Zee Project

SUMMER TRAINING REPORT

MARKET RESEARCH FOR ZEE NEWS AND COMPARIETIVE STUDY WITH OTHER NEWS CHANNELS ZEE NEWS

A report submitted towards the partial fulfillment of the Requirement of the two years fulltime Post Graduate Diploma in Business Management Submitted by: JITENDER LATHER (2K71A19) (PGDM, 2007-2009)

ASIA PACIFIC INSTITUTE OF MANAGEMENT

3 & 4 Institutional Area, Jasola, New-Delhi

ASIA PACIFIC INSTITUTE OF MANAGEMENT

1

ASIA PACIFIC INSTITUTE OF MANAGEMENT

2

ASIA PACIFIC INSTITUTE OF MANAGEMENT

3

ASIA PACIFIC INSTITUTE OF MANAGEMENT

4

Acknowledgement I wish to express my appreciation and thanks to all those with whom I have had the opportunity to work and whose thoughts & insights have helped me in furthering my knowledge and understanding of the subject. Every page of this report reminds me about the moral support and guidance that was bestowed on me by the respected Guide, professors, friends and family members throughout the duration of the project. My sincere gratitude goes to my Project guide Mr. Rohit kumar, Assistant vice president, Marketing, Zee News, Noida, Mrs. Avantika and Mr. Anil without whose valued guidance, encouragement and inspiration the presentation of this project would ever have been possible. I also indebted to my marketing faculty Mrs., Piali Haldar,for giving me valuable initial guidance for the project. Last but not the least I would like to express my gratefulness to my institute and my faculty members of Asia Pacific Institute of Management, New Delhi for guiding me through out the project. I am also grateful to my Parents and my friends, my sister for their encouragement. I am unable to mention many others who have helped me greatly but it gives immense Pleasure to appreciate and thanks all those without whose encouragement and help this Project would never have been completed.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

5

Preface

This dissertation has been prepared as a partial fulfillment of PGDM curriculum (two years) approved by AICTE, MINISTRY OF HRD, GOVT. OF INDIA from ASIA PACIFIC INSTITUTE OF MANAGEMENT, NEW DELHI. It consists of findings and analysis of the survey conducted by me on the topic “market research for Zee news and comparative study with other news channels” in New Delhi.

The survey was conducted for CS +15 in north Delhi. This report also includes the conclusion of the survey and the suggestions based on the findings. The duration of this study was eight weeks and it was confined to New Delhi. The study was conducted under the auspicious of Noida office of Zee news.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

6

CONTENTS

Topics

Page No.

-------------------------------------------------------------------------------------------Certificate

2-4

Acknowledgement

5

Preface

6

Chapter 1: The Organization •

Objective

•

Scope

•

Rationale

9-12

Chapter 2: An overview media and entertainment industry

13-17

Chapter 3: About Zee group ,Zee News ,

18-29

Out door media

ASIA PACIFIC INSTITUTE OF MANAGEMENT

7

Chapter 4: Research Methodology

30-31

Chapter 5: Questionnaire

32-68

SWOT analysis Recommendation

Chapter 6 : •

Executive Summary

•

Bibliography

•

Appendix

•

Questionnaire

ASIA PACIFIC INSTITUTE OF MANAGEMENT

69-76

8

[CHAPTER 1] Introduction

ASIA PACIFIC INSTITUTE OF MANAGEMENT

9

Objective of my project

Primary objective:Check brand perception of Zee News with respect of competitor and understand viewership pattern of Zee news.

Secondary objective:Study of out door branding and Impact on market.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

10

SCOPE One-third of all television channels in India are news and current affairs, About 44 news channels in Hindi, English and regional languages beam into 71 million homes with access to cable and satellite TV. The business of news channels continues to grow at 8-10 per cent annually. The growth has helped small and medium advertisers to advertise them in a better way. .About 10-12 per cent of total advertising money spent on television goes to news channels. In 2007 news channels generate about Rs 700 crore (Rs 7 billion) in advertising revenues, compared to Rs 620 crore (Rs 6.2 billion) in 2006, according to industry sources. In 2007-08, around five more news channels are expected to be launched, attracting investments worth about Rs 400-500 crore (Rs 4-5 billion). INX Media and BAG films are among those who are ready to launch news channels. So market of news channel is very competitive and it is expanding very fast.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

11

RATIONALE

As far as rationale is concern, my summer project in media was such a great opportunity for me to know about T. V. media at Zee news.

