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8/6/2019 Study of Indian Media Industry-pushparaj Shetty (Mms Marketing)
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A
PROJECT REPORT
ON
Study of
Indian Media Industry
Submitted To:
University of Mumbai
In Partial Fulfillment of award of
Master in Management Studies Degree
Submitted By:
Pushparaj Shetty
N. L. Dalmia Institute of Management Studies & Research
(Batch 2006-2008)
CERTIFICATE FROM PROJECT GUIDE
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This is to certify that Mr. Pushparaj Shetty,
a student ofMMS (Marketing),N.L.Dalmia Institute of Management
Studies and Research, Mumbai, has worked under my
guidance and supervision and successfully completed the
project. This Project has the requisite standard and to the
best of my knowledge no part of it has been reproduced from
any other summer project report, monograph or book.
Signature of Candidate:
Signature of Guide:
Project Guide:
Prof. Subramanium
Faculty- Marketing
TIMSR, Kandivli (East).
Date: 20th March, 2008
ACKNOWLEDGEMENT
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The work that I have presented today to you stands as atestimony to the sincere efforts put in by me and to theguidance and help given to me by so many people directly or
indirectly, for whom I would like to thank from the abyss ofmy heart.
The joy of completion is never complete till the fruits areshared with the ones who helped me to achieve my aim tosome extent.
I wish to express my deepest gratitude to TAM Media
Research for giving me this valuable opportunity in doing myproject work using their valuable resources, in their esteemedorganization.
I shall have a great sense of pleasure to express my gratitudeto our internal guide Prof. Subramanium, whose guidance hasreally helped me to prepare an effective summer project.
TABLE OF CONTENT
INDEX
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EXECUTIVE SUMMARY
Introduction
The Indian Media and Entertainment (M&E) industry is poised to enter agolden era. One of the largest markets in the world, the industry isseeing strong growth and has the potential to garner US$ 200 billion by2015. This booming industry opens lot of opportunities; hence it isnecessary to analyze the previous trends to have a betterunderstanding of its future operations.
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Objectives
The primary objective of this study is to analyze the present scenario of
the Indian media industry & its growing trends over the years.
To understand the most attractive medium TELEVISION in details & itsviewing pattern
The Ad spends on various mediums
Research Methodology
This is an exploratory research along with secondary data. There are
various Industry tools used in churning the accurate data for thepurpose of this study.
National surveys data has been used to support the study.
The study has special attention to Television medium.
Limitations
The major limitation for this project are:
National Surveys based on Census, last updated in 2001. Lack of intense database for all mediums.
Lack of measurement of some mediums.
AdEx ( Advertisement Expenditure data available only for Radio,Print & Television)
INTRODUCTION
INTRODUCTION TO MEDIA:
Media: - Literal definition of media is MEDUIM. A medium of transfer, a
medium of change, a medium of transformation, a medium of
education; that is what the term Media means in the context of
propagation of ideas, information, knowledge and news & analysis.
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TYPES OF MEDIA VEHICLES
Broadcast media:1. Television
2. Radio
Narrowcast media:1. Video and cable TV,
2. Cinema
Print:
1. Newspapers:
(a) Daily
(b) Weekly
(c) Sunday
(d) Weekend supplement
2. Magazines:
(a) Consumer magazines: general interest or special interest.
(b) Business publications: trade & institutional publications,etc.
Outdoor:(a)Billboards
(b) Transit media
Rural media
New media
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Media Strengths and Weaknesses
Media Strengths Weaknesses
Television Dynamic attention gettingmedia, combining visual,sound & animated stimulus
Strong potential Impact &High market coverage
Good at demonstratingproducts
Enabling targeting throughselection of viewingchannels and slots betweenspecific programme
High level of initialexpenditure required
Now you see it, Now youdont media, in thatcommercials are on the screenand gone within seconds
Poor at communicatinglengthy technical information
Time consuming to produce anad
TV ads alone do not suffice: in
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Role model advantage: herethe advertisers havecelebrities as endorsers.Celebes are role models ofthe youth and the youth
always ape to be like them Creation of AIDA:
advertising in TV attractsAttention that creates anInterest and Desire that canlead to Action in the form offinal purchase.
order to make the campaignsuccessful TV ads have to besupported with other medialike print or radio.
