How to face the numerous challenges facing the TV industry? This presentation suggests a series of solutions for various types of TV's from powerful general entertainment Channels to specialized thematic Channels. Solutions range from Multimedia extensions new programs, social TV, new revenue streams, and some interesting new Channel format ideas, etc. Follows "TV under Attack 1"which focused on the challenges of the TV industry. Presentation is focused on Europe and mostly the French TV industry and is conceived for advanced media students and TV professionals.

1. TV under ATTACK!
2. Fighting back!
Pascal Somarriba 2013
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2. TV under ATTACK!
1. TV industry; the big threats!
2. Fighting back/opportunities
3. Developing Great TV Brands
Pascal Somarriba 2013
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3. 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…

6. +

12. Propositon web: Ludo: ex Lucas boy 8 years old
http//Ludo.fr
Lucas ne rates pas tes héros préférés de Ludo à la télé
ludo-éducatif
Loisirs créatifs
Espace lecture
Vidéo
LUDO
Activités sorties

13. Ex leveraging a program franchise: M6, « Turbo

14. M6, « Turbo (2)

15. 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

16. New partnerships generating new formats: pure videogamer and ARTE!

19. DVD’s seasons
Magazines
CD’s
Posters/calendr.
Musical DVD’s
DVD on succes story…

21. ...

23. several million $ over several years....!
Pepsi Ads
Pepsi Christmas NY Ad 2007/2008
RBD Pepsi live appearances
ex Super Bowl Fiesta
http://www.youtube.com/watch?v=1DsPgSO3LEk
http://www.youtube.com/watch?v=bPpoQvkBOmw&feature=related
http://www.youtube.com/watch?v=pjAcTu6HzhA&NR=1
Anahí, Dulce, Maite, Alfonso, Christián, & Christopher
An average of 2 to 3 Brands per character/ individual
RBD Pepsi “EDUCA” foundation Ads
http://www.youtube.com/watch?v=PpE7jrLfzxI&NR=1

26. Key problem of thematic Channels = continuous content stream.
need of high content STOCK (1K+/Year)
uneven QUALITY
distributor
NO TIME COMFORT
High distr cost /paradox of choice
spectator/subscriber
Frustration/deception
A bad corelation between cost and value perception

27. less stocks
Quality vs quantity
what I want when I want (vod)
Lower distr costs, new experience
Quality perception, service
et new experience

29. Channels
Brands

30. New concepts socialTV
Swiss Channel double screen based and social TV

31. Brand(ing) evolution

35. Media Overview challenges and opportunities
1. Context, challenges
2. Fighting back/opportunities
3. Developing GREAT TV Brands
- (Principles and techniques to develop great TV Brands)
- if interested please look at TV Under attack 3
Thank You
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