Discovery Turbo
22 September 2008 saw Discovery Turbo replace Discovery Real Time in Australia, Hong Kong and Southeast Asia. Discovery Turbo is a new 24-hour channel dedicated to speed andall things motored - targeted at males 18-54. (This was not arebrand per se, Discovery Real Time still exists as a brand in theUK and Europe.)Explains Tom Keaveny, executive vice president and managingdirector Discovery Networks Asia Pacific, "When we first launched Discovery Real Time in the region as part of our Discovery Lifestyle Networks portfolio, it was our men's proposition and it showcased a mix of programming across different genres including motoring, sports, DIY/home improvement, gaming and technology. Over time, our research showed that the content that was really driving (no pun intended!) the channel's ratings in this region was primarily related to motors, and over time we refined the proposition to appeal better to our viewers. It made sense for us to launch Discovery Turbo in the region, which was a brand that already launched in other markets like Spain, Portugal, Latin America, and the UK, and enjoying a lot of success."As it was a completely new brand, everything on-air wasrevamped, but two weeks before the switch to Discovery Turbo,there were several transition teaser spots to inform viewersand create a buzz around the new brand. Relevant programming that was previously featured on Discovery Real Time transitioned to Discovery Turbo. Quite a large percentage of the Discovery Real Time schedule was already motor-related in the last year, "so it was a relatively smooth transition without any disruption," says Keaveny. "We're always launching new series and specials every month, and we did a special stunt (a four day programming special called Turbo Charged) at the launch, which was in the same week as the first F1 Grand Prix Night Race in Singapore."The Turbo-Charged stunt showcased two programs - The Secret Life of Formula One and Speed Science - providing an exclusive look at the current status of the Formula One industry and taking viewers behind-the-scenes and inside the minds of those that make it happen. Several new series were also introduced, including Trick My Truck, a series that features big, rig-truck mechanics who scour truck-stops in search of drivers whose trucks are in need of dire help, helping to transform them into their dream ride and Drift Style, which showcases highlights from the Formula Drift racing series and the world of competitive drift racing. The channel will also feature a newseason of popular returning series Wheelers Dealers, whereduo Mike Brewer and Edd China save repairable classics byrepairing or improving on the make and model before sellingtheir newly made-over cars for more than just a profit.The changes were done inhouse by Discovery's Creative Services team, and several trade ads were done in-house. There was also a launch event at the Cable & Satellite Broadcasters Association of Asia (CASBAA) Convention for affiliates, clients and partners to promote the new brand with an auto theme including racing simulators for guests to try their hand at racing.Concludes Keaveny, "We couldn't be happier with the responsethat we have received so far from our affiliate partners, advertising clients and viewers. Everyone has been very supportive and positive about Discovery Turbo and welcomed the change."
FX
Says Sonia Jackson, senior vice president, marketing, National
Geographic and Fox International Channels, South East Asia, "We
at Fox International Channels are increasing our programming
investment significantly, since our viewers are asking for the
very latest premier content and award winning series on FX.
Our programming direction for FX is to acquire edgy and sophisticated content in different drama genres that are exceptional to South East Asia, and the series are in
controversial storylines that mirrors real-life dramas. The
content wWe acquired for the new FX is skewed towards a
wider audience, hence by popular demand we repositioned FX at
the edge of entertainment - versatile, savvy, edgy with the
very latest Emmy and Golden Globe award winning series of
the year."
The tagline of the new FX is 'The Edge of Entertainment' with a
trailer using a slogan 'The Edge of Drama, the Edge of Comedy,
the Edge of Entertainment'. The font type, color mix of the new
FX logo and its interstitials reflect a more funky style appealing
to the target audiences. The graphics package is new, clean
and with attitude. The whole on air look has style.
Continues Jackson, "FX has grown up from a male-skewed
channel to a bold edgy channel for sophisticated male and
female viewers, as our viewers told us that they want to have the
best and the latest shows that they can call home. We therefore changed our programming strategies of mainly premiering
award-winning shows in edgy and bold content for audiences in
HK, Singapore, Thailand and the Philippines. Currently about 90
percent of the programming on our Asia FX channels is new -
that is new in Asia, such as Californication, The Riches, Mad
Men all premiered in Asia on FX in November as the new FX
was launched; we have all the second and third seasons of
these series, and have introduced plenty of other new and award
winning content in December and January such Saving Grace, Free Radio and The Listener.
