Home Entertainment Industry

The past several years have seen declines in home entertainment

revenues at the major studios, which has been cause for alarm

across Hollywood.  But according to several leaders in the

industry, while there is still some work to do on their end, the

future of home entertainment is looking very bright.

Panellists who shared their opinions during Variety’s

Entertainment Matters sessions at CES included Deborah Bothun, US

Advisory leader Entertainment Media and Communications,

PricewaterhouseCoopers (PwC), David Bishop WW President Sony

Pictures Home Entertainment, Mike Dun WW President 20th Century

Fox Home Entertainment, Thomas Gewecke President Warner Bros.

Digital Distribution, Shawn Strickland CEO Redbox instant by

Verizon, Anthony Bay VP Worldwide Video, Amazon.com and Andrew

Wallenstein, TV Editor for Variety.

Several factors are spurring greater consumption of content,

including:

1)   Improved TV quality and size

2)   650M (and growing) consumer devices that play movies anytime

anywhere

3)   Substantial Growth in Ultra Violet, Cloud and Digital

Download

4)   Subscription services using sophisticated data to drive more

awareness and impulse

The challenge the last few years has been declines at physical

retail and trying to replace that impulse experience through

alternative media.  Another challenge the industry is working on

is to streamline downloading to a three-minute process.

All agree there has to be much more emphasis on digital

merchandising across the digital delivery footprint to help drive

title purchases to get consumer ownership back up to 30% of

purchases vs. 20%.

The key to success is anticipating consumer behavior, especially

around digital, and making the content suit the medium. It’s no

longer one size fits all.

Ultra Violet, the industry standard to purchase in one place,

store in the cloud and view across devices, saw significant

growth in 2012. It now has 9M accounts and is forecast to almost

triple in size in 2013.  A big recruitment tool for opening an

Ultra Violet account has been an incentive to transfer 10

existing owned titles over for free.

Fox’s segmentation and planning panel study of 6,000 households

monitors how consumers media habits change over time. Change in

the past has been very slow.  But right now people’s media habits

are on the move in a very big way.  The advanced tech savvy

audience makes up 25% of the population, but now account for 50%

of all media consumption.

95M people buy DVDs in the recession era, but 38M people are

digital only, ripe for a digital purchase.  Digital only

purchasers right now skew Male, Sci-Fi, Underworld.  Never before

has there been such defined audiences by medium for movie

content.

Amazon, Netflix and Red Box are driving significant business with

subscription and on-demand services via gaming units, web portals

and through partnerships with carriers.  They use sophisticated

algorithms to build and maintain relationships with consumers,

creating an infrastructure to learn about about their customers

and products in order to optimize titles and usability to

conversion.

TV seasons are a significant driver for suggestive selling. 

Subscription customers will watch a single season in a week, then

pay on-demand for additional seasons and purchase cross-sold

similar properties after viewing a few seasons.

Helping consumers find feature film content in similar ways is

driving more ownership. Digital services converting DVD

collections into the Ultra Violet cloud is one of the fastest

ways to identify an audience, show value and cross merchandise.

Nothing digital has yet replaced the serendipity of the physical

retail store, the most critical source of discovery for

ownership.  Online social discovery is important and needs more

emphasis on options that compare your collection to mine.  When

entertainment consumers see relevant suggestions it sells more

product.

Digital Books are doing very well.  They have an advantage in

that their digital file size is small.  Video content file sizes

are huge. Platforms to quickly download video content in three

minutes will make digital downloads more of an impulse item like

books.

Lastly, all agreed upgrades in the content to suit the medium

will drive more value and engagement. For example, watching

content on tablets needs to be interactive.  Total Recall and MIB

3 both had touch screen apps to find out more about the actors,

where each scene was shot, etc.–all while watching the actual

film. E-books already have similar experiences.

