TTV
Reality is surprising
A nationwide television station sought to define a clear strategy for its future growth, but market research revealed two conflicting directions.
CHALLENGE
TTV is a national terrestrial television station owned by the TVN Group. In 2014, the brand struggled with low popularity and was often seen as unappealing and lackluster, primarily offering reruns. Faced with the need for a comprehensive transformation, TTV had to align its direction with its edu-tainment profile, a requirement tied to the nature of its broadcast license.
Our task was to develop a long-term growth strategy for the channel. However, consumer research and telemetry data pointed to divergent paths for the station’s evolution. While audiences claimed to want more sophisticated content, their actual viewing habits told a different story, favoring lighter, more entertaining programming.
EXECUTION:
To address this contradiction, we conducted an in-depth diagnostic and analytical process. This allowed us to accurately reconstruct modern television consumption behaviors. Armed with these insights, we devised a robust development plan to help TTV evolve into an engaging and distinctive channel.
Perspective shifts with point of view. This playful and thought-provoking idea became the foundation of the new brand strategy we proposed for TTV. Reality is surprising – sometimes all it takes is a fresh perspective to see it. Interestingly, this concept mimicked our own perspective of the project.
RESULTS
TTV transformed into a bolder, more authentic channel, addressing controversial topics and sparking meaningful discussions. As a result of our work, the station introduced a new visual identity, an organizing brand idea, and a distinct communication style, all of which solidified its refreshed image.
