Professional Documents
Culture Documents
JOSHNA
JOSHNA
JOSHNA
ABOUT DRTV:
DRTV, launched under the corporate MEDIA & ENTERTAINMENT Pvt. Ltd , marks yet
another formidable foray into the powerful and growing regional television market
by India’s premier media group, POSITIV TELEVISION Media, comprising the flagship
TV and Radio enterprises, POSITIV TELEVISION Pvt. Ltd. and POSITIV Radio Pvt. Ltd.
POSITIV TV already boasts of operating several firsts in the country: India’s first
private teleport and private satellite television and radio channels in Northeastern
India to cover and connect all the eight states of the region. We are an unparalleled
brand name in the Northeast, based in Guwahati with a deep penetration of
Northeast India besides being connected to the nook and corner of India with fiber
optic, VSAT links and our own DSNG vans. We gave new meaning to Regional
Language Electronic Media with our two television channels that have come to
command the respect and love of our audience. NETV reigns supreme as the only
24 hour news network in the world with live bulletins in 17 languages of the region,
and, NE Hi Fi has begun to enthrall families with general entertainment
programming in different languages of northeast India, and from Bollywood to
Hollywood. Radio Oolalala’s private FM network extends from Guwahati to Shillong
to Agartala and Itanagar. In 2007, the group launched NE Bangla that caters to East
and Northeast Indian audiences in Bengali language and is fast emerging as a top 5
in the region. POSITIV TV is the first private teleport in the Northeast or for that
matter any sensitive area of India. POSITIV TV Media’s presence has grown from
Guwahati with bureaus in over two dozen cities of Northeast India to now a national
presence created through its newly announced television channel, FOCUS TV for the
Indian women. & HAMAR TV, under the corporate Hamar Television Network Pvt. Ltd
, yet another foray into the growing regional television market by India’s premier
media group . Hamar TV will capture an important regional language market - the
Bhojpuri speaking people. Bhojpuri is not just the mother tongue but enshrines a
heritage for many in Bihar, Jharkhand, Uttar Pradesh, Madhya Pradesh, West Bengal
and Delhi, besides immigrants in countries such as Nepal, Mauritius and many
countries spread through the 5 continents of the world that could number more than
18 crores.
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Positive Television has offices and television studios in Delhi, Mumbai, Calcutta,
Hyderabad, Patna, Ranchi, Varanasi and more. POSITIV TV has affiliate offices and
studios in London and Los Angeles. NETV, NE Hi Fi and NE Bangla are also a
broadcast affiliate of Turner International. Today, POSITIV TV Media boasts of
satellite, cable and internet carriage in more than 1 crore (10 million) homes in India
alone besides tens of thousands of expatriates and others watching NETV, NE Hi Fi
and NE Bangla real-time as a broadband Internet based live stream worldwide.
NETV is today the largest and leading single platform for advertisers in the
Northeast. There is no other media, print or television, in this region which can
boast of an overwhelming statistic connecting all of northeast India television
audience, i.e. 6.8 million homes. HY-TV- Hyderabad will fill a niche media void in the
Greater Hyderabad metro area and target a lucrative 1 million potential population.
The channel will deploy a successful dual-core strategy, as in the world’s developed
markets, with programming for and marketing to a 21st century highly
cosmopolitan audience with a fast-paced lifestyle.
Hyderabad is amongst the fastest growing metros, with not just a burgeoning
1,000,000 population, but also the most modern airport and a growing number of
the biggest-name MNC’s in the world. Due to their culture and history, Hyderabadis
are an exception in South India as they are extremely conversant with and use both
English and Hindi languages. Constantly updated news and current affairs on and
about Greater Hyderabad, interspersed with national and international affairs, in
English and Hindi will give the Channel the edge over the otherwise Telugu only
regional channels. And, with a strong network of correspondents in Hyderabad, Live
DSNG vans, bureaus across the State and national connectivity, Indian and
international networks will be hard pressed to compete with the Channel for the
local audience. The channel’s infotainment shows will be world-class and modern,
including very topical talk shows, exclusive interview-based features on lifestyle &
entertainment, game shows, contests and interactive programs that drive audience
interaction and therefore derive constant ratings. On a larger level, HY-TV-
HYDERABAD will find a national and international audience that wants to inform and
entertain themselves on and about Hyderabad. All these elements will help DRTV,
HYDERABAD leverage ratings and revenues. Thus, DRTV, HYDERABAD incorporates
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all elements that satisfy the insatiable, discerning appetite of the target audience to
make it the top choice of the local audience. Simultaneously, it will appeal to the
regional, national and international advertiser.
