TRAINING REPORT ON Study of Viewership Response AT Haryana News Submitted ToMAHARSHI DAYANAND UNIVERSITY, ROHTAK In partial fulfilment of the requirements For the award of the degree of MASTER OF BUSINESS ADMINISTRATION (INDUSTRY INTEGRATED) (III SEMESTER) Submitted by Name :Deepa Garg Regn no.:1073901261 DELHI INSTITUTE OF HIGHER EDUCATION (ELC CODE: 330911003) Community Centre, Sector-3, Rohini, Delhi - 110085 JAN 2012
CERTIFICATEThis is to certify that Deepa Garg, a student of the Maharshi Dayanand University,Rohtak, has prepared her Training Report entitled Marketing research at Haryananews under my guidance. She has fulfilled all requirements leading to award of the degreeof MBA (Industry Integrated). This report is the record of bonafide training undertaken byher and no part of it has been submitted to any other University or Educational Institutionfor award of any other degree/ diploma/fellowship or similar titles or prizes.I wish her all success in life.Mr Anudeep AroraAsstt. Prof. ManagementMBA (Marketing)
STUDENTS DECLARATION I hereby declare that the Training Report conducted at HARYANA NEWS, MASJID MOTH, SOUTH EX PART-II Under the guidance of Submitted in Partial fulfilment of the requirements for the Degree of MASTER OF BUSINESS ADMINISTRATION (Industry Integrated) To MAHARSHI DAYANAND UNIVERSITY, ROHTAK Is my original work and the same has not been submitted for the award of any other Degree/diploma/ fellowship or other similar titles or prizes.Place: Delhi Students signatureDate: 10th Feb, 2012 NAME- DEEPA GARG REGN NO.-1073901261 ROLL NO.-1090210009
ACKNOWLEDGEMENTI wish to express my appreciation and thanks to all those with whom I have had theopportunity to work and whose thoughts & insights have helped me in furthering myknowledge and understanding of the subject.Every page of this report reminds me about the moral support and guidance that wasbestowed on me by the respected Guide, professors, friends and family membersthroughout the duration of the project.My sincere gratitude goes to my Project guide Ms Ankita Vasandhi, Marketing &operations head HARYANA NEWS, Mr..Nitin and Mr.Vikas without whose valuedguidance, encouragement and inspiration the presentation of this project would ever havebeen possible. I also indebted to my marketing faculty Mrs Anudeep Arora,for giving mevaluable initial guidance for the project.Second, I want to thank Dr. Rajesh Sharma (Director) for his alacrity to provide all thenecessary facilities in accomplishing the task assigned. I also empress my thanks toMr. Anudeep Arora, Internal Project Guide, for His guidance, support andencouragement which helped me in completing my project.I am also grateful to myParents and my friends, my sister for their encouragement.I am unable to mention many others who have helped me greatly but it gives immensepleasure to appreciate and thanks all those without whose encouragement and help thisproject would never have been completed.
