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Marketing Strategy on NDTV Imagine

MARKETING STRATEGY

ON

Prepared By:-

Jignesh Agrawal(3005)

Rahul Goplani(3063)

Ankesh Khatri(3090)

Hitesh Bachani(3009)


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INDEX

Sr. No. Topic

1. Synopsis

2. Introduction

3. Entertainment

4. The Tie Up

5. Advertisers

6. Market Scenario

7. Competitors

8. NDTV Imagines strategy

9. Research Method

10. Primary Data

11. Medium Of Advertisement

12. Product Life Cycle

13. Recommendation

14. Other Strategies

15. Limitation

16. Conclusion

17. Webliography

18. Bibliography


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SYNOPSIS

THE LAUNCH

As NDTV Imagine is launched very recently, we thought

this topic would be new and fresh to consider it as our project.

The fact that usually everyone thinks of doing a project on a

product i.e. materialistic product or some brand which is well

known by all which would make doing research easy.

We wanted to stick to a topic which would come to no

ones mind easily thus leading us to have a unique topic and

this is how we decided on NDTV Imagine.

The project will be focusing on the introduction of the 24

hour General Entertainment Channel (GEC) i.e. NDTV Imagine.

It will also be discussing about strategies adopted by NDTV

Imagine on entering the market of general entertainment

space. The channel started airing on television screens from

January 21st 2008.

Apart from discussing about the channel and its

programming the project will also highlight about its relation

with its other competitors like Star Plus, Zee TV etc. It will also

give brief idea on NDTV Imagines competition with its other

newly launched channels like INX Medias 9X, Zee Groups Zee

Next, and UTVs Bindass.

The project will also talk about the Product Life Cycle (PLC)

Stages and will place NDTV Imagine on one of its stages. It willhighlight a particular stage and explain it in brief.

Along with this the project will also talk about strategies

adopted by NDTV Imagine and the based on the project we will

further suggest Competitive Strategies to remain in the same

genre


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INTRODUCTION

Banking on its target to reach 80-90 per cent of the 70

million cable homes within the first few weeks, NDTV Imagine,

the general entertainment channel (GEC) from Delhi-based

broadcaster NDTV, the channel was set to hit television screens

from January 21, 2008.

NDTV Imagine is the fifth-channel from NDTV Networks.

Their other channels are news channels such as NDTV 24x7

(English), NDTV India (Hindi), NDTV Profit (business) and NDTV

Good times (lifestyle channel).

NDTV Imagine is the third GEC to be launched in the last

four months, after INX Medias 9X and Zee Groups Zee Next,

into the general entertainment space.

In the weekdays (Mon-Thu) prime time (7-11 pm), NDTV

Imagine claims to enjoy the third spot in the Hindi GEC space

with a relative channel share of 6.6 per cent.

NDTV Imagine, spearheaded by NDTV Imagine CEO

Sameer Nair


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ENTERTAINMENT

NDTV Imagine offers programming across genres, ranging

from mythology and light-hearted family soaps to family

dramas and from high voltage music and dance entertainers to

the most glamorous events in the entertainment business. The

channel has launched shows like

Ramayan,

Dharam Veer,

Nachle Ve with Saroj Khan,

Dhoom Macha De,

Radhaa Ki Betiyan Kuch Kar Dikhayengi,

Ek Packet Umeed,

Raajkumar Aaryyan,

Say Shava Shava

Jasuben Jayantilaal Joshi Ki Joint Family.

For its launch week ratings, the channels driver show,

Ramayan, has averaged at 2.3 TVR (Television Rating),

registering growth over last week. Say Shava Shava has

ended with a 1.1 TVR, while Dharam Veer, too, has grown to

get episodes ratings above the 1 TVR and Nachle Ve with Saroj

Khan is delivering in the Hindi heartland to get ratings crossing

the 1 TVR-mark as well.

A format show that debuted on the channel in February,

Dhoom Macha De, has opened to a 0.9 TVR over a three-hour

telecast. The show was competing with weekend content like

Zees Sa Re Ga Ma Pa and Star Plus Star Voice of India.

At an all-day, all-week level, the channel has beaten most

to be in the third slot, and has now introduced the one-hour


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weeklies, a schedule that Star Plus had let go of some time

back.

THE TIE UP

Kreeda Games has tied up with NDTV Imagine's show

Nachle Ve with Saroj Khan, for their online dancing game,

'danceMELA'. With this tie-up, danceMELA is the official gaming

partner for Nachle Ve with Saroj Khan and NDTV Imagine being

the official TV partner for the game.

