Project: Evaluating the perception and attitude of viewers towards Zee Marathi

Objective:
To study the perception and attitude of the viewers about the channel. To identify the area of attraction for viewers in terms of fiction and nonfiction content. To find out the factors which play a role in viewership of the channel and to what extent

RESEARCH PLAN Need and significance:

Need of the study is to understand the place of Zee Marathi in the minds of the viewers and potential viewers. Since the media and entertainment market is evolving and also technology which is providing the necessary reach that enables the broadcasting of various entertainment channel as well as regional channels to far off places. This reach and accessibility gives rise to changing trend of entertainment in rural areas as well. Now Zee Marathi is not only limited to the urban population but also caters to wider geographic locations. There lies immense opportunity to tap the emerging market as well as catering to the emerging viewership, Zee Marathi as a market leader has to take advantage of this opportunity by understanding the need , convenience and behavior of the viewers as well as potential viewers.

Information Areas to be gathered for Zee Marathi:

Awareness level of the channel Perception and attitude of viewers Importance/weight age of each factor

Research Design
Descriptive Research - personal interview with a questionnaire The research is descriptive where in open ended and close ended questions will be asked in the form of personal interview with the help of a questionnaire to understand the perception and attitude of the viewers towards Zee Marathi.

Sampling Process
Sample Size: Total of 150 Respondents 150 Marathi speaking respondents (viewers and no viewers) of Zee Marathi above 18 yrs of age both male and female will be targeted for the interview. Sampling Technique: Systematic Random Method of Sampling: The people which were interviewed during the research were selected randomly to achieve the given sample size to check whether Zee Marathi has made an impact on viewers.