CONTENTSCHAPTER 1 – INTRODUCTION1.1 General introduction about the sector.1.2 Industry Profile a. Origin & Development of the Industry. b. Future of the Industry. c. Growth and present statusCHAPTER 2 – PROFILE OF THE ORGANIZATION2.1 Origin of the Organization.2.2 Present status of the organization.2.3 Functional departments of the organization.2.4 Organizational Structure2.5 Product and service profile of the organization / competitorsCHAPTER 3 – DISCUSSIONS ON TRAINING3.1 Students work profile (Rules & Responsibilities)3.2 Key learningCHAPTER 4 – STUDY OF THE SELECTED RESEARCHPROBLEM4.1 Statement of the research problem.4.2 Research design and methodologyCHAPTER 5 – ANALYSIS5.1 Analysis of Data5.2 Summary of findingsCHAPTER 6 – CONCLUSIONS6.1 Conclusions and recommendations.APPENDICESBIBLIOGRAPHY
ABOUT INDIAN MEDIA INDUSTRYMedia industry in India is among the fastest growing industries of the present Indian economy.The media industry has benefited a lot from the Indian current economic growth coupled by therising earnings levels in India. The media industry is presently in a critical stage of revolution.Since 2006, the media industry has enjoyed a good time in terms of growth and development asit has been characterized by realignment, consolidation and expansion in many sectors of themedia industry. In addition, the media industry is anticipated to grow up faster than GDP growthof India and subsequently more spending is being expected in the media industry.SWOT analysis of the India Media Industry in IndiaStrengthThe media industry is a strong and well developed industry which is currently growing athigh rate; this aspect gives the industry a lot of strength. With the increase in the level ofeducation and media industry has a well educated and skilled workforce with innovativeideas and technology which is an added positive aspect of the industry. Thecompetitiveness of the media industry has enabled the industry to grow technically bothvertically and horizontally, which is another positive aspect in the industry. India alsooffers strategic location and market in terms of its high population which is a boost to theindustry. (Bird, 2003)WeaknessAmong the weakness in the industry, a current weakness may be inability to adhere toethical standards in the industry which has lead to lawsuits filled against some mediaindustries. The industry also has been slow in its growth only picking up in the recent past,thus its innovation and marketing strategies may be not competitive on the global arena.(Bird, 2003)OpportunitiesAccording to the industry experts the industry still has room to expand within India as themarket is wide. Media services are being sought with many organizations and thus thisoffers the industry to increase its market share. The high technological innovation which ishappening everyday also presents a good opportunity for the media industry to utilize thelatest technology in expanding its product mix or improving existing ones hence reachingor increasing its market. There is exists new business in the global market for the industry.(Bird, 2003)ThreatsThough India can be said to be stable political, the country his known for frequent changesin government administration and instability in some regions or states, this issuenegatively affects the media and it is threat to the media. Also government legislations inIndia are known to some extend as hindering the growth of industry especially for foreigncompanies. Also, the current threat poised by piracy, which persists to deter investmentsin all media sectors has continued to threaten the industry growth. (Bird, 2003)PESTEL analysis of the media Industry in India
PESTLE stands for: political, economic, social/cultural, technological, legal,environmental. A description of developments (known) and rising issues (unknown)which may impact on an industry/sector, Political : Over the past year the media industry has continued to witness increasedpolitical interest increase because of the recognition of the media industry economicimportance to the overall economic growth f the country. Policy stage Changes ofadministration or political principles have changed along the media industry making it tobe freer than before. (Johnson, 2001) Economic : In the past few years the media industry has witnessed an improved growthin the industry, this is attributed to India positive economic growth in recent years. Thegrowth of the industry is expected to grow by 16% in the current year. Improvedcompetition in other sectors also boots the media industry as these sectors services of themedia industry such as promotion. (Johnson, 2001) Social aspect : Media plays a big role in form information dissemination to the people ofIndia, which of late due to globalization have developed a high infinite for information.The impact of intense media attention has brought about a more revolution in the socialaspect and created a society which is more enlightened and which appreciates the industry.Even