Final Word Doc-Sanjay

A
Project Report
on
A Comparative Study between the newly launched channel

Movies Now & other channels within the same category
in partial fulfilment of the requirement of
Master of Management Studies (MMS)
conducted by
Rizvi Institute of Management Studies & Research

under the guidance of
DR. KALIM KHAN
Submitted by:
SANJAY SONI
MMS (MARKETING)
Roll No. 91
2009-11
CERTIFICATE
This is to certify that Mr. Sanjay Soni, student of Rizvi Institute of Management Studies and
Research, M.M.S - IV bearing Roll No. 91 and specializing in Marketing has successfully
completed the project titled
A comparative study between the newly launched channel Movies

Now & the other channels within the same category
under the guidance of Prof. (Dr) Kalim Khan in partial fulfillment of the requirement of Masters
of Management Studies by University of Mumbai for the academic year 2009 - 2011.
__________________
Prof. (Dr). Kalim Khan
Project Guide
__________________
__________________
Prof. Umar Farooq
Dr. Kalim Khan
Academic Coordinator
Director
Contents
Acknowledgement ...........................................................................................................................
Executive Summary ........................................................................................................................
Chapter No.1 Introduction to Entertainment Industry ............................................................ 1
1.1
Overview of Entertainment Industry ................................................................................ 1
1.2
History of Entertainment Industry.................................................................................... 3
1.2.1
Indian Movies & Entertainment................................................................................ 7
1.2.2
Indian Theatres and Drama ....................................................................................... 8
1.2.3
Indian Music ............................................................................................................. 8
1.3
Key sectors of Indian Entertainment Industry.................................................................. 9
1.3.1
Indian Film Industry ................................................................................................. 9
1.3.2
Indian Television Industry ........................................................................................ 9
1.3.3
India Music Industry ................................................................................................. 9
1.3.4
India Radio Industry ............................................................................................... 10
1.3.5
Indian Animation Industry ...................................................................................... 10
1.4
Government Reform policies for Indian Entertainment Industry .................................. 11
Chapter No.2 Introduction to Television Industry .................................................................. 12

2.1
Overview of Television Industry.................................................................................... 12
2.2
History of Television Industry ....................................................................................... 15
2.2.1
Post Liberalization Television ................................................................................ 15
2.2.2
Cable television ....................................................................................................... 16
2.2.3
Satellite television ................................................................................................... 18
2.2.4
Direct to Home ........................................................................................................ 18
2.2.5
Internet Protocol Television (IPTV) ....................................................................... 19
2.3
Lists of Television Channels .......................................................................................... 20
2.3.1
2.3.1.1
List by Category...................................................................................................... 20
Entertainment ...................................................................................................... 20
Chapter No.3 Introduction to English Movie Channels .......................................................... 25

3.1
Overview & History of English Movie Channels .......................................................... 25
3.2
English Movie Channels and Current Scenario ............................................................. 27
3.2.1
Current Scenario: .................................................................................................... 29
Chapter No.4 Introduction to Movies Now .............................................................................. 31

4.1
Overview of Movies Now .............................................................................................. 31
4.2
Major Competitors to Movies Now ............................................................................... 34
4.2.1
HBO (Home Box Office): ....................................................................................... 34
4.2.2
Star Movies: ............................................................................................................ 35
4.2.3
Zee Studio: .............................................................................................................. 35
4.2.4
Warner Brothers (WB):........................................................................................... 36
4.2.5
Metro- Goldwyn- Mayer (MGM): .......................................................................... 36
4.2.6
UTV World Movies: ............................................................................................... 37
4.2.7
Prime Big & CBS: .................................................................................................. 38
4.2.8
Sony Pix: ................................................................................................................. 38
4.3
Achievements of Movies Now ....................................................................................... 40
4.3.1
The 2011 Road for Movies Now ............................................................................ 43
Chapter No.5 Review of Related Literature ............................................................................. 45

Chapter No.6 Research Methodology ....................................................................................... 49
6.1
Need & Significance: ..................................................................................................... 49
6.2
Research Objectives: ...................................................................................................... 51
6.3
Sample Size: ................................................................................................................... 51
6.4
Sampling Procedure: ...................................................................................................... 51
6.5
Limitation of the study: .................................................................................................. 52
Chapter No.7 Data Analysis & Interpretation ......................................................................... 53

7.1
Respondent Profile ......................................................................................................... 53
7.1.1
Gender ..................................................................................................................... 53
7.1.2
Occupation of the respondent ................................................................................. 54
7.2
Advanced Data Analysis and Data Interpretation .......................................................... 55
Chapter No.8 Major Findings .................................................................................................. 136

Chapter No.9 Recommendation & Conclusion ...................................................................... 140
References .................................................................................................................................. 145

Appendices ................................................................................................................................. 146
Appendix 1- Questionnaire ..................................................................................................... 146
Appendix 2- List of Tables: .................................................................................................... 154
Appendix 3 List of Figures: ................................................................................................. 156
ACKNOWLEDGEMENT
This dissertation was undertaken as a final project for my MMS Degree (Marketing) from the
University of Mumbai, at Rizvi Institute of Management Studies and Research. I would like
to take this opportunit y to extend my warmest thanks to those that have helped me, in
any way whatsoever, during this work.
The success of this project depends largely on the encouragement and guidelines of many. I take
this opportunity to express my gratitude to the people who have been instrumental in the
successful completion of this project.
I wish to express my deep sense of gratitude to my guide and Director of Rizvi Management
Institutes, Dr. Kalim Khan for his able guidance at each step and useful suggestions, which
helped me in completing the project work, in time.
The guidance and support received from all the faculty members who contributed was vital for
the success of the project. I am grateful for their constant help and support.
Finally, yet importantly, I would like to express my heartfelt thanks to my beloved parents for
their blessings, my friends/ classmates and relatives for their help and wishes for the successful
completion of this project.
Sanjay Soni
MMS- Marketing
Executive Summary
Overcoming the gloom that had set in during the economic slowdown of 2008-09, the Indian
Media and Entertainment (M&E) bounced back in 2010 registering a growth of 11percent
compared to a mere 1.4percent in 2009.
The Entertainment industry is gaining tremendous growth and there is a rise in the number of
English movie channels releasing every year and providing the Indian viewers a wider and better
bouquet of offerings. The research was based on a comparative study between the newly
launched channel Movies Now and the other channel within the same genre.
The study tried to cover various factors that affect the English Movie Channel and the preference
of the target audience with respect to English Movies on television. It tried understanding the
changing pattern of the viewership and how it affects the other channel in the same genre.
The primary reason to conduct this survey was to find out the different factors and their impact
that give rise to the popularity of the channel Movies Now. Other reason to conduct the survey
was to understand the awareness of various features of Movies Now as compared to features of
other channel in the same genre.
The survey was conducted in the western suburbs of Mumbai, as it covered the target audience.
The survey was conducted by speaking to different people who covered the target audience. The
sample size of the study was 100. The survey was conducted with the help of the questionnaire
by asking people television viewership preference with respect to Movies Now, the awareness
level of Movies Now channel, its features and the changing pattern of the viewership and how it
affects the other channel in the same genre.
The survey threw up some interesting facts about the English Movie channel Movies Now and
determined various parameter required by Movies Now to compete effectively in the market. It
found that Movies Now has created a huge impact on the viewers as well as there are some
drawbacks or weaknesses of Movies Now for which there are some recommendations given and
these weaknesses can be converted in to strengths.
The survey was conducted in Mumbai and these were the regular viewers of English Movies and
the respondents have watched Movies Now atleast once. The viewers of English Movie Channel
were asked different question about Movies Now and the other channel in the same genre. These
questions were about the frequency of watching television of respondents, preference of
watching on television, time spend by the respondent watching television, preference of different
genres of Movies on television. There were many more questions regarding Movies Now like the
awareness level of features of Movies Now, different factors that drive the respondent to watch
English movies only on a particular channel and not any channel, satisfaction level of the
respondents after watching an English Movies on television on any particular channel.
The study found out various answers for the above questions and it was observed that Movies
Now is known for its HD (Good Quality Picture) and Good quality sound. It found that most of
the respondents prefer watching movies on Movies Now because of its Good quality picture and
sound. Movies Now is known for showing Blockbusters throughout the week which is one of the
most important factor of Movies Now. Although Movies Now is late entrant, it had created
impact on the viewers. But there are some drawbacks of Movies Now like showing repetitive
movies, shows good movies only late at night, etc.
There are some recommendation given to the problems of Movies Now and how it can compete
effectively in the market and try to sustain the number one position in this genre.
Comparative Study of Movies Now
Chapter No.1: Introduction to Entertainment Industry

1.1
Overview of Entertainment Industry
Entertainment Industry in India has registered an explosive growth in last two decades making it
one of the fastest emerging industries in India. Television itself witnessed its transformation from
a single government owned channels to a medium telecasting more than 300 national and
regional channels. At present Indian film industry or Bollywood is a perfect combination of
entertainment and commercial sector, producing close to thousand movies in a year in various
Indian languages. Indian film industry supersedes Hollywood in terms of movie production
quantity by more than three times.
As per the recent report by PricewaterhouseCooopers (PwC), Indians are likely to spend more on
entertainment in the coming years with a steady growth in their disposable income. And as per
the combined survey report by KMPG and FICCI, the entertainment industry in India is expected
to expand by 12.5% every year and is likely to reach US$ 20.09 billion by the year 2013.
The industry has suffered a great deal during the economic recession, with U.S. top media
companies managing flat revenues in 2008 and a 5% contraction in 2009 according to Ad Age
reports. Many players, dominated by those in the print industry, have plunged into bankruptcy,
primarily due to the shrinking revenues coupled with massive debt loads taken on in the market
boom. Though certain digital media firms such as Google fared well (revenues up 23%), others
such as Microsoft witnessed a flat top line.
Ad spending in the U.S. was also severely depressed, falling 4% in 2008 a further 14% in the H1
2009, according to WPP's TNS Media Intelligence. Despite this sorry state, newspapers,
magazines and cable systems continue to operate and media companies have been trying to slash
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their crippling debt. Analysts believe the worst is over, and globally, the industry is poised to
emerge with less debt and stronger balance sheets in the coming 6 months.
The Indian M&E industry grew from INR 587 billion in 2009 to INR 652 billion in 2010,
registering an overall growth of 11percent. Backed by the positive industry sentiment and
growing media consumption, the industry is estimated to achieve growth of 13 percent in 2011 to
touch INR 738 billion. As the industry braces for exciting times ahead, the sector is projected to
grow at a CAGR of 14percent to reach INR 1,275 billion by 2015
Table1.1: Indicates the overall industry size of Media and Entertainment Indsutry.
The above table indicates the overall industry size. In the above table it is evident that television
and print continue to dominate the Indian M&E industry, sectors such as gaming, digital
advertising, and animation VFX also show tremendous potential in the coming years. By 2015,
television is expected to account for almost half of the Indian M&E industry revenue, and more
than twice the size of the print, the second largest media sector.
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1.2
History of Entertainment Industry
Entertainment Industry in India comprises of Film Industry and Television Industry. The Indian
entertainment industry is among the fastest growing sectors in the country. In the past two
decades entertainment industry in India has witnessed explosive growth. In television alone,
from a single state owned television network, Doordarshan in 1991, today there are over 300
national, regional and local channels being beamed across the country. Indian film industry is the
largest film industry in the world, producing on an average, close to a thousand films a year in all
languages. In terms of film production India exceeds Hollywood's production volume by over
three times. Some of the fastest growing segments in the Indian entertainment industry include
music, cable and satellite television, animation and FM.
Several positive developments like the accordance of the 'industry' status to the film industry,
satellite channel penetration, the retail boom in the channels for music sales (Music World &
Planet M), the use of digital technology in all spheres of entertainment and the growth of
multiplexes have contributed to the growth of this sector.
Entertainment industry in India is presently in a consolidation phase as boundary lines between
films, music and television are fast disappearing. Skills and resources are being pooled
extensively. Besides adaptation to high-end digital technology, the entertainment industry is also
witnessing rapid development of state-of-the-art studios and post production facilities.
In terms of employment, an estimated 6 million people earn their livelihood from the
entertainment industry and this number is all set to grow. Entertainment industry in India is
projected to be one of the major economic driving forces of the country. In India, television is
the major segment of entertainment industry. Presently, India has the third largest television
market in the world behind only china and the USA. Today, television reaches about hundred
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million Indian households. India has the world's biggest movie industry in terms of the number
of movies produced. Presently, the technology of film-making in India is perhaps the best among
all developing countries. Indian film industry is now increasingly getting professional and a lot
of production houses such as Yash Raj Productions, Dharma Productions, Mukta Arts etc. are
now working on corporate lines.
1896 was a significant year for Indian entertainment as it witnessed the arrival of cinema in
India. While discussing about the history of Indian cinema the first name that springs up is that
of the Lumiere Brothers who demonstrated the art of cinema to the subcontinent. Bombay was
the first Indian city that screened Cinematography, six short films by the Lumiere Brothers. The
success of these films led to the screening of more foreign films, for instance, Vitagraph by
James B. Stewart and Moto-Photoscope by Ted Hughes. In other words introduction of cinema
in India took place with the aid of the colonizers.
A kaleidoscopic view of history of India includes the pioneering efforts of Save Dada
(Harischandra Sakharam Bhatavdekar). He made two short films as early as in 1897. In 1900 the
entire Indian entertainment sector underwent huge changes and the emergence of Dadasaheb
Phalke took Indian cinema to new heights. Thus the path breaking film of the Silent era, Raja
Harishchandra, was released in 1913. During this time and the era of the talkies the main sources
for Indian films were the mythological texts. The rapid growth of the Indian cinema led to the
end of the silent era and ushered in the era of the talkies. The latter introduced the Indian cinema
in a completely new way to the audiences. Now one could hear the actors and actresses talk,
laugh, sing and cry. Initially films were primarily made in Hindi, Tamil, Bengali and Telugu and
these films proved to be phenomenal successes.
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The 1930s and 1940s witnessed the rise of film personalities, such as, Debaki Bose, Chetan
Anand, S.S. Vasan, Nitin Bose and others. Their contributions helped the Indian cinema to grow
further. By this time apart from Bombay (Mumbai), the film industry shaped up well in down
south too. The Tamil, Telugu and Kannada film industries were making indigenous films as well.
By late 1940s films in India were made in various languages but the religious influence was
predominant. With struggle for independence the entire scenario altered. Indian cinema now saw
films based on the then contemporary social issues. Movies no longer were limited to the
periphery of entertainment; they were now potent instruments to educate the masses as well.
The golden period in the history of Indian cinema is attributed to the 1950s. Guru Dutt, Mehboob
Khan, Raj Kapoor, Balraj Sahani, Nargis, Bimal Roy, Meena Kumari, Madhubala, Dilip Kumar
graced the screens. In south India esteemed actors like Rajkumar, Gemini Ganesan, NT Rama
Rao and several other actors and actresses entertained the audiences. Besides them numerous
singers, composers, scriptwriters, cameramen and other technicians lend a helping hand in
making some of the most outstanding films that carved their own niches in the history of Indian
cinema.
In Bombay while the magic of Guru Dutts and Bimal Roys were preponderant Indian cinema
moved one step further with the release of K. Asif`s Mughal-e-Azam in 1960. A trail of romantic
movies followed all over India. While the Indian commercial cinema enjoyed popularity amidst
the movie goers, Indian art cinema did not go unnoticed. Adoor Gopalakrishnan, Ritwik Ghatak,
Aravindan, Satyajit Ray, Shaji Karun and several other art film directors were making movies
that took India to international fame and glory. By 1970s Indian cinema enjoyed the histrionics
of superstars like Rajesh Khanna, Sanjeev Kumar, Waheeda Rehman, Asha Parekh, Tanuja and
others. This was truly the red letter year for Hindi cinema as Ramesh Sippy`s Sholay proved to
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be an iconoclast and gave to Indian cinema its new superstar--- Amitabh Bachchan. Hardly did
anyone know then that the Bachchan era was here to stay for long enough.
At one hand Hindi cinema was growing in leaps and bounds and on the other the regional films
were making their presence felt too. A number of well established Hindi film stars who became a
part of the star system in India actually began their career with the Indian regional films. 1980s
saw the rise of several woman directors, such as, Aparna Sen, Prema Karnath, Meera Nair and
others. It was also the year when Rekha wooed the audiences with her stunning performance in
Umrao Jaan. The regional films like Malayalam, Kannada, Telugu, Bengali and others produced
a number of romantic films. Renowned film personalities like Balachander, I.V. Sasi, Balu
Mahendra, Mani Ratnam, Ram Gopal Varma and others made their marks.
With romantic films at the helm the Indian cinema ushered into 1990s. A mixed genre was
witnessed during this time. Romantic, thriller, actions and comic movies were made. Gradually
the face of Indian cinema was undergoing changes one again. The audiences, too, were getting
weary of similar storylines. Hence the contemporary Indian cinema, keeping pace with time and
technology, witnessed dolby digital sound effects, advanced special effects, choreography,
international appeal, further investments from corporate sectors alongwith finer scripts and
performances. The aesthetic appeal of cinema became important for the filmmakers.
Stars like Shahrukh Khan, Rajnikanth, Madhuri Dixit, Aamir Khan, Chiranjeevi, Juhi Chawla,
Hrithik Roshan and others explored all possible techniques to enrich Indian cinema with their
performances. Even in contemporary India cinema remains a compelling device for creating
mass awareness. Films, such as, Gandhi, Terrorist, Amu, Phir Milenge, Diksha, et al focused on
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the Indian political and social scenarios. As years fly away Indian cinema betters itself with more
number of films making it to the golden pages of its history.
1.2.1 Indian Movies & Entertainment
Cultural fusion and variety defines the Indian entertainment industry. The expertise of the Indian
entertainers has played a pivotal role in building this as one of the biggest revenue earning
industry. Indian drama, movies, theatre, music, dance and television are the major sources of
entertainment. While moving along with the tide Indian cinema, radio and television reflect the
contemporary times, the art forms like dance and music still delightfully portray the rich cultural
heritage.
Indian Entertainment Industry has a rich and ancient history. Indian Movies enriched Indian
culture. The Indian movie industry has preferred films that appeal to all segments of the audience
there have always been Indian movies with more "artistic" aims and more sophisticated stories,
both inside and outside the Bollywood tradition. The Indian film industry is the largest in the
world in terms of the number of films produced annually. Indian Movies section here is related
to Indian movies both bollywood and regional, film music and film people.
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1.2.2 Indian Theatres and Drama

Theatre and dramas are one of the best sources of entertainment in India. These are part and
parcel of Indian Entertainment Industry. It involves an entire world behind the scenes that creates
the costumes, sets and lighting to make the overall effect interesting. There is an enormous
variety of philosophies, artistic processes, and theatrical approaches to creating plays and drama.
Drama is a form of theatre combining music, songs, dance routines, and spoken dialogues which
entertain people to a great extent.
1.2.3 Indian Music

