INDIAN MEDIA INDUSTRY The Indian Media and Entertainment (M&E) industry is poised to enter a golden era. One of the largest markets in the world, the industry is seeing strong growth and has the potential to garner US$ 200 billion by 2015. The eighth PricewaterhouseCoopers (PwC) Global Entertainment and Media Outlook has ranked India as the fastest growing market in the world for spends in entertainment and media in the next five years. India will be one of the key drivers in pushing the global entertainment and media industry to US$ 2 trillion by 2011. With a compound annual growth rate (CAGR) of 18.5 percent, the Indian M&E industry is the fastest growing in the Asia-Pacific. New Delhi --- India’s media and entertainment business will more than double over the next five years, fuelled by rising incomes and a surge in consumerism, a global consulting firm said yesterday. Sales will reach 1 trillion rupee (US$ 35 billion) by 2011, according to a forecast by PricewaterhouseCoopers. The Indian entertainment and media (E&M) industry has outperformed the Indian economy and is one of the fastest growing sectors in India. The E&M industry generally tends to grow faster when the economy is expanding. The Indian economy has been growing at a fast clip over the last few years, and the income levels too have been experiencing a high growth rate. Above that, consumer spending is also on the rise, due to a sustained increase in disposable incomes, brought about by reduction in personal income tax over the last decade. All these factors have given an impetus to the E&M industry and are likely to contribute to the growth of this industry in the future. In the days of Doordarshan, programmes of different genres would jostle for space (and attention) on the terrestrial channel. With the entry of cable & satellite television in the early nineties, viewing habits ceased to revolve around Doordarshan, & over the years, a fast maturing audience learnt to seek varied entertainment on television. As a natural corollary, specialization is the order of the day, & broadcasters are
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looking at ways & means of leveraging every opportunity for specialized programming. Last year, the news genre’ was witness to specialization that saw an explosion of new news & current affairs channels. What was a mere programming block a few years ago on main line channels has now evolved into a viable standalone genre’. Leading Indian & international media companies are jostling to capture the imagination of the Indian viewer. There has been a spurt in 24hr TV news broadcasting. By the end of the year India will have close to 10TV stations dedicated to 24 hr news which commentators say is far higher than any other country. The electronic media scene in India has changed rapidly since it was thrown open to private broadcasters who started beaming news via satellite into Indian homes. That development more than 5 yrs ago ended the monopoly of state run DD TV. Industry watchers say rising revenues & increasing number of viewers have provided the impetus for many big players to enter the business. Figures show that the markets for news channels grew from Rs. 2 billion in 2000 to Rs. 3.1billion in 2001. It is expected to be approx. 5 billion in the present scenario. All categories of advertisers are keen on investing in news channels because of the higher returns they offer compared to entertainment channels. According to media critic Shailaja Bajpayee, TV news is also cost effective. “Aaj Tak’s singular success has been running it on a very tight budget. It is no more as expensive to do TV as it was before.” Some of the biggest names in Indian media are behind the new channels. TV Today, which had successfully launched a Hindi news channel Aaj Tak expanded with a new 24 hr English Channel - Headlines Today. NDTV launched NDTV India in Hindi & NDTV 24*7 in English. NDTV’s contract with Rupert Murdoch’s Star news ended on 31st March 2003 which saw the emergence of a new look Star news channel exclusively in Hindi. The race is now on to be the first with news, with state of the art technology & star glamour. NDTV hired 9 helicopters to provide fast news. “ I know this is common for news channels all over the world, but for the first time in India we will have a fleet of helicopters exclusive to NDTV – to ensure we get you the news first, fastest & with the right perspective”, was Dr. Roy’s opinion in a message posted on its website. The channel had put up large bill boards across various cities and towns promoting some of its star broadcasters.
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Sahara India group of Mass communication launched Sahara Samay. Also planning to launch 6 more regional channels. Zee is considering launch of a business news channel. The channels are also keen on highlighting their uniqueness in view of the fierce competition. The idea is focus on understanding the audience & providing crisp, relevant news. Rightly enough, analysts agree that in a country of a billion people where a large section is still unable to read or write the significance of having a variety of independent news media cannot be overstated. AS AN ADVERTISING MEDIUM According to media experts, news channels may be wrestling advertising both from the local print media as well as cable channels. Siti cable Chief Jawahar Goel is already complaining that advertisers are moving out of his cable channel. “It could be because cable TV channels no longer show brand new pirated films which used to attract advertising. The same brands are seen on new channels now”, he says. The problem has also been at the end of advertisers finding it difficult to monitor their commercials on different cable systems in the city or even across cities. So when Aaj Tak started as the first national rupee channel, advertisers lapped it up. This meant that, unlike most other channels, an advertiser was not required to have any export commitments to advertise on Aaj Tak. Government rules require any channel up linking from outside India to take ads from companies that have export earnings. A few months ago, Zee News started up linking from India & can now accept commercials from companies that pay in rupees. More important news channels offered fairly competitive ad rates when compared with rates on the general entertainment channels. If the prime time rate on a general entertainment programme like Kyunki Saas… for 30 sec is Rs. 12 lakhs a similar spot on Aaj Tak cost Rs. 6,000 – Rs. 24,000. More news channels will only lead to audience fragmentation. And since all the channels will be fighting for the same viewer, survival will be a major issue. With advertising revenues continuing to be flat, despite some growth in audience numbers, this could mean more players in the market competing for the same accounts. Media
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experts believe that news channels will experience the general entertainment channel phenomenon where a chunk of the advertising revenue is shared among the top 3 while the rest will be left with the crumbs.
NAME OF THE OTHER GIANTS OF THIS INDUSTRY 1) Aaj Tak 2) Zee News 3) Star News 4) INDIA TV 5) IBN 7 6) CNN 7) Sahara Samay
8) CNBC TV18 9) DD News 10) BBC World
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COMPANY PROFILE From a pure-news focused player, NDTV is metamorphosing into a diversified global media player and intends to consistently break new ground. NDTV’s tryst with television began way back in 1988, when it produced a news and current affairs show ‘The World This Week’ for the Government-owned broadcaster Doordarshan. The show proved to be immensely popular, and NDTV established its image as a credible private news producer. It moved on to become the sole news content provider and producer for India’s first 24-hour news channel, Star News. The company’s biggest milestone was established in 2003, when it launched two 24-hour news channels— NDTV 24x7 in English and NDTV India in Hindi—followed by a 24-hour business news channel NDTV Profit in 2005, which became a leading business news channel in a short period of time. In 2007, the company broke new ground, formulating a strategy to build a global business. NDTV Networks Plc, a subsidiary of NDTV was formed to seize opportunities in areas ‘beyond news’. The Company launched NDTV Imagine (for general entertainment), NDTV Good Times under NDTV Lifestyle Company (for lifestyle content), NDTV Convergence (triple play; to exploit the synergies between television, internet and mobile), NDTV Labs (to develop media software and technology for captive use), NGEN Media Services (outsourcing of media postproduction services) as 50:50 joint venture with Genpact and Emerging Markets BV that has helped launch channels in Indonesia, Malaysia and the Middle East. The story of NDTV’s independent endeavour started when NDTV & Star decided not to renew the 5 year content deal, said to be a whopping Rs. 350 crore. What went wrong between NDTV & Star? “I can pinpoint the very moment we decided to go on our own. The moment Star insisted that they wanted editorial control of the channel, we were ready to part ways”, revealed Dr. Roy. So, for months Dr. Roy & his team got busy creating what they believed would be a world class channel.