though the Indians are known to be conservative and traditional they attitudestowards the media industry are very positive. (Johnson, 2001) Technological advances: Modern information technological advancement in media ismaking the industry players adapt faster to the new environments they are participating.The technological advancement taking place in industry is high and this calls for increasedspending and research so as to be innovative in the industry. Legal environment :The media industry in India is hot highly regulated as such, butthere are laws and regulations which are enforced for the industry to comply. However, inthe recent past the government has become to lessen to laws so as not to hindercompetition in the face of increasing global challenges from the external markets.Legislations such as anti-piracy laws have been enacted and the government tries toenforce the fully even though it is difficultPorters five forces used for Media Industry in IndiaThis part is an outline of positional assessment of the media industry using porter’s fiveforces model • Barrier to entry: moderate, legislations and cost of research and development • Industry competition: high, advantage gained through technology and marketing strategies • Suppliers: supplier power is high • Buyers: buyer power is low • Substitutes: lowFuture of the Media Industry in India
According to a report done by PricewaterhouseCoopers, and carried in the New Delhi,March 11, 2006, The Indian Media industry is positioned to grow up at 19% compoundyearly growth rate. This rate is expected to go on until 2010. (PWC, 2007) Unravelledpotential, good Economic growth, increasing earnings levels, consumerism, andtechnological innovations and policy plans undertaken by the Indian administration whichare currently encouraging inflow of investments in the country, will attest to be significantdrivers for the media industry in India. The media industry has been predicted to surpassthe overall economic growth in every year, till the year 2010. (PWC, 2007)Two main factors which will contribute to the industry growth are, low media access orpenetration in lesser socio-economic groups and low advert expends; At present mediapenetration is slow in lower socio-economic groups, however efforts to raise it even justslightly are possible to bring much high results, merely owing to the total numbers beinggreat. India bully economic growth, increasing consumer spending couple with regulatoryrectifications are pulling foreign investment in many sectors of the media industry,particularly the print segment. “The sector needs a consistent and uniform media policyfor increase in investments” (PWC, 2007).PRESENT STATUS OF INDIAN MEDIA INDUSTRYMedia in India aims at reaching an extensive audience. Apart form the news mediasegment, which include radio, print and television, the internet also plays an increasingfunction, alongside with the increasing o Indian ‘blogging’ community.TelevisionTelevision presently is the key driving strength of media industry in India. Television ispredicted to be a main source to India’s GDP in the recent future. As at present, televisionis accessible by roughly hundred million households in India. Out of these, roughly halfare satellite and cable. India is the third biggest television market, in the whole worldcoming after china and USA. India also is amongst the cheapest subscription of cablemarket, where in numerous places a monthly cable cost is merely averagely US $ 4 andhardly ever surpasses US $ 10.Print media:A roaring Indian economy leading to increasing necessitates for contents and regimeinitiatives which have opened up the segment to foreign investments are pushing growthin print media. Also, with increasing literate population, more folks in rural and urbanregions are reading the newspapers and the magazines nowadays. The internet at presentoffers a fresh avenue to create more advertising income. (PWC, 2007) Radio: The most cheap and oldest model of media in the India that is dominated by AIR,the sector is witnessing a myriad-change very. In 2005, the India announced three mainpolicy proposals which have driven growth in the sector. These policies were migrating toa returns share administration, permitting foreign investments into the sector and openingup licenses to the private players of the sector. This surge of radio stations have resulted inincreasing requirement for content and experts. Latest concepts such as satellite,community radio and internet have also started to punch the market more and more, andradio is gradually making a return in the lifestyles of the people. (PWC, 2007)
