NDTV Imagine - MARKETING STRATEGIES

Marketing Strategy on NDTV Imagine

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INDEX Sr. No.

Topic

Page No.

1.

Synopsis

1

2.

Introduction

2

3.

Summary

3

4.

Data analysis

6

5.

Competitor’s

7

6.

NDTV Imagine’s strategy

9

7.

Research Method

10

8.

Product Life Cycle

13

9.

Recommendation

14

10.

Limitation

16

11.

conclusion

17

12.

Questionnaire

18

13.

Bibliography

21

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SYNOPSIS THE LAUNCH As NDTV Imagine is launched very recently, we thought this topic would be new and fresh to consider it as our project. The fact that usually everyone thinks of doing a project on a product i.e. materialistic product or some brand which is well known by all which would make doing research easy. We wanted to stick to a topic which would come to no one’s mind easily thus leading us to have a unique topic and this is how we decided on NDTV Imagine. The project will be focusing on the introduction of the 24 – hour General Entertainment Channel (GEC) i.e. NDTV Imagine. It will also be discussing about strategies adopted by NDTV Imagine on entering the market of general entertainment space. The channel started airing on television screens from January 21st 2008. Apart from discussing about the channel and its programming the project will also highlight about its relation with its other competitors like Star Plus, Zee TV etc. It will also give brief idea on NDTV Imagine’s competition with its other newly launched channels like INX Media’s 9X, Zee Group’s Zee Next, and UTV’s Bindass. The project will also talk about the Product Life Cycle (PLC) Stages and will place NDTV Imagine on one of its stages. It will highlight a particular stage and explain it in brief. Along with this the project will also talk about strategies adopted by NDTV Imagine and the based on the project we will further suggest Competitive Strategies to remain in the same genre.

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INTRODUCTION Banking on its target to reach 80-90 per cent of the 70 million cable homes within the first few weeks, NDTV Imagine, the general entertainment channel (GEC) from Delhi-based broadcaster NDTV, the channel was set to hit television screens from January 21, 2008.

In the weekdays (Mon-Thu) prime time (7-11 pm), NDTV Imagine claims to enjoy the third spot in the Hindi GEC space with a relative channel share of 6.6 per cent. NDTV Imagine, spearheaded by NDTV Imagine CEO Sameer Nair

NDTV Imagine is the fifthchannel from NDTV Networks. Their other channels are news channels such as NDTV 24x7 (English), NDTV India (Hindi), NDTV Profit (business) and NDTV Good times (lifestyle channel). NDTV Imagine is the third GEC to be launched in the last four months, after INX Media’s 9X and Zee Group’s Zee Next, into the general entertainment space.

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ENTERTAINMENT NDTV Imagine offers programming across genres, ranging from mythology and light-hearted family soaps to family dramas and from high voltage music and dance entertainers to the most glamorous events in the entertainment business. The channel has launched shows like  Ramayan,  Dharam Veer,  Nachle Ve with Saroj Khan,  Dhoom Macha De,  Radhaa Ki Betiyan Kuch Kar Dikhayengi,  Ek Packet Umeed,  Raajkumar Aaryyan,  Say Shava Shava and  Jasuben Jayantilaal Joshi Ki Joint Family.

For its launch week ratings, the channel’s driver show, ‘Ramayan’, has averaged at 2.3 TVR (Television Rating), registering growth over last week. ‘Say Shava Shava’ has ended with a 1.1 TVR, while ‘Dharam Veer’, too, has grown to get episodes ratings above the 1 TVR and ‘Nachle Ve with Saroj Khan’ is delivering in the Hindi heartland to get ratings crossing the 1 TVR-mark as well. A format show that debuted on the channel in February, ‘Dhoom Macha De’, has opened to a 0.9 TVR over a three-hour telecast. The show was competing with weekend content like Zee’s ‘Sa Re Ga Ma Pa’ and Star Plus’ ‘Star Voice of India’. At an all-day, all-week level, the channel has beaten most to be in the third slot, and has now introduced the one-hour weeklies, a schedule

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that Star Plus had let go of some time back.

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F

THE TIE – UP Kreeda Games has tied up with NDTV Imagine's show Nachle Ve with Saroj Khan, for their online dancing game, 'danceMELA'. With this tie-up, danceMELA, is the official gaming partner for Nachle Ve with Saroj Khan and NDTV Imagine being the official TV partner for the game. Quentin Staes-Polet, CEO, Kreeda Games, shared, “The tie up gives us presence in mass media since television is a stronger medium and provides us the ability to show our products and services in a live manner to our target audience. For NDTV, it is a beneficial experiment to start with, since those connected to the internet shall be aware of their channel and the show through this tie up". Film-maker Karan Johar’s Dharma Productions Pvt. Ltd is a minority stakeholder in NDTV Imagine Ltd, a part of New Delhi Television Ltd and Johar, also a popular talk show host, is the brand ambassador of the channel.

