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  • Research On AajTak

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    Aaj Tak is a Hindi news channel launched in 2000 by TV Today Network. It has become very successful and is now the third most successful brand. Some of its major initiatives that led to success include overwhelming sports coverage, in-depth analysis programs, and social initiatives. It differentiated itself from competitors by focusing on breaking news, live footage, and interacting with viewers. However, it now faces threats from increased competition, declining TRP ratings across the sector, and needs to relaunch its website and increase value-added content.

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    Secondary Research on Aaj Tak with suggestions

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    Research on AajTak

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    Aaj Tak is a Hindi news channel launched in 2000 by TV Today Network. It has become very successful and is now the third most successful brand. Some of its major initiatives that led to success include overwhelming sports coverage, in-depth analysis programs, and social initiatives. It differentiated itself from competitors by focusing on breaking news, live footage, and interacting with viewers. However, it now faces threats from increased competition, declining TRP ratings across the sector, and needs to relaunch its website and increase value-added content.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    162 views14 pages

    Research On AajTak

    Uploaded by

    chetankhanna93
    Aaj Tak is a Hindi news channel launched in 2000 by TV Today Network. It has become very successful and is now the third most successful brand. Some of its major initiatives that led to success include overwhelming sports coverage, in-depth analysis programs, and social initiatives. It differentiated itself from competitors by focusing on breaking news, live footage, and interacting with viewers. However, it now faces threats from increased competition, declining TRP ratings across the sector, and needs to relaunch its website and increase value-added content.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    of 14

    AAJ TAK

    CHETAN KHANNA

    Contents
    About
    Milestones Major Initiatives Spirit of Entrepreneurship Porters five forces

    SWOT
    Reasons Brand differentiation Disruptive Innovation Recent Happenings Reality

    CHETAN KHANNA 4/4/2012

    Suggestions

    Hindi news channel run by TVTN

    Launched on Dec 31 , 2000


    Awarded with Best news channel and campaign Fast paced delivery , objective coverage and humor By 2002 became the third most successful brand
    CHETAN KHANNA 4/4/2012
    3

    Milestones-ITG
    1975 India Today 1988 Newstrack 1995 Aaj Tak commenced

    1985 Computers Today 2003 Headlines Today

    1992 Business Today 1999 India Today Book Club

    2002 Red FM

    CHETAN KHANNA 4/4/2012

    Spirit of Entrepreneurship
    Loosing money rapidly due to transponder`s fees DD had fallen out of favor LMI loosing money rapidly

    Odds were stacked up against its entry in this sector


    Entered a crowded market
    CHETAN KHANNA 4/4/2012
    5

    Major Initiatives
    Overwhelming success to its sports initiatives
    Cashed in on the celebrity status

    Started interacting with the audience with Seedhi Baat


    In-depth analysis

    Special initiatives covering Q & A , Health , crime and pollution


    Fulfilled its social obligations by two innovative initiatives CHETAN KHANNA 4/4/2012

    Porters Five Forces Analysis


    Bargaining Power of Suppliers: LOW Bargaining Power of Buyers: HIGH Barrier to Entry: HIGH Internal Rivalry: HIGH Substitutes: HIGH

    CHETAN KHANNA

    Strength
    24 editions of news everyday Local up linking Small team of 300 Low manpower cost Small businesses and entrepreneurs could advertise Less vulnerable to market conditions

    Weakness
    High coverage costs Frequent live and outdoor coverage No specific target audience Biased Analysis

    Opportunity
    Phenomenal scope of growth in the rural markets Strategy of broad basing of clients (only 11% from top 10 clients)

    Threats
    Audience Fragmentation Severe competition Poaching could lead to higher manpower costs Higher fixed cost means less revenue Brand imitation Internet
    8

    CHETAN KHANNA 4/4/2012

    Reasons for Success?


    Competition

    Capacity for execution

    CHETAN 4/4/2012 KHANNA

    Brand Differentiation News = Aaj Tak 24 hour news


    channel
    Live footage

    Breaking News Format Positioning Sabse Tez (Quickest Time to Market) Leadership Position Nations Best News Channel
    CHETAN 4/4/2012 KHANNA On-location reporters Latest Technology Lower advertising rates Interacting with viewers
    10

    CHETAN KHANNA

    Recent Happenings
    Star News has tied up with NDTV for distribution

    Reliance invested in the cash starved TV18


    Firstpost is Indias first online streaming news channel Times Now is planning an all Hindi news channel
    CHETAN KHANNA 4/4/2012

    TRPs of the whole sector is dwindling as a whole


    12

    Reality

    CHETAN KHANNA 4/4/2012

    13

    Increased tie-up with foreign players Change of strategy during primetime Inorganic route to market expansion

    Suggestions

    CHETAN KHANNA 4/4/2012

    Relaunching the website

    Increasing levels of value addition

    14

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