Content Is King

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Content Is King

• Research Not A Court Jester !

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Courtiers The Divide ?

• Programming What to
• Marketing How to.
• Distribution Where to.
• Adsales Whom to.
• Research Why to.

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Programming What to..

• What type of programs will tick with my viewers ?
• What is the best time to try keep them with the
  network ?
• Is this program, unique enough ?

• Checks affinity to program typologies
• Checks strong/weak slots of competition
• Pre-tests pilot episodes

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Application Illustration -Programming Research

• Programming Brief to Research
• Indian kids seem to love, good-looking funny
  cartoon shows (borne out by research)
• Will unfamiliar cartoons cut ice with Indian kids
  ?
• Will they take a liking to them ? How do we
  launch them, initially ?
• Pre-test undertaken
• Recommendations
• Unfamiliar characters will work
• Launch under an umbrella brand (immediate term),
  dedicate time-slot after affinity improves
• Result One of the best performing franchises !

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Marketing How to..

• How do I measure as an entertaining destination
  in the consumers consideration set ?
• Which markets are strong/weak markets ?
• When do I re-visit my priorities ?

• Measures Brand Equity
• Segments Markets Strong / Weak
• Aids setting of short/mid-term priorities

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Application Illustration - Marketing Research

• Marketing Brief to Research
• Present in India for 5 years
• Need to understand how we measure up?
• What needs to be done more/less, to improve
  affinity ?
• Brand Equity Measurement Undertaken
• Observations
• Majority of kids look upon us, as a channel
  dedicated to them
• Would like greater opportunity to interact with
  the channel
• International channel, also available in India
• Result A pragmatic plan to improve affinity !

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Distribution Where to..

• What is the current penetration of the channel ?
• Where is the scope for renewed focus ?
• What is the nature of the market (B/W Color TV
  HH composition) ?

• Channel Penetration Update
• Identifies markets/zones calling for
  short/mid-term focus
• Provides critical market descriptors

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Adsales Whom to..

• Which products/services should the channel pursue
  for advertising revenue ?
• Which channels has the client currently/historical
  ly been using ?

• Brand v/s Channel Profile Mapping
• Role Definition for the channel
• Brands daypart usage strategy

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Application Illustration - Adsales Research

• Adsales Brief to Research
• Need to increase advertising revenue
• Current clients will increase spends, but not
  sufficient to fill the gap
• Some brands targeting MomChild re-evaluating
  role of channel in their media plans
• Action
• Identified prospects on competitive networks
  (thro ADMON)
• Designed a study to measure influence of child on
  categories/brands targeting MomChild
• Result Planned, conscious concerted adsales
  effort !

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United we stand, Divided

• Research,.
• as a function, is undertaken by each specialized
  division
• aids in transformation of a mission into a
  quantifiable, time-bound goal
• provides for improved corporate efficiency
• In the lack of which,

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Thank You