Promotion In 2006,TVR 2 repositioned itself as the Every communication campaign, either ATL or channel addressing a young and active audience, BTL, aims to promote the concept that TVR is within the 18-49 age bracket, with medium to “The image of your time ”. Alongside the high incomes.The communication campaign and promotion of well- established programme brands, the changes in the programmes formats led to such as:“ Surprises , surprise s ”,“Dã nutz SRL ”, an audience increase for the young and active “”,“”,Golden Stag Festival Telecinemateca and public category - in prime time (7.00 PM - 11.00 “Shock films ”,TVR intends to raise the awareness PM), it increased by 37% the number of high of its main channel, as the broadcaster of the best income viewers and by 67.7% the number of and latest films TV series.The audience success highly educated viewers, while the public from of “Lost ” and “ Desperate housewives ” on "managers and professionals" category increased TVR 1 indicates how successful TVR has by 121%. Market gained an average rating of 32% and a 65.3% been in this respect. Strengthening communication with its public, Operating in a particularly challenging market, market share. TVR has become synonymous with the TVR website is permanently updated with where the competition for audience is sports, broadcasting some of the most the latest news and accurate information and, increasingly fierce,TVR has succeeded in staying History important events on its main channels, furthermore, offers discussion groups and live at the forefront of Romanian broadcasting. The history of the Romanian public television including the FIFA World Cup st (2002), the European Football Until 1989,TVR was the sole TV broadcaster station dates back to December 31 1956, when, Championship (2004), the Olympic in the country.After the fall of communism, the from an improvised studio in Bucharest, the first Romanian audiovisual landscape changed programme was broadcast. One year later, the radically, with a number of commercial TV first external live broadcast took place. In 1968, stations entering the market with national, local the Romanian Television headquarters, on Calea or regional coverage. Dorobanþi lor w ere inaugurated and the During this reconfiguration of the Romanian company kept the same privileged location ever media,TVR changed from having the status of since.Today it consists of four buildings, covering state broadcaster to being a well-respected and an area of 28,000 square meters. credible media institution. Despite the In 1972,TVR 2 began its daily broadcasts, appearance of the first commercial stations in which after eight years could boast a territorial 1995,TVR continues to be the TV station with coverage of 15%. On August 23rd 1983, the first the widest national coverage. live colour broadcast was made. In 2005,TVR 1 was the market leader , with an Over the years, the need to cover subjects of Connie Francis, Juliette Greco, Enrico Macias, Rita averageaudience share of 18.9% (Source:TNS- regional interest was noted. Thus, in 1990,TVR Pavone, Amalia Rodriguez, etc. AGB International). Cluj was established as the first regional studio of Romanian Television, followed by TVR Iaº i (1991), Recent Developments Achievements TVR Timiº oara (1994) and TVR Craiova (1998). TVR boasts halfa century of experience in Since its establishment, a half century ago, until At present, preparations are being made for the broadcasting and this is the engine that the present day,TVR has strived to keep its launchof a new regional studio in Târgu Mure º. continually inspires it to develop and grow. At passion to establish television standards that In 1995,TVR International was launched, the beginning of 1957,TVR only broadcast 600 aiming to promote the image of Romania all would enrich the lives of Romanians.TVR editors website, and TV shows dedicated to unearthing hours/year.Today,TVR' s numerous channels and internet broadcasting, to ensure permanent over the world. It was thought up following the and producers have stood for innovation and the the golden archive of the Romanian TV. regional studios broadcast more than 37,000 contact with its audience. desire to be one step ahead of the crowd, in success of similar international European programming hours/year. Moreover, all its four delivering the highest quality TV productions. Product channels now broadcast 24 hours a day.TVR BrandValues And, over the years, their efforts have been Cultural is deeply anchored into all TVR consists of four channels,TVR 1,TVR 2, rewarded. contemporary European cultural movements, The essence of TVR involves making a In 1965,TVR was awarded the Art Academy TVR International and TVR Cultural, and could contribution to enriching the lives of the being involved in a series of well-known festivals Games, Athens (2004), the Prize for young creativity in the Prague be defined as thebroadcaster for all Romanians , Romanian people. The brand' s four channels and such as: EurovisionYoung Musicians, Eurovision Olympic Games,Turin (2006), International Television Festival,for the film whetherliving in Romania or abroad . the regional studios are committed to staying Young Dancers, the Arts Festival