brand presentation - aaj tak

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BRAND PRESENTATION ON AAJ TAK Presenters : Tanisha Baigra Karan Chaudhari

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Brand Presentation on where Aaj Tak is and how to take it forward. Presented by students of The Delhi School of Communication

TRANSCRIPT

Page 1: Brand Presentation - Aaj tak

BRAND PRESENTATION

ON AAJ TAK

Presenters : Tanisha Baigra Karan Chaudhari Neha Yadav

Page 2: Brand Presentation - Aaj tak

THE EDGE

360 degree branding Established in 1995Group of dedicated executivesBuilding a client’s reputationCommunicate with the mediaBoth traditional & non – traditional PR

ServicesRule of Thumb - Networking

Page 3: Brand Presentation - Aaj tak

THE EDGEConsumer insights as starting point

Identify touch points for optimal communication using experimental point management

Touch points are:

Page 4: Brand Presentation - Aaj tak

THE EDGE Alliance with The Syndicate, a group of

North American creative boutiques

Leverage on a wide array of digital media platforms

Page 5: Brand Presentation - Aaj tak

TV TODAY NETWORK A living media today company

Two major news brands- Aaj Tak & Headlines today

Created a loyal audience for advertisers

Not just a content creator, but brand builder

Page 6: Brand Presentation - Aaj tak

TV TODAY NETWORK

Established in 1998

In a decade India’s foremost production house

providing innovative & powerful content

Started India’s first video news magazine- Newstrack

Page 7: Brand Presentation - Aaj tak

AAJ TAK TVTN’s half hour daily news, current affairs

programme on DD

Launched as hindi news channel on 31st Dec 2010

Dethroned established players

2001, expanded viewership going to UAE

Page 8: Brand Presentation - Aaj tak

AAJ TAK TVTN’s flagship brand and India’s No. 1

news channel

In 2004, had top ten news shows, market share of 28.6%

Latest news in user friendly manner

‘Sabse Tez’ is the differentiator

Page 9: Brand Presentation - Aaj tak

COMPETITORS

NDTV IndiaStar NewsIBN 7Zee NewsIndia TVNews 24

Page 10: Brand Presentation - Aaj tak

SWOTStrength :Great brand recallNo1 for past 10 yearsMasses prefer it

Weakness :Weak contentNo main news anchorsFor serious news people switch on to

English news channels

Page 11: Brand Presentation - Aaj tak

Opportunities :Introduce new teamIntroduce new showsStress more on serious news and

less on general entertainment news

Threats :Preference of english news

channels over hindi news channels

Competitors

Page 12: Brand Presentation - Aaj tak

TGSex : Male & FemaleAge : 35+Occupation : Working as well as non

workingSec A, B & CSwitches to news to know daily

happenings Also like to watch astrology Also enjoys entertainment newsMiddle & old age people still prefer hindi

news channels

Page 13: Brand Presentation - Aaj tak

POSITIONING

Current Positioning :“ Sabse Tez “ first to break the

news

Proposed Positioning:Credible and fastest

Page 14: Brand Presentation - Aaj tak

PROBLEM

Lack of good serious content

Becoming more of a general entertainment channel

No penetration in the upper class segment

Page 15: Brand Presentation - Aaj tak

SOLUTIONSImprove the content

Introduce new shows

Change the current positioning

Introduce new team

Page 16: Brand Presentation - Aaj tak

NEW TGSex : male & femaleAge : 30+Sec A+, A, B+ & BLikes to watch serious newsVery conscious about current

happeningsInterested in business news

Page 17: Brand Presentation - Aaj tak

STRATEGIESBusiness News in morning

Stock Exchange news (4 to 5)

“Andhvishwas” (7 to 8 pm)

Debates and discussions on the top news of the week on Saturday (10 to 11 pm)

Page 18: Brand Presentation - Aaj tak

Early morning and late night Astrology news

“Aapki aur Humari Rajneeti” political news discussion (8 to 9)

Sports News (10 to 11)

Still continue with entertainment news (2 to 4)

Technology based programs (Sunday 7 to 8)

Page 19: Brand Presentation - Aaj tak

Journalism School of Aaj Tak

Save Earth events during June

Everyday Citizen Journalist best 3 videos will be shown for 5 minutes (after 9 pm news)

“Rubaroo” Documentaries on Sunday (10 to 11)

