“Seventh Channel” (Kazakhstan)

Sana Holding contributed to the development of a renewed strategy for Kazakhstan’s Seventh Channel, taking into account the transformation of media consumption and the evolving expectations of the audience.

• Transformation of the Management Team. As part of the partnership, Sana Holding oversaw a strategic leadership transformation by attracting top-tier media professionals with a proven track record in the television and media industry. This significantly enhanced the channel’s managerial expertise and strengthened its capacity for strategic decision-making.
• Audience Media Research. Sana Holding’s in-house research team conducted comprehensive audience studies, analyzing thematic interests, language preferences, and behavioral patterns. These insights informed the development of a clear niche positioning model and helped define the channel’s core target audience.
• Content and Format Adaptation. Expert support was provided to align the channel’s formats and content presentation with actual viewer consumption habits. Data-driven decisions based on sociological research and media analytics increased content relevance and ensured long-term audience engagement.
• Implementation of an Agile Broadcast Grid Model. An agile programming model was introduced, featuring continuous competitor monitoring, time-slot-specific strategy development, and the cultivation of stable viewing patterns. This approach enabled flexibility and quick responsiveness to shifts in viewer demand.
• Government Relations and Regulatory Support. Sana Holding analysts provided advisory and analytical support in the channel’s interaction with public authorities, particularly in navigating the media and broadcasting regulatory environment.

Results of the Collaboration. The partnership between Seventh Channel and Sana Holding delivered significant outcomes. The channel successfully restored a full-scale news broadcasting grid in both Kazakh and Russian languages. Television viewership saw remarkable growth, with audience numbers increasing by 67% over the year — the highest growth among all television channels in Kazakhstan. In the digital space, the channel solidified its presence, significantly expanding its audience and engagement across key social media platforms including TikTok, Facebook, YouTube, and Instagram, where it became one of the country’s leading media voices.