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Managing promotional resources: are TV broadcasters getting it right?

TV broadcasters need to apply the basic tools when managing their promotional resources if they are truly committed to achieving desired results. Objectives, strategy and tactics would have to be carefully designed to achieve specific goals. This emerged late last week at PromaxBDA Africa 2011.

Speaking at the Sandton Convention Centre in Johannesburg, Jo Wilkinson, of James and Wilkinson Media (JWM), said: "Have clear and single-minded objectives, and a focused vision, which will ensure that your promotional activities run effectively.

"Prioritise your promotional messages."

"Prioritise your promotional messages. How? We recommend that you have an annual or quarterly planning process. And make use of a single model to aid the prioritisation of promotions."

Britain's Wilkinson, who previously worked for BBC and Sky, urged broadcasters to allocate a percentage of promotion airtime to each category. She warned broadcasters against wasting or mismanaging airtime, which she described as their biggest marketing tool, thus recommending that they manage it carefully and control it well.

Wilkinson also had strong words for broadcasters who disregard their audiences by showing 'crap', stating: "Don't forget your audiences. Choose content that satisfies audiences, delivers higher viewing, helps improve the brand's perception of your channels, and add value to your brand.

"And most of all, distinguish between commercially viable and less commercially viable viewing and light viewers and heavy viewers."

Apply aspirational targeting

Wilkinson's colleague Alan James said: "Try to extend the reach of your content by applying aspirational targeting, which is one way of repositioning your channel (programme credibility, and brand repositioning and future repositioning)."

James, who previously worked for BBC and Ogilvy & Mather before launching JWM with Wilkinson, pointed out that broadcasters need to use effective frequency to maximise their effectiveness. Summing up their presentation entitled 'Sitting on a goldmine', both James and Wilkinson said promotional resources will only be well-managed by applying the four following points:

  • Single-minded objectives: tell everyone in the team what you are trying to achieve

  • Clear prioritisations of promotional messages
  • Efficient targeting
  • Effective frequency planning and resources allocation

James said, "At a time when there is increasing pressure on marketing and creative budgets, now is the time to ensure that you are getting maximum value from your promotional resource, and recognise its opportunity cost and the impact it has on each individual service and overall portfolio."

Themed 'Connect 3.0', PromaxBDA Africa 2011's sponsors included SABC1, 2 and 3, M-Net, DStv, TopTV,, Red Pepper, Clearwater, Monarchy, Screen Africa, SuperSport, CSquared and branding partner Orijin.

"Promotion of local talent"

SABC marketing director Yvonne Johnston said, "This partnership strengthens our efforts as the public broadcaster in contributing to the promotion of local talent, and for locals from the world to explore the future direction of TV promotion."

The event was also graced by US-born Michaela Angela Davis, an image activist, writer and conversationalist, who urged broadcasters to get intimate with their audiences, create characters and invest heavily in content.

Davis currently works for BET (Black Entertainment Television), one of America's top 20 cable networks.

