brand activation from balaji
TRANSCRIPT
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BRAND PRESENTATION
ONBalaji Telefilms Ltd.
By- Group VI
Ishita Dey
Nidhi Bharti
Vikram Mahajan
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Balaji Telefilms Ltd.
Came into being on November 10, 1994.
Headed by Mr. Jeetendra Kapoor who has
extensive experience in the media and
entertainment industry.Engaged in the development and
production of multi lingual and multi
genre entertainment softwares forvarious T.V channels.
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Cont.
Strong brand acceptance and
recognition amongst industry and
consumers.Maintains a program library of over
1,303 hrs of T.V software consisting of
various portfolios.
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The core objective of Balaji
To act as Producers, Distributors,
Exhibitors, Exploiters, Traders,
Exporters and Importers of TelevisionFilms and Serials, Video Films, Motion
Pictures, Feature Films,
DocumentariesRecording of Programs on any Disc,
Tape, perforated media or other
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Cont.
information storage device in colour or
otherwise inBlack and White and
engage in business incidental here to.
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Professional management
Production- Mrs. Shobha Kapoor, MDand CEO supported by Chief OperatingOfficer and General Managers and twoBranch Heads for Chennai andBangalore.
Creative- Ms. Ekta Kapoor assisted by 8Creative Heads and 15 Executive
Producers.Finance and Corporate Affairs- Mr.
Ajay Patadia, President;
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Cont.
Corporate Affairs & Mr. V. Devarajan,
Chief Financial Officer supported by
Asst. V.P(finance) and managers.Marketing- Mr. Rajesh Pavithran, Chief
Operating Officer supported by teams
across Delhi, Chennai and Bangalore.
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Resources available
Human Resource
A team of young and dynamic
professionals
Total employee strength of 123
Existing Library
Over 1,303.50 hours of library content
Daily soaps- 1146.50 hours
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Cont.
Sitcoms- 53.50 hours
Children programs- 45.50 hours
Others- 58 hoursTechnology
Cameras, recorders, sound recording
equipment, mikes, lights, reflectors,trolleys, cranes, generators.
State-of-the-art analog & digital
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Cont.
cameras, imported SRGB lights.
Special suites for graphics, animation
and special effects, content softwaretapes etc.
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The Market-Indian
Entertainment IndustryAN OVERVIEW
The televised Media Industry comprisingof television broadcasting, cabletelevision and the television software
industry will determine the futuredirection and growth.
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Cont.
Television broadcasting
Direct-to-home mode through satellite
broadcasting services.Cable television
Consolidation stage with large cable
operators like Siticable, Asianet settingup their integrated networks resultingin;
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Up gradation of technology, popularity
of satellite channels, increase in
delivery capabilities and meeting theviewer preference.
Increased no. of small cities as
potential market for operators.
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Cont.
Television software
The sheer growth in the no. of
channels has resulted in an exponentialgrowth of demand for televisionsoftware.
Increasing focus of the privatechannels on the vast, latent anduntapped potential of viewership.
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Preferences of Indian audiences for the
native language programs have
increased the demand for regionalprograms.
Non resident Indian population and
popularity of Indian programs overseas.
