FINAL ASSIGMENT

ON

TV&MEDIA INDUSTY STRATEGIES OF BANGLADESH

Submitted to

DR. MUSLIMA ZAHAN

SENIOR LECTURER, DEPARTMENT OF MANAGEMENT

Strategic Management (MGT 489)

SECTION-5
Submitted by:
Sayem Adnan –1610178630
Ohidun Nabi-1612438030
Erfan Ahmed -1631466030
Sayeed Al Mamun-1612311030
Rahnuma Islam -1712641630

Date of Submission: January 22, 2021

 TV&MEDIA INDUSTY STRATEGIES OF BANGLADESH

Letter of Transmittal

22nd January, 2021

Dr. Muslima Jahan

School of Business & Economics

North South University

Subject: Submission of group report on TV & Media strategies.

Dear Ma’am,

We would like to thank you for giving us the opportunity to have the chance to work on the TV and
media strategies of our chosen channels. It has been a great experience for us for participating and
contributing in this report. We have tried our level best to reflect our knowledge, effort and experience
throughout this report. Your suggestion, guidance helped us to prepare this report. It will be great pleasure
for us if you find this report as informative and helpful to get an idea about the TV & Media strategies.

Ma’am, we would be very pleased to clarify if you have any further enquiry concerning any additional
information. Thank you.

Regards,

Md. Sayeed Al Mamun

Sayem Adnan

Ohidun Nabi

Erfan Ahmed

Rahnuma Islam

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Executive Summary

This report has been prepared on TV & Media strategies of five different channels of

Bangladesh. It is based on both primary and secondary data. Throughout the report, the

information has collected from various sources such as – online database, blogs, articles and

annual sales reports. We have prepared this report to present the TV channels development and

growth of the company over time. We also have identified and analysis their internal

environment (including its organizational structure, control systems in place and technologies in

use and overall culture of the organization) as well as external environment. The potential

sources of problems are in the internal environment that should require managerial attention for

betterment.

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Table of Contents
Introduction......................................................................................................................................5

Theoretical Aspects.........................................................................................................................6

Global Aspects.................................................................................................................................6

Strategic aspects...............................................................................................................................6

Ethical aspects.................................................................................................................................7

Objective of the Project...................................................................................................................9

Study Questions...............................................................................................................................9

Current Strategies for TV and Media............................................................................................10

Theoretical Strategy aspect and its comparison.............................................................................11

Integrated and common findings with exceptions.........................................................................12

Limitations.....................................................................................................................................13

Overall Discussion.........................................................................................................................14

Policy Recommendation and Strategy Implementation................................................................15

Culture and Control.......................................................................................................................17

Conclusion.....................................................................................................................................18

Bibliography..................................................................................................................................19

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Introduction

The following report is based upon the strategic and media planning of five television channels based in
Bangladesh and their way of conducting the media channels and business models. Our honorable faculty
gave us the opportunity to individually look into five different channels of our country about how they
run them and also their strategy behind making their channels stand out from others and what sort of
plans they follow in making their businesses success. After completing our individual projects on those
different channels we are now combining our learnings to put together in this report and discuss in
comparison with all the channels strategies.

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Theoretical Aspects

Researchers have found that different theoretical frameworks to predict patterns of television program
choice. Despite varied theoretical origins, such efforts typically assume that program choice is
systematically related to program content. A substantial body of marketing research, however, has
provided evidence that choice is determined by scheduling not content factors, drawing into question the
explanatory power of current theories. This integrates disparate theoretical perspectives into a single
model that is consistent with empirically documented patterns of choice.

Global Aspects

In the context of the global aspects of television, Bangladesh represent immensely attractive markets to
the major corporations that provide television program content and services across borders and regions.
However, globalizing pressures on the country have achieved quite different kinds of liberalization. In the
same process, local resistance and adaptation have opened up greater pluralism of cultural choices, as
well as new forms of modernization to pursue. Apart from the massive size of our populations and the
considerable degree to which they define the center of the major culture of our country are important as
the sources of the aspects have substantial although dispersed overseas markets to cultivate in pursuit of
its own globalization. This project backgrounds the current industry structure of television in our nation
and outlines the apparent impact of globalization on them.

