What is Sales and Marketing Strategy of Next Radio Tv SA (NXTV: PAR) Company?

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What is NextRadioTV SA's Sales and Marketing Strategy?

NextRadioTV SA, a French media company established in 2000, significantly impacted the French audiovisual sector with brands like BFM TV and RMC. Its initial aim was to create a diverse media group offering news, sports, and entertainment across multiple platforms.

The company's strategy centered on adapting to real-time news and multi-platform distribution, a key factor in BFM TV's success as a leading news channel. This approach has continued to shape the market presence of its former assets.

The sales and marketing strategy of the media assets formerly under NextRadioTV SA, now part of CMA CGM Group's media arm following a €1.55 billion sale in July 2024, has evolved from traditional broadcasting to a comprehensive digital-first approach. This shift aims to capture audience share in a competitive landscape, leveraging multi-platform content distribution and embracing digital consumption. For a deeper understanding of the external factors influencing this strategy, consider a Next Radio Tv SA (NXTV: PAR) PESTEL Analysis.

The primary sales channels for the media brands now under the Altice Media umbrella, originating from NextRadioTV SA, are centered on advertising across their television and radio platforms. This includes traditional linear broadcasts and a growing digital presence, encompassing websites, apps, and Over-The-Top (OTT) streaming services.

Linear Television and Radio Advertising

Advertising sales on linear TV channels like BFM TV, RMC Story, and RMC Découverte, as well as radio stations such as RMC and BFM Business, form a core part of the NXTV sales strategy. These platforms offer advertisers access to established audiences.

Digital and Streaming Channels

The expansion into digital channels, including company websites, mobile applications, and FAST channels on platforms like Samsung TV Plus and TCL, is a key component of the NXTV marketing strategy. This approach aims to reach new demographics and enhance content distribution.

FAST Channel Expansion

In 2024 and 2025, Altice Media launched five broadcast channels and eight FAST channels, a strategic move to capture younger audiences. This 'hyperdistribution' strategy targets 'small TV consumers' with an average age of 45.9 years.

Audience Reach and Engagement

Strong audience engagement is vital for advertising revenue. RMC is the 2nd private radio in France with a 5.6% audience share in late 2024, while BFM TV is the leading news platform, reaching 11.8 million daily viewers by February 2025.

Market Context and Digital Growth

The French digital advertising market is projected for significant growth, expected to reach USD 26,448.16 million by 2035. Digital advertising is anticipated to account for 65% of total advertising revenue by 2030, highlighting the importance of Altice Media's digital expansion as part of the Revenue Streams & Business Model of Next Radio Tv SA (NXTV: PAR).

• The French digital advertising market was valued at USD 11,204.42 million in 2024.
• Projected growth for the digital advertising market is at a CAGR of 8.12% from 2025 to 2035.
• BFM TV saw a 65% year-on-year increase in video views on social media in February 2025.
• RMC leads in podcast downloads with 29 million monthly downloads.

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Altice Media, building on the heritage of NextRadioTV's brands, employs a comprehensive marketing strategy that blends digital and traditional methods to enhance brand visibility, attract potential clients, and boost sales, primarily through advertising. The company's approach prioritizes digital tactics, with substantial investments in content creation, social media engagement, and online advertising.

Digital-First Engagement

The group's digital presence across its RMC BFM brands connects with 48 million followers. Social media is a key tool for content dissemination, creation, and influencer collaborations to increase brand awareness and drive website traffic.

Video Advertising Dominance

Video advertising is a significant focus, reflecting its leading position in the French digital advertising market in 2024, with continued substantial growth expected. Platforms like Facebook, Instagram, and YouTube are utilized for compelling video content.

Traditional Media Integration

Traditional channels, including television and radio, remain integral to the marketing mix. These platforms serve as primary avenues for content distribution and advertising sales, complementing the digital efforts.

Data-Driven Personalization

The company emphasizes data-driven marketing, customer segmentation, and personalization. There are plans to intensify these data and targeting initiatives throughout 2025.

AI and Efficiency Focus

A growing trend in the French market sees over half of marketing managers prioritizing AI and data tools to enhance campaign efficiency and optimize marketing expenditures, a strategy likely mirrored by the company.

Innovative Advertising Offers

Notable innovations include the launch of BFM2, a new digital news channel, and the planned 'BFM3D' interactive advertising offer for early 2025, which uses QR codes for 3D product visualization.

The NXTV sales strategy and overall Next Radio Tv SA strategy are characterized by a commitment to digital transformation and experimental approaches to engage a broad audience base and attract advertisers. This evolving marketing mix reflects a forward-thinking approach to audience interaction and advertiser value. The company's efforts in digital marketing and innovation are crucial for its competitive positioning in the radio market, especially when considering the Competitors Landscape of Next Radio Tv SA (NXTV: PAR).

Key Marketing Tactics

Altice Media's marketing tactics are designed to build brand awareness, generate leads, and drive advertising sales, leveraging both digital and traditional media. The company's approach is increasingly data-centric and innovative.

• Content marketing and social media engagement to build brand awareness.
• Video advertising across platforms like Facebook, Instagram, and YouTube.
• Utilizing traditional media such as TV and radio for content dissemination.
• Data-driven marketing, customer segmentation, and personalization for targeted campaigns.
• Exploring innovative advertising offers like 3D product visualization through QR codes.
• Leveraging AI for campaign efficiency and marketing spend optimization.

