A

Report on
Media Services

Submitted to: Prof. Bijal Mehta Submitted by:

Priyank Acharya (A - 1)
Bhavin Kapta (A - 24)
Dhaval Limbhachiya
(A - 27)
Arpan Patel (A - 37)
Rohan Sutaria (A -
54)
Jaydeep Vaghela (A -
57)
Manish Joshi (B - 18)
Dimpy Shah (B - 49)
TABLE OF CONTENTS
TABLE OF CONTENTS.................................................................3
EXECUTIVE SUMMARY................................................................ 6
INTRODUCTION.........................................................................7

The Indian Entertainment and Media Industry.................................................7

CHARACTERISTICS OF E&M INDUSTRY........................................8

A. Low media penetration in lower socio-economic classes (SEC).....................8

B. Low ad spends...........................................................................................8

C. Liberalizing foreign investment regime.......................................................9

CURRENT STATUS OF THE INDUSTRY AND ITS GROWTH POTENTIAL
..............................................................................................11

Key growth drivers......................................................................................13

Television.....................................................................................................................13
Print media...................................................................................................................13
Radio............................................................................................................................13
PRINT MEDIA INDUSTRY...........................................................15

Print And Newspapers..................................................................................18

The Times Of India........................................................................................................18
The Economic Times.....................................................................................................18
Indian Express..............................................................................................................18
India Today...................................................................................................................19

Challenges with Print Media:.......................................................................19

PRINT MEDIA FROM SERVICE PERSPECTIVE.............................22

Newspaper Advertising ...............................................................................22

Some Advantages in Newspaper Advertising ................................................23

Some Disadvantages with Newspaper Advertising.........................................23

THE HINDU .............................................................................24
THE TIMES OF INDIA................................................................25

time of india lead india campaign.................................................................26

Teach india campaign .................................................................................27

TELEVISION INDUSTRY IN INDIA................................................28

DTH Service.................................................................................................28

DOMESTIC PLAYERS.....................................................................................31
ETV Network ................................................................................................................31
Sun TV Network ...........................................................................................................32
Zee Entertainment Enterprises Ltd...............................................................................32
 Maa TV .........................................................................................................................32
B4U Television Network (India) Pvt Ltd.........................................................................32
BBC World India............................................................................................................33
Cartoon Network India..................................................................................................33
CNBC Asia.....................................................................................................................33
Doordarshan-Indian National Television Network.........................................................33
NDTV............................................................................................................................34
SonyEntertainmentTelevision.......................................................................................34
MARKET TRENDS IN INDIA........................................................35

Value added services...................................................................................35

Partnerships with movie/video distribution companies..................................35

High -Definition Services..............................................................................35

Looking Beyond...........................................................................................35
SWOT ANALYSIS OF THE INDUSTRY.........................................36
TV FROM SERVICE PERSPECTIVE...........................................38

Television Advertising..................................................................................39

Advantages in Television Advertising...........................................................39

Disadvantages in Television Advertising.......................................................40

LEADING TELEVISION CHANNEL ...............................................41

History .......................................................................................................41

List of channels provided.............................................................................43

TATA SKY................................................................................ 46

Background.................................................................................................46

Marketing Objectives...................................................................................46

Competitors................................................................................................46

SWOT ANALYSIS OF TATA SKY......................................................................46

Strengths......................................................................................................................46
Weakness ...................................................................................................................47
Opportunities...............................................................................................................47
Threats.........................................................................................................................47

Porter’s Five Forces Analysis........................................................................48

Threats of new entrants................................................................................................48
Bargaining power of buyers..........................................................................................48
Bargaining power of suppliers......................................................................................48
Pressure from substitutes ...........................................................................................48
Competitive revelry......................................................................................................48
SERVICE COMPARISON OF SATELLITE CHANNEL........................49
BARRIERS TO INVESTMENT IN THE ENTERTAINMENT AND MEDIA
INDUSTRY...............................................................................50
1. Piracy......................................................................................................50

2. Lack of a uniform media policy for foreign investment...............................50

3. Level playing field with incumbents..........................................................50

4. Content regulation...................................................................................51

5. Price regulation in the television industry.................................................51

6. Cross-media ownership rules....................................................................51

7. Lack of empowered regulators..................................................................51

8. Merging of the FII and FDI caps................................................................52

9. Tax treatment of foreign broadcasting companies.....................................52

MARKETING EFFORT TO GAIN SUBSCRIBERS ( FOR PRINT MEDIA)
..............................................................................................53

How to engage the readers?.........................................................................53

New Business Models ..................................................................................54

Marketing effort to gain subscribers for TV and broadcast media.............................54
FUTURE OUTLOOK...................................................................55
CONCLUSION........................................................................... 57
BIBLIOGRAPHY........................................................................58
EXECUTIVE SUMMARY
The Indian entertainment and media sector is one of the fastest
growing sectors in the economy, and its segments have all witnessed
tremendous double digit growth in the last few years. The past 2 years
were tumultuous, especially due to poor liquidity in the system for
financing big projects for the big and small screen. However, with global
indicators realigning themselves once again, the Indian media and
advertising industry too looks poised to resume where it left off pre 1H
2008.According to a 2009 report jointly published by the Federation of
Indian Chambers of Commerce and Industry (FICCI) and KPMG, the media
and entertainment industry in India is likely to grow at ~13 % CAGR over
2009-13, touching US$ 20 billion by 2013.

The key reasons favouring the rapid growth of the Indian

entertainment and media sector are the demographic and economic
factors buoying India’s development; with a majority of the population
below the age of 35, and increasing disposable income in Indian
households, the average spend on media and entertainment is likely to
grow, according to the 2009 edition of PricewaterhouseCoopers report.
The quality of the service provided by player also matter most. For
example Times of Indian is very successful news paper because they
not only provide good news but they also empower the reader. Same
goes true for star channel group which provides great entertainment to
the viewer by offering quality program to them.
INTRODUCTION

THE INDIAN ENTERTAINMENT AND MEDIA INDUSTRY

The Indian entertainment and media (E&M) industry has out-performed
the Indian economy and is one of the fastest growing sectors in India. The
E&M 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 E&M industry and are likely to contribute to the growth of
this industry in the future.
CHARACTERISTICS OF E&M INDUSTRY

A. LOW MEDIA PENETRATION IN LOWER SOCIO-ECONOMIC CLASSES (SEC)

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 due to the higher base.

Source: IRS, Round 2 as quoted in Jagran Prakashan Prospectus filed with

SEBI

B. LOW AD SPENDS

Indian advertising spends as a percentage of gross domestic product

(GDP) – at 0.34 percent – is abysmally low, as opposed to other developed
and developing countries. Advertising revenues are vital for the growth of
this industry. While today the low ad spends may seem like a challenge
before the E&M industry, it also throws open immense potential for
growth. This potential can be estimated by the fact that even if India was
to reach the global average, the advertising revenues would at least
double the current advertising revenues.
Source: Advertising Expenditure Forecasts by Zenith Optimedia as quoted
in Entertainment Network Limited Draft Red Herring Prospectus filed with
SEBI

C. LIBERALIZING FOREIGN INVESTMENT REGIME

Today, India has probably one of the most liberal investment regimes
amongst the emerging economies with a conducive foreign direct
investment (FDI) environment. The E&M industry has significantly
benefited from this liberal regime and most segments of the E&M industry
today allow foreign investment. Recently FDI was permitted in the two
important sectors – print media and radio. Films, television and other
segments are already open to foreign investment. In the print media
segment, 100 percent FDI is now allowed for non-news publications and
26 percent FDI is allowed for news publications. Printing of facsimile
editions of foreign journals are now also allowed in India. This policy is
helping foreign journals save on the cost of distribution while servicing the
Indian market audiences more effectively. The FM radio sector too was
opened for foreign investment recently with 20 percent FDI being allowed.
The FM radio sector itself has expanded by opening 338 licenses for
private investment, which currently is underway. As a result, the radio
sector is expanding rapidly with forecasted growth rates of 32 percent per
annum.
Summary of guidelines for FDI in the Indian E&M industry is given below:
Source: Ministry of Broadcasting & Media
CURRENT STATUS OF THE INDUSTRY AND ITS GROWTH POTENTIAL
The Indian economy continues to perform strongly and one of the key
sectors that benefits from this fast economic growth is the E&M industry.
This is because the E&M industry is a cyclical industry that grows faster
when the economy is expanding. It also grows faster than the nominal
GDP during all 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 sector.

