Chapter: 1

INTRODUCTION

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1.1 Rational for Selecting the Report :

Electronic Media in Bangladesh has become so vast that it involves the majority of country

people. To manage business at this level, a large number of people are working in the

marketing department of a Television Channel. These people are valuable assets for the

survival of the Channel. Desh Television Limited has also a Marketing department. As a part

of this department, in my report, i will describe the marketing strategies and policies of Desh

Television Limited. In General, The Marketing & Sales Department generates revenue for the

television station by selling commercial spots. Every TV channel needs revenue to continue

its operations. They survive on sponsorships. To generate revenue and Sales, Marketing

Departments are established that bring in sponsors and advertisements. This study helps to

gain hands on knowledge in Marketing & Sales Department.

1.2 Background of the Organization:

Bangladesh entered into Television Broadcasting age with a single TV Station established at

Dhaka from where transmission was first beamed in Black & White with effect named

Bangladesh Television, now we know this TV Station as BTV. After a huge revolution in

electronic media sector of the whole world, Bangladesh also takes part in the positive

changing manners and introduces different types of TV Channels one by one. Desh

Television limited is one of them.

Desh TV started officially broadcasting in Bangladesh on March 26, 2009; from the Telstar

10 satellite. During April 2011, Desh TV began testing on Eutelsat 28A, ahead of a launch on

the Sky platform in the United Kingdom and Ireland on April 26, 2011. Desh TV started its

regular free-to-air satellite broadcast in the UK on July 1, 2011. Desh TV predominantly

broadcasts shows which have been recorded locally for its UK audience; it also carries

imported shows from its main channel in Bangladesh. Among the TV channels of Bangladesh

Desh Tv has taken up the challenge of providing its viewers with the latest information about

development at home and abroad.

Mr. Saber Hossain Chowdhury is the Chairman, Mr. Asaduzzaman Noor is the Managing

Director and Mr. Arif hasan is the Deputy Managing Director of Desh Television limited.

This organization runs as successfully as a TV Station for its owner as well as its sponsors,

clients and viewers also.

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1.3 Vision & Mission of Desh Tv:

Many in our world of communication can take pride in their technology. Many other can

speak of hearts that cry and laugh, love and respect. But a real combination of both is what

Desh TV brings to you.

This land of ours called Bangladesh comprising over 140 million people of myriad caste,

creed and color has a common goal. A goal of building a motherland that fulfills their dream

of progress, prosperity and harmony. Indeed this nation was born through sacrifice of

millions of lives in Liberation War of 1971, to uphold eternal human rights to pluralism,

freedom of their right to mother tongue, their own age old culture and right to build their fate.

Desh TV is committed to uphold these dreams of our people. Desh TV also salutes the cross

section of Bangladeshi people and the red and green flag held high by them with pride. It

believes in the fact that modernity is manifested in connecting with our eternal values. It

believes in bringing to the fore the culture and belief of all ethnic, linguistic and religious

background. Desh TV also believes in the basic human rights and very importantly, in the

right to information of all Bangladeshis. It believes in open doors and windows, so that the

world culture can mingle with ours freely and we can go forward, hand-in-hand, towards

life’s greater glory.

The emotion that we hold very close to our hearts, interviewed with cutting age information

technology, makes Desh TV the finest that the country has. We have established our network

crossing the cities, towns and townships all over Bangladesh. And this connectivity is fast

approaching hundred percent of our nation. Seeing believes. We would love you to visit our

space. Wish you a great viewing.

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1.4 Organization Chart:

Figure 1.1: Organization Chart

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Board of Directors

Chairman

Managing Director

Head of Program

Deputy Managing

Head of Marketin

g

Head of HR

Head of Finance

Head of News

1.5 Organization Profile of Desh TV:

Date of Inception March 26, 2009

Channel Characteristic Mixed Channel (News & Program)

On Air Broadcast From Dhaka, Bangladesh

Transmission Via Satellite

Transmission Network Coverage Throughout the country (Bangladesh) by

cable network

Middle East, Australia free to air via satellite

USA, UK & Europe coverage through

commercial partnership

Can be tuned onFollowing parameter

Satellite– APSTAR 2R/7

Orbital Location- 76.5º E

Frequency– 4015 MHzPolarization- H (Horizontal)Field Error- Correction - 3/4

Modulation- QPSK

Symbol Rate– 4.340 MSym/s

Address Karnaphuli Media Point70 Shaheed Sangbadik Selina Parveen SarakMalibagh Dhaka-1217, BangladeshTel: 8832958, 8832922, 8832754Fax: 8332981E-mail: info@desh.tvWeb : www.desh.tv