Out-of-home advertising: Outdoor media locations in India are mainly owned or run bysmall, local players and are usually, who directly markets them to the advertisers and alsoadvertising agencies. Nonetheless, this sector also is witnessing a myriad-change throughtechnological innovations. (PWC, 2007) Internet advertising: Roughly 28 million Indians are presently connected on the internet.And this increasing number is resulting to the increase of internet advertisement, which atpresent stands at around Rs 100 crore. Internet is used for a various reasons, in addition towork, for instance chatting, doing transactions, leisure and writing blogs. Internet providesa vast opportunity to marketers selling their products. With broadband increasinglybecoming popular, this sector is projected to grow by leaps and jumps. (PWC, 2007)Table 1: summary of media segments and their share (PWC, 2010) Media penetration and its size and projected growth All India urban Current size Size 2010Print 25% 46% Rs 10,900 crore Rs 19,500 croreTerrestrial television 53% 80%Cable and satellite 20% 46%television 14,800 crore Rs 42,700 croreRadio 22% 25% Rs 300 crore Rs 1,200 croreCinema 7% 11% Rs 800 crore Rs 1800 croreInternet 1% 3% Rs 100 crore 1750 crore CHAPTER – 2 PROFILE OF THE ORGANIZATION
2.1 ORIGIN OF THE ORGANIZATIONWe take pride in introducing to you HARYANA NEWS & current affairs satellite Hinditelevision channel dedicated to the state of Haryana & NCT of Delhi.HARYANA NEWS is a Hindi channel, and is broadcast round the clock through a geo-stationary satellite, covering news from every nook and corner of the state & NCT ofDelhi.HARYANA NEWS has completed seven glorious years in the service of the people ofHaryana. We are also on Dish TV.2.2 PRESENT STATUS OF THE ORGANIZATIONWith a strong newsgathering network across all 21 Districts of the state, along withBureaus in Chandigarh & Delhi, comprising of 75 Reporters/Stringers along withsophisticated camera units for covering every significant happening across the state &NCT of Delhi.From State capital Chandigarh, to Sub-division/Block level, from District HQ to Tehsillevel, and with a strong Bureau in NCT of Delhi, HARYANA NEWS bring any newsrelated to State & Delhi to the people of Haryana.We cover everything from political developments, to social issues, cultural activities,sports events etc. to even small accidents and happenings in the interiors of the state. Thisis what makes HARYANA NEWS TV channel the first choice for people of Haryana asfar as news & current affairs channels are concerned.With Stringer presence in rural areas of the state, HARYANA NEWS enjoys over 90%connectivity in all C&S homes in the state.This makes HARYANA NEWS an attractive platform for old, new and potentialadvertisers.Many National/Regional Brands like BSNL, Eicher Tractors, Figgo, Arni UniversityDivine Group Tribute, Action Caner Hospital, Zed Plus and many others have already
benefited from this platform that exclusively focuses on the State of Haryana with apopulation of about 2.crore.HARYANA NEWS which has strong presence in the state started broadcasting RAMANAND SAGAR’s popular TV serial RAMAYAN dubbed in Haryanvi dialect Shri GopalKanda took the initiative for this project in order to bring honor for Haryanvi dialect ineducated class also. This serial is telecast twice in a week i.e. on Sunday & Wednesday at8:00am & it is repeated next day i.e. on Monday & Thursday at 7:30pm.HARYANA NEWS is headquartered in New Delhi.
2.3 FUNCTIONAL DEPARTMENTS Director (Rajesh Sharma) Director (Rajesh Sharma) CEO (Sheetal Luthra) Editor in Chief (Umesh Joshi) Creative Head (Gaurav Gandharv) Marketing Head (Vikas Malhan) HR Head (Neha Sharma) Accounts Head (R N Saxena) Technical Head (Vikas Vasudev) Input Head (Pradeep Mishra)
2.5 PRODUCT & SERVICE PROFILE OF THE ORGANIZATIONHaryana news is the regional news channel giving hardcore news about Haryana.Its major Competitors – 1. Zee News. 2. IBN 7 3. NDTV 4. MH1 5. Sahara News 6. Star News 7. Total TV
3.1 UNDERSTANDING SALES AT HARYANA NEWS(WORK PROFILE)The procedure for air time sales commences with sending of customized proposals toclients or their agencies. Recommendations can come from the client or corporate directlyor from the agency to spend on the channel for advertising in the designed media mix.Once the proposal is sent then a follow up is done with the client to find out his responseon it. If the client wants some changes in the draft of the proposal in terms of secondagesallotted or rates then the table is laid for negotiation. After the negotiation is done then afinal proposal is sent to the client for confirmation. Once the confirmation letter isreceived from the client, the release order (RO) is sent by him. This document contains allthe bifurcated details of the format of advertising. However before the receipt of the ROthe Beta tape containing the advertisement to be aired is sent with caption and secondagementioned. No commercial can be less than 10 seconds & for sponsorship tags Betacannot be less than 5 secs. On the receipt of Beta by the operation executives it is thensent to traffic & details regarding it are entered into MIS- MATERIAL INFORMATIONSHEET.As the RO is received the operations executives ask the sales executive or the client tocross-check the details. Henceforth, information regarding the client