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Vodafone TV, Greece
Product Marketing | Rights Negotiation | Strategy & Research

Vodafone TV (previously known as HOL TV) is the IPTV platform of Vodafone Greece, a telecommunications provider with the largest private fiber optics network in the country.

Objectives

IPTV is a crucial product, with the launch of an IPTV service being a key driver for increasing subscriber acquisition and strengthening its position in an increasingly competitive market.

3Vision were approached to develop and acquire the content proposition, from strategy development and business modelling through to content acquisition and marketing.

Approach

3Vision initially focused on developing a comprehensive content strategy. This process included:

  • Competitive analysis including content offer and pricing
  • Benchmarking versus comparable international services
  • Analysis of available content
  • Providing all content inputs for the overall IPTV business model
  • Developing a strong content proposition including TV channels and VOD that would differentiate the product in the Greek TV market

Once the proposition was agreed, 3Vision led the implementation phase of the project by negotiating content deals with all of the required providers – both TV channels and Hollywood studios.

Results

The IPTV service launched successfully with TV channels from leading providers such as Discovery, Eurosport, Disney and ESPN. VOD movies were acquired from three Hollywood studios – Sony, Paramount and NBC Universal. Through strong and experienced negotiations 3Vision ensured that upfront content costs were minimised in a market where initial subscriber numbers were projected to be relatively low.

“We are very pleased with 3Vision’s services as they have managed to accelerate the content acquisition process, achieve preferential terms with providers and manage the communication with the Hollywood studios. 3Vision had the experience to drive us through the right decisions and help us build a successful IPTV service.”

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