Media Industry

And
Management
 UNIT – I
Hierarchy:
A hierarchy is a system or organization in which people or groups are ranked one
above the other according to status or authority.

Hierarchy in the Newspaper Organizations:

A newspaper company is an organization which owns a newspaper and publishes it
for the people. A newspaper publishing company has several divisions and
departments, each handling its own set of designated tasks and duties.
Different Departments in the Newspaper Organization:
A newspaper organization consists of several departments, the major ones being
 Editorial,
 Advertising,
 Production,
 Circulation, and
 Systems (IT).

It is the job of the editorial department to gather and edit news, take pictures, and
design the pages. Similarly, the advertising department takes care of
advertisements placed in the paper, while the printing is undertaken by the
production department & sales & distribution of the paper is the domain of
circulation department.

Editorial Department
The role and responsibilities of the members of the editorial department depend on
its administrative structure. This in turn is determined by the number of staff
members employed. Newspapers and magazines have different structures. Since a
newspaper has to be produced every day, it calls for speedy work with more people
working it than in a magazine, which may be a weekly, fortnightly or monthly.
In publication houses which bring out a group of newspapers and magazines, the
chief editor is the one who is responsible for the editorial policy of the publishing
house. Though individual editors are free to express their opinions and adopt
policies, the chief editor has to make sure that it is broadly consistent with the
group policy. The chief editor is also the link between the management and the
editorial departments.

The main functions of the editorial department are:

- Gathering of news;
- Macro and micro selection of news;
- Editing of news and features;
- News analysis and other editorial writings
- Layout and design

Editor: The editor holds the key position in a newspaper organization. He / She are
responsible for the editorial content of the newspaper, from editorials to news
reports to comics. The editor's job can be summed as setting the policy for the
paper. This editorial policy guides decisions made by all the editorial staff down
the line.

Its core elements are the focus and tone of coverage, the manner of presentation of
news, and the editorial stance on the issues of the day. The editor's influence is
exerted through those who report directly to him / her, usually the managing editor
and editorial page editor.

News editor: The news editor is in many ways next to the editor. Although the
editor has Assistant Editors working under him, the most important work in a
newspaper is done under the guidance of the News Editor. If the editor represents
the conscience of the paper, then the News Editor is its eyes and ears. The News
Editor is aware of what is happening and has to ensure coverage and deal with the
aspects of obtaining news and use of news.

Bureau chief: The bureau chief is stationed at the headquarters and leads a team of
reporters. He assigns them the events and special stories to be covered day-to-day.
It is the bureau chief's responsibility to cover the developments in his / her area. He
/ She also decided which of the scheduled events are to be covered and by whom.

Special Correspondents: These are regular employees of a newspaper or an agency,

sent to their places with full-time reporting work. They also cover special areas
such as science, business, technology, etc. The most glamorous among special
correspondents are the foreign correspondents, who are stationed in different
important countries.

Reporters: These are newsroom staff member‘s that are junior to special
correspondents but are involved in similar duties. They may be given specific beats
or may be general assignment reporters. Stringers are those who provide news to
an organization without formally being a part of the organization.

Sub-editors: The sub-editor edits the copy, gives headlines to stories, writes
captions and cutline’s for photographs and is usually the last person to read the
copy in detail. It is also the job of the sub-editor to lay out the pages.

Advertisement department
Newspapers derive their revenue from two sources – advertising and circulation.
Advertising revenue (i.e., the money paid by advertisers to place an advertisement
in a newspaper) accounts for 75-80 per cent of the total revenues of many Indian
newspapers. The newspaper’s cover price of Rs. 4 per day is the revenue from
circulation, and this accounts for just 20-25 per cent of the total revenues. A
newspaper organization cannot survive on just circulation revenue, so the
advertising revenues are crucial for its operation.

Advertisement department must constantly strive to increase the advertisement

volume in the newspaper, because of the low revenue from subscriptions coupled
with the rising costs of newsprint, competition among newspapers and the threat
from the television and the Internet media.

The two broad types of advertising seen in newspapers are

(i) Display advertising
(ii) Classified advertising
Display ads are specially designed and are given to newspaper in PDF or image
file formats. These cannot be changed in any way and need to be carried (i.e.,
published) as they are. The tariff for display ads is specified in Rs. per Column
inch. These rates are contained in the ‘Rate Card' and are determined by the
advertisement department after considering the paper's circulation, production
quality and its position in the market.

Classified ads are set in plain text with no particular design. These are arranged in
subject-wise categories and hence the name. The charges consist of fixed and
variable components. For example, a newspaper may offer first three lines of text
at, say, Rs. 300 and then charge Rs. 150 for each additional line.

Newspaper advertising is usually sold on a Run-of-Print basis. RoP means the

advertisement will be placed in the position that is most suitable and satisfactory to
the publisher. Thus the newspaper does not make a commitment as to the exact
placement of the advertisement.

However, certain advertisers prefer 'special position' for their advertisements, and
the newspapers charge extra for preferred positions. Newspapers also charge extra
for split-run service, in which alternate copies of the same paper are printed with
different advertisements of the same product.

Functions of the advertisement department

(i) Getting the ads: Just as there is competition among newspapers for readers
(circulation), there is competition for advertising. Newspapers try their best to offer
attractive terms to advertisers, while also maximizing their revenue.

(ii) Billing and Collection: Preparation of bills and collection of payments from
advertisers is an important function of the advertising department. Payments for
classified advertisements are usually received in advance. Payments for those
released by agencies accredited to Indian Newspaper Society (INS) become due
only after 75 days. In some newspapers, billing and collection may be an integral
part of the department, while in others this may be left to the accounts department.
In either case, the advertisement department should be aware of the
creditworthiness of the clients.

(iii) Dummy preparation: To prepare a dummy means to plan a blueprint of the

page with space marked out for ads and editorial contents. For the advertisement
department, the dummy provides a way by which it can fix the exact location of
every ad instead of leaving that decision to the layout stage. It also ensures that
advertisements of competing advertisers do not appear on facing pages. Once the
advertisement department marks out the space for ads, the editorial department is
then free to use the rest of the space for editorial matter. So, the dummy system
provides a means of planning an edition in an orderly fashion.

Dummy preparation is expected to be in keeping with the paper's policy on the

ratio of editorial to advertising space. While a newspaper is primarily a medium for
carrying news, the number of pages in an edition is determined by the volume of
ads to be carried that day rather than the amount of news.

Production department
The production department is concerned with transforming the creative work of the
editorial department into the finished product, namely, the newspaper. For today's
newspapers, the production quality is as important as the quality of the editorial
contents. The head of the production department for a given edition is known as
the Printer. It is mandatory to carry the Printer's name in the newspaper's imprint
line.

The major sub-divisions of production department are CTP section, Press Room
and Mail Room. In the first section, printing plates are made for each page to be
printed. The Press Room is where the ink actually meets paper on offset printing
machines. In the Mail Room, printed copies are counted, packed and dispatched to
various locations in required numbers.

Given the importance of production quality for readers as well as for advertisers,
the production department constantly monitors the registration, color reproduction,
folding and cutting of the paper to make sure they meet the paper's standards.
Apart from these day-to-day operations, the department needs to procure in
advance the required quantities of paper, inks and other material that goes into
printing, apart from maintaining the upkeep of the press.

In addition to the above, the production department needs to periodically assess the
circulation trends and decide on setting up printing centers close to the areas of
growing circulation. The need to meet growing circulation in areas outside the core
market of a newspaper sometimes leads a newspaper to enter into arrangements
with other printing establishments to print the paper on a payment basis. For
instance, this is the case with The Hindu in Uttar Pradesh and Punjab, whereas the
paper is printed in the facilities of HT Media by an arrangement.

Circulation department
Circulation means the number of copies of a newspaper that are sold and paid for.
For a mainstream newspaper, the circulation is a measure of a newspaper's success
and is largely the basis of advertisement revenue. The higher the circulation and
the larger the numbers of readers it reaches, the higher the advertisement tariff.

Functions of the Circulation Departments

(i) Packing and dispatch: As the newspaper comes out of the press, arrangements
must be made to pack them for dispatch to sales agents. In packing and transport,
care has to be taken to make sure the copies reach the agent without damage or
delay. Since the main section of a newspaper and the day's supplements are printed
and packed separately, it should be seen to it that the number of copies of the two
sections dispatched to each area match.

(ii) Relationship with agents: The agents distribute the newspaper in a given area.
They are usually exclusive to a newspaper. They are the most important persons
for circulation department because they come in contact with the readers and are
aware of their likes and dislikes. They also know the position of other competing
newspapers because they are in direct touch with the readers.

(iii) Subscription: This section deals with the distribution of newspapers sent by
mail. Some subscription copies may also be distributed through agents. The
subscription section receives advance payment for a newspaper for a particular
period.

(IV) Collection of sales revenue: The main responsibilities of the circulation

department are selling newspaper, delivering it timely and the collecting the
revenue. Although these functions are distinct and separate, they are closely
related. Efficient collection is one of the key factors in building a list of permanent
subscribers. If the paper is delivered by independent contractor, its proceeds are
collected on a dual basis. The contractor collects it from the customers and the
newspaper collects it from the contractor.

(v) Print order: The number of copies to be printed of each edition is usually
determined by the circulation department. This department prepares print order for
each edition on the basis of supply requirements of agents, hawkers, subscribers,
advertising voucher copies, complimentary copies and other requirements. This is
a time-bound operation and to a large extent establishes deadlines for other
departments.

(VI) Supply of information to RNI, ABC: It is also the job of the circulation
department to supply information on the circulation of the paper to the Registrar of
Newspapers for India (RNI) and to the Audit Bureau of Circulation (ABC).

Hierarchy in the Television Channels:

In spite of the growing prevalence of cable TV channels, millions of people still
depend on their local television stations for news stories, weather updates and
special interest programs.
Local television stations need qualified professionals in a wide range of positions
to carry out their daily tasks. These positions vary from administrative officers to
on-air talent to technical staffers.
The organizational structure of most stations begins with four critical off-screen
positions:
 General Manager,
  news director,
 sales manager and
 Production manager.