The government was successful in passing the Conditional Access System (CAS) Bill
in the last session of Parliament, which is expected to bring greater discipline to the
market place. The CAS Bill primarily deals with the issue of lack of addressability –
the bane of the industry. Lack of addressability meant that broadcasters did not
know the exact reach of their channels, while the LCOs earned a disproportionate
share of the cable revenues by under declaring the households reached, to MSOs,
ICOs and broadcasters. This is expected to change with the implementation of CAS
in the four major metros from 14 July 2003. Fitch believes that, in medium to long
term, the MSOs and broadcasters would be the biggest beneficiaries of the
implementation of CAS, though in the near term they would be impacted due to low
penetration of CAS and the consequent drop in advertising and subscription
revenues. CAS, essentially comprising a set-top box (STB) and subscriber
management software, helps track viewer ship accurately and makes the whole
viewer-cable-operator-MSO/ICO-broadcaster chain completely transparent. With the
initial penetration of CAS, gross rating points (GRP’s) for most leading pay channels
like Star, Zee and Sony is estimated to fall, which may translate into a drop in
advertising revenues. In the next two years, Fitch estimates a substantial decline in
the revenues of broadcasters due to slow penetration of CAS. However, if the
broadcasters manage to price their channels competitively, such that the payout for
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consumers is maintained at current levels, they will be able to ramp up the
penetration levels in the next 2-3 years, resulting in considerable gains. Thus, while
there is short-term uncertainty about CAS, in the long run, Fitch expects that the
broadcasters and MSOs would derive considerable gains from the implementation of
CAS if the payout for consumers were maintained at current levels. Initial estimates
suggest that CAS would be able to penetrate up to 30% of the metro households in
the first year and up to 50% of the metro households in the second year of
implementation. At 50% penetration, MSOs and broadcasters would earn additional
revenues of Rs2-2.5bn each. However, since customer additions will occur over the
full year, the benefit of these additional revenues would be spread over the period
of next two years. Over a period of time, increase in penetration and negotiations
with LCOs for higher share of revenues would lead to a further increase in revenues.
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2.1 CABLE TV INDUSTRY OVERVIEW:
The cable industry in India was came into being in the late 1970s with the boom in
the videocassette recorders market. Some enterprising individuals started offering a
cable TV service to tap viewers who were interested in greater variety which
Doordarshan, the national TV channel, did not offer. This cable TV service initially
included Hindi and English movies and pirated Western comedies, music and game
shows. However, at this stage, cable TV was largely restricted to the major metros
and towns and to the upper crust of society. The Gulf War, in 1990, gave further
impetus to this industry. Some cable operators, who had been running their Hindi
and English movie channels, added dish antennae and started relaying news
programmes of CNN into homes. This spurred the demand for cable TV, making it a
lucrative business and attracting more individuals to the industry. The launch of Zee
TV further fuelled the spread of cable TV. From 1992 until date, the industry has
grown exponentially – from 412,000 subscribers to close to 39 mn in 2002, as per
the National Readership Survey, representing a CAGR (compounded annual growth
rate) of 50% per annum. This represents close to 17% penetration of cable TV in
Indian households and 45% penetration in TV households.
With the growth in the number of subscribers, the industry also underwent a major
change. Most of the international channels became pay-channels with digital and
coded signals, which required higher investments in integrated receiver decoders
(IRDs). At the same time, the quality of signals relayed by the local operators was
poor. In order to address these issues and to meet the customer demand for larger
number of channels, multi-system operators (MSOs) entered the industry. These
MSOs had the backing of media houses and the funds to invest in higher quality
cable infrastructure. However, since they did not have access to subscribers, they
had to tie up with existing LCOs to reach the customers. MSOs like In Cablenet
(managed by the Hinduja Group), Siticable (earlier a joint venture between the
Promoter of Zee TV, Subhash Chandra, and Star TV, now fully owned by Zee TV),
Hathway Cable (owned by the Rajan Raheja Group, with a strategic stake by Star
TV), Asianet Satellite Communications Limited (owned by the Rajan Raheja Group),
Ortel Communications, RPG Netcom (a company promoted by the RPG Group) and
Sumangali Cable Network (SCN owned by Sun TV) control close to 30% of the
industry in terms of number of subscribers. Most of the smaller towns are covered
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by ICOs, who function like MSOs. The only difference between an MSO and an ICO is
that the ICOs reach is smaller and they do not invest in sophisticated technology
like MSOs.
