INDEX PAGE NO.

Executive summary 21. Industry profile2. Company profile3. Introduction to the topic 4. Introduction about media planning 14

• Terms• Objectives• Strategy• Steps for effective media planning • Media planning process• Media cost and availability• Media buying 22• Media scheduling 24• Govt policies in media sector• Advertising (Intro)• Advt(objectives)• Advt(functions)• Advtvs publicity• Role of Ad Agency in Advertising• People in Advertising• The Advertising Business• How Ad agencies get clients• Client-Agency relationship• Factors affecting Client-Agency relationship

5. Objectives 6. Research Methodology (Research Methods)

• Research Design• Types of Research design• Sampling Techniques• Need for Sampling• Data collection methods and data analysis• Selection of Method for Data collection

7. Findings8. Suggestions9. Limitations10. Conclusions11. References12. Bibliography

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EXECUTIVE SUMMARY

To study the various advertising agencies; the ones having local operations as well as the ones have

international scale of operations, their modus operandi, styles and the manner of functioning, their profiles,

their upswing and their downfall and last but not the least their position in the world of advertising on the

basis of the contributions to the ad world and society at large

In order to achieve the above-mentioned objective and finish the study to perfection, I have made a judicious

and a balanced use of primary sources as well as secondary sources of data collection. Well, the primary

sources comprise of personal visits to the administrative offices of some known advertising agencies and a

direct communication with the persons who were knowledgeable and in-charge of the operations.To facilitate

in my operations, I had first chalked out a detailed questionnaire covering in length all questions that would

serve the purpose in the most efficient and productive way. The preparation and the formulation of the

questionnaire was on the basis of many considerations viz., the time that the answerer would require to give

me the required answers, the importance of that time and the cost involved. A copy of the said questionnaire

is included elsewhere in this project as an Annexure. Although the efforts were directed basically towards

obtaining information required for the study from primary sources to the maximum possible extent, due to

factors like lack of co-operation anticipated from stalwarts and internationally acclaimed agencies,

considerations of these agencies over secrecy of data regarding their operations, lack of time for answering

the questionnaire and unavailability of the persons-in-charge, I also had to resort to secondary sources like

websites, magazines, newspapers etc. Bibliography of these sources forms a part of this Project for ready

reference of the reader.

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INDUSTRY PROFILE

The Indian advertising industry is witnessing a sea of changes in the last few years. From huge billboards and hoardings to irresistibly alluring offers—the advertising world has fast fine-tuned itself to appeal to the representatives of the changing face of modern India.From a modest beginning of a few lines spoken on the radio to the flashy world of the Internet—the advertising world has come a long way.

Initially, when the deodorant brand Rexona stepped into the Indian economy, it was faced with a mind-boggling problem of not being able to reach the youth through newspaper and television advertisements. This problem was extensively thought over and after a number of surveys; the conclusion reached was to advertise about deodorants on sites which encounter heavy traffic. It was suggested that the target customers were more likely to be Internet surfers than television viewers.

The idea, earlier thought to be ridiculous, worked wonders for the company and was one of the most instrumental steps in helping the company create a consumer base in India.When the world renowned ice-cream brand Haagen-Dazs announced that Indian passport holders are not allowed to enter its outlet in one of the places in Delhi, a huge furor followed. Raised eye-brows demanding explanations regarding this openly discriminating and insulting restriction were met with apologetic clarifications from the company saying it was merely a strategy for brand promotion. Whether or not it was a promotion tactic, it managed to engrave in the minds of the media and the public what Haagen-Dazs was.

The newest transformation observed in the world of advertising is how it is aligning itself to draw the attention of youth towards the brands. The advertisements are designed in a manner that the youth identify with the brand and relate instantaneously to it. Blackberry—one of the leading mobile companies has lately been trying to change its public image from being a phone for use by office-goers to a phone for everyone's use. The tag-line clearly states— "Not just for the office boys".

The Cadbury advertisements which were earlier targeting the general audience have now shifted gaze and are keenly concentrating on the young. The most recent commercial shows an exchange between a young boy and girl over the chocolate. These newcomers replaced the Indian superstar Amitabh Bachchan in these ads and that goes to say a lot about what the companies are thinking.The sudden change in the target audience of brands is considered to be a conscious decision following data expressing that the majority of Indian audience is between 16-25 years of age. The idea that India is seen to be an upcoming economy with a lot of potential is utilized by the makers in promotion of their brand. By projecting India as an imminent super-power, the brands give the consumers a feeling of being potent, sovereign and powerful.

Another arena tapped upon by the advertisers is the social networking sites which are the most hyped and read about media in these times. Facebook and Twitter are the most popular sites. On Face book, the brands start by

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Creating a page, "liking" which promises "exclusive gifts and goodies". The suggestion that a simple click could win you things which you would have to think about twice before shelling out money for— is both fantastic and tempting and thus, manages to thrive successfully.

Advertising has been an immensely crucial aspect of business—for what the society doesn't see, it doesn't buy. The advertising world has always been extremely dynamic and ever-evolving, but with the revamping of advertisements as per the economic situation of the country—it guarantees an industry that is more vibrant and vivacious than ever before.

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Company profile

ABOUT HY TV, HYDERABAD:

HY TV, launched under the corporate HY MEDIA & ENTERTAINMENT Pvt. Ltd , marks yet another

formidable foray into the powerful and growing regional television market by India’s premier media group,

POSITIV TELEVISION Media, comprising the flagship TV and Radio enterprises, POSITIV TELEVISION

Pvt. Ltd. and POSITIV Radio Pvt. Ltd. POSITIV TV already boasts of operating several firsts in the country:

India’s first private teleport and private satellite television and radio channels in Northeastern India to cover and

connect all the eight states of the region. We are an unparalleled brand name in the Northeast, based in

Guwahati with a deep penetration of Northeast India besides being connected to the nook and corner of India

with fiber optic, VSAT links and our own DSNG vans. We gave new meaning to Regional Language Electronic

Media with our two television channels that have come to command the respect and love of our audience.

NETV reigns supreme as the only 24 hour news network in the world with live bulletins in 17 languages of the

region, and, NE Hi Fi has begun to enthrall families with general entertainment programming in different

languages of northeast India, and from Bollywood to Hollywood. Radio Oolalala’s private FM network extends

from Guwahati to Shillong to Agartala and Itanagar. In 2007, the group launched NE Bangla that caters to East

and Northeast Indian audiences in Bengali language and is fast emerging as a top 5 in the region. POSITIV TV

is the first private teleport in the Northeast or for that matter any sensitive area of India. POSITIV TV Media’s

presence has grown from Guwahati with bureaus in over two dozen cities of Northeast India to now a national

presence created through its newly announced television channel, FOCUS TV for the Indian women. &

HAMAR TV, under the corporate Hamar Television Network Pvt. Ltd , yet another foray into the growing

regional television market by India’s premier media group . Hamar TV will capture an important regional

language market - the Bhojpuri speaking people. Bhojpuri is not just the mother tongue but enshrines a heritage

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for many in Bihar, Jharkhand, Uttar Pradesh, Madhya Pradesh, West Bengal and Delhi, besides immigrants in

countries such as Nepal, Mauritius and many countries spread through the 5 continents of the world that could

number more than 18 crores.

