Zee Project

SUMMER TRAINING REPORT
MARKET RESEARCH FOR ZEE NEWS AND COMPARIETIVE STUDY WITH

OTHER NEWS CHANNELS
ZEE NEWS
A report submitted towards the partial fulfillment of the

Requirement of the two years fulltime Post Graduate
Diploma in Business Management
Submitted by:
JITENDER LATHER (2K71A19)
(PGDM, 2007-2009)
ASIA PACIFIC INSTITUTE OF MANAGEMENT

3 & 4 Institutional Area, Jasola,
New-Delhi
ASIA PACIFIC INSTITUTE OF MANAGEMENT 1

Acknowledgement
I wish to express my appreciation and thanks to all those with whom I have had the
opportunity to work and whose thoughts & insights have helped me in furthering my
knowledge and understanding of the subject.
Every page of this report reminds me about the moral support and guidance that was
bestowed on me by the respected Guide, professors, friends and family members
throughout the duration of the project.
My sincere gratitude goes to my Project guide Mr. Rohit kumar, Assistant vice president,
Marketing, Zee News, Noida, Mrs. Avantika and Mr. Anil without whose valued
guidance, encouragement and inspiration the presentation of this project would ever have
been possible. I also indebted to my marketing faculty Mrs., Piali Haldar,for giving me
valuable initial guidance for the project.
Last but not the least I would like to express my gratefulness to my institute and my
faculty members of Asia Pacific Institute of Management, New Delhi for guiding me
through out the project.
I am also grateful to my Parents and my friends, my sister for their encouragement.
I am unable to mention many others who have helped me greatly but it gives immense
Pleasure to appreciate and thanks all those without whose encouragement and help this
Project would never have been completed.

Preface
This dissertation has been prepared as a partial fulfillment of PGDM curriculum (two
years) approved by AICTE, MINISTRY OF HRD, GOVT. OF INDIA from ASIA
PACIFIC INSTITUTE OF MANAGEMENT, NEW DELHI. It consists of findings and
analysis of the survey conducted by me on the topic “market research for Zee news and
comparative study with other news channels” in New Delhi.
The survey was conducted for CS +15 in north Delhi.
This report also includes the conclusion of the survey and the suggestions based on the
findings. The duration of this study was eight weeks and it was confined to New Delhi.
The study was conducted under the auspicious of Noida office of Zee news.

CONTENTS
Topics Page No.
--------------------------------------------------------------------------------------------
Certificate 2-4
Acknowledgement 5
Preface 6
Chapter 1: The Organization 9-12
• Objective
• Scope
• Rationale
Chapter 2: An overview media and entertainment industry 13-17
Chapter 3: About Zee group ,Zee News , 18-29
Out door media

Chapter 4: Research Methodology 30-31
Chapter 5: Questionnaire 32-68
SWOT analysis
Recommendation
Chapter 6 :
• Executive Summary 69-76
• Bibliography
• Appendix
• Questionnaire

[CHAPTER 1]
Introduction

Objective of my project
Primary objective:-
Check brand perception of Zee News with respect of competitor and understand
viewership pattern of Zee news.
Secondary objective:-
Study of out door branding and Impact on market.

SCOPE
One-third of all television channels in India are news and current affairs, About 44 news
channels in Hindi, English and regional languages beam into 71 million homes with
access to cable and satellite TV.
The business of news channels continues to grow at 8-10 per cent annually. The growth
has helped small and medium advertisers to advertise them in a better way.
.About 10-12 per cent of total advertising money spent on television goes to news
channels. In 2007 news channels generate about Rs 700 crore (Rs 7 billion) in advertising
revenues, compared to Rs 620 crore (Rs 6.2 billion) in 2006, according to industry
sources.
In 2007-08, around five more news channels are expected to be launched, attracting
investments worth about Rs 400-500 crore (Rs 4-5 billion). INX Media and BAG films
are among those who are ready to launch news channels. So market of news channel is
very competitive and it is expanding very fast.

RATIONALE
As far as rationale is concern, my summer project in media was such a great opportunity
for me to know about T. V. media at Zee news.
Now a day’s media is one of the fastest growing sectors. Some people call media fourth
pillar of our democracy and news is just like food is needed to live so. It is the nutrition
for the brain to live in the society. I have a huge interest in media industry; I believe
doing this project will definitely add advantage for my corporate life.
According to pitch bureau though news channel have 6% viewer ship but it’s share is
22%, which is highest among all genre.

[CHAPTER 2]
Overview on M & E Industry

An Overview: Media & Entertainment Industry :
 The Indian Entertainment and Media Industry have out-performed the Indian
economy and is one of the fastest growing sectors in India. It is rising on the back
of economic growth and rising income levels that India has been experiencing in
the past years. This is significantly benefiting the entertainment and media
industry in India as this is a cyclically sensitive industry and it grows faster when
the economy is expanding.
 An added boost to the entertainment and media industry in India is from the
demographic point of view where the consumer spending is rising due to
increasing disposable incomes on account of sustained growth in income levels
and reduction of personal income tax over the last decade.

