2.18 ASO Communication Plan Brief This section focuses on communication to the viewers and other stakeholders in the description DTTB value chain. Objective To help viewers prepare adequately, the whole broadcast community needs to address all viewers relying on the analogue terrestrial platform using targeted communication tools that can reach out to diverse population segments. Key topics and choices Status Decision 2.18.1 Communication strategy: including C The establishment of a brand’ for ‘trusted communication messages (related labelling certified/approved receivers will be to the communication stage) and necessary. target group(see phased model). 2.18.2 Communication the various B The main tools are likely to be (a) Radio and communications means to reach Television (b) printed media (c) SMS coverage the listed target groups. checker (d) social Cambodian structure (neighbours helping each other). Main activities Observation/Advice 1. Draft communication plan (including target All to be included in this phase of the audiences, timing, means, etc.). roadmap. 2. Continuous alignment with ASO planning. For more details see section 3.4.3 and 3. Determine and establish compensation schemes section 4.7 of this report. and systems, include in communication plan. 3.2 Customer Proposition This section focuses on determining the competitive advantage and what the related description service attributes could look like. In this phase it is part of the service planning and service proposition review and financing cycle. Objective Finding the best customer proposition in line with the business plan objectives (i.e. ASO plan and budget). Key topics and choices Status Decision 3.2.2 DTTB competitive advantage and C Competitive advantage already established in related Service Proposition previous Attributes still to be defined. attributes determined. Main activities Observation/Advice 1. Define DTTB service attributes and check As part of the service planning, service network feasibility and cost levels. proposition review and financing as described in section 3.4.3. See also considerations in section 4.9 in this report.
2.18 ASO Communication Plan Brief description This section focuses on communication to the viewers and other stakeholders in the DTTB value chain. Objective To help viewers prepare adequately, the whole broadcast community needs to address all viewers relying on the analogue terrestrial platform using targeted communication tools that can reach out to diverse population segments. Key topics and choices Status Decision 2.18.1 Communication strategy: including communication messages (related to the communication stage) and target group(see phased model). C The establishment of a ‘trusted brand’ for labelling certified/approved receivers will be necessary. 2.18.2 Communication the various communications means to reach the listed target groups. B The main tools are likely to be (a) Radio and Television (b) printed media (c) SMS coverage checker (d) social Cambodian structure (neighbours helping each other). Main activities Observation/Advice 1. Draft communication plan (including target audiences, timing, means, etc.). All to be included in this phase of the roadmap. For more details see section 3.4.3 and section 4.7 of this report. 2. Continuous alignment with ASO planning. 3. Determine and establish compensation schemes and systems, include in communication plan. 3.2 Customer Proposition description This section focuses on determining the competitive advantage and what the related service attributes could look like. In this phase it is part of the service planning and service proposition review and financing cycle. Objective Finding the best customer proposition in line with the business plan objectives (i.e. ASO plan and budget). Key topics and choices Status Decision 3.2.2 DTTB competitive advantage and related Service Proposition attributes determined. C Competitive advantage already established in previous Attributes still to be defined. Main activities Observation/Advice 1. Define DTTB service attributes and check network feasibility and cost levels. As part of the service planning, service proposition review and financing as described in section 3.4.3. See also considerations in section 4.9 in this report.
D-PREF-THEM.08-2011-MSW-E.docx