UNDERSTANDING VIEWER PREFERENCES DURING BUDGET 2011

Insights from TAM

BUDGET DAY (0600-2400 hrs)

1.32

0.0800000000000001

0.240.040.11

CNBC-TV18 & CNBC AWAAZ NDTV Profit Zee Business Bloomberg UTV ET Now

INDIA’S NO.1 BUSINESS PLATFORM – DOMINANT DUO

Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share

FM SPEECH (1100-1250 hrs)

4.47

0.08

0.390000000000001

0.16

0.600000000000001

BUDGET WEEK (Wk10'11)

0.56

0.050.12

0.04 0.06

More than twice the competition combined

Almost thrice the competition combined

Over thrice the competition consolidated

% Channel Share

Budget 2011

Series1

2.03

0.08 0.16

0.600000000000001

Series1

0.58

0.08 0.040.11

CNBC-TV18 NDTV Profit Bloomberg UTV ET Now

Series1

0.23

0.05 0.04 0.06

FM SPEECH (1100-1250 HRS) BUDGET DAY (0600-2400 HRS) BUDGET WEEK (27th FEB– 5TH MAR)

More than 1.5 times the nearest competitor

More than 5 times the closest competitor

More than thrice the nearest competitor

% Channel Share

Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share

OUTPERFORMS COMPETITION DURING BUDGET, BY A MULTIPLE

Budget 2011

CNBC-TV1871%

NDTV Profit3%

Bloomberg UTV5%

ET Now21%

CNBC-TV1872%

NDTV Profit10%

Bloomberg UTV

5%

ET Now14%

FM SPEECH BUDGET DAY

% Channel Share

Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share

MORE THAN DOUBLE OF ALL THE COMPETITION PUT TOGETHER DURING BUDGET

Budget 2011

All India 6 METROS ALL INDIA 1MN+ Excl Metros (Except

Ahm & Pune)

ALL INDIA .1-1MN

0.58

0.93

0.56

0.140.08 0.090.04

0.080.04

0.050.04 0.02

0.11

0.20

0.080.01

CNBC-TV18 NDTV Profit Bloomberg UTV ET Now

% Channel Share

Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share

DOMINATES – FROM SMALL TOWNS TO METROS

Budget 2011

CS 4+ YRS

CS 15+ YRS

CS AB 15+ YRS

CS AB M 15+ YRS

CS 25+ YRS

CS AB 25+

CS AB M 25+ YRS

CS A 25+ YRS

CS A M 25+ YRS

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.80

0.90

1.00

0.150.19

0.38

0.56

0.20

0.41

0.58

0.68

0.89

CNBC-TV18 NDTV Profit Bloomberg UTV ET Now

% Channel Share

Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share

MOST PREFERRED BY ALL AUDIENCE GROUPS

Budget 2011

CNBC-TV18

Zee Business

Bloomberg UTV

ET Now

NDTV Profit

Times Now

NDTV 24x7

Headlines Today

Channel V

NGC

Animal Planet

TLC

Fox Hist & Ent

Star Movies

HBO

Star World

Zee Cafe

AXN

Zoom

2.030.390000000000

0010.16

0.600000000000001

0.08

1.26

1.12

0.060.660000000000

0010.44

0.16

0.12

0.190.630000000000

0010.44

0.06

0

0.04

0.24

BUSINESS NEWS

ENGLISH NEWS

MUSIC

INFOTAINMENT

MOVIES

ENG.ENTERTAINMENT

Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share Time Period: 28th Feb’11, 1100-1250 hrs

FM Speech

INDIA CAN’T IGNORE THE FM SPEECH, CHOOSES CNBC-TV18

Budget 2011

% Channel Share

CNBC-TV18Zee Business

Bloomberg UTVET Now

NDTV ProfitTimes NowNDTV 24x7Headlines

TodayChannel V

NGCAnimal Planet

TLCFox Hist &

EntStar Movies

HBOStar World

Zee CafeAXN

Zoom

0.580.24

0.040.11

0.080.380000000000

0010.27

0.080.21

0.350.34

0.130.06

0.380000000000001

0.160.04

0.010.12

0.17

BUSINESS NEWS

ENGLISH NEWS

MOVIES

Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share Time Period: 28th Feb’11, 0600-2400 hrs

Budget Day

INFOTAINMENT

MUSIC

ENG. ENTERTAINMENT

LIFESTYLE

ON BUDGET DAY, CNBC-TV18 IS AHEAD OF GEN. NEWS, MOVIES & ENT.

