Gayelle appeals to a niche target in a tiny tiny population. So that’s niche squared. So on it’s best day Gayelle will only ever attract a tiny tiny audience. And advertisers most times don’t use mass media to reach tiny tiny audiences. So what can Gayelle do to survive? Here are 10 things they can do:
- Make Gayelle a Tvadio (yes make the tv also a radio station)
- Go www big time (Learn from Wack fm- they own Trinis living abroad)
- Become real famous for local authenticity
- Reduce overheads dramatically. eg. Forget the fancy mobile unit go Flip
- Bring the Gayelle Tribe together in an online community and provide one of a kind content
- Don’t do anything the other guys are doing eg. News at 7:00
- Make the medium the message for brands with local positioning
- Know your audience (who they are/how many) and set ad rates accordingly
- Do what the big guys can’t do or won’t do (like covering all fours and windball cricket)
- Explore merchandising as revenue stream
23 May, 2011, 2:28 am
I’m for 2. Go www big time…
23 May, 2011, 11:35 pm
No. 11 – Hope that some advertising agencies give them a scrap of business.
27 May, 2011, 3:08 am
Rotiwoman, advertisers buy audience which I suspect you already know. Gayelle simply has not been able to prove that they have enough people that advertisers can’t reach more effectively elsewhere, dr
24 May, 2011, 11:14 am
I totally agree with all 10 points.
25 May, 2011, 5:33 am
Hmmm…Gayelle deserves to survive! In what form I don’t know…there are so many things in the mix.
1) Add more polish to the productions. Local content with a ‘look’2) Become a local content provider for other stations local and abroad- they pay for content.3) Gayelle Productions perhaps?4) Try a good old focus group. Pepper’s Chief Inspirer is a Guru at picking people’s minds. 5) World Wide Internet Television – there are three local channels already on.
6) Like the radio/tv idea – simulcasting can save money and open up revenue options.
7) In the mean time – cut operations to bare bones – regroup and hit them again with a big idea. No shame in starting over know that your niche will still be there.
27 May, 2011, 3:02 am
Noel, some really good points. I especially like Gayelle Productions and the overall matter of fact positive tone of your post. As a small businessman myself I know how tough it is to survive. There is no shame in getting out of the transmission business and find their way into people homes/laptops and mobiles through productions. I like. Own the position of purveyor of authentic T&T content; now that’s a big idea Noel, dr
31 May, 2011, 2:43 am
i can name 10 brilliant contemporary writers/producers/film&video makes who can tell great stories with low budgets
31 May, 2011, 2:44 am
who gayelle seems not to know exist
14 June, 2011, 4:26 pm
As sad and as negative as this may sound I believe we have lost this generation (interest in local content) and the advertisers know this.
You make some very interesting points Mr Ramdeen but I must say that the teens and twenty-somethings out there are swayed by the MTV/ BET/ Hollywood culture. We all know that for a fact.Synergy TV is a perfect example. As much as some may hate on them for taking foreign content and ‘localize it’, I believe what they are doing now will bear fruit for them later. Now, I’m not privy to their financials or who are their sugar daddies or mommas are but they’ve struck a chord with the young people.I honestly believe if Gayelle TV (as a full TV station) came out in the late 80’s early 90’s they would not of been in this situation but then again I could be so wrong.
I do hope that new media breathes new life into Gayelle, I really do.