 Other than the demographic and economic impetus provided by the Indian economy
that is helping the entertainment and media industry to grow at this rapid face, there
are several other factors, which are contributing to this high growth rate. Some of
these are Low Media Penetration in lower socio-economic classes.
 Table below gives the media penetration in various segments of the E&M Industry
today. As would be evident, the media penetration is varied across segments and
across the socio-economic classes. A common factor, however, across the segments is
the fact that though the media penetration is lower in lower socio-economic classes,
in terms of absolute numbers, the penetration is much higher in these classes. Hence,
efforts to increase the penetration even slightly in these lower socio-economic classes
are likely to delivery much higher results simply due to the higher numbers

 Indian Advertising spends, as a percentage of GDP is only 0.34 per cent, which is
way below the percentages for both developed and developing countries. This
provides an immense potential for growth in since advertising revenues are key to
every segment in the Indian entertainment and media industry. Even if India were to
reach the global average, the advertising revenues generated would almost be equal to
the current advertising revenues, which are estimated at about US$ 2.5 billion for
2005 fiscal.

 ROOT WHICH GENERALLY USED IN ‘C & S’ SIGNAL TOO REACH CONSUMER

[CHAPTER 3]
Zee group, Zee news & Out door media

ABOUT ZEE
MISSION AND VALUES
 Mission Statement
To be the leading round the clock airtime properties provider, delighting the viewers on
one hand and providing value to the advertisers for their time and money on the other.
To establish the company as the creator of entertainment and infotainment products and
services to feast the viewers and the advertisers. Through these services, zee intends to
become an integral part of the global market. As a corporation, zee tries to be profitable,
productive, creative, trend setting and financially rugged with care and concern for all
stake holders.
 ZEE Values
 Customer Focus
Our Company's strategies are driven by the needs of the customer. Our success can be
measured by the satisfaction achieved by our customer

 Excellence
We accord a high premium to maintaining superlative standards throughout our
Company. We encourage our employees to come up with smarter ideas within the fastest
possible time
 Creativity
 Integrity
We observe strict ethical standards through editorial independence and creative
expression, in order to earn the trust of our viewers and subscribers
 Growth Driven
We are committed to delivering consistent revenue and cash flow growth in order to
provide our shareholders a good return. Our objective is to grow our people, market and
businesses around the world

 MILESTONES ZEE NEWS
 First Zee news bulletin started at 1993.
 1994 it started its first morning and evening news bulletin.
 1999 it became first 24 hr news channel.
 It was the first pay news channel.
 Its 72% revenue comes from advertising which is main source of income and as it
is paid channel its 25% of revenue comes from subscription.

Zee News in new look
 Zee News has unveiled its new positioning with the focus on ‘ bringing life to Hindi
journalism on television’. From the earlier tagline of ‘ haqeeqt jaisi khabar vaisi’ the
channel has now progressed to a more contemplative mode with ‘ Zara sochiye ’.

 With a tag line of "ZARA SOCHIYE" ZEE NEWS the 24 hr. Hindi news channel
from the Zee group of network has been ever since on a quest to bring out of truth.
This is the channel belief that has been the guideline force in the dedication and
Integrity of Zee news n reporting un biased news. As a socially responsible news
channel. Zee news has dared to walk a different path to bring the truth out even if it
means staying away from the hype and trivial sensationalism. Zee news globally has

spread across most of Asia 'middle east ‘Europe and America and has carved a unique
position for itself in the global media space. The wide network of Zee news stretches
out of more than 60 countries worldwide. Largest nationwide network of reporters
and stingers connected through advance communication links.
 Zee News programming is content driven and covers all genres with hard-hitting
news to social service programming fro crime related news to glamour to sport news.
The content driven programming at Zee News is perhaps what differentiates from the
rest.
 The channel has always been consider as a pioneer and leader in the field of
investigative journalism, with programming that go dipper and far beyond the usual
news and current affair programs.
 Some new renowned faces are also added like.
1) Punya parsoon bajpai former channel head of sahara samay joining as consulting
editor.
2) Manisha priyam (D.U. professor &London school of economic graduate)
appointed as public policy advisor.