Strategic aspects

The media market is coming more and more new media. With great speed internet is gaining its
popularity, selecting and luring other media audience. Competition enhanced not only between the media
but also inside each of them. So within each going its own fierce struggle for the audience. The larger the
audience, the more attractive will be a platform for advertisers. With the increasing number of channels
observed fragmentation of the television audience. Since the emergence of new channels does not lead to
an increase in the number of television audience and to the redistribution of the audience. If before it was
concentrated among a few channels, but now it is sprayed among a larger number of channels, splits into

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smaller fragments. Despite the fact that a lot of channels, the viewer selects a channel. The need for
adjustments and improve the efficiency of positioning is becoming an important channel in the media
market in the struggle for the viewer. Companies coming up with new ways to keep the audience,
forgetting one important factor effective positioning and creating a strong brand of the channel. It is
important to understand the needs of viewers that they play a role in selecting the channel. Using this
knowledge we can build effective positioning and create a strong brand. Research on positioning on the
TV market a limited number.

Ethical aspects

Our television industry provides a variety of stations and a link with the world for viewers to update
information and entertainment, but on the other hand these TV channel doing many unethical works.

Though Like SA TV and Somoy news Television networks

usually try to exercise professional judgment and to avoid
offending viewers but to direct their activities, several
Bangladeshi television networks in the industry have issued
codes of conduct. In situations where a TV station is
insulting a viewer or a group of viewers.

News manipulation
News can be tampered with and manipulated. Governments and companies can try to influence the news
media. Manipulation can be either voluntary or accidental. Sometimes the TV channel manipulates the
news for their own benefit like increasing the viewer or TRP. Like recently SA TV in presenting some
headline news manipulated. The headline and the actual news don’t match.

Truth
Truth may conflict with many other values.

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Privacy
Some of the TV channel takes pictures or video without the persimmon of the person, As a example three
was a crime related show on my TV that used to take video of people hidden which is a bridge of privacy
and unethical . The whole industry is ignoring the privacy of general people.

Product placement
For product placement the company pay the channel to watch their advertisement , but the TV company
doesn’t evaluate the product before placement .

Corruption
The most common, Unethical and horrifying problem of the industry is corruption. We know may TV
channel posting news influenced by powerful people, many news are not covered by the channels
conditionally just because of power and money. Also sometimes the news reporter got into a serious
crime that they blackmail ordinary people to give them money.

Insuring Ethics in the industry

There should be a strong code of ethics to ensure all the ethical parts of the industry. Every TV channel
should follow the code of ethics.
Ensure that leaders practice and preach ethical Behavior. The bigger TV channel should take the lead with
their manager to practice ethics in their organization and rest will follow them. Put strong governance
processes in the TV industry is very important to ensure good ethics not the manipulation by government

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Objective of the Project

The mere intent of the project was to paint a picture of different industries but this significant project was
to put emphasis on the industry media television that are being broadcasted onto our Tv-sets for over
decades. To present a thorough analysis of industries especially in the world of media and television, is
perhaps difficult but the key strengths and weakness came out. This project was done to find out
suggestions and to study to find better ways to survive for the significant industry.

Study Questions

 What are the current strategies that TV and Media industry is following?
 What are the theoretical strategy aspect?
 Can we show comparison with the findings?
 What are the integrated and common findings?
 What are the limitations?
 What are the strategies the companies are following?
 How are the policies that we can recommend?
 How the companies can implement strategies?
 What are the structure, culture and control system of the TV and media industry?

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Current Strategies for TV and Media

While the convergence of content and distribution channels has been apparent for some time, the COVID-
19 pandemic sent this trend into overdrive. One of the major examples is the decision by numerous
workplaces to release first-run movies directly to streaming video services. Box-office revenues have
been lessening for years as consumers watch more films from home on streaming video services. With
COVID-19 closing theaters, some studios released movies directly to consumers. In the short term, this
approach benefits studios to counter the closure of theaters due to the pandemic. It could also serve a
more strategic purpose: providing a powerful hook for acquiring and retaining customers on subscription-
based video streaming platforms. The COVID-19 pandemic and its influence on the TV and media
industry has challenged the typical notions around theatrical launches. In the future, studios will probably
take a portfolio approach to content distribution rather than a one-size-fits-all strategy.

The pandemic also assisted enhance the popularity of sports on TV and media industry. Moreover, early
in the pandemic, sports helped fill the void created by the disappearance of traditional sports on
television. For example, the eNASCAR iRacing Pro Invitational Series on Fox Sports 1, attracted 1.6
million unique viewers—certainly respectable for Sunday afternoon cable TV programming (2021, n.d.).
Other examples include broadcasts of Madden NFL 2020 on Fox Sports 1, NBA 2K on ESPN, and
League of Legends Spring Split Playoffs on ESPN (2021, n.d.). Esports delivers several key benefits to
television networks, including the ability to attract younger audiences (19% of millennials watch virtual
sports), establish a foothold in the online world versus alternatives like Twitch and YouTube, and evolve
as providers of interactive live content (2021, n.d.).