Now a day’s media is one of the fastest growing sectors. Some people call media fourth pillar of our democracy and news is just like food is needed to live so. It is the nutrition for the brain to live in the society. I have a huge interest in media industry; I believe doing this project will definitely add advantage for my corporate life. According to pitch bureau though news channel have 6% viewer ship but it’s share is 22%, which is highest among all genre.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

12

[CHAPTER 2] Overview on M & E Industry

ASIA PACIFIC INSTITUTE OF MANAGEMENT

13

An Overview: Media & Entertainment Industry :  The Indian Entertainment and Media Industry have out-performed the Indian economy and is one of the fastest growing sectors in India. It is rising on the back of economic growth and rising income levels that India has been experiencing in the past years. This is significantly benefiting the entertainment and media industry in India as this is a cyclically sensitive industry and it grows faster when the economy is expanding.  An added boost to the entertainment and media industry in India is from the demographic point of view where the consumer spending is rising due to increasing disposable incomes on account of sustained growth in income levels and reduction of personal income tax over the last decade.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

14

 Other than the demographic and economic impetus provided by the Indian economy that is helping the entertainment and media industry to grow at this rapid face, there are several other factors, which are contributing to this high growth rate. Some of these are Low Media Penetration in lower socio-economic classes.  Table below gives the media penetration in various segments of the E&M Industry today. As would be evident, the media penetration is varied across segments and across the socio-economic classes. A common factor, however, across the segments is the fact that though the media penetration is lower in lower socio-economic classes, in terms of absolute numbers, the penetration is much higher in these classes. Hence, efforts to increase the penetration even slightly in these lower socio-economic classes are likely to delivery much higher results simply due to the higher numbers

ASIA PACIFIC INSTITUTE OF MANAGEMENT

15

 Indian Advertising spends, as a percentage of GDP is only 0.34 per cent, which is way below the percentages for both developed and developing countries. This provides an immense potential for growth in since advertising revenues are key to every segment in the Indian entertainment and media industry. Even if India were to reach the global average, the advertising revenues generated would almost be equal to the current advertising revenues, which are estimated at about US$ 2.5 billion for 2005 fiscal.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

16



ROOT WHICH GENERALLY USED IN ‘C & S’ SIGNAL TOO REACH CONSUMER

ASIA PACIFIC INSTITUTE OF MANAGEMENT

17

[CHAPTER 3] Zee group, Zee news & Out door media

ASIA PACIFIC INSTITUTE OF MANAGEMENT

18

ABOUT ZEE MISSION AND VALUES

 Mission Statement

To be the leading round the clock airtime properties provider, delighting the viewers on one hand and providing value to the advertisers for their time and money on the other.

To establish the company as the creator of entertainment and infotainment products and services to feast the viewers and the advertisers. Through these services, zee intends to become an integral part of the global market. As a corporation, zee tries to be profitable, productive, creative, trend setting and financially rugged with care and concern for all stake holders.

 ZEE Values  Customer Focus Our Company's strategies are driven by the needs of the customer. Our success can be measured by the satisfaction achieved by our customer

ASIA PACIFIC INSTITUTE OF MANAGEMENT

19

 Excellence We accord a high premium to maintaining superlative standards throughout our Company. We encourage our employees to come up with smarter ideas within the fastest possible time

 Creativity  Integrity We observe strict ethical standards through editorial independence and creative expression, in order to earn the trust of our viewers and subscribers

 Growth Driven We are committed to delivering consistent revenue and cash flow growth in order to provide our shareholders a good return. Our objective is to grow our people, market and businesses around the world

ASIA PACIFIC INSTITUTE OF MANAGEMENT

20

 MILESTONES ZEE NEWS  First Zee news bulletin started at 1993.  1994 it started its first morning and evening news bulletin.  1999 it became first 24 hr news channel.  It was the first pay news channel.

 Its 72% revenue comes from advertising which is main source of income and as it is paid channel its 25% of revenue comes from subscription.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

21

Zee News in new look  Zee News has unveiled its new positioning with the focus on ‘ bringing life to Hindi journalism on television’. From the earlier tagline of ‘ haqeeqt jaisi khabar vaisi’ the channel has now progressed to a more contemplative mode with ‘ Zara sochiye ’.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

22

 With a tag line of "ZARA SOCHIYE" ZEE NEWS the 24 hr. Hindi news channel from the Zee group of network has been ever since on a quest to bring out of truth. This is the channel belief that has been the guideline force in the dedication and Integrity of Zee news n reporting un biased news. As a socially responsible news channel. Zee news has dared to walk a different path to bring the truth out even if it means staying away from the hype and trivial sensationalism. Zee news globally has

ASIA PACIFIC INSTITUTE OF MANAGEMENT

23

spread across most of Asia 'middle east ‘Europe and America and has carved a unique position for itself in the global media space. The wide network of Zee news stretches out of more than 60 countries worldwide. Largest nationwide network of reporters and stingers connected through advance communication links.

