Velimira Petrova, bTV Media Group: the TV magic of emotion
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Everything in the media space tells a story - the show on the screen, the discussion on the radio or the podcast online. The commercial break is one of those moments that is often present in our daily lives, and for good reason, because it can also tell a story, and very effectively. In addition, TV is increasingly integrated with digital platforms, allowing viewers to interact with brands in real time - for example, through mobile apps or social media, increasing the sense of personal connection. Speaking to Forbes magazine, Velimira Petrova, Director of Sales at bTV Media Group, explained how the company attracts viewers and partners.
Every product exists because of a human need and the need to satisfy it. To choose the right brand for them, people are confronted with the hundreds of brands that exist on the market and that continue to appear in every product category. "The best way to provide a head start for your brand is to introduce consumers to it, to create a need and a want, using all the audio and visual benefits of advertising that demonstrate why a product works," adds Petrova. And they are really many. Among the main functions of advertising is precisely to connect brands emotionally with their consumers, creating an experience for them throughout the customer journey.
Creativity is at the heart of media, and the truth is that advertisers can't do much without inspiration. "That's why in the autumn of 2024, we offered everyone an unrivalled and unparalleled selection of completely new yet established titles, highly anticipated international adventures such as the “Million Dollar Island”, the return of audience favorite races, namely “Run to Victory”, and the premieres of hit TV games. The success of "Who Knew?" showed us what captivates audiences, and we gave it to them - and with 4 whole new titles. A rich program and entertainment for all family and friends, for every day of the week and for all moods and preferences," says Petrova.
"We have put a lot of expertise and a dedicated approach into the organisation of this season because we want to offer the audience and our partners quality in every way. Everything good and right in business happens when you keep your eyes and ears open to needs, to market dynamics and to innovation. Viewers, along with advertisers, are our primary barometer when we plan our programming. There was a clear sign of the need for something new and that's why this autumn we introduced 6 new formats in Prime Time on bTV. The place from which we begin to evolve with our partners is at the intersection of our goals and needs, which often overlap. I believe that it is of particular importance as a team to offer solutions in which together with clients we develop the market, follow global practices and impose new ones. We will apply the same model in 2025 to make bTV Media Group's on-air the place where viewers find everything they need. This is what we are building in our relationships with our partners - the awareness that our joint projects lead to results that mutually elevate us to a higher level, where we want to be in the media industry." adds the bTV Media Group Commercial Director.
In 2024, there is increased integration of different media channels, with advertisers increasingly looking towards a multi-layered communications mix. In this context, the media industry and the businesses that support it are trying to embed the right messages across all channels, combining the storytelling capabilities of TV with the speed and precision of digital campaigns and the engaging model through which radio reaches listeners. It is the significant public role that bTV Media Group plays in shaping public opinion that is the main driver behind the development of local productions and topical shows with a focus on all points of view, on the diversity of Bulgarian culture, and on the modern society that follows and watches our headlines. "I believe that the image we have built symbolizes the responsibility we have to the viewer and society - to be a source of the full palette of human emotions that audiences seek in content - enthusiasm, laughter, adrenaline and a sense of adventure, awareness and trust," says Petrova.
You can read the full interview with Velimira Petrova in the November issue of Forbes magazine.