is feeded on NewAccount Header. The sales assistants then clarify the costings on a deal i.e. secondage,time band, rates verification. Once such verification is made, then the Form 1 document isfilled with the details of costings and signed duly by the concerned top management. Aservice tax of 8% is also required to be incorporated in the total valuation of the dealbefore finalizing. Even the deadline date needs to be considered. Eg- if an advertiser wantsto advertise over the weekend say Saturday then he must clear off all paper work byTuesday.The deadline of 4 days is applicable in case of spot deals only. For sponsorship deals thedeadline is 7 days. Once the RO is received and duly accepted with the terms andconditions the sales assistant feeds in the Booking Order in a standard format. Thisdocument is sent to traffic to log on the commercials. Once the commercial are logged across check of the commercial logs are done by the executive in media. If there is no
discrepancy between logs laid & the RO sent by the client then the green signal is sent toprepare the complete logs, those including promotion tags.COLLECTIONSOnce the airing of the spots happen and the entire schedule of airing of the spots happenand the entire schedule of airing is done the starts the process of Billing Invoices. It isvery important to get timely payments for matching revenues with expenses.The invoices are generated fornightly with the help of SPOT software imported fromHolland. The information to be filled in invoices is sent by traffic to manager –commercials. Once the invoices are generated, printing of the invoices is done followed bytheir grouping and enveloping. At the end of the month ,all invoices of the particularagency or client are bundled together with the cover letter and invoice summary.this isthen dispatched to the agency’s accounts incharge and a delivery receipt duly signed byhim is received. According to an agreement between Indian Broadcasting Federation(IBF)& Association of Advertising Agencies of India(AAAI), a credit period of 60 days is tobe given to agencies from the date of receipt of bills & hence follow up for any paymentsdue begins 2 months after the receipt of delivery of invoices.also, for retail agencies orclients an advance payment post dated cheques norm is followed.
3.2 KEY LEARNINGS • Knowledge about media industry • By working in HARYANA NEWS channel I learned about the media industry. I gain the knowledge regarding the work done in mdia , how is it done, about the process through which the information is collected and then aired and so on. • Improved communication skills and confidence level • Being in the media industry I got the opportunity for interacting with a large number of learned and experienced personalities of media industry which polished my comunication skills and confidence level too. • Importance of follow up • I learned that the follow Up with the clients before the deal is finalized and after the deal is finalized both. Before the deal is made it is necessary to be in touch with clients to convince them to have their advertisements on our channel and after the deal is finalized it is important to b in contact with the clients so that timely payment is made. • Convincing skills • Being a marketing person it is very important to have convincing skills so that more and more clients re convinced to have their advertisements on your channel.
CHAPTER – 4STUDY OF THE SELECTED RESEARCH PROBLEM
4.1 STATEMENT OF PROBLEMIn this problem, we want to know about T. V. media at HARYANA NEWS. Now a day’smedia is one of the fastest growing sectors. Some people call media fourth pillar of ourdemocracy and news is just like food is needed to live so. It is the nutrition for the brain tolive in the society. I have a huge interest in media industry; I believe doing this projectwill definitely add advantage for my corporate life. According to pitch bureau thoughnews channel have 6% viewer ship but it’s share is 22%, which is highest among allgenre.4.2 RESEARCH DESIGN:The research design is Descriptive and explanatory as both already existing data andprimary data has been collected and analyzed to get the required conclusion. SAMPLING TECHNIQUE:The sampling technique refers to the way in which samples have been selected. Here,Convenience sampling procedure has been used. The data here has been collected throughquestionnaire and direct questioning and then analysed.QUESTIONNAIRE DESIGNING A good questionnaire must be concise, focus, easy to understand language. Questionnaire should be designed as per the objective to get right feedback. A questionnaire has a mix of following 4 major scales, which help us in analyzing the attitude of the people. The scales are Nominal, Ordinal, Interval and ratio scale. 1. NOMINAL SCALE: This type of scale is mostly used in the opening so that respondents feel easy in answering. This scale helps in mutually exclusive classification of units i.e. there is no case of may be in this.
