How AEF is meeting strategic challenges head-on

Hanoï, May 2011

What is Audiovisuel Extérieur de la France’s goal?

To impact the international media arena

In order to do this, AEF is modernizing its organisation

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Organisational Structure

Holding company

Partner

Subsidiary Subsidiary Subsidiary

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The Future Organisational Structure

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SINGLE

ORGANISATIONPartner

MERGEMERGE

The missions of Audiovisuel Extérieur de la France

Develop the French presence on the global media scene

Influence of France

Promotion of « Francophonie 

»

Contribution to « Francophilie »

Build a strong pluri and multimedia offering

Cultural and linguistic diversity

Diversity of viewpoints

French and Francophone values

Improve the quality and the efficiency of the Audiovisuel Extérieur offering

Synergies Partial self-financing

Modernize the management of Audiovisuel extérieur de la France

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Which key elements?

Determine target audience in relation to the region

Determine priority regions

History, privileged relationships, strong geostrategic interest

Create a base of viewers/listeners in order to better penetrate said region

Define a language strategy

Choice of languages to be developped for broadcasting/the web (including local languages: Swahili, Haussa, Persian…), or subtitles

Reach the maximum number of people in a maximum of countries

Influence of our language, our values, our point of view

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How to impact?

By existing

By influencing

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How to impact?

TO EXIST - DCCMS

DISTRIBUTION

To be watched/ listened to

COMMUNICATION

Awareness

MEASURE

Audience/ Ratings

SELF-FINANCING

Advertising

CONTENT

French perspective

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How to impact?

INFLUENCE

Trend forecasting

Performance: Research and

Audience Management

Marketing

Distribution/Training

Strategy

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- AFRICA - NORTH AFRICA & MIDDLE EAST - WORLD

Where to impact ?Priority countries for Audiovisuel Extérieur de la France through 2013

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- French-speaking Africa: Senegal, Guinea, Democratic Republic of Congo, Republic of Congo, Cameroon, Togo, Cote d’Ivoire, Niger, Burkina, Benin, Chad, Gabon, Djibouti, Madagacar

- English-speaking Africa:Nigeria, South Africa

Africa

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- North-Africa : Morocco, Algeria, Tunisia

- Middle East : Egypt, Iran

North-Africa / Middle-East

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- NORTH AMERICA: USA, Canada

- SOUTH AMERICA: Brazil, Argentina, Mexico- ASIA : China, Vietnam, Indonesia

- EUROPE : UK, Netherlands, Germany, Poland, Romania, Russia, Turkey

Rest of the WORLD

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• AEF has traditionally measured the engagement factor, a combination of 4 drivers

How to measure impact: the engagement contract (traditional view)

Engagement += Involvement Interaction Intimacy+ + Influence

The particular media (Rfi, France 24) can be thought of as a brand in this configuration, and it is the impact of the brand that we are measuring (see next slide)

The engagement measure is particularly important to execute our commercial strategies, in the relevant markets

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Quantitative studies/ Phone survey

(crisis regions)

Constitution of a panel of users

Qualitative studies

Interactive media/web users through forums, emails…

Influence / Image Results/Audiences

Testimonies Feeling of being integral part of the news

Communication Feeling of being heard Builds loyalty

ESTABLISH PERFORMANCE INDICATORS

SATISFY THE ENGAGEMENT CONTRACT

How to measure impact?

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The strategy of impact (AEF enriched view)

AEF has recently come up with a refined view of impact

Emotional Involvement

InfluencePropensity to consume AEF content with others or to

share/disseminate AEF content

EngagementInvolvementInteractionIntimacy

Impact

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THANK YOU