Development strategy of positioning tv channel TV-3
Student: Shvachich Ol`ga
Supervisor: Ekaterina V. Buzulukova
Faculty: Faculty of Management
Educational Programme: Master
Year of Graduation: 2014
<p align="center">Abstract</p><p align="center">of the master's thesis</p><p align="center">"Development strategy of positioning tv channel TV-3"</p><p>Today, the media market is coming more and more new media. With great speed Internet is gaining its popularity, selecting and luring other media audience. Competition enhanced not only between the media, but also inside each of them. So within each going its own fierce struggle for the audience. The larger the audience, the more attractive will be a platform for advertisers.</p><p>With the increasing number of channels (increasing number of non-terrestrial (thematic) channels) observed fragmentation of the television audience. Since the emergence of new channels does not lead to an increase in the number of television audience, and to the redistribution of the audience. Ie if before it was concentrated among a few channels, but now it is sprayed among a larger number of channels, ie, splits into smaller "fragments". Despite the fact that a lot of channels, the viewer selects a channel 3-4.</p><p>The downgrade helps to ensure that the federal channels begin to think about changing marketing strategy. Channels come to the need of re-branding - in 2008 channel TV-3 has changed its positioning, in 2011 changed its name to DTV Pepper etc.</p><p>The need for adjustments and improve the efficiency of positioning is becoming an important channel in the media market in the struggle for the viewer.</p><p>Companies coming up with new ways to keep the audience, forgetting one important factor - effective positioning and creating a strong brand of the channel. It is important to understand the needs of viewers that they play a role in selecting the channel. Using this knowledge, you can build effective positioning and create a strong brand.</p><p>Research on positioning on the TV market a limited number. This area of the Russian market is not developed yet. The marketing department is mainly develops strategies to promote individual products channel, developing promotional activities are not paying attention alignment of a strong brand is the television. Branding on the TV market just beginning to pay attention.</p><p><strong>Object of research</strong></p><p>Ranking Live TV, TV audience.</p><p>Subject of study</p><p>Characteristics that affect the choice of the channel, which is taken into account in the development of positioning channel</p><p><strong>The purpose of the study</strong></p><p>Study of the important characteristics that influence the choice of the channel, to build effective positioning and strong brand channel</p><p><strong>Research Objectives</strong></p><p>• Organizing positioning theory and adapt it for the television market</p><p>• Review the existing provisions of the federal TV channels for their positioning</p><p>• Analysis of the characteristics that influence the choice of channel</p><p>• Analysis of the perception of the audience channels</p><p>• Develop a strategy of positioning the channel (for example, TV-3)</p><p>The theoretical base of research works, domestic and foreign scholars in the field of positioning ((J. Trout, E. Rice, J. Arnott, Kotler, D. Ogilvie), branding (Aaker D., M. Vasilyeva, VN Domnina , EV DVORNIKOVA.)</p><p>Empirical base for the study-12 in-depth interviews, the results of online survey respondents 176.</p><p>Also materials for the study were internal reports of TV-3, the company's database TNS, articles published in the media.</p><p>Chapter 1 discusses the concept of "positioning", aims and objectives. Also consider a model positioning conditions effective positioning and possible errors that can make a company in the development of positioning strategies. Also in Chapter 1 summarizes the main types of strategies that are used by companies on the TV market.</p><p>Chapter 2 provides an overview of the television market, discusses the main players and their positioning.</p><p>Chapter 3 focuses on the development of a strategy for positioning channel TV-3 discusses the main competitors, their perception channels.</p><p>In concludes with practical recommendations for TV-3 on its positioning strategy.</p><p>Chapter 1 opredelyaetyasya positioning as a process to develop and implement targeted consumers in mind the special image of the company, product, service, distinguishes it from that offered by competitors.</p><p>The purpose of ranking in the search for a decent place in the minds of consumers in order to help the most consumer preference of a particular company, product or service. Correctly ranked positioning for competitive advantage in the market.</p><p>Zachadil ranking are as follows:</p><p>• Increase market share and corporate influence on the whole segment;</p><p>• Establish effective communications for distribution and promotion of goods or services;</p><p>• Creating a positive opinion of the target audience of buyers</p><p>Positioning model is as follows</p><p>• Segmentation</p><p>• Selection of target markets</p><p>• Differentiation</p><p>• Positioning</p><p>AA Karnilova article about the positioning of Russian TV channels shows 9 variants ranking:</p><p>1. Positioning with emphasis on quality</p><p>2. Positioning with an emphasis on value</p><p>3. Positioning with emphasis on features / characteristics</p><p>4. Positioning with emphasis on attitude</p><p>5. Positioning the pursuit of anything</p><p>6. Positioning printsipe problem / solution</p><p>7. Ranking based on rivalry</p><p>8. Positioning "white and fluffy" (the author of "Building a brand identity: a strategy for success in a hostile market" Henchoz Lynn writes: "The feelings of people in regard to a particular brand are often based on the needs or desires, and this means that the emotional or psychological approaches can often be very effective as a basis for ranking "</p><p>9. Ranking based on the benefit</p><p> </p><p>Chapter 2 refers to the television market.</p><p>With the increasing number of channels (increasing number of non-terrestrial (thematic channels) observed fragmentation of the television audience. Since the emergence of new channels does not lead to an increase in the number of television audience, and the audience to redistribution. Ie if before it was concentrated among a few channels, but now it is sprayed among a larger number of channels, ie, breaks down into smaller and smaller "fragments".</p><p>Also discusses the various positioning strategies essential channels.</p><p>In Chapter 3, a strategy for positioning of TV-3. Important characteristics are analyzed on the basis of which the viewer makes the choice to favor a particular channel. We study the perception channel viewers.</p><p>It may be noted that features such as logo design and do not affect the selection, while as screen between transmissions wonder almost half of the respondents. Also important when choosing a developed image channel.</p><p>The novelty of the research is to study the theory of broad positioning in order to put it into practice, as the positioning on the TV market is an integral part of the success telebrenda</p><p><strong>Practical recommendations for the TV-3</strong></p><p>• Create image light channel, affecting various aspects of mysticism through: expansion of topics related to mysticism (travel, humor, riddles stories)</p><p>• focus on positive emotions (less aggression, negative).</p><p>• Increase the number of entertainment programs.</p><p>• Adjust the grid in accordance with the needs of the audience.</p><p>• Include in the net more light entertainment programs poslerabochee time.</p><p>• Implement a film screening in the previous evening.</p><p>• Change in net programs weekend: entertainment content in the first half of the day, movies - in the evening.</p><p>• Enhance the quality of the product:</p><p>- Attracting well-known experts and charismatic leading authority;</p><p>- Better scenery and makeup;</p><p>- Acting is more natural;</p><p>- Reduction in the number of films is not enough high categories.</p>
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