Upload
andres-g-riebman
View
332
Download
1
Embed Size (px)
Citation preview
Engagement on a Tightrope
Juan ChasanOrlando RiebmanPablo Cibella
The story of how Venezuela’s 2nd largest
TV channel succeded the crisis
Venezuela
On a global scale, what used to be associated with…
Oil and Natural Resources
Beauty Contests
Beaches and Scenery
Telenovelas For Export
Venezuela
But, currently…What tends to be associated with
Please!!!
Don´t respond!
In Market Research terms, Venezuela
seems not to be on the map
Let´s try To see
Why
Political Tension vs. Mass Media
1953 1999
May 27th,
2007
1 23 4 5
Rating Leaders
The Media as Symbols of Resistance
International Support
No One was prepared for this new reality
Neither the TV industryNor other mediaNor the country as a whole
Could this happen to other media?Reactions of the General Population?
Who would capitalize RCTV´s audience?
The former situation1 2
3 4 5
Rating Leaders
The generally accepted theory1
? 3 4 5
The reality check1 2
3 4
Rating Leaders
However, additional issues led Televen to a Quandary
Flight of Brands
Shortages of basic consumer goods
High Inflation
Price controls
Unemployment
The 2014 Protests
The desperate struggle for information within a Communication fence
Social Media as an
alternative for Televen and its
audience during
protests
Televen… UP IN THE AIR This was the leverage for creativity…
What are we doing right?What are we doing wrong?
Damage control Positioning
Share of Audience
Programming Satisfaction
+ 50.000 interviews1 Month
Multiple profiling
6am to 10pm
7 days a week
Flexible questionnaire
The Flexibility of Technology
6 key urban areas
Human to Machine Interface has never been
…so human!
Interactive Voice Recognition System
06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 2120
25
30
35
40
45
50
55
60
65
70
29
35 36 36 3841
4549 48
45 4649
5357
63 62
TV Audience per timeslot
Prime Time
%
15% 12%8%
7%5%
8%
4% 3% 3%
Share of Audience Open + Cable
News and Opinion
46
26
12772
Series
Infantiles
Opinión
Dramáticos
Información
Variedades
33%
As a demanded content
Such massive data!Needs to be placed in a
human context
TV has come a long way25 years ago, watching TV meant few available channels, passive spectators and zero Interactivity
On our own schedule
Digital or Lineal
Interactive
Media content from multiple screens
Understanding the Engagement Puzzle
TheWhat’s The Why’s
Cognition Emotions Behavior
+Social Media Comments Open ended Questions
Quantilative
Over 380.000 words collected and processed
in real time
Cognitive DimensionVerbal expressions: Televen’s programming
Praise
55%
Emotional DimensionExpressed emotions: Televen’s programming
Likeability
78%
Behavioral Example
«Diálogo Con…»Sunday – 8 am
«J. Vicente Hoy…»Sunday – 9 am
Rating leader5,5 rating pts.
Rating leader5,5 rating pts.
Hard versus Soft In action«Quién quiere ser millonario»
Sunday – 9 pm
Rating leader (13.5 pts.)+10 pts. ahead
Hard versus Soft
In action
Sarcasm
65% Rejection
LikeabilityExcitement
Televen being leader among cable channels
And engaging advertisers
Quantilative
CognitionPositive
Positioning
EmotionsStrong
Likeability
BehaviorRating
Leadership
To connect and ENGAGE
Thank you!Quantilative