The industry leaders all concurred that 2013 is the beginning of

a new renaissance for home entertainment, with more opportunities

than at any time in history. But to get back to the future of

home entertainment, a greater price value relationship must be

offered.

Current Trends

Despite the economic slowdown of recent years, digital home

entertainment looks set to evolve and grow significantly over the

next five years. The convergence of technologies and platforms,

lifestyle trends, a growing need for mobility, and technological

advances are all combining to fundamentally change the ways in

which consumers interact with digital content. In turn, these

trends and 'meta-themes' are forcing broadcasters, media agencies

and conglomerates, service providers, device and consumer

electronics manufacturers, and communications operators to

rethink the value chain and restructure their business models. In

the future digital home, content will be king, and consumers will

expect to be able to access synchronized content and digital

content libraries instantaneously on a range of connected

devices, in a variety of locations.

The consumption of digital entertainment content is being driven

by the rapid transition to online and mobile platforms, on which

consumers of tomorrow will expect the ability to watch broadcast

TV, access video content on-demand, personalize Internet radio

stations to suit their own preferences, play games, and store

media collections, whether inside or outside the home - this

concept of the 'porous home' will be a defining feature of the

future of digital home entertainment. This report analyzes the

trends, technologies and business models of the enablers and

providers of digital content. Furthermore, it defines six 'Meta-

themes' that can be used as a template for defining and

considering the future shape and growth of the digital home

entertainment market. These six meta-themes are then applied to

each of three main digital home entertainment markets: TV and

video; Music and audio content; and Gaming.

Defines six 'Meta-themes' that can be used to define the

future shape and evolution of the digital home entertainment

market.

Applies each meta-theme to analyze and forecast the future

evolution of three sub-markets of the digital home

entertainment market, namely: TV & Video; Music & audio; and

Gaming.

Provides market sizing and opportunity statistics for

consumer electronics manufacturers.

Provides forecasts for the growth of the IPTV, DTT, cable

and satellite TV markets.

Explains how new entrants to the market are already

disrupting traditional business models of content providers

and media publishers, and how they can respond and adapt to

the changing conditions.

Offers in-depth analysis of the future of the gaming market.

Explains and analyzes the concept of the 'Porous home'.

Understanding the new customer is key

Consumers are increasingly in control but also increasingly

confused

Changing from “mass media” to “my media”

Multiplatform analytics drive advertising insights into the

connected consumer

To better engage customers, content creators will need

deeper insight into what they will pay for

The race to acquire content continues

Major Players and their product details

1) LG

NK230

4000 Songs in 9 Languages

Echo Control

Real Time Scoring

Song Recorder

Rs.14990

Key Features

4000 Songs in 9 Languages

Echo Control

For those who are new singers or for those who find it difficult

to match their vocal to with the melody of the song which they

want to sing this feature will support them with concert hall

effect.

Real Time Scoring

Evaluates your performance and displays your score

Song Recorder

Records upto 60 songs in the chip.

Real Competition

Interactive entertainment - Compete as a group.

Song Lyrics in 2 Languages

Song Lyrics in 2 Languages- Hindi and English.

Song Reservation

Make reservation of songs that you or your group wants to sing

next while other songs are being played .

Favourite Songs Storage

Store up to 45 no of your all time Favorite songs in the Mic

which will remain even after the Power Off.

Group Song Battle

It is a unique feature which increase your entertainment at

highest level when you are in group and can compete with each

other. Design, features and specifications subject to change

without notice.