The existing market shares of MSOs and ICOs are given in Chart 2.
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2.2 Impact on Television Industry:
The four metros account for 15%-20% of the total television sales. A major part of
the television sales from the metros comes from replacement demand and demand
for a second set. With CAS making it necessary for every television set to pay for
the pay channels, the purchase rate of second television sets is expected to decline.
Thus, there would a marginal impact of CAS on television sales in the metros. This is
based on the assumption that the average cost to consumer per cable connection
would remain at reasonable levels. However, in the other places, television sales
would be largely determined by other factors like income levels, major sporting
event and other high viewer interest events.
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3.ORGANIZATIONAL STRUCTURE OF DRTV:
CHAIRMAN
ADVERTISEMENTS
SALES
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4. ADVERTISING
As we know that advertising plays an important role in Marketing especially in
electronic media. All the TV channels will generate revenues through
Advertisements. So getting an advertisement is a big deal in any of the TV
channels. As per our project DRTV is an INFOTAINMENT channel which has been
launched recently. At present they don’t have subscription to TAM. Most of the Ad.
Agencies go for TAM rating in selection of Communication Media. So let us see how
an advertising agency works, how an advertisement works and how to attract the
Ad. Agencies.
4.1 INTRODUCTION:
Advertising is an effective method of reaching people with product information.
“Advertising is controlled, identifiable information and persuasion by means of Mass
communication media”. It is considered controlled information because it has use
the Time, Space and content of the message effectively and economically. It is
controlled because it is directed at a particular group.
4.2 OBJECTIVES:
The basic objective of the advertising is to increase the sales volume and profits.
1) To facilitate launching a new product or service or a new brand into the
Market.
2) To create the awareness about the product or service.
3) To build up a goodwill.
4) To enter into new market segment for Market development.
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h) Raising of standard of living
(2) SECONDARY FUNCTIONS:
a. To encourage salesmen
b. To furnish Information
c. To impress executives
d. To impress factory workers
e. Feeling of security
(1) CUSTOMERS:
Customers are the people or organizations who consume the products and
services. They fall into three general categories:
1. Current customers
2. Prospective customers
3. Centers of influence
(2) MARKETS:
It is a group of current and prospective customers who share a common
interest, need, or desire, who can use the specific product or service, and
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who are willing to pay for it. These markets are broadly classified into four
types
a. Consumer markets
b. Business markets
c. Government markets
d. Global markets
(3) MARKETERS:
The third participation in the marketing process, marketers, includes every
person or organization that has products, services, or ideas to sell
manufactures market consumer and business products. Farmer’s market
wheat; doctors market medical services; banks market financial products;
and political organizations market philosophies and candidates. To be
successful, marketers must know their markets intimately – before they start
advertising.
5. CONSUMER BEHAVIOUR:
Purchasing
amount.
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Cultural factors
Social factors
Personal
Reference factors
Cultural
groups
Age & Life
cycle Psychological
factors
Occupation
Family
Motivation
Sub-cultural
Economic Perception
Circumstances Learning
Beliefs and Buyer
Life style Attitudes
Roles & Status
Social class personality &
Self concept
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Cultural factors
Sub culture: Sub culture includes nationalities, religious, racial groups and
geographical regions.
Social class: Social classes are relatively homogenous and enduring decisions in a
society which are hierarchically ordered and whose members share similar values,
interests and behavior. Social classes include upper class, middle class and lower
class.
Social factors
Reference groups: A persons reference group consists of all the groups that have
a direct (face to face) or indirect influence on the person’s attitude or behavior.This
groups to which the person belongs and interacts.