Ads are very short to provideany detail information.
Statutory controls: the TV adshave to adhere to the I&Brules. Surrogateadvertisements have beenbanned
Newspaper
Targeting is possiblethrough profiling readership
Good level of marketcoverage
Local advertising possible
Inexpensive medium when
used selectively. Reinforcement medium
Static media, not suitable for
product demonstration
Potential for poorreproduction, sometimeslimited to black and whiteprint
Quality of paper used is notvery effective and reduces theattractiveness of ads
Possibility of an individualadvert being lost on a page ofadverts
Short-life span, i.e. yesterdaysnewspapers become todaysrubbish
Informal reading: people mayskip ads
Radio Mass use of radio byaudience, particularly in
cars on the way to work andhome. 90% of India hasaccess to Radio which isunmatched by any othermedia
Very effective for reachingthe large rural audience.
Audio communication only
Misunderstanding: sometimes
there might be amisconception regarding theradio ad as it is only heard.
Now you hear it, Now youdont
Lower attention levels than
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High geographic anddemographic reach
Targeting is possiblethrough selection of channeland programme
Low literacy rates mean thatthe people hardly readnewspapers and radio is theonly medium that they canunderstand. They cantafford a TV set. Thereforeradio is the most popular.
television from the audience
RJ needs training: it is veryimportant that the Radio
Jockey is trained enough todeliver the ad. Sometimes thevoice really matters. If thevoice is irritating then there isa chance that the campaignmay flop.
Magazines
High quality reproduction
Targeting is possiblethrough specialistpublications
Coffee table effect advertcan be referred back to
Longer life span
Good supplement to TV:magazines reach special
target groups which is notpossible only through TVads.
Static media, not suitable forproduct demonstration
Control of the positioning ofadverts is often under thecontrol of magazine editor,rather than the sponsor
Lengthy lead-time betweenadvert being placed and
magazine being published
Outdoor
High repeat exposure toadvert hence long life
Relatively low cost
Low levels of competition, in
terms of advertising clutter It offers geographic
selectivity. The marketercan vary the ad messageaccording to the particularsegment of the market.
Little audience selectivity /targeting possible
Static media, not suitable forproduct demonstrations
Difficult to monitor
effectiveness Potential for damage, via
weather and graffiti
Outdoor advertising whenemployed on a national basisproves to be expensive.
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INDIAN MEDIA INDUSTRYS PRESENT SCENARIO
The Indian Media and Entertainment (M&E) industry is poised to enter agolden era. One of the largest markets in the world, the industry isseeing strong growth and has the potential to garner US$ 200 billion by
2015. The eighth PricewaterhouseCoopers (PwC) Global Entertainment andMedia Outlook has ranked India as the fastest growing market in theworld for spends in entertainment and media in the next five years.India will be one of the key drivers in pushing the global entertainmentand media industry to US$ 2 trillion by 2011. With a compound annualgrowth rate (CAGR) of 18.5 per cent, the Indian M&E industry is thefastest growing in the Asia-Pacific, says the study.
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Cinema
The Indian film industry, with over 3 billion admissions per annum, is thelargest in the world, in terms of number of films produced per year. This
industry, which was worth US$ 2.12 billion in 2006, is estimated to growat a CAGR of 16 per cent to US$ 4.42 billion by 2011.
The opening of the film industry to foreign investment coupled with thegranting of industry status to this segment has had a favourable impact,leading to many global production units entering the country. Forexample, Walt Disney has partnered with Yash Raj Films to makeanimated movies, the Warner Group is funding the Sippys' film projects,Viacom has joint-ventured with the TV 18 group to form Viacom-18, andSony Pictures Entertainment has co-produced Saawariya with SLB Films(Sanjay Leela Bansali FIlms).
