Delhi School of Communication - Brand Activation
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Delhi School of Communication - Brand Activation

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    Delhi School of Communication - Brand Activation Delhi School of Communication - Brand Activation Presentation Transcript

    • BRAND PRESENTATION ON
      • ‘ Balaji Telefilms Ltd.’
      • By- Group VI
      • Ishita Dey
      • Nidhi Bharti
      • Vikram Mahajan
    • Balaji Telefilms Ltd.
      • Came into being on November 10, 1994.
      • Headed by Mr. Jeetendra Kapoor who has extensive experience in the media and entertainment industry.
      • Engaged in the development and production of multi lingual and multi genre entertainment softwares for various T.V channels .
    • Cont.
      • Strong brand acceptance and recognition amongst industry and consumers.
      • Maintains a program library of over 1,303 hrs of T.V software consisting of various portfolios.
    • The core objective of Balaji
      • To act as Producers, Distributors, Exhibitors, Exploiters, Traders, Exporters and Importers of Television Films and Serials, Video Films, Motion Pictures, Feature Films, Documentaries…
      • … Recording of Programs on any Disc, Tape, perforated media or other
    • Cont.
      • information storage device in colour or otherwise in Black and White and engage in business incidental here to.
    • Professional management
      • Production- Mrs. Shobha Kapoor, MD and CEO supported by Chief Operating Officer and General Managers and two Branch Heads for Chennai and Bangalore.
      • Creative- Ms. Ekta Kapoor assisted by 8 Creative Heads and 15 Executive Producers.
      • Finance and Corporate Affairs- Mr. Ajay Patadia, President;
    • Cont.
      • Corporate Affairs & Mr. V. Devarajan, Chief Financial Officer supported by Asst. V.P(finance) and managers.
      • Marketing- Mr. Rajesh Pavithran, Chief Operating Officer supported by teams across Delhi, Chennai and Bangalore.
    • Resources available
      • Human Resource
      • A team of young and dynamic professionals
      • Total employee strength of 123
      • Existing Library
      • Over 1,303.50 hours of library content
      • Daily soaps- 1146.50 hours
    • Cont.
      • Sitcoms- 53.50 hours
      • Children programs- 45.50 hours
      • Others- 58 hours
      • Technology
      • Cameras, recorders, sound recording equipment, mikes, lights, reflectors, trolleys, cranes, generators.
      • State-of-the-art analog & digital
    • Cont.
      • cameras, imported SRGB lights.
      • Special suites for graphics, animation and special effects, content software tapes etc.
    • The Market-Indian Entertainment Industry
      • AN OVERVIEW
      • The televised Media Industry comprising of television broadcasting, cable television and the television software industry will determine the future direction and growth.
    • Cont.
      • Television broadcasting
      • Direct-to-home mode through satellite broadcasting services.
      • Cable television
      • Consolidation stage with large cable operators like Siticable, Asianet setting up their integrated networks resulting in;
    • Cont.
      • Up gradation of technology, popularity of satellite channels, increase in delivery capabilities and meeting the viewer preference.
      • Increased no. of small cities as potential market for operators.
    • Cont.
      • Television software
      • The sheer growth in the no. of channels has resulted in an exponential growth of demand for television software.
      • Increasing focus of the private channels on the vast, latent and untapped potential of viewership.
    • Cont.
      • Preferences of Indian audiences for the native language programs have increased the demand for regional programs.
      • Non resident Indian population and popularity of Indian programs overseas.
    • Balaji Telefilms- Channel driving programs…
    •  
    •  
    •  
    • Undisputed Leadership…
    •  
    • Diversified channel presence…
    •  
    • Balaji SWOT Analysis…
    • Strengths
      • Twelve years’ experience in producing all genres of TV content.
      • Promoters associated with the media industry for more than 3 decades.
      • Knowledgeable and experienced board.
      • A team of Executive Producers to create quality content.
    • Cont.
      • A library of owned programs with re-run value.
      • Skilled in-house airtime marketing expertise.
      • Relationship with broadcasters on different platforms.
    • Cont.
      • Relationships with the top advertising spenders in India.
      • Presence in both markets- hindi as well as regional.
    • Weakness
      • Yet to develop its presence on regional platforms other than south Indian.
      • Lack of adequate resources for propelling full fledged growth.
      • Not invested much in in-house production equipment and hardware.
    • Opportunities
      • Expected growth in TV ad-spend.
      • Cable and satellite channels are proliferating, providing alternative platforms.
      • DTH will provide new opportunities for content providers.
      • Growing international markets for Indian content.
    • Cont.
      • Internet provides opportunities for showcasing and distributing content.
      • Value addition will form new digital technology.
    • Threats
      • Change in viewing habits of the Indian people.
      • Competition from other content providers.
      • Piracy of creative ideas and concepts.
      • Shift in sponsorships.
      • Policy changes by Doordarshan and Government authorities.
    • Cont.
      • Technology shifts which may involve expensive retaining of talent.
      • Emergence of large content corporates through industry consolidation.
    • The Business Flow…
    • Diversified Business Model
      • Across Program -20 programs on air. No program accounts for over 15% of revenues.
      • Channels - Program supply to key broadcasters: Star, Sony, Zee, Gemini, Udaya, Sahara (next, Sun).
      • Genres - Family Drama, Thriller, Comedy, Children programs.
    • Cont.
      • Languages - Hindi, Tamil, Telugu, Kannada (next, Malayalam).
      • Forms of Content supply - Daily / Weekend (next, Television movies).