Page 20: Brand Presentation - Aaj tak

MARKET SHARE

Page 21: Brand Presentation - Aaj tak

MARKET SHARE

IBN 7 Zee NewsIndia TVAaj TakStar News NDTV IndiaNews 24Others

16.3%

13.2 %

TAM, Market Share (%), CS15-44 Yrs, Wk-28’10 – 31’10, 0600-2400 hrs

Page 22: Brand Presentation - Aaj tak

MARKET SHARE (DELHI)

IBN 7 India TVZee NewsAaj TakStar NewsNdtv IndiaOthers

16.4%

14.8%

TAM, Market Share (%), CS15+ Yrs, Wk-31, 0600-2400 hrs, Delhi

Page 23: Brand Presentation - Aaj tak

MARKET SHARE (FINANCIAL BUDGET 2011 )

IBN 7Aaj Tak Zee News News 24India TV Others

18.5%

16.6%

TAM, Market share (%), CS ABC 15+ YRS

Page 24: Brand Presentation - Aaj tak

RESEARCH FINDINGS News viewership declined in core news

TG

Strengthened GEC offerings, boredom with news stories/format

Fragmentation, fallen channel share, individual performance better

Weekly time spent declined vs reach

Page 25: Brand Presentation - Aaj tak

RESEARCH FINDINGS In & out of channels fast

Factors for low viewership-1. Monotony in content

2. Further fragmentation within news

3. Lesser GEC show slots

Page 26: Brand Presentation - Aaj tak

RESEARCH FINDINGSDilution of news content, more ‘exciting

information content’ towards sensationalism

Attracted non-core viewers increasing TVR

Content doesn’t build critical loyalty, resulting in switching on ‘current interesting news’

Lacking business news

Page 27: Brand Presentation - Aaj tak

SUGGESTIONS Visuals are important

Everything is red, very frivolous

Tickers:1. Too many2. Must be relevant3. One on top, two at the bottom

Page 28: Brand Presentation - Aaj tak

SUGGESTIONS Screen:1. Very gloomy 2. Lurid colors, use sober colors for serious

news effect3. Doesn’t change during ads

Set needs to be revamped

Prime time should be utilized wisely

Page 29: Brand Presentation - Aaj tak

SUGGESTIONSPanel, need more of a debate

Financial programs needed

Anchor should be more energetic

Lifestyle programs

Source some international news, Reuters etc.

Page 30: Brand Presentation - Aaj tak

MEDIA PLAN

Page 31: Brand Presentation - Aaj tak

May Jun July Aug Sep

Oct Nov Dec

Jan Feb

Mar Apr

PR & SM

Event

Outd-oor

Print

TVC

Page 32: Brand Presentation - Aaj tak

BUDGETFees :- Rs 30,50,000

Print :- Hindi Newspapers - Nai Duniya : 5.5 L (1 Ad) * 4 Months Rs

22,00,000 Punjab Kesari : 5.5 L (1 Ad) * 4 Months Rs

22,00.000

Eng Newspapers - HT : 6 L (1 Ad) * 4 Months Rs

24,00,000 Rs 68,00,000 Magazine Ads in India Today & Business Today

&Cosmopolitan

Page 33: Brand Presentation - Aaj tak

Outdoor :- MG Road : 4 L * 5 Months Rs 20,00,000

Nehru Place : 2 L * 5 Months Rs 10,00,000 CP : 5 L * 5 Months Rs 25,00,000

Rs 55,00,000

TVC :- Production : 4 Ads * 5 Lakh Rs 20,00,000 Air time : 6 L (2 times) * 20 days

* 1 Months Rs 1,20,00,000

Rs 1,40,00,000

Page 34: Brand Presentation - Aaj tak

PR Event :-

Green Marathon on 5th June Plant a tree on 4th June Candle March for 26/11 victims

Events Rs 2,00,000

T-shirts Rs50 * 5000 Rs 2,50,000

Rs 4,50,000

Page 35: Brand Presentation - Aaj tak

CREATIVES

Page 36: Brand Presentation - Aaj tak

PRINT AD

Page 37: Brand Presentation - Aaj tak

OUTDOOR AD

Page 38: Brand Presentation - Aaj tak

OUTDOOR AD & PRINT AD

Page 39: Brand Presentation - Aaj tak
Page 40: Brand Presentation - Aaj tak

TVC SCRIPT‘Bitoo ka kuta kho gaya hai’

Celebrity fallen into a ditch

Alien and monkey man fight

Page 41: Brand Presentation - Aaj tak

NEW LOGO