 Zee News programming is content driven and covers all genres with hard-hitting news to social service programming fro crime related news to glamour to sport news. The content driven programming at Zee News is perhaps what differentiates from the rest.

 The channel has always been consider as a pioneer and leader in the field of investigative journalism, with programming that go dipper and far beyond the usual news and current affair programs.

 Some new renowned faces are also added like. 1) Punya parsoon bajpai former channel head of sahara samay joining as consulting editor. 2) Manisha priyam (D.U. professor &London school of economic graduate) appointed as public policy advisor.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

24

3) Anupam gosawami (business journalist) joined as consulting editor as business news. 4) A top retired cop as advisor on public safety issue.  The most distinct news capsule, which only Zee News has, is news top 10, which packs in 60 nuggets from all spheres in 30 minute.  The revamp and new look channel would return to hard core serious news with focus on reporters and reporting, heralding the comeback of channel’s news properties. As well as weekly news shows ‘ Inside Story ‘, an investigative program and ‘Special correspondent,’ a hardcore program on field reporting, would be back on channel.  Zee News added four new properties 1) Halla bol: a reporter based weekly show (soft investigative program on public issue). 2) Kahiye Janab: a talk show featuring vip (hosted by swati chaturvedi). 3) Manthan : daily religious and spiritual wellness program



Some program are renamed and revitalized as 1) Bole To Bollywood renamed as Zee Multiplex to give it a modern touch. 2) Miyan biwi or TV renamed as House Arrest -Serial ki Grifat mein 3) Bachke Rehna (astrolog) will have a new face in the form of tarot card reader ruchira along with astrologer sandeep kocher.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

25



This repositioning activity took almost five-month time. It includes all activity as content to support news and look.



The promotion value of the campaign is about Rs. 15 cr.



Through barters and tie –ups it restricted itself from cash burn to a negligible amount.



Bates David Enterprise is the creative agency for zee news.



Media plan done by newspapers and hoarding.



A TVC was running on air to promote the changes that had been announced by Zee News.  In India, exposure to print advertising in addition to television produced higher advertising recall. It mean, if we use both way to advertise it will give great recall value to target audience and by using both ways Zee News try to show its greater knowledge of brand properties.

RADIO CHANNEL i.

BIG FM

Mumbai & delhi

It is no.3 radio channel in mumbai (market share).

MAGZINES i.

INDIA TODAY

D.S.

Eng./Hindi

ii.

CHITRALEKHA

D.S.

Eng./Hindi

ASIA PACIFIC INSTITUTE OF MANAGEMENT

26

iii.

MAGNA PUBLICATION

D.S.

ALL PUBLICATION

D.S.

ALL PUBLICATION

STARDUST iv.

MEERA PUBLICATION SWAGAT

v.

SPICEROWE (JET AIRWAYS)

D.S.

NEWS PAPERS: i.

Business Standard

Half page color

ii.

Danik Jagaran

Back page full

iii.

Danik Bhaskar

100 cc

iv.

Nav bharat Maharashtra & M.P.

Full page

T.V. i.

All the zee network channel gives add of Zee News repositioning and

ii.

Traffic jam activity done by Zee group on all Zee channels at 9.56 to 10.00 pm on all Zee network.

iii.

One week before all group channels started showing Zee news promo.

OUT DOOR MEDIA



Over the past few years, the outdoor advertising industry has evolved into a rejuvenated media force to be reckoned with that's poised to compete aggressively in

ASIA PACIFIC INSTITUTE OF MANAGEMENT

27

the 21st century media fray. While many traditional media segments have struggled to remain competitive in a period of economic strife, the outdoor industry has remained relatively unscathed and solvent due in large part to the strength of local sales as both national and regional brands have shifted a significant portion of advertising dollars to grassroots promotions.  Outdoor offers outstanding value for the Rupee and a myriad of ways to ratchet up exposure. Whether matched with other media to extend reach or used extensively on its own to saturate a market, outdoor can't be beat. Its ubiquitous presence insures that when a consumer is ready to purchase, the brand is top of mind. Today it seems, consumers are in a hurry and outdoor provides quick and concise information to help individuals make rapid purchase or decision-making. Outdoor surrounds consumers with ubiquitous presence offering media choices that suit every target audience, geography and strategic plan. Outdoor is a comprehensive mix of effective media delivery mechanisms that reach people in their cars or on subways, in airports and malls or in any number of growing outdoor media settings. Outdoor is roadside, outside and inside, above and below ground and on the move.

