CHAPTER – 1

INTRODUCTION

An organisation is a social arrangement which pursues collective goals. It is an

entity comprising multiple people, such as an institution or an association that has
a collective goals, which controls its own performance. Organization is the
foundation upon which the whole structure of management is built. Organization
is related with developing a frame work where the total work is divided into
manageable components in order to facilitate the achievement of objectives or
goals. Thus, organization is the structures or mechanism (machinery) that enables
living things to work together. In a static sense, an organization is a structure or
machinery manned by group of individuals who are working together towards a
common goal.

According to Keith Davis, “Organization may be defined as a group of

individuals, large or small, that is cooperating under the direction of executive
leadership in accomplishment of certain common object.”

Organisation study refers to the study of organisation as a whole and

getting adequate knowledge with various departments in the organisation. It
simply refers to the examination of how individuals construct organizational
structures process and how in turn, shape social relations and create institutions
that ultimately influence people. That is organization study refers to the study of
organization as a whole and getting familiar with various functional department in
the organization.

The study was aimed at understanding the organizational structure of a

typical organization indulged in making profit through production and the
function of each of its components namely functional department, the various
policies, standards, work culture followed there and so on. The organization
selected for the purpose of study was Malayalam Communications Limited,
Kerala’s biggest channel network. The major purpose of the study was to
understand the functioning of the organization and to focus on the performance
aspect in current markets. The study was helpful in getting a practical knowledge

1
 about management of various activities by way of comparison between practical
and theoretical knowledge.

1.2OBJECTIVES OF THE STUDY

1. To study the organisation and functions of Malayalam communications.

2. To understand the organizational hierarchy of Malayalam
Communications Limited.
3. To understand vision, mission, objectives and quality policies of the
firm.
4. To identify and evaluate the strength, opportunities, threats faced by the
company.
5. To get a clear-cut idea about the day to day activities in the organization.
6. To identify the problems faced by the organization and make suggestions
for betterment.
7. To give proper suggestions for smooth working of the organisation.

1.3SCOPE OF THE STUDY

This study has been made an insicive assessment of the organisation and
functions of Malayalam communications Ltd. It also aims at conducting
SWOT Analysis, Porters Five Forces Analysis, and PESTLE Analysis.

This study analyses in detail about the functions of different

departments on the basis of which strength, weakness, and threats are arrived
at. Here, the different departments include production, finance,
humanresource, marketing and technical departments. The finding of the
study would give valuable information or improving the overall performance
of the organization.

2
1.4 METHODOLOGY

The study is analytical and descriptive in nature based on both primary and
secondary data.

Primary data:
Data were collected through:
1. Direct Interview
2. Observation
3. Expert Opinion
4. Interaction with workers, managers, executives.
Secondary data:
Data were collected through:
1.Annual Reports
2.Websites
3.Journals and Magazines
4.Company Records

1.5 DURATION OF THE STUDY

The Organization Study at Malayalam Communications Limited,

Thiruvananthapuram was undertaken for a period of one Month, from 16th
August 2016 to 16th September 2016.

1.6 LIMITATIONS OF STUDY

The core limitations associated with this study are:

1. Major part of the study includes the analysis of secondary data.

2. Time period was limited to understand the organization and its working
properly.

3
 3. The busy schedule of the department heads restricted the collection of
detailed information.

1.7 CHAPTERISATION

Chapter 1 : Introduction
Chapter 2 : Media Industry
Chapter 3 : Malayalam Communications-A Profile
Chapter 4 : Data Analysis
Chapter 5 : SWOT Analysis, Porters Five Forces Analyses, and PESTLE
Analysis.
Chapter 6 : Findings, Conclusion and Suggestions

4
 CHAPTER II

MEDIA INDUSTRY : A PROFILE

The prestigious history of Indian television has envisioned the progress, expansion
and the growth of audio visual media in the nation.The Indian media industry has out-
performed the Indian economy and is one of the fastest growing sectors in India. The
media industry generally tends to grow faster when the economy is expanding. The
Indian economy has been growing at a fast clip over the last few years, and the
income levels too have been experiencing a high growth rate. Above that, consumer
spending is also on the rise, due to a sustained increase in disposable incomes,
brought about by reduction in personal income tax over the last decade. All these
factors have given an impetus to the media industry and a likely to contribute to the
growth if thus industry in the future.

It was only twenty years ago, that the Asian Games organized in New Delhi
stopped India into the world of television as a mass medium for entertainment.
Television was therefore, but it was primarily used as a tool for education, specifically
in the agriculture sector. Many villages were given television sets and rural television
stations were set up with the help of various international charitable foundations and
grants from developed countries to educate Indian farmers about emerging methods
and technologies for increasing crop yield and managing livestock.

However, this late entry did not impede the Indian television market from
beginning a behemoth in the recent years. Today, India is one of the largest television
markets in terms of viewership. Further, with the development of home grown
programming, the television industry in India has gained strong footing in the last ten
years. It is now ready to take a step beyond its traditional territories. Over the years,
the Indian television industry has developed both tangible and intangible assets in
terms of production facilities, program libraries, and experienced talent.

Media penetration varies across socio-economic classes. Though media

penetration is poor in lower socio-economic classes, the absolute numbers are much
higher for these classes. Hence, efforts to increase the penetration even slightly in
these lower socio-economic classes are likely to deliver much higher results, simply
5
due to the higher base. Indian advertising spends as a percentage of gross domestic
products are abysmally low, as opposed to other developed and developing countries.
Advertising revenues are vital for the growth of this industry.

Table – 1 Viewership among socio-economic classes

Socio Economic Classes in Reach in Million Reach in percentage

Urban India
A1 7.64 96.10
A2 14.51 94.50%
B1,B2 35.71 90.60%
C 41.69 85.80%
D 43.15 77.50%
E1,E2 45.32 65.00%
Source: www.abs-cbnnews.com

The Indian economy continues to perform strongly and one of the key sectors that
benefits from this growth is the entertainment and media industry. This is because the
entertainment and media industry is a cyclical industry that grows faster when the
economy is expanding.

It also grows faster than the nominal GDP during all the phases of economic
activity due to its income elasticity wherein when incomes rise, more resources get
spent on leisure and entertainment and less on necessities. Further, consumption
spending itself is increasing due to rising disposable incomes on account of sustained
growth in income levels, and this also builds the case for a strong bullish growth in
the s

Table – 2Growth of Television Industry

INR million 2007 2008 2009 2010 2011 2012 CAGR

128700 148000 170000 203000 250000 327000 427000

Television
15% 15% 19% 23% 31% 31% 24%

The television industry continues to dominate the entertainment and media industry
by garnering a share of over 42 %, which is expected to increase by a further 9% to
6
reach about 51%. The share of the industry, which currently stands at 19%, is not
expected to change materially over the next five years. Print media, which stands at
over 31%, is projected to loss some of its share in favor of the emerging segments.

2.1.1 HISTORY OF TELEVISION INDUSTRY

Television service in India is available throughout the country. Broadcasting is a

central government monopoly under the Ministry of Information and Broadcasting,
but the only network system Doordarshan also known as TV accepts advertisements
for some programs.

In 1959, Doordarshan was established and a part of All India Radio until
1976 consists of national network and several regional networks. In 1992 there were
sixty-three high-power transmitters, 369 medium-power transmitters, seventy-six low-
power transmitters and twenty-three transposes.

Regular satellite transmissions began in 1982 (the same year color

transmission began).The initial success of the channels had snowball effects: more
foreign programmers and Indian entrepreneurs flagged off their own versions.

In Kerala there was TV broadcasting from the early days and was by the
Doordarshan. But the private channels entered the market in the 1990s. Only after
that, the competition in market started and it brought the quality picture as to
withstand in the stiff competitive conditions.

Kerala is a state, which is known for its high literacy rate and proliferation
of education. This is the main factor, which enables the channels to run a profitable
manner. The people of Kerala are having a cultural attitude towards everything that
comes under their consideration. Medium of communication is highly correlated with
the overall culture, perceptions and attitudes of people.

Keralites are reaching on parts of the world in search of their living. This widens the
geographical scope of satellite channels even in Europe, America, Middle East and
Singapore. The major channels, in Kerala’s satellite channel industry are: Flowers,
Asianet, Kairali TV, Surya, , Amrita TV, India Vision and Manorama News. Of these,
Asianet and Kairali are even available in western countries like USA and Canada.