3) Anupam gosawami (business journalist) joined as consulting editor as business
news.
4) A top retired cop as advisor on public safety issue.
 The most distinct news capsule, which only Zee News has, is news top 10, which
packs in 60 nuggets from all spheres in 30 minute.
 The revamp and new look channel would return to hard core serious news with focus on
reporters and reporting, heralding the comeback of channel’s news properties. As well as
weekly news shows ‘ Inside Story ‘, an investigative program and ‘Special
correspondent,’ a hardcore program on field reporting, would be back on channel.
 Zee News added four new properties
1) Halla bol: a reporter based weekly show (soft investigative program on public
issue).
2) Kahiye Janab: a talk show featuring vip (hosted by swati chaturvedi).
3) Manthan : daily religious and spiritual wellness program
 Some program are renamed and revitalized as
1) Bole To Bollywood renamed as Zee Multiplex to give it a modern touch.
2) Miyan biwi or TV renamed as House Arrest -Serial ki Grifat mein
3) Bachke Rehna (astrolog) will have a new face in the form of tarot card reader
ruchira along with astrologer sandeep kocher.

 This repositioning activity took almost five-month time. It includes all activity as content
to support news and look.
 The promotion value of the campaign is about Rs. 15 cr.
 Through barters and tie –ups it restricted itself from cash burn to a negligible amount.
 Bates David Enterprise is the creative agency for zee news.
 Media plan done by newspapers and hoarding.
 A TVC was running on air to promote the changes that had been announced by Zee
News.
 In India, exposure to print advertising in addition to television produced higher
advertising recall. It mean, if we use both way to advertise it will give great recall value
to target audience and by using both ways Zee News try to show its greater knowledge
of brand properties.
RADIO CHANNEL
i. BIG FM Mumbai & delhi
It is no.3 radio channel in mumbai (market share).
MAGZINES
i. INDIA TODAY D.S. Eng./Hindi
ii. CHITRALEKHA D.S. Eng./Hindi

iii. MAGNA PUBLICATION D.S. ALL PUBLICATION
STARDUST
iv. MEERA PUBLICATION D.S. ALL PUBLICATION
SWAGAT
v. SPICEROWE (JET AIRWAYS) D.S.
NEWS PAPERS:
i. Business Standard Half page color
ii. Danik Jagaran Back page full
iii. Danik Bhaskar 100 cc
iv. Nav bharat Maharashtra & M.P. Full page
T.V.
i. All the zee network channel gives add of Zee News repositioning and
ii. Traffic jam activity done by Zee group on all Zee channels at 9.56 to 10.00
pm on all Zee network.
iii. One week before all group channels started showing Zee news promo.
OUT DOOR MEDIA
 Over the past few years, the outdoor advertising industry has evolved into a
rejuvenated media force to be reckoned with that's poised to compete aggressively in

the 21st century media fray. While many traditional media segments have struggled to
remain competitive in a period of economic strife, the outdoor industry has remained
relatively unscathed and solvent due in large part to the strength of local sales as both
national and regional brands have shifted a significant portion of advertising dollars to
grassroots promotions.
 Outdoor offers outstanding value for the Rupee and a myriad of ways to ratchet up
exposure. Whether matched with other media to extend reach or used extensively on its
own to saturate a market, outdoor can't be beat. Its ubiquitous presence insures that
when a consumer is ready to purchase, the brand is top of mind. Today it seems,
consumers are in a hurry and outdoor provides quick and concise information to help
individuals make rapid purchase or decision-making. Outdoor surrounds consumers
with ubiquitous presence offering media choices that suit every target audience,
geography and strategic plan. Outdoor is a comprehensive mix of effective media
delivery mechanisms that reach people in their cars or on subways, in airports and malls
or in any number of growing outdoor media settings. Outdoor is roadside, outside and
inside, above and below ground and on the move.
 The wide range of outdoor media advertisements comprises of hoardings, posters,
banners, road shows, trade shows, kiosks, wall paintings, and signboards among others.
 The outdoor medium today constitutes 10 per cent of the media mix, up from around
three per cent five years ago

Few uses/benefits of Outdoor Advertising:
1) Outdoor Advertising is available 24
2) Rapid Build up of Awareness - Quick return on advertising investment
3) Media Mix Reinforcement - Fills the gaps left by all other forms of media
4) Cost Efficiency - Low cost per thousand
5) Specific Market Penetration - Minimizes wasted exposure
6) Directional Support - Reaches audience while they are in the marketplace
7) Dominant Market Presence - Your message is larger than life
8) Continuity over purchase cycles - Cannot be turned off or put down
9) Flexibility and Mobility - Customized programs to obtain advertising goals
10) Quick Placement
11) Co-op advertising support
12) Visual excitement and impact - Big, bold and demands your attention
Ways in which Zee News use out door media in it’s repositioning
1. Rail displays: Four metros were hired where Zee news display and other
promotional activity done.