Sources: Economic survey of india

The size of E&M in India is currently estimated at INR 353 billion and is
expected to grow at a compounded annual growth rate of 19 percent over
the next five years.
The television industry continues to dominate the E&M industry by
garnering a share of over 42 percent, which is expected to increase by a
further 9 percent to reach about 51 percent. The share of the film
industry, which currently stands at 19 percent, is not expected to change
materially over the next five years. Print media, which stands at over 31
percent, is projected to lose some of its share in favour of the emerging
segments.
KEY GROWTH DRIVERS

TELEVISION
Subscription revenues are projected to be the key growth driver for
the Indian television industry. Subscription revenues will increase both
from the number of pay TV homes as well as increased subscription rates.
The buoyancy of the Indian economy will drive the homes, both in rural
and urban (second TV set homes) areas to buy televisions and
subscribe for the pay services. New distribution platforms like DTH
and IPTV will only increase the subscriber base and push up the
subscription revenues.

PRINT MEDIA
A booming Indian economy, growing need for content and
government initiatives that have opened up the sector to foreign
investment are driving growth in the print media. With the literate
population on the rise, more people in rural and urban areas are reading
newspapers and magazines today. Also, there is more interest in India
amongst the global investor community. This leads to demand for more
Indian content from India. Foreign media too is evincing interest in
investing in Indian publications. And the internet today offers a new
avenue to generate more advertising revenues.

RADIO
 In 2005, the government opened up the sector to foreign
investment – and this is the key factor that will drive growth in this
sector. As many as 338 licences are being given out by the Indian
government for FM radio channels in 91 big and small towns and
cities. This deluge of radio stations will result in rising need for
content and professionals. New concepts like satellite, internet and
community radio have also begun to hit the market. Increasingly,
radio is making a comeback in the lifestyles of Indians.
PRINT MEDIA INDUSTRY .
The expected CAGR of 12 per cent up to 2011 is a result of the
increasing rate of literacy and thus the increase in the number of
people reading newspapers and magazines. Also, the demand for the
latest events in the country and the world is driving the newspaper
industry growth.
The bright future and the immense scope of the Indian print media
have also aroused the interest of foreign investors and recently the
government has opened up the sector to foreign investment. Foreign
media has also shown interest in investing in Indian publications. The
revenues for India's newspaper market are generated from advertising
and circulation. India's growth rate in this segment is poised to be higher
than the average rate of growth in the Asia-Pacific region over the
next four years. . A few leaders in India in this segment are: Times of
India Group, Dainik Jagran, Lok satta, The Hindustan Times and The
Hindu.
PRINT AND NEWSPAPERS
India has four news agencies namely, the Press Trust of India (PTI),
United News of India (UNI), Samachar Bharti and Hindustan Smachar.
Newspapers and magazines in India are independent and largely
privately owned. About 5,000 newspapers, 150 of them major
publications, are published daily in nearly 100 languages. Over 40,000
periodicals are also published in India. The periodicals specialize in
various subjects but the majority of them deal with subjects of
general interest.

THE TIMES OF INDIA

The Times of India is one of the leading newspapers of India and is
very old. Some of the features of the paper are news from various
Indian cities, sports, business (Indian and international),
entertainment, health, and the world. As a policy it lays more stress
on human-interest stories. It also carries features like Sports,
Entertainment, Stocks, Infotech, Editorials, Interviews, Letters,
Crosswords, and Horoscopes etc. The Times group also owns The
Economic Times, Femina, Filmfare, etc.
THE ECONOMIC TIMES
The Economic Times is one of the India's leading business
newspapers. It carries news about the Economy, Companies,
Infrastructure, Trends in the Economy, Finance, Stocks, Forex and
Commodities, news from around the world and from the world of
politics besides Editorial and Features. The magazine section has
Investor's Guide, Brand Equity and Corporate Dossier. It is part of
the Times Group.

INDIAN EXPRESS
The Indian Express is another leading newspaper of the country.
This group's publications include the Indian Express, the Financial
Express, Loksatta, Screen and Express Computer.
INDIA TODAY
India Today is part of Living Media India Ltd, one of India's leading
names in news and publishing which includes the television
production group of Aaj Tak and Headlines Today, along with
Business Today, Computers Today, India Today Hindi, India Today
Plus, Teens Today and Music Today. It contains everything from
hardcore political and business news and analysis to the movies,
music, art, books, computers, lifestyle and business resources.

The Indian Media and Entertainment (M&E) industry is on a growth

surge and is expected to cross US$ 200 billion by 2015. It reached
US $ 11.92 billion mark in 2007 and is the fastest growing in the
Asia-Pacific region by having a compound Annual Growth Rate
(CAGR) of 18.5%. The situation looks happy for the Print Media too.
Unlike in many western countries circulation and number of
publications are in fact increasing. According to the findings of
National Readership Survey (NRS) 2006, the reach of the press
medium (dailies and magazines combined) has increased from 216
million to 222 million (almost 3%) over the last one year. The
number of new publications registered during 2005-06 was
2,074. Percentage of growth of total registered publications over
the previous year: 3.43% according to figures of Registrar of
Newspapers of India (RNI). Dailies have driven the growth in the
press medium, their reach rising as a proportion of all individuals
aged 12 years and above. The situation looks quite comfortable. But
looks are deceptive. There are problems.

CHALLENGES WITH PRINT MEDIA:

The most dangerous of the problems facing print media in India is that
some groups are reading less. We may term it as rise of aliteracy. It refers
to someone who, although able to read, is uninterested in reading and
uninterested in literature. Newspapers are losing readers in 15-25 age
categories to television and internet. It is one of the biggest threats to the
future of print media. This fact is vindicated by NRS 2006 findings also,
which says time spent in reading has remained the same: 39 min daily on
an average per day over last year. Although total circulation of
newspapers and periodicals has increased, per paper readership is falling.
There is a change in the way people engage with and consume media
content. ‘With the end user devices of today it doesn’t really lend itself to
reflection, but to byte sized consumption - and the interactive nature
seems to reinforce this “Continual Partial Attention” model’ This does not
suit print media, which warrants attention for understanding.
Cost of production and distribution of newspapers and periodicals is
increasing, pushing up the cover price. In recent times all major
newspapers and magazines have increased their cover price and reduced
the number of pages. It may be noted that print media market in India is
extremely price-sensitive. A slight increase in cover price affects the
circulation, which in turn affects the advertisement tariff and thus
advertisement revenue.

Another interesting development is the increasing habit of getting news

free thanks to growing number of news sites on net and mobile news
groups. Even on television, there are free news channels. Even if one
watches pay news channel, he/she does not have to pay then and there,
and does not feel that he/she is paying for news. This makes an entire
generation averse to paying for news. They want their newspapers
delivered at their doorsteps free. When that does not happen, they stop
buying newspaper.
Advertisement revenue is falling over the years for most of the
newspapers and periodicals in real terms. There are other players in
communication spectrum -- like radio, television, internet, mobile -- to
draw attention of the audience and advertisers. It gives rise to further
problems. First, print media has to make extra effort to secure
advertisement. It is common knowledge that pure advertisement driven
media usually dives straight for the lowest common demographic. It
eventually becomes the hand maiden of the advertisers, bowing to their
whims and fancies. It caters to what readers want or to be more specific
what the advertisers think the readers want, rather than what they
need. The disconnect between ‘want’ and ‘need’ grows. Socially relevant
but market unfriendly reportage becomes a casualty, robbing print media
its intrinsic strength.
Easy availability of more user-friendly, cost-effective, novel and
networked platforms like e-book, reading material on mobile, etc. pose
another problem for print media.
On top of these problems, with the introduction of internet in a big way,
there is a change in the very form, format and functioning of mass media.
Mediated mainstream mass media is receding. There
is demassification,demediation and democratization. To list the changes:
• Media production is being democratized
• Media production is being atomized
• Media formats are converging
• Media is becoming social
• Media can be distributed from anywhere
• Media can be consumed everywhere
• Media is becoming hyper local
• Media is narrowcasting
• Media has utility: search and linking
• Media reproduction has zero marginal cost
The shift is towards social media. There is a distinct paradigm shift there.
There are over 184 million bloggersand vloggers generating content,
mostly for free. There are millions of video clippings uploaded daily. There
ispodcasting. But the point is not in numbers. The point I am trying to
make is the change in nature of content. Social media is counter-intuitive
to mainstream media. While in mainstream media space is defined by the
media owner or manager, in case of social media it is defined by the
consumer or user. While mainstream media is mostly one way, social
media is two way. Mainstream media delivers message, in social media it
is like being a part of a conversation. In mainstream media content is
created by the media manager, in social media content is mostly user
created.
These changes are affecting all mainstream media, more so the print
media, especially now in the times of global recession. Print media is
fighting with its back to the wall. Contemporary changes show the
struggle to keep afloat. Gone are the days of fat profit for the print media.
There has been reduction in size of the broadsheet newspapers. Almost all
mainstream broadsheet newspapers have gone for a slimmer size -- ‘to
have an international look’. The fact is by trimming, there is a saving of
17% of newsprint expenses. Almost all newspapers have reduced the
number of pages, especially in their non-metro editions. Attempts are
being made to cut news gathering expenses. That means job cuts in
editorial department or clubbing some editorial jobs with revenue earning
departments. The culture of the daily newspaper newsroom is also
changing. New job demands are drawing a generation of young, versatile,
tech-savvy, high-energy staff as financial pressures drive out higher-
salaried veteran reporters and editors. It makes the newspaper poorer so
far the quality of content is concerned. The essential difference between
television and print media reportage is the depth and relevance. Veteran
journalists with their institutional knowledge help provide that. With them
leaving print media, especially newspapers are losing some of its
strength.
There is another important aspect for which people would like news
media, especially print media to survive: its contribution for the
functioning of democracy. In a democracy the most important thing we
have is good information. Newspapers have traditionally served our
democracy well in that capacity. Nobel Prize-winnerAmartya Sen famously
said there has never been a famine in a democratic country because the
news about food shortages or distribution failures cannot be hidden and
suppressed.
There is no denying the fact that social media is growing. ‘Citizens and
amateurs and well-meaning whistle-blowers will sometimes commit
wonderful acts of journalism. But they will not do so reliably, day in and
day out, and there aren’t enough of them with the interest, free time, and
goodwill to do everything journalists have been doing for about 400 years.
Anyone can call himself a journalist and publish something on the web,
but newspapers possess the resources to provide a depth and breadth on
issues that is difficult to replicate.
The appetite is there for news, and newspapers are well positioned to
serve those needs once they figure out the revenue challenge associated
with the new forms of distribution. There is hope for print media. However,
the change in media scene requires a different mindset, different
approaches and different ways of working.
PRINT MEDIA FROM SERVICE PERSPECTIVE.
There are number of factor that affects the readership of any news
paper which are,

