2. Comparison Poland / Austria

Short
description
Identity is a communications agency specialized in consulting,
conception and implementation of integrative projects in the
areas of communication and media.
analysis
idea
implementation
concept
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Content
1. Project definition
2. Comparison Poland / Austria
• Basic data
• Media landscape
• Poland vs. Austria
3. First findings
4. Scenario 1: national roll-out
1. Overview relevant partners
2. Recommendation
5. Scenario 2: regional roll-out in West Pomerania
1. Overview relevant partners
2. Recommendation
6. Overall recommendation
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Project
definition
The “Team Österreich” shall be exported as an Idea, brand and
project within the scope of an EU project.
•Analysis of the Polish media landscape
•Scenario 1 – national
•Scenario 2 – regional - region West Pomerania
Within the scope of this analysis the following media genres will
be examined:
•TV
•Radio
•Print
•Online
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Content
1. Project definition
2. Comparison Poland / Austria
• Basic data
• Media landscape
• Poland vs. Austria
3. First findings
4. Scenario 1: national roll-out
1. Overview relevant partners
2. Recommendation
5. Scenario 2: regional roll-out in West Pomerania
1. Overview relevant partners
2. Recommendation
6. Overall recommendation
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Basic data
With its 38,482,919 inhabitants Poland has the eighth largest
population in Europe. More than 90% of the population are
roman-catholic, with about 70 % practicing their religion. The
Catholic Church up to date has a great influence in politics and
the daily lives.
Poland
Austria
Total area
312.678 m2
83.871
Population
38,482,919
8,336,549
71,6 %
67,5 %
37,9
42,2
Amount of urban population
61,8%
67%
Unemployment rate Dec. 09
11,9
8,6
Average income per month
2009
775€
1763€
Inhabitants between 15 and
64
Average age
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Basic data
In Poland 4.650 EUR are spent annually per person for goods
and services (in Austria its 19.560 EUR per person annually).
Consumer spending per month is divided as follows:
Poland
Austria
Living
55€
373€
Nutrition and anti-alcoholic
beverages
82€
207€
Health
14€
53€
Traffic / transportation
29€
252€
Communication
15€
44€
Leisure and culture
24€
205€
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Poland vs.
Austria
Comparison of the usage and distribution of the media in
Poland and Austria.
Poland
Austria
Market share public TV
42%
42%
TV usage in min/day
254
157
13.543.000
3.406.000
of which are via cable
36%
38%
of which are via satellite
21%
54%
of which are digital
17%
42%
Radio usage in min/day
287
205
Radio stations
251
62
Internet access
52%
74%
16.600.00
5.111.000
TV reception in hh
Internet user
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Content
1. Project definition
2. Comparison Poland / Austria
• Basic data
• Media landscape
• Poland vs. Austria
3. First findings
4. Scenario 1: national roll-out
1. Overview relevant partners
2. Recommendation
5. Scenario 2: regional roll-out in West Pomerania
1. Overview relevant partners
2. Recommendation
6. Overall recommendation
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First findings
•
•
•
•
There a a number of similar media in Poland.
The size of the country and thus the penetration of a key
medium is too low.
Stability in a partnership and appropriate resources are given
with the relevant media groups.
Also when looking at individual stations / titles, it always
comes back to the top corporations.
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Content
1. Project definition
2. Comparison Poland / Austria
• Basic data
• Media landscape
• Poland vs. Austria
3. First findings
4. Scenario 1: national roll-out
1. Overview relevant partners
2. Recommendation
5. Scenario 2: regional roll-out in West Pomerania
1. Overview relevant partners
2. Recommendation
6. Overall recommendation
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Media
•
It follows a closer look at the relevant media for the national
roll-out for:
–
–
–
–
TV
Radio
Print
Online
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TV
•
TVP
–
–
–
–
•
Polsat
–
–
•
Market leader is the Polish television
Two national - TVP 1 und TVP 2 – and further 12 local
The two channels TVP 1 and TVP 2 reach more than 99% of the
households
The money from advertising and sponsoring about 60%
In 1992 the TV-station Polsat was the first to receive a license for
terrestrial broadcasting.
The station offers mainly entertainment and fun, supplemented
by well-founded information programs.
TVN
–
–
–
–
Since its establishment in 1997, TVN is gaining popularity and
development dynamics.
TVN offers a broad range of programmes.
