An interview about dreams, cars and Paqpaq

It has been a quiet week on BLAB but I found some time to get to know more about the Paqpaq initiative and its ever increasing popularity both with car enthusiasts and advertisers. In the next few lines, Tonio Darmanin, a Marketing lecturer by profession and the man behind this initiative, honored us with a few 'blabs' about Paqpaq:


Picture: Car review on Paqpaq; Source: paqpaq.tv

KG: Classic question: How did paqpaq begin? Was it the passion for cars or a community of car fanatics?
TD: Paqpaq started off as a dream. I always loved cars and used to watch foreign programmes but I was never involved in television. Then one day I sat down and scripted what I would include if I had my own car show. It developed from there, I tried to sell the idea to a number of people and finally convinced a production house and PBS to accept the programme. I distinctly remember the first filming sessions where I was provided with a cameraman and a mike and I had to improvise and learn by trial and error. This was six years ago and the technical quality at the time was quite different from what it is today. What was the same was the genuine passion for the subject, something that made Paqpaq acceptable even if not of the highest technical quality. Yes there are numerous enthusiasts here in Malta but what I have learnt over the years is that many are quite focused on their area of interest say, offroading, drag racing, hill climbing, classic cars, bikes, modified vehicles, the list is endless and in some instances are not bothered with anything else.

KG: There were/are many who review the latest in Car products and launches, but paqpaq has something different? Do you agree? Why?

TD: As a profession I lecture marketing and my involvement in the media gives me the opportunity to practice what I preach. The very essence of Paqpaq is to be different. Different from anything that happens on the local media and different also from what happens internationally. Apart from the passion for cars, bikes, boats, speed, travel and adventure, I strive on creativity. I spend hours with my close collaborators discussing, planning and generally dreaming then we try to turn those dreams into reality. What pride can you get out of copying others? Within the parameters and realities of the local scenario, I strive to create and be innovative. I am generally copied but I can live with that, I actually take it as a compliment. What distinguishes Paqpaq is professionalism, credibility, quality, experience and a genuine passion for what we do.


Picture: Christina Aguilera on Paqpaq; Source: paqpaq.tv

KG: Who makes up the Paqpaq audience? Is there a similar audience for the online website and magazine or are they different segments?
TD: Initially, Paqpaq was more of a niche programme aimed at the car enthusiast. These 6 years on air have seen an evolution and whilst still retaining the interest of the enthusiast, we have tried to widen the appeal even to those who are not keen about cars but, for example, are in the process of buying a new car or are interested in learning how to care for their investment. We are as inclusive as possible and rotate features to try and include as many different aspects of the motoring hobby as possible. We cannot satisfy everyone and often get told off because we are not including enough classics or do not give enough coverage to local motorsports, but we sincerely try our best. One message it took me a bit long to get was that sent to me by bikers and for a long time I gave little importance to this sector, primarily because I was not even licenced to ride a bike, having been brought up in a family where bikes were taboo. On the other hand, I do not know how to do things in half measures so less than a year ago I sat for my bike licence. I have since ridden every bike I managed to get my hands on, and I can assure you that the list is long and varied, I organized and filmed my first overland adventure on a bike, have covered and featured the biggest new bike show in Milan and the most prestigious custom bike show in the UK, and have generally set new standards in terms of quality to establish Paqpaq as the benchmark even in this sector. Incidentally my current ride is a beautiful Suzuki GSX 1400 with which I am madly in love.

Regarding audiences, I feel that the audiences for the TV show, the website and the new print publication are different. There will always be a percentage of viewers/browsers/readers that are common, and these will probably include the keen enthusiasts. On the other hand, there are people who visit the website regularly and are amongst the many thousands that receive our electronic newsletter every week but rarely watch the programme. The new publication will again hit a number of persons who do not watch TV or do not have access to the net, but will find the supplement interesting.

KG: What about the latest Paqpaq print initiative?
TD: The print initiative is the natural progression of what we have been building up to. We are a professional outfit that teams up only with other professional partners to make the best of the synergies available. In this case, Media Maker is an ideal strategic partner with the experience and expertise necessary to retain the perception of quality in the print sector which our brand already enjoys on TV and the web. In today’s business environment, it is important to offer our customer as wide a spectrum across all media as possible.

Today, Paqpaq is a force that cannot be ignored. Apart from offering our customers an interesting media mix, being involved in the different media helps strengthen our own position and cross-media exposure. The name we gave the publication, namely Paqpaq – Motoring and Leisure gives a clear indication of where we are heading. Cars and great but so are bikes, boats, the latest accessories and gizmos, travelling, a healthy lifestyle and adventure. This is what Paqpaq is all about.