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2011 Capital Markets Day2011 Capital Markets Day
Channel Positioning gand Content Strategy
Slava MurugovSlava MurugovChief Content OfficerHead of CTC Channel
Universal Positioning of CTC Media ChannelsUniversal Positioning of CTC Media Channels
1
Source: TNS Needscope research
Our SolarOur Solar SystemSystem
2
UniqueUnique Positioning of CTC Media ChannelsPositioning of CTC Media Channels
55
60
Rossiya-1ТV Center
Channel 5
Rossiya-K
50
55
Rossiya - 2
EuronewsRossiya -24
Channel 5
dRen ТV
45Channel
One
NТVDТV Domashny
7 ТV
Zvezda
ТV-3
Old
er
35
40ТNТ
Muz ТV
You
nger
30
СТС2X2 MTV
Y
20
25СТС
FemaleMale
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Source: TNS Russia0.2 0.3 0.4 0.5 0.6 0.7 0.8
Opportunities Arising from Fragmentation of Russian TV Market Opportunities Arising from Fragmentation of Russian TV Market
60% T 3 t t t ll d h l
Audience shares, all 6-54
50%
60% Top 3 state-controlled channels
30%
40%1st tier channels
10%
20%2nd tier channels
0%
10%
2004 2005 2006 2007 2008 2009 20102004 2005 2006 2007 2008 2009 2010
Top 3 state-controlled channels: Channel One, Rossiya-1, NTV
4
1st tier channels: CTC, TNT, Ren TV2nd tier channels: Domashny, DTV, TV Center, TV3, Rossiya-K, Channel 5, Rossiya-2, Zvezda, MTV, Rossiya-24, Muz-TV , 2x2, 7TV
Domashny Domashny –– Television for Women of the 21st CenturyTelevision for Women of the 21st Century
Ab l t l d i th 2nd ti h l
Domashny historic growth
3,13,5Absolute leader in the 2nd tier channels
Content strategy: original content & popular female genres
1 31,7
2,42,8 2,9
2,0
2,5
3,0
g
Programming strategy: flexible schedule to reflect female lifestyle
1,3
0 0
0,5
1,0
1,5
Focus on enhancing content quality0,0
2005 2006 2007 2008 2009 2010
Audience share, females 25-60, %
5
DTV: We Found Our Unique NicheDTV: We Found Our Unique Niche
Ti l t W kd W k d
Audience shares by time slot
October 2010 – March 2011
Provocative and edgy entertainment
Content strategy: docu-reality action
Time‐slot Weekday Weekend07:00 ‐ 08:00 2,7 2,708:00 ‐ 09:00 1,5 2,009:00 ‐ 10:00 2,0 3,610:00 11:00 2 5 3 3Content strategy: docu-reality, action
entertainment and innovative approach to viewer generated content
10:00 ‐ 11:00 2,5 3,311:00 ‐ 12:00 2,5 2,812:00 ‐ 13:00 2,1 2,713:00 ‐ 14:00 2,3 2,214:00 ‐ 15:00 2,2 2,0
Programming strategy: right mix of acquired and local content, prime time based on line-ups of local content
14:00 15:00 2,2 2,015:00 ‐ 16:00 2,6 2,416:00 ‐ 17:00 2,9 2,617:00 ‐ 18:00 2,4 2,318:00 ‐ 19:00 1,7 2,2
Marketing re-launch in summer 19:00 ‐ 20:00 1,7 1,720:00 ‐ 21:00 2,1 1,621:00 ‐ 22:00 2,3 1,722:00 ‐ 23:00 2,0 1,723:00 ‐ 24:00 2,2 1,824:00 ‐ 25:00 2,8 1,9
Audience shares all 25-54, %
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CTC CTC Demonstrating Demonstrating Growth Over TimeGrowth Over Time
12.212.4
11.811.9
11 6
12
11.3
11.2
11.6
10.82007 2008 2009 2010
0.0
Audience share "all 6-54", %
7
Perestrojka at CTC Perestrojka at CTC –– Optimizing Audience Demographic ProfileOptimizing Audience Demographic Profile
13
#2 in 14-44
12.211 9
12.6 12.612.5
13
11.3
11.8 11.9
11.3
11.7
11.5
12 #4 in 14-44
10.5
11
0.02007 2008 2009 2010
Audience share "all 6-54", %,Audience share "all 14-44", %
8
We Know What Advertisers WantWe Know What Advertisers Want
76% of ad budgets, 57% of CTC audience in 2010 (2008: 54%)
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Strong Spring Season LineStrong Spring Season Line--UpUp
From March 28, 2011From March 28, 2011New Season of Daddy’s Girls Weekdays 7 pm
New Season of Voroniny (adaptation of Everybody Loves Raymond)
Weekdays 8 pm
Traffic Light(adaptation of Israeli format Ramzor)
Weekdays 8:30 pm(adaptation of Israeli format Ramzor)
Hollywood and Russian Blockbusters Weekdays 9 pm
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Transforming Creative Ideas into Ratings PerformanceTransforming Creative Ideas into Ratings Performance
Strong line-up of premieres in spring
Summer as a full-scale TV season
Massive attack in autumn
Focus on comedy formatsFocus on comedy formats
New content genres: • mystic thriller • sci-fi• experimental reality showsp y
Creative marketing to support all of the above initiatives
11