• Theme: What’s the story about?

• Origin: Where did the story come from, staff, wire service or reader?

• Geographic focus: Is it a local, state, regional, national or

international story?

• News style: How is the story written? Is it a straight-news, inverted-

pyramid

style or does it use a more narrative, feature-style of writing? Is it

commentary, criticism or advice?

• Visual complexity: Does it use photos, graphics or color to tell the

story?

• Where is it placed on the page and does it jump? Many variables

were

included in this measure.

• Front page diversity: Ethnic diversity of photographs and gender

diversity of

sourcing on all front page stories.

• Overall counts: Measures of total number of stories by type, length,

proportion of area apart from that news paper should not be
limited to only news , rather people also wants to have
entertainment, fun, tourism guide, obituary , knowledge, career
guide etc in an ideal news paper. That was from the angle of
reader, but if you look from other side , news paper can also serve
as the best platform for the purpose of advertisement,

NEWSPAPER ADVERTISING
Every advertising medium has characteristics that give it natural
advantages and limitations. As you look through your newspaper(s), you'll
notice some businesses that advertise regularly. Observe who they are
and how they advertise their products and services. More than likely, their
advertising investment is working if it's selling!
SOME ADVANTAGES IN NEWSPAPER ADVERTISING
Almost every home receives a newspaper, either by newsstand or home
delivery. Reading the newspaper is a habit for most families. And, there is
something for everybody: sports, comics, crosswords, news, classifieds,
etc. You can reach certain types of people by placing your ad in different
sections of the paper. People expect advertising in the newspaper. In fact,
many people buy the paper just to read the ads from the supermarket,
movies or department stores.

Unlike advertising on TV and radio, advertising in the newspaper can be

examined at your leisure. A newspaper ad can contain details, such as
prices and telephone numbers or coupons.

There are many advantages to advertising in the newspaper. From the

advertiser's point-of-view, newspaper advertising can be convenient
because production changes can be made quickly, if necessary, and you
can often insert a new advertisement on short notice. Another advantage
is the large variety of ad sizes newspaper advertising offers. Even though
you may not have a lot of money in your budget, you can still place a
series of small ads, without making a sacrifice.

SOME DISADVANTAGES WITH NEWSPAPER ADVERTISING

Advertising in the newspaper offers many advantages, but it is not
without its inherent disadvantages, such as:

• Newspapers usually are read once and stay in the house for just a day.

• The print quality of newspapers isn't always the best, especially for
photographs. So use simple artwork and line drawings for best results.

• The page size of a newspaper is fairly large and small ads can look
minuscule.

• Your ad has to compete with other ads for the reader's attention.

• You're not assured that every person who gets the newspaper will read
your ad. They may not read the section you advertised in, or they may
simply have skipped the page because there wasn't any interesting
news on it.

So ideal newspaper service is the one which provides satisfaction to the

reader by providing news update and knowledge to them , at the same
time it should provide platform for the purpose of advertisement , which is
necessary for the survival of any news paper.
THE HINDU

The Hindu is a leading English-language Indian daily newspaper with a

circulation of 1.45 million and is the second-largest circulated daily
English newspaper in India after Times of India, and slightly ahead of The
Economic Times. According to the Indian Readership Survey (IRS) 2008,
The Hindu is the third most-widely read English newspaper in India (after
Times of India and Hindustan Times) with a readership of 5.2 million. It
has its largest base of circulation in South India, especially Tamil Nadu
headquartered at Chennai (formerly called Madras). The Hindu was
published weekly when it was launched in 1878, and started publishing
daily in 1889.
The Hindu became, in 1995, the first Indian newspaper to offer an online
edition.
The Hindu is published from 13 locations - Bangalore, Chennai,
Coimbatore, Delhi, Hyderabad, Kochi, Kolkata, Madurai, Mangalore,
Thiruvananthapuram, Tiruchirapalli.
Achievements
• The Hindu has many firsts in India to its credit, which include the
following
• 1940 - First to introduce colour
• 1963 - First to own fleet of aircraft for distribution
• 1969 - First to adopt facsimile system of page transmission
• 1980 - First to use computer aided photo composing
• 1986 - First to use satellite for facsimile transmission
• 1994 - First to adopt wholly computerized integration of text and
graphics in page make-up and remote imaging
• 1995 - First newspaper to go on Internet
• 1999 - Becomes India national news paper
• Supplements and features

• Mondays - Metro Plus, Business Review, Tuesday - Young

World, Education, Book Review, Improve Your English,
Wednesdays - Job Opportunities, Thursdays - Metro Plus,
Science, Engineering, Technology & Agriculture, Friday -
Friday Features, Saturday - Metro Plus Weekend, Sunday -
Weekly Magazine, Open Page, Literary Review
• Daily features - This day that age, Religion, The Hindu
Crossword, Sudoku Online presence. The Hindu was the first
newspaper in India to have a website, launched in 1995.
THE TIMES OF INDIA
The Times Group is the largest media conglomerate in India its major
brands include:
• The Times of India
World's largest English-language broadsheet daily newspaper in
terms of circulation
• The Economic Times
India's largest financial daily, and the world's second largest in
terms of circulation after The Wall Street Journal
• Maharashtra Times
India's largest Marathi daily
• Navbharat Times
The largest Hindi Daily in Delhi and Mumbai
• Mumbai Mirror
India's largest circulated compact newspaper
• Kolkata Mirror
A city specific online portal
• Ahmedabad Mirror
• Pune Mirror
• Bangalore Mirror
Bangalore's first morning compact daily
• The Times of India - Kannada
• Times Private Treaties, Partnering Ideas. Accelerating Growth.
• Vijaya Karnataka
India's largest Kannada daily.

TIMES OF INDIA is one of the oldest newspaper producers in INDIA. They

provide an excellent report right from the hot political news ,respective
State News , views of the important persons , sports, film news , and they
provide an
excellent news than their competitors. They are one of the best selling
newspapers in India. It produces news from throughout India and are very
correct in their approach of producing exact results to the People. They
render an great service to the Indian Community.

The Times of India comes with several city-specific supplements, such

as Delhi Times, Calcutta Times, Bombay Times, Hyderabad Times, Indore
Times, Kanpur Times, Lucknow Times, , Nagpur Times, Bangalore
Times, Pune Times, Ahmedabad Times and Chennai Times, The Times of
South Mumbai, The Times of Doon, Meerut Plus, Haridwar Plus , Bhopal
Plus .
Other regular supplements include:
• Times Wellness (Saturdays) – Times Wellness focuses on solutions
to health issues and guidance to better living
 • Education Times (Mondays) – Education Times caters to the ever-
expanding student community and learning experience, as a career
guidance, counselor and adviser.
• Times Ascent (Wednesdays) – * ZIG WHEELS – ZigWheels.com is an
automotive website reviewing, discussing, features and interviews
on Indian vehicles.
• Times Life (Sundays) – Times Life is the supplement which is feature
driven
• What's Hot (Fridays) – Focus on latest happenings/events. Special
pages created for channels and details of programmes [12]
• Rouge (Saturdays) – Concentrates on women's interest areas

• Tabloids:
o Mumbai Mirror
o Kolkata Mirror
o Bangalore Mirror
o Ahmedabad Mirror
o e Mirror

TIME OF INDIA LEAD INDIA CAMPAIGN .