The three highly rated award-winning drama series that were
premiered on 3 November 2008 exclusively on FX were
Californication, The Riches and Mad Men. These shows were
all first time Asia premieres. All changes were done by FIC's
in-house Creative Team led by creative director Bill McQueen;
senior producer Ryan Poppi did the on-air package of the new
FX. Regarding the advertising campaign, Fox International
Channels Asia asked Singapore-based The Secret Little Agency
(TSLA) to create a smart guerrilla marketing idea, which was the
foundation of the advertising campaign for the new FX. The
idea was based on reverse psychology by raising questions
about censorship and morality on the three key FX programmes in controversial storylines to rouse local curiosity amongst viewers.
In Singapore, the campaign stirred up a debate of censorship
against the FX programmes with a fabricated public note issued
by a fictitious moral governing body satirically known as 'The
Department for Appropriate Behaviour'. The public note called on strict censorship of FX content by advising the public not to watch the provocative programmes, which implies that the new FX programming pushes existing entertainment standards to a new level with its cuttingedge stories. The campaigns ads ran through bus shelters and select publications, and public discussion was heat up further on Internet by a viral video of
a fabricated press conference hosted by this body to protest
against FX - a successful example of viral marketing.
In Hong Kong, the campaign was formulated by FIC's in-house
marketing team using a bold message of warning the new FX
content that may seriously affect a viewers' moral well-being, and it ran in select publications, MTR and outdoor billboards.
The campaign and the new channel's positioning caught local media's attentions with an innovative public forum hosted
ironically in a church, which was created by Waggener Edstrom
Worldwide. The forum was hosted by Cheung Tat Ming, a famous local screenwriter and stand-up comedy artist along with four other panelists - a registered psychiatrist, a social worker, a filmmaking professional and a journalist and questioned the influence of TV on morality in HK.
"We are really pleased that the campaign outcome in Hong Kong
and Singapore turned out to be a success with a simple but very
creative idea that cuts through media clutter in two markets that
are in different cultures. There is a strong buzz in the market
about FX. Our affiliates and partners have loved the campaign
and the new channel. There has been a significant subscription
drive from the campaign, and a ratings spike during the freeview period. Viewers' feedback has been over-whelming. Blogs, Facebook, online discussions are all praising the creativity of the campaign, and the strength of content on the channel. Our website www.fxtvasia.com has been inundated with fans. We
are delighted with our new FX channel," Jackson concludes.
STAR World
"STAR World's reface initiative is to instill a modern and energetic look to the channel. The roll out was timed to correspond with the new and exclusive shows launching in November," says Todd Lituchy, president, entertainment, STAR. "We have a new channel logo, new ID spots and new packaging for all promo spots, bumpers and tags. We launched two major properties on STAR World this November in Southeast Asia - Heroes season 3 and 90210. December saw the premiere of Shark. American Idol, Monk and the Golden Globe Awards have all returned Samantha Who made its debut in January. 90210, Shark and Samantha Who are all brand new shows on STAR World; Heroes season 3, 90210 and American Idol are the three key titles for the re-facing."
On-air changes were done both in-house and by an agency, as
Lituchy explains. "The basis of the project was for the entire post production to be executed at STAR by STAR's designers, animators and editors. Ink Project in Australia was commissioned for the design concept and shoot - shot
entirely on location in Mumbai, Manila, Beirut and Hong Kong.
All CG, special effects and post production were done by the
STAR graphics team in Hong Kong with all music being scored
by Imaginex in Malaysia.
While an off-air marketing campaign with the new look was
run, Lituchy says the primary objective was to drive STAR
World's subscription and tune-in with properties like Heroes and
90210, rather than rebranding the channel per se. The campaign
ran across Southeast Asia and included print ads, posters,
bus ads, billboards, microsites, premiums, and email tags.
Viewer feedback includes: "Love the new logo. Look forward to
more gorgeous CG." "Liked the new logo." And from affiliates
in the Philippines, "looks fresh", "younger and hip", It's more 'of
the times' than the old one."; "looks more male-ish now";
"looks very Christmas-ee".
And 14 January 2009 saw American Idol's eighth season bow to stellar ratings on 14 January.
In Singapore, STAR WORLD's two-hour 'live' telecast at 6pm
was up +39 percent from last year's season seven debut, making STAR World the No.1 English channel in the timeslot
among cable viewers, topping Channel 5, Singapore's English-language terrestrial broadcaster. STAR World's primetime encore
at 8pm built on the first-run telecast.
Overall, American Idol's backto back premiere reached an
estimated total of 2.2 million viewers across Asia (excluding
India, which aired the debut episode on 15 January). American Idol airs first in Asia on STAR WORLD every Wed and Thur with a direct-off-satellite 'live' telecast at 6pm and an encore presentation at 8pm. TVAplus
(Source: TNS Singapore peoplemeter.
*Star World SEA/PHI/ME feeds' estimated figure is based on peoplemeter audience reach from Singapore applied to the SW SEA/PHI/ME feeds distributed HH figures.)
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