maurya presentation
TRANSCRIPT
A name synonymous with
‘Content with power ’
A name steeped in social and political renaissance
A name acclaimed by critics and populists…
Presenting PRAKASH JHA’s new vision
A channel which is a revolution
A news and entertainment channel
A first of its kind in India
Raison d’etre Maurya
Prakash Jha being born in West Champaran, Bihar and his passion for Political and socio political genre launched Maurya to provide fast, localized, entertaining and relevant content to the viewers of Bihar, Jharkhand, Uttarakhand and Uttar Pradesh
Beating competition in just 11 months of launch…
Already 3.4 times the share of Aaj Tak
2.1 times the size of India TV
Is way ahead of Bindass/ Sahara One and Star Utsav
Is already reached 83% size of Star One
Maurya has defined its own Prime-time, with virtually no competition
It controls the first media engagement of the day,
even before the daily newspaper
And Maurya…
comes to you at a low CPRP
Overview to Maurya…
Maurya is a news and entertainment channel
It is by the people, for the people and of the people of Bihar
The only channel which is based out of Bihar (headquartered in Patna)
It has the highest ratio of local news/ current affair of Bihar & Jharkhand as compared to any other national or regional channel (70:30)
Its entertainment content is enhanced by content rich soaps like Bahubali, Chalte Chalte, Musafir Jayega kahan, etc
Maurya distribution and coverage
Maurya is available in the prime-band across Bihar and Jharkhand
It is continuously enhancing its distribution for better coverage in the rural areas
To cover deep down the markets of Bihar and Jharkhand it is currently focusing on building its distribution through the cable operators
In fact recently it has achieved its objective of being the first regional channel to be beamed by cable operators
Maurya will also be available soon through DTH platforms
Maurya is currently increasing footprints to cover entire UP
Bihar
JHARKHAND
UTTAR PRADESH
Maurya Programming
Maurya has the highest number of reporters and OB Vans in Bihar & Jharkhand as compared to any other national or regional news channel. The programming being…
Morning & Late morning: The people of Bihar & Jharkhand wake with Khabar6 Bajiya (the first news bulletin of the day) and the audience trickles down to Garam Chai at 7 am which is news + entertainment program. Mornings on Maurya is a mix of news and current affairs sprinkled with entertainment and sports
Afternoon: News + light hearted programs targeting the housewives like Total Filmi/ Saas Bahu and repeats of primetime serials
Evening & Primetime: Back to news starting with Bihar Reporter at 7 pm. Followed by Maurya at 8 pm (current affairs). Key channel driver serials at 9 pm like Bahubali, Dil ki Baat and Chalte Chalte which helps keep the audience glued to Maurya right till late at night with a mix of news, current affairs & entertainment channel clipping
The current and upcoming channel drivers
Bahubali Sunaina Mungerilal ke haseen sapne