When the world's largest democracy picks a leader, it's only natural for
interest levels to peak. And when the candidates happen to be people
whose leadership skills are untested, yet truly represent the interests of
the man-on-the-street , public empathy takes a whole new meaning. It's
something that was richly on display all through the 'Lead India' campaign
, conceived by The Times of India with the objective of identifying India's
future leader. As the contest got keener , a fair share of public discussion
centered at who among the contenders would ultimately emerge as the
one best suited to lead the nation. The choice, ultimately, was whittled
down to RK Misra from Bangalore and Devang Nanavati from Ahmedabad
- with the former eventually being declared the winner.

The point of the campaign, however, was not purely about identifying a
winner . It was more about providing every right-thinking Indian a chance
to step out of the comfort zone and take on the task of stewarding the
nation. It was a clarion call to be the change that we expect in Indian
society; an opportunity for citizens to shrug off their indifference and put a
shoulder to the wheel.

That Misra won the mandate and now has a chance to pursue a political
career - with a ticket from either the Congress or the BJP, or as an
independent candidate, all aided by intensive grooming at the Kennedy
School or at the Times School of Political Leadership - is secondary. What's
important is the number of Indians who raised their hands in response to
the Lead India initiative - over 37,000 entries were received from people
willing to change India
TEACH INDIA CAMPAIGN

To fight this inequity in education, in 2006, a group of young leaders

working to reform education in India came together and started an
initiative called "TEACH FOR INDIA".

Teach for India believes that it takes the most talented people from all the
sectors working together to bring about a revolution in education. In
pursuit of this, teach for India enrolls outstanding college graduates and
young professionals for a paid fellowship. These fellows commit two
years at various low income schools in the suburbs of Mumbai, Pune and
Delhi .These young people become lifelong leaders in the pursuit of
educational excellence and equity.

Teach for India fellows will re-define what teaching is.TFI adopts the
method of "TEACHING AS LEADERSHIP" which not only reforms the
students but also develops the leadership capabilities of the fellows for
long term achievements. The fellows will adopt innovative teaching
techniques, transforming learning into a fun-filled activity for their
students. These fellows will manage their classroom as any successful
leader manages their organization and encourage their students to learn
through experiential and innovative methods.
TELEVISION INDUSTRY IN INDIA

On the television industry side, this annual growth rate is projected to be

22% and on the radio side it is projected to be at the rate of 28% over the
next five years.
At present, there are 110 million TV households in India, out of which 70
million are cable and satellite homes and rest 40 million are served by the
public broadcaster, i.e. Doordarshan. Similarly, there are 132 million radio
sets in the country. The number of private satellite TV channels has grown
astronomically over the years, from 1 TV channel in 2000 to 600+ TV
channels in 2010 . The number of non-news & current affairs TV channels
has grown from 0 to 115 and that of news & current affairs TV channels
has grown from 1 to 158.

DTH SERVICE
Direct-To-Home (DTH) Service refers to distribution of multi-channel TV
programmers in Ku Band by using a satellite system for providing TV
signals direct to subscribers' premises.

DTH provides subscribers the advantage of geographical mobility meaning

thereby that once a customer purchases DTH hardware, he/she can
continue to use the same unit anywhere in India. DD DIRECT+ is India's
first and only Free To Air (FTA) Direct-To-Home Service being provided by
Prasar Bharati. Apart from Prasar Bharati - a public service broadcaster,
M/s Dish TV India Ltd. M/s Tata Sky Ltd, and M/s Sun Direct TV Pvt. Ltd.
M/s Reliance Big TV Pvt. Ltd., M/s Bharti Tele media Ltd. and M/s. Bharat
Business Channel Ltd. have also been granted license for operating DTH
service.
The eligibility conditions provide for total foreign equity holding, including
FDI/ NRI/ OCB/ FII, in the applicant company not to exceed 49%, and
within the foreign equity, the FDI component not to exceed 20%. It also
provides that applicant company must have Indian management control
with the majority representatives on the Board as well as Chief Executive
of the Company being resident Indians.
The liberalization of the media sector has opened up the gates of
opportunities and growth. India is witnessing a revolution in this sector
with the emergence of new technologies. Many companies are taking
initiatives to set up digital theatres, multi-plexus, etc.

India is emerging as a global destination for the Media And Entertainment

players because of the following reasons:
• India is emerging as one of the world's largest markets for digital
and mobile music.
• Entry of private sector companies and increasing FDI and FII.
• The Indian Media and Entertainment industry is also making its
presence felt in the global market with its movies and music. Also
the concept of crossover movies and crossover audience is also
gaining momentum.
• India's large pool of creative skills and growing domestic market for
animation and special effects industry.
• Piracy and violation of intellectual property rights have posed a
major threat to the Media And Entertainment companies worldwide.
Lack of quality content has also become a major area of concern for
the Media And Entertainment companies in India.
• Given the high rate of economic growth and technological
developments, Indian Media And Entertainment industry is poised to
register a tremendous growth in the coming years.
• PricewaterhouseCoopers in its “Indian entertainment and media
outlook 2009" report has estimated that the Indian Entertainment &
Media industry will return to double digit growth in 2010 .
 Service sectors 2007- Service sectors 2008-
2008 2009 (in
(in %) %)
Media Broadcasting 13 Media Broadcasting 15
Financing, Insurance, Financing,
Real Estate and 20.8 Insurance, Real 23.5
Business Services & Estate and Business
etc Services & etc
Construction and IT 26.7 Construction and IT 17.3
Share of the Broadcasting Industry in the Indian economy

So
urce: PwC Analysis
** In service sector the portion of media broadcasting was slowly
increased in this year 2008 due to the floods and elections the media
broadcasting industry was increased.

DOMESTIC PLAYERS
ETV NETWORK
It is one of the largest networks of satellite television
channels in India and is owned by the media baron Ramoji Rao.
 Based at Hyderabad, this network runs a group of 12 regional
language news and entertainment channels.

SUN TV NETWORK
It is the No 1 media company in South Asia and Asia Pacific Region )
and the largest TV network of South India, based in Chennai, Tamil
Nadu. Established in 1993, it offers a plethora of television channels
in 4 languages covering the whole of southern India. It was the first
fully privately owned Tamil channel in India when it emerged in
1993. Its serials and soaps have generated the maximum TRP for
viewership all over India, making it the most popular network of
channels in India.”More than 80 per cent of the state’s population
decides on how to vote, where to shop, what to buy based on the
news, information and entertainment coming from the Sun Group.” -
Business-Standard.

ZEE ENTERTAINMENT ENTERPRISES LTD.

It is the largest media and entertainment company in India and is a
subsidiary of Easel Group. It was previously known as Zee
Telefims until 2006 when it was renamed and the news and
entertainment units were spun off into four smaller divisions. Zee
currently operates over 15 different television channels, a cable
company Siti Cable, a record label Zee Records, a production
company and other businesses as well. It launched in October 1992
and has since grown into a dominant player in Indian television. It
has expanded operations abroad, with several of its channels
available in the UK and U.S. as well as Africa and Asia.The news and
regional entertainment channel business was spun off into a
separate company in 2006 under the corporate banner Zee News
Ltd.

MAA TV
It is a Telugu language TV Channel based in Hyderabad, India. It is
one of the leading Telugu language TV channels in Andhra Pradesh,
India. In a very short time span, it has established amongst the
Telugu viewer across strata and gender, the globe over, as a
channel that is different - in terms of its attitude, freshness and
novelty.

B4U TELEVISION NETWORK (INDIA) PVT LTD

B4U one of the world's leading Bollywood television network was
incorporated in 1999 and launched B4U Music and B4U Movies
simultaneously in UK. The channel received an overwhelming
response and went on to expand its operations in the US & UAE
before launching in India in May 2000. Within a short span of 2 years
B4U managed to spread its broadcasting wings globally and at
 present is available on more than 8 different satellites, in more than
100 countries including the US, UK, Europe, Middle East, Africa,
Mauritius Canada and India.

