7 Retail (STB and Manufacturers need Contract agreed for This will include the • • • other receivers) to supply sufficient certifying and labelling retail chains as well. quantities of DTTB STBs STB Manufactures are • receivers in regions First batch of STB not likely to participate • In case of pay-tv, CAS available in selected in the NRT, but a good • suppliers need to retail shops in officer’ will be ‘liaison supply smartcards region A needed Manufactures may be Representatives of • • required certify logistic chain providers compliancy with any (shops, post offices) are set standard (see likely to be included in section 2.1) and to the NRT provided proper or Labelling/certification • specific labelling will require a trusted organization to do so. Given the limited means for communications this should ideally be an organization already know to the Cambodian public. Such an organization is likely to participate in the NRT 8 Communications Setting acceptable ASO communication Representatives of the • • • timetables and plan agreed (see various viewer groups (Viewers and understanding local Phase 2) are likely to be target groups) issues consulted in the NRT Customer/viewer • Formulated adequate contact centre Will include a • • messages and operational customer/viewer executing contact centre communications through various means/tools The Figure 4.6 provides and impression of what an ASO planning could look like. Figure 4.6 Illustration of an ASO milestone planning 4.7 ASO communication plan As indicated in the Guidelines, the ASO Communication Plan is a strategy on how to inform the public at large and the involved market players in several successive stages. One of the main deliverables in preparing this plan is a matrix which matches: the different target groups; and • the different messages (per stage). • As discussed in section 4.2, in Cambodia there are served and the non-served (with analogue terrestrial television) areas. Consequently, the communication messages between these two groups will differ significantly.
7 Retail (STB and other receivers) • Manufacturers need to supply sufficient quantities of DTTB receivers in regions • In case of pay-tv, CAS suppliers need to supply smartcards • Manufactures may be required certify compliancy with any set standard (see section 2.1) and to provided proper or specific labelling • Contract agreed for certifying and labelling STBs • First batch of STB available in selected retail shops in region A • This will include the retail chains as well. • STB Manufactures are not likely to participate in the NRT, but a good ‘liaison officer’ will be needed • Representatives of logistic chain providers (shops, post offices) are likely to be included in the NRT • Labelling/certification will require a trusted organization to do so. Given the limited means for communications this should ideally be an organization already know to the Cambodian public. Such an organization is likely to participate in the NRT 8 Communications (Viewers and target groups) • Setting acceptable timetables and understanding local issues • Formulated adequate messages and executing communications through various means/tools • ASO communication plan agreed (see Phase 2) • Customer/viewer contact centre operational • Representatives of the various viewer groups are likely to be consulted in the NRT • Will include a customer/viewer contact centre The Figure 4.6 provides and impression of what an ASO planning could look like. Figure 4.6 Illustration of an ASO milestone planning 4.7 ASO communication plan As indicated in the Guidelines, the ASO Communication Plan is a strategy on how to inform the public at large and the involved market players in several successive stages. One of the main deliverables in preparing this plan is a matrix which matches: • the different target groups; and • the different messages (per stage). As discussed in section 4.2, in Cambodia there are served and the non-served (with analogue terrestrial television) areas. Consequently, the communication messages between these two groups will differ significantly.
D-PREF-THEM.08-2011-MSW-E.docx