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India media scene   2000
 

India media scene 2000

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An Old presentation made in 2000...wanted to share with all to showcase the change media has undergone in the period gone by

An Old presentation made in 2000...wanted to share with all to showcase the change media has undergone in the period gone by

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    India media scene   2000 India media scene 2000 Presentation Transcript

    • MEDIA SCENE IN INDIA – 2000
    • Media buying agencies • Agency of record (AOR) • Central Media Buying (CMB)
    • Media Purchases through Media Buying Agencies • 1980 1% • 2000 25% • 2002 33% (likely)
    • 4 out of 10 Indians are still not reached even today
    • Every 100 kilometers the dialect changes
    • A country with many tongues • 16 official languages • Approx. 1000 dialects
    • Geographical size• 7th largest area mass• Population/ Area mass – India is No.1• In comparison even USA is No.4
    • Media target • 15 million people are being added every year • 5 – 14 age group – 26% population reason: high birth rates low life expectancy inferior health facilities
    • Urban Rural Divide• 20 to 30 % of the population, with the urban % growing every year• 39% urban population are concentrated in the top 35 towns (towns over 1 million)• 52% of the rural live in the smallest villages. 4 out of 5 HH have an HHI of < Rs. 2000 p. m.
    • Market Penetration is far higher than media penetration
    • The new Indian ‘Attitude’ Urban Rural Products 1998 2000 1998 2000 Television 66 69 18 21 Motor cycles 6 7 2 3
    • How Indians are faring outside - USA figures • 38% of doctors • 28% of IBM employees • 12% of scientists • 17%of Intel employees • 36% of NASA scientists • 13%of Xerox employees • 34%of Microsoft employees
    • Growth of Media Expenditures • 1994 Rs. 3500 crores • 2000 Rs 10000 crores CAGR of 14%
    • Types of Media used • TV • Press • Radio • Cinema • Outdoor
    • Category media expenditures • Soft drinks 504 • Shampoo 334 • Soaps 481 • Corporate 330 • Automobiles 424 • TV 273 • 2 wheelers 380 • Computer • Toothpaste 348 Education 233 • Website 216 (Rs. Crores 2001 figures)
    • Biggest Advertisers • HLL 568 • Coca-Cola 155 • P&G 145 • Godrej 142 • Paras 142 • Pepsi 132 (Rs. Crores