BBC WORLD INDIA

BBC World is the BBC's commercially funded international 24-hour
news and information channel broadcasting around the world from
its base at BBC Television Centre in London. BBC World is an
integral part of the BBC's commitment to global broadcasting and,
along with BBC World Service Radio, provides a focal point for
viewers and listeners around the world. Viewers who wish to keep
ahead of global news events, but not just the headlines - turn to
BBC World for the story behind the headlines - the why's and how's
of the event as well. BBC World keeps its viewers not just informed,
but well informed, with in-depth analysis and cutting edge
interviews - the story from all sides.

CARTOON NETWORK INDIA

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CNBC ASIA.
CNBC Asia goes beyond delivering regional news. Efforts have been
made to remain relevant to the local audience concerns and issues
of the day. In India in particular, CNBC Asia's local partnership with
Television Eighteen India Ltd (TV18) has produced a top-notch
business channel dedicated to the delivery of relevant news to
CNBC Asia's viewers in India.

DOORDARSHAN -INDIAN NATIONAL TELEVISION NETWORK.

Doordarshan is one of the largest broadcasting organizations in the
world. Doordarshan operates 20 channels, has a network of 1081
transmitters, puts out over 1,393 hours of programmers every
week. Doordarshan reaches 87.6 percent of the country's 950
million people.
NDTV
New Delhi Television Limited (NDTV), founded in 1988, is India's first
and largest private producer of news, current affairs and
entertainment television NDTV is home to the country's best and
brightest reporters, anchors and producers; 23 offices and studios
across the country host India's most modern and sophisticated
production and news gathering facilities.

SONYENTERTAINMENTTELEVISION .
Sony Entertainment Television is dedicated to provide the best
in Hindi family entertainment to the largest percentage of the Indian
population-the young adult.
MARKET TRENDS IN INDIA
The key trends prevailing in Indian market are:

VALUE ADDED SERVICES

Major DTH providers are offering value added services (VAS ) as an

innovative strategy to lure customers. Popular VAS offered by DTH include
on-demand movies, matrimonial services, job search, travel planning,
mobile services, TV banking, astrology and many more. Dish TV partnered
with Indiatimes.com to offer mobile services under the name ‘Mobile
Active.’ The service allows users to preview ring tones, wallpapers, text
alerts and contests on their TV and download it on their mobiles.

PARTNERSHIPS WITH MOVIE / VIDEO DISTRIBUTION COMPANIES

A major share of Indian entertainment content comes from Bollywood and

regional films. Hollywood movies create another big opportunity to make
revenue. Eyeing this opportunity, DTH providers are entering into
partnerships with movie/video distribution companies. Recently, Reliance
forged alliances with UTV Communications and Star India to acquire the
rights to two Hindi films. Last month, the company also forged a strategic
marketing alliance with Fox Star Studios for the India release of ‘Avatar.’
Such partnerships are integral to a healthy competition among DTH
players. In the future, major partnerships are expected with major
publishers as well as TV content providers.

HIGH -DEFINITION SERVICES

Technology has no limits. With a large number of options available to view

channels across the world on the new highend television sets, now the
focus will be to add quality to TV viewing. High-definition is the latest
mantra in TV entertainment. DTH providers have started offering HD
services in India. Recently, Sun TV launched the first HD DTH service in
India. Samsung Electronics telecommunications systems division
manufactures the HD set top boxes for Sun Direct.

LOOKING BEYOND

Although there are several issues regarding content and quality of service
offered by the cable service providers, most of the TV households in India
still prefer cable service to DTH. In such a scenario, DTH operators have
no option but to offer the service at the lowest cost possible to pull
customers towards them. Currently, the market is dynamic with a lot of
introductory bonanzas and free offers from companies.
SWOT ANALYSIS OF THE INDUSTRY

STRENGTHS
• Latest technology is used by the Industry, along with that; it offers
wide variety of solutions including some very creative ones.
• There is strong expertise of broadcasters in core areas and also we
see heavy competition which is a sign of prosperity for the Industry.
• The industry is very sensitive to market trends/customers’ needs
and develops solutions according to the fast changing requirements.
• Competitive pricing helps the end customer as do customized
solutions.
• Box Office revenues are expected to see consistent growth in 2008 -
2009.
• Home movie downloads are becoming more accessible via the
internet and those in the industry have successfully met this.
• The industry expects to grow advertising revenues at a rate of 7.9%
in 2008. Also, there is Strong network between public and private
sector.

OPPORTUNITIES
• Downloads remain a small part of revenue growth, but there is rapid
growing potential for revenue from downloads and transmissions to
mobile phones, video on demand, video iPod, and internet
downloads.
• Now some broad casting companies are providing box offices also.
• Conglomerates have the resources to seek out this changing market
while balancing its initiatives on the television broadcasting level.
• Change in technology and in consumer wants and needs brings
about new opportunities for growth and for different players to
catch a larger share of the industry.
• Those who are able to create strategic partnerships and find
alternative ways of doing business will thrive.
• Increasing no. of channels.
• Well awareness through broadcasting.
WEAKNESS
• Domination of 4-5 major players is a negative sign thus creating
somewhat monopolized industry.
• The U.S. automobile industry has a major effect on the Broadcasting
& Entertainment industry as it is one of the largest advertisers.
Ongoing weakness of U.S. automakers will have an impact on
advertising spending.
• Environmental issues.
• Full depending on power supply.
• Remote area can not access.

THREATS
• With an unstable outlook, this industry will suffer if we experience
economic decline.
• The influx of DVR’s (Digital Video Recorders) into the homes of
consumers has a negative impact on advertising revenues.
• Though broadcasters understand the evolution of advertising from
television to the Internet, there is still an uncertainty as to whether
or not the consumer traffic will remain or drop off to other
alternatives.
• With primetime viewing and movies turning digital, the threat of
piracy and illegal downloads is more prevalent, which will hinder the
industries growth.
TV FROM SERVICE PERSPECTIVE.
Television from the service point of mainly serves 2 purpose, first it
provides numbers of benefit to the viewer( see below) , second it act as
one of the most useful medium for the purpose of advertising. It also
keeps you informed on what is happening in the world. It educates you
with amazing subjects like travel, people and animals of other parts of the
world, on History, TLC, SCI, Discovery, etc

Any TV channel must offer the following benefit to the viewer such as,

1. Intelligence - Complex TV series require a great deal of thinking to

understand what is happening. Which enhance the IQ?

2. Learn about different people and places - While nothing beats

actual travel for this type of learning, most people are limited in the
amount of travel they can do. TV opens up the world, whether through
watching documentaries, or drama series with multicultural characters.

3. Water Cooler effect - TV can often give office mates with little in
common, something to talk about. This is especially so with series that
lend themselves to discussion

4. Laughter - Laughing is good for us. As the saying goes, laughter is the
best medicine. It has been found to increase circulation, lower blood
pressure and more. Watching a good comedy on TV can be a great way to
find something to laugh about.

5. How-To - With many channel focusing on this issue now a days, you
can actually learn how to do almost anything to or for your home.

6. Excitement – Contest and reality shows give you the fun and
excitement of having favorites and rooting for a winner. The benefits of
sports for non-sports watchers.

7. Educational and Informative - With cable channels such as Discover,

National Geographic and the History Channels, watching TV can be as
educational as going to school. Plus, how many times have you learned
something while watching a regular TV series? If it weren't for all the
police and lawyer shows on TV, would anybody other than lawyers know
what Miranda rights were?
8. Memory - With all the serial shows on television, from the complex like
Lost, to the soapy, like Grey's Anatomy, we need to remember what has
happened from week to week to enjoy them.

9. Makes exercise easier - When doing a stationary exercise like a

treadmill, it can get very boring. Reading is difficult because of the
movement. Music helps but doesn't give you anything to look at. There
must be a reason why there are televisions in most gyms.

10. Gives families something to bond over – which is one of the prime
benefit of the TV.

TELEVISION ADVERTISING
Television is often called "king" of the advertising media, since a majority
of people spend more hours watching TV per day than any other medium.
It combines the use of sight, color, sound and motion...and it works. TV
has proven its persuasive power in influencing human behavior time and
time again. But it's also the "king" of advertising costs.

ADVANTAGES IN TELEVISION ADVERTISING

Television reaches very large audiences-audiences that are usually larger
than the audience your city's newspaper reaches. The area that a
television station's broadcast signal covers is called A.D.I., which stands
for "Area of Dominant Influence."

Some advantages of television advertising include the following:

• Advertising on television can give a product or service instant

validity and prominence.

• You can easily reach the audiences you have targeted by

advertising on TV. Children can be reached during cartoon
programming, farmers during the morning agricultural reports and
housewives during the afternoon soap operas. A special
documentary on energy sources for heating homes and business will
also attract viewers interested in heating alternatives.

