Zee Telefilms Limited

Breaking The Jinx Presents By-

Anupam Kumar Deepak Kumar Singh Rakesh Sinha Krishna Kumar

Case Based Presentation

INDEX

Introduction

Case Highlights

Analysis

Competitor Profiling

Recommendations

Zee Telefilms Ltd was established in October, 1992 First Hindi satellite channel and First listed media

company in India They launched wide range of channels like- Zee TV,

Zee music, Zee Cinema, Zee News, Zee Business, Zee Sports, CNBC, Zee café , cartoon network etc..

In 1998 Zee TV was launched in USA It also become the first company to provide internet

services over cable

Introduction

Zee was fighting a losing battle against the Newly launched national and international channels by Sony and Star group

To focus on how a TV channel has to keep alert and attuned to the evolving tastes of the audience as dedicated by changing in demographics and psychographics

To appreciate how segmentation, targeting and positioning concepts apply to the Zee’s turnaround in terms of TRP

Case highlights

Television was introduced in India in 1959 Almost two decades the govt. of India used the national

network Doordarshan as a instrument of social change Programs focused on national integration, agricultural

development, literacy, education, health and family welfare

The things starts to change in 1980 but that time there was no viewer segments, all watched the same programs like– Ramayana, Mahabharata, Chitrahaar, News, Hum log etc

The History of Indian Television

Zee Loosing their market share

Decreasing TRP of Zee

Increasing Direct and Indirect competition

Continuously changing in consumers preference

Problems of the case

Satellite TV came in India in early 1990’s when star TV launched in 1991 with 4 channels

But market was not ready to accept it bcz all channels were in English

1998-99 election NDTV and Zee New got fast popularity and became 1st independent news channel

In 2000 KBC become the biggest hit on Indian television In the 21 century the industry has become more specific In this competitive market channels are targeting specific

viewers Hindi and English market are separate

Private cable & satellite Television

Star Zee Sony Others

General Entertainment

Star plus

Star One

Zee TV Sony Sahara one

Movies Hindi

Star gold Zee Cinema

Set max B4U movies

Movies English

Star movies

HBO/zee studio

News Hindi

Star News Zee News

NDTV Hindi Aaj tak channel7 India TV Sahara

News English

NDTV News Headlines today

News business

CNBCZee Business

NDTV profit Bloomberg

Education

National geography

Discovery/ animal planet

Star Zee Sony Others

Kids Channel

Disney/ Hungama

Cartoon Network , POGO

Animax/ Nickelodeon

Sports Star sports Zee sports Ten sports ESPN

Music Channel V/ Star world

Zee music/ VH1 Zee cafe

MTV B4U Music

Adventure Reality TV AXN

Life style Discovery Zoom/ times group

Fasion Trends FTV

Market share of Viewership In 1997

Series10

2

4

6

8

10

12

14

16

18

20

SonyStar PlusZee TV

The performance of Zee Telefilms Ltd (ZTL) remained a question mark

Zee started loosing its position of market to new players like Sony TV, Star TV

Rise of India TV’s “Aaj Tak” (March,2001) TRP’s Began to fall

Advertising revenues dropped drastically

Zee’s Down-fall

Market share of Viewership of the 1999

Series10

2

4

6

8

10

12

14

16

18

SonyStar plusZee TV

Series10

2

4

6

8

10

12

14

16

18

20

Sonystar plusZee CinemaZee

Market share of Viewership of the 2005

TRP Ratings of channels in the year 2006

Channels Key properties April- May Average rating

Star plus Kyunki, kahani, kasuti

12.64 TVR

Star one Laughter challenge, mano ya na mano , kya hoga

2.61 TVR

Zee TV Saath phere, kasham se

4.44 TVR

Sony Idiol final & Idiol Muqabla, Fear factor, CID

3.36 TVR

Sahara one Cricket, worahne wali… , Hanuman

2.76 TVR

Sab TV Carvan , Idiol takka tak, wah wah, lo kal

0.52 TVR

SWOT Analysis of Zee

SWOT Analysis

External Environme

nt

Opportunities

Robust growth of

Entertainment & Media sector

Threats

Increased competitio

n

Internal Environme

nt

Strengths

Huge bouquet of channels

Weaknesses

Weak program

content & lack of

innovation

Weak Program content

Lack of innovations

Poor brand visibility

Failed to capture Customer mindset

What went wrong?

