News Channels’ Market

Proposal for Marketing & Branding for Hindi News Channel

Growth of the News Segment

Entry of Corporate Giants in the segment.

Reasons for Growth

Technological Advancements.

Increase in disposable income.

Shifting Interest of the Indian Viewers & also the increasing

awareness.

What Indian Viewers Want?

Indian viewers somehow are bored of usual unending family (Saas-Bahu) drama on different entertainment channels like : Star, Zee, Sony etc.

Change is the phenomenon of life and so is the TV/Media industry & viewers looking for, which they find in news channels (as every day there is something new on it providing variety to all.)

…continued

According to market survey, market-orientation & road-map of media planners, future of Indian TV lies in 3 terms:

1. Live- Events.

2. Realty Television.

3. Interactive TV. News is very aggressive in terms of above 3, thus

becoming the driver of broadcasting. Though, Realty TV is the main source of entertainment of the entertainment segment but news channels is the main driver/flagship of it.

Why investments in News Channels increasing?

Information media is considered to be most powerful media & so is the News Channel.

Liberal Investment/ FDI policies (26% FDI allowed in

News segment) & Govt. Support to the segment. As many as 33 broadcasters have been given new licenses to beam

channels especially on news and current affairs & several applications for the same are under process.

Shift of interest of Indian viewers from other entertainment channels to News Channels.

Increasing Revenue of the Hindi News Segment.

News Channels’ Market The number of news channels (on air) has gone

up to in last few years. Of the total FDI inflow in Entertainment & Media,

appx. 60% belongs to News segment only & rest belong to entertainment (sports, music etc.)

Of the total ad revenue, English and Hindi news channels account for Rs. 1,217 crore.

The ad revenue for new channel (news) is growing at a rate of 18-20% annually.

But, still there is no vernacular news channels serving exclusive political, sports, business, lifestyle content....

Relative Market Share (in %) of various Hindi News Channels

Aaj Tak

India TV

Star NewsZee News

IBN 7

NDTV India

News 24

TEZ

Samay

(Voice Of India) VOI

Live India

IndiaNews

* Source: TAM- (TVR) Report, 34th week for HSM.

Relative Market Share by various Hindi News Channels

Total Hindi News channels Market

The top 7 Hindi News Channel (in total) contain appx.83.4%

Share of the total HSM.

The remaining share, i.e. appx. 16.5%, belong to other news channels

such as: TEZ (Aaj Tak), VOI (Voice Of India),

Samay, India News, etc.

Market Share of other popular channels…

The above chart represent the share (in approximation) of other popular channels of the remaining (appx. 20%) HSM market.

TEZ27%

Samay25%

VOI18%

Live India16%

India News10%

Others4%

TEZ

Samay

VOI

Live India

India News

Others

Advertising in the industry…

The no. of advertisers on TV grew by 29% in the span of 5 yrs.

The no. of brands advertised by these advertisers grew more than 23% in last few years.

News Channels & Branding

What is a Brand?

Brand is basically a name that refers to the product/service of a particular

manufacturer/company/service provider & helps to differentiate them from the

competitors.

Why branding necessary?

Branding can build stable, long-term demand for the channel amongst the viewers & the advertisers.

Branding can add value to the services or the information provided by the channel.

Branding can promote customer loyalty & strengthen the enduring relationship with the customers.

Branding protects against the growing competition. Branding helps to differentiate from the aggressive

competitors by strengthening the barriers to entry.

How to develop a channel as a Brand?

A Grand Launch of the Channel (incase of new channel).

A proper visibility/reach of the channel. Qualitative programs & information. Cross-Channel Advertising, i.e., advertisement of

a channel through other entertainment & news channels.

For Instance:UTVi ( news channel) & Colors (an entertainment channel) have given ads on several other Entertainment & News channels to spread awareness among viewers.

Regular PR Efforts by the channel.

… continued

Massive Advertising through various other media be it print or mural media/ OOH (Out Of Home). For Example: Aaj Tak, Star News, News 24, Zee News, NDTV India etc. have been using other media too for their branding & promotion.

Promotional programs/contests need to be done for branding.

Promotion by the Specialists/Consultants (of various sectors like Finance, News etc.).

Frequent participation in Conferences/ Seminars & Meetings.For Instance: All the top channels like IBN 7, Aaj Tak, NDTV India, Star News etc. have been doing the same to secure their places in market.