and the and the FIFA World Cup production of the musical“ Mens sana in corpore TVR 1 is adiverse channel, addressing all ahead in Romanian broadcasting by insistently International Festival and Competition" George (2006). sano”. In 1965,TVR received a special award at categories of urban and rural audiences by promoting quality and professionalism. Enescu" .With regard to the Eurovision Positioning itself as the the International Festival of Television in Monte offering a wide range of programmes. The core values can be found in the slogan of competitions,TVR is authorised by the television station for all Carlo, for the musical “ The Shadowed Man in TVR 2 mainly addresses the youth viewers, eachstation:TVR 1,“ The image of your time ”, EBU to organise national selections. Romanians,TVR has proved to the Sun”. focusing on programmes that capture their TVR 2,“Re-create your world ”,TVR The re-branding process that be deeply involved in the life of Other international awards include the Grand interests. It serves its public by offering shows on th International, “ Romania in your home ”,TVR started on June 11 2004 came the community, striving to regain Prize and the Golden Prague Trophy, for the film subjects including culture, personal finances, Cultural, “ Choose value ”, and TVR Journal , into being in collaboration with hope for people in need. Its social "Water runs, people stay” (1968), the prize and travel, history, analysis and even education “”.Capture the world Brandient, acting as specialist trophy at the International Festival of Television opportunities. activities include the“ Defeat the consultant, and the British Drama in Bulgaria (1970). TVR International covers Europe, North Waters” campaign in 2005, raising www.tvr.ro agency English & Pockett. TVR prides itself in being a member of America, Africa, Asia, Australia and New Zealand, fundsfor people affected by the Furthermore, the four TVR flooding in Romania,“ A Smile for numerous prestigious international institutions: aiming to act as the representative of authentic THINGSYOU DIDN'T KNOW ABOUT the European Broadcasting Union (EBU), the Romanian culture, all over the globe. channels, the regional Asia” campaign for the victims of International Radio and Television University TVR Cultural is a specialised channel and studios, the official website the tsunamiin South-East Asia, (URTI), the European Association of Regional targets a limited audience, interested in the and the TVR Journal and “Romania for the Children presented themselves to the of Europe”, the fundraising TVR Televisions (CIRCOM), the European Group of channels, such as BBC World,TVE and RAI world of culture. In order to better organise the audience under an integrated campaign for orphanages. Television Advertisers (EGTA). International. television archives and make them publicly graphic package, a real first in Aiming to provoke interest In 1993,TVR introduced the teletext system Starting from the consideration that“ culture available,TVR Media was established in 2003. th the world of Romanian in Romanian history and In 2006,TVR celebrated its 50 anniversary (system B) for the first time in Romania, available is the only value that times do not alter”, in 2000, Duringthe 50 years of its history, a large broadcasting. culture,TVR is currently both for digital and analogue transmissions . Five TVR Cultural began transmission as a niche range of successful TV shows developed into TVR' s re-branding was included in Top 100 In 2005, the TVR' re-branding process was developing its“”, Great Romanians project years later, the official TVR website was launched. channel, dedicated exclusively to culture. genuine brands, which still rule the ratings today. most successful re-brandings in the world, included in the Top 100 most successful re- following the successful BBC format.The project In 2005,TVR made pioneering use of 3G In 2004,TVR completed a new building, These include:“”,“ Teleencyclopaedia Folk according to ReBrand technology at the Golden Stag Festival. Due to offering 2,500 sqm for production spaces and treasure”,“ Surprises, surprises ”,“Minute 91”, branding processes in the world, according to forced important issues into the public agenda, th ReBrand. generating intense public debates. its professionalism and high standards,TVR 4,000 sqmfor offices.The same year, on June 11 , “D´ale lu´ Miticã”,“The Band on TVR 2 ”,“ The During the Golden Stag Festival in 2005,TVR hosted The Junior Eurovision Song Contest in TVR underwent a re-branding campaign to Farm”, and “ Noah's Ark ”. used 3G technology for the first time in December 2006. furnish it with a fresh new corporate identity. Another famous TVR brand is the Golden Romania In terms of sporting broadcasts,TVR set an Having celebrated its 50th anniversary in 2006, Stag Festival, established in 1968, which has been audience record in 2006 when the football game TVR has developed an extensive project, honoured over the years by the presence of TVR is the only broadcaster to offer between Middlesbrough and Steaua Bucharest including the TVR 50Roadshow , a special famous artists such as: Gigliola Cinquetti, Dalida, programmes dedicated to national minorities