7
 Doordarshan was the first TV channel in Kerala to make the relay in the
Malayalam language. It started its service from 1984 itself. But the relay time was less
and restricted to evenings only. Later it improved the timings and started the relay on
afternoon also. This picture had changed after the arrival of the private satellite
channels in the 90s. Asianet was the first to make the relay in Malayalam. This made
a revolution in the entertainment industry. Broadcasting industry is booming in the
region in hand with the sharp increase in metropolitan culture, increase in population
density, migration and fast urbanization of rural ares.

2.1.1 .1 TV INDUSTRY IN INDIA

The prestigious history of Indian television has envisioned the development of audio
visual media in the nation. During the 1980s Indian small screen programming began
and at that time there was only one national channel Doordarshan, which Government
owned. The Ramayana and Mahabharata were the first television series produced.

By the late 1980s more and more people started to own television sets. Though
there was a single channel, television programming has reached saturation. Hence the
government opened up another channel which has part national programming and part
regional. This channel was known as DD2 later DD METRO. Both channels were
broadcasted terrestrially.

2.1.1.2 POST LIBERALIZATION TELEVISION

The central government launched a series of economic and social reforms in 1991
under Prime Minister Sri P.V NarasimhaRao. Under the new policies the Government
allowed private and foreign broadcasters to engage in limited operations in India.
Foreign channels like CNN, Star TV and domestic channels such as Zee TV and Sun
TV started satellite broadcasts.

2.1.1.3 CABLE TELEVISION

The cable TV Industry exploded in the early 1990’s when the broadcast industry was
liberalized, and saw the entry of many foreign players like Rupert Murdoch’s Star TV
Network in 1991, MTV, and others. Sun TV (India) was launched in 1992 as the first
private channel in South India.

8
 Today it has 20 television channels in four South Indian languages. Five new
channels belonging to the Hong Kong based Star TV gave Indians a fresh breath of
life. MTV, Star Plus, BBC, Prime Sports and STAR Chinese Channel were the five
channels.

Star expanded its bouquet introducing STAR World, STAR sports, ESPN and
STAR Gold. Regional channels flourished along with a multitude of Hindi channels
and a few English Channels. By 2001 HBO and History Channel were the other
International channels to enter India. By 2001-2003, other international channels such
as Nickelodeon, Cartoon Network, VH1, Disney and Toon Disney came into foray.

In 2003 news channels started to boom. Today, India has over 130 million
homes with television sets, of which nearly 71 million have access to cable TV. The
overall cable TV market is growing at a robust 8-10%.

2.1.1.4 CONDITIONAL ACCESS SYSTEM

Conditional Access System (CAS) is a digital mode of transmitting TV channel
through a SET TOP BOX (STB). The transmission signals are encrypted and viewers
need to buy a Set-Top Box to receive and decrypt the signal. The STB is required to
watch only Pay Channels.

The idea of CAS was mooted in 2001, due to a furor over charge hikes by
channels and subsequently by cable operators. Poor reception of certain channels;
arbitrary pricing and increase in prices; bundling of channels, poor service delivery by
Cable Television Operators (CTO’s); monopolies in each areas; lack of regulatory
frame work and redress avenues were some of the issues that were to be addressed by
implementations of CAS.

It was decided by the Government that CAS would be first introduced in the four
months. It has been in place in Chennai since September 2003, where until very
recently it has managed to attract very few subscribers. It has been rolled out recently
in other 3 metros at Delhi, Mumbai and Kolkata. As of April 2008 only 25% of the
people have subscribed the new technology. The rest watch only the free to air
channels. The inhibiting factor from the viewer’s perspective is the cost of the STB.

2.1.1.5 SATELLITE TELEVISION

9
Over 793 TBV satellite television channels are broadcasted in India, out of which,
393 are News and Current Affairs channels and the rest 402 are General
Entertainment Channels. This includes channels from the state owned Doordarshan,
News Corporation owned STAR TV, SONY owners Sony Entertainment Television,
Sun Network and Zee TV. Direct To Home service is provided by Airtel Digital TV,
BIG TV, DD Direct Plus, Dish TV, Sun Direct DTH and Tata Sky.

2.1.1.6 DIRECT TO HOME

DTH is the reception of the satellite programs with a personal dish in an individual’s
home. DTH does not complete with CAS. Cable TV and DTH are the two methods of
delivery of television content. CAS is integral to both the system in delivering Pay
Channels.

Cable TV is through cable networks and DTH is wireless, reaching directly to

the consumer through a small dish and a set-top box. Although the government has
ensured that free to air channels on cable are delivered to the consumer without a set-
top box, DTH signals cannot be received without the set-top box.

India currently has 6 major DTH service providers and a total of over 5
million subscriber households. Dish TV (a ZEE TV subsidiary), TATA Sky, South
Indian Media giant Sun Network owned Sun Direct DTH, Reliance owned BIG TV,
BhartiAirtel’s DTH service DTH, Airtel Digital TV and the public sector DD Direct
Plus. Next in the lineup is the India white good giant Videocon’s DTH service (Brand
name Videocon D2H). The rapid growth of DTH in India has propelled an exodus
from cable homes; the need to measure viewership in this space is more than ever.

On January 2013, it is reported that the DTH subscribers have reached to 62.97
million in India, but it is obviously noted that only 35.81 million subscribers are
active now.

2.1.1.7 INTERNET PROTOCOL TELEVISION (IPTV)

IPTV delivers television programming to households via a broadband connection

using internet protocols. It requires a subscription and IPTV set-top box and service

10
like Video on Demand (VOD), Voice over IP (VOIP) or digital phone, and Web
access, collectively referred to as Triple Play.

Because IPTV arrives over telephone lines, telephone companies are in a prime
position to offer IPTV services initially, but it is expected that other carriers will offer
the technology to the future. IPTV promises more efficient streaming than present
technologies, and therefore theoretically reduced prices to operators and subscribers
alike. However, it also adds many advantages that may play into market pricing.

One of the advantages of IPTV is the ability for digital video recorders (DVRs) to
record multiple broadcasts at once. According to Alcatel, one leading provider, it will
also be easier to find favorite program by using “custom view guides”. IPTV even
allows for picture-in-picture viewing without the need for multiple tuners. You can
watch one show while using picture-in-picture to channel surf.

IPTV viewers will have full control over functionality such as rewind, fast-
forward, and pause and so on. Using a cell phone or PDA, a subscriber might even
utilize remote programming for IPTV. For example, if a dinner function runs longer
than expected; you don’t have to miss your favorite program. Just call home and
remotely set the IPTV box to record it.

However, the real advantage of IPTV is that it uses internet protocols to provide
two0way communication for interactive television. One application might be in game
shows in which the studio audience is asked to participate by helping a contestant
chose between answers. IPTV opens the door to real-time participation from people
watching at home. Another application would be the ability to turn on multiple angles
of an event, such as a touchdown, and watch t from dual angles simultaneously using
picture-in-picture viewing.

2.1.2 TELEVISION CHANNELS IN KERALA

2.1.2.1 EDUCATIONAL CHANNELS

1. Victors
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2.1.2.2 PUBLIC BROADCASTER

1. DD Malayalam
2. DD Keralam

2.1.2.3 GENERAL ENTERTAINMENT CHANENLS

1. Amrita
2. Asianet
3. Asianet Plus
4. Flowers
5. Jeevan
6. Jai hind
7. Kairali
8. Kiran TV
9. Surya
10. Kaumudi TV
11. MazhavilManorama

2.1.2.4 SPIRITUAL CHANNELS

1. AthmeeyaYathra
2. Divine TV
3. Power Vision
4. Shalom

2.1.2.5 MOVIES

1. Asianet Movies
2. Kiran
3. Surya Action
4. Malayalam cinema club

2.1.2.6 NEWS CHANNELS

1. India Vision
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 2. People
3. Asianet news
4. Manorama news
5. Reporter
6. Mediaone
2.1.2.7 UPCOMING CHANNELS IN MALAYALAM 2015-2016
1. Kairali Arabia
2. Surya News
3. Raj News Malayalam from Raj Television Network
4. Zee Malayalam General Entertainment Channel from Zee Network
5. Janam

13
 CHAPTER III
MALAYALAM COMMUNICATIONS: A PROFILE

3.1.1 FORMATION

Kairali TV, by its very style and content encapsulates the quintessence of the culture
and theartistic aspirations of Malayalees. Kairali TV was inaugurated on the 17th
August 2000. The telecasting began on the same day itself. A twenty four hours
commercial operation was commenced from the very next day of the launch of the
channel. Kairali has rare distinction of starting the first digital broadcast from Kerala
by which live programs can be telecast to any part of the world. On 1 st January 2001
for first time in Kerala, Kairali started the service of Digital Telecast. With this
introduction, the channel has become the first digital analogue to be updated with the
different sources of the world. It is the first satellite channel to be up linked from
Cochin. After that Kairali launched its two more channels namely People News on
18th August 2005 and Kairali We on 15th April 2007.

