Mediaedge:cia introduces a specialised department dedicated to optimising TV media planning and implementation

The new TV Division is the first of its kind in the region, and will provide specialised strategies, tactics and processes in order to further improve its TV planning and buying product, and to enhance the quality of solutions offered to their clients. The new department will handle TV planning operations for all current MEC clients in the region, and will specialise in advertising buying and optimisation, TV research (including both 'soft' programming and 'hard' quantitative analysis), as well as post-buying analysis and corrections.

"There are over 300 TV channels currently available in the region, and as more and more TV channels enter the market, it becomes very difficult to retain expert knowledge of all the different media sources available in the market," commented Yves-Michel Gabay, International Business and Development Director for Mediaedge:cia Middle East.

"Our TV media strategists will work closely with our media buyers, utilising their specialized expertise to advise which media are more relevant and effective. They will also help re-negotiate better efficiencies with media owners in the future,"

he said.

TV Director, Bhaskar Khaund, will head up the new TV Division, and will be responsible for all the TV operations in the new department, as well as the various TV strategists and planners within the team.

"The current TV landscape is evolving very fast. My priority is for MEC to be at the leading edge of this TV evolution. This includes a greater emphasis on plans grounded in both research and creativity, on buying accountability and on becoming dynamic and knowledgeable TV experts for our clients. We will aim at improving each stage of a process, starting with a clear understanding of the communication brief. This process also involves accurate target prioritization, optimised media selections and a move towards buying scientifically benchmarked GRP goals rather than merely airtime," said Khaund.

"We believe that FMCG clients will especially find this new service very beneficial, as they utilise TV media quite extensively. Our expertise will also greatly help traditional non-TV advertisers, as more of these clients turn towards TV to build stronger brands. The new division provides all our clients with a new centre of expertise, and it is a very valuable tool to optimise each dollar spent, to remain competitive in the market."

"Interestingly, we believe that through our acquired expertise in this field, we will also be ideally placed to advise media clients and help them navigate successfully through the complex landscape," added Gabay.

The new TV Division team of experts will also support the regional offices in the MENA region in terms of sharing their knowledge and expertise.