2. Shopping mall displays: All fun republics in Delhi flexes and standees were
installed.
3. Terminal Displays: many public utilities, road crossing and traffic light are
hired.
4. Exterior Airport displays flexes are hanged near by air port road
5. Truck/Mobile Displays 4 hydraulic mobile van hired for one month which will
make round in Delhi and will create awareness for channel

[CHAPTER 4]
Research Methodology
RESEARCH METHODOLOGY
 The data used for the study had primary and secondary character to it. The primary data
was collected through questionnaire method. The secondary data were composed
through the reference of books, websites and magazines . The procured data was
analyzed by a simple percentage method and the results are supported with graphs and
charts

(1) Primary source:
- I also prepared a small set of questionnaire for common cable and
satellite users for some important information regarding News
channels and their perception relating to them. Their individual
opinion and their expectation from news channel. So I have selected
exploratory research as have a clear idea of problem that I may
encounter during the project.
- Exploratory research helped me to develop concept more clearly
establish priorities, develop operational activity and improve the
final project report.
(2) Secondary source:
- Websites of TAM media research, exchange4media&zeenews, their
group & other websites like Google are to be used as the source of
secondary data collection.
-Magazines: Pitch, Impact
-Newspaper.

[CHAPTER 5]
Questionnaire, Analysis & Interpretations
QUESTIONNAIRE DESIGNING
 A good questionnaire must be concise, focus, easy to understand language.
Questionnaire should be designed as per the objective to get right feedback. A
questionnaire has a mix of following 4 major scales, which help us in analyzing the
attitude of the people. The scales are Nominal, Ordinal, Interval and ratio scale.

1. NOMINAL SCALE:
This type of scale is mostly used in the opening so that respondents feel easy in
answering. This scale helps in mutually exclusive classification of units i.e. there is no
case of may be in this.
2. ORDINAL SCALE
This type of scale is used for knowing a relativity of a unit as this includes ranking and it
is a type of comparative scale as respondents mainly compare the parameters and then
rank accordingly.
3. INTERVAL SCALE
This type of scale is of non-comparative in nature here respondents mainly rate the
parameters by their individuality and not comparing it with others.
4. CONSTANT SUM SCALE
This scale is used to know the quantum of the preference i.e. a respondent will say that
he/she buys branded products or non-branded products but in what percentage? is a big
question, this scale helps in knowing the quantum.
ANALYSIS
Analysis based on the information collected from questionnaire interview in North Delhi
. My sample size was 100. To have an in-depth analysis lets start with the question-wise
analysis:
There were 27 questions in my questionnaire from that I get these results.

All of my T.G. was cable and satellite users and over 15 year age.
Q 1. How many members in your family?

From this chart we can easily under stand that in north Delhi 68% live in nuclear family.
Q2. How much time you spend on television?

From this chart it is known that 28% people watch television for 0-2hrs., 41% people
watch television for 2-4hrs., 24% people watch television for 4-6hrs. , 7% people watch
television for >6hrs.

Q 3. How much time you spend watching news channel?
The result shows that 66% people give <1 hrs. to watch news channels,24%
people give 1-2 hrs .to watch news channels,6% people give 2-3 hrs .to watch news
channels,4% people give >3 hrs. to watch news channels.

Q 4. Which channel you prefer watching?
As the result shows 40% people prefer watching aaj tak, 19% people prefer watching star
news, 3%people prefer watching India tv,15 % people prefer watching zee news, 19%
people prefer watching ndtv, 4% people prefer watching ibn 7.

Q 5. Rank the programme according to your preference?
entertainment
13%
interviews
sports entertainment
30%
2% sports
current affairs
religious crime base
1% religious
crime base interviews
current affairs
4%
50%
The chart shows that 50% people prefer current news, 30 % people prefer interviews, 13
% people prefer entertainment, 4 % people prefer crime base,
2 % people prefer sports news, 1% people prefer religious program / news on news
channel.

Q 6. do you watch Zee news ?
From this chart it is known that 70 % people watch zee news and 30% people don’t watch
zee news.

Q 7. What do you find good in those channel that zee news lack?
According to response 45 % people says zee news lacks in presentation style, 9% people
says zee news lacks in showing correspondent news, 18% people says zee news lacks in
to make news interesting, 9% people says zee news lacks in quality news, 17 % people
says zee news lacks in giving or showing variety of news.

Q 8. Have you observed any change in Zee news in last one month?
According to response 35% people said yes they observed changes in last one month.63%
people didn’t observed any change in zee news, 2% people didn’t give any response.

Q 9. What major changes you observed in Zee news?
The chart shows that 25 % people (71.42% people out of those who observed changes)
observed logo changes. 10% people (28.58% people out of those who observed changes)
observed program name and content changes in zee news.

Q 10 where do you came to know about repositioning of Zee news?
The chart shows that 3% of people (8.57% out of 35 who observed changes) get to know
from news paper, 21% of people (60% out of 35 who observed changes) get to know
from hoardings, 6% of people (17.14% out of 35 who observed changes) get to know
from internet, 5% of people (14.20% out of 35 who observed changes) get to know from
news paper,

Q 11. Do you like the new look of Zee news?
The chart shows that all the 35 people (100% of 35 people who observed changes) like
changes.
Q 12. Where do you place Zee news?

