SuperbrandS Finland 60 Market In Finland, MTV3 is largest medium
Market In Finland, MTV3 is largest medium that reaches approx. three million people daily and over four million every week. The population in Finland is approx. 5.2 million. The MTV3 television channel is part of MTV MEDIA, which in turn is owned by Bonnier AB (50%) and Proventus AB (50%). This includes brands such as the TV-channel Subtv, a national radio channel, Radio Nova, and a regional radio channel, Sävelradio, as well as interactive services known as MTV Interactive.
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Superbrands Finland
It has a minority holding of 23,4% in the leading Swedish commercial TV channel TV4. Although the future will be all about multimedia, the jewel in MTV MEDIA’s crown is television. Television’s power to attract and deliver communications and entertainment is forever expanding and developing regarding programmes offered and technology. The seamless co-operation between the two channels, MTV3 and Subtv, and the programming schedules for both channels promise a strong media both to viewers and advertisers. The
market share in TV advertising for both channels amounts to approx. 70%. Over 90% of MTV MEDIA’s income is from advertising sales. Achievements In the target group of 10-44 year olds the share of viewing during ‘Prime Time’ of MTV3 and Subtv was 45% in the first five months of 2005. The viewers found MTV3´s news programme the most interesting compared to the other Finnish news programmes. MTV3’s nightly news broadcast, the Ten O’clock News,
is the most watched news programme in Finland. The most watched Finnish series in 2005 have been MTV3’s soaps “Secret Lives” (Salatut elämät) and “Cuckoos Nest” (Käenpesä) which are broadcast once a week. A highly viewed and popular reality series shown in spring 2005 was the Finnish version of Donald Trump’s, “The Apprentice” (Diili). The lifestyle programmes have become more and more popular and the most watched foreign series were: ER, Without A Trace, 24 and O.C. Besides local and foreign shows, soaps, films and news, MTV3 has a very large audience who watch MTV3 sports programmes. In Finland approx. 54% tune in to MTV3 first as the channel of choice when surfing the programmes. MTV MEDIA is able to offer all forms of electronic media with wide coverage. Advertisers can use MTV MEDIA to carry out an entire campaign, e.g. beginning with a teaser on MTV3 and ending with online shopping which the customer can do on the Internet or using their mobile phone. Managing this chain in a creative way will be the most important factor in the future success of MTV MEDIA’s operations. On MTV3 advertisers in Finland can choose a national and regional campaign on ten reception areas. History MTV3’s history began in 1957 when it began broadcasting its programmess. MTV Oy, as it was then known, is the third oldest commercial TV company in Europe. The first news broadcasts went on the air in 1981 and the first breakfast TV show in the Nordic countries, Good Morning Finland, was aired in 1989. It is now almost 50 years (2007) since MTV Oy was established. In its earlier years, MTV Oy provided some ten hours of programmes per week. They were broadcast via the channels of the Finnish Broadcasting Company (YLE) in between YLE’s own programmes. The brand started to develop and become part of the daily lives of Finnish viewers. It stood out from YLE’s programmes with its distinctive programming, and many of those who appeared in the early programmes became well-known local celebrities.
Over the years Finns became closely attached to MTV. The amount of programme time constantly increased and broadcasting changed with the times. There was a prolonged debate in Finland about allowing the young commercial channel to set up its own news programme. It was not until 1981 that MTV was officially granted permission for its ‘Ten O’clock News’; MTV’s ‘Seven O’clock News’ began airing in 1990. The company obtained its own operating licence on January 1, 1993, and its programmes switched then to its own broadcast channel, which was renamed MTV3. Throughout its history, MTV3 has been forward looking, introducing viewers to the latest trends. It introduced Finns to a text channel that was and is in heavy use. For approx. 40 years MTV had been privately owned, and in 1989 MTV Oy and the Aamulehti Group merged to form Alma Media Corporation, which became the owner of MTV. At the beginning of 2005 the company became a highly desirable acquisition. After a series of dramatic events, the company ended up in Swedish hands when it was bought by publishing house Bonnier AB and Proventus Industrier AB. An owl has been part of the MTV channel logo from its earliest version right up to and including the latest version. The owl is one of the most valuable symbols and assets in the MTV3 brand. The owl symbolizes the core of the brand, with a smile on its face. It is wise. It stays awake while others sleep. It has excellent sight and sees further than others. MTV3’s owl belongs to the memories cherished by Finns and yet at the same time is a promise of what is to come. The first black and white owl logo was designed by the artist Peppe Nyström. The idea was based on the advertising slogan ‘Buy wisely!’. Over the years the channel logo has changed shape, in line with the times. But the owl has stayed. Product MTV3 is Finland’s leading TV channel with a total audience share of 36% in 2004. The core mission of MTV3 is to broadcast quality shows. Whether it is the news, sports, entertainment or dramas, MTV3 always wants to begin the day by inspiring communications and dialogue amongst the Finnish people.
