Launch of two channels EQUIDIA LIVE and EQUIDIA LIFE

th
7
RBForum
3 october 2014
1. Company Profile
50 %
50 %
47,5 %
47,5 %
5%
2 - The Missions of Equidia
Equidia was an atypical channel in the broadcasting scene
because it is :
A service
channel
• For the
professionals
A support to
betting
• Broadcast in almost all PMU
sales outlets and on pmu.fr
A consumer
channel
• Received by 22 million
homes in France,
French-speaking
Switzerland and
Belgium
At its launch in 1999, three main objectives were fixed for the
channel :
Develop loyalty the
" heart of target "
televiewers
(betters, racing
professionals,
riders)
Conquer a new
public
Support the
international
development of the
PMU with the
dedicated channel
Equidia Pro
1996
France Courses
1999
2011
Launch of two channels EQUIDIA LIVE and
EQUIDIA LIFE - September, 2011
Why ?
Stick to the PMU
strategy
(Development of
interest equestrian)
Densification
Of the program
For 2 years
Frustration of the
different sectors of
the channel’s
viewers
Desire to reflect the
equine network
After 18 months, 30 % increase I total viewers for the 2 channels
4 million contacts per week
1,1 million regular viewers
Equidia
At the service of the
horse racing industry
3. Equidia Life at the service of the betters and
equestrian network
Positioning : the conquest
A tone friendly to the general public
Contributing to the construction of o positive image of the racing
industry, especially among influencial individuals (journalists, decisionmakers)
Approved by a large majority by the French people " interested in the horse "
Almost ½ the audience of Equidia LIVE, two years after its launch
The base of the strategy of digital conquest of EQUIDIA
Which collects 3 million users of the services and content Equidia
Attracts more "fans" on the social networks (275 000 fans)
A database of 500 000 contacts in 2020
Among whom 30 % of people newcomers attached to horse races
( Schedule Program)
LIVE Grand Prix
events | « JOUR DE… »
6 "special" broadcasts (60 to90 minutes) which allow the social
and occupational to follow the biggest events in privileged
conditions
To the experience "Grand Prix" in its sporting and entertainment
dimension
Directly since the racecourse live from the racecourse
Designed for the general public
Livened up by a journalist well known to the "horse“ public
Increase of 25% of the global audience per year (IE: in The daytime
of GSCP 2014/2013)
| Program Newcomers
To introduce riders to betting and racing, and to get to
known them better
Newcomers | The program
From September, 2011, Equidia LIFE allows the conquest of a new younger and more feminine public
from the equestrian network. To make effective this recruitment Intended to attract French people to
racecourses and to renew the base of bettors (PMU 2020 and Strategy committee), Equidia has
developed its knowledge of users and organizes the progressive migration of the equestrian public
towards the racing offer
The NEWCOMER program user is based on the knowledge (data base, mining, scientist), and is effective
in encouraging French equestrian fans discover the races. In use since 2012, these spread display tools
(Rocketfid, Digibonus) allow to :
Distinguish and identify by name the equestrian users ( LIFE) from the users (LIVE) races
Know the criteria of age, geographical, the differences of practice, the centers of interest and the
volume of interactions
Follow their levels of consumption on the Web, mobile and social platforms
Identify the types of equestrian content (articles, photos, games) consumed by the rider profiles (
LIFE)
Encourage the actions of consumption of racing content by the riders ( LIFE)
Identify the riders developing a growing appetite for racing content that it is about recruitments
introduced on Facebook, the equestrian grounds of competition or on Web via equidia.fr and
Equidia Club.
Since March, 2014, tools begin to deliver the first results of EQUIDIA’s NEWCOMER program
The contribution ¦ Synthesis
Every year, EQUIDIA LIFE is at the service of the race industry via:
+ Of 600 000 new viewers of equestrian contents in the TV / year
41 % of the viewers of Equidia Life participating in a short-lived evening which
replays in 30 days
5 million French people touched on Facebook every month by publications
of popularization of the races posted by the page Equidia, the Channel of the horse
(246 000 fans)
+ 600 000 competition and leisure riders in touch with extracts of equestrian TV
programs on the ground during the competitions of equestrian sports and
shows of the horse;
In 2020, they will be in more :
500 000 French people having an interest for the horse in the client base of Equidia LIFE
Among which 200 000 people recently made sensitive in the races
More than 60% of Equidia Life viewers explained that the channel made them change
their opinion about races more than 50% declared Equidia Life made them want to go to
the race course or experience betting
About 2 million
viewers every
month
1,5 million
viewers every
month
Over 288 000 Fans and
a commitment of about
30 %
A profile 80% feminine
About 495 000 pages seen
a month and more
More than 95 000 sessions
videos a month
30 % of connections from
abroad
3.5 Million viewers
a month
More than 5 million users of the brand every
month
The platform of
development of customer
loyalty (Offers, VIP pass,
etc.)
Launch: 3 seven 2012
Already more than 100 000
members
On the whole, more than
170 000 downloads
Of the application Equidia
for smartphones and tablets
More than 120 programs
replayed, live-stream of the
channels…
120 programs available:
magazines, special
broadcasts, etc.
About 600 000 video
sessions a month
1,9 million pages seen a
month
More than 280 000
individual guests every
month
More than 60 000
monthly visits
About 6 000 unique
guests every month
All the universe of Equidia 2.0
All the universe of Equidia in
nomadic form
Equidia TV a channel which became a digital brand