C

In the latest TAM report the channel shares the number three slot with Sony, ahead of Sahara, Star One, Sab and 9X. With its weekly Gross Rating Points (GRPs) at 86 are higher than Sony’s (80). The channel has also improved its weekly reach from 41 per cent to 43 per cent.

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ADVERTISERS NDTV Imagine has already attracted brands like Hindustan Unilever, Paras, Emami, Cadburys, Colgate, Idea, Tata Telecom, General Motors and Hero Honda and HP. The channel's initial strategy is to undersell and rope in strong brands by offering them clutter free ad space. While most GECs have a six-minute break every half hour, NDTV Imagine has it every hour. In a couple of days, advertisers such Coca Cola, Pepsi and Nokia will be on board. NDTV Imagine has already signed up Idea Cellular and Clinic All Clear as the lead sponsors for reality shows Dhoom Macha De and Shava-Shava respectively. The channel has also roped in celebrities such as veteran choreographer Saroj Khan and film director and TV show host Karan Johar for different shows. But, with a number of established GEC’s such as Star Plus, Zee TV (the two leaders), Sony TV and new players such as 9X and Zee Next, how will NDTV Imagine attract both viewer ship and advertising money? That is the million dollar question. For this Mr. Nair says, “Our aim is to be visible in most cities. We should be available on the prime band in all major metros. Both viewers and advertisers will come on the basis of our content, I can assure that.”

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MARKET SCENARIO In their first 13 days, Bindass and Zee Next, channels from the stable of UTV Global Broadcasting Ltd and Zee Entertainment Enterprises Ltd, respectively, had a market share of 0.4% each and 9X, launched by INX Media Pvt. Ltd, had a share of 0.9%, as per data from Audience Measurement and Analytics Ltd (Amap), an audience tracking firm. These three channels were launched last year. MARKET SHARE OF HINDI ENTERTAINMENT CHANNELS

1% 3%

5%

In

2%1% Star Plus 33%

6%

ZEE TV Sony TV Sahara One

4%

Star TV 9X ZEE Next NDTV Imagine SAB Set

20%

Other 25%

the week to January 26, both Zee TV and Star Plus lost market share in Hindi general entertainment segment as NDTV Imagine, NDTV’s new entertainment channel, made an entry at seventh place with 5.4 per cent market share. NDTV Imagine was officially launched January 21. In its first week, the channel surpassed INX Media channel 9X’s 3.7 per cent share. Zee Next, which was launched December, was in 11th place with 1.3 per cent market share. Zee TV shed market share of 260 basis points to stand at 25.3 per cent share for the week, while Star Plus lost 180 basis points to end the week to January 26 at 31.5 per cent.

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COMPETITORS Increasing competition has seen some players trying to differentiate themselves from the rest of the crowd.  Zee Next, for instance, has positioned itself as a “younger sibling” of Zee TV, with programming targeted at the relatively younger viewers of general entertainment channels.  UTV’s Bindass refuses to call itself a general entertainment channel. “We’re a youth entertainment channel,” said Zarina Mehta, CEO, GenX Entertainment Ltd, the UTV subsidiary that houses the Bindass bouquet of channels. “I don’t mind if we are at the bottom of TRPs (television rating points) because our programming targets the youth and that’s not as big as a universe that others target.”  Indrani Mukerjea, founder and group executive director INX Media Pvt Ltd 9X, said, 'Our aim is to make 9X the one-stop shop for fiction and nonfiction entertainment, and our content will be distinctive and compelling. It will have the very best of global production standards customized for the Indian audience,' The competition in this space is likely to intensify as there may be three more launches this year. Reliance-Anil Dhirubhai Ambani Group, Viacom18 Media Pvt. Ltd and a yet-to-be named 50:50 joint venture between Alva Brothers (Viacom18 is a 50:50 JV between Viacom Inc. and the Network18 Group), and Turner International India Pvt. Ltd are set to launch their Hindi general entertainment channels sometime soon. STRAIGHT FROM THE RIVALS MOUTH “The only two shows that are working are Ramayana and Dharam veer. That latter because they cashed in on the popularity of the young actor who played Prithiviraj Chauhan on Star Plus,” says the Star India spokesperson. Joy Chakrabarty, president and head of revenue at Zee Entertainment also says that only Ramayana seems to be working for NDTV Imagine and notching up a rating of 2. Media experts say that the channel has kept away from the back-to-back melodramas which have caused viewer fatigue on most other channels. “Ramayana is indeed a masterstroke since Indians are still interested in Ram. However, it remains to be seen if its magic will wear off,” says media industry veteran.

