Service Marketing

Presented by: NINTH P

Prof. Samar Kagalwalla

Presented to:

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RUKAWAT KE LIYE KHED HAI

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Governments view
Prasar Bharati cannot be compared with other private channels, Prasar Bharati is a public service broadcaster not motivated solely by commercial considerations, Private TV channels are not considered competitors to Doordarshan as the primary mandate of Prasar Bharati, the body under the information and broadcasting ministry that controls DD and All India Radio, is public service broadcasting,
by CM Jatua, minister of state, information broadcasting ministry, August 10, 2011
Source:
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by Minister of Information & Broadcasting Parliamentary Affairs, P. R. Dasmunsi, 2006

and

and

http://www.hindustantimes.com/DD-India-s-most-watched-TV-channel/Article1-731835.aspx http://www.televisionpoint.com/news2006/newsfullstory.php?id=1141368618

Look at this!!
By all accounts, Prasar Bharati should be able to beat all competitors hands down. In TV, for instance, Doordarshan reaches all of India's 134million TV homes. It has one of the best networks in the business, gets mandatory sports feeds, mandatory placement on the prime band on cable and it got over Rs 1,700 crore (Rs 17 billion) of taxpayer money as subsidies this year.

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Source: Business Standard

http://www.rediff.com/business/column/column-time-to-reinvent-dd-and-air/20101126.htm

Money matters
Rs 530.23 crores in 2003-04. At an average expense of Rs. Rs. 665.27 crores in 2004-05. 1700 crore Rs 585.74 crores in 2005-06 Annual revenues of about Rs 1,000 crore last year 2009-10.
Revenue in past few years
1000 800 600 400 200 0

Source: Business Standard

2004-05 2005-06 2009-10

5/1/20122003-04.

http://www.televisionpoint.com/news2006/newsfullstory.php?id=1141368618 http://www.worldofdth.com/thread-DD-India-s-most-watched-TV-channel

Steps by the Govt.

The channel has taken its show, Kalyani, dealing with issues related to women, on-ground. As part of the initiative, the channel has formed small women groups in villages, where health tips and other useful information is demonstrated and shared. Further taking forward its commitment towards making a positive social impact, Doordarshan is all set to roll out another show, Niramya, which will talk about civic sense, stress management, financial health and money matters.

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Source:
http://www.saveondish.com/forum/T-doordarshan-hopes-to-increase-its-revenue-by-50-per-cent-this-year

Restrictions
As far as Doordarshan main channel is a public broadcaster. It has a dual role to perform -- providing entertainment, and at the same time, maintaining sensitivity in what is aired. Prasar Bharti is currently run through non-Plan grants and loans. Not interested in TRPs
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National Channels - 7

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Regional Channels - 11

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International broadcasting
Available in 146 countries worldwide. In the UK, DD-India was available through the Eurobird Satellite on the Sky system on Channel 833. The timing and programming of DD-India international is different from that of India. Transmissions via Sky Digital (UK & Ireland) ceased in June 2008 and those via DirecTV in the United States in July 2008.
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Regional State Network

Regional State Network (11) : Bihar, Jharkhand, Chhattisgarh, Madhya Pradesh, Uttar Pradesh, Haryana, Uttrakhand, Himachal Pradesh, Rajasthan, Mizoram and Tripura. Regional State Network : Cater to the people in Hindi Belt-U.P., Bihar, Jharkhand, Chhattisgarh, M.P. Rajasthan, Haryana and H.P. The programmes of this service are produced and broadcast from the capital Kendras of the respective states between 3.00 and 8.00 pm and are relayed by all the ground transmitters of the state.

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List of DD-1 programs A problem

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Analytical Secondary Research of TV ratings of past year

An extensive analytical research was conducted to analyze past one year trend.
This was done to find the most important slots at prime time on the basis of TRP. Also to find the day(s), combined with slot where Doordarshan can launch its new content.

