U TV - Music Television Finds Its Brand Purpose and Climbs to #1 In Audience Rankings
U TV is a Romanian music TV station, competitor of MTV. In 2010, their viewership declined dramatically therefore they felt the need of reinvention, specifically to better know their audience and identify what could make them relevant again.
On their behalf, we conducted an extensive qualitative and quantitative research study that revealed 4 interesting facts about youths today:
- content is king and content drives the choice of channel: videos on the web, shows on TV, music on mobile phones and MP3 players. Loyalty is now about content, not about channels.
- to young people, music is not merely entertainment but a social way of expressing and shaping their identities.
- TV for youths is mainly about lifestyle and education about lifestyle; it’s not merely entertainment.
- U TV’s brand promise “I love U” was an over promise, as youths aren't touched by such an emotional promise coming from a TV station
It was high time for reinvention. The new brand philosophy centered on U TV becoming a role mode for youths, becoming their challenging friend that would help them find their individuality. Youths desperately need a role model, a friend that helps them navigate among teenage turbulent years. Yet they needed this guidance to be done on their terms, with humor and consideration for their interests. This is why U TV, already having this audience, found a higher brand purpose in guiding them through their teens.
At the same time, the brand's tag line was changed to "about U" and the content program was shifted so that it not only broadcast music, but also talk shows and interviews and short movies that would better reflected youths interest.
In 6 months since implementing the new brand identity, U TV climbed to #1 in terms of viewership among music televisions, toppling MTV and VH1.