monika'sfinal project

8/7/2019 monika'sfinal project

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A

PROJECT REPORT

ON

STUDY OF VIEWERSHIP RESPONSE

ON

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INDEX

CONTENTS CERTIFICATE

ACKNOWLEGEMENT

CHAPTER 1. EXECUTIVE SUMMARY

CHAPTER 2. INDUSTRY PROFILE

2.1 Changing face of media

2.2 Media industry road ahead2.3 Indian television-flash back

2.4 Golf war-the catalyst

2.5 Major players2.6 Regional Leaders

2.7 Scenario of consumer viewership in India

2.8 Indias great channel goldrush2.9 Conclusion

CHAPTER 3. COMPANY PROFILE 3.1 IBN 7 Ethos

3.2 IBN 7 Promises3.3 IBN 7 Strengths

CHAPTER 4 RESEARCH METHODLOGY

4.1 Purpose of the study

4.2 Objectives of the study4.3 Sample of study

4.4 Sampling techniques4.5 Tools used for data collection

4.6 Research design4.7 Statistical techniques used for analyzing data

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CHAPTER 5. FINDINGS ANDANALYSIS OF DATA

CHAPTER 6. INTERPRETATION OF THE FINDINGS

CHAPTER 7. SUGGESTION

LIMITATIONS

BIBLIOGRAPHY

APPENDIX

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CHAPTER 1

EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY

The project is an attempt to study the viewership response on IBN7.

It tries to explore the media industry, market of the news channels in India through

surveying the customers with the help questionnaire.

INTRODUCTION TO MEDIA INDUSTRY

This chapter deals with how the news channel market is exploding in India, with

new news channels coming up almost everyday. It is one of the few markets where makemoney opportunities is maximum. But lately it is seen that the market share is getting to

be static and even decreasing for these channels. They range from Hindi to English toeven regional language news channels like Aaj Tak,NDTV 24X 7, Zee News, Star News,

CNN-IBN, Udaya News etc. The media industry is on a high road ahead.

INTRODUCTION TO COMPANY

In this chapter the company IBN 7 is explored in terms of its ethics, promise,

strengths and the various shows telecasted on it. It has a wide range of programme like

Sunrise, Newsbreak, Breakfast News, IBN 7 Live, IBN 7 Lunch Special, Serial Jaisa KoiNahin, Newszone, Sportszone,7 PM, IBN 7 Special, News Centre, News Express, Danke

Ki Chot Par, Big News, Criminal, Final Report.

OBJECTIVES OF THE STUDY

The main objectives undertaken to this study is the essence of this chapter. The

main objective being to conduct survey across Delhi to accumulate and analyze theinformation gathered to study, Popularity of Hindi news channels, Awareness of IBN7 in

North India, IBN7 in comparison to other news channels etc.

RESEARCH METHODOLOGY

It includes problem recognition, research design and data analysis methods usedin the successful completion of this project report.

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FINDINGS AND ANALYSIS

The interpretation of findings led to this formulation of SWOT analysis i.e.,

analysis of the strengths, weaknesses, opportunities and threats faced by IBN 7 in the

huge market of news channels in India. This would aid the company to see its currentposition in the market and grasp good opportunities coming its way.

SUGGESTIONS

The ultimate aim of the report is to provide suggestions to the company so as to

help it achieve a better market position.These suggestions are based on the findings of thesurvey and the interpretation done.

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CHAPTER - 2CHAPTER - 2

INTRODUCTION TO MEDIA INDUSTRYINTRODUCTION TO MEDIA INDUSTRY

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2.1 Changing face of Media.

The past few years have witnessed phenomenal growth in the number of news channels

in India. From 11 in 2002, there are 36 news channels today, and many more are in the

pipeline. With Times Now (a joint venture between Times group and Reuters service)

and CNN-IBN (a TV-18 /Global Broadcast News brand) coming in this year, the market

has entered a new phase of competition.

Fig 1.1: Studio Room

The chaotic, argumentative nature of our democracy is, perhaps, the ideal breeding

ground for them. This is because the more undemocratic a country, the more difficult it is

to disseminate or comment on news. China, for instance, has a demand/supply gap on

content, which most media companies blame on the lack of democracy. Plus, in India,

there are sub-genres such as crime, Bollywood and night life that have boosted the

viewership of news channels, says Manish Porwal, executive director (India-West),

Starcom Worldwide. It is a pattern followed by news channels in large democracies like

the US. But in India, this stretching of news to create genres and sub-genres has been

multiplied into dozens of languages and regions.

As a result, India is, arguably, one of the few countries in the world with so many news

channels. More important, it is one of the few markets where most of them make money.

However, it may not remain so for long. After all, how long will advertisers support the

need for a daily argument in every conceivable language? Can the boom be sustained, or

is the bubble going to burst soon?

Perhaps, it is time to rethink the party.

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The signals have been getting stronger in the last few months. TAM data shows that the

share of ad revenue from news channels has been static at 10-11 per cent of the total over

the last 4-5 years. Of course, the pie is

expanding. So, of the total TV ad revenues

of Rs 5,412 crore in 2005, news channels

account for Rs 550 crore. The problem is,

there is only advertising.

With the total ad pie expected to grow at

about 12-14 per cent a year, news channels

should get around Rs 1,000 crore by 2008.

Starting a channel costs Rs 50 crore-60

crore. As per the announcements made so

far, 10-12 news channels should be on air

in the next 12 months, an investment of Rs

500 crore-600 crore. This is nearly equal to the current market size.

Fig 1.2 Growth of news

But given that on an average, a channel takes 3-4 years to break even, it looks like not

many will be able do so. The post-launch operating expenses are rising exponentially due

to marketing and distribution costs, which form 10-20 per cent of revenues. This includes

the substantial carriage fee. The Indian cable pipe, currently the main mode o

distribution, can support only 106 channels, while the actual number is much more. So,

both small and large players are finding the carriage fees to multi-system operators g to

depend on.

(MSOs) and placement fee to cable operators tough to keep up with. Thus, NDTVs

profits dipped sharply last year, largely due to carriage fees. The bottomline the whole

cost-revenue equation is getting out of hand.

The big question that investors will soon start asking is: how to make up for the initial

investment and the operating costs? When the second boom in news channels occured in

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2003, the answer came from the very heterogeneity that networks are now banking on.

The first push came with Hindi news channels such as NDTV India and Sahara Samay.

Hindi still rules in both reach and advertising. G. Krishnan, executive director and CEO,

TV Today says that Aaj Tak still reaches five times the number of viewers that its

English channel Headlines Today does every week. Then came business channels such as

NDTV Profit and CNBC Awaaz, which showed the maximum growth in viewership

figures (in percentage terms). It is up more than five times in the past four years. This

was followed by English and regional channels (up four times in the same period).

Table 1.1 Top channels of India

Yet, the ad money may not chase all sub-genres with equal fervor. English news

channels get you a premium while Hindi news channels get you volumes, says Raj

Nayak, CEO, NDTV Media. Basabdatta Chowdhuri, COO, Madison Media Plus, a media

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buying agency, agrees: Although a 10-second spot during peak prime time on Aaj Tak

costs Rs 22,000 with bonus spots on non-prime time, English news has a premium over

Hindi and regional ones. As a result, ad-spend on business channels, most of them

English, doubled in 2005 as compared to 2004. There is only so much slicing by

languages and sub-genres possible now. So, how will this latest wave be supported?

