries up
• Nine loses AFL rights
• Eddie McGuire appointed CEO
• James Packer looks to sell media
assets
• CVC acquires 50% for $4.5B
• Staff cut backs and cost costing
measures enforced
• Ian Law appointed
CEO of PBL
• CVC acquires further 25%
• Worst period for ratings and
revenue
• David Gyngell reappointed CEO
in October 2007
• Focus realigned on demos not
total people
Massive Brand; Massive Re-engineering
poorest results in years
impending multichannels
a sizable investment was
made into researching
growth path for both fallen
parent and new channels
Impact?
I know Underbelly is on Sunday,
Two and a Half Men on Monday,
new Simpsons on Tuesday then
mum gets the tv for that show…
(16-39yo, Melbourne, 2009)
There’s so many channels
now it’s hard to remember,
especially the new ones…
(16-39yo, Sydney, 2010)
I know the sort of
shows that’ll be on
Go!… (16-39yo, Parramatta, 2010)
7Two’s got the old
crap, the classics and
that… (16-39yo, Parramatta, 2010)
One’s got the sport… (Parramatta, 2010)
Share of Viewing- The Impact of ch100
20.0%
22.0%
24.0%
26.0%
28.0%
30.0%
32.0%
34.0%
Network 7 Network 9 Network TENPPL with PAYTV PPL with FTA ONLY
• Cant rely on EPG
alone
• Must drive viewers via
brand equity
• Equity able now to be
created via both depth
and breadth of
broadcast
– Leverage multiple
platforms to enhance
experience
I like that the free-to-air digital multi-
channels are specialising in
different genres
13%
53%
29%
4%
66
% A
gre
e
What did we need to do?
1. Nine- reposition its key values and linking
its heritage
2. Build an attitudinal brand positioning for
GO! and GEM
‘Old’
Dictatorial,
condescending tone
Traditional =
Arrogant
Boring
Out of touch
‘Iconic’
Modernised tone
Traditional =
Familiar
Experienced
Quality
Heritage
PAST FUTURE
Home is structural strength Nine has strength, heritage, integrity
Humbly asking to be part of the viewer’s home
There’s no place like home No better place to be, no better place to watch
Implicit power & resurgence Acknowledges journey and renewed approach
Fresh
Young
Dynamic
Foxtel style
schedule and
tone”
Trans-generational
Not Young but Young-at-Heart
GO!’s Success rubs off on Nine
It’s pretty cool that Channel 9 launched Go!
(16-24yo Melbourne)
Treat
Yourself
Emotion:
Cheeky, Young at heart
Need:
Easy, unthinking viewing
Demo:
Younger (16-39)
Essence:
Alive
Expression:
Good to GO!
Emotion:
Nurturing
Need:
Absorbing, thinking tv
Demo:
Grocery Buyer/ Older Female
Essence:
Reward
Need:
Treat Yourself
Distinct in
every aspect
HD channel delivering quality first-run & premium catch-up – Comedy
– Drama
– Sport
– Lifestyle
– Reality
– Movies
Audience extension of Nine and GO! – complete market offering – 35+ with a female skew
“Treat yourself”
Pie
The Missing Piece to the Demographic Pie
2011 and beyond
Nine = 951k % of Portfolio = 100%
Source: OzTAM Data. Weeks 7-48, 2008 (excl. Easter & Olympic days). Weeks 7-32, 2009 (excl. Easter). Live data. 5 City Metro.
Nine CH9 = 46
Median Age
Portfolio = 951k A
ge
AUD (000s)
2008/9- Single Channel
Nine
GO!
GEM
CH9 = 47
Median Age
Nine = 842k % of Portfolio = 78%
GO! = 176k
% of Portfolio = 16%
GEM = 65k % of Portfolio = 6%
Portfolio = 1.080 mil.
GO! = 38
GEM = 47
Source: OzTAM Data. Primetime (18:00-24:00). Consolidated data. 5 City Metro.
Ag
e
AUD (000s)
2011- Three Channels
How Will Broadcasters Meet Viewer Expectations?
Summary
Brand Strength Remains Key For Navigation
operates as an EPG
Brand Strength Remains Key For Extension
x-platform ad environment
These three clear brand identities have created the
most finely tuned multi-channel strategy of all
commercial networks