TV Asia
Aim of the brand TV Asia USA is a community and entertainment news network catering to the affluent Indian Americans. We broadcast - community news, Hindi news, Gujarati news, World News, films, music, daily news, serials, talk shows, plays – all that is relevant to the South Asian Community (Indians, Pakistanis, Bangladeshis, Nepalis, Bhutanese, Sri Lankan, Indo-Caribbean & Fijians).
The objective of our brand is to reach to the next generation of American Indians who are based in the US. The current brand tagline, ‘home away from home’ would not be very relatable to them as they are the next generation who have mostly been brought up in the States. There is a need to build a connect with our target audience (TA) and offer them different packages that contain South Asian entertainment content, latest news, songs, shows or any other form of entertainment.
Indo - Americans are at the core of our business idea. We reach out to every individual who is looking for a concise platform for news & entertainment.
Scenario Study There is NO one media for the Indo – American audience which acts like a one stop shop providing community news, information, entertainment and various shows. There is a demand for a consolidated platform that will make our consumer feel they’re not far away from their culture and tradition.
Global Trends Some trends are a direct reflection of what the brand wants to portray. Looking at a few global trends it is clear that our brand should give them a sense of community, cultural brief and essence of their roots.
Social Active Educative Collective Cultural Loyal
This should form the base of the brand. It is an active network which promises latest news, talks shows, films and music, soaps and serials. Therefore a very social, active, collective, educative and loyal vibe should radiate from the brand. A synthesis of all the traits mentioned above will give birth to an ideal model for our brand.
Market Understanding We differentiate ourselves from the others in the market by getting down to the nitty gritty of the demand. Here the demand is reaching out to every Indian – American who wishes to indulge themselves in some quality entertainment movies, music or talk shows or who wants to remain updated on the latest happenings around the global diaspora. We position ourselves as a bespoke brand and trend setter.
We’re creating an ecosystem like setting for the Indo - American community to spend some quality time from their busy or routine schedules We exist to provide our users with a varied range of offerings. We are all about entertainment, tradition & culture, passing information, engaging with our viewers who can feel comfortable on our platform as though it was curated especially for them.
Spiderweb Plotting
Emotional
Active
Niche
TV Asia
Star TV Social
Communal
STP Model Segmentation:
Geographic The brand reaches out to a predominantly urban market, but can also delve into semi - urban audience. Psychographic We are trying to bring a wave of change in the market by creating an atmosphere that will encourage more individuals staying abroad to indulge in South Asian content and their cultural beliefs. We also play a role in educating them about their homeland by bringing in authentic cooking shows, talk shows, ‘desi’ music and Bollywood.
Targeting:
Positioning:
We are targeting individuals above the age group of 25, or who are in their mid 30’s or 40’s and seniors who are looking for a one stop shop for entertainment & community news.
We position ourselves essentially as a brand willing to cater to a specific audience’s needs and create an ecosystem for them to feel welcome. So we consider us as a niche product developed out of the sheer need for an active, enthusiastic, educative environment which can be called ‘home’.
Consumer Understanding We stand as representatives of our consumers’ ideologies and beliefs. We target a specific strata of the American society who are looking for something like a break from their monotonous routine. They would probably like to engage in a show that will educate them as well as remind them of their cultural background.
Consumer Understanding Demographics
1. Age: 28 - 50 yrs (70%), 50 – 70 yrs (25%), 71 and above (5%) 2. Gender: 55% Female, 45% Male 3. Marital status: Married (75%), Students/ Single (25%) 4. Annual income levels: $150K 5. Education levels: Post Grads and above
6. Occupational breakdown: Doctors ~ Engineers ~ Business Owners 7. Languages spoken: English, Hindi, Punjabi, Gujarati, Marathi, Bengalis, Telugu. 8. Household size: Approx. 4 per house 9. Residency : 90% (Citizens or Green Card Holders),10% Foreign Students/Visitors 10. Ethnic Diversity Split : 80% Indians, 10% Pakistanis, 10% Bangladeshi/Sri Lankan/ Bhutanese/Nepalis/ Fijians
User Personas
Mili Gandhi, 32
Software consultant Mili enjoys reading news, and always likes to stay updated. She is a busy woman & being a mother of a little girl, gets very little time for herself. She enjoyed watching bollywood films once upon a time and still misses old Hindi films. She doesn’t have time to visit various platforms and search for films or even news. She wished there was an easy way out!
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Mr. & Mrs. Joshi, 74 & 72
Retired Bank employee & homemaker Mr. & Mrs. Joshi moved to the States to stay with their only son 10 years ago after the formers retirement from Bank. They have spent most of their years in their homeland, India and get nostalgic about it sometimes. Mr. Joshi loves listening to Marathi news and debates while Mrs. Joshi loves watching daily soaps and serials & they are currently looking for a user friendly platform for the same.
