A storm hit ANT1 this past FridayANT1 television is in a major crisis and is taking drastic measures by cutting programming
. ANT1 was one of the leading television networks in Greece.The network has now dropped to 4th place, behind ALTER channel.
Trouble started when Yianni Latsios took over as head of programming. A position previously held by Alkistis Maragoudaki, but in reality, Ms. Maragoudaki’s position was not programming -- it was overseeing program scheduling.
So, the question remains. Is it the bad programming or the lack of strategic scheduling that has gotten the network in trouble?
Both -- but not only.
In order to retain the loyalty of your viewer in today’s competitive environment, you have to create an experience that is relevant and differentiates your brand from others. If we take differentiation to the next level -- The product, alone, no longer makes the difference. The difference lies in the story your company conveys, because the story is what drives the bond between the company and the consumer. As human beings we actively seek stories and experiences in our quest for a meaningful life. ANT1's story is one of the worst in this market. More on story in an upcoming article.
In addition to the program problems, the channel launched an ineffective branding strategy, and promotion seems to be an ongoing problem. Ironically, no one has been able to promote this channel successfully. I have to wonder if they even have a positioning statement to lead their efforts.
Time and time again, big pay checks are given to individuals who don’t deliver. These same individuals do a fantastic job promoting themselves. Why not use the same energy to promote the network that employees you?
Best of luck ANT1!
antweaver
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