Throughout the day there were four great moments of presentation of the service, to four distinct audiences, in which Zeinal Bava was the main speaker.
The day started with a presentation of the service for both the media and PT’s partners. The second moment of the day was reserved for PT’s employees (1st and 2nd lines of management). PT’s new television strategy was disclosed with great enthusiasm to an interested and expectant public. The CEO’s message to the employees conveyed confidence and hope in a successful future: “the starting point is a challenge for all of us. To be successful, we need your persistence and your belief in the success of this project".

The afternoon of 2nd April was also marked by two moments: meo’s presentation firstly to PT’s agents and afterwards to the door-to-door sales force. The enthusiasm of the audience increased as the service functionalities and the launch of meo satellite were being disclosed. The last presentation also counted on the presence of Pedro Leitão, Member of PT’s Board of Directors, Paulo Capela, Sales Force and Call Centre Director, and Vera Pinto Pereira, Meo Product Manager.

For Zeinal Bava, it is very important to involve the employees in order to attain the Group’s objectives: “we can have the best strategies for the group, but if we do not have the right people in the right places, we will never materialize our objectives, be it the ambitious, the very ambitious, or the little ambitious ones. It’s the people, their quality and creative talent that make the difference".
 
Television is within PT’s DNA. It should be remembered that 14 years ago, PT pioneered the launch of the first subscription television offer in Portugal, transforming the market into one of most advanced in Europe. It has kept since then a strong growth and evolution.

Technologies, contents and consumers are in constant transformation and so, today, the television concept was reinvented, with the launch of an innovative offer turned towards the future. This is assumed as an important vector for the Group’s growth, contributing to the increase of value for PT’s customers. Zeinal Bava stated that PT believes the Portuguese market to be profitable, as it presents a growth potential of one million homes in Portugal.

Market research has concluded that consumers are dissatisfied as they do not have the control of their television experience. PT has identified this opportunity and adapted its offer to the needs of potential customers. Now, with meo, “each person is the commander” pointed out PT’s CEO. So the functionalities available constitute key differentiation factors of the service: digital recording, pause TV, video-on-demand, in high-definition channels and flexibility in the choice of the desired canals. Zeinal Bava also emphasized that with meo “high definition is the starting point” for all consumers.

As of today families have a television alternative in Portugal”, stated Zeinal Bava. 2nd April is marked by the launch of Meo Satellite, enabling total coverage of the Portuguese territory, including the islands (autonomous regions), through the Hispasat satellite. With over 70 channels, including high-definition channels, triple-play availability in broadband (ADSL) coverage zones, this service allows equipment from other operators to be reused as well as service installation in three television sets.

Meo Mobile is the television on the mobile phone. With over 30 channels available to the customers, anytime anywhere, organized according to seven categories: generalists, news, children, entertainment, music, sport and adults. Meo Mobile is the only service on the market that presents four subscription package options (Total Meo, Meo News and Sport, Meo Series and Kids and Total Meo 24h), enabling a daily or monthly access, in accordance with each customer’s preferences and habits. Most TMN’s  mobile phones already allow mobile television access and, still in April, a mobile phone  specifically for Meo Mobile will be launched.

As for Meo on the PC, SAPO Web TV conveys the interactivity and complementarity of television. Transversal contents and an experience close to television on the PC, make this a cornerstone of Portugal Telecom’s strategy.

New channels

Besides the channels already available on these platforms, the following new channels will be also available as of April:

Meo IPTV and Satellite

• Sony Entertainment, a channel with the best North American series, such as “Frasier”, “Friends”, “Sex and The City” and transmission of events like the American Music Awards or the Grammys.
• Animax, a channel from Sony Entertainment dedicated exclusively to the best Japanese Manga and Anime, 24 hours a day. Series like “Inuyasha”, “Orphen” and “Detective Conan” emitted in the original language.
• Fox Next, a sophisticated and alternative channel for a public who demands quality entertainment contents. Series such as “Battlestar Galactica>”, “Therapy” and “Terminator: The Cronicles of Sarah Conner”.
• Fox News, a North American channel of news and information with a vast programming variety.
• Sailing Channel, the first wholly dedicated channel to the nautical world. 24 hours of international regattas and experiences at sea, told by champions and experts. (Only on IPTV).
• Baby TV, channel with animation series and educational programs having in mind the cognitive and development needs of babies up to the age of 3.
• Cubavision, channel’s programming covers the most varied kinds of television programming that reflect the culture, geography, tradition and actuality of Cuba.

Meo Mobile

• Fox
• Fox News
• Animax
• National Geographic
• Fuel TV
• Afro Music
• Nick Jr 
• Forman
• LifeStyle

The advertising campaign
 
With Gato Fedorento (Stinking Cat) as protagonists, this is the first campaign of humorists’ quartet for a PT product – outside the fixed telephone service - where they assume the role of commanders of the television of the future.

The campaign’s communication strategy, on the air until the end of the month, bets on traditional media (television, radio, press, cinema and outdoors), but also uses