f112247871

*DisclaimersCertain element(s)/content

of this presentation is deemed unfit for

audiences with closer arrangement to the idea of

tactical marketing / immediate off-takes

Censor content sensitivity will be taken care of before

going total ballistic with the idea of brand building.

The presentations is what is popularly known as gut

feel.

Hence, any of the preamble drives shouldn’t

be taken offensive and personal

BR Group - all rights reserved

PG

“AAJ issues”:

..?!! ..?!!

“Content??” - Marketing

“News, Presentation, Gfx..” – Anonymous

“FPC placements.. FPC”

- Programming

“Screen… promotion?!!” - Creative

“Marketing / or maybe sales” - News & Programming

“Procedures” - Operational bodies

“Promotion, Transmission, Strategy?”

- an educated deduction!

Motivation… Show me the Money!!!

Slogan again?@#$??!!

Aaj vs. “issues”:

“AAJ”: ?

“Brand” [/bra nd] ‘ NOUN, VERB

A brand is the personality of a product, service or company and how it relates to key constituencies: Customers, Staff, Partners, Investors,

etc.

a nameVisionAttitude

Perception

an IdeaStory

Objective

experience

…Questions is, do we really have

“Issues”Or do we have something much beyond, which could be “at

stake”?

All great “brands” have a story to tell… Communication is the vehicle that drives you to that story!

Perhaps, 12th May?

Or maybe the

originality streak?

Or the novelty factor..

…the brand story is “The Brand Idea”The idea is your ambition, your core essence, your values… the idea is

you.

…the brand story is “The Brand Idea”The idea is your ambition, your core essence, your values… the idea is

you.

?

= you.

Brand Personification

What you say is what you are.

What you dare is what makes you.

How you think is what distinguishes you.

The path you tread, makes all the difference

What you say is what you are.

What you dare is what makes you.

How you think is what distinguishes you.

The path you tread, makes all the difference

“Brand is an attitude…

A name

An idea

A complete 360 experience

A story

That revolves around you”

“Brand is an attitude…

A name

An idea

A complete 360 experience

A story

That revolves around you”

Issues are:

-To understand the brand story before unleashing the brand

(the brand keys, brand plans, key insights, the colors, the ideology)

-To understand the brand story before unleashing the brand

(the brand keys, brand plans, key insights, the colors, the ideology)

Pakistan’s premier channel

Teal blue

Hybrid to News

Pakistan ki awaz

To be??

?Brand discriminating factor

Novelty

-To follow the viewer before proposing (identifying the

audience; breathe the behavior, be their generation!)

-To follow the viewer before proposing (identifying the

audience; breathe the behavior, be their generation!)

18 to 45??

Values associated to them. What are their ambitions

Who are we talking to?

Psychographics?

SEC B, C??M/F

50

Where is your viewer

60

- To study the trends, the do’s and the don’ts… what is radical and what is suicidal

(Know the market, your competition – put research to use)

- To study the trends, the do’s and the don’ts… what is radical and what is suicidal

(Know the market, your competition – put research to use)

Risks associated

Broader agenda

Innovations

Pricing your product

Distribution?

Trends

Complacency

-To believe in the power of an idea (speak the consumer’s

language… and give them what they want)

-To believe in the power of an idea (speak the consumer’s

language… and give them what they want)

Share dreams and ambitions with your viewer

Think like a viewer x possibilities thrice as much

Idea can only one.

Think big, but simple.

!

Deliver at the speed of vertical blanking

- To not think above the line or below the line but to think

beyond the line (Gauging on a completely neutral stance)

- To not think above the line or below the line but to think

beyond the line (Gauging on a completely neutral stance)

Dare to make mistakes

!Brave ideas

Venture radical mediums

attitude POSITIONING AUDIT

Category

Geo News

Express News

Dunya

ARY News

Samaa

News One

Dawn

Express 24/7

Aaj News

Translation / Essence

Live [Geo aur Genay do]

Pace / emote [Har Khabar Par Nazar]

World [Khabar ki Dunya]

[Any guesses] [Rakhay Ba Khabar]

Atmosphere [Sansani Naheen Khabar]

One with the news!! [sach ki lagan]

Break of light [Understand the difference]

Pace all the time [News as it happens]

Today. [Awam ki Awaz]

