Competitive frame: TF1, M6 and the
generalists channel such as France2, France3, France4, D8, Canal+.
The Keller model is mainly composed of
3 concepts that are the Pods, the Pops and the Mantras.
The PODs: The point of difference
TF1
We have defined the PODs of TF1 as the News, the Famous
spokesperson and the games.
Tf1 is well known as a NEWS channel with very important
journalists known from very long time by watchers: Jean Pierre Pernault, Claire
Chazal. They have, very often, political guests or even artists that are doing
their promotion on the 20h news.
Plus the brand use very famous and well
known SPOKESPERSON and put them
forward to make people loyal to the channel. As we saw earlier in the blog they
did a TV spot with all the famous spokesperson of the channel with the colours
of TF1. It is like watchers know personally these presenters because they see
them everyday on TV. And the channel uses it as a tool to create
awareness.
The last but not least point of
difference of TF1 is the GAMES. Here
are some examples of famous games: “Big
Dill”, “Roue de la fortune”, “Attention
à la marche”, “Le juste prix”, “La famille en or”, “Qui veut gagner des
millions”, “Le maillon Faible”, “A prendre ou à laisser”, “Drop the box”, “Le
millionaire”.
Those games bring through years an
important brand awareness and loyalty because watchers are following the game
every day and identify to the “real” persons that are playing.
M6
We have defined the PODs of M6 as the Series and the Reports.
M6 is THE podcaster of all the American
SERIES such as Desperate Housewives,
Bones, NCIS, Lie to me, Malcolm, “l’agence tout risque”, Prison Break, Sex in
the city, Nip Tuck. This was an important innovation at the beginning and that
bring brand loyalty because those series were only on M6 so it was the place to
be to watch Sex in the City for example.
In addition, the channel is
“specialist” on REPORT tv show such
as “Zone Interdite”, “Enquête exclusive”, “66 Minutes”. This is a good way to do “news” and actuality
in a playful way.
The POPs: The point of parity
The points of parity in the market
including TF1 and M6 and the generalists channels are:
-
The
way to segment
-
The
way to target regarding the time of the day
-
The
way to earn money with a high audience and consequently high incomes from
advertising
-
Sport
-
Cooking
shows
-
Music
shows
How TF1 & M6 use PODs?
Concerning M6 they try to attack Tf1 on its main point of difference: the
News. Actually M6 is not a channel of news they do not have “8pm TV News” with
charismatic spokespersons. But M6 created few years ago the “19H45 News”: a
small news broadcast just before the traditional time of the news on the other
channels: 8pm. With this program the channel catch some watchers who won’t
watch the news on TF1 or France2 because they have already seen everything 15
minutes ago on M6. In addition, during the traditional time of the news M6
broadcast a short and fun program that people follow each night. That allows
them to keep the audience on the channel and not on TF1 or France2 for the
news.
The only problem for the moment is that
this “19H45” news broadcast is lower in quality than the TF1 or France2 news.
But they had the good idea to spoil
some watchers from the 8pm traditional news.
Tf1, try
to threaten M6 on the American series, which is an important PODs of the
channel. They are trying to counter the M6 series with movies or other American
series or even French series. Very often when M6 has a American series in prime
time TF1 has “Les Experts” or a movie.
But still that M6 is THE channel (free
channel) of American series and this is a tough job to counter this.
MANTRAS
EMOTIONAL
|
DESCRIPTIVE
|
FUNCTIONS
|
|
TF1
|
Tradition
|
News
Entertainment
|
Generalist TV Channel
|
M6
|
Fun
|
Entertainment
Information: Reports
|
Generalist TV Channel
|
Keller Pyramids
The Keller Pyramids below are conclusions and sum-up of that blog. That shows exactly how the 2 brands were at the beginning and how they managed to be the famous TV channel that they are today. Each of the brands had its own path but the fact is that nowadays they are both in the main French TV channel competing to be the best one!