The chart shows that 62 % people place Zee News as an informative news channel, 12 %
people place Zee News as an entertainment news channel, and 5% people place Zee
News as an educational news channel. 19 % people place Zee News in other category
news channel.
Q 13. How do you Zee news on a scale of 1 to 5?

How do you rate Zee news on a scale of 1 to 5.
40
30
Frequency
20
10
0
poor below average average good excellent
How do you rate Zee news on a scale of 1 to 5.
97 people give response to this question 5% people put zee news in excellent category,
33% people put zee news in average category, 30% people put zee news in good category,
23% people put zee news in below average category, 6% people put zee news in poor
category.
It means 68% people in north Delhi put zee news in above category.

How much would you rate Zee news out of 1-5 scale?
Valid 97
Missing 3
Mean 3.0515
Median 3.0000 From above
Mode 3.00 statistics 97
people who response this question give average 3.0515 no. Out of 5. Which should be
assigned by them.

Q 14 How much would you rate new look of Zee news out of 1 to 5 scale?
Only 35 people who observed changes give response to this question.
The chart shows that 16 out of 35 (45.71% people) rate Zee news in good category ,14
(40% people) rate it in fair category ,4 out of 35(11.42%) rate it in average category .1
(2.85% people) rate it in excellent category.

How much would you rate new look of Zee news out of 1-5 scale?
N Valid
35
Missing
65
Mean
3.4000
Median
3.0000
Mode
4.00
Mean value increases from (3.0515) before launch to after launch (3.400) which shows
people response is increasing after repositioning.

Q 15Do you think anchors in news channel really affect viewership?
As shown in the chart 90% respondents say yes, anchors really affect viewer ship in news
channel.

Q 16 do you find any change in the quality of Zee news after it’s repositioning ?
As the chart show 6 out of 35(17.14%) who observed changes say yes news quality
improved. 29 out of 35 (82.85%) say no, they don’t feel any improvement in news quality
after repositioning.

Q17. What do you think the frequent repositioning of Zee news made any impact on
you?
what do you the frequent relaunch of Zee news made any impact on you?
100
80
Frequency
60
40
20
0
positive impact negative impact
what do you the frequent relaunch of Zee news made any impact on you?
As chart shows only 18 % people say frequent repositioning of Zee news give positive
impact rest 82 % people says it don’t affect or it give negative impact.

Q 18 Rank news channel according to preference?
STAR NEWS
8% 7% 15% AAJ TAK
13% IBN 7
NDTV
7%
50% ZEE NEWS
INDIA TV
According to chart 50% people give preference to aaj tak , 15% star news, 13% ndtv , 8%
Zee news , 7% India tv &7 % for ibn 7.

Q 19 CHI-SQUARE ANALYSIS
CHI-SQUARE between people liking interviews in news channel and what they
want to see in Zee news (7f& 14) type of coolers and brand of coolers that we buy
Ho: people don’t want interviews program in news channel
H1: people want interviews program in news channel
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 23.510(a) 15 .074
Likelihood Ratio 25.006 15 .050
Linear-by-Linear
4.950 1 .026
Association
N of Valid Cases
98
Chi-square value=23.510
Degree of freedom =15

As we get the value from the table, it comes out to be 22.31, at 90% significance level ,
and our value will fall in rejection region so we reject the null hypothesis, Ho and accept
H1.
Acceptance region
Rejection region
22.31
But at 95% significance level table value will be25.00 and our value will fall in
acceptance region so at 95% level of significance Ho will be accepted.
Acceptance region
Rejection region
25.00
It means I am 90% sure that people want interview programme in news channel

Q20 CHI-SQUARE between people thinking upon time-to-time repositioning of Zee
news and image of Zee news?
Ho: frequent repositioning of Zee news makes impact upon people mind.
H1: frequent repositioning of Zee news don’t make any impact upon people mind
Chi-Square Tests
Asymp. Sig. (2-

Value df sided)
Pearson Chi-Square 6.779(a) 4 .148
Likelihood Ratio 8.506 4 .075
Linear-by-Linear
.000 1 .985
Association
N of Valid Cases
97
Chi-square value = 6.779
Degree of freedom = 4

As we get the value from the table, it comes out to be 6.74, at 85% significance level, and
our value will fall in rejection region so we reject the null hypothesis, Ho and accept H1.
Acceptance region
Rejection region
6.74

Q 21 Is there any correlation between Zee news anchors and where people want
improvement in Zee news?
Do you think
anchors in What do you
news channels find good in
really affect those channel
the that Zee news
viewership. lacks.
Do you think anchors in Pearson Correlation 1 .100
news channels really Sig. (2-tailed) .329
affect the viewership. N
99 97
What do you find good in Pearson Correlation .100 1

those channel that Zee Sig. (2-tailed) .329
news lacks.
N
97 98
There is a positive correlation (.329) between anchors in news channel and lacking in zee
news, which affect its viewer ship.
It directly indicates that people want to see improved anchor presentation in Zee news.