TRPs analyzed from Aug10-Aug11 excluding

All the cricket matches have been excluded.
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Source:
http://www.indiantelevision.com/tvr/indextam.php4

Average TV ratings Aug'10 - Aug'11

5
4 3 2
4.50 4.03 3.84

3.69

3.66

3.36

3.30

3.30

3.18

2.95

1
0

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Average TV ratings Day basis

Sun Mon
4.02

Tue

Wed

Thu

Fri

Sat

5 4 3 2 1 0

4.47

4.77 3.90

4.30

3.52 3.70

3.07

3.30

3.31 3.37

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Average TVR - day basis (last 1 year)

4.20 4.10 4.00 3.90 3.80 3.70 3.60

4.14

3.79

3.86 3.74

3.80 3.71

3.73

3.50
3.40

Sun
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Mon

Tue

Wed

Thu

Fri

Sat

Average TVRs at different time slots

1900 - 1959 hours 2100 - 2159 hours 2000 - 2059 hours 2200 - 2259 hours

3.75

3.63

3.55

3.62

3.33

3.30

Sun
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Mon

Tue

Wed

Thu

Fri

Sat

What content to introduce???

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Few Suggestions for prime time slot

1. 2. 3. 4. Drama on current social issue. Reality game show top actors. Serials on patriotism Comedy serials.

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Few Suggestions for prime time slot

1. Movies evergreen & the one that did not do well at the box office (less acquiring cost) 2. Family Drama serials with renowned actors 3. Repeat prime time serials

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The Doordarshan Kendras

There are 66 Kendras, out of which 16 are Major Regional Kendras, 2 are CPC (Central processing center - Guwahati) & PPC (Program processing center - Delhi) and 48 are other Kendras/Programme Generating Facilities(PGFs).

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Source:

http://www.ddindia.gov.in/Information/Mission+Hour+of+Regional+Kendras/default.htm

International reach
DD India is broadcast internationally via satellite. It is available in 146 countries worldwide, however information on receiving this channel in other countries is not easily available. The timing and programming of DD-India international is different from that of India. Transmissions via Sky Digital (UK & Ireland) and those via DirecTV in the United States.
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In India
As per the TAM latest Annual Universe Update,
223 million households 135 million households with television sets Over 103 million have access to Cable TV or Satellite TV Out of 103 m, 35 million households are DTH subscribers.

In Urban India
85% of all households have a TV . Over 70% of all households have access to Satellite, Cable or DTH services.

some analysts place the number of households with television access at closer to 180 million since roughly a third of all rural families may watch television at a neighboring relatives home. Cable TV households are probably closer to 120 million owing to a certain percentage of informal/unregistered Cable TV.
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Source:

http://en.wikipedia.org/wiki/Television_in_India

Reach of Doordarshan
Extent of terrestrial coverage of DD1 and DD News channels is as under:
DD1 & DD news penetration
Urban
1,200,000,000
1,000,000,000 800,000,000 600,000,000 400,000,000 200,000,000 0

Channel

DD 1

DD News

Rural

Total people reached

% wise reach Urban

Rural

92%

49.10%

286,119,689 286,119,689
827,258,259 306,875,088

Total 1,113,377,948 592,994,777 people reached

DD 1 DD News

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Source :

http://www.ddindia.gov.in

Who should be interested ??

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Doordarshan an ideal platform

Massive rural penetration of DD1 & 22 other state & regional channels. Ideal platform for PepsiCo to do ATL promotion. DD can accordingly hike the SBR & the sponsorship fee of all the slots (details explained in the end)

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National Channels
DD 1
Slot Buying Rate (In Rs.) per 10 seconds Free Commercial Time (In seconds / 30 m) Sponsorship Fee (In Rs.)

Mean
35450/150 192850/-

Median
20000 150 100000/-

Other National Channels

Slot Buying Rate (In Rs.) per 10 sec Free Commercial Time (In seconds)

Mean Median
6450/150 18250/ 2000/150

Lowest
1000/- (DD Bharti) 70 (DD India)

Sponsorship Fee (In Rs.)

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15000/- 3000/- (DD Bharti)

Regional channels
All regional channels
Slot Buying Rate (In Rs.) per 10 seconds Free Commercial Time (In seconds / 30 m) Telecast fee (In Rs.) SBR / 10 seconds (in Rs.)
Mean
40000 30000 20000 10000 0 DD 1 50000 Other National Channels Regional Channels 0
DD 1 Other National Channels

Mean
3550 157 4600

Median
1500 150 2,000

Sponsorship fee (in Rs.)

Mean
192850
200000

Median

Median

35450 20000
150000 100000

100000

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Observations
For a 10 second slot on DD1 & other national channels, Median << Mean. Low median suggests that only because of few slots (read as prime time slots) the average rate is high. Now the next question that arise is:
How high is the prime time slot rate for Doordarshan???