2) Kortek

Magic Sing KHM-150 Karaoke System

Features

Connects to TV with RCA input (NTSC / PAL)

Over 3000 songs (English, Hindi and other Regional song)

Up to 60 nos. Full- Length- Song Recording (through optional

Recording Chip)

Recorded Song transfer into Computer by USB Cable

Easy to update new songs by Song pack (5 Slots)

Optional choice (Wireless sub microphone) to Sing a duet

Song Reservation up to 45 songs

Song search- Enter song numbers or sort songs by page

On screen Lyrics

Image and Video background themes

Real Time Score

Favorite Song selection up to (45 songs)

Song battle in group

Melody adjustment (Standard, Weak, Pro, Hard)

Play Mode (One song, Random, Repeat, 1st Phrase, Continue)

Echo, Key, Tempo, Interlude Jump, Volume Control

System Software updates

Segmentation, Targeting, and

Positioning Strategy

2.1 Identification of Need

We have to know that what is the need of the customers, what they

want from the brand, their thinking etc. So, we done a survey

that to know all this from customers. Like ours is music industry

so we come to know that what kind of people want this system and

why? After launching they are really affected by this karaoke

system? What is the need of the system?

People who love to sing or who love music and who enjoy this kind

of fun at party, home, function etc. are really interested in

this karaoke system.

2.2 Segmentation Bases

After knowing the need of the customers we can segment the

market with the help of four bases.

Geographic bases: We have firstly segmented the market by

selecting a geographic area i.e Gujarat from India because at

the beginning of the business we can’t serve perfectly in large

area. So, in Gujarat we have chosen only three cities to launch

our product and has done promotion in those only.

Demographic bases: After choosing geographic area we have to

narrow our segment to serve the people. So, in these three

cities we have choose people having age between 15 to 35 who

have interest in music and also are entertaining lovers.  Social bases: Now among those age group people we have to go

narrow as all the people of that age group might don’t have same

need or say interest and also some of them can’t afford this

entertaining product. So, we have more classified this age group

in to people having minimum income of rs. 30,000 per month. And

also the part of those demographic and geographic bases.

Psychographic bases: At last we select niche segment by

monitoring people life style of above mentioned group and so we

got our target audience or say our target group to whom we can

sell our product.

Segmentation table

vadodara 4157568Ahmadabad 7208200Surat 6079231Total 17444999Age group 49%(15 to 35) 8548050Income 14%(above 30000) 1196727

2.3 Selection of Target Market

In this we have choose the target market in which we want to do

and expand our business. We have choose it with the help of

bases. Like we choose Gujarat state by knowing the

characteristics of geographical base and in that we have choose

Ahmadabad, Baroda, Surat just because of the people of this

cities have better life style, their unique need, their thinking,

their overall income, family cycle etc. As we are targeting music

lovers and also entertainment lovers we have found this market as

our target market. As these cities are growing cities and easily

adopt the change.

2.4 Positioning Strategy

Now after these all we need to create good position in the mind

of consumers. So we have positioned our brand on basis of product

attributes and benefits for eg. We are giving some extra unique

features such as Real time scoring and pitch control then our

competitors so that customers we can build a unique position in

minds of customer and also can generate positive attitude towards

brand and products. On other hand we do it with print ad in news

papers and magazines. We have given television ad and radio ad

also. So, by that we make strong position in the mind of the

consumers.

Product idea

A Karaoke player is a music system with embedded microphone

inputs and songs, re-mastered for singing along to. It's a hobby

renowned for its great entertainment value. But as a company that

thinks outside the box, Mediacom sees Karaoke players as far more

than just entertainment. We see Karaoke as a confidence building

tool, as a bonding activity, as a team building exercise, as an

educational aid and more. The possibilities are as boundless as

our commitment to innovation.

Banking on these possibilities, we have developed various options

in our product line to cater to all needs. From portability to

juke box functions to special kids units- we've got it all

covered. With a large library offering songs in many languages

and genres, as well as religious content and children's' songs,

there are many fruits to be savored. But we are not ones to rest

on our laurels. We are continuously engaged in research and

development to fill any gaps in providing the perfect product and

to offer options that never existed before.

Our commitment to innovation is guided by our mission, vision and

values.