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Given the pedigree & credibility that Dr. Roy & NDTV enjoyed no one doubted either their resolve or skills. Dr. Roy & NDTV have a long history & association with news & current affairs genre’ in India. From the Landmark in 1988, to India’s first televised coverage of General Elections in1989, to the “Live” telecast of the Press conference of General Musharraf at the Agra Summit, NDTV emerged as the leading force in the news genre’. In the process, Dr. Roy became the first face of news in India. Having got what many believe is the best news team in the business & formulating content plans, NDTV went about packaging the channel to reflect an international look & feel. Lee Hunt, veteran in the TV broadcasting business, having launched cable channels for Discovery, CNN & MSNBC was consulted. TAG creative brand solutions created on air graphics. Music wiz A R Rahman created the music score of NDTV India & David Lowe, composer for BBC world, for NDTV 24*7. The efforts to package the channels gave them a distinct identity & two agencies were hired. St. Luke’s was hired for 24*7 and McCann won India with Mediacom being the media agency. A team of experienced & credible faces like Rajdeep Sardesai, Dibang, Sonia Singh, Barkha Dutt, Vikram Chandra etc. along with Dr. Roy were plastered all over hoardings & press advertisements. The message : Credibility Has Many Faces & Khabar Wohi Jo Sach Dikhaye. The focus was to push the Hindi news offering harder. 70% of media money was put behind NDTV India. Revenue generation to support the rolling of both channels was pinned on ad sales revenue. The ad sales team went about selling channel environment to upscale products. The sales team managed to mop up about Rs.10 crores of ads even before launch of the channel. In just a month, the revenues doubled to about Rs. 20 crores. After postponing the launch by two weeks to 14th April’03, Vikram Chandra read out the first bulletin at 2pm. The channel was off to a stable start. While there were some glitches, the operation was largely seen as stable. But a rather loud & garish on air graphics of NDTV 24*7 created some viewer dissonance. Dr. Roy agreed it was a bit avant- garde, but says that viewers quickly caught on. “ We consciously went for a very contemporary, world class look. Some people may not be ready for that & hence there might be a gap in what we offered & what they
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like. It takes a little time for viewers who are used to one type of format to change. But over last few weeks the viewers have got used to the new look & now may love it.”
MANAGEMENT
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Dr. Prannoy Roy- Executive Chairman(NDTV Groups)
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Ms. Radhika Roy- Managing Director & Executive CoChairman(NDTV Groups)
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Mr. KVL Narayan Rao- Chief Executive Officer(NDTV Groups)
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Mr. Vikram Chandra- Chief Executive Officer(NDTV Networks)
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Mr. Ajay Mankotia- President-Corporate Planning & Operations(NDTV Group)
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Mr. Sameer Nair- Chief Executive Officer(NDTV Imagine)
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Ms. Smeeta Chakrabarti- Chief Executive Officer(NDTV Lifestyle)
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Mr. Saurav Banerjee- Chief Financial Officer(NDTV Group)
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Mr. Shyatto Raha- Chief Executive Officer(NDTV Market)
Auditors Price Waterhouse Building- 8, 7th & 8th Floor, Tower-B, DLF Cyber City, Gurgaon - 122002, Haryana
Registered Office 207, Okhla Industrial Estate, Phase-III, New Delhi-110020.
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ABOUT NDTV INDIA KHABAR WAHI JO SACH DIKHAYE Launched on the 14th of April’03 with its twin channel in English NDTV 24*7, NDTV India was a channel for the masses. Its brand character rests on the following traits-
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Target Audience – Traditional but progressive from the “heart of India”.
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Values – Integrity, credibility, truth & speed.
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Style – 100% conversational Hindi, colloquial, simple, direct & hard hitting.
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Music – Pulsating, energetic & hummable.
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Strong powerful content – Latest, unbiased & editorially uncompromising.
Credibility of news & reporting on NDTV India is personified by its experienced news anchors. •
Dibang- Executive Director
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Pankaj Pachauri
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Nidhi Kulpati
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Naghma
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Abhigyan Prakash
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Rupali Tewari
NDTV India in its channel market share really took off once the distribution hurdle was overcome. The recent figures show the performance of NDTV India from the period of February to March. Also, data pertaining to recent weeks performance of the channel also reflects the clear progression the channel is making.
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MANAGEMENT •
Mr. Sohan Kapoor, National Channel Head(NDTV India)
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Mr. Pundreek Hasteer, Retail Head(NDTV India)
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Mr. Vikas Khanchandani, Senior Vice President
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OBJECTIVES OF THE STUDY The objectives of the research were as follows:
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Perception building of NDTV India in the last 6 years since its launch in April’03, among advertising agencies & corporates.
METHODOLOGY Evaluation of potential of NDTV India as an advertising medium. •
Research Design
In the project, “ Perception building of NDTV India vis-à-vis competitors & evaluation of potential of the channel as an advertising medium” exploratory research has been carried out. Research design is the conceptual structure within which research is conducted; it constitutes the framework within which collection & analysis of data is done. Hence, by such research, alternative causes & solutions can be measured. •
Data Collection
This includes: 1. Type of data used In this study mostly primary data has been used. This is because productive information could not be attained from secondary sources. 2. Method of data collection Structured questionnaires were used to collect information from the respondents. The questions were mostly open ended so as to give freedom to the respondent to express himself.
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3. Sample Plan Since a complete enumeration of all items in the universe was not possible due to resource constraint, a sample size was selected & agencies & corporates were selected by random sampling. However, in case of corporates a proportion of every industry be it services, FMCG, durables, banking etc was included. 4. Sample Size The sample size chosen was 50 with 30 corporates & 20 agencies. As mentioned earlier corporates were across industries. 5. Sample Unit The survey was conducted in: •
Gurgaon
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Okhla
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Greater Kailash & nearby areas
Sampling Procedure The procedure included for sampling included convenient cum judgement sampling. Random sampling was done to select respondents. As mentioned earlier, structured questionnaires were used & personal interviews done to ensure maximum information could be derived. The survey was conducted between May & June ’09 & the respondents were interviewed through prior appointments.
