Background and Client Requests

Client requested Key To Way to establish a strategy for channel re-branding with the aim of setting the future direction that aligns with the group's media content strategy, in response to recent changes in the business environment that raised the need for a group-oriented MPP strategy diagnosis.

Key To Way’s Approach

In response to Client's request, Key To Way conducted 3 main activities.

• Current situation analysis

  - (Customer analysis) Analyzing viewing patterns and advertiser subscription patterns by viewing target

  - (Competitor analysis) Analyzing major MPP trends among competitors

  - (Self-analysis) Diagnosing the current status of Client

• Strategy direction development

  - Establishing the direction of the group-oriented MPP strategy and developing detailed implementation strategies

• Channel re-branding direction setting and candidate development

  - Establishing the brand system

  - Developing naming candidates and conducting viewer preference surveys

Outcome

Based on Key To Way's consultation results, Client selected the core target for the channels in line with the group's portfolio and shared the detailed implementation concept with the group. As a result, naming candidates for target channels that have alignment were developed.