pramod zee sip report

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A SUMMER INTERNSHIP PROJECT ONTelevision Viewership Pattern of the audience of Chhattisgarh An Analytical StudySubmitted for partial fulfilment of requirement for the award of degree


Post Graduate Diploma in Management (PGDM)Of


Session 2009-11PROJECT GUIDE: MR. ABHINNA SURESH KHARE Asst. Manager - Marketing Zee 24 Ghante Chhattisgarh INTERNAL GUIDE: PROF. S. BHATTACHARYA Faculty of Management DSM, Raipur

Submitted by:


DEPARTMENT OF MANAGEMENTDISHA SCHOOL OF MANAGEMENTAICTE Approved, Ministry of HRD Government of India (Disha Education Society)


Satya Vihar, Vidhansabha-Chandrakhuri Marg, Mandir Hasaud, Raipur, (c.g.) 492007

SUMMER INTERNSHIP REPORT ONTelevision Viewership Pattern of the audience of Chhattisgarh. An Analytical StudyFOR


Submitted in the partial fulfilment of the requirement of the DISHA SCHOOL OF MANAGEMENT, Raipur (C.G.2


I PRAMOD KUMAR student of PGDM, Disha School of management, hereby declare that this report ON Viewership Pattern of Chhattisgarh people is the record of original work done by me and also the record of authentic work carried out by me during the academic year 2009-2010 in ZEE 24 GHANTE CHHATTISGARH, SB Multimedia, 2nd floor Arson motors, RAIPUR. I assert that the statements made and conclusions drawn are an outcome of the project work. I further declare that to the best of my knowledge and belief that the project report does not contain any part of any work which has been submitted for the award of any other degree/diploma/certificate in this Institute or any other Institute.




This is to certify that Mr. Pramod kumar, a student of Post Graduate Diploma in MANAGEMENT (2009-2011), DISHA SCHOOL OF MANAGEMENT, RAIPUR has completed his summer internship training from Zee 24 Ghante Chhattisgarh, Raipur, under the guidance and supervision of Mr. Abhinna Suresh Khare, Asst. ManagerMarketing. The period for which he was on training was for seven weeks, starting from 5TH April 2010 TO 15TH May. This Summer Internship report has the requisite standard for the partial fulfilment of the Post Graduate Degree in MANAGEMENT. To the best of our, knowledge no part of this report has been reproduced from any other report and the contents are based on original research.

Mr. Abhinna Suresh Khare Asst. Manager- Marketing Zee 24 Ghante Chhattisgarh



First of all I would like to thank the management of Zee 24 Ghante Chhattisgarh for giving me the opportunity to do my one and half month Summer Training in their esteemed organization. I am highly obliged to Mr. Abhinna Suresh Khare (Assistant Manager, Marketing) and Mrs. Nivedita (Department head of HR) for granting me to undertake my Training at Zee 24 Ghante Chhattisgarh, Raipur. Guidance, help and encouragement leads to the successful completion of a research report .To cater me and opportunity and to help me in the completion of the research report. I express my earnest gratitude towards my research guide Mr. Abhinna Suresh Khare, Asst. Manager-Marketing Zee 24 Ghante Chhattisgarh, To make me understand the overall process of a market research and for being so kind and humble with a great understanding. For making significant contribution directly or indirectly in the project, I also extend my hearty gratitude towards Prof. Siddharth Bhattacharya, Faculty Of Management, Disha School Of Management, Raipur. Finally I thank all the respondents, friends and my co-trainees for providing their great opinion and helping me in successful completion of the project.

Date- 21-05-2010 Place- Raipur

PRAMOD KUMAR PGDM-3 0908017 DSM, Raipur(C.G.)