PromaxBDA Africa 2011 Winners

CategoryAwardEntry titleCompany
Best Television Image CampaignGoldLifestyle Brand CampaignBBC Worldwide
Best Television Image CampaignSilverMM1HD Launch CampaignMonarchy
Best Television Image PromoGoldMaking Memories with DStvStudio Zoo for DStv
Best Television Image PromoSilverMM1HD Launch PromoMonarchy
Best Themed CampaignGoldMM1HD Launch CampaignMonarchy
Best Themed CampaignSilverRugby World CupThackwell & Whittaker
Best On-air Program CampaignGoldMM1H Alice in Wonderland CampaignMonarchy
Best On-air Program CampaignSilverBig Brother AmplifiedBirthmark for M-Net Africa
Best News & Current Affairs PromoGoldA Right Royal Wedding on DStvStudio Zoo for DStv
Best News & Current Affairs PromoSilvere-News Channel Internation
Best Documentary or Factual Entertaiment PromoGoldTouching Base: CyrusMTV Base
Best Documentary or Factual Entertaiment PromoSilverTouching Base: AdebayoMTV Base
Best Entertaiment PromoGoldM-Net Mike & Molly "Up Size Burger Box" TeaserClearwater for M-Net
Best Entertaiment PromoSilverNonhle Goes to HollywoodBirthmark for Vuzu
Best Reality PromoGoldMan V FoodSPT
Best Reality PromoSilverM-Net Masterchef Australia "Knife's Edge" TeaserClearwater for M-Net
Best Lifestyle PromoGoldFeetChello Multicanal
Best Lifestyle PromoSilverA Kitchen Cacophony on DStvStudio Zoo for DStv
Best Children's PromoGoldClose Encounters of the Ferb KindThe Walt Disney Company
Best Children's PromoSilverCBeebies Colours/NumbersBBC Worldwide
Best Drama PromoGoldMurderous Mondays - M-Net Movies 1 HDMonarchy
Best Drama PromoSilverM-Net (Africa) Jacob's Cross "Power"Clearwater for M-Net
Best Drama CampaignGoldM-Net The BorgiasClearwater for M-Net
Best Drama CampaignSilverM-Net (Africa) Jacob's Cross "Power" CampaignClearwater for M-Net
Screen Africa Best Movie PromoGoldM-Net Action - Horror FestOrijin
Screen Africa Best Movie PromoSilverM-Net Friends 2011 Feb Movies 45"Clearwater for M-Net
Best Music/Arts PromoGoldNational Arts FestivalRed Pepper
Best Music/Arts PromoSilverMVPMTV Base
Best Sports PromoGoldICC CWCCSquared/SuperSport Int
Best Sports PromoSilverSABC_IRB_RWC2011SABC2
Best Sports CampaignGoldRugby World CupThackwell & Whittaker
Best Sports CampaignSilverStandard Bank ProAdmit One
Best Special Event PromoGoldRugby World Cup LaunchThackwell & Whittaker
Best Special Event PromoSilverMadiba Birthday WishClearwater for M-Net
Best Humour in PromotionGoldPrudence (Mam'Gobozi)Ogilvy Johannesburg
Best Humour in PromotionSilverXhose CommmentaryCSquared/SuperSport Int
The Mama Africa AwardGoldTouching Base: CyrusMTV Base
The Mama Africa AwardSilverTouching Base: BolajiMTV Base
Best Promo Not Using Promo FootageGoldRugby World Cup LaunchThackwell & Whittaker
Best Promo Not Using Promo FootageSilverM-Net Mike & Molly "Up Size Burger Box" TeaserClearwater for M-Net
Best Promo Only Using Promo FootageGoldTouching Base: CyrusMTV Base
Best Promo Only Using Promo FootageSilverM-Net HD "Order vs. Chaos" 60"Clearwater for M-Net
Something For NothingGoldI Am Tshwane TVTshwane Television
Something For The Weatherman: November Channel
Best Music CompositionGoldMK Channel Branding 2011Orijin
Best Music CompositionSilverOMusic BrandingMonarchy
DStv/M-Net Editing GoldThe Wild - Title SequenceMonarchy
DStv/M-Net EditingSilverM-Net Africa HD "Breathe"Clearwater for M-Net
Sound Design AwardGoldM-Net Weeds 6 "Little Green Men"Clearwater for M-Net
Sound Design AwardSilverHorror Genre Ident - M-Net Movies 1 HDMonarchy
Best Copy/ScriptwritingGold2011 Look ForwardThackwell & Whittaker
Best Copy/ScriptwritingSilverUS PGA Tour LaunchThackwell & Whittaker
Best DirectingGoldM-Net - The WildMonarchy
Best DirectingSilverM-Net (Africa) Jacob's Cross "Power"Clearwater for M-Net
Most Outstanding Promo of the YearGoldM-Net (Africa) Jacob's Cross "Power"Clearwater for M-Net
Most Outstanding Promo of the YearSilverM-Net Festive GreetingsOrijin
Best Sponsor Integration SpotGoldCell CMTV Base
Best Sponsor Integration SpotSilverVolvo InspirationClearwater for M-Net
SABC Best Integrated Marketing Campaign AwardGoldSuperSport Rugby World Cup CampaignSuperSport
SABC Best Integrated Marketing Campaign AwardSilverM-Net (Africa) Jacob's Cross "Power" CampaignClearwater for M-Net
Best Public Service Announcement/Community SpotGoldDStv's 3RSStudio Zoo for DStv
Best Public Service Announcement/Community SpotSilverM-Net Cares - Drive to LiteracyOrijin
Best Use Of Social Media - Category Cancelled
Best Interactive PromotionGoldM-Net Series "Psst"Clearwater for M-Net
Best Interactive PromotionSilverMVPMTV Base
Most Outstanding Marketing InitiativeGoldSuperSport GoalmouthSuperSport
Most Outstanding Marketing InitiativeSilverM-Net Action - Social Media CampaignOrijin
Best On-air Branding DesignGoldODISEAChello Multicanal
Best On-air Branding DesignSilverM-Net Movies 1 HDMonarchy
Best On-air Ident DesignGoldMM1HD - Musical IdentMonarchy
Best On-air Ident DesignSilverMM1HD - Horror IdentMonarchy
Best Program Title Sequence DesignGoldM-Net - The WildMonarchy
Best Program Title Sequence Design MK Awards 2011Silver MK Awards 2011Magic Factory
Best Original Logo DesignGold2010 Channel O Music AwardsClearwater for M-Net
Best Original Logo DesignSilverDStv Online - OMusicMonarchy
Best use of TypographyGoldM-Net Festive GreetingsOrijin
Best use of TypographySilverMM1HD - Inglorious BasterdsMonarchy
Best CG AnimationGoldFireflyOgilvy Johannesburg, Black Ginger, Shy The Sun
Best CG AnimationSilverSpot Periscope ODISEAChello Multicanal
Best Set DesignGoldMK Awards 2011Magic Factory
Best Set DesignSilverJam Alley Crew vs. CrewRed Pepper
Best Visual FX and CompositingGoldM-Net Magic CityOrijin
Best Visual FX and CompositingSilverRugby World Cup LaunchThackwell & Whittaker
Best Design with FootageGoldM-Net Festive GreeetingsOrijin
Best Design with FootageSilverM-Net Mike & Molly "Up Size Burger Box" TeaserClearwater for M-Net
Most Outstanding Design in PromotionGoldM-Net Cares - Drive to LiteracyOrijin
Most Outstanding Design in PromotionSilverM-Net Festie GreetingsOrijin
Design Rocket Award - Category Cancelled
DStv/M-Net Promo Rocket AwardGoldRyan LaneClearwater for M-Net
DStv/M-Net Promo Rocket AwardNo Silver winner
Channel Brand of the Year GoldMK Channel Branding 2011Orijin
Channel Brand of the YearSilverM-Net Movies 1 HDMonarchy

About Issa Sikiti da Silva: @sikitimedia

Issa Sikiti da Silva is a winner of the 2010 SADC Media Awards (print category). He freelances for various media outlets, local and foreign, and has travelled extensively across Africa. His work has been published both in French and English. He used to contribute to as a senior news writer.

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