Personal factors
A consumer decisions are also influenced by personal characteristics notably the
buyers age & life cycle stage, occupation, economic, circumstance, life style &
personality and self concept.
Psychological factors
Motivation: A person has many needs at any given time. Some needs are biogenic.
They arise from psychological states of tension such as hunger, tryst and
discomfort.
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Learning: When people act, they learn. Learning describes changes in an
individual’s behavior rising from experience, process of applying results of fast
experience to evaluate a new situation or modify feature.
Beliefs and attitudes: Doing and learning people acquire beliefs and attitudes.
These in term influence consumer behavior belief are a descriptive thought that a
person holds about something. An attitude describes persons enduring favorable or
unfavorable evaluations, emotional feelings.
5.2 FLOW CHART:
BRAND BUILDING ON TV CHANNEL/HOW IT WORKS:
ADVERTISER
Main Aspects:
Product ,Quality,Range,Praising
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Media Planner:
Media Buyer:
He deals with rate factor, channels, TRP based programs and finalize
the deal then reports to key account manager.
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6.3 THE ORGANIZATIONS IN ADVERTISING:
The advertising business is composed of four different groups. The two main ones
are the advertisers and the agencies. The Advertisers (or clients) or the companies –
like Vodafone, Honda etc. that advertise themselves and their products.
Advertisers range in size from huge multinational firms to small independent stores
and in type from service organizations to industrial concerns to political action
committees. Assisting them in the second group –The advertising agencies that
plan, create, and prepare their clients ad campaigns and promotional materials.
The third group the Media, sells time (in electronic media) and space (in print
media) to carry the advertiser’s message to the target audience.
The last group, the suppliers includes the photographs, illustrators, printers, digital
service bureaus, colourfilm separators, video production houses, and other who
assist both advertisers and agencies in preparing advertising materials. Suppliers
also include consultants, research firms, and other professional services that work
with both advertisers and agencies.
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b) Sales and marketing personnel often assist in the creative process, help
choose the ad Agency.
c) Artists and writers produce ads, broachers and other materials.
d) Product engineers and designers give input to the creative process and
provide information about competitive products.
e) Administrators evaluate the cost of the ad Companies and help plan budgets.
f) Clerical staff coordinates various advertising activities.
Organization by media:
The advertising manager is given the ultimate responsibility for managing
advertising in all the media.
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ADVERTISING MANAGER
DIRECT MAIL
DIRECTMAILA
Organization by Product:
ADVERTISING MANAGER
ADVERTISING MANAGER
STUDENTS
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STUSTUDENTSA
EMPLOYED
Organization by Geographical Area:
ADVERTISING MANAGER
NATIONAL INTERNATIONAL
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Full-service agencies:
Most full-service agencies work on a combination of fee-based and commission
based compensation. The fee is paid by the entity for which the marketing is being
done. The commission is a payment from the media to the agency and is usually
equal to 15% of the cost of the advertisement. The broadcast media, radio and
television, traditionally pay a commission.
Full-service agencies are also known as traditional advertising agencies for the
client, wherein the client satisfies almost all their advertising or promotional needs
with the same organization. This type of agency provides advertising services such
as strategic planning, creative development, production, media planning, media
buying, and other related services such as sales promotional, direct selling, design,
and branding, etc.
Interactive agencies:
Interactive agencies may differentiate themselves by offering a mix of web
design/development, search engine marketing, internet advertising/marketing, or e-
business/e-commerce consulting. Interactive agencies rose to prominence before
the traditional advertising agencies fully embraced the Internet. Offering a wide
range of services, some of the interactive agencies grew very rapidly, although
some have downsized just as rapidly due to changing market conditions. Today, the
most successful interactive agencies are defined as companies that provide
specialized advertising and marketing services for the digital space. The digital
space is defined as any multimedia-enabled electronic channel that an advertiser's
message can be seen or heard from. The 'digital space' translates to the Internet,
kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and mobile). Interactive
agencies function similarly to advertising agencies, although they focus solely on
interactive advertising services. They deliver services such as strategy, creative,
design, video, development, programming (Flash and otherwise), deployment,
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management, and fulfillment reporting. Often, interactive agencies provide: digital
lead generation, digital brand development, interactive marketing and
communications strategy, rich media campaigns, interactive video brand
experiences, Web 2.0 website design and development, e-learning Tools, email
marketing, SEO/SEM services, PPC campaign management, content management
services, web application development, and overall data mining & ROI assessment.
