denis gursky
TRANSCRIPT
INFORMING CAMPAIGN the key to a successful informing the
TV viewer
Answers to the following questions
• Reasons to worry • What has to be done • Budgets • Conclusion
Reasons to worry
• Nobody but the tiny layer of the industry and government knows about digital switchover project in Ukraine
• No official decisions solving the problem of informing the TV viewer is signed yet
• There’s no any ground to consider the planned project of STB’s supply to low income households to become successful
The sticking points Ukrainian reality
Fact about Ukrainian TV viewer
• More than a half of population lives in towns or rurals
• Over 97% of population is TV audience
• Over 70% read press • 10-14% are Internet users
What has to be done ATL, BTL, PR and Marketing
ATL & BTL
• ATL: – Ad spots on TV and Radio – Educational Movies and Shows – Outdoor Ads
• BTL: – Involement of regional
volunteers and NGO’s – Participation in mass-events,
info-kiosks set-up
Info-kiosks
• Are supported by local governments
• Branded and pretty • Functions:
– Infosheets spreading – induvidual consulting – Assistance on demand
Marketing
• Marking of certified electronics • Subsidized pool of electronics • Program for retailers • Information about certified
models is included in infosheets
• TV viewers guide is attached to all certified electronics
PR
• Preparing speakers for the regional media
• Press Classes for journalists • Press Office of DTV project:
– Ukraine wide info center – news production – building the reporters community – stimulating the growth of
publications
Informational Support
• The Viewer’s Guide • Сall-centre • Пресс-centre • Web-site about switchover in
Ukraine
Financial side of the project Who pays for what?
Who pays?
Who pays? Type of service Resposible
ATL & BTL Ads The State
Маркетинг The State
Субсидии Broadcasters+State
PR NGO’s
Call‐ и Press‐centre The State
Conclusion: first steps • In terms of the Program for the digital transition of
Ukraine the Informing Campaign is to be approved • Before the first zone is launched the responsible
body is to be formed which is in charge of informing the viewers
• The certification program must start immediately for the market of compatible electronics to be formed
• The workflow for journalists and speakers has already begun, but has to have more financing to broaden the scale
Thank you!