Kairali channel with its high quality programs and Digital Transmission, it is
today one of the channels in India with excellent picture quality and sound. It offers a
wide variety of programs and caters to people of all ages. With the channel offering
more and more choices to its viewers, stands clear of all competition. More is its
reach, wider its audience and immense its popularity.

Last year, that is on 13 February 2015, Malayalam Communications Limited

launched a new channel for the Gulf and Middle East viewers named as KAIRALI
ARABIA.

3.1.2. PRESENT SCENARIO

Today millions of malayalees reside in the Gulf countries and to all these expatriate
malayalee families, Kairali channel is a very dear and intimate friend, very close to
their heart, presenting to them the nostalgia and linguistic flavor of their homeland
with all its artistic and cultural values hones to perfection. Kairali is India’s truly
Peoples channels with over 250,000 shareholders and with a unique and dedicated
viewership of millions of viewers.
14
 Kairali has an international reach spanning from Australia to Europe and is
available in the entire GCC countries including Kuwait. Kairali is also available in
UAE and Qatar through the state owned television networks like E-Vision and QCV
apart from thousands of individual home dishes. Naturally Kairali commands a high
fidelity dedicated viewership both in India and abroad.

For the first time ever, Kairali TV was the trail blazer to turn the digital-
analogue fusion technology into mission for the masses. Employing completely
digital devices to uplink, the channel ensures pixel-perfect picture quality. But to
facilitate wider reach and universal viewership, signals are available in Digital format.

The Kairali Digital Transmission has a very wide foot print spanning from
Australia to Europe including North Africa and Gulf countries. Naturally Kairali
commands a high fidelity dedicated viewership both in India and abroad Kairali’s
state of the art studio complex with four shoot floors at Trivandrum is the largest
shooting facility in South India. Kairali also has on Online News Studio from where
Live News is directly unlinked.

All the Kairali studios deploy top of the line digital equipment for program
acquisition, production, and post production, editing and composing of programs. The
Primary Digital format is BETACAM-SX and for News acquisition it is Video
Server. At the main studio floor Kairali has a large deployment of digital professional
cameras, like Sony DNW 90 P Beta cams x, Sony DXC-D-35, CCUs and Online
Multicam Edit facilities (DFS-700) and professional grade Sony DNW series Digital
Recorders. The studios are also equipped with full-fledged lighting arrangements with
HMI, Tungsten and Cool Lights. The shoot floors are also equipped with the track and
trolley and crane facilities.

Kairali has Live News Studio and Delhi, Kochi, Thrissur, Palakkad,
Kozhikode and Kannur, the uplink Centre is Kochi. The news bureaus all over Kerala
is connected the central News Hub at Trivandrum. Similarly special Gulf bulletins
and current affairs programs are also relayed to the Main News Centre at Trivandrum.
The hourly bulletins are broadcast from the LIVE News Studio. The news wing is
specially equipped with Sony DVCAM (DV-300) Cameras and Mini DVCAM

15
cameras for the field News Acquisition. The news studio is also equipped with Sony
D-35 Digital Play out Recorders and Players.

An Intelsat transponder has been locked in with VSNL, Mumbai for Digital
transmission in Intelsat’s most popular Satellite APR-1 (Insat-2E, 83 Degree East).
This satellite transponder ensures wide footprint and signal strength to preserve the
quality and perfection of the program and Kairali channel is up linked by VSNL,
Chennai. The footpath of the satellite is available on request.

Highly experienced and eminent professionals and experts in the fields of

television and visual media head and lead every facet of production and every stream
of the channel’s operation.

If you already have a Home Dish and Receiver, all that you have to do is to
point your satellite to Intelsat Satellite at 83 degrees East (APR-1) and thereafter tune
in the following in to your Digital receiver. If you do not have a Dish system in hand
you are advised to procure the following equipment to tune and lock into Kairali TV.

1. An 8 or 10 feet Metallic or Fiber Glass Dish {The Satellite Dish will

normally come with a LNB (Low Noise Block) fixed to it.}
2. A Digital Receiver (which normally have the capacity of 80 to 1000
channels.) Now, Tune the Digital Receiver with the following
parameters one by one.

Table 3 Kairali, people and we – down linking frequency

ITEM DIGITAL RECEIVER

Satellite INSAT 2E APR1

Orbital Location 83 degree East Longitude

Downlink Polarization Vertical

FEC ¾

Downlink Frequency 3845 MHz

Symbol Rate 26.043 MSPS

16
 FIGURE – 2INTELSAT APR-1 at 83 degree EAST

3.1.3 VISION

To rule the air-ways as a channel with the cutting technology, providing breaking
news programs and other information with technical perfection. Today Kairali TV has
emerged as the most preferred Malayalam channel in Kerala and worldwide.

Kairali by its very style and content en-capsules the quintessence of the
culture, ethos and artistic aspirations of malayalees and not surprisingly, Kairali
Channel has today emerged as an information-rich and viewer favorite channel that
would entertain, engross and educate malayalee population all over the world.

Kairali’s vision is to create programs that meet international standards of

creativity and production excellence and Kairali’s mission is to rule the airwaves as
the channel with the cutting edge of News breaking, programming and technical
perfection. Today Kairali TV has emerged as the most preferred channel of
malayalees deeply entrenched in the minds of Keralites the world over.

3.1.5 AREAS OF COVERAGE

1. China
2. Bangladesh
3. Pakistan
4. Srilanka
5. South East Asia
6. Australia
17
7. Europe
8. Lower Half of Former Soviet Union
9. Qatar
10. USA
11. Canada
12. UK

3.1.6 KAIRALI-HEAD OFFICE

REGISTERED AND CORPORATE OFFICE

Malayalam Communications Limited

Kairali Towers

University P.O., Thiruvananthapuram – 695034

Tel: +91-471-2386500; Fax: 2386501

E-mail: malayalam@satyam.net.in

E-mail: malayalam@kairalitv.in

1.3.7 BOARD OF DIRECTORS

Malayalam Communications Ltd is endowed with an eminent galaxy of Directors,

every Board Member being a brilliant highflier in his own chosen field of vocation.

1. Padmasree Bharat Mammootty – Chairman –is the three times winner of

India’s most prestigious Bharat National Award for Best Actor. The
government of India has honored him with Padmasree for his unique
contribution to the art and culture of the Nation. He is undoubtedly the doyen
of the Malayalam Film Industry and the superstar par excellence of the Indian
film firmament having portrayed unforgettable characters in many Indian
languages.
2. Shri. John Brittas – Managing Director- John Brittas is the Managing
Director and editor of Kairali TV well known journalist of 17 years standing.
The youngest media head in Kerala passed out from Calicut University with

18
 1st rank in M.A. After completing PV, proceeded to Jawaharlal Nehru
University, Delhi and completed PhD on media. During his tenure in Delhi,
covered important events like Babri Masjid demolition, Gujarat riots and Iraq
crisis from Baghdad.
3. Shri. T.R. Ajayan - Director –Is a professional Engineer with over three
decades of exemplary service in the Kerala State Government Service. A great
lover and exponent of art and culture, he is associated with many cultural
activities of Palakkad. He is the secretary of Swaralaya, Palakkad which has
now became the cultural showcase of Kerala. He is also the Chairman of
Marketing Subcommitte Board.
4. Shri. C.K. Karunakaran – is an eminent lawyer in the honorable High Court
of Kerala. He was also a member of the Indian Civil Services. Besides he is
also a member of the Audit committee of the Board of Directors.
5. Shri. M.M. Monaye – is a practicing Lawyer in the Honorable High Court of
Kerala. He is well known for his path breaking contributions to the Co-
operative Banking Movement in the State and was the former President of the
Ernakulam District Co-operative Bank. He is also a well-known satirist.
6. Shri. V.K. Mohammed Ashraf –is a very well-known business magnate and
prominent Industrialist based in the Gulf. He is also associated with many
cultural an artistic organizations and owns successful film and television based
companies.
7. Shri. P.A. Siddhartha Menon – was the former Chairman of the KSEB
(Kerala State Electricity Board) with over three decades of Engineering and
Administrative experience in the power sector. He is also a well-known
Agriculturalist, and has won awards. He was the Executive Director during the
formative years of our Company.
8. Shri. A. Vijayaraghavan MP – is a senior member of the Rajyasabha. He
also holds the post of General Secretary of the All India Agricultural Workers
Union. He shot into prominence as an influential student leader and youth
leader and also occupied the post of President of Students Federation of India.
9. Shri. AyarakathKarakuniMoosa – is a well-known social activists and
famous NRI of Kerala. He is contributing his power and time for he upliftment
of poor sections in Kerala. He is a former Principal of Kerala school, Dubai.
19
 3.1.8 CORE MANAGERS