BOARD Of  DIRECTORS Saber Hossain Chowdhury MP

Sadeq Hossain Chowdhury

Firoz U Haider

Gazi Golam Dastagir MP

Arif Hasan

Tariq Sujat

Representative Director

A S M Naim

A K Sarkar

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Chairman Saber Hossain Chowdhury MP

Managing Director Asaduzzaman Noor MP

Deputy Managing Director Arif Hasan

Head of News Aminur Rashid

Joint Editor Sukanta Gupta Alak

Chief News Editor Zayadul Ahsan Pintu

Head of Program Parvez Chowdhury

Head of Broadcast Alamgir Jahan Piash

Head of Graphics Akhtar Zaman Robby

Director of Photography Samir Kushari

Music Director Foad Naser Babu

Head of Management Secretariat Md. Sadiqur Rahman Chawdhury (Parag)

Manager, Marketing Suranjit Sinha Rana

1.6 Major Departments:

Desh Television Limited has following major departments:

Program Department

News Department

Marketing Department

Graphics Department

Finance & Accounts Department

Human Resource & Administration Department

Broadcast Department

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1.7 Objectives:

Every task has a particular aim. A study without objective cannot reach the destination. The

main objective of this study is to know about the marketing policies of Desh Television

Limited. The specific objectives are written down below:

To provide a brief profile of Desh Television Limited

To have exposure to the functions of advertising activities.

To know the overall Marketing Department of Desh Tv

To know the functions of Marketing Department of Desh Tv

To describe the Marketing Policies of Desh Tv

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Chapter: 2

Marketing Activities of

Desh Television Limited

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2.1 Organogram of Marketing Department:

Figure 2.1: Organogram of Marketing Department

2.2 Duties of Different Position:

Marketing Manager:

Manages the Marketing, PR and Communication Departments

Responsible for developing marketing strategies and supervise the implementation

Observe the current state of the market and the competitors

Evaluate plans and strategies on the basis of Return on Investment (ROI)

Design the departmental budget

Set the sales targets

Conduct market studies and research.

Assistant Manager:

Building, establishing, & maintaining good relationship with clients.

Supervise the performance of the Sales Department

Search and recognize potential customers

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Manager

Assistant Manager

Sr. Executive (Marketing &

Sales)

Executive (Marketing &

Sales)

Sr. Executive (Schedule)

Executive (Schedule)

Prepare and submit marketing activity plan quarterly with guidance of the

management for sales development.

Assist in content planning in accordance with the market needs

Senior Executive:

Building, establishing, & maintaining good relationship with clients.

Increase market share by developing new business from the existing & new

customers.

Visit potential and existing clients to capture sales lead and assess client's needs.

Sales presentation, pre-sales preparation, negotiation of sales contract, monthly

revenue collection.

Facilitate, control and coordinate the annual strategic marketing planning process.

Executive:

Building, establishing, & maintaining good relationship with clients.

Increase market share by developing new business from the existing & new

customers.

Analysis of existing & new markets to identify prospective customer.

Visit potential and existing clients to capture sales lead and assess client's needs.

Sales presentation, pre-sales preparation, negotiation of sales contract, monthly

revenue collection.

Follow up all the sales and promotional activities.

Facilitate, control and coordinate the annual strategic marketing planning process.

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2.3 Income Source of Desh Television Limited:

All Television Channels main incomes come from 8 different ways. Like other channels Desh

Television earns from these source. This are-

Chunk Sell

Scroll Branding

Clock Branding

News Branding

Program Branding

Pop Up

Doggy

Regular advertisement

Chunk Sell: Chunk is basically the time frame of a program. Examples:

9.00PM-9.30 PM: Desh Tv News

9.30PM-10.00PM: Drama

Here, there are two chunks, one is 9.00 PM Chunk and another is 9.30 Chunk.

Scroll Branding: Situation of scroll is under the television screen where News Headline goes

through from right side to left side. This scroll is branded by Ashiyan City at Desh Tv.

Clock Branding: In every channel clock usually be branded by some organization. In Desh

Tv Clock is situated just over the left side of Scroll and it is branded by Madina Group.

News Branding: News’s of Desh Tv has been segmented in to Four Parts for branding. These

are News Headlines, Ortho-Shilpo o Banijjo, International News, and Khelar Khobor. Abul

Khair Steel (AKS) are doing branding in News Headlines. Khelar Khobor will be branded

soon by Clemon. Hopefully Ortho-Shilpo o Banijjo and International News will become

branded soon.

