marketing research

STUDY OF AUDIENCE PREFERENCE TO NEWS CHANNEL

INTRODUCTION

• The project is entitled to study the audience preference to news channel

• The excel entertainment is a leading player in entertainment industry

• It want to enter in lucrative business of news channel. • The Company wants to carry out a market research to

find :- audience preference for different news channel analyze their viewership pattern marketing proposition of different news channel.

Current Trends in TV News Channel

• The Hindi and English news channels are main players.

• Hindi news channels : Aaj Tak, IBN-7, NDTV India• English News Channels : BBC world, CNBC, CNN IBN• Indian Television Industry is worth Rs 19,100 crore • Expected Growth Rate is about 13% in 2011 and 22%

over next fiver years.

Methodology

• Primary Research:a) In-depth Interviewb) Focus Group Discussionc) Questionnaire

• Secondary Research:a) Analyzed the information available on internetb) Analyzed current trends in Indian media and

entertainment

Contd….

• LOCALE OF STUDY:• For this project we have taken DELHI/NCR as

the locale of this research. • TECHNIQUES USED:• MS-EXCEL for the analysis of the data.

Overview of Media and Entertainment Industry

SWOT Analysis

SWOT Analysis

Strength:Vast Customer reach.Growing middle class

Change in lifestyle.Low cost of production.

Weakness:Highly fragmented.

Lack of efforts for media penetration.Lack of cohesive production and distribution

infrastructure.

Opportunity:Poor Sections of the society.Technological innovations.

Rise in Viewer ship.

Threats:Poor Sections of the society.Technological innovations.

Rise in Viewer ship.Piracy.

Lack of Content.

Competition and positioning

The major competitors and their positioning strategies are:

• AAJ TAK:No. 1 news channel its strengthVariety of programBest in live reporting people perceive as sabsetez.

• STAR NEWS:Better focus on politics and business news.News relating upper middle class interest.

Contd….• NDTV Better graphic animation Varity in program and powerful anchors

• IBN7: Good coverage of international news. No discrepancy between statements and figures. • ZEE NEWS: The zee mother brand Detailed reporting No biasness to political parties

Survey Results

8.5

1.2 0.2

Watching News Channel

RegularlyRarelyDo not watch

3.1

4.8

1.5 0.6

Time Spent on News Channel

less than 1 hr2-3 Hours3-4 Hoursmore than 4 hours

50%

35%

15%

Languages Preferred

Hindi Both Hindi and English English

3.2

2.11.7

1.6

1.4

Top 5 Hindi News Channels

Aaj TakNDTVStar NewsIndia TvZee News

3.2

2.51.8

1.31.2

Top 5 English News Channel

Times Now

Headlines Today

CNN IBN

CNBC

News X

2.1

1.71.6

1.1

2.3

Program Preferences

Political NewsBusiness NewsSports NewsAstrologyEntertainment

Results• NATURE OF CONTENT:- It should include news on politics, sports, bollywood, society, art,

culture, literature, science.

• PRESENTATION:- Good and professional presentation of both the anchors and the

reporters.

• RELIABILTY: - The news content should be from reliable and genuine resources.

The news should present the truth to the viewers rather than faking out just to create a hype.

Contd…

• ADVERTISEMENT FREQUENCY:- Respondents prefer a one minute long advertisement for two times

in a 1 hour duration program.

• DELIVERY OF NEWS:- The channel should focus on providing first hand and fast news

without manipulations.

• BRANDING:- The EXCEL entertainment being a leading player in the

entertainment industry as in video games television serials can get an upper edge in news channel

Recommendation

• The focus on revenues should come by bringing more news to the doorsteps of the public.

• The coverage of political news should not be restricted to the mainstream political parties alone.

• Apart from the politics, films and sports, the coverage should also include from the fields of arts, culture, science etc.

• The Breaking news items must be of some standard and national importance and not routine item.

• More focus on positive news stories and more focus on younger generation.

Contd….

• News has to be continuous with maximum one-two breaks for a minute.

• The news content should be from reliable and genuine resources..

• Good and professional presentation of both the anchors and the reporters. Much interactive and knowledge sharing live discussions and debates.

• The channel should focus on providing first hand and fast news without manipulations.

Limitations

• Non represent able- As the population size is very large in Delhi region and our sample size is 50,so practically it cannot represent large population

• Time consuming: As we have to go to each and every person to get our Questionnaire filled

• Biased: There may be more business or employed or may be of one profile and thus their opinions can be biased.

Conclusion

• THE EXCEL ENTERTAINMENT should launch in the news world.

• The channel should create a reputation of quality, reliability, good presentation, focused approach and relevancy.

• The news content should be from reliable and fast news without manipulations.