Kairali believes that state of art is primarily a state of mind. In television,

technology matters; but creativity matters most. What are world’s best ideas and
concepts, if they are not backed by a dedicated and competent team of
professionals? , At Kairali, investment in human resource is the sine-qua-non
towards the pursuit of excellence. Today, Kairali TV has evolved and emerged as
a channel of International standards, deeply entrenched in the minds of Keralites
the world over, driven by the collective dynamism of the dedicated employees, the
team leader being:

1. Mr.M.Venkitaraman
(Senior Director- Finance and Technical)
2. Mr.Somakumar
(Director- Program)
3. Mr.N.P.Chandrasekharan
(Director- News and Current Affairs)
4. Mrs. Betty Louis Baby
(Director- Channel Promotion, Events and Public Relation)
5. Mr.P.O.Mohan
(Associate Director- Programs)
6. Mr.E.M.Ashraf
(Director- News and Programs, Middle East)
7. Mr.M.Rajeev
(Executive Editor- News)
8. Mr.S.Rajiv
(Senior General Manager- Marketing)
9. Mr.A.S.Jayashankar
(Deputy General Manager- Marketing)

10. Mr.PradapChandar
(General Manager- Commercial Co-Ordination)
11. Mr. Mohammed Arif C.C
(Deputy General Manager P&A)
20
 12. Mr.BijuRadhakrishnan
(General Manager- Technical)
13. Mr.A.J.Peter
(Chief Production Controller)

3.1.11 COMPANY SECRETARY

Mr.K.P.Sukumaran Nair

3.2.1 KAIRALI TV

Malayalam Communications Limited’s first venture is Kairali TV. It is a unique

experiment in the Malayalam television scenario and launched in 17th August 2000.
Kairali channel by its very style and content en-capsules the quintessence of the
culture, ethos artistic aspiration of the malayalees.

Kairali’s vision is to create programs that meet international standards of

creativity and production excellence. Kairali’s mission is to rule the airwaves as the
channel with cutting edge viz; the cutting edge of news breaking, programming and
technical perfection. Today Kairali TV has emerged as the most preferred channel of
the malayalees deeply entrenched in the minds of the Keralites the world over.

3.2.2 PEOPLE TV

Malayalam Communications Limited second initiative is “People” which was

launched after five years of its successful project Kairali TV. PEOPLE is a channel
with its unique specialty, brings home a variety of program for all sections of people.
It is news channel that specially focus on current affairs.

PEOPLE update our viewers with the latest happening round the world in each
and every second of the day. The very name of the channel “PEOPLE” sums up the
quintessence of what channel is designed to be. “PEOPLE” is not another channel but
the other channel.

21
3.2.3 WE TV

WE TV, which was launched and telecasted on 15th April 2007 is meant the for the
globally thinking globally dreaming and globally living young Kerala, WE TV is a
wholesome entertainment channel with programs reciprocating the aspiration of our
youngsters. It would be making foray into numerous areas of interest and would make
gen next tread the path of new visual experience.

WE TV is a creative venture par excellence, utilizing our unrelenting resources

of youth potential on and off cut campuses and our work places. WE TV has incessant
interaction of lifestyle, fashion and living, music, cinema, sports and games shows.
WE TV is an uncompromised endeavor to quench the visual sensibility of our youth,
the very future of Kerala.

22
 CHAPTER IV

23
 DATA ANALYSIS

ORGANISATION STRUCTURE: KAIRALI

Organisation chart of malayalam communications ltd (kairali)

THE DEPARTMENTS

24
 DEPARTMENTS

4.1 PROCESS AND PRACTICES

Idea

Producer

Story and theme

Budgeting

Financing

Casting

Director Selection

Pilot and project approval

Script

Stage Diection

Special Request

Table reading

Rehearsals

Production

Editing
25
The process and practices of producing television programs differ from one individual
to another individual and from a company to another company. However, some
elements are common in all cases. The process begin with an idea for a television
program. This inspiration comes from many sources, news-items published in
newspapers, articles published in magazines, treatment (semi developed stories) from
potential writers, full-length scripts produced by writers or previously rejected by
other producers or books.

A producer or production executive takes this idea and nutures in until it is

developed into a program. The producer provides the vision, hires key participants
required for the production process, arranges financing, supervisesthe production and
participates in selling and promoting the program.

First the producer puts together a team of writers to develop the idea and
convert it into a story or theme. This team is the core of the creative process. The
team includes; a lead writer(s) who compiles and edits the final script; these writers
who maintain the consistency of the script with the general story or theme, story
writers who develop the story and the characters involved in the story; script writers
who develop scripts and dialogs and punch-up people who add jokes and punch-lines.

As the story gets developed, the executive producer and line producer develop
the production budgrt. This budget details the cost estimates of employing talent (
director and cast) acquiring music and other rights, staging and design, leasing a
studio or location, developing production support and staff, travel and administrative
support, and marketing.

In recent years, marketing costs have increased significantly for television

programming, a parallel with the marketing cost of movies. Marketing costs for
television programs are typically divided into 50% for publicity. 40% for advertising,
and 10% for promotion. Publicity includes interviews of leading casts on talk shows,
and magazines. Advertsing includes linking up with corporate sponsors such as fast
food chains.

26
After the detailed budget is developed, the producer or the production company
prepares an overall timeline identifying major milestone. Then, they present the
budget and the timeline to potential financiers to secure financing for the whole
project. The poject does not start until the financing is fully guaranteed.

The pre-production phase commences after the project is guaranteed a

financial support. First, a casting director is hired to find and secure the core,leading
cast and supporting cast for the project. As television programs primarily involve
emerging actors/actresses, finding good cast is challenging. Casting directors use
several sources to find suitable artists. Personal relationships developed through past
work are the primary sources. Talent agencis are also important sources, in addition,
project based advertisements or direct main are used for unusual requirements.

Cast is selected based on screen tests and previous experiences. The casting
director also gets involved in hiring extras or local cast at the location of shooting.
Towards the end of the cast selection process, a director have very little control over
the processs.their participation in script writing and cast selections is very limited or
none. They are typically the last one to get selected.

After the production team is in place, the pilot development work begins. A
pilot is generally one full episode; in some cases; it may required developing more
than one episode to show the variation and consistency. Out of thousands of ideas,
normally about a few pilots are developed each season. The pilots are shows to
network program directors and about 15-20 pilot projects are approved to be
developed into full programs per season. About one or two programs succeed and go
into the next season. Editors do not participate in the production or preproduction, so
they have no connection with actors or production staff. They develop the first cut
independently based on the script and their creativity.

The second cut is developed with the director, third cut with the producer; and
the final cut with the network. The network also rates the episode based on the
industry-accepted rating scheme. This schedule is contractually obligated and strictly
followed by all participants; variations happen only in rare cases.

27
 4.2 FINANCE DEPARTMENT

Senior Director ( Finance& Technical)

Finance Manager

Manager (Finance)

Asst. Manager ( Finance)

Sr. Accounts officer

Accounts Officers

Accounts Assistants

Chart -3

Financing is a very important aspect of television program developing projects.

Special attention is given to the development of a detailed budget and the projected
tilmeline to quickly secure financial support. Some projects are self-funded, in that
they are first produced and then sold, and others are extremely –funded, in that they
are first sold and then produced. Internal working capital, personal bank loans, and
funding by corporate sponsors are primary source sof funding for self-funded projects.
Extre,ely –funded projects are financed by project based bank loans, customers
(networks or individual stations) and suppliers (production and post-production
facilities, individual investors and lenders, and advertisers. In making the decision to
finance or not. Financiers focus on various aspects including the overall cost of the
project, accuracy and consistency of the budget, past experience of the producer,
collection of writers, projected timeline, targeted network ( often the network’s
28
consent to evaluate the pilot is requested), and uniqueness of the story/theme. Unlike
as in movies, the selection of star-cast does not play a major role in the financing
decision.

All finance activities are centralised through the finance department of the
corporate office at Thiruvananthapuram. The main sources of revenue are branding,
sponsorship, associate sponsorship, co0sponsorship( more than one sponsors) time
slot sales, spot releases, time check etc. for time slot sales advance payment is needed.
They also had barter clients. There is not much financial responsibility in other
regional officers. So there is no finance department in regional offices except an
accounts assistant in the cochin office. Whatsoever the basic financial activity done in
the regional offices, the senior officers in charge should get the approval of the
department in the corporate office.