 The wide range of outdoor media advertisements comprises of hoardings, posters, banners, road shows, trade shows, kiosks, wall paintings, and signboards among others.  The outdoor medium today constitutes 10 per cent of the media mix, up from around three per cent five years ago

ASIA PACIFIC INSTITUTE OF MANAGEMENT

28

Few uses/benefits of Outdoor Advertising: 1) Outdoor Advertising is available 24 2) Rapid Build up of Awareness - Quick return on advertising investment 3) Media Mix Reinforcement - Fills the gaps left by all other forms of media 4) Cost Efficiency - Low cost per thousand 5) Specific Market Penetration - Minimizes wasted exposure 6) Directional Support - Reaches audience while they are in the marketplace 7) Dominant Market Presence - Your message is larger than life 8) Continuity over purchase cycles - Cannot be turned off or put down 9) Flexibility and Mobility - Customized programs to obtain advertising goals 10) Quick Placement 11) Co-op advertising support 12) Visual excitement and impact - Big, bold and demands your attention

Ways in which Zee News use out door media in it’s repositioning

1. Rail displays: Four metros were hired where Zee news display and other promotional activity done.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

29

2. Shopping mall displays: All fun republics in Delhi flexes and standees were installed. 3. Terminal Displays: many public utilities, road crossing and traffic light are hired. 4. Exterior Airport displays

flexes are hanged near by air port road

5. Truck/Mobile Displays 4 hydraulic mobile van hired for one month which will make round in Delhi and will create awareness for channel

ASIA PACIFIC INSTITUTE OF MANAGEMENT

30

[CHAPTER 4] Research Methodology

RESEARCH METHODOLOGY  The data used for the study had primary and secondary character to it. The primary data was collected through questionnaire method. The secondary data were composed through the reference of books, websites and magazines . The procured data was analyzed by a simple percentage method and the results are supported with graphs and charts

ASIA PACIFIC INSTITUTE OF MANAGEMENT

31

(1)

Primary source: -

I also prepared a small set of questionnaire for common cable and satellite users for some important information regarding News channels and their perception relating to them. Their individual opinion and their expectation from news channel. So I have selected exploratory research as have a clear idea of problem that I may encounter during the project.

-

Exploratory research helped me to develop concept more clearly establish priorities, develop operational activity and improve the final project report.

(2)

Secondary source: - Websites of TAM media research, exchange4media&zeenews, their group & other websites like Google are to be used as the source of secondary data collection. -Magazines:

Pitch, Impact

-Newspaper.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

32

[CHAPTER 5] Questionnaire, Analysis & Interpretations

QUESTIONNAIRE DESIGNING  A good questionnaire must be concise, focus, easy to understand language. Questionnaire should be designed as per the objective to get right feedback. A questionnaire has a mix of following 4 major scales, which help us in analyzing the attitude of the people. The scales are Nominal, Ordinal, Interval and ratio scale.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

33

1. NOMINAL SCALE: This type of scale is mostly used in the opening so that respondents feel easy in answering. This scale helps in mutually exclusive classification of units i.e. there is no case of may be in this. 2. ORDINAL SCALE This type of scale is used for knowing a relativity of a unit as this includes ranking and it is a type of comparative scale as respondents mainly compare the parameters and then rank accordingly. 3. INTERVAL SCALE This type of scale is of non-comparative in nature here respondents mainly rate the parameters by their individuality and not comparing it with others. 4. CONSTANT SUM SCALE This scale is used to know the quantum of the preference i.e. a respondent will say that he/she buys branded products or non-branded products but in what percentage? is a big question, this scale helps in knowing the quantum.

ANALYSIS

Analysis based on the information collected from questionnaire interview in North Delhi . My sample size was 100. To have an in-depth analysis lets start with the question-wise analysis: There were 27 questions in my questionnaire from that I get these results.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

34

All of my T.G. was cable and satellite users and over 15 year age.

Q 1. How many members in your family?

ASIA PACIFIC INSTITUTE OF MANAGEMENT

35

From this chart we can easily under stand that in north Delhi 68% live in nuclear family.

Q2. How much time you spend on television?

ASIA PACIFIC INSTITUTE OF MANAGEMENT

36

From this chart it is known that 28% people watch television for 0-2hrs., 41% people watch television for 2-4hrs., 24% people watch television for 4-6hrs. , 7% people watch television for >6hrs.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

37

Q 3. How much time you spend watching news channel?

The result shows that 66% people give <1 hrs. to watch news channels,24% people give 1-2 hrs .to watch news channels,6% people give 2-3 hrs .to watch news channels,4% people give >3 hrs. to watch news channels.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

38

Q 4. Which channel you prefer watching?