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NDTV IMAGINE’S STRATEGY REACHING THE MASSES A channel that’s in the prime band is carried in a prominent position (or channel number) by the cable network—this increases the chances of a channel being viewed because a large number of TV sets in the country can still feature only a limited number of channels. TAPPING CONSUMER’S SENSITIVITY “While most others took the soap (opera) route, Imagine went in for the mythology route in the form of Ramayan and that seems to have worked, at least, so far,” said Salil Pitale, who heads the media practice at the investment banking division of Enam Securities Pvt. Ltd. “The NDTV brand, Karan Johar’s backing and the management team headed by Sameer Nair seem to have worked. They have got a placement in prime band in most places, which shows they have struck coherent distribution deals,” added Pitale. BUSINESS ANALYSIS As an incentive to attract advertisers in the next four months, NDTV Imagine has decided to keep 5 minutes of advertising time for every hour of programming. “This is done to provide a clutter-free climate to advertisers. Hence, for a 30-minute show there will be one ad break. If advertisers want any mileage, they will come on early,” Nair said. Other GEC’s such as Star Plus, Zee TV and Sony TV have 8-12 minutes of advertising per hour of programming, said a senior media planner.

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ANSOFF’S CLASSIC MODEL OF GROWTH STRATEGY

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According to the Ansoff’s Classic Model for Growth Stage, above stated strategies should be adopted were General Entertainment Space is Current product Strategies for Market Penetration Existing market

Product development strategies

 Increase market share  Increase product usage - increase frequency of use - increase quantity used Strategies for Innovation and Expansion in Market 

New market

New product

Expand market for existing product - Geographic expansion - Target new segments

 Product improvement  Product line extension  New product for same market Strategies for Technological innovation and diversification  Vertical integration: Forward integration Backward integration  Diversification into related business (concentric diversification)  Diversification into unrelated business (conglomerate diversification)

already an existing market and NDTV Imagine is a new product.

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RESEARCH METHODOLOGY For this project the medium of research methodology was 

Primary Data - Primary data is the first hand data. In primary data we have used questionnaire format from which we then analyzed the data.



Secondary Data -In secondary data we have used desk information i.e. used information from internet, magazines, articles etc.

PRIMARY DATA The small sample survey was done by us i.e. 25 respondents. The survey was done on NDTV Imagine channel and its popularity among population in shorter period of launch time. The data was analyzed and evaluated on the responses of the respondents taken by us. PUBLIC RESPONSE: The analysis was about people’s interest in watching different channels with variety of programmes. According to our survey conducted, we came to know that out of Varieties of Interest 100% population of sample size likes Any other Know ledge to watch: Devotional 3% oriented 9%

sports channels– 20% o knowledge oriented– 12% o news channels - 22% o Devotional – 9% o Entertainment channel – 33 % o Any other – 3%

12%

o

Know ledge oriented Sports 20%

New s 23%

New s Entertaintment Sports Devotional Any other

Entertaintment 33%

This statistics shows us that NDTV can capture major market share as it already has existing market share in news channel area.

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MEDIUM OF ADVERTISEMENT: The analysis was about respondent’s awareness through various medium of advertisement. According to our survey conducted, we came to know that out of 100% population of sample size which came to aware through: TV Ads – 15 Newspaper – 7 Hoardings – 2 Pamphlet – 1

Advertisement Numbers 15

16 no. of respondent

o o o o

14 12 10 8

7

6 4

2

2

1

0

0 News paper

Hoardings

Pamplet

TV Ads

Any other

mode of adv.

PUBLIC KNOWING NDTV IMAGINE: There are sample size who are aware of NDTV Imagine i.e. 72% (18 respondents) out of 100% population of sample i.e. 25 respondents. NDTV Imagine still has 28% of market to be captured which can be done by using proper medium of advertisement i.e. TV in which it already has channels through which it can do with fewer expenses to be incurred. o No of people watch – 18 o No of people not watch - 7

awareness of channel

No 28% Yes No Yes 72%

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PRODUCT LIFE CYCLE

•

•

Introduction – Informative – Tell consumers about the company and the product. Informative advertising is used to inform consumers about a new product or feature and to build primary demand. Growth – Persuasive – The market is competitive; the company will have to encourage consumers to watch over their competitors. As most of the target audience becomes aware of the product and competition in the category increases, organizations move to Persuasive advertising which has the objective of building selective demand for a brand by persuading consumers that it offers them the best value.