Music is one of the main sources of entertainment for people. Indian entertainment industry has
one of the oldest unbroken musical traditions in the world. It includes multiple varieties of Indian
folk, popular, pop, and classical music. India`s classical music tradition has a history spanning
millennia and, developed over several eras, remains fundamental to the lives of Indians today as
sources of religious inspiration, cultural expression and pure entertainment. It provides
Information about Music, Indian music festivals, Indian musical instruments, Profiles of Indian
musicians, classical music, albums, etc
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1.3
Key sectors of Indian Entertainment Industry
1.3.1 Indian Film Industry

Indian film industry over the past few years has been receptive towards foreign investments. This
has paved way for many international production firms to make their debut in Bollywood along
with opening their offices in the country. As per FICCI-KPMG report, Indian film industry is
worth
US$
2.11
billion
and
is
likely
to
witness
9.1%
growth
till
2013.
World's largest film industry in terms of production volume is undergoing a massive

international presence with Reliance ADA Group signing a production pact with DreamWorks
Studios, endorsed by Steven Speilberg, a well known Hollywood director, to produce movies
with the preliminary investment of US$ 825 million.
1.3.2 Indian Television Industry

With the introduction of digital distribution platforms like direct-to-home (DTH) and Mobile
TV, Indian television industry has undergone a revolutionary change. As per KPMG and FICCI
reports, the Indian television industry is worth US$ 4.63 billion and is estimated to grow by 14.5
per cent during 2009-13. Moreover, by 2013 the television advertising industry is likely to own a
share of 41% in the Indian advertising sector, which indicates a steady increase of 2% from the
current share of 39%.
1.3.3 India Music Industry

The latest products in Indian music industry which have increased the industry's revenue
generation are the non-physical formats like electronic downloads and ringtones. Currently the
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Indian music industry worth US$ 149 million and is estimated to touch US$ 164.56 million by
2012.The sales of digital music are likely to contribute 88% in the total music sector's profits in
India in 2009. This trend is likely to continue in the year 2008, with digital music accounting for
16% of the total music sales and slowly reaching 60% in 2013.
1.3.4 India Radio Industry

Radio is the medium of masses reaching out to 99% of Indian population. Over the years it has
seen vibrant changes and will see some more in the near future. In the year 2008-09, the
government cashed in US$ 11.05 million from private owned radio channels. As per PwC report
radio sector is estimated to expand at a CAGR of 19% during 2009-13 from the current US$
170.87 million. In context of radio industry's share in advertising, the radio advertising industry
is expected to witness an increase a 5.2% growth during 2009-13 from the present 3.8%.
1.3.5 Indian Animation Industry

India is fast emerging as an ideal hub for graphics industries such as graphic designing and
animation. With the emergence of hi-tech games incorporating 3D effects, companies like Intel
and Advanced Micro Devices (AMD) are revising their marketing strategies in India to expand
their operations in computing sector. By 2013, the Indian animation industry is likely to grow
from the present US$ 362 million to US$ 811.2 million, as per the combined FICCI-KPMG
report. Digital firms like Reliance Media Works have signed joint venture with In-Three for
transformation of 2D movies and videos into 3D and Tata Teleservices has launched India's first
mobile television - Photon TV with high accessibility broadband services through which users
can avail channels on laptops as well as desktops.
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1.4
11
Government Reform policies for Indian Entertainment Industry
The Government has introduced some reform policies to trigger the growth of entertainment
industry in India. They are as follows:
Allowing 100% FDI on advertising and film industry through regular channels.
Authorizing 49% foreign stake in DTH and cable TV.
Allowing establishment of uplinking destinations to private TV broadcasters for satellite

uplinking from India.
Certifying the repute of an industry to the movie sector.
It has given its consent on the guidelines for Headend-in-the-Sky (HITS) operators,
equipment that will offer electronic cable content to Indian viewers.
Permitting Foreign Direct Investment (FDI) in FM radio industry with a 20% restriction
Paving way for FM Radio functioning to the private sector.
Including development projects of film industry in its five-year plans and allocating US$
50.13 million to it.
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Chapter No. 2: Introduction to Television Industry

2.1
Overview of Television Industry
Television in India is a huge industry and has thousands of programmes in all the states of India.
The small screen has produced numerous celebrities of their own kind some even attaining
national fame. TV soaps are extremely popular with housewives as well as working women.
Approximately half of all Indian households own a television. As of 2010, a total number of 515
channels are available in the country out of which 150 are pay channels.
The Television industry is witnessing a spate of new channels being launched every year. TV is
also penetrating into the rural areas and is a promising segment. Homes with TVs are expected to
grow from 112 million to 200 million in a few years.
India boasts of being the third largest television market in the world today. And cable penetration
(pay TV market) is expected to grow from the present 70 million to all TV homes. More than
550 channels (paid and free) are available to viewers in India today.
The fact that 40 per cent households of India are still without television connectivity highlights
the scope of growth in the segment. The majority of the revenue generated in the television
industry is through advertisements, followed by subscriptions. The Indian television
advertisements market is currently valued at about US$ 1,067 million and is expected to grow at
a rapid rate with the increase in the number of channels and the television viewers. Over the next
five years, the subscription revenues are poised to be the growth driver of the Indian television
industry. The number of pay TV homes and the increased subscription rates will increase the
subscription revenues. The spread among the lower- income groups is very low and offers a wide
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scope for growth. The Indian television industry is currently being dominated by Star India,
which is the top player in the sector at present.
India is the worlds third largest TV market with almost 138 million TV Households (HHs) next
to China and USA. Cable and Satellite (C&S) penetration has reached close to 80percent with a
soaring growth shown by DTH platform. New technologies like High Definition (HD), STBs
(Set Top Boxes) with inbuilt recorders and delivery platforms like mobiles are rapidly evolving
creating further opportunities for innovation and growth.
The television and broadcasting industry has grown tremendously over the last two decades, with
an average growth rate in double digits. The industry added almost 100 million viewers in 2010
to reach 600 million viewers and crossed the 550 channel mark from 460 in 2009. New players
are entering the market with niche offerings like food channels and more channels in English
Entertainment space. Viewers are able to access niche content easily on DTH platform even in
smaller markets.
Average time spent on TV is still low in India with two hours in non metro market and 3 hours in
a big metro market because in smaller town capability and willingness to watch TV exist but the
supply of power is an issue. In the US, the average time spent on TV is close to 5 hours in spite
of fragmented viewing and in Asian countries like Philippines, Malaysia and Indonesia the
average time spent watching television is higher than in India.
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Figure2.1: Average Time Spent Watching Television
Global Trends have indicates the dominance of TV in terms of media consumption inspite of
new mediums like internet and mobile. It is expected to be the most dominant in terms of time
spent by the averages Indian consumer, inspite of growing penetration of other mediums.
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2.2
15
History of Television Industry
Terrestrial television in India started with the experimental telecast starting in Delhi on 15
September 1959 with a small transmitter and a makeshift studio. The regular daily transmission
started in 1965 as a part of All India Radio. The television service was extended to Bombay (now
Mumbai) and Amritsar in 1972. Up until 1975, only seven Indian cities had a television service
and Doordarshan remained the sole provider of television in India. Television services were
separated from radio in 1976. National telecasts were introduced in 1982. In the same year,
colour TV was introduced in the Indian market. Indian small screen programming started off in
the early 1980s. At that time there was only one national channel Doordarshan, which was
government owned. The Ramayana and Mahabharata (both being Hindu mythological stories
based on religious scriptures of the same names) were the first major television series produced.
This serial notched up the world record in viewership numbers for a single program. By the late
1980s more and more people started to own television sets. Though there was a single channel,
television programming had reached saturation. Hence the government opened up another
channel which had part national programming and part regional. This channel was known as DD
2 later DD Metro. Both channels were broadcast terrestrially.
2.2.1 Post Liberalization Television
The central government launched a series of economic and social reforms in 1991 under Prime
Minister Narasimha Rao. Under the new policies the government allowed private and foreign
broadcasters to engage in limited operations in India. This process has been pursued consistently
by all subsequent federal administrations. Foreign channels like CNN, Star TV and domestic
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channels such as Zee TV and Sun TV started satellite broadcasts. Starting with 41 sets in 1962
and one channel, by 1991 TV in India covered more than 70 million homes giving a viewing
population of more than 400 million individuals through more than 100 channels.
2.2.2 Cable television
As per the TAM Annual Universe Update - 2010, India now has over 134 million households
(out of 223 million) with television sets, of which over 103 million have access to Cable TV or
Satellite TV, including 20 million households are DTH subscribers. In Urban India, 85% of all
households have a TV and over 70% of all households have access to Satellite, Cable or DTH
services. TV owning households have been growing at between 8-10%, while growth in
Satellite/Cable homes exceeded 15% and DTH subscribers grew 28% over 2009. (However,
some analysts place the number of households with television access at closer to 180 million
since roughly a third of all rural families may watch television at a neighboring relatives home,
and argue that Cable TV households are probably closer to 120 million owing to a certain
percentage of informal/unregistered Cable Networks that aren't counted by mainstream surveys).
It is also estimated that India now has over 500 TV channels covering all the main languages
spoken in the nation.
In 1992, the Indian government led by P. V. Narasimha Rao started a series of economic reforms
including the liberalization of the broadcasting industry, opening it up to cable television. This
led to an explosion in the Indian cable TV industry and saw the entry of many foreign players
like Rupert Murdoch's Star TV Network, MTV, and others.
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Following the liberalization of the broadcasting industry, the Hong Kong-based Star TV
Network introduced five major television channels into the Indian broadcasting space that had so
far been monopolized by the Indian government-owned Doordarshan: MTV, STAR Plus, Star
Movies, BBC, Prime Sports and STAR Chinese Channel. Soon after, India saw the launch of Zee
TV, the first privately-owned Indian channel to broadcast over cable. A few years later CNN,
Discovery Channel, National Geographic Channel made their foray into India. Later, Star TV
Network expanded its bouquet with the introduction of STAR World India, STAR Sports, ESPN,
Channel V and STAR Gold.
With the launch of the Tamil-language Sun TV (India) in 1992, South India saw the birth of its
first private television channel. With a network comprising more than 20 channels in various
South Indian languages, Sun TV network recently launched a DTH service and its channels are
now available in several countries outside India. Following Sun TV, several television channels
sprung up in the south. Among these are the Tamil-language channel The Raj Television
Network and the Malayalam-language network Asianet Communications Limited, both launched
in 1994. These three networks and their channels today take up most of the broadcasting space in
South India.
Throughout the 90s, along with a multitude of Hindi language channels, several regional and
English language channels flourished all over India. By 2001 HBO and History Channel were
the other international channels to enter India. By 19992003, other international channels such
as Nickelodeon, Cartoon Network, VH1, Disney and Toon Disney came into foray. Starting
2003, there has been an explosion of news channels in various languages; the most notable
among them are NDTV, CNN IBN and Aaj Tak. The most recent channels/networks in the
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Indian broadcasting industry include UTV Movies, UTV Bindass, Zoom, Colours, 9X and
9XM.The recent emergence and notification of the HDVSL standard as a home grown Indian
digital cable standard is likely to open an new era of video interactivity on cable networks.
2.2.3 Satellite television
As of 2010, over 500 TV Satellite television channels are broadcasted in India. This includes
channels from the state-owned Doordarshan, News Corporation owned STAR TV, Sony owned
Sony Entertainment Television, Zee TV, Sun Network and Asianet. Direct To Home service is
provided by Airtel Digital Tv, BIG TV owned by Reliance, DD Direct Plus, DishTV, Sun Direct
DTH, Tata Sky and Videocon D2H. DishTV was the first one to come up in Indian Market,
others came only years later.
2.2.4 Direct to Home
DTH is defined as the reception of satellite programmes with a personal dish in an individual
home. DTH does not compete with CAS Cable TV and DTH are two methods of delivery of
television content. CAS is integral to both the systems in delivering pay channels.
Cable TV is through cable networks and DTH is wireless, reaching direct to the consumer
through a small dish and a set-top box. Although the government has ensured that free-to-air
channels on cable are delivered to the consumer without a set-top box, DTH signals cannot be
received without the set-top box.
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India currently has 6 major DTH service providers and a total of over 20 million subscriber
households in 2010. Dish TV(a ZEE TV subsidiary), Tata Sky, Tata Sky +, Sun Network owned
'Sundirect DTH',Reliance owned BIG TV,Bharti Airtel's DTH Service 'Airtel Digital TV' and the
public sector DD Direct Plus. As of 2010, India has the most competitive Direct-broadcast
satellite market with 7 operators vying for more than 110 million TV homes. India is set to
overtake the USA as the world's largest Direct-broadcast satellite market by 2012.
The rapid growth of DTH in India has propelled an exodus from cabled homes, the need to
measure viewership in this space is more than ever; aMap, the overnight ratings agency, has
mounted a peoplemeter panel to measure viewership and interactive engagement in DTH homes
in India.
18 March 2011 saw India's first self produced dolby 5.1 surround telecast on Star Plus on a show
titled Maayke Se Bandhi Dor mixed by Nitin Kumar Gupta.
2.2.5 Internet Protocol Television (IPTV)
IPTV launched only in some cities around 2006-2007 by Mtnl/Bsnl later Expands to many urban
areas and still expanding. Private Broadband provider Bharti Airtel also starts its IPTV service in
Delhi, NCR region. At present (2009/2010) IPTV in India is hardly making any impact in the
market. But IPTV and Online Video Services in India are expected to expand. Screen Digest
estimates broadband penetration of TV households to increase from 4.2 percent in 2009 to 13.4
percent in 2013.
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2.3
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Lists of Television Channels
There are currently 515 over-the-air and satellite television channels available in India.Hindi
television channel have the highest market share and are available throughout the country. In
addition to that, numerous regional channels are available for selective regions.
2.3.1 List by Category
2.3.1.1 Entertainment
AXN
Australia Network
BBC Entertainment
Hallmark Channel
Star World
Zee Caf
FX
Fox Crime
2.3.1.2 Educational
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Animal Planet
Discovery Channel
Discovery Turbo
Fox History & Entertainment

National Geographic Channel
Discovery Science
NAT GEO Wild
21
2.3.2.2 Lifestyle
Fashion TV
NDTV Good Times
TLC
Zee Trendz
2.3.2.3 Music
VH1
2.3.2.4 Movies
HBO
MGM
NDTV Lumiere (foreign cinema, English subtitles)
STAR Movies
SET PIX
TCM
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UTV World Movies (foreign cinema, English subtitles)

WB Channel
Zee Studio
Movies Now
Lumiere Movies
Prime Big & CBS
2.3.2.5 News
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BBC World
CNBC-TV18
CNN
CNN IBN
ET Now
Headlines Today
NDTV 24x7
NDTV Profit
NewsX
Times Now
Bloomberg UTV
DD News
abc News
23
2.3.2.6 Sports
DD Sports
STAR Sports
Star Cricket
ESPN
TEN Sports
TEN Action+ (formerly known as Zee Sports)
TEN Cricket
Neo Sports
Neo Cricket
2.3.2.7 Kids
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Animax
Cartoon Network - Kids
Cbeebies
Disney Channel India
Disney XD (India)
Hungama TV
Nickelodeon
Playhouse Disney India
Pogo
Boomerang
Spacetoon (India)
24
2.3.2.8 Others
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Real Estate TV - A TV channel on real estate & infrastructure
TBN - Religion
3ABN - Religion
GOD TV Religion
Aastha- Religion
Sanskar- Religion
25
Chapter No.3: Introduction to English Movie Channels

3.1
Overview & History of English Movie Channels
The English movie channel genre is sized at Rs 3.25 billion in 2010 and is expected to grow at
20-25 per cent due to the entry of new players.
The competition among the channels has grown the number of advertisers to 340 in 2010, up
21.4 per cent from the year-ago period which had attracted 280 advertisers.
India is one of the largest English-speaking nations in the world. We do have a lot of English
movie channels Star Movies, HBO, Movies Now, Zee Studio, AXN, PIX. Which one is the
best for Indian viewers? Though a majority of Indians do speak English fluently, not many can
follow all the dialogues in the English films. So showing a movie with subtitle can make a big
difference. Almost all the English movie channel in India has started showing movies with
subtitles. Zee Studio was the first English movie channel in India that showed the movies with
subtitles.
Companies advertising more on this genre are the new telecom companies, automobiles,
electronics and white goods. FMCG, though, continues to be the largest ad spender on this genre
followed by telecom, mobile and consumer electronics. There is enough headroom for the genre
to grow in revenue size as brands are increasingly targeting upscale audiences. The top four
players will have an 80 per cent share.
The English movie genre has been growing slowly and steadily over the past few years. While
the audience for this genre is limited, the channels are very optimistic about growth. The genre,
which is led by Star Movies, saw the launch of a new channel WB from Turner International and
Movies Now from Times Group some time back.
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The past couple of years have been tough for all sectors across the globe, and although India did
not face the recession, the signs of slowdown were definitely noticeable. Stung by economic
slowdown, the industry expected the segment to see single digit growth in ad revenues previous
year.
Ratings and perception play a role in media-buying decisions for this genre. The TG is upmarket
and skewed towards the metros; it also looks at channel affinity within specific segments in the
TG for budget allocation. HBO, for example, is more preferred by brands targeting younger,
upmarket males. Star Movies, in contrast, attracts a wider audience base. There is no shake-up at
the top in the English movie channel space but a grim battle is being waged at the lower level as
the new entrants plot their growth path with stronger content and distribution.
The segment leaders, Star Movies and HBO, have marginally lost their channel share in the
midst of this competition, but they are way ahead to even feel challenged. Star Movies' share has
dropped to 38 per cent for the first six months of the period ending June 2010 as against 42 per
cent a year ago, while HBO has shed three per cent to stand at 31 per cent.
Three-year-old Pix too has fallen 1 per cent to rest on a channel share of 11 per cent, according
to Tam data (Tam data, c&s15+ SEC A,B) for the six-month period. However, Zee Studio,
fourth in line, has trekked upwards from 7 per cent to 9 per cent.
The only ranking change during this period has been the upsurge of WB, Turner and Warner's
six-month-old channel in India, which has overtaken UTV World Cinema, which is also a new
player in the field. While UTV World Cinema has a channel share of 4.8 per cent, WB is a hair's
length ahead at 4.9 per cent. But in 2011 Movies Now has taken over all English Movie
Channels.
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3.2
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English Movie Channels and Current Scenario
The liberalization of the media sector has opened up the gates of opportunities and growth. India
is witnessing a revolution in this sector with the emergence of new technologies. Many
companies are taking initiatives to set up digital theatres, multi-plexes, etc.
India is emerging as a global destination for the Media And Entertainment players because of the
following reasons:
The number of channels is increasing each day.
India is emerging as one of the world's largest markets for digital and mobile music.
Entry of private sector companies and increasing FDI and FII.
The concept of crossover movies and crossover audience is also gaining momentum.
The Indian Media and Entertainment industry is also making its presence felt in the
global market with its movies and music.
India's large pool of creative skills and growing domestic market for animation and
special effects industry.
Piracy and violation of intellectual property rights have posed a major threat to the Media and
Entertainment companies worldwide. Lack of quality content has also become a major area of
concern for the Media and Entertainment companies in India.
Given the high rate of economic growth and technological developments, Indian Media And
Entertainment industry is poised to register a tremendous growth in the coming years. In reality,
not just English movie channels, but even English entertainment channels (including GECs and
movie channels), still have a long road to cover on Indian soil. This segment accounts for an
anemic 5% of the total TV viewership pie in the country.
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TAM Media Research, the average television rating percent for English movie channels is
usually between 0.02 and 0.05 (worst being 0.0 and best being 10.0, which is when an interesting
India-Pak cricket match is on). So how are these outfits making money? After garnering Rs.220
crores in ad-revenues last year, the 11 English movie channels have recorded a topline of about
Rs.300 crores so far this year; expectedly, the two biggest in this genre are Star Movies and HBO
with respective market shares of 41% and 29%.
The fight for audience attention in the English movie genre is getting fierce as fresh competition
arrived with the launch in February of World Movies from UTV, Warner Brothers and Movies
Now in December. Market leaders Star Movies and HBO built their strategy on blockbuster
content during the first half of the year. Pix carried out localisation initiatives while Zee Studio
added more titles to provide "refreshing" content.
Industry trackers say the genre, pegged at Rs 1.7 billion last year, is expected to grow by 15 per
cent this year. New channels will expand the market and create a tough competition for Star
Movies and HBO. Following are different English Movies Channel within the same genre and
their description.
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3.2.1 Current Scenario:

The Indian television industry is at an attractive growth phase with burgeoning channels and rich
content. The sector which had only five channels in the year 1991 today has 550 channels with
over 600 million viewers and was worth $6.6 billion. 138 million households in India have
television sets and the country is the third largest TV market in the world next only to China and
the United States. The growth in reality shows and niche channels have contributed as well as
benefitted from the growth of the industry. Considering the increasing number of homes with
satellite connections, the industry is set for steady growth.
Even as 2011 has seen significant changes in the English entertainment genre per se, the English
movies genre has given the industry something to talk about. Ever since its launch in December
2010, Movies Now, the English movie offering from Times Television Group, has created quite
a stir in the industry, and the year 2011 has seen the channels market share grow extensively,
keeping it on the top of the genre.
According to TAM Media Research data, for the TG C&S 15+ in the 1 million plus markets,
including metros, in the last 12 weeks, Movies Now has further widened its gap from channels
such as Star Movies, which had otherwise been leading the genre, and HBO. What makes this
more interesting is the fact that the channel works with library titles rather than the first on
television or television premiere route.
Movies Now entered the market with the hypothesis of creating a high-quality library and
orchestrating content. The proposition was based on viewership patterns of the genre, and if
ratings are anything to go by, the channels theory has been validated. The true challenge
however begins now, as the genre itself has seen substantial changes and going forward, the
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30
requisite would be to understand these changes, and re-learn the genre, a point that Ajay
Trigunayat, Channel Head, Movies Now, agrees with whole-heartedly.
The tremendous category growth of 60 per cent, there is significant new learning across markets,
on audience preferences and viewership patterns. Movies Now is analyzing these constantly and
re-working on their plans accordingly.
Some interesting changes the genre witnessed in the last five months included both 9 pm and 11
pm slot giving equal viewership for English movie genre and the trend being true for weekends
and weekdays. This was not the case with the genre earlier. And there has been a significant
increase in non-primetime viewership.
Movies Nows plans revolves around the ambition of building on its current 35 per cent market
share, and getting it to 39-40 per cent. The next two months, will go into understand what is
happening.
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Chapter No.4: Introduction to Movies Now

4.1
Overview of Movies Now
MOVIES NOW - Hollywood in HD, the English Movie Channel from the Times Television
Network, had taken the category by storm and fast-tracked to the top in the first month itself. The
new high-definition channel hit television screens on December 19.Bolstering its highly
successful network of channels, the Times Television Network has launched, "MOVIES NOW"
for the urban Indian audience. For the first time in India, viewers are experiencing superlative
quality of viewing in High Definition (HD).
MOVIES NOW have tied up with the best of Hollywood studios, to procure the best of
Hollywood titles which are sure to be loved by viewers across India. The channel has enhanced
the thrill of watching popular, Hollywood blockbusters! The state of the art High Definition
broadcast has ensure clearer, crisper picture quality, superior sound quality and a wider viewing
experience. Viewers are now having a theatre like movie watching experience in the comfort of
their home
High Definition offers pin-sharp cinema style audio and a superlative video experience to the
audience. With a wide aspect ratio of 16:9 as opposed to a 4:3 of standard definition, High
Definition is better suited for the eyes of the viewer which have more horizontal than vertical
span. High Definition provides an incredible 5 times better picture clarity as it packs in about 5
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32
times more pixels on screen compared to standard definition. Movies Now provides a superlative
line up of Hollywood blockbusters for maximum viewing pleasure.
The channel kicked off with an irresistible line-up of Hollywood blockbusters: Die Hard 4 and
X-Men are just two of the names which were on the launch line-up. Movies NOW is positioned
very uniquely in the English film space in India: it brings Hollywood's biggest blockbusters to
Indian viewers in high definition, for the first time ever. The channel is a part of TIMES
TELEVISION NETWORK and compliments the urban focus of the network where it has met
with great success via TIMES NOW, ET NOW and Zoom.
"MOVIES NOW will give its viewers a whole new experience with stunning pictures in 1080i
and awesome 5.1 surround sound. Viewers will get to watch the best of 'Hollywood in HD' for
the first time in India," said Vineet Jain, managing director of Bennett Coleman & Company,
which owns the Times Group.
Movies Now managed to secure No. 1 position in the six metros and No. 2 spot in the all India
market as per TAM data (Week 52, C&S, 15+ years), challenging the positions of the already
established players in the category, including STAR Movies and HBO, within a week of its
launch. It captured 38 percent of market share in first three days.
The channel, in its opening week, registered a market share of 33.3 per cent in the six metros, 9.3
per cent more than STAR Movies, which was at No. 1 for the past few weeks. STAR Movies had
a genre share of 34.5 per cent a week earlier. While HBO is the distant No. 3 player with a
market share of 14.8 per cent, its share has dropped from last week's 20.8 per cent.
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In the all India market, the new channel landed straight at the No. 2 spot with a genre share of
22.2 per cent in the latest week, which is 12.7 per cent behind the No. 1 player in the genre,
STAR Movies. Despite having a market share of 34.9 per cent in the latest week, STAR Movies
has lost its share, which was 43 per cent in Week 51. HBO has registered a market share of 18.6
per cent, as opposed to last week's 25.2 per cent.
Due to the launch of Movies Now, competition in the English Movies Channel space was set on
fire and heat up further, with leading broadcasters Times Television Network (TTN). Movies
Now challenged the status quo of the category to ensure the audience the best of entertainment.
This was an incredible testament to MOVIES NOWs strong and consolidated market position,
this being in view of the fact that it is the youngest channel in the English movie space. It further
reinstates the fact that the channel has succeeded in building a trustworthy and sustainable
relationship with its audience through its programming and HD value proposition.
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4.2
34
Major Competitors to Movies Now
Major Competitors for Movies Now are as follows:
HBO
Star
Movies
Sony Pix
Prime
Big &
CBS
Movies
Now
UTV
World
Movies
Zee
Studio
WB
MGM
Figure4.1: Major Competitors of Movies Now
4.2.1 HBO (Home Box Office):
HBO is an American premium cable television network, owned by Time

Warner. As of December 2010, HBO's programming reaches 28.6 million
subscribers in the United States, making it the second largest premium
subscription channel in America (Encore's programming reaches 33.1 million subscribers as of
May 2011). In addition to its U.S. subscriber base, HBO also broadcasts in at least 151 countries
worldwide.
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4.2.2 Star Movies:
STAR Movies is an Asian movie channel owned by STAR TV and Fox

International Channels, subsidiaries of News Corporation. STAR
Movies was launched on 1 May 1994. At that time, it screened both
English and Chinese movies and catered to a pan-Asian audience. STAR Movies has first-run
contracts for movies distributed by 20th Century Fox, Disney, Metro Goldwyn Mayer, and
Studio Canal and sub-run contracts for movies from Columbia Pictures, Paramount Pictures,
Universal Pictures, and Warner Bros. for countries where STAR Movies is available. It also
features movies from other movie distributors including: Lions Gate Entertainment, Summit
Entertainment and The Weinstein Company. It is a Hollywood movie channel whose main
competitor is HBO Asia.
4.2.3 Zee Studio:
Zee Studio is an Indian English language movie channel based in

Mumbai, Maharashtra. It is a part of the Zee Network. The channel was
launched on March 15, 2000 as Zee Movies. In October, 2000, Zee
entered into a joint venture with MGM and the channel was rebranded Zee MGM. After MGM
was bought by Sony, the channel name was changed to Zee Movie Zone (ZMZ) on October 1,
2004. On March 27, 2005, as part of Zee Network's revamp, it was renamed Zee Studio.
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4.2.4 Warner Brothers (WB):
Warner Bros. Entertainment, Inc., also known as Warner Bros. Pictures or

simply Warner Bros. (the often-spoken Warner Brothers was used
historically on its building and is often spoken including by company
officials, but the abbreviated form Warner Bros. tends to be their only
official name in writing) is an American producer of film and television entertainment.
One of the major film studios, it is a subsidiary of Time Warner, with its headquarters in
Burbank, California and New York City. Warner Bros. has several subsidiary companies,
including Warner Bros. Studios, Warner Bros. Pictures, Warner Bros. Interactive Entertainment,
Warner Bros. Television, Warner Bros. Animation, Warner Home Video, New Line Cinema,
TheWB.com, and DC Comics. Warner owns half of The CW Television Network.
4.2.5 Metro- Goldwyn- Mayer (MGM):
Metro-Goldwyn-Mayer Inc. (MGM) is an American media company,

involved primarily in the production and distribution of films and
television programs. MGM was founded in 1924 when the
entertainment entrepreneur Marcus Loew gained control of Metro Pictures, Goldwyn Pictures
Corporation and Louis B. Mayer Pictures. On November 3, 2010, MGM filed for Chapter 11
bankruptcy.
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On December 20, 2010, MGM emerged from bankruptcy and the executives of Spyglass
Entertainment, Gary Barber and Roger Birnbaum, became co-Chairs and co-CEOs of the
company.
The studio's logo is a roaring lion surrounded by a ring of film inscribed with the studio's motto.
The logo, which features "Leo the Lion", was created by Dietz in 1916 for Goldwyn Pictures and
updated in 1924 for MGM's use. Dietz based the logo on his alma mater's mascotthe Columbia
University lion. Loew regarded its use for the consolidated studio as particularly appropriate,
since "Loewe" is German for "lion." Originally silent, the sound of Leo the Lion's roar was
added to films for the first time in August 1928. The studio's informal motto is "more stars than
there are in heaven", a reference to the large number of A-list movie stars under contract to the
company in the 1930s. This second motto was also coined by Deitz, and was probably first used
in 1932.
4.2.6 UTV World Movies:
UTV World Movies is a movie channel and is part of the UTV network. It
broadcasts movies of several languages, along with English subtitles. UTV
World Movies was started in 2008 when Dilshad Master, the then COO of
UTV Entertainment Television Ltd. visited the Cannes Film Festival in 2007. She was
disappointed that India gets to see only movies from Bollywood and Hollywood, and this where
the idea of starting an international movie channel came from. UTV World Movies has a library
of around 550-600 movies whichs has been sourced from 25-40 countries across the globe.
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4.2.7 Prime Big & CBS:
An equal joint venture between Reliance Broadcast Network Limited and

CBS Studios International, BIG CBS Networks is changing the way
English entertainment is served to Indian audiences. The JV is seeing the
launch of 3 English Entertainment Channels, marking not just RBNLs, but the Reliance Groups
entry into the television broadcasting space and CBS Corporations entry into India. The themed
channels are being targeted at India's fast-growing, upwardly mobile population and are branded
BIG CBS Prime, a premium English general entertainment channel, BIG CBS Spark, first
international youth entertainment channel and BIG CBS Love, international entertainment
channel for the urban contemporary couple. The channels offer audiences immediate access to
authentic and current CBS programs, including some of the most popular television programs in
the world. The Channels will be available across a network of digital and analog distribution
platforms.
With Reliance Broadcast Network Limiteds multi-media presence and an integrated sales
offering, combined with the content muscle of CBS Corporation, BIG CBS stands to make a
significant impact in Indias burgeoning entertainment industry.
4.2.8 Sony Pix:

Sony PIX is an Indian movie channel under the Sony Entertainment Network
umbrella. It features English language content and competes primarily with HBO
and STAR Movies in India. It has recently (February, 2008) begun airing a reality
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TV show called Gateway, for finding potential Hollywood directors in India. PIX commenced
operations in 2006 as a library channel for the Sony titles. Being the only Indian English movie
channel we feel proud on the kind of support we received along the way that has helped us
establish ourselves as one of the leading Hollywood movie channels in the country today. We
have also added original content like Gateway and Chicks on Flicks, which is the only
Hollywood movie review show in India. Even sports properties like the FA Cup and boxing are
now being added to the content. In fact, the two highest rated movies of 2009 Slumdog
Millionaire & Ong Bak 2 were telecasted on PIX.
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4.3
40
Achievements of Movies Now
Movies Now, the English movie channel from the stable of Times Television Network, managed
to secure No. 1 position in the six metros and No. 2 spot in the all India market as per TAM data
(Week 52, C&S, 15+ years), challenging the positions of the already established players in the
category, including STAR Movies and HBO, within a week of its launch.
The channel, in its opening week, registered a market share of 33.3 per cent in the six metros, 9.3
per cent more than STAR Movies, which was at No. 1 for the past few weeks. STAR Movies had
a genre share of 34.5 per cent a week earlier. While HBO is the distant No. 3 player with a
market share of 14.8 per cent, its share has dropped from last week's 20.8 per cent.
In the all India market, the new channel landed straight at the No. 2 spot with a genre share of
22.2 per cent in the latest week, which is 12.7 per cent behind the No. 1 player in the genre,
STAR Movies. Despite having a market share of 34.9 per cent in the latest week, STAR Movies
has lost its share, which was 43 per cent in Week 51. HBO has registered a market share of 18.6
per cent, as opposed to last week's 25.2 per cent.
MOVIES NOW - Hollywood in HD, the English Movie Channel from the Times Television
Network, has taken the category by storm and fast-tracked to the top in the first month itself! The
TAM ratings for 4 weeks: week 52, 2010 - week 3, 2011 substantiate the channels No.1 position
as the market leader in the category.
The TAM ratings clearly establish that MOVIES NOW is well ahead of competition with a
phenomenal channel share of 34% across all top 8 metros. The average TSV on the channel is 58
minutes while the closest competition records an average TSV of 32 minutes. The average GRPs
of MOVIES NOW is 26 points which is the highest in the category.
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This is an incredible testament to MOVIES NOWs strong and consolidated market position, this
being in view of the fact that it is the youngest channel in the English movie space. It further
reinstates the fact that the channel has succeeded in building a trustworthy and sustainable
relationship with its audience through its programming and HD value proposition.
Ajay Trigunayat, Channel Head, MOVIES NOW said This is an enormous beginning for us at
MOVIES NOW and we will continue to steadily build on our lead. When we entered the market
we were determined to challenge the status quo in the industry to ensure the audience gets the
best of entertainment. It is very encouraging that we have achieved the top position in the
category in our first month itself! This is just a stepping stone for us and we hope to live up to
the expectations of our clients & viewers and give them a never before entertainment
experience.
There is more than one thing that Movies Now has done right. With the consumer luxury market
on the boom, the time and stage was ready for Hollywood in HD, the channels primary USP of
giving its picture and audio quality conscious audience an added incentive to tune in. Secondly,
Movies Now chose to first set foot in the six metros and then expand to the one million plus
markets, leaving the DTH medium for a future date, a strategy which appears to have worked in
their favour.
TAM findings from week 52 show that nine out of the top 20 movies were on Movies Now. The
top rated Die Another Day from the Bond series, was on Star Movies with a 0.18 TVR,
followed by Transformers on HBO at number two.
Movies such as True Lies, X Men The Last Stand, Alien vs. Predator, IRobot, Fantastic
Four The Rise of the Silver Surfer, What Happens in Vegas, The Transporter and Jingle
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All the Way from Movies Now featured in the top 20 list in the period from Dec 19-25, 2010. In
comparison, Star Movies has six titles in the top 20, while HBO has the remaining four.
Another observation that emerged from TAM data is that Movies Now draws its audience
throughout the week as opposed to pulling in viewership on weekends. While primetime
continues to be a most-watched slot across channels, a strong weekday offering is the key to
building familiarity with a receptive audience.
Content acquisition and building a steady supply of a movie base is another core aspect of
running a movie channel smoothly. PIX is favoured by its association with Sony, while Star
Movies is a long established brand, leading the English movie genre comfortably in the Indian
market.
The content selection for Movies Now is based on the strategy of reviewing and passing movies
through a filter on the basis of their performance on Indian television and thus gauged potential
for success.
Movies Now had begun with a tighter focus in eight metro markets, with plans to expand its
horizon in due course of time. The strong point for the channel was its High Definition format.
There is a fundamental difference in viewing quality between a theatrical release and television
release of a movie. An English movie watcher typically appreciates good quality of visuals,
audio and graphics; it is not simply the novelty or entertainment value of watching a movie on
television. Movies Now is an interesting option for audiences as it will deliver HD movie
watching experience at home and if it is a visible difference, people are willing to pay a premium
for it.
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4.3.1 The 2011 Road for Movies Now
One aspect that Ajay Trigunayat is clear about is, given the dynamic phase the category is in, it is
not possible to adopt an advance planning process. But the broad plan includes the focus on
increasing distribution width and reach, brand salience and creating greater channel affinity with
various content and marketing activities with greater consumer focus.
The channels special properties would play a key role in it. At present, the channel has some
fixed properties such as Moviethon, Love Boat, Grand Nights and Ultra Quantum. As the
channel revisits several aspects, one change expected in the future is discontinuation of Ultra
Quantum. It has not given us expected results, and we do intend to come up with an alternate
for that, divulged Trigunayat.
Some of the other special properties that clicked for the channel in the last few weeks were
Rocky Reloaded and Shaolin Masters, where most titles of the festival featured in the top 10
movies in the genre.
Trigunayat informed, The average TVR for the Rocky Festival was nearly 163 per cent higher
than competition in our core TG and market (SEC AB 15-34, 8 metros, week 3 11 to week 8
11). Each Rocky blockbuster outperformed competition week-on-week during the campaign
period from January 13 to May 17, 2011. Even in the case of Shaolin Masters, the average slot
TVR for the festival was 0.21, which was almost 122 per cent higher than our closest
competitor.
The channel has recently launched a property Showstoppers in the weekday 11.00 pm band and
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for its weekends, the channel is augmenting its property Neutronite. Movies Now is
contemplating converting both Showstoppers and Neutronite into annual properties that
would air on a weekly basis.
For its distribution, since the inception of the channel, Movies Now has maintained an eightmetro focus. We will continue to push the envelope on this, as we believe there is much more
potential in the category than what has been exploited. We will continue our eight-metro focus
and 1 million+ towns, said Trigunayat. He added, Individually, we are leading across all key
metros Mumbai, Delhi, Bangalore, Kolkata, Chennai and Ahmedabad and considering the
positive trend we are optimistic to catch up in Hyderabad and Pune soon.
Apart from its mass media marketing route, Movies Now intends to maximize its media alliances
this year. However by Trigunayats own admission that is one area of challenge, due to the
decreasing cost-effectiveness of on-ground media alliances. He explained, We have been able to
do some good work on-ground -- whether it was Shaolin menu at Aromas of China or the Rocky
gym training boxing bag at Golds Gym or a spotlight contest at Big Cinemas, but this has now
become an industry in itself, and now it has become too expensive. While this is a mutually
benefitting exercise - we benefit from footfalls there and they benefit from the experience that
can be created but we need to consider what our way forward should be on this.
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Chapter No.5: Review of Related Literature