TVN is the favourite of a young audience aged 16-49 years.
TVN belongs - as mentioned - to the media holding ITI, which
holds 52.7 percent stake in TVN.
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TV
Przeciętny dzienny czas spędzony przed TV [h:mm]
3:20
1998
•
•
3:24
1999
3:32
2000
3:39
2001
3:38
2002
3:37
2003
3:29
2004
3:28
2005
3:24
2006
3:21
2007
3:08
3:02
2008
3Q
2008
Since 2009 the daily TV consumption increases again.
Television is a relevant media in Poland.
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3:13
3Q
2009
TV
TV-Channel
Market share
TVP 1
23,82 %
TVP 2
16,88 %
TVN
16,45 %
Polsat
15,21%
TVP Info
4,13 %
TV4
1,54 %
TV Puls
0,74 %
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Radio
•
Radio RMF
– The first private radio in Poland, RMF FM, went on air in
1990 in Krakow. In 1994 it received the broadcasting
license for the whole of Poland and is currently among
the largest and most modern radio stations in Europe.
•
Radio ZET
– The second nationwide receivable radio station is Radio
Zet. Owner of Radio Zet is Eurozet the international media
holding company.
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Radio
Radio broadcasting station
Market share
RMF FM
23,07 %
Radio Zet
17,66 %
1. programme of the Polish broadcasting
13 %
3. programme of the Polish broadcasting
6,42 %
Radio Maryja
1,87 %
Tok FM
1,14 %
2. programme of the Polish broadcasting
0,54 %
Radio Bis/ Polskie Radio Euro
0,28 %
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Print
•
•
In the area of the print sector, there are three relevant titles
for the project.
Two of these are daily newspapers and one is a TV magazine.
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Print
Title
Sold total
circulation
Publisher
Orientation
FAKT
www.efakt.pl
495.358
Axel
Springer
Polska
Boulevard,
everyday
topics and
rumours about
stars
Gazeta Wyborcza
www.wyborcza.pl
411.192
AGORA
Super-regional
Left-liberal
1.202.506
Gruppe
Bauer
Media
TV Magazine
Tele Tydzień
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Online
•
•
•
The Internet media is booming in Poland, continuously
reporting great growth and expands its audience
considerably.
According to the opinion research institute CBOS in 2006 had
about 45 percent of the households had a PC at home and
36 percent had Internet access.
In April 2008 there were correspondingly 57 percent and 44
percent. In 2009 already 49 percent had access to the
Internet.
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Interia.pl
o2.pl
Wp.pl
Onet.pl
Gazeta.pl
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Online
•
Also in the area of social media, the development, the range
and the use is comparable to other countries.
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Online
Websites
Share
Google
85.71%
Onet.pl
63.65%
Wirtualna Polska
Wp.pl
54.30%
Allegro.pl
53.36%
nasza-klasa.pl
52.44%
INTERIA.PL
48.71%
o2.pl
47.12%
Gazeta.pl
45.84%
youtube.com
45.82%
wikipedia.org
34.44%
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Media groups
Corporation
Newspaper
Axel
Springer
Polska
FAKT
Dziennik Gazeta
Prawna
Przegląd Sportowy
AGORA
Publishing
house
Gazeta Wyborcza
Metro (gratis)
GRUPPE ITI
Tygodnik
Powszechny
Gruppe
Bauer
Media
Tele Tydzień
Tele Świat
Z życia wzięte
Radio
TV
Radio TOK
Radio FM
Radio Roxy
Radio FM
Radio BLUE
TVN
RMF FM
RMF Maxxx
RMF Classic
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Internet
Other
eFAKT.pl
Dziennik. Pl
students.pl
Weekly magazines
Monthly
magazines
Gazeta.pl
Wyborcza.pl
Autofoto.pl
GazetaPraca.p
l
AMS Outdoor –
advertising
magazines
Onet.pl
Tenbit.pl
TVN Med
Multi-cinema
ITI Cinema
Youth magazines
Women’s
magazines
TV and PC
magazines
Conclusion
•
Expertise campaigns national
– Which media would you select if you had to promote
XXXX?
Occasion
TV
Print
Online
Radio
President
TVP1
Gazetta
Onet
RMFM
FMCG
TVN
Fact
Onet
ZET
Misfortune –
Fundraising
TVN
Fact
Onet
RMFM
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Recommend
ation
•
In a purely national roll-out
•
Focus on media groups and the related cross-media
potential.
