The questions that arise are, why can’t Aaj compete with Geo in the conventional way, and why should it go after Geo in the first place? Can’t they co-exist peacefully as it is? For the first question, no. Marketing is nothing short of full-fledged warfare. In a battle, one party avoids going head-to-head with its rival even if it
Read moreUp till now we have been discussing the niceties of competition. Unfortunately real life is anything but nice, and so is the competition in any field. Even if you want to play it fair and square, the other guy may have other plans. And then what constitutes fair and square all depends upon perceptions. The Americans believe they were fair
Read more‘Don’t you think that people today are more program loyal rather than channel loyal?’ Hameed Kashan, the marketing manager for Aaj TV replied in response to my branding scenario for their channel. In other words he was saying that the laws of branding don’t apply to the television industry, which for some inexplicable reason he emphasized as the new media.
Read moreLet’s see how the television industry in Pakistan has evolved and how Geo and Aaj fit into the prevailing paradigm. The television industry in Pakistan, just like in any other country, was a one-channel industry in its infancy. One channel in the sense that every channel had all the ingredients to fulfill the needs of the entire population. PTV –the
Read moreAnd it doesn’t end here. What makes this concept truly unique is that it’s going to be completely interactive and encompass all the mediums of communication. It’s going to be on TV (that’s the base), it’s going to be on the internet, it’s going to be in print; in short it’s going to be everywhere. For the internet, a blog is
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