Brand Presentation - Aaj tak

BRAND PRESENTATION

ON AAJ TAK

Presenters : Tanisha Baigra Karan Chaudhari Neha Yadav

THE EDGE

360 degree branding Established in 1995Group of dedicated executivesBuilding a client’s reputationCommunicate with the mediaBoth traditional & non – traditional PR

ServicesRule of Thumb - Networking

THE EDGEConsumer insights as starting point

Identify touch points for optimal communication using experimental point management

Touch points are:

THE EDGE Alliance with The Syndicate, a group of

North American creative boutiques

Leverage on a wide array of digital media platforms

TV TODAY NETWORK A living media today company

Two major news brands- Aaj Tak & Headlines today

Created a loyal audience for advertisers

Not just a content creator, but brand builder

TV TODAY NETWORK

Established in 1998

In a decade India’s foremost production house

providing innovative & powerful content

Started India’s first video news magazine- Newstrack

AAJ TAK TVTN’s half hour daily news, current affairs

programme on DD

Launched as hindi news channel on 31st Dec 2010

Dethroned established players

2001, expanded viewership going to UAE

AAJ TAK TVTN’s flagship brand and India’s No. 1

news channel

In 2004, had top ten news shows, market share of 28.6%

Latest news in user friendly manner

‘Sabse Tez’ is the differentiator

COMPETITORS

NDTV IndiaStar NewsIBN 7Zee NewsIndia TVNews 24

SWOTStrength :Great brand recallNo1 for past 10 yearsMasses prefer it

Weakness :Weak contentNo main news anchorsFor serious news people switch on to

English news channels

Opportunities :Introduce new teamIntroduce new showsStress more on serious news and

less on general entertainment news

Threats :Preference of english news

channels over hindi news channels

Competitors

TGSex : Male & FemaleAge : 35+Occupation : Working as well as non

workingSec A, B & CSwitches to news to know daily

happenings Also like to watch astrology Also enjoys entertainment newsMiddle & old age people still prefer hindi

news channels

POSITIONING

Current Positioning :“ Sabse Tez “ first to break the

news

Proposed Positioning:Credible and fastest

PROBLEM

Lack of good serious content

Becoming more of a general entertainment channel

No penetration in the upper class segment

SOLUTIONSImprove the content

Introduce new shows

Change the current positioning

Introduce new team

NEW TGSex : male & femaleAge : 30+Sec A+, A, B+ & BLikes to watch serious newsVery conscious about current

happeningsInterested in business news

STRATEGIESBusiness News in morning

Stock Exchange news (4 to 5)

“Andhvishwas” (7 to 8 pm)

Debates and discussions on the top news of the week on Saturday (10 to 11 pm)

Early morning and late night Astrology news

“Aapki aur Humari Rajneeti” political news discussion (8 to 9)

Sports News (10 to 11)

Still continue with entertainment news (2 to 4)

Technology based programs (Sunday 7 to 8)

Journalism School of Aaj Tak

Save Earth events during June

Everyday Citizen Journalist best 3 videos will be shown for 5 minutes (after 9 pm news)

“Rubaroo” Documentaries on Sunday (10 to 11)

MARKET SHARE

MARKET SHARE

IBN 7 Zee NewsIndia TVAaj TakStar News NDTV IndiaNews 24Others

16.3%

13.2 %

TAM, Market Share (%), CS15-44 Yrs, Wk-28’10 – 31’10, 0600-2400 hrs

MARKET SHARE (DELHI)

IBN 7 India TVZee NewsAaj TakStar NewsNdtv IndiaOthers

16.4%

14.8%

TAM, Market Share (%), CS15+ Yrs, Wk-31, 0600-2400 hrs, Delhi

MARKET SHARE (FINANCIAL BUDGET 2011 )

IBN 7Aaj Tak Zee News News 24India TV Others

18.5%

16.6%

TAM, Market share (%), CS ABC 15+ YRS

RESEARCH FINDINGS News viewership declined in core news

TG

Strengthened GEC offerings, boredom with news stories/format

Fragmentation, fallen channel share, individual performance better

Weekly time spent declined vs reach

RESEARCH FINDINGS In & out of channels fast

Factors for low viewership-1. Monotony in content

2. Further fragmentation within news

3. Lesser GEC show slots

RESEARCH FINDINGSDilution of news content, more ‘exciting

information content’ towards sensationalism

Attracted non-core viewers increasing TVR

Content doesn’t build critical loyalty, resulting in switching on ‘current interesting news’

Lacking business news

SUGGESTIONS Visuals are important

Everything is red, very frivolous

Tickers:1. Too many2. Must be relevant3. One on top, two at the bottom

SUGGESTIONS Screen:1. Very gloomy 2. Lurid colors, use sober colors for serious

news effect3. Doesn’t change during ads

Set needs to be revamped

Prime time should be utilized wisely

SUGGESTIONSPanel, need more of a debate

Financial programs needed

Anchor should be more energetic

Lifestyle programs

Source some international news, Reuters etc.

MEDIA PLAN

May Jun July Aug Sep

Oct Nov Dec

Jan Feb

Mar Apr

PR & SM

Event

Outd-oor

Print

TVC

BUDGETFees :- Rs 30,50,000

Print :- Hindi Newspapers - Nai Duniya : 5.5 L (1 Ad) * 4 Months Rs

22,00,000 Punjab Kesari : 5.5 L (1 Ad) * 4 Months Rs

22,00.000

Eng Newspapers - HT : 6 L (1 Ad) * 4 Months Rs

24,00,000 Rs 68,00,000 Magazine Ads in India Today & Business Today

&Cosmopolitan

Outdoor :- MG Road : 4 L * 5 Months Rs 20,00,000

Nehru Place : 2 L * 5 Months Rs 10,00,000 CP : 5 L * 5 Months Rs 25,00,000

Rs 55,00,000

TVC :- Production : 4 Ads * 5 Lakh Rs 20,00,000 Air time : 6 L (2 times) * 20 days

* 1 Months Rs 1,20,00,000

Rs 1,40,00,000

PR Event :-

Green Marathon on 5th June Plant a tree on 4th June Candle March for 26/11 victims

Events Rs 2,00,000

T-shirts Rs50 * 5000 Rs 2,50,000

Rs 4,50,000

CREATIVES

PRINT AD

OUTDOOR AD

OUTDOOR AD & PRINT AD

TVC SCRIPT‘Bitoo ka kuta kho gaya hai’

Celebrity fallen into a ditch

Alien and monkey man fight

NEW LOGO