Quentin Staes-Polet, CEO, Kreeda Games, shared, The tie

up gives us presence in mass media since television is a

stronger medium and provides us the ability to show ourproducts and services in a live manner to our target audience.

For NDTV, it is a beneficial experiment to start with, since those

connected to the internet shall be aware of their channel and

the show through this tie up".

Film-maker Karan Johars Dharma Productions Pvt. Ltd is a

minority stakeholder in NDTV Imagine Ltd, a part of New Delhi

Television Ltd and Johar, also popular talk show host, is thebrand ambassadorof the channel.

In the latest TAM report the channel shares the number

three slot with Sony, ahead of Sahara, Star One, Sab and

9X. With its weekly Gross Rating Points (GRPs) at 86 are higher

than Sonys (80). The channel has also improved its weekly

reach from 41 per cent to 43 per cent.


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ADVERTISERS

NDTV Imagine has already attracted brands like Hindustan

Unilever, Paras, Emami, Cadburys, Colgate, Idea, Tata Telecom,

General Motors and Hero Honda and HP.

The channel's initial strategy is to undersell and rope in strong

brands by offering them clutter free ad space. While most GECs

have a six-minute break every half hour, NDTV Imagine has it

every hour. In a couple of days, advertisers such Coca Cola,

Pepsi and Nokia will be on board.

NDTV Imagine has already signed up Idea Cellular and

Clinic All Clear as the lead sponsors for reality shows Dhoom

Macha De and Shava-Shava respectively. The channel has also

roped in celebrities such as veteran choreographer Saroj Khan

and film director and TV show host Karan Johar for differentshows.

But, with a number of established GECs such as Star

Plus, Zee TV (the two leaders), Sony TV and new players such

as 9X and Zee Next, how will NDTV Imagine attract both viewer

ship and advertising money? That is the million dollar question.

For this Mr. Nair says, Our aim is to be visible in most

cities. We should be available on the prime band in all major


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metros. Both viewers and advertisers will come on the basis of

our content, I can assure that.

MARKET SCENARIO

In their first 13 days, Bindass and Zee Next, channels from

the stable of UTV Global Broadcasting Ltd and Zee

Entertainment Enterprises Ltd, respectively, had a marketshare of 0.4% each and 9X, launched by INX Media Pvt. Ltd,

had a share of 0.9%, as per data from Audience Measurement

and Analytics Ltd (Amap), an audience tracking firm. These

three channels were launched last year.

MARKET SHARE OF HINDI ENTERTAINMENT CHANNELS

33%

25%

20%

4%

6%

3%1%

5%2%1%

Star Plus

ZEE TV

Sony TV

Sahara One

Star TV

9X

ZEE Next

NDTV Imagine

SAB Set

Other


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In the week to January 26, both Zee TV and Star Plus lost

market share in Hindi general entertainment segment as NDTV

Imagine, NDTVs new entertainment channel, made an entry at

seventh place with 5.4 per cent market share. NDTV Imagine

was officially launched January 21. In its first week, the channel

surpassed INX Media channel 9Xs 3.7 per cent share. Zee

Next, which was launched December, was in 11th place with

1.3 per cent market share. Zee TV shed market share of 260basis points to stand at 25.3 per cent share for the week, while

Star Plus lost 180 basis points to end the week to January 26 at

31.5 per cent.

COMPETITORS

Increasing competition has seen some players trying to

differentiate themselves from the rest of the crowd.

Zee Next , for instance, has positioned itself as a youngersibling of Zee TV, with programming targeted at therelatively younger viewers of general entertainment

channels. UTVs Bindass refuses to call itself a general


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entertainment channel. Were a youth entertainmentchannel, said Zarina Mehta, CEO, GenX EntertainmentLtd, the UTV subsidiary that houses the Bindass bouquetof channels. I dont mind if we are at the bottom of TRPs

(television rating points) because our programmingtargets the youth and thats not as big as a universe thatothers target.

Indrani Mukerjea, founder and group executive directorINX Media Pvt Ltd 9X, said, 'Our aim is to make 9X theone-stop shop for fiction and non-fiction entertainment,and our content will be distinctive and compelling. It willhave the very best of global production standardscustomized for the Indian audience,'

The competition in this space is likely to intensify as there

may be three more launches this year. Reliance-Anil Dhirubhai

Ambani Group, Viacom18 Media Pvt. Ltd and a yet-to-be named

50:50 joint venture between Alva Brothers (Viacom18 is a

50:50 JV between Viacom Inc. and the Network18 Group), and

Turner International India Pvt. Ltd are set to launch their Hindi

general entertainment channels sometime soon.