General Manager: The general manager supervises the station's management and
operations tasks. The general manager establishes and implements station policy
and often have the final word in decisions affecting the station's programming and
production work.

If the station is an affiliate of a nationwide network, the general manager

coordinates local programming schedules with the network to prevent any
scheduling conflicts. The general manager also works with the news, sales and
technical staff members to ensure that the station's operations run smoothly.

News Director: The news director coordinates the station's news-gathering efforts.
The news director may be called on to write news stories, edit stories from
reporters and coordinate schedules for covering breaking news stories.

For stories with nationwide impact, the news director for the local station
coordinates efforts with the network news staff and determines how to cover the
story to show its affects on the local community.

The news director is also in charge of activating the Emergency Broadcast System
in the event of a natural disaster.

Sales Manager: Commercial television stations rely on advertising to generate

revenue. The station sales manager works with the ad sales staff on lead
generation, sales techniques and client relations to sell the station's available
commercial time.

The sales manager hires and trains new sales staff, finds the best sales
opportunities for the station's programming and creates sales plans and objectives.
The sales manager works with the general manager to determine the station's
revenue needs and the best methods to meet those needs.

Production Manager: The production manager supervises each live local newscast
and assigns news stories to anchors. The tasks of the production manager include
setting the order of stories for each newscast and selecting when and where any
live remote reports occur. The production manager works in the operations booth,
alongside the director and technical staff, to ensure that the lights, camera angles
and sound cues all work together to present a professional and informative
program.

At the network level, the divisions are somewhat more complicated. Although the
major networks differ in their setups, all seem to have the departments that perform
the following functions:

Various Departments and its functions in the TV Channel:

For a television organization to manage the affairs there is a Board of Management
or Board of Governors or Board of Directors. The Chief Executive or Chairman or
Managing Director approved by the Board, is the Administrative and Executive
Head of the Corporation.
Human Resources or Administration & Personnel Department: This department is
responsible for formulation and implementation of administrative policies. Admin
& Personnel Department consists of two sections "Administration section" and
"Personnel Section". The overall head is Director whereas at centers Executive
Administration & Personnel Manager heads it.
Programs Department: Program Department is responsible for making programs
like dramas, music, infotainment and religious programs and miscellaneous
programs. The Director Programs heads this Department whereas Executive
Programs Manager is the person in charge.
News Department: This department is responsible for news gathering, production
and Telecast through news bulletins. This department is headed by Director News
and Senior News Editor is the in charge.
Current Affairs Department: Current Affairs related programs are a regular feature
of transmission of a news channel. A Director Current Affairs heads it & at small
stations. Head of Current Affairs is team leader. This department is responsible for
making current affairs programs and bulk of programming at a channel is
contributed by it.
Sports Department: Sports Department is to provide sports entertainment to
viewers and is headed by Director Sports and there are Sports Producers at
different centers as well. Apart from occasional International / National sports
coverage TV channels also televise live national and international sports around
the world.
Sales: Handles sales of network commercials & work with advertising process.
Entertainment: Works with the producers to develop new programs for the
networks.
Owned and operated stations: administers those station owned by the networks.
Affiliated Relations: A very important job in the new century, it supervises all
contracts with stations affiliated with the network and generally tries to keep the
affiliates happy.
Standards: checks all network programs to make sure they do not violate the law or
the networks own guidelines for appropriate content.
Operations: handles the technical aspects of actually sending programs to affiliates.
International Relations Department: The major responsibility of this Department is
to promote friendly relations with international TV Networks/Organizations to
enhance knowledge in the field of electronic media. It also participates in the
International Television Festivals/Competitions held in different countries by
sending best programs.
Engineering Department: The Engineering Department takes care of the day to day
operations and maintenance of a TV network and Rebroadcast Stations, new
projects, Planning & Procurement, as well as research and Development activities.
At national level Director Engineering is the while at centers Executive
Engineering Manager may be the in charge.
Marketing: The Marketing Department of TV network is responsible for marketing
programs and the commercial time on its screen. It is the major source of any TV
network earnings. It is headed by Director Marketing at large stations and by
General Managers at the small stations. Advertisers can book commercial spots in
the commercial breaks provided between programs and can also sponsor programs
shown on a TV network.
Information Technology: The Information Technology Department is responsible
to deal the IT up-gradation and solutions to bring improvement on screen and
ensure non-stop programming. It is headed by Controller at large stations and IT in
charges small stations.
Finance Department: Finance Department is headed by Director Finance large
stations and by Executive Manager Finance at small stations. It has to record all
business transactions according to the prevailing tax laws and accounting
principles.
Sub-Departments
Programs Department: This Department manages the creation of projects.
Camera Department: This is a sub division of projects creation Department. It is
going by boss cameraman and is bolstered by cameramen, light men, still picture
taker.
Outline Department: This office is in charge of set outlining and erection of sets in
the studios and outside of different a TV organize programs. It is going by the
Design Manager and comprises of architects and other care staff and studio hands.
Make-up: This is a sub area of projects division and manages the make-over and
gets ups of the gifts as indicated by nature of the program.
Introduction Section: This segment goes under projects office and handles the
Scheduling and communicates of programs/ads

Directorate of Advertising and Visual Publicity (DAVP):

The Directorate of Advertising and Visual Publicity (DAVP) are the nodal agency
of the Government of India for advertising by various Ministries and organizations
of Government of India, including public sector undertakings and autonomous
bodies.
At the time of the Second World War, the Government of India asked the leading
advertisement agencies to form a consortium and set up a publicity unit
in Shimla to handle war propaganda, tackle rumor mongering, put out messages
about black-outs and handle recruitment to the armed forces. When the war ended,
this consortium was converted into its present form.
It was established in 1955 and has its headquarters in Delhi and regional offices
in Bangalore and Guwahati. Its work is further facilitated by two regional
distributors’ centers at Kolkata & Chennai.
DAVP Role:

DAVP has been working as a catalyst of social change and economic growth over
the years. It has been instrumental in creating awareness amongst masses on socio-
economic themes, seeking their participation in developmental activities and for
eradication of poverty and social evils.

 To perform the functions of a multi-media advertising agency for the Central

Government.
 To act as service agency for Central Government ministries/departments to
meet their publicity needs including production of media inputs as well as
dissemination of messages/information.
 To help Central Government departments in formulating communication
strategies/media plans and help implement them at the grass-root level by
providing multi-media support.

The channels of communication used are:

 Advertisements: Release of press ads.

 Exhibitions: Putting up exhibitions
 Outdoor Publicity: Display of hoardings, kiosks, bus panels, wall paintings,
cinema slides, banners etc.
 Printed Publicity: Booklets, folders, posters, leaflets, calendars, diaries etc.
 Audio & Visual Publicity - Spots/Quickies, jingles, sponsored programs,
short films etc.
 Mailing of publicity material: Distribution of publicity material
 Digital media publicity: Through Bulk SMS website and other emerging
Media.

The main set-up of DAVP at the headquarters consists of :

 Campaign Wing - for coordinating publicity campaigns

 Advertising Wing - for release of press advertisement
 Outdoor Publicity Wing - for display of outdoor publicity material
  Printed Publicity Wing - for printing of publicity material
 Exhibition Wing - for putting-up exhibitions
 Mass Mailing Wing - for distribution of publicity material
 Audio-Visual Cell - for production of audio/video program
 Studio with DTP facility - for designing
 Copy Wing - for making copy
 Coordination Cell - for coordinating PQs, VIP ref., Parl.Committees
 Electronic Data Processing Centre - for processing of bills.
 Accounts Wing
 Administration Wing

Apex Bodies:

Indian Newspaper Society (INS):

The Indian Newspaper Society (INS) acts as the central organization of the Press
of India, an independent body authenticating circulation figures of newspapers and
periodicals in India.
It is an organization which plays a major role in protecting and promoting the
freedom of press in India. The society was founded in 1939. Its headquarters are
New Delhi.
INS membership comprises the owners, proprietors and publishers of print media
who discusses and suggest various measures to the government regarding the
problems related to the newspaper industry. It is a kind of pressure group which
works to protect the interest of newspaper industry in particular and print media in
general.
Objective of INS

The objective of the Society which may be enlarged at any time as hereinafter
provided are:-

 To act as a central organization of the Press of India, Burma and Ceylon.

 To promote and safeguard such business interests of members as affected or
are likely to be affected by the action of Legislatures, Governments, the Law
 Courts, municipal and local bodies and associations or organizations
commercial or formed for any other purpose and to take such steps as may
seem desirable to that end.
 To collect information upon all topics having a practical interest for
members and to communicate the same to them.
 To promote co-operation in all matters affecting the common interests of
members.
 To hold periodical conferences of its members to discuss and determine
action on matters of common interest.
 To make rules to govern the conduct of its members, to provide penalties for
the infringement thereof, and to provide means of determining whether there
has been such infringement.
 To maintain a permanent secretariat in India to watch over the interests of
members and to permit of a constant interchange of information and views.
 To do or concur in doing all such other things as may be considered
conducive or incidental to the attainment of the aforesaid objects or to the
interests of newspapers in general or of the Society or any of its members in
particular

Audit Bureau of Circulation (ABC):

Audit Bureau of Circulations (ABC) is one of the several organizations of the same
name operating in different parts of world. ABC founded in 1948 is a voluntary
organization consisting of publishers, advertisers and advertising agencies as
members. It does pioneering work in developing audit procedures to certify the
circulation figures of publications which are members of ABC.

The main function of ABC is to evolve, lay down a standard and uniform audit
procedure by which a member publisher shall compute its Qualifying copies. The
circulation figure so arrived at is checked and verified by a firm of chartered
accountants which are empanelled by the Bureau. The Bureau issues ABC
certificates every six months to those publisher members whose circulation figures
confirm to the rules and regulations as set out by the Bureau.
Circulation figures that are checked and certified by an independent body are an
important tool and critical to the advertising business community

ABC's membership today includes 562 Dailies, 107 Weeklies and 50 magazines
plus 125 Advertising Agencies, 45 Advertisers & 22 New Agencies and
Associations connected with print media and advertising. It covers most of the
major towns in India.