English Movie Channels in India
NOTE: This is an excerpt from FUTURE OF ENGLISH MOVIE CHANNELS IN INDIA,
which was a Project Report made by Prof. Ankush Sharma.
WARS on the English Front
Selling English movie channels in a country where speaking in English was supposed to be a
fashion statement at least for the middle to upper gentry should not have been too difficult.
Ironically, it is. Add to that the huge competition in this genre not only from fellow English
movie channels, but also the general entertainment channels, and you have a quasi-bloodbath in
the making. Will English movie channels ever dominate the hearts and minds of the Hindi
channel-loving masses?
How many television channels can you count amongst your favourites out of the odd-400 in the
country? Five? May be even ten? And so what if they are your favorites? Choosing television
programmes these days is much dependent upon what is mutually acceptable; mutually
acceptable, because unlike twenty years back, TV viewers today have umpteen choices! If you
have ladies in the house (both old and young, married and unmarried), your idiot box would
invariably have either the Saas-bahu episodes flooding the senses of the Venusians or some
curtain call at the end of a Hindi film receiving a breathless wonder from the fairer gender. [Who
cares if the script overwhelms none in the room?]. If you have a kid in the house, then you will
be stuck to the world of Pogos and Toms and Jerrys. If you have friends over, then forget the
channels its the DVD which gets into action with the latest blockbuster!
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And then there are the wildlife channels peddling apes and tuskers that wobble about, and then
again some spiritual and religious channels; and of course music channels too, for the modern
MJs. Did we forget to mention the regional channels for the patriots, news channels for the
critics, and sports channels for those who want to know how octopuses predict FIFA World Cup
winners! And then, sweetheart, there are the English movie channels. Theyre hep, theyre
happening, they feature English movies that would make the Oscar roll call on any given day
yet, theyre not what youd call thundering successes with respect to viewership, or even brand
loyalty. Dump a load full of competition and the fact that masses prefer watching staid,
rigmarole, Hindi and regional serials more than electrifying movies, and you start realizing why
very few viewership rating charts feature English movie channels. But this is not to say that
nobody watches English movies. Too many do! And thats where the war among the English
movie channels is right now focused.
With 11 channels in the offering, the once deprived for choice Indian viewer, is being spoilt for
choice. Today, there are 30 premiers every month on the top three English movie channels Star
Movies, HBO and WB. And while Sony Pix and Zee Studio offer bits of everything (featuring
even sports programmes and reality shows at regular intervals), UTV World Movies & NDTV
Lumiere try and offer the best in international cinema (with feature films in French, Japanese,
Chinese, Italian and many other languages). But at the end of the day, one cannot deny the fact
that English movie channels are in a niche business; its about engaging a couple of lakhs of
viewers, not crores. And its really the quality of movies that will prevent an HBO viewer to
move on to Sony PIX or STAR Movies.
Talking about media planning, for English movie channels, it all depends on the title that is being
premiered on a particular day. For example a movie like Dark Knight on HBO would land it with
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ads worth 20 minutes, but the same will not be true for a repeat movie like Terminator 2. Despite
the odds, the earnings are seemingly there to be had precisely the reason why there are huge
bets on this genre, despite English movie channels earning less than a tithe of mainstream Hindi
GECs. Imagine, today huge stakes are being laid even on a channel like UTV World Movies,
which caters to a niche within a niche the international cinema. Sameer Ganapathy, Business
Head, UTV World Movies, while talking about his strategy says, UTV World Movies is a
channel which showcases only international cinema. The demand for such cinema always exists
irrespective of which part of the world it is from. Till we entered India, this was only made
available through select rental outlets and pirated DVDs. We therefore started this channel to
bridge the demand-supply gap and provide viewers with the opportunity to watch international
cinema. But has the Indian audience accepted his intentions? Says Ganapathy, Our efforts 8
have paid off. The channel has been well received and our growth is 15%, more than that of the
genres, which is growing at 11%. Today, UTV World Movies has grabbed 5% of the genre pie.
A strangely good tiding is that while the world of media was affected negatively by the
slowdown in 2009, the English movie genre grew. For the first time after three years, the
English entertainment genre witnessed a growth in viewership shares by 16% in 2009. The genre
works more on the perception and aspiration value than ratings and that remains consistent, says
Monica Tata, VP, Entertainment Networks, South Asia, and Turner International India. In fact,
Warner Brothers, (the only channel to source its content exclusively from one studio Warner
Brothers, one of the biggest Hollywood studios, with nearly a century of history in cinema
productions), which was launched in India in March 2009, has grown in leaps within a year to
capture 7% market share in the genre.
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Looking forward, there is definitely scope and hope for this genre to grow, which today has
crafted a spot for itself amongst the top 15 in the Indian TV community, which accounts for 98%
share of viewing in television. Only issue is it still has only 5% of the market share! To grow
ahead, there is one strategy that these channels have to adopt an admixture of quality and
quantity, as Jyotsna Viriyala, Vice President, Programming, Star Movies, says, If a film is big,
we spend a lot of money acquiring it and we know that it will do very well and will have a
decent repeat shelf life. Therefore selection of titles and controlled repetitions are crucial for
success.
The report was extremely helpful since the study was conducted in India. It gave me insights as
to how the study were to pan out and more so indicating results that were very beneficial to the
study and providing me with avenues to touch upon.
The report gives a clear understanding and analysis of comparison between the different English
Movie Channels and its success in India. There were further more insights which could help
making decisions and similarly my study looks to do the same. The study also views the inputs
from a marketing perspective and provides necessary suggestions and recommendations to the
reader. Apart from the key results that were looked at in the above report, I also used more
variables in order to exploit the information to the fullest.
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Chapter No.6: Research Methodology

6.1
Need & Significance:
Entertainment Industry in India has registered an explosive growth in last two decades making it
one of the fastest emerging industries in India. Indians are likely to spend more on entertainment
in the coming years with a steady growth in their disposable income.
Due to the tremendous growth in the Entertainment Industry, there is a rise in the number of
English movie channels releasing every year and providing the Indian viewers a wider and better
bouquet of offerings.
In reality, not just English movie channels, but even English entertainment channels (including
GECs and movie channels), still have a long road to cover on Indian soil. This segment accounts
for an anaemic 5% of the total TV viewership pie in the country. As far as English movie
channels are concerned, as per data furnished by TAM Media Research, the average television
rating percent for English movie channels is usually between 0.02 and 0.05
But at the end of the day, one cannot deny the fact that English movie channels are in a niche
business; its about engaging a couple of lakhs of viewers, not crores. And its really the quality
of movies that will prevent an HBO viewer to move on to Sony PIX or STAR Movies
The English movie channel genre is sized at Rs 3.25 billion in 2010 and is expected to grow at
20-25 per cent due to the entry of new players.
The competition among the channels has grown the number of advertisers to 340 in 2010, up
21.4 per cent from the year-ago period which had attracted 280 advertisers.
India is one of the largest English-speaking nations in the world. We do have a lot of English
movie channels Star Movies, HBO, Movies Now, Zee Studio, AXN, PIX. Which one is the
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best for Indian viewers? Though a majority of Indians do speak English fluently, not many can
follow all the dialogues in the English films. So showing a movie with subtitle can make a big
difference. Almost all the English movie channel in India has started showing movies with
subtitles. Zee Studio was the first English movie channel in India that showed the movies with
subtitles.
The English movie genre has been growing slowly and steadily over the past few years. While
the audience for this genre is limited, the channels are very optimistic about growth. The genre,
which is led by Star Movies, saw the launch of a new channel WB from Turner International and
Movies Now from Times Group some time back.
The liberalization of the media sector has opened up the gates of opportunities and growth. India
is witnessing a revolution in this sector with the emergence of new technologies. Many
companies are taking initiatives to set up digital theatres, multi-plexes, etc.
The need for the study was to understand the changing pattern of the viewership and how it
affects the other English Movie Channels.
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51
Research Objectives:
To find out the television viewership preference of the target audience with respect to
English Movies on television
To understand the changing pattern of the viewership and how it affects the other
channels in the same genre
To find out the different factors and their impact that give rise to the popularity of the
channel Movies Now
To understand the awareness levels of the various features of Movies Now as compared
to features of other channels of the same genre (Eg: HD, 5.1 surround sound, etc.)
To determine various other parameters required by a English Movie Channel to compete

effectively in the market
6.3
Sample Size:
In order to obtain a good amount of data, a sample size of 100 was decided, comprising of 50
males and 50 females. The sampling method was Judgmental sampling. Age group 15+ years. It
was a requisite for the respondent to have a Television Set with a Cable Network. Cable Network
should include Movies Now channel as a part of its package. Another compulsion was that the
respondent should have watched Movies Now atleast once. Due to resource constraints, the
survey was conducted in the Western Suburbs of Mumbai only.
6.4
Sampling Procedure:
Prospects were quizzed on their English Movie Channel viewership. If their English Movie
Channel and Movies Now viewership were as per the requirements, they were then requested to
fill the questionnaire. Every respondent was informed that they could a questioned if they felt
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that it disrespects their privacy but apart from that to be honest with their answers. The
respondent was given clarification on doubts regarding the questionnaire. After the respondents
completed filling their questionnaire, they were asked for any inputs they would like to add to
the topic of research. Most of who had no comments.
The data was then analyzed using IBM statistical software SPSS v.17. Various statistical
operations such as Anova, Chi-Square & Factor Analysis were performed in order to obtain vital
insights.
6.5
Limitation of the study:
Sample: The sample is only from the city of Mumbai. To get an ideal review and
understanding of the topic, it would be beneficial to approach viewers of Movies Now
from all over the country. However, due to limited resources, it was only possible to
approach viewers from within the city.
Biasness: A very interesting point was witnessed when respondents were filling the
questionnaires. A supporter of other English Movie Channels will be a little favouring
towards their own channels and that is a given and accepted as a part of every study.
Questionnaire length: A few respondents did mention that the size of the
questionnaire was a little lengthy and lead to a few casually answered questions.
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Chapter No.7: Data Analysis & Interpretation

7.1
Respondent Profile
The responses thus collected from 100 respondents are analyzed through SPSS and the
conclusions were drawn from the outcome of the analysis. The following are the questions which
were used to analyze the comparison of the newly launched channel Movies Now with other
channel in the same genre.
The demo graph of samples is on the basis Gender and Professional life is as follows:
7.1.1 Gender
Indicates the gender of the respondent
Indicates the gender of the respondent
Male
Female
50
50
Figure 7.1: Indicates the gender of the respondents
The above pie chart indicates that there are 100 respondents comprising of 50 male respondents
and 50 female respondents.
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7.1.2 Occupation of the respondent

Indicates the occupation of the respondent
Indicates the occupation of the respondent
Working
Non-Working
50
50
Figure7.2: Indicates the number of respondent Working and Non working (in percentage)
There are 100 respondents comprising of 50 working and other 50 non working respondents.
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55
Advanced Data Analysis and Data Interpretation
7.2.1 Preference of activities performed during leisure time.

Ho:
There is no significant difference across the different activities performed during leisure
time.
Ha:
There is significant difference across the different activities performed during leisure
time.
Descriptive Analysis
Parameters
Mean
Hangs out with friends/colleagues

Play Sports
Watch Movies on television
Watch Movies on theatre
Watch sports in Television
Watch News on Television
Surf the Internet
Total
100
100
100
100
100
100
100
700
7.2200
4.5700
7.8100
6.3100
4.9500
3.6600
6.7000
5.8886
Std.
Deviation
2.34663
3.18854
1.48864
1.98324
2.89679
2.50341
2.71360
2.86294
Std.
Error
.23466
.31885
.14886
.19832
.28968
.25034
.27136
.10821
Minimum Maximum
1.00
1.00
4.00
2.00
1.00
1.00
1.00
1.00
10.00
10.00
10.00
9.00
10.00
9.00
10.00
10.00
Table7.1: Indicates the descriptive analysis of different parameters.
One way Anova
Between Groups
Within Groups
Total
Sum of Squares
1388.669
4340.640
5729.309
df
6
693
699
Mean Square
231.445
6.264
F
36.951
Sig.
.000
Table7.2: Indicates the output of One Way Anova.
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Homogeneous Subsets (Tukey HSD)

Parameters

Play Sports
Watch sports on Television
Watch Movies in theatre
Surf the Internet
Hangs out with friends/colleagues
Watch Movies on television
Sig.
100
100
100
100
100
100
100
1
3.6600
4.5700
Subset for alpha = .05

2
3
4.5700
4.9500
6.3100
6.7000
7.2200
.137
.936
.137
7.2200
7.8100
.638
Table7.3: Indicates the homogenous subsets of different parameters
Table 7.2 indicates that Pcal < 0.05, hence we reject the hypothesis. This means that there are
significant differences across the different activities performed during leisure time.
Table 7.3 indicates that major of the respondents prefer watching movies on television and hang
out with friends and colleagues
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7.2.2 Frequency of watching Television.

7.2.2.1 Indicates the television viewing habits of the respondent
Indicates the television viewing habits of the respondent
Everyday
Once a week
2-3 times a week
3
94
Figure 7.3: Indicates the television viewing habits of the respondents
It is observed from the above pie diagram that 94% of the respondents prefer watching television
everyday and there are only 3% of respondents who watch television once a week and the
remaining 3% prefer watching television 2-3 times a week.
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7.2.3 Time preference of watching television.

7.2.3.1 Indicates the time preference of television viewing of the respondent during
weekdays
Indicates the time prefrence of television viewing of the
respondent during weeekdays
Afternoon
Evening
93
Figure7.4: Indicates the time preference of watching television on weekday.
It is observed from the above pie diagram that 93% of the respondents prefer watching television
in the evening and only 7 % of the respondent prefer watching in the afternoon during weekdays.
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7.2.3.2 Indicates the time preference of television viewing of the respondent during
weekends
Indicates the time prefrence of television viewing of the
respondent during weekeends
4
5
6
21
42
37
Figure7.5: Indicates the time preference of watching television on weekends.
It is observed from the above pie diagram that 21% of the respondent prefer watching television
in the morning, 37% of the respondent prefer watching television in the afternoon and the
remaining 42% prefer watching television in the evening during the weekends.
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7.2.4 Preference of content to be watched on television

Ho:
There is no significant difference between the preferences of content to be watched on

television.
Ha:
There are significant differences between the preferences of content to be watched on

television.
Descriptive
Daily Soaps
Hindi Movies
English Movies
Regional Movies
Sports
News
Music
Total
N
100
100
100
100
100
100
100
700
Mean
3.2400
6.4200
8.2300
2.1500
5.4500
4.2500
6.2200
5.1371
Std.
Deviation
2.57070
2.08011
1.44848
1.52007
3.39749
2.77571
2.24544
3.05009
Std.
Error
.25707
.20801
.14485
.15201
.33975
.27757
.22454
.11528
Minimu
m
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
Maximu
m
10.00
10.00
10.00
8.00
10.00
10.00
10.00
10.00
Table 7.4: Indicates the preference of content to be watched on television.
One way Annova
Between Groups
Within Groups
Total
Sum of Squares
2579.114
3923.720
6502.834
Df
6
693
699
Mean Square
429.852
5.662
F
75.920
Sig.
.000
Table 7.5: Indicates the output of One Way Anova
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Homogeneous Subsets: (Tukey HSD)

VAR00001
Regional Movies
Daily Soaps
News
Sports
Music
Hindi Movies
English Movies
Sig.
N
100
100
100
100
100
100
100
1
2.1500

2
3
4
3.2400
4.2500
5.4500
6.2200
6.4200
1.000
1.000
1.000
.062
8.2300
1.000
Table7.6: Indicates the homogeneous subsets of the different parameter.
Table 7.5 indicates that Pcal < 0.05, hence we reject the hypothesis. This means that there are
significant differences between the preferences of content to be watched on television.
Table 7.6 indicates that majority of the respondent prefer watching English Movies on television
and some respondent prefer watching Hindi Movies and Music on television.
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7.2.5 Time spent on watching the following genre of movies.

7.2.5.1 Indicates the percentage of time spend by the respondent watching Hindi Movies
Indicates the percentage of time spend by the respondent
watching Hindi Movies
30
25
Percent
20
15
10
0
81100
10
15
20
25
30
35
40
45
50
60
70
75

watching Hindi Movies
Figure7.6: Indicates the percentage of time spend watching Hindi Movies
The above bar graph indicates that majority of the respondent spend 30% of their time watching
Hindi Movies
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7.5.2.2 Indicates the percentage of time spend by the respondent watching Regional Movies
watching Regional Movies
50
Percent
40
30
20
10
0
0
81-100
10
15
20
30

watching Regional Movies
Figure7.7: Indicates the time spend watching Regional Movies
The above bar graph indicates that majority of the respondent do not watch Regional Movies.
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7.5.2.3 Indicates the percentage of time spend by the respondent watching English Movies
watching English Movies
30
25
Percent
20
15
10
0
25
30
40
50
55
60
70
80
90
95

watching English Movies
Figure7.8: Indicates the time spend watching English Movies.
The above bar graph indicates that majority of the respondent spend 70% of their time watching
English Movies.
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7.2.6 Preference of watching following genres of movies.

