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TV Platform Strategy and Deployment for a Free-to-Air Broadcaster

Client Case Study

Our client’s situation:

A free-to-air broadcaster facing threats to its core business needed to understand how the TV platform environment would evolve over the next 10 years and how to respond to these changes. The broadcaster required support in evaluating its position in the market, and helping it define and launch a TV platform in order to improve that position.

How we approached the issue:

Working for the Chief Operating Officer, Cartesian undertook robust market analysis and financial modelling to enable the client to better understand the market dynamics. This became the foundation for assessing the impact of different platform development scenarios on the client’s core business and the development of a proposition and approach for a successful platform launch.

What we did to help:

Cartesian’s analysis involved evaluating how the extent of audience fragmentation, the impact of EPG positioning and the ability to launch new channels affected the client’s core business. This led to identifying how the client could gain more control in the platform environment, through content strategy, partnerships and new platform launches. Our analysis identified that launching a new free-to-view satellite platform would deliver the greatest value. We then supported our client to develop the proposition and launch strategy, underpinned by a set of strategic “golden rules” to be used throughout the launch and growth of the platform.

The end result:

With a clear articulation of the strategic objectives behind the new platform and armed with a detailed implementation plan and launch budget from Cartesian, the Chief Operating Officer achieved Board approval for the business case. Cartesian provided further support through vendor negotiation and implementation phases, and the platform is now live having launched on time and on budget.

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