MARKETING OF MEDIA SERVICES

Media services The marketing of message

Presented by :Vaibhav Goyal

Introduction
What is Media ?
Media comes from medium, a way through which one can communicate with the other.

For example, television, radio, and the newspaper are different types of media. The term can also be used as a collective noun for the press or news reporting agencies

Media is :
Media is.. strategic planning for a marketers

advertising budget.
Media is.. media management, program/content development, station management, etc. Media is.. buying and selling time and space. Media is.. media research and analysis.

Media is.. strategic decision making on all fronts.

Advertising makes media happen

Building the media plan

Successful media Planning
is the task of selecting and scheduling media that will reach as many of the target audience as frequently as possible for the least amount of cost.

The Media Plan is

a blueprint for future action

organizing a brands advertising into media

objectives and strategies that are: Goal-Oriented - increase sales/share Make sense - effective/efficient

Building The Media Plan:

Evaluation & Analysis Planning Media Objectives Media Strategies The Media Buy Post-Buy Analysis

Evaluation & Analysis

$ Seasonality

Brand History

Budget

Competition

Promotional Activity

Planning Media Objectives

Seasonal sales Media Efficiency Competitive media presence Promotions Scheduled

Distribution National/Regional/Local Budget National/Regional/Local Competition Offensive or Defensive Strategy?

Media Strategies
$ $ Media Strength/Weakness Media Efficiencies - CPM CPM = Cost Per Thousand, the universal form of comparing the efficiency of different media. Eliminate Media that dont fit Brand Consider Selling Environments National vs. Local Spending Scheduling Strategies

$ $ $ $

Post-Buy Analysis
$

Measure actual performance Media makes guarantees Involves large amount

If below guarantee, media must provide a "make- good.

And, if you do a good job

Post-Buy Analysis

You Get to Do It Again Next Year!

CLASSIFICATION
Media services can be categorized into 3 types of services: Broadcasting services Entertainment services Print media services

BROADCASTING MEDIA
RADIO INTERNET

TELEVISION
WEBCASTING. SATELITE & CABLE FILMS

What is broadcasting
Broadcasting is the distribution of audio and video content to a dispersed audience via radio, television, or other, often digital transmission media.
Receiving parties may include the general public or a relatively large subset of thereof.

Overview of Indian Broadcasting Scenario

Indian Broadcasting Industry - largest in Asia

>300 channels of different genres via entertainment movies news current affairs sports music religious infotainment are available over Indian Sky
Channels in different languages are also available to cater to the requirements of regional viewers via Tamil, Telgu, Marathi, Punjabi. etc In Radio segment besides All India Radio AIR city specific licenses have been given for FM Radio channels Red FM Radio Mirchi

BROADCASTING
Terrestrial under exclusive domain of Parsar Bharti - Public broadcaster Doordarshan beaming about 28 no. of channels started transmission in 1959.
TV Industry (US$ bn) 2008 E 2013 P CAGR (2009-13)

Satellite
Free To Air Channels source of revenue - advertisements Pay Channels (subscription based) e.g. Zee TV, Star, Sony, ESPN, CN, etc. source of revenue subscriptions & advertisements In analogue mode pay channels are encrypted upto MSO/LCO and thereafter delivered to subscriber in FTA mode through a single pipe. In digital delivery like DTH & CAS pay channels are delivered in encrypted mode and are decrypted through STB at subscribers premises.

Subs. Revenues Ad. Revenues

3.29
1.72

6.61
3.24

14.9% 13.5%

Total Industry Size

5.01

9.85

14.5%

Video channels through cable

Mainly transmitted by MSOs and cable operators at local level through cable networks.

Distribution Network HFC Network Architecture

Sl. No .

Segment

Existing limit

Entry Route

Recommended limit by TRAI

Remarks

1.
2.

Teleport (Hub)
DTH

49% (FDI+FII)
49% (FDI+FII) FDI not to exceed 20% No Policy as on date No Policy as on date 49% (FDI + FII) 20% (FDI + FII) 26% (FDI + FII)

FIPB
FIPB

74% (FDI+FII)
74% (FDI+FII)

3. 4. 5. 6. 7.

Satellite Radio HITS Cable Network FM Radio TV Channels (News & Current Affairs channel)

FIPB FIPB FIPB FIPB FIPB

74% (FDI+FII) 74% (FDI+FII) 49% (FDI+FII) 49% (FDI+FII) 49% (FDI+FII)

In Carriage segment of broadcasting sector i.e. cable TV, DTH, HITS, teleport, mobile TV etc. foreign investment up to 49 percent should be on the automatic route and above 49% through FIPB . However for content segment FIPB approval would be required

5.2 Counting of Indirect foreign Investment The foreign investment through the investing Indian company would be considered for calculation of the indirect foreign investment if the investing company is owned or controlled by non resident entities and in such an event the entire investment by the investing company into the subject Indian Company would be considered as indirect foreign investment. 20

MAIN BROADCASTERS
ZEE TURNER INDIA

Zee
Zee Turner Limited is the largest distribution Network in India having more than 25 channels in its bouquet. A 74:26 joint venture between Zee and Turner International to distribute the Zee Turner pay channel bouquet in India and neighboring countries.

Zee Network has a reach of more than 80 countries and access to more than 225 million viewers globally and Turner International is the worlds biggest media company.
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Zees connectivity
AMERICA 577,281 Homes EUROPE 10,099,404 Homes MENAP 40,931,416 Homes

APAC 5,447,523 Homes

AFRICA 180,254 Homes

INDIA 72,000,000 Homes

Areas covered Africa S.E.Asia India Pakistan Gulf region UK/Parts of Europe USA Canada

The Largest Indian Television Network in the world

2domestic channels, 18 international 8 channels, across 1countries, over 500 million homes67

MENAT Middle East, North Africa & Pakistan APAC Asia Pacific

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STAR INDIA
Star Group Transforming Asia's media landscape Launched in 1991 with five television channels, STAR pioneered satellite television in Asia and in the process catalyzed explosive growth in the media industry across the entire region.

