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The Value of Station branding:
As user-generated and online content become more “Our core value would be to offer content of the highest quality, along with all our channels and in most genres,” states Jesús Perezagua, president, Fox International Channels Europe, and Africa. “We unite this with strong scheduling and promotion to produce channels that we believe are extremely attractive to operators and audiences. I think operators and viewers hope that Fox and National Geographic will deliver the quality.”
Has sought to expand its own portfolio to achieve a wider demographic via targeting lots of certain sub-groups with tailored offerings. “The drive to quality, for excellence, is shared across all of our stations regardless of the type of articles or the target market which won’t change. But we are constantly looking to reach viewers and to bring them channels that they feel attached to,” says Perezagua. “National Geographic’s family-oriented programming and Fox’s overall entertainment attract upscale 18-49 crowds. Nat Geo Wild and Fox Life, Fox Crime, Fox Retro, and Fox Movies allow us to reach more targeted demographic classes to complement our flagship stations and provide audiences, affiliates, and advertisers with more choices.”
To get Bruce Tuchman, president of MGM Networks International, Which distributes the MGM Channel and MGM HD Channel internationally, the important thing is to stay nimble and also to focus on optimizing and developing a brand that’s connected with a powerful and particular market positioning. “We’re a remarkably famous brand which contrasts well and the majority of men and women know it. We want to keep it fresh and relevant and link that to the programming language .”
In practical terms, this means preserving the loyalty of Present (maybe older) viewers to the MGM Channel for that which the MGM brand is iconic, although attracting and appealing to younger viewers. “Most people associate MGM with good movie products and that is an unbelievable opportunity — we have the largest film library. For younger viewers, the challenge is to encourage them in, particularly to encounter our library films.”
News broadcaster France 24 has seen its footprint growth To 174 million houses less than five years after the station first started. Last year it began broadcasting a committed 24-hour Arabic language channel, linking the existing English and French versions.
According to Frank Melloul, France 24’s head of approach, Growth and public affairs, the station’s success could be put down to a historical choice to make it as widely available as possible, rather than targeting a single geographical area. This means delivering international news, albeit from a French perspective. “From the very start, France 24 has set itself as a global media company covering global news,” says Melloul. The truth it could do this in English, French, and Arabic stands in good stead in terms of attractive to local crowds.
Melloul also points out that the station was immediately seen As an alternative to existing channels such as BBC World, CNN International and Al Jazeera that were well recognized but delivered news by a UK, American or Middle Eastern viewpoint. “In real terms, we offered audiences a new perspective on current events, together with more discussions, more culture [programming], more interaction and a focus on topics and areas that other channels would not necessarily research. That is the meaning of our claim beyond the information ”
For Turner Broadcast System, which operates channels as Diverse as information station CNN Europe, children network Cartoon Network, Boing and Cartoonito, along with amusement networks TCM and TNT, new is much more tightly bound up with respective stations and, within the kids’ genre particularly, individual possessions. Casey Harwood, senior vice-president, Turner Europe, says that the kids offering is currently solidly bound up with the multi-part idea of”view it, play it, share it, exploit it” — a concept that encompasses licensing and merchandising of toys, games, and clothes round key properties like flagship series Ben 10. “It isn’t important where the first touch-point comes out,” says Harwood. “You may be drinking out of a Ben 10 mug or viewing YouTube.” In its advertising and marketing actions, Turner is focusing on so-called’tentpole’ programs (such as Ben 10 and The Smurfs) and events built around them.
In measuring the success of its brand plan the Harwood States That Turner has moved away from a fixation on instantly ratings and”share of Viewing” to”discuss of activities”. It has meant a more sophisticated use of data To track brand awareness among the target market.
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