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
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