The recent boost in the interactive agencies can also be attributed to the rising
popularity of web-based social networking and community sites. The creation of
sites such as MySpace, Face book and YouTube have sparked market interest, as
some interactive agencies have started offering personal and corporate community
site development as one of their service offerings. It still may be too early to tell
how agencies will use this type of marketing to monetize client ROI, but all signs
point to online networking as the future of brand marketing.
Due to the social networking explosion, new types of companies are doing
reputation management. This type of agency is especially important if a company
needs online damage control. If a customer becomes disgruntled, it is very easy to
damage a company’s reputation over social networking sites. Because of how
rapidly the information spreads, it becomes absolutely necessary to address any
rumors, gossip or other negative online press immediately.
Examples of interactive agencies include, R/GA, AKQA, Big Spaceship, Agency net,
Firstborn Interactive, Odopod, eROI, and EVB, among others.
Tradigital agencies:
Tradigital agencies are advertising agencies who are experts in both traditional and
[1][2]
digital advertising . They offer the best of both worlds and are very useful in
today’s digital age where all campaigns now require both online and above-the-line
advertising.
These agencies often buy out digital agencies. Now more than ever traditional
agencies are looking for a door into the digital world. They are often the only way to
extend your brand across all the numerous mediums of today’s markets.
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Search engine agencies:
Lately, search engine marketing (SEM) and search engine optimization (SEO) firms
have been classified by some as 'agencies' because they create media and
implement media purchases of text based (or image based, in some instances of
search marketing) ads. This relatively young industry has been slow to adopt the
term 'agency', however with the creation of ads (either text or image) and media
purchases; they do technically qualify as 'advertising agencies'. Recent studies
suggest that both SEO and SEM are set to outpace more traditional channels of
media spending over the next 3-5 years.
Other agencies:
While non advertising agencies, enterprise technology agencies often work in
tandem with advertising agencies to provide a specialized subset of services offered
by some interactive agencies: Web 2.0 website design and development, Content
Management Services, web application development, and other intuitive technology
solutions for the web, mobile devices and emerging digital platforms.
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6.10 THE CLIENT - AGENCY RELATIONSHIP:
Just as people and product have lifecycles, so do relationships. In the advertising
business, the lifecycle of the agency-client relationship has four distinct stages.
A. Pre relationship stage.
B. The development stage.
C. The maintenance stage.
D. Termination stage.
Generally all electronic media channels comes under mass communication. As HY-tv
is an electronic media channel of infotainment, it is a mass communication.
The objective of media planning and advertising is to get the attention of more
number of people. So most of the ad-agencies and clients goes for electronic media.
The increase in viewership rate and development of technology opend the gates for
ad-agencies to enter into electronic media, simply we can say that emerging
technology has changed the face off print and other media to electronic media.
MESSAGE:
It refers to the content of the communication. It may include words, pictures,
symbols, order etc.,
PERCEPTION:
It is an important factor in communication process. The message can be perceived
by the receiver according to his nature and culture, its attention, interest, desire and
action. The attitude and the desire of the sender also influence the perception level.
CHANNEL:
The message carried through some channel-a news paper, magazine, or television
from the sender to the receiver. The channels are known as media. Television
influencing the sense of sight and sound is considered one of the most effective
channels of the communication.
RECEIVER:
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The receiver is the target audience. Therefore advertisers should evaluate the
graphics of the audience. Values, attitudes, product, experience and responses are
considered to design communication process.
FEEDBACK:
Feedback is an essential factor in making communication more effective. It indicates
how the communication process is working. The receivers may provide feedback on
their needs, knowledge, cultural systems, attitudes and communication skills.
8. MEDIA PLANNING
8.1 INTRODUCTION:
The term media is a plural for medium. In advertising terms, medium is a channel of
communication such as news channels, entertainment channels, news papers,
magazines etc. A medium is a vehicle for carrying the sales message of an
advertiser to the prospects. It is indeed a vehicle by which advertisers convey their
messages to a large group of prospects and thereby aid in closing the gap between
the producer at one end and the consumer at the other end.
Media planning is a very important task in the advertising process, which deals
about four W’s.