Program Branding: Program includes Drama, Reality Show, In-House program, Travel

Show, Discussion base program etc. These programs have been branded by different

Organization.

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Pop Up: Pop Up is one type of Television Commercial (TVC). Maximum duration of Pop Up is 5 to 10 second. Normally it has been seen in the right up corner of a television screen during the program. It is a logo or some designed things which represent the company or product.

Doggy: Doggy is one kind of Pop Up. Main differences between Pop Up and Doggy are,

Doggy’s duration on screen is more than Pop Up. Minimum duration of Pop Up is 10

seconds.

Regular advertisement: Regular Advertisement is the main income of a Television Channel.

Desh Television can give 120 minute Television Advertisement during 5.00PM to 12.00AM

on a daily basis.

2.4 Ad Agency:

Actually most of the advertisement comes from the ad agency. Company or organization

feels comfortable to give advertisement through their ad agency. On the other hand some

company feels comfortable to give ad directly to the Television Channel. Like Grameen

Phone gives theit ad directly to our channel. On the other hand Banglalink gives their ad

through their agency called Top of Mind (TOM), Robi gives their ad through Mediacom,

Airtel, and Unilever comes through Asiatic Mindshare.

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2.5 Rate Card of Desh Tv

Figure 2.2: Rate Card

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Desh Television Limited always tries to be soft with their clients. That is why Desh Television Limited does not follow their rate card for its high rates. I will give the actual advertisement cost of Desh Tv.

Normal Rate (During 5.00PM to 12.00 AM)

Here we consider the peak hours at 5.00 pm to 12.00 am. For normal advertising per minute

is considering 18000/- BDT. But it’s totally depends how long your TVC are. For each

minute we divided into six secession they are 10, 20,30,40,50, & 60sec. For every 10 sec the

advertising rate will be different like that, first 10 sec you must pay 3,000/BDT , then for 20

sec you must pay double from first one. That is 6,000/- BDT. For 30 sec. the advertising

company must pay 9,000/- BDT. For 40 second 16,000/- BDT. In this way, For 1 minute

commercial client should pay 18000/- BDT.

TVC rate of Before Program (During 5.00PM to 12.00 AM) :

The advertising company has an option when they want to telecast the advertisement it may

be before starting the program. The advertising rate will be depends on the different time

duration. Such as 10-60 sec. Here Desh Tv, per minute consider at 20000/- BDT.

TVC rate of mid break in Drama/Program (During 5.00PM to 12.00 AM) :

The advertising company can telecast their TVC on the break of drama or any kind of

program. Here Desh Tv, per minute consider at 25000/- BDT.

News Spot Rates for 7 P.M., 9 P.M., And 11 P.M. News:

First & Second mid break in News: If advertiser want to see their TVC in the 1st

mid break or 2nd mid break of News at Desh Tv they has to be consider per minute

30000/- BDT.

First Spot, first mid break rate in News: Per minute rate of 1st spot, 1st mid break

in news are 40000/- BDT.

First spot, second mid break in News: Per minute rate of 1st spot, 2nd mid break in

are 35000/- BDT.

Desh Tv gives some discount on some special advertisement. That is –

25% Discount on spot for Social Awareness commercial. But this type of

advertisement is not applicable on news related spot

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2.6 Top 10 Advertiser of Desh Tv:

Unilever22%

Grameen Phone15%

Akij Food & Beverage15%

Pran-RFL13%

Robi10%

Banglalink8%

Kohinoor7%

Airtel4%

Teletalk3% Globe

3%

Top 10

Figure 2.3: Top 10 Advertiser of Desh Tv

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Sl. No.

TOP 10 Advertiser %

1 Unilever 22%2 Grameen Phone 15%3 Akij Food & Beverage 15%4 Pran-RFL 13%5 Robi 10%6 Banglalink 8%7 Kohinoor 7%8 Airtel 4%9 Teletalk 3%10 Globe 3%

2.7 Top 10 advertising Category of Desh Tv:

21%

15%

13%12%

11%

9%

7%

7%3% 2%

Top 10 Advertising Category

TelecommunicationCosmetics & ToiletriesBeverageReady FoodConsumer ProductElectronics ItemHousing & Real estateConstruction MaterialsEduacationFashion, Lifestyle

Sources; Media scan 2012

Figure 2.4: Top 10 advertising Category of Desh Tv

From the chart we can say that, Telecom Companies (Grameen phone, Robi, Banglalink,

Airtel, Citycell, Teletalk) are giving their ads on Desh Tv, which contains highest ratio that is

21%. On the Otherhand Cosmetics & Toletries are giving 15% ads, Beverage 13%, Ready

Food 12%, Consumer Product 11%, Electronics Items 9%, Housing & Real Estate and

Construction Materials 7%, Education 3% and Fashionable Items 2%. These are the top ten

advertising categories of Desh Television Limited.

