KMAC Presentation Sector- Entertainment

By Team KoRoShiYa

DTH Industry in India:

10 mn DTH homes and increasing everyday Nearly 80 percent of households in urban areas have television sets, more than double the 38 per cent in rural areas Nearly 90 per cent of the digital TV market has dominated by Direct To Home (DTH) service providers

Big players Dish TV, TATA Sky, Sun Direct, Reliance Big TV, Airtel Digital TV, Videocon D2H

This is how they stand-

Introducing

.PLAYWATCH.

PROFESSIONAL

DYNAMIC

ABSTRACT

SOPHISTICATED

CREATIVE

MODERN

The 4 Decisions

People

Strategy

Execution

Cash

PRODUCT

Product is a part of pay-per-view active services of Videocon. It will be made in association with TV Tokyo who is intending to enter the Indian Market Interactive television service- normal television programmes with the twist of allowing the viewer to take decisions at the junctions of the story.

When the story comes to a decision point, the viewer is given some options. The viewer can choose through his DTH remote which direction the story will go.

PRICING

Normal Active Service involving shows with air time of 1 hour each, but consisting of recordings of extended periods of time. Initial marketing costs will be high. Premium service Charge will be 3 times the normal active services currently in market- Rs. 40 for 1 hour instead of Rs. 40 for 3 hours.

PROMOTION

Primarily animation, hence marketed to kids and teens

May also include soap operas for adults

Promoted as Be the director of what you watch

X-Box has live forums and joining screenshots which will be used for pitching our product

PROMOTION (contd..) Childrens comics (e.g.. Tinkle, Raj comics, etc.) Advertised in Television Malls. Live stunts with acrobats jumping from one floor to another and suddenly suspended with ropes with a mic. blaring What comes next? Live Stunts and costumed characters from TV Tokyos offerings

Cosplay contests across major Indian Cities about childrens ideal heroes or themes (market Analysis)
Sponsorship of inter-school events

PLACEMENT

The target Market is the under 25 urban and suburban youth of the nation which accounts for 50% of India's Population Guestimated market approx. 16.5 Million under 15 Population and 11 million 15-25 population With large market of DTH and associated services situation is ripe for an innovation