2.2 Media Industry-Road Ahead

The Indian Media industry is undergoing remarkable change and is today one of the

fastest growing sectors in the country.

According to a report by Crisil, Media industry is poised to double its revenues by 2010

with an annual growth rate of 15.6 percent. The study forecasts that the revenues will

reach up to the level of INR 74,400 crore by 2010 from INR 36,100 crore in 2005. The

sector is riding high on the back of several factors such as presence of multiple players,

greater choices to consumers and growing investor interest. According to another report

by FICCI and PricewaterhouseCoopers, the media and entertainment sector is expected to

cross turnover of INR 100,000 crore by 2011 from the present INR 43,700 crore, thereby

registering 18 per cent compounded annual growth. The Indian entertainment and mediaindustry is witnessing a phenomenal growth and is slated to grow at 19 per cent to Rs

83,740 crore by 2010 from its current size of Rs 35,300 crore, according to a study.

The phenomenal growth in the entertainment and media sector can be attributed to

economic growth, rising income levels, consumerism combined with technological

advancements and policy initiatives undertaken by the Indian government, the Ficci-

PricewaterhouseCoopers study has forecast.

"Two factors that will contribute to the growth of the industry are low media penetration

in lower socio-economic classes and low ad spends...but efforts to increase it even

slightly are likely to deliver much higher results," PricewaterhouseCoope

Entertainment and Media practice Executive Director and leader Deepak Kapoor said in a

statement.

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With an estimated 28 million Indians already hooked on to the internet, internet

advertising in India is presently worth Rs 100 crore. With the broadband slowly

becoming popular, the segment would show a compund annual growth rate (CAGR) of

50 per cent. The internet is used for doing transactions, chatting, offering opportunity for

the companies to sell their products.

In terms of value though, television would dominate the industry with the size growing

three times from Rs 14,800 crore to a whopping Rs 42,700 crore by 2010 with the CAGR

at 24 per cent.Subscription revenues which will be the key drivers for the growth, would

increase from the number of pay TV homes and increased subscription rates. New

distribution platforms like DTH and IPTV will only increase the subscriber base and push

up the subscription revenues.

The print media with current size of Rs 6,800 crore is gradually opening up to foreign

investment due to a booming Indian economy, growing need for content and government

initiatives. The sector with a CAGR of 12 per cent is estimated to grow to Rs 19,500

crore by 2010.

Radio, the cheapest form of entertainment could see some drastic changes. The

government has announced migration to a revenue share regime, permitting foreign

investment in the segment and allowing licenses to the private players.

The CAGR of the sector predictably so is 32 per cent and the segment size is forecast to

grow four times from the present size of Rs 300 crore to Rs 1,200 crore by 2010, the

survey said.Live entertainment industry, also known as event management, is presently

worth Rs 800 crore and is expected to grow to Rs 1,800 crore by 2010 with a combined

annual growth rate of 18 per cent.

Outdoor media sites, predominantly owned by small and local players, are likley to

evolve in India too in the short-term. The segment is currently worth Rs 900 crore and is

expected to grow by 14 per cnt (CAGR) to Rs 1,750 crore.Music sector, dogged by

problems of piracy, could see a revival of sorts with the growth of 'mobile music' and

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licensed digital distribution services. The sector with a size of Rs 700 crore would grow

to Rs 740 crore by 2010 with a CAGR of merely 1 per cent, the survey added.

.

2.3 Indian Television - Flash Back

Television in India is undergoing significant changes in the current liber

environment. To understand these changes, one needs to have some brief idea of the road

covered by the television channels so far. The journey started as an experimental basis

with a financial grant from UNESCO in 15th September 1959. The makeshift studio at

Akashvani Bhavan in New Delhi was chosen for location of the experiment. The

experiment started with one-hour program, broadcast twice a week, on community health,

citizen rights, education and traffic sense etc. As far as news is concerned, it was

launched exactly six years after the inception of television broadcasting. Daily one-hour

program with a news bulletin was served to the Indian viewers. But one major drawback

of television was that you could not enjoy the original colour of the objects because of

black and white transmission. First multi-color programme was the Prime Ministers

address to the nation from Red Fort in Delhi on Indias 35th Independence Day. In the

same day, DD National channel was launched. The aim of launching the National

channel is nurturing national integration, and inculcating a sense of pride in Indians.

Indian viewers also enjoyed the colored version of the Asian Games hosted by New Delhi

in their drawing room. The coverage of major events and different occasions lend a big

hand behind the infiltration of television signals to the nook and corners of the

subcontinent. Indian Government had taken all possible steps to expand the television

broadcasting demographically and geographically. In 1983 television signals were

available to just 28% of the population, this had doubled by the end of 1985 and by 1990

over 90% of the population had access to television signals. In 1984, DD Metro channel

was added to provide an exclusive entertainment for the urban viewers. In the beginning,

this channel was confined to metropolitan cities. As a public broadcaster, Doordarshan

presented the news in naturalized manner. All controversial issues were pushed under the

carpet. The ruling government had a strong hold on the television broadcasting.

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Doordarshan news bulletins were unable to provide the international news to the national

viewers. Objectivity had been the first casualty as news was invariably slanted to suit the

party in power. The news was liberated from the confines of the DD newsroom and

gained in objectivity and credibility when New Delhi Television (NDTV) produced The

World This Week in 1988. Everyone was waiting for the Friday night to watch The

World This Week. This was the only India-based programme, which looked out at the

rest of the world. The World This Week was the best current affairs programme on the

international scenario and carried good stuff of news, which the regular DD news was

failed to carry out. This program is ranked as one of the countrys finest and most popular

television shows. In 1989, NDTV produces Indias first live televised coverage of the

countrys general elections. The critical and commercial success of the coverage sets a

new standard for Indian television. After the Gulf War the media panorama has changed

forever.

2.4 Golf War The Catalyst

Post-1990 satellite television in India has become transnational in nature. It coincided

with the entry of multinational companies in the Indian markets under the Government

policy of privatization. International satellite television was introduced in India by CNN

through its coverage of the Gulf War in 1991. In August 1991, Richard Li launched Star

Plus, the first satellite channel beamed the signal to Indian subcontinent. Subhash

Chandras Zee TV appeared in October 1992. It is Indias first privately owned Hindi

channel to cater the interest of Indian viewers. This ignition followed by Sony and a little

later by domestic channels such as Eenadu, Asianet and Sun TV. Entertainment programs

had begun to occupy center stage in the organizations programming strategies and

advertising had come to be main source of funding. Doordarshans earlier mandate to aid

in the process of social and economic development had clearly been diluted. Doordarshanhad faced a stiff competition in news and public affairs programming with international

channels like BBC and CNN. Doordarshan planned to sell some slots for news

programme under sponsored category. In February 1995, NDTV becomes the countrys

first private producer of the national news News Tonight, which aired on the countrys

government-owned Doordarshan set a new landmark for Indian television because of its

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on-the-spot reporting with pertinent visuals. In the same year, TV Today Network

occupied a 20 minutes slot in DD Metro channel and aired a Hindi and current affairs

programme Aaj Tak. This programme became popular for its comprehensive coverage

and unique style presentation by Late S. P. Singh. Still we remembered the sign-up

message Ye Thi Khabar Aaj Tak, Intizar. Kijiye Kal Tak. Large number of viewers

across India had been watching Aaj Tak as a daily habit because of its innovative style of

news presentation. Besides that Nalini Singhs five-minute fast paced, condensed daily

news capsule Ankhon Dekhi, TV Today Networks Business Aaj Tak and Newstrack was

aired on the Metro channel of Doordarshan. This is the period when satellite channels

concentrated on entertainment programmes for their respective channels. Doordarshan

was still ruled the most wanted area news.