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Marketing research is a form of business research and is generally divided into two categories: consumer market research and business-to-business (B2B) market research, which was previously known as industrial marketing research. Consumer marketing research studies the buying habits of individual people while business-tobusiness marketing research investigates the markets for products sold by one business to another. Consumer market research is a form of applied sociology that concentrates on understanding the behaviour, whims and preferences, of consumers in a market-based economy, and aims to understand the effects and comparative success of marketing campaigns. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923. Thus marketing research is the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior.
Role of marketing research The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information. Competitive marketing environment and the ever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment. Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential 13
opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers. Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model: D —- Define the marketing problem E —- Enumerate the controllable and uncontrollable decision factors C —- Collect relevant information I —- Identify the best alternative D —- Develop and implement a marketing plan
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E —- Evaluate the decision and the decision process
The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision process begins by precisely defining the problem or opportunity, along with the objectives and constraints. Next, the possible decision factors that make up the alternative courses of action (controllable factors) and uncertainties (uncontrollable factors) are enumerated. Then, relevant information on the alternatives and possible outcomes is collected. The next step is to select the best alternative based on chosen criteria or measures of success. Then a detailed plan to implement the alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are evaluated.
Marketing research characteristics First, marketing research is systematic. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs. It should be conducted impartially. While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of the researcher or the management. Research which is motivated by personal or political gain involves a breach of professional standards. Such research is deliberately biased so as to result in predetermined findings. The motto of every researcher should be, "Find it and tell it like it is." The objective nature of marketing research underscores the importance of ethical considerations, which are discussed later in the chapter.
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Marketing research involves the identification, collection, analysis, and dissemination of information. Each phase of this process is important. We identify or define the marketing research problem or opportunity and then determine what information is needed to investigate it., and inferences are drawn. Finally, the findings, implications and recommendations are provided in a format that allows the information to be used for management decision making and to be acted upon directly. It should be emphasized that marketing research is conducted to assist management in decision making and is not: a means or an end in itself. The next section elaborates on this definition by classifying different types of marketing research.
Comparison with other forms of business research Other forms of business research include:
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Market research is broader in scope and examines all aspects of a business environment. It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment (see environmental scanning). Sometimes the term refers more particularly to the financial analysis of companies, industries, or sectors. In this case, financial analysts usually carry out the research and provide the results to investment advisors and potential investors.
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Product research - This looks at what products can be produced with available technology, and what new product innovations near-future technology can develop (see new product development).
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Advertising research - is a specialized form of marketing research conducted to improve the efficacy of advertising. Copy testing, also known as "pretesting," is a form of customized research that predicts in-market performance of an ad before it airs, by analyzing audience levels of attention, brand linkage,
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motivation, entertainment, and communication, as well as breaking down the ad’s flow of attention and flow of emotion. Pre-testing is also used on ads still in rough form.
Classification of marketing research Organizations engage in marketing research for two reasons: (1) to identify and (2) solve marketing problems. This distinction serves as a basis for classifying marketing research into problem identification research and problem solving research. Problem identification research is undertaken to help identify problems which are, perhaps, not apparent on the surface and yet exist or are likely to arise in the future. Examples of problem identification research include market potential, market share, brand or company image, market characteristics, sales analysis, short-range forecasting, long range forecasting, and business trends research. A survey of companies conducting marketing research indicated that 97 percent of those who responded were conducting market potential, market share, and market characteristics research. About 90 percent also reported that they were using other types of problem identification research. Research of this type provides information about the marketing environment and helps diagnose a problem. For example, a declining market potential indicates that the firm is likely to have a problem achieving its growth targets. Similarly, a problem exists if the market potential is increasing but the firm is losing market share. The recognition of economic, social, or cultural trends, such as changes in consumer behavior, may point to underlying problems or opportunities. The importance of undertaking problem identification research for the survival and long term growth of a company is exemplified by the case of PIP printing company Once a problem or opportunity has been identified, as in the case of PIP, problem solving research is undertaken to arrive at a solution. The findings of problem solving
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research are used in making decisions which will solve specific marketing problems. More than two-thirds of companies conduct problem solving research.
Marketing research methods Methodologically, marketing research uses the following types of research designs. Based on questioning:
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Qualitative marketing research - generally used for exploratory purposes small number of respondents - not generalizable to the whole population statistical significance and confidence not calculated - examples include focus groups, in-depth interviews, and projective techniques
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Quantitative marketing research - generally used to draw conclusions - tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of respondents examples include surveys and questionnaires. Techniques include choice modelling, maximum difference preference scaling, and covariance analysis.
Based on observations:
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Ethnographic studies -, by nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) - examples include product-use analysis and computer cookie traces.
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Experimental techniques -, by nature quantitative, the researcher creates a quasi-artificial environment to try to control spurious factors, then manipulates at least one of the variables - examples include purchase laboratories and test markets
Researchers often use more than one research design. They may start with secondary research to get background information, then conduct a focus group (qualitative research design) to explore the issues. Finally they might do a full nation-wide survey (quantitative research design) in order to devise specific recommendations for the client.
Business to business market research Business to business (B2B) research is inevitably more complicated than consumer research. The researchers need to know what type of multi-faceted approach will answer the objectives, since seldom is it possible to find the answers using just one method. Finding the right respondents is crucial in B2B research since they are often busy, and may not want to participate. Encouraging them to “open up” is yet another skill required of the B2B researcher. Last, but not least, most business research leads to strategic decisions and this means that the business researcher must have expertise in developing strategies that are strongly rooted in the research findings and acceptable to the client. There are four key factors that make B2B market research special and different to consumer markets: •
The decision making unit is far more complex in B2B markets than in consumer markets
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B2B products and their applications are more complex than consumer products
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B2B marketers address a much smaller number of customers who are very much larger in their consumption of products than is the case in consumer markets
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Personal relationships are of critical importance in B2B markets.
