TV Ad­ver­tis­ing Mar­ket in Uzbek­istan Heads to Growth

Tele­vi­sion ad­ver­tis­ing is the sim­plest and at the same time the most com­plex means of at­tract­ing at­ten­tion to the prod­uct. It can com­bine ab­so­lutely all tech­niques and methods with the ap­pli­ca­tion of a great di­ver­sity of images, va­ri­ety of video and sound

Uzbekistan Today (English) - - OUR GUEST -

- Within a short pe­riod of time that your com­pany works in the mar­ket, it has dis­played it­self as a com­pe­tent and pro­fes­sional me­dia op­er­a­tor. Please tell our read­ers more about it.

- You are right, we opened in the au­tumn of last year in Uzbek­istan, and this coun­try be­came fourth where the com­pany has its busi­ness. And we have al­ready taken our niche in the tele­vi­sion and ad­ver­tis­ing mar­ket of Uzbek­istan. The com­pany In­ter­na­tional Me­dia Ser­vice (IMS) op­er­ates in the repub­lic as a me­dia op­er­a­tor, and in neigh­bor­ing coun­tries this ac­tiv­ity is reg­u­lated as a seller’s.

- What does it mean?

- Re­tailer com­pa­nies are part­ners of tele­vi­sion chan­nels and pro­tect their com­mer­cial in­ter­ests in work­ing with ad­ver­tis­ers and ad­ver­tis­ing agen­cies. Sell­ers form the main rev­enue for com­mer­cial chan­nels, be­cause, as you know, ad­ver­tis­ing rev­enue is the main, if not the only in­come for com­mer­cial tele­vi­sion.

Our man­agers built sim­i­lar projects in Armenia, Ukraine, Kaza­khstan and Moldova. Now we in Uzbek­istan help the largest tele­vi­sion chan­nels to re­or­ga­nize com­mer­cial sales of ad­ver­tis­ing so that they be­come the most ef­fec­tive and prof­itable. The rev­enues of TV chan­nels al­low them to be com­pet­i­tive, in­ter­est­ing and keep the at­ten­tion of the au­di­ence. And this is very im­por­tant, es­pe­cially now, when new me­dia emerge.

- To­day, there is a lot talk on changes in the tele­vi­sion mar­ket. It is both the cre­ation of the Na­tional Me­dia Coun­cil of NMS and the ex­pected ap­pear­ance of measurements. What is it all about?

- The best world prac­tices, which we con­sid­ered to­gether with our col­leagues, prompt the need to set up a pub­lic or­ga­ni­za­tion that would con­sol­i­date the in­ter­ests of all par­tic­i­pants in the tele­vi­sion in­dus­try. These are TV chan­nels, ca­ble and dig­i­tal tele­com op­er­a­tors, ad­ver­tis­ing agen­cies, and the seller – all who con­sider this busi­ness to be the main one in their ac­tiv­ity. Of course, it is very im­por­tant in the for­ma­tion of such an or­gan and the role of state tele­vi­sion, and it is nec­es­sary to pay trib­ute to the NTRC for play­ing an im­por­tant role in the de­vel­op­ment of the Na­tional Me­dia Coun­cil.

The tasks of the NMS are the launch­ing and main­te­nance of a mea­sure­ment sys­tem, ini­tia­tives to de­velop the legislative base in the field of tele­vi­sion and ad­ver­tis­ing, and the de­vel­op­ment and sup­port of na­tional tele­vi­sion. It is the most pop­u­lar me­dia in the world to­day, but it also faces com­pe­ti­tion. One of the strate­gic goals of the NMS is to main­tain the lead­er­ship of tele­vi­sion both in view­ers’ pref­er­ences and in the budgets of ad­ver­tis­ers. To do this, there is a set of mea­sures that are con­sis­tently im­ple­mented.

- Tell us more about the teleme­try sys­tem in Uzbek­istan.

- In 2017, the Na­tional Me­dia Coun­cil held a ten­der to con­duct measurements in the coun­try. As a re­sult, the win­ner was KAN­TAR TNS, which is part of the in­ter­na­tional hold­ing com­pany WPP. She is a lead­ing re­search com­pany spe­cial­iz­ing in me­dia re­search and ad­ver­tis­ing. It is an in­de­pen­dent re­search out­let suc­cess­fully im­ple­ment­ing projects in 80 coun­tries of Europe, Amer­ica and South-East Asia. A five-year con­tract was signed with the com­pany, within which the re­search com­pany will con­duct measurements of the au­di­ence in cities with a pop­u­la­tion of more than 200 thou­sand, and then in smaller towns.

Tele­vi­sion measurements are the most im­por­tant part of the TV mar­ket, which al­lows all its par­tic­i­pants to have in­for­ma­tion about the pop­u­lar­ity of TV chan­nels and pro­grams, the pref­er­ences of the au­di­ence, the com­po­si­tion of the au­di­ence of each event. TV chan­nels will be able to form their broad­cast­ing grid based on the needs of view­ers, so that the au­di­ence would be in­ter­ested in watch­ing them.