Geographic•Region•City•Rural &

semi-urban

Demographic• Age• Family-size• Gender• Education

Psychographic• Socio-economic • Lifestyle• personality

Behavioral•Response•Benefits•Readiness

Market Segmentation

Geographic SegmentationThe market is differentiated into geographical units

like nations, regions, urban & rural etc. as customer preferences vary across regions.

Dedicated Channels:◦ Zee Bangla, Kannada,

Marathi, Punjabi, Tamil

Dedicated Programs:◦ Regional soaps◦ Regional movies◦ Regional news◦ Reality shows

Demographic SegmentationIn Demographic Segmentation the market is

divided into groups on the basis of variables like -- Age, gender, education.

Dedicated Channels:◦ CNBC◦ Cartoon Network◦ Pogo◦ Zee Cinema [all age-group]

Dedicated Programs: Astitva BQC Hip Hip Hurray Sare Ga Ma Pa

Psychographic SegmentationPsychographic segmentation divides a market into different groups based on lifestyle and personality characteristics.

Dedicated Channels:◦ Zee Trendz ◦ Zee Sports◦ Zee Jagaran

Dedicated Programs:◦ Lifestyle programs◦ Khana Khazanna◦ Reality shows

Behavioral Segmentation

Here the marketers divide the consumers into groups on the basis of their knowledge of, use of, or readiness towards a product.

Dedicated Programs:Aap Ki AntaraDance India DanceAgle Janam Mohe Bitiya Hi Kijo

Zee’s recent foreign strategies (Targeting)

Identified the market “need-gap”

Modifying Zee Café channelMale orientedCommunity specific programsRegional shows subtitled in English for local viewers

How Positioning helped Zee's turnaround in terms of (TRPs)

Adopted rebranding, repositioning strategies to maintain a common identity to varied brands, Zee initiated the re-branding of the entire Zee range of brands and all the channels of Zee sported a new logo.

Relook on channel and program positioning Marketing strategies & presentation Prime time slots for new shows “Pavitra Rishta” After-noon movies Reality show: “Sare Ga Ma Pa” Production house for movies Zee-Cine awards

Present situation for ZEE (It is not given in the case)

Sony; 14%

Star Plus; 20%

Zee Tv; 20%Colors;

25%

Imag-ine; 8%

Others; 13%

Hindi GEC of FY 2010 [3rd quarter]

SonyStar PlusZee TvColorsImagineOthers

Market Share of viewership

GEC Ratings of June 2011

Star Plus Colors Zee Tv Sab Tv0

50

100

150

200

250

300

283

230

181

128

289

245

183

147May, 2011June, 2011

Competitor profiling– Colorful story of

How STP played an important role in ‘Colors’ success?

• Differentiated content• Disruptive scheduling• Right positioning & distribution

strategies• Latest movie rights

Indirect Competitors

Internet CultureSocial MediaMicro Blogs

Recommendations for improving & maintaining steady TRPs More interactive web-sites (to counter indirect competition)

Online TV showsChannel apps

Launching of Education Channels/Programs (Competitors: Discovery Science, Animal Planet)

Modified advertisement timings◦ 1-minute break for prime-time movies◦ Single break movies in week-ends◦ No break movies during odd hours

Reality based shows Appealing to the youth (Competitors: Roadies, Stunt Mania) Comedy-Shows (Competitors: Comedy Circus, Laughter Challenge)

Thank you