Brand ideaNEWSAAJ

Brand Idea [Presentation prelude]

• News genre & the progression

• The brand vision Channel Impressions

Brand stance

• Core audience

• Brand derivatives & the discriminating factors

• The Brand Idea [The brand Compass]

• Airing strategy & the brand footprints

• AAJ NEWS message [The tagline]

Background

• What are News channels all about?[A slight analysis]

• How has the market acceptance been like?[Market’s changing dynamics]

• Who is the target audience?[Consumer insights]

• What are the prospects for holding up?[Highlighting the opportunities for the existing beams]

News channels progression

Progression • Tapping into an completely new genre [then] news beams were launched to cater to

the information needs of an extremely discriminating audience

• Something that later came up as perhaps one of the most lucrative television ventures for those who stepped into it.

• Today a news channel can easily qualify to be a non-niche [/specialized] specific beam [and is a popular beam for all audience across board]

• TV as a whole was a medium for an individual to escape from reality, until reality TV and more so News beams started coming in.

• Perhaps the element of staying informed and live break ins has put news channels far ahead of any other category of television programming

• News beams tapped into what is today called a national habit; a minute to minute surfing just to recap on any news feature or a new development has become the standard with the viewers

• News channels tops the ratings slot more than any other channel; with a graphical representation of this ballistic trend proven on any happening across the globe has made news channels a top choice for media buyers and advertisers to hook up there ad campaigns *

• Though an already packed up genre with 4 to 5 beams dedicated to the job [not to count hybrid beams at it] and another 4 to 5 lined up to unleash their potential… the genre today is all about who breaks in the first with more analytical over view and more visually engaging screen

AAJ NewsBusiness Recorder Group

Channel Agenda

“Enlightening the people to create the future they desire”

Channel Vision

“We are in the business of transforming the future of the land

through the power of people” Mission

The channel impression

(a) Conceived out of our vision of how we saw the news channels in Pakistan.

(b) We saw a big gap between where the responsibilities of broadcast journalism lie and where the news channels are stuck.    

(c) This is where the unique idea of a truly PEOPLE”S NEWS CHANNEL comes; a totally new breed broadcasting concept growing stronger inside of us.

(d) We choose to break away from the “tradition and formulas” of the news channels [in Pakistan], for the freshest approach, to better solve the challenges faced by the people through a truly people’s content formula

A unique stance

• Our Belief: News channels today broadcast on a model which is out-dated and it does not deliver news with an objective, it fails tremendously when it comes to a total engaging presence

      

• Our Philosophy: We believe in “PEOPLE’S STORY”. Which apparently, is sort of an anti-News channels [in Pakistan] stance.

• Our Business: News with an objective! [Unlike traditional news channels that break in News and leave it unattended after the ratings have served the purpose. Delivers shows and programming which is highly opinionated]

• Our Dream: To be known as a true “live news delivering channel” that is in the business of: “bringing the true & big picture ”

• Our Approach:“No pre-set agenda” in mind, when ever a news breaks on AAJ NEWS (a) collects

(b) scrutinizes and

(c) projects on an absolutely interactive platform [objective news]

all at a pace faster than any fastest; absolutely transparent!

Larger audience; M/F [SEC; ABC] aged: 18/20 – 40/45People who value their ambitions and approach their daily lives with major

considerations of attaining absolute value for themselves

Audience

Audience

30 +/-

16 – 28 +/-

45 - 50 +/-

[Psychographics:]

(a) Forward looking , well aware of the developing events

(b) Disengagement from 25 – 29 age bracket (beginning a new life order)

(c) A ‘comparatively’ recent induction in the 30 (plus) carrier oriented circle

(d) Pursuing carrier with newer ambitions and domestic responsibilities

(e) Starting a family (married, probably with an expected baby or has one already)

(f) Gearing to take bigger decisions

Audience

Focused audience; M /F[SEC; ABC] aged: 30+/-

Key discriminating factors

An absolute interactive channel With an on screen content split of 65% [News]

and 35% [current affair / crime shows, Infotainment programming]

Power of reaching out to the hearts of people and delivering news with an

objective[the core brand discriminating factor]

(1) Real News

(2) Objective News

(3) Engaging screen

Key driving elements

Objective news reportingEngaging screen value

Changing the dynamics of

broadcast journalism in Pakistan

Real issues reported

(1) LIVE News

• LIVE as live can be; live as being there

• The ability to go absolutely live, any news break in / happening from across Pakistan and globally is the core strength of the brand

• Equip the already established news base of correspondents [from the print wing] by digital facilities to capture, uplink for live feeds to the base stations

• A continuous live coverage for a high energy screen value

(2) Objective News

• News channel with an objective delivery;

• A 3 step deliver process with every news break in;

– Inform

– Examine

– Interactive [& not impose]

• Make Xps a highly engaging News channel which empowers the viewers to influence a social change

(3) Engaging screen

• High presentation standards; interactive and extraordinary appearance engages the viewer to remain glued to the beam

• The imagery / visual appearance is all about the revealing the truth and bringing the big picture to our audience

•

•

Aaj positioning The Brand CompassTM

The Brand Compass for AAJ News

Brand Franchise

Target MarketM/F aged 18/20 – 40/45Core audience M/F30+/-

Forward looking & ambitious

Target Segment Semi / Urban Pakistani

Residents & expatsSEC A, B, C+

Target Customer People who want to

achieve their set goals in live,

Exposed to media & believe in the power

of voicing out

People who are / or can be motivated to a societal change

Brand Promise

Functional More live news covered

More human storiesStronger follow ups

Accountability

Emotional I want to be aware &

informedI am seen as a more

intelligent & alert individual

1st to know

Brand values

Brand Substantiates

Rational Daily ExpressTrack record & value positioning

Reporting / News gathering

Associations Most well equipped news gathering setup Changing the dynamics Of broadcast journalism With absolute live

Brand Identity

Table stakes Has to deliver top stories, top genre news to be readily

available, should at least deliver breaking news as and when it happens, programming should be informative, provoke

introspection

Brand Personality

Instantaneous Credible

EnlightenedInvigorating

Energetic / vibrantElectrifyingImaginative

Perceptual Shifts

[from the existing market order]

News is mundane if it doesn’t talk of my

interest

Breaking news / or alerts are more

talkie than visuals

News is all reruns; is hardly live / real

time

Most of the analysis are opinionated and

imposing

Image

Freedom to stay

informed

Brand idea

NEWS

AAJ

Essence (in the making): The shortest distance between the truth and a human being is a story

[Slogan]