channel clipping
The growth story and numbers
GRP’s
Maurya: Average weekly GRPs – Quarter-wise
Consistent growth of the channel from its launch in Feb ’10.Opportunity for brands to tie in an annual deal at lower rates in a high growth channel
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11
2829
37
0
5
10
15
20
25
30
35
40
Jan - Mar Apr - Jun July-Sep Oct-Dec Jan'11
Maurya - GRPS
Source: TAM Market : Bihar 1mn+
TG:AA,15+ yrs+ SEC : ABC, CS hhsJan ‘11: Wk1 & 2; 26th Dec ’10 – 8th Jan ‘11
Zee News2%
DD News3%
Star News20%
TEZ15%
India TV8%
News 248%
Live India6%
NDTV India5% Aaj Tak
5%
Maurya17%IBN 7
11%
News ‘Channel Shares’ in Bihar : Maurya Vs National Hindi news
Maurya ranks as # 2 channel when compared to national news in Bihar3.4 times the share of Aaj Tak, 2.1 times India TV
Source: TAM Market : Bihar 1mn+
TG:AA,15+ yrs+ SEC : ABC, CS hhsPeriod: Wk1 & 2; 26th Dec ’10 – 8th Jan ‘11
GRP’s
Source: TAM Market : Bihar 1mn+
TG:AA,15+ yrs+ SEC : ABC, CS hhsPeriod: Wk1 & 2; 26th Dec ’10 – 8th Jan ‘11
37
49
45
1715
2
0
15
30
45
Maurya Sab Star One Bindass Sahara One Star Utsav
Maurya Sab Star One Bindass Sahara One Star Utsav
Maurya Vs Key GEC 2 channels
Maurya is already 83% size of Star One and 76% of Sab TVIt is way ahead of Bindass/ Sahara One and Star Utsav
Target Audience Profiling: Mauya Vs Mahuaa TV
Maurya profile matches with Videocon demographics.Maurya skewed towards Males; upper SEC and younger audiences Vs Mahuaa skew is towards Females and older age groups
Source: TAMMarket : Bihar 1mn+
Period : 26dec-8jan’11
Channels ==> Maurya Mahuaa TVBihar 1mn+ GRPs Index GRPs Index4 + Yrs 28 102
Males 33 121 97 94Females 20 73 109 107
15-24 yrs 34 124 93 9125-44 yrs 27 97 127 12445+yrs 32 116 152 148
SEC A 56 202 112 109SEC B 20 74 176 172SEC C 19 69 55 54SEC D/E 14 51 42 41
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Morning Late Morning Aftrnoon Early Prime Prime
Maurya Star News TEZ Zee News India TV Live India IBN 7 Aaj Tak NDTV India
Morning : 05-08 hrs
Late Morning : 08-12 hrs
Afternoon : 12-1630 hrs
Early Prime : 1630-20 hrs
Prime : 20-24 hrs
Late Night : 24-5 hrs
Maurya : Lead channel in Morning and Prime
GRPs by day-part: Maurya Vs Key news channels
Maurya is leaps and bounds ahead of #2 channel in mornings and prime-time amongst key news channels
Source: TAM Market : Bihar 1mn+
TG:AA,15+ yrs+ SEC : ABC, CS hhsPeriod: Wk1 & 2; 26th Dec ’10 – 8th Jan ‘11
0
5
10
15
20
25
Morning Late Morning Aftrnoon Early Prime Prime
Maurya Bindass SAB Sahara One Star One Star Utsav
Morning : 05-08 hrs
Late Morning : 08-12 hrs
Afternoon : 12-1630 hrs
Early Prime : 1630-20 hrs
Prime : 20-24 hrs
Late Night : 24-5 hrs
Maurya : Lead channel in Morning and Prime
GRPs by day-part: Maurya Vs Key GEC2 channels
Maurya is again the lead channel in mornings and prime-time as compared to key GEC 2 channels
Source: TAM Market : Bihar 1mn+
TG:AA,15+ yrs+ SEC : ABC, CS hhsPeriod: Wk1 & 2; 26th Dec ’10 – 8th Jan ‘11
Maurya News – Time-band wise TVR’s (Morning)