Another trending remix opportunity is the online “watch party”—groups of people viewing movies and
other video content together on their favorite social media platforms. By late June 2020, almost one-fifth
of US adults aged 18 and older had participated in a watch party, according to market research firm
Maru/Matchbox (2021, n.d.). Nearly two-thirds of those who had hosted watch parties said they’d had
one within the past month (2021, n.d.).

As the next wave of media and entertainment enterprise takes shape, several research highlights the
movements leaders are taking and their priorities for shaping modification. Industry leaders are
reinventing their businesses by focusing on operational excellence and agility, including the

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simplification of the enterprise. They also highlight the need to reboot innovation and to evolve the talent
model, particularly through up-skilling (Harrison, Whistler & Goyal, 2020).

Theoretical Strategy aspect and its comparison

There are companies who have been operating for decades and still find it difficult to adapt themselves
into the contemporary market just like media and television industry, which is failing to grab a bigger
market as the dynamics of the society keep on evolving. There are significant strategies like on functional
level, and global strategies which are very important nowadays as whole industry might face a dive down
if they do not expand to newer markets to establish a presence. What companies say on paper and what
they do in reality can have a big difference as it is easy to plot theoretical strategies without even putting
them in use so this is another significant part.

According to research, it can be seen that a lot of Tv channels are still running on traditional formats and
strategies but some companies promise to take new steps which may not be the case in reality. For
instance, ATN Bangla made its extension to UK,US, Europe according to research which is actually a
very good strategy in terms of global aspects as it is having a presence in the global market. Making a
global presence is a big merit for the industry or the significant company but it also has to have more
control over its quality over quantity which is even more important in the contemporary world.

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Integrated and common findings with exceptions

A total scenario or a picture of actually goes around in the industry of media starting from the root to the
end user. Every step and the work behind the stages are being portrayed in the infographic as we can see
that it really starts from collecting information, contributions which can be ideas or expertise to giving
birth to wonderful contents then we move on to production to packaging which significantly drives
toward the finished product or in this case, the content. Then we finally promote and display or deliver to
our final recipient or end user or our viewers, in other words, our target audience.

The process can have changes or adaptions or create room for flexibility for innovations to take place. A
rigid process or system will never thrive as it is bound to fail at some point in time.

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We can see big chunk of the market is still

captured by our digital devices and our
television sets, with the era of newspapers or
the traditional methods of media dying out
slowly but we can see it in a more rapid stage.
We can also see clearly that billions are being
spent on media that is portrayed by digital
media and television media , with market share
to stand at 38.3 percent for television and 17.2
percent for digital media. But , we have to
acknowledge that the market share will be
bigger for digital media as the culture is
changing and the youth culture is more accustomed to digital media and if they do watch television , it
may perhaps be the reason that they are using internet to watch contents related to digital platforms like
Youtube and streaming services like Netflix.

Limitations

Some of the TV channels have restricted research and less growth to ensure imagination. Lack of
adaptation with technology and logistics support. In between these five TV channel we noticed very poor
coverage in online platforms like channel I and Desh TV. Deficiency of youth contents to attract the
youth. Also some common limitation likes,
• Inability to reach large national audiences virtually
• Knowledge of local culture
• High Charge for adds
• Confusing Contents

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Overall Discussion

Bringing new changes to adapt with the situation is not enough to sustain the in the contemporary world.
As innovation and creativity is rare in this field. The strategies this industry has been following are
somewhat outdated. Same old TV channel with mediocre contents. According to my personal experience,
my family members only watch TV when there is an occasion like ‘Eid. Because only then good contents
are shown on TV channels and the young ones wait for them to get on YouTube.

With the change of time and arrival of new technologies, people are following up with the trend and this
industry has to follow up too. Otherwise, it will just be replaced by streaming services. They can come
with some strategies to keep pace with the technology. Like they can start a streaming service where all
the contents are stored and you can specifically watch what you want instead of just waiting for your
favorite show to come. Some of the channels have already gotten ahead by opening up a YouTube
channels where ‘Eid contents are posted. Only by evolving we survive. Evolving of technologies is
imminent. If you fall behind, people will forget you and something better and efficient will replace you.
So, the industry needs to level up and work on their functional and business level of strategies to decide
which of the path they will follow.