The sponsorship fee is negligible for other national channels including DD India (an international channel) which is a matter of concern.

Source :
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http://www.financialexpress.com/news/star-india-hikes-ad-rates-by-20-pct/781765/ http://www.afaqs.com/media/story.html?sid=27622

SBR - DD1 v/s Star Plus

Rate card for a 10 second slot ( In Rs.) 190000

200000 150000 100000 50000 0

DD1 Star Plus
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60000 15000
Prime Time 60000 190000

35000

Non Prime Time 15000 35000

PepsiCo cant use Star !!!

So what will it do?
Use DDs reach to promote its brand meant for rural TG.

So far only launched in Maharashtra & Andhra Pradesh. Sahyadri (DD Marathi) & Saptagiri (DD Telegu) can be used. SBR can be increased to 1.5 times for this purpose This would generate an additional of at least Rs. 1.35 L / 30 minutes in a prime time slot subjected to 50% usage of FCT. A monthly additional revenue of at least Rs. 40.5 L
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DD 1 will come to its rescue

When the Lehar Chusti energy snack & Gluco + energy drink will be launched in rural market, DD1 will be the first one to get the commercials contact Existing Sponsorship fee = Rs. 3.5 L for a 30 min slot This can be increased to Rs. 5 L just before PepsiCo comes out with the products in other states. 9-11 PM sponsorship can be offered for Rs. 20 L An additional revenue of Rs. 6 L/ week day & 12 L/ Sunday. Total additional monthly revenue would go up by a minimum of Rs. 2 crore.
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Promotion/ physical evidence

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Urban market perceives it as an outdated channel. Brand Image should be improved. Repositioning the first step. Change of logo. Introduction of a tagline

Repositioning needed at any cost

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Important marketing Strategies

Maintaining aggressive promotion and packaging approach for all programmes Hold on to the leadership position in 10-11 pm slot through timely innovations based on audience feedback Expand the market by launching programmes that are relatable to all generations audience. Advertisement of programmes by print media. Celebration of festivals Broadcasting famous TV show for full day
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Importance - Change of logo

Before

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After

Importance -tag lines

Colors: Jasbaat Ke Rang The colors of Emotion(promises to target entire spectrum of viewers).

Star Plus: Rishta wahi, Soch nai ( serials with new thoughts)

Aaj Tak: Sabse Tez ( fastest )

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Zee TV: Umeed se Tez Zindagi ( to match the pace with the moving world )

Doordarshan can do something similar to this

DD
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Zamaane ke saath

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Digital Marketing - Online presence

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MTVs excellent online presence

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Ambience

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Innovation

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People
38,000 employees of the holding body for Doordarshan and All India Radio . It has established in- house training facilities and also sends its employees for training in various national and international training institutes like the FTII Pune and the AIBD Kuala Lumpur. In- house training facilities include a Doordarshan Staff Training Institute at Lucknow and the various Staff Training institutes of All India Radio. In Doordarshan, there are broadly four different wings responsible for distinct activities viz. Programme, News, Engineering and Administration & Finance.
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Problems with DD
DD was plagued by multiple problems, which found their roots in the mismanagement of affairs. Private channels had their own marketing teams, where DD had 56 different producers but no marketing team. Thus, it caused the loss of revenue from advertisements from major advertisers who turned for cable channels Lack of trained professionals and an effective audience research unit which could help to analyze the requirements and expectations of the target audience.
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Revival
It would be necessary to go to the market to hire the very best employee in a particular professional category. Remuneration may be provided on the basis of a renewable contract for five years, subject to a satisfactory annual performance review. Development of marketing strategy and its implementation, on a national and regional basis by the marketing team. Consumer Understanding and Marketing Research by the audience research unit. Identifying their own officials who had some marketing training at some point of time and give them fresh training and orientation.
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Revival
The routine marketing of their programmes should be done in house, and hiring outside agencies, through global bids, for marketing of major events. The programmes and the presenters should be truly reflective of India's culture and heritage. Launch shows for the youth generation and appoint new faces for the execution of these shows. This would help to tap a large market as 65% of Indias population is below 35 years of agegeneration next can be targeted.
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More dynamic people required

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Process
TV STUDIO
A television studio is an installation in which a video productions take place, either for the recording of live television to video tape, or for the acquisition of raw footage for post-production.

