Joiz for the multitasking generation
At an insider lunch, members of the electronic media interest group IGEM learned why Joiz will not just be TV, but a cross-media platform.
Joiz is not a new youth TV channel, says Alexander Mazzara, CEO and co-founder of the new platform at the lunch, in order to differentiate itself from existing TV programs. Just as Joiz is a fusion of Joy and Choice, the name also stands for a fusion of web and TV. It takes advantage of the fact that young people today usually use several media at the same time. For example, by sitting in front of the TV and surfing the web on their laptop, smartphone or tablet PC at the same time.
The TV program, which will be launched on 28 February 2011, will be broadcast 24 hours a day and in HD quality. The core target group is 15 to 29-year-olds. At least six hours of the 24 hours will be newly produced every day. There will be no bought-in programs on Joiz. In particular, there will be no nightly sex programs. There will also be no advertising for alcohol, ring tones or dubious offers of any kind. In order to fill the 24 hours, all programs will be repeated two to three times.
Swissness is important to Joiz, and presenting in dialect also plays a key role. Live broadcasts are scheduled for 4.30 p.m. to 8.30 p.m. during the week and from 11.00 a.m. to 2.00 p.m. and 5.00 p.m. to 5.30 p.m. on Sundays. All programs will be broadcast simultaneously on traditional television as well as on smartphones and on the web. This means that banners can be displayed on Joiz.ch to accompany the TV commercials broadcast at the same time. E-commerce applications can also be integrated into these banners. All broadcasts can be accessed on the website. Social networks play a central role, especially Facebook.
Joiz expects a market share of between 0.9 and 1.2 percent in the core target group for the TV program after six months, rising to 2.0 to 2.5 percent after two years. The target for the website is 80,000 unique users per month after six months and 250,000 after two years. These goals are to be achieved with media partnerships, cinema spots, presence at events (later also Joiz's own events) and social media.
The TV program, which will be launched on 28 February 2011, will be broadcast 24 hours a day and in HD quality. The core target group is 15 to 29-year-olds. At least six hours of the 24 hours will be newly produced every day. There will be no bought-in programs on Joiz. In particular, there will be no nightly sex programs. There will also be no advertising for alcohol, ring tones or dubious offers of any kind. In order to fill the 24 hours, all programs will be repeated two to three times.
Swissness is important to Joiz, and presenting in dialect also plays a key role. Live broadcasts are scheduled for 4.30 p.m. to 8.30 p.m. during the week and from 11.00 a.m. to 2.00 p.m. and 5.00 p.m. to 5.30 p.m. on Sundays. All programs will be broadcast simultaneously on traditional television as well as on smartphones and on the web. This means that banners can be displayed on Joiz.ch to accompany the TV commercials broadcast at the same time. E-commerce applications can also be integrated into these banners. All broadcasts can be accessed on the website. Social networks play a central role, especially Facebook.
Joiz expects a market share of between 0.9 and 1.2 percent in the core target group for the TV program after six months, rising to 2.0 to 2.5 percent after two years. The target for the website is 80,000 unique users per month after six months and 250,000 after two years. These goals are to be achieved with media partnerships, cinema spots, presence at events (later also Joiz's own events) and social media.