As the result shows 40% people prefer watching aaj tak, 19% people prefer watching star news, 3%people prefer watching India tv,15 % people prefer watching zee news, 19% people prefer watching ndtv, 4% people prefer watching ibn 7.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

39

Q 5. Rank the programme according to your preference?

entertainment 13% interviews 30%

sports 2%

religious 1% crime base 4%

current affairs 50%

entertainment sports current affairs crime base religious interviews

The chart shows that 50% people prefer current news, 30 % people prefer interviews, 13 % people prefer entertainment, 4 % people prefer crime base, 2 % people prefer sports news, 1% people prefer religious program / news on news channel.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

40

Q 6. do you watch Zee news ?

From this chart it is known that 70 % people watch zee news and 30% people don’t watch zee news.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

41

Q 7. What do you find good in those channel that zee news lack?

According to response 45 % people says zee news lacks in presentation style, 9% people says zee news lacks in showing correspondent news, 18% people says zee news lacks in to make news interesting, 9% people says zee news lacks in quality news, 17 % people says zee news lacks in giving or showing variety of news.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

42

Q 8. Have you observed any change in Zee news in last one month?

According to response 35% people said yes they observed changes in last one month.63% people didn’t observed any change in zee news, 2% people didn’t give any response.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

43

Q 9. What major changes you observed in Zee news?

The chart shows that 25 % people (71.42% people out of those who observed changes) observed logo changes. 10% people (28.58% people out of those who observed changes) observed program name and content changes in zee news.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

44

Q

10 where do you came to know about repositioning of Zee news?

The chart shows that 3% of people (8.57% out of 35 who observed changes) get to know from news paper, 21% of people (60% out of 35 who observed changes) get to know from hoardings, 6% of people (17.14% out of 35 who observed changes) get to know from internet, 5% of people (14.20% out of 35 who observed changes) get to know from news paper,

ASIA PACIFIC INSTITUTE OF MANAGEMENT

45

Q

11. Do you like the new look of Zee news?

The chart shows that all the 35 people (100% of 35 people who observed changes) like changes.

Q

12. Where do you place Zee news?

ASIA PACIFIC INSTITUTE OF MANAGEMENT

46

The chart shows that 62 % people place Zee News as an informative news channel, 12 % people place Zee News as an entertainment news channel, and 5% people place Zee News as an educational news channel. 19 % people place Zee News in other category news channel.

Q 13. How do you Zee news on a scale of 1 to 5?

ASIA PACIFIC INSTITUTE OF MANAGEMENT

47

How do you rate Zee news on a scale of 1 to 5.

40

Frequency

30

20

10

0 poor

below average

average

good

excellent

How do you rate Zee news on a scale of 1 to 5.

97 people give response to this question 5% people put zee news in excellent category, 33% people put zee news in average category, 30% people put zee news in good category, 23% people put zee news in below average category, 6% people put zee news in poor category. It means 68% people in north Delhi put zee news in above category.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

48

How much would you rate Zee news out of 1-5 scale?

Valid Missing

97 3

Mean

3.0515

Median

3.0000 From above

Mode

3.00 statistics 97

people who response this question give average 3.0515 no. Out of 5. Which should be assigned by them.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

49

Q

14 How much would you rate new look of Zee news out of 1 to 5 scale?

Only 35 people who observed changes give response to this question. The chart shows that 16 out of 35 (45.71% people) rate Zee news in good category ,14 (40% people) rate it in fair category ,4 out of 35(11.42%) rate it in average category .1 (2.85% people) rate it in excellent category.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

50

How much would you rate new look of Zee news out of 1-5 scale?

N

Valid Missing

Mean

35 65 3.4000

Median

3.0000

Mode

4.00

Mean value increases from (3.0515) before launch to after launch (3.400) which shows people response is increasing after repositioning.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

51

Q 15Do you think anchors in news channel really affect viewership?

As shown in the chart 90% respondents say yes, anchors really affect viewer ship in news channel.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

52

Q 16 do you find any change in the quality of Zee news after it’s repositioning ?

As the chart show 6 out of 35(17.14%) who observed changes say yes news quality improved. 29 out of 35 (82.85%) say no, they don’t feel any improvement in news quality after repositioning.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

53

Q17.

What do you think the frequent repositioning of Zee news made any impact on you?

what do you the frequent relaunch of Zee news made any impact on you?

100

Frequency

80

60

40

20

0 positive impact

negative impact

what do you the frequent relaunch of Zee news made any impact on you?

As chart shows only 18 % people say frequent repositioning of Zee news give positive impact rest 82 % people says it don’t affect or it give negative impact.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

54

Q 18 Rank news channel according to preference?