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Chapter: 3

Challenges and Proposed Course

Of

Action For Improvement

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3.1 Mismatch between Assign Task & Academic Preparation

While preparing this report, I have faced some problems, which restricted my effort. The

main problem is lack of time. Desh TV is a big organization and its range of working is large.

So it was very difficult for me to work with all the areas & collect information within the

limited time. The major challenges or constraints of this internship program are given as

follows-

There were some restrictions to have access to the information confidential by

concern authority.

The time limit is not sufficient to prepare a good report about an organization.

Sufficient records, publications were not available as per my requirement.

This report doesn’t provide adequate historical information.

For time constraint I could not able to work over all departments but I tried my best to

touch every department.

Busy Working environment is another barrier to collect data.

There some information which are confidential for collecting the data. So, some data

could not been collected for confidentiality or secrecy of management.

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Chapter: 4

Lessons learned

From

The Internship Program

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4.1Findings from Desh Television Limited:

On the basis of practical experiences of working at Desh Television Limited, the following

findings are observed:

a) Identified/Observed from the Organization:

Desh Television Limited’s growth is very good.

Employees of Desh Television Limited are satisfied about the accessibility of the

facility of Desh Tv.

Desh Tv takes carefully agreement decisions.

Most of the clients are satisfied about the quality and quick service of Desh Tv.

Proper training for all employees of the department on periodic basis to update the

knowledge and skills of the employees is a good step taken by Desh Television

Limited.

Job rotation is vital in order to strengthen the knowledge of the newcomers so that

they can build in order to take more responsibilities of the senior officials.

Size, Composition and Market of Electronic Media in Bangladesh are big.

b) Implications to University’s Internship Program:

For an effective internship program University plays a vital role .Without the help of my

university I could not be able to go for a practical life. University was the first platform which

has given me the opportunity to prove myself in the competitive world. I thank my University

as well as my supervisor for this internship program. I learn many things from my university,

which are important for me. But Academic knowledge is not sufficient enough in practical

experiences, which we use in our working life in corporate world.

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4.2 Proposition to Academic Internship Program:

a) Changing Skill Requirements on Internship Program: Changing Skill required for

the students to provide extensive training on business application software. This

training can be in the form of remedial help for those who have skill deficiencies.

b) To Improve Communication Skill: University authority should focus on

communication skills to the students because today’s organizations demand them who

are skilled. So proper quality should be improved among the students.

c) Making up the group workforce and its Implications on Internship Program:

The group workforce should include consultants who will provide the proper

guideline to the students so that student can manage any conflict that may arise in

internship program.

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Chapter: 5

Concluding Remarks

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5.1 Recapitulations:

‘‘Desh k Valobashun, Desh Er Shonge Thakun” - this is the tag line of Desh Television

limited. Desh Tv aims at promoting media and cultural world. Dynamism is the key word for

Desh Tv. It has opened up opportunities for national and international interactions in the

broadcasting world through satellite transmission. Desh Tv wants to provide information,

entertainment and education through its programs all over the world. In the process it also

ensures that the countries culture and heritage are put to exposure for understanding and

appreciation.

Its activities are based on profit oriented. It does not create any illegal pressure on client. The

strength of Desh Tv is - employees are honest. They do not take any types of bribe form

clients. Though Desh Tv is not sufficient technology according to demand, so they try to

overcome this problem. So believes of people are increasing on the activities of Desh Tv. It

has a bright future because it has got huge customers than other media channel in

Bangladesh. The difference between Desh Tv and other media is on principles. The functions

of Desh Tv are completely different. This channel is established on the purpose of social

welfare activities in Bangladesh. After all, although it is facing some problem, it has a bright

future and they try to give their best effort in our country. Many channels are following Desh

Tv and they are starting their business based on social welfare activities in our country.

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5.2 Recommendations:

Employee must be provided with more training which will ensure the competent

workforce.

Desh Tv should develop their employee facilities very well.

Desh Tv has lack of modern technologies and equipment’s from other media

channel of the world, so this channel should take a necessary stapes about this

matter.

Decision is not made without the authorization of the head. So Desh Tv is going to

backward side day by day. The authorization should take a necessary stepes about

this problem.

I think rules & regulation of Desh Tv are so easy, the authority should take necessary

stapes about this.

Competitors of Desh Tv are huge in number. So Desh Tv should have enough

capacity to bit their Competitors.

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