Simultaneously, advancements in technology along with a rise inconsumer income and change in consumption patterns has led amassive shift in all spheres of the film industry -- production, exhibition,distribution and marketing.
One perceptible change has been the rapid growth of multiplexes, whichmeets consumer demand for quality entertainment and has also helpedboost production of niche films targeted at niche audiences.
Television
The television industry in India is currently at its prime, contributing thelargest share in the total media and entertainment industry in the lastthree years. While India is the third largest cable television market inthe world, the penetration levels of pay TV is still low which promises ahuge untapped potential for growth.
A report by PwC estimates that the Indian television industry's revenuewill grow at a CAGR of 22 per cent to US$ 13.11 billion by 2011 fromUS$ 4.82 billion in 2006. The buoyancy of the Indian economy coupledwith new distribution platforms like DTH and IPTV among others is likelyto propel the growth of this industry.
Significantly, there has been an increase in the growth of digitaldistribution platforms like DTH. A report by Ernst & Young estimates thatby 2010, 28 per cent of the estimated 100 million pay TV householdsare likely to switch to digital platforms, with DTH at the top.
Music
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The Indian music industry, which until recently was overwhelminglydominated by film music, is now being propelled by non-film music aswell. According to the PwC report, the Indian music industry is estimatedto grow at a CAGR of 4 per cent from US$ 1.81 billion in 2006 to US$2.19 billion in 2011. Significantly, the share of digital music is likely to
increase, with an estimated growth rate of 25 per cent.Digital music sales exceeded physical sales of music for the first time in2006, primarily driven by mobile phone platforms like caller ring backtones, ring tones and music clips.
The surge in mobile sales has helped India emerge as one of the world'slargest markets for mobile music. According to the Cellular Operators'Association of India, the size of the mobile music industry is likely togrow to around US$ 170 million by the end of 2007, from about US$ 115million in 2006.
Radio
The cheapest and oldest form of entertainment, reaching 99 per cent ofthe population, this segment is likely to see dynamic changes, with theadvent of private players (including foreign participation).
Presently, 30 odd radio companies, having license to operate 266private FM radio stations across 91 cities within the next 12 months,have already invested US$ 884.33 million. Simultaneously, the numberof operational FM radio channels reached 120, by the end of October2007.
According to industry estimates, India will have 600 stations (250 AllIndia Radio and 350 private) in 100-odd cities, this year. Looking ahead,this segment is likely to see a robust CAGR of 28 per cent, growing fromUS4 1.26 billion in 2006 to US$ 4.29 billion in 2011.
Advertising
The Indian advertisement expenditure is doubling every five years,boosted by robust growth in television and print campaigns, says a
report by London-based Zenith Optimedia, the media planning andbuying arm of advertising group Publicis.
After growing at an average of 13-15 percent in the last three years, theIndian advertising industry is estimated to grow 61 per cent by 2010,with advertising spending growing from US$ 5.74 billion in 2007 to US$9.28 billion by 2010. Simultaneously, the share of advertisingexpenditure is likely to increase from 0.5 per cent of GDP in 2007 to0.53 per cent of GDP in 2010.
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The FM radio sector was opened for FDI with a 20 per cent cap.
Permitting setting up of uplinking hubs for satellite uplinking byprivate TV broadcasters from the Indian soil.
Giving industry status to the films segment.
Opening FM Radio operations to the private sector.
Global Majors
International media giants are all vying for a stake in the segment. Inthe last three years (2004-06), US$ 89.18 million of FDI has flowed intothe sector.
Sony Online Entertainment is all set to open a gamedevelopment studio in India.
Crest Animation Studios Ltd's US subsidiary, RichCrestAnimation, had entered into a co-production and co-financingdeal with Lions Gate Entertainment.