Positive Television has offices and television studios in Delhi, Mumbai, Calcutta, Hyderabad, Patna, Ranchi,

Varanasi and more. POSITIV TV has affiliate offices and studios in London and Los Angeles. NETV, NE Hi Fi

and NE Bangla are also a broadcast affiliate of Turner International. Today, POSITIV TV Media boasts of

satellite, cable and internet carriage in more than 1 crore (10 million) homes in India alone besides tens of

thousands of expatriates and others watching NETV, NE Hi Fi and NE Bangla real-time as a broadband Internet

based live stream worldwide.

NETV is today the largest and leading single platform for advertisers in the Northeast. There is no other media,

print or television, in this region which can boast of an overwhelming statistic connecting all of northeast India

television audience, i.e. 6.8 million homes. HY-TV- Hyderabad will fill a niche media void in the Greater

Hyderabad metro area and target a lucrative 1 million potential population. The channel will deploy a successful

dual-core strategy, as in the world’s developed markets, with programming for and marketing to a 21st century

highly cosmopolitan audience with a fast-paced lifestyle.

Hyderabad is amongst the fastest growing metros, with not just a burgeoning 1,000,000 population, but also the

most modern airport and a growing number of the biggest-name MNC’s in the world. Due to their culture and

history, Hyderabadis are an exception in South India as they are extremely conversant with and use both

English and Hindi languages. Constantly updated news and current affairs on and about Greater Hyderabad,

interspersed with national and international affairs, in English and Hindi will give the Channel the edge over the

otherwise Telugu only regional channels. And, with a strong network of correspondents in Hyderabad, Live

DSNG vans, bureaus across the State and national connectivity, Indian and international networks will be hard

pressed to compete with the Channel for the local audience. The channel’s infotainment shows will be world-

class and modern, including very topical talk shows, exclusive interview-based features on lifestyle &

entertainment, game shows, contests and interactive programs that drive audience interaction and therefore

derive constant ratings. On a larger level, HY-TV- HYDERABAD will find a national and international

audience that wants to inform and entertain themselves on and about Hyderabad. All these elements will help

HY TV, HYDERABAD leverage ratings and revenues. Thus, HY TV, HYDERABAD incorporates all elements

that satisfy the insatiable, discerning appetite of the target audience to make it the top choice of the local

audience. Simultaneously, it will appeal to the regional, national and international advertiser.6

INTRODUCTION ABOUT THE TV MEDIA:

The Indian Cable TV industry, which began operations just a decade ago, is going through another phase of

development. The absence of regulations governing the industry had resulted in its disorganized growth and the

government has been making efforts to professionalize the industry. The entry of multi-system operators

(MSOs), in the mid-1990s, was expected to bring greater discipline. However, since the last mile was controlled

by a large number of individuals called the local cable operators (LCOs) and independent cable operators

(ICOs), the industry remained fragmented and disorganized and MSO’s remained squeezed in terms of

profitability due to their lack of last mile ownership.

The government was successful in passing the Conditional Access System (CAS) Bill in the last session of

Parliament, which is expected to bring greater discipline to the market place. The CAS Bill primarily deals with

the issue of lack of addressability – the bane of the industry. Lack of addressability meant that broadcasters did

not know the exact reach of their channels, while the LCOs earned a disproportionate share of the cable

revenues by under declaring the households reached, to MSOs, ICOs and broadcasters. This is expected to

change with the implementation of CAS in the four major metros from 14 July 2003. Fitch believes that, in

medium to long term, the MSOs and broadcasters would be the biggest beneficiaries of the implementation of

CAS, though in the near term they would be impacted due to low penetration of CAS and the consequent drop

in advertising and subscription revenues. CAS, essentially comprising a set-top box (STB) and subscriber

management software, helps track viewer ship accurately and makes the whole

viewer-cable-operator-MSO/ICO-broadcaster chain completely transparent. With the initial penetration of CAS,

gross rating points (GRP’s) for most leading pay channels like Star, Zee and Sony is estimated to fall, which

may translate into a drop in advertising revenues. In the next two years, Fitch estimates a substantial decline in

the revenues of broadcasters due to slow penetration of CAS. However, if the broadcasters manage to price their

channels competitively, such that the payout for consumers is maintained at current levels, they will be able to

ramp up the penetration levels in the next 2-3 years, resulting in considerable gains. Thus, while there is short-

term uncertainty about CAS, in the long run, Fitch expects that the broadcasters and MSOs would derive

considerable gains from the implementation of CAS if the payout for consumers were maintained at current

levels. Initial estimates suggest that CAS would be able to penetrate up to 30% of the metro households in the

first year and up to 50% of the metro households in the second year of implementation. At 50% penetration,

MSOs and broadcasters would earn additional revenues of Rs2-2.5bn each. However, since customer additions

will occur over the full year, the benefit of these additional revenues would be spread over the period of next 7

two years. Over a period of time, increase in penetration and negotiations with LCOs for higher share of

revenues would lead to a further increase in revenues.

CABLE TV INDUSTRY OVERVIEW:

The cable industry in India was came into being in the late 1970s with the boom in the videocassette recorders

market. Some enterprising individuals started offering a cable TV service to tap viewers who were interested in

greater variety which Doordarshan, the national TV channel, did not offer. This cable TV service initially

included Hindi and English movies and pirated Western comedies, music and game shows. However, at this

stage, cable TV was largely restricted to the major metros and towns and to the upper crust of society. The Gulf

War, in 1990, gave further impetus to this industry. Some cable operators, who had been running their Hindi

and English movie channels, added dish antennae and started relaying news programmes of CNN into homes.

This spurred the demand for cable TV, making it a lucrative business and attracting more individuals to the

industry. The launch of Zee TV further fuelled the spread of cable TV. From 1992 until date, the industry has

grown exponentially – from 412,000 subscribers to close to 39 mn in 2002, as per the National Readership

Survey, representing a CAGR (compounded annual growth rate) of 50% per annum. This represents close to

17% penetration of cable TV in Indian households and 45% penetration in TV households.

With the growth in the number of subscribers, the industry also underwent a major change. Most of the

international channels became pay-channels with digital and coded signals, which required higher investments

in integrated receiver decoders (IRDs). At the same time, the quality of signals relayed by the local operators

was poor. In order to address these issues and to meet the customer demand for larger number of channels,

multi-system operators (MSOs) entered the industry. These MSOs had the backing of media houses and the

funds to invest in higher quality cable infrastructure. However, since they did not have access to subscribers,

they had to tie up with existing LCOs to reach the customers. MSOs like In Cablenet (managed by the Hinduja

Group), Siticable (earlier a joint venture between the Promoter of Zee TV, Subhash Chandra, and Star TV, now

fully owned by Zee TV), Hathway Cable (owned by the Rajan Raheja Group, with a strategic stake by Star TV),

Asianet Satellite Communications Limited (owned by the Rajan Raheja Group), Ortel Communications, RPG

Netcom (a company promoted by the RPG Group) and Sumangali Cable Network (SCN owned by Sun TV)

control close to 30% of the industry in terms of number of subscribers. Most of the smaller towns are covered

by ICOs, who function like MSOs. The only difference between an MSO and an ICO is that the ICOs reach is

smaller and they do not invest in sophisticated technology like MSOs.