In how this works, it's easy to un­der­stand if you re­call se­ri­als and films about TV, in which the main char­ac­ters per­ma­nently live in an­tic­i­pa­tion of the re­ac­tion of view­ers to cer­tain pro­grams, and they are helped in this by re­search com­pa­nies. A sim­i­lar tool will soon work in Uzbek­istan.

Tele­vi­sion re­search is a con­ve­nient and mod­ern tool for busi­ness and ad­ver­tis­ers. Knowledge of the pop­u­lar­ity of pro­grams al­lows them to place their ads in those that are watched by their po­ten­tial buy­ers.

- How would you eval­u­ate the TV ad­ver­tis­ing mar­ket in Uzbek­istan? How does it dif­fer from the mar­kets of neigh­bor­ing coun­tries?

- Ac­cord­ing to IMS, the coun­try’s tele­mar­ket in 2017 amounted to about 130 bil­lion soums. Tak­ing into ac­count the cur­rent eco­nomic in­di­ca­tors, we ex­pect its growth this year at 55%, which, ac­cord­ing to our ex­pec­ta­tions, will be at 200 bil­lion soums.

In our opin­ion, there is a huge un­re­al­ized po­ten­tial in this mar­ket. Judge for your­self: TV ad­ver­tis­ing costs per capita in Uzbek­istan are five times less than in Kaza­khstan, 25 times less than in Rus­sia. Ob­vi­ously, the steps we are tak­ing in the in­ter­ests of the TV chan­nels are aimed pre­cisely at re­duc­ing this gap.

- What is the po­ten­tial for mar­ket growth in the com­ing years?

- First of all, it is at­tract­ing new in­ter­na­tional ad­ver­tis­ers to the ad­ver­tis­ing mar­ket of the coun­try. Now, among the top 20 ad­ver­tis­ers, only six are ha­bit­ual in­ter­na­tional clients and no world-famous names such as Proc­ter & Gam­ble, L’Oreal, Unilever, Danone, Reckitt Benckiser and many oth­ers. But they are gen­er­a­tors in the largest in­ter­na­tional mar­kets, and their ad­ver­tis­ing budgets are es­ti­mated at bil­lions of dol­lars.

Sec­ond, change is needed in ad­ver­tis­ing leg­is­la­tion and simplification of re­quire­ments for the ap­pear­ance of ad­ver­tis­ing on tele­vi­sion. Bar­ri­ers to en­try to TV should be sim­pli­fied and given the op­por­tu­nity to try this most ef­fec­tive ad­ver­tis­ing tool for all who pro­duce and sell their prod­ucts in Uzbek­istan. And, of course, the po­si­tion of the reg­u­la­tory bod­ies is im­por­tant here.

Third, small busi­ness to­day is not suf­fi­ciently rep­re­sented on TV. But this is an op­por­tu­nity not only to in­crease sales, but also to in­crease the recog­ni­tion of your brand, in­crease mar­ket share. Within the frame­work of our com­pany, we set our­selves one of the key tasks - to at­tract small busi­nesses to the repub­lic. New prod­ucts and fea­tures are al­ready avail­able to these ad­ver­tis­ers.

- Pro­fes­sional staff is needed to im­ple­ment such tasks. Are there any in this coun­try?

- I rate the level of train­ing of Uzbek spe­cial­ists as very high. At the same time, our in­dus­try has its own pe­cu­liar­i­ties, where spe­cial branch skills and knowledge are re­quired. For these pur­poses, we are launch­ing a per­ma­nently op­er­at­ing IMS me­dia school in April to train pro­fes­sional cadres for the in­dus­try.

That is what our con­ver­sa­tion will be about with our guest to­day, di­rec­tor gen­eral of In­ter­na­tional Me­dia Ser­vice Uzbek­istan, Ja­sur Tad­jiev.

For train­ing, we will in­volve the best na­tional ex­perts in the field of tele­vi­sion and mar­ket­ing, col­leagues from other coun­tries and, of course, me­di­as­peak­ers known in the CIS coun­tries.

In con­clu­sion, I would like to say that al­ready now we see the pace at which the in­dus­tri­al­iza­tion of the tele­vi­sion mar­ket is pro­ceed­ing. Rep­re­sen­ta­tives of in­ter­na­tional ad­ver­tis­ing net­works are open­ing; large in­ter­na­tional ad­ver­tis­ers are ne­go­ti­at­ing the launch of ad­ver­tis­ing cam­paigns. Sig­nif­i­cantly in­crease the budgets of ad­ver­tis­ers. All this strength­ens the be­lief in us that, thanks to the joint ef­forts of all par­tic­i­pants in the tele­vi­sion in­dus­try, their re­sults will not be long in com­ing.

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