Walt Disney has acquired UTV Software's Hindi-languagechildrens' channel Hungama.
UK's Financial Times has acquired a stake in the BusinessStandard newspaper.
Dow Jones owns a 26 per cent stake in The Wall Street Journalventure in India.
Reliance Entertainment has struck an exclusive deal with theGWC, the IPR holders of iconic viewing and observationstructures such as the London Eye and the Singapore Flyer todevelop and operate great wheels and observation platforms.
With such investments flowing in, the media and entertainment industryis likely to grow at twice the rate of India's GDP. Consequently, theindustry is estimated to grow at a CAGR of 18 per cent from US$ 11.03billion in 2006 to US$ 25.26 billion by 2011.
ADVANTAGES AND DISADVANTAGES OF THEMAJOR TYPES OF MEDIA
Advantages Disadvantages
When to Use
DirectMail
Most personal formof advertising. Byselecting names byzip code, mailingcan be pinpointed to
Difficult to findmailing list ofprospects byoccupation athome addresses
If the right mailinglist can be found,this is potentiallythe most effectivemedium no other
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precise geographicarea
Mailing lists may beused to targetspecific groups
Can evaluate itseffectiveness bycalculating responserates
Cost for reachingeach prospect ishigh
Many peopledont like
unsolicited offers
medium gives theprospect as much afeeling of beingspecially selected
Particularly valuable
in competitivesituations
Internet Relatively cost-effective
Can target types ofviewers
Messages can betimely
Ads can beinteractive
Able to reach aglobal audience
Should be onecomponent of themarketingstrategy
impact gauging isdifficult
Range of costscan varydramatically
Appropriate forongoing campaigns,especially asresource foradditionalinformation.
Banners, Ezines &links can drivetraffic to site
Magazines
Can select targetedaudiences
Ad size flexibility
High quality printing
Prestigious editorialenvironment
Long life prospectskeep magazines andreread them
Wide geographiccirculation usually cannot beused to limitrecruiting tospecific area
Long lead timefor ad placement
Costs can be high
When job isspecialized
When time andgeographiclimitations are notof utmost
importanceWhen involved inongoing recruitingprograms
Newspaper
Short deadlines
Ad size flexibility
Circulationconcentrated inspecific geographicareas
Reach a diverseaudience
Classified sectionswell organized foreasy access.
Easy to ignore
Considerablecompetitiveclutter
Circulation notspecialized pay
for unwantedreaders
Poor printingquality
No Specific TG.
When you want tolimit recruiting to aspecific area
When sufficientnumbers of prospects areclustered in aspecific area &When enoughprospects arereading help-wantedads to fill hiringneeds
Outdoor Difficult to ignore. Only very brief When there is a
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(roadsidebillboards) andTransit(posters
on buses&subways)
Can reach prospectsas they are literallytraveling to theircurrent jobs
Precise geographic
selectivityReaches largenumbers of peoplemanytimes at a lowcost
message ispossible
Requires longlead forpreparation &
must be in placefor long period oftime. (Usually 1-3months)
steady hiring needfor large numbers ofpeople that isexpected to remainconstant over a long
period of time
Point-of-Purchase(Promoti
onalmaterialsatrecruitinglocation)
Calls attention toemployment story attime when prospectscan take some typeof immediate action
Creative flexibility
Limitedusefulness:prospects mustvisit a recruitinglocation before it
can be effective
Posters, banners,brochures, audio-visual presentationsat special eventssuch as job fairs,
open houses,conventions, as partof an employeereferral program.
RadioandTelevision
Difficult to ignore.Can reach prospectswho are not activelylooking for a jobbetter than
newspapers andmagazines
Can be limited tospecific geographicareas
Creatively flexible.Can dramatizeemployment storymore effectivelythan printed ads
Little competitiverecruitment clutter
Only brief,uncomplicatedmessages arepossible
Lack of
permanence;prospect cannotrefer back to it.(Repeated airingsnecessary tomake animpression.)