A breakdown of MTV3’s product contents regarding broadcasts and programmes is as follows: foreign series and films -50%, Finnish news and current affairs talk shows -25%, sports shows and news -10%, entertainment programmes -8%, drama series -5%, and the rest various service programmes. Recent Developments MTV MEDIA was a part of the Finnish Alma Media corporation for six years. In January 2005 it was acquired by Swedish Bonnier&Bonnier AB and Proventus Industrier AB. Despite the changes in ownership in recent years, MTV has a clear selfrespecting identity and a strong position in the Finnish media. MTV3 aims to give Finns the most popular brands and contents in electronic communications and entertainment. Promotion MTV3 is one of the strongest brands in Finland where people spend on average one hour every day watching MTV3 channel. MTV3 believes in the power of marketing and promotes both B2C and B2B marketing and advertising. Brand Values MTV MEDIA’s strategy is built on five pillars. These are content, spirit, sales, the dual-tvchannel model and developing new consumer products. The most important of these is content. Spirit means the company’s internal working procedures and values are based on respect for the individual. Things you didn’t know ABOUT… MTV3 • MTV3 will keep the clear market leadership with its high quality programming. In addition, it will derive a considerable share of its future revenue from the Internet, mobile media and new pay-TV consumer products. • Television consumption is becoming more interactive. The current opportunities from combining television, the Internet and mobile phone are paving the way towards fully digitalized and interactive television. Finland will switch off analogue terrestrial networks in 2007 – possibly the first country in the world to do so. • Interactive MTV3 opens up a new world for advertisers in which the goal is to turn the TV viewer into a customer for electronic services. www.mtv3.fi
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Superbrands Finland
It has a minority holding of 23,4% in the leading Swedish commercial TV channel TV4. Although the future will be all about multimedia, the jewel in MTV MEDIA’s crown is television. Television’s power to attract and deliver communications and entertainment is forever expanding and developing regarding programmes offered and technology. The seamless co-operation between the two channels, MTV3 and Subtv, and the programming schedules for both channels promise a strong media both to viewers and advertisers. The
market share in TV advertising for both channels amounts to approx. 70%. Over 90% of MTV MEDIA’s income is from advertising sales. Achievements In the target group of 10-44 year olds the share of viewing during ‘Prime Time’ of MTV3 and Subtv was 45% in the first five months of 2005. The viewers found MTV3´s news programme the most interesting compared to the other Finnish news programmes. MTV3’s nightly news broadcast, the Ten O’clock News,
is the most watched news programme in Finland. The most watched Finnish series in 2005 have been MTV3’s soaps “Secret Lives” (Salatut elämät) and “Cuckoos Nest” (Käenpesä) which are broadcast once a week. A highly viewed and popular reality series shown in spring 2005 was the Finnish version of Donald Trump’s, “The Apprentice” (Diili). The lifestyle programmes have become more and more popular and the most watched foreign series were: ER, Without A Trace, 24 and O.C. Besides local and foreign shows, soaps, films and news, MTV3 has a very large audience who watch MTV3 sports programmes. In Finland approx. 54% tune in to MTV3 first as the channel of choice when surfing the programmes. MTV MEDIA is able to offer all forms of electronic media with wide coverage. Advertisers can use MTV MEDIA to carry out an entire campaign, e.g. beginning with a teaser on MTV3 and ending with online shopping which the customer can do on the Internet or using their mobile phone. Managing this chain in a creative way will be the most important factor in the future success of MTV MEDIA’s operations. On MTV3 advertisers in Finland can choose a national and regional campaign on ten reception areas. History MTV3’s history began in 1957 when it began broadcasting its programmess. MTV Oy, as it was then known, is the third oldest commercial TV company in Europe. The first news broadcasts went on the air in 1981 and the first breakfast TV show in the Nordic countries, Good Morning Finland, was aired in 1989. It is now almost 50 years (2007) since MTV Oy was established. In its earlier years, MTV Oy provided some ten hours of programmes per week. They were broadcast via the channels of the Finnish Broadcasting Company (YLE) in between YLE’s own programmes. The brand started to develop and become part of the daily lives of Finnish viewers. It stood out from YLE’s programmes with its distinctive programming, and many of those who appeared in the early programmes became well-known local celebrities.