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The existing market shares of MSOs (Multiple system operator/Direct broadcasting satellite

television system) and LCOs (Local Cable Operator - resell for MSOs) are given in Chart 2.

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Impact on Television Industry:

The four metros account for 15%-20% of the total television sales. A major part of the television sales from the

metros comes from replacement demand and demand for a second set. With CAS making it necessary for every

television set to pay for the pay channels, the purchase rate of second television sets is expected to decline.

Thus, there would a marginal impact of CAS on television sales in the metros. This is based on the assumption

that the average cost to consumer per cable connection would remain at reasonable levels. However, in the other

places, television sales would be largely determined by other factors like income levels, major sporting event

and other high viewer interest events.

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ORGANIZATIONAL STRUCTURE OF HY TV:

 

CHAIRMAN

O/P HEAD I/P HEAD ADMIN.HEAD BEAURO HEAD

EDITORS

GRAPHICS

CAMERA DEPT.

PRODUCTION

H.R DEPT.

FRONT OFFICE

ACCOUNTS DEPT. REPORTERS

MARKETING AND DISTRIBUTION DEPARTMENT

ADVERTISEMENTS

SALES

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MEDIA PLANNING

1.INTRODUCTION :

The term media is a plural for medium. In advertising terms, medium is a channel of communication such as

news channels, entertainment channels, news papers, magazines etc. A medium is a vehicle for carrying the

sales message of an advertiser to the prospects. It is indeed a vehicle by which advertisers convey their

messages to a large group of prospects and thereby aid in closing the gap between the producer at one end and

the consumer at the other end.

Media planning is a very important task in the advertising process, which deals about four W’s.

1. Where

2. What

3. Who

4. When

Media planning involves selecting appropriate media for carrying the advertisers’ message to target markets,

deciding what to buy and how much to spend in each medium and scheduling when the advertising is to run.

Eighty percent of the budget paid to media. This, in it suggests how important media decisions are. Considering

the extent and diversity of the Indian market, which is matched by a vast and diverse network of advertising

media, the complexity of the media planning becomes apparent.

2.MEDIA TERMS:

Media Planning is a very important component of the Marketing Strategy of an organization. Media Planning is

defined as "Process of designing a scheduling plan that shows how advertising time and space in selected media

and vehicles contribute to the achievement of marketing objectives in an advertising campaign".

Media planning, in general terms, is a tool that allows the advertiser to select the most appropriate media to

communicate the message in sufficient frequency towards the maximum number of potential customers at the

lowest cost.

* Medium: A medium is a carrier and deliverer of Advertisements. It is a broad general category of carries such

as Newspapers, Television, Radio, Internet, Outdoor, Direct Mail, etc.

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* Vehicle: It is a specific carrier within a Media category. So a HY TV would be the vehicle in the category of

TV. Many a time a specific programs or sections within a medium may be termed as a vehicle. For example,

“DAKSHINAYAN" on HY TV would be the vehicle in the Television category.

* Frequency: How frequently are the recipients being exposed to message. In other words it is the average

number of times an advertisement reaches each recipient in a given period

* Continuity: The amount of advertising budget being allocated over the period. There are basic types of ways

in which the advertising budget is allocated: Continuous Scheduling, Pulsing and Flightning.

* Weight: The amount of total advertising is needed to accomplish advertising objectives.

* Viewership: It refers to the number of people watching a given program. A viewer is a person who is

watching the program.

* Gross Rating points: The total audience delivery or weight of a specific media schedule is counted by working

on the total number of viewers. However in media the information is gauged in gross rating points (GRP).for

example if 75% of the people of our target market watched a commercial on television four times in a week, to

determine the gross rating points, the following formula will be used:

Reach*frequency=GRP

75*4=300GRP

Objectives of media planning:

Grab : ATTENCTION

Excite : INTEREST

Create : DESIRE

Prompt : ACTION

OBJECTIVE:

To study the relationship among media planning, media buying and Advertising a specific product in

electronic media.

To study how a company can get competitive advantage of the product through advertising in electronic

media.

To understand contemporary media planning issues through discussion of current events/trends

To gain conceptual knowledge of media forms/types

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To understand how advertising is integrated with other promotional tools to create effective marketing

communication plans

To be familiar with resources available for advertising media planning

To apply your skills and knowledge through developing a complete media plan.

MEDIA PLANNING STRATEGY:

The purpose of media planning is to conceive, analyze, and select channels of communication that will direct

advertising message to the right people, in the right place at the right time. It involves many decisions:

i. Where should we advertise? (In what countries, states, or parts of town)

ii. Which media vehicles should we use?

iii. When during the year should we concentrate our advertising?

iv. How often should we run the advertising?

v. What opportunities are there for integrating other communications?

Media objectives translate the advertising strategy into goals that media can accomplish. They explain who the

target audience is and why. Where messages will be delivered and when and how much advertising weight

needs to be delivered.

In the initial stage of the product life cycle, the objective is to maximize awareness of it by consumers. At the

maturity stage, continuity of the purchase becomes the main objective. During the declining stage of product

use, the media remind the consumers that the product shall retain their appealing attributes. The media

objectives are Reach, frequency and continuity respectively for the early, maturity and declining stages of the

product lifecycle. The media objective is analyzed in the light of constraints and components.

CONSTRAINTS:

The objectives are controlled by the budget available for Advertising. In the beginning, a significant amount is

available; but at the later stage of the product life cycle, only a small proportion is allocated to advertising. The

effect of budgeting on advertising has been acknowledged by every organization. The positioning of the product

also influences the objectives. If the producer is willing to challenge the leader, he will spend more money on

advertising. The range, Frequency and continuity will be effected by budget and positioning of the product.

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COMPONENTS:

Media objectives have different components, viz, specification of the target market, geographical location of the

market, reach and frequency, continuity or timing, creative requirements and potential market coverage level.

STEPS TO ACHIEVE EFFECTIVE MEDIA PLANNING:

To achieve the effective media planning we should do the following steps:

1) We should have good knowledge about the product or service.

2) We should be very clear with the budget allotted for advertising.

3) It is very important to select an appropriate ad agency which can fulfill the needs and desires of the

manufacturer or producer.

4) Some companies will have their own advertising departments but still they will go for ad agencies to

maximize the productivity.

E.g.: Vodafone.

5) The communication between the producer and the ad agency must be good.

6) The producer’s views and ideas about the product must be shared with the ad agency.

7) We must know about the target market.

8) We must know about the tastes and preferences of the target audience.