As a matter of fact every management student has to undergo practical training in an approved business organization or firms for one and half months in the summer vacation under the guidance of Professional managers, as to become aware of the real life business situations and the environment. To fulfil the above objective and requirement of study I select ZEE 24 GHANTE CHHATTISGARH, Raipur for my On the Job practical Training by. The duration of my summer training was from 5th April 2010 to 20th June 2010. Here I had completed my summer project on the Television Viewership Pattern of the Chhattisgarh people. The target group is 15-25 male and female and 24 plus female. The whole project is aimed to the market research. The research was conducted and run by management trainees. The schedule was pre designed by our project coordinator, under which first one week is scheduled for orientation program and rest of the weeks are scheduled for on job training. By the guidance and friendly environment of organization help us to complete the summer training successfully.


Table of Contents Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Title Executive Summary Abstract General Introduction Objective of research Company profile Methodology Data Analysis and Observations Results Suggestions and recommendation Limitations of The Research References and Bibliography Annexure Page Nos


Chapter-1 Introduction of the Project


Media is a very dynamic industry in current entertainment industry where cut throat competition prevailing to provide the news fastest. Media is often referred to as synonymous with mass media or news media. By the invention of electronic media The Indian Media and Entertainment (M&E) industry has changed so fast and also makes changes on it as electronic media is visually more appealing and more effective in conveying a message with a great frequency. The sudden change in the entertainment word has made a great impact on the audience and the viewers. The whole mentality and viewership pattern has changed, so now the overall media industry wants the key of success by which they may cover and reach maximum numbers of people (viewers), and that key is the viewing pattern of the audience and viewers. The major key points are what they prefer to watch, when they prefer to watch, what kind of program they are going to watch. The new chapter has been added by the birth of zee group, it is one of the finest entertainment portals in Indian media and entertainment industry. One of the child of this group is no.1 news channel of Chhattisgarh, it is famous as a regional news channel but it also has its national and international image. It is named as Zee 24 Ghante Chhattisgarh. Zee 24 Ghante Chhattisgarh is a confident and smart news channel that was able to enter a saturated and highly competitive industry, and emerge at the top in a very short period. In a new platform and with a new team Zee 24 Ghante Chhattisgarh has captured more than half of the Chhattisgarh news market with a better coverage and real news. The project aimed to identify the viewership pattern of the Chhattisgarh people which belongs to the age group of 15-25 (male and female) and 25 plus female. The main target groups are social economic class A, B, and C. The main objective of the project is to find the test, preference and viewing habit of the audience to measure the target audience and also to develop the new programs according to their needs and requirement. The research we conducted is one of the biggest researches of the history of Chhattisgarh. The overall research is supported by the people of Chhattisgarh mainly Raipur, Bilaspur and Bhilai. The outcome came by the research is very supportive for Zee 24 Ghante Chhattisgarh in the near future and the long run.9

The main purpose of the research is to understand the needs and requirements of the audience of a new market such as Chhattisgarh. It is located on the middle part of India so it is affected by all the neighbour states, so if one wants to successfully run their programs than they have to know their audience what they like or dislike. The market research is a tool to measure the performance of the program, advertisement or a channel of any organization. By the research the researcher can also know the market is compatible for their new and existing product or not. In this research the researcher has designed their research methods by which they are going to collect the information and responses. They also design the technique by which the collected data are being interpret and analysed and also how they implement the interpreted result in their organization (channel) in near future.


Chapter-2 General introduction



Media, whenever someone here the word, it makes the presence of news on that particulars mind but media is more than that. Media is the medium of conveying the information and entertainment component in a very effective way. Media is a body of new technology by which it convey the message and information in the form of entertainment programs, news, advertisement, television programs and many more. Media includes television, radio, cinema, internet, news paper, magazines etc. Media industry is the fastest growing industry in India. The Indian media and entertainment industry stood at $12.91 billion in 2009, up 1.4 percent over the previous year. The industry is slated to grow at a compounded annual growth rate of 13 per cent by 2014 according to a report by the Federation of Indian Chambers of Commerce and Industry (FICCI) and research firm KPMG. Modern communication media now allow for intense long-distance exchanges between larger numbers of people (many-to-many communication via e-mail, Internet forums, and teleportation). On the other hand, many traditional broadcast media and mass media favour one-to-many communication (television, cinema, radi