8% 7%

15%

13% 7%

50%

STAR NEWS AAJ TAK IBN 7 NDTV ZEE NEWS INDIA TV

According to chart 50% people give preference to aaj tak , 15% star news, 13% ndtv , 8% Zee news , 7% India tv &7 % for ibn 7.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

55

Q 19

CHI-SQUARE ANALYSIS

CHI-SQUARE between people liking interviews in news channel and what they want to see in Zee news (7f& 14) type of coolers and brand of coolers that we buy

Ho: people don’t want interviews program in news channel H1: people want interviews program in news channel

Chi-Square Tests

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 23.510(a) 25.006 4.950

15 15

Asymp. Sig. (2-sided) .074 .050

1

.026

df

98

Chi-square value=23.510 Degree of freedom =15

ASIA PACIFIC INSTITUTE OF MANAGEMENT

56

As we get the value from the table, it comes out to be 22.31, at 90% significance level , and our value will fall in rejection region so we reject the null hypothesis, Ho and accept H1.

Acceptance region Rejection region

22.31 But at 95% significance level table value will be25.00 and our value will fall in acceptance region so at 95% level of significance Ho will be accepted.

Acceptance region

Rejection region

25.00 It means I am 90% sure that people want interview programme in news channel

ASIA PACIFIC INSTITUTE OF MANAGEMENT

57

Q20 CHI-SQUARE between people thinking upon time-to-time repositioning of Zee news and image of Zee news? Ho: frequent repositioning of Zee news makes impact upon people mind. H1: frequent repositioning of Zee news don’t make any impact upon people mind

Chi-Square Tests

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 6.779(a) 8.506 .000

df

Asymp. Sig. (2sided) 4 .148 4 .075 1

.985

97

Chi-square value = 6.779

Degree of freedom = 4

ASIA PACIFIC INSTITUTE OF MANAGEMENT

58

As we get the value from the table, it comes out to be 6.74, at 85% significance level, and our value will fall in rejection region so we reject the null hypothesis, Ho and accept H1.

Acceptance region Rejection region

6.74

ASIA PACIFIC INSTITUTE OF MANAGEMENT

59

Q 21 Is there any correlation between Zee news anchors and where people want improvement in Zee news?

Do you think anchors in news channels really affect the viewership. What do you find good in those channel that Zee news lacks.

Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N

Do you think anchors in news channels really affect the viewership. 1

What do you find good in those channel that Zee news lacks. .100 .329

99

97

.100 .329

1

97

98

There is a positive correlation (.329) between anchors in news channel and lacking in zee news, which affect its viewer ship. It directly indicates that people want to see improved anchor presentation in Zee news.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

60

SECONDARY DATA It is provided by TAM media research (Television Audience Measurement). A joint venture company between AC Nielsen & Kantar Media Research/ IMRB, TAM Media Research is India’s only and Asia-Pacific’s largest TV Viewer ship analysis firm of India.

Nielsen offers an integrated suite of market information gathered from a wide range of sources, advanced information management tools, sophisticated analytical systems and methodologies, and dedicated professional client service to help our clients find the best paths to growth

KMR Group is a one-stop shop for supplying for marketing and media information at local, regional and global level. KMR Group companies combine the best people with the latest technologies to deliver:

ASIA PACIFIC INSTITUTE OF MANAGEMENT

61

Audience measurement Audience measurement is any method of measuring how many people are in an audience,

Method Electronic people meter The People Meter is a “box” — about the size of a paperback book — that's hooked up to each television set and is accompanied by a remote control unit. Each family member in a sample household is assigned a personal viewing button, which is matched to that person's age and sex. Whenever the TV is turned on, a light flashes on the meter, reminding viewers to press their assigned button and to indicate that they're watching television. Additional buttons on the People Meter enable guests who are also watching to participate in the sample by entering their age, sex and viewing status into the system. A British company called Audits of Great Britain invented it In the early years of people meter it worked by identifying the frequency of the VHF/UHF channel being watched on the TV set. These meters were called 'frequency based meters' and need a probe to be inserted in the tuner of the TV being measured. This system became obsolete when satellite broadcast (DTH) became popular and viewers started to get their own satellite decoders. In this case the TV channels were selected on the decoders and inserting a probe in them become difficult and worse, these couldn't measure digital broadcast. Later an Audio/Video encoder is installed. This device imprints special signaling into the video and audio signals of that entity. At the home, a device is installed that allows

ASIA PACIFIC INSTITUTE OF MANAGEMENT

62

the panelist and their family to log in and out of a TV set, allowing the meter company to develop ratings data for that market.

Ratings points TVR One single television ratings point (or TVR) represents 1% of viewers in the surveyed area in a given minute

GRPs Gross rating points (GRPs) are chiefly used to measure the performance of TV-based advertising campaigns, and are the sum of the TVRs. The GRP of a campaign is equal to the percentage of people who saw any of the spots, multiplied by the average number of spots that these viewers saw.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

63

Television Rating Point TRP means most widely watched TV program. TRP rating list is the ranking list of popular TV programs released by INTAM every week.