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Balaji Telefilms- Channel
driving programs
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Star Plus - TRPs
4.19
10.469.53 9.53
11.07 11.25
0
2
4
6
8
10
12
Others Balaji Show Others Others Balaji Show Balaji Show
8.00 pm 8.30 pm 9.00 pm 9.30 pm 10.00 pm 10.30 pm
Prime Time
TRPs
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Sony TV - TRPs
0.230.46
2.79
2.18
0.92
0.55
0
0.5
1
1.5
2
2.5
3
Others Others Balaji Show Balaji Show Others Others
8.00 pm 8.30 pm 9.00 pm 9.30 pm 10.00 pm 10.30 pm
Prime Time
TRPs
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Zee TV - TRPs
1.43
0.99 1.04
0.85
0.58 0.55
0
0.2
0.40.6
0.8
1
1.2
1.41.6
Balaji Show Others Others Others Others Others
8.00 pm 8.30 pm 9.00 pm 9.30 pm 10.00 pm 10.30 pm
Prime Time
TRPs
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Undisputed Leadership
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Aggregate TRPs for Top 100 Shows
Shows Balaji Shows Others' Shows
Prime Time 170.26 93.94
Non-Prime Time 42.74 110.49
Total 213 222.01
Prime Time Ratings
Balaji Show s
64%
Others' Show s
36%
Non-Prime Time Ratings
Balaji Show s
28%
Others' Show s
72%
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Diversified channelpresence
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41 0 12 3 10 5 21 7 10
65 0 11 6 31 7 4 12
85 1 7 7 000000
0 20 40 60 80 100
Percentage
FY01
FY02
FY03*
Year
Star, Sony & Zee Sahara Gemini TV Udaya TV Sun TV
DD Metro DD National Metro Gold SABe TV Vijay TV
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Balaji SWOT Analysis
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Strengths
Twelve years experience in producing
all genres of TV content.
Promoters associated with the mediaindustry for more than 3 decades.
Knowledgeable and experienced board.
A team of Executive Producers tocreate quality content.
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Cont.
A library of owned programs with re-
run value.
Skilled in-house airtime marketingexpertise.
Relationship with broadcasters on
different platforms.
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Relationships with the top advertising
spenders in India.
Presence in both markets- hindi as wellas regional.
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Weakness
Yet to develop its presence on regional
platforms other than south Indian.
Lack of adequate resources forpropelling full fledged growth.
Not invested much in in-house
production equipment and hardware.
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Opportunities
Expected growth in TV ad-spend.
Cable and satellite channels are
proliferating, providing alternativeplatforms.
DTH will provide new opportunities forcontent providers.
Growing international markets forIndian content.
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Cont.
Internet provides opportunities for
showcasing and distributing content.
Value addition will form new digitaltechnology.
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Threats
Change in viewing habits of the Indianpeople.
Competition from other contentproviders.
Piracy of creative ideas and concepts.
Shift in sponsorships.
Policy changes by Doordarshan andGovernment authorities.
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Technology shifts which may involve
expensive retaining of talent.
Emergence of large content corporatesthrough industry consolidation.
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The Business Flow
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Diversified Business Model
Across Program -20 programs on air. Noprogram accounts for over 15% of
revenues.Channels- Program supply to keybroadcasters: Star, Sony, Zee, Gemini,Udaya, Sahara (next, Sun).
Genres- Family Drama, Thriller,Comedy, Children programs.
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Languages- Hindi, Tamil, Telugu,
Kannada (next, Malayalam).
Forms of Content supply- Daily /Weekend (next, Television movies).
Time Bands- Programs run across time
bands like afternoon and eveningprime time (next, morning).
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Suggested Future Strategies
Strengthening Sponsored Programming
More programs on Udaya T.V and
Gemini T.V.
Entry into Tamil Nadu, Kerala and West
Bengal markets.
Further penetration into Doordarshannetwork.
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Cont.
Exploitation of software library
Expanding prime time slots
7:00 p.m. to 8:30 p.m.and 11:30 p.m.
to 12:00 on main line channels
Tapping overseas media market.
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Cont.
Expanding satellite channel presence
More programming for Star, Sony, Zee
and Sahara T.V.
Small budget movies.
A balanced mix of programs insponsored and commissioned category,
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to optimize its risk-revenue profile.
To diversify further into other regional
market.To improve production efficiencies and
economies of scale & to improve theoperating margins by investing instudios, production and postproduction equipments.
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To increase focus on tapping export
and remake opportunities.
To tap web casting opportunities-putting software on internet.
Investment in R&D along with creative
conceptualization.
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Balaji Telefilms Financial
Year 04 Update
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Rs (In Million) Q1FY04 Q1FY03
% Change
YoY Q4FY03
% Change
YoY
Total Revenues 446.0 397.8 12.1% 445.3 0.1%
Operating Profit 212.2 212.8 -0.3% 199.2 6.5%
Profit Before Tax 221.6 203.4 8.9% 202.1 9.6%
Profit After Tax 141.5 126.8 11.6% 119.7 18.2%
EPS (Annualised) (Rs) 2.8 2.5 2.3
Key RatiosOperating Profit Margin (%) 47.6% 53.5% 44.7%
PAT Margin (%) 31.7% 31.9% 26.9%
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The Story So Far
Balaji is the largest fiction basedcontent producer in India.