9) According to the budget allotted for advertising select the best media vehicle.

10) Select the prime time slots if you are going for TV advertisement.

11) Give freedom to ad agency in selecting the media vehicle.

12) After completing all the above steps go for negotiations.

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• Media Mix

– Combination of different media, and size of ads

– Which Media?

– Which Schedules?

Flexibility:

RATING = households tuned in to a given program all households with television

SHARE = households tuned in to a given program all households tuned in to TV at that time (HUT)

(more simply: share measures the percentage of all TV sets in use watching a particular program)

Here's an example: Your show is aired in a market that has 1 million television househo2lds; 400,000 are tuned in to you. Therefore:

400,0001,000,000 = .40, or a rating of 40

At the time your show airs, however, there are only 800,000 households using television. Therefore, your share of the available audience is

Share = 400,000 800,000 = .50, or a rating of 50

If you can explain why a specific program's share is always higher than its rating, then you understand the difference between the two.

Messages

Rea

ch 4P’s and 7P’s T

arg

ets

4P’s and 7P’s T

arg

ets

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MEDIA PLANNING PROCESS:

When (the timing of the release)

Which (The media selection)

How (The coordination in media planning)

How much (The budgetary allocation)

MEDIA COST AND MEDIA AVAILABILITY:

To get the most out of the advertising budget spent the primary concern for the advertiser is media selection.

The cost of buying space or time is weighed against the number of audience secured by such advertising. In

fact, buying advertising space and time is nothing different from buying commodities.

The media availability is measured under the following heads:

i. Distribution measurement (in terms of number of distributors in a geographical area)

ii. Audience measurement (Expressed in terms of TAM ratings)

iii. Exposure measurement – the advertiser looks for the ability of the media to create advertising exposure.

Summarizing media selection factors we may say that they are:

A. Media characteristics, such as editorial environment flexibility, frequency and durability.

B. Nature of the target market.

C. The nature and type of the product.

D. The nature of the distribution network.

E. Overall cost of the medium

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MEDIA BUYING:

This is the last step in the advertising process. First contract will be given to ad agency to design advertisement.

Depending on the target market and product lifecycle the ad agency will decide the media for advertising.

Generally electronic media is preferred over other media because the reach of electronic media will be high at

the same time the budget required also will be high. Depending on the media vehicle which we have selected

there may be a probability for negotiations. In television media advertiser will select the media vehicle

depending on “television audience measurement” ratings. Media vehicles with high TAM ratings will demand

more. Sometimes negotiation about the budget may not be possible.

According to the inputs I got from the various ad agencies and clients, I found that most of the ad agencies

prefer entertainment channels over infotainment channels. The revenues of entertainment channels will be high

compared to infotainment channels. One more interesting thing there will be some friendly relationship among

some ad agencies and media vehicles, which may lead to personal biasing. If a media channel have good

relationship with ad agencies they can earn more from advertising.

Every media channel will have prime time slots and normal time slots. They are going to charge high in prime

time slots, sometimes Events like IPL, Film fare awards etc may happen, that time the time slots between the

programs will become the primetime slots which increases the TRP ratings. Competition for that time slots will

be very high that time negotiations will not at all possible. Recently we have seen this in IPL 2009 organized in

South Africa.

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Advertisement rate card in HY TV:

OPTION 1:

Strip Ads with Logo : Rs 3000(20 strips in a day-minimum)

Scrolling Ads without logo : Rs 2000(20 scroll ads in a day-minimum)

Spot buy – Ad commercial : Rs 2000(@10 seconds commercial)

OPTION 2:

Sponsorship : on commitment of monthly outlay Rs.3, 00,000

FCT : 1500 seconds bankable across the channel in 30 days.

FREE VALUE ADDITIONS:

Daily prime time news sponsorship at 9PM in 30 days period.

Associate sponsorship one weekly program of 4 episodes in 30 days period followed by daily channel

promos and fcls with brand tag of client.

OPTION 3:

Slot buying – duration -30 minutes –rate per slot : Rs15000/s.t

Terms and Conditions:

1. Payment to be made to be made in advanced in favor of Hy Media entertainment pvt.Ltd

2. Service tax Extra Applicable

3. Ad Material in DV cassette to be given in advance for telecasting.

According the information which we got in media sector in Andhra Pradesh Sun network is the market leader

and Maa tv is the market follower. Negotiation is not possible in Gemini tv where as it is possible in Maa tv so

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most of the ad agencies prefer Maa tv unless the client demand for specific media vehicle. These two channels

are ruling in entertainment region.

While coming to infotainment channels TV9 is ruling the market. It is the first 24*7 Telugu news channel in

Telugu, when it has launched there were no similar player so it got the competitive advantage through language.

For long time it is been like a monopoly. But now the equation has been changed, so many players with new

technology and strategies are evolved into the markets.

HY TV also followed the same strategy that TV9 has followed earlier; it is the first Hindi news channel in south

operating in south itself (head quartered at Hyderabad)

MEDIA SCHEDLULING:

We can follow a steady schedule or a pulsed campaign. Normally scheduling is done for a 4 week period. The

six types of schedules available are:

1. Steady pulse:

It is the easiest. For example one ad/week for 52 weeks or one ad/month for 12 months.

2. Seasonal pulse:

Products like Vicks balm, ponds cold cream follow this approach.

3. Period pulse:

Scheduling follows a regular pattern for example media scheduling for consumer durables, non durables etc.

4. Erratic pulse:

The advertisements are placed irregularly. Perhaps we want to change the typical purchase cycles.

5. Startup pulse:

It is concentrated media scheduling. It launches a new product or a new campaign.

6. Promotional pulse:

A one short affair it suits only a particular promotional team.

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GOVERNMENT POLICIES IN MEDIA SECTOR:

The changing model of media business in India

Beginning with the macro level analysis, the changes in India can be analyzed on the following four parameters:

Government policies: They play a vital role in the success of any economy and the Indian government’s

reforms and growth focused strategy is an attractive feature. FDI limits are an important aspect in this regard as

it regulates the growth of the industry.

Economic changes: The increasing disposable income and expanding urban class presents a huge untapped

market for the media sector. With increasing personal income of the youth over the last decade has resulted in

higher spending on media and entertainment.

Social changes: There has been a steady increase in literacy levels which has boosted the demand for print

media. With the socio-economic changes and electricity and technology everywhere, the people prefer to have

their share of news through television. There has been a favorable change in the consumption pattern and this

provides a great potential to broaden the customer base.

Technical changes: With the changing pace of technology and the users are responsible for making India an

outsourcing destination. The next boom could well be the Media sector. Also, an increasing convergence among

the various media is bringing about a structural change in the industry.

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INTRODUCTION TO ADVERTISING :

As we know that advertising plays an important role in Marketing especially in electronic media. All the TV

channels will generate revenues through Advertisements. So getting an advertisement is a big deal in any of the

TV channels. As per our project HY TV is an INFOTAINMENT channel which has been launched recently. At

present they don’t have subscription to TAM. Most of the Ad. Agencies go for TAM rating in selection of

Communication Media. So let us see how an advertising agency works, how an advertisement works and how

to attract the Ad. Agencies.