A subtle attitude drive

[a verb] / Action

[a verb] / Action

[a noun] / A Place

[a noun] / A Seth

[a noun] / A medium surrounding the earth (gaseous)

[ ]/

[noun]/ Break of daylight

[Verb]/ Action

[Noun]/Present day – Present time (Drives you to an action)

Consumer Rel. [Connect]

You / Us

Me

(vague – no directive)

Me

Me

Me

Us

(no directive)

Me / or no one

BrandAaj News

Viewer(Tragically referred as

target audience)

Advertisers(Revenue streamers: usually draw in on “rating”

or public relations in some cases)

Competition*(Not just your typical news genre,

But anything that moves and breathes on screen)

The Connect(the Brand story)

Loyal Consumer(s) (A concept best associated with perhaps print, and not Television. Hence, it’s not that easy)

Loyal Consumer(s) (A concept best associated with perhaps print, and not Television. Hence, it’s not that easy)

Viewership Trends2008-2010

15-25 25-35 35-50 50 +0

20

40

60

80

100

120

140

160

180

120 123136

128141 137

157 156145 149

157147

Viewer Habits – Avg. Total Min./Day

200820092010

Target Group

Usa

ge

in M

ins

Cable Penetration

70%

30%

2008

Cable & Sattelite

Terrestrial

80%

20%

2009

Cable & SatteliteTerrestrial

Based on 3 cities

Based on 8 cities

Genre Wise Trends2008-2010

Fashion/Lifestyle

Cooking

Regional

Religious

Educational/Informational

Movies - English

Movies-Urdu/Indian

Music

Children

Sports

News/Current Affairs

Inhouse Cable

Entertainment

0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00

TARGET AUDIENCE: BC,MF,15-25

201020092008

Fashion/Lifestyle

Cooking

Regional

Educational/Informational

Music

Religious

Movies - English

Movies-Urdu/Indian

Sports

Children

News/Current Affairs

Inhouse Cable

Entertainment

0.00 10.00 20.00 30.00 40.00 50.00 60.00

TARGET AUDIENCE: BC,MF,25-35

201020092008

Fashion/Lifestyle

Regional

Religious

Cooking

Music

Educational/Informational

Movies - English

Movies-Urdu/Indian

Sports

Children

News/Current Affairs

Inhouse Cable

Entertainment

0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00

TARGET AUDIENCE : BC,MF ,35-50

201020092008

Fashion/Lifestyle

Cooking

Regional

Religious

Educational/Informational

Music

Movies - English

Movies-Urdu/Indian

Sports

Children

Inhouse Cable

News/Current Affairs

Entertainment

0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00

TARGET AUDIENCE : BC,MF,50+

201020092008

Competition * Is media at large!

(Any Television Channel that eats of from the viewer’s share of time)

Competition * Is media at large!

(Any Television Channel that eats of from the viewer’s share of time)

1964 - 2

007

PD & Research

Media landscape – an industry audit

Industry progressionIndustry Progression

1964- Advent of TV in Pakistan

- State owned PTV come alive

Mid 1990’s- satellite TV marks a new era in

the electronic media- Cultural and language similarities

worked for Indian channels- PTV counters with PTV world, Pakistan’s first satellite channel

2001- Pakistan’s first ever private

satellite TV channel ‘Indus TV’ came to scene, followed by Uni-

plus and ARY Digital

2001 (after 9/11)- Gov. imposed a ban of Indian

satellite channels

2002 - Beginning of the news channels

Geo TV, closely followed by ARY One World and Indus News

2006- TV industry now operates on a

very specialized genre specific mode

- The days of the hybrid beams are done

Pakistan population 180 million & growing

A high proportion of the population lives in Punjab – the largest province of Pakistan

Low education standard – literacy rate at 45% suggests media has a greater responsibility

Overall Media has shown tremendous growth: industry base size has increased from 2 channels to 40 odd private satellite channels

Rate of Growth is 40% in urban areas.TV ownership increased to 76% in urban areas

 Television Penetration (Gallup/BRB) 14 Million TV sets (1 million duplication)