From the above PLC diagram, it can be easily evaluated that NDTV Imagine is in introduction stage. •

•

Now it is on the path of growth, so they have to formulate appropriate strategies to create brand image in the entertainment industry. In introduction stage, NDTV Imagine have low profits & high expense due penetration in the existing market. 13


RECOMMENDATIONS Following are the measures which NDTV Imagine can use to shift from introduction to full fledge growth stage.  CONVERT NON-USER TO USER In this stages the NDTV Imagine have to attract the viewers towards their channel. They can do this by various promotion technique .i.e. advertisements on various channel, hoarding, e.g., Hoardings of Ramayan, Dharam Veer... at supermarkets, restaurants, and theme parks, etc. i.e. places that are frequented by families. CREAT NEW SEGMENT (Geographic allocation) The NDTV Imagine has to cover all location of states. The frequency of channel should cover even the rural places. Awareness of channel will play a huge demand of their channel among the viewers. 

 SPONSORSHIP Sponsorship is a strategy used to increase product awareness and build relationships. Organizations use sponsorships to gain exposure to the audience. Investments in events or causes would help NDTV Imagine have more sponsors and in turn would also increase the number of viewer ship of the channel. Thus Publicity through conducting events could be gained.  EVENT MARKETING Event marketing is a rapidly growing facet of marketing communications. Marketers select events to sponsor based on the target audience. NDTV Imagine should have tie – ups with Award Functions for these Event marketing. This would help them built their brand image.

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OTHER STRATEGIES Entry Strategy: Avoid competitors from gaining market share by introducing flanker programmes, e.g., airing a popular Hindi movie in the same time slot where competitors' main programme is aired. Fill Up Strategy: Position firmly in the time slot where the leader is not very good at, like at 9-10 pm. Focus Strategy: Have timely innovations based on audience feedback. Expansion Strategy: Gain viewer ship by launching attractive programmes like star shows, game shows, in non-prime time slots.

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LIMITATIONS We wanted to stick to a topic which would come to no one’s mind easily thus leading us to have a unique topic and this is how we decided on NDTV Imagine. But the channel is just new in the market so doing a research on this topic was very much difficult and restricted. There were no books, cases or any other research done in other words no other medium was there, which we could use as a guideline for extracting our conclusion.

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CONCLUSION Through the study we got to understand that there are major players who would like to consolidate their positions while there are new channels which are increasingly posing a threat to them. The fact that NDTV Imagine is a newly entered product with pretty good market share, it still needs to fold its sleeves and gear up to remain stable in the market and has a long way to become a Market Leader. With our suggested recommendations and strategies NDTV Imagine would be able to have a good position in the growth stage. With immense advertising revenues and viewer ship at stake, the channel needs to continually assess and re-assess their strategies.

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Questionnaire 1) Personal information a. b. c. d. e. f.

Name : Age : Education : Gender : Occupation / Professional : No. of family member :

2) How many members watch TV?

3) Age group of members who watches T.V.? 5-15

4)

16-25

25-40

40 +

Which types of programs you prefer to watch on TV? Knowledge Based

Entertainment

Devotional

Any other Specify

News

Sports

5) At what time in your house the family members watch T.V.? 9.00 – 12.00 am

12.00 – 3.00 pm

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3.00 – 6.00 pm


6.00 – 9.00 pm

9.00 – 12 .00 am

6) How many channels you know on T.V?

7)

How many hours do you watch T.V? 1 Hour

2 Hours

3 Hours

5 Hours

8) Which channels you watch frequently?

9) Do you have any idea about NDTV Channels? Yes

No

10) How did you get to know about it? Newspaper

Hoardings

Any Other Specify 11) Have you seen NDTV Imagine Channel? Yes

No

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Pamphlets

T.V. ads

Marketing Strategy on NDTV Imagine 12)

Which programs did you liked watching most in the NDTV imagine?

13) Did you like watching NDTV Imagine Channel? Yes

No

14) What was unique as per your opinion?

15)

16)

Any other programs that you would like to watch on this channel?

Which languages would you prefer the programs to be telecasted in? English

Hindi

Marathi

Any Other Specify 17) Would you like the channel to telecast Hindi movies on this channel? All days of the week

only on the weekends

18)Your Comments Regarding the television channels ( If any) _________________________________________________________________ _________________________________________________________________

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WEBLIOGRAPHY  http://entertainment.in.msn.com/tv/article.aspx?cp-documentid=1189013  http://news.in.msn.com/business/article.aspx?cp-documentid=1251078 

http://www.animationxpress.com/index.php?file=story&id=3431



http://www.livemint.com/2008/02/05232619/Ramayan-puts-NDTVImagine-ahea.html



http://www.indiantelevision.com/headlines/y2k8/feb/feb30.php

BIBLIOGRAPHY 

Book - Production Management in India

 Book – Marketing Strategy By Walker & Boyd

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NDTV Imagine - MARKETING STRATEGIES

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