2.5 Major Players

Doordarshans monopoly was broken in 1992, when private television channe

infiltrated into the Indian boundaries and entertain the viewers as much as possible. In the

beginning of 1990s, the private channels offered only entertainment programmes. The

entertainment programs include family drama, comedy serials, children programmes,

cartoons, movies, talk shows, recipe shows, musical concerts, non-fiction programmes

etc. Private entertainment channels added some infortainment programmes to their Fixed

Point Charts (FPC). Keeping the demand of infotainment programmes in mind, the media

houses started to produce news magazines, entertainment magazines and n

programmes for different channels. Indias premier business and consumer new

broadcaster and a leading media content provider, Television Eighteen India Limited

(TV18) started Indias first ever entertainment magazine The India Show on Star Plus

in 1993. This emerging media powerhouse provided prime time television content to

almost all leading satellite channels in India including BBC, Star Plus, Entertainment Television, Zee, MTV and Discovery. After The India Show, TV18

produced a weekly business news program India Business Report for BBC World. Indian

viewers had very limited options (like public service broadcaster Doordarshan, BBC and

CNN) for watching the television news. For televised news, the viewers had to watch

Dordarshan and some international news channels like BBC or CNN. In this race to

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provide more news, more information, Zee Television jumped into the battlefield by

launching the news channel Zee News in 1995. This News and current affairs channel

revolutionized the way news was delivered to the viewers. Since its inception Zee News

has endeavoured to be the fastest to provide news, working towards a single goal of

Sabse Pahle (Always First). The other round-the-clock news channel, the Murdoch-

owned Star TV beamed its exclusively 24-hour news channels, Star News in 1998. Star

made a contract of five year with Prannoy Roy-owned NDTV (New Delhi Television

Company) to provide news content for this news channel. The untiring exhaustive

coverage of the Kargil war between India and Pakistan gained more publicity and

attracted more viewers towards the electronic channel. This televised conflict also sets a

news benchmark for wartime journalism. During the Kargil war, common citizens

witnessed how their brave Jawans fought despite in hostile conditions and watched the

war front live by the exclusively news channels, Star-TV and Zee-News. The live

coverage of the battlefield helped to create a euphoria of patriotism among the Indian

masses, which later facilitated into collecting huge funds for the welfare of the families of

Kargil martyrs. Every news programme draws the attention of large number of viewers

but Kargil war attracts private broadcasters to invest more money in the broadcasting

business by launching a news channel. In November 1999, TV18 entered into a 49:51

joint venture with CNBC Asia to launch CNBC India. TV18 is the sole program provider

to CNBC India, and produces 12 hours of local content per day on this 24-hour satellite

channel. After the huge success of news programme Aaj Tak, TV Today group

launched a 24-hour Hindi news channel with the same name Aaj Tak, in December

2000, which covers India with insight, courage and plenty of local flavour. Within 11

months of its launch, Aaj Tak emerged as Indias number one news channel and was

awarded Best News Channel award from Indian Television Academy Awards. Some

mega events apart from regular interesting items (such as Kandhahar hijack, September

11 attacks, Afghanistan war, attack on Parliament, Iraq war, Godhra carnage and riots)

have driven up the viewership. As time passed, NDTVs five years contract with Star

group for outsourcing of news and related programming expired on March 2003. With

the expiry NDTV forayed into broadcasting business by simultaneously launching two

24-hour news channels; NDTV 24X7 English news channel and NDTV India Hindi

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news channel, which targets the Indian diaspora across the world. News crazy Indians

received more news at faster speed from different channels. Any unusual happening can

be caught by the television camera anywhere form Rastrapati Bhawan to bedroom. The

power of TV journalism was become more visible by the major sting operations like

Operation West End and Shakti Kapoor Case. This style of investigative journalism has

brought about a change in the way we look at news, amidst new notions of editorial

freedom. The worlds largest family Sahara India Parivar launched a 24-hour national

Hindi news channel, Sahara Samay, in March 28, 2003. It is the first ever city-centric

satellite news channels covering 31 cities in India with their own city news bulletins.

Keeping the demand of news in mind, the Union cabinet approved the proposal to

convert the DD Metro to DD news in a meeting held on 3 October 2003. Consequent to

these decisions, DD-News channel was launched on 3 November 2003. You might have

noticed that the news channels are language specific. But DDs news channel contains the

round the clock news bulletins in Hindi/ English are also telecast twice a day on the

National Network of DD National. Aap Ki Adalat fame Rajat Sharma, Sohaib Ilyasi,

the man behind the highly successful India's Most Wanted and Taun Tejpal, editor-in-

chief of Tehelka roped together and launched a free-to-air Hindi news and current affairs

channel India TV on May 20, 2004. Indian viewers had more expectations from this

channel. The much-awaited news channel hopes to set itself apart from the existing ones

by setting new benchmarks of responsible journalism. Speaking on the occasion of the

launch, Rajat Sharma, chairman, India TV, said, We aim to change the way broadcast

news reporting is being conducted in the country. India TV will set new benchmarks by

maintaining international standards of responsible and credible news reporting. We will

stay away from graphic depictions of violence and sensationalism of news. We will

uphold the viewer's right to correct information and their right to truth and verity. India

TV is not just a news channel, it is a movement. NDTV as a pioneer in Indian television

news, set to create a fresh revolution in high-quality business news with the launch of

NDTV Profit. NDTV launched this 24-hour business channel on January 17th, 2005.

There is no saturation point in launching of news channel, just booming like sky as the

limit. Entertainment channel to infotainment channel, infotainment channel to news

channel, news channels to business channel and Business channel to lots more. Now the

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satellite channels become more topicality with international standard. When we are

talking about topicality, CNBC TV18, the only business channel, continues to be the

medium of choice for Indias decision makers, affluent audiences across the country

since 1999. It has set the pace for the growth in number of television channels by

launching a 24-hour consumer channel in Hindi called Awaaz. This news channel

focusses on empowering consumers on decision-making related to investment, saving

and spending. All the programmes are catering to consumers across different walks of

life, which included personal finance; variety of markets including commodity, stocks,

savings etc.; small businesses; education & career guidance; and verticals like health,

shopping etc. Another news channel was finally launched into the already cluttered news

space in Indian television. Jagran TV Pvt Limited's news channel, Channel 7 up-linked to

the air on 27 March 2005. The channel has been set up to cater to the vast Hindi-speaking

audiences, already being targeted by a slew of news channels. Channel 7 developed every

programme with a bid to cater to all types of audiences and not just pre-dominantly male

audiences who get attracted towards news channels.

