The document discusses branding issues for Ukrainian television channels, both currently and looking ahead to 2015. It analyzes market share and viewer demographic data for the top 6 channels. Research findings show that branding, including customer satisfaction, slogans, and anchor associations, will be a key driver of success for channels in upcoming years as they compete for market share and prepare for a digital transition. The top channels need strong brands to maintain their positions, attract investments, and capitalize on their TV brands in new digital platforms.

1. Grab their remote with both hands!(while they have it)Ukrainian TV Branding issues, now and in 2015

2. Long Time Ago, In the Galaxy Far Away 2 Average Viewer’s Age Share of Female Viewers Source: GfK, 50K+ markets

3. Another Look From The Open Space Lost 10.6% in 7 years, internal distance – 9.2% 3 All Adults 18+ Source: GfK, 50K+ markets

4. One More Look From The Open Space Lost 10.6% in 7 years, internal distance – 2.2% 4 People 14-49 Source: GfK, 50K+ markets

5. And Yet Another Look … Lost 10.3% in 7 years, internal distance – 2.3% 5 Adults 18-54 Source: GfK, 50K+ markets

6. Let’s Think it’s a Starting Line, Not Finish 6 channels with the same share of market, 2 of them positioned in separate demographic niches Under pressure of c.40 more small players Under threat of change of consumption pattern C.10% MS lost since 2004, 5% to 7% more will be lost until 2015 Who’s the first to lose?? 6

7. What Facilitates Consumer Choice? Guess… 7

8. If It’s Branding, Then… The channel that has more brand attributes in consumers’ mind will have better starting position in 2012, …before the world ends in 2012 8

9. Sample Study – Three Basic Indicators Customer Satisfaction Slogans Anchors 9 Source: Kwendi Impact Studies

10. Let’s Check It 10

11. Which Channel Can Replace All the Others for You? Clear choice of Top Two Brands among females, one brand in each male group Discovery – a LoveBrand for young men 11 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011

12. Which Channel Fully Satisfies You? UKRAINE challenging older females with a strong potential to growand no single leader in the group …no Discovery, btw 12 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011

13. Please, Associate Slogans With The Channels 1+1 and STB – the only ones to have significant connection of the brand to the slogan “Consistency pays for itself”, – Cap. Evidence Ukraine managed to challenge top-3 in one year The market is very sensitive to promo efforts 13 Source: Kwendi Impact Studies for Media Group Ukraine, Kiev, Donetsk, Odessa, Lviv, August 2011

14. What’s In There? Please, name the people with whom you associate the channel … 14

15. What’s In There? INTER Please, name the people with whom you associate the channel … 15 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011

16. What’s In There? ICTV Please, name the people with whom you associate the channel … 16 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011

17. What’s In There? 1+1 Please, name the people with whom you associate the channel … 17 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011

18. What’s In There? STB Please, name the people with whom you associate the channel … 18 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011

19. What’s In There? Novy Please, name the people with whom you associate the channel … 19 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011

20. What’s In There? UKRAINE Please, name the people with whom you associate the channel … 20 Source: Kwendi Impact Studies, Impact&Recall Rating, Kiev, August 2011

21. Scoreboard Before The New Time Starts 21

22. Scoreboard Before The New Time Starts 22

23. Last But Not Least 23 GAP in BIRTH RATE THE DIGITAL PEOPLE

24. The First Slide Analysing Ukrainian TV market, we must admit that the branding becomes again one of the key drivers of successful competition among top-6 channels for the next 3-5 years, that will Determine each channel’s position within the top group Secure investments into production, stars, formats etc. Allow to migrate to new platforms in the digital world and capitalize TV brands there Some of the guys are in the game, are you there as well? 24

25. Thank You for your Attention!