PRESENTED BYANIL CHAUDHARY

BARSHA RAI

ROSHNI SHRESTHA

SONIK SHRESTHA

INTRODUCTION: EKTA KAPOOR Was born in June 7, 1975

Daughter of former bollywood superstar Jitendra

Kapoor and elder sister of current bollywood actor

Tusshar Kapoor

Did schooling from Bombay Scottish School and later

on joined Mithibai College

Was a very pampered child and was never oriented

towards any kind of achievement

Joined TV-serial production on the advice of her

father at the age of nineteen

Changed the face of Indian television industry and

completely dominated it

INTRODUCTION:

BALAJI TELEFILMS

Was incorporated in 1994

Redefined the Indian television space

Got renowned with the comedy show “Hum Paanch”

After then, rose to unprecedented heights in the late 1990s and

early 2000s

Achieved about 35 programming hours per week across all

channels in 2002

Has received a number of awards over the years

First blockbuster show “Kyunki Saas Bhi Kabhi Bahu Thi”

THE MAKING OF AN

ENTREPRENEUR: INITIAL

STAGE

Worked as an assistant model coordinator for an advertising company for a short period of time

Firstly developed a television software, at a cost of roughly Rs 5 million but was not so successful

Initial years were not so successful

Was not taken seriously by most of the people

Experienced writers thought she was the “brainless daughter of a moneyed father”

Had five to six projects ready but none of them were accepted by the channels

THE MAKING OF AN

ENTREPRENEUR: MEDIAVAL

STAGE

Gradually, was able to overcome these problems

through sheer grit and determination

Was able to make a place for herself in the television

software market

Dedicated her all waking hours to television

By the end of 2002, had became so popular that she

was in a position to dictate terms

Her serials regularly featured in the top ten programs

and got the highest TRP ratings

THE MAKING OF AN

ENTREPRENEUR: FINAL STAGE

Felt that her initial failure contributed a lot to her success at a later stage

Was presumptuous about the taste of the audiences

Started watching television carefully, analyzing each program and working out her next project

Noticed the fascination of the average Indian for large families which prompted her to make family-oriented serials

Most of the serials were depicted to family life of huge traditional families

MAKING A MARK

Changed the preference of the audience to daily serials.

Drawback of the weekly serial: audience loosing interest

when one episode was missed.

Daily soaps were addictive.

Changed the viewing habit of viewers by making 10:30pm

prime time.

When Mihir, hero of Kyunki Saans Bhi Kabhi Bahu Thi

died as an twist to the soap, people held protest march,

discussions and also sent representatives to bring the

character back to life.

ENTREPRENEURIAL STYLE

Completely hands-on manager.

As Creative head at BTL provided story ideas but

delegated to associated creative directors and executive

producers.

Sometimes decided mannerisms of actors in the serials.

Complete involvement with the serial for the first 50

episodes or so.

Story inspired from real life situations and people, Ekta

catered to all tastes and communities with stories

revolving around various communities.

Ekta’s Entrepreneurial style: blend of autocratic and

democratic.

FLAK OF EKTA KAPOOR

Ekta Kapoor was unpredictable, short temper and tantrum on the human resources front.

Disappeared to the character, replacing the actors in the serial resulted in high actor turnover this made difficult to audience to accept the change.

The causality in the serial as killing the main actor or replacing the actor in the KSBKBT resulted the public uprising against the move.

Personal issues mixing in the profession; replacing the popular actor because of her personal reason.

She was title as highhanded, rude brash and extremely volatile creating more enemies than friends.

FLAK ON EKTA KAPOOR’S ATTITUDE

Ekta has had to face a lot of flak for her attitude and for her serials.

FLAK ON EKTA KAPOOR’S SERIAL

She was criticized for portraying women in a regressive

manner.

Ekta’s serial caused a sort of counter- revolution in the

women’s movements.

Her serials were also criticized for encouraging superstitions

and a belief in the occult (magical power) because of the

characters in many of the serials were superstitious like”

Kundali” entirely based on astrology,

Feared of narrow minded, conservative and bring back the way

of life which had had just begun to wane.

Lack of social responsibility as showing the controversial topic.

But Ekta Kapoor took the flak and converted in her favor

THE POSITIVE INSIGHT OF EKTA KAPOOR TO MAKE HER

SUCCESSFUL

Ekta Kapoor was quite generous to those who work well and

expect perfection in herself and all those who work for her

which seems highhanded but resulted phenomenally to her

success.

She was able to gain valuable insights into the audiences‟

minds because she employed more women in her creative

team.

She was able to gain popularity of her serials among women

viewers. She was able to show the positive light, importance

and build strong image of women in the family and society.

She shaded light on her serials that reflected traditional Indian

beliefs.

Real life based situation were reflected in her serials which

makes viewer to feel the sentiments.

THE SUCCESS BEHIND EKTA

KAPOOR: WHAT MAKE EKTA

CLICK? She was present in the right place at the right time and was able

to relate with the viewer choice.

Ekta’s far-sighted business decisions also contributed to her

success.

Most of her serials enjoyed high ratings; she stood to benefit

from this arrangement as well as control over all aspects of

production, thus improving quality.

Weakening competition and independence on any one channel

also helped in BTL’s growth.

Ekta also diversified her portfolio to make an ideal

combination of risk and returns as she produced commissioned

serials as well as sponsored programs.

THE SUCCESS BEHIND EKTA KAPOOR: WHAT MAKE

EKTA CLICK? CONTD…..

Contractual and fixed rate basis approach helped BTL to

control costs as well as maintain control over artistes.

The close relationship she shared with her family was her

strength and the source of her achievement.

Her ability to empathize with viewers and a strong instinct for

viewer preferences, coupled with her commitment and

attention to detail, have helped her make BTL the best known

brand in television software and the reason of her success.

CAN SUCCESS BE SUSTAINED?

BTL was excessively dependent on Ekta.

Analysts felt that the formula based serials that she made

would not sustain the interest of the viewers.

Ekta entered the film production business with Shri

Siddivinayak films.

Kumkum’s success might indicate the beginning of the

end of BTL’s domination of family based serials.

POPULAR SERIALS OF BTL

Program Channel

Kyun Ki Saas Bhi Kabhi Bahu Thi Star plus

Kahani Ghar Ghar Ki Star plus

Kasauti Zindagi Ki Star plus

Kahi Kishi Roz Star plus

Kusum Sony entertainment television

Kya Haadsa Kya Haqeeqat Sony entertainment television

Kamal Zee TV

Kahani Teri Meri Sony entertainment television

BALAJI’S REVENUE

KEY LEARNING POINTS

Recognize the turning points & grab the opportunities

Examine yourself & know your abilities

Consider the problems of customers

Be up to date

Variability is necessary (change the taste)

Maintain your success

Do not bother about rumors

RECOMENDATIONS

She should make more friends than enemies.

Her attitude may make work done fast but she is loosing

relation with her subordinates & staffs. She should be

more aware of human resource management for her

business.

She should know what factor is making her rivals more

stronger.

CONCLUSION

The role of business Women in economic development isinevitable.

Now-a-days women enter not only in selected professionsbut also in professions like trade, industry andengineering.

Women are also willing to take up business and contributeto the Nation's growth.

There role is also being recognized and steps are beingtaken to promote women entrepreneurship.