2.6 Regional Leaders

To cater the interest among the Indians, Doordarshan televises programmes in Hindi and

associate Official languages. It has launched a number of Regional Language Satellite

Channels (DD - 4 to DD - 11 and DD - 13) and telecast programmes in Assamese,

Bengali, Gujarati, Malayalam, Marathi, Kannada, Telugu, Kashmiri, Oriya and Tamil.

The Regional channels relayed by all terrestrial transmitters in the state and additional

programmes in the Regional Language in prime time and non-prime time available only

through cable operators. The Doordarshan regional satellite channels telecast major news

programme with some entertainment programmes. If you think about the private regional

channels, they have followed the path of the Big brother (i.e Doordarshan). They are

neither completely entertainment channel nor exclusively news channel. They are

following the middle path and claiming themselves an infotainment channels. The private

channels televise through the state dominant languages. Rising advertising revenues and

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increasing numbers of viewers have provided the impetus for many big players to enter

into the business. Some regional media leaders like ETV, Sun TV, Asianet have a strong

grip over the regional market. Some major players tried their luck in different states. Zee

television has three regional channels; Zee Marathi, Zee Punjabi and Zee Bangla. Star

Network entered into Tamilnadu by launching Star Vijay, one of the most popular

entertainment channels in India broadcasting in Tamil. Besides that ETV Network is a

part of the well-established Ramoji Group, has created 12 dedicated infotainment

regional channels. ETV network is the source of rich entertainment of eight different

languages. Those are: Telugu, Bangla, Marathi, Kannada, Oriya, Gujarati, Urdu; and

Hindi to viewers in Uttar Pradesh, Rajasthan, Bihar and Madhya Pradesh. Every ETV

Network channel focuses exclusively on its audiences unique cultural identity, its

aspirations and its distinct socio-political character. Let us think about the south Indian

language Telugu, there are around twelve satellite channels are roaming around the sky

with different taste and different flavour. These channels include three news channels,

one song-based channels and rest are infotainment channels. When we confine ourselves

into news, three channels (ETV2, TV 9 and Teja News) exclusively devoted to news

programmes. Sahara India Pariwar is proud to have five news channels as the bouquet of

Sahara Samay. These channels are: Sahara Samay NCR, Sahara Samay Mumbai, Sahara

Samay Bihar & Jharkhand, Sahara Samay Madhya Pradesh & Chattisgarh, and Sahara

Samay Uttar Pradesh & Uttranchal. Sahara Samay has already managed to gain a loyal

audience in India through a bouquet of National & Regional News Channels since its

launch. These channels are youthful and vibrant channels targeting students and women,

besides that hardcore news stuff. The regional news channels covers the entire spectrum

of genre with specific programs on lifestyle, fashion, food, shopping, health and fitness,

sports, education, career and city issues, besides giving user-friendly information on

traffic updates, city events, train and air timings, etc. Now national news channels cannot

confine its boundary to national level. They cannot ignore the regional news because of

the stiff competition form the regional cannels. Regional news channels are entering into

the competition with a strong will power and also with an aim to portrait regional issues

in national and international level.

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2.7 Scenario of consumer viewership of newschannels in India

According to industry data, the market for news channels has grown from Rs 200 crore in

2000 to Rs 310 crore in 2001. This is further expected to grow to Rs 500 crore in the next

two years. Says G. Krishnan, chief executive, TV Today, "The news channel market has

been on the upswing, and advertising revenues have been pouring in. In fact, all

categories of advertisers are flocking to the news channels because of the higher return on

investment offered by these channels as compared to the entertainment channels."

But is there really a market for a 24-hour English news channel in India? Aaj Tak's

Krishnan seems to think so. "There is a market for a 24-hour English news channel. Our

country has a 108-million strong English-speaking audience and no dedicated English

news channel. Moreover, by virtue of language, we are being restricted from reaching out

to viewers across the country. By launching an English news channel, we aim to capture

the news viewers across India, and retain a leadership position in the genre of news in a

fragmented viewership scenario," he says.

Moreover, officials point out that apart from the audiences in the metro, an English news

channel can help tap viewership in the South as well. Little wonder, TV Today is tar Like

in every category, there will be a few leaders capturing the bulk of the revenue pie, while

the rest will have to survive on what's left over," points out a media analyst. The category

is likely to get even more competitive as the increasing number of news channel jostle for

the highest number of eyeballs and advertiser attention.

But for now all eyes are set on the growing advertising pie for news channels. Apart from

growing viewership, another reason why news channels have attracted advertisers is

because of the low cost, thus enabling advertisers to increase the frequency of their ads,

says a media planner. According to media analysts, the low cost of spots on news

channels also provides the opportunity for the smaller advertiser to advertise on a

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national media. "There has been some shift of advertising away from local print media

and local cable channels to news channels", says an analyst.

This trend is likely to continue, as more players will make the category grow.

2.8 India's great channel goldrush!

Indias media and entertainment segment is flourishing. Nearly 30 new television

channels -- national or regional -- in the entertainment and news genre are in the pipeline.

Already, over 250 channels beam over the Indian skies and reach nearly 70 million cable

and satellite TV homes.

In view of the growing craze of companies and individuals wanting to be part of the

action in the broadcasting space, it's imperative to ask some basic questions. First, why is

everyone so keen on owning a channel? Is the television business minting money? Again,

do we have the wherewithal to distribute them, and why should a viewer watch them?

One of the largest channel bouquets perhaps will come from INX Media and INX News

set up by former Star Group CEO Peter Mukerjea's wife Indrani. Mukerjea is bound by a

non-compete agreement with Star and cannot engage in the broadcasting business for the

next four months. But that hasn't deterred him from taking the plunge through his wife's

company along with former Hindustan Times editor Vir Sanghvi who will be CEO of the

news business.

On the anvil is an extensive 12-channel television network. Quiz Mukerjea, who seems to

spend more time in the Taj Mahal Hotel's tea lounge in Delhi than in Mumbai, about his

new business and he grins: "INX Global is a recruitment firm. So many new channels are

coming and I am hiring for those."

Television software company BAG Films' channel plans are also an open secret. Four

channels and an investment of Rs 400 crore (Rs 4 billion) is on the drawing board, say

company insiders. Plans are afoot to set up an earth station in the company's sprawling

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Noida complex. Add to this another three channels from the NDTV stable that will hit the

small screen in the next six months.

A host of reasons, other than power and influence, are driving people into the television

business. For many the "churn" theory is credible. "The broadcast industry is cyclical in

nature and goes through a churn every 5-6 years.

"Look at English news. There are no clear market leaders today. Shares of Hindi news

channels also change constantly."there's a market for local and region-specific news

channels rather than at a national level.

The bullish industry reports also offer an excuse to take the leap. ADEX India, a division

of TAM Media, reports that television advertising grew at a healthy 22 per cent in 2006.

The latest PricewaterhouseCoopers report on the media and entertainment industry

predicts that the medium will continue to grow at 22 per cent Compounded Annual

Growth Rate (CAGR) for the next four years taking the television industry from its

current size of Rs 19,100 crore (Rs 191 billion) to Rs 51,900 crore (Rs 519 billion) by

2011.

Do reports exaggerate numbers? No "The industry is easy to understand. The Indian

economy is growing, and in a growing economy companies allocate more funds to

advertising."