For advertisements the main document is registered order. It is received by

marketing department. They upload it to MIS. Then it is exported in excel format.
Then the technical department checks whether the advertisements are telecasted or
not. After that the finance department counter checks it with MIS and list the
difference and then send to marketing department along with the registered order and
then raise the bill. This is one of the important functions of the finance department.

Another important function is providing funds for production. For that the
budget of the program should be approved by the senior General Manager. If extra are
needed then it shpuld be discussed in the program committee and the approval of
senior GM is necessary for the sanction of funds. Another function is the preparation
of balance sheet and it should be given to the company secretary and he will be send it
to all share holders.

29
 4.3 MARKETING DEPARTMENT

Senior General Manager

Kairali People We Tv

Deputy GM Deputy GM

Assistant GM Assistant GM

Regional Manager

Senior Managers

Managers Managers Manager

Deputy Managers Deputy Managers Deputy Managers

Asst. Managers Assistant managers Assistant Managers

Senior Executives Senior Executives Senior Executives

Marketing Execut. Marketing Execut. MarketingExecutive

s

Time sales cordi. Time sales cordi. Time sales cordi.

Other supporting Other supporting Other supporting

staffs staffs staffs

Chart 4 Structure of marketing department

30
A channel as discerning as the malyalee themselves and is offering programmes with
an aunthenticmalayalee access. Its movement all set to win over 30 million malayalee
worldwide, and become as much apart of their identity as their language and culture.
Truly it is the expression of a people.

The only ‘urban’state in india with no palpable rural-urban divide. The only
state in india where both urban and rural population figure in the nationa relationship
survey.

Lifestyle indicators stand clearly above the national average pointing to:

1. A booming market

2. Very high brand proliferation

3. A fast growing rate of disposable incomes

4. A very high rate of consumption

5. A discerning people

Air Time is the main product of a channel. Marketing channel sells time slots. These
time slots are sold to clients who agree to sponsor programmes and they get to
advertise their products in between the programmes sponsored by them. The rates
differ based ontime and the kind of sponsorship, i.e the rates for advertisements
during prime time ( when there are large number of viewers) is high and the rate for
main sponsors are high compared to co-sponsors.

The corporate office of marketing department is located at

Thiruvananthapuram. The marketing department is co-ordinated by the General
Manager. The functons of Assistant GM are over all marketing, pricing, time slot
sales, marketing support activities, assisting GM etc. there are regional managers also.

Marketing is divided into two regions in india. They are southern and western
regions. Bangalore, Chennai etc. comes in southern region. Calcutta and Mumbai
comes in western region. Each region has regional managers. Assistant managers and
marketing executives. Sometimes there will be a senior regional manager and it is
based on the volume of work in each areas.
31
In middle east the marketing department has a senior regional manager, regional
manager and marketing executives. Marketing executives are mainly stationed at UAE.
Their main function is time slot sales. The department also depends on agencies for
advertisements. The marketing department had franchises in USA also.

Kairali, People and We have separate marketing departments. Staff are also
different in the marketing department of these channels. For We they had only
marketing executives in the corporate office. The main office of WE at cochin.

4.3.1 THE CUTTING EDGE OF OPPORTUNITY

If kerala is the dream market of any advertiser, kairali is the perfect medium for your
message. Over 10 million malayalees in kerala, five million more outside the state and
in the middle east tune into the satelite signals everyday. Malayalam communications
with its balanced blend of infotainment kairali is bound to cut through the clutter and
become their absolute favourite. In turn, providing the cutting edge your
advertisements cannot do without.

Table – 4Spot Buy

BANDS TIMINGS RATE PER 10 SEC

Morning Band 6.00 AM to 9.00 AM Rs.3,000/-

Noon Band 9.00 AM to 1.00 PM Rs.4,000/-

Evening Band 1.00 PM to 6.00 PM Rs.5,000/-

Prime Band 6.00 AM to 10.30 PM Rs.8,000/-

Prime Band 10.30 PM to 11 .00 PM Rs.10,000/-

NRK Band 11.00 PM to 3.00 AM Rs.5,000/-

Non Prime Band 3.00 AM to 6.00 PM Rs.3,000/-

32
News band Time check spot buy (10 Sponsorship
sec)

Morning News Rs.5500-Rs.3000 Rs.25000+90 sec FCT

Afternoon News Rs.6000-Rs.4000 Rs.40000+110sce FCT

Evening News Rs.8000-Rs.8000 Rs.75000+110sec FCT

Night News Rs.10000-Rs.10000 Rs.75000+110sec FCT

Table – 5Programme Wise Spot Rate

JB Junction Rs.12,000/-

FOI, Kuttipatturumal,
Kitchen Magic, KaryamNisaram Rs.9,000/-

Magic Oven Rs.6,000/-

Movie: Mon-Thur @ 10.00 am Rs.5,000/-

Movie: Fri-Sun @ 2.00 pm Rs.6,000/-

Programme Sponsorship (Minimum 13 Edpisodes)

Weekly serials/Daily Soaps 30 minutes Rs.1 lakh + 160 sec

FCT

Film based Programs 30 minutes Rs.85000 + 140 sec

FCT

Stage based programs 30 minutes Rs.70000 + 130 sec

FCT

Current affairs programs 30 minutes Rs.60000 + 100 sec

FCT

33
 Movie Sponsorship

Saturday/Sunday Rs.2.5 Lakhs + 410 FCT (Co-Sponsorship)

sec
Only

Afternoon & NRK Rs.2 Lakhs + 1000 FCT (Full Sponsorship)

Movies (Mon-Fri) sec

Seven day serial Sponsorship : (Minimum 7 Episodes)

Director’s special serial : (7 days) Rs.10 Lakhs+ 1600 sec FCT

Branding/Naming Rights : (Minimum booking: 13Episodes)

Weekly serials/Daily Soaps : Rs.1.25 Lakhs+220 sec FCT

Film based programs : Rs.1 Lakh + 170 sec FCT

Staged based programs : Rs.1 Lakh + 170 sec FCT

Current Affairs programs: Rs.75000 + 130 sec FCT

Time Slot fee : 30 minutes: Rs.40000 + 240Sec FCT

34
4.3.2 TELECAST NORMS

a. All advertisement materials are to be submitted in digital/beta SX/SP formats

only.

b. The advertisement material should reach our office along with confirmed
release order at least 10 days before the intended date of telecast.

c. The payment shall be made by Account payee cheque/demand draft drawn in

favour of “ Malaylam Communication Ltd”. Payable at Thiruvananthapuram.

d. Information for cancellation, postponent or for using revised advertisement

material should be received at our office at least 10 days before the scheduled
date of telecast. All such intimations should be in written format only.

e. If the material provided is to be returned to the advertiser, intimation should be

given within 7 days from the date of telecast.

f. Certificate of telecast will comprise only basic information like time and date
of the telecast.

g. Kairali reserves the right to accept/reject any advertisement or sponsorship at

its sole discretion.

h. The tariff and the terms and conditions are subject to change from time to
time.

i. The tariff and the terms and coditionsprevalling on the dare of telecast shall
apply on all billings.

j. Advertisements will be accepted telecast subject to the laws prevailing in

india.

k. Kairali will not be responsible for disruption in the telecast of thr

advertisement for force major reasons beyond its control. No claims will be
entertained in this regard.

l. Any dispute claim arising out of this transaction is subject to the jurisdiction
of the courts of Thiruvananthapuram only.
35
4.3.3 MARKETING MIX

4.3.3.1 PRODUCT

The product is intangible in nature. They are producing more programmes like reality
shows, talk shows etc. and they show advertisements between the programmes. Their
important product is Air time. The programmes they produce according to the taste of
their viewers. Kairali is a general entertainment channel; they are targeting the general
public. But PEOPLE is a channel targets people who pay more attention to news and
current affairs programmes. Whereas WE is a channel exclusively for the youth.

4.3.3.2 PRICE

Pricing is another important aspect of marketing. It is based on certain factors. One is

the popularity of the programme and the other is the prime time. Rates are also
different for main sponsors and co-sponsors. Main sponsors have to pay more than co-
sponsors. It also differs based on segment of the programme, ie. For example in news
the sponsor of the headlines has to pay more compared to those who sponsor sports
news.

4.3.3.3 PLACE

Kairali channel has very good distribution. It is available in all the states of india. It is
also available in USA, London, Middle East, and Australia etc. over ten million
malayalees more than five million outside the state and middle east tune into the
satelite signals every day. Channel has marketing departments in all these places. In
USA they have special agents for searching malayalee viewers.

4.3.3.4 PROMOTION

Promotion is done mainly by showing program promos in the channel and by using
print media, ie giving advertisements in news papers, magazines etc. they also use
their website (www.kairalitc.in) for promotional activities.