Top Brands in HSM ( At Glance)

The top 7 Hindi News Channels in the Hindi Speaking Market (HSM) are as follows: Aaj Tak. India TV. Star News. IBN 7. Zee News. NDTV India. News 24.

These 7 channels holds more than 80% of the HSM & rest belong to other channels.

Other Popular Hindi News Channels in Hindi Speaking Market (HSM) are :VOI( Voice Of India), India News, TEZ ( Aaj Tak), Samay, Live India, India News, etc. These channels together hold even less than 20% of the market share of HSM.

* Source: TAM- (TVR) Report, 34th week for HSM.

Status Report of top Hindi News Channels.(Graph representing Reach)

Day & Prime Time

Day & Prime Time

India TV

Day & Prime Time

Star News

Aaj Tak

IBN 7

Day & Prime Time

Zee News

Day & Prime Time

NDTV India

Day & Prime Time

News 24

Day & Prime Time

* Source: TAM- (TVR) Report, 34th week for HSM.

16000

14000

12000

10000

8000

Reach(in 000)

17011

11765

15168

10076

14600

10020

12304

7663

12315

7346

10507

6383

9599

5596

Status Report of top Hindi News Channels.(Graph representing Time Spending)

Day & Prime Time

Day & Prime Time

India TV

Day & Prime Time

Star News

Aaj Tak

IBN 7

Day & Prime Time

Zee News

Day & Prime Time

NDTV India

Day & Prime Time

News 24

Day & Prime Time

* Source: TAM- (TVR) Report, 34th week for HSM.

14:00

11:00

08:00

05:00

02:00

Time Spending

(in MM:SS)

12.41

05.08

11.48

04.46

11.23

04.48

06.53

02.36

07.22

02.52

04.56

01.57

04.40

01.41

Status Report of top Hindi News Channels.(Graph representing TVR)

Day & Prime Time

Day & Prime Time

India TV

Day & Prime Time

Star NewsAaj Tak

IBN 7

Day & Prime Time

Zee News

Day & Prime Time

NDTV India

Day & Prime Time

News 24

Day & Prime Time

* Source: TAM- (TVR) Report, 34th week for HSM.

0.30

0.25

0.20

0.15

0.10

TelevisionRating

0.18

0.27

0.17

0.25

0.16

0.25

0.10

0.14

0.11

0.15

0.07

0.10

0.070.09

Current Scenario & Status Report for Top Hindi News Channels.

Aaj Tak stands on top in both Day Part & Prime Time in Hindi Speaking Market.

India TV & Star News stand on 2nd & 3rd position in both Day & Prime time in HSM.

Zee News in Day Part & IBN 7 in Prime Time is on the 4th position in HSM.

IBN 7 in Day Part & Zee News in Prime Time stand on the 5th position in HSM.

NDTV India & News 24 remains on 6th & 7th position in both Day & Prime Time in HSM.

Other Popular Hindi News Channels HSM(Graph representing Reach)

Voice Of India (VOI)

6775

TEZ ( Aaj Tak)

7072

India News 1813

* Source: TAM- (TVR) Report, 34th week for Hindi Speaking Market.

Reach (in 000)

Live India 6760

Samay 8606

2000

4000

6000

8000

10,000

4183

Day & Prime Time

Day & Prime Time

Day & Prime Time

Day & Prime Time

Day & Prime Time

51204200

3771

933

Other Popular Hindi News Channels HSM(Graph representing Time Spending)

Voice Of India (VOI)

03.02

TEZ ( Aaj Tak)

03.20

India News 00.33

* Source: TAM- (TVR) Report, 34th week for Hindi Speaking Market.

Time Spending (in MM:SS) Live India

02.28

Samay 03.58

00.30

01:30

02:30

03:30

04:30

01.12

Day & Prime Time

Day & Prime Time

Day & Prime Time

Day & Prime Time

Day & Prime Time

01.23

01.0900.51

00.11

Other Popular Hindi News Channels HSM(Graph representing TVR)

Voice Of India (VOI)TEZ ( Aaj Tak)

India News

* Source: TAM- (TVR) Report, 34th week for Hindi Speaking Market.

Television Rating

Live India

Samay

0.02

0.05

0.08

0.11

0.14

0.06

Day & Prime Time

Day & Prime Time

Day & Prime Time

Day & Prime Time

Day & Prime Time

0.07

0.060.05

0.01

0.060.05

0.04 0.04

0.01

Thank You

Prepared By :Parul Gupta