marketing research
DESCRIPTION
Marketing research conducted for 'Excel Entertainment Channel' to help in making decision for launching 2 news channels both in English and HindiTRANSCRIPT
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STUDY OF AUDIENCE PREFERENCE TO NEWS CHANNEL
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INTRODUCTION
• The project is entitled to study the audience preference to news channel
• The excel entertainment is a leading player in entertainment industry
• It want to enter in lucrative business of news channel. • The Company wants to carry out a market research to
find :- audience preference for different news channel analyze their viewership pattern marketing proposition of different news channel.
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Current Trends in TV News Channel
• The Hindi and English news channels are main players.
• Hindi news channels : Aaj Tak, IBN-7, NDTV India• English News Channels : BBC world, CNBC, CNN IBN• Indian Television Industry is worth Rs 19,100 crore • Expected Growth Rate is about 13% in 2011 and 22%
over next fiver years.
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Methodology
• Primary Research:a) In-depth Interviewb) Focus Group Discussionc) Questionnaire
• Secondary Research:a) Analyzed the information available on internetb) Analyzed current trends in Indian media and
entertainment
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Contd….
• LOCALE OF STUDY:• For this project we have taken DELHI/NCR as
the locale of this research. • TECHNIQUES USED:• MS-EXCEL for the analysis of the data.
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Overview of Media and Entertainment Industry
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SWOT Analysis
SWOT Analysis
Strength:Vast Customer reach.Growing middle class
Change in lifestyle.Low cost of production.
Weakness:Highly fragmented.
Lack of efforts for media penetration.Lack of cohesive production and distribution
infrastructure.
Opportunity:Poor Sections of the society.Technological innovations.
Rise in Viewer ship.
Threats:Poor Sections of the society.Technological innovations.
Rise in Viewer ship.Piracy.
Lack of Content.
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Competition and positioning
The major competitors and their positioning strategies are:
• AAJ TAK:No. 1 news channel its strengthVariety of programBest in live reporting people perceive as sabsetez.
• STAR NEWS:Better focus on politics and business news.News relating upper middle class interest.
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Contd….• NDTV Better graphic animation Varity in program and powerful anchors
• IBN7: Good coverage of international news. No discrepancy between statements and figures. • ZEE NEWS: The zee mother brand Detailed reporting No biasness to political parties
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Survey Results
8.5
1.2 0.2
Watching News Channel
RegularlyRarelyDo not watch
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3.1
4.8
1.5 0.6
Time Spent on News Channel
less than 1 hr2-3 Hours3-4 Hoursmore than 4 hours
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50%
35%
15%
Languages Preferred
Hindi Both Hindi and English English
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3.2
2.11.7
1.6
1.4
Top 5 Hindi News Channels
Aaj TakNDTVStar NewsIndia TvZee News
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3.2
2.51.8
1.31.2
Top 5 English News Channel
Times Now
Headlines Today
CNN IBN
CNBC
News X
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2.1
1.71.6
1.1
2.3
Program Preferences
Political NewsBusiness NewsSports NewsAstrologyEntertainment
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Results• NATURE OF CONTENT:- It should include news on politics, sports, bollywood, society, art,
culture, literature, science.
• PRESENTATION:- Good and professional presentation of both the anchors and the
reporters.
• RELIABILTY: - The news content should be from reliable and genuine resources.
The news should present the truth to the viewers rather than faking out just to create a hype.
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Contd…
• ADVERTISEMENT FREQUENCY:- Respondents prefer a one minute long advertisement for two times
in a 1 hour duration program.
• DELIVERY OF NEWS:- The channel should focus on providing first hand and fast news
without manipulations.
• BRANDING:- The EXCEL entertainment being a leading player in the
entertainment industry as in video games television serials can get an upper edge in news channel
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Recommendation
• The focus on revenues should come by bringing more news to the doorsteps of the public.
• The coverage of political news should not be restricted to the mainstream political parties alone.
• Apart from the politics, films and sports, the coverage should also include from the fields of arts, culture, science etc.
• The Breaking news items must be of some standard and national importance and not routine item.
• More focus on positive news stories and more focus on younger generation.
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Contd….
• News has to be continuous with maximum one-two breaks for a minute.
• The news content should be from reliable and genuine resources..
• Good and professional presentation of both the anchors and the reporters. Much interactive and knowledge sharing live discussions and debates.
• The channel should focus on providing first hand and fast news without manipulations.
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Limitations
• Non represent able- As the population size is very large in Delhi region and our sample size is 50,so practically it cannot represent large population
• Time consuming: As we have to go to each and every person to get our Questionnaire filled
• Biased: There may be more business or employed or may be of one profile and thus their opinions can be biased.
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Conclusion
• THE EXCEL ENTERTAINMENT should launch in the news world.
• The channel should create a reputation of quality, reliability, good presentation, focused approach and relevancy.
• The news content should be from reliable and fast news without manipulations.