Ratings/share and total viewers Share is the percentage of television sets in use tuned to the program. For example, a show as receiving a 9.2/15 during its broadcast, meaning that on average 9.2 percent of households was tuned in at any given moment. Additionally, 15 percent of all televisions in use at the time were tuned into this program. Nielsen reestimates the number of households each August for the upcoming television season.

Reach The net number or percentage of people who have seen a particular piece of broadcast program.

Cost Per Rating Point The cost, per 1 percent of a specified audience, of buying advertising space in a given media vehicle.

Indian Readership Survey (IRS) IRS is one of the largest readership survey conducted in India. Conducted by Hansa Research for Media Research User's Council (MRUC), IRS covers readership for newspapers, Internet usage, and television viewership. IRS data is widely used by media planners for finalizing the media strategy. IRS also provides valuable insights into the consumption habits of the Indian

consumer.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

64

Relative share Aaj Tak 22.09 Q 1. According DD News 3.61 IBN 7 10.53 to TAM India TV 17.56 and NDTV India 8.86 Samay 5.13 Star News 20.80 Zee News 11.42 exchange4media.com relative share of Aaj tak ,D D news, IBN 7 INDIA T.V., NDTV INDIA, SAMAY, STARNEWS, ZEE NEWS.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

65

relative share

Zee News 11%

Aaj Tak 21%

DD News IBN 7

Star News 21% Samay 5% NDTV India 9%

Aaj Tak

DD News 4% IBN 7 11% India TV 18%

India TV NDTV India Samay Star News Zee News

This data is from 17-6-2007 (25 week-07) to 24-5-2008 (21 week). On the basis of data shows Zee news is at no. 4 channel during this period.

Zee SWOT analysis: a) Strength: I. II. III.

The Zee mother brand Detailed reporting (depth news of topic) No biasness to political party

IV. b) Weakness I.

Less variety in program (as chat show)

ASIA PACIFIC INSTITUTE OF MANAGEMENT

66

II.

c)

Not shows news only for TRP

III.

Anchor keep changing & no star anchor

IV.

Only try to give emphasis on serious news

Opportunity I.

News channels FCT (Free/fixed commercial time) is highest in all genre. (according pitch feb.)

II.

After Hindi mass entertainment and Hindi movies news channel are no. three position on genre wise viewer ship share

d) Threats I. II.

News channel genre is the most competent genre New channel are also launching.

Competitor compare with Zee

Aaj tak No. 1 news channel its strength

1.

a. Variety of program b. Best in live reporting people perceive as sabse tej c.

Renowned anchor e.g. Deepak chaurasia

d. T.V. today group

Word of Mouth is a powerful recommendation for India (87%)(Nielsen New York, October 1, 2007) and Aaj tak is enjoying this

ASIA PACIFIC INSTITUTE OF MANAGEMENT

67

2. Star news a. anchors are experienced b. Better focus on politics and business news c. news relating upper middle class interest

3.NDTV

Better graphic animation, variety in program and anchors are

its strength 4. IBN 7: Good coverage of international news, renowned anchor, never discrepancy occurred between statement/figures ocured.

CONCLUSIONS & RECOMMENDATIONS

This research helped me to know the role of qualitative factors such as various view points which plays major role for cable and satellite user. With the help of research, I will be able to quantify all these qualitative factors such as various view points of the

ASIA PACIFIC INSTITUTE OF MANAGEMENT

68

consumers, personal preferences, tastes and their interests while watching news channels and impact of out door media on them. This part of our report contains the final outcomes of our survey:  In the genre of Hindi news channel channels cater not only news programs but also 11 other genere programs were shown. Last year Some programs were comedy, games and entertainment program And these program got good responses from audience e.g. comedy kamal ki,hansoge to fansoge ,cricket ka garam yudh.  Hindi speaking audience likes entertainment everywhere and in news channel also. With this if we see last one year data than we will get to know that after news bulletin and review report interview and comedy was the most preferred genre.  Before 2 years Zee news was at no.2 position and now it is no.4 position It is loosing its market share whether it has highest resources .it is attached with India’s one of the oldest and biggest media house.

 It was Zee’s third repositioning every time it changes it’s punch line . major region to change punch line is to be refreshed itself to market and change itself according to scenario but problem is that People don’t have much time to always notice these things.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

69

In my questionnaire filling session only 4 people was able to recall old punch line (HAQEEQAT JAISI KHABAR WAISI) completely. But as soon as I ask them AAJ TAK punch line with in second most of people respond ‘sabse tej’. These punch lines always help person to feel he be like that. I think all the time Zee news should not go for repositioning or change in its punch line. It should be loyal to it’s own stand if it can’t then how it will get loyal viewer.  Zee news should also start anchor building/mentoring program through my questionnaire I get to know people want improvement in anchor presentation style in Zee news.  Zee news also improves its entertainment program quality. It is one of the week areas of Zee news.

