WorldTV
2008 REBRAND 100 Winners > best of awardsIndustry: Media/Telecommunications/Utilities - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - WorldTV launched in 1997 transmitting 7 Arabic TV channels in the U.S. via direct broadcast satellite. As a division of France Telecom’s subsidiary GlobeCast, by 2006, WorldTV grew to 200 satellite channels from the Middle East, Asia, Europe and Africa, becoming America’s #1 provider of international TV. Challenge - Programmers required distribution beyond satellite and demanded carriage on other platforms via cable, TelcoTV and broadband. As a content rights holder, WorldTV was in a unique position to expand its business model beyond satellite to license content on cable and other video platforms. Strategy - The Moderns envisioned WorldTV as a “branded” destination for exclusive international TV in America. By highlighting the aspirational experience of WorldTV’s key asset “global content” and rebranding it away from a satellite technology company, a new brand architecture and visual identity was developed to address B2C and B2B markets. “YOUR WORLD. YOUR TV.” emphasizes the emotional connection between WorldTV’s “content” and the “individual viewer”, suggesting a propriety brand culture that celebrates global diversity and the audience’s desire to maintain vital links back home. Result - WorldTV rolled out its re-branded identity in 2007 across all consumer and dealer touch points, maintaining growth in its satellite subscriber base, while successfully packaging and licensing content under the WorldTV brand to leading cable, Telco and broadband platforms. Credits: Client: WorldTV - www.globecastwtv.com Brand Strategist/Designer: The Moderns - www.themoderns.com Creative Director: Janine James Design Director: Kevin Szell [back] |
