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Repositioning of the brand TV cine & séries online: strategic analysis of the own means of social networks and online platform
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This Work Project, conducted within a direct research internship at NOS, aims to propose
a reposition of the brand TVCine & Séries online, focusing on a strategic analysis of the
own means of social networks and online platforms. Through secondary data provided by
NOS and collected online, in-depth interviews of current and past clients of the service
and the author’s experience on the matter, recommendations were developed based on
blue ocean strategy.
On analyzing the most relevant attributes in the Pay TV industry’s strategy canvas, a new
value curve is reconstructed for TVC&S. Over the elimination of static website, reduction
of offline marketing expenditures to raise SEO design and social content tools usage, a
new video on demand service must be created alongside with customer interactivity in
the new user friendly website, which provides a flexible subscription fee scheme and a
recommendation and customized service. These recommendations try to deliver a more
focus, unique and clear message for the industry, enhancing TVC&S’s value innovation.
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Blue ocean strategy Digital strategies Pay tv industry Consumer engagement