STRAIGHT FROM THE RIVALS MOUTH

The only two shows that are working are Ramayana and

Dharam veer. That latter because they cashed in on the

popularity of the young actor who played Prithiviraj Chauhan onStar Plus, says the Star India spokesperson.


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Joy Chakrabarty, president and head of revenue at Zee

Entertainment also says that only Ramayana seems to be working

for NDTV Imagine and notching up rating of 2.

Media experts say that the channel has kept away from theback-to-back melodramas which have caused viewer fatigue on

most other channels.

Ramayana is indeed a masterstroke since Indians are still

interested in Ram. However, it remains to be seen if its magic will

wear off, says media industry veteran.

NDTV IMAGINES STRATEGY

REACHING THE MASSES


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A channel thats in the prime band is carried in a

prominent position (or channel number) by the cable network

this increases the chances of a channel being viewed because a

large number of TV sets in the country can still feature only alimited number of channels.

TAPPING CONSUMERS SENSITIVITY

While most others took the soap (opera) route, Imagine

went in for the mythology route in the form ofRamayanand

that seems to have worked, at least, so far, said Salil Pitale,

who heads the media practice at the investment banking

division of Enam Securities Pvt. Ltd. The NDTV brand, Karan

Johars backing and the management team headed by Sameer

Nair seem to have worked. They have got a placement in prime

band in most places, which shows they have struck coherent

distribution deals, added Pitale.

BUSINESS ANALYSIS

As an incentive to attract advertisers in the next four

months, NDTV Imagine has decided to keep 5 minutes of

advertising time for every hour of programming.

This is done to provide a clutter-free climate to

advertisers. Hence, for a 30-minute show there will be one ad

break. If advertisers want any mileage, they will come on

early, Nair said.

Other GECs such as Star Plus, Zee TV and Sony TV have

8-12 minutes of advertising per hour of programming, said a

senior media planner.


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ANSOFFS CLASSIC MODEL OF GROWTH

STRATEGY

According to the Ansoffs Classic Model for Growth Stage,

above stated strategies should be adopted were General

Entertainment Space is already an existing market and NDTV

Imagine is a new product.

Current product New product

Existing

market

Strategies for Market

Penetration

Increase market share

Increase product usage- increase frequency of

use

- increase quantity

used

Product development

strategies

Product improvement

Product line extension

New product for samemarket

Newmarket

Strategies for Innovation

and Expansion in Market

Expand market forexisting product

- Geographic expansion

- Target new segments

Strategies for Technological

innovation and

diversification

Vertical integration:

Forward integration

Backward integration

Diversification intorelated business(concentricdiversification)

Diversification intounrelated business(conglomeratediversification)


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RESEARCH METHODOLOGY

For this project the medium of research methodology was

Primary Data - Primary data is the first hand data. Inprimary

Data we have used questionnaire format

from which we then analyzed

the data.

Secondary Data - In secondary data we have useddesk

Information i.e. used information from

Internet, magazines, articles etc.


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Varieties of Interes

Sports

20%

Devotional

9%

Any other

3%Know ledge

oriented

12%

New s

23%

Know ledge orie

New s

Entertaintment

Sports

Devotional

Any other


PRIMARY DATA

The small sample survey was done by us i.e. 25

respondents. The survey was done on NDTV Imaginechannel and its popularity among population in shorter

period of launch time. The data was analyzed and

evaluated on the responses of the respondents taken by

us.

PUBLIC RESPONSE:

The analysis was about peoples interest in watching

different channels with variety of programs.

According to our survey conducted, we came to know

that out of 100% population of sample size likes to watch:

o sports channels 20%o knowledge oriented 12%

onews channels - 22%o Devotional 9%

o Entertainment channel 33

%o Any other 3%


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Advertisement

7

21

15

00

2

46

8

10

12

14

16

News

paper

Hoardings Pamplet TV Ads Any other

mode of adv.

no.o

fresponde

Numbers


This statistics shows us that NDTV can capture major market

share as it already has existing market share in news channel

area.

MEDIUM OF ADVERTISEMENT:

The analysis was about respondents awareness through

various medium of advertisement.

