engagement on a tightrope: how venezuela's second largest tv channel succeeded the crisis

Engagement on a Tightrope

Juan ChasanOrlando RiebmanPablo Cibella

The story of how Venezuela’s 2nd largest

TV channel succeded the crisis

Venezuela

On a global scale, what used to be associated with…

Oil and Natural Resources

Beauty Contests

Beaches and Scenery

Telenovelas For Export

Venezuela

But, currently…What tends to be associated with

Please!!!

Don´t respond!

In Market Research terms, Venezuela

seems not to be on the map

Let´s try To see

Why

Political Tension vs. Mass Media

1953 1999

May 27th,

2007

1 23 4 5

Rating Leaders

The Media as Symbols of Resistance

International Support

No One was prepared for this new reality

Neither the TV industryNor other mediaNor the country as a whole

Could this happen to other media?Reactions of the General Population?

Who would capitalize RCTV´s audience?

The former situation1 2

3 4 5

Rating Leaders

The generally accepted theory1

? 3 4 5

The reality check1 2

3 4

Rating Leaders

However, additional issues led Televen to a Quandary

Flight of Brands

Shortages of basic consumer goods

High Inflation

Price controls

Unemployment

The 2014 Protests

The desperate struggle for information within a Communication fence

Social Media as an

alternative for Televen and its

audience during

protests

Televen… UP IN THE AIR This was the leverage for creativity…

What are we doing right?What are we doing wrong?

Damage control Positioning

Share of Audience

Programming Satisfaction

+ 50.000 interviews1 Month

Multiple profiling

6am to 10pm

7 days a week

Flexible questionnaire

The Flexibility of Technology

6 key urban areas

Human to Machine Interface has never been

…so human!

Interactive Voice Recognition System

06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 2120

25

30

35

40

45

50

55

60

65

70

29

35 36 36 3841

4549 48

45 4649

5357

63 62

TV Audience per timeslot

Prime Time

%

15% 12%8%

7%5%

8%

4% 3% 3%

Share of Audience Open + Cable

News and Opinion

46

26

12772

Series

Infantiles

Opinión

Dramáticos

Información

Variedades

33%

As a demanded content

Such massive data!Needs to be placed in a

human context

TV has come a long way25 years ago, watching TV meant few available channels, passive spectators and zero Interactivity

On our own schedule

Digital or Lineal

Interactive

Media content from multiple screens

Understanding the Engagement Puzzle

TheWhat’s The Why’s

Cognition Emotions Behavior

+Social Media Comments Open ended Questions

Quantilative

Over 380.000 words collected and processed

in real time

Cognitive DimensionVerbal expressions: Televen’s programming

Praise

55%

Emotional DimensionExpressed emotions: Televen’s programming

Likeability

78%

Behavioral Example

«Diálogo Con…»Sunday – 8 am

«J. Vicente Hoy…»Sunday – 9 am

Rating leader5,5 rating pts.

Rating leader5,5 rating pts.

Hard versus Soft In action«Quién quiere ser millonario»

Sunday – 9 pm

Rating leader (13.5 pts.)+10 pts. ahead

Hard versus Soft

In action

Sarcasm

65% Rejection

LikeabilityExcitement

Televen being leader among cable channels

And engaging advertisers

Quantilative

CognitionPositive

Positioning

EmotionsStrong

Likeability

BehaviorRating

Leadership

To connect and ENGAGE

Thank you!Quantilative