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Grab their remote with both hands!

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Konstantin Tregub
Konstantin Tregub

The document discusses branding issues for Ukrainian television channels, both currently and looking ahead to 2015. It analyzes market share and viewer demographic data for the top 6 channels. Research findings show that certain channels have stronger brand recognition and association with particular viewer groups and slogans. Maintaining a consistent brand image will help channels secure their position amid increased competition in a changing media landscape. The last slide emphasizes that branding will be a key factor in determining the success of top channels over the next 3-5 years as they adapt to new digital platforms.

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Grab their remote with both hands!(while they have it)Ukrainian TV Branding issues, now and in 2015
Long Time Ago, In the Galaxy Far Away2Average Viewers AgeShare of Female ViewersSource: GfK, 50K+ markets
Another Look From The Open SpaceLost 10.6% in 7 years, internal distance C 9.2%3All Adults18+Source: GfK, 50K+ markets
One More Look From The Open SpaceLost 10.6% in 7 years, internal distance C 2.2%4People14-49Source: GfK, 50K+ markets
And Yet Another Look Lost 10.3% in 7 years, internal distance C 2.3%5Adults 18-54Source: GfK, 50K+ markets
Lets Think its a Starting Line, Not Finish6 channels with the same share of market, 2 of them positioned in separate demographic nichesUnder pressure of c.40 more small playersUnder threat of change of consumption patternC.10% MS lost since 2004, 5% to 7% more will be lost until 2015Whos the first to lose??6
What Facilitates Consumer Choice?Guess 7
If Its Branding, ThenThe channel that has more brand attributes in consumers mind will have better starting position in 2012,before the world ends in 20128
Sample Study C Three Basic IndicatorsCustomer SatisfactionSlogansAnchors9Source: Kwendi Impact Studies
Lets Check It10
Which Channel Can Replace All the Others for You?Clear choice of Top Two Brands among females, one brand in each male groupDiscovery C a LoveBrand for young men11Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
Which Channel Fully Satisfies You?UKRAINE challenging older females with a strong potential to growand no single leader in the groupno Discovery, btw12Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
Please, Associate Slogans With The Channels1+1 and STB C the only ones to have significant connection of the brand to the sloganConsistency pays for itself, C Cap. EvidenceUkraine managed to challenge top-3 in one yearThe market is very sensitive to promo efforts13Source: Kwendi Impact Studies for Media Group Ukraine, Kiev, Donetsk, Odessa, Lviv, August 2011
Whats In There?Please, name the people with whom you associate the channel 14
Whats In There? INTERPlease, name the people with whom you associate the channel 15Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
Whats In There? ICTVPlease, name the people with whom you associate the channel 16Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
Whats In There? 1+1Please, name the people with whom you associate the channel 17Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
Whats In There? STBPlease, name the people with whom you associate the channel 18Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
Whats In There? NovyPlease, name the people with whom you associate the channel 19Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
Whats In There? UKRAINEPlease, name the people with whom you associate the channel 20Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
Scoreboard Before The New Time Starts21
Scoreboard Before The New Time Starts22
Last But Not Least23GAP in BIRTH RATETHE DIGITAL PEOPLE
The First ݺߣAnalysing Ukrainian TV market, we must admit that the branding becomes again one of the key drivers of successful competition among top-6 channels for the next 3-5 years, that willDetermine each channels position within the top groupSecure investments into production, stars, formats etc.Allow to migrate to new platforms in the digital world and capitalize TV brands thereSome of the guys are in the game, are you there as well?24
Thank You for your Attention!

More Related Content

Grab their remote with both hands!

  • 1. Grab their remote with both hands!(while they have it)Ukrainian TV Branding issues, now and in 2015
  • 2. Long Time Ago, In the Galaxy Far Away2Average Viewers AgeShare of Female ViewersSource: GfK, 50K+ markets
  • 3. Another Look From The Open SpaceLost 10.6% in 7 years, internal distance C 9.2%3All Adults18+Source: GfK, 50K+ markets
  • 4. One More Look From The Open SpaceLost 10.6% in 7 years, internal distance C 2.2%4People14-49Source: GfK, 50K+ markets
  • 5. And Yet Another Look Lost 10.3% in 7 years, internal distance C 2.3%5Adults 18-54Source: GfK, 50K+ markets
  • 6. Lets Think its a Starting Line, Not Finish6 channels with the same share of market, 2 of them positioned in separate demographic nichesUnder pressure of c.40 more small playersUnder threat of change of consumption patternC.10% MS lost since 2004, 5% to 7% more will be lost until 2015Whos the first to lose??6
  • 8. If Its Branding, ThenThe channel that has more brand attributes in consumers mind will have better starting position in 2012,before the world ends in 20128
  • 9. Sample Study C Three Basic IndicatorsCustomer SatisfactionSlogansAnchors9Source: Kwendi Impact Studies
  • 11. Which Channel Can Replace All the Others for You?Clear choice of Top Two Brands among females, one brand in each male groupDiscovery C a LoveBrand for young men11Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 12. Which Channel Fully Satisfies You?UKRAINE challenging older females with a strong potential to growand no single leader in the groupno Discovery, btw12Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 13. Please, Associate Slogans With The Channels1+1 and STB C the only ones to have significant connection of the brand to the sloganConsistency pays for itself, C Cap. EvidenceUkraine managed to challenge top-3 in one yearThe market is very sensitive to promo efforts13Source: Kwendi Impact Studies for Media Group Ukraine, Kiev, Donetsk, Odessa, Lviv, August 2011
  • 14. Whats In There?Please, name the people with whom you associate the channel 14
  • 15. Whats In There? INTERPlease, name the people with whom you associate the channel 15Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 16. Whats In There? ICTVPlease, name the people with whom you associate the channel 16Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 17. Whats In There? 1+1Please, name the people with whom you associate the channel 17Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 18. Whats In There? STBPlease, name the people with whom you associate the channel 18Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 19. Whats In There? NovyPlease, name the people with whom you associate the channel 19Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 20. Whats In There? UKRAINEPlease, name the people with whom you associate the channel 20Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
  • 21. Scoreboard Before The New Time Starts21
  • 22. Scoreboard Before The New Time Starts22
  • 23. Last But Not Least23GAP in BIRTH RATETHE DIGITAL PEOPLE
  • 24. The First ݺߣAnalysing Ukrainian TV market, we must admit that the branding becomes again one of the key drivers of successful competition among top-6 channels for the next 3-5 years, that willDetermine each channels position within the top groupSecure investments into production, stars, formats etc.Allow to migrate to new platforms in the digital world and capitalize TV brands thereSome of the guys are in the game, are you there as well?24
  • 25. Thank You for your Attention!