Budget 2011

% Channel Share

Source: TAM, Market: HSM; Time Period: 28/02/11, 0600-2400 hrs, CS Males AB 25+

CNBC Awaaz75%

Zee Business25%

CNBC Awaaz87%

Zee Business13%

BUDGET DAY DURING FM SPEECH

Budget 2011 LEADS IN HINDI BIZ NEWS, 87% MARKET SHARE DURING FM SPEECH

% Channel Share

% Channel Share

Source: TAM; TG: CS Male AB 25+; Market: HSM; Period: 28/02/11; Time: 1100-1250 hrs

CNBC Awaaz

Aaj Tak India TV News 24 Zee News Star News Samay

3.39

2.66

2.01

1.441.26 1.25

0.49

Budget 2011 #1 HINDI NEWS CHANNEL DURING THE FM SPEECH

Source: TAM, TG: CS AB Males 25+ Yrs, Market: HSM, Channel Share

BUDGET DAY (0600-2400 ...

1

0.330000000000001

0.09 0.040.14

CNBC AWAAZ Zee Business NDTV Profit Bloomberg UTV ET Now

FM SPEECH (1100-1250 ...

3.39

0.510.120.21

0.830000000000001

BUDGET WEEK (Wk10'11)

0.44

0.17

0.060.04 0.07

159% HIGHER THAN THE NEAREST COMPETITOR

MORE THAN 1.5 TIMES THE COMPETITION COMBINED

OVER TWICE THE COMPETITION COMBINED

% Channel Share

Budget 2011 GENRE LEADER IN HINDI MARKETS

HSM .1-1 MN HSM 1 MN+

(excl 3 HSM Metros)

HSM 3 Metros

0.740000000000001

1.51

0.840000000000001

0.49

0.25 0.240.1

0.040.12

0.02 0.04 0.050.010.09

0.28

CNBC AWAAZ Zee Business NDTV Profit Bloomberg UTV ET Now

Source: TAM, TG: CS AB Males 25+; Channel Share, Time Period: 28th Feb’11, 0600-2400 Hrs

% Channel Share

Budget 2011 CHOICE OF HINDI SPEAKING INDIA, ACROSS THE BOARD

CS 4+ CS 15+ CS ABC 15+ CS 25+ CS A 25+ CS A M 25+ CS AB 25+ CS AB M 25+

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

0.310000000000001 0.37

0.49 0.46

1.18

1.67

0.740000000000001

1

CNBC AWAAZ Zee Business NDTV Profit Bloomberg UTV ET Now

Source: TAM, Market: HSM, Channel Share, Time Period: 28th Feb’11

% Channel Share

Budget 2011 CNBC AWAAZ IS THE CHANNEL OF CHOICE AMONGST ALL AGE GROUPS

CNBC AWAAZZee Business

NDTV ProfitBloomberg UTV

ET NowAaj Tak

Star NewsIndia TV

Times NowNDTV 24x7

Sahara OneSAB

Imagine TVStar One

Zee CinemaMAX

FILMYStar GoldDiscovery

NGCTLC

Star MoviesHBO

Zoom

3.390.51

0.120.21

0.830000000000001

2.661.25

2.011.25

0.310000000000001

2.321.13

0.370.39000000000000

12.18

1.870.47

1.40.52

0.480.16

0.610000000000001

0.090.32000000000000

1

FM SpeechBUSINESS NEWS

ENG NEWS

GEN. ENTERTAINMENT

INFOTAINMENT

HINDI MOVIES

Source: TAM, TG: CS AB Males 25+ Yrs, Market: HSM, Channel Share Time Period: 28th Feb’11, 1100-1250 hrs

LIFESTYLE

HINDI NEWS

ENG MOVIES

Budget 2011 CNBC AWAAZ IS AHEAD OF THE GEC’S DURING THE FM SPEECH

CNBC AWAAZ

Zee Business

NDTV Profit

Bloomberg UTV

ET Now

NDTV India

Times Now

NDTV 24x7

Headlines Today

Sahara One

Star One

TLC

Discovery

NGC

Fox Hist & Ent

Star Movies

HBO

FILMY

Zoom

10.3300000000000

010.09

0.04

0.140.6600000000000

020.330000000000001

0.17

0.030.8400000000000

010.600000000000001

0.140.7100000000000

010.4

0.07

0.43

0.08

0.43

0.2

BUSINESS NEWS

ENG. NEWS

GEN. ENTERTAINMENT

INFOTAINMENT

ENG.MOVIES

Source: TAM, TG: CS AB Males 25+ Yrs, Market: HSM, Channel Share Time Period: 28th Feb’11, 0600-2400 hrs