SECONDARY DATA
It is provided by TAM media research (Television Audience Measurement).
A joint venture company between AC Nielsen & Kantar Media Research/ IMRB, TAM
Media Research is India’s only and Asia-Pacific’s largest TV Viewer ship analysis firm
of India.
Nielsen offers an integrated suite of market information gathered from a wide range
of sources, advanced information management tools, sophisticated analytical systems and
methodologies, and dedicated professional client service to help our clients find the best
paths to growth
KMR Group is a one-stop shop for supplying for marketing and media information at
local, regional and global level. KMR Group companies combine the best people with the
latest technologies to deliver:

Audience measurement
Audience measurement is any method of measuring how many people are in an audience,
Method
Electronic people meter
The People Meter is a “box” — about the size of a paperback book — that's hooked up
to each television set and is accompanied by a remote control unit. Each family
member in a sample household is assigned a personal viewing button, which is
matched to that person's age and sex. Whenever the TV is turned on, a light flashes on
the meter, reminding viewers to press their assigned button and to indicate that they're
watching television. Additional buttons on the People Meter enable guests who are also
watching to participate in the sample by entering their age, sex and viewing status into
the system. A British company called Audits of Great Britain invented it
In the early years of people meter it worked by identifying the frequency of the
VHF/UHF channel being watched on the TV set. These meters were called 'frequency
based meters' and need a probe to be inserted in the tuner of the TV being measured.
This system became obsolete when satellite broadcast (DTH) became popular and
viewers started to get their own satellite decoders. In this case the TV channels were
selected on the decoders and inserting a probe in them become difficult and worse,
these couldn't measure digital broadcast.
Later an Audio/Video encoder is installed. This device imprints special signaling into
the video and audio signals of that entity. At the home, a device is installed that allows

the panelist and their family to log in and out of a TV set, allowing the meter company
to develop ratings data for that market.
Ratings points
TVR
One single television ratings point (or TVR) represents 1% of viewers in the surveyed
area in a given minute
GRPs
Gross rating points (GRPs) are chiefly used to measure the performance of TV-based
advertising campaigns, and are the sum of the TVRs.
The GRP of a campaign is equal to the percentage of people who saw any of the spots,
multiplied by the average number of spots that these viewers saw.

Television Rating Point
TRP means most widely watched TV program. TRP rating list is the ranking list of
popular TV programs released by INTAM every week.
Ratings/share and total viewers

Share is the percentage of television sets in use tuned to the program.
For example, a show as receiving a 9.2/15 during its broadcast, meaning that on
average 9.2 percent of households was tuned in at any given moment. Additionally, 15
percent of all televisions in use at the time were tuned into this program. Nielsen re-
estimates the number of households each August for the upcoming television season.
Reach
The net number or percentage of people who have seen a particular piece of broadcast
program.
Cost Per Rating Point

The cost, per 1 percent of a specified audience, of buying advertising space in a given media
vehicle.
Indian Readership Survey (IRS)

IRS is one of the largest readership survey conducted in India. Conducted by Hansa Research for
Media Research User's Council (MRUC), IRS covers readership for newspapers, Internet usage,
and television viewership. IRS data is widely used by media planners for finalizing the media
strategy. IRS also provides valuable insights into the consumption habits of the Indian
consumer.

Relative share
Aaj Tak 22.09
Q 1. According DD News 3.61
to TAM IBN 7 10.53
India TV 17.56
and NDTV India 8.86
Samay 5.13
Star News 20.80
Zee News 11.42
exchange4media.com relative share of Aaj tak ,D D news, IBN 7 INDIA T.V.,
NDTV INDIA, SAMAY, STARNEWS, ZEE NEWS.

relative share
Zee News
Aaj Tak Aaj Tak
11%
21% DD News
IBN 7
Star News
DD News India TV
21%
4%
NDTV India
IBN 7
Samay 11% Samay
5% Star News
NDTV India India TV
9% Zee News
18%
This data is from 17-6-2007 (25 week-07) to 24-5-2008 (21 week). On the basis of data
shows Zee news is at no. 4 channel during this period.
Zee SWOT analysis:
a) Strength:
I. The Zee mother brand
II. Detailed reporting (depth news of topic)
III. No biasness to political party
IV.
b) Weakness
I. Less variety in program (as chat show)