2. ORDINAL SCALE This type of scale is used for knowing a relativity of a unit as this includes ranking and it is a type of comparative scale as respondents mainly compare the parameters and then rank accordingly. 3. INTERVAL SCALE This type of scale is of non-comparative in nature here respondents mainly rate the parameters by their individuality and not comparing it with others. 4. CONSTANT SUM SCALE This scale is used to know the quantum of the preference i.e. a respondent will say that he/she buys branded products or non-branded products but in what percentage? is a big question, this scale helps in knowing the quantum.SAMPLE SIZE:In order to compare the status of HARYANA NEWS in media industry, only 75 personshave been covered in the study to know about HARYANA NEWS .Seventy five personswere randomly selected for the study. Different groups of cast, creed and religious groupswere taken into consideration.The sample surveyed included 54 i.e. 72% of males and 21 i.e. 28% of females of agegroup 25 to 65 years, of which 20% were between 25 and 35 years, 20 % between 35 and45 years, 48 % between 45 and 55 years and 12% between 55 and 65 years. In reference todifferent types of occupation, 41 i.e. 54.6% of them were government officials, 7 i.e. 9%professionals, 10 i.e. 13% self employed and 17 i.e. 22% were people contributing toprivate organizationsDATA COLLECTIONPrimary data has been used in this project report. The data is collected with the help ofquestionnaires and where ever necessary clarifications were given to the respondents. Forsome purposes the booklets of the organization are also used.
DATA COLLECTION INSTRUMENT:Keeping in view the above-mentioned objectives, a self- reported questionnaire wasdesigned. Beside demographic antecedents, four major dimensions were analyzed. Forthis, people were asked to fill a forced choice questionnaire. LIMITATIONS • The time allotted was not sufficient, if allotted some extra time for our project we could have done better and could have analyzed certain other things also. • People were biased and were giving wrong and manipulated information. • Since we talk to people in public places, they were not taking us seriously and were a little conscious. • Working on the primary data was also a limitation because we were not allotted much of the time to collect data from a larger number of people and then analyze it.
ANALYSIS OF DATAQ.1. How many members in your family?INTERPRETATION
From this chart we can easily understand that in north Delhi 68% live in nuclear family.From this chart it is known that 28% people watch television for 0-2hrs., 41% peoplewatch television for 2-4hrs., 24% people watch television for 4-6hrs. , 7% people watchtelevision for 6hrs.Q.2. How much time you spend watching news channel?INTERPRETATION
The result shows that 66% people give 1 hrs. to watch news channels, 24% people give 1-2 hrs .to watch news channels,6% people give 2-3 hrs .to watch news channels,4% peoplegive 3 hrs. to watch news channels.Q.3. Which channel you prefer watching?INTERPRETATION
As the result shows 40% people prefer watching Aaj Tak, 19% people prefer watching starnews, 3%people prefer watching India Tv,15 % people prefer watching HARYANANEWS, 19% people prefer watching Ndtv, 4% people prefer watching Ibn 7.
Q.4. Do you watch HARYANA NEWS ?INTERPRETATIONFrom this chart it is known that 70 % people watch HARYANA NEWS and 30% peopledon’t watch HARYANA NEWS.
Q.5 What do you find good in those channel that HARYANA NEWS lack?INTERPRETATIONAccording to response 45 % people says HARYANA NEWS lacks in presentation style,9% people says HARYANA NEWS lacks in showing correspondent news, 18% peoplesays HARYANA NEWS lacks in to make news interesting, 9% people says HARYANANEWS lacks in quality news, 17 % people says HARYANA NEWS lacks in giving orshowing variety of news.
Q.6 Have you observed any change in HARYANA NEWS in last one month?INTERPRETATIONAccording to response 35% people said yes they observed changes in last one month.63%people didn’t observed any change in HARYANA NEWS, 2% people didn’t give anyresponse.