Abhoy Ghosh, 41
Senior Marketing Manager Abhoy recently moved to Texas with his wife and 2 kids. He and his wife loved watching TV programmes and talk shows, back in Kolkata. They feel this routine of theirs shouldn’t be disrupted and want a consolidated platform where they will have various options to select from. They even watch a few informative and educational shows as a family.
User Personas
Mr. & Mrs. Mehra, 67 & 64 Financial manager & HR Director
The Mehras moved to Charleston 40 years back and have an established lifestyle in the US. Although they’ve stayed in America in their prime years, they grew up listening to old bollywood songs and watching Doordarshan. They often talk to their friends in India about films and songs and reminisce. They are looking for an all in one radio plus TV where they can get nostalgic and remember their childhood days.
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Rana Akkineni, 53 Chef
Rana is a bachelor & very fond of travelling. He is currently settled in LA and works as a head chef at a restaurant. He loves his job and is always open to learning new & exciting recipes. He loves watching different cooking shows and has himself been invited to a couple of them. He makes a wide range of cuisines, right from Indian, Chinese and Italian to continental & Thai and also has a special love for desserts and sweets. He is always on a hunt for an exciting cooking show to watch during his leisure time.
Vriddhi agarwal, 28
Fashion designer & influencer It has been 4 years since Vriddhi started practicing Fashion. She was born in New York and is quite modern and hip. She is often reminded of her Indian roots by her grandmother when she listens to the latters childhood tales. She has been fascinated by bollywood ever since she was a little kid & plans on visiting India soon. She strives to create content that is heavily inspired by her Indian roots & was also invited as a guest speaker in one of the fashion schools.
Brand Strategy.
Brand Attributes
Become a niche brand with offerings only for a specific group of people
Educative
Brand Atom
Emotional
Connect our users to their roots & evoke a sense of nostalgia
Active
Attachment
Sensitive Nostalgia
TV Asia
Tradition
Interaction
Brand Values Cultural
Brand Personality
Brand in Action
Loyal Collective Interact and engage with consumers and offer a very inclusive plan
Social
Offer a holistic experience to our users
Brand Pillars Brand Proposition
Reaching out to an audience away from their motherland by connecting them to their ideologies and culture.
Brand Archetype
The Intellectual The Savant The Academician The Artiste
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Brand Personality
Social Active Educative Collective Cultural Loyal Emotional Sensitive 15
Brand Personality Personality Spectrum
Social
Serious Emotional Colourful/ bright
Reclusive
Quirky/ fun Non - emotional Toned down/ subdue
Brand Essence Our brand acknowledges an audience living in a foreign land and thus bridges the gap by honouring the Indian nature in them. It has been developed out of sheer need for a one stop platform for entertainment. TV Asia is a story of coming home after a long day, and sinking into another familiar little world. It is a celebration of the routine, the mundane. We also assist the comfortable time spent with people you love or alone, with complete absence of frustrations or anything emotionally overwhelming often enjoyed with good food drinks. TV Asia reminds you that you deserve this relaxation and we are here to offer you a consolidated platform which eases your work even more.
We are the new age entertainment plethora.
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Brand Narrative Our Vision To establish a digital entertainment platform for Indians/ South Asians living away from their homeland.
Our Mission To encourage our users to connect to their roots, values and culture by providing a consolidated user friendly platform.
Brand Narrative Our Values We value emotions, trust, culture and development.
Our Promise We are a niche sensitive platform that has been generated through a very thoughtful process. We streamline a variety of shows into people’s everyday life and offer a single point of access for people to turn to for all their needs. We plug in the gaps with our digital and bespoke services and thrive to reach to a larger audience everyday.
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Keeping the brand colours intact, the logo form has been changed. The colours directly connect to the target audience and retaining them is crucial for a smooth brand transition.
New Evolved Logo
Why the need to tweak the logo. TV Asia was formed almost 28 years ago, and and it has grown ever since becoming a favorite with South Asian Americans diaspora in US. The younger generation cannot connect with it as its much older and that’s why the need to make it in line with todays day and age. Without completely deviating from its root and tweaking it slightly to give it more vibrant and dynamic color palette and clean modern typeface treatment. Overall it looks fresh and rejuvenated, born again for the younger generation. Cool and modern.
New LOCATION
TV Asia besides getting a NEW Brand look is moving to NEW YORK City this FALL!
New PROGRAMMING
With new branding comes new programming.
TV Asia now brings to its audiences an array of programming in all genres ENTERTAINMENT ~ NEWS ~ CUISINE ~SOAPS ~ MOVIES and much MORE!