CORPORATE STRATEGY The Five Year Development Plan

ISLAMIC TELEVISION PROJECT COPYRIGHT 2003 ........................................................................................................................................................ 1 THE INITIAL DEVELOPMENT STAGES.............................................................................. 2 YEAR ONE (1) AND TWO (2) 2003 TO 2004........................................................................ 3 CONTENT CREATION........................................................................................................................5 METHODOLOGY ...................................................................................................................... 5 CI INTERACTIVE: THE ISLAMIC OPEN NIVERSITY.................................................... ! THE CONSOLIDATION PERIOD:........................................................................................... " S MMARY................................................................................................................................... # YEAR THREE AND $O R (3%4)............................................................................................. # YEAR $IVE (5) AND ONWARDS............................................................................................. &

Islamic Television Project

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CORPORATE STRATEGY The Five Year Development Plan

The initial development stages
During the earl% stages o& operation' the most signi&i(ant step )ill be the establishment o& the business an* its later gro)th+ The &irst %ear is the most (riti(al perio* &or the business' as it )ill en(ounter a number o& problems asso(iate* )ith learning (urve+ ,t shoul* also be re(ognise* that *uring this perio* there ma% be levels o& un(ertaint%' there&ore ris-s+ .o)ever' these obsta(les shoul* be easil% manage* to the (ompetitive a*vantage o& the &irm' as long as the management remains level hea*e* an* (onstantl% revie)s the responses to the mar-et/s *eman*s+ The core activities achieved: The Commercialisation of the Channel As the setup o& the business' in(lu*ing the ma(ro planning' is no) (omplete &or the (ompan% to (ommer(ialise the (hannel' )e have alrea*% a(hieve* the &ollo)ing &ive steps0 a+ Development Team: .ave se(ure* a team o& si1 gra*uates' )ho are *e*i(ate* an* )or-ing &ull2time as the management an* various *epartmental &un(tions o& the (hannel+ b+ Production: The team has alrea*% in pla(e at least $$hours treatment

o& in2house librar%' some o& )hi(h alrea*% pro*u(e* at various stages+ (+ Ac uisition: a(3uire* the (op%right an* e*iting (ontrol o& outsour(e* materials' ho)ever &or some materials negotiations are re3uire*+ *+ !ar"eting: A (ohesive mar-eting strateg% is in pra(ti(e' )hi(h is e3uippe* )ith PR arti(le' presentations an* a promotional vi*eo+

e+ #et$or" partnership: Channel ,S4A5 has *evelope* re(ognition an* strong 6)or-ing partnership7 )ith ma8or ,slami( organisations in 9:+ ;ith the &oun*ation in pla(e the (ompan% no) see-s to a(hieve the &ollo)ing b% the en* o& <$$<' in or*er to su((ess&ull% laun(h the (hannel in earl% <$$!+

'. ''.

%ecure investments: &or both initial bu*get an* the long2term *evelopment &un*+ &amadan 'roadcasting: See- to broa*(ast *uring Rama*an <$$<' to (reate the in*ispensable publi(it% an* *eman* &or the &inal laun(h o& the (hannel+

Islamic Television Project

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CORPORATE STRATEGY The Five Year Development Plan

'''.
Production: Continue pro*u(tion o& a (omprehensive librar% &or both general an* (hil*ren/s programming' this in(lu*es both via in2house an* out2sour(e* pro*u(tion me*iums+

'(.

Infrastructure: 5a-e preparations an* (arr% out a(tivities ne(essar% to plan an* implement the earl% <$$!2broa*(asting laun(h o& (hannel ,S4A5+

(ear )ne *+, and T$o *2, - 2003 to 200.