1. Where
2. What
3. Who
4. When
Media planning involves selecting appropriate media for carrying the advertisers’
message to target markets, deciding what to buy and how much to spend in each
medium and scheduling when the advertising is to run. Eighty percent of the budget
paid to media. This, in it suggests how important media decisions are. Considering
the extent and diversity of the Indian market, which is matched by a vast and
diverse network of advertising media, the complexity of the media planning
becomes apparent.
In the initial stage of the product life cycle, the objective is to maximize awareness
of it by consumers. At the maturity stage, continuity of the purchase becomes the
main objective. During the declining stage of product use, the media remind the
consumers that the product shall retain their appealing attributes. The media
objectives are Reach, frequency and continuity respectively for the early, maturity
and declining stages of the product lifecycle. The media objective is analyzed in the
light of constraints and components.
CONSTRAINTS:
The objectives are controlled by the budget available for Advertising. In the
beginning, a significant amount is available; but at the later stage of the product life
cycle, only a small proportion is allocated to advertising. The effect of budgeting on
advertising has been acknowledged by every organization. The positioning of the
product also influences the objectives. If the producer is willing to challenge the
leader, he will spend more money on advertising. The range, Frequency and
continuity will be effected by budget and positioning of the product.
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COMPONENTS:
Media objectives have different components, viz, specification of the target market,
geographical location of the market, reach and frequency, continuity or timing,
creative requirements and potential market coverage level.
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• Media Mix
– Combination of different media, and size of ads
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– Which Media?
– Which Schedules?
Flexibility:
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A. Media characteristics, such as editorial environment flexibility, frequency and
durability.
B. Nature of the target market.
C. The nature and type of the product.
D. The nature of the distribution network.
E. Overall cost of the medium.
1. Steady pulse:
It is the easiest. For example one ad/week for 52 weeks or one ad/month for 12
months.
2. Seasonal pulse:
Products like Vicks balm, ponds cold cream follow this approach.
3. Period pulse:
Scheduling follows a regular pattern for example media scheduling for consumer
durables, non durables etc.
4. Erratic pulse:
The advertisements are placed irregularly. Perhaps we want to change the typical
purchase cycles.
5. Startup pulse:
It is concentrated media scheduling. It launches a new product or a new campaign.
6. Promotional pulse:
A one short affair it suits only a particular promotional team.
Government policies: They play a vital role in the success of any economy and
the Indian government’s reforms and growth focused strategy is an attractive
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feature. FDI limits are an important aspect in this regard as it regulates the growth
of the industry.
Economic changes: The increasing disposable income and expanding urban
class presents a huge untapped market for the media sector. With increasing
personal income of the youth over the last decade has resulted in higher spending
on media and entertainment.
Social changes: There has been a steady increase in literacy levels which has
boosted the demand for print media. With the socio-economic changes and
electricity and technology everywhere, the people prefer to have their share of
news through television. There has been a favorable change in the consumption
pattern and this provides a great potential to broaden the customer base.
Technical changes: With the changing pace of technology and the users are
responsible for making India an outsourcing destination. The next boom could well
be the Media sector. Also, an increasing convergence among the various media is
bringing about a structural change in the industry.
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FDI LIMIT IN VARIOUS SECTORS:
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FUTURE PROSPECTS OF MEDIA SECTOR:
According to the inputs I got from the various ad agencies and clients, I found that
most of the ad agencies prefer entertainment channels over infotainment channels.
The revenues of entertainment channels will be high compared to infotainment
channels. One more interesting thing there will be some friendly relationship among
some ad agencies and media vehicles, which may lead to personal biasing. If a
media channel have good relationship with ad agencies they can earn more from
advertising. Every media channel will have prime time slots and normal time slots.
They are going to charge high in prime time slots, sometimes Events like IPL, Film
fare awards etc may happen, that time the time slots between the programs will
become the primetime slots which increases the TRP ratings. Competition for that
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time slots will be very high that time negotiations will not at all possible. Recently
we have seen this in IPL 2009 organized in South Africa.
According the information which we got in media sector in Andhra Pradesh Sun
network is the market leader and Maa tv is the market follower. Negotiation is not
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possible in Gemini tv where as it is possible in Maa tv so most of the ad agencies
prefer Maa tv unless the client demand for specific media vehicle. These two
channels are ruling in entertainment region.