• TV offers the greatest possibility for creative advertising. With a

camera, you can take your audience anywhere and show them
almost anything.

• Since there are fewer television stations than radio stations in a

given area, each TV audience is divided into much larger segments,
which enables you to reach a larger, yet, more diverse audience.
DISADVANTAGES IN TELEVISION ADVERTISING
Because TV has such a larger A.D.I., the stations can charge more for
commercials based on the larger number of viewers reached.

The cost of television commercial time is based on two variables:

1. The number of viewers who watch the program.

2. The time during the day the program airs.

One 30 second television commercial during prime time viewing (8 p.m. to

11 p.m.) can cost 10 to 30 times more than one radio spot during drive
time (which is considered prime listening time).

While the newspaper may cover the city's general metropolitan area, TV
may cover a good portion of the state where you live. If such a coverage
blankets most of your sales territory, TV advertising may be the best
advertising alternative for your business.

Producing a commercial is also an important variable to consider. On the

whole, television audiences have become more sophisticated and have
come to expect quality commercials. A poorly produced commercial could
severely limit the effectiveness of your message, and may even create a
bad image in your customer's mind.
LEADING TELEVISION CHANNEL

Satellite Television Asia Region (STAR) is an Asian TV service owned

by Rupert Murdoch's News Corporation. It is headquartered in Hong, with
regional offices in India, mainland China, Taiwan, Singapore, as well as in
other south Asian countries.

According to the STAR website, their service has more than 300 million
viewers in 53 countries and is watched by approximately 120 million
viewers every day.

HISTORY
The company was launched in 1 August 1990 as part of Hutchison
Whampoa group. It started broadcasting five television channels in 1
January 1991 from Asia Sat 1 Satellite. Launch of The STAR TV Network
pioneered satellite television in Asia and in the process catalyzed
explosive growth in the media industry across the entire region.

In 1993 Rupert Murdoch's News Corporation purchased 63.6% of STAR for

over $500 million, followed by the purchase of the remaining 36.4% in 1
January 1993. Murdoch declared that: "(telecommunications) have proved
an unambiguous threat to totalitarian regimes everywhere ... satellite
broadcasting makes it possible for information-hungry residents of many
closed societies to bypass state-controlled television channels"
After this, the former prime minister Li Peng requested and obtained the
ban of satellite dishes throughout the country. Subsequently the STAR TV
network dropped the BBC channels from its satellite offer. This, and many
ensuing declaration from Murdoch, led critics to believe the businessman
was striving to appease the Chinese government in order to have the ban
lifted.

In August 2009, STAR Broadcasting Corporation revealed a restructure to

its Asian broadcast businesses into three units - Star India, Star Greater
China and Fox International Channels (FIC). James Murdoch (NewsCorp
chairman) stated, “We are now reshaping a big, regional organisation into
three highly focused business units..". Paul Aeillo (CEO) was slated to
leave in December 2009.
LIST OF CHANNELS PROVIDED

 STAR Chinese Channel - Mandarin general entertainment channel

for audiences in Taiwan and beyond. It is one of the five original STAR
channels when it launched in 1 January 1991.
 STAR Chinese Movies - Cantonese and Mandarin movie channel.
Formerly known as STAR Mandarin Movies, one of the five original
STAR channels when it launched in 1 January 1991.
 STAR Chinese Movies 2 - Cantonese and Mandarin movie channel
that shows popular Chinese box-office hits from the 1970s to 1990’s.
Currently available in Singapore, Hong Kong, Canada and the U.S.
 STAR Movies - an English language movie channel broadcast to
Southeast Asia, India, Mainland China, Taiwan and Middle East.
 STAR World - popular U.S. entertainment programming broadcast to
Asia. Formerly known as STAR Plus.
 STAR Plus - One of India's most popular Hindi general entertainment
channels. It was one of the five original STAR TV channels when it
launched in 1991, and was dedicated to English language
entertainment (which then became STAR World).
 STAR Utsav - in Hindi. It shows some of the popular programs from
STAR Plus.
 STAR One - Niche Hindi general entertainment channel.
 STAR Gold - Hindi movie channel.
 Vijay - Tamil language general entertainment channel in India.
 STAR News - Hindi news channel.
 STAR Ananda - 24-hour Bengali language news channel in India.
 STAR Majha - Marathi language news channel in India.
 STAR Jalsha - Bengali general entertainment channel.
 STAR Pravah - Marathi language general entertainment channel in
India.
 Phoenix Chinese Channel - international Mandarin language
entertainment channel.
 Phoenix Infonews - 24-hour Mandarin news channel.
 Phoenix Movies Channel - movie channel in Mainland China.
 Xing Kong - Mandarin general entertainment channel in Mainland
China.
 Channel [V] - it broadcasts music television channels. There are
local Channel [V] channels such as Channel [V] India, Channel [V]
Mainland China, Channel [V] International, Channel [V] Australia,
Channel [V] Thailand, Channel [V] 2, Channel [V] Philippines, and
Channel [V] Taiwan.
 ESPN - broadcast by ESPN STAR Sports (ESS), a Joint Venture with
ESPN Inc.
 STAR Sports - a sports channel which is the evolution of Prime
Sports, devoted to different sporting events, such as cricket, auto
racing, golf, and many more. Also broadcast by ESPN STAR Sports.
 STAR Cricket - A sports channel broadcast by ESS, consisting of full
cricket programming.
 SBS-ESPN - a Joint Venture between ESS and Seoul Broadcasting
System.
 antv - a national terrestrial channel in Indonesia.
 Asianet - Malayalam Indian general entertainment channel.
 Asianet Plus - Malayalam Indian general entertainment channel.
 Asianet Sitara - Telugu Indian general entertainment channel.
 Asianet Suvarna - Kannada Indian general entertainment channel.[8]
 ESPNews Asia - A 24 hour sports news channel.
 National Geographic Channel
 Nat Geo Adventure - 24-hour adventure programming, formerly
known as A1.
 Nat Geo Wild - This channel is available in Singapore, Hong Kong,
Middle East, Taiwan, Thailand, Indonesia, India and Sri Lanka.
 National Geographic Channel HD - Available in Singapore, Hong
Kong, Vietnam, India, Taiwan and Malaysia only.
 Fox Crime - is the first and only 24-hour factual and fictional
entertainment television channel dedicated to crime, investigation and
mystery. Available
in Singapore, HongKong,Vietnam,the Philippines, Indonesia, Thailand, J
apan, Taiwan, India and Sri Lanka. Soon to be available in Malaysia,
Middle East and South Korea.
 Fox History & Entertainment
 FX - a 24-hour channel offering a broad mix programming targeted
at male audiences including comedy, action sports, drama series,
reality shows, cars and swimsuit model programs. Available in
Singapore, Hong
Kong, Thailand, Vietnam,the Philippines, Japan, Taiwan, Southkorea, In
dia, Indonesia and Malaysia only.
TATA SKY

BACKGROUND
• Incorporated in 2004
• Joint Venture between the TATA Group and STAR
• The SKY brand, owned by the UKbased British Sky Broadcasting Group
• Tata Sky Ltd is the First Indian DTH provider to be awarded the ISO
27001:2005 accreditation

MARKETING OBJECTIVES
• Volumes & Profits : Company wants to double its customer base by
2012.
• Image: Projecting itself as an “Edutainment” service rather than just an
entertainment service provider.
• Average Revenue Per User (ARPU) : The company intends to gain value
market share and increase its ARPU
• Regional and remote area: Capture new areas and increase the reach
The Product
• Packages are provided to suit the customer needs
• Services provided by TATA Sky e.g. active series

COMPETITORS
• Dish TV: Market leader amongst private players
• Sun Direct: Price warrior, Strong Brand equity in south.
• Airtel: Presence of a strong telcom infrastructure
• Big TV: Strong brand image and superior telcom infrastructure
• Videocon DTH: riding on its strength in television manufacturing and
distribution. Company wants to integrate set top box with television.
• Doordarshan: National presence (90% reach), free service.
• Local cable operators: In market for close to 20 years and have high
market penetration

SWOT ANALYSIS OF TATA SKY

STRENGTHS
• Superior quality hardware and machinery used
• High picture and sound quality and superior customer service provided
• Use the brand TATA for brand imaging
• Established player in the market helps for the visibility of the product
WEAKNESS
High operating expenses
• Higher service charges and installation charges compared to cable T.V
or other DTH providers.
• Small distribution network limited to the urban; hassled by distribution
issues.