36
 4.4 PROGRAMME AND PRODUCTION DEPARTMENT

Director (programmes)

Asso. Director (Programmes) Chief production Controller

Chief Cameramen
Executive Producers

Senior Cameramen
Senior Producers
S
Camera Team
Associate Producers

Visual Editors
Assistant Producers

Lights Team
Manager ( Programmes)

Library and Research

Senior Graphics artist

Production Executive

Graphics Artist

Production co-ordinators

Other Supporting Staff

Make-up Artists

Other Supporting staffs

Set Desighner

37
Production can be broadly divided into two categories.

1. Indoor production

2. Outdoor production

4.4.1 INDOOR PRODUCTION

Interactive programmes such as quiz shows, music shows, high profule interviews,
etc. are recorded in a studio and reset each item according to the event that is to be
recorded in it. This is the main process in indoor production.

1. 4.4.1.1 PREPRODUCTION

Conceptualization is the very beginning of the production of any programme.

The producer is the one who conceptualizes the whole process. Once the idea
is fully generated, it is presented before the program committee. The program
committee has a director and convenor. It also involves senior producers,
senior cameraman, editors, technical consultants and deputy technical
manager. An on-line script which acts as a blue print of the whole programme
is also presented before the programme committee for approval. Then a
research team is assigned to go into the reality of the concept after it has been
approved.

A budget outline is then presented to the senior general manager of

finance. The budget would contain the minute details of all expenditures
connected of the programme. If he approves the budget then the producer can
start his work. If extra funds are needed then it should be presented in the
programme committee with accurate reasons and the approval of the senior
GM is necessary for the sanction of funds.

2. 4.4.1.2 PRODUCTION

Here the technical team works closely with the production team to make the
programme . the technical units include studios, production control room
(PCR), video Tape recorder (VTR) outdoor broadcasting van (OB Van) etc.
for live programmes the camera format is D35.
38
While shooting live programmes the audio cable is connected to the switchers, it is
then connected to the OB van. From the OB van to satellite and then it reaches
the channel’s office.

The outdoor camera format is SX4 and for indoor it is DSS. Then there
are set designers who design the set, lighting is hired from outside. The
channel has light assistants who help the outside light engineers. The cameras
and the background settings change according to the type of programmes.
Now tapes are used for storage purpose and it is then kept in the library for
further use.

3. 4.4.1.3 POST PRODUCTION

Editing, dubbing, graphics implementation and compilation takes place at this

stage. This is the final stage of production process. The main process is to
convert ‘rushes’ to ‘master copy’. After all the process mentioned above the
rushes will be converted into master copy.

Sometimes editing is done when the programme is being recorded in

the studio. It is called on-line editing. So the final version only requires little
editing. For live programmes editing takes place in studio. DCP(final cut pro)
is the software used for editing. The type of editing engaged is non-linear
editing. The programme is then presented before the creative executive of the
program committee. After that it is telecasted.

4. 4.4.2 OUTDOOR PRODUCTION

Interactive programmes such as reality shows, high profile interviews, news

reporting, stage shoes etc. are recorded in outdoor unit or outdoor studio and
are edited inside the company studio or outdoor studios.

39
 4.4.3 EQUIPMENTS NEEDED FOR PRODUCTION
PROCESS

4.4.3.1 Camera

Video camera is used to capture images and videos in the production houses.
For live programmes the camera format is D35. The outdoor camera format is
SXS and for indoor it is DS5. Ath the main studio floor kairali has a large
deployment of digital professional cameras, like sony DNW90 betacams x,
sony DXC-D-35 etc.

4.4.3.2 Teleprompter

Teleprompter (also known as autocue) is a display device that prompts the

person speaking with an electronics visual text of a speech or script. The
screen is in front of the camera and the words on the screen are reflected to the
eyes of the speaker using a two way mirror. So the speaker can speak
spontaneously and can look directly into the camera lens.

4.4.3.3 sound mixer

It will deliver superb performance in extreme locations. It can be used for

multi camera interviews, single camera ENG-style production, documentary
films, sports broadcasting acoustical test and measurement, sound effecting
gathering, video production etc.

40
 4.5 HUMAN RESOURCE DEPARTMENT

Deputy General Manager

( P&A )

Manager (P & A)

Asst. Manager ( Estate)

HR Executive

Front office

Office Assistants

Other admin & supporting staff

Chart 6

A company is incomplete without a human resource department. But, it’s true as the
very existence of a human resource department is vital to overall productivity and
efficiency of the strong work force in any thriving organization. Infact, good human
resource can be one of the most valued and respected departments in an organization;
their job is managing people, and peple are the company’s most important asset.

One of the major roles of a human resources department in a successful

business involves a lot of observation analysis from behind the scenes. Indeed, the
intelligence of the human resource department often involves what can be equated to
“crunching numbers” compiling complex data metrics that follow the performance of

41
individual employees, as the move thorough the workforce is an important task, which
has helped human resources, workout crucial solutions to inefficiency, writing profit
margins and more.

Due to the sensitive nature of human relations and the work that human
resources departments must carryout, discretion is crucial element to this field. That’s
because the management of performance can often involve tough decisions such as
choosing who to let go, who to promote and who to hire. Keeping the decision
making process behind closed doors is an ethical practice that breeds the least amount
of contention possible.

4.5.1 RECRUITMENT

4.5.1.1 Selection and recruitment of personnel:

Personal selection is the process used to hire indiviuals. Recruitment refers to the
process of findings possible candidates for a job.it also may be undertaken by an
employment agency or by a staff at the organisation responsible for that. Advertising
is a common part of recruitment process and can occur through several means:
through newspapers, professional publications, job centers, campus recruitment
programmes etc.

4.5.1.2 Job analysis & job description

Job analysis refers to various methodologies for analysing the recruitment of a job.
There are several ways to conduct a job analysis including interviews with
supervisors, questionnaires and gathering background information such as duty
statement or classification specification .job analysis is done in order to find out the
job description and job specification.

job description involves the duties and responsibilities needed for the job and
job specification involves the basis qualification needed for a job.

42
4.5.2 RETAINMENT

Retensionof excellent employees is a major challenge faced by organisations today.

Following are some of the measures used by the organisation to retain its employess.

1. Placement: assignment of specific job to the selected candidate

2. Induction:introduction of new employees into his/her job and organisation.

3. Wages and salary administration: the proper maintenance of pay scale

showing ranges of pay within each grade.

4. Discipline and supervision: discipline is a coercive mechanism. Here is a

collaborative process of building consensus reading accepted behaviour within
the institution. Supervisipn is achieved by having one person or one level issue
orders or instructions to several others whose work interrelates.

5. Transfer and promotion: it is based on the performance of employees.

6. Performance appraisal: it is the systematic assessment of individual’s

performance and based on that promotion, incentives etc. are given.

7. Preservation of losses: it is done by collecting informations such as

1) Employee general information

2) Employee pay information

3) Benefits/deductions

4) Year to date payroll totals

5) Vacation information

6) Employee tickets

7) Employee notes

43
 8.Employee grievance:

To effectively deal with work related grievances the following principles are
adopted.

1) Staff is consulted in the development of the agency policy and

procedure.

2) Fair, impartial, just and confidential handling of concerns and

grievances.

3) Action is taken promptly within agreed time frames and procedures.

4) Parties are protected from victimization.

5) The system provides employees with a choice of procedures.

9.Training and Development

In the technical field employees are given training from persons who are
eminent in the concerned field. They employ different ways for training.

1) Lecture : Here there is a person who is called the trainer. He uses

visual aids, question/answers, posters etc. to support the lecture.

2) Demonstration: Here the trainer shows trainees how to do something.

The trainer also provides opportunity for the trainess to perform the
task being demonstrated.

3) Seminars:it involves lectures, discussions, conferences, demonstrations

etc.
4) Role play: Here the trainees assume roles and act out situations
connected to the learning concepts. It is good for sale training.

5) Case studies : Here a case study is given to trainees and trainees have
to recommended solutions based on the content provided.

44
 6) Simulation : Trainees participate in a reality based interactive activity
where they initiate actions required on the job. It is useful for skills
development.

7) Self discovery : Trainees discover competencies on their own using

techniques such as guided excercises, books and research.

8) Movies/computer based training : Training with the help of movies,

video tapes and computer based programmes.

9) On-the-job-training : Here the trainee is placed on the job and the

mentors or the manager shows the trainee how to do the job.

10) Personal records and statistics: Personnel planning depend on effective

and accurate record keeping and it helps the organisation to recruit,
train and develop staffs to their full potential. Good records help
managers to.