Budget Day

LIFESTYLE

HINDI MOVIES

HINDI NEWS

Budget 2011 ON BUDGET DAY, CNBC AWAAZ IS AHEAD OF GECs, LIFESTLY, MOVIES &

MORE

UNDERSTANDING VIEWER PREFERENCES DURING BUDGET 2011

Research done by Synovate India

TARGET AUDIENCE

CEO / Top Management of large business SMEs

 Middle management of Large corporate

Proprietors/ Traders (non-financial markets)

Professionals associated with markets (Analysts, Banking, Brokers etc.)

Young executives

Regulators Public / Govt. Sector Housewives / working women

Brokers and sub-brokers Management Students

Retails investors (High value)

Cities: Mumbai, Delhi, Ahmedabad, Bangalore, Kolkata, Lucknow, NagpurBase: 662 people

Synovate Preference Study

CNBC-TV18

CNBC AWAAZ

NDTV Profit

NDTV 24X7

Star News

ET Now

Zee News

NDTV India

Doordarshan/ DD News

Zee Business

Times Now

38

20

18

14

13

11

9

8

7

7

6

Top News Channels Watched For Budget

CNBC-TV18 & CNBC AWAAZ LEAD ACROSS BIZ. & GENERAL NEWS

Source: Synovate Preference Study

CNBC TV 18

NDTV Profit

NDTV 24X7

ET Now

Times Now

Bloomberg UTV

39

22

19

14

9

8

Source: Synovate Preference Study

Regularly Watched Eng News Channels

CNBC-TV18 LEADS VIEWER PREFERENCE BEYOND THE BUDGET PERIOD

Source: Synovate Preference Study

Regularly Watched Hindi News Channels

CNBC AWAAZ IS THE 2ND PREFERENCE AMOGST ALL HINDI NEWS CHANNELS

Aaj Tak

CNBC Awaaz

Star News

Zee News

Doordarshan/ DD News

NDTV India

Zee Business

India TV

News 24

49

25

22

18

13

13

12

9

6

CNBC-TV18 NDTV Profit Zee Business ET Now Bloomberg UTV Don't watch biz channels

0

10

20

30

40

50

60

28

19

84

2

24

35

20

95

2

1310

17

52 2

50

Total (Base : 662) Business (Base : 471) General (Base : 191)

Source: Synovate Preference Study

Favorite Channel For Biz MattersCNBC-TV18 IS DESTINATION OF CHOICE FOR BUSINESS CONTENT

Udayan Mukherjee

Prannoy Roy

Sumon Chakrabarti

Mr Rajdeep Sardesai

Arnab Banerjee

Rajat sharma

Barkha Dutt

Other Anchors

28

7

7

5

4

4

3

4

CNBC-TV18

STAR NEWS

NDTV Profit

CNBC AWAAZ

INDIA TV

ET NOW

34

11

4

4

3

3

Source: Synovate Preference Study

CNBC-TV18 & UDAYAN MUKHERJEE ARE THE MOST RECALLED FOR BUDGET COVERAGE

Anchor & Channel Recall

A SNAPSHOTBudget 2011 on CNBC-TV18

Comprehensive Coverage

Over 50 Special Half Hour Shows

Over 20 Segment Series

Over 7 Additional Display Vignettes

7 Nationwide Ground Events

Over 10000 Logo Exposures

Comprehensive Coverage

BUDGET 2011

MARKETS

TAXATION

RURAL INDIA

POLITICAL

INFRA

INFLATION

INCLUSIVE GROWTH

CAPTURING ALL ASPECTS OF THE INDIAN ECONOMY

Comprehensive Coverage

ENTREPRENEURS CORPORATE INDIA

POLICYMAKERS YOUTH

SME’S PROFESSIONALS

FOCUSING ON THE VARIOUS STAKEHOLDERS

Comprehensive CoverageWITH THE BEST MINDS IN BUSINESS

Comprehensive Coverage

Studio Discussions Vignettes

Contests & Polls Graphics & Innovations

On Ground Events

THROUGH DIFFERENTIATED FORMATS

Comprehensive CoverageAND MULTIPLE POWER PACKED SHOWS

Budget Bonanza ContestCNBC-TV18 – PIONEERS OF THE BUDGET DAY CONTEST

• Awarded Rs. 1 lakh cash every hour & a Rs. 50 lakh house as the grand prize

• High visibility of the contest on CNBC-TV18 – anchor mentions, promos, astons & graphic plates