Over 70 million TV viewers; equally spread across urban and rural

Viewers of age 18+ - over 42 million & 70:30 split between color and B&W TVs

News Channel’s Viewership Trends

S.No 2008 2009 2010

1 GEO News GEO News GEO News

2 ExpNews ExpNews ExpNews

3 ARY NEWS ARY NEWS ARY NEWS

4 PTVnews Dunya TV Dunya TV

5 Aaj TV Aaj TV Samaa

6 News1 Samaa Aaj TV

7 Samaa MetroOne WaqtNews

8 MetroOne PTVnews PTVnews

9 WaqtNews News1 News1

10 Dawn News WaqtNews City42

Top 10 Channels

* Ranking is based on Avg. usage per min in a day

2008 - Usage in Mins

15-25 25-35 35-50 50 +

GEO News 4.09 5.36 6.30 8.88

ExpNews 2.34 2.29 3.06 3.45

ARY NEWS 1.70 1.69 2.21 2.93

PTVnews 0.76 0.66 1.45 1.09

Aaj TV 0.78 0.73 1.09 1.36

News1 0.58 0.62 0.97 1.12

Samaa 0.38 0.41 0.56 0.65

MetroOne 0.29 0.50 0.49 0.46

WaqtNews 0.24 0.32 0.45 0.45

Dawn News 0.26 0.25 0.37 0.35

SindhNews 0.10 0.30 0.29 0.11

Indus News 0.28 0.18 0.29 0.26

KTNnews 0.05 0.16 0.26 0.06

Din News 0.15 0.21 0.24 0.25

CNBC 0.20 0.13 0.23 0.25

BusinessPL 0.16 0.16 0.22 0.26

Dhoom 0.13 0.16 0.21 0.17

RoyalNews 0.11 0.16 0.16 0.21

City42 0.11 0.15 0.16 0.19

CNN 0.13 0.21 0.15 0.19

BBCworld 0.12 0.13 0.15 0.19

Dunya TV 0.08 0.10 0.07 0.14

FOX News 0.03 0.04 0.03 0.03

2009 - Usage in Mins

15-25 25-35 35-50 50 +

GEO News 5.57 6.93 7.72 10.42

ExpNews 2.49 3.75 3.38 4.44

ARY NEWS 1.45 1.86 1.99 2.43

Dunya TV 1.43 1.79 2.03 2.40

Aaj TV 0.94 1.13 1.28 1.63

Samaa 0.98 1.24 1.48 1.62

MetroOne 0.79 0.87 0.88 0.96

PTVnews 0.59 0.77 0.96 0.86

News1 0.40 0.50 0.73 0.73

WaqtNews 0.36 0.48 0.60 0.65

Din News 0.34 0.36 0.45 0.57

Dawn News 0.29 0.37 0.41 0.56

City42 0.30 0.49 0.51 0.54

RoyalNews 0.21 0.30 0.36 0.49

Dhoom 0.19 0.29 0.31 0.37

CNBC 0.26 0.26 0.25 0.33

BusinessPL 0.15 0.17 0.28 0.27

BBCworld 0.13 0.15 0.17 0.21

CNN 0.09 0.10 0.14 0.16

Express24-7 0.08 0.11 0.11 0.16

SindhNews 0.10 0.10 0.24 0.10

KTNnews 0.19 0.10 0.40 0.08

Indus News 0.05 0.06 0.07 0.08

2010 - Usage in Mins

15-25 25-35 35-50 50 +

GEO News 5.34 7.31 7.99 7.45

ExpNews 2.29 2.86 3.24 3.63

ARY NEWS 1.42 1.83 1.92 2.25

Dunya TV 1.39 2.24 2.08 2.09

Samaa 1.01 1.32 1.38 1.49

Aaj TV 0.78 0.94 1.15 1.33

WaqtNews 0.34 0.66 0.63 0.59

PTVnews 0.51 0.49 0.59 0.53

News1 0.59 0.24 0.51 0.52

City42 0.29 0.41 0.40 0.49

Dhoom 0.17 0.28 0.37 0.31

Din News 0.15 0.19 0.30 0.28

CNBC 0.18 0.14 0.25 0.27

MetroOne 0.27 0.21 0.34 0.25

BusinessPL 0.12 0.15 0.17 0.18

Dawn News 0.13 0.19 0.31 0.16

RoyalNews 0.06 0.11 0.16 0.13

BBCworld 0.14 0.16 0.10 0.12

Indus News 0.04 0.04 0.09 0.08

CNN 0.06 0.08 0.06 0.07

SindhNews 0.05 0.07 0.06 0.06

Express24-7 0.06 0.07 0.06 0.05

KTNnews 0.08 0.04 0.17 0.05

Top 25 Channels

TOTAL CHANNELS 2010

Local – 77 ChannelsAag

Aaj TVAliteApnaChannelApnaNewsARY DIGITALARY MUSIKARY NEWSARY QtvARY ZAUQARYshoppingAtvAVT KhyberAwazTVAxnChannel GCity42CNBCDawn News

