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Grab their remote with both hands!
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 2 Average Viewerâs Age Share of Female Viewers Source: GfK, 50K+ markets
3. Another Look From The Open Space Lost 10.6% in 7 years, internal distance â 9.2% 3 All Adults 18+ Source: GfK, 50K+ markets
4. One More Look From The Open Space Lost 10.6% in 7 years, internal distance â 2.2% 4 People 14-49 Source: GfK, 50K+ markets
5. And Yet Another Look ⊠Lost 10.3% in 7 years, internal distance â 2.3% 5 Adults 18-54 Source: GfK, 50K+ markets
6. Letâs Think itâs 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 Whoâs the first to lose?? 6
8. If Itâs Branding, Then⊠The channel that has more brand attributes in consumersâ mind will have better starting position in 2012, âŠbefore the world ends in 2012 8
9. Sample Study â Three Basic Indicators Customer Satisfaction Slogans Anchors 9 Source: Kwendi Impact Studies
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 â a LoveBrand for young men 11 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 âŠno Discovery, btw 12 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
13. Please, Associate Slogans With The Channels 1+1 and STB â the only ones to have significant connection of the brand to the slogan âConsistency pays for itselfâ, â Cap. Evidence Ukraine managed to challenge top-3 in one year The market is very sensitive to promo efforts 13 Source: Kwendi Impact Studies for Media Group Ukraine, Kiev, Donetsk, Odessa, Lviv, August 2011
14. Whatâs In There? Please, name the people with whom you associate the channel ⊠14
15. Whatâs In There? INTER Please, name the people with whom you associate the channel ⊠15 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
16. Whatâs In There? ICTV Please, name the people with whom you associate the channel ⊠16 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
17. Whatâs In There? 1+1 Please, name the people with whom you associate the channel ⊠17 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
18. Whatâs In There? STB Please, name the people with whom you associate the channel ⊠18 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
19. Whatâs In There? Novy Please, name the people with whom you associate the channel ⊠19 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
20. Whatâs In There? UKRAINE Please, name the people with whom you associate the channel ⊠20 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011
23. Last But Not Least 23 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 channelâs 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? 24