Creation &production ofcommercials particularly TV:can betimeconsuming &costly
Lack of specialinterestselectivity.
In competitivesituations when notenough prospectsare reading yourprinted ads
When there aremultiple jobopenings and thereare enoughprospects in specificgeographic area
When a largeimpact is neededquickly. A blitzcampaign cansaturate an area intwo weeks or less
Useful to callattention to printedads or web site
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Why the Media is on an increase?
All the above mentioned reasons are leading to an expandedgrowth in the usage of Mass Media for communication
The Reach of Different Mediums across SECs
The above grid shows that SEC A1 is reached well through allthe mentioned Mediums.
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Region Wise spreads of theaters
Andhra Pradesh has the highest penetration of theaters in India
Media Penetration as of 2003Medium All India Urban
Print 25% 46%
Terrestrial Televison 53% 80%
Cable & satelliteTelevision
20% 46%
Radio 22% 25%
Cinema 7% 11%
Internet 1% 3%
Industry Overview: Current Market Size is estimated at USD 7.72 bn
Expected to reach USD 18.32 bn by 2010, a CAGR of 19%
Maximum growth expected in Television and Film segments
More than 300 national and regional TV channels
Close to 1000 films made every year
Liberal FDI policies across all the segments of the industry
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Government focusing on regulations to give further impetus tothe industry
Television is the largest segment with close to 42% share inindustry revenues followed by print media at 30.9% and films at19.3% in 2005
Televisions share expected to increase to more than 50% by 2010
at the cost of print medias share
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Indian Television Industry - Wholesomeentertainment
Largest segment in the industry with market size of USD 3.24bn in 2005
Expected to reach USD 9.34 bn by 2010, a CAGR of 24%
Subscription accounts for 58% of the total revenues followedby advertising and software
India currently has 105 million TV households and over 60million cable connections
TV penetration expected to increase to 135 million households
and cable connections to 85 million households by 2010
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The Idiot Box
Television in India holds the biggest pie of share in the MediaIndustry
The growth levels expected in this Medium is humungous
This medium will specifically see lot of organized growth
There is a need to understand this medium in detail, as it will posegreat influence on other Mediums too.
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Understanding the Indian Media Landscape
Update on Indian Media landscape
TV penetration and CS penetration in India Reach of various media
Growth in number of channels
Growth in viewership of different genres
Top rated programs in different genres
Impact of fragmentation on TV viewership
Region wise analysis of TV Consumption pattern
TV viewership share across markets (UP, MP, WBetc.)
Viewership share of markets by language
Genre wise share across markets
Reach level of different genres across regions
Understanding Advertising pattern in India
Size of advertising revenue by media
Growth in Ad spends across years
Share of ad spends across languages
Analyzing advertising pattern on TV, Print & Radio
Ad revenue trend across years
Ad revenue split across zones
Top Categories, Advertisers & Brands in different Zones
Update on Indian Media Landscape
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What changes are observed in Universe Size ?
The Total TV owning households has seen a 3% increase in a year.
This shows the kind of potential this medium has in the current scenario.
What is the change in the TV ownership & CSpenetration?