132 133 Promotion In 2006,TVR 2 repositioned itself as the Every communication campaign, either ATL or channel addressing a young and active audience, BTL, aims to promote the concept that TVR is within the 18-49 age bracket, with medium to “The image of your time ”. Alongside the high incomes.The communication campaign and promotion of well- established programme brands, the changes in the programmes formats led to such as:“ Surprises , surprise s ”,“Dã nutz SRL ”, an audience increase for the young and active “”,“”,Golden Stag Festival Telecinemateca and public category - in prime time (7.00 PM - 11.00 “Shock films ”,TVR intends to raise the awareness PM), it increased by 37% the number of high of its main channel, as the broadcaster of the best income viewers and by 67.7% the number of and latest films TV series.The audience success highly educated viewers, while the public from of “Lost ” and “ Desperate housewives ” on "managers and professionals" category increased TVR 1 indicates how successful TVR has by 121%. Market gained an average rating of 32% and a 65.3% been in this respect. Strengthening communication with its public, Operating in a particularly challenging market, market share. TVR has become synonymous with the TVR website is permanently updated with where the competition for audience is sports, broadcasting some of the most the latest news and accurate information and, increasingly fierce,TVR has succeeded in staying History important events on its main channels, furthermore, offers discussion groups and live at the forefront of Romanian broadcasting. The history of the Romanian public television including the FIFA World Cup st (2002), the European Football Until 1989,TVR was the sole TV broadcaster station dates back to December 31 1956, when, Championship (2004), the Olympic in the country.After the fall of communism, the from an improvised studio in Bucharest, the first Romanian audiovisual landscape changed programme was broadcast. One year later, the radically, with a number of commercial TV first external live broadcast took place. In 1968, stations entering the market with national, local the Romanian Television headquarters, on Calea or regional coverage. Dorobanþi lor w ere inaugurated and the During this reconfiguration of the Romanian company kept the same privileged location ever media,TVR changed from having the status of since.Today it consists of four buildings, covering state broadcaster to being a well-respected and an area of 28,000 square meters. credible media institution. Despite the In 1972,TVR 2 began its daily broadcasts, appearance of the first commercial stations in which after eight years could boast a territorial 1995,TVR continues to be the TV station with coverage of 15%. On August 23rd 1983, the first the widest national coverage. live colour broadcast was made. In 2005,TVR 1 was the market leader , with an Over the years, the need to cover subjects of Connie Francis, Juliette Greco, Enrico Macias, Rita averageaudience share of 18.9% (Source:TNS- regional interest was noted. Thus, in 1990,TVR Pavone, Amalia Rodriguez, etc. AGB International). Cluj was established as the first regional studio of Romanian Television, followed by TVR Iaº i (1991), Recent Developments Achievements TVR Timiº oara (1994) and TVR Craiova (1998). TVR boasts halfa century of experience in Since its establishment, a half century ago, until At present, preparations are being made for the broadcasting and this is the engine that the present day,TVR has strived to keep its launchof a new regional studio in Târgu Mure º. continually inspires it to develop and grow. At passion to establish television standards that In 1995,TVR International was launched, the beginning of 1957,TVR only broadcast 600 aiming to promote the image of Romania all would enrich the lives of Romanians.TVR editors website, and TV shows dedicated to unearthing hours/year.Today,TVR' s numerous channels and internet broadcasting, to ensure permanent over the world. It was thought up following the and producers have stood for innovation and the the golden archive of the Romanian TV. regional studios broadcast more than 37,000 contact with its audience. desire to be one step ahead of the crowd, in success of similar international European programming hours/year. Moreover, all its four delivering the highest quality TV productions. Product channels now broadcast 24 hours a day.TVR BrandValues And, over the years, their efforts have been Cultural is deeply anchored into all TVR consists of four channels,TVR 1,TVR 2, rewarded. contemporary European cultural movements, The essence of TVR involves making a In 1965,TVR was awarded the Art Academy TVR International and TVR Cultural, and could contribution to enriching the lives of the being involved in a series of well-known festivals Games, Athens (2004), the Prize for young creativity in the Prague be defined as thebroadcaster for all Romanians , Romanian people. The brand' s four channels and such as: EurovisionYoung Musicians, Eurovision Olympic Games,Turin (2006), International Television Festival,for the film whetherliving in Romania or abroad . the regional studios are committed to staying Young Dancers, the Arts Festival