Maurya is the first engagement that the audience has (early morning slot), it catches the audience in a fresh state-of-mind. Starts getting viewer-ship at 5 am in the morning at peaks at Bihar6bajiye at 6 am
Opportunity for brand to interact with audience even before they read the newspaper
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0.6
0.9
1.2
1.5
5:00
5:30
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
Maurya TVRs
Source: TAM Market : Bihar 1mn+
TG:AA,15+ yrs+ SEC : ABC, CS hhsPeriod: Wk1 & 2; 26th Dec ’10 – 8th Jan ‘11
Top 10 Programs in Maurya Vs key news channels
In the same time-band, 10 out of 12 programs in Maurya deliver highest TVRs as compared to any other news channel in Bihar
Source: TAM Market : Bihar 1mn+
TG:AA,15+ yrs+ SEC : ABC, CS hhsPeriod: Wk1 & 2; 26th Dec ’10 – 8th Jan ‘11
MauryaProgrammes Time Band Aaj Tak IBN 7 India TV Live India Maurya NDTV India News 24 Star News TEZ Zee NewsMaurya 8 PM II 20:30 0.05 0.16 0.07 0.03 0.49 0.05 0.21 0.08 0.09 0.00Bahubali 21:00 0.04 0.41 0.21 0.27 0.41 0.06 0.14 0.14 0.23 0.02Maurya 8 PM I 20:00 0.05 0.27 0.13 0.06 0.32 0.11 0.19 0.05 0.13 0.03Law & Order (Live) 21:30 0.09 0.42 0.20 0.13 0.29 0.36 0.21 0.16 0.43 0.05News/ Hum Sab 11:00 0.07 0.06 0.01 0.03 0.27 0.00 0.01 0.02 0.11 0.00Bihar Reporter 19:00 0.01 0.04 0.06 0.05 0.25 0.01 0.09 0.09 0.07 0.05Serials 13:30 0.04 0.03 0.09 0.04 0.21 0.04 0.04 0.13 0.09 0.02News of Jharkhand 19:30 0.03 0.23 0.08 0.06 0.19 0.03 0.08 0.17 0.13 0.07Total Filmi 12:30 0.00 0.04 0.05 0.02 0.19 0.02 0.09 0.08 0.13 0.03Jurm ka Jaal R 10:30 0.04 0.10 0.12 0.03 0.18 0.00 0.00 0.02 0.02 0.01Khabar Dupahri 13:00 0.02 0.03 0.03 0.01 0.18 0.01 0.04 0.05 0.14 0.00Khabar 6 Bajiya 6:00 0.00 0.00 0.00 0.01 0.17 0.01 0.03 0.01 0.08 0.00
Avg TVR
Top 10 Programs in Maurya Vs key GEC 2 channels
In the same time-band, 5 out of 12 programs in Maurya deliver highest TVRs as compared to any other GEC 2 channel in Bihar
Source: TAM Market : Bihar 1mn+
TG:AA,15+ yrs+ SEC : ABC, CS hhsPeriod: Wk1 & 2; 26th Dec ’10 – 8th Jan ‘11
MauryaProgrammes Time Band Bindass Maurya SAB Sahara One Star One Star UtsavMaurya 8 PM II 20:30 0.04 0.49 0.74 0.00 0.12 0.00Bahubali 21:00 0.01 0.41 0.11 0.05 0.05 0.00Maurya 8 PM I 20:00 0.02 0.32 0.28 0.08 0.05 0.00Law & Order (Live) 21:30 0.01 0.29 0.08 0.02 0.08 0.00News/ Hum Sab 11:00 0.15 0.27 0.28 0.02 0.07 0.00Bihar Reporter 19:00 0.31 0.25 0.15 0.04 0.11 0.03Serials 13:30 0.05 0.21 0.42 0.07 0.55 0.00News of Jharkhand 19:30 0.14 0.19 0.18 0.07 0.11 0.02Total Filmi 12:30 0.13 0.19 0.17 0.14 0.21 0.00Jurm ka Jaal R 10:30 0.17 0.18 0.19 0.08 0.06 0.00Khabar Dupahri 13:00 0.07 0.18 0.30 0.05 0.25 0.00Khabar 6 Bajiya 6:00 0.01 0.17 0.00 0.00 0.00 0.00
Avg TVR
Where does it fit in your TV plans?
Innovation possible on the channel
Aston Band Branding of “Maurya Special News” “Text headline” Branding / Water mark Branding of “Total Film” segment Branding of “Weather Report” Branding of “Sport Special” Branding of “Sensex report” Branding of “Saas Ki Chowk Bahu ka Tadka” programme
Thank-You