There are t)o things in the television in*ustr% that *etermine level o& su((ess o& an% (hannel= (ontent an* (ash &lo)+ The (ontent is ver% (riti(al be(ause television is a ver% hungr% me*ium' )hi(h )oul* re3uire the (hannel to pro*u(e si1teen > ?@ hours o& programming a *a%' )hilst some o& it (oul* be repeate* &or eight hours to (omplete the &ull t)ent%2&our hour s(he*ule+ This is &ollo)ing the AAC< programming &ormat+ 5an% re(ent DTB (hannels have &aile* *ue to this problem' in(lu*ing the 5one% Channel an* Channel East+ Some Channels over(ome this *i&&i(ult% b% simpl% &illing in the airtime )ith repeate* programmes' &or e1ample the Dis(over% Channel repeats ea(h o& its programmes thri(e per *a%+ .o)ever' this (ompromises the au*ien(e vie)er2ship' as the% are (onstantl% see-ing &or ne)' stimulating an* &resh (ontent+ ,n light o& this (hallenge' it is re(ommen*e* that (hannel ,S4A5 e1pan*s its broa*(asting hours in segments an* stages+ ,nitiall% to begin )ith eight >"@ hours o& broa*(asting' &ollo)ing )ith si1teen > ?@ hours an* then &inall% b% the en* o& the %ear' broa*(asting rea(hes the &ull t)ent%2&our ><4@ hours per *a%+ This (ontinuous improvement strateg% also (onsists o& &urther bene&its' su(h that it )ill allo) the (hannel to also &o(us on broa*(asting in 9SA+ The initial steps o& broa*(asting in 9: an* 9SA &or eight hours per *a% is mu(h bene&i(ial to (hannel ,S4A5 that 8ust broa*(asting in the 9: &or t)ent%2&our ><4@ hours' as broa*(asting in both the 9: an* 9SA )ill reap greater e(onomies o& s(ale' as )ell as in(rease the a*vertising revenue+ The gra*ual in(rease in broa*(asting hours is vital be(ause the pro*u(tion o& programmes is time (onsuming' as the% have to go through a rigorous pro(ess an* pro(e*ures in a short perio* o& time be&ore ma-ing it to air+ This (onsumes a lot o& time an* energ%' espe(iall% )hen the emphasis lies on having high 3ualit% an*

Islamic Television Project

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CORPORATE STRATEGY The Five Year Development Plan

stan*ar*+ This even applies to out2sour(e* pro*u(tion+ The *iagram belo) illustrates a simple pro(ess involve* in (ontent (reation+

Islamic Television Project

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CORPORATE STRATEGY The Five Year Development Plan

Process - stages Content creation Production Assessment Post/production Activity: + ,*eas Activity: 2 Treatment Activity: 3 S(ripting Activity: . OrganiCing 4ogging paper e*iting

Filming D Stu*io or 4o(ation

9llema Assessment Aoar*0 approvals an* re(ommen*ations A&tere&&e(ts DigitiCing Ra) e*iting Core e*iting Combustions S(he*uling &or Animations Aroa*(ast

The distinctive achievements during the first year $ill 0e: + Februar% <$$! D Eight >"@ hours broa*(asting in 9: E 9SA <+ Ful% <$$! D Si1teen > ?@ hours broa*(asting in 9: E 9SA !+ November <$$! >Rama*an@ D T)ent% &our ><4@ hours broa*(asting in 9: E 9SA ongoing

!ethodology
This $ill 0e achieved through the follo$ing: a1 Content conception: One o& the (ore &un(tionalities o& the Creative *ept )ill be (ontent (reation' there&ore a (reative team )ill be re(ruite* to a(tivel% an* *ail% resear(h an* *evelop ne) (ontent i*eas+ 01 In/2ouse Production: (hannel ,S4A5 )ill establish pro*u(tion houses &ull% e3uippe* an* manne* in both 9: an* 9SA' to (ater &or both (ommunities an* pro*u(e *e*i(ate* an* relevant programming' but also to intro*u(e *iversit% an* range in the st%le an* (ontent o& the programmes+ This )ill be pleasing to both 9: an* 9SA au*ien(es+ ,t )ill also allo) (hannel ,S4A5 to pro*u(e high volume an* lo) (ost programming' )hilst retaining a high stan*ar* an* 3ualit% o& the programmes+ Aoth pro*u(tion houses )ill also be e3uippe* )ith post2 pro*u(tion &a(ilities' also inbuilt )ith lo(ation an* stu*io

&un(tionalities+ The in2house pro*u(tion )ill (ount &or si1t% per(ent >?$G@ o& the total (hannel ,S4A5 programming+ c1 )ut/%ourced Production: There )ill be an internal (hannel ,S4A5 a(3uisition team responsible in allo(ating pro8e(ts to out2sour(e*

Islamic Television Project

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CORPORATE STRATEGY The Five Year Development Plan

pro*u(tion (ompanies an* also (oor*inating that pro8e(t+ The% )ill also &o(us on a(3uiring ranges o& on2the2shel& programmes' )hi(h (an be e*ite* an* use* &or broa*(asting purposes+ ,n or*er to avoi* a ba(-log o& postpro*u(tion )or- in progress' the (ompan% )ill enable &reelan(e e*itors to per&orm some pro8e(ts an* a(tivities+ This )ill also be ma*e possible b% having au1iliar% e*iting suits )here the% (an (ome an* *o the 8ob in han*+ This s%stem a(hieves three ob8e(tives= &irstl%' it

