INDEX

Executive summary
1. Industry profile
2. Company profile
3. Introduction to the topic
4. Introduction about media planning
Terms
Objectives
Strategy
Steps for effective media planning
Media planning process
Media cost and availability
Media buying
Media scheduling
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. Findings
8. Suggestions
9. Limitations
10. Conclusions
11. References
12. 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.

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 offersthe 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 Internetthe
advertising world has come a long way.

Initially, when the deodorant brand Rexona stepped into the Indian economy, it was faced with a mindboggling 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. Blackberryone 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.
3

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

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 businessfor 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 countryit guarantees an industry that is more vibrant
and vivacious than ever before.

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 Indias 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:
Indias 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
5

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 Oolalalas
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 Medias 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 Indias 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 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 worlds 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 MNCs 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
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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 channels 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.
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 MSOs 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 viewercable-operator-MSO/ICO-broadcaster chain completely transparent. With the initial penetration of CAS,
gross rating points (GRPs) for most leading pay channels like Star, Zee and Sony is estimated to fall, which
7

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 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
8

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.

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.

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.

10

ORGANIZATIONAL STRUCTURE OF HY TV:

O/P HEAD
EDITORS
GRAPHICS
CAMERA

I/P HEAD

BEAURO
H.R DEPT.
FRONT

REPORTERS

ACCOUNTS
11

MARKETING AND DISTRIBUTION

ADVERTISEMENTS
SALES

12

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 Ws.
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:
13

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.
* 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
14

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
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)

15

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.

16

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

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

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:

400,000
Media
Mix

1,000,000 = .40, or a rating of 40

Combination of different media, and size of ads

Which Schedules?

At the time your show airs, however,

there are only 800,000 households
Which Media?
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.

18

Flexibility:

Messages

4Ps
and
7Ps

4Ps
and
7Ps

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.
19

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.

21

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)

22

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 most of the ad agencies prefer Maa tv unless the client demand for specific media vehicle. These two
channels are ruling in entertainment region.

23

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:
24

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.

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 governments
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.

25

 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.

26

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 dont 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)
2)
3)
4)

To facilitate launching a new product or service or a new brand into the Market.
To create the awareness about the product or service.
To build up a goodwill.
To enter into new market segment for Market development.

27

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

PUBLICITY:
28

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 Ps.
1.
2.
3.
4.

Product
Place
Promotion
Price

KEY PARTICIPANTS IN THE MARKETING PROCESS:

29

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.
b.
c.
d.

Consumer markets
Business markets
Government markets
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. Farmers
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.

CONSUMER BEHAVIOUR:
Market
Stimuli

Other Stimuli

Consumer

Consumer Decisions

Characteristic
s
30

Product

Price

Place

Promotion

Economic

Technological

Political

Cultural

Cultural

Social

Personal

Psychological

Problem
recognition

Product Choice

Information
Search

Brand Choice

Decision
Evaluation

Dealer Choice

Post Purchase
Behaviour

Purchasing Timing

Purchasing Amount

Model of Factors Influencing Consumer Behavior:

31

Cultural factors
Social factors
Personal factors
Reference groups
Cultural

Age & Life cycle

Psychological factors
Occupation
Family
Economic

Sub-cultural

Circumstances
Life style
Roles & Status

personality &

Motivation
Perception
Learning
Beliefs and

Buyer

Attitudes

Self concept
Social class

Cultural factors

Culture: Culture is the most fundamental determinant of a persons wants and behavior like set of values,
perceptions, preference and behaviors through his or her family member.
32

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 persons 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.

Perception: 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 individuals behavior rising from
experience, process of applying results of fast experience to evaluate a new situation or modify feature.

33

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

FLOW CHART:
BRAND BUILDING ON TV CHANNEL/HOW IT WORKS:
Advertiser Is the client /manufacturer
who owns the product or brand
34

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.

35

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 its just one person.
The importance of the companys 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 companys marketing mix, and most of all, the involvement of top management.
Many people are involved in companys 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
competitive products.
36

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
agencys 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 advertisers
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:

37

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

1
2
1
1

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

BASIC PRINCIPLES OF CLIENT-AGENCY RELATIONSHIP:

These principles are:

i.

The agency alone is responsible for payment to the media.

ii.

The agency doesnt 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.
38

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.