INTRODUCTION:

Advertising is an effective method of reaching people with product information. “Advertising is controlled,

identifiable information and persuasion by means of Mass communication media”. It is considered controlled

information because it has use the Time, Space and content of the message effectively and economically. It is

controlled because it is directed at a particular group.

OBJECTIVES:

The basic objective of the advertising is to increase the sales volume and profits.

1) To facilitate launching a new product or service or a new brand into the Market.

2) To create the awareness about the product or service.

3) To build up a goodwill.

4) To enter into new market segment for Market development.

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FUNCTIONS OF ADVERTISING:

Advertising serves every sector of the business Society -Consumer, producer and middlemen (Agency and sales

men).The various functions of the Advertising may be grouped into two classes - (1) Primary functions, and (2)

Secondary functions.

(1) PRIMARY FUNCTIONS :

a) To increase sales

b) Persuasion of dealers

c) Help to dealers.

d) To increase in per capita use

e) Creates awareness of new product

f) To eliminate seasonal fluctuations

g) More business for all

h) Raising of standard of living

(2) SECONDARY FUNCTIONS :

a. To encourage salesmen

b. To furnish Information

c. To impress executives

d. To impress factory workers

e. Feeling of security

23

PUBLICITY :

Type of promotion that relies on public relations effect of a newsstory carried usually free by mass media. The main objective of publicity is not sales promotion, but creation of an image through editorial or 'independentsource' commentary. While the publicist can control the content of the story, he or she may not have any control over its placement or interpretation by the media.Although publicity comes from outside sources, it rarely comes about spontaneously. To get the ball rolling with possible sources of publicity, you'll have to pitch your company directly to various media outlets -- perhaps through a public relations professional, whose services can be contracted for a fee. Newspapers, magazines and social media sites can't write about something they don't know about, so you'll have to provide them with information that gets them interested in learning more about your company and spreading the word to their readers or followers. To be effective, you must target your message to the appropriate audience. To get repeat or ongoing coverage, you will need to have something new. The good news is that publicity often feeds on itself. If good reviews or comments about your business start popping up, it often gets other sources interested.

ADVERTISING VERSUS PUBLICITY:

Using Advertising and Publicity are very effective methods to promote and create positive awareness for you and your business.   But... there is a clear difference between Advertising and Publicity.   Advertising is something you get by paying for it.   Publicity however, is something you hope you'll get.   Why?   Because publicity can be generally gained at no cost to you And it generally has many times the credibility of advertising.  Here's what we mean:

advertising is content you pay for (radio, tv, newspaper, banner advertising, etc).  Publicity on the other hand, refers to free content about you and your company that appears in the media.  It's what others what others say about you.  Publicity can result when an article you write is published, or when information you give to an editor convinces him/her to feature a story about you or is based on a publicity release issued by a Public Relations firm you have retained.   Over time, these stories help create a favorable impression of your product or services.

MARKETING OF AN ADVERTISEMENT:

After making the advertisement, Marketing of the advertisement comes into picture. Advertisement will be

designed depending on four P’s.

1. Product

2. Place

3. Promotion

4. Price

24

KEY PARTICIPANTS IN THE MARKETING PROCESS:

Peoples needs and wants change daily, and marketers should know about the customers’ expectations and

needs. This makes the marketing process very dynamic. The various participants in marketing process are as

follows,

(1) CUSTOMERS :

Customers are the people or organizations who consume the products and services. They fall into three

general categories:

1. Current customers

2. Prospective customers

3. Centers of influence

4.

(2) MARKETS :

It is a group of current and prospective customers who share a common interest, need, or desire, who

can use the specific product or service, and who are willing to pay for it. These markets are broadly

classified into four types

a. Consumer markets

b. Business markets

c. Government markets

d. Global markets

(3) MARKETERS :

The third participation in the marketing process, marketers, includes every person or organization that

has products, services, or ideas to sell manufactures market consumer and business products. Farmer’s

market wheat; doctors market medical services; banks market financial products; and political

organizations market philosophies and candidates. To be successful, marketers must know their markets

intimately – before they start advertising.

25

CONSUMER BEHAVIOUR:

Market

Stimuli

Other Stimuli Consumer

Characteristics

Consumer Decisions

Product Economic Cultural Problem recognition Product Choice

Brand Choice

Dealer Choice

Purchasing Timing

Purchasing Amount

Price Technological Social Information Search

Place Political Personal Decision Evaluation

Promotion Cultural Psychological Post Purchase Behaviour

26

Model of Factors Influencing Consumer Behavior:

Cultural factors

Cultural

Sub-cultural

Social class

Social factors

Reference groups

Family

Roles & Status

Personal factors

Age & Life cycle

Occupation

Economic

Circumstances

Life style

personality & Self

concept

Psychological

factors

Motivation

Perception

Learning

Beliefs and

Attitudes

Buyer

27

Cultural factors

Culture: Culture is the most fundamental determinant of a person’s wants and behavior like set of values,

perceptions, preference and behaviors through his or her family member.

Sub culture: Sub culture includes nationalities, religious, racial groups and geographical regions.

Social class: Social classes are relatively homogenous and enduring decisions in a society which are

hierarchically ordered and whose members share similar values, interests and behavior. Social classes include

upper class, middle class and lower class.

Social factors

Reference groups: A persons reference group consists of all the groups that have a direct (face to face) or

indirect influence on the person’s attitude or behavior.This groups to which the person belongs and interacts.

Personal factors

A consumer decisions are also influenced by personal characteristics notably the buyers age & life cycle stage,

occupation, economic, circumstance, life style & personality and self concept.

Psychological factors

Motivation: A person has many needs at any given time. Some needs are biogenic. They arise from

psychological states of tension such as hunger, tryst and discomfort.

28

P erception : Perception is defined as “the process by which an individual select, organizes intercepts

information, input to create a meaningful picture of the world.

Learning: When people act, they learn. Learning describes changes in an individual’s behavior rising from

experience, process of applying results of fast experience to evaluate a new situation or modify feature.

Beliefs and attitudes: Doing and learning people acquire beliefs and attitudes. These in term influence consumer

behavior belief are a descriptive thought that a person holds about something. An attitude describes persons

enduring favorable or unfavorable evaluations, emotional feelings

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FLOW CHART:

BRAND BUILDING ON TV CHANNEL/HOW IT WORKS:

Advertiser Is the client /manufacturer

who owns the product or brand

Main Aspects:

Product ,Quality,Range,Praising

Distribution,Sales and Marketing

Creativity of the Advertisement:

Either done by own production house or by an Media

agency

Media agency is a bridge between Advertiser, TV channel and

media agency company

In media agency key account Manager Deals with client or

Advertiser discuss about his ad film, campaign period and Budget.

Media Planner: He takes care of media channels list, programs, films, period of campaign, target audience.

