Business Research Report

BUSINESS RESEARCH METHODOLOGIES RESEARCH REPORT On A Comparative Study Of Viewers Perception Towards Star Plus And Colors In South Delhi

Submitted To: Ms. Ritu Anand

Submitted By: Shikha Matta

2k82A55

Ritabrata Sen

2k82A39

Parul Chikara

2k82A23

Ranjit Kumar

2k82A34

Ranjeet Singh

2k82A35

PREFACE In this project titled “A COMPARATIVE STUDY OF VIEWERS PERCEPTION TOWARDS STAR PLUS AND COLORS” we have tried to unravel the reasons behind Colors’ spectacular growth. Colors has shown that the viewers wanted a change from the staple shows offered to them and in the process colors gained an competitive edge over star plus. The Project broadly covers the reasons that how and why the differentiated programming of Colors has connected so well with the viewers. Also, it aims to predict if it is time for Star to change the strategy that has worked so well for Colors. The project report gives the structured details of the relationship between the types of entertainment programs shown in these two channels. Through this project we have also tried to identify the reasons behind variations in viewership preferences across different age groups , gender & also how airing of the shows in the prime time has also effected the spectacular growth of colors over star plus. The present report is a compilation of the results of a study which was carried out by conducting a primary research and secondary research.

This study also put some light on the fact that the T.V. channels ought to launch the programmes as per the viewer’s preferences. The project also aims to predict the future trends in the television media industry.

INDEX / TABLE OF CONTENTS

1.

PREFACE

2.

EXECUTIVE SUMMARY

3.

INTRODUCTION

4.

RESEARCH OBJECTIVE

5.

DATA INTERPRETATION

6.

RESEARCH METHODOLOGIES

7.

CONCLUSION

8.

RECOMMENDATION

9.

LIMITATION

10.APPENDIX 11.BIBLIOGRAPHY

EXECUTIVE SUMMARY

It had been the learning period for us about the channels preference by the viewers and different market strategies used by the various channels specifically Star plus and Colors. This project is done to analyze the potential of the two channels i.e. Colors and Star Plus in the market along with preference for few other channels also. Study of this project has been done in South Delhi. Project began with a pilot survey in the region of Sarita Vihar, based upon the performance in pilot survey we did some changes in the questionnaire and than we did our research in South Delhi. For our research methodology, we have used the Questionnaire to analyze the viewer’s preferences for respective channels, to obtain their opinions and present status of the channels in the market. Questionnaire

consisted of close-ended questions according to different parameters. This helped us to analyze the timings during which males & females prefer watching T.V. Almost 42% of the male respondents surveyed prefer to watch sports and such programs are preferred by 27% of the overall sample. Thus, in order to tap into newer markets, these channels need to diversify from its present genre and bid for sporting events, much like Sony did with the Indian Premier League. Among the survey done for the various channels the results showed that Colors is the most preferred channel among all viewers. On the basis of response from the viewers with 5% level of confidence from chi square test we have come to the conclusion that there is a significant level of difference in the viewership of the shows aired on Star plus & Colors. Moreover, by using two tailed Z test of proportion at 1% & 5% level of significance we came out with the conclusion that in South Delhi people have preference for colors over Star Plus.

INTRODUCTION The Television industry in India is witnessing a spate of new channels being launched every year. TV is also penetrating into the rural areas and is a promising segment. India boasts of being the third largest television market in the world today. Cable penetration (paid TV market) is expected to grow further more from the present 70 million. Over 350 channels are available to viewers in India today. The Hindi general entertainment segment comes under the media industry. It is extremely competitive and comprises of numerous channels, and some of the prominent among being Star Plus, Zee TV, 9X, NDTV Imagine, Sahara One, Colors to name a few. Out of these, Star is the oldest of the lot having been launched in the year 1995. The youngest-Colors, was launched in June, 2007.