While coming to infotainment channels TV9 is ruling the market. It is the first 24*7
Telugu news channel in Telugu, when it has launched there were no similar player so
it got the competitive advantage through language. For long time it is been like a
monopoly. But now the equation has been changed, so many players with new
technology and strategies are evolved into the markets.
DRTV also followed the same strategy that TV9 has followed earlier; it is the first
Hindi news channel in south operating in south itself (head quartered at Hyderabad)
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RESEARCH METHODOLOGY
Survey done on Ad agency, Clients and Audience directly on a one to one basis via a
questionnaire by taking a sample size on the basis of demographic segmentation.
SAMPLE SIZE:
Ad agencies : 10
Clients : 10
Audience : 200
Exploratory Research:
Exploratory study can be used to establish priorities. The major emphasis is on the
discovery of ideas and insights. It helps in formulating hypothesis for further
research
Descriptive Research
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The Descriptive study is typically concerned with the determining Frequency with
which something occurred or how two variables vary together. It is guided by an
initial hypothesis.
Experimental Research:
Experimentation is defined as a process where event occur in a setting at the
discretion of the experimenter and controls are used to identify source of variation
in the subjects
Cluster sampling
Cluster sampling involves grouping the population and then selecting the groups or
the clusters rather than individual element6s for inclusion the sample. If the totally
area of interest happens to be a big one, a continent way in the sample can be
taken is to divide the area into a number of smaller non overlapping areas and then
to randomly select a number of these smaller areas, (usually called clusters) with
the ultimate sample consisting Of all (or a sampling of ) Units in these small areas of
clusters.
Primary Data
Primary data is a data gathered for the first time by the researcher.
Collection of primary data task is demanding and requires a lot of technical
expertise. Primary data can be collected in marketing by three basic methods-
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o Survey Method
o Observation Method
o Experimental Method
Survey is the most commonly used method of primary data collection in the
marketing research. Various kinds of survey techniques are.
a. Personal interview
b. Telephone Survey
c. Mail Survey
The instrument used in personnel interview is questionnaire.
Secondary data
Secondary data means data that are already refer to the data which have already
collected and analyses by someone else. When the researcher utilizes secondary
data that he had to look into various sources from where he can obtain them. In this
case he is certainly not confronted with the problems that are usually associated
with collection of original data.
Various books, magazines and news papers.
Reporters and publication of various businesses.
Reports prepared by research scholar and in different fields.
Records and statistics data.
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INTERVIEW METHOD
In the interview method of collecting data involves presentation of oral/verbal
stimuli and reply in terms of oral/verbal responses. This method can be used
through the interviews and if possible, through telephone interviews.
Personal interview
Personal interview method requires a person know as the interviewer asking
questions generally in a face to face contact to the other person or persons. (At the
time the interviewee may also ask certain questions and interviewer responds to
these, but usually the interviewer initiates the interview and collects the
information) This sort of interview may be in the form of direct personal
investigation or it may be indirect oral investigation.
In case of direct personal investigation the interviewer has collect the information
personally from the sources concerned. He has to be the spot and has to meet
people from whom data have to be collected. This method is particularly suitable for
intensive investigations.
This method of data collected is quite popular, particularly in case of big enquiries is
being adopted by private individuals research workers, private and public
organizations and even by government in this method a questionnaire is sent to the
concerned with the research answer the questions and return the questionnaire, a
questionnaire consists of number of questions printed or typed in a define order an
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form of a forms .The questionnaire are mailed to respondents who are expected or
read and understand the questions and write down the reply in the space meant for
the purpose in the questionnaire itself. The respondents have to answer the
questions on their own.
1. There is low cost even when the universe is large and widely spread
geographically.
2. It is free from the bias of the interviewer, answers are in respondents own
words.
3. Respondents have a adequate time to give well thought out answers.
4. Respondents, who are not easily approachable, can also be reached
conveniently.
5. Large sample can be made use of and thus the result can be made more
dependable and reliable.