Q.7. What major changes you observed in HARYANA NEWS?INTERPRETATIONThe chart shows that 25 % people (71.42% people out of those who observed changes)observed logo changes. 10% people (28.58% people out of those who observed changes)observed program name and content changes in HARYANA NEWS.
Q.8. Do you like the new look of HARYANA NEWS?INTERPRETATIONThe chart shows that all the 35 people (100% of 35 people who observed changes) likechanges.
Q.9. Where do you place HARYANA NEWS?INTERPRETATIONThe chart shows that 62 % people place HARYANA NEWS as an informative newschannel, 12 % people place HARYANA NEWS as an entertainment news channel, and5% people place HARYANA NEWS as an educational news channel. 19 % people placeHARYANA NEWS in other category news channel.
Q.10. How do you HARYANA NEWS on a scale of 1 to 5?INTERPRETATION97 people give response to this question 5% people put HARYANA NEWS in excellentcategory, 33% people put HARYANA NEWS in average category, 30% people putHARYANA NEWS in good category, 23% people put HARYANA NEWS in belowaverage category, 6% people put HARYANA NEWS in poor category.
Q.11. Do you think anchors in news channel really affect viewership?INTERPRETATIONAs shown in the chart 90% respondents say yes, anchors really affect viewer ship in newschannel.
5.2 SUMMARY OF FINDINGS• We found that in north Delhi 68% live in nuclear family. It is known that 28% people watch television for 0-2hrs., 41% people watch television for 2-4hrs., 24% people watch television for 4-6hrs. , 7% people watch television for 6hrs.• The result shows that 66% people give 1 hrs. to watch news channels, 24% people give 1-2 hrs .to watch news channels,6% people give 2-3 hrs .to watch news channels,4% people give 3 hrs. to watch news channels.• 40% people prefer watching Aaj Tak, 19% people prefer watching star news, 3%people prefer watching India Tv,15 % people prefer watching HARYANA NEWS, 19% people prefer watching Ndtv, 4% people prefer watching Ibn 7.• It is known that 70 % people watch HARYANA NEWS and 30% people don’t watch HARYANA NEWS.• 45 % people says HARYANA NEWS lacks in presentation style, 9% people says HARYANA NEWS lacks in showing correspondent news, 18% people says HARYANA
NEWS lacks in to make news interesting, 9% people says HARYANA NEWS lacks in quality news, 17 % people says HARYANA NEWS lacks in giving or showing variety of news.• 25 % people (71.42% people out of those who observed changes) observed logo changes. 10% people (28.58% people out of those who observed changes) observed program name and content changes in HARYANA NEWS.• All the 35 people (100% of 35 people who observed changes) like changes.• 62 % people place HARYANA NEWS as an informative news channel, 12 % people place HARYANA NEWS as an entertainment news channel, and 5% people place HARYANA NEWS as an educational news channel. 19 % people place HARYANA NEWS in other category news channel.• 97 people give response to this question 5% people put HARYANA NEWS in excellent category, 33% people put HARYANA NEWS in average category, 30% people put HARYANA NEWS in good category, 23% people put HARYANA NEWS in below average category, 6% people put HARYANA NEWS in poor category.• 90% respondents say yes, anchors really affect viewer ship in news channel. SWOT ANALYSIS Strengths 88% of People who watch Hindi news channel watch HARYANA NEWS. Almost 90%of the people who see HARYANA NEWS can actually recall special Stories covered by this channel.
People appreciated this channel on the fact that it shows news in detail (some happening of sparkling lights in sky was covered and all its history was very intelligently broadcasted by the channel.) Almost every serviceperson and businessman interviewed in UP who watches Hindi news channels also watches HARYANA NEWS. HARYANA NEWS is rated third next only to Aajtak and NDTV in Hindi news channel genre (credibility and quality of news being the criteria.) This channel is not at all metropolitan base as is the case with NDTV. Its reporters have their presence felt even in small towns, which is really appreciable.Weaknesses No recall for news anchors of HARYANA NEWS in the masses. (Should come up with more outdoor activities or full fledged campaign) What people don’t like about it is repetitiveness of news e.g. recently covered People prefer NDTV than HARYANA NEWS in terms of quality of news. People expect more professional news from this channel.Opportunities Almost 15% of Delhi’s population doesn’t see Hindi news channels because of one reason or other, Can penetrate in to those non-viewers by finding reasons of their non-viewership.