Marketing Research in Small Business and Nonprofit Organizations Marketing research does not only occur in huge corporations with many employees and a large budget. Marketing information can be derived by observing the environment of their location and the competitions location. Small scale surveys and focus groups are low cost ways to gather information from potential and existing customers. Most secondary data (statistics, demographics, etc.) is available to the public in libraries or on the internet and can be easily accessed by a small business owner. Below some steps that could do by SME (Small Medium Entreprise) to analyze the market: Step 1.Provide secondary and or primary data (if necessary); Step 2.Analyze Macro & Micro Economic data (e.g. Supply & Demand, GDP,Price change, Economic growth, Sales by sector/industries,interest rate, number of investment/ divestment, I/O, CPI, Social anlysis,etc); Step 3.Implement the marketing mix concept, which is consist of: Place, Price, Product,Promotion, People, Process, Physical Evidence and also Political & social
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situation to analyze global market situation); Step 4.Analyze market trends, growth, market size, market share, market competition (e.q.SWOT analysis, B/C Analysis,channel mapping identities of key channels, drivers of customers loyalty and satisfaction, brand perception, satisfaction levels, current competitor-channel relationship analysis, etc),etc.; Step 5.Determine market segment, market target, market forecast and market position; Step 6.Formulating market strategy & also investigating the possibility of partnership/ collaboration (e.q.Profiling & SWOT analysis of potential partners, evaluating business partnership.) Step 7.Combine those analysis with the SME's business plan/ business model analysis (e.q.Business Description, Business process, Business Strategy ,Revenue model, Business expansion, Return of Investment, Financial analysis (Company History, Financial assumption, Cost/Benefit Analysis, Projected profit & Loss, Cashflow, Balance sheet & business Ratio,etc). Note as important : Overall analysis is should be based on 6W+1H (What, When, Where, Which, Who, Why and How)question.
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SERVICES MANAGEMENT According to Philip Kotler,” A service is any act or performance that one party can offer to another that is essential intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.” In the news industry & advertising arena there is constant need to serve the ultimate consumers ie viewers. There is need to satiate their expectations from time to time and sometimes cross their desired expectations. The characteristics of services needs understanding as well as the marketing implications have to be sought. •
Intangibility – Services unlike other products can not be felt or seen. The only security buyers is in looking for evidence of the service quality. An inference of this quality is drawn from the people, people, equipment, communication material, symbols, and price that they see.
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Inseparability – There is simultaneous production & consumption of services. The client is also present when the service is being rendered. Hence, providerclient interaction is important to judge the quality of delivery and satisfaction levels.
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Variability – Services are highly variable because they depend on who provides them, when and where they are provided. It is important to employ the right kind of people and provide the right training, standardizing the service – performance process and keeping a well attended feedback system.
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Perishability – The performance time of service delivery is low. Hence, it is important to lay an immediate almost certain impression on the client.
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When it comes to understanding marketing strategies of service firms apart from product, price, place and promotion, there are other 3 P’s that of People, Physical Evidence & Process which can help in differentiation of services. Also, another basis for differentiation in services is in differentiated offering, delivery or image. •
Offering – A primary service package and secondary service features can make a lot of difference in the service satisfaction of clients. But despite this bifurcation in service provision the challenge lies in the fact that most service innovations get copied easily. So, there is need for constant innovations from time to time.
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Faster & Better Delivery – With reliability, resilience & innovativeness one can be able to provide an all round delivery satisfaction to the client .
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Image – Branding & symbols also attract for lot of attention when it comes to service differentiation.
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UNDERSTANDING SALES AT NDTV MEDIA (Analysis)* PARTICULARLY OF NDTV INDIA The procedure for air time sales commences with sending of customized proposals to clients or their agencies. Recommendations can come from the client or corporate directly or from the agency to spend on the channel for advertising, in the designed media mix. Once the proposal is sent then a follow up is done with the client to find out his response on it. If the client wants some changes in the draft of the proposal in terms of secondages allotted or rates then the table is laid for negotiation. After the negotiation is done then a final proposal is sent to the client for confirmation. Once a confirmation letter is received from the client, the Release Order (RO) is sent by him. This document contains all the bifurcated details of the format of advertising. However, before the receipt of the RO the Beta tape containing the commercial to be aired is sent with caption and secondage mentioned. No commercial can be less than 10 seconds & for sponsorship tags Beta cannot be less than 5 secs. On receipt of Beta by the operation executives it is then sent to Traffic & details regarding it are entered into MIS - Material Information sheet. As the R.O. is received the operations executives ask the sales executive or the client to cross-check the details. Henceforth, information regarding the client is feeded on New Account Header. The sales assistants then clarify the costings on a deal i.e. secondage, time band, rates verification. Once such verification is made, then the Form 1 document is filled with the details of costings and signed duly by the concerned top management. A service tax of 8% is also required to be incorporated in the total valuation of the deal before finalising. Even the deadline date needs to be considered.
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Eg - If an advertiser wants to advertise over the weekend say Saturday then he must clear off all paper work by Tuesday. The deadline of 4 days is applicable in case of spot deals only. For sponsorship deals the deadline is 7 days. Once the R.O is received and duly accepted with the terms and conditions the sales assistant feeds in the Booking Order in a standard format. This document is then sent to Traffic to log on the commercials. Once the commercial are logged a cross check of the commercial logs are done by the executive in media. If there is no discrepancy between logs laid & the RO sent by the client then the green signal is sent to prepare the complete logs, those including promotion tags. COLLECTIONS Once the airing of the spots happen and the entire schedule of airing done then starts the process of Billing Invoices. It is very important to get timely payments for matching revenues with expenses. The invoices are generated fortnightly with the help of SPOT software imported from Holland. The information to be filled in invoices is sent by Traffic to Manager Commercials. Once the invoices are generated, printing of the invoices is done followed by their grouping and enveloping . At the end of the month, all invoices of a particular agency or client are bundled together with the cover letter and invoice summary. This is then despatched to the ageny’s accounts incharge and a delivery receipt duly signed by him is received. According to an agreement between Indian Broadcasting Federation (IBF) & Association of Advertising Agencies of India (AAAI), a credit period of 60days is to be given to agencies from the date of receipt of bills & hence, follow up for any payments due begins 2 months after receipt of delivery of invoices. Also, for retail agencies or clients an advance payment/post dated cheques norm is followed.
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DISTRIBUTION The distribution network of NDTV runs across the country. The idea being penetration & dispersion across several regions . The channels are distributed by a very experienced team who ensure the channels reach every nook and corner. The channel is a part of a bouquet of channels like Sony. Today, the channel has 100% reach & connectivity in Delhi & NCR region with all cable operators airing the channel. If there is any fault in connection or transmission an immediate feedback is sent to the distribution team to take corrective action. It is important to know that mere availability of a channel to cable operators is not enough. There is need to position or tune the channel within the viewership range i.e., in case of India 30 channels. It is most often seen that beyond this range viewership is minimal. The task of the distribution team is manifold. Not only do they have to keep in mind the reach, they also have to keep conducive relations with the operators and ensure that any problem at any time is duly reported not affecting the service of the channel.