An Advertiser would like to know the facts and figures before investing his money
in advertising. An Advertiser ought to know how many people buy a publication
and in which area.
The ABC gives all these vital statistics every six months. The ABC figures are not
the outcome of opinions, claims or guesswork, but they are the result of rigid, in-
depth and impartial audits of paid circulation of member publications by
independent firms of Chartered Accountants working in accordance with the rules /
procedures prescribed by the Bureau.

Editor’s Guild of India:

The Editors Guild of India is the only professional organization representing editors
across the country. It was established in 1977 just after the Emergency. It has nearly
200 members from national, regional and local newspapers, magazines and
electronic media.

The body has been at the forefront of the movement against laws and executive
action which attempts to curb the press freedom and gag the press, and it has
successfully campaigned against passing of black laws like the Defamation Bill,
POTA against journalists, Broadcast Regulatory Authority, etc, a release from the
Guild said.

It has launched its website which would serve as a guide for the action taken by the
Guild to protect freedom of media organizations and editors in the country.

Among other things, the Code of Practice for Journalists published by the Guild
would be available on the site. The aims and objectives of the Guild as given on the
site are upholding the freedom of the Press and other mass media, striving for
improvement of professional standards, safeguarding editorial independence and
taking appropriate steps to implement and further these aims and objects.
News Broadcasters Association (NBA):
The News Broadcasters Association is a private association of different current
affairs and news television broadcasters in India. It was established by
leading Indian news broadcasters in October 2008.
The association was set up to deal with ethical, operational, regulatory, technical
and legal issues affecting news and current-affairs channels. Its founding members
were:
 NDTV,
 Times Global Broadcasting,
 TV Today Network,
 TV18 Group,
 Zee News,
 Media Content and Communication Services,
 Independent News Service, and
 Global Broadcast News.

Mission:

To serve as the eyes and ears of the private news & current affairs broadcasters, to
lobby on its behalf and to act as a central point of joint action on matters of
interest.

Objectives of the News Broadcasters Association (NBA)

 To promote, aid, help, encourage, develop, protect and secure the interests of
the News Broadcasters in the Indian television Industry and other related
entities.
 To promote awareness about the latest developments in the television
industry relating to News Broadcasting and to disseminate knowledge
amongst its members and the general public regarding such developments.
 To provide for the members a place of meeting so as to enable them to work
in consensus to achieve common goals for the overall betterment of their
industry and to have a common platform/forum at which they may air their
grievances and arrive at solutions.
  To promote the growth of friendly relations amongst the members and
amongst persons engaged in the production and broadcasting of the
television software and especially to encourage co-operation among the
members so as to maximize mutual benefits.
 To protect all its members from persons or entities who carry on unfair
and/or unethical practices or who discredit the television industry.
 No objects of the Company will be carried out without obtaining prior
approval/ NOC from the concerned authority, wherever required.

None of the main objects shall be carried out on commercial basis.

Broadcasting Content Complaints Council (BCCC):

The BCCC is an independent Council set up by the Indian Broadcasting

Foundation. The Council comprises of a thirteen member body consisting of a
Chairperson being a retired Judge of the Supreme Court or High Court and 12
other members. The composition of other members shall be as under:

 Four non-broadcaster members

 Four members from any national level Statutory Commissions
 Four broadcaster members

BCCC would examine complaints about television programs received from the
viewers or any other sources, including NGOs, RWAs, and Ministry of
Information & Broadcasting etc. and ensures that the programs are in conformity
with the Self Regulatory Content Guidelines.

Procedure:

Any person or a group of persons, may, either individually or jointly, file a

complaint directly to BCCC against any program broadcast on any of the TV
Channels within 14(fourteen) days from the date of the first broadcast.

A complaint must be made in writing, either in English or Hindi, and must include
the following:

 Name,
 age,
  complete address of the complainant
 Name TV Channel and specify the program
 Date and time of broadcast
 Short summary of the subject matter of the complaint.

However, in order to facilitate the General Public making complaints, the

Secretariat will not insist on accepting complaints in the prescribed format. In case
the complaint is sent by e-mail, a hard copy of the complete complaint with
enclosures may also be sent by post to Secretary General, BCCC. Complainant can
also register his/her complaints online as well. On receipt of a complaint, the
BCCC Secretariat will acknowledge the complaint within two working days of the
receipt of the complaint.

All complaints so received will be put up for orders of Chairperson by the BCCC
Secretariat within three working days from the receipt of the complaint(s). If the
complaint appears prima facie vexatious, frivolous or motivated or appears
baseless, the Chairperson shall initiate no action but will direct BCCC Secretariat
to put up the same at the next meeting of BCCC to decide whether the complaint
should be processed or not. The BCCC shall direct further action to be taken.

In case of any complaints received by the BCCC for a channel which is not a
member of IBF, such complaint shall be forwarded to the Ministry of Information
& Broadcasting for appropriate action.

If the Chairperson feels that complaint appears to, prima facie, indicate a possible
violation of the Code, the Chairperson will direct BCCC Secretariat to ask the
concerned Channel to submit their views on the offending content within one
working week from the receipt of the letter from BCCC in the matter.

On receipt of request from BCCC, the Electronic Monitoring Media Center

(EMMC), Ministry of Information & Broadcasting shall submit tape/CD on the
offending content within two working days.

The reply of the Channel, in any, along with video/footage as received from
EMMC will be put up for consideration of BCCC in its next meeting. If BCCC is
not satisfied with the response of the concerned Channel, the BCCC should decide
whether the offending content has violated the Guidelines.

In case a violation is detected, BCCC shall direct the concerned Channel to modify
or withdraw such content within a week on receipt of direction from BCCC. It
shall be open to the Channel to seek a personal hearing and to BCCC to seek the
Channel’s presence at their meeting. However, this shall not be construed to grant
any further time extension but must be allowed within the same period granted by
sub section 3. If the representative of the Channel fails to appear before BCCC on
the stipulated date, the BCCC may decide the complaint ex-parte as the BCCC
may deem fit.

In the event of a channel found to have been/being telecast any objectionable

unauthorized content, messages, or communication inconsistent with public
interest or national security or its continued telecast may create a serious law and
order problem or incite violence, BCCC may, upon due consideration, pass an
interim order, directing immediate withholding of the offending telecast by the
Channel and direct the Channel to send its justification within twenty four hours to
enable issue of final order by the BCCC in the matter.

If the channel defies the order of the BCCC, the matter may be referred to Ministry
of Information & Broadcasting within the next 24 hours for appropriate action. If it
appears to BCCC that a motivated complaint has been made with the objective of
tarnishing the reputation and or the goodwill of the concerned Channel in the
market, the BCCC can blacklist such complainants for three years and no
complaint shall be entertained thereafter from such complainants.

The BCCC shall not entertain anonymous as well as pseudo anonymous

complaints.

Indian Broadcasting Foundation (IBF):

Indian Broadcasting Foundation established in 1999 is India's premium apex

organization of television broadcasters.

IBF consists of major broadcasters with more than 250 TV Channels. IBF enjoys a
unique position as the accredited spokesman of the broadcasting industry.
IBF has played a significant role in a short span of time in protecting and
promoting the interests of its members and freedom of electronic media in the
world's largest democracy.

IBF identifies and pursues growth opportunities for its members and ensures that
the members present a strong collective voice regionally, nationally and globally.
Changes in Up-linking & Down-linking Guidelines

Based on the input received from members, IBF has submitted a proposal to the
Ministry of Information and Broadcasting requesting the Ministry to recast the
existing "Policy Guidelines for Up-linking and Down-linking of TV channels" to
reflect the fast evolving electronic media landscape in the country and facilitate
ease of doing business in India.

Subsequent to IBF submissions, some of the changes in the guidelines notified by

the Ministry are given below:

1. Persons holding the Top Management positions in the applicant company

(i.e. Broadcaster) need not have any prior experience in a media company
operating non-news and current affairs TV channels
2. Now clearance from Department of Space (DoS) would not be required for
TV channel applications proposing to uplink from teleports which are
already cleared by DoS and permitted by the Ministry of Information and
Broadcasting
3. A broadcaster/teleport operator can now “make payment in foreign exchange
towards availing transponder services on foreign satellite for up-linking of
TV channels/ Teleports / DSNG vans directly to the satellite service
providers without approaching the Ministry. Now we would only seek prior
approval only “if the proposed remittance is from other than Exchange
Earner's Foreign Currency (EEFC) accounts”

IBF is working closely with the Ministry to simplify entire up-linking and down
linking policy.

Telecom Regulatory Authority of India (TRAI):

The Telecom Regulatory Authority of India (TRAI) is a statutory body set up by

the Government of India under section 3 of the Telecom Regulatory Authority of
India Act, 1997.

It is the regulator of the telecommunications sector in India. It consists of a

Chairperson and not more than two full-time members and not more than two part-
time members.
TRAI's mission is to create and nurture conditions for growth of
telecommunications in India to enable the country to have a leading role in the
emerging global information society.
One of its main objectives is to provide a fair and transparent environment that
promotes a level playing field and facilitates fair competition in the market. TRAI
regularly issues orders and directions on various subjects such as
 Tariffs,
 Interconnections,
 Quality of service,
 Direct To Home (DTH) services and
 Mobile number portability

The TRAI Act was amended by an ordinance, effective from 24 January 2000,
establishing a Telecommunications Dispute Settlement and Appellate Tribunal
(TDSAT) to take over the adjudicatory and disputes functions from TRAI.

