MARKET ITV is an integrated producer and broadcaster that creates and distributes high-quality content on multiple platforms. Over the years, ITV has distinguished itself as Tanzania’s leading electronic media service provider in both reach and viewership. They have accomplished this by continuously evolving and keeping abreast with technological and social changes, making them one of the top broadcasters in the region, as well as the most profitable. The main source of revenue for ITV is the sale of “airtime”. Airtime can be purchased for spots, sponsorship of programs, special programs and participation in programs. Thanks to ITV’s reputation and popularity, demand for advertising space supersedes the amount of time available and clients often have to wait for a slot to open up. In addition to this, ITV also brings in additional revenue by offering top-of-the-range outside broadcast facilities, automated transmission play out capacity, sophisticated editing suites and some of the most modern television studio facilities in the region. ITV’s strategy for success in the market is to create relevant content that is targeted to appeal to a specific segment of viewers in terms of social, economic status, age and gender. ITV’s overall market share is currently around 60%. However, the prime-time evening news that airs from 08:00 - 09:00 pm has an impressive 80% market share. For over 30 years, ITV has managed to maintain their top position of viewership, attracting advertisers to the station. ITV has managed to sustain its unique position by: • Continually staying professional at all times. • Researching and vetting its content to ensure its correctness. • Differentiating the channel from competitors. • Customise advertising solutions for clients. • Providing good customer service. • Staying close to viewers by continuously getting feedback from them. ACHIEVEMENTS Over the years, ITV has received numerous awards and accolades for its performance. Some of these are: Tanzania Commission for Aids: Award for continued support and commitment in the National HIV and AIDS response. Prevention and Combating of Corruption Bureau Award: For educating and informing the public at large on the fight against corruption. National Road Safety Council of Tanzania Award: For the continuous support of Road Safety Activities in the country. Medical Women Association of Tanzania Award: In recognition of its outstanding support and dedication in the fight against breast cancer in Tanzania from 2004 to date. Sports Association Awards: ITV has been awarded by various sports associations for raising funds and support. The Associations supported the Tanzania Athletics Association in the preparation and implementation of the East, Central and Africa Athletics Championships. Some of these are: • Amateur Boxing Tournaments. • Golf Tournaments. • National swimming Tournaments. • Under 17 Football Championships. • In supporting the Tanzania National Women Football Team Twiga Stars. ‘Loyalty Award’: ITV’s doors are open to anybody who needs help, for medical assistance, lost relatives, children, etc. This service is provided by ITV to the public regardless of their status, free of charge and has been in place since 1994. Superbrands: The only television station in Tanzania that is a Superbrand. ITV has been recognised for the sixth consecutive year as one of the outstanding brands in East Africa. HISTORY ITV-Independent Television Limited (ITV) is an Associate Company of IPP Limited. ITV started its operations in June 1994, initially broadcasting to only five regions in the country and airing its programs for only six hours a day.Within two years of operations, it expanded its programming to air 24 hours a day and increased its reach to cover the entire country. ITV Independent Television is the trendsetter in television broadcasting in Tanzania. They broadcast 24/7, bringing news and entertainment to the nation. Proudly producing ninety per cent of its programming locally. ITV has distinguished itself as a professional, trusted brand of the people. 70 ea.superbrands.com Superbrands East Africa Vol. 9
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