Media Market Analysis

1058 words - 5 pages

I. Introduction
A. Company Profile
TF1 (formerly Télévision Française 1) is the oldest television French generalist who was born in February 13, 1932 as Radio-PTT Vision, and then jump to TF1 since 1975. In 1987 Jacques Chirac, then prime minister, ordered the privatization of a channel to liberalize the market; the choice fell on TF1, that became part of the Bouygues Group. TF1 has created new, high added-value activities in its main business of producing and broadcasting TV programs. Since 1991, TF1 is France’s leading mainstream television channel, with a share of the average 25%. It is also an integrated media Group that has built up a range of activities in high-growth segments ...view middle of the document...

In this area, TF1 will continue to move forward with their customer-oriented strategy, based on three main levers:
- Brand exploitation
- Technological opportunities, which will inevitably offer new possibilities for enhanced
viewer/program interactivity, ever-greater diversification of access to content, and multi-screen experiences. - The constantly-evolving customer/viewer relationship, with advertisers demanding ever sharper targeting.
1

Le Groupe TF1
LE GROUPE
The partnership between TF1 and Discovery Communications will enable them to rely on channels so that they can provide French distributors with a benchmark offering of theme channels, with their existing channels complemented by Discovery’s rights portfolio.
B. Market analysis
Television
Television remained a highly attractive medium for the Population in 2012, both on a daily basis and for major events. The development of new technologies is opening up more possibilities, with a continuous improvement in TV set image quality, an ever increasing choice of channels, and additional services alongside live viewing via the web and companion screens. The terrestrial analogue signal was switched off on November 30, 2011, which means that virtually 100% of people with a TV set can now access a multi-channel offering, so that they can as a minimum receive the 19 first-wave free-to-air DTT channel (Digital Terrestrial Television). After setting a sales record in 2011 with 8,7 million units, TV sets sales naturally trended downwards in 2012, to 6,7 million. Television also ranked highest in terms of time spent on media consumption by people during 2012, respect radio (second place) and fixed Internet (third place). Television consumption continues to growth, setting a record in 2012 across all target. New ways to watch TV are developing, but are still only marginal (computers, smartphones, touchscreen tablets,...).
Internet and non-live viewing
The number of French web users continues to rise. The population is spending more time on the Internet but visiting fewers different sites. The TF1 group ranks 20th among all groups on the Inernet in France, thanks to the performance of sites associated with the TF1 channel (MYTF1 and TF1 News) and pure player sites such...

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