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ADVERTISING AGENCIES Q1. What factors do you emphasize on when you arrive at the selection of Television channels? a) Brand Association b) Reach c) Growth/Decline Trends d) Innovations e) Cost
0.45 s t n e d n o p s e R
40.00%
0.4 0.35
30.00%
0.3 0.25 0.2
15.00%
0.15
10.00%
0.1 0.05 0
05.00% 0
0
0
0
Factors to select TV channels
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30% of respondents emphasize on Brand Association
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40% of respondents emphasize on Reach 27
0
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15% of respondents emphasize on Growth/decline Trends
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10% of respondents emphasize on Innovations
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05% of respondents emphasize on Cost
The most important factor to arrive at the selection of TV channels is reach with 40% of the respondents saying so. Brand image of the channel also helps in brand association with the product image. Some amount of innovation and a good package deal in terms of cost also help in boosting a channel’s choice.
Q2. How much allocation of the promotion budget is made to television & what kinds of accounts are advertised on this medium? a) 0-20% b) 20-40% c) 40-60% d) 60-80% e) 80-100%
45.00%
0.5
35.00%
0.4 0.3
15.00%
0.2 0.1 0
5.00% 0 0-20
10.00%
0
0
0
0
20-40
40-60
60-80
80-100
% range of spend on television
28
•
5% of the respondents allocate 0-20% of the promotion budget to the television.
•
15% of the respondents allocate 20-40% of the promotion budget to the television.
•
35% of the respondents allocate 40-60% of the promotion budget to the television.
•
45%of the respondents allocate 60-80% of the promotion budget to the television.
•
10% of the respondents allocate 80-100% of the promotion budget to the television.
As mentioned by advertisers’, the range of spend on TV in the entire budget is between 60-80 %. This means that the scope of increasing spends or convincing advertisers to expand the investment on news channels is wide. In terms of what kinds of accounts are advertised on this medium. There are generally 3 categories: •
High end brand products
•
New Product launches
•
Promotions
29
Q3. What % of television promotion translates to news channels? a) 0-10% b) 10-20% c) 20-30% d) 30-40% e) 40-50%
0.5
40.00%
0.4 0.3 0.2 0.1 0
15.00% 0 0-10
20.00%
0 10--20
15.00%
10.00%
0
0
0
20-30
30-40
40-50
% of budget on news channels
•
15% of respondents spend 0-10% of their TV budget on News Channels
•
20% of respondents spend 10-20% of their TV budget on News Channels
•
40% of respondents spend 20-30% of their TV budget on News Channels
•
15% of respondents spend 30-40% of their TV budget on News Channels
30
•
10% of respondents spend 40-50% of their TV budget on News Channels
According to respondents, 40% said that a 20-30% range of TV budget is spent on news channels. This is higher than what advertisers quoted. The inference drawn in this case is that advertisers may be constricting on spending on news but the agencies bring forth the expanding market in this genre’ so that it is not inappropriately neglected % maximum target reach happens.
Q4. You prefer advertising on….. a) English channels b) Hindi channels c) Both
Genre' of preference
40%
45%
15%
•
40% of respondents prefer advertising on both Channels
•
45% of respondents prefer advertising on Hindi Channels
31
Hindi English Both
•
15% of respondents prefer advertising on English Channels
To understand which type of genre’ English or Hindi is preferred for advertising, 45% said Hindi and 40% said both need a certain division. However, the fact that market for hindi is huge and that this market also caters to a a bilingual audience expands it potential as a revenue generating medium.
Q5. What factors determine the importance of advertising on Hindi news channels? a) Male Viewer b) High End Products c) Advertiser’s Profile d) Northern Region e) Content f) News Anchors g) Ratings
0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0
35.00% 20.00% 5.00% 0
0 r e w e i v e l a M
d n e h g i H
ts c u d o r p
0
15.00% 0
10.00% 0
10.00% 0
t s s'r n rn n s ro e e o e e t i wh sti lfi h n tr g e c e o r o Nn o R e r C A v p N d A Factors to advertise on Hindi news
32
5.00% 0 s g in t a R
•
35% of respondents depends upon the male viewing factor to advertise on Hindi News Channel
•
5% of respondents depends upon high end products factor to advertise on Hindi News Channel
•
20% of respondents depends upon Advertiser’s profile to advertise on Hindi News Channel
•
15% of respondents depends upon Northern Region factor to advertise on Hindi News Channel
•
10% of respondents depends upon the Content to advertise on Hindi News Channel
•
10% of respondents depends upon News Anchors to advertise on Hindi News Channel
•
5% of respondents depends upon the Rating of the channel to advertise on Hindi News Channel
The factors emphasizing advertising on Hindi news channels rated 35% for male viewers. This means all products targeting SSC A & B male consumer belt can be reached via hindi news. Also, hindi news is more viewed in the northern region of the country southern region having their own regional news channels. Hence, the idea is to expand and have a programming that penetrates a little deeper into the gender circle involving female viewership to expand revenue opportunities.
33
Q6. In order of preference, rank the hindi news channels you would choose for advertising & why?
0.5 0.4 0.3 0.2 0.1 0
40.00% 25.00%
0
25.00% 10.00% 0
0 A
0
B C D Preference of hindi channels for advertising
Here :
A – Aaj Tak, NDTV India, Zee news
B- Aaj Tak, NDTV India, Star News, Zee News
C- Aaj Tak, Zee News, NDTV India
D- Star News, Aaj Tak, NDTV India, Zee News
34
The leader is undoubtedly choice no. 1. But what is heartening to know is that the survey is reflecting NDTV India’ superb performance, NDTV India is not far behind. And if NDTV India will continue giving the same performance it will definitely make it a leader or the no. 1 choice to advertise on.
Q7. Do you watch NDTV India ? a) Yes b) No
Respondents viewership of NDTV India
30% Yes No 70%
•
70% of the respondents say they watch NDTV India
•
30% of the respondents say they do not watch NDTV India
Many agencies watch NDTV India . A possible reason why most of them push the channel to their clients for advertising because not too many respondents in the advertisers circuit are India watchers.
35
Q8. Does your agency advertise on NDTV India? a) Yes b) No
% of agencies advertising on NDTV India 20% Yes No 80%
•
80% of the respondents say they advertise on NDTV India
•
20% of the respondents say they do not advertise on NDTV India
This result also shows the confidence that agencies have in NDTV India. What is important for us at NDTV is to strengthen ties with agencies and build a rapport with advertisers so that more business comes our way out a sense of conviction at the other end. Performance of the channel is progressive either ways.
36
Q9. What would drive your organization to advertise on NDTV India? a) Rates b) Innovation c) Better Service d) Better Deliveries e) Numbers f) Aggressive Marketing
20.00%
0
0
10.00% 0
0 Aggressive marketing
10.00% Numbers
0 Innovation
0
20.00%
Better deliveries
15.00%
Better service
25.00%
Rates
0.3 0.25 0.2 0.15 0.1 0.05 0
Factors to advertise more on NDTV India A concession or revaluation of rates can be taken into consideration. Most respondents believe that too much fluctuation of rates is not productive. Our competitors have fixed rates. However, considering the delicate market position for hindi news channels, a limit to rate flexibility can be laid.