However, in these last few months, Colors have shown a remarkable progress and climbed up to no. 2 in the rankings and is breathing down the neck of Star. This has been the first instance since 2001 where Star’s status as the market leader has been seriously threatened. In fact, if the GRPs and TRPs are to be believed, Colors is already the highest rated channel when the numbers are filtered for a particular target group— most notably, in the 15-34 age bracket. At first glance, the runaway success of Colors could be attributed to the advertising blitz when it was launched, a line-up of refreshingly different programs and its status as a free-to-air channel. It began by launching an action-based reality show (Khatron ke Khiladi) in the prime time zone, a strategy which many predicted was destined to fail as it was the hour when soaps dominated. However, this created a buzz and gave Colors the foothold it needed. Our study aims to find out the real meaning of the “disruptive and differentiated” programming of Colors and how and why has it connected so well with the viewers. Also, it aims to predict if it is time for Star to change the very strategy that has worked so well.

Resear ch Objectiv es •

To explore the relationship between type of entertainment programs shown in these two channels and the Gross rating points and Television rating points garnered by them

• To investigate the reasons behind Colors’ competitive advantage over Star Plus. • To identify the variations in viewership preferences across different age groups and gender.

• To access the market share of Star Plus and Colors in South Delhi.

Resear ch Metho ds Research design: The research design followed shall be Descriptive whereby a structured questionnaire shall be provided to the respondents. It will be a cross sectional study, which is going to be done through sample survey. Data collection Sources: A survey of approximately 300 individuals living in South Delhi will provide the database that will act as a primary data for this empirical study. Primary data: The sample will be selected on a Probability basis (probability sampling) and will thus provide a wide cross-section of the population (true panel). A structured questionnaire shall be provided to the respondents. This will help us in collecting the primary data. Secondary data: It will be taken from websites, journals and magazines. Statistical tools: The data collected will be quantified using statistical software like MS Excel and SPSS that will help to measure the central tendencies, correlation, etc. Other analysis like time series models and various marketing matrices shall also be carried out. The study shall try to establish various hypothesis and will prove them with the help of large sample tests like z-test and chi-square test.

FINDINGS Questions and their respective data analysis are as follows: A representative sample size of 100 was taken with equitable number of males and females in it.

Q. When do you watch TV generally?

It can be interpreted that the majority of the population prefers to watch TV in the late evenings and nite. Some proporton of the female population esp. the home-makers watch TV during the afternon from 12 to 4 pm as well. Hence, other than the evening prime time, attention has to be given to the afternoon slot as well. Merely, filling it up with repeat telecast of popular shows won’t help in capturing the audience or earning advertisement revenues. Q.Which of the following type of programmes do you like the most(choose any one)?

The preferred genre of programs for females (i.e. drama, mythological, reality shows) is well represented in the different hindi enertainment chanels. But the male preference for sport-related programs is not at all fulfilled by these channels. Almost 42% of the male respondents surveyed prefer to watch sports and such programs are preferred by 27% of the overall sample. Thus, in order to tap into newer markets, these channels need to diversify from its present genre and bid for sporting events, much like Sony did with the Indian Premier League.

Q. Rank the following channels from 1 to 6, with 1 being the least favourite and 6 being the most? The responses that we got are as follows: Channels Zee Sony Star Plus NDTV Imagine

1 13 4 12 12

2 22 17 20 10

3 23 34 9 16

4 7 18 29 31

5 25 20 26 16

6 10 7 4 15

Colors 9x

17 38

3 34

10 14

8 4

6 3

56 7

The summarized rank ordering is obtained with the following calculations: Zee = (13X1) + (22X2) + (23X3) + (7X4) + (25X5) + (10X6) = 339 Sony = (4X1) + (17X2) + (34X3) + (18X4) + (20X5) + (7X6) = 354 Star Plus = (12X1) + (20X2) + (9X3) + (29X4) + (26X5) + (4X6) = 349 NDTV Imagine = (12X1) + (10X2) + (16X3) + (31X4) + (16X5) + (15X6) = 374 Colors = (17X1) + (3X2) + (10X3) + (8X4) + (6X5) + (56X6) = 451 9x = (38X1) + (34X2) + (14X3) + (4X4) + (3X5) + (7X6) = 221 The highest total score indicates the first preference ranking. The rank ordering is as follows: (1) Colors, (2) NDTV Imagine, (3) Sony, (4) Star Plus, (5) Zee, (6) 9x. The results show that Colors is the most preferred channel among all viewers. Taking the entire range of scores from 221 to 451, the median score is 351.5. In this case, the median is the best measure of central tendency.