II. Not shows news only for TRP
III. Anchor keep changing & no star anchor
IV. Only try to give emphasis on serious news
c) Opportunity
I. News channels FCT (Free/fixed commercial time) is highest in all genre.
(according pitch feb.)
II. After Hindi mass entertainment and Hindi movies news channel are no.
three position on genre wise viewer ship share
d) Threats
I. News channel genre is the most competent genre
II. New channel are also launching.
Competitor compare with Zee
1. Aaj tak No. 1 news channel its strength
a. Variety of program b. Best in live reporting people perceive as sabse tej
c. Renowned anchor e.g. Deepak chaurasia d. T.V. today group
Word of Mouth is a powerful recommendation for India (87%)(Nielsen New
York, October 1, 2007) and Aaj tak is enjoying this

2. Star news a. anchors are experienced b. Better focus on politics and
business news c. news relating upper middle class interest
3.NDTV Better graphic animation, variety in program and anchors are
its strength
4. IBN 7: Good coverage of international news, renowned anchor, never
discrepancy occurred between statement/figures ocured.
CONCLUSIONS & RECOMMENDATIONS
This research helped me to know the role of qualitative factors such as various view
points which plays major role for cable and satellite user. With the help of research, I
will be able to quantify all these qualitative factors such as various view points of the

consumers, personal preferences, tastes and their interests while watching news
channels and impact of out door media on them.
This part of our report contains the final outcomes of our survey: -
 In the genre of Hindi news channel channels cater not only news programs but also 11
other genere programs were shown. Last year Some programs were comedy, games and
entertainment program And these program got good responses from audience e.g.
comedy kamal ki,hansoge to fansoge ,cricket ka garam yudh.
 Hindi speaking audience likes entertainment everywhere and in news channel also. With
this if we see last one year data than we will get to know that after news bulletin and
review report interview and comedy was the most preferred genre.
 Before 2 years Zee news was at no.2 position and now it is no.4 position
It is loosing its market share whether it has highest resources .it is attached with India’s
one of the oldest and biggest media house.
 It was Zee’s third repositioning every time it changes it’s punch line . major region to
change punch line is to be refreshed itself to market and change itself according to
scenario but problem is that People don’t have much time to always notice these things.

In my questionnaire filling session only 4 people was able to recall old punch line
(HAQEEQAT JAISI KHABAR WAISI) completely.
But as soon as I ask them AAJ TAK punch line with in second most of people respond
‘sabse tej’. These punch lines always help person to feel he be like that. I think all the
time Zee news should not go for repositioning or change in its punch line. It should be
loyal to it’s own stand if it can’t then how it will get loyal viewer.
 Zee news should also start anchor building/mentoring program through my questionnaire
I get to know people want improvement in anchor presentation style in Zee news.
 Zee news also improves its entertainment program quality. It is one of the week areas of
Zee news.

[CHAPTER 6]
EXECUTIVE SUMMARY

In the fast changing socio-political environment, people want to know about their
surroundings. Today people are not dependent only on govt. for news.
One-third of all television channels in India are news and current affairs
The business of news channels continues to grow at 8-10 per cent annually. The growth
has helped small and medium advertisers.
About 10-12 per cent of total advertising money spent on television goes to news
channels.
News channels earn primarily from advertising revenue that is generated on the basis of
ratings and perception. Only a handful of news channels are pay channels in the CAS
notified areas of Mumbai, Delhi and Kolkata
BIBLIOGRAPHY
BOOKS: -
1) Marketing management by Philip kotler

2) Marketing management by Rajan saxena
1)www.zeenews.om
2)www.tamindia.com
3)www.exchange4media.com
4)www.indiantelivision.com
MAGAZINES: -
1) Pitch
2) Impact
SEARCH ENGINES: -
www.google.com
APPENDICES
ABBREVIATION

TVR Television viewer ship
TRP Television rating point
VHF Very high frequency
UHF Ultra high frequency
TAM Television audience measurement
GRP Gross rating point
CPRP Cost per rating point
IRS Indian readership survey
QUESTIONNAIRE

A QUESTIONNAIRE IS DESIGNED TO KNOW THE MARKET SHARE AND PRICE
BUILDING OF BRANDED COOLERS.
QUESTIONNAIRE
1. How many members are there in your family?
2. Do you watch Television?

a) Yes b) No
3. How much time you spend watching television?

a) 0-2hrs b) 2-4hrs c) 4-6hrs d) more than 6hrs
4. Do you watch News Channels?

a) Yes b) No
5. Which news channel(s) you prefer watching?
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6. How much time you spend watching news channel?
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7. Rank the program you like to watch on news channel in order of preference.
a) Entertainment b) Sports c) Current Affairs d) Crime Based
e) Religious News f) Interviews
8. Do you watch ZEE NEWS?

a) Yes b) No
9. If yes what do you like in ZEE NEWS?
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10. If no, then which news channel do you watch the most?
----------------------------------------------------------------------------------------------------------
11. What do you find good in those channels that ZEE NEWS lacks?
12. Have you observed any change in ZEE NEWS in last one month?
a)Yes b) No
13. If yes, what major change you observed in ZEE NEWS?
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------------------------------------------------------------------