India can take many more channels. Advertising is not dipping in a hurry." Many new

product categories such as healthcare and auto ancillaries will start using television for

commercials. "Five years ago who would have thought hosiery brands such as Lux, Amul

and Cozy would be big on news channels?" hannel owners are training their eyes on

subscription revenue as well. After all, at Rs 12,000 a year, it is almost twice the size of

television advertising estimated to be between Rs 6,000 crore and Rs 7,000 crore (Rs 60-

70 billion).? "This will grow to 25,000 crore (Rs 250 billion) in four years

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In the absence of addressability and transparency in the cable business, hardly 12-14 per

cent subscription revenue accrues to the broadcasters. "With increased number of CAS

(conditional access system) and DTH homes, broadcasters must claim a 30-40 per cent

share of this revenue,"

Increased TV penetration also has potential. TV homes could grow from 112 million to

200 million. And cable penetration (read pay TV market) could grow from the current 70

million to all TV homes. Entry of CAS and new DTH players like Reliance ADAG and

Sun TV will expand the pay TV market.

"Organised distribution will boost revenues. So will the greater demand for TV software

in the export market and across media platforms. View this in the backdrop of 15-20 per

cent increase in ad spends plus further penetration of the medium. The short term story

looks positive,"

Is positive business outlook the primary reason for the explosion in the sector? Very few

industry experts admit it, but the single most compelling reason driving people into the

electronic media segment is the high valuations that the TV companies get.

"When companies with ad revenues of Rs 200 crore (Rs 2 billion) get valued at Rs 2,000

crore (Rs 20 billion), people sit up and take notice." Besides, if you invest Rs 50 crore

(Rs 500 million) in a channel and sell it for Rs 150 crore (Rs 1.50 billion), it looks like an

attractive business to be in,

It's easy to be starry-eyed about valuations. Set up a TV company and take some known

faces on board. Get the company valued and sell small stakes to private equity investors.

"You are not putting in your own money and since the markets are buoyant, the game

seems to be working," says a media industry source. That is the crucial point. How many

television channel companies are profitable? Of the 10 Hindi news channels hardly three

are making money. The CEO of a news channel admits that it is making losses of nearly

Rs 5 crore (Rs 50 million) a month.

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The state of the Hindi mass entertainment market is no different. You need a minimum

Rs 500 crore (Rs 5 billion) to set up one channel on the lines of, say, Star Plus. Media

industry sources say that of the top three channels in this category, one is already

bleeding, though financial details are hard to access.

Privately, top entertainment channel executives admit that their profit margins have been

squeezed by 20-30 per cent due to huge cost escalation and stagnant revenues.

Advertising is getting fragmented and at 15 per cent a year, growth rates in this genre are

slower than those in TV overall.

More channels mean more business for Rajesh Kamat, head of the TV production house

Endemol's India operation, but he's incredulous about its sustainable growth. "One

wonders about the kind of money being pumped in and whether the returns will be as

high. If you ask me, the ad pie is growing but not as much to accommodate such

expansion."

Besides, the distribution pipes are also choked and the growing subscription revenue

theory does not hold. "The distribution matrix will not change overnight. It will take at

least three years," says Sawhney. CAS isn't helping broadcasters either. In fact, pay

channels like NDTV have gone free to air in CAS notified areas to prop up theirdeclining viewership. "So what subscription revenues are we talking about here?" asks a

cable industry expert. The PE investors may have bought the addressability story but it's

not cutting ice with the consumer.

In the short term, the DTH growth story is also flawed. While the penetration of boxes

may improve, even DTH platform owners are constrained for capacity. There are simply

not enough transponders to take on so many more channels.

Besides, those waiting for broadcasters share of subscription revenue to improve may

find Sunil Khanna's remark impertinent: "Who says broadcasters will get more from the

Rs 25,000 crore that distributors will collect. There will be a fight for that money, too,"

says the head of Reliance's DTH business.

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There are other challenges as well. The supply chain is choked. There is a shortage of

script writers and creative directors. "And where are the studios to create all this

programming? There is a tremendous shortage of floor space," says a senior Star India

executive. Clearly, the new broadcasters on the block will have to invest in their own

infrastructure.

Programming issues lead us to another question. Why should a consumer buy and watch

these channels unless there's startling content differentiation? Says Sunil Khanna:

"Advertising and subscription revenue will follow only if you have content which people

are willing to see and pay for." Agrees Timmy Kandhari: "The adage that 'content is king'

will be truer than ever before."

However, he does not believe people are being attracted to the segment for the sake of

valuations. "It is not a valuation game. The market is quite intelligent. The fact is, it's

expanding and of the total media market, television will be 50 per cent by 2011."

Also, you get a valuation when you have a footprint in the broadcasting market. "TV18

and NDTV have established themselves. New people coming in will have to first sell

their bouquets," says Kandhari. Adds TV 18 CEO Haresh Chawla: "If people are looking

at our valuation and starting a business, they must remember that we own all the must-watch channel brands built over eight years."

However, Chawla says many serious long-terms players are entering the market too. "The

market may be fragmenting but it can absorb these changes. How many channels have

shut down in India in the last 10 years?" he asks.

While media industry experts are sceptical about over-expansion, they do not feel the

business will burst like the dotcom bubble of 1999. The economy will support the growth

though only the top four channels in each category will make money.

"The rest will either merge or be acquired," predicts Salil. His contention is that corporate

India will enter the broadcasting sector through acquisitions. "That will be the turning

point in the business," says Salil, as he takes a call from a shipping tycoon in Bangladesh

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who hired Mediaguru to launch the country's first 24-hour private news channel. Maybe

Salil will need a still bigger office soon

2.9 Conclusion

Now the television industry becomes more specific. In this competitive market, channels

are targeting specific viewers. News channels attract more viewers beyond their target by

producing interactive and interesting programmes. Every channel needs to do an

extensive research on different concepts and different themes to attract more viewers and

in the same time more advertisers. After all, advertisements are the bread and butter for

the channels. With increased consumer preference for news programmes, television news

channels have grown faster than other niche channels. News channels are booming just

like sky as the limit. Those days are not far away, when we will get satellite news channel

for every major city in India. Staying in abroad, we can update ourselvesabout all thehappening of our hometown. Now news is not restricted to political happenings. It will be

extended its limit to every unwanted and hided corners of the society. At last we can

reach in the conclusion that anything, which is strange or disgusting, is news. There are

no rigid rules, which defines news.

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INTRODUCTION TO COMPANYINTRODUCTION TO COMPANY

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ABOUT IBN 7

Khabar, Har Keemat Par

Changing the face of Hindi television news journalism

3.1 IBN 7 ETHOS

In the words of Rajdeep Sardesai "The ultimate star of a news channel is news. And that's

what people come to News channels for. That has been our focus at CNN-IBN and will

also be reflected in our news content in IBN 7. IBN 7 and CNN-IBN will complement

each other in serving robust and high quality news from every region of the country and

relevant global news."

Adds Managing Editor Ashutosh, "We have ambitious programming plans for IBN 7

including original content designed to appeal to viewers. The focus will be on building a

channel that reflects the moment and engages with viewers over important issues of the

day. Hard news will be our core offering as we feel sharpness in news has vanished from

Hindi news channels." Hindi television news journalism

3.2 IBN 7 PROMISE

To treat news as sacrosanct

To live the true promise of journalism

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To be inclusive and interactive in news delivery

To do whatever it takes to deliver credible news

To bring India face to face with HARD NEWS

3.3 IBN 7 STRENGTHS

The channel is backed by a strong force of 4800 news professionals in India and

spearheaded by the stars of TV news journalism, such as Rajdeep Sardesai and Ashutosh.