Q10. How do you compare NDTV India with its current competitors set? 37
a) Distribution b) Reporting c) Anchors d) Advertiser Profile e) Programming
0.5 0.4 0.3 0.2 0.1 0
40.00% 10.00% 0
0 o it u b ir n ts i D
20.00%
20.00%
0
0
10.00% 0
i r s g r e m n o it s i le if h t mg r r c a o o e r n n r p v g e A d P o r R A P Improvements sought in the channel
The myth that distribution problem still lingers is not so conspicuous a factor in the minds of agencies but some details & data must be sent to them from time to time to exemplify our growth.
Q11. Does their exist brand loyalty among news channels? 38
a) Yes b) No
Brand loyalty among channels
45% 55%
A Brand is a name, term, sign, symbol, or design, or a combination, of them, intended to identify the goods or services of one seller or group of sellers & to differentiate them from those of competitors. Thus it identifies the seller or the maker. The reason why this question was asked was to understand how much the Brand NDTV plays deep in the psyche of the agencies. NDTV today is a channel but has been a production house for more than a decade. Even though 45% believe there is no brand loyalty, channel performance rules, I believe like in product life cycles there is brand loyalty in the service industry as well & 55% of the respondents agree.
39
Yes No
CORPORATES Q1. What important factors do you consider in making your marketing & communication objectives? a) Target Group b) Reach c) Cost d) Impact e) Positioning
60%
s t 50% n e 40% d n o p 30% s e r 20% f o % 10%
50%
20% 7%
10%
13%
0% Target group
Reach
Cost
Impact
Positioning
Marketing & communication objectives
Out of the total respondents, 53% agreed that reaching their target group was a matter of primary concern. Their design of their marketing plan was based on the fact that they must reach their target group in the budget laid before them. 47% believed that reach of a medium was also close heels to hitting their target group. Getting the medium with the kind of reach that will gather more mileage for their product in the ascertained target group. 33% believed that impact the medium has should be enough to draw peoples attention to their product & 40% believed that the positioning of product in the right perspective was also important to get people to be interested. Interestingly, cost was believed to be relevant by only 13% of the respondents. For
40
them a launch of a product or decision for mass scale marketing & reach meant that there would be high investment.
Q2. What % of the budget is allocated to Television promotion? a) 0-20% b) 20-40% c) 40-60% d) 60-80% e) 80-100%
33%
35%
27%
30% 25% 20%
20% 13%
15%
Series1
7%
10% 5% 0% 0-20
20-40
40-60
60-80
80-100
Percentage allocated to television
On being questioned about the total outlay of the entire budget being allocated to television as a medium, a33% stated between 60%-80% affirming the fact that television as a medium is fast gaining more ground for advertising. Advertisers also perceive that in the years to come this ratio will only increase with the C&S spreading itself to the rural pockets of India. This is positive for television channels as mark of revenue generation.
41
Q3. What % of television promotion translates to news channels?
0.5 s t n 0.4 e d n 0.3 o p s 0.2 e r f o 0.1 % 0
43.33%
16.67% 0 0-10
0-Jan 10--20
13.33% 6.67% 6.67% 3.33% 0 0 0 0
6.67% 3.33% 0 0
20-30 30-40 40-50 50-60 60-70 % allocated to news channels
70-80
The allocation of budget to the news genre’ was a 43.33% between 0-10%. The next slot was 10-20% which 16.67% of the respondents quoted. The idea behind this question was to know the what potential did news channels have in growing their market share. A point to be noted is that the number of people watching news have increased hence the boom in this industry. The expanding market in this industry calls for increasing the value spend on this medium to atleast 20-25% 1/4th of the total outlay on television or promotion mediums. When enquired about such increase being justified, advertisers said an impressive deal & we may consider increasing the percentage.
42
Q4. What channels do you advertise on currently? a) NDTV 24*7 b) NDTV India c) Star TV d) Star News e) Star World f) HBO g) Zee TV h) Sony i) Aaj Tak
0.18 0.16 0.14 0.12 0.1 0.08 0.06 0.04 0.02 0
16.67% 13.33%
13.33%
13.33%
13.33%
10.00% 6.67% 6.67%
0
0
0
0
0
0
6.67%
0
43
0
0
The reason for including this query in the questionnaire was to understand the basic consumption pattern by channels for brands across. Apart from Star, Zee, Sony bouquets being high on investments something that was expected, NDTV 24*7 was also high in the outlay primarily because it has no visible competition and has a brand image advertisers want to buy for their products as well.
Q5. What factors influence your decision to advertise on a particular channel? a) Content b) Rates/Cost c) Performance d) Reach e) Target Group
0.45 0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0
40.00%
13.33% 0
20.00% 0
20.00% 0
0
6.67% 0
Performance of a channel is paramount when it comes to choosing a channel for advertising and 40% respondents believed so. Performance is evaluated by the TRP’s the channel attains & the stickiness of the viewers. Rates & reach are equally 44
important with advertisers . NDTV 24*7 definitely has some cult programmes but we need some similar exclusive airing on India.
Q6. You prefer advertising on….. d) English e) Hindi f) Both
Figure 1- Preference of channel genre' for advertising
20% English 13%
Hindi Both
67%
The answer to this question was more or less expected. With high end products & brands invading the market there is growing need to understand that English channels are the only way one can reach the urban educated class. However, the segment of average traders who may not have the class but have the money also cannot be ignored. Aspirational value is sold on English channels. The argument is creating such aspirational value on Hindi news channels specially a mass cum class hindi channel like NDTV India is possible & must be persued. 67% with both channels are
45
important but no one can deny that market for Hindi channels is huge and so the perception of high products being with English needs to be broken.
% of responce
Q7. If both what weightage in % does either carry in media mix?
33.33%
0.35 0.3 0.25 0.2 0.15 0.1 0.05 0
26.67%
23.33%
16.67%
0 80%-20%
0
0
50%-50%
40%-60%
0 30%-70%
% of Hindi -English Spends
Again in the bifurcation among languages, 33% believed an equal bifurcation is done . However, considering the information to be sensitive, the most probable ratio of divide can be 80-20% for hindi or 40-60% for English with the market of the hindi genre’ being more.
46
Q8. In order of preference, rank the hindi news channels you would choose for advertising & why?