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3. Disgusting
4. Nothing
9. Would you switch over the channel when advertisement comes?
1. Yes
2. No
10. Do you think creative ads can attract the audience?
1. Yes
2. No
11. How many ads you watch every day?
1. Four
2. Five
3. Six
4. More than six
12. How many of them can you remember while buying the product?
1. Very few
2. Few
3. All
4. No one
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11.9 ANALYSIS AND INTERPRETATION
* Out of 200 Audiences only 160 are responded to the questionnaire.
1. Which news channel do you like to watch?
TV9 42
TIME Respondents in
(%) ETV 2 35
Night 50%
TV5 27
Morning 25%
Mid day 12% NTV 23
Evening 13%
I News 18
Others 15
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2. Which part of the day you watch more time?
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3. What is your preference in watching news channel?
Interpretation:
When asked the respondents about the purchasing preference in ice-creams
1st preference they given for content with 65 points.
2nd preference they given for brand name with 45 points.
3rd preference they given for Quality with 37 points.
4rt preference they given for others with 13 points.
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4. How do you feel about the Programs of DRTV?
Opinion on Respondents in
DRTV (%)
Very good 10%
Good 24%
Average 66%
Interpretation:
When asked the respondents about the satisfactory levels- 48% of the Customers
Feel Reasonable, 20% of the customers feel highly satisfied, 28% of the customer
Feel Low, 4% of the customer feel Very Highly sa
Satisfaction level Respondents in (%)
Very high 4%
High 20%
Reasonable 48%
Low 28%
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6. Which Type of Programs you like more?
Programs Respondents in
(%) Opinion on the Respondents
Serials 29% availability in(%)
Sports 17% Very Frequent 12%
Current 37% Frequent 20%
affairs Rare 41%
Not Available 27%
(News)
Movies 17%
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7. What is your opinion on the availability of DRTV in DTH setup box?
Interpretation:
When asked the Customers about the Availability of DRTV-
20% of the people responded for frequently available,
41% for rarely Available in the market,
12% for Very frequently available,
27% of the people responded for not available.
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8. Will you suggest your friends, Relatives, Neighbors to watch DRTV?
Suggest No of
Respondents (%)
Yes 55%
No 45%
Interpretation:
From the respondents opinion –
55% of the customers are like to suggest this Channel to their friends, relatives,
neighbors, But 45% of the respondents are not like to suggest this channel to their
friends, relatives, neighbors.
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9. Are you looking for new Creative programs?
New No of
Programs Respondents (%)
Yes 72
No 28
Interpretation:
28 % of the respondents are satisfied with the Available Programs,
72% of the respondents are asking for new Creative programs
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10. Can you recall punch line of “DRTV”? (Feel the pulse)
Recall punch line No of Respondents in
(%)
No 79%
Yes 21%
Interpretation:
The study shows that 21% of the respondents were able to recall the Punch Line of
DRTV, But 79% of respondents are responded for No for Recall the Punch line of
DRTV.
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12. SUGGESTIONS
1. It has been observed from the study is that more importance is given to Place
the channel at cable operators, MSO and ISO. But failed to create awareness
among the people about the channel, when survey is done most of the
people responded that they don’t know about the channel.
2. Next to the Distribution, brand name is plying important role in even though
DRTV belongs to a big group, it is failed to put its brand name in Audience
mind.
3. It has been observed that most number of respondents don’t aware of the
available programs of DRTV. So advertisement should be based on the
programs.
4. In most of the rural areas DRTV is not available. So improve the distribution
channels in the rural areas.
5. It is more important to attract MSOs to improve the distribution levels, as a
newly launched channel first of all increasing distribution is a big task,
because operators will demand more money to place the channel.
6. Introduce more number of varieties in the Programs and increase the
duration of existing successful programs to attract the Audience.
7. The competitors are providing special programs on hot topics like IPL,
Elections, Top educational institutions etc. DRTV is not too good in these
types of programs.
8. As the level is main competitors in media industry, there is a need to focus on
competitor analysis and to take decision to get competitive advantage.
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13. CONCLUSION
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14. BIBLIOGRAPHY
Books referred
1) Principles of marketing ---------- Philip kotler & Gray Armstrong
2) Consumer behavior ------------ Leon.G.Schiffman
Leslie Lazar Kanuk
3) Marketing research ----------- G.C.Beri
4) Modern advertising management---- J.N.JAIN, P.P.SINGH
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