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All over India, 51% of homes have Television Sets, among them 61% ofhomes are C&S homes
Delhi had max. No. of TV Households and
TamilNadu had max. C & S Penetration
The C& S penetration & colour TV sets has increase over the years
State wise break up of TV owning households,TV ownership & CS penetration
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66%60%0.5Meghalaya
59%45%1Tripura
35%57%2Uttaranchal
86%91%3Delhi
60%74%5Haryana
44%38%5Chattisgarh
45%29%5Jharkhand
28%34%6Assam
48%80%7Punjab/HP/Chandigarh
70%69%8Kerala
47%38%9Orissa
36%46%11Rajasthan
61%56%11Gujarat
83%66%12Karnataka
47%40%13Madhya Pradesh
22%22%16Bihar
92%67%17Tamil Nadu/Pondicherry
62%43%18West Bengal
91%66%19Andhra Pradesh
58%63%23Maharashtra/Goa
27%36%29Uttar Pradesh
61%51%219All India
C&S HouseholdsTV OwnershipHouseholdsStates
66%60%0.5Meghalaya
59%45%1Tripura
35%57%2Uttaranchal
86%91%3Delhi
60%74%5Haryana
44%38%5Chattisgarh
45%29%5Jharkhand
28%34%6Assam
48%80%7Punjab/HP/Chandigarh
70%69%8Kerala
47%38%9Orissa
36%46%11Rajasthan
61%56%11Gujarat
83%66%12Karnataka
47%40%13Madhya Pradesh
22%22%16Bihar
92%67%17Tamil Nadu/Pondicherry
62%43%18West Bengal
91%66%19Andhra Pradesh
58%63%23Maharashtra/Goa
27%36%29Uttar Pradesh
61%51%219All India
C&S HouseholdsTV OwnershipHouseholdsStates
Delhi has a whooping 91% TV ownership out of the 3 Millionhouseholds, out of which 86% are C& S households
Southern states like Andhra Pradesh, Tamil Nadu/ Pondicherry,Karnataka, Kerela have a high level of C& S penetration
What is the reach of different medium?
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Growth in number of channels
New launches and Growth in Viewership
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How have the different channel genres grown?
Has this increase in channels lead to increase inviewership?
Genres like News (English, Hindi, Regional & Business), Kids,Music have witnessed increase in viewership across years
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What do the viewers watch in India?
Regional & Hindi GEC together constitute nearly 50% of thetotal viewership pie
Is domination of big players coming down ?
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Is Fragmentation on rise?
The viewership share of top 5 channels has been steadilydeclining across year
How has fragmented viewing impacted Time spent on TV ?
Which genres have been impacted due to fragmentation ?
News and Kids have observed increase in avg. weekly timespent over years
English movies, Hindi & Regional GEC, and Cable genre havewitnessed drop in time spent
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Region wise analysis of TV Consumption pattern
Which markets have higher TV viewership share ?
Maharashtra, TN & AP constitute around 40% of All India viewership
Source: TAM People Meter System
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Analyzing each market in detail
Analyzing AP market
Telugu language has the maximum viewership share followed by Hindiin AP
Regional GEC commands a share of 46% followed by Cable at 12%and Regional Movies at 11%
Regional GEC has a reach of 91% in AP followed by Regional Movies at82%
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Analyzing Karnataka market
Karnataka market has a mix of languages that are viewed
Regional GEC and Regional Movies together constitute 60% oftotal viewership in Karnataka
Apart from Regional GEC & Movies, Hindi GEC & Movies have aavg. weekly reach of 65%+
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Analyzing Kerala market
77% of the TV owning population in Kerala prefers to watchMalayalam programs
Surya TV and Asianet together garner 45% of the total viewershipshare in Kerala
After Regional GEC, Regional Music has the maximum reach inKerala
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Analyzing TN market
Among all languages, 84% of viewership is to Tamil language in TN
Sun TV garners 42% share followed by KTV at 15%
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Analyzing Orissa market
Viewership share of Hindi programming is at 69% in Orissa
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Analyzing Gujarat market
Hindi & English programming constitute to 92% of total viewershipin Gujarat
Hindi GEC genre garners 40% share among all genres while StarPlus leads the channel share at 20%
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Analyzing Maharashtra market
Hindi language has maximum share at 65% followed by Marathi at22%
Hindi News genre garners 17% relative share in Maharashtra
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Analyzing MP market
In MP, 90% of viewership share is contributed by Hindi programs
Star plus has a share of 16% in MP followed by cable and Zee TV at14% & 11% respectively
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Analyzing Delhi market
Hindi language programming commands a share of 90%
Hindi Movies and Hindi News are neck to neck in terms ofviewership share in Delhi
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Analyzing PHCHP market
Hindi programming has the maximum share followed by Englishprogramming at 10%
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60% of viewership in Rajasthan is on Hindi GEC and Hindi Movies
The Indian Advertising Scenario
Growth in the Number of Companies
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Size of Ad revenue pie & How is it split by Medium
What is the size of Indian ad revenue pie?