Media Buyer:He deals with rate factor, channels, TRP based programs and finalize the deal then reports to key account manager.

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ROLE OF ADVERTISING AGENCY IN ADVERTISING :

An Advertiser firm may organize the advertising campaign through its own advertising department or

may entrust the whole part of the advertising work to a body of experts known as advertising agency.

Thus advertising agency is an independent institution setup to render specialized services in advertising

in particular and in marketing in general. In legal sense they are not agents, but are independent firms having

their own organizations.

Thus an advertising agency is “An organization whose business consists in the acquisition as a principal,

of the right to use space or time in advertising media and administration on behalf of the advertisers

Of advertising appropriations made by them”. It is organized to render advice creative services for its clients.

It does not sell any tangible product, sells creative talents and its past experience.

Thus it is an organization specially created for rendering services in advertising.

PEOPLE IN ADVERTISING:

When most people think of advertising, they imagine the copywriters and art directors who work for ad

Agencies. But the majority of people in advertising are actually employed by the advertisers.

Most companies have an advertising department, if it’s just one person.

The importance of the company’s advertising department depends on the size of the company,

the type of the industry it operates in, the size of its advertising program,

the role advertising plays in the company’s marketing mix, and most of all, the involvement of top management.

Many people are involved in company’s advertising function:

Company owners and top corporate executives make key advertising decisions.

Sales and marketing personnel often assist in the creative process, help choose the ad Agency.

Artists and writers produce ads, broachers and other materials.

Product engineers and designers give input to the creative process and provide information about

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competitive products.

Administrators evaluate the cost of the ad Companies and help plan budgets.

Clerical staff coordinates various advertising activities.

THE ADVERTISING BUSINESS:

HOW ADD AGENCY GET CLIENTS:

To succeed, ad agencies need clients. New clients come from personal contact with top management,

referrals from satisfied clients, publicity on recent successful campaigns, trade advertising, direct mail, or by

agency’s general reputations.

A. Referrals.

B. Presentations.

C. Networking and community relations.

D. Soliciting and advertising for new business.

CLIENT- AGENCY RELATIONSHIP:

A modern advertising agency offers specialized knowledge, skills and experience which are required to

product an effective advertising campaign. It has writers, Artists, Media experts, Researchers, Television

producers, account executives, etc.These specialists’ work together to understand fully the advertiser’s

requirements of an advertisement campaign, and develop suitable advertising plans and strategies.

By creating advertisements and delivering them through appropriate media, the agencies implement

advertising plans and strategies.

FACTORS AFFECTING CLIENT AGENCY RELATIONSHIP:

The following are the factors affecting the client-agency relationship.

A. Chemistry. B.Communication. C. Conduct. D. Changes.

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BASIC PRINCIPLES OF CLIENT-AGENCY RELATIONSHIP:

These principles are:

i. The agency alone is responsible for payment to the media.

ii. The agency doesn’t allow any cut from the commission received from the media to go to the client.

iii. The media do not discriminate amongst the agencies dealt with, and fallow a uniform policy for all

agencies.

iv. The media do not alter the advertising material without the prior consent of the agency.

THE COMMUNICATION PROCESS:

Communication is the social process by which two or more persons exchange views. The communication

between two persons that is and the receiver, will be termed individual communication, where there more than

two persons that is more than one sender or more than one receiver are involved, it is known as mass

communication.

Generally all electronic media channels comes under mass communication. As HY-tv is an electronic media

channel of infotainment, it is a mass communication.

The objective of media planning and advertising is to get the attention of more number of people. So most of

the ad-agencies and clients goes for electronic media.

The increase in viewership rate and development of technology opend the gates for ad-agencies to enter into

electronic media, simply we can say that emerging technology has changed the face off print and other media to

electronic media.

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SELECTION OF AN ADVERTISING AGENCY:

The following points should be considered for selection of an advertising agency.

1) First and foremost, the agency must known; previously unknown agencies are not preferred.

2) Secondly, the agency must have creativity.

3) Thirdly, the agency must have a sound track record, a good deal of experience.

4) Fourthly, the account executives must have ability to understand client’s problems.

5) Fifthly, the work they have produced for other clients does matter.

6) Sixthly, the personal equation of the client with the agency also matters.

7) Seventhly, their ability and presentation may make you opt for them.

8) Lastly, there are some unique considerations some prefer a small, some a medium, some a large agency.

OBJECTIVES OF ADVERTISING:

InformativeObjective of advertising is to inform its targeted audience/customers about introduction of new product, update or changes in existing products or product related changes, information regarding new offers and schemes. Informative advertising seeks to develop initial demand for a product. The promotion of any new market entry tends to pursue this objective because marketing success at this stage often depends simply on announcing product availability. Thus, informative advertising is common in the introductory stage of the product life cycle.

PersuasiveObjective of advertising is to increase demand for existing product by persuading new customer for first time purchase and existing customers for repurchases. Persuasive advertising attempts to increase demand for an existing product. Persuasive advertising is a competitive type of promotion suited to the growth stage and the early part of the maturity stage of the product life cycle.

ReminderThe objective of advertising is to remind customers about existence of product, and ongoing promotional activities. Reminder advertising strives to reinforce previous promotional activity by keeping the name of a product before the public. It is common in the latter part of the maturity stage and throughout the decline stage of the product life cycle.

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RESEARCH METHODOLOGY

Survey done on Ad agency, Clients and Audience directly on a one to one basis via a questionnaire by taking a

sample size on the basis of demographic segmentation.

SAMPLE SIZE:

Ad agencies : 10

Clients : 10

Audience : 200

RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. One can also define research as a scientific and

systematic search for pertinent information on a specific topic. It is the pursuit of truth with the help of the

study, observation, comparison and experiment.

RESEARCH DESIGN

Research design is actually the blue print of the research project and when implemented must bring out the

information required for solving the identified problems. The research design depends upon the depth and

extent of data required the cost and benefits of research, the urgency of work and the time available for

completing it. The research indicates the method of research (i.e. sampling etc) only.

Research design is mainly of three types:-

i. Exploratory Research

ii. Descriptive Research

iii. Experimental Research

35

Exploratory Research:

Exploratory study can be used to establish priorities. The major emphasis is on the discovery of ideas and

insights. It helps in formulating hypothesis for further research

Descriptive Research

The Descriptive study is typically concerned with the determining Frequency with which something occurred or

how two variables vary together. It is guided by an initial hypothesis.

Experimental Research:

Experimentation is defined as a process where event occur in a setting at the discretion of the experimenter and

controls are used to identify source of variation in the subjects

SAMPLE SIZE AND CLUSTER SAMPLING

Sampling may be defined as the selection of an aggregate or totality on the basis of which a judgment or

inference about the aggregate or totality is made. In other words it is the process of obtaining information about

an entire population by examining only a part of it. In most of the research work and surveys, the usual

approach happens to be to make generalization or to draw inference based on samples about the parameters of

population from which the samples are taken. The researcher quite often selects only a few items from the

universe for his study purposes. All this is done on the assumption that the sample data will enable to estimate

the population parameters. The items so selected constitute what is a technically called a sample, their selection

process or technique is called sample design and survey conducted on the basis of sample is described as sample

survey. Sample should be truly representative of population characteristics without any bias so that it may result

in valid and reliable conclusions.