% of responce
0.4 0.3 0.2 0.1 0
33.33% 20.00% 13.33% 0
6.67% 0
0 A
B
C
6.67% 0 D
13.33% 6.67% 0
0 E
F
0 G
ranking hindi news channels fpr advertising Here: A – Aaj Tak, NDTV India, Star News
B – Aaj Tak, Star News, NDTV India
C – Zee news, NDTV India, Star news
D – Aaj Tak, Zee News, NDTV India, Star News
E – Star News, NDTV India, Aaj Tak
F – Aaj tak, Star News, Zee news, NDTV India
47
G – Aaj Tak, NDTV India, Zee News Despite the fact, that Aaj Tak is the undoubted leader, NDTV India emerges 2nd in recent survey. However, Star News is positioned quite close to NDTV India. The increasing gap between India and Star needs to be highlighted at time intervals .
Q9. Do you watch NDTV India ? a) Yes b) No
Figure 2 - % of respondents wacthing NDTV India
33% Yes No 67%
67% of the of the brand mangers I met watch NDTV India which is positive because unless a media planner is not confident of the channel he/she is putting stakes on then there are chances they will not push the channel. However it is important that the channel is more aggressively marketed as 33% still do not watch the channel. It helps in conviction building.
48
Q10. Which news channel currently offers value for money to your campaign & why?
0.3 0.25 0.2 0.15 0.1 0.05 0
26.67%
26.67% 20.00%
16.67%
10.00% 0
0
0
0
00.00%
0
00.00%
This was a surprise answer. Most respondents believed that Aaj Tak & Star News were most value rewarding in terms of getting good consumer response. NDTV 24*7 is a class apart . However, NDTV India most respondents didn’t select when it came to value addition. They believed that they Aaj Tak & Star got them the volumes and positioning
of ads was done cost effectively. However, this point of view was
separate of performance of a channel. It was essentially their personal opinion.
Q11. Does there exist brand loyalty among news channels? a) Yes b) No c) Sometimes d) NDTV 24*7
49
Figure 3- opinion on brand loyalty
7% 13%
27%
Yes No Sometimes For NDTV24*7
53%
Like discussed under agencies, a brand can be made out of the channel. 24*7 is a brand. India is buiding itself as one . The high point here is that 53% advertisers believe that there cannot be brand loyalty. However, agencies believed that brand sticking can be done. The idea still remains the same. Through the agencies but an effective brand association with advertisers.
50
RECOMMENDATIONS
•
NDTV India is being accepted as a channel having potential to be the leader. However, the fact that NDTV India is narrowing the channel share gap with Aaj Tak needs to be made aware of. Also, the gap between position 2nd & 3rd i.e India & Star News is widening is also not known among advertisers & agencies. If this is made known then the perception is that the premium charge of NDTV India could be validated vis- a – vis’ the leader currently. A copy of channel performance can be mailed to the clients every quarterly to throw light on the channel’s growth.
•
The destination choice for the Hindi news genre’ was occupied not withstanding the fact that advertisers did mention about the upward performance of NDTV India. However, they feel uncomfortable if Aaj Tak is not in the media plan. This means that 1st mover advantage still hover the advertisers’ mind. To break this more aggressive marketing of the channel must be done. Develop programmes that can give exclusivity to the channel. Eg- Gustaaki Maaf has been widely appreciated.
•
Most media planners & brand managers who are part & parcel of the buying & selling decisions must be encouraged to watch the channel India. This will develop personal satisfaction & conviction as will also corroborate their view with that supplemented by research data.
•
At the programming end, the potential of NDTV as an advertising medium lies in making more space to widen & accommodate a whole gamut of viewership. News is not only meant for the male gender. Realising that the market viewership is in expansion stage, efforts could be made to avoid constraining 51
to only one level of psyches’. If we could programme a 1hour slot exclusively for children & their changing lives, choices they make, news affecting their lives etc, then we are not only looking at viewership across 6-22 yrs but also can penetrate into the viewership of parents . Besides this, such exclusivity can widen the scope of advertising for more brands. Brand personality of NDTV seemed to be in conflict with the intrinsic Hindi news channels genre’ which is perceived to be for mass consumption. There seems to be lack of coherence in what is expected from hindi news genre’ & what is presented. However, this is a mere feedback & I believe that it will take some more time but NDTV India will enter it mass market with the panache’ packaging it presents coupled with simplicity of language. NDTV India with its content has been very different from it existing competitors. The very fact that it is now NO. 2 explains the slow & gradual acceptance of news & current affairs & informative programmes.
52
CONCLUSION Every step of this project has been an enriching sojourn. Ever since the Television industry experienced a boom a few years back, the growth of television channels was hailed to be the next big prospect. Rightly enough, in 2003 there was an upsurge of News as a genre’ with new hindi news channels getting launched. For NDTV India to be the first choice, one needs to create the aura & demonstrate consistent narrowing of the gap with Aaj Tak & rationalize its price – benefit equation. NDTV India has done a splendid job in terms of its growth since its inception. What is required next is to slowly steadily draw out as much share as possible to make it officially No.1.
53
LIMITATIONS •
Due to paucity of time more respondents could not be covered & the survey had to be restricted to the sample size of 50 only.
•
Since convenient sampling has been used, despite best efforts it cannot be representative of all the universe. This is because every corporate & every product has a completely different story of advertising to narrate & rarely 2 can be the same.
•
There is no denial that during the course of the interview the respondents might have been bias in expressing their opinions.
•
It was extremely difficult to get appointments for interviews & there was, at times, reluctance to answer certain questions on part of respondents.
54
ANNEXURE
55
CUSTOMISED PROPOSAL FOR
“XYZ Pvt. Ltd.”
India’s Largest News Network
Contact Person
: Ms. Abc Xyz
Campaign Period
: 10 Days
Date of Proposal
: 2nd May , 2009
Confirmation Deadline : 10th May , 2009 56
NDTV 24X7 Channel Time-band 0800 – 1200 hrs 1200 – 1700 hrs 1700 – 2300 hrs Total
NDTV 24X7 Days Secondages Mon – Fri 900 Mon – Fri 1200 Mon – Fri 900 3000
NDTV PROFIT Channel Time-band 0800 – 1200 hrs 1200 – 1700 hrs 1700 – 2300 hrs Total
NDTV Profit Days Secondages Mon – Fri 900 Mon – Fri 1200 Mon – Fri 900 3000
NDTV METRONATION Channel Time-band 0800 – 1200 hrs 1200 – 1700 hrs 1700 – 2300 hrs Total
NDTV Metro Nation Days Secondages Mon – Fri 900 Mon – Fri 1200 Mon – Fri 900 3000
57
TOTAL SECONDAGES: 9000 seconds TOTAL INVESTMENT ON NDTV Network: INR 18,66,000(Gross)+ Service Tax as applicable.