Concept development and testing

karaoke concept was in development, with different formats being

tested and refined in some city. We quickly recognised the need

to fully differentiate the customer experience in each space,

allowing for enough diversity to draw customers and keep them

entertained throughout the night. We also learned that maximising

profit by area was central to the overall company success. With

so many areas to cover and with limited resources, we were under

pressure to grow revenues with innovative and low maintenance

concepts. The concept proved an immediate success. Customers

loved it, building two-hour karaoke sessions into their overall

night and creating a halo effect on pre-bookings for the

restaurant, club and other themed rooms.

Product attributes and benefits

The features provided by us:

More songs database.

Hindi and English songs library.

Male voice, female voice and chorus.

Sing, record, make your own mp3 and share.

Real time scoring and pitch control.

Development of brand

History

Sing karaoke Mediacom is the entertainment arm of the Sing

karaoke Group of Companies. The Sing Along System is a first of

its kind of imports in India. Asia's biggest name in home

entertainment Mediacom International has engineered popular home

entertainment devices for the global market. Sing karaoke

Mediacom Entertainment Pvt. Ltd. is based in Vadodara, Gujarat

with facilities for trouble shooting, enquiries, service and

after sales. The motto of Mr. Sing karaoke. J. Bavadam the

Director of Sing karaoke Mediacom Entertainment Pvt. Ltd. is

providing fun and wholesome entertainment to our fellow people

and eventually | a source income too. Mr. Sing karaoke known for

his innovation and dynamic corporate culture believes in

corporate values such as Integrity, Compassion, Openness,

Commitment and Excelling. This company has the vision, technology

and people to lead consumer karaoke entertainment into the new

millennium.

Network coverage

Vadodara

Surat

Ahmadabad

Strategy

Launching its operation in different cities mall on Sunday just

to capture a large customer and create awareness among them and

also to convert people who are not fond of music

Distribution

Making distribution a key capability of the company, we has a

comprehensive network of distributors and dealers. Distributors

such as Sounds Glitz, Sunrise Enterprise, Asmi Consultants and

dealers such as Radio Light, Sales Corner Pvt. Ltd., The Shoppe

etc.

The Mission

We shall strive to be a value based organization seeking

professional excellence in all our products, processes and

services and creating wealth to serve the society at large.

Our Vision

To have a global name, make our customer delight and provide

human services. In all activities we seek professional

excellence, Ethical means justify our noble ends.

Differentiation of a brand with LG

We provide the songs in digital format which gives you the real

experience of singing.

Now you can sing and record.

100% live scoring to improve your singing ability and to choose

from Amateur/Good/Professional.

Best quality wired and wireless microphones.

I-Fun. A dynamic real time scoring function. i-FUN will catch up

every pitch and showing on the screen when singing. Can be used

to learn new songs. And can be switched off and on (Dzire &

Aspire).

The system has an additional feature which indicates a special

sign for Male/Female/Chorus singing.(Dzire/ Aspire)

Pitch control to improve your singing ability

USP of a product

Discover a singer in you

Packing

IN THE BOX

Sales Package 2AA size Batteries, Wireless microphone, Remote

Control + Batteries, USB Cable, SD card, Adaptor,

TV/PC/Laptop Control Box, AV Cable, Song Bookand

Manual Book

First impressions are everything. The way we package your

product is a way of putting our best “face” forward to a

potential customer when they encounter your work for the

first time. We have design our package not so simple not so

complicated. We just give simple and nice look to package so

that anyone can get clear idea from the package. On packagewe print those features of the karaoke which are available in the

product and also give all accessories which are printed on the

box. 

.

Pricing

Place decision

Our main targeted people are youngsters who are basically music

oriented and these types of people are more available in the

metropolitan cities rather than particular rural area. In the big

cities like Mumbai, Ahmadabad, Baroda etc teenagers are more

likely intended towards the music and want to sing but they do

not have enough time because of their work load and avoid signing

music. So by launching this system in these cities we can capture

are maximum target and gain lot of profit. We are launching this

system in below following cities.