DhoomDin NewsDunya TVExpNewsExpress24-7FashionTVFilmaxFilmaziaFTV PakGEO EntGEO NewsGEOsuperGKaBoomGood NewsHaqTVHBOHumIndus NewsIndus TV

IndusVisionKashishKhyberNewsKookKtnKTNnewsLabaikMadniMasalaMehranMetroOneMTV PakNews1OxygenePak TVPeace TVPlayPTV NatPTVBolanPTVglobal

PTVhomePTVnewsPTVSportsPunjab TVRaaviTVRohiRoshniRoyalNewsRungSamaaSilverScreenSindh TVSindhMusicSindhNewsTV oneVASHWaqtNewsWasebtvWikKidPlus

International – 378

9X9XMA S ComedyA S HitsA SpriemierAbshaarAccessActionAfricaMagicAghani TVAhaAl AkhbarAL HudaAlAnwarAlFaradAlHawarAljazeeraAljazeraS+1AlMajadAlRehman

AlshashtaAmerican+2ANCAnimalP.AAnimalPlantAnimaxAoneArirangAsiaMovieAssetPlusATNBanglaB4umoviesB4umusicBabytvBangla TVBBC Ent.BBC FoodBBC LstyleBBC PrimeBBCCBeebies

BBCworldBindaasBindasMovBloombergBoomerangBusinessPLC.CityPlus1Care WorldCartNet.IndCartoonNetCBC MusicCCTV NewsCCTV4CCTV9CD8(ic)CGNTVChannel BChannel2Channel5ChardiklaT

Cinema CityCineMAXClassicVCNEBCNNColorsCyberMusicD.ScienceDD NatDD PunjabiDDGujratDDNewsDDSportsDharti NTDis.KidsDisc.IndiaDiscoveryDish Intr.Dish TVDisney

International – 378

DisneyXDDM DigitalDMNewsDoordarshanDub.RacingDubaiOneDubaiSportsDW-TVE24Enter.TVEnter10ESPNETCETV GujratETVind.ETVUrduEuro NewsEWTNExtremeSCFilm Asia

FilmWorldFilmyFirangiFIT TVFOX CrimeFOX MoviesFOX NewsFoxHEntFOXSeriesFoxSportsFTV IndiaFunTVFXGiaMoviesGMA NewsGmusikGod TVGSRehmatH.earth&beyHadi TV

HallmarkHBO 2HBO ComedyHBO FamilyHBO HitsHBO sigHistoryHitFactoryHitTrainHN ClassyHN DesiHN HollyMaxHNBollyGoldHollywoodHSTVHungamaIndiaTVInfo TVIqraIrib2

IRIB3IslamicVJetixPlayJhnkarMusicJmusicJooMusicK2KaleebKalldayKCS IslamicKidsCoKSA2LCN DigitalLotus TVLTVM.NetM.Net SerM.Net StarsM4UManoranjan

International – 378MarabiaMarhabaMaxCinemaxMBCMaxMcinemaMclassicMD.HDFankarMD.JdemandMGMMH1MiddleEastML USMM1MM2Mnet ActionMousiqiMovFamilyMsilverMTV ArabicMTV Europe

MTV IndiaMTV RussiaMTVEngMultraMusic IndiaMusic NowMusicAsiaMusicPlus 2MV TVNat GeoNatG.AdvnNatGeoWildNatGujratNatJlndharNDTVImgnNEOCricketNEOsportsNewsAsiaNHK WorldNicklodeon

Noor TVNowtvNT 1NTVO ExpressO2Old D.KidsOldBlueStarOldIMOldMHOneOplusOrbitO-SM.ActionOSN Com+2OSN ComedyOYEPayamPCN Songs1PeaceUrduPHDisney

Play IndiaPogoPopCornPrimeSportsPTC NewsQ ChannelRealRealitytvRitmoMusicR-OneRT NewsRU musicboxR-WorldS ExtraS.IslamicS1S2S3S4S5

