How AEF is meeting strategic challenges head-on Hanoï, May 2011

What is Audiovisuel Extérieur de la France’s goal? To impact the international media arena  In order to do this, AEF is modernizing its organisation 2

Organisational Structure Holding company Partner Subsidiary 3

4 The Future Organisational Structure 4 SINGLE ORGANISATION Partner MERGE

The missions of Audiovisuel Extérieur de la France Develop the French presence on the global media scene Influence of France Promotion of « Francophonie » Contribution to « Francophilie » Build a strong pluri and multimedia offering Cultural and linguistic diversity Diversity of viewpoints French and Francophone values Improve the quality and the efficiency of the Audiovisuel Extérieur offering SynergiesPartial self-financing Modernize the management of Audiovisuel extérieur de la France 5

Which key elements? Determine target audience in relation to the region Determine priority regions History, privileged relationships, strong geostrategic interest Create a base of viewers/listeners in order to better penetrate said region Define a language strategy Choice of languages to be developped for broadcasting/the web (including local languages: Swahili, Haussa, Persian…), or subtitles Reach the maximum number of people in a maximum of countries Influence of our language, our values, our point of view 6

How to impact? By existing By influencing 7

How to impact? TO EXIST - DCCMS DISTRIBUTION To be watched/ listened to COMMUNICATION Awareness MEASURE Audience/ Ratings SELF- FINANCING Advertising CONTENT French perspective 8

How to impact? INFLUENCE Trend forecasting Performance: Research and Audience Management Marketing Distribution/ Training Strategy 9

- AFRICA - NORTH AFRICA & MIDDLE EAST - WORLD Where to impact ? Priority countries for Audiovisuel Extérieur de la France through

- French-speaking Africa: Senegal, Guinea, Democratic Republic of Congo, Republic of Congo, Cameroon, Togo, Cote d’Ivoire, Niger, Burkina, Benin, Chad, Gabon, Djibouti, Madagacar - English-speaking Africa: Nigeria, South Africa Africa 11

- North-Africa : Morocco, Algeria, Tunisia - Middle East : Egypt, Iran North-Africa / Middle-East 12

- NORTH AMERICA: USA, Canada - SOUTH AMERICA: Brazil, Argentina, Mexico - ASIA : China, Vietnam, Indonesia - EUROPE : UK, Netherlands, Germany, Poland, Romania, Russia, Turkey Rest of the WORLD 13

AEF has traditionally measured the engagement factor, a combination of 4 drivers How to measure impact: the engagement contract (traditional view) Engagement += Involvement InteractionIntimacy + + Influence  The particular media (Rfi, France 24) can be thought of as a brand in this configuration, and it is the impact of the brand that we are measuring (see next slide)  The engagement measure is particularly important to execute our commercial strategies, in the relevant markets 14

Quantitative studies/ Phone survey (crisis regions) Constitution of a panel of users Qualitative studies Interactive media/web users through forums, s… Influence / Image Results/Audiences Testimonies  Feeling of being integral part of the news Communication  Feeling of being heard  Builds loyalty ESTABLISH PERFORMANCE INDICATORS SATISFY THE ENGAGEMENT CONTRACT How to measure impact? 15

The strategy of impact (AEF enriched view)  AEF has recently come up with a refined view of impact Emotional Involvement Influence Propensity to consume AEF content with others or to share/disseminate AEF content Engagement Involvement Interaction Intimacy Impact 16

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