The percentage of HARYANA NEWS’s viewers in comparison to all Hindi news channels viewers is 85% still has a lot of scope for improvement. HARYANA NEWS has been rated third position by viewers (credibility and quality of news been the criteria) more credible and quality news can take them to number one position.Threats Entry of lots of new Hindi news channel like MH1. New news channel can affect market share. It can also affect the channel’s TRP. Shift in people taste and preferences in context to new Hindi news channels. People still have dogma that AAJTAK and NDTV are the best Hindi news channels and They are not ready to change their perception. News is getting monotonous, need to evolve and innovate further.
6.1 Conclusions & Recommendations This research helped me to know the role of qualitative factors such as various view points which plays major role for cable and satellite user. With the help of research, I will be able to quantify all these qualitative factors such as various view points of the consumers, personal preferences, tastes and their interests while watching news channels and impact of out door media on them. This part of our report contains the final outcomes of our survey: -• In the genre of Hindi news channel channels cater not only news programs but also 11 other genere programs were shown. Last year Some programs were comedy, games and entertainment program And these program got good responses from audience e.g. comedy kamal ki,hansoge to fansoge ,cricket ka garam yudh.• Hindi speaking audience likes entertainment everywhere and in news channel also. With this if we see last one year data than we will get to know that after news bulletin and review report interview and comedy was the most preferred genre.• Before 2 years HARYANA NEWS was at no.2 position and now it is no.4 position.It is loosing its market share whether it has highest resources .it is attached with India’s one of the oldest and biggest media house.• HARYANA NEWS should also start anchor building/mentoring program through my questionnaire I get to know people want improvement in anchor presentation style in HARYANA NEWS.• HARYANA NEWS also improves its entertainment program quality. It is one of the week areas of HARYANA NEWS.
QUESTIONAIREI am a student of M.B.A. from DIHE. You are required to fill this questionnaire to enable me toundertake the study on the said project.Name ___________________________Sex - Male FemaleAge - _______ (Year old) 1. Do you watch News Channels? a) Yes b) no 2. If you prefer hindi news channel(s), which of following you prefer most? a) NDTV b) ibn7 c) total tv d) Haryana news e) zee news 3. In which of the following categories you put Haryana news? a) Entertainment b) Educational c) Informative d) Crime Based e) Religious f) All of the above 4. Do you watch HARYANA NEWS? a) Yes b) No 5. Have you observed any change in HARYANA NEWS in last one month? a)Yes b) No 6. Do you like the new look of HARYANA NEWS? a) Yes b) No 7. Do you think the anchors in news channels really affect viewer ship? a) Yes b) No 8. What do you find in other news channels that Haryana News lack?
a) news presentation b)lacking correspondent news c) lacking in interesting newsd) quality news e) lacking in variety of news9)Do you think anchors in news channel really affect viewership?a) Yes b) No10) Rate Haryana news on the scale of 1 to 5?a) poor b) below average c) average d) good e) excellent BIBLIOGRAPHYBOOKS: -1) Kotler Philip, Marketing Management, Vth Edition,Tata McGraw Hills, Pg no.-265-2732) Saxena Rajan, Marketing Management, 9th Edition, Vikas publishing house, Pg no.-87-95WEBSITES:- 1) http://www.haryananews.com 2) http://www.tamindia.com/ 3) http://www. exchange4media.com/ 4) http://www.indiantelevision.com/MAGAZINES: -
1) Pitch, January & February issue,2009 2) Impact, June & July issue,2009SEARCH ENGINES: -www.google.com