This channel leads in terms of campaign innovation. The most progressive channel in Greece to date, but in the past several years Mega has missed its mark in terms of their on-air branding strategy. It all started with their megalicious camapign, which is suppose to remind of us of what...delicious? Not the most appealing slogan. It almost has a slight porno feel. On the contrary, their graphics package is interesting.
A contemporary network that stepped outside of the box. You must applaud their effort for shooting for a more modern look. Kudos to ANT1 for trying, however, something went majorly wrong here. I'm having a hard time figuring out what the strategy was, or even if there was one. The logo moved from the conservative blue and gold to fuchsia? And not only. The logo mysteriously moved to the upper right corner with a transparent box. The placement of the new logo is odd, as well as, the transparent box which looks like a mistake. It all seems like it was done on a whim. There are networks all around the world to emulate. Why not use the American model and move the logo to the bottom lower thirds? After all, the US is the media capital of the world, they must know a thing or two.
This channel is slowly moving into the limelight. Nice logo, but overall still lacks a complete on-air look. A good effort. In the future, Alpha should focus on a strong branding strategy.
A network who is trying to differentiate...but this chair has got to go! Why is a chair the center of attention? And what are those things that look like parenthesis? Their slogan, valte Star isn't all that original either. This channel needs a rebranding strategy to match their youthful orientation. 
A network that falls short in terms of their on-air campaigns.
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Networks at a glance in comparison to one another:
MEGA - Modern, Progressive
Profile: Excellent Network Identification and Branding.
ANT1 - Modern, Sophisticated
Profile: Average Network Identification and Branding.
ALPHA – Modern, Contemporary
Profile: Good Network Identification and Positioning.
STAR - Contemporary
Profile: Average Network Identification and Positioning.
ALTER – Conventional, Contemporary
Profile: Poor Network Identification and Positioning.
MEGA - Modern, Progressive
Profile: Excellent Network Identification and Branding.
ANT1 - Modern, Sophisticated
Profile: Average Network Identification and Branding.
ALPHA – Modern, Contemporary
Profile: Good Network Identification and Positioning.
STAR - Contemporary
Profile: Average Network Identification and Positioning.
ALTER – Conventional, Contemporary
Profile: Poor Network Identification and Positioning.
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The most successful television campaign to date has been Randevous Sto Mega. This campaign had a strong strategy behind the look and feel of the promotion. It was innovative with a great call to action slogan. The visual snippets added to the overall campaign and promoted the new series, and lastly, the song tied it all together. But then again, if I recall correctly, this campaign was spearheaded by a television branding professional from the US.
It is important to remember that television campaigns are uniquely different from non entertainment product advertising, therefore, it is important that network executives find the right people for developing their campaigns. They need to find advertising/branding agencies that have experience creating television graphic packages and on-air campaigns. A lot of money is being spent on poor and ineffective strategies. And remember, don't forget to follow through with good programming that matches your identity.
antweaver
It is important to remember that television campaigns are uniquely different from non entertainment product advertising, therefore, it is important that network executives find the right people for developing their campaigns. They need to find advertising/branding agencies that have experience creating television graphic packages and on-air campaigns. A lot of money is being spent on poor and ineffective strategies. And remember, don't forget to follow through with good programming that matches your identity.
antweaver
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