TDSAT was set up to adjudicate any dispute between a licensor and a licensee,
between two or more service providers, between a service provider and a group of
consumers, and to hear and dispose of appeals against any direction, decision or
order of TRAI.
 UNIT – II

Ownership Patterns of Mass Media

Media is medium to communicate to masses. It includes:

 newspaper,
 radio,
 television,
 films,
 internet,
 books,
 magazines,

Media is considered as fourth pillar of democracy because it provides information,

source of entertainment, debates and discussions, virtual classes, platform to
express views and opinions and to raise voice against unfavorable schemes of
government. It helps in building qualities of leadership, self- confidence, truth,
non-violence and trustworthy.

Ownership Patterns of Mass Media in India

It follows socialism and has mixed economy. Therefore, public as well as private
sector both plays an important role in the growth of nation. Likely in the case of
media, public authorities as well as private individuals both own the media in one
or the other way. The ownership pattern changes from private to third party or
public to autonomous body.

Newspapers & Magazines Private Ownership: It can be owned by:

 Individual (Businessman/Industrialist) •
 Partnership •
 Association/Trust •
 Joint Stock Company In India,

Mostly around 70% of newspapers are owned by private individuals.

Newspapers & Magazines Public Ownership/ Governmental Organizations:

Generally, the government does not own any newspaper and magazine. There are
certain governmental media related organizations that releases information of
various ministries in public domain. They are as:

 Press Information Bureau(PIB)

 Publication Division
 Research & Reference Division
 Photo Division
 Press Council of India

Films Private Ownership Pattern: As soon as film is completed in its shoot, the
producer contacts distributors of one territory or more distributors of different
areas so as to sell its film in the cinema halls. All rights of a film are sold to
distributors. The distributor then negotiates with the exhibitors who own chain of
theatres. Hence, private ownership of the films gets transferred to distributors.

Films Media-related Governmental Organizations: There are certain media-related

governmental organizations:

 Film Division
 Central Board of Film Certification (CBFC)
 National Film Archive of India
 National Film Development Corporation (NFDC)

Radio Governmental Organizations: Indian Broadcasting Company came under the

control of government after its liquidation. It became Indian Broadcasting Service.
It was later renamed to ‘All India Radio’ in 1936 and came to be known as
‘Akashvani’ from 1957. Radio-related governmental organizations are:

 News Service Division

 External Services Division
 Commercial Broadcasting Service

Radio Private Ownership: There are wide number of FM channels of various

companies/industrialists/businessman to earn profit. Mostly, the license is granted
to them by government on periodic basis. Examples of FM Channels:

 Radio Mirchi Channel

 Channel by Surya Network
Media is channel of communication. It has both pros and cons. The media can’t be
provided with absolute rights and privileges. Certain checks are necessary in
accordance with Article 19(2) of Indian Constitution. The government holds
control over media through various organizations which works under Ministry of
Information & Broadcasting.

Newspaper Ownership in India:

The Indian media market differs from those of developed countries in several
ways. For one, India is a developing country and all segments of the media
industry are still growing unlike in developed countries. The media market in India
remains highly fragmented, due to the large number of languages and the sheer
size of the country.
Types of Newspaper Ownership in India:
There are various types of media ownership. There are many media organization in
the country that are owned and controlled by a wide variety of entities including
corporate bodies, societies and trusts and individuals.
There are four major types of ownership of mass media.
 Chain Ownership,
 cross media,
 conglomerate and
 Vertical integration.
Chain Ownership: Chain ownership means the same media company owns
numerous outlets in a single medium. In India it applies mostly to newspapers.
There are many publishing groups in India which fall into this category such as the
group headed by the
 Times of India,
 Hindustan Times,
 Indian Express,
 Statesman,
 Ananda bazar Patrika,
 The Hindu,
 Telegraph and
 Living media foundations.
Cross Media Ownership: Cross-media ownership is the ownership of multiple
media businesses by a person or an entity. These businesses may include print,
television, radio and online entities. When a person owns outlets in any two of
these sectors, it is considered to be a case of cross-media ownership. Equity
holding in a company is commonly used measure of ownership / control in a
company.

Conglomerate Ownership: Conglomerate ownership means the ownership of

several business one of which a media business. For example when a publishing
company owns a newspaper along with chemical, fertilizer, cement rubber or
plastics factories, or a liquor brewery or distillery or a major corporation has
controlling shares in a number of media related business, the pattern is
conglomerate.

Vertical Integration: Vertical integration indicates that a media company

monopolizes the production of the ingredients that go into the making of media
products.
For example a newspaper publisher may own several hundred areas of forests
where the major components of a newspaper namely wood for newsprints
cultivated. Some other newspaper company may own a factory that produces the
bulk of the printing ink or processed used in the industry. Certain film companies
may own studies or industrial units producing film stocks or even a chain of
theatres where the films are exhibited.

Foreign equity in Indian media:

The government (GOI) has recently (2016yr) further liberalized the FDI caps in
key sectors (including Direct-To-Home (DTH), print media and radio) and entry
restrictions for foreign companies have been relaxed for most segments of the
M&E industry.

Entry routes:

Foreign investments are permitted in an Indian company either after obtaining

approval from the Indian Foreign Investment Promotion Board (approval route) or
freely (automatic route). As a thumb rule, unless sector restrictions/caps have been
provided under the Indian foreign exchange regulations, 100% foreign investment
may be made in an Indian entity under the automatic route. However, even under
the automatic route the foreign investor is required to fulfill certain procedural
compliances, such as the valuation at which the shares of the Indian company can
be transferred/issued need to be met.

Set out below, is a brief outlook of the sector restrictions for foreign investment in
the M&E industry:

SECTOR/ACTIVITY % OF FDI ENTRY ROUTE

CAP/
EQUITY

I. Broadcasting

a. Broadcasting Carriage Services

1. Teleports (setting up of up-linking 74% Automatic up to

HUBs/teleports) 49% Government
2. Direct-to Home (DTH) approval route
3. Cable networks (Multi System operators – beyond 49% and
MSOs) operating at National or State or District up to 74%
level and undertaking up gradation of networks
towards digitization and addressability)
4. Mobile TV
5. Head end In The Sky (HITS) Broadcasting
Service

Cable Networks (Other MSOs not undertaking 49% Automatic

up gradation of networks towards digitalization
and addressability and Local Cable Operators
(LCOs))

b. Broadcasting Content Services

Terrestrial Broadcasting FM (FM Radio), 26% Government

subject to such terms and conditions, as approval
specified from time to time, by Ministry of
Information & Broadcasting, for grant of
permission for setting up of FM radio stations

Up-linking of 'News& Current Affairs' TV 26% Government

Channels approval

Up-linking of 'Non- News & Current Affairs' 100% Government

TV Channels/Down-linking of TV Channels approval

II. Films

Films and advertising industry 100% Automatic

III. Print Media

Publishing of newspaper and periodicals 26% Government

dealing with news and current affairs approval

Publication of Indian editions of foreign 26% Government

magazines dealing with news and current affairs approval

Publishing/printing of scientific and technical 100% Government

magazines/ specialty journals/ periodicals, approval
subject to compliance with the legal framework
as applicable and guidelines issued in this
regard from time to time by Ministry of
Information and Broadcasting

Publication of facsimile edition of foreign 100% Government

newspaper approval

International film studios such as Warner Bros., Disney, Fox and DreamWorks
have collaborated with local film production houses to develop Hindi and regional
films. Some recent investments in the M&E industry by global player’s includes3:

 US based investment firm Tiger Global Management LLC has acquired a 25

per cent stake in 'The Viral Fever' (TVF), an online video content creator,
for US$ 10 million.
  Balaji Telefilms Limited has raised Rs 150.08 crore (US$ 22.09 million)
through allotment of equity shares on preferential basis to catapult the
launch and growth of ALT Digital Media, a Business-to-Consumer digital
content business segment of Balaji Group.
 Reliance Entertainment (owned by Mr. Anil Ambani) and DreamWorks (led
by Mr. Steven Spielberg), along with Participant Media (led by Mr. Jeff
Skoll) and Entertainment One (eOne) have formed a new film, television
and digital content creation company called 'Amblin Partners', and have
raised US$ 500 million in debt to develop and produce films.
 Walt Disney, who earlier held a 50% stake in UTV, has now acquired a
controlling stake in UTV Software Communications.

Press commissions:
To make comprehensive inquiry & to examine issues associated with its working
journalists & freedom of press machinery ensuring high standard of journalism,
government of India appointed underwent two press commissions:

 First press commission in 1952

 Second press commission in 1978

First Press Commission:

It was formed under the chairmanship of Justice J.S.Rajdhyaksha on 23rd

September 1952 by ministry of Information & Broadcasting to inquiry into the
state press of India.

Press Commission submitted its annual report in 1954, made several important
recommendations, which help in constituting the profession of journalism in
systematic manner.

Recommendations of Press Commission:

 A press council should be established.

 Appointment of wage board for the working journalists.
 Recommendation of RNI (Register of Newspaper of India), as a result RNI
was created on July 19th.
 To decline the status & Independence of Editor.
Second Press Commission:

It was established on May 1978 under the chairmanship of Justice P.C.Goswami

and he resigned on January 1980. Then Commission was reconstituted in April
1980 with Justice K.K.Mathew as its chairman. The Second Press Commission
submitted the report on 1982.

Recommendations of Second Press Commission:

 Press should act as a vital body for the development of the society.
 Widely accessible to all & also accountable to everyone in the society.
 Press should act as bridge between the Government & Public.
 Formation of Newspaper Development Commission (NDC) for the growth
of Big, Medium, Small Newspapers.
 Newspaper should introduce price & page schedule.
 Newspaper should have a stable advertisement policy bagged by the
Government of India.
 Press law should be amended.
 Free functioning of press being unbiased & producing quality content.

Wage Board for Working Journalists:

In the 1950s and 60s, when the organized labor sector was at a nascent stage of its
development without adequate unionization or with trade unions without adequate
bargaining power, Government in realization of the problems which arise in the
arena of wage fixation due to absence of such bargaining power, constituted
various Wage Boards.