Over the years Finns became closely attached to MTV. The amount of programme time constantly increased and broadcasting changed with the times. There was a prolonged debate in Finland about allowing the young commercial channel to set up its own news programme. It was not until 1981 that MTV was officially granted permission for its ‘Ten O’clock News’; MTV’s ‘Seven O’clock News’ began airing in 1990. The company obtained its own operating licence on January 1, 1993, and its programmes switched then to its own broadcast channel, which was renamed MTV3. Throughout its history, MTV3 has been forward looking, introducing viewers to the latest trends. It introduced Finns to a text channel that was and is in heavy use. For approx. 40 years MTV had been privately owned, and in 1989 MTV Oy and the Aamulehti Group merged to form Alma Media Corporation, which became the owner of MTV. At the beginning of 2005 the company became a highly desirable acquisition. After a series of dramatic events, the company ended up in Swedish hands when it was bought by publishing house Bonnier AB and Proventus Industrier AB. An owl has been part of the MTV channel logo from its earliest version right up to and including the latest version. The owl is one of the most valuable symbols and assets in the MTV3 brand. The owl symbolizes the core of the brand, with a smile on its face. It is wise. It stays awake while others sleep. It has excellent sight and sees further than others. MTV3’s owl belongs to the memories cherished by Finns and yet at the same time is a promise of what is to come. The first black and white owl logo was designed by the artist Peppe Nyström. The idea was based on the advertising slogan ‘Buy wisely!’. Over the years the channel logo has changed shape, in line with the times. But the owl has stayed. Product MTV3 is Finland’s leading TV channel with a total audience share of 36% in 2004. The core mission of MTV3 is to broadcast quality shows. Whether it is the news, sports, entertainment or dramas, MTV3 always wants to begin the day by inspiring communications and dialogue amongst the Finnish people.
A breakdown of MTV3’s product contents regarding broadcasts and programmes is as follows: foreign series and films -50%, Finnish news and current affairs talk shows -25%, sports shows and news -10%, entertainment programmes -8%, drama series -5%, and the rest various service programmes. Recent Developments MTV MEDIA was a part of the Finnish Alma Media corporation for six years. In January 2005 it was acquired by Swedish Bonnier&Bonnier AB and Proventus Industrier AB. Despite the changes in ownership in recent years, MTV has a clear selfrespecting identity and a strong position in the Finnish media. MTV3 aims to give Finns the most popular brands and contents in electronic communications and entertainment. Promotion MTV3 is one of the strongest brands in Finland where people spend on average one hour every day watching MTV3 channel. MTV3 believes in the power of marketing and promotes both B2C and B2B marketing and advertising. Brand Values MTV MEDIA’s strategy is built on five pillars. These are content, spirit, sales, the dual-tvchannel model and developing new consumer products. The most important of these is content. Spirit means the company’s internal working procedures and values are based on respect for the individual. Things you didn’t know ABOUT… MTV3 • MTV3 will keep the clear market leadership with its high quality programming. In addition, it will derive a considerable share of its future revenue from the Internet, mobile media and new pay-TV consumer products. • Television consumption is becoming more interactive. The current opportunities from combining television, the Internet and mobile phone are paving the way towards fully digitalized and interactive television. Finland will switch off analogue terrestrial networks in 2007 – possibly the first country in the world to do so. • Interactive MTV3 opens up a new world for advertisers in which the goal is to turn the TV viewer into a customer for electronic services. www.mtv3.fi
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