resolves the potential problems o& postpro*u(tion ba(-log' se(on*l%' it improves the (ash &lo) situation o& the (ompan%' as mone% is not )aste* on use* human resour(es+ Finall%' it allo)s the (hannel to (omplete the programmes a((or*ing to the s(he*ule' )hilst retaining 3ualit% as )ell as intro*u(ing ne) an* &resh st%les o& programming an* e*iting+ There&ore' provi*ing a variet% in the programming e1perien(es o& the au*ien(e+ The out2sour(e* pro*u(tion (ounts &or thirt% per(ent >!$G@ o& the programming an* on2the2shel& programme a(3uisition )ill a((ount &or ten per(ent > $G@ o& the programmes broa*(aste* in (hannel ,S4A5+ This is be(ause o& the *i&&i(ult% o& a(3uiring rea*%2ma*e programmes that meet the broa*(asting stan*ar*s an* the (ontent an* programming (riteria set b% the Shariah (omplaint proto(ol+ The distinctive achievements during the second year $ill 0e: + Fanuar% <$$4 D E1(lusive subs(ription in 9: E 9SA <+ Februar% <$$4 2 Aegin broa*(asting relo(ation a(tivit% to Dubai 5e*ia Cit% !+ 5ar(h D Aegin s%stems ar(hite(ture an* implementation &or C, ,ntera(tive 4+ 5a% <$$4 D Regular subs(ription in 9: E 9SA H+ Ful% <$$4 D Aroa*(asting transition to Dubai 5e*ia Cit% ?+ November <$$! >Rama*an@ D 4aun(h C, ,ntera(tive

CI Interactive: The Islamic )pen 3niversity

C, ,ntera(tive is aiming to be(ome a pioneering higher e*u(ation provi*er in the )estern )orl*' arising &rom the prin(iple o& provi*ing an* ma-ing ,slami( e*u(ation available in partnership )ith an ,slami( e*u(ational institution+ For detailed study on this project, please refer to the CI Interactive report.

Islamic Television Project

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CORPORATE STRATEGY The Five Year Development Plan

The consolidation period:
The se(on* %ear o& broa*(asting o& (hannel ,S4A5 )ill be a perio* o& transition an* (onsoli*ation= transition o& the broa*(asting a(tivities &rom 9: to Dubai 5e*ia Cit%' an* &rom &ree2to2vie) (hannel to subs(ription (hannel+ There&ore' this is a *eman*ing perio*' )hi(h )ill re3uire &o(us an* &le1ibilit% &rom the part o& management an* the organisation as a )hole+ !ethodology: a1 Resear(h an* *evelopment o& programmes' )ith t)o months in a*van(e o& s(he*ule+ 01 The Pro*u(t Development o& the uni3ue servi(e C, ,ntera(tive to (ater &or the 5uslim (ommunities in both 9: an* 9SA+ c1 4aun(h a &ull% in(orporate* mar-eting (ampaign+ d1 Aroa*(asting relo(ation0 Assign a *e*i(ate* team to a*minister an* manage this pro8e(t+

'y the end of the t$o/year development programme4 the company should have esta0lished the follo$ing: .igh level o& e1perien(e in the television in*ustr%+ A &ull% in(orporate* an* integrate* range o& resour(es' in(lu*ing pro*u(tion' servi(e an* human resour(es+ ;hen resour(es are sub8e(t to e1pansion' the% shoul* be planne* an* s(he*ule* &or the 6Year !E4 gro)th programme7+ Ae(ome an establishe* re(ognition+ 5inimise all (osts asso(iate* )ith ris-s >un&oreseen (osts@ an* *evelop Ie&&e(tive an* e&&i(ient/ mo*el o& &ore(asting (osts' *eman*s' an* mar-et events+ servi(e provi*er' )ith high levels o& mar-et

Islamic Television Project

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CORPORATE STRATEGY The Five Year Development Plan

%ummary
A% the en* o& the initial an* se(on* %ear o& the *evelopment stage the (ompan% shoul* (omplete the &ollo)ing0 Ausiness set2up Complete Commer(ialisation o& the (hannel Emplo%ee Re(ruitment Pro*u(tion' )ith one month bu&&er a(tivit%+ 5ar-eting *evelopment' provi*e (omplete Imar-et o&&erings/+ Finan(ial Stabilit% an* in*epen*en(e

(ear Three and four *35.,

The gro)th o& the (ompan% shoul* be pursue* as the main ob8e(tive+ ,t shoul* also be regar*e* as the (orner stone to the (ompan%/s &uture survival an* su((ess' as &ailure to gro) might result in the loss o& (ompetitiveness' *e(line in the mar-et *omination an* &urther ine&&e(tual pro&it ma1imisation+ This gro)th shoul* be a(hieve* through the e1pansion in the s(ale o& operation' *epth in strategi( s(ope' an* mar-et share+ A% gro)ing the (ompan% shoul* *iversi&% an* re*u(e un&oreseen ris-s+ The &irm shoul* also (apitalise on the Ie(onomies o& s(ale/' as the gro)th )ill be substantial+ This )ill enable it to be(ome more e&&i(ient an* en8o% lo)er (osts+ The core activity during this period $ill 0e: E1pansion o& broa*(asting ban*)i*th' to enable broa*(asts in the those rest o& the

