IT’S HERE & IT’S BIG
ntv7 introduces brand new positioning – comprehensive & defined
Fifteen-year-olds are known to be ASSERTIVE and pushing their limits to grab as much attention as they want. Turning 15 in just a few months, ntv7 is stepping up their game to reinforce its position as a leading TV network for celebratory and quality programming that families come together to watch again and again.
ntv7 will be introducing a BRAND NEW POSITIONING in 2013, which will usher the FEEL GOOD channel into an exciting phase in its evolution. The channel will have a better defined positioning, making it a premium brand for the Professionals, Managers, Executives, Businessmen (PMEBs), also known as the Modern Urban Progressive Adults (MUPAs).
MUPAs are made up of 25 – 45 year olds with an urban and global mindset who also possess the following traits – smart & stylish, modern with a global taste and preference, on-the-go, and family-oriented, amongst others.
Airin Zainul, Group General Manager of ntv7 & 8TV said:
“ntv7 went through a positioning exercise by determining what it can do MORE for its viewers and advertisers, while further strengthening its 15-year legacy of inspirational, feel good values.”
“This is great for brands who would like to maintain their premium brand values YET be on a free-to-air platform. The new positioning will showcase premium brands to a much bigger audience. No one can do this like ntv7,”
ntv7 will be rolling out its action plans in 2013 where the channel will base its efforts and strategies on THREE giant areas – Focused Content Strategy, Focused Trade Strategy, and Focused Viewer Interaction and Communications Strategy.
The Home of Feel Good which recently announced its 2013 line-up will be ENHANCING ITS CONTENT. The channel will be acquiring strong movie titles, while increasing high-quality comedies and documentaries. The look and feel of the station will also be incorporated to complement its strong content. “Although there are a lot of emerging platforms of content providers out there, I think what we need to focus is our CONTENT as that’s what matters most to our viewers,” said Airin.
Meanwhile, 2013 is also about BUILDING TRADE CONFIDENCE within its advertisers and suppliers. The channel is committed to uphold FLEXIBILITY, where advertisers can enjoy exceptional deals and experience that include customisation solutions and integrated packages.
And because TV is no longer confined to the living room, TV networks will need to think out of the box and expand on what it can do more to close the gap with viewers, while meeting the needs of the fast-changing lifestyle habits of the people. In 2013, ntv7 will further ENGAGE VIEWERS THROUGH INTERACTION. Amongst its plans are to get the community involved with specially created events and campaign tie-ins such as Bella Awards, Feel Good Run, Yuan Carnival, ntv7’s 15th anniversary celebration, and many more. The channel will also be leveraging and making use of every online and social media platforms to draw close to its viewers.
“The entertainment industry has always been a competitive industry – that’s already part of our challenge. In fact, I think what’s more challenging for us is to keep up with the changing habits and lifestyle of our viewers. Through events and campaign tie-ins, we hope to draw more participation from the public, while bridging the gap,” Airin said.
During the recent Media Prima 2013 TV Networks Screenings, ntv7 announced a line-up of great shows including international hits such as Fringe, The Big Bang Theory, New Girl, How I Met Your Mother, and Two & A Half Men. The channel will also air more local content which targets MUPAs including Bella Awards (Malaysia’s 1st women’s awards show), Tanah Merah (a grand production featuring Malaysia’s top Director, Khabir Bhatia and a line-up of star-studded casts), Projek Korus (a reality talent competition presenting some of the country’s best choirs), and Phat Fabes and Ben Show (a refreshing variety talk show by Malaysia’s funniest and quirkiest duo), amongst others.
ntv7’s local Chinese content is also a huge success. The productions are now just as good as, if not better, than international Chinese productions. The new shows lined-up for 2013 will include Undercover Cops (from the award-winning director of The Iron Lady), The Super Cute (Malaysia’s 1st kids’ model search reality show in Mandarin), Set Off to the World (our very own version of the famous TVB travel series), as well as the returning of hit shows such as Mars vs Venus, Mandarin Battle Star, Love Compulsory, and Time FM will to further strengthen the line-ups.
In 2012, ntv7 remain competitive and is positioned in the Top 5 of both Total 4+ and Urban 30+ with the latest audience share of 5.1% and 5.8% respectively in September. Its audience share in the Chinese 4+ is also strong with 17.9% in September and is positioned in the Top 3.
The 2nd Golden Awards achieves another success this year with almost 700,000 Chinese viewers and at 50% viewing share. “Will & Kate – The Malaysian Tour”, which aired on Malaysia Day has contributed positively with viewership 23% higher than average performance for the slot. The entire campaign countdown period from 9th till 16th September 2012 has reached out to over 5 million TV viewers through all the special highlights on ntv7 in-house talk shows, news & current affairs programmes and the airing of the Will & Kate Special Documentary. Meanwhile, in the month of August, “The Game”, Malaysia’s 1st Chinese reality drama, also received overwhelming response with over 700,000 viewers with its bold and refreshing concept. ntv7 has also done a better job this year through stronger movies line-up. The channel has also recently introduced a marathon of James Bond movies in the month of October which achieved good reviews and ratings.