TV of another well-known brand was created for young people. TGI Fridays has more than 870 points of presence in 60 countries. Putting yourself at franchisor' shoes, we can notice, that for him it's quite difficult to control brand development at every franchisee location when he has't direct communication tool with guests and don't control screens. At this case, every franchisee shows what they want, as it can not be controlled from the brand-holder.
From the other hand, franchisee cann't use the same content worldwide, as they operates in different locations, it should be modified according to local rules and language preferences. But, anyway, brand values and messages are common everywhere.
Here i show you the concept of TGI Fridays TV, developed for Greece and Philippines. According to the
requirements, every franchisee can change it's own schedule and upload local ads, relevant to local auditory. But all changes are visible in franchisor' HQ in the USA. From this point of view, some changes might be forbidden (if they are not consistent with the brand values) and at the same time, marketing managers from HQ can upload new branding videos directly to the screens in thousand kilometres.
So, at this case:
- TV has to have two level of management for both sides: franchisor and franchisee;
- TV design is common depend less of the country, saving the brand identity,
- TV has several schedules, divided by countries and even locations inside franchisee venues.