With bureaus in every state capital and state of the art broadcast centres in Delhi and

Mumbai, it also gets news from other channels of Network18 - such as political news

from CNN-IBN, business news from CNBC-TV18, and the consumer angle from CNBC

Awaaz.

(6 AM TO 7 AM

Sunrise

Khabar updates you on everything that happened while you were sleeping. Be it politics,

sports, entertainment or business, everything you need to start your day. This is just the

programme for an individual wanting to bring himself abreast with the latest happenings

the world over, as he slept through the night.

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(7 AM TO 7:30 AM)

Newsbreak

A roller coaster of Khabar with previous day's recapitulation and setting the news agenda

for the day ahead. Get a peek into what stories made headlines the previous day and what

would set the agenda for the day to be

(8 AM TO 9:30 AM

Breakfast News

The breakfast show that sets the mood of the day. This show invites everyone to share a

hot cup of tea with IBN 7. Hosted by two vivacious & energetic anchors, this show will

give everything from politics to entertainment to sports to health tips to weather and

much more. This is a soft and feature news that caters to millions across the country with

the day's top news events with lots of input from sports and entertainment from India and

the rest of the world.

(10 AM TO 1 PM & 2 PM TO 5PM)

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IBN 7 Live

Half-hour news wheel bringing Khabar to you as it happens, where it happens, har

keemaat par. A complete wrap-up of the events which are making the headlines. Its about

non-stop news from 'the location'

(1 PM TO 1:30 PM)

IBN 7 Lunch Special

Just the staple diet for news intake during lunch time with IBN 7 LUNCH SPECIAL. The

lunch show that helps you catch all the Khabar of the morning and updates you on all of

the days happenings, be it politics, sports or entertainment

(DAY: 1:30 PM - 2 PM)

Serial Jaisa Koi Nahin

Programme devoted to the big serials rocking the small screen. This show will cover TV

personalities and changing plots in the most talked about TV serials across all channels.

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(5 PM TO7 PM)

Newszone

The evening show that gives you the day's top stories, with an emphasis on Khabar from

India's states having national appeal and flavour

(10:30 PM - 11 PM & 7:30 AM - 8 AM)

Sportszone

An omnibus show with sports news from all over the globe. This show will discuss and

analyze all the exiting sport stories, matches/series, results and performances. This

programme is just the balanced diet for a sports freak. This is a package for the sports

enthusiast that encapsulates the latest sporting action of the day. Specially conceived

format for an individual that gives him a comprehensive look at the sporting news of the

day.

(7 PM - 7:30 PM)

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7 PM

The Khabar bulletin covering the entire day's stories. Fast paced and well-rounded, its

your one-stop destination for the entire day's news. A comprehensive half-an-hour show

that is a wrap of the day's events. This is the day's first comprehensive bulletin during

prime time that showcases all the top stories of the day.

(7:30 PM - 8:00 PM)

IBN 7 Special

A half-hour special on the day's top stories of human and social interest, hand picked by

IBN 7. After all, what matters is human values and existence.

(8 PM - 9 PM)

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News Centre

The flagship one-hour news show, fronted by Sumit & Richa. This show encompasses

news from India and around the world covering all, be it - Politics, Metro News, Sports,

Lifestyle & entertainment with an in-depth perspective.

(9 PM - 9:30 PM)

News Express

In the age of instant coffee and fast food, everyone looks forward to instant ratification of

one's wants; so is the case when it comes to news. IBN 7 NEWS EXPRESS is just the

right destination. A fast paced half-hour coverage of all the news stories to get you in

tune with the day's happenings. This is the best show for all those who want maximum

news in the shortest time.

(9:30 PM - 10 PM)

Danke Ki Chot Par

This is a half an hour where Ashutosh deciphers the hot hardcore political story of the

day. With an ASSERTIVE and BOLD attitude, this program evaluates the news story

with an editorial opinion by Rajdeep Sardesai. This program also offers interactivity

Open to public opinion/vote through SMS.

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(10 PM - 10:30 PM)

Big News

A half hour focused and in-depth analysis of the BIG story of the day having the highest

khabar value. It is about news as serious as it gets. Here it is not about how big or small

the fight is, it is about who emerges the winner at the end of it all.

(11 PM TO 11:30 PM)

Criminal

IBN 7 crime team will expose the most horrifying and outrageous crimes from across the

country. Anchored by Ms. Mandeep Bewli, this programme with a 'spare no-one' attitude

will have you glued to your TV sets

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(12 Midnight TO 12:30 AM)

Final Report

The final bulletin of the day with the wrap-up carrying all the important khabar of the

day. The second half of the programme would have soft news focusing on lifestyle and

fashion. This is just the show for the working individual who wishes to get in tune with

the day's happenings and find out how the day unfolded.

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RESEARCH METHODOLOGYRESEARCH METHODOLOGY

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4.1 Purpose of the study:

The purpose of the study is to help channel make strategies for future course of action.

purpose of the study also includes to help channel gauge their current position in

competitive market through the results of survey conducted in Delhi, UP and Haryana.

4.2 Objectives of the study:

The project assigned to me is called Viewers Perception on IBN7 one of the fastest

growing channel in Hindi news genre.

The main objective of the study was to conduct survey across Delhi, UP and Haryana to

accumulate and analyze the information gathered to study:

1. To know the popularity of Hindi news channels in these three cities.

2. To know the awareness of IBN7 in North India primarily in these three cities.

3. To find out how people rate IBN7 in comparison to other news channels.

4. To know impact of special stories covered by IBN7.

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5. To find out new ways which would add value to the channel and improve its

Viewership?

4.3 Research Design

A Research Design is the framework or blueprint for conducting the marketing research

project. The basic objective of research cannot be attained without a proper research

design. It specifies the methods and procedures for acquiring the information needed to

conduct the research effectively. It is the overall operational pattern of the project that

stipulates what information needs to be collected, from which sources and by what

methods.

The research design in this case is descriptive research. The major objective of

descriptive researchis to describe something- usually market characteristics o

functions. Descriptive research has been done due to the following reasons: -

To determine the viewers perception about IBN7 i.e. how viewers perceive the channel

in terms of salient factors of the choice criteria.

To determine the degree to which marketing variables are associated.

4.4 TYPE OF DATA COLLECTED

There are two types of data used. They are primary and secondary data. Primary data is

defined as data that is collected from original sources for a specific purpose. Secondary

data is data collected from indirect sources.

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PRIMARY SOURCES

These include the survey or questionnaire method, telephonic interview as well as the

personal interview methods of data collection.

SECONDARY SOURCES

These include books, the internet, company brochures, product brochures, the company

website, competitors websites etc, newspaper articles etc.

4.5 SAMPLING

Sampling refers to the method of selecting a sample from a given universe with a view to

draw conclusions about that universe. A sample is a representative of the universe

selected for study.