7.2.6.1 Indicates the preference of place for the respondent to watch Thriller Movies
Indicates the prefrence of place for the respondent to watch
Thriller Movies
Home
Theatre
48
52
Figure7.9: Indicates the preference of place to watch Thriller Movies
The above pie chart indicates that 52% of the respondents prefer watching Thriller Movies in
Theatre and the remaining 48% prefer watching at Home.
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7.2.6.2 Indicates the preference of place for the respondent to watch Comedy Movies
Comedy Movies
Home
Theatre
39
61
Figure7.10: Indicates the preference of place to watch Comedy Movies.
The above pie chart indicates that 61% of the respondents prefer watching Comedy Movies at
Home and the remaining 39% prefer watching in Theatre.
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7.2.6.3 Indicates the preference of place for the respondent to watch Action Movies
Action Movies
Home
Theatre
44
56
Figure7.11: Indicates the preference of place to watch Action Movies.
The above pie chart indicates that 56% of the respondents prefer watching Action Movies at
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7.2.6.4 Indicates the preference of place for the respondent to watch Romantic Movies
Romance Movies
Home
Theatre
34
66
Figure7.12: Indicates the preference of place to watch Romantic movies.
The above pie chart indicates that 66% of the respondents prefer watching Romantic Movies at
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7.2.6.5 Indicates the preference of place for the respondent to watch Science Fiction Movies
Science Fiction Movies
Home
Theatre
48
52
Figure7.13: Indicates the preference of place to watch Science Fiction Movies
The above pie chart indicates that 52% of the respondents prefer watching Science fiction
Movies at Home and the remaining 48% prefer watching in Theatre.
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7.2.6.6 Indicates the preference of place for the respondent to watch Animated Movies
Animated Movies
Home
Theatre
21
79
Figure7.14: Indicates the preference of place to watch Animated Movies.
The above pie chart indicates that 79% of the respondents prefer watching Animated Movies in
Theatre and the remaining 21% prefer watching at Home.
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7.2.7 Preference to watch an English Movie over a Hindi Movie.

Indicates the preference of the respondent of an English Movie over a Hindi Movie
Indicates the prefrence of the respondent of an English Movie
over a Hindi Movie
Yes
No
21
79
Figure7.15: Indicates the preference of respondent of an English Movie over a Hindi Movie
The above pie chart indicates that 79% of the respondents prefer to watch an English Movie over
a Hindi Movie on Television
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7.2.8 Channel preference of the respondent to watch different genres of English Movies
7.2.8.1Indicates the Channel preference of the respondent for watching Thriller Movies
Indcates the Channel prefrence of the respondent for watching
Thriller Movies
HBO
Star Movies
Movies Now
WB
MGM
15
Sony Pix
3
37
13
13
19
Figure7.16: Indicates the channel preference for watching Thriller Movies.
The above pie chart indicates that 37% of the respondents prefer to watch Thriller Movies on
HBO, followed by Star Movies, Sony Pix, Movies Now, WB and MGM with 19%.15%,
13%,13% and 3 % respectively.
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7.2.8.2 Indicates the Channel preference of the respondent for watching Comedy Movies
Comedy Movies
HBO
Star Movies
Movies Now
WB
4
Zee Studio
13
13
UTV World Movies
10
57
Figure7.17: Indicates the channel preference for watching Comedy Movies.
The above pie chart indicates that 57% of the respondents prefer watching Comedy Movies on
Star Movies followed by Star Movies and Zee Studio with 13% each. The least preferred channel
for Comedy Movies is WB with just 3%.
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7.2.8.3 Indicates the Channel preference of the respondent for watching Action Movies
Action Movies
HBO
Star Movies
Movies Now
WB
Zee Studio
7
1
MGM
Sony Pix
28
8
46
Figure7.18: Indicates the channel preference for watching Action Movies.
The above pie chart indicates that 46% of the respondents prefer watching Action Movies on
Movies Now and 28% of the respondents prefer watching them on HBO.
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7.2.8.4 Indicates the Channel preference of the respondent for watching Romantic Movies
Romance Movies
HBO
Star Movies
Movies Now
Zee Studio
MGM
7
14
14
57
Figure7.19: Indicates the channel preference for watching Romantic Movies
The above pie chart indicates that 57% of the respondents prefer watching Romantic Movies on
Star Movies followed by HBO and Zee studio which contributed to 14% each.
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7.2.8.5 Indicates the Channel preference of the respondent for watching Science Fiction
Movies
Science Fiction Movies
HBO
Star Movies
Movies Now
WB
Zee Studio
12
Sony Pix
4
28
10
13
33
Figure7.20: Indicates the channel preference for watching Science Fiction Movies
The above pie chart indicates that 33% of the respondents prefer watching Sci-fi Movies on
Movies on followed by HBO which contributed to 28%.
Sanjay Soni
77
7.2.8.6 Indicates the Channel preference of the respondent for watching Animated Movies
Animated Movies
HBO
Star Movies
Movies Now
WB
1
Zee Studio
Sony Pix
12
70
Figure7.21: Indicates the channel preference for watching Animated Movies.
The above pie chart indicates that 70% of the respondents prefer watching Animated Movies on
Movies Now followed by Star Movies which contributes to 12%
Sanjay Soni
78
7.2.9 Preference of parameters to watch English Movies on television.

Ho:
There are no significant differences across the different parameters to watch English
Movies on Television
Ha:
There are significant differences across the different parameters to watch English Movies
on Television
Descriptive
Entertainment
Good Quality Picture
HD
Favourite Channel
Favourite Movie
Favourite Actor/actresses
Favourite Director
Total
N
100
100
100
100
100
100
100
700
Mean
8.4500
6.4800
6.5900
6.3300
8.1100
6.9800
4.0500
6.7129
Std.
Deviation
1.24215
2.16716
2.17002
2.43317
2.17374
2.22011
2.35005
2.51100
Std.
Error
.12421
.21672
.21700
.24332
.21737
.22201
.23500
.09491
Minimu
m
5.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
Maximu
m
10.00
10.00
10.00
10.00
10.00
10.00
10.00
10.00
Table7.7: Indicates the preference of parameters to watch English Movies on television
One way Annova
Between Groups
Within Groups
Total
Sum of
Squares
1234.774
3172.510
4407.284
Df
6
693
699
Mean Square
205.796
4.578
F
44.954
Sig.
.000
Sanjay Soni
79

VAR00001
Favourite Director
Favourite Channel
HD
Favourite Movie
Entertainment
Sig.
.
N
100
100
100
100
100
100
100

1
2
3
4.0500
6.3300
6.4800
6.5900
6.9800
8.1100
8.4500
1.000
.326
.921
Table7.9: Indicates the homogeneous subsets of different parameters.
Table7.8 indicates that Pcal < 0.05, hence we reject the hypothesis. This means that are
significant differences across the different parameters to watch English Movies on Television
Table7.9 indicates that major factor that drives the respondents to watch English Movies is
Entertainment.
Sanjay Soni
80
7.2.10 Preference of English Movie Channels with respect to different parameters.

7.2.10.1For Entertainment:
Ho:
There is no significant difference between the preference of English Movie Channels

with respect to Entertainment
Ha:
There is significant difference between the preference of English Movie Channels with
respect to Entertainment
Descriptive
HBO
Star Movies
Zee Studio
Movies Now
WB
MGM
UTV Movies
Prime Big & CBS
Sony Pix
Total
N
100
100
100
100
100
100
100
100
100
900
Mean
3.6300
3.8300
3.3800
3.7400
3.0300
2.8700
2.6162
1.9406
2.9500
3.1089
Std.
Deviation
.84871
.92174
.82609
.78650
1.11423
1.10696
1.16678
1.06604
.98857
1.14048
Std.
Error
.08487
.09217
.08261
.07865
.11142
.11070
.11727
.10607
.09886
.03802
Minimu
m
2.00
2.00
2.00
2.00
1.00
1.00
1.00
1.00
1.00
1.00
Maximu
m
5.00
5.00
5.00
5.00
5.00
5.00
4.00
5.00
5.00
5.00
Table7.10: Indicates the preference of English Movie Channel with respect to Entertainment.
Oneway Annova
Between Groups
Within Groups
Total
Sum of
Squares
295.389
873.940
1169.329
df
8
891
899
Mean Square
36.924
.981
F
37.644
Sig.
.000
Sanjay Soni
81

VAR00001
Prime Big & CBS
UTV Movies
MGM
Sony Pix
WB
Zee Studio
HBO
Movies Now
Star Movies
Sig.
N
100
100
100
100
100
100
100
100
100
1
1.9500

2
3
4
2.6000
2.8700
2.9500
3.0300
1.000
.056
2.9500
3.0300
3.3800
.056
3.3800
3.6300
3.7400
.201
3.6300
3.7400
3.8300
.887
Table7.12: Indicates the homogeneous subsets of different channel for Entertainment.
Table 7.11 indicates that Pcal < 0.05, hence we reject the hypothesis. This means that there is
significant difference between the preferences of English Movie Channels with respect to
Entertainment.
Table 7.12 indicates that majority of the respondent prefer watching Star Movies on television
when they feel like watching movies which are entertaining for them, followed by Movies Now
and HBO.
Sanjay Soni
82
7.2.10.2 For Good Quality Picture

Ho:

with respect to Good Quality Picture
Ha:
respect to Good Quality Picture
Descriptive
HBO
Star Movies
Zee Studio
Movies Now
WB
MGM
UTV Movies
Prime Big & CBS
Sony Pix
Total
N
100
100
100
100
100
100
100
100
100
900
Mean
3.2800
3.4900
3.0800
3.5000
3.1900
2.7500
2.3535
2.0891
2.3800
2.9011
Std.
Deviation
.82975
.85865
.89533
1.01005
.93954
.99874
1.05282
1.06863
.85019
1.06736
Std.
Error
.08297
.08586
.08953
.10101
.09395
.09987
.10581
.10633
.08502
.03558
Minimu
m
1.00
2.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
Maximu
m
5.00
5.00
5.00
5.00
5.00
5.00
5.00
4.00
4.00
5.00
Table7.13: Indicates the preference of English Movie Channel with respect to Good Quality Picture .
Oneway Annova
Between Groups
Within Groups
Total
Sum of
Squares
221.549
802.650
1024.199
Df
8
891
899
Mean Square
27.694
.901
F
30.742
Sig.
.000
Sanjay Soni
83

VAR00001
Prime Big & CBS
UTV World Movies
Sony Pix
MGM
Zee Studio
WB
HBO
Star Movies
Movies Now
Sig.
N
100
100
100
100
100
100
100
100
100
1
2.1000
2.3400
2.3800
.484

2
3
4
2.3400
2.3800
2.7500
.059
2.7500
3.0800
.254
3.0800
3.1900
3.2800
3.4900
.059
3.1900
3.2800
3.4900
3.5000
.337
Table7.15: Indicates the homogeneous subsets of different channel for Good Quality Picture.
significant difference between the preferences of English Movie Channels with respect to Good
Quality Picture.
Table 7.15 indicates that majority of the respondent prefer watching Movies Now on television
for Good Quality Picture
Sanjay Soni
84
7.2.10.3 For HD
Ho:

with respect to HD
Ha:
respect to HD
Descriptive
HBO
Star Movies
Zee Studio
Movies Now
WB
MGM
UTV Movies
Prime Big & CBS
Sony Pix
Total
N
100
100
100
100
100
100
100
100
100
900
Mean
2.8300
2.9700
2.4900
3.3100
2.7100
2.3900
2.3939
1.9109
2.2900
2.5878
Std.
Deviation
.99549
1.09595
.88186
1.30806
.90224
.93090
.93479
.88430
.86801
1.05787
Std.
Error
.09955
.10960
.08819
.13081
.09022
.09309
.09395
.08799
.08680
.03526
Minimu
m
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
Maximu
m
5.00
5.00
5.00
5.00
4.00
5.00
5.00
4.00
4.00
5.00
Table7.16: Indicates the preference of English Movie Channel with respect to HD
Oneway Annova
Between Groups
Within Groups
Total
Sum of
Squares
140.920
936.320
1077.240
df
8
891
899
Mean Square
17.615
1.051
F
16.762
Sig.
.000
Sanjay Soni
85

VAR00001
Prime Big & CBS
Sony Pix
UTV World Movies
MGM
Zee Studio
WB
HBO
Star Movies
Movies Now
Sig.
N
100
100
100
100
100
100
100
100
100
1
1.9100
2.2900
2.3200
.109

2
3
4
2.2900
2.3200
2.3900
2.4900
2.7100
.091
2.3900
2.4900
2.7100
2.8300
.062
2.7100
2.8300
2.9700
.687
2.9700
3.3100
.316
Table7.18: Indicates the homogeneous subsets of different channel for HD
significant difference between the preferences of English Movie Channels with respect to HD.
Table 7.18 indicates that majority of the respondent prefer watching Movies Now on television
for HD.
Sanjay Soni
86
7.2.10.4 For Favourite Channel

Ho:

with respect to Favourite Channel.
Ha:
respect to Favourite Channel.
Descriptive
HBO
Star Movies
Zee Studio
Movies Now
WB
MGM
UTV Movies
Prime Big & CBS
Sony Pix
Total
N
100
100
100
100
100
100
100
100
100
900
Mean
3.2100
3.3700
2.7800
3.3500
2.9000
2.4600
2.1616
1.7327
2.6800
2.7378
Std.
Deviation
.89098
1.30775
.99066
.98857
.77198
.61002
.90019
.79864
1.17103
1.08694
Std.
Error
.08910
.13077
.09907
.09886
.07720
.06100
.09047
.07947
.11710
.03623
Minimu
m
1.00
1.00
1.00
1.00
1.00
2.00
1.00
1.00
1.00
1.00
Maximu
m
5.00
8.00
5.00
5.00
4.00
4.00
4.00
4.00
8.00
8.00
Table7.19: Indicates the preference of English Movie Channel with respect to Favourite Channel
Oneway Annova
Between Groups
Within Groups
Total
Sum of
Squares
244.716
817.400
1062.116
df
8
891
899
Mean Square
30.589
.917
F
33.344
Sig.
.000
Sanjay Soni
87

VAR00001
Prime Big & CBS
UTV World Movies
MGM
Sony Pix
Zee Studio
WB
HBO
Movies Now
Star Movies
Sig.
N
100
100
100
100
100
100
100
100
100
1
1.7400
2.1500
.063

3
4
2
2.1500
2.4600
.350
2.4600
2.6800
2.7800
.306
2.6800
2.7800
2.9000
.791
2.9000
3.2100
.350
3.2100
3.3500
3.3700
.960
Table7.21: Indicates the homogeneous subsets of different channel for Favourite Channel.
Favourite Channel.
Table 7.21 indicates that majority of the respondents feels that Star Movies is their Favourite
Channel.
Sanjay Soni
88
7.2.10.5 For Favourite Movie

Ho:

with respect to Favourite Movie.
Ha:
respect to Favourite Movie.
Descriptive
HBO
Star Movies
Zee Studio
Movies Now
WB
MGM
UTV Movies
Prime Big & CBS
Sony Pix
Total
N
100
100
100
100
100
100
100
100
100
900
Mean
3.2300
3.4700
3.1300
3.5500
3.1600
2.8400
2.4400
2.1600
2.6000
2.9533
Std.
Deviation
1.04306
.86987
1.03138
.92524
.96106
.99209
.91365
.98186
1.01504
1.06624
Std.
Error
.10431
.08699
.10314
.09252
.09611
.09921
.09136
.09819
.10150
.03554
Minimu
m
1.00
1.00
1.00
2.00
1.00
1.00
1.00
1.00
1.00
1.00
Maximu
m
5.00
5.00
5.00
5.00
5.00
5.00
4.00
4.00
5.00
5.00
Table7.22: Indicates the preference of English Movie Channel with respect Favourite Movie.
Oneway Annova
Between Groups
Within Groups
Total
Sum of
Squares
180.400
841.640
1022.040
df
8
891
899
Mean Square
22.550
.945
F
23.872
Sig.
.000
Sanjay Soni
89

VAR00001
Prime Big & CBS
UTV World Movies
Sony Pix
MGM
Zee Studio
WB
HBO
Star Movies
Movies Now
Sig.
N
100
100
100
100
100
100
100
100
100
1
2.1600
2.4400
.518

2
3
2.4400
2.6000
2.8400
.088
2.8400
3.1300
3.1600
3.2300
.106
3.1300
3.1600
3.2300
3.4700
3.5500
.058
Table7.24: Indicates the homogeneous subsets of different channel for Favourite Movie.
Favourite Movie
Table 7.24 indicates that majority of the respondents prefer watching their Favourite Movies on
Movies Now followed by Star Movies and HBO.
Sanjay Soni
90
7.2.10.6 For Favourite Actor/ Actresses

Ho:

with respect to Favourite Actor/ Actresses
Ha:
respect to Favourite Actor/ Actresses
Descriptive
HBO
Star Movies
Zee Studio
Movies Now
WB
MGM
UTV Movies
Prime Big & CBS
Sony Pix
Total
N
100
100
100
100
100
100
100
100
100
900
Mean
3.0700
3.0000
2.8300
2.8300
2.7500
2.2500
2.3600
2.1200
2.6200
2.6478
Std.
Deviation
1.10330
.93203
1.10147
1.10147
.95743
.83333
1.14168
.96693
1.11718
1.07626
Std.
Error
.11033
.09320
.11015
.11015
.09574
.08333
.11417
.09669
.11172
.03588
Minimu
m
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
Maximu
m
5.00
5.00
5.00
5.00
5.00
4.00
5.00
4.00
5.00
5.00
Table7.25: Indicates the preference of English Movie Channel with respect Favourite Actor/ Actresses.
Oneway Annova
Between Groups
Within Groups
Total
Sum of
Squares
89.956
951.390
1041.346
Df
8
891
899
Mean Square
11.244
1.068
F
10.531
Sig.
.000
Sanjay Soni
91

VAR00001
Prime Big & CBS
MGM
UTV World Movies
Sony Pix
WB
Zee Studio
Movies Now
Star Movies
HBO
Sig.
N
100
100
100
100
100
100
100
100
100
1
2.1200
2.2500
2.3600

2
3
2.2500
2.3600
2.6200
.781
.218
2.3600
2.6200
2.7500
.161
2.6200
2.7500
2.8300
2.8300
3.0000
3.0700
.055
Table7.27: Indicates the Homogenous subsets of English Movie Channel with respect Favourite
Actor/Actresses.
Favourite Actor/Actresses.
Table 7.27 indicates that majority of the respondent prefer watching movies with their Favorite
Actor/Actresses on HBO.
Sanjay Soni
92
7.2.10.7 Favourite Director

Ho:

with respect to Favourite Director.
Ha:
respect to Favourite Director.
Descriptive
HBO
Star Movies
Zee Studio
Movies Now
WB
MGM
UTV Movies
Prime Big & CBS
Sony Pix
Total
N
100
100
100
100
100
100
100
100
100
900
Mean
2.5700
2.7300
2.5000
2.8600
2.6500
2.2200
2.2200
2.0400
2.5200
2.4789
Std.
Deviation
1.21651
1.19642
1.22680
1.40720
1.25025
.92747
.92747
1.06287
1.25110
1.19444
Std.
Error
.12165
.11964
.12268
.14072
.12503
.09275
.09275
.10629
.12511
.03981
Minimu
m
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
Maximu
m
5.00
5.00
5.00
5.00
5.00
5.00
5.00
4.00
5.00
5.00
Table7.28: Indicates the preference of English Movie Channel with respect Favourite Director.
Oneway Annova
Between Groups
Within Groups
Total
Sum of
Squares
69.669
1227.810
1297.479
df
8
891
899
Mean Square
8.709
1.378
F
6.320
Sig.
.000
Sanjay Soni
93

