The Keller model

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!