Sunrise

Enterprise

Mr. Rajesh Doshi

(Business Head)

Mob:09320085187

Mumbai 54/D, Jyoti

Estate, 

Proctor Road, Off

Lamington Road, 

Grant Road(East),

Mumbai- 7

Tel: 022-

23872017,23857193

Mob: 09821080079

09422746457

09819691737

Asmi

Consultants

Mr. Prerak Patel (M)

09879056506

Ahmedabad 401, Shaily House,

3 Hari Park

society,

Near Income

Tax Under Bridge,

Behind Havmour

Restaurant

Navarangpura,

Ahmedabad – 380009

Jasmin

Mobile

  Vadodara Atlantis Genda

Circle Baroda

(O)- 0265-2323239

Care

Equipments

Pvt Ltd.

  Vadodara Nr. LG Showroom

Fategunj Baroda

(O)- 0265-2750041

Sahaj Super

StoresPvt.

Ltd.

  Surat Adajan

(M)- 9998989661

Dhiraj Mega

Store Pvt.

Ltd.

  Surat Athwa Line 

(M)- 9909047772

Marketing development strategy

Television advertising objective.

TV advertising objectives include product and service sales, website traffic, brand and product awareness, image building,generating sales leads, public relations.

Product and Service Sales - communicate offers that directlygenerate orders.

Web Site Traffic - Get people to visit your web page(s) that mayperform specific actions such as subscribe to a service.

Brand and Product Awareness - Help viewers to understand theirneed or desire for a product and let them know a solution isavailable.

Image Building - Provide images or media that help people tostore.

Sales Leads - Want people to go to places to submit their namesand other information that identifies how they are qualifiedcandidates for sales efforts.

Public Relations - Communication of information that is of publicinterest. Some regulations require companies to communicateinformation to the general public.

TV Advertising Objectives are usually more than product sales.

Scheduling

Channel MTVTime Between 8PM to 9PM

Program Coke studioDay Saturday & Sunday

Frequency 3 times in oneepisode

Duration 20 secondAd agency 1.27 lakh

Cost per second 6000/ second

Television ad story board

Objectives of radio

It could be be to inform the audience, remind or gain

awareness.

It you need to reach a wide audience in your area than radio

advertisement works.

Scheduling

Channel Radio mirchi 98.3Time 10 AM and 6PMDay Every day for a week

Frequency Twice a day Duration 20 second

script

objectives of print ad

Detailed product information

Ability to communicate user imagery

Flexibility

Ability to segment

Reliability

Scheduling

News paper Surat timesDay Every Sunday for one

monthPage Last pageCost 18,000

put snapshot

Objectives of website ad

The main objectives of the website are:

To provide relevant and current information to a wide

audience base

To ensure information is provided in an accessible and

usable manner

To promote and maintain the corporate image of the comapny

Expanding Geographical Reach. A website means that clients

can look at your products and services without leaving the

comfort of their home or office. This allows you to sell

over a much wider geographical area than otherwise possible.

Selling your product/service. Last, but far from least, the

website should actively sell your product/service.

Increased Sales. Convert leads into sales by emphasizing and

focusing on the benefits of your products and services.

Building Relationships. Establish stronger bonds through

constant contact with prospects via your website.

Prepare website snapshot

Real packing

Conclusion

From the television advertisement we expect that at least 60% to

70% peoples are aware about our product in main our targeted

cities like surat, baroda and Ahmadabad and among them 15 to 20%

people buy the product as soon as possible.

With the help of the television advertisement we expect that most

of the people know that what is the feature of the product and

how they work and how useful for entertainment oriented people.

Now as per the current scenario of the internet we put this ad on

web site also with the help of them we know that how many people

are interested in our system and among them how many are like to

watch our advertisement.

From the radio ad we easily reach at our targeted audience with

the minimum cost and generally most of the people listen the

radio when they are go to the office and when they are back from

the office at that time we put the ad on radio make aware about

the product.