VAR00001
UTV World Movies
Prime Big & CBS
MGM
Zee Studio
Sony Pix
HBO
WB
Star Movies
Movies Now
Sig.
N
100
100
100
100
100
100
100
100
100

1
2
3
2.0400
2.0400
2.2200
2.2200
2.5000
2.5000
2.5000
2.5200
2.5200
2.5200
2.5700
2.5700
2.6500
2.6500
2.7300
2.7300
2.8600
.092
.056
.427
Table7.30: Indicates the homogeneous subsets of different channel for Favourite Director.
Favourite Director.
Table 7.30 indicates that majority of the respondents prefer watching movies with their Favourite
Director on Movies Now.
Sanjay Soni
94
7.2.10.8 Weighted Average for all the English Movie Channels with respect to different
parameters.
HBO:
Parameters
Entertainment
HD
Favourite Channel
Favourite Movie
Favourite Director
Total
Weight
8.45
6.48
6.59
6.33
8.11
6.98
4.05
46.99
Rate
Product
30.6735
21.2544
18.6497
20.3193
26.1953
21.4286
10.4085
148.9293
3.63
3.28
2.83
3.21
3.23
3.07
2.57
Weighted Average
3.169382847
Table7.31: Indicates the weighted average for HBO
Star Movies:
Parameters
Entertainment
HD
Favourite Channel
Favourite Movie
Favourite Director
Total
Weighted Average
Weight
8.45
6.48
6.59
6.33
8.11
6.98
4.05
46.99
Rate
3.83
3.49
2.97
3.37
3.47
3
2.73
Product
32.3635
22.6152
19.5723
21.3321
28.1417
20.94
11.0565
156.0213
3.320308576
Table7.32: Indicates the weighted average for Star Movies
Sanjay Soni
95
Zee Studio:
Parameters
Entertainment
HD
Favourite Channel
Favourite Movie
Favourite Director
Total
Weight
Rate
8.45
6.48
6.59
6.33
8.11
6.98
4.05
46.99
Product
3.38
3.08
2.49
2.78
3.13
2.83
2.5
Weighted Average
28.561
19.9584
16.4091
17.5974
25.3843
19.7534
10.125
137.7886
2.932296233
Table7.33: Indicates the weighted average for Zee Studio
Movies Now:
Parameters
Entertainment
HD
Favourite Channel
Favourite Movie
Favourite Director
Total
Weighted Average
Weight
8.45
6.48
6.59
6.33
8.11
6.98
4.05
46.99
Rate
3.74
3.5
3.31
3.35
3.55
2.83
2.86
Product
31.603
22.68
21.8129
21.2055
28.7905
19.7534
11.583
157.4283
3.350251117
Table7.34: Indicates the weighted average for Movies Now
Sanjay Soni
96
WB:
Parameters
Entertainment
HD
Favourite Channel
Favourite Movie
Favourite Director
Total
Weight
8.45
6.48
6.59
6.33
8.11
6.98
4.05
46.99
Weighted Average
Rate
3.03
3.19
2.71
2.9
3.16
2.75
2.65
Product
25.6035
20.6712
17.8589
18.357
25.6276
19.195
10.7325
138.0457
2.93776761
Table7.35: Indicates the weighted average for WB
MGM:
Parameters
Entertainment
HD
Favourite Channel
Favourite Movie
Favourite Director
Total
Weighted Average
Weight
8.45
6.48
6.59
6.33
8.11
6.98
4.05
46.99
Rate
2.87
2.75
2.39
2.46
2.84
2.25
2.22
Product
24.2515
17.82
15.7501
15.5718
23.0324
15.705
8.991
121.1218
2.577608002
Table7.36: Indicates the weighted average for MGM
Sanjay Soni
97
UTV World Movies:

Parameters
Entertainment
HD
Favourite Channel
Favourite Movie
Favourite Director
Total
Weight
8.45
6.48
6.59
6.33
8.11
6.98
4.05
46.99
Weighted Average
Rate
2.6162
2.3535
2.3939
2.1616
2.44
2.36
2.22
Product
22.10689
15.25068
15.775801
13.682928
19.7884
16.4728
8.991
112.068499
2.384943584
Table7.37: Indicates the weighted average for UTV World Movies
Prime Big & CBS:

Parameters
Entertainment
HD
Favourite Channel
Favourite Movie
Favourite Director
Total
Weighted Average
Weight
8.45
6.48
6.59
6.33
8.11
6.98
4.05
46.99
Rate
1.9406
2.0891
1.9109
1.7327
2.61
2.12
2.04
Product
16.39807
13.537368
12.592831
10.967991
21.1671
14.7976
8.262
97.72296
2.079654395
Table7.38: Indicates the weighted average for Prime Big & CBS
Sanjay Soni
98
Sony Pix:
Parameters
Entertainment
HD
Favourite Channel
Favourite Movie
Favourite Director
Total
Weighted Average
Weight
8.45
6.48
6.59
6.33
8.11
6.98
4.05
46.99
Rate
2.95
2.38
2.29
2.68
2.6
2.62
2.52
Product
24.9275
15.4224
15.0911
16.9644
21.086
18.2876
10.206
121.985
2.595977868
Table7.39: Indicates the weighted average for Sony Pix
Indicates the Weighted Average for all the English Movie Channels
Channels
HBO
Star Movies
Zee Studio
Movies Now
WB
MGM
UTV World Movies
Prime Big & CBS
Sony Pix
Weighted Average
3.17
3.32
2.93
3.35
2.94
2.58
2.38
2.08
2.60
Table7.40: Indicates the weighted average for all the English Movie Channels
The above table indicates that Movies Now scores the highest on Weighted Average across
parameters.
Sanjay Soni
99
7.2.11 Indicates the satisfaction level after watching English Movies on different channels
on television.
Ho:
There is no significant difference between the satisfaction level after watching English
Movies no television
Ha:
There is significant difference between the satisfaction level after watching English
Movies on television
Descriptive
HBO
Star Movies
Zee Studio
Movies Now
WB
MGM
UTV Movies
Prime Big & CBS
Sony Pix
Total
N
100
100
100
100
100
100
100
100
100
900
Mean
3.9800
4.0500
3.2200
3.5500
3.5300
2.4800
2.1400
1.6900
2.0800
2.9689
Std.
Deviation
.73828
.71598
.84781
.65713
.85818
.93722
.92135
.99184
1.15190
1.21041
Std.
Error
.07383
.07160
.08478
.06571
.08582
.09372
.09214
.09918
.11519
.04035
Minimu
m
2.00
3.00
1.00
2.00
1.00
1.00
1.00
1.00
1.00
1.00
Maximu
m
5.00
5.00
5.00
5.00
5.00
4.00
4.00
4.00
5.00
5.00
Table7.41: Indicates the satisfaction level after watching English Movies on different Channels.
Oneway Annova
Between Groups
Within Groups
Total
Sum of
Squares
625.849
691.280
1317.129
Df
8
891
899
Mean Square
78.231
.776
F
100.833
Sig.
.000
Sanjay Soni
100

VAR00001
Prime Big & CBS
Sony Pix
UTV World Movies
MGM
Zee Studio
WB
Movies Now
HBO
Star Movies
Sig.
N
100
100
100
100
100
100
100
100
100
1
1.6900

2
3
4
2.0800
2.1400
2.1400
2.4800
3.2200
3.5300
3.5500
1.000
1.000
.139
.168
3.9800
4.0500
1.000
Table7.43: Indicates the homogeneous subsets of Satisfaction level on different channel.
significant difference between the satisfaction level after watching English Movies on television.
Table 7.43 indicates that majority of the respondents are extremely satisfied with watching
movies on Star Movies followed by HBO and Movies Now.
Sanjay Soni
101
7.2.12 Awareness of the word HD.
HD
2%
High Defination
Others
98%
Figure7.22: Indicates the awareness level of the word HD.
It is observed from the above pie chart that 98% of the respondents are aware of the word HD
(High Definition).
Sanjay Soni
102
7.2.13 Top of the mind recall for an HD channel.
6%
Movies Now
Others
94%
Figure7.23: Indicates the top of the mind recall for an HD channel.
It is observed from the above pie chart that 94% of the respondent recalls Movies Now as the HD
channel and it is channel which is top of mind when asked to the respondents.
Sanjay Soni
103
7.2.14 Top of the mind recall for English Movie Channel Movies Now.
Top of the Mind Recall:
Following are the top five things that were on the top of the mind of the respondents:
1. HD (High Definition)
2. Repetitive Movies
3. Blockbusters everyday
4. Surround Sound
5. Action Movies
There were many other things that were on the mind of the respondents apart from the above
five. They are as follows:
Sanjay Soni
Times Group
Rocky and Shaolin Mater Movie series
Entertainment
Aspect Ratio
104
7.2.15 Ranking of English Movie Channel as per the respondents preference.

7.2.15.1 Indicates the ranking for HBO Channel in relation to the others
Indicates the ranking for HBO Channel in relation to the others
70
60
Frequency
50
40
65
30
20
31
10
0
Rank 1
Rank 2
Rank 3
Indicates the ranking for HBO Channel in relation to the

others
Figure7.24: Indicates the ranking of HBO in relation to others.
It is evident from the above table that HBO is the number one channel preferred by the
respondents after Movies Now. 65% of the respondent prefers HBO as the first channel to watch
movies if they cant watch movies on Movies Now.
Sanjay Soni
105
7.2.15.2 Indicates the ranking for Star Movies Channel in relation to the others
Indicates the ranking for Star Movies Channel in relation to the
others
70
60
Frequency
50
40
64
30
20
31
10
0
Rank 1
Rank 2
Rank 3
Rank 4
Indicates the ranking for Star Movies Channel in relation to

the others
Figure7.25: Indicates the ranking of Star Movies in relation to others.
It is evident from the above chart that 64% of the respondents prefer Star Movies as the second
preference for watching English Movies after Movies Now.
Sanjay Soni
106
7.2.16 Rating given to the different features of the English Movie Channel Movies Now.
Ho:
There is no significant difference between the different features of English Movie

Channel Movies Now.
Ha:
There is significant difference between the different features of English Movie Channel
Movies Now.
Descriptive
1080i Resolution (HD)

5.1 Surround Sound
16:9 Aspect Ratio
Pin Sharp Cinema Style
Audio
Blockbusters throughout
the week
Total
N
100
100
100
Mean
3.6500
3.4900
3.1400
Std.
Deviation
1.08595
.82260
.89916
Std.
Error
.10860
.08226
.08992
100
3.3300
.88825
.08883
1.00
5.00
100
4.3400
.96630
.09663
2.00
5.00
500
3.5900
1.01979
.04561
1.00
5.00
Minimum Maximum
2.00
5.00
2.00
5.00
2.00
5.00
Table7.44: Indicates the ratings given to different features of Movies Now.
Oneway Annova
Between Groups
Within Groups
Total
Sum of
Squares
84.620
434.330
518.950
Df
4
495
499
Mean Square
21.155
.877
F
24.110
Sig.
.000
Sanjay Soni
107
Homogeneous Subsets ( Tukey HSD)

VAR00001
16:9 Aspect Ratio
Pin Sharp Cinema Style Audio
5.1 Surround Sound
Blockbusters throughout the week
Sig.
N
100
100
100
100
100
1
3.1400
3.3300
3.4900
.064

2
3.3300
3.4900
3.6500
.113
4.3400
1.000
Table7.46: Indicates the homogeneous subsets for different features of Movies Now.
significant difference between the different features of English Movie Channel Movies Now.
Table 7.47 indicates that majority of the respondent prefer watching Movies Now because they
show Blockbusters throughout the week.
Sanjay Soni
108
7.2.17 Whether the features make a difference to the respondents while watching English
Movies on Television.
Indicates whether the respondent thinks that the featres make
a differrence to him while watching the English Movies on
television
Yes
No
31
69
Figure7.26: Indicates whether these features make difference while watching English Movies on
television.
The above pie chart indicates that 69% of the respondents that the different features of Movies
Now make a difference to them while watching movies on Movies Now.
Sanjay Soni
109
7.2.18 Movies Now changed the preference to watch English Movies compared to any
Indicates whether the features of Movies Now have changed
other channel. the prefrence of the respondent to watch English Movies on
any other Channel
Yes
No
42
58
Figure7.27: Indicates whether the features of Movies have changed their preference to watch English
Movies on any other channel.
The above pie chart indicates that 58% of the respondents feel that the features of Movies Now
have changed their preference to watch English Movies compared to any other channel.
Sanjay Soni
110
7.2.19 Agreement and Disagreement of different sentences keeping in mind Movies Now.
Rotated Component Matrix
Statements
Indicates how strongly the respondent feels that
Movies Now provides him with excellent quality
picture
Movies Now does not provide him a theatre like
movie watching experience
Movies Now provides him with excellent quality
sound
Movies Now does not have the potential to convert
Hindi Movie viewers to English Movie viewer
Movies Now shows blockbusters throughout the week
Movies Now provides him with excellent Movies
Indicates how strongly the respondent feels that he
will not watch his favourite movie on any other
channel besides Movies Now
Movies Now is better than any other channel in the
same category
doesnt like subtitles on Movies Now
would prefer watching movies on Movies Now with
DTH and not on Cable Network
would prefer watching movies only on Movies Now
Movies now does not have a good collection of
Movies
Movies Now grabs his attention
Movies become more entertaining for him when he
watches them on Movies Now
Movies Now does not have any promotional activities
Sanjay Soni
Component
2
3
.749
.279
-.055
-.057
-.817
-.202
-.077
-.006
.645
.249
.200
-.276
-.363
.005
-.126
-.236
.338
.639
-.037
.084
.523
.587
.043
.073
.180
-.023
.702
-.254
.622
.404
.092
.462
.031
.434
-.084
.554
-.104
.014
.358
-.740
.219
-.092
.782
.029
-.527
-.255
.587
.022
.443
.731
.068
-.114
.689
.378
-.158
.092
-.513
-.162
.434
.363
111

would prefer watching the same movie more than
once on Movies Now
would love to watch Horror Movies on Movies Now
would prefer watching movies on Movies Now only
with his friends
Indicates how strongly the respondent feels that It is
the only Channel with best features
Indicates how strongly the respondent feels that It is
a Trustworthy Channel
according to him, Movies Now is the best HD
Channel
Movies on Movies Now helps in building brand
loyalty towards the channel
Indicates how strongly the respondent feels that he is
not satisfied while watching any movies on Movies
Now
Watching Television on Movies Now is a good
experience
Movies Now show good movies only late at night
Movie timings on Movies Now are inappropriate
Indicates how strongly the respondent feels that All
movie channels seem the same to him
Although a late entrant, Movies Now has created a
good impact
would recommend Movies Now to all his friends and
relatives
.699
.470
.019
-.160
.108
-.521
.350
-.115
-.299
.073
.718
-.175
.753
.404
.143
.154
.659
.213
-.186
.188
.811
.363
.054
.225
.382
.634
.024
.198
-.266
-.715
-.018
-.062
.786
.283
-.040
.221
-.110
-.837
.075
-.058
-.271
-.675
.241
.318
.039
.009
-.051
.594
-.696
.028
.268
.311
.350
.674
-.013
.049
Table:7.47: Indicates the agreement and disagreement of differenct sentences keeping in mind Movies
Now.
Sanjay Soni
112
KMO and Bartl ett's Test

Kaiser-Mey er-Olkin Measure of Sampling
Adequacy .
Bart lett 's Test of
Sphericity
Approx. Chi-Square
df
Sig.
.609
3131.728
406
.000
Table7.48: Indicates the KMO and Bartletts Test for the different sentences.
The above table indicates there are 3 profiles of respondents:

Respondent Profile 1:
Experience:
These respondents strongly believe in the experience, they get while watching the movie on
Movies Now. These are the ones who strongly watch movies on Movies Now because it provides
them with excellent quality picture, theatre like movie watching experience, excellent quality
sound and HD quality. These are the respondents who feel that movies become more entertaining
for them when they watch it on Movies Now. These respondents prefer watching the same
movies on Movies Now more than once. These respondents strongly support the features of
Movies Now and feel that it has the best features. They feel that its a trustworthy channel which
can give them good experience.
Sanjay Soni
113
Type and Time (Content):
These respondents strongly believe in the type and time of the movies shown on Movies Now.
These respondents focus more on the content of the movies on Movies Now. They watch movies
only if the content of the movies is good and it is shown when it is feasible for them to watch.
They watch movies on Movies Now because they show blockbusters throughout the week. These
respondents feel that the timing of the movies on Movies Now are inappropriate and they show
good movies only late at night. They feel that the timing of movies on Movies Now is so
inappropriate that they have to miss the good movies which they would love to watch.
Loyal towards Movies Now:
These respondents are very loyal towards Movies Now. They are true fans of Movies Now. They
would prefer watching their favourite movies on Movies Now only. They also recommend their
friends and relatives to watch movies on Movies Now. These respondents would not watch their
favourite movies on any other channel besides Movies Now. They would love to watch movies
on Movies Now with their friends and relatives.
Sanjay Soni
114
One sample t test
One-Sample Statistics
N
Mean
Std. Deviation
Std. Error Mean
Indicates how strongly the respondent feels

that Movies Now provides him with excellent
quality picture
100
3.66
.934
.093

that Movies Now does not provide him a
theatre like movie watching experience
100
3.15
1.029
.103

quality sound
100
3.43
.868
.087

that Movies Now does not have the potential
to convert Hindi Movie viewers to English
Movie viewer
100
3.13
.761
.076

that Movies Now shows blockbusters
throughout the week
100
3.81
.662
.066

Movies
100
3.72
.866
.087

that he will not watch his favourite movie on
any other channel besides Movies Now
100
2.46
.915
.091

that Movies Now is better than any other
channel in the same category
100
2.97
1.087
.109

that he doesnt like subtitles on Movies Now
100
2.90
.937
.094
Sanjay Soni
115

that he would prefer watching movies on
Movies Now with DTH and not on Cable
Network
100
3.15
.833
.083

that he would prefer watching movies only on
Movies Now
100
2.32
.886
.089

that Movies now does not have a good
collection of Movies
99
3.06
.988
.099

that Movies Now grabs his attention
100
3.25
.999
.100

that Movies become more entertaining for
him when he watches them on Movies Now
100
2.99
.980
.098

that Movies Now does not have any
promotional activities
100
3.12
.891
.089

that he would prefer watching the same
movie more than once on Movies Now
100
3.04
1.197
.120

that he would love to watch Horror Movies
on Movies Now
100
3.58
.867
.087

that he would prefer watching movies on
Movies Now only with his friends
100
2.52
.979
.098

that It is the only Channel with best features
100
2.96
1.154
.115

that It is a Trustworthy Channel
100
3.41
.805
.081
Sanjay Soni
116

that according to him, Movies Now is the best
HD Channel
100
3.17
1.025
.103

that Movies on Movies Now helps in building
brand loyalty towards the channel
100
3.13
.884
.088

that he is not satisfied while watching any
movies on Movies Now
100
2.79
1.028
.103

that Watching Television on Movies Now is a
good experience
100
3.42
.997
.100

that Movies Now show good movies only late
at night
100
3.02
1.025
.102

that Movie timings on Movies Now are
inappropriate
100
2.99
1.049
.105
Indicates how strongly the respondents feels

that Movies Now show repetitve Movies
100
3.42
.997
.100

that All movie channels seem the same to him
100
4.06
.952
.095

that Although a late entrant, Movies Now has
created a good impact
100
3.42
1.121
.112

that he would recommend Movies Now to all
his friends and relatives
100
3.75
.687
.069
Table7.49: Indicates One sample t test
Sanjay Soni
117
One sample t test