International – 378

S6S7Sabburat2Sabz BaatSahara1SATLiteSaudiScom+2Seh.SmileSetMaxSgoldShalimar TVShamshad TVShowCom.ShowCom.2ShowMKidsShowSer1ShowSer2ShowSports1ShowSports2

ShowSports3ShowSports4ShowSrExtraSky TVSkynewsSkySportsSonySony+Cin2Sony+GmixSonyMaxSonyPixSonySABSpaceToonSPISS1SS1ArabicSS2SS3SS6SSMusic

SSNewsStar ChinaStar MajhaStar PrimeStar UtsavStarAsiaStarCricStarGoldStarMoviesStarMusicStarOneStarPlusStarSportsStarWorldSTVstarliteStyle 360Style MovieSUNSUN 5SunCine1

SuperCom+2SuperComicSuperKidsSuperMov+1SuperMov+2SupermoviesTBNEuropeTCMTenspo.IndTensportsTNTToonDisneyTraceTravelTRTintTV 99 RajTV MaxTv5mondUcinemaUdarama

International – 378

Ujala TVUKUltraMoviesUmaxUmixUmoviesUmusicUniversalUSAPlusUTVUTV ActionUTV MoviesUTVBindassVValueTVVchineseV-EnglishVH1VI2Vibe

Vibe OldVindianVIVAVOAVoyagesVU1VU2VU3VU4W SeriesWON TVXtra MoviesYao MoviesYemenTVYmuzikYTN NewZactionZAMZamanHosp.Zcafe

Zchiena

Zcinema

Zclassic

Zee Jagran

ZeeAflam

ZeeSports

ZeeStudio

ZeeTV

ZEM10

Zkids

Zmusic

Znext

ZoneReality

Zoom

Zpremier

Zsmile

Zsports

Ztrendz

Pheeew!We need a brand “Positioning”We Need a focus!

Brand: AAJ TV to NewsInvestigative

journalism

Reality touchdowns; absolute precision

Gallant news break ins

Interactive programming

Instantaneous reporting

Incisive analysis

Human interest stories

People’s content

01

Unearthing the

truth

02

Enlightening minds…

03

Provoking introspection

04

Value

Ideas!

AAJ NEWS, the brand idea?

the unquenchable thirstThe Brand

[Lost / or found]

for

Business Recorder Group

The Business Recorder Group Business Recorder Group is one of the most prominent media conglomerates in Pakistan which, in the 40 years of its history, has attained tremendous success and enjoys leadership position in every one of it's ventures. The extensive reach to the decision makers has given the Business Recorder Group substantial influence and a special relevance to the past, present and future of Pakistan .

Business RecorderBusiness Recorder is a hugely credible and undoubtedly the most respected financial and business newspaper in the country. It has been the only publication for the last four decades that has such command and grip on providing the business community and the policy makers with valid socio-economic data and analysis on all segments of the global economy.

AAJ TV AAJ TV is the logical progression of the group's mission to dispense unadulterated information through easily accessible mediums. Extensive planning, spanning over 2 years, has gone into perfecting the organizations operations. Now AAJ TV employs over 1000 employees and has fully equipped bureaus in Karachi , Lahore and Islamabad . AAJ TV is the only digital satellite channel to have an Earth Station in Pakistan that broadcasts directly to the AsiaSat satellite with a footprint of over 60 countries. Having an Earth Station provides for exceptional flexibility and control in responding to local and international events. AAJ TV caters to all tastes by providing three well defined programming blocks in the form of News, Current Affairs and Entertainment. Building on the immaculate news reporting experience of the Business Recorder, AAJ TV provides round the clock news coverage from around the world in collaboration with our partner news sources in more than 100 countries. Combining superior news reporting with unmatched analytical strength provided by the most respected social and political commentators in Pakistan accounts for in depth and precise Current Affairs programs. On the Entertainment front, industry veterans are heading the teams and using one of the best and most well equipped production facilities in the country to create ground breaking programs starring the best known faces in television.

Brand ambition - Channel philosophy

Brand DNAThe discriminator

Brand promise

Delivery brand

dynamics

Brand extensions

Brand architecture

The lookBrand image

Brand experience News bulletins

Programming genres

Preamble