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Print stride ahead all other media with 48% ad revenue
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What is the split of Ad spends across languages?
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Analyzing advertising pattern on TV, Print & Radio
Television
Growth of Ad spend on TV across years
Ad volumes on TV grew faster than ad spends
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What is split of Ad spend on TV across Zones ?
What is the split across genres?
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Which are the top Categories on TV ?
31% of ad spends accounted by Overall Top Categories
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Which are the top Advertisers on TV ?
HLL was the Top player on TV
Which are the top Brands on TV ?
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Colgate Dental Cream had the max. ad spends
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Growth of Ad spend on Print across years
Ad spends and Volumes on Print growing almost same pace
What is split of Ad spend on Print across Zones ?
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East Zone Publications have maximum share of spends
Which are the top Categories on Print ?
Properties/Real estates is the top spender on Print
Top 10 Categories constitutes 37% of ad spends
2%1362Social Advertisements10
2%1444Readymade Garments9
2%1471Events8
3%1607Two Wheelers7
3%1679Travel & Tourism6
4%2552Cars/Jeeps5
4%2608Independent Retailers4
4%2717Corporate/Brand Image3
6%3658Educational Institution2
6%3706Properties/Real Estates1
% shareSpends
(Rs. in Mn.)CategoriesRank
2%1362Social Advertisements10
2%1444Readymade Garments9
2%1471Events8
3%1607Two Wheelers7
3%1679Travel & Tourism6
4%2552Cars/Jeeps5
4%2608Independent Retailers4
4%2717Corporate/Brand Image3
6%3658Educational Institution2
6%3706Properties/Real Estates1
% shareSpends
(Rs. in Mn.)CategoriesRank
Which are the top Advertisers on Print ?
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4 of the top 10 advertisers are from the Auto sector
1%356Nokia Corporation10
1%365Samsung India Electronics Ltd9
1%417Reliance Communications8
1%433Hero Honda Motors Ltd7
1%440Tata Motors Ltd6
1%458LG Electronics India Ltd5
1%506Bajaj Auto4
1%594Pantaloons Retail India Ltd3
1%711Maruti Udyog Ltd2
1%828Hewlett Packard India Ltd1
% shareSpends
(Rs. in Mn.)AdvertisersRank
1%356Nokia Corporation10
1%365Samsung India Electronics Ltd9
1%417Reliance Communications8
1%433Hero Honda Motors Ltd7
1%440Tata Motors Ltd6
1%458LG Electronics India Ltd5
1%506Bajaj Auto4
1%594Pantaloons Retail India Ltd3
1%711Maruti Udyog Ltd2
1%828Hewlett Packard India Ltd1
% shareSpends
(Rs. in Mn.)AdvertisersRank
Which are the top Brands on Print ?
IIPM is the highest spender on Print
0.3%171ParsvnathDevelopers10
0.3%178Hero Honda Motorcycles9
0.3%184Ministry Of Consumer Affairs8
0.4%227TVS Star City7
0.4%238Incredibleindia6
0.4%243Big Bazaar5
0.4%273Maruti Car Range4
0.5%296Reliance Mobile3
1%322Ministry of Health & Family Welfare2
1%360IIPM1
% shareSpends
(Rs. in Mn.)BrandsRank
0.3%171ParsvnathDevelopers10
0.3%178Hero Honda Motorcycles9
0.3%184Ministry Of Consumer Affairs8
0.4%227TVS Star City7
0.4%238Incredibleindia6
0.4%243Big Bazaar5
0.4%273Maruti Car Range4
0.5%296Reliance Mobile3
1%322Ministry of Health & Family Welfare2
1%360IIPM1
% shareSpends
(Rs. in Mn.)BrandsRank
Radio
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*Only FM Radio stations are considered for the Analysis
What is split of Ad spend on Radio across Zones?
