Concept and strategy

HSMAI as a TV Channel

IngunnHofsethHSMAI

Grounds for going ”on air”

TV: The world’s biggest pastime

• TV the leading medium

• Newsprint sees radical decline

• Web stabilising

• Radio in decrease

• Internet news growing fast

• Magazines drop below 50 %

• Mobile content soaring

Media distribution

Daily viewing, 2012

All figures Norwegian, in minutes

175 183167

92

150159

180 188

234

0

50

100

150

200

250

P12+ F12+ M12+ P12-19 P20-29 P30-39 P40-49 P50-59 P60+Source: TNS Gallup TV Metre Panel, national universe

0

10

20

30

40

50

60

70

Q2 '10

Q4 '10

Q2 '11

Q4 '11

Q2 '12

Tablets

Smart phones

Smart phone and tablet extensiveness

• Increasingnumbers ofEuropeans have smart phones

• In some countriesup to 30 % have tabletcomputers, ofwhich more than2/3 iPads

Use of mobile media content 2005 – 2012

11 11 11 11 10 9 9 9 10 10 10 1112 12 11

12 1314151719

2324

2729

3234

40

44

47

4 4 4 4 3 3 4 4 5 4 4 5 5 5 5 6 68 9

1112

151719

22

2527

32

36

40

0

10

20

30

40

50

Weekly

Daily

Computer

TabletMobile

TV offers numerous viewing options

PC, mobile, tablet11 %

PC & mobile34 %

PC & tablet17 %

Mobile & tablet12 %

Source: TNS Gallup/Kantar Media

6

7

9

11

15

18

60+ yrs

50-59 yrs

40-49 yrs

30-39 yrs

20-29 yrs

12-19 yrs

Daily penetration, streaming – Q2 2012

Source: TNS Gallup’s Norwegian Internet Panel (NIP)/Kantar Media

HSMAI’s goals and purpose

• Create our strongest communication channelfor the defined target groups and sponsors

• Make HSMAI even stronger

• Reinforce qualifications and networks withinsaid target groups

Goal

• The travel and hospitality industry and itscustomers

• The media, authorities and political bodies

Target groups

• Streaming via dedicated website

• Added by YouTube or similar SoMedistributors

• Other social media outlets

Distribution

• Mobile

• Tablet

• PC/Mac

• TV sets

The screens

• Production

• Content

• Marketing

• Sponsor sales

The costs

• The channel is to be financed by sponsors, in its entirety

• Sponsorships sold in half- and full-year terms

• Determining level of professionality

In short:

• Not BBC or HBO level

• Not broadcast level

• But sufficient to create added value

Quality: Adequate

Editorial platform

• To be viewed as trustworthy and objective

• Including all target groups

Editorial foundation

1. Including

2. Purposeful and up-to-date

3. Socialising and inspiring

Content values

• All target groups covered by total content

• Making space for all views

• Display the industry’s width and versatility

• Open for execs as well as employees

1. Including

• Create content of interest to the target groups

• Create content that involves the target groups

• Create content reaching its audience at theright time

2. Purposeful and up-to-date

• HSMAI imparts knowledge

• HSMAI discusses knowledge

• HSMAI develops knowledge

3. Socialising and inspiring

• Brief interviews

• Surveys

• News

• Reports

• Big as well as smaller events

Categories of content

• Ingunn Hofseth

• XXXX XXXXXXXX

• XXXX XXXXXXXX

• XXXX XXXXXXXX

• XXXX XXXXXXXX

Staff

• The HSMAI Magazine: made available everyThursday at 19:00

• Lasting 30 minutes

• Based on interaction in socialmedia, especially on Thursdaynights, including prizes

• Viewable at any time

• Concept to be developed

• HSMAI Extra: Held in connection to largerevents, summer tour etc

Scheduled programming, autumn 2013

• Simple studio, no costly extras

• Reports and stories

• Lots of brief interviews

• Frequent recording on location

• All of Europe, as far as possible

• Recurring elements

The HSMAI Magazine

• The HSMAI Magazine: made available everyThursday at 19:00

• The HSMAI interview, a 15-minute interview, made available every Tuesday at 19:00

Scheduled programming, spring 2014

• To make the most important, most effectiveand involving channel for the travel and hospitality industry – and its customers

The possibilities