Marketing & Corporate Affairs Presentation to Dubai Television.

1. Marketing & Corporate Affairs
A presentation by
Rajnish Narayanan
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2. Index
•Marketing & Corporate Affairs Structure
•Brand management
•Corporate Communication
•Creative Dept
•Event Management
•Research Dept
•Corporate Social Responsibility
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3. Marketing & Corporate Affairs Dep’t
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4. An overview
Increased competition is facilitating the application of brand management in Television
industry as Television station race to establish clear and memorable brand images in an
increasingly complicated marketplace like Middle east filled with infinite content offered
by broadcasters from all over the region.
In short, to succeed in a noisy media marketplace, today TV channels need to establish a
consistent brand image using multiple platforms. Furthermore, the broadcasters have to
increase the efficiency of their marketing plans given the rising cost of marketing
expenses.
My role will be directly to shape the television station's marketing strategies , Corporate
communications, activities and because of their increasing involvement in determining a
station's programming environment and strategic objective.
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5. Brand Management
Brand Managers role will be more for
•Strategic study on the specific audience and advertisers (ratings, psychographics, lifestyle,
and dip stick studies).
•Search and evaluate program suitability, branding and develop program strategies
including promotions to ensure program ratings are high.
•To monitor competitors programming activities and strategies on a regular basis.
•To prepare written and verbal reports to management and program committee which
provides strategic planning in response to changes in audience, advertisers and
competitor's activities.
•To take up assignments that is typically involved quantitative analysis, data interpretation
and recommendation for Management decision making process.
•Also liaison with the Acquisition and production department for international, regional
and local programs.
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6. Corporate Communications department.
This department will conceptualize and implement a communications strategy that
positions the organization effectively within all forms of media, while creating a foundation
for effective and efficient internal and external communication with key stakeholders and
target market.
Key Responsibilities of this department will include
•Strategic implementation of all media communication.
•Media relations strategy.
•Public relations - external communication.
•Internal and External communication strategy.
•Management of all the organization communication channels.
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7. Public Relations Department
The Public Relations unit will play an integral role in the success of the station's
programming. This department is in constant communication with other media outlets
regarding programming, ratings and awards.
Other Public Relations Services
•Prepare Spokespersons for Media Interviews
•Coordinate News Conferences
•Write Executive Speeches
•Press releases for TV programmes and press conferences
•Responsible to feed information of daily programme schedule to other TV media and print.
•Also responsible for photo shoot, photography and interview sessions involving artiste,
entertainers, Producers, news presenters etc
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8. Research Department.
Research Department's primary role will be to support the Agency Sales, Client and Strategic
Sales and Sponsorship departments by ensuring that they are presented effectively to
potential and existing advertisers and media buying agency .
The Research department uses a variety of research analysis tools as well as commissioning
new research to gain a greater understanding of who our viewers are. The department
provides analysis on programmes, advertising campaigns and market sectors to help sell the
channel to advertisers.
Program Research - team handle’s viewer requests, press releases, guest preparation, and
topical and video research. They are responsible for interview confirmation, fact-checking,
script assembly, and filing video and transcripts.
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9. Corporate Social Responsibility (CSR)
Corporate management program activities will be aimed at contributing to sustainable
development of the environment, global society and business. The program pursues the three key
areas of
•Financial
•Environmental and
•Social sustainability.
The Company can promote ecology through its programming, educational programs and could
work to reduce the environmental footprint of its business activities, thus create a beautiful world
for future generations.
Socially, we aim for swift decision making and business execution in response to changes in the
business environment to achieve sustainable growth of corporate value and enhanced contributions
to society.
The Company should be keenly aware of its social responsibilities as a leading media company and
should strive to promote local, regional & global environmental preservation through programs and
events.
Television stations have the important responsibility of prompting people to reflect on the global
environment through programs and events. Participation takes various forms and includes
philanthropic initiatives such as gifts, grants, sponsorships, in-kind donations, and volunteerism.
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10. Other Units
Events department :
Assist with the planning, coordination and executing of major station events, in
addition to station sponsored events, movie screenings, and live broadcast remotes.
•Assist with event setup, demo-sampling, and interact with viewers & clients.
•Events team will help in creating promotions and tools for various events.
•Support the planning, design, and implementation of assigned road shows , events
and promotional & Marketing campaigns
•Assist in the analysis of compiling/targeting activities
•Assist on management of the delivery of marketing tools on the ground.
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11. The Advertising unit
The Advertising unit serves as an in-house advertising agency for the station and consists of
the promotion, graphics and digital media staffs. The unit also creates station advertising in
other print & electronic media, issues the weekly program schedule, and develops creative
themes and designs, to support businesses and marketing objectives.
•Directs design staff to translate visual/verbal concepts and creative strategy into print,
digital advertising.
•Responsible for all phases of the creative process from concept through execution.
•Controls the design, layout, typography and visual ideas for all aspects of the project.
•Collaborates with Creative Directors, end-client and production team to identify project
needs and design the product.
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