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Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
Brand Presentation - Aaj tak
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Brand Presentation - Aaj tak

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Brand Presentation on where Aaj Tak is and how to take it forward. Presented by students of The Delhi School of Communication

Brand Presentation on where Aaj Tak is and how to take it forward. Presented by students of The Delhi School of Communication

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  • 1. BRAND PRESENTATION ON AAJ TAKPresenters : Tanisha Baigra Karan Chaudhari Neha Yadav
  • 2. THE EDGE 360 degree branding Established in 1995 Group of dedicated executives Building a client‟s reputation Communicate with the media Both traditional & non – traditional PR Services Rule of Thumb - Networking
  • 3. THE EDGE Consumer insights as starting point Identify touch points for optimal communication using experimental point management Touch points are:
  • 4. THE EDGE Alliance with The Syndicate, a group of North American creative boutiques Leverage on a wide array of digital media platforms
  • 5. TV TODAY NETWORKA living media today company Twomajor news brands- Aaj Tak & Headlines today Created a loyal audience for advertisers Notjust a content creator, but brand builder
  • 6. TV TODAY NETWORK Established in 1998 Ina decade India‟s foremost production house providing innovative & powerful content Started India‟s first video news magazine- Newstrack
  • 7. 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
  • 8. AAJ TAK TVTN‟sflagship 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
  • 9. COMPETITORS NDTV India Star News IBN 7 Zee News India TV News 24
  • 10. SWOTStrength : Great brand recall No1 for past 10 years Masses prefer itWeakness : Weak content No main news anchors For serious news people switch on to English news channels
  • 11. Opportunities : Introduce new team Introduce new shows Stress more on serious news and less on general entertainment newsThreats : Preference of english news channels over hindi news channels Competitors
  • 12. TG Sex : Male & Female Age : 35+ Occupation : Working as well as non working Sec A, B & C Switches to news to know daily happenings Also like to watch astrology Also enjoys entertainment news Middle & old age people still prefer hindi news channels
  • 13. POSITIONINGCurrent Positioning : “ Sabse Tez “ first to break the newsProposed Positioning: Credible and fastest
  • 14. PROBLEM Lack of good serious content Becoming more of a general entertainment channel Nopenetration in the upper class segment
  • 15. SOLUTIONS Improve the content Introduce new shows Change the current positioning Introduce new team
  • 16. NEW TG Sex : male & female Age : 30+ Sec A+, A, B+ & B Likes to watch serious news Very conscious about current happenings Interested in business news
  • 17. STRATEGIES Business 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)
  • 18.  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)
  • 19.  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)
  • 20. MARKET SHARE
  • 21. MARKET SHARE 16.3% IBN 7 Zee News India TV Aaj Tak Star News NDTV India13.2 % News 24 OthersTAM, Market Share (%), CS15-44 Yrs, Wk-28’10– 31’10, 0600-2400 hrs
  • 22. MARKET SHARE (DELHI) 16.4% IBN 7 India TV Zee News Aaj Tak14.8 Star News Ndtv India OthersTAM, Market Share (%), CS15+ Yrs,Wk-31, 0600-2400 hrs, Delhi
  • 23. MARKET SHARE (FINANCIAL BUDGET 2011 ) 18.5% IBN 7 Aaj Tak Zee News News 24 India TV Others 16.6%TAM, Market share (%), CS ABC 15+ YRS
  • 24. 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
  • 25. RESEARCH FINDINGS In & out of channels fast Factors for low viewership-1. Monotony in content2. Further fragmentation within news3. Lesser GEC show slots
  • 26. RESEARCH FINDINGS Dilution 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
  • 27. SUGGESTIONS Visuals are important Everything is red, very frivolous Tickers:1. Too many2. Must be relevant3. One on top, two at the bottom
  • 28. SUGGESTIONS Screen:1. Very gloomy2. 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
  • 29. SUGGESTIONS Panel, need more of a debate Financial programs needed Anchor should be more energetic Lifestyle programs Source some international news, Reuters etc.
  • 30. MEDIA PLAN
  • 31. May Jun July Aug Sep Oct Nov Dec Jan Feb Mar AprPR &SMEventOutd-oorPrintTVC
  • 32. BUDGET :-Fees Rs 30,50,000Print:- 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
  • 33. 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 55,00,000TVC :- 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
  • 34. 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
  • 35. CREATIVES
  • 36. PRINT AD
  • 37. OUTDOOR AD
  • 38. OUTDOOR AD & PRINT AD
  • 39. TVC SCRIPT „Bitoo ka kuta kho gaya hai‟ Celebrity fallen into a ditch Alien and monkey man fight
  • 40. NEW LOGO

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