Background and Client Requests

The client is a major comprehensive broadcasting channel operator in Korea, and pursued an analysis of expanding their broadcasting advertisement sales market share to achieve their goal of being in the top 2, as well as exploring future content production directions. However, the internal index they had been using failed to explain the effectiveness of advertising and uncertainty about future content production directions increased. To improve advertising revenue, the client established hypotheses and requested Key To Way to develop a portfolio strategy for programming.

Key To Way’s Approach

In response to Client's request, Key To Way conducted 4 main activities.

• Conducted quantitative research and in-depth interviews with advertisers and advertising agencies to analyze their execution patterns and validate hypotheses.

• Defined new criteria through hypothesis testing and analyzed the gap between the client's current position and their competitors' positions.

• Developed limited genre-specific directions, detailed execution strategies, and improved internal management indicators to overcome gaps for the client's Top 2 aspiration.

• Proposed integrated TMM/digital solutions and increased average subscription revenue per large-scale advertiser to expand advertising revenue.

Outcome

Based on Key To Way's advice, the client conducted concrete discussions with stakeholders such as drama, entertainment, and news production departments to secure a Top 2-oriented content portfolio. Additionally, the client shared the Best Formation based on Key To Way's Top 2-oriented proposal throughout the company and utilized it in their strategic planning.