Mobilisation Strategy:

Television New Zealand is the largest Television Broadcaster in New Zealand.  TVNZ owns three channels, TV1, TV2 and TVNZ.co.nz an Internet channel.

TV1, and TV2 are the highest rating Channels in New Zealand and TVNZ.co.nz is one of the nation’s  most visited sites.

Lateral Profiles has been working in partnership with TVNZ since 2001.  The first interactive SMS interactive voting service was done in June 2001, which was one of the first such events in the world.  By the end of 2002 SMS interaction was almost a continuous activity, with as many as 10 promotions or events happening each week.

Lateral was chosen by TVNZ to manage the largest interactive events, such as Dancing With The Stars and Idol.  In order to maximise the level of service to TVNZ also added 0900 voting to its product set.

An early initiative for Lateral and TVNZ was to work jointly on projects that incorporated the TVNZ internet strategy  A number of projects, such as Test the Nation and Dream Home integrated web and mobile interactions with the programming.

More recently Lateral has been working with TVNZ to fully mobilise the entire TVNZ proposition.  Lateral is in the business of “communities”. Both TVNZ and Lateral are actively working on a model that mobilises one of the biggest and most powerful communities.  The viewers of any particular programme, from all parts of the county, effectively form a community of common interest.  The Lateral / TVNZ relationship is all about “Gluing” this community together and providing them with extra value and creating new business opportunities from this community.

This strategy includes advertising extensions, creating new opportunities for brands and agencies and providing incremental advertising revenues.

Summary:

1. A long term relationship built on innovation and quality execution
2. A constant delivery of mobile services 365 days of the year.
3. An approach that creates a “community” out of the viewing population
4. A strategy to completely mobilise the TVNZ brands.
5. Creation of a “user pays”, plus advertising extension model

Lateral and TVNZ are connecting together the community that is the target for the biggest adverting spend - television viewers.