• Promoted this across media vehicles – • On-Air - Colors, MTV, VH1, Nick etc. • Outdoor - Mumbai & Delhi• Print – HT, Mid-Day, Telegraph etc. • Online – Moneycontrol, in.com, ibnlive

etc.• Mobile – Push messages to over 50 lakh

users

Sustained Brand Building

OVER 100,000 SECS OF PROMOSCOLORS, MTV, CNNIBN, IBN7, IBN LOKMAT, VH1, AND MORE…

(TICKERS – MTV, VH-1, CNBC-TV18, CNBC AWAAZ, CNN-IBN, C&S OPERATORS ACROSS INDIA)

OVER 10,000 SQ.CMS OF PRINT IN GENERAL & TRADE MEDIA FORBES INDIA, HINDUSTAN TIMES, MINT, BUSINESS STANDARD, MID-DAY, DECCAN CHRONICLE,

PUNJAB KESARI, HINDUSTAN, SANDESH, OPEN, CAMPAIGN INDIA, IMPACT AND MORE…

OVER 30 DAYS OF ONLINE ACTIVITY FACEBOOK, YOUTUBE, LINKEDIN, IN.COM, IBNLINE.COM, MONEYCONTROL,

EXCHANGE4MEDIA, AGENCYFAQS AND MORE…

OVER 20,000 SQ.FT OF OOH BRANDING NATIONWIDE

OVER 20 MILLION MOBILE USERS

OVER 10000 SECS OF RADIOBIG FM & RADIO CITY

NEWSPAPERS & MAGAZINES

360o Marketing

OUTDOOR – MUMBAI, DELHI, AHMEDABAD

360o Marketing

ONLINE - EMAILERS, SITE CAPTURES, BANNER ADVERTISING

360o Marketing

MOBILE – LIVE STREAMING, SMS ALERTS, WAP BANNERS, IVRS, VIDEOS

360o Marketing

• CNBC-TV18 & CNBC Awaaz LIVE on Mobile

• SMS alerts to 30,000 subscribers

• Push messages to over 1.5 cr. mobile users in India

• Contest alerts throughout Budget Day

• Sponsor mentions in push messages and content alerts

INDIA BUSINESS UPDATE - SUBSCRIBED BY INDIA’S TOP CORP. DECISION MAKERS

360o Marketing

Co-branded newsletter on Budget Day to over 1.2 lakh LinkedIn users

• A newsletter that provides a complete wrap up of the day’s Business News

• Has a registered database of over 21,000 subscribers

• Sent to over 20 lakh users on Budget Day

Budget Speech LiveExclusive contests for fans

STRONG PRESENCE ACROSS VARIOUS SOCIAL MEDIA VEHICLES

360o Marketing

Budget Polls on Linkedin

YOUTUBE – FIRST CHANNEL IN INDIA TO BE STREAMED LIVE ON YOUTUBE

360o Marketing

•Live streaming of FM speech in partnership with YouTube

•Approx 60,000 views of the FM Speech

•Over 4000 concurrent views between 10 am – 2 pm on Budget Day

FACEBOOK –INCREASE IN FAN BASE BY OVER 1700% DURING BUDGET PERIOD

360o Marketing

CNBC-TV18 Facebook page during Budget Week:

• Daily contest prizes included: LCDs, Holiday Packages, Digital Cameras and more

• Fans increased from 1500 to over 28,000

• 2,69,653 impressions on Budget Day

• Over 7 lakh impression on feeds

LINKEDIN – TARGETTED TO THE CRÈME DE LA CRÈME OF CORPORATE INDIA

360o Marketing

• CNBC-TV18 & Linkedin Poll garnered responses from CXOs, Directors & VPs across sectors

• Multi-platforms Promoted (Online, On-Air, Print)

• Results aired LIVE on the flagship prime time show India Business Hour

P.R. – COVERAGE ACROSS PRINT & TRADE MEDIA

360o Marketing

Budget Impact

11 YEARS OF BEING NO.1