SELECTION OF AN ADVERTISING AGENCY:

The following points should be considered for selection of an advertising agency.
1)
2)
3)
4)
5)
6)
7)
8)

First and foremost, the agency must known; previously unknown agencies are not preferred.
Secondly, the agency must have creativity.
Thirdly, the agency must have a sound track record, a good deal of experience.
Fourthly, the account executives must have ability to understand clients problems.
Fifthly, the work they have produced for other clients does matter.
Sixthly, the personal equation of the client with the agency also matters.
Seventhly, their ability and presentation may make you opt for them.
Lastly, there are some unique considerations some prefer a small, some a medium, some a large
agency.
39

OBJECTIVES OF ADVERTISING:
Informative
Objective 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.
Persuasive
Objective 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.
Reminder
The 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.

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.
40

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

Exploratory Research:
41

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:
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.

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

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

Sample remains the only choice when a test involved the destruction on the item under study.
42

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.
Collection of primary data task is demanding and requires a lot of technical expertise. Primary data can be
collected in marketing by three basic methodso Survey Method
o Observation Method
o Experimental Method
43

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

Suitability of data

Adequacy of data

Selection of appropriate method for data collection

The following factors must be considered:
1

Nature scope and object of enquiry.

Availability of funds.

Time factor.

Precision required.

INTERVIEW METHOD
44

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
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.
45

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.

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

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

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

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

46

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. Clients demands
4. Target audience
C. How will you select media vehicle?
1. By Product
2. By Brand name
3. Clients demand
47

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. Infotainment
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

48

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
49

2. Print media
3. Radio
4. Other media

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
50

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. Yes
2. No
5. How much time you will spend in watching TV?
51

1. 2 hours/day
2. 3 hours/day
3. 4 hours/day
4. 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?
52

1. Yes
2. No
TIME
Night
Morning
Mid day
Evening

Respondents in (%)
50%
TV9
25%
ETV 2
12%
13%
TV5

2. No

42 can attract the audience?

10. Do you think creative ads
1. Yes

NTV

I News
11. How many ads you watch every day?
Others

35
27
23
18
15

1. Four
2. Five
3. Six
4. More than six
12. How many of them can you remember while buying the product?
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?

53

45
40
35
30
25
20
15
10
5
0
TV9

ETV2

TV5

NTV

I NEWS OTHERS

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

54

12%
Night

13%

25%
Morning

50%
Midday

Evening

55

3. What is your preference in watching news channel?

* one point is
person opinion

Attributes
Content
Brand name
Quality
Others

Total ranking points

65
45
37
13

Ranking preference
1st
2nd
3rd
4th

given for each

65

70
60

45

50

37

40
30

13

20
10
0
Content

Brand name

Quality

Others

Interpretation:
When asked the respondents about the purchasing preference in ice-creams
56

1st preference they given for content with 65 points.

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

Opinion on HY TV Respondents in (%)

rd
they given
for Quality with 37 points.
Satisfaction level3 preference
Respondents
in (%)
Very good
10%
Very high
4% they given for others with 13 points.
Good
24%
4rt preference
High
20%
Reasonable
48%
Low
28%
Average
66%
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.

57

5.What is your opinion on the HY TV?

Opinion on HY TV
Very good

10%

Good

24%

Average

66%

Respondents in (%)

58

6.Which

Programs

Respondents in (%)

Serials
Sports
Current

29%
17%
37%
Type of Programs you like more?

affairs
(News)
Movies

17%

59

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

Opinion on the

Respondents in(%)

availability
Very Frequent

12%

Frequent

20%

Rare

41%

Not Available

27%

Interpretation:
When asked the Customers about the Availability of HY TV1.
2.
3.
4.

20% of the people responded for frequently available,

41% for rarely Available in the market,
12% for Very frequently available,
27% of the people responded for not available.

60

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

Suggest

No of Respondents

Yes
No

(%)
55%
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.

61

9. Are you looking for new Creative programs?

New Programs

No of Respondents

Yes

(%)
72

No

28

62

Interpretation:
1. 28 % of the respondents are satisfied with the Available Programs,
2. 72% of the respondents are asking for new Creative programs

63

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.

64

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 dont 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 dont 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.

65

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

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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.

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BIBLIOGRAPHY
Books referred
1) Principles of marketing
2) Consumer behavior

---------------------

Philipkotler& Gray Armstrong

Leon.G.Schiffman
Leslie Lazar Kanuk

3) Marketing research

-----------

4) Modern advertising management----

G.C.Beri
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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