Capturing the gift of emotion
NTV7, one of Malaysia's most loved tv channels, needed to reconnect with its young urban Malaysian audience. They asked us to turn NTV7 into the ultimate entertainment, inspiration and enjoyment channel.
TARGETING MODERN MALAYSIA
Media Prima (Malaysia’s largest media company with leading properties in television, digital and print) faced a challenge: how to give their television channel brands momentum in the digital age. As is the case in most parts of the world, connected consumers in Malaysia have been shifting their viewing habits from linear television to online services like Netflix, Amazon, YouTube, Facebook, Twitter and Instagram on smart devices.
EMBRACING THE DIGITAL WORLD
Our mission was to re-invent Media Prima’s flagship TV brands: NTV7, TV3, 8TV and TV9 to increase their relevance and appeal to this new breed of online consumers. We developed a new portfolio strategy, repositioning each brand to target a specific viewer segment. The positionings intentionally blurred the line between linear and digital in order to give the TV brands “street cred” in the digital world and make it easier for them to transition to streamed on-demand content.
FRESH, BOLD, PLAYFUL
The most radical rebranding was for NTV7, a long-time favourite among Malaysian audiences. It was totally repositioned and underwent a content overhaul to target a more aspirational urban viewer. This meant the brand had to be reinvented to place it at the vanguard of the portfolio – the freshest, boldest and most playful of the bunch.
The new brand idea for NTV7 is captured in the tagline ‘FEEL IT!’ NTV7 believes that entertainment is the gift of emotion, so it promises viewers ‘experience without limits’. Owning emotion gave NTV7 a distinct personality and tone of voice which we translated into an edgy, digital-ready visual identity that has disrupted the traditional television landscape in the country and has re-engaged younger audiences.
This results of the rebranding of Media Prima’s TV entities were an affirmation to senior management that television is not dead… it is moving into an exciting new digital era!