OPPORTUNITIES
• The share of the wallet of Indians have been increasingly moving
towards education and entertainment as a consolidated function which
TATA SKY can very aptly fulfil.
• Higher disposable income with the Indian population.
• Rural market has huge potential.
• Growing demand for customised television viewership.
• HDTV services provide an opportunity with the Commonwealth Games
and World Cup around the corner.

THREATS
• Online live streaming – Offers superior services and at much lower costs
(effectively almost free).
• Established competitors like Dish TV who are majority market share
holders.
• Traditional cable TV has improved services which eat into the consumer
share of DTH.
• High dependence on individual channels foe fixation of price reduces
their bargaining power and making TATA SKY prone to frequent price
changes due to arm twisting tactics.
The present scene
PORTER’S FIVE FORCES ANALYSIS
THREATS OF NEW ENTRANTS
• Proper distribution network: Distribution network takes time to
mature so an immediate threat from a new entrant is low.
• License and regulation issues: TRAI regulates the players of the
DTH industry and hence entry into the sector is highly
monitored. Besides the pricing Consumer Premise Equipment
(CPE) like the settop boxes and the positioning of transponders
is patented. Hence this too makes the threat from new entrants
low.
• Established players: The existence of established players in the
market like TATA SKY, Airtel Digital TV, etc creates high entry
barriers for new entrants.

BARGAINING POWER OF BUYERS

• Presence of seven established brands in the market in the form
of Airtel Digital TV, Big TV, Dish TV, Sun Direct, etc provides the
consumers with a lot of options

BARGAINING POWER OF SUPPLIERS

• Three major types of supplies
• CPE (Customer Premise Equipment) like
• set-top boxes
• transponders and
• content.
• The transponders are supplied by ISRO and the absence of
proper regulation in the pricing of bandwidths.

PRESSURE FROM SUBSTITUTES

• I/P TV: They provide a lucrative option for the buyer as they
come with free set-top boxes and promise HD quality pictures.
Besides they also have the added advantage of offering
Internet services along with the television services.
• Traditional terrestrial cable TV: The market penetration of DTH
players have still been slow because people have been showing
a lot of inertia while involved with the switch. There is still a
huge portion of the people who use the traditional cable TV
services.

COMPETITIVE REVELRY
• High: because there are number of players in the market and
they are willing to go an extra mile to capture the new client
SERVICE COMPARISON OF SATELLITE CHANNEL

Previously when DTH services were introduced in India, things were much
simpler there were just two DTH service providers namely Dish TV
and Tata Sky so choosing between the one or the other was easier for the
DTH customers. Today that is not the case there are number of DTH
service providers in the Indian DTH market such as Sun DTH, Big
TV, Airtel DTH, besides Dish TV and TataSky. Added to this a couple of
new service providers will be jumping into this bandwagon. Videocon DTH
will be launched soon and BSNL is also planning to launch its own DTH
services.

When you compare all the DTH service providers you will see that there
are lot of variations in the cost, features and quality of customer service.
You will also find lot of variations in the monthly channel packages offered
by each DTH service provider.

In terms of cost, Sun DTH is the most competitively priced service

provider. Next comes Big TV, Airtel, DishTV and Tata Sky would fall under
the higher end of the pricing scale. You need to carefully review the costs
DTH service providers will club the cost of STB or set top
box, dish and installation charges. Some of them also include free monthly
packages. You must therefore take into consideration all the factors and
you should not therefore blindly compare the price. What seems to be the
cheapest DTH service can actually be an expensive service provider. So
do not allow yourself to be confused or misled by the tricky DTH plans.
Secondly, you must also take into consideration the ongoing charges or
the monthly expenses that you should incur. By far Sun Direct DTH is the
cheapest service provider both in terms of initial cost and the monthly
channel packages.

The next important factor is the quality of the signals. For most of us who
have been used to cable TV, DTH services in general will come as a great
treat for the eyes. You will be able to see a great difference in the quality
of the signals you receive. Among the DTH service providers Sun DTH and
Big TV uses MPEG 4 technology. But signal quality, picture quality and
audio quality is better in Big TV when compared to Sun
TV. Tata Sky, Dish and Airtel too excel in terms of the picture and audio
quality. In terms of user interface, Sun DTH offers a very basic user
interface that matches to their price.

With regard to customer service, Big TV is highly coordinated. Tata Sky

and Dish TV customer support need improvement in this area. If you are
interested in lot of music channels, you should opt for Airtel DTH as you
get access to World Space channels. In terms of other value add services
Sun DTH is very limited but it is one of the most cost-effective options.
BARRIERS TO INVESTMENT IN THE ENTERTAINMENT AND MEDIA

INDUSTRY
A lot more investment can be drawn into the entertainment and media
industry if certain sectoral policy barriers can be addressed. Some of the
issues that need to be addressed which commonly impacts all segments
and need to be addressed urgently include:

1. PIRACY
The problem of piracy assumes a different proportion in a country such as
India with an area of 3.3 million sq. km. and a population of over 1 billion
speaking 22 different languages. It impacts all segments of the industry
especially films, music and television. Most of the credible efforts today to
combat piracy have been initiated by industry bodies themselves. On part
of the government, lack of empowered officers for enforcement of anti-
piracy laws remains the key issue that is encouraging the menace of
piracy. This, coupled with the lengthy legal and arbitration process, is
being viewed as a deterrent to the crusade against pirates. The current
Copyrights Act too is dated in terms of technology improvements, and
above all, it does not address the needs of the electronic media which has
maximum instances of piracy today. The draft of the Optical Disc Law to
address the need for regulating piracy at the manufacturing stage is still
lying with the ministry for approval.

2. LACK OF A UNIFORM MEDIA POLICY FOR FOREIGN INVESTMENT

The sector currently lacks a consistent and uniform media policy for
foreign investment. Some of the inconsistencies include different caps in
foreign direct investment in various segments. This is enumerated below:
• Television distribution: DTH 49% (strategic FDI only 20%); cable 49%
(ownership can only be with India citizens). • Content (news): Television
and print - 26%; radio - nil • Content (non-news): Television and print -
100%; radio 20% (only portfolio)

3. LEVEL PLAYING FIELD WITH INCUMBENTS

Most sectors of the Indian E&M industry have traditionally operated under
various agencies of the Indian government, which were later opened to
the private players in various stages. FM radio is one such example where
the incumbent All India Radio (AIR) was the sole player in the medium of
both AM and FM radio broadcasting. Limited frequencies of FM
broadcasting have been opened to the private players but with a licence
fee, which is not currently applicable to the incumbent AIR. Similarly, in
television segment, all terrestrial broadcasting rights continue to be with
the incumbent Doordarshan.
4. CONTENT REGULATION

A long-standing debate continues amongst the industry members on

regulation of content. Some of the issues that need to be addressed in this
sphere include: • Should there be a content regulator or should the
industry be allowed self-regulation under a broad framework? • If there
needs to be one, should the content regulator be independent of the
carriage regulator? • Should the content regulations be consistent across
all delivery mediums such as films, television, radio and print or different
sets of regulation should be evolved for each medium? • What should be
the working mechanisms of a content regulation in terms of enforcement,
penalties for default from prescribed guidelines etc.?

5. PRICE REGULATION IN THE TELEVISION INDUSTRY

As per a notification issued by the TRAI, broadcast media pricing has been
frozen for over a year now. Though TRAI did allow a 7 percent inflationary
adjustment late in 2004, the inflationary adjustment of 4 percent in 2005
is under a legal dispute. Such price controls limit a broadcaster’s ability to
shape their business model, based on market demand and the
competitive environment. Since the market has so far been efficiently
regulated through competition, price regulation thus becomes a deterrent.

6. CROSS-MEDIA OWNERSHIP RULES

Media integration is an important tool in the hands of the media industry

which by its very nature could lead to anti-competitive behaviour hurting
the entire value chain of the industry. The government has been mulling
over evolving cross-media ownership rules for which even a public draft
has not been evolved as yet. Most E&M sectoral policy documents have an
inbuilt compliance clause, which states that companies have to abide by
the cross-media rules. However, in the absence of any draft rules or an
established time-frame for evolution of such rules, potential foreign
investors can’t evolve their long-term investment strategy for India.

7. LACK OF EMPOWERED REGULATORS

At present, the government has appointed an independent regulator –

TRAI – for only television and radio. Here too, the role of the regulator has
been restricted to providing recommendations on segment issues to the
government, as a result the government has still not acted upon several
recommendations by the regulator. Some of the key recommendations
include ‘issues relating to broadcasting and distribution of TV channels’ of
which ‘addressability in distribution’ forms a significant part impacting the
largest segment of television. Other pending recommendations include
‘digitalisation of cable TV’, ‘privatisation of terrestrial broadcasting’,
‘licensing of satellite radio’ etc.