10. More accurately assess levels of perfomances and productivity.

11. Know what is happening with absence levels, labour turn over, sickness,
accidents,etc.and can take appropriate actions.

So the organisation is keeping their personnel records and statistics

efficiently to develop policies free from any bias on grouns of sex, race, age or
disability. It also helps to ensure that the workers are receiving their correct
pay, pensions, holidays etc.

4.5.3 RETIREMENT

It is the point where a person stops the employment completely. This happens when
the person reaches a pre-determined age and when the physical condition dosen’t
allow the person to work anymore or even for personal choice. A pension is given to
the person after retirement based on his position in the organisation.

45
 4.6 NEWS AND CURRENT AFFAIRS DEPARTMENT

Director ( news and current affairs)

Executive editor

Associate editors

Chief news editor

News editor/ deputy news editor

Heads of bureau

News desk team

Special correspondent

Associate producers/sr.reporters

Producers/reporters

Trainee journalist

Other technical and supporting staffs

Library and research

Chart 7

46
In kerala people are addicted to news. Kairali has a news network spread across most
districts of the state. Everybody here gets the regional take on national news but
kairali has a separate news channel called PEOPLE TV. It focuses mainly on news &
current affairs.

The editor who is the head of the news & current affairs department is the MD
himself. The director and executive editor is controlled by the editor.the associate
editor post is only at the middle east.

Kairali has an online news studio from where live news is directly unlinked.
Kairali has live news studio at delhi, kochi, Thrissur, Palakkad, Kozhikode, Kannur
the uplink center is kochi. The news bureaus all over kerala is connected to the central
news hub at Trivandrum. Similarly special gulf bulletins and current affairs
programmes are also relayed to the main news center at Trivandrum. The hourly
bulletins are broadcast from the live news studio. The news wing is specially
equipped with sony DV-CAM (DV-300) cameras and mini DVCAM cameras for
field news acquisition. The news studio is also equipped with sony D-35 Digital play
out recorders and players.

There is a news team which comprises of news desk & bureau chiefs. The
news desk is only at the corporate office situated in Trivandrum and there are bureau
chief in districts which have more than one reporter. They have mini desk and live
connectivity at cochin& Calicut also. The main function of data from the library etc.
the main sources of news are reporters, news agencies, national channels etc.

The special correspondents are the news editors in field. There are special
reporters also. They are selected based on their seniority. They have stringers in major
cities. They are not their staffs. All bureau chiefs and the gulf zone editor report
directly to the news editor.

The entire news desk acts as the production team for both the news and current
affairs programs. Advertisements are collectedby the marketing department. Software
named grass valley is used for editing and news they use software called winplus.

47
4.7 TECHNICALDEPARTMENT

General Manager

( Technical )

Assistant GM ( Systems )

System Administrators

Junior Engineer

Web Designer

Technical coordinator

Technicians (Transmissions)

Transmission Executives

Sound Engineers

Play –out Operators

Overseer (Electrical )

Electricians

Technical Store
48
Chart – 8
The technical department works vey close to the programmes and production
department. Kairali is using VSNL earth station and It has direct link to the satellite
INSAT 2 E. kairali has live news rooms and studios at the uplink center at cochin.
Kairalitv was the first to use digital analogue fusion technology. They are employing
digital device to uplink; the channel ensures pixel perfect picture quality. But to
facilitate wiser reach and universal viewership signal are available in digital format.

Kairalistudio are deploying topmline digital equipment for programme

acquisition, production, post production, editing and composition of programmes. The
primary digital format is BETACAM-SX cams x (3 in nos.), DXC-D-35 (5 in nos.),
CCU s and online multicam edit recorders. The light arrangement is with HML,
tungsten and Col Light. The shoot floors are also equipped with track, trolley and
crane facilities.

Apart from the cameras there are other technical things to be taken care for the
presentation techniques of the news channel. The technical team is working on news
graphics and the supporting technology that gives the channel an international
appearance.

There is a senior manager for the technical department. He coordinates all the
functions of the technical department. It also includes many technicians, sound
engineers, play out operators etc. they are also working on the list of all other cutting
edge equipment that the channel needs to improve its current performace.

Apart from the cameras there are other technical things to be taken care for the
presentation techniques of news channel. The technical team Is working on news
graphics and the supporting technology that gives the channel an international
appearance.

There is a senior manager for the technical department. He coordinates all the
functions of the technical department.it also includes many technicians, sound
engineers, playout operators etc. they are also working on the list of all other cutting
edge equipment that the channel needs to improve its current performace.

49
 4.8 COMPANY AFFAIRS DEPARTMENT

Company Secretary

Legal Officer

Assistant Manager

( admin )

Other Supporting Staff

Chart – 9

Company affairs deals with all the legal aspects associated with the organization.
Company secretary takes care of all the legal and managerial affairs of the entire
organisation , which dosen’t falls in the purview of any other department. Malayalam
communications limited is an organisation registered under the companies Act, so it
enjoys all the power of a registered company it as performs its duties aas a registered
company.

Its main function is to make the shareholders aware about the organisations
activities. It is his responsibility to send the organisations balance sheet to the
shareholders. Tha annual report with the balance sheet is been send to all the
shareholders and they are invited for the annual general body meeting.

The department consists of the company secretary who is in control of all the
operations of the department. Under the company secretary the senior secretary works
with a team of supporting staffs. All of them have a great influence in the department
as the number of employees in this department is less compared to that of other
departments. So each and every member is highly important and have specified tasks
to be performed.

50
 4.9 CHANNEL PROMOTION, EVENTS AND PUBLIC
RELATION DEPARTMENT

Director

( CP , E & PR )

Public relations officer

Manager

( Distribution )

Chart -10

Public relations (PR) are the practice of managing the spread of information between
an individual or an organization and the public. Public relations may include an
organization or individual gaining exposure to their audiences using topics of public
interest and news items that do not require direct payment. The aim of public relations
is to persuade the public, prospective customers, investors, partners, employees, and
other stakeholders to maintain a certain point of view about it, its leadership, products,
or of politica decisions. Common activities include working with the press and
sipplying written content for news and feature articles together with arranging
interviews with expert spokespeople, speaking at conferences, winning industry
awards and internal/ employee communication. Public relation is carried out by public
relation officer (PRO) under the guidance of director (PR, ES and CP).

This department also focuses on the events which are being organized by the
channel.they are the full responsible personalities for the success of an event. They
will assign the different parts of the events to different departments. Such as event
budgeting will assign to finance department etc. they are also responsible for the
promotion of the channel in front of the public. They will assist the marketing
department for this function. Usually the manager will entitles these two functions.

51
 CHAPTER V

SWOT AND PORTERS FIVE FORCES ANALYSES

5.1 SWOT ANALYSIS

A SWOT analysis is a structured planningmethod used to evaluate the strengths,

weaknesses, opportunities and threats involved in a project or in a business venture. A
SWOT analysis can be carried out for a product, place, industry or person. It involves
specifying the objective of the business venture or project and identifying the internal
and external factors that are favorable and unfavorable to achieve that objective.

1. Strengths: characteristics of the business or project that give it an

advantage over others.
2. Weaknesses: characteristics that place the business or project at a
disadvantage relative to others.
3. Opportunities: elements that the project could exploit to its advantage.
4. Threats: elements in the environment that could cause trouble for the
business or project.
Identification of SWOTs is important because they can inform later steps in
planning to achieve the objective.

STRENGTHS WEAKNESSES
Good image High cost of capital

Financial stability Fails to establish time

Unique viewership Absence of core depts.

Dynamic production Lacks anticipative

marketing

OPPORTUNITIES THREATS
Viewers are more Fast changing life cycle
importance to current of people
affairs programmes
Competitors strong
High capital reserve sales and marketing
adapting modern strategies
52 technologies
5.1.1 STRENGHTS

1. Good brand image, good reputation

2. Dynamic production and technical team, high quality cameras and digital
production unit

3. Some of the employees are shareholders of the company. So there is sense of

ownership towards the company, and a feeling of responsibility toward its
progress.

4. Unique and dedicated viewership

5. Conducting mega events like reality shows around the world including Dubai
and Europe.

6. Kairali channel act as a official media partner in the various cultural events

7. Ample location of the studio in the heart of capital city with a 9 floor building.
Also modern equipments for transmission and production.

8. Financial stability

5.1.2 WEAKNESSES

1. High cost of capital needed for the purchase of the machineries for meeting
the modern needs of the industry

2. Lacks a strong mission and fails to establish time bound goals for each
department clearly.

3. Absence of some core departments like R&D and advertisement

4. Absence of effective sales promotion and advertisement strategies.

5. Lacks anticipative marketing.

53
5.1.3 OPPORTUNITIES

1. It has a space in the satelite for starting one more channel without making
more expense

2. Viewers give more importance to current affairs programmes

3. Untapped market segments like children, unemployed youth, teenage, job

seekers, farmers etc. seeking for their own personal entertainment.