The Wage Boards are tripartite in character in which representatives of workers,

employers and independent members participate and finalize the recommendations.
Except for the Wage Boards for journalists and non-journalists newspaper and
news-agency employees, which are statutory Wage Board, all other Wage Boards
are non-statutory in nature. Therefore, recommendations made by these Wage
Boards are not enforceable under the law.

The importance of the non-statutory Wage Boards has consequently declined over
a period of time and no non-statutory Wage Board has been set up after 1966,
except for sugar industry, where last such Wage Board was constituted in 1985.
The trade unions, having grown in strength in these industries, are themselves able
to negotiate their wages with the management.

The Working Journalists and other Newspaper Employees (Conditions of Service)

and Miscellaneous Provisions Act, 1955 (45 of 1955) (in short, the Act) provides
for regulation of conditions of service of working journalists and non-journalists
newspaper employees. The Section 9 and 13 C of the Act, inter-alia, provide for
constitution of two Wage Boards for fixing or revising rates of wages in respect of
working journalists and non-journalists newspaper employees, respectively.

The Central Government shall, as and when necessary, constitute Wage Boards,
which shall consist of

 Three persons representing employers in relation to Newspaper

Establishments;
 Three persons representing working journalists for Wage Board under
Section 9 and three persons representing non-Journalist newspaper
employees for Wage Board under Section 13 C of the Act.
 Four independent persons, one of whom shall be a person who is, or has
been a judge of High Court or the Supreme Court, and who shall be
appointed by the Government as the Chairman thereof.

Since 1955, the government has constituted 6 wage boards at regular intervals for
the working journalists.

Launching Media Ventures:

Start early. Don’t expect reporters to write about you when you want. Get a head
start and begin preparing long before you plan to launch. A rolling launch is a great
way to keep the conversation going. Start your outreach activities 6-8 weeks before
the official launch date and then keep the news going up to, and beyond the official
launch date. The steps below describe how to do this.
Make the product or service available to important influencers as a first step.
Influencers can be friendly customers, prospects, or even bloggers who have a
sizable online presence. Encourage these people to use your product or service and
then write review articles or posts. These folks are also great resources to talk to
analysts about your offering pre-launch.
Brief industry analysts during this early phase as well. Scheduling calls with these
folks takes time so do this early. Invest the time to write compelling briefing
requests. These guys are busy, so you will want to make sure your meeting request
clearly states why it is worth their time to hear about your offering.
Seed the social space with “leaks.” Target people who are naturally eager to learn
about your offering. For example, ‘coming soon’ tweets and ‘leaked’ photos of
your product create an aura of intrigue that builds interest. Apple is a master of this
technique.
Don’t expect a “big bang” release unless your product or service is truly
revolutionary or if you are Microsoft or Apple. Unless you have a massive launch
event planned, the official launch date should only signify the day your product is
actually available.
Keeps the release rolling: You don’t know when reporters will have time to write,
so give them some opportunity to write about the offering after the official launch
date? Continue to produce fresh news like announcements concerning novel uses
of the product, customer stories, details about how the offering provides return on
investment (ROI) to customers, etc.
Do something unusual during the release cycle. Some examples include creating a
funny video, doing a stunt centered on an industry event, publishing a survey that
supports the value of your product, or creating an interesting info graphic that
describes the need for your product.
Get partners involved: Channel and marketing partners who have a financial stake
in the success of the launch are natural allies. The more people that are talking
about the release, the better chances it will get pickup.
Make it easy for people to learn more about your product with free trials,
downloads, product videos, and demos.
Ignore the elements of the launch that do not drive business. Unless your offering
appeals to a mass consumer audience, don’t focus on the number of Facebook likes
and Twitter followers you collect. Rather, use these social channels for more
meaningful engagement.
See who is talking about your offering online and then make contact with them.
See how these folks can help you further promote your offering within their social
circles
Planning & Control:
There’s an old rule in broadcasting: the producer says the glass is half-full; the
engineer says its half-empty; the accountant says the glass is twice as big as it
needs to be.
Strategy is what you do: it’s been described as ‘doing the right things’, or effective
leadership. Tactics is how you do it: ‘doing things right’, or efficient management.
To deliver results, the plan has to be presented in terms of concrete objectives.
That doesn’t mean simply setting theoretical targets which may be unachievable. A
well-known acronym suggests that the objectives should be SMART:
 Specific
 Measurable
 Achievable
 Realistic
 Time-related
For each objective there should be specific activities and actions to be undertaken.
And for each of them, the questions to be answered are:
 Who is going to do it?
 When will it be done?
 How long will it take?
 How much will it cost?
 What resources will be needed?
 What priority should it is given?
Planning and control is reconciliation between what the market requires and what
the operation resources can deliver:
 Planning and control activities provide the systems, procedure and decisions
which bring different aspects of supply and demand together.
 The purpose is to make a connection between supply and demand that will
ensure the operations processes run effectively and efficiently and produce
product and services as required by the customers.
 UNIT-III
Economics of Print, Electronic & New Media:
Economics of Print Media:
The cost of producing a newspaper depends upon the number of pages, the extent
of color used, the quality of paper, and circulation. All of these factors change from
year to year, but the typical cost items for a newspaper are:

 Production / printing;
 employee compensation;
 marketing;
 Distribution.

Newsprint (the paper on which news is printed) accounts for 50-60 per cent of the
production costs, with prices varying $400 to $1,000 per ton. The more the number
of copies printed, the more money is lost, unless every increase in circulation is
accompanied by an increase in advertising revenues. Many leading newspapers are
known to limit circulation during years when the advertising revenue growth is
static to reduce expenses on printing.

It is estimated that the actual cost of producing a copy of newspaper is around Rs.
20 to Rs. 25, but the selling price is Rs. 5. This has been possible because the
newspapers recover their costs from advertisements placed in the papers, while
keeping the price low for subscribers. Even out of the cover price of Rs. 5, only 60
per cent (i.e., Rs. 3.00) reaches the newspaper with the rest going to trade
commission for distribution.

Employee compensation accounts for around 12-20 per cent of the total revenues
of a newspaper. These costs do not vary with circulation, and are considered fixed.
As more newspapers, television channels and news websites are being launched in
recent years, there has been growing demand for professional journalists and
thereby the people costs have increased by two to four percentage points since
2006.

These days it is also extremely important for a newspaper to build its brand image.
A newspaper needs to reinforce its identity in many ways to its readers, as seen for
example in the outdoor ads by Deccan Chronicle and The Times of India in
Hyderabad. In addition to this, it needs to compete with other media outlets for
advertising. To achieve these goals, marketing has acquired importance and has
become a significant cost factor.

Distribution costs include the margins given to agents and the cost of unsold
copies. This is the commission paid to hawkers who deliver the paper to homes and
sell the paper at shops. For large newspapers like The Times of India and Dainik
Jagran, distribution costs account for 7-8 per cent of the total sales.

On the revenue side, the main sources are circulation, advertising, subscriptions,
and brand extensions. Circulation revenue is the money that comes from the retail
price of a newspaper after deducting the trade margins and the cost of unsold
copies. Advertising revenue amounts to around 80 per cent of the total revenue for
a mainstream English daily. Ad revenues depend upon language, ad rates,
readership profile and the paper's market position. Though subscriptions are not as
common as in magazines, these are sometimes offered. For instance, a paper may
sell a one-year subscription at half the usual price. This is in a way buying
circulation in the hope of being able to increase ad rates in the near future.

In sum, running a newspaper has become a full-fledged business that calls for a
large outlay of capital. News itself is one of the most perishable commodities in the
world. Few other kinds of enterprises equal the newspaper business in intensity of
competition or in the directness of its dependence upon public acceptance. Good
will is vital to its success, yet is so fragile and intangible, that bad judgment or
unsound or unpopular policies can ruin in almost overnight.

Economics of Electronic Media:

Economics of Television:

Television is a business. Most consumers view their television set as a source of

diversion, information, and entertainment. The average viewer probably does not
think much about the cost of programs or commercials. As a cultural force,
television is a teacher, a companion, a babysitter, a means to procrastinate, and as
ready stream of amusement.
But to the people who create the content, television is a business. Business is
concerned with money and television needs an abundant supply of money.
Understanding television economics is essential to an understanding of broadcast
television. Television networks have two primary customers: the audience and the
advertisers. In addition, each network relies on affiliated broadcast stations to
distribute the network programming. Each economic stakeholder (audience,
advertiser, and broadcaster) approaches the same system of broadcast television
economics in different ways.
 Viewers want information and entertainment;
 advertisers want viewers for their commercials,
 And broadcasters want viewers in sufficient number to generate a profit.
Above is the common consideration among all of the entities. However, is how
they use resources to generate profit by maximizing revenue and minimizing
expenses.

The Economics of the Radio Industry

As the oldest form of electronic media, the radio industry has experienced
significant changes since its humble beginnings in the early20th century. Radio did
not become a commercially viable medium until advertising was introduced in
1922.
Radio became the dominant source of entertainment and information in a pre-
television world, but after the 1940s and the advent of television, radio began a
metamorphosis as a medium that continues to the present era. The contemporary
radio industry operates on two bands of the electronic spectrum, AM and FM.
FM is superior in that an FM channel provides a better quality signal due to the
size of each FM channel, and it broadcasts in stereo. AM signals are of lower
quality, where the medium has flourished in recent years with a number of news,
talk, and sports-related formats.
Digital radio transmission is now possible via subscription with the debut of digital
audio radio services (DARS) in 2002. The radio market place is fiercely
competitive, as radio competes for audiences and advertising revenues in local and
national markets with television, newspapers, books, magazines, and the Internet.
THE ECONOMICS OF THE NEW MEDIA
In 1999, both Microsoft and Intel were added to the Dow Jones Industrial Index.
This development symbolized a new era in which the information technology
industry was officially recognized as one of the most important sector. As the
21stcentury unfolds, the online industry has taken on a completely different
economic as well as social status.
Online media is the result of a cross pollination of communication technologies,
offering users enhanced human communication channel functions.
The versatility and interactivity of the Internet distinguishes it from other media.
The Internet can deliver text, graphics, images, audio, and video at the same time,
and thus can provide the functions of other mass media, such as television, radio,
newspaper, magazine, and telephone.
In addition, the Internet provides a continuum of interactive communication
delivery ranging from one-to-one to many-to many thus transforming the
traditional meaning of receiver and sender in one-to-many mass mediated.