14. Do you know about the re launch of Zee news? When was it re-launched? If yes, from
where you came to know about it?
a) Newspaper b) Hoardings c) Internet d) Other
15. Do you like the new look of Zee News? Is the new background color used in Zee News,
eye soothing or not?
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16. How do you like the new punch line “Zara Sochiye”? What do you understand by the
new punch line “Zara Sochiye”?
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17. Which one you think is better- new look of Zee news or the old one?
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18. Where will you place Zee news?

a) Educational news channel b) Entertainment news channel
c) Informative news channel d) -------------------------------------
19. How much would you rate new look of Zee news out of 1-5 scale?
----------------------------------------------------------------------------------------------------------
20. In terms of look, which feature attracted you the most after re launch of Zee news and
why?
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21. Do you think the anchors in news channels really affect viewer ship? In what sense?
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------------------------------------------------------------------

22. Do you find any change in the quality of the News after re launch?
a) Yes b) No
23. If yes, then what?

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24. If no, then what suggestion would you like to give?
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25. Rank these news channels according to your preference.

a) Star News b) Aaj Tak c) IBN 7
d) NDTV e) Zee News f) India TV
26. How do you rate ZEE NEWS on a scale of 1 to 5
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--------------------
27. We value you as an intelligent viewer, and what kind of programs would make you
watch Zee News regularly
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REMARKS:
Thanks for your cooperation

Zee Project

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SUMMER TRAINING REPORT

MARKET RESEARCH FOR ZEE NEWS AND COMPARIETIVE STUDY WITH

A report submitted towards the partial fulfillment of the

ASIA PACIFIC INSTITUTE OF MANAGEMENT

ASIA PACIFIC INSTITUTE OF MANAGEMENT 1

knowledge and understanding of the subject.

bestowed on me by the respected Guide, professors, friends and family members

throughout the duration of the project.

valuable initial guidance for the project.

through out the project.

I am also grateful to my Parents and my friends, my sister for their encouragement.

Project would never have been completed.

ASIA PACIFIC INSTITUTE OF MANAGEMENT 5

years) approved by AICTE, MINISTRY OF HRD, GOVT. OF INDIA from ASIA

PACIFIC INSTITUTE OF MANAGEMENT, NEW DELHI. It consists of findings and

comparative study with other news channels” in New Delhi.

The survey was conducted for CS +15 in north Delhi.

ASIA PACIFIC INSTITUTE OF MANAGEMENT 6

Topics Page No.

Chapter 1: The Organization 9-12

Chapter 2: An overview media and entertainment industry 13-17

Chapter 3: About Zee group ,Zee News , 18-29

Out door media

ASIA PACIFIC INSTITUTE OF MANAGEMENT 7

Chapter 5: Questionnaire 32-68

• Executive Summary 69-76

ASIA PACIFIC INSTITUTE OF MANAGEMENT 8

ASIA PACIFIC INSTITUTE OF MANAGEMENT 9

viewership pattern of Zee news.

ASIA PACIFIC INSTITUTE OF MANAGEMENT 10

access to cable and satellite TV.

very competitive and it is expanding very fast.

ASIA PACIFIC INSTITUTE OF MANAGEMENT 11

22%, which is highest among all genre.

ASIA PACIFIC INSTITUTE OF MANAGEMENT 12

ASIA PACIFIC INSTITUTE OF MANAGEMENT 13

the economy is expanding.

ASIA PACIFIC INSTITUTE OF MANAGEMENT 14

these are Low Media Penetration in lower socio-economic classes.

ASIA PACIFIC INSTITUTE OF MANAGEMENT 15

ASIA PACIFIC INSTITUTE OF MANAGEMENT 16

ASIA PACIFIC INSTITUTE OF MANAGEMENT 17

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measured by the satisfaction achieved by our customer

ASIA PACIFIC INSTITUTE OF MANAGEMENT 19

We accord a high premium to maintaining superlative standards throughout our

We observe strict ethical standards through editorial independence and creative

expression, in order to earn the trust of our viewers and subscribers

businesses around the world

ASIA PACIFIC INSTITUTE OF MANAGEMENT 20

 First Zee news bulletin started at 1993.

 1994 it started its first morning and evening news bulletin.

 1999 it became first 24 hr news channel.

 It was the first pay news channel.

is paid channel its 25% of revenue comes from subscription.

ASIA PACIFIC INSTITUTE OF MANAGEMENT 21

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Integrity of Zee news n reporting un biased news. As a socially responsible news

ASIA PACIFIC INSTITUTE OF MANAGEMENT 23

out of more than 60 countries worldwide. Largest nationwide network of reporters

and stingers connected through advance communication links.

news and current affair programs.

 Some new renowned faces are also added like.

2) Manisha priyam (D.U. professor &London school of economic graduate)