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AAJ TAK

CHETAN KHANNA

Contents
About
Milestones Major Initiatives Spirit of Entrepreneurship Porters five forces

SWOT
Reasons Brand differentiation Disruptive Innovation Recent Happenings Reality

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Suggestions

Hindi news channel run by TVTN

Launched on Dec 31 , 2000


Awarded with Best news channel and campaign Fast paced delivery , objective coverage and humor By 2002 became the third most successful brand
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Milestones-ITG
1975 India Today 1988 Newstrack 1995 Aaj Tak commenced

1985 Computers Today 2003 Headlines Today

1992 Business Today 1999 India Today Book Club

2002 Red FM

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Spirit of Entrepreneurship
Loosing money rapidly due to transponder`s fees DD had fallen out of favor LMI loosing money rapidly

Odds were stacked up against its entry in this sector


Entered a crowded market
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Major Initiatives
Overwhelming success to its sports initiatives
Cashed in on the celebrity status

Started interacting with the audience with Seedhi Baat


In-depth analysis

Special initiatives covering Q & A , Health , crime and pollution


Fulfilled its social obligations by two innovative initiatives CHETAN KHANNA 4/4/2012

Porters Five Forces Analysis


Bargaining Power of Suppliers: LOW Bargaining Power of Buyers: HIGH Barrier to Entry: HIGH Internal Rivalry: HIGH Substitutes: HIGH

CHETAN KHANNA

Strength
24 editions of news everyday Local up linking Small team of 300 Low manpower cost Small businesses and entrepreneurs could advertise Less vulnerable to market conditions

Weakness
High coverage costs Frequent live and outdoor coverage No specific target audience Biased Analysis

Opportunity
Phenomenal scope of growth in the rural markets Strategy of broad basing of clients (only 11% from top 10 clients)

Threats
Audience Fragmentation Severe competition Poaching could lead to higher manpower costs Higher fixed cost means less revenue Brand imitation Internet
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Reasons for Success?


Competition

Capacity for execution

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Brand Differentiation News = Aaj Tak 24 hour news


channel
Live footage

Breaking News Format Positioning Sabse Tez (Quickest Time to Market) Leadership Position Nations Best News Channel
CHETAN 4/4/2012 KHANNA On-location reporters Latest Technology Lower advertising rates Interacting with viewers
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CHETAN KHANNA

Recent Happenings
Star News has tied up with NDTV for distribution

Reliance invested in the cash starved TV18


Firstpost is Indias first online streaming news channel Times Now is planning an all Hindi news channel
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TRPs of the whole sector is dwindling as a whole


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Reality

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Increased tie-up with foreign players Change of strategy during primetime Inorganic route to market expansion

Suggestions

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Relaunching the website

Increasing levels of value addition

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