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Policy Recommendation and Strategy Implementation

Heading into 2021, telecommunications, media, and entertainment industry leaders should consider two
key strategic opportunities both to recover from the COVID-19 crisis and to boldly position themselves to
thrive in the future (2021, n.d.).

 Renewing the focus on customers’ needs by taking a more nuanced approach to customer
engagement: It is essential for TV and media companies to realize consumer needs and behavior
patterns in order to grow services that both appeal and retain customers. They should know the
economic requirements of consumers. The COVID-19 pandemic has imposed severe economic
constraints on millions of consumers: 39% of respondents to 2021’s COVID-19 digital media
trends survey reported a decrease in their household income since the pandemic began (2021,
n.d.). Consumers who lost income during the pandemic were more than twice as likely to cancel a
streaming service because of cost, compared with those whose income was unchanged.
They also should recognize consumer needs around content (Ghosh, 2016).

As we have entered into 2021, original content will almost certainly remain the number one
factor driving consumer adoption and cancellation of streaming services. The challenge then
becomes how to retain those customers before they seek other streaming options (2021, n.d.).
 Converging and altering entertainment experiences through new service offerings and
entertainment bundles - and by adopting new strategies that can enable business agility:
Convergence isn’t just for streaming video providers. Media and entertainment industry leaders
should think about moving beyond stand-alone products and embrace aggregation of content
through both subscription and ad-based services (2021, n.d.). But to take the next step, they may
also have to reimagine what shows, movies, games, and concerts actually look like. These lines
are already clouding, and there’s likely more to come in the near future. As the coevolution of
entertainment and technology continues, it will likely demand new strategies and agile
approaches for companies and creators (2021, n.d.).
Actions companies should take now:

● Prepare for new consumer behaviors that may become everlasting.

● Discover opportunities in the areas of direct-to-consumer offerings, along with crossover services
such as watch parties, music within video games, and sports on broadcast TV.

● Try to find ways to make more relevant content easier to discover and access.

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● Anticipate where consumers want a new experience, not just a better version of what they have
today.

● Explore new business models and technologies that foster a deeper understanding of consumer
behavior and better consumer engagement.

● Meet customers where they are by offering a broad set of options (video, music, games, podcasts,
and more), available via a mix of subscription and free ad-supported services.

● Redefine relationships with advertisers to target consumers with more highly tailored content and
advertising.

“There’s no one path to innovation, but it’s clear that it doesn’t happen by accident; it needs structure,
leadership and above all recognition.” said Martyn Whistler, EY Global Media & Entertainment Lead
Analyst.

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Culture and Control

Satellite television started its journey in Bangladesh in 1992 and become a demanding business in the
field of recreation. Before that state regulated Bangladesh Television (BTV) was the only dominant
medium of entertainment for an extended twenty-eight years (1964-1992). Bangladesh Television (BTV)
ended its monopoly power with the penetration of Satellite TV in 1992. But unfortunately due to these
foreign satellite channels gradually people of Bangladesh are losing their Bengali norms and customs and
getting used to the foreign lifestyles which are detrimental to the social norms and values of Bangladesh.
Our

Foreign TV series in Bangla channel influencing the Bangladeshi culture.

country's traditional culture is evolving day by day and we are becoming more accessible to the world.
We noticed very clear cultural practice of Indian channel and show. Many of the Bangladeshi channels in
the industry are designing the show by following western culture. These shows are not that much concern
about our own culture and norms. We think following the western is not bad but the industry should keep
the equilibrium between western culture and Bangladeshi culture.

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Conclusion
After all our investigation and hard work under your supervise we successfully prepared this report on TV
industry of Bangladesh. There are a lot of TV channel in Bangladesh but within all of these channels we
choose five different channels that is not similar to each other and has their own business strategy and
culture nonetheless we noticed and mentioned in this report that though they have different strategy, they
are doing the same kind mistakes and following the same trend. The TV industry of Bangladesh is
unceasingly going up and down. Some new TV
channels are doing really good because of their
advance technology and advance TV shows on the
other hand some renowned old TV channel are
diminishing for still following the traditional way
and shows to run their business. After all these our
teams meditates that the government should
execute more power to make this industry
sustainable and steady on the other hand the
companies should keep the balance between
advancement and tradition by following the
perfect business strategy to be the market leader.

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