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Connecting With Your Audience

Connecting With Your Audience. by Azhar Borhan 24 th May 2011. Content creation subsidiary of Media Prima group 5,000 hours of content for TV, 6 to 10 movies per year. Who are our audience? How well do we know them?. The audience. Malay. English. Kids. Professionals & Executives.

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Connecting With Your Audience

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  1. Connecting With Your Audience by AzharBorhan 24th May 2011

  2. Content creation subsidiary ofMedia Prima group 5,000 hours of content for TV,6 to 10 movies per year

  3. Who are our audience? How well do we know them?

  4. The audience Malay English Kids Professionals& Executives Traditional Urban Modern Youths Mass Indian Chinese Aspirational Housewives Young families Working women

  5. Media Prima Berhad group of companies Television Broadcasting ContentCreation Print Events Radio Outdoor New Media Network Portals

  6. Media Prima Berhad group of companies Television Broadcasting ContentCreation Print Events Radio Outdoor New Media Network Portals

  7. Mass families, all Malaysians • Urban families • Kids • Chinese families • Young Urban 15 – 29 years old • Chinese / English speaking • Young Malay families < 35 years old • Kids and youth

  8. Total viewership =

  9. The delivery method and platform is as important as the content itself

  10. Conversations are as important as ratings • If its good, they’ll tell others, who’ll tell more friends, who’ll tell their friends, who’ll tell more friends… • Social networking = powerful promotion • Significant increase in exposure and consumption of the content

  11. = = + +

  12. Teaser Main content Apps & interactivity

  13. Relevance • Relevance is more than just picking topics which match viewers’ interests • Relevance also comes through portraying values and beliefs the audience can identify with

  14. Values and beliefs • Up-bringing & education • Family, friends, people who matter to us • Religious beliefs • Cultural background • Economic and political environment

  15. Engaging stories • More than just the subject matter • Characters, dreams, conflicts, achievements • Drama is no longer just a genre • Drama has become increasingly integral in telling stories across many genres

  16. Fulfilling personal needs • Food and travel shows – play on a basic need and our desire to experience new things • Higher level needs are targeted in shows portraying luxury activities or successful corporate figures – appealing to the affluent and ambitious

  17. Summary • Know your audience as intimately as possible • Make your content relevant to their needs • Adapt the content to the capabilities of each delivery platform & create a total experience • Trigger positive conversations to build attention and maximise exposure and content consumption • Tell compelling stories

  18. Thank you

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