Which are the top Categories on Radio?
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43% of ad spends accounted by Overall Top Categories
High Cross Media promotions on Radio
2%47Corporate/brand Image10
2%50Internet/SMS Service9
2%63Life Insurance8
3%78Publications/books7
3%80Mutual Funds6
3%81Jewellery5
4%105Independent Retailers4
6%183Cellular Phone Service3
8%225Properties/Real Estates2
13%376TV Channel Promotions1
% shareSpends(Rs. in Mn.)CategoriesRank
2%47Corporate/brand Image10
2%50Internet/SMS Service9
2%63Life Insurance8
3%78Publications/books7
3%80Mutual Funds6
3%81Jewellery5
4%105Independent Retailers4
6%183Cellular Phone Service3
8%225Properties/Real Estates2
13%376TV Channel Promotions1
% shareSpends(Rs. in Mn.)CategoriesRank
Which are the top Advertisers on Radio ?
Four players from the Cellular Phone Service category in the Top 10
Real Estate, Insurance, Auto and Pharma advertisers secure place in theTop 10
0.8%23Tata Sky Ltd10
0.8%24Hutchison Essar Telecom Ltd9
0.9%25Prince Pharma8
0.9%26Maruti Udyog Ltd7
1%33Life Insurance Corporation of India6
1%45Bharti Airtel Ltd5
2%45Reliance Communications4
2%47GTM Builders & Promoters3
2%60MTNL2
5%161Hindustan Lever Ltd1
% shareSpends
(Rs. in Mn.)AdvertisersRank
0.8%23Tata Sky Ltd10
0.8%24Hutchison Essar Telecom Ltd9
0.9%25Prince Pharma8
0.9%26Maruti Udyog Ltd7
1%33Life Insurance Corporation of India6
1%45Bharti Airtel Ltd5
2%45Reliance Communications4
2%47GTM Builders & Promoters3
2%60MTNL2
5%161Hindustan Lever Ltd1
% shareSpends
(Rs. in Mn.)AdvertisersRank
Which are the top Brands on Radio?
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The number of channels increasing over years, fragmentation ofviewership is on rise
Avg. weekly time spent on Total TV has been steadily decreasing
Maharashtra, TN and AP are the largest markets in terms ofviewership at an All India level
The size of Indian media advertising is pegged at 163bn of whichPrint commands 48% share.
Ad spends on Radio in 2006 over 2005 have grown at a faster ratethan that of TV and Print
Genres like News (English, Hindi, Regional & Business), Kids,Music have witnessed increase in viewership across years
Regional & Hindi GEC together constitute nearly 50% of the totalviewership pie
Number of channels contributing to 80% viewership has increasedfrom 31 in 2004 to 41 in 2007
The avg. weekly time spent on total TV is dropping across years
On Radio : Four players from the Cellular Phone Service categoryin the Top 10
On Print: Properties/Real estates is the top spender on Print & 4 ofthe top 10 advertisers are from the Auto sector
On TV: Ad volumes on TV grew faster than ad spends & OverallGECs accounted for 62% of ad spends
9 out of 10 viewers in MP are exposed to Hindi GEC genre
Bengali and Hindi programming have maximum viewership sharein WB
Bibliography
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Websites
1. www.tamindia.com
2. www.altavista.com
3. www.agencyfaqs.com
4. www.exchange4media.com
5. www.adexindia.com
6. www.indiantelevision.com
7. www.wikipedia.com
8. www.ibef.com
Books
1. C.K. Kothari (Research Methodology)
2. Philip Kotler (Marketing Management)
3. NRS Data
Softwares
1. SESAME
2. MAP 3.0
3. Media Xpress 3.0