Hello everybody,
I am very pleased today to present you the different
attributes of the brand positioning of TF1 and M6.
TF1
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M6
|
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Brand domain
|
·
Very broad target
·
As an historic channel TF1 competes
against other big channels such as France 2 for TV News or M6 for TV reality
shows
|
·
Main M6’ competitor is TF1 with their TV
reality show
·
E.g.: Top Chef Vs Master Chef
|
Brand heritage
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·
Non-specialized television channel
created on January 6th, 1975 as a replacement by the first channel of the
ORTF
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Culturally, TF1 is famous for its
entertainment programs
·
1st channel in term of audience thanks
to its popular identity
|
·
M6 is a private commercial
non-specialized television channel which exists since March 1st, 1987
·
Culturally, M6 is famous for its reports
(Capital, Enquête exclusive, Zone interdite…)
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Brand values
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·
Popular channel targeting a large number
of French people
·
Accessibility of the programs
|
·
The channel reflects the image of
multicultural France by making the promotion of the values of integration and
solidarity by the presence on its antenna of the visible minorities
·
Magazines, fictions, reports and series
are a reflection of the French society of today
|
Brand assets
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·
Its very famous logo
·
Its historical programs: Miss France,
Téléfoot, Les Enfants de la Télé
·
Its historical presenters (brand
ambassadors): Jean-Pierre Pernaut, Claire Chazal, Arthur, Jean-Pierre
Foucault, Vincent Lagaf, Christophe Dechanne
|
·
Its logo
·
Its historical programs: Captial, Zone
interdite
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Its historical presenters (brand
ambassadors): Bernard de la Villardière, Max Lesggy, Laurent Boyer, Stéphane
Rotenberg, Stéphanne Plaza, Emmanuel Chain
|
Brand personality
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·
Generalist
·
Leader
·
Popular
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·
Fun
·
Innovative
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Sources: www.tf1.fr
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