Q. Which of the following shows do you watch? (There were 6 options which included the top 3 shows of Colors (Bigg Boss, Khatron Ke Khiladi, Balika Vadhu) and Star Plus (Bidaai, Aap Ki Kachehri, Kayamath). However, the respondent was not made aware of this fact.)

To check if there is significant difference in the number of viewers of the top 3 shows aired on Star Plus and Colors: H0: Viewership is evenly distributed for shows across both the channels AGAINST H1: Viewership of Star Plus and Colors is significantly different The response (observed frequency) that we got is as under:

Colors’ shows

Star Plus’ shows

Total

Watch

86

32

118

Don’t watch

14

68

82

100

100

200

The expected frequencies are as follows: f11 = (row 1 total X column 1 total) / grand total = (118 X 100) / 200 = 59 Similarly, f12 = 59, f21 = 41, f22 =41 Σ (observed freq. – expected freq.)2 / expected freq. = 60.28 Tabulated value of Chi squareϰ2 with degree of freedom equal to 1 and 5% level of significance is = 3.841 As calculated value i.e. 60.28 falls within the critical region, therefore H0 is rejected. Thus, the interpretation is that there is significant difference in the viewership of the shows aired on Star Plus and Colors.

Q. Tick one and only one answer for each statement. There is no right or wrong answer to these questions. Just give your opinion. a) Programs aired on Colors are more interesting than those shown on star plus. The responses that we got are as follows:

Strongly Agree(SA)

Agree(A)

Neutral(N)

Disagree(D)

Strongly Disagree(SD)

51%

30%

16%

2%

1%

b) Star Plus needs to add more variety to its existing set of programs. SA

A

N

D

SD

30%

58%

8%

3%

1%

c) I watch colors because it is a free to air channel. It’s not worth paying for.

SA

A

N

D

SD

0

18%

21%

52%

9%

INTERPRETATION: More than half of those surveyed (61%) either disagreed or strongly disagreed that they watch Colors only because it is a free-to-air channel. It was the distinctive and differentiated programs that attracted them and people were willing to pay if and when Colors becomes a paid channel. Therefore cost is not at all a factor for the advantage that Colors enjoys over Star Plus. Rather the reason for Star Plus’ steadily slipping TRPs is the lack of variety in its programs (as agreed by an overwhelming 88% of those surveyed).

Q. Which channel is more appealing between COLORS and STAR PLUS? To check if Colors is more appealing than Star Plus: p1 = proportion of population who feel Colors is more appealing p2 = proportion of population who feel Star Plus is more appealing H0: p1 =< p2 (proportion of population finding Colors as more appealing is significantly less than those favouring Star Plus)

AGAINST H1: p1 > p2 (proportion of population finding Colors as more appealing is significantly more than those favouring Star Plus)

p^1 = 73/100= 0.73 (sample proportion of success) q^1 = 1-.73 = 0.27

p^2 = 7/100 = 0.07 q^2 = 1-.07 = 0.93

z = (p^1 – p^2) / [(p1 * q1 / n1) + (p2 * q2 / n2)]1/2 = (.73 - .07) / (0.1971/100 + 0.0651/100)1/2 = .66 /.051 = 12.89

@ 1% and 5% level of significance, tabulated z value is 2.33 and 1.645 respectively. As calculated z value falls in the rejection region, H0 is rejected. Interpretation: proportion of population finding COLORS as more appealing is significantly more than the proportion favoring STAR PLUS.

LIMITATIONS



Due to time constraint, our study was limited to South Delhi Only.



Since Colors was launched only in July 2007 enough secondary data was not available to conduct in-depth research about its other aspects.