Convenience sampling is used in the research where the researcher is interested in

getting an inexpensive approximation of the truth. As the name implies, the sample is

selected because they are convenient. This method is often used during preliminary

research efforts to get a gross estimate of the results, without incurring the cost or time

required to select a random sample.

4.6 SAMPLE SIZE

The sample size for the The research was carried out in Delhi, UP and Haryana to know

the consumers perspective about IBN7.A sample size of 50 was taken in Delhi a sample

size of 25 was taken in UP and a sample size of 25 in Haryana Making it a total of 100.

In Delhi areas like Cannaught Place, Janakpuri, and R K Puram were covered. Offices

were picked on random and people were interviewed. Similarly in market places people

were chosen at random and were requested to answer to the questionnaire.

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CHAPTER 5CHAPTER 5

FINDINGS AND ANALYSISFINDINGS AND ANALYSIS

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Findings and Analysis

5.1 Findings in Delhi:

The 50 persons interviewed, following relates to the age groups as shown below:

Age Group Number of person interviewed

04-09 00

10-14 03

15-24 17

25-34 05

34-44 21

45-54 04

Table 5.1: Age-Group Distribution

04----09

0%

10----14

6%

15----24

34%

25----34

10%

34----44

42%

45----54

8%

Fig 5.1: Age-Group Distribution

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Out of 50 persons interviewed in Delhi 20 were students, 15 were servicepersons, 10

were housewives, and 5 were businessman.

Out of 20 students 12 were females and 8 were males.

Out of 15 servicepersons 10 were male and 5 were female.

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5.2Peoples choices of media vehicle for advertisement:

Media vehicle No of people

Radio 0

TV Outdoor 07

Print

Web

Table 5.2: People Choice for Media Vehicle

Liking of media vehicle

3%

70%

11%

14%

2%

Radio

T.v

Outdoor

Print

Web

Fig 5.2:People Choice for Media Vehicle

Sample size

Hindi news channels viewers 43

Hindi news channels non viewers 07

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Table 5.3: Viewership Response about Hindi news channels

43

7

Viewers

Non Viewers

Criteria of people for selecting a news channel to view:

Criteria No of people in fa

Quality of news 41

Credibility

Repetitiveness of news 00

Mirch masala news 03

Table 5.4: Channel selection criteria to view

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Criteria For Selecting News Channel

41

17

03

0

5

10

15

2025

3035

40

45

Qualityof

news

Credibility

Re

petitiveness

ofnews

M

irchmasala

news

Criteria

NOofpeople

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5.3Viewership details for IBN 7

38

12

Viewers

Non-Viewers

Fig 5.5 Viewership response about IBN 7

Are people aware of TV 18 as a brand?

32

18

Aware

Unaware

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5.4Comparison of IBN7 vis--vis other news channels

IBN7 vs. Zee News

30

6

20

5

10

15

20

25

30

35

Better

performer

Equal

performer

Under

performer

IBN 7 vs. ZEE NEWS

Out of 38 people who watch IBN7 30 people feels it better performer than ZEE TV.

Out of 38 people who watch IBN7 06 people feels it equal performer than ZEE TV.

Out of 38 people who watch IBN7 02 people feels it under performer than ZEE TV

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5.5 IBN 7 vs. Star News

26

8

4

0

5

10

15

20

25

30

Betterperformer

Equalperformer

Underperformer

IBN 7 vs. STAR NEWS

Out of 38 people who watch IBN7 26 people feels it better performer than STAR NEWS.

Out of 38 people who watch IBN7 08 people feels it equal performer than STAR NEWS.

Out of 38 people who watch IBN7 04 people feels it under performer than STAR NEWS.

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5.6 IBN 7 vs. Aajtak

8

12

18

02

4

6

8

10

12

14

16

18

20

Better

performer

Equal

performer

Under

performer

IBN 7 vs Aajtak

Out of 38 people who watch IBN7 08 people feels it better performer than Aajtak.

Out of 38 people who watch IBN7 12 people feels it equal performer than Aajtak.

Out of 38 people who watch IBN7 18 people feels it under performer than Aajtak.

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5.7 IBN 7 vs. NDTV

18

12

8

02

4

6

8

10

12

14

16

18

20

Better

performer

Equal

performer

Under

performer

IBN 7 vs NDTV

Out of 38 people who watch IBN7 18 people feels it better performer than NDTV.

Out of 38 people who watch IBN7 12 people feels it equal performer than NDTV.

Out of 38 people who watch IBN7 08 people feels it under performer than NDTV.

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5.8Most popular programs on IBN7:

Name of the program Regular Viewers

Bhavishya

Mudda Criminal

Campus calling

0

5

10

15

20

25

30

Bhavishya Mudda Cr iminal Campus Calling

Most Popular programs on IBN7

Exclusive stories covered by IBN7 which hold a recall value:

Name of the story Aware People

Sauraj war with life 41

Maya god men turns conmen 22

BJP CD Shaitan baba

0

5

10

15

20

25

30

35

40

45

Suraj - War

with life

Maya - Godmen

Turns Conmen

BJP CD Shaitan Baba

Fig 5.12: Most popular exclusive story coverage

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5.9Scope of improvement on IBN7 to improve its viewership:

Improvement Advices Vote of people

More special stories More celebrity endorsements

More specialized programs

Comic shows

More celebrity interviews

Scope for Improvement

32

1228

9

15


More specialized programmes Comic shows



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5.10Findings in UP and Haryana:

Out of 50 persons interviewed following persons relates to the age groups as shown

below:

Age Group Number of persons interviewed

04-09 00

10-14 05

15-24 08

25-34 13

34-44 11

45-54 13

04----09

0%10----14

10%15----24

16%

25----34

26%

34----44

22%

45----54

26%

Number of people Interviewed

Out of 50 persons interviewed in UP and Haryana 15were students,

20 were servicepersons, 08 were housewives, and 7 were businessman.

Out of 15 students 07 were males and 08 were females.

Out of 20 servicepersons 13 were male and 07 were female.

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5.11Peoples choices of media vehicle for advertisement:

Media vehicle No of people

Radio 09

TV Outdoor 04

Print 1

Web 0

liking of media vehicle

3%

70%

11%

14% 2%

Radio

T.v

Outdoor

Print

Web

Liking of media vehicle

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5.12Analysis of viewership of hindi news channels in Delhi:

Sample size

Hindi news channels viewers 46

Hindi news channels non viewers 04

Viewership Response

46

4

Viewers

Non Viewers

Viewership Responses about Hindi news channel

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5.13Criteria of people for selecting a news channel to view:

Criteria No of people in f

Quality of news 43

Credibility Repetitiveness of news 00

Mirch masala news 08

Viewers preferences for Advertisements43

19

0

8

0

5

10

15

20

25

30

35

40

45

50

Qualityof

news

Credibility

Repetitiveness

ofnews

Mirchmasala

news

Criteria

Noofpeople

Criteria for selecting a news channel

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5.14 Viewership details for IBN7

Viewership Response

40

10

Viewers

Non Viewers

Viewership response about IBN7

Are people aware of TV18 as a brand?

Awareness of TV18 as a brand

28

22Aware

Unaware

Awareness about TV18 as a brand

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5.15 Comparison of IBN7 vis--vis other news channels

IBN7 vs Zee news

20

16

4

0

5

10

15

20

25

Better

performer

Equal

performer

Under

performer

IBN7 vs. Zee News

Out of 40 people who watch IBN7 20 people feels it better performer than ZEE TV.