Test Value= 4
Statement
No.
Statements
t
df
Sig.
Mean
(2- Differenc
tailed)
e

Movies Now provides him with excellent quality -3.639
picture
99
.000
-.340

Movies Now does not provide him a theatre like -8.263
99
.000
-.850

Movies Now provides him with excellent quality -6.570
sound
99
.000
-.570

Movies Now does not have the potential to convert -11.435
Hindi Movie viewers to English Movie viewer
99
.000
-.870

Movies Now shows blockbusters throughout the -2.870
week
99
.005
-.190

-3.235
Movies Now provides him with excellent Movies
99
.002
-.280

will not watch his favourite movie on any other -16.835
99
.000
-1.540

Movies Now is better than any other channel in the -9.478
same category
99
.000
-1.030

-11.734
doesnt like subtitles on Movies Now
99
.000
-1.100
Sanjay Soni
10
118

would prefer watching movies on Movies Now -10.200
with DTH and not on Cable Network
99
.000
-.850

would prefer watching movies only on Movies -18.956
Now
99
.000
-1.680

Movies now does not have a good collection of -9.462
Movies
98
.000
-.939
13

-7.509
Movies Now grabs his attention
99
.000
-.750
14

Movies become more entertaining for him when -10.311
he watches them on Movies Now
99
.000
-1.010

Movies Now does not have any promotional -9.879
activities
99
.000
-.880

would prefer watching the same movie more than -8.020
once on Movies Now
99
.000
-.960

would love to watch Horror Movies on Movies -4.846
Now
99
.000
-.420

would prefer watching movies on Movies Now -15.112
only with his friends
99
.000
-1.480
19
Indicates how strongly the respondent feels that It

-9.012
is the only Channel with best features
99
.000
-1.040
20
Indicates how strongly the respondent feels that It

-7.327
is a Trustworthy Channel
99
.000
-.590
21

according to him, Movies Now is the best HD -8.094
Channel
99
.000
-.830
11
12
15
16
17
18
Sanjay Soni
22
119

Movies on Movies Now helps in building brand -9.845
99
.000
-.870

is not satisfied while watching any movies on -11.772
Movies Now
99
.000
-1.210

Watching Television on Movies Now is a good -5.819
experience
99
.000
-.580
25

-9.563
99
.000
-.980
26

-9.626
99
.000
-1.010
27
Indicates how strongly the respondents feels that

-5.819
Movies Now show repetitive Movies
99
.000
-.580
28

All movie channels seem the same to him
99
.530
.060
29

Although a late entrant, Movies Now has created a -5.175
good impact
99
.000
-.580

would recommend Movies Now to all his friends -3.638
and relatives
99
.000
-.250
23
24
30
.631
Table7.50: Indicates the output of One sample t test
Sanjay Soni
120
Interpretation
Statement 1:
Ho:
There are no significant differences in levels of agreement on Movies Now providing

good quality picture.
Ha:
There are significant differences in levels of agreement on Movies Now providing good
quality picture.
Since the p value is less than 0.005 we reject the Ho.

Hence this implies that the sample size does not agree that Movies Now provides good quality
picture.
Statement 2:
Ho:
There are no significant differences in levels of agreement on Movies Now providing a

theatre like movie watching experience.
Ha:
There are significant differences in levels of agreement on Movies Now providing a

theatre like movie watching experience.

Hence this implies that the sample size does not agree that Movies Now provides a theatre like
movie watching experience.
Sanjay Soni
121
Statement 3:
Ho:

excellent quality sound
Ha:
There are significant differences in levels of agreement on Movies Now providing

excellent quality sound

Hence this implies that the sample size does not agree that Movies Now provides excellent
quality sound
Statement 4:
Ho:
There are no significant differences in levels of agreement on Movies Now having the
potential to convert Hindi Movie viewers to English Movie viewer.
Ha:
There are significant differences in levels of agreement on Movies Now having the
potential to convert Hindi Movie viewers to English Movie viewer.

Hence this implies that the sample size does not agree that Movies Now have the potential to
convert Hindi Movie viewers to English Movie viewer.
Sanjay Soni
122
Statement 5:
Ho:
There are no significant differences in levels of agreement on Movies Now showing

Blockbusters throughout the week.
Ha:
There are significant differences in levels of agreement on Movies Now showing

Blockbusters throughout the week.

Hence this implies that the sample size does not agree that on Movies Now shows Blockbusters
throughout the week.
Statement 6:
Ho:

excellent Movies.
Ha:
There are significant differences in levels of agreement on Movies Now providing

excellent Movies.

Hence this implies that the sample size does not agree that on Movies Now provides excellent
Movies.
Sanjay Soni
123
Statement 7:
Ho:
There are no significant differences in levels of agreement of the respondents watching

their favourite movies on any other channel besides Movies Now.
Ha:
There are significant differences in levels of agreement of the respondents watching

favourite movies on any other channel besides Movies Now

Hence this implies that the sample size agree they can watch their favourite movie on any other
channel as well besides Movies Now
Statement8:
Ho:
There are no significant differences in levels of agreement on Movies Now is better than
any other channel in the same category
Ha:
There are significant difference in levels of agreement on Movies Now is better than any
other channel in the same category

Hence this implies that the sample size does not agree that Movies Now is better than any other
channel in the same category
Sanjay Soni
124
Statement9:
Ho:
There are no significant differences in levels of agreement on subtitles shown on Movies

Now
Ha:
There are significant differences in levels of agreement on subtitles shown on Movies

Now

Hence this implies that the sample size does not agree with the subtitles shown on Movies Now
Statement10:
Ho:
There are no significant differences in levels of agreement on respondents watching

movies on Movies Now with DTH and not Cable Network
Ha:
There are significant differences in levels of agreement on respondents watching movies

on Movies Now with DTH and not Cable Network

Hence this implies that the sample size does not agree on watching movies on Movies Now with
DTH and not Cable Network
Sanjay Soni
125
Statement11:
Ho:
There are no significant differences in levels of agreement for watching movies only on
Movies Now
Ha:
There are significant differences in levels of agreement for watching movies only on
Movies Now

Hence this implies that the sample size does not agree for watching movies only on Movies Now
Statement12:
Ho:
There are no significant differences in levels of agreement for Movies Now having a
good collection of Movies
Ha:
There are significant differences in levels of agreement for Movies Now having a good
collection of Movies

Hence this implies that the sample size does not agree for Movies Now having a good collection
of Movies
Sanjay Soni
126
Statement13:
Ho:
There are no significant differences in levels of agreement for Movies Now grabbing
attention
Ha:
There are significant differences in levels of agreement for Movies Now grabbing
attention

Hence this implies that the sample size does not agree that Movies Now grabs attention
Statement14:
Ho:
There are no significant differences in levels of agreement for movies becoming more
entertaining when they watch it on Movies Now.
Ha:
There are significant differences in levels of agreement for movies becoming more
entertaining when they watch it on Movies Now.

Hence this implies that the sample size does not agree that movies becomes more entertaining
when they watch it on Movies Now.
Sanjay Soni
127
Statement15:
Ho:
There are no significant differences in levels of agreement for Movies Now having no
Ha:
There are significant differences in levels of agreement for Movies Now having no

Hence this implies that the sample size does not agree that Movies have promotional activities.
Statement16:
Ho:
There are no significant differences in levels of agreement that respondents would prefer
watching the same movie more than once on Movies Now
Ha:
There are significant differences in levels of agreement that respondents would prefer
watching the same movie more than once on Movies Now

Hence this implies that the sample size does not agree that respondents would prefer watching
the same movie more than once on Movies Now.
Sanjay Soni
128
Statement17:
Ho:
There are no significant differences in levels of agreement that respondents would love to
watch Horror movies on Movies Now
Ha:
There are significant differences in levels of agreement that respondents would love to
watch Horror movies on Movies Now
Hence this implies that the sample size does not agree that respondents would love to watch
Horror movies on Movies Now
Statement18:
Ho:
There are no significant differences in levels of agreement that respondents would prefer
watching movies on Movies Now only with their friends.
Ha:
There are significant differences in levels of agreement that respondents would prefer
watching movies on Movies Now only with their friends.

Hence this implies that the sample size does not that respondents would prefer watching movies
on Movies Now only with their friends.
Sanjay Soni
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Statement19:
Ho:
There are no significant differences in levels of agreement that Movie Now is the only
channel with best features
Ha:
There are significant differences in levels of agreement that Movie Now is the only
channel with best features

Hence this implies that the sample size does not agree that Movie Now is the only channel with
best features.
Statement20:
Ho:
There are no significant differences in levels of agreement that Movies Now is the
trustworthy channel.
Ha:
There are significant differences in levels of agreement that Movies Now is the
trustworthy channel.

Hence this implies that the sample size does not agree that Movies Now is the trustworthy
channel.
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Statement21:
Ho:
There are no significant differences in levels of agreement that Movies Now is the best
HD channel
Ha:
There are significant differences in levels of agreement that Movies Now is the best HD
channel

Hence this implies that the sample size does not agree that Movies Now is the best HD channel
Statement22:
Ho:
There is no significant difference in levels of agreement that Movies Now helps in

building Brand Loyalty towards the channel.
Ha:
There is significant difference in levels of agreement that Movies Now helps in building
Brand Loyalty towards the channel.

Hence this implies that the sample size does not agree that Movies Now helps in building Brand
Loyalty towards the channel.
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Statement23:
Ho:
There are no significant differences in levels of agreement that the respondents are not
satisfied while watching movies on Movies Now
Ha:
There are significant differences in levels of agreement that the respondents are not
satisfied while watching movies on Movies Now

Hence this implies that the sample size does not agree that the respondents are satisfied while
watching movies on Movies Now
Statement24:
Ho:
There are no significant differences in levels of agreement that watching television on

Movies Now is a good experience.
Ha:
There are significant differences in levels of agreement that watching television on

Movies Now is a good experience.

Hence this implies that the sample size does not agree that watching television on Movies Now is
a good experience.
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Statement25:
Ho:
There are no significant differences in levels of agreement that Movies Now Show good
movies only late at night.
Ha:
There are significant differences in levels of agreement that Movies Now Show good
movies only late at night.

Hence this implies that the sample size does not agree that Movies Now Show good movies only
late at night.
Statement26:
Ho:
There are no significant differences in levels of agreement that movie timings are
inappropriate on Movies Now.
Ha:
There are significant differences in levels of agreement that movie timings are
inappropriate on Movies Now.

Hence this implies that the sample size does not agree that movie timings are inappropriate on
Movies Now.
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133
Statement27:
Ho:
There are no significant differences in levels of agreement that Movies Now show
repetitive movies.
Ha:
There are significant differences in levels of agreement that Movies Now show repetitive
movies.

Hence this implies that the sample size does not agree that Movies Now show repetitive movies.
Statement28:
Ho:
There are no significant differences in levels of agreement that all movie channels seem
the same to them.
Ha:
There are significant differences in levels of agreement that all movie channels seem the
same to them
Since the p value is more than 0.005 we accept the Ho.

Hence this implies that the sample size does agree that all movie channels seem the same to them
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134
Statement29:
Ho:
There are no significant differences in levels of agreement that although a late entrant,
Movies Now has created a good impact.
Ha:
There are significant differences in levels of agreement that although a late entrant,
Movies Now has created a good impact.

Hence this implies that the sample size does not agree that although a late entrant, Movies Now
has created a good impact.
Statement30:
Ho:
There are no significant differences in levels of agreement that respondents will

recommend Movies Now to all their friends and relatives.
Ha:
There are significant differences in levels of agreement that respondents will recommend
Movies Now to all their friends and relatives.

Hence this implies that the sample size does not agree that respondents will recommend Movies
Now to all their friends and relatives.
Sanjay Soni
135
7.2.20 Other features expected by the respondents while watching English Movies on
Television.
The respondents expect the following features while watching English Movies on television:
Fewer ads while the movies are going on
Animated Movies on weekends atleast
Sequel animated Movies (Eg: Shrek, Troy, etc)
3D Movies without wearing Glasses
Actual difference between HD and the normal clarity.
Sequel Movies on Weekends back to back.
Stop repetitive Movies.
Use of subtitles shifts the focus away from the movie.
Extra game show or extra facts about the movies during the break should be shown.
Follow the trend of Hindi Movie Channel like movie series of different filmstars.
Example: AB tak Bachchan.
English Movie Channel should telecast movie weeks because they grab attention of
viewer.
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136
Chapter No.8: Major Findings:
Majority of the respondents prefer watching movies on television and hang out with
friends and colleagues.
94% of the respondents prefer watching television everyday and there are only 3% of
respondents who watch television once a week and the remaining 3% prefer watching
television 2-3 times a week.
93% of the respondents prefer watching television in the evening and only 7 % of the
respondent prefers watching in the afternoon during weekdays.
21% of the respondent prefers watching television in the morning, 37% of the respondent
prefers watching television in the afternoon and the remaining 42% prefer watching
television in the evening during the weekends.
Majority of the respondent prefer watching English Movies on television and some
respondent prefer watching Hindi Movies and Music on television.
Majority of the respondent spend 30% of their time watching Hindi Movies.
Majority of the respondent do not watch Regional Movies.
Majority of the respondent spend 70% of their time watching English Movies.
52% of the respondents prefer watching Thriller Movies in Theatre and the remaining
48% prefer watching at Home.
61% of the respondents prefer watching Comedy Movies at Home and the remaining
39% prefer watching in Theatre
56% of the respondents prefer watching Action Movies at Home and the remaining 44%
prefer watching in Theatre
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137
66% of the respondents prefer watching Romantic Movies at Home and the remaining
34% prefer watching in Theatre.
52% of the respondents prefer watching Science fiction Movies at Home and the
remaining 48% prefer watching in Theatre.
79% of the respondents prefer watching Animated Movies in Theatre and the remaining
21% prefer watching at Home.
79% of the respondents prefer to watch an English Movie over a Hindi Movie on
Television
37% of the respondents prefer to watch Thriller Movies on HBO, followed by Star
Movies, Sony Pix, Movies Now, WB and MGM with 19%.15%, 13%,13% and 3 %
respectively.
57% of the respondents prefer watching Comedy Movies on Star Movies followed by
Star Movies and Zee Studio with 13% each. The least preferred channel for Comedy
Movies is WB with just 3%.
46% of the respondents prefer watching Action Movies on Movies Now and 28% of the
respondents prefer watching them on HBO.
57% of the respondents prefer watching Romantic Movies on Star Movies followed by
HBO and Zee studio which contributed to 14% each.
33% of the respondents prefer watching Sci-fi Movies on Movies Now on followed by
HBO which contributed to 28%.
70% of the respondents prefer watching Animated Movies on Movies Now followed by
Star Movies which contributes to 12%
Major factor that drives the respondents to watch English Movies is Entertainment.
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Majority of the respondent prefer watching Star Movies on television when they feel like
watching movies which are entertaining for them, followed by Movies Now and HBO.
Majority of the respondent prefer watching Movies Now on television for Good Quality
Picture
Majority of the respondent prefer watching Movies Now on television for HD.
Majority of the respondents feels that Star Movies is their Favourite Channel.
Majority of the respondents prefer watching their Favourite Movies on Movies Now
followed by Star Movies and HBO
Majority of the respondent prefer watching movies with their Favorite Actor/Actresses on
HBO.
Majority of the respondents prefer watching movies with their Favourite Director on
Movies Now.
Majority of the respondents are extremely satisfied with watching movies on Star Movies
followed by HBO and Movies Now
98% of the respondents are aware of the word HD (High Definition).
94% of the respondent recalls Movies Now as the HD channel and it is channel which is
top of mind when asked to the respondents.
94% of the respondents recall HD when we talk about Movies Now. 73% of the
respondent recall Surround Sound, 66% of the respondents recalls Action Movies, 80%
of the respondent recall Repetitive Movies and 77% of the respondent recalls
Blockbusters when we talk about Movies Now
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HBO is the number one channel preferred by the respondents after Movies Now. 65% of
the respondent prefers HBO as the first channel to watch movies if they cant watch
movies on Movies Now.
64% of the respondents prefer Star Movies as the second preference for watching English
Movies after Movies Now.
Majority of the respondent prefer watching Movies Now because they show Blockbusters
throughout the week.
69% of the respondents feels that the different features of Movies
Now makes a
difference to them while watching movies on Movies Now
58% of the respondents feel that the features of Movies Now have changed their
preference to watch English Movies compared to any other channel
The different features that the respondents except are as follows:

Fewer ads while the movies are going on
Animated Movies on weekends atleast
Sequel animated Movies (Eg: Shrek, Troy, etc)
3D Movies without wearing Glasses
Actual difference between HD and the normal clarity
Sequel Movies on Weekends back to back.
Stop repetitive Movies
Sanjay Soni
140
Chapter No.9: Recommendation & Conclusion:
Respondents spends majority of the time watching movies on television and hanging out
with friends and colleagues.
Hence Movies Now has a great scope to expand itself as
the target audience is already spending a good amount of time watching movies
Respondents spend majority of his time watching television almost every day and hence
Movies Now can try to increase the collection of movies with them.
Majority of the respondents prefer watching television in the evening during Weekdays
and hence Movies Now can try and show good movies in the evenings during the
weekday and increase the viewership of Movies Now
Respondents spend majority of their time watching television in the evening during
Weekends and hence Movies Now can Show their Blockbusters in the evenings. There
are few respondents who prefer watching Movies in the afternoon as well during
weekends and hence Movies Now can show various sequels of movies on weekends.
(Example: Harry Potter Collections)
Respondents usually prefer watching English Movies on Movies Now and hence Movies
Now should increase their collection of Movies
Respondents spend major of their free time watching English Movies on television and
some prefer watching Hindi Movies. And hence there is a huge scope for Movies Now to
expand its movie collections and increase more promotional activities
Thriller and Animated Movies are those genres of Movies that respondents prefer to
watch in Theatre. Hence Movies Now should focus more on these genres of Movies so
that they can give them a theatre like movie watching experience
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141
Comedy, Action, Romantic and Sci-fi are those genres of movies that respondents prefer
to watch at Home. Hence Movies Now can try and increase different collection of
Comedy, Romantic and Sci-fi movies so that viewers prefer watching it on Movies Now
Respondents prefer watching English Movies over Hindi Movies on television and hence
Movies Now should increase the collection of Movies and try and increase the
viewership on Movies Now
Respondents prefer watching Thriller movies on HBO and hence Movies Now should
introduce new collection of Thriller movies so that viewers are more interested watching
new Thriller movies on Movies Now with HD quality picture
Respondents prefer watching Comedy and Romantic Movies on Star Movies and hence
Movies Now should try and introduce a day in a week which would show Romantic
Movies and Comedy Movies. Both the types of genre should be shown on different days
of the week, so that Movies now is also known for these genres
Respondents would like to watch Animated Movies on Movies Now and hence it is a
great scope for Movies Now to increase the viewership by showing Animated Movies. It
is advisable for Movies Now to show sequels of Animated Movies during Weekends.
Movies Now is mainly known for its Action Movies, but the major factor that drive the
viewers is Entertainment and hence Movies Now should show movies which is
entertaining.
Star Movies is the favourite channel for respondents and hence it is necessary for Movies
Now to compete with Star Movies
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142
Movies Now is known for showing movies with Good Quality picture, HD, Good Movies
& Good Directors, but at the same time it is known for showing repetitive movies. And
hence Movies Now should try and increase the collection of movies.
Respondents are extremely satisfied with watching English Movies on Star Movies and
hence it is important for Movies Now to increase its viewership by showing good movies
and less repetitive movies.
Respondents are aware that Movies Now is the channel known for its HD and it is a top
of the mind recall for most of the respondents. Hence it is very important for Movies
Now to increase collection of Movies and increase more of promotional activities
Major drawback of Movies Now is that it is also known for showing repetitive movies
and hence it is very important for Movies Now to change the collections and start
showing some new blockbusters throughout the week
Respondents usually prefer watching HBO, if they do not good movies on Movies Now.
Hence it is very important for Movies Now to be show some real good movies and
maintain its position in the market
Respondents prefer watching movies on Movies Now because they show blockbusters
throughout the week, but at the same these movies are more repetitive and hence it is one
of the important factor that should be taken care of by Movies Now
Major of the respondents feels that different features of Movies Now make difference to
them while watching movies on Movies Now. However it is very important for Movies
Now to take care of the remaining respondent by showing them real difference and
theatre like movie watching experience while watching movies on Movies Now
Sanjay Soni
143
Only around half the respondents feel that the features of Movies Now have changed
their preference to watch English Movies compared to any other channel. The remaining
respondents find no difference while watching movies on Movies Now. And hence it is
important for Movies Now to show the actual difference between HD and normal quality
picture
Respondents also feel that Movies Now usually show good movies late at night, which
becomes difficult for the viewers to watch it. Major of the respondents feel that the
Movie timing are inappropriate and hence it is important for Movies Now to show
movies when it is appropriate for all the viewers and increase the viewership
The best timings to show good movies are usually evenings on weekdays and afternoons
and evenings during weekends
Movies Now is majorly known for its Action movies and hence it is very important for
Movies Now to show different genres of movies. This will help to change the image of
Movies Now and also increase the viewership by showing different genres of movies
There are very few promotional activities done by Movies Now and hence it is important
for Movies Now to increase its spent on the marketing and promotional activities
Respondents expect fewer Ads while movies are going on Movies Now and hence it is
important for Movies Now to come up with some interesting Ads or Quiz during the
movies, so that it doesnt irritates the viewers while movies are going on
Respondents would like to watch 3D movies on Movies Now but without wearing glasses
or it can be viewed on normal television. Hence Movies Now should come up with some
new technology, so that it creates an impact on the viewers
Sanjay Soni
144
Respondents would love to watch animated movies on Movies Now. Hence Movies Now
can come up with animated movies or even sequels of animated movies and increase the
viewership
It was observed in the One sample T test that all the channels seems the same to the
respondents. This shows that English Movie Channels have lost their USP, which is one
of the most important factors. Hence channel should come up with something unique to
retain its USP for a longer period of time.
Sanjay Soni
145
References
Reports:
FICCI-KPMG (2010), FICCI-KPMG Indian Media & Entertainment Industry Report.
PWC (2010), Indian entertainment and media outlook 2010.
Datamonitor (2009), Movies and Entertainment in the United States.
Niserch (2009), Prospects for Media Industry in India
Prospects for Indian Entertainment Industry
Rajkotwala, F. (2010). Movies Now debut with a bang
Electronic Sources:
Retrieved from http://www.kpmg.com/IN/
Retrieved from http://www.pwc.com/in/en/industries/entertainment-media.jhtml
Retrieved from https://www.datamonitor.com/

Retrieved from http://www.ximb.ac.in/ximb_journal/Publications/Article-12-13
http://www.indianetzone.com/3/indian_entertainment_channels.htm
Sanjay Soni
146
Appendices
Appendix 1- Questionnaire
Questionnaire
Name: ______________________________
Age: _______________________
Sex: _______________________
Occupation:
Working
Non- working
1: What do you do for Entertainment in your leisure time? Rate on a Scale of 1 10 (1 being the lowest and
10 being the Highest)
Hang out with friends/ colleagues
Play Sports (Indoor/Outdoor)
Watch Movies on Television
Watch Movies in Theatres
Watch Sports on Television
Surf the Internet
Others (Please Specify):
2: How often do you watch television?

Everyday
Once a week
2-3 times a week
2-3 times a month
Once a month
3: When do you usually prefer watching Television? Please () mark wherever applicable.
Weekdays (Tick Any One)
Weekends (Tick Any One)
Morning
Afternoon
Evening
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147
4: What do you usually prefer watching on Television? Rate on a Scale of 1 10 (1 being the lowest and 10
being the Highest)
Daily Soaps
Hindi Movies
English Movies
Regional Movies
Sports
News
Music
5: What percentage of time do you prefer watching the following types of movies?
Hindi Movies
Regional Movies
English Movies
Sum = 100%
6: Where do you prefer watching the following genres of Movies?

Genres of Movies
Home
Theatre
Thriller
Comedy
Action
Romance
Science Fiction
Animated
Others (Please Specify):
7: Would you rather watch an English Movie over a Hindi Movie on Television?
Yes
No
Sanjay Soni
148
8: Given below are the different genres of English Movies. So please () mark, on which English Movie
Channel would you prefer to watch these different genres of English Movies?
Movies
HBO
Star
Movies
Movies
Now
WB
Zee
Studio
MGM
UTV
World
Movies
Prime
Big &
CBS
Thriller
Comedy
Action
Romance
Science Fiction
Animated
Others:(Please Specify)
9: Given below are the different parameters that would drive you to watch English Movies. Please rate the
importance of the different parameters on a Scale of 1-10 (1 being the Lowest and 10 being the Highest)
(1-10)
Entertainment
HD
Favourite Channel
Favourite Movie
Favourite actor/actresses
Favourite Director
Sanjay Soni
Sony
Pix
149
10: Given below are the different English Movie Channels and same parameters that would drive you to
watch English Movies only on a particular channel and not any other channel. Please rate the English Movie
Channel on a scale of 1-5(1 being Least preferred channel and 5 being the Most preferred channel for a
particular parameter)
HBO
(1-5)
Star
Movies
(1-5)
Zee
Studio
(1-5)
Movies
Now
(1-5)
WB
MGM
(1-5)
(1-5)
UTV
World
Movies
Prime
Big &
CBS
(1-5)
(1-5)
Sony
Pix
(1-5)
Entertainment
HD
Favourite Channel
Favourite Movie
Favourite actor/actresses
Favourite Director
11: Please indicate the satisfaction level after watching English Movies on the following Channels on
Television?
Channels
Indicate on scale of 1-5 where 1 is Extremely Dissatisfied and 5 is

Extremely Satisfied
HBO
Star Movies
Sony pix
Movies Now
Zee Studio
MGM
UTV World Movies
Prime Big & CBS
Sanjay Soni
150
Please indicate whereby 1 =Extremely dissatisfied, 2= Dissatisfied, 3=Neither satisfied nor dissatisfied,
4=Satisfied, 5=Extremely Satisfied)
12: What do you know about the word HD?
________________________________________________________________________
________________________________________________________________________
13: Which Channel comes to your mind when we talk about an HD channel?
___________________________________________________________________________
____________________________________________________________________________
14: Which are the top five things that come to your mind when we talk about the English Movie Channel
Movies Now?
a) _______________________________
b) _______________________________
c) _______________________________
d) _______________________________
e) _______________________________
15: Which other channel do you prefer to watch an English movie on? Please Rank according to your
preference.
HBO
Star Movies
Sony Pix
WB
Zee Studio
MGM
UTV World Movies
Prime Big & CBS
Others (Please Specify):__________________________
Sanjay Soni
151
16: Given Below are some of the features of the English Movie Channel Movies Now, please rate these
features on a scale of 1 to 5 (Where 1=Least important and 5= Most important)
1

5.1 Surround Sound
16:9 Aspect Ratio
Pin Sharp Cinema Style Audio
Blockbusters throughout the Week
17: Do you think the above features make a difference to you while watching English movie on Television?
Yes
No
18: Have these features of Movies Now changed your preference to watch English movies compared any other
channel?
Yes
No
Sanjay Soni
152
19: Please tick () mark your Agreement or disagreement on the following sentences keeping in mind the
channel Movies Now
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
Movies Now provides you excellent quality picture

Movies Now does not provide you a theatre like
Movies Now provides you with excellent quality
sound
Movies Now does not have the potential to convert
Hindi Movie viewers to English Movie viewers
Movies Now shows blockbusters throughout the
week
Movies Now provides you with excellent Movies
I will not watch my favourite movie on any other
Movies Now is better than any other channel in the
same category
I do not like subtitles on Movies Now
I prefer watching movies on Movies Now with DTH
and not on Cable Network
I prefer watching movies only on Movies Now
Movies now does not have a good collection of
Movies
Movies Now grabs your attention
Movies become more entertaining for me when i
watch them on Movies Now
Movies Now does not have any promotional
activities
I would prefer watching the same movie more than
once on Movies Now
I would love to watch Horror Movies on Movies
Now
I prefer watching movies on Movies Now only with
my friends
Sanjay Soni
153
Its the only Channel with best features

It is a Trustworthy Channel
According to me, Movies Now is the best HD
Channel
Movies on Movies Now helps in building brand
I am not satisfied while watching any movies on
Movies Now
Watching Television on Movies Now is a good
experience
Movies Now shows repetitive movies
All movie channels seem the same to me
Although a late entrant, Movies Now has created a
good impact
I will recommend Movies Now to all my friends and
relatives
20: What features do you expect while watching English Movies on Television?
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
Sanjay Soni
154
Appendix 2- List of Tables:
Table
No.
Description
Page
No.
1.1
Indicates the overall industry size of Media and Entertainment Industry
7.1
Indicates the descriptive analysis of different parameters
55
7.2
Indicates the output of One Way Anova
55
7.3
Indicates the homogenous subsets of different parameters
56
7.4
Indicates the preference of content to be watched on television.
60
7.5
60
7.6
Indicates the homogeneous subsets of the different parameter
61
7.7
Indicates the preference of parameters to watch English Movies on television
78
7.8
78
7.9
Indicates the homogeneous subsets of different parameters.
79
7.10
Indicates the preference of English Movie Channel with respect to

Entertainment
80
7.11
80
7.12
Indicates the homogeneous subsets of different channel for Entertainment
81
7.13
Indicates the preference of English Movie Channel with respect to Good

Quality Picture
82
7.14
82
7.15
Indicates the homogeneous subsets of different channel for Good Quality

Picture
83
7.16
Indicates the preference of English Movie Channel with respect to HD
84
7.17
84
7.18
Indicates the homogeneous subsets of different channel for HD
85
7.19
Indicates the preference of English Movie Channel with respect to Favourite

Channel
86
7.20
86
7.21
Indicates the homogeneous subsets of different channel for Favourite Channel.
87
7.22
Indicates the preference of English Movie Channel with respect Favourite

Movie
88
7.23
88
Sanjay Soni
155
7.24
Indicates the homogeneous subsets of different channel for Favourite Movie
89
7.25

Actor/ Actresses
90
7.26
90
7.27
Indicates the Homogenous subsets of English Movie Channel with respect

Favourite Actor/Actresses
91
7.28

Director
92
7.29
92
7.30
Indicates the homogeneous subsets of different channel for Favourite Director
93
7.31
Indicates the weighted Average for HBO
94
7.32
Indicates the weighted Average for Star Movies
94
7.33
Indicates the weighted Average for Zee Studio
95
7.34
Indicates the weighted Average for Movies Now
95
7.35
Indicates the weighted Average for WB
96
7.36
Indicates the weighted Average for MGM
96
7.37
Indicates the weighted Average for UTV World Movies
97
7.38
Indicates the weighted Average for Prime Big & CBS
97
7.39
Indicates the weighted Average for Sony Pix
98
7.40
Indicates the weighted Average for all the English Movie Channels
98
7.41
Indicates the satisfaction level after watching English Movies on different

Channels
99
7.42
Indicates the output for One Way Anova
99
7.43
Indicates the homogeneous subsets of Satisfaction level on different channel
100
7.44
Indicates the ratings given to different features of Movies Now
106
7.45
Indicates the output for One Way Anova
106
7.46
Indicates the homogeneous subsets for different features of Movies Now
107
7.47
Indicates the agreement and disagreement of differenct sentences keeping in

mind Movies Now
110
7.48
Indicates the KMO and Bartletts Test for the different sentences
112
7.49
Indicates One sample t test
114
7.50
Indicates the output of One sample t test
117
Sanjay Soni
156
Appendix 3 List of Figures:
Fig No.
Description
Page No.
2.1
Average Time Spend watching Television
14
4.1
Major Competitors of Movies Now
34
7.1
Indicates the gender of the respondents
53
7.2
Indicates the number of respondent Working and Non working (in

percentage)
54
7.3
Indicates the television viewing habits of the respondents
57
7.4
Indicates the time preference of watching television on weekday
58
7.5
Indicates the time preference of watching television on weekends
59
7.6
Indicates the percentage of time spend watching Hindi Movies
62
7.7
Indicates the time spend watching Regional Movies
63
7.8
Indicates the time spend watching English Movies
64
7.9
Indicates the preference of place to watch Thriller Movies
65
7.10
Indicates the preference of place to watch Comedy Movies
66
7.11
Indicates the preference of place to watch Action Movies
67
7.12
Indicates the preference of place to watch Romantic movies
68
7.13
Indicates the preference of place to watch Science Fiction Movies
69
7.14
Indicates the preference of place to watch Animated Movies
70
7.15
Indicates the preference of respondent of an English Movie over a Hindi

Movie
71
7.16
Indicates the channel preference for watching Thriller Movies
72
7.17
Indicates the channel preference for watching Comedy Movies
73
7.18
Indicates the channel preference for watching Action Movies
74
7.19
Indicates the channel preference for watching Romantic Movies
75
7.20
Indicates the channel preference for watching Science Fiction Movies
76
7.21
Indicates the channel preference for watching Animated Movies
77
7.22
Indicates the awareness level of the word HD
101
7.23
Indicates the top of the mind recall for an HD channel
102
Sanjay Soni
157
7.24
Indicates the ranking of HBO in relation to others
104
7.25
Indicates the ranking of star movies
105
7.26
Indicates whether these features make difference while watching English

Movies on television
108
7.27
Indicates whether the features of Movies have changed their preference to

watch English Movies on any other channel.
Sanjay Soni
109

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A Comparative Study between the newly launched channel

Rizvi Institute of Management Studies & Research

DR. KALIM KHAN

A comparative study between the newly launched channel Movies

Prof. Umar Farooq

Dr. Kalim Khan

Overview of Entertainment Industry ................................................................................ 1

History of Entertainment Industry.................................................................................... 3

Indian Movies & Entertainment................................................................................ 7

Indian Theatres and Drama ....................................................................................... 8

Indian Music ............................................................................................................. 8

Key sectors of Indian Entertainment Industry.................................................................. 9

Indian Film Industry ................................................................................................. 9

Indian Television Industry ........................................................................................ 9

India Music Industry ................................................................................................. 9

India Radio Industry ............................................................................................... 10

Indian Animation Industry ...................................................................................... 10

Government Reform policies for Indian Entertainment Industry .................................. 11

Chapter No.2 Introduction to Television Industry .................................................................. 12

Overview of Television Industry.................................................................................... 12

History of Television Industry ....................................................................................... 15

Post Liberalization Television ................................................................................ 15

Cable television ....................................................................................................... 16

Satellite television ................................................................................................... 18

Direct to Home ........................................................................................................ 18

Internet Protocol Television (IPTV) ....................................................................... 19

Lists of Television Channels .......................................................................................... 20

Chapter No.3 Introduction to English Movie Channels .......................................................... 25

Overview & History of English Movie Channels .......................................................... 25

English Movie Channels and Current Scenario ............................................................. 27

Current Scenario: .................................................................................................... 29

Chapter No.4 Introduction to Movies Now .............................................................................. 31

Overview of Movies Now .............................................................................................. 31

Major Competitors to Movies Now ............................................................................... 34

HBO (Home Box Office): ....................................................................................... 34

Star Movies: ............................................................................................................ 35

Zee Studio: .............................................................................................................. 35

Warner Brothers (WB):........................................................................................... 36

Metro- Goldwyn- Mayer (MGM): .......................................................................... 36

UTV World Movies: ............................................................................................... 37

Prime Big & CBS: .................................................................................................. 38

Sony Pix: ................................................................................................................. 38

Achievements of Movies Now ....................................................................................... 40

The 2011 Road for Movies Now ............................................................................ 43

Chapter No.5 Review of Related Literature ............................................................................. 45

Need & Significance: ..................................................................................................... 49

Research Objectives: ...................................................................................................... 51

Sample Size: ................................................................................................................... 51

Sampling Procedure: ...................................................................................................... 51

Limitation of the study: .................................................................................................. 52

Chapter No.7 Data Analysis & Interpretation ......................................................................... 53

Respondent Profile ......................................................................................................... 53

Occupation of the respondent ................................................................................. 54

Advanced Data Analysis and Data Interpretation .......................................................... 55

Chapter No.8 Major Findings .................................................................................................. 136

References .................................................................................................................................. 145

Comparative Study of Movies Now

Chapter No.1: Introduction to Entertainment Industry

Overview of Entertainment Industry

Rizvi Institute of Management Studies & Research

Comparative Study of Movies Now

Rizvi Institute of Management Studies & Research

Comparative Study of Movies Now