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!

gursky@itk.org.ua