DIRECTV is one of the largest satellite TV providers in the US. An important member of the 30-million h3 News Corp worldwide media family, DIRECTV offers digital quality of picture and sound to its 13 million viewers nationwide.

Striving for continuing growth in the US, DIRECTV has been targeting various ethnic communities in the US by expanding its programming lineup over the years. After the success of the initial offering of several Spanish-language channels, the company developed and implemented its WorldDirectc program to provide high-quality, in-language programming to various ethnicities in the United States. By the end of 2005, the company was able to offer its viewers Spanish, South Asian, Caribbean, Vietnamese, Korean, Chinese and Filipino programming.

Situation in Focus:

The company approached Global Advertising in 2005 to help promote and develop its new upcoming accounts. In 2005, as part of News Corp’s overall strategy, DIRECTV became partners with Channel One Russia, the most popular Russian-speaking channel in the world providing the highest quality of television to Russian audiences abroad. In 2006, negotiations between News Corp and the European broadcasting company CME International (82 million subscribers in six countries) resulted in the addition of Studio 1+1 International, the main TV channel from Ukraine, to the DIRECTV lineup. Italian SkyTG24 was another addition in the long-term plan for expansion.

Objectives:

  • Introduce DIRECTV to Russian, Ukrainian and Italian communities in the US 
  • Promote DIRECTV satellite programming in the markets with tough competition from cable companies
  • Provide cultural adaptation of the DIRECTV offering for each market, while staying within overall company branding standards
  • Ensure long-term presence in the new markets by establishing credibility and cultural sensitivity of DIRECTV through careful selection of channels from each country of origin

Target Audience:

Russian, Ukrainian and Italian communities in the US, with a total estimated population of 5 million and growing

Services Rendered:

  • Market Research and Competitive Analysis
  • Strategy development and campaign management
  • In-language creative solutions (TV, print, radio and online)
  • Media planning and buying
  • PR and ethnic consumer relations, including several grassroots campaigns
  • Continuous campaign analysis and optimization

Outcome:

  • Brand recognition and awareness resulting from intensive in-language marketing through multiple media channels
  • Continuing growth of subscription to DIRECTV among the targeted population (in the Russian market alone, the subscription rate in the first three months exceeded expectations by 300%)
  • Broad coverage by the mainstream and ethnic media of the company’s offerings and various PR events in the communities, including CNN International recognition of the Ukrainian channel launch as part of the new socio-economic trend
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