Zee Entertainment Enterprise Ltd.

Submitted By: Binay Kumar Praveen Kumar Rahul Kumar Tripathi Ramesh Chandra Joshi T.N. Kathiravan
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INTRODUCTION
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Founded by Mr. Subhash Chandra in 1992. Current CEO Mr. Puneet Goenka. Earlier known as Zee Telefilms Ltd. Part of ESSEL Group. From 2006 known as Zee Entertainment Enterprise Ltd. 29 Channels Excluding 8 NEWS channels in over 167 Countries and more than 500 million viewers. Operates SitiCabel (Dish TV), record company Zee Records, Zee Motion Pictures and Zee Limelight.
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HISTORY
1992 first channel Zee Tv initial public offering. 1995 Zee Tv goes global and launch of Zee News & Zee Cinema. 1996 first Indian Cable channel Siti Channel. 1997 launch of Zee Music as Music Asia. 1998 beginning of Zee Cine Awards (for film Segment). 1999 launched regional channels. 2000 introduced pay bouquet of channel in Asian region. 2002 acquire controlling stake in ETC entertainment. 2003 introduced 5 new channels excluding Trendz and tie-up with Rajshree Pictures theatrical distribution of films. 10. 2006 demerge of Zee Telefilms Ltd. Acquired controlling stake in TEN Sports. 11. 2007 Zee Entertainment Enterprise Ltd. got listed as independent company. 12. 2008 Zee Motion Pictures and Zee Limelight Became independent.
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MISSION & VALUES

Mission: To become worlds leading global media company from the emerging markets. As a corporation they will do it by innovation and creativity and would focus on growth by delivering exceptional values to their customers, their viewers and their stakeholders.

Values: 1. Customer Focus: Strategies are driven by needs of the customer, and can be measured by satisfaction achieved by their customers. 2. Excellence: Employees comes up with smarter ideas within fastest possible time. 3. Creativity: Key of value system is Innovation and Originality. 4. Integrity: They observe differently in order to earn satisfaction of Viewers and Subscribers. 5. Growth Driven: They commit to deliver consistent revenue and cash flow growth in order to Shareholders. And focus in growing their people, market and business around the world.
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STP
Segment: Middle Class, Tire-I and Tire-II cities. Target Group: Complete Family Specially Women Having Modern Outlook. Position: A family entertainment channel for everyones viewing.

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SWOT
1. Strength I. High viewership ratings. II. Complete bouquet of channels. III. High subscription revenues. 3. Opportunities I. Benefit from the robust growth of the Entertainment and Media sector. II. Digitation. 2. Weakness I. Lagging behind Star Plus. II. Problem of attrition. III. Increase in operating costs. 4. Threats I. Slowdown in India's economic growth. II. Increased competition. III. Slow roll out of CAS. IV. Declining viewership and revenue share of GEC channels.

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STRATEGIES ALTERNATIVES
Zee Entertainment Enterprise Ltd. Use strategies in different combinations and their main motive is growth. They have some Strategic Alliances like: 1. 76:24 joint venture between ZEEL and Turner named Zee-Turner. 2. 50:50 joint venture between Zee-Turner and Star-Den named MediaPro. 3. Joint venture with Ten Sports gives three sports channels. 4. Zee have acquired 51% stake in ETC Music and ETC Punjabi. Few other criteria they follow under strategies alternative: I. Inspire creativity and Continue to run their business as best in class, with viewer satisfaction as the ultimate goal. II. Continuous innovation to stay ahead of the curve and seize growth opportunities. III. Invest in the business in a focused, disciplined way and achieve superior financial performance. IV. To use the strong cash flows of their business to improve returns to shareholders. V. Reaffirm their commitment to highest level of integrity and professionalism throughout their business.
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BCG MATRIX
STAR QUESTION MARK

CASH COW

DOG

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PORTERS FIVE FORCE

Bargaining Power of Buyer

Maturing in audience test resulting in fragmentation.

Threat of New Entrant Any new source of entertainment can be introduced.

Bargaining Power of Supplier Increase dependence on few content providers like Balaji Telefilms

Rivalry Between Existing Players Star TV, Sony entertainment television, Sahara India Pariwar & Viacom 18

Threat of Substitute
Multiplex, Malls, Amusement Parks and other outdoor entertainment options.

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CONCLUSION
The Entertainment Market is evolving continuously. The major players would like to consolidate their positions while new channels are increasingly posing a threat to them. With immense advertising revenues and viewership at stake, the channels need to continually assess and re-assess their strategies. Catering to the taste of viewers can often be a tricky proposition. Words like "Fresh and Innovative Programmes" and "Promotion Blitz" might sound trite but a lot of smart and hard effort goes in creating the appropriate content for the audience. A proper insight of audience taste is, therefore, a pre-requisite to any successful programme launch. The evolving integration of media vehicles (TV, Radio, Internet, Print, etc.) is also an interesting development and in future, many exciting activities are likely in this arena. Keeping an eye on the Entertainment Market will help us know more about these issues. However, one thing is for sure - the future is as exciting (if not more) as the present for the Entertainment Market.
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THANK YOU

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