(ontinents

espe(iall%

(on(entrate*

)ith the (onsumer base' thus in the 5uslim populate* (ountries+ This e1pansion (oul* be a planne* through a stea*% gro)th+ This strategi( gro)th )ill re3uire signi&i(ant

investments+ ,n(rease internal Resear(h an* *evelopment o& pro*u(tion+ Greater resour(es a(3uisition' in(lu*ing emplo%ee

re(ruitment an* (apital assets+ 4aun(h the strategi( global mar-eting (ampaign+

Islamic Television Project

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Copyright 2003

CORPORATE STRATEGY The Five Year Development Plan

The Company should esta0lish the follo$ing $ithin this period: %uperior %ales revenue: sour(e* b% the in(rease* (ustomer base an* a*vertising interests+ Enable an* en(ourage a *omesti( a*vertising avenue )ithin the global (hannel' to ma1imise the rate o& return+ .o)ever' o&&er a global a*vertising servi(e to &irms )anting to (apitalise on the opportunit% to globalise their advertising scope and also economise the costs a*vertising through e1tra investments+ 6aining economies of scale0 This means unit pro*u(tion an* operation (osts )ill &all e&&i(ientl% an* pro&its )ill in(rease at a greater rate+ The *egree o& gro)th an* in(rease* mar-et share )ill provi*e the (ompan% )ith invaluable mar-eting a*vantage o& publi(it% an* re(ognition+ Finall%' the globalisation o& the (hannel )ill minimise ris-s that the (ompan% might have been prone to+ %ummary A% the en* o& the thir* *evelopment stage the (ompan% shoul* (omplete the &ollo)ing0 Globalisation o& the broa*(asting ban*)i*th Strategi( multi2national mar-eting an* pro&it ma1imiCation ,n(rease* internal pro*u(tion a(tivities+ Departmental &un(tion o& resear(h an* *evelopment &or programmes+ Finan(ial sel&2su&&i(ien(%' )ith greater investments+

(ear 7ive *8, and on$ards

The (ompan% shoul* have &ull% establishe* a mar-et lea*ership' an* no) it has to maintain its position )ithin the global mar-et+ The 3ualit% o& pro*u(tion an* servi(es has to be all time high' as ne) (ompetitors might appear on the horiCon+ Some verti(al an*Jor horiContal *evelopment ma% have to be assesse* to &urther the e(onomies o& s(ale+ The main e1tension in the (ompan%/s port&olio is the terrestrial servi(e in the parti(ipating 5uslim (ountries+ The core activity during this period $ill 0e:

Islamic Television Project

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CORPORATE STRATEGY The Five Year Development Plan

E1tension o& the broa*(asting servi(es into terrestrial ban*)i*th' to enable (onsumers )ithout S-% to a((ess the (hannel+ The 5uslim populate* (ountries are li-el% to sho) )illingness to parti(ipate+ This e1pansion (oul* be a (omple1 pro(e*ure+ This strategi( gro)th )ill re3uire signi&i(ant investments an* sensitivit%+ ,n(rease (orporation/s management a(tivities+ Greater resour(es a(3uisition' in(lu*ing domestic emplo%ee re(ruitment an* (apital assets+ 5aintain the strategi( global mar-eting (ampaign+

The Company should esta0lish the follo$ing $ithin this period: 5ar-et superiorit%' as the a*vantages o& both &inan(ial an* non2&inan(ial bene&its are a(3uire*' ho)ever' )ith a greater base o& sta-ehol*ers' in(lu*ing emplo%ees an* (ustomers+ Fo(us an* (ontrol are -e% issues o& management+ Gaining e(onomies o& s(ale+ These a*vantages are mostl% intangible+ A greater *evelopment o& the social responsibilities aspe(t o& the (ompan%+ %ummary A% the en* o& the &orth *evelopment stage the (ompan% shoul* (omplete the &ollo)ing0 Terrestrial broa*(asting ban*)i*th &or parti(ipating 5uslim (ountries+ Strategi( multi2national mar-eting+ Pro&it ma1imisation ,n(rease* (orporate management a(tivities+ Departmental &un(tion o& ISo(ial Responsibilities/+ Finan(ial germination' maintain a high level investments+

Islamic Television Project

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Copyright 2003