and the and the FIFA World Cup production of the musical“ Mens sana in corpore TVR 1 is adiverse channel, addressing all ahead in Romanian broadcasting by insistently International Festival and Competition" George (2006). sano”. In 1965,TVR received a special award at categories of urban and rural audiences by promoting quality and professionalism. Enescu" .With regard to the Eurovision Positioning itself as the the International Festival of Television in Monte offering a wide range of programmes. The core values can be found in the slogan of competitions,TVR is authorised by the television station for all Carlo, for the musical “ The Shadowed Man in TVR 2 mainly addresses the youth viewers, eachstation:TVR 1,“ The image of your time ”, EBU to organise national selections. Romanians,TVR has proved to the Sun”. focusing on programmes that capture their TVR 2,“Re-create your world ”,TVR The re-branding process that be deeply involved in the life of Other international awards include the Grand interests. It serves its public by offering shows on th International, “ Romania in your home ”,TVR started on June 11 2004 came the community, striving to regain Prize and the Golden Prague Trophy, for the film subjects including culture, personal finances, Cultural, “ Choose value ”, and TVR Journal , into being in collaboration with hope for people in need. Its social "Water runs, people stay” (1968), the prize and travel, history, analysis and even education “”.Capture the world Brandient, acting as specialist trophy at the International Festival of Television opportunities. activities include the“ Defeat the consultant, and the British Drama in Bulgaria (1970). TVR International covers Europe, North Waters” campaign in 2005, raising www.tvr.ro agency English & Pockett. TVR prides itself in being a member of America, Africa, Asia, Australia and New Zealand, fundsfor people affected by the Furthermore, the four TVR flooding in Romania,“ A Smile for numerous prestigious international institutions: aiming to act as the representative of authentic THINGSYOU DIDN'T KNOW ABOUT the European Broadcasting Union (EBU), the Romanian culture, all over the globe. channels, the regional Asia” campaign for the victims of International Radio and Television University TVR Cultural is a specialised channel and studios, the official website the tsunamiin South-East Asia, (URTI), the European Association of Regional targets a limited audience, interested in the and the TVR Journal and “Romania for the Children presented themselves to the of Europe”, the fundraising TVR Televisions (CIRCOM), the European Group of channels, such as BBC World,TVE and RAI world of culture. In order to better organise the audience under an integrated campaign for orphanages. Television Advertisers (EGTA). International. television archives and make them publicly graphic package, a real first in Aiming to provoke interest In 1993,TVR introduced the teletext system Starting from the consideration that“ culture available,TVR Media was established in 2003. th the world of Romanian in Romanian history and In 2006,TVR celebrated its 50 anniversary (system B) for the first time in Romania, available is the only value that times do not alter”, in 2000, Duringthe 50 years of its history, a large broadcasting. culture,TVR is currently both for digital and analogue transmissions . Five TVR Cultural began transmission as a niche range of successful TV shows developed into TVR' s re-branding was included in Top 100 In 2005, the TVR' re-branding process was developing its“”, Great Romanians project years later, the official TVR website was launched. channel, dedicated exclusively to culture. genuine brands, which still rule the ratings today. most successful re-brandings in the world, included in the Top 100 most successful re- following the successful BBC format.The project In 2005,TVR made pioneering use of 3G In 2004,TVR completed a new building, These include:“”,“ Teleencyclopaedia Folk according to ReBrand technology at the Golden Stag Festival. Due to offering 2,500 sqm for production spaces and treasure”,“ Surprises, surprises ”,“Minute 91”, branding processes in the world, according to forced important issues into the public agenda, th ReBrand. generating intense public debates. its professionalism and high standards,TVR 4,000 sqmfor offices.The same year, on June 11 , “D´ale lu´ Miticã”,“The Band on TVR 2 ”,“ The During the Golden Stag Festival in 2005,TVR hosted The Junior Eurovision Song Contest in TVR underwent a re-branding campaign to Farm”, and “ Noah's Ark ”. used 3G technology for the first time in December 2006. furnish it with a fresh new corporate identity. Another famous TVR brand is the Golden Romania In terms of sporting broadcasts,TVR set an Having celebrated its 50th anniversary in 2006, Stag Festival, established in 1968, which has been audience record in 2006 when the football game TVR has developed an extensive project, honoured over the years by the presence of TVR is the only broadcaster to offer between Middlesbrough and Steaua Bucharest including the TVR 50Roadshow , a special famous artists such as: Gigliola Cinquetti, Dalida, programmes dedicated to national minorities

132 133