Managing a national digital and field campaign as part of the transition to DTT with TNSAT
Context
TNT SAT is a package of television and radio channels broadcast by satellite, including the free DTT channels. The service is positioned as an alternative to digital terrestrial television. By the end of 2014, four million TNT SAT terminals had already been sold, underlining the massive take-up of this solution.
The law of 5 March 2007, amended by the law of 30 September 1986, stipulates that 100 % of the population of mainland France must have access to digital television, whether by terrestrial or satellite means, or via cable networks. However, only 95 % of the population can be served terrestrially, leaving isolated areas, known as "white zones", without direct access. This is where satellite operators come in to cover the remaining 5 %.
As part of the switchover to digital terrestrial television (DTT) in France, TNTSAT - a free service broadcast via satellite (Astra) - needed to modernise its website and strengthen communications with its network of 'approved' retailers. This was a national challenge, involving both clear paths for the general public and communication tools for thousands of sales outlets.
Solution
Visitors to the TNT SAT site are varied: some are already equipped, others are looking for a satellite reception solution, or for information on how to solve technical problems. The whole site therefore had to meet these different expectations.
A new, more modern site adapted to the needs of this new audience just after the global switchover to DTT.
Several main entries have been identified on the homepage and in the menu. A search engine has been integrated to enable users to easily find a TNT SAT-certified professional installer.
Key features have also been added for improve the user experience. Detailed decoder product sheets allow you to compare and choose the right equipment for each household. The "install my dish" section provides step-by-step guides to help users install their equipment themselves. The "choose your decoder" feature guides visitors to the models best suited to their needs, while a section dedicated to channels and radio stations broadcast via the Astra satellite presents the full range available, making it easier to discover and select programmes.
These additions are intended to make the user experience more fluid and intuitiveby providing practical answers at every stage in the process of choosing, installing and using DTT SAT services.
In parallel, creation and distribution of multi-channel communication kits for retailers: posters, displays, flyers, stickers, explanatory guides, digital and print formats.
What has been done
- Design of field kits for retailers (print & digital)
- Professional search engine migration
- Writing content
- Redesigning the user path
- Optimisation for natural referencing
- Working with the technical teams to draw up decoder and satellite dish data sheets
- Overall monitoring of consistency between web messages, physical relays and partner media
This work was carried out in the context of a salaried position at Astra France in conjunction with the Canal+ teams.
Take a look at other projects
- Date
- 17 September 2024
- Date
- 17 September 2024