Multi-lingual programming.Presence across premier channels.
Content strength:
62 shows of quality viewing per week 14 Balaji shows featuring in Top 20
shows in hindi satellite channels
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Produced over 52 serials of different
genre, translating into over 5200 hrs
(around 10400 episodes of hr) ofprogramming.
A library of over 3000 hrs of
programming.
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The Success Strategies
Identification of right concept at right
time.
Focus on Indian blend and womenstrata.
Focus on daily soaps.
Right mix of programs on DD andprivate channels.
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Right mix of hindi and regional
programs.
Restricting core competence totelevision software production and no
dalliances with non core activities.
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Mass Media For Balaji
Owing to the nature of servicesprovided, the Balaji communication
process is largely restricted to Businessto Business.
The target audience for thiscommunication is:
Primary: Television Channel Heads,Investors etc.
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Secondary: The viewers; comprising ofteenagers, housewives, and a certain
category of the male population.
Thus the communication for Balaji wouldlargely comprise of
Public Relation activities
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Events
Sponsorships
Outdoor Media like hoardings
Social Advertisements for television
Promotional films/ Documentaries
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The Media Plan
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Public Relations
Location : Delhi and Mumbai
Month : May-June, 2006
Procedure : Articles in productionjournals and financials
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Sponsorships
Event 1 : Abby Awards
Location : JW Marriott, Mumbai
Month : December 2006
Duration : 2 days
Approx. Cost : Rs. 1,00,00,000
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(Part Sponsorship)
Event 2 : AIDS fund raising event
Location : India Gate, Delhi
Month : January 2007
Approx. Cost : Rs. 15,00,000
O td h di
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Outdoor- hoardings
(Before launch of a new show)
Hoarding size : 1020
Location : Gurgaon and Mumbai (primelocations)
Month : February 2007
Duration : 1 month
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Gurgaon
1 hoarding per week = Rs. 50,000
10 hoardings per month = Rs. 20,000,00
Mumbai
1 hoarding per week = Rs. 2,000,00
10 hoardings per month = Rs. 80,000,00
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Social Advertisements
Social ad production Girl Child Welfare
Channels : NDTV India, Star Plus, Sony,
and DoordarshanDuration of ad : 10 secs
Duration of campaign : Twice a week for
each channel from June September2006
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1 ad once a week, per channel : Rs.
50,000
For twice a week : Rs. 1,00,000For 1 month : Rs. 4,00,000
For 4 months : Rs. 16,00,000
Thus, for 5 channels : 16,00,000 X 5
= Rs. 80,00,000
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Promotional Film For Balaji
In house film covering technical and
creative finesse of Balaji Telefilms, to
be forwarded to various channel CEOs.
15 mins. film shot with in- house
equipment : Rs. 2,00,000
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The Sum Total
Thus, total spends from Rs. 3 crores :
Sponsorships = 100,00,000 + 15,00,000
Hoardings = 20,00,000 + 80,00,000
Social ad = 80,00,000
Promotional film = 2,00,000
Sum Total = Rs. 2,97,00,000
Remaining Amount = Rs. 3,00,000
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Acknowledgements
The Delhi School of Communication
Prof. Ramola Kumar; Dean, DSC
Ms. Shalini Singh; Business Executive-Maxus
Mr. Manasvi Rasgotra; Project Director
Nestle
Mr. Ashish Dutta; Consultant
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Mr. Pradeep Aeri; Director- Aeri
Creatives
Team Members
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Leveraging communication to provide marketing solutions.
Thank You !
187, DDA SFS, POCKET 1 & 2, SECTOR-3 ,DWARKA, NEW DELHI-110075 (INDIA)TEL:(091-11)-25086201, 25086202 e-mail: [email protected]
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Over To You