Need for Sampling:

Sampling is used in practical for a variety of reasons such as:

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1. Sampling can save time and money. A sample study is usually less expensive than a census study and

produce result at relatively faster speed.

2. Sample may enable more accurate measurements for a sample study is generally conducted by trained

and experienced investigators.

3. Sample remains the only way when population contains infinitely many members.

4. Sample remains the only choice when a test involved the destruction on the item under study.

5. Sample usually enables to estimate the sampling error and thus assists in obtaining information

concerning some characteristics on the population.

Random sampling from Infinite Universe

Above paragraph deals with random Sampling, keeping in view the finite populations. But what about random

sampling in context of infinite population? It is relatively difficult to explain the concept of random sample

from an infinite population. However, a few examples will show the basis characteristics of such a sample.

Cluster sampling

Cluster sampling involves grouping the population and then selecting the groups or the clusters rather than

individual element6s for inclusion the sample. If the totally area of interest happens to be a big one, a continent

way in the sample can be taken is to divide the area into a number of smaller non overlapping areas and then to

randomly select a number of these smaller areas, (usually called clusters) with the ultimate sample consisting Of

all (or a sampling of ) Units in these small areas of clusters.

Cluster sampling, no doubt reduces cost by concentrating surveys in select clusters. But certainly it is less

precise than random sampling. There is also not as much information ‘n’ number of observations within cluster

as there happens to be inn randomly drawn observations. Cluster sampling is used only because of the economic

advantage it drawn possesses; estimates based on cluster samples are usually more reliable per unit cost.

Data collection Method

Data collection is an elaborate process in which the researcher makes a planned search for relevant data. Data

can be classified as primary and secondary data.

Primary Data

Primary data is a data gathered for the first time by the researcher.

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Collection of primary data task is demanding and requires a lot of technical expertise. Primary data can be

collected in marketing by three basic methods-

o Survey Method

o Observation Method

o Experimental Method

Survey is the most commonly used method of primary data collection in the marketing research. Various kinds

of survey techniques are.

a. Personal interview

b. Telephone Survey

c. Mail Survey

The instrument used in personnel interview is questionnaire.

Secondary data

Secondary data means data that are already refer to the data which have already collected and analyses by

someone else. When the researcher utilizes secondary data that he had to look into various sources from where

he can obtain them. In this case he is certainly not confronted with the problems that are usually associated with

collection of original data.

Various books, magazines and news papers.

Reporters and publication of various businesses.

Reports prepared by research scholar and in different fields.

Records and statistics data.

The following characteristics must be possessed:

1. Reliability of data

2. Suitability of data

3. Adequacy of data

Selection of appropriate method for data collection

The following factors must be considered:

1. Nature scope and object of enquiry.

38

2. Availability of funds.

3. Time factor.

4. Precision required.

INTERVIEW METHOD

In the interview method of collecting data involves presentation of oral/verbal stimuli and reply in terms of

oral/verbal responses. This method can be used through the interviews and if possible, through telephone

interviews.

Personal interview

Personal interview method requires a person know as the interviewer asking questions generally in a face to

face contact to the other person or persons. (At the time the interviewee may also ask certain questions and

interviewer responds to these, but usually the interviewer initiates the interview and collects the information)

This sort of interview may be in the form of direct personal investigation or it may be indirect oral investigation.

In case of direct personal investigation the interviewer has collect the information personally from the sources

concerned. He has to be the spot and has to meet people from whom data have to be collected. This method is

particularly suitable for intensive investigations.

The method of collecting information through personal interviews is usually carried out in a structured way. As

such we call the structured interviews. Such interviews involve the predetermined questions of highly

standardized or recording. Thus, the interview in a structured interview follows a rigid procedure laid down,

asking in a form of order prescribed

TYPE OF QUESTIONNAIRE

Collection of Data through Questionnaires

39

This method of data collected is quite popular, particularly in case of big enquiries is being adopted by private

individuals research workers, private and public organizations and even by government in this method a

questionnaire is sent to the concerned with the research answer the questions and return the questionnaire, a

questionnaire consists of number of questions printed or typed in a define order an form of a forms .The

questionnaire are mailed to respondents who are expected or read and understand the questions and write down

the reply in the space meant for the purpose in the questionnaire itself. The respondents have to answer the

questions on their own.

The method of collecting data by mailing the questionnaires to respondents is most extensively employed in

various economic and business surveys. The merits claimed on behalf of this method are as follows:

1. There is low cost even when the universe is large and widely spread geographically.

2. It is free from the bias of the interviewer, answers are in respondents own words.

3. Respondents have a adequate time to give well thought out answers.

4. Respondents, who are not easily approachable, can also be reached conveniently.

5. Large sample can be made use of and thus the result can be made more dependable and reliable.

Selection process

1. Type of Objective : Descriptive

2. Type of data collected : Primary

3. Research Approach : Survey Method

4. Contact Method : Individual

5. Sample Size : 200 Audiences

6. Sample Area : Around Hyderabad.

7. Research Instrument : Questionnaire

8. Type of Questionnaire : Structured and Undisguised

40

QUESTIONNAIRE FOR AD AGENCY:

A. How will you get more clients?

1. Reputation

2. Reference

3. Personal contacts

4. Past Record

B. How will you design an advertisement?

1. By Product

2. By Brand name

3. Client’s demands

4. Target audience

C. How will you select media vehicle?

1. By Product

2. By Brand name

3. Client’s demand

4. Target audience

5. Depending on Budget

D. Which type of media vehicle would you prefer most of the times?

1. Electronic media

2. Print media

3. Radio

4. Other media

E. Which type of electronic media vehicles you prefer?

1. Entertainment

2. Infotainment41

F. How will you select particular media vehicle in electronic media?

1. TAM rating

2. Personal relationship

3. Clients demand

4. Negotiations

G. Do you have media planner and media buyer separately?

1. Yes

2. No

QUESTIONNAIRE FOR CLINTS:

A. How will you select the Ad agency?

1. Reputation

2. Reference

3. Personal contacts

4. Past Record

B. How you would like to design an advertisement?

1. By Product

2. By Brand name

3. Ad agency suggestions

4. Target audience

C. How will you select media vehicle?

1. By Product

2. By Brand name

3. Target audience

4. Depending on Budget

D. Which type of media vehicle would you prefer most of the times?

1. Electronic media

2. Print media

3. Radio

4. Other media

42

E. Which type of electronic media vehicles you prefer?

1. Entertainment

2. Infotainment

F. How will you estimate the standards in electronic media?

1. TAM rating

2. Personal relationship

3. Audience Survey

4. Research institutions

G. How will you decide the Frequency?

1. By Product

2. By Brand name

3. Target audience

4. Depending on Budget

5. Depending on Competitors

QUESTIONNAIRE FOR AUDIENCE:

1. Do you have TV in your home?

1. Yes

2. No

2. Which kind of channels would you like to watch?

1. Infotainment channels

2. Entertainment channels

3. Which kind of programs would you prefer to watch?

1. News

2. Movies

3. Serials

4. Sports

4. Would you watch TV regularly?

1. Yes43

2. No

5. How much time you will spend in watching TV?1. 2 hours/day2. 3 hours/day3. 4 hours/day4. More than 4 hours

6. At what time you feel comfortable in watching TV?

1. Morning time

2. Afternoon time

3. Evening time

4. Night time

7. Which language channels generally you prefer?

1. Telugu

2. Hindi

3. English

4. Others

8. How you feel about the advertisements in TV channels?

1. Good

2. Bad

3. Disgusting

4. Nothing

9. Would you switch over the channel when advertisement comes?

1. Yes

2. No

10. Do you think creative ads can attract the audience?

1. Yes

2. No

11. How many ads you watch every day?

1. Four

2. Five

3. Six

4. More than six

12. How many of them can you remember while buying the product?

44

1. Very few

2. Few

3. All

4. No one

ANALYSIS AND INTERPRETATION

* Out of 200 Audiences only 160 are responded to the

questionnaire.

1. Which news channel do you like to watch?

45

TV9 42

ETV 2 35

TV5 27

NTV 23

I News 18

Others 15

TIME Respondents in (%)

Night 50%

Morning 25%

Mid day 12%

Evening 13%

TV9 ETV2 TV5 NTV I NEWS

OTHERS

0

5

10

15

20

25

30

35

40

45

2.Which part of the day you watch more time?

46

50%

25%

12% 13%Night

Morning

Midday

Evening

47

3. What is your preference in watching news channel?

* one point is given for each person opinion

Content Brand name Quality Others0

10

20

30

40

50

60

70 65

45

37

13

Interpretation:

When asked the respondents about the purchasing preference in ice-creams

1st preference they given for content with 65 points.

2nd preference they given for brand name with 45 points.

3rd preference they given for Quality with 37 points.

4rt preference they given for others with 13 points.

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Attributes Total ranking points Ranking preference

Content 65 1st

Brand name 45 2nd

Quality 37 3rd

Others 13 4th

4. How do you feel about the Programs of HY TV?

Interpretation:

When asked the respondents about the satisfactory levels- 48% of the Customers

Feel Reasonable, 20% of the customers feel highly satisfied, 28% of the customer

Feel Low, 4% of the customer feel Very Highly satisfied.

49

Satisfaction level Respondents in (%)

Very high 4%

High 20%

Reasonable 48%

Low 28%

Opinion on HY

TV

Respondents in (%)

Very good 10%

Good 24%

Average 66%

5.What is your opinion on the HY TV?

50

Opinion on HY TV Respondents in (%)

Very good 10%

Good 24%

Average 66%

6.Which Type of Programs you like more?

51

Programs Respondents in (%)

Serials 29%

Sports 17%

Current

affairs

(News)

37%

Movies 17%

7. What is your opinion on the availability of HY TV in DTH setup box?

Interpretation:

When asked the Customers about the Availability of HY TV-

1. 20% of the people responded for frequently available,

2. 41% for rarely Available in the market,

3. 12% for Very frequently available,

4. 27% of the people responded for not available.

52

Opinion on the

availability

Respondents in(%)

Very Frequent 12%

Frequent 20%

Rare 41%

Not Available 27%

8. Will you suggest your friends, Relatives, Neighbors to watch HY TV?

Suggest No of Respondents

(%)

Yes 55%

No 45%

Interpretation:

From the respondents opinion –

55% of the customers are like to suggest this Channel to their friends, relatives, neighbors, But 45% of the

respondents are not like to suggest this channel to theirfriends,relatives, neighbors.

53

9. Are you looking for new Creative programs?

Interpretation:

1. 28 % of the respondents are satisfied with the Available Programs,

2. 72% of the respondents are asking for new Creative programs

54

New Programs No of Respondents

(%)

Yes 72

No 28

10. Can you recall punch line of “HY TV”? (Feel the pulse)

Recall punch line No of Respondents in (%)

No 79%

Yes 21%

Interpretation:

The study shows that 21% of the respondents were able to recall the Punch Line of HY TV, But 79% of

respondents are responded for No for Recall the Punch line of HY TV.

55

SUGGESTION

1. It has been observed from the study is that more importance is given to Place the channel at cable

operators, MSO and ISO. But failed to create awareness among the people about the channel, when

survey is done most of the people responded that they don’t know about the channel.

2. Next to the Distribution, brand name is plying important role in even though HY TV belongs to a big

group, it is failed to put its brand name in Audience mind.

3. It has been observed that most number of respondents don’t aware of the available programs of HY TV.

So advertisement should be based on the programs.

4. In most of the rural areas HY TV is not available. So improve the distribution channels in the rural

areas.

5. It is more important to attract MSOs to improve the distribution levels, as a newly launched channel first

of all increasing distribution is a big task, because operators will demand more money to place the

channel.

6. Introduce more number of varieties in the Programs and increase the duration of existing successful

programs to attract the Audience.

7. The competitors are providing special programs on hot topics like IPL, Elections, Top educational

institutions etc. HY TV is not too good in these types of programs.

8. As the level is main competitors in media industry, there is a need to focus on competitor analysis and to

take decision to get competitive advantage.

56

LIMITATION

Non - availability of secondary data compelled me to start from the very minute information .

This Survey was done in few areas of Hyderabad such as Metro Water Works Road, CBI Colony,

Banjara Hills,Nampally station road. Thus it will not give the clear picture and the above given statistics

may vary.

Limited database and short time span for the project

Lack of professional approach since researchers are student

57

CONCLUSION

1. On the basis of analysis, respondents given first preference to Content, so to attract the audience good

content should be there.

2. On the basis of analysis, it is found that its competitors are using new strategies to attract audience but

HY TVis lagging behind in creative advertising.

3. Most of the people are not aware of the HY TV.

4. Ad agencies look for TAM ratings to give Ads but HY TVhave not subscribed to TAM yet.

5. Very few number of respondents responded that they are satisfied with existing programs; more number

of respondents are looking for creative programs.

7. The Audience wants to improve the distribution channels in the rural areas also.

8. Nearly 80% of the Audience are unable to recall the punch line (“feel the pulse”) of HY TV.

58

BIBLIOGRAPHY

Books referred

1) Principles of marketing ---------- Philipkotler& Gray Armstrong

2) Consumer behavior ------------ Leon.G.Schiffman

Leslie Lazar Kanuk

3) Marketing research ----------- G.C.Beri

4) Modern advertising management---- J.N.JAIN, P.P.SINGH

Journals ‘n’ Magazines

Business World

Business Today

Advertisement ‘n’ Marketing

Websites:

www.thesmartmanager.com

www.network18.com

www.indiainfoline.com

www.trends-in-newsrooms.org

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