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 Away
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Average Viewers Age
Share of Female Viewers
Source: GfK, 50K+ markets
3. Another Look From The Open Space
Lost 10.6% in 7 years, internal distance 9.2%
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All Adults
18+
Source: GfK, 50K+ markets
4. One More Look From The Open Space
Lost 10.6% in 7 years, internal distance 2.2%
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People
14-49
Source: GfK, 50K+ markets
5. And Yet Another Look
Lost 10.3% in 7 years, internal distance 2.3%
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Adults 18-54
Source: GfK, 50K+ markets
6. Lets Think its a Starting Line, Not Finish
6 channels with the same share of market, 2 of them positioned in separate demographic niches
Under pressure of c.40 more small players
Under threat of change of consumption pattern
C.10% MS lost since 2004, 5% to 7% more will be lost until 2015
Whos the first to lose??
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7. What Facilitates Consumer Choice?
Guess
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8. If Its Branding, Then
The channel that has more brand attributes in consumers mind will have better starting position in 2012,
before the world ends in 2012
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9. Sample Study Three Basic Indicators
Customer Satisfaction
Slogans
Anchors
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Source: Kwendi Impact Studies
10. Lets Check It
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11. Which Channel Can Replace All the Others for You?
Clear choice of Top Two Brands among females, one brand in each male group
Discovery a LoveBrand for young men
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Source: 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 group
no Discovery, btw
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Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
13. Please, Associate Slogans With The Channels
1+1 and STB the only ones to have significant connection of the brand to the slogan
Consistency pays for itself, Cap. Evidence
Ukraine managed to challenge top-3 in one year
The market is very sensitive to promo efforts
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Source: 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
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15. Whats In There? INTER
Please, name the people with whom you associate the channel
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Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
16. Whats In There? ICTV
Please, name the people with whom you associate the channel
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Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
17. Whats In There? 1+1
Please, name the people with whom you associate the channel
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Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
18. Whats In There? STB
Please, name the people with whom you associate the channel
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Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
19. Whats In There? Novy
Please, name the people with whom you associate the channel
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Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
20. Whats In There? UKRAINE
Please, name the people with whom you associate the channel
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Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
21. Scoreboard Before The New Time Starts
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22. Scoreboard Before The New Time Starts
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23. Last But Not Least
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GAP in BIRTH RATE
THE DIGITAL PEOPLE
24. The First Slide
Analysing 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 will
Determine each channels position within the top group
Secure investments into production, stars, formats etc.
Allow to migrate to new platforms in the digital world and capitalize TV brands there
Some of the guys are in the game, are you there as well?
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25. Thank You for your Attention!