VISION MIXER
A vision mixer (also called video switcher, video mixer or production switcher ) is a device used to select between several different video sources and in some cases mix video sources together and add special effects. It has many input sources such as cameras, VCR/ server, Graphics/Character Generators, etc. ut of these i/p, any O source can be taken as o/p. Sources can be changed as cut to cut, dissolve, wipe and other special effects
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Earth station
It is a very important part of satellite communication system for broadcasting of signals. is an uplink centre from which the It signals are fed to Satellite for distribution in a specified area covered by the Satellite.

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Uplink & Downlink

uplink and downlink signals do not interfere with each other, separate frequencies are used for uplinking and downlinking.. 5/1/2012

Up linking and Downlink are shown graphically to ensure that the

Elements of broadcast TV
There are a several major parts that are required in order to receive television broadcasts at home.

Image Source Sound Source Transmitter Receiver Display Device Sound Device Broadcast Television Signals

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Full Time - DD HDTV

DD HDTV(Only Event based) is started for Common Wealth Games. A strategy that will change the DD if it comes with full time High-definition television (or HDTV)channel.

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Process it needs to adopt

HDTV studios
Standard 35mm photographic film will be needed for cinema projection which has a much higher image resolution than normal HDTV systems Non-cinematic HDTV video recording System will be needed Non-cinematic HDTV video recordings intended for broadcast are typically recorded either in 720p or 1080i format as determined by the broadcaster.

Telecine will be needed :

Telecine is transferring motion picture film into video and is performed in a color suite.
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DD HD is started for Common Wealth Games. Not sure if it will be a full time channel. Also this channel is available on DD Direct Plus DTH 5/1/2012

Satellite service providers gather video signals from programming sources and then beam the signals to an orbiting satellite. The satellite broadcasts the signals back down to Earth. Your satellite dish acts as an antenna, capturing the signal and sending it to your set-top box
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Measurement-productivity
Assumptions: Due to unavailability of data on internet, calculations have been carried as follows:
A tier 2 Doordarshan Kendra of Ahmedabad has been considered. Its employee strength is assumed as the average of all Doordarshan Kendras in tier 1, 2 & 3 cities. Average Salary of an employee has been calculated for further calculation. The total expenditure of the Ahmedabad has been multiplied by 66 to get the total operating expense of all the DDK in the country.
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 Actual Expenditure exceeds Budgeted Expenditure by Rs. 63.5 crore.

Expenditure Budgeted v/s Actual

Total Deficit 66 DDKs (In Rs. crore )
1100 1080 1060 1040 1020 1000 980 1089.4

Some preventive measurement is needed Outsourcing could be the key. Few posts have been identified.
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1025.8

Budget Annual Expenditure (2010 - 11)

Actual Expenditure

Outsourcing scenario
Following 12 posts that can be outsourced:
Security Guard - 5 Sweeper Farash - 7

Average monthly salary of the above employees: Rs. 20000 (after the 6th pay commission) Total annual salary of 12 employees plus other annual miscellaneous expenses like medical: Rs. 35,74,090 Annual cost of outsourcing: 7 sweepers = Rs. 12.6 L Annual cost of outsourcing: 5 guards = Rs. 9 L Annual cost for these 12 employees: Rs. 21.6 L (max)
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Total Amount Saved

Amount saved at the Ahmedabad Center: Rs. 14.14 L Total number of small-big Doordarshan centers: 66

Total Amount Saved Annually by outsourcing: Rs. 9.333 crore

This will be highly productive and the quality/ discipline will also improve.

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Recommendations
Convert DD India into an English-language channel, which would cater to India's vast English-speaking population, as well as the PIOs (People of Indian Origin). An increase in sample size from 8,000 meter homes for TRP calculation & include rural viewership also. Should carry out Consumer Understanding and Marketing Research on regular intervals. Non prime time slot should be made more valuable by introducing quality serials for housewives & children.
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Source:
http://www.saveondish.com/forum/T-doordarshan-hopes-to-increase-its-revenue-by-50-per-cent-this-year

Unveiling P today!!
Perseverance
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th 9

continued steady belief or efforts, withstanding discouragement or difficulty

WOW DD!!

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