July 12, 2009

Multi-channel branding strategies

Posted in ABC1, Network Ten, SBS one tagged , , , , , , , at 7:35 pm by Give Me The Remote

I’ve been thinking quite a bit about the multi channeling stategies being undertaken by the free networks.

  • ABC was first to kick off their second digital channel and choose to brand  similar to BBC (and others).. e.g. ABC1, ABC2, ABC3.
  • SBS has now followed the same lead, with SBS one and SBS two.
  • Network 10 on the otherhand have made their second channel a dedicated sports network called one HD.
  • Channel 9 look to be doing a similar thing and branding their station as a youth channel – in order to increase their marketshare in the much desired younger demographics
  • Channel 7 haven’t really done anything yet.

As I’ve written in my previous post, there are definite constraints with dedicating your HD channel to one genre of show.

I strongly believe that the ABC and SBS have selected the more intelligent format due to its lack of restrictions.

For example, at the moment most nights on SBS throughout July are filled with sport. They’ve stuck the Ashes on SBS one and Le Tour on SBS two. SBS one has the HD channel, so the cricket is in HD. When the cricket is not on, the cycling can switch to SBS one and grab the HD channel (or not, depending on what else is on)

Devil’s advocate says that switching serial programs between channels would confuse viewers. But I don’t believe we’re that stupid. If the cycling’s been on SBS one for the past week and I tune in to find the Ashes, I’m going to go to SBS two automatically. Informative idents and cross promotion help this. It’s a unified network across two channels. It works.

I can’t fathom why channel 10 has restricted themselves so much by dedicating the channel to sport. If the network had 5 different channels of course it would be fine to make one sports-only. However with 2 channels only, it’s just ridiculous to tie their hands so tight behind their back.

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