STAR INDIA
Coupled with the opening up of Asian economies, access to satellite television redefined the viewing experience for millions. Providing more people with more choice than ever before, STAR set new standards in content, production and variety. Today STAR broadcasts over 50 services in eight languages and offers a comprehensive choice of entertainment, sports, movies, music, news and documentaries.

MOTHER OF ALL BROADCASTERS (DOORDARSHAN & AIR)

National programme was introduced in 1982. In the same year colour

TVs were introduced in Indian markets with the Live telecast of the
Independence day on 15th August, 1982, followed by the Asian Games being held in Delhi. The eighties were era of Doordarshan with soaps like Hum Log (1984), Buniyaad and mythological dramas like Ramayana (1987-88) and Mahabharata (1988-89) glued millions to Doordarshan. Other popular programmes included Hindi film songs based Chitrahaar and Rangoli and crime thrillers like Karamchand

(starring Pankaj Kapoor) and Byomkesh Bakshi.

Now more than 90 percent of Indian population can receive Doordarshan (DD1) programmes through a network of nearly 1400 terrestrial transmitters.

THE MAIN BROADCASTER

About 46 Doordarshan Studios are producing TV software. Presently, Doordarshan operates 19 channels - two All India channels, 11 Regional Languages Satellite Channels (RLSC), four State Networks (SN), an International channel, a Sports Channel and two channels (DD-RS and DD-LS) for live broadcast of parliamentary proceedings.

DOORDARSHAN & AIR

On DD-1 National programmes, Regional programmes and Local

Programmes are carried on time-sharing basis. DD-News channel,

launched on 3rd November, 2003, which replaced the DD-Metro Entertainment channel, provides 24-Hour news service. The Regional Languages Satellite channels have two components - The Regional service for the particular state relayed by all terrestrial transmitters in the state and additional programmes in the Regional Language in prime time and non-prime time available only through cable operators. Sports Channel is exclusively devoted to the broadcasting of sporting events of national and international importance.

REGULATORY ENVIORNMENT (GOVT. OF INDIA)

MINISTERY OF INFORMATION & BROADCASTING

INFORMATION WING

BROADCASTING WING

FILM WING

INFORMATION DIVISION

PHOTO DIVISION REGI. OF NEWSPAPERS TRAINING DIVISION PRESS INFORMATION BUREAU PUBLICATION DIVISION DIR. OF ADV. & VISUAL PUBLICITY DIR. OF FIELD PUBLICITY PRESS COUINCIL OF INDIA INFORMATION DIVISION IND. INST. OF MASS. COMM.

BROADCASTING

FILM DIVISION

PRASAR BHARTI(AIR&D D)
BROADCASTING ENGINEERS CONSULTANTS (INDIA) LTD.

FILM DIVISION DIR. OF FILM FESTIVALS NATIONAL FILM ARCHIVES OF INDIA SATYAJIT RAY FILM INST. NFDC CENSOR BOARD OF FILM CERTIFICATON

Marketing Mix (7 Ps)

PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL EVIDENCE

PRODUCT+PROMOTION+PLACE (3PS)

IN BROADCASTING SERVICES MARKETING FIRST THREE P ` S ARE DECIDED THROUGH CONTENT ONLY.
CORE PRODUCT IS SAME AND IS DECIDED ACCORDING TO HUMAN PSYCHOLOGY (EMOTIONAL RESPONSE)

PRODUCT+PROMOTION +PLACE
PLACE IMPORTANT ONLY IN FILM TERITORRY DECISIONS PROMOTIONAL PART IS SHARED BY THE REVENUE GENERATION PART. e.g. MOST REVENUE IS GENERATED BY INSERTING THE ADVERTIESMENT BY DISTRUPTING THE RUNNING OF CONTENT. AND THIS TIME IS ALSO SHARED BY THE BRAND PROMO OF SELF AND THE CONTENT.

PRICING DECISIONS 4th P

CONTENT PRICE PRICES CHARGED BY BROADCASTER TO ADV. PRICES PERCEIVED BY THE ADVERTIESER PRICE CHARGED TO CONSUMER(DTH)

CONTENT PRICING
IT IS SELECTED BY BROADCASTER
MOST IMORTANT FACTOR IN BROADCASTING EITHER SPONCERD BY ADVERTISER OR IN HOUSE PRODUCTION BY BROADCASTER MOST OF COST IS BORN BY BROADCASTER

PEOPLE
PEOPLE ARE IMPORTANT FOR: MKT. SEGMENTATION & TARGETING POSITIONING & PERCIVED DIFFERENTIATION BRAND LOYALITY MKT.DEMAND BUT NOT CAPACITY TO ACHIVE CORRECT MKTING MIX

PROCESS

PLANNING & SCHDULING OF CONTENT TECHNOLOGY FEEDBACK

PHYSICAL EVIDENCE
BRAND IMAGE OF BROADCASTER
LOGOS & PROMOS MEDIA PERSONALITIES ATTACHED TO BRAND

TECHNOLOGY ADVANTAGE OF BROADCASTER CONTENT ITSELF

Strengths & Weaknesses:

Radio
Various formats. Special audiences. Inexpensive Affordable frequency Affordable production Reaches mobile Market Scheduling & creative flexibility Radio is Cluttered

Radio spots are fleeting

Strengths & Weaknesses:

Television
Impact Market coverage Intrusive Flexible Cost-efficient Fleeting Expensive Big shows. Big Bucks. Production can be expensive

(CPM)
Best shows Prestigious have limited availability