Reality is surprising
TTV is a nationwide TV station belonging to the TVN Group and available on a free terrestrial television platform. In 2014, the TTV brand was not very popular and was perceived as unattractive, unremarkable, and offering reruns from the TVN Group. Due to the type of concession licence granted, the station had an educational and informative profile and offered edutainment content.
We were asked to help in developing a long-term channel development strategy and to address the most important areas related to its implementation. What turned out to be of key importance was the discrepancy between the viewership data and consumer research, which did not allow for a clear indication of the desired direction of the station profile development. Telemetry data indicated the popularity of TVN reruns and consumer insight indicated the need to create more ambitious and culture-forming content.
We carried out a comprehensive process of developing a strategy with in-depth diagnostics. Thanks to appropriate analytics, we reconstructed the contemporary, real, highly superficial way of television consumption, which is clearly different from the perceptions and insight.
We proposed new, distinctive positioning and ways of self-promotion for the station to build up its expressive and attractive image. The station introduced a new visual identification, a new organising idea, new programme format, and a new style of communication – more controversial, bold, and thus provoking discussion.