HSMAI Channel, Europe's Internet-based travel and hospitality TV channel, to be launched during autumn 2013

1. Concept and strategy
HSMAI as a TV Channel
Ingunn
Hofseth
HSMAI

2. Grounds for going ”on air”

3. TV: The world’s biggest pastime

4. Media distribution
• TV the leading medium
• Newsprint sees radical decline
• Web stabilising
• Radio in decrease
• Internet news growing fast
• Magazines drop below 50 %
• Mobile content soaring

5. Daily viewing, 2012
All figures Norwegian, in minutes
250 234
200 183 180 188
175 167
159
150
150
100 92
50
0
P12+ F12+ M12+ P12-19 P20-29 P30-39 P40-49 P50-59 P60+
Source: TNS Gallup TV Metre Panel, national universe

6. Smart phone and tablet extensiveness
70
• Increasing
60
numbers of
50
Europeans have
smart phones 40
Tablets
• In some countries 30
Smart phones
up to 30 % have 20
tablet 10
computers, of 0
which more than Q2
'10
Q4
'10
Q2
'11
Q4
'11
Q2
'12
2/3 iPads

7. Use of mobile media content 2005 – 2012
50
47
Weekly 44
40 40 40
Daily 36
34
32 32
30
29
27 27
25
24
23 22
20
19 19
17 17
15 15
14
12 13 12
10 11 11 11 11 10 10 10 10 11 12 12 11 11
9 9 9 9
8
5 6 6
5 4 4 5 5 5
4 4 4 4 3 3 4 4
0

8. TV offers numerous viewing options
Computer
PC & mobile PC & tablet
PC, mobile, tablet
34 % 17 %
11 %
Mobile Tablet
Mobile & tablet
12 %
Source: TNS Gallup/Kantar Media

9. Daily penetration, streaming – Q2 2012
12-19 yrs 18
20-29 yrs 15
30-39 yrs 11
40-49 yrs 9
50-59 yrs 7
60+ yrs 6
Source: TNS Gallup’s Norwegian Internet Panel (NIP)/Kantar Media

10. HSMAI’s goals and purpose

11. Goal
• Create our strongest communication channel
for the defined target groups and sponsors
• Make HSMAI even stronger
• Reinforce qualifications and networks within
said target groups

12. Target groups
• The travel and hospitality industry and its
customers
• The media, authorities and political bodies

13. Distribution
• Streaming via dedicated website
• Added by YouTube or similar SoMe
distributors
• Other social media outlets

14. The screens
• Mobile
• Tablet
• PC/Mac
• TV sets

15. The costs
• Production
• Content
• Marketing
• Sponsor sales

16. In short:
• The channel is to be financed by sponsors, in
its entirety
• Sponsorships sold in half- and full-year terms
• Determining level of professionality

17. Quality: Adequate
• Not BBC or HBO level
• Not broadcast level
• But sufficient to create added value

18. Editorial platform

19. Editorial foundation
• To be viewed as trustworthy and objective
• Including all target groups

20. Content values
1. Including
2. Purposeful and up-to-date
3. Socialising and inspiring

21. 1. Including
• All target groups covered by total content
• Making space for all views
• Display the industry’s width and versatility
• Open for execs as well as employees

22. 2. Purposeful and up-to-date
• Create content of interest to the target groups
• Create content that involves the target groups
• Create content reaching its audience at the
right time

23. 3. Socialising and inspiring
• HSMAI imparts knowledge
• HSMAI discusses knowledge
• HSMAI develops knowledge

24. Categories of content
• Brief interviews
• Surveys
• News
• Reports
• Big as well as smaller events

25. Staff
• Ingunn Hofseth
• XXXX XXXXXXXX
• XXXX XXXXXXXX
• XXXX XXXXXXXX
• XXXX XXXXXXXX

26. Scheduled programming, autumn 2013
• The HSMAI Magazine: made available every
Thursday at 19:00
• Lasting 30 minutes
• Based on interaction in social
media, especially on Thursday
nights, including prizes
• Viewable at any time
• Concept to be developed
• HSMAI Extra: Held in connection to larger
events, summer tour etc

27. The HSMAI Magazine
• Simple studio, no costly extras
• Reports and stories
• Lots of brief interviews
• Frequent recording on location
• All of Europe, as far as possible
• Recurring elements

28. Scheduled programming, spring 2014
• The HSMAI Magazine: made available every
Thursday at 19:00
• The HSMAI interview, a 15-minute
interview, made available every Tuesday at
19:00

29. The possibilities
• To make the most important, most effective
and involving channel for the travel and
hospitality industry – and its customers