CONCLUSION 1.It can be interpreted that the majority of the population prefers to watch TV in the late evenings and night. 2. Study also showed that the home-makers watch TV during the afternon from 12 to 4 pm as well. 3. On the basis of research it was observed that 42% of the male respondents surveyed prefer to watch sports whereas female respondents preferred drama , mythological & reality shows in different hindi entertainment channels. 4. On the basis of the research done on few channels the results remarkably showed the preference of (a) Colors over the other channels. Preference of other channels is as follows: (b) NDTV Imagine (c) Sony (d) Star Plus (e) Zee (f) 9x. 5. Amongst the 6 programmes which included the top three programmes of colors ( Big Boss, Khatron Ka Khiladi, Balika Vadhu) and top three shows of Star Plus ( Bidaai, Aap Ki Kachehri, Kayamath )

it was observed that respondents preferred to watch the shows of Colors over Star Plus .

6. Following results were also observed: (a) Amongst the 61 % respondents surveyed agreed that the distinctive and differentiated programmes shown on Colors was the significant reason why respondents preferred colors over Star Plus .Also , it was shown that since Colors is a free –to-air channel is not the only reason for colors popularity & cost again has not contributed much for colors preference . 7. The reason for Star Plus’ steadily slipping TRPs is the lack of variety in its programs (as agreed by an overwhelming 88% of those surveyed).

Finally, on the basis of our research it can be concluded that Colors for sure has gained competitive edge over Star Plus.

RECOMMENDATIONS

1. Star Plus should try to add variety to the programs it airs.

2. The channel should understand the consumer’s perception before launching any new programme.

3.

Star Plus if wants to regain its market position, should follow innovation and creativity as its guiding principles.

APPENDIX

QUESTIONNAIRE To study the television viewers’ perception towards Star plus and Colors

Q1. For how many hours in a day, do you watch T.V.?

Less than 2 hours

2 to 3 hours

3 to 5 hours

5 hours or more

Q2. When do you watch T.V. generally?

Morning 6 a.m. - 12 noon

Afternoon 12p.m. - 4 p.m.

Evening 4 p.m. - 10 p.m.

10 p.m. onwards

Q3. Which of the following type of programmes do you like the most (choose any one)?

Reality shows

Crime thrillers

Drama

Religious / Mythological Sports

Comedy

Q4. Rank the following channels from 1 to 6, with 1 being the least favourite and 6 being the most?

Zee T.V.

NDTV Imagine

Sony

Colors

Q5. Which of the following shows do you watch?

Bigg Boss Balika Vadhu

Khatron Ke Khiladi

Star Plus

9X

Bidaai Kayamath

Aap Ki Kachehri

Q6. Tick one and only one answer for each statement. There is no right or wrong answer to these questions. Just give your opinion.

Strongly Disagree

Agree

Neutral

Strongly Agree

Disagree

a) Programs aired on Colors are more interesting than those shown on Star Plus 4 5

1

2

3

1

2

3

b) Star Plus needs to add more variety to its existing set of programmes 4 5

c) I watch Colors only because it is a free-to-air channel. It’s not worth paying for. 4 5

1

2

3

Q7. I would like to know your overall opinion about the two Hindi general entertainment channels- Star Plus and Colors. Which do you think is the more appealing or are both the same?

Star Plus -------the same --------

Colors

--------

They are

Q8. What is your occupation?

Unemployed Business

Student

Service

Q9. What is your qualification?

Undergraduate

Graduate

Post-Graduate

Q10. What is your monthly income?

Rs 0-10,000

Rs 20,000-40,000

Q11. Personal Information

Rs 10,000-20,000

Rs 40,000 & above

NAME -----------------------------------------------

SEX -------------------------------

AGE

LOCATION

BIBLIOGRAPHY Assistance from books • Qualitative Marketing Research by David J. Carson • Marketing Research: An Applied Approach by Thomas C. Kinnear •

Assistance from Portals www.marketresearch101.com

Assistance from secondary materials Market Management, The ICFAI University Press Marketing Mastermind, The ICFAI University Press