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Dutch Broadcasting Company MAX
Transcript of Dutch Broadcasting Company MAX
An advice to improve your image via an cross media campaign plan The Dutch public-serve broadcasting system
Reduce the number of public broadcasting companies
AVRO, BNN, BOS, EO, HUMAN, IKON, KRO, NCRV, MIK Media, NMO, NOS
NPS, OHM, PowNed, RKK, RVU, Teleac/NOT, TROS, VARA, VPRO, ZvK, WNL
Quality, independence, reliability and multiform are leading
Mobile trends and developments
Dutch Broadcasting Company MAX
Share in the market
Viewers time share (charts)
MAX reaches the most at the group 50 years and older then every other public broadcasting company
Peaks of MAX
Time for MAX
Max makes it possible
Greetings from MAX
Holland is exercising & Max memory trainer
MAX associations and collaborations
A strong urge
MAX Proms: 20.000 to 22.000 visitors 50+
MAX at the 50+ market: almost 100.000 visitors 50+ Visitation committee
The judgement of the visitation committee is positive
+ Target group defined to wide
+ Speak to your target group at every platform
Content of MAX
Broadcasting company MAX is a public broadcasting company for people with ages of 50 years and older.
Peaks of MAX
The aging is for MAX a strength and an opportunity. They are the target group of MAX and they consists of three different generations:
- The pre-war generation, 80 years and older
- The silent generation, 65 to 79 years old
- The protest generation, 50 to 64 years old
The resolute religious
The easy-going citizen Desired image and targetgroup in a nutshell
Public broadcasting company MAX wants to express their growth of the last years.
MAX has to let the younger sub-targetgroup 50-65 know that MAX is aware of their interests and needs and that they want to make programs based on those facts. Mas had grown very fast because of their good programming.
The hobbies and interests of the targetgroup
The elderly experience television as positive when they see it as an option.
Max wants to create or adjust programs for the sub target group.
MAX is going to publish the weather forecast on their website Extra's & my advice
Pay attention to that young sub-targetgroup to increase your membership and to improve your image by letting them know you are there for them also.
The target group does not often go to MAX spontaneously so it’s better to bring MAX to the target group
In this campaign you’ll do this by using their hobbies and interests.
1. The assignment & question
2. Desired image and targetgroup in a nutshell
4. Cross media campaignplan
5. The Dutch public broadcasting system
6. Share in the market
7. The content of MAX
10. Extra's & advice
How can broadcasting company MAX, by using a cross medial concept, positively change their image so they get more members in the period 2010-2015? Membership
Needed: 50.000 members
MAX: 65,155 members!
MAX: 238.770 members!
MAX wants to subscribe 300.000 members in 2014.
More members = more airtime Current identity
Broadcasting company MAX is a public broadcasting company for people with ages of 50 years and older
Reach all people above 50 year
Based their themes and genres on the interests of the target group
Change the negativity around the elderly
The values of MAX: Involved, Open and Reliable.
Not only quality tv but also organize meetings between the target audience
MAX does not lose the elderly who are lonely and they give them entertainment, knowledge and contacts.
Takes it’s time (‘slow tv’ ) Not the same show at the same hour every day
Dull and moldy
Daytrips for people with a disability
No commercials and less vulgar topics.
Old people - Collaborations
Enlarging the efficienty and the effectivity
TELEAC, ANBO, UniekBO, newspapers Radio
MAX at 4 of the 6 channels
JAZZ at 6
MAX at Midnight Internet
MAX reached over 300.000 unique visitors a month in total
MAX Meeting Point.nl
To join clubs en to get to know each other virtually
NPO ingeneral is following the social media trend!
What about MAX? DESTEP
Social-Cultural: 3 different sub groups
Technologic: the internet
Ecologic: the environment
Politics: the state Desired identity
The identity of MAX should not be altered.
Prize of media company of the year 2009
The fastest growing broadcasting company of Hilversum.
The aging-issue and posivity about the elderly
Not only interesting for the seniors with the age of 65 and up
Open for ideas from the viewers
So, what is the problem?
The image that the younger target group has, is the most important one and is the reason why many people under the age of 65 do not watch MAX. They do not see themselves as the MAX target group.
They have to know that MAX exists to make television for THEM too!
Pre-war/Silent generation Protest generation
-Enjoying their pension - Active in labor market and volunteer work
-Values and ideas of the old days - Specific views and behavior
-Experienced the war - Influenced by cultural revolution
-Homelike and good health - Socially involved, hobbies and spare time
- Work, living and technology
Visual image about the protest generation (50-64 years old)
The usage of media is increasing enormously by age. (Chart)
The MAX experience..........
Direct-marketing, TV, website
Flyer and map
If someone does not like to bike of walk, this concept could also be used in the city
Example: SUDOKU The point of this all is to express how fast MAX has grown into a big successful broadcasting company and let the target group know that the program makers listen to their wishes.
The target group is getting the MAX experience.
Questions? Marlies van Hooijdonk
16 april 2010 Current image