Legal and financial aspects of running a small media business:

Legal Status for a Small Business:

There are various ways you can run a business not just one. Each way having its
own advantages and disadvantages, also depending on your current position some
ways might be more beneficial to you than others. When applying that to the legal
status of your companies there are four main types of ownership which are:
Sole Trader – This is when a business is run solely by one person, you are your
own boss and everyone else needs to answer to you. This is the most common type
of status for a business for many reasons such as the facts you don’t have to run
your decisions through anyone else other than yourself you have full control.
You also retain all profits made from your company and also you don’t have to
share any personal data of your company if you do not wish too. However if
anything does go terrible wrong and you end up going bust you are liable, meaning
if you run into any debt and your business can’t pay it off they’ll begin to take your
personal possessions.
Another disadvantage is that due to all the responsibility falling on yourself, you
may lack creative new ideas for your business. With the help of someone else these
ideas or decision making situations will done a lot easier.
Also when you’re a sole trader you often struggle at first harder than any other
legal status to get any startup capital for your business. Due to the fact you’re on
your own banks won’t be as quick to lend you money and you’ll most likely have
to do some long-term saving or borrow of friends and family.
Partnership – When two or more people come together to form a joint business,
this is called a Partnership. Perhaps they have a common business idea but don’t
want to go all in by themselves and want someone to split the start up costs,
responsibilities or decisions etc. Those are examples of reasons as to why someone
would want to go into partnership.
Being in a partnership does have its advantages such as flexibility, If you can’t or
are unable to do something you’d fall back on your partner to help you out, vice-
versa. Also you’ll be able to put more startup capital within the business because
you have two people to do so unlike if you were a sole trader. This could speed up
the growth of the business and the bigger you get comes bigger problems, however
being in a partnership you can sort them out together making decision making a lot
easier to sort out.
On the other hand if you have a disagreement or a falling out this could put the
business at jeopardy, this is why it is ideal to draft a deed of partnership so
everyone knows the procedure if you were in a disagreement scenario.
Another thing is that any profit made has to be split between all partners evenly,
unless something else was arranged in the deed of partnership. Whereas a Sole
trader retains all profits by himself, but if your business goes bust all partners are
reliable to cover the debt rather than one person.
Limited (LTD) Company – This other type of legal status title speaks for itself
stating the biggest advantage, which is that it has limited liability. This means the
owners are financially and only the finances to do with the business are covered if
it was to ever go into liquidation.
This puts investors at ease and more likely to invest into your business or product.
There are three kinds of ‘Limited Companies’ to choose from, one being ‘Public
Limited Company’ (PLC) where there has to be at least two members to start up,
with at least 50,000 availability shares to distribute to the public.
Another one is ‘Private Limited Company’ very similar to a PLC, however it can
be ran with one or more member and it cannot trade shares with the public in order
to raise capital.
The last one is called ‘Private company Limited by Guarantee’ which is one of the
less common types, it doesn’t require any form of share capital however members
are required to pay a fixed amount in case of the business goes bust. A lot of
charitable organizations use this form of liability.
Legal aspects:
In everyday life and in business there are laws that you have to abide by, these are
called legislations. Which are basically laws set by the legislative governing body
one example of these laws within business are Health and Safety, this law protects
the health, wellbeing and safety of its employers by defining general duties for
specific types of people.
A good thing about the HSA is that it boosts employee’s morals because they
know they are working in a safe area, which could also increase productivity as a
worker. Other legal aspects within a small business would be contracts, which is a
written or spoken agreement between an employee and employer. In this
agreement the employee would be informed on his role within the business,
employment conditions, rights and duties.
Sources of finance:
All start up businesses need a fairly large sum of capital for it to be up and running,
although it can be very difficult for people to raise this type of money there is
financial help out there for you. Things like the grants and loans can be given out
through the government or their projects that you have to apply for E.g. Princes
Trust.
An advantage of this is usually they’ll give you some professional business advice
and help because you have to pay this money back and they want to equip you with
the skills so you’re able to do so. Another advantage is that because it’s from the
government you borrow larger sums of money in comparison to loaning from a
friend or business angel.
Some disadvantages would be that to actually get a grant or loan from the
government is quite competitive, other people are there for the same reason so you
need to make sure you have a strong idea and business pitch. Another disadvantage
is that you are limited to what you actually spend the money on if received; they’ll
monitor your spending habits regularly, making sure your spending the money
appropriately.
Budgeting and media planning:
“A budget is telling your money where to go instead of wondering where it went.”
Dave Ramsey
If an organization accepts that advertising is necessary for sales and growth, it will
create a conversation about how much of the overall budget will be allocated to
advertising, and further, a discussion about how much of that will be set aside for
media. The ad budget is part of the overall expenditure of an organization, while
the budget for the media plan is part of the overall budget set aside for advertising,
minus the other expenses involved in creating advertising (time, creative, external
agencies etc).
Media planners develop a media mix by considering a budget-conscious program
between the objectives of the campaign and the properties of the media that could
be used. They consider how each vehicle provides a cost-effective contribution to
reaching the objectives, and then they select the mix of media that best attain all of
the objectives – of course all within budget!
Different size and shape organizations, with different overall budgets and very
different objectives mean that there is no one size fits all approach to budgeting for
media. To take that variety into consideration, all media plans (and budgets) have
to be bespoke. Despite these differences, all media plans need to operate within the
constraints of a budget. Here are a few questions that we think it almost always
worth considering before settling a budget.
 Is the advertising (and media) budget correlated with overall marketing
objectives?
 Is the budget fixed on a percentage of sales (past or anticipated)? Is it
objective based? Or perhaps loosely based on what the competition spends?
 Who is the target consumer?
 What media type will be most useful in reaching the target consumer?
 Which media would best fit the creative?
 What is required to get the target consumer to take action?
 How much profit is expected to be earned for each pound spent?
 What is the cost efficiency of the media considered?
 How much flexibility is there in the media plan, can it run on or take into
consideration media deals?
  What plan has you and/or your media planning agency, got in place for
post-campaign analysis?
Business is business and it all boils down to what makes sense and cents. The key
to keeping within your budget is to set one with all your needs in mind. Whether
you are starting a business or have been running one for 10 years or more, you
need to budget in order to thrive.

Capital costs:
Those are fixed, one-time expenses incurred on the purchase of land, buildings,
construction, and equipment used in the production of goods or in the rendering of
services. Put simply, it is the total cost needed to bring a project to a commercially
operable status. Whether a particular cost is capital or not depend on many factors
such as accounting, tax laws, and materiality.
Capital costs include expenses for tangible goods such as the purchase of plants
and machinery, as well as expenses for intangibles assets such as trademarks and
software development. Capital costs are not limited to the initial construction of a
factory or other business. Namely, the purchase of a new machine to increase
production and last for years is a capital cost.
Capital costs do not include labor costs (they do include construction labor).
Unlike operating costs, capital costs are one-time expenses but payment may be
spread out over many years in financial reports and tax returns. Capital costs are
fixed and are therefore independent of the level of output.

Production Cost:
Production cost refers to the cost incurred by a business when manufacturing a
good or providing a service. Production costs include a variety of expenses
including, but not limited to, labor, raw materials, consumable manufacturing
supplies and general overhead. Additionally, any taxes levied by the government or
royalties owed by natural resource extracting companies are also considered
production costs.
BREAKING DOWN 'Production Cost:
Also referred to as the cost of production, production costs include expenditures
relating to the manufacturing or creation of goods or services. For a cost to qualify
as a production cost it must be directly tied to the generation of revenue for the
company. Manufacturers experience product costs relating to both the materials
required to create an item as well as the labor need to create it.
Service industries experience production costs in regards to the labor required to
provide the service as well as any materials costs involved in providing the
aforementioned service. In production, there are direct costs and indirect costs.
In media: production cost is divided into 3 slots:
 pre production
 production
 Post production

Commercial Policy:
The regulations and policies that determine how a country conducts trade with
other countries. A country's commercial policy includes the use of tariffs and other
trade barriers, such as restrictions on what goods can be imported or exported, and
which countries are allowed to import or export goods to the home country. A
media democracy focuses on using information technologies to both empower
individual citizens and promote democratic ideals through the spread of
information.
Additionally, the media system itself should be democratic in its own construction
shying away from private ownership or intense regulation. Media democracy
entails that media should be used to promote democracy as well as the conviction
that media should be democratic itself, media ownership concentration is not
democratic and cannot serve to promote democracy and therefore must be
examined critically.
The concept, and a social movement promoting it, has grown as a response to the
increased corporate domination of mass media and the perceived shrinking of the
marketplace of ideas. The term also refers to a modern social movement evident in
countries all over the world which attempts to make mainstream media more
accountable to the public’s they serve and to create more democratic alternatives.