Terms and conditions 1. Service Tax applicable over & above the deal value. All release orders to mention the same. 2. All payments to be made in advance in favor of New Delhi Television Ltd. 3. All commercials must be minimum of 10 seconds & in multiple of 5 seconds thereof & they must abide the advertising codes laid down by the ministry of Information & Broadcasting, Government of India from time to time. 4. Programs & Categories are subject to change. 5. Commercials Schedules/ Programs are subject to change in case of Live Coverage / Breaking News / Special Events & in case of commercials being dropped due to the same, will be make-good in the immediate available space in applicable time-band / program within 7 days. 6. All other NDTV terms & conditions are applicable. 7. NDTV invoices are final proof of telecast & no third party monitoring report will be entertained. 8. In case the total entitlements are not consumed within the contracted period, then NDTV will raise supplementary bills at 20% premium of deal Value to the Advertiser retrospectively & the Advertiser will be liable to pay NDTV the revised value." 9. NDTV requires 04 working days to air, change, cancel the Commercial spots & 07 working days to air, change, cancel the Sponsorship. Thanking You, With Regards,
58
ABC NDTV Media Ltd
9876543210
CUSTOMISED PROPOSAL FOR
XYZ Pvt. Ltd.
Contact Person
: Ms. XYZ
Campaign Period
: 1 Month
Date of Proposal
: 1st May , 2009
Confirmation Deadline : 10th May , 2009
59
NDTV INDIA Channel Time-band 0800 – 1200 hrs 1200 – 1700 hrs 1700 – 2300 hrs Total
NDTV India Days Secondages Mon – Fri 2500 Mon – Fri 1000 Mon – Fri 2500 6000
Value Addition: •
Sponsorship for one of the program on the channel, with opening and closing tag.
TOTAL SECONDAGES: 6000 seconds TOTAL INVESTMENT ON NDTV India: INR 9,00,000
60
Terms and conditions 10. Service Tax applicable over & above the deal value. All release orders to mention the same. 11. All payments to be made in advance in favor of New Delhi Television Ltd. 12.
All commercials must be minimum of 10 seconds & in
multiple of 5 seconds thereof & they must abide the advertising codes laid down by the ministry of Information & Broadcasting, Government of India from time to time. 13.
Programs & Categories are subject to change.
14.
Commercials
Schedules/
Programs
are
subject
to
change in case of Live Coverage / Breaking News / Special Events & in case of commercials being dropped due to the same, will be make-good in the immediate available space in applicable time-band / program within 7 days. 15. All other NDTV terms & conditions are applicable. 16.
NDTV invoices are final proof of telecast & no third
party monitoring report will be entertained. 17. In case the total entitlements are not consumed within the contracted period, then NDTV will raise supplementary bills at 20% premium of deal Value to the Advertiser retrospectively & the Advertiser will be liable to pay NDTV the revised value." 18.
NDTV requires 04 working days to air, change, cancel
the Commercial spots & 07 working days to air, change, cancel the Sponsorship. Thanking You, With Regards, ABC NDTV Media Ltd 61
SAMPLE QUESTIONNAIRE
ADVERTISING AGENCIES
62
QUESTIONNAIRE NAME: NAME OF THE ORGANIZATION: PLACE: DATE:
Q1. What factors do you emphasize on when you arrive at the selection of Television channels? a) Brand Association b) Reach c) Growth/Decline Trends d) Innovations e) Cost Q2. How much allocation of the promotion budget is made to television & what kinds of accounts are advertised on this medium? a) 0-20% b) 20-40% c) 40-60% d) 60-80% e) 80-100%
63
Q3. What % of television promotion translates to news channels? a) 0-10% b) 10-20% c) 20-30% d) 30-40% e) 40-50%
Q4. You prefer advertising on….. a) English channels b) Hindi channels c) Both
Q5. What factors determine the importance of advertising on Hindi news channels? a) Male Viewer b) High End Products c) Advertiser’s Profile d) Northern Region e) Content f) News Anchors g) Ratings 64
Q6. In order of preference, rank the hindi news channels you would choose for advertising & why? A – Aaj Tak, NDTV India, Zee news B- Aaj Tak, NDTV India, Star News, Zee News C- Aaj Tak, Zee News, NDTV India D- Star News, Aaj Tak, NDTV India, Zee News
Q7. Do you watch NDTV India ? a) Yes b) No
Q8. Does your agency advertise on NDTV India? a) Yes b) No
Q9. What would drive your organization to advertise on NDTV India? a) Rates b) Innovation c) Better Service d) Better Deliveries
65
e) Numbers f) Aggressive Marketing . Q10. How do you compare NDTV India with its current competitors set? a) Distribution b) Reporting c) Anchors d) Advertiser Profile e) Programming
Q11. Does their exist brand loyalty among news channels? a) Yes b) No
66
SAMPLE QUESTIONNAIRE
CORPORATES
67
QUESTIONNAIRE NAME: NAME OF THE ORGANIZATION: PLACE: DATE:
Q1. What important factors do you consider in making your marketing & communication objectives? a) Target Group b) Reach c) Cost d) Impact e) Positioning
Q2. What % of the budget is allocated to Television promotion? a) 0-20% b) 20-40% c) 40-60% d) 60-80% e) 80-100%
68
Q3. What % of television promotion translates to news channels? a) 0-10% b) 10-20% c) 20-30% d) 30-40% e) 40-50% f) 50-60% g) 60-70% h) 70-80%
Q4. What channels do you advertise on currently? a) NDTV 24*7 b) NDTV India c) Star TV d) Star News e) Star World f) HBO g) Zee TV h) Sony i) Aaj Tak 69
Q5. What factors influence your decision to advertise on a particular channel? a) Content b) Rates/Cost c) Performance d) Reach e) Target Group
Q6. You prefer advertising on….. a) English b) Hindi c) Both
Q7. If both what weightage in % does either carry in media mix? Hindi- English Spends a) 80%-20% b) 50%-50% c) 40%-60% d) 30%-70%
70
Q8. In order of preference, rank the hindi news channels you would choose for advertising & why? A – Aaj Tak, NDTV India, Star News B – Aaj Tak, Star News, NDTV India C – Zee news, NDTV India, Star news D – Aaj Tak, Zee News, NDTV India, Star News E – Star News, NDTV India, Aaj Tak F – Aaj tak, Star News, Zee news, NDTV India G – Aaj Tak, NDTV India, Zee News
Q9. Do you watch NDTV India ? a) Yes b) No
Q10. Which news channel currently offers value for money to your campaign & why? a) DD News b) Star News c) NDTV 24*7 d) NDTV India e) Zee News
71
f) Aaj Tak g) Sahara Samay
Q11. Does there exist brand loyalty among news channels? a) Yes b) No c) Sometimes d) NDTV 24*7
72
BIBLIOGRAPHY
Books •
Marketing Management, by Philip Kotler
Manuals •
Agency faqs
Websites •
ndtv.com
•
google.com
73