8. MERGING OF THE FII AND FDI CAPS

Some industry members are of the view that converting the current cap
on foreign institutional investment (FII) investment to foreign direct
investment (FDI) is not a very encouraging move by the government. FII is
primarily considered “hot money” and is invested by foreign funds to
make quick returns unlike FDI, which is longer term in nature and is
actually invested into the business. FDI in several cases is also
accompanied with expertise (such as technology) being brought into the
country that helps in the growth and development of the industry. An FII
invests like a financial investor with the prime motive of quick
appreciation of its invested capital rather than taking a longer-term view
of the business, whereas an FDI investor is more in the nature of a
strategic investor and is in the business for the long haul. The new policy
does not recognise the need for creating an environment that encourages
strategic investors in making investments in the sector.

9. TAX TREATMENT OF FOREIGN BROADCASTING COMPANIES

The tax treatment of foreign companies in the broadcasting sector in India

is emerging as the single most important policy issue deterring foreign
investment in the country. A major issue pertains to taxation of satellite
segment usage fee paid by broadcasters to foreign satellite companies.
Tax assessing officers have attempted to treat such a payment as royalty
income and tax the same on source rule basis. Such satellite companies
do not have any office or presence in India.

Another issue relates to foreign telecasting companies. These foreign

telecasting companies do not have any office, business presence or
operations in India. Tax assessing officers have been arguing that foreign
telecasting companies must have a permanent establishment (PE) in India
on account of their agents selling air-time space to India advertisers.
While various bilateral conventions for the avoidance of double taxation
do offer a process for re-mediation of double-taxation issues, cases in past
have dragged on for five years or more. The dramatic growth in the
number of foreign broadcasting companies involved in double-taxation
dispute cases in India is becoming well-known, and unless it is dealt with
soon, it could become a major impediment to the Indian government’s
attempt to attract new investors.
MARKETING EFFORT TO GAIN SUBSCRIBERS ( FOR PRINT MEDIA)

First, we have to know the strong points and scope for growth. There is
significant scope for growth for print media in India. According to the
findings of press trust of India, 359 million people who can read and
understand any language do not read any publication. It is not just
affordability that is a constraint, since 20 million of these literate non-
readers belong to the upscale segments.

Print products offer more space for agenda setting, background/context

and opinion. No other medium can match print media in this count.
Reputation of newspapers for credibility is impeccable. It is good once in a
while to listen to a blogger. But when it comes to credibility there is none
to beat an established newspaper.

Print media provide the kind of optical and tactile pleasure that no other
media can match. It is functionally convenient too. Print media has to
build on its strength and discover new areas of influence and revenue
generation. It has to learn the new language of local and global. It has to
use alternative technological media options as an ally, and not as a
frightening enemy. From passive disseminators, newspapers/periodicals
need to become active engagers.

HOW TO ENGAGE THE READERS ?

There are some basic matters like the writing must be good; lay out
attractive; printing high quality. Today when people have more choices a
sloppy product has no chance of independent survival.

More important than that is the way content is represented in print media,
especially in newspapers and newsmagazines. . Apart from news and
politics, sports are the topic of interest among readers. This is followed by
films & television serials.
Print media can provide the meaning and context – in short understanding
of any event or issue better than all other media. That is the strength of
print media, which can be utilized. ‘What’ is increasingly been told and
shown by radio and television. Print media should attempt to tell ‘why’
and ‘what next’. It should provide a platform for informed level headed
debate.
Print media has to be utility oriented. There should be what is called
‘value for money’. For that there can be a synergy with the online edition
of the printed edition.

There should be more productive interaction with the readers in several

forms to know what his/her information need is. What does he/she wants
and needs from the newspaper/periodicals.
NEW BUSINESS MODELS
There should be no illusion there that print media business will yield the
kind of profit, it used to say about 20 years ago. It has to be noted here
that in India many of the newspapers and periodicals were/are started not
as a business venture, but as a social and/or political venture. Economic
profit is not the only expected outcome for many newspaper
organizations. However, it is important. In fact lack of profit or downright
loss has prompted closure of several newspapers in USA, UK and several
European countries. So much so that there have suggestions to run
newspapers out of endowment created by philanthropic organizations.
Therefore print media companies have to look for newer avenues to earn
revenue.

MARKETING EFFORT TO GAIN SUBSCRIBERS FOR TV AND BROADCAST MEDIA

• Convergence. New technology should be taken not as an enemy but
an ally. Newspapers are earning revenue from their online editions.
• Niche market. They can focus to target niche market like yoga,
flute lover, food channels, channel for cars or bike etc.
• Bottom of the Pyramid model. This refers to targeting the masses.
TV media in India, especially mainstream newspapers have been
doing that for ages. There can be further attempts to reach the
masses and improve revenue collection by turning the number as
strength.
• Find unexplored market. Catch them young. Young people
especially need to be introduced to media. Investing in brands
therefore pays off, because strong brands are becoming more and
more important in an increasingly diverse media landscape. Possible
ways to do this include “worlds of experience” and events such as
conventions, seminars and trips. They not only spark interest, but
also represent the next level for profitable sidelines after the first
generation of tie-in product business from books, CDs, DVDs, etc
• Blue Ocean strategy. Blue ocean strategy is about creating and
capturing uncontested market space, thereby making the
competition irrelevant. Creating Blue Oceans is a way to make the
competition irrelevant by creating a leap in value for both the
company and its customers.
FUTURE OUTLOOK
With rapid advancements in technology, we believe that convergence will
play a very crucial role in the development of the Indian entertainment
and media industry where consumers will increasingly be calling the shots
in a converged media world. Broadband access and Internet Protocol (IP)
will be the technology enablers that will evolve this new breed of
consumers.
In the converged world of tomorrow, content and access will no longer be
in short supply. Opportunities for consumers to access and manipulate
content and services will not only be abundant, but overflowing. However,
consumer time and attention will be limited. Thus, established approaches
of pushing exclusive content through non-linear-channels or networks to
mass or segmented audiences will no longer guarantee competitive
advantage.
Thus, following are the challenges and opportunities that convergence will
bring to the industry:
• Consumer needs are expanding beyond the mass media and segmented
media to ‘Lifestyle Media’, a new approach that will help consumers
maximise their limited time and attention to create a rich, personalised
and social media environment. This approach presents many
opportunities for the industry to create new avenues to generate revenue.
• Knowledge of ‘consumer activity’ rather than exclusive ownership of
content or distribution assets will become the basis for competition.
Businesses that capture ‘consumer activity’ data and use it to inform
business and advertising models will be positioned to succeed.
• Media marketplace will provide a structure to capitalise on the Lifestyle
Media opportunity. Pulloriented media consumption models, such as a
media marketplace, in which the consumer is furnished with robust
search, research, customisation, configuration and scheduling tools will
capture the opportunity associated with Lifestyle Media better than minor
modifications to existing business practices. Participants in media market
place must collaborate on this transformation.
• Early movers in establishing media marketplaces will have a significant
advantage over late entrants because of network effects, whereby the
value of the market place increases as the number of participants
increase.
• Media market places will be economically viable only if operational
efficiencies can be realised through consumer activity measurement
capabilities and supporting systems.
• Significant advancements in audience measurement technology will be
needed to capture, analyse and standardise consumer activity data across
platforms.
• Though convergence will bring uncertainty, the ability to gather rich
data on consumer activity will also lower the risks and costs associated
with testing new revenue or advertising models.
• Both content providers and advertisers will need to be more accountable
for their performance because it will now be measurable.
• While technology will make it easier to collect detailed consumer
information, privacy concerns will rise amongst consumers, regulators and
privacy advocates.
CONCLUSION
Globally and in India, the media and entertainment industry is undergoing
remarkable change and is one of the fastest growing sectors. The main
factors responsible for this are rising per capita/ national income; high
economic growth and strong macro-economic fundamentals; and
democratic set up, good governance as well as law and order position in
the country. Because of all those reasons the industry has been more
competitive and only those player who can provide better service will
survive in the competition. Specifically, spectacular growth of the
television industry, new formats for film production and distribution,
privatization and growth of radio, gradually liberalizing attitude of
Government towards the sector, easier access to and for international
companies as well as advent of digital communication and its
technological innovations are the other attributes of the growth of the
sector, makes the thing more complicated for the players. The media
industry plays an important role in creating people's awareness about
national policies and programmers by providing information and
education, besides creating healthy business environment in the country,
so they must not cross the limit only to attract viewer.
BIBLIOGRAPHY

www.google.com
www.scribd.com
www.wikipedia.com
www.devoncroft.com
www.allbusiness.com
www.answers.com
Television Broadcasting Industry Analysis by PwC