Advertising and sales strategy:

What Is Strategy? Strategy is a ―deliberately chosen direction‖ of a business. In
order to organize this chosen direction, businesses use a hierarchy of elements that
make up their business plans. A business plan shows how a company is going to
conduct its business and serve its customers, and it consists of the following
elements:
 mission
 goals,
 objectives,
 strategy
Media Sales Departments because a media sales department sells advertising to
customers (advertisers), it is responsible for advertising revenue. Therefore, the
primary mission of a media sales department is to maximize revenue and its
primary long-term goal is to get more than its fair share of advertising revenue.
Other sales department goals might be to grow revenue at a particular rate each
year (say, 10 percent), to increase renewal rates, to increase response time to
customer inquiries, or any number of goals based on improving its competitive
position and to coordinate with the overall mission of the business.
After a few (not more than five) long-term goals are established, then several
short-term objectives can be set that will ensure accomplishing long-term goals.
The primary objectives of a media sales organization,
The four pillars of your sales strategy:
Having worked on the commercial side of media businesses for many years, I have
seen many unfocused sales strategies which can run to 100 pages or more in
length; this is not the way to do it. A good sales strategy should give you a clear
answer to the following four questions:
 What do you want to sell?
 To whom do you want to sell?
 How do you want sell?
 At which price do you want to sell?
Media Strategy in Advertising:
Every work to be done needs a plan of action so that the work is done in a desired
and correct manner. Media Strategy plays a very important role in Advertising.
The role of Media Strategy is to find out the right path to transfer or say deliver the
message to the targeted customers.
How many people see or hear or read all the advertisements or promotional offers
and buy the product or service? The basic intention of media strategy is not only
procuring customers for their product but also placing a right message to the right
people on the right time and of course that message should be persuasive and
relevant. So, here the planners of the organization decide the Media Strategy to be
used but keeping the budget always in mind. The Media Strategy process has three
“W”s to be decided. They are
 Where to advertise?
 When to advertise?
 What media type to use?
Selection of Media Category:
Whichever category is selected by the planners of the organization, they should
select a proper media to convey their message. If the product is for a big amount of
customers then a mass media option can be selected like TV, radio or newspaper.
The best examples for this type are detergent ads, children health drinks and major
regular used products such as soap, shampoo, toothpastes etc.
Thus, this process of media strategy plays an important and vital role in the field of
Advertising.

Role of Advertising Agencies:

 Creating an advertise on the basis of information gathered about product.
 Doing research on the company and the product and reactions of the
customers.
 Planning for type of media to be used, when and where to be used, and for
how much time to be used.
 Taking the feedbacks from the clients as well as the customers and then
deciding the further line of action all companies can do this work by
themselves.
They can make ads, print or advertise them on televisions or other media places;
they can manage the accounts also. Then why do they need advertising agencies?
The reasons behind hiring the advertising agencies by the companies are:
Advertising Budget and Factors affecting it.... “Money does matter a lot.”
Advertising Budget is the amount of money which can be or has to be spent on
advertising of the product to promote it, reach the target consumers and make the
sales chart go on the upper side and give reasonable profits to the company.
Before finalizing the advertising budget of an organization or a company, one has
to take a look on the favorable and unfavorable market conditions which will have
an impact on the advertising budget. The market conditions to watch out for are as
follows:
 Frequency of the advertisement
 Competition and Clutter
 Market Share of the Product
 Product Life Cycle Stage
Steps involved in the process of advertising:
 Briefing
 Knowing the Objective
 Research
 Target Audience
 Media Selection
 Setting the Budget
 Designing and Creating the Ad
 Perfection
 Place and Time of Ad
 Execution
 Performance

Changing business models for media:

As the media keep on evolving we can anticipate that new plans of action will rise
and that thus, will proceed to shape how makers illuminate us and engage us.
Changes in the way we expend news have influenced all parts of media.
Development in plans of action, items and estimating systems can modify the
playing field drastically. Media organizations are adjusting and creating
arrangements on the fly with some achievement, yet many are looking for that
slippery new plan of action that will permit media organizations to be beneficial
while saving quality reporting that set them apart from the opposition.
There are numerous cases of businesses that have been changed through
advancement after an outer stun from innovation, deregulation or client
inclinations: Taking after deregulation, aircrafts created dynamic stock and yield
administration that additional millions to their income and main concerns.
Lodgings, rental auto organizations, and different businesses took after their lead.
Cell phone bearers moved to multi-year contracts, joining occasional telephone
redesigns and month to month arrange races into one month to month expense
because of client disappointment with per-minute pricing.
Other versatile players made month-to-month charging choice for clients that
needed less duty. Link organizations made bundles for clients with blends of video,
fast web, voice and portable administrations in one bill.
It is extremely conceivable that a media organization, either new or existing, will
develop a plan of action that turns the chessboard over. Meanwhile, the best
approach is to create procedures that augment the execution of existing plans of
action and income streams. Utilizing existing devices, it might be conceivable to
accomplish that objective.
 UNIT –IV

Evolving a strategic plan:

Strategic planning is important for any organization in order to choose a direction
for the future, to guide program development and provide a blueprint for the
appropriate allocation of resources. Frequently, organizations devote a great deal
of energy to developing a strategic plan and then feel the job is done for at least
five years.
The new trend is to be in a state of thinking (planning) strategically on an ongoing
basis and updating strategies as new information that influences the organization
and its overall direction becomes available. It is important to incorporate the
concept of nimbleness into the organization’s thinking.
A strategic planning system is nothing more than a structured (that is, designed)
process that organizes and coordinates the activities of the managers who do the
planning. No universal, off-the-shelf planning system exists for the simple and
obvious reason that companies differ in size, diversity of operations, the way they
are organized, and managers’ style and philosophy.
Action of plan:
 Create media objectives and goals
 Conduct a media audit
 Improve your media accounts.
 Get media inspiration from industry leaders, competitors, clients
 Create a content plan and editorial calendar
 Test, evaluate and adjust your media marketing plan

Planning and execution of program production:

The production process refers to the stages (phases) required to complete a media
product, from the idea to the final master copy. The process can apply to any type
of media production including film, video, television and audio recording.
The stages in each medium vary; for example, there is obviously no storyboard in
an audio recording. However the same general concepts work for any medium. The
three main stages of production are:
 Pre-production: Planning, scripting & storyboarding, etc.
  Production: The actual shooting/recording.
 Post-production: Everything between production and creating the final
master copy
Proposal:
 Writing a production proposal is for the purpose getting the permission of
shoot or to make a plan.
 A treatment (Written format)
 A proposed budget
 A video format or script
 Proposed production schedule
Researching a Topic:
 Cast & Crew
 Production Locations
 Contact persons
 Content Nature (Theme of the program)
Treatment:
 It is a piece of prose, typically the step between the scene & first draft of the
screenplay for a:
 Motion picture
 Television
 Radio Play
 Less words for a documentary
Writing the Script:
 Words of the screen
 Idea to paper
 Camera details (shot scale, angle, movement)
 Video Description
 Audio Description
Production Schedule (Before Shooting):
 Travelling dates
 Transportation plans
 Crew accommodation
 Location
After Shooting:
 Checking the footage
 Writing final script
 Editing
 Music & Dubbing
 Effects & VFX
Planning & Execution:
The planning process is a function of media mangers.
 Planning is a continuous, dynamic process
 Build on strengths.
 Develop plans in small, manageable steps.
 Establish benchmark to evaluate progress
 Create” what if” scenarios to deal with anticipated problems
 Involve staff in planning to increase commitment.
 Do plan before the budgets to avoid being driven by financial
considerations.
 Both rational and intuitive decisions making occurs in planning.

Execution involves the airing of program in accordance with the plans. The
program manager coordinates the scheduling content with traffic personnel and its
promotion with promotion director. If news is handled by separate department,
coordination is necessary on coverage of special events and breaking stories.

Production Terms:
Control process & Procedures: It is an important aspect of media organizations and
their structures. Unless control mechanism is in place to monitor organizational
activity, no one knows whether the organization is heading in the direction in
which management intended.
Control Process & Procedures as a four-step process:

Establishing standards and methods for measuring

performances
 Measuring
Performance

Comparing performances to
standards

Taking Corrective
actions

Production schedule: It’s the process of making the schedule on events that are
running in the production. They can be anything which is going to presented for
telecasting.

Media evaluation: It’s a discipline of the social sciences and centers on the analysis
of media content rating the exposure using a number of pre-designated criteria
commonly including tonal value and presence of key messages. It is said to be one
of the fastest growing areas of mass communications research.

Budget Control: Budgetary control refers to how well managers utilize budgets to
monitor and control costs and operations in a given accounting period. In other
words, budgetary control is a process for managers to set financial and
performance goals with budgets, compare the actual results, and adjust
performance, as it is needed.
Always in Control:
Set percentage alerts at key budgetary levels and Concept will alert you as you
approach them. Monitor live information to always have the most up to date view
on your budgetary position. Add additional elements to your budget or replace it
entirely, we know your work is flexible so we are too.
Budget Lifecycle:
Detail expected costs and sales for your tasks and deliverables in Concept using
cost categories defined by you. Now you have a baseline for your project. Build up
cost information on your job via purchases and timesheets knowing Concept is
keeping a close eye on your profitability.
‘Costing’ in Media:
 Compensation structure of the agency
 Agency structure and assignment of roles and responsibilities to each
position
 Salaries for each position
 Experience level of each person within each position
 The efficiency of agency operations process and workflow
 Changes in objectives, strategy, and campaign parameters
 Account management demands dependent on client
 Amount of research that needs to be conducted
 Number of teams/agency partners involved (i.e. media, creative, promotions,
CRM, etc.)
 Size and number campaigns and the number of sites / placements considered
 Complexity of deal structure (i.e. banners vs. custom integration)
 The number of creative executions and formats Implementation errors
caused by media vendors
 Tracking requirements, reporting needs, analytics, etc.