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The media brands formerly central to NextRadioTV SA, now under the CMA CGM Group, are positioned as authoritative and dynamic sources within the French media landscape. BFM TV focuses on delivering continuous, real-time news and in-depth analysis, aiming for leadership in French information delivery.

BFM TV: The Real-Time News Authority

BFM TV distinguishes itself with a commitment to speed, immediacy, and comprehensive coverage. Its visual identity and tone of voice are crafted to appeal to an audience that prioritizes up-to-the-minute information and detailed analysis.

RMC: The Hub for Debate and Sports

RMC leverages its talk radio format, integrating news, debate, and sports commentary. It attracts listeners seeking strong opinions and interactive discussions, fostering community around popular programs.

Hyperdistribution for Enhanced Reach

A 'hyperdistribution' strategy ensures content accessibility across traditional broadcasts, digital platforms, and connected TVs. This multi-platform presence reinforces brand messaging and adapts to evolving consumer habits.

Market Presence and Audience Trust

High audience shares, such as RMC's 5.6% PDA (Nov-Dec 2024) and BFM TV's 11.8 million daily cumulative viewers (Feb 2025), demonstrate strong market presence and audience trust.

The group actively responds to competitive pressures through content innovation and expanded digital reach, including new digital channels and interactive advertising solutions. This proactive approach is key to its Growth Strategy of Next Radio Tv SA (NXTV: PAR).

Content Innovation

Continuous development of new content offerings to maintain audience engagement and attract new viewers and listeners.

Digital Expansion

Increasing presence and accessibility across digital platforms, including connected TVs and OTT services, to cater to modern media consumption.

Interactive Advertising

Development of interactive advertising solutions to enhance advertiser engagement and create new revenue streams.

Audience Engagement

Focus on programs that foster strong audience interaction and community building, particularly evident in RMC's talk radio format.

Competitive Response

Adaptation to market dynamics by consistently evaluating and responding to competitive threats through strategic content and distribution adjustments.

Brand Consistency

Maintaining a consistent brand message and identity across all platforms to reinforce recognition and trust with the audience.

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The sales and marketing strategy of the media brands, now part of the CMA CGM Group's Altice Media, centers on robust content promotion, audience engagement, and expanding multi-platform reach. A cornerstone of this approach is the consistent success of RMC's 'L'After Foot' podcast, which holds the distinction of being France's number one podcast with 15.2 million monthly downloads, highlighting RMC's dominance in sports digital audio. Similarly, 'Les Grandes Gueules' on RMC has experienced a record year, achieving 3.4 million monthly downloads, marking a significant 29% increase and underscoring the effectiveness of engaging talk-show formats across radio and digital platforms.

Podcast Dominance

RMC's 'L'After Foot' podcast consistently ranks as France's top podcast, attracting 15.2 million monthly downloads. This success demonstrates a strong strategy for digital audio content within the NXTV sales strategy.

Talk Show Engagement

'Les Grandes Gueules' on RMC achieved a record year with 3.4 million monthly downloads, a 29% increase. This reflects an effective NXTV marketing strategy for engaging talk-show formats.

First Information Platform

BFM TV's strategy to be the leading information platform in France is supported by continuous live coverage and rapid news dissemination. This approach is central to the Next Radio Tv SA strategy for news delivery.

Digital Reach Expansion

BFM TV recorded 263 million video views on social media in February 2025, a 65% year-on-year increase. This highlights the success of its digital content marketing strategy.

The company's 'hyperdistribution' strategy, active from 2024 into 2025, is a key initiative to broaden the reach of BFM TV, RMC Story, RMC Découverte, and other channels onto platforms like Samsung TV Plus and TCL Smart TVs. This move is designed to attract younger demographics, as connected TV consumers average 45.9 years, a full 12 years younger than the general TV audience. This expansion is a critical component of the NXTV growth strategy. Furthermore, the planned introduction of 'BFM3D' in early 2025, an interactive advertising offering that uses QR codes for 3D product visualization, represents an innovative campaign to enhance advertiser value and viewer interaction directly from television commercials. This initiative is a significant aspect of the NXTV sales approach for its broadcast technology.

Hyperdistribution Initiative

The 'hyperdistribution' strategy extends channel reach to connected TV platforms, targeting a younger audience with an average age of 45.9 years. This is a core element of the Marketing Strategy of Next Radio Tv SA (NXTV: PAR).

BFM3D Launch

The upcoming 'BFM3D' offer in early 2025 will utilize QR codes for 3D product visualization in advertising. This innovative campaign aims to boost advertiser value and viewer engagement.

Audience Diversification

These campaigns demonstrate a commitment to digital innovation and reaching new audience segments. This aligns with the NXTV business model's focus on adaptability and growth.

Learning from Success

The strategy builds upon the consistent success of popular programs and adapts to evolving media consumption patterns. This approach is fundamental to Next Radio Tv SA's customer retention strategies.

Digital Transformation

Altice Media's focus on digital innovation is evident in its marketing efforts. This reflects NXTV's digital transformation in marketing and its strategy for monetizing its broadcast technology.

Advertiser Value Enhancement

Innovative campaigns like 'BFM3D' are designed to provide enhanced value to advertisers. This is a key aspect of how NXTV targets advertisers with its technology.

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