– Axel Springer Fakt, fakt.pl (Print, Online)
– Gruppe ITI TVN, Onet.pl (TV, Online)
– AGORA Gazeta, gazeta.pl, AMS (Print, Online, Poster)
– Bauer Media Tele Tytcien, RMF FM (Print, Radio)
•
•
Change from media mono strategy to cross-media
As a single medium, additional talks with Radio ZET and the
public broadcasting station TVP would be advisable.
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Content
1. Project definition
2. Comparison Poland / Austria
• Basic data
• Media landscape
• Poland vs. Austria
3. First findings
4. Scenario 1: national roll-out
1. Overview relevant partners
2. Recommendation
5. Scenario 2: regional roll-out in West Pomerania
1. Overview relevant partners
2. Recommendation
6. Overall recommendation
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Scenario 2
•
•
In order to test out and grow the Team Poland from a smaller
unit, a regional market rollout is recommended.
The Goal is the identification of media partners through which
only the target group in the region Zachodniopomorskie can
be addressed.
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Facts
Poland
West Pom.
Austria
Total area
312.678 m2
22.896 m2
83.871 m2
Population
38,482,919
1,692.355
8,336,549
11,9
16,5%
8,6
Unemployment rate 09
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Print
Głos - Dziennik Pomorza
•Published since 2007, Issued six times per week
•Circulation: 53959 copies, Sold total circulation: 41741
•Mutations are produced for
• Szczecińecki, Koszalinski, Slupski
Teraz Koszalin
• Free weekly, Published every Thursday since 2007
•Circulation: 12000 copies
•Information about events for the weekend planning
•Published in Koszalinski
•Distributed in shopping centres and at traffic intersections
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Print
MM Moje Miasto Szczecin
• Free weekly, Published since 2006
• Distributed by post to households
• Deals with the issues of everyday life.
• Relies on interaction with readers.
•It is published on Mondays and Thursdays
KURIER SZCZECIŃSKI
•Published since 1945
•Average circulation, Monday through Thursday: 25.128
•Storage on the Friday edition: 85.000 copies
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Radio
•
Polskie Radio Szczecin SA
– Number of listeners per day:
• 80000/86000
• Belongs to public sector
broadcasting corp. Polskie Radio
•
Polskie Radio Koszalin
– Number of listeners per day: 74000 – during summer:
130000
– Not available in Settin
– Also receivable in the neighbouring regions
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TV
•
Regional station of the public sector TV TVP
•
Broadcasted on TVP Info
•
Average viewers March 2010
Monday
60.254
Tuesday
81.538
Wednesday
93.480
Thursday
72.200
Friday
77.497,5
Saturday
11.2225
Sunday
88.535
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Online
•
The same portfolio as for the national planning also applies for
the regional market.
•
All the major portals can be sorted out regionally over IP
targeting and content targeting.
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Recommend
ation
scenario 2
•
In order to test out and grow the Team Poland from a smaller
unit, a regional market rollout is recommended.
•
For this we recommend the cooperation with a public sector
corporation, focusing on a combination of television and
online.
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Content
1. Project definition
2. Comparison Poland / Austria
• Basic data
• Media landscape
• Poland vs. Austria
3. First findings
4. Scenario 1: national roll-out
1. Overview relevant partners
2. Recommendation
5. Scenario 2: regional roll-out in West Pomerania
1. Overview relevant partners
2. Recommendation
6. Overall recommendation
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Overall
recommenda
tion
•
In consideration of the structural and resource-technical
conditions, we recommend the following:
•
The main focus on the media selection is to be subordinated
to the project‘s organisational facts.
Especially with a purely regional roll-out, the choice is
naturally very limited.
Stepwise roll-out in West Pomerania then national
– Media selection should be based on project organisation.
– TV or radio together with online.
– Strong integration of social networks
Cooperation with the public sector TV TVP
– Regional is possible
– Public sector mission is important aspect for the project.
•
•
•
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Contact
Mag. fh Patrick Lenhart, Managing Director
Inger Stolla, Authorised Officer
Identity medienservice und Produktion OG
Identity BeteiligungsGmbH
Rembrandtstrasse 7/7
1020 Vienna
Phone/Fax +43 1 958 22 42
Mobile: +43 699 11 22 33 80
E-Mail: patrick.lenhart@identity.ag
www.identity.ag
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