4. High capital reserve adapting modern technologies

5.1.4 THREATS

1. New players including international companies are ready to enter in to the

industry.

2. Market shares of advertising more shared by print media

3. Competitors strong sales and marketing strategies.

4. Fast changing life style of people

5. The younger age groups’ preference changing to internet, or their mobile

telephones to learn of news that interests them.

6. Competition from rival channels like Asianet, Surya, Manorama news,

Mazhavilmanorama, Reporter, Kiran etc.

54
5.2 PORTER FIVE FORCES ANALYSIS

Porter five forces analysis is a framework to analyze the level of competition within
an industry and business strategy development. It draws upon industrial organization
economics to derive five forces that determine the competitive intensity and therefore
attractiveness of an Industry. Attractiveness in this context refers to the overall
industry profitability. An "unattractive" industry is one in which the combination of
these five forces acts to drive down overall profitability. A very unattractive industry
would be one approaching "pure competition", in which available profits for all firms
are driven to normal profit.

These forces are reffered to as the micro environment, to contrast it with the
more general term macro environment. They consist of those forces close to a
company that affect its ability to serve its customers and make a profit. A change in
any of the forces normally requires a business unit to re-assess the marketplace given
the overall change in industry information.

A Graphical representation of porters five forces

55
5.2.1 Threat Of New Entrants
Creative programs that yield high satisfaction will attract new viewers. This results in
many new entrants, which eventually will decrease profitability for all firms in the
industry. Unless the entry of new channels can be blocked by incumbents, the
abnormal profit rate will trend towards zero (perfect competition).

The following factors can have an effect on how much of a threat new entrants may
pose:

1. The existence of barriers to entry. The most attractive segment is one in which
entry barriers are high and exit barriers are low. Few new firms can enter and
non-performing firms can exit easily.

2. Government policy

3. Capital requirements

Since startup cost is low as compared to running cost, the channel has to
think critically and creatively

4. Product differentiation

Competition from rivalary channels like Asianet, Surya, Manorama,

Manorama News, Reporter etc

5. Brand equity

Programmes in the channel and TPR rating is essential for creating brand
equity

6. Switching costs or sunk costs

7. Expected retaliation

Conduct many mega events and work as media partner for various cultural
events

8. Access to distribution

Kairali channel is available through all major cable operatora and satellite set
top box like Disht TV, SUN TV, Tata Sky and Big TV

56
5.2.2 Threat Of Substitute Products Or Services
The broadcasting of crative and innovative programms outside of the realm of the
common programme boundaries increases the propensity of customers to switch to
alternatives. For example, tap water might be considered a substitute for Coke,
whereas Pepsi is a competitor's similar product..

Potential factors:

1. Buyer propensity to substitute

TRP rating has considerably reduced due to non

entertainmentprogrammes and quality serials.

2. Relative entertainment value of substitute

Being a party channel more importance is given to political affairs than

entertainment ones.

3. Number of substitute channels available in the market

Asianet for example has different channels each dedicated to News,

Movies, Entertainment etc.

4. Ease of substitution

5. Substandard product

Cookery show broadcasted by Kairali is of low value than other

programmes of rivals

6. Quality depreciation

7. Availability of close substitute

57
5.2.3 Bargaining Power Of Customers (Buyers)
The bargaining power of viewers is also described as the market of outputs: the
ability of viewers to put the firm under pressure, which also affects the viewer's
sensitivity to quality of programmes. Firm can take measures to reduce the customer
loyality, such as implementing a loyalty program. The powerof viewers is high if the
viewer has many alternatives.

Potential factors:

1. Viewer concentration to firmconcentration ratio

TPR rating of most of the programmes by Kairali yields poor value

2. Viewer switching costs relative to firm switching costs

3. Viewer information availability

They are providing scrolling information about the upcoming programs

and keep the viewers updated about the next programmme

4. Availability of existing substitute products

Chances of viewers switching channels due to heavy ad breaks

5. Differential advantage (uniqueness) of programmes

Kairali lacks an innovative programme team.

58
5.2.4 Bargaining Power Of Suppliers
The bargaining power of suppliers is also described as the market of inputs. Producers
of different programmes, components, labor, and services to the channel can be a
source of power over the firm when there are few substitutes.

Potential factors are:

1. Supplier switching costs relative to firm switching costs

2. Degree of differentiation of inputs

Viewers are always interested to view serials of established directors

and latest films through mini screen, where kairali fails.

3. Impact of inputs on cost or differentiation

Degraded quality programmes and those with a touch of politics

influence the TRP rating.

4. Presence of substitute inputs

Hiring establishe writers, acquiring rights for exhibiting new films

will solve the problem

5. Strength of distribution channel

Kairaliposses a wide rang of digital distribution channel both within

the country and abroad.

6. Supplier competition

The ability to forward vertically integrate and cut out the buyer.

59
5.2.5 Intensity Of Competitive Rivalry
For most industries the intensity of competitive rivalry is the major determinant of the
competitiveness of the industry.

Potential factors:

1. Sustainable competitive advantage through innovation.

Lack of proper creative team and inefficiency of creative head

2. Level of advertising expense

Compared to other channels Kairali’s advertising charges are becoming

low as compared to previous years.

3. Powerful competitive strategy

Intoducyion of more viewers entertainment programmes than politics

related programmes gained pace for rooting othe channels

4. Degree of transparency

60
 CHAPTER VI

FINDINGS, CONCLUSION AND SUGGESTIONS

6.1 FINDINGS

The organisation study isss based upon the information imparted by the respected
personnel of the organisation. Interaction with workers, information from journals,
magazines, news papers and annual report also helped to discover newer areas in the
functioning of the organisation.

1 Quality of output is low (lack of productivity)

2 Employees are not getting adequate rest.

3 High competiton from similar business concerns in the market.

4 Employees are satisfied with wages and salary.

5 The advertising and promotional strategies are not adequate.

6 The company’s productivity is low compared to the other media’s in

the industry

7 The fund management is effective.

8 Business is mainly concentrated within Kerala.

9 Good inter personal relations between the employees.

61
6.2CONCLUSION

Malayalam communications limited is a pioneer in television channels in kerala.

They have completed thirteen glorious years in the field. From a position where the
organisation was in a break even stage, it has evolved as one of the profit making
organisations industry. It is a public limited company started from the money
collected from the common man.

The channel which lies close to the heart of the common man in kerala have
gained considerable viewership and popularity in compared to its competitors. Its
products KAIRALI TV, PEOPLE TV and WE TV provide a variety in programmes
and the immaculate digital quality has made it one of the favourite Malayalam
channel.

It has a bright future ahead, a future belonging to innovation and

simplicity of programs. Kairali is the most profit making company in the media
industry. Kairali has now grown to become a well-known media sector in the country.

62
 6.3 SUGGESTIONS

1 Introduction of new AV technologies and Effective training on the same

Platform for the employees may increase the productivity.

2 Increase the number of shifts from two to three such that the employees may
get sufficient resting time and will lead to increase the productivity and
consistent performance.

3 Diversify programmes after conducting viewership study.

4 Maintain better ties with the programme agency.

5 Company should adoptfullfledgedadvertising campaigns and adopt new

promotional strategies like new reality shows and innovative entertainment
programmes for increasing the rating.

6 Company should air innovative programmes like film awards, awareness

programmes( smoking, HIV aids) to meet the growing demand.

7 Try to expand business outside Kerala other than Kairali Arabia.

63
BIBLIOGRAPHY

1 Aswathappa . K (2005) ; organisational behaviour ; Himalaya publishing

house; Mumbai; sixth revised edition.

2 Kanka S.S (2007) ; Human Resource Management ; S Chand & company ;

new delhi ; revised edition

3. Kothari C.R (2004) ; Research Methodology Methods and Techniques ; New

Age international publishers ; New Delhi ; Reprint Edition.
5. Malayalam Communications Limited Annual Report ( 2014 - 2015 )

6. http://www.kairalitv.in/Home

7. http://en.wikipedia.org/wiki/kairali_TV

8. http://en.wikipedia.org/wiki/media_of_india

9. http://en.wikipedia.org/wiki/television_in_india

10. http://en.wikipedia.org/wiki/media_in_kerala

11. http://livetvchannelsfree.com/malayalamtv.html

12. http://www.ibef.org/industry/media-entertainment-india.aspx

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