DEALING WITH COMPETITION

INDIAN TELEVISION INDUSTRY - OVERVIEW Accounts 47% - Indian Entertainment &

Media Outlook CAGR – 15% Regional GEC fastest growing segment Rise in Reality TV shows. Remake strategy working well. Hindi & Regional GEC’s goes global

(Zee – UK, Sony Aath – North America).

INDIAN TELEVISION INDUSTRY

MARKET STRUCTURE-HINDI (GEC)

HINDI GEC – VIEWERSHIP

* Sources : TAM-Nielsen Ratings

**As per Dec-2011

Inception – 1981. Government sector – maximum

reach and viewership (Only TV channel in many rural villages)

High Advertising Cost. Laws – Cricket Match telecast in

India. Digital Version also available. Only player before liberalization.

Unable to meet expectation of present

viewers.

No HD version available.

Increasing Technical failures.

Almost no use of other media for

advertising launch of new programs.

Lack of sophisticated measurement tools

for measuring viewership

Tag Line - “Jazbaat Ke Rang” signifies the universal appeal of its programmers.

Attractive new concept Shows which targeted the critical issues of society.

APPEALS - Colors has all types of appeals

Humor - Child Stand Up Comedians - 'Chhote Miyan’.

Music – “Chak Dhoom Dhoom”.

Emotional & Fear appeal

Rational Appeal – Game Shows like Bingo hosted by Abhishek Bachchan.

• Tied up with Barista to launch a fear factor edition coffee called ‘f2’ & Special Bigg Boss meals.

• Launched IPL Rockstar (Before IPL – 3) • By showing recent movies on weekends.• By having tie-Ups with :Big Bazaar McDonald’sPantaloons

Inception-1991: 1st to enter market after liberalisation.

Tag Line : “Rishta wahi soch nayi “ Leads GEC (satellite channels) since last

5years. Biggest threat:- Colors (lost 3 % market

share) Alliance with FOX Star Studios. Entry into Reality TV show market

including food category (Master Chef India 1 & 2)

Programs for all age groups with a perfect scheduling ( Colors, Sony, Zee TV quickly copied it)

Advertisement through Print Media before launch of new soaps.

Use appropriate medium for Promotion. First to come up with TV awards. Broadcast Famous TV shows for whole

days – “Sara Din Sarabhai”, etc.

Tag Line : “Asli Mazaa SAB ke Saath Aata Hai”

Part of SONY ENTERTAINMENT NETWORK. Positioning : Family Comedy TV channel. Delivers light hearted content targeting

whole family and not particular generation. Classic family films in weekend-

strengthens the brand for family entertainment .

Most Popular shows : “Tarak Mehta…”, “Laptaganj”, “FIR” etc

Target Audience : Youth. Shift in positioning from “Music channel”

to “Youth Entertainment Channel” (however Music is still there !!)

Continuously focused on target audience- emotional needs, something common to talk about and experience together, make them feel young and stylish.

Famous shows : Roadies, Splitsvilla, MTV bakra etc.