ASIA PACIFIC INSTITUTE OF MANAGEMENT

70

[CHAPTER 6]

EXECUTIVE SUMMARY

ASIA PACIFIC INSTITUTE OF MANAGEMENT

71

In the fast changing socio-political environment, people want to know about their surroundings. Today people are not dependent only on govt. for news. One-third of all television channels in India are news and current affairs The business of news channels continues to grow at 8-10 per cent annually. The growth has helped small and medium advertisers. About 10-12 per cent of total advertising money spent on television goes to news channels. News channels earn primarily from advertising revenue that is generated on the basis of ratings and perception. Only a handful of news channels are pay channels in the CAS notified areas of Mumbai, Delhi and Kolkata

BIBLIOGRAPHY BOOKS: 1) Marketing management by Philip kotler ASIA PACIFIC INSTITUTE OF MANAGEMENT

72

2) Marketing management by Rajan saxena

1)www.zeenews.om 2)www.tamindia.com 3)www.exchange4media.com 4)www.indiantelivision.com

MAGAZINES: 1) Pitch 2) Impact

SEARCH ENGINES: www.google.com

APPENDICES ABBREVIATION

ASIA PACIFIC INSTITUTE OF MANAGEMENT

73

TVR

Television viewer ship

TRP

Television rating point

VHF

Very high frequency

UHF

Ultra high frequency

TAM

Television audience measurement

GRP

Gross rating point

CPRP

Cost per rating point

IRS

Indian readership survey

QUESTIONNAIRE

ASIA PACIFIC INSTITUTE OF MANAGEMENT

74

A QUESTIONNAIRE IS DESIGNED TO KNOW THE MARKET SHARE AND PRICE BUILDING OF BRANDED COOLERS.

QUESTIONNAIRE 1. How many members are there in your family? 2. Do you watch Television?

ASIA PACIFIC INSTITUTE OF MANAGEMENT

75

a) Yes

b) No

3. How much time you spend watching television? a) 0-2hrs b) 2-4hrs c) 4-6hrs d) more than 6hrs 4. Do you watch News Channels? a) Yes b) No 5. Which news channel(s) you prefer watching? ---------------------------------------------------------------------------------------------------------------------------------------6. How much time you spend watching news channel? ----------------------------------------------------------------------------------------------------------------------------------------7. Rank the program you like to watch on news channel in order of preference. a) Entertainment b) Sports c) Current Affairs d) Crime Based e) Religious News f) Interviews 8. Do you watch ZEE NEWS? a) Yes b) No 9. If yes what do you like in ZEE NEWS? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------10. If no, then which news channel do you watch the most? ---------------------------------------------------------------------------------------------------------11. What do you find good in those channels that ZEE NEWS lacks?

12. Have you observed any change in ZEE NEWS in last one month? a)Yes b) No

13. If yes, what major change you observed in ZEE NEWS? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

ASIA PACIFIC INSTITUTE OF MANAGEMENT

76

14. Do you know about the re launch of Zee news? When was it re-launched? If yes, from where you came to know about it? a) Newspaper b) Hoardings c) Internet d) Other 15. Do you like the new look of Zee News? Is the new background color used in Zee News, eye soothing or not? -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------16. How do you like the new punch line “Zara Sochiye”? What do you understand by the new punch line “Zara Sochiye”? --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------17. Which one you think is better- new look of Zee news or the old one? ----------------------------------------------------------------------------------------------------------------------------------------18. Where will you place Zee news? a) Educational news channel b) Entertainment news channel c) Informative news channel d) ------------------------------------19. How much would you rate new look of Zee news out of 1-5 scale? ---------------------------------------------------------------------------------------------------------20. In terms of look, which feature attracted you the most after re launch of Zee news and why? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------21. Do you think the anchors in news channels really affect viewer ship? In what sense? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

ASIA PACIFIC INSTITUTE OF MANAGEMENT

77

22. Do you find any change in the quality of the News after re launch? a) Yes b) No 23. If yes, then what? --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------24. If no, then what suggestion would you like to give? --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------25. Rank these news channels according to your preference. a) Star News b) Aaj Tak c) IBN 7 d) NDTV e) Zee News f) India TV 26. How do you rate ZEE NEWS on a scale of 1 to 5 --------------------------------------------------------------------------------------------------------------------------------------27. We value you as an intelligent viewer, and what kind of programs would make you watch Zee News regularly ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

REMARKS:

Thanks for your cooperation

ASIA PACIFIC INSTITUTE OF MANAGEMENT

78