PD Brand Creative - Operative Manual

a PAKISTAN TELEVISION CORPORATION presentation to MD

Prelude

• Objective [The Need]

• PD Brand Creative Facilitation Process

• key functions and implementations

• Proposed org arrangement

Objective

[The Need](a) To add value to one of the most powerful intellectual property created for and by the state; Pakistan Television Corporation; brand: PTV.

(b) Crafted to deliver upon all aspects of on and off screen communication strategy as craved out by

Product Development Dept. and as consented by the Management / MD.

(c) To utilize all resources effectively at a minimal cost and immediate delivery on all communication

avenues by needs of all beams of the Pakistan Television network.

(d) Curbing on the cost can be made effective by disengaging with the concept of out sourcing and

external project commissioning and utilizing all units internally, addressing needs of channel packaging, program packaging, special projects and events, corporate communications for Pakistan Television network.

PD Brand Creative

Facilitation for the following

Creative

Programming

Marketing

Sales

Channel Packaging & SP

Concepts

Calendar Events

Promotion to Viewers

Sales Support

Promotion to Advertisers

Marketing Execution

Feedback

Support Functions

Areas of delivery

Functions Brand Creative

PD & Marketing Comm. [Creative Wing] >

Programming & News

Packaging & Graphics

Promotions / Promos, bugs

Tickers and bugs, coming up next

Shoot based promos, set design inputs

Time tails

Teasers, launch & progressive promos

Viz suggestive

POP News Campaigns

News promos

News shows packaging

Bugs, supers, PIP templates, name tags

SOP(s)

Simplified

Overview

Promotion and packaging briefing in line with the concept and channel’s

brand equity to Creative

Preview material and obtain management (authorized personal’s)

approvals

PD & Marketing Comm. [Creative Wing] > Creative Commissioning -

For all Corporate Comm. & Mktg.

Collateral Supports as designed and acquired from Creative

Executing deal: I.E. v/os and tails designed from creative

Campaigns & ID(s)

Transmission transition ID(s)

CSR Campaigns, shoot based & Gfx

Network reinforcement camp. & ID

SOP(s)

Simplified

Overview

Series Campaigns – stage to all comm. I.e. progressive, launch

SOT(s), windows, templates

Localization of all acquired content promotions

PD & Marketing Comm. [Creative Wing] > Sports

Cross promotion PIP, score bugs on all screens.

Tossing over shows and analysis packaging

SOP(s)

Simplified

Overview

Implementation scope Brand Creative

Marketing > Promotion [External and Group resources]

Institutional Campaigns

Channel drives establishing & revitalizing the brand for the

consumers.

Channel / program flavoring marking a particular event in a month [at least 3 to 4 events every month], in forms of full scale delivery [transmissions,

exclusive programming, program flavoring, creative elements such as factoids, fillers, quotes, songs, etc.]

Or smaller events in form of restricted creative element designed

and placed [depending upon the event magnitude]

Calendar Campaigns

POP [Proof of performance] campaigns are usually news driven

campaigns and Creative / Marketing from Karachi plays a supportive role i.e. music supports and placements

in a promo schedule

These are designed and delivered on a jump queue basis and a put up on

screen on priority sequences

POP / Event based Campaigns

Marketing > Institutional & Calendar campaigns

Conceptualization [in coordination with Creative], i.e. proposing

succession to the prior campaign and coming up with the theme lines

Programming [LHE & ISB] is brought in for resources sharing and possible

value addition to the process.

Creative

Programming SupportMarketing

Approvals are obtained from the management on the overall concept

and proposed budget [Creative]

Execution modalities are locked and delivery deadlines are scheduled

The campaign is then unleashed on the channel

and print [BTL / OOH / Radio, if required]

A standard life span of the campaign is for less than a

quarter [hence, the elements are to be

designed accordingly & spread across]

SOP(s)

Simplified

Overview

Marketing > POP campaigns

Marketing Process

News / News Packaging

MarketingCreative

Material delivered to the news packaging and edited in LHE. Aired through transmission in accordance with the contingency promo plans.

Or on the standing instructions of the news.

Suggestion: Prior planning / anticipated stance can be worked up on delivered on a proactive note for

some of the anticipated political developments.

SOP(s)

Simplified

Overview

Team & Resource allocation

Brand Creative

IslamabadKarachi Lahore

Equipment:16 / 17 Gfx machine

Team:NLE 1

Graphics Designers:8Animators:8

Digital Calligrapher 1Musician 1

Copy writer 1Voice Over Artist (Panel)

Proposed Team Division

Team:NLE:2

Graphic designer 1Animator 1

VIZ Oprt. (to be proposed by News) Voice Over Artist 1

Equipment: 3 Gfx machinesViz team

Equipment: 4 Gfx machines

Team:NLE:2

Graphic designer 2

PTV Home

PTV News

PTV Sports

PTV Word

NLE

arrangement

Gfx Designer

Animator

Musician

Project HR SummaryJob Outline – Scoping Work flow

A total headcount of 27 - 30 individuals

Tentative break down

(a)NLE Editor 70k/m plus minus

(b)Gfx Designer (2) 80k/m – (6) 40k/m

(c)Animators 60k/m

(d)Musician 70k/m