Tax:
Effective management of your tax planning and compliance in these and other
areas may offer opportunities for tax savings that you can reinvest in research,
production facilities and marketing.
In addition, these tax savings are continuing opportunities to pursue research and
development tax credits around the world – especially if your company is involved
in development of digital effects, digital distribution of intellectual property and
specialized software.
In this environment, managing compliance while pursuing growth and competitive
advantages means having an efficient, effective tax strategy and approach. The
Indian Media and entertainment industry is a sunrise sector with a rapid growth
curve.
India is globally the fifth largest Media and entertainment market. Media and
entertainment is one of the sectors identified by the Indian Government under
"Make in India" initiative.
Taxations in India:
Advertising on television channels:
 Typically, three parties are involved for advertising arrangements on
television channels, namely – broadcaster, advertising agency, and
advertiser. Payments are made by the advertiser to the advertising agency
and by the advertising agency to the broadcaster.
 Recently, the CBDT has clarified regarding the withholding tax applicability
on "the fees/charges taken or retained by the advertising agency" i.e.
whether the same is in the nature of discount or commission. If this amounts
to commission, withholding tax at 10% is applicable.
 It has been clarified that withholding tax would not be attracted on above
payments made by the broadcaster to the advertising agency or on amounts
retained by the advertising agency for booking, procuring, and canvassing
advertisements.
Entertainment tax
 In most of the States in India, cable operators are liable to pay
entertainment tax and questions were raised as to whether such tax paid is
to be included in the value of taxable service for the purpose of
discharging service tax liability.
 The Central Board of Excise and Customs (CBEC) has clarified that
entertainment tax collected and paid to the Government would not be
included in the value of taxable service, provided the cable operator
indicates the entertainment tax element on the bill raised upon the
customer.
Service tax on news agencies/ Journalist
 Mega exemption notification, under service tax, provides an exemption
to any service provided, by way of collecting news, or any service
provided, by way of providing news to any person, by a specified person.
Such services are exempt from payment of service tax.
 The said specified service providers are independent journalists, Press
Trust of India, and United News of India. The above entry makes it clear
that the service provided by stringers, both Indian as well as foreigners
would be outside the purview of service tax.
Service tax on print media
 Sale of advertisement space in print media is not liable to service tax. 'Print
media' is defined to mean newspaper and book (not including business
directories, yellow pages, trade catalogues for commercial purposes). Thus,
print media houses do not pay service tax on majority of advertising revenue
earned.
 However, corresponding service tax exemption is not extended to the service
providers (except a few) who provide services to such print media houses.
This results in additional (service tax) cost to print media houses on services
availed.
Newsprint:
 Print media houses typically use newsprint for printing newspaper and
currently import nearly 25%-30% of the newsprint into India.
 While this could marginally reduce the cost, it could also result in newsprint
being dumped into India by overseas suppliers and adversely impact the
domestic newsprint manufacturers. The registered newsprint manufacturers
may not be able to sell their product competitively and there could be large
quantum of imports adding to the burning foreign exchange outgo issue and
revenue loss to the country.
 Withholding tax on band placement Fees
 Service tax on band placement fees
 Dual taxation on copyright Transactions
 Withholding tax on transponder fees
 Indirect tax on transponder fees

Labor laws:
What’s Labor Law??? Labor Law is the “Body of Laws, Administrative Rulings,
& Precedents” which address the Relationship between & among “Employers,
Employees & Labor Organizations”, often dealing with issues of Public Law.
The terms Labor Laws & Employment Laws, are often interchanged in the usage.
This has led to a big confusion as to their meanings. Labor Laws are different from
Employment laws which deal only with employment contracts and issues
regarding employment and workplace discrimination & other Private Law issues.
“Labor Laws” harmonize many angles of the Relationship between “Trade Unions,
Employers & Employees”.
PR for building and sustaining business and audience:
In today’s media rich market, the world of business is characterized by fierce
competition, Reputation can be company’s biggest asset. And Public Relations is
all about Reputation – the thing that makes you stand out from the crowd and gives
you a competitive edge.
PR can be the most important weapon in your marketing arsenal, Effective PR can
help raise your company’s profile, managing its reputation and building
relationships with all organization stakeholders, all of which are vital to your
success. Aspire is a cutting edge independent PR & digital communications agency
in India that uses the most powerful tool of the PR trade: publicity.
At Aspire, we create, design, and engage content, connect people and build digital
relationships. Our PR specialists communicate with the target audience directly or
indirectly through media with an aim to create, maintain and sustain a positive
image and strong relationship with the audience.
 What is meant by PR Strategy?
 Understanding vision and mission of the client.
 Research and analyzing of client’s product & services etc.
 Communication history.
 Digital Media presence.
With an effective PR, an organization’s overall marketing and communications
strategy becomes more integrated. At Aspire, we have the expertise, resources and
media connections to help take your company to the next level and increase your
credibility as a potentially lucrative and stable investment target.
The strategic role of PR for consumer brands is critical to extending the impact and
credibility of advertising. The questions we so often ask from a PR effort are:
 What are you trying to achieve with your PR over the long run
 How does it integrate with your marketing and communications plan
Although bleak and uncertain, today's business climate can be a boom for PR
strategists who are willing to change their time-honored tactics.
It's definitely been a buyers' market for agency media buyers and ad managers, and
the trend should continue this year. In addition to promoting one's company in the
print media, B2B public relations practitioners should look into cyberspace - the
Internet. It's everywhere, it's instantaneous - and it's increasingly the first place
industry looks for breaking news.
 UNIT – V
Administration and program management in media:
Scheduling is the process of arranging, controlling and optimizing work and
workloads in a production process or manufacturing process.
Transmission is the process of broadcasting something by radio, television, etc., or
something that is broadcast.
Record-keeping: the activity or occupation of keeping records of something. The
activity of organizing and storing of all the
 documents,
 files,
 films,
 documentaries, etc.,
Relating to a company's or organization's activities.
Quality control: A system of maintaining standards in manufactured products by
testing a sample of the output against the specification. A part of quality
management focused on fulfilling quality requirements which is proposed by the
clients/audience.
Program planning:
Program planning involves the development of short, medium and long range plans
to permit the station to attain its programming and financial objectives.
In radio planning, focus is on the selection format and other program content to
attract and satisfy the needs of demographics. Planning includes the hiring of
announcers whose personality and style are compatible with the stations format.
In television, planning directed towards the selection and scheduling of program to
appeal to the largest no of people.

Cost effective techniques in media:

Relationship between monetary inputs and the desired outcome, such as between
the expenditure on an advertising campaign and increase in sales revenue.
Employee / employer and customer relations services:
We all know that customer satisfaction is vital to the success of any business. It is a
proven fact that retaining customers costs less than the costs of acquiring new
ones. In order to reveal the mystery of how to keep customers satisfied, we must
also be knowledgeable about the drivers of our employees’ behavior.
Because based on the results of the study on employee and customer satisfaction,
the two are intimately related. According to the researches, there is a direct
relationship between employee job satisfaction and a customer’s repurchase
intention.
Employee engagement has a huge impact on any company. The impact is largely
determined by how well companies monitor and manage a number of areas
pertaining to staff behavior.

Marketing strategies:
A plan of action designed to promote and sell a product or service. An
organization's strategy combines all of its marketing goals into one comprehensive
plan. A good marketing strategy should be drawn from market research and focus
on the product mix in order to achieve the maximum profit and sustain the
business. The marketing strategy is the foundation of a marketing plan.

Marketing Plan

A business must have a marketing plan in order to produce, communicate, and sell
products and services. Using research on segments of the target audience, a
marketing plan is written. Once the plan has been developed, a budget is set for the
promotional campaign.

Brand promotion:

Promotion is a term used frequently in marketing and is one of the market mix
elements. It refers to raising customer awareness of a product or brand, generating
sales, and creating brand loyalty. It is one of the four basic elements of the market
mix, which includes the four P's:

 price,
 product,
  promotion, and
 Place.
Brand promotion includes:-
 Making Consumers Aware of brand
 Key selling points and Competitiveness
 Building a Loyal Client Base
 Sales, Profits and Company Value
 Maintaining the Image
 Looking to the Future
 The Element of Passion

Promotion

Promotion is when a business decides which forms of communication it wants to

use in their marketing plan.

The first step for the marketer is to develop a marketing communications strategy.
The strategy will define the consumer, the best way to reach them, and what the
message should be. This process is called the marketing mix. The process goes
through the following steps:

 Segmentation
 Targeting
 Positioning
 Messaging

Segmentation: By dividing consumers into segments, the marketer is better able to

meet consumer needs, and increase positive response. During the promotion
process, the marketing team will decide which segments to target, and why. Market
research will be able to ascertain all of this information for the team.

Targeting: Targeting is the best way to communicate with the chosen segments.
The marketer will want to ensure the best possible customer response. The
marketing plan must detail how to target the intended audience, and define any
marketing objectives.

Advertising is just one method of marketing communications, which is the

umbrella for many methods.
  Advertising through Mass-Media
 Sales Promotion
 Public Relations – How to use media?
 Personal Selling
 Direct Marketing
 Digital Marketing
 Integrated Marketing Communication

Positioning: Positioning is the process of defining an image for the company, or

developing the "brand.

"Positioning is the key to this process, but all aspects of the marketing mix help
define the brand. To position a business successfully, the company must meet or
exceed all expectations and look good in the eyes of the consumer.

Positioning will also take competitors into account, and will give the company an
opportunity to set itself apart from other similar products.

Developing the Message: The marketer has the segments, the target, and the
position; what is next? He needs the message. What does he want to say to
influence his potential customers? The marketer's objectives should be aligned
with the marketing strategy, and will fit into one of the following categories:

Inform – Increase awareness of the product and brand, and try to gain an
advantage.

Persuade – Attempt to gain an immediate response to drive sales.

Remind – To maintain an interest in the product or brand.

The best results come from clear and distinctive promotions, so it is important the
marketing works together to formulate a clear message for the targeted audience.
The best message won't work if it doesn't get to the proper audience.

Market survey techniques:

Market-research techniques encompass both qualitative techniques such as focus
groups, in-depth interviews, as well as quantitative techniques such as customer
surveys, and analysis of secondary data. Market research is an organized effort to
gather information about target markets or customers.

Human Resource Development for Media:

“Human Resource Development (HRD) is the framework for helping employees
develop their personal and organizational skills, knowledge, and abilities”

The field of HRD or Human Resource Development encompasses several aspects

of enabling and empowering human resources in organization. Whereas earlier
HRD was denoted as managing people in organizations with emphasis on payroll,
training and other functions that were designed to keep employees happy, the
current line of management thought focuses on empowering and enabling them to
become employees capable of fulfilling their aspirations and actualizing their
potential.

The field of HRD spans several functions across the organization starting with
employee recruitment and training, appraisals and payroll and extending to the
recreational and motivational aspects of employee development. HRD in media:

 Recruitment & Placements

 Training & Development
 Compensation