Reinventing Analog Experiences for a Traditional Media Company

Background
In 2023, our client—a legacy media conglomerate with a strong presence in TV, radio, and print newspapers—faced the reality of declining engagement in traditional formats, especially among younger audiences. Despite loyal viewership, particularly for news segments and special TV events, the organization sought ways to revitalize its analog brand and build deeper connections with audiences increasingly drawn to immersive, real-world experiences.

Challenge
The pandemic-induced digital acceleration had left audiences fatigued with screens, creating an untapped opportunity for “phytigal” experiences—ones that blend the best of digital and analog worlds. Our client aimed to capitalize on this trend but lacked a clear path to seamlessly merge their established media offerings with tangible, off-screen experiences.

Our Solution
Our approach was grounded in understanding the client’s unique strengths across media formats and their audience’s yearning for genuine, community-driven interactions. To position the media company as a leader in the analog resurgence, we proposed a two-pronged strategy: the creation of an exclusive conference and a learning platform that would cultivate community around their existing content themes.

  1. Phytigal Media Conference: Aimed at bringing traditional content to life, this conference series offered a direct line to viewers, creating engagement beyond the screen. It featured sessions led by TV hosts, newspaper editors, and radio personalities, allowing audiences to experience their favorite programs in an interactive, tangible format.
    • Content-Centric Events: Popular programs from TV and radio became interactive experiences, from live cooking demos by culinary show hosts to investigative reporting workshops led by seasoned journalists.
    • Nostalgia-driven Activities: For long-time newspaper readers, we curated “Print Reimagined” spaces where they could watch newspapers being printed, meet editors, and even join workshops on investigative journalism.
  2. Learning Platform: Recognizing a growing thirst for skills-based knowledge, we collaborated with the client to create a subscription-based platform, focusing on personal growth and hands-on learning.
    • Workshops with Screen Personalities: Cooking show fans could sign up for in-person or virtual cooking classes. Similarly, travel show viewers could join adventure workshops led by renowned travel personalities.
    • Bridging Generations: Emphasizing multi-generational participation, some workshops were designed as family-friendly, encouraging older and younger generations to connect over shared interests.

Implementation and Results
Our team developed a phased roll-out, initially piloting the conference in the client’s strongest markets. With our support, they crafted an experience that connected their digital offerings with real-world events, effectively increasing brand touchpoints and diversifying revenue streams.

Within six months of launching, the client achieved a 35% increase in engagement from target demographic groups (ages 25-45) across all platforms, bolstered by renewed interest in the traditional formats. Revenue from the learning platform subscriptions surpassed projections by 20%, while the conference garnered substantial media attention, positioning the client as a pioneer of the phytigal movement in media.

Conclusion
Our work with this media company demonstrates the value of reimagining traditional media not only as a content source but as a holistic lifestyle brand that blends digital and physical experiences. By embracing phytigal opportunities, they established new revenue streams and solidified their relevance in a rapidly changing media landscape, providing a model for other traditional media companies to reinvent themselves in an increasingly digital world.