      • Time Bands - Programs run across time bands like afternoon and evening prime time (next, morning).
    • Suggested Future Strategies
      • Strengthening Sponsored Programming
      • More programs on Udaya T.V and Gemini T.V.
      • Entry into Tamil Nadu, Kerala and West Bengal markets.
      • Further penetration into Doordarshan network .
    • Cont.
      • Exploitation of software library
      • Expanding prime time slots
      • 7:00 p.m. to 8:30 p.m.and 11:30 p.m. to 12:00 on main line channels
      • Tapping overseas media market.
    • Cont.
      • Expanding satellite channel presence
      • More programming for Star, Sony, Zee and Sahara T.V.
      • Small budget movies.
      • A balanced mix of programs in sponsored and commissioned category,
    • Cont.
      • to optimize its risk-revenue profile.
      • To diversify further into other regional market.
      • To improve production efficiencies and economies of scale & to improve the operating margins by investing in studios, production and post production equipments.
    • Cont.
      • To increase focus on tapping export and remake opportunities.
      • To tap web casting opportunities- putting software on internet.
      • Investment in R&D along with creative conceptualization.
    • Balaji Telefilm’s Financial Year ’04 Update…
    •  
    • The Story So Far…
      • Balaji is the largest fiction based content producer in India.
      • Multi-lingual programming.
      • Presence across premier channels.
      • Content strength:
      • 62 shows of quality viewing per week
      • 14 Balaji shows featuring in Top 20 shows in hindi satellite channels
    • Cont.
      • Produced over 52 serials of different genre, translating into over 5200 hrs (around 10400 episodes of ½ hr) of programming.
      • A library of over 3000 hrs of programming.
    • The Success Strategies…
      • Identification of right concept at right time.
      • Focus on Indian blend and women strata.
      • Focus on daily soaps.
      • Right mix of programs on DD and private channels.
    • Cont.
      • Right mix of hindi and regional programs.
      • Restricting core competence to television software production and no dalliances with non core activities.
    • Mass Media For Balaji
      • Owing to the nature of services provided, the Balaji communication process is largely restricted to Business to Business.
      • The target audience for this communication is:
      • Primary: Television Channel Heads, Investors etc.
    • Cont.
      • Secondary: The viewers; comprising of teenagers, housewives, and a certain category of the male population.
      • Thus the communication for Balaji would largely comprise of
      • Public Relation activities
    • Cont.
      • Events
      • Sponsorships
      • Outdoor Media like hoardings
      • Social Advertisements for television
      • Promotional films/ Documentaries
    • The Media Plan…
    • Public Relations
      • Location : Delhi and Mumbai
      • Month : May-June, 2006
      • Procedure : Articles in production journals and financials
    • Sponsorships
      • Event 1 : Abby Awards
      • Location : JW Marriott, Mumbai
      • Month : December 2006
      • Duration : 2 days
      • Approx. Cost : Rs. 1,00,00,000
    • Cont.
      • (Part Sponsorship)
      • Event 2 : AIDS fund raising event
      • Location : India Gate, Delhi
      • Month : January 2007
      • Approx. Cost : Rs. 15,00,000
    • Outdoor- hoardings
      • (Before launch of a new show)
      • Hoarding size : 10’20’
      • Location : Gurgaon and Mumbai (prime locations)
      • Month : February 2007
      • Duration : 1 month
    • Cont.
      • Gurgaon
      • 1 hoarding per week = Rs. 50,000
      • 10 hoardings per month = Rs. 20,000,00
      • Mumbai
      • 1 hoarding per week = Rs. 2,000,00
      • 10 hoardings per month = Rs. 80,000,00
    • Social Advertisements
      • Social ad production – Girl Child Welfare
      • Channels : NDTV India, Star Plus, Sony, and Doordarshan
      • Duration of ad : 10 secs
      • Duration of campaign : Twice a week for each channel from June – September 2006
    • Cont.
      • 1 ad once a week, per channel : Rs. 50,000
      • For twice a week : Rs. 1,00,000
      • For 1 month : Rs. 4,00,000
      • For 4 months : Rs. 16,00,000
      • Thus, for 5 channels : 16,00,000 X 5
      • = Rs. 80,00,000
    • Promotional Film For Balaji
      • In house film covering technical and creative finesse of Balaji Telefilms, to be forwarded to various channel CEOs.
      • 15 mins. film shot with in- house equipment : Rs. 2,00,000
    • The Sum Total
      • Thus, total spends from Rs. 3 crores :
      • Sponsorships = 100,00,000 + 15,00,000
      • Hoardings = 20,00,000 + 80,00,000
      • Social ad = 80,00,000
      • Promotional film = 2,00,000
      • Sum Total = Rs. 2,97,00,000
      • Remaining Amount = Rs. 3,00,000
    • Acknowledgements
      • The Delhi School of Communication
      • Prof. Ramola Kumar; Dean, DSC
      • Ms. Shalini Singh; Business Executive- Maxus
      • Mr. Manasvi Rasgotra; Project Director – Nestle
      • Mr. Ashish Dutta; Consultant
    • Cont.
      • Mr. Pradeep Aeri; Director- Aeri Creatives
      • Team Members
    • Leveraging communication to provide marketing solutions. Thank You ! 187, DDA SFS, POCKET 1 & 2, SECTOR-3 ,DWARKA, NEW DELHI-110075 (INDIA) TEL:(091-11)-25086201, 25086202 e-mail: dsign4u@vsnl.net
    • Over To You…