Free Essay

Media Market Analysis

In: Business and Management

Submitted By pridi
Words 1032
Pages 5
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 alongside its core business.
The TF1 group’s activities now span the entire value chain in the broadcasting industry:
In short, the TF1’s business can be divided in three main different divisions:
 Broadcasting & Contents: Free-to-air channels (TF1, TMC,NT1,HD1), Digital (e-TF1, my TF1, Wat), Other Media
(TF1 Publicité, Metronews), TF1 Production, TF1 Audiovisual Rights, TF1 Films Production;
 Consumer Products: TF1 Video, Téléshopping, TF1 Entreprises;
 Pay-TV: Eurosport Group, Theme Channels in France, LCI, TV Breizh, Histoire, Ushuaia TV, Stylìa, TF6, Serie Club. Broadcasting& Content is the bigger part of business.
LE GROUPE

1) Upstream:
- audiovisual and film production,
- acquisition and trading of audiovisual rights, - movie distribution;
2) Downstream:
- sale of commercials,
- publishing of DVDs and music CDs.
Turnover (€m)
In terms of business model, the TF1 channel is now at the heart of a new ecosystem. Its audience, boosted by flagship programs and strong brands with massive spin-off potential has become a source of fresh revenues.
TF1 interacts with the consumer through home shopping, DVD/VoD production and distribution, board and card games, and music and production. 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 as WAT, Plurielles.fr and Eurosport. Catch-up remained the most popular consumption mode for programme viewing in 2012. As such, 80% of TF1 programming is available on MYTF1. The VoD market grew once again in 2012. These increases are a result of the increased rate in the number of households with ADSL, cable and fibre boxes, which rose 5 points year on year to 70%, with an estimated 55% of household hooking their boxes up to their TV sets. The arrival of new distribution media, especially connected TVs, game consoles ad tablets, opens up attractive growth prospects, as does the development of new offerings like ESTVoD (Electronic Sell-Through BoD) and definitive VoD (as opposed to rental VoD), which have become a major focus of the big players in the sector. TF1 is already looking at a range of solutions to tomorrow’s demand for VoD.
Advertising
The slowdown observed in advertising in second-half 2011 continued in 2012. Plurimedia advertising spend in 2012 fell 0,6% on 2011. Revenues for Television rose 4,2% in 2012, freeview DTT channels pursued their momentum (up 13,7% in 2012), gross advertising spend rose 3,8%in the first half of the year compared with first-half 2011
In terms of gross spend, print media remained the second-ranked market with €7,5 billion despite a 2,7% contraction in revenues. Gross spend in radio was up 3,7% to €4,3 billion.
The economic environment was lacklustre in 2012 and is expected to be much the same in 2013.
France, instead, would seem to be something of a unique case internationally speaking in that it is faced with a three- fold phenomenon:
2

Le Groupe TF1
LE GROUPE
- An expanding TV offering
- An explosion in the digital offering, especially in video
- A fall in advertising demand
To cope with this market situation and prepare for an economic recovery, TF1 Publicité is pursuing its strategy to segment its offering form a cross-cutting standpoint and is conducting a comprehensive review of multi-channel sales approaches with a view to adapting the value of each segment.
In today’s increasingly fragmented landscape, the TF1 channel continues to hold a singular position thanks to its mass media strength and ability to generate the greatest amount of impact with related targets.

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