Free-TV, pay-TV, radio and business-to-business – we have a lot of different customers. All of them require different approaches, and the dialogue we have with them has various aspects:
For the free-TV business we look at the programmes that we purchase, produce and air. To better determine which ones to broadcast, we conduct focus groups and attitude research both for individual programmes and branding of the different channels.
We constantly keep up-to-date with what our viewers actually watch by following viewing figures and the audience appreciation index.
For the pay-TV business we have our Viasat customer support centres in each country where we operate the Viasat pay-TV platform. In the support centres we handle our customers’ questions and needs through email and phone, Twitter, Facebook, YouTube and other social media.
For the radio business, the contact between radio and its listeners is more direct than in many other media. Listeners are in constant contact through listener hotlines, competitions, websites and blogs.
Media buyers are our free-TV and radio-channels’ main customers. The media buyer is often a media agency or a company’s marketing department. Our sales teams work closely with the customers to provide them with relevant information and to find creative media solutions.
Our pay-TV retailers have to be up-to-date with our products since they market our products to end-users, so an ongoing dialogue is natural. The retailers also give us important feedback from their customers regarding what the market requires.