According to our survey conducted, we came to know that

out of 100% population of sample size which came to aware

through:

o TV Ads 15

o Newspaper

7o Hoardings 2

o Pamphlet 1


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awareness of channe l

Yes

72%

No

28%

Ye

No


PUBLIC KNOWING NDTV IMAGINE

There are sample size who are aware of NDTV Imaginei.e. 72% (18 respondents) out of 100% population of sample i.e.

25 respondents. NDTV Imagine still has 28% of market to be

captured which can be done by using proper medium of

advertisement i.e. TV in which it already has channels through

which it can do with fewer expenses to be incurred.

o No of people watch 18

o No of people not

watch - 7


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PRODUCT LIFE CYCLE

Introduction Informative Tell consumers about thecompany and the product. Informative advertising isused to inform consumers about a new product or featureand to build primary demand.

Growth Persuasive The market is competitive; thecompany will have to encourage consumers to watch overtheir competitors. As most of the target audience becomesaware of the product and competition in the categoryincreases, organizations move to Persuasive

advertising which has the objective of building selectivedemand for a brand by persuading consumers that itoffers them the best value.

From the above PLC diagram, it can be easily evaluated that

NDTV Imagine is in introduction stage.

Now it is on the path of growth, so they have toformulate appropriate strategies to create brand imagein the entertainment industry.


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In introduction stage, NDTV Imagine have low profits &high expense due penetration in the existing market.

RECOMMENDATIONS

Following are the measures whichNDTV Imaginecan use to shift from introduction to full fledge growth

stage.

CONVERT NON-USER TO USERIn this stages the NDTV Imagine have to attract the viewers

towards their channel.

They can do this by various promotion technique .i.e.

advertisements on various channel, hoarding, e.g.,

Hoardings of Ramayan, Dharam Veer... at supermarkets,

restaurants, and theme parks, etc. i.e. places that are

frequented by families.

CREAT NEW SEGMENT (Geographic allocation)The NDTV Imagine has to cover all location of states. The

frequency of channel should cover even the rural places.

Awareness of channel will play a huge demand of their

channel among the viewers.

SPONSORSHIP

Sponsorship is a strategy used to increase productawareness and build relationships. Organizations use

sponsorships to gain exposure to the audience.

Investments in events or causes would help NDTV

Imagine have more sponsors and in turn would also increase

the number of viewer ship of the channel. Thus Publicity

through conducting events could be gained.

EVENT MARKETING


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Event marketing is a rapidly growing facet of marketing

communications. Marketers select events to sponsor based

on the target audience.

NDTV Imagine should have tie ups with Award Functionsfor these Event marketing. This would help them built their

brand image.

OTHER STRATEGIES

Entry Strategy:

Avoid competitors from gaining market share by

introducing flanker programs, e.g., airing a popular Hindi movie

in the same time slot where competitors' main program is

aired.

Fill Up Strategy:

Position firmly in the time slot where the leader is notvery good at, like at 9-10 pm.

Focus Strategy:

Have timely innovations based on audience feedback.

Expansion Strategy:

Gain viewer ship by launching attractive programs like

star shows, game shows, in non-prime time slots.


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LIMITATIONS

We wanted to stick to a topic which would come to noones mind easily thus leading us to have a unique topic and

this is how we decided on NDTV Imagine.

But the channel is just new in the market so doing a

research on this topic was very much difficult and restricted.

There were no books, cases or any other research done in

other words no other medium was there, which we could use

as a guideline for extracting our conclusion.


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CONCLUSION

Through the study we got to understand that there are major players who

would like to consolidate their positions while there are new channels which are

increasingly posing a threat to them.

The fact that NDTV Imagine is a newly entered product with pretty good

market share, it still needs to fold its sleeves and gear up to remain stable in the

market and has a long way to become a Market Leader.

With our suggested recommendations and strategies NDTV Imagine

would be able to have a good position in the growth stage.

With immense advertising revenues and viewer ship atstake, the channel needs to continually assess and re-assess

their strategies.


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WEBLIOGRAPHY

http://entertainment.in.msn.com/tv/article.aspx?cp-documentid=1189013

http://news.in.msn.com/business/article.aspx?cp-

documentid=1251078

http://www.animationxpress.com/index.php?file=story&id=3431

http://www.livemint.com/2008/02/05232619/Ramayan-puts-NDTV-Imagine-ahea.html

http://www.indiantelevision.com/headlines/y2k8/feb/feb30.

php


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BIBLIOGRAPHY

Book - Production Management in India

Book Marketing Strategy By Walker & Boyd

ndtv marketing

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