Out of 40 people who watch IBN7 16 people feels it equal performer as compare to

ZEE TV.

Out of 40 people who watch IBN7 04 people feels it under performer than ZEE TV.

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5.16 IBN7 vs Star News

24

12

4

0

5

10

15

20

25

30

Better

performer

Equal

performer

Under

performer

IBN7 vs. Star News

Out of 40 people who watch IBN7 24 people feels it better performer than STAR

NEWS.


STAR NEWS.

Out of 40 people who watch IBN7 04 people feels it under performer than STAR

NEWS.

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IBN7 vs Aajtak

12

8

20

0

5

10

15

20

25

Better

performer

Equal

performer

Under

performer

IBN7 vs. Aaj Tak

Out of 40 people who watch IBN7 12 people feels it better performer than Aajtak.


Aajtak.

Out of 40 people who watch IBN7 20 people feels it under performer than Aajtak.

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IBN7 vs NDTV

15

1213

0

2

4

6

8

10

12

14

16

Better

performer

Equal

performer

Under

performer

IBN7 vs. NDTV

Out of 40 people who watch IBN7 15 people feels it better performer than NDTV.


NDTV.

Out of 40 people who watch IBN7 13 people feels it under performer than NDTV.

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Most popular programs on IBN7:

Name of the program Regular viewers

Bhavishya

Mudda

Criminal

Campus calling

0

5

10

15

20

25

30

35

Bhavishya Mudda Criminal Campus Calling

Most popular program on IBN7

Exclusive stories covered by IBN7 which hold a recall value:

Name of the story Awared people

Sauraj war with life 44

Maya god men turns conmen 14

BJP CD

Shaitan baba

05

10

15

20

25

30

35

40

45

Suraj - War

with life

Maya - Godmen

turns conmen

BJP CD Shaitan Baba

Most Popular Exclusively covered stories

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Scope of improvement on IBN7 to improve its viewership:

Improvement Advices Vote of people

More special stories

More celebrity endorsements

More specialized programs

Comic shows



22

1823

11

15


More specialized programmes Comic shows



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CHAPTER 6CHAPTER 6

INTERPTATION OF FINDINGS

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SWOT ANALYSIS

Strengths

88% of People who watch Hindi news channel watch IBN7.

Almost 90%of the people who see IBN 7 can actually recall special Stories

covered by this channel.

People appreciated this channel on the fact that it shows news in detail (some

happening of sparkling lights in sky was covered and all its history was very

intelligently broadcasted by the channel.)

Almost every serviceperson and businessman interviewed in UP who watches

Hindi news channels also watches IBN7.

IBN7 is rated third next only to Aajtak and NDTV in Hindi news channel genre

(credibility and quality of news being the criteria.)

This channel is not at all metropolitan base as is the case with NDTV. Its reporters

have their presence felt even in small towns, which is really appreciable.

Weaknesses

No recall for news anchors of IBN7 in the masses. (Should come up with more

outdoor activities or full fledged campaign)

What people dont like about it is repetitiveness of news e.g. recently covered

People prefer NDTV than IBN7 in terms of quality of news.

People expect more professional news from this channel.

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Opportunities

Almost 15% of Delhis population doesnt see Hindi news channels because of

one reason or other, Can penetrate in to those non-viewers by finding reasons of

their non-viewership.

The percentage of IBN 7s viewers in comparison to all Hindi news channels

viewers is 85% still has a lot of scope for improvement.

IBN 7 has been rated third position by viewers (credibility and quality of news

been the criteria) more credible and quality news can take them to number one

position.

Threats

Entry of lots of new Hindi news channel like MH1.

New news channel can affect market share.

It can also affect the channels TRP.

Shift in people taste and preferences in context to new Hindi news channels.

People still have dogma that AAJTAK and NDTV are the best Hindi news

channels and

They are not ready to change their perception.

News is getting monotonous, need to evolve and innovate further.

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CHAPTER 7CHAPTER 7

SUGGESTIONSSUGGESTIONS

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Suggestions

They should do more campaigns and events to increase their brand awareness.

Channel should come up with more special programs (like career-oriented

programs.)

Should take more peoples views and poll on different news, events & topics as

Aajtak does.

They need to increase their availability in small towns.

Should come up with more attractive and attention gathering anchors.

People advised to add more comic shows on this channel.

IBN7 should stop excessive repetitiveness of news.

They should come up with more business programs.

People are demanding more celebrity interviews & lifestyle programs on this

channel.

Should do surveys more often to know changing trends and peoples view about

the industry and about this particular channel.

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LIMITATIONS OF THE STUDYLIMITATIONS OF THE STUDY

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LIMITATIONS OF THE STUDY

The study is based on the assumption that information provided by

respondents is true.

The study was limited only to North India.

The mode of collecting primary data was only through questionnaire so there is

greater chance of biasness.

Due to shortage of time and financial resources, a small sample size was taken.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

BOOKS

Malhotra, Naresh K., Marketing Research-an applied orientation Fifth Edition

Nargundkar, Rajendra Marketing Research text and cases Second Edition

WEBSITES:

http://www.agencyfaqs.com/main1.html

http://www.exchange4media.com/index_Sonymain231107.html

http://www.hindu.com/2007/11/23/stories/2007112355010900.htm

http://ibef.org/artdisplay.aspx?cat_id=173&art_id=13812

http://www.newswatch.in/news-analyses/markets-companies/7037.html

http://www.ibnlive.com/shows/index.html

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APPENDIX

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Viewer ship response on IBN7

1. Name ..

2. Age Group- a) 04-9 b) 10-14

d) 25-34 e) 35-44

g) 55& Above

3. Sex - a) Male

4. Occupation - a) Student b) Businessman

c) Housewife d) Service man (private/public speci

e) Others

5. Out of all you like to view advertisements on:

a) Radio

c) Print

6. Do you watch Hindi news channels?

A) Yes b) No

7. Which Hindi news channel you like the most?a) IBN7 b) Aajtak

d) Star news e) NDTV

8. Your criteria of selecting news channel to view

a) Quality of news

b) Credibility

c) Repetitiveness of news

d) Mirch masala news

e) Others (specify if others)

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9. Can you recall any of the Anchor of any news channel you like the most?

.

10. Do you see IBN7?

a) Yes b) No

(skip if no)

11. Do you know IBN7 belongs to which brand?

a) India today network b) Star network c) TV 18 group

12. How you rate IBN7 in comparison to following news channels:

Zee news Star news Aajt

a) Better performer Better performer Better performer

Performer

b) Equal performer Equal performer Equal performer

performer

c) Under performer under performer under performer

performer

13. Out of all programs named below how many does u know or see?

a) Bhavishya

b) Mudda

c) Criminal

d) Campus calling

(For all who said yes/no to ques no 10)

14. Can you recall any of the following special stories underneath only by IBN7?

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a) Suraj War with life

b) Maya-Godmen turns Conmen

c) BJP CD

d) Shaitan Baba

15. What according to you if added would give value to you as a Hindi news channelviewer?

a) More special stories

b) More Celebrity endorsementc) More specialized programmes

d) Comic shows

e) More celebrity interviews

(THANKING YOU)

monika'sfinal project

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