TLC Discovery Networks Presentation PRISA and LOERIES

August, 2016
Sharon Piehl
MANAGING DIRECTOR
@sharon_piehl
Discovery Networks
TLC Next Great
Presenter Search
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“The NGP campaign was a fantastic
campaign. It grabbed the imagination
of DStv subscribers across the continent
(not necessarily only traditional loyal TLC
viewers).
These viewers entered, watched, created a social media storm and a
huge amount of word of mouth. This resulted in non-viewers sampling
the channel and returning to see more of the channel which grew
viewership.”
- Multichoice Head of Content, Aletta Alberts
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Position TLC as a brand which is committed to its African audience by investing in
local talent
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Redefine Africa as a key market for Discovery Networks
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Move coverage from the entertainment pages of SA media to mass coverage across
the African continent
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Drive mass awareness of NGP to generate quality competition entries
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Influence consumer awareness of the voting channels
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Profile NGP contestants and judges
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Increase TLC Africa’s social media following
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Broaden the TLC Africa social media audience split to include more consumers from
other African countries
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Drive viewership ratings for TLC Top 10
PR driven approach: With limited above-the-line spend, the campaign’s success was
going to be heavily reliant on and led by PR and social media efforts.
Our African network: FH’s good rapport with Multichoice offices
across the continent, would allow for on-the-ground support in
Africa.
International brand appeal: Media and consumer interest would organically occur
from the appeal of an ‘international’ brand, which hosts personalities such as Oprah.
1. Social scrape of TLC
Africa’s social media
pages to determine
the audience split
across Africa.
90% of Facebook ‘likes’
came from SA and 2.5%
from the rest of Africa.
We need to broaden our
audience split to include
consumers from other
African countries.
2. Analysis of past media
coverage in Africa.
Existing coverage was
limited to programming
content in entertainment
media. Mass awareness
would be best generated
by targeting alternative
media outlets.
3. Media audit with
African media to
determine their
preferred method for
receiving content.
Preferred communication
- Short written media
alerts/updates or video
content.
4. Desktop research on
similar campaigns to
determine PR best
practices.
A staggered campaign with
constant communication
would ensure continuous
talkability and would spark
news interest.
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TLC Next Great Presenter - How It Works/Planning
TLC Next Great Presenter is a 360º campaign led by a series of high-rotation 30” & 60” on-air spots, enabling higher reach than the traditional
talent-search show format.
Call For Entries
Selection & Boot Camp
Voting
Winner Reveal
The Show
Press announcement
10—15 Semi finalists announced onair, on website, on social media
Finalists announced on-air,
on website, on social
media
Live reveal at starstudded Discovery
Showcase event
Winner presents 4-part series
(4x60’)
On-air, digital, social
media, print promotion
Entrants submit
audition videos via Next
Great Presenter website
2-day boot camp includes media &
camera training, styling &
makeovers, photo shoot & judged
activities
Video, image and editorial content
generated
Vote-for-me TV spots and
social media campaigns
TLC audience votes via
Next Great Presenter
Website
Winner announced to
press, on-air, on website,
on social media
Accompanying “Winner’s
Story” show featuring boot
camp footage and video diary
(duration TBC)
Spread in media partner
magazine
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• 223 pieces of on-message coverage.
• 1,511 competition entries and 62,690 votes
• R3.5 million AVE (1:1) generated.
• 38 one-on-one media interviews conducted
• The TLC Top 10 premiere reached 0.5 million adults and ranked
TLC #1 international entertainment channel in its slot.
• The show reached 2.2 million adults, equivalent to 16% of DStv
subscribers.
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•FleishmanHillard
COMMUNICATING IN A NEW
ENVIRONMENT
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Giving back to the communities in which we work is very
important to us - it’s the WHY we do what we do.
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With the power of education we are able to make a tangible
difference in our community and break the cycle of poverty in
South Africa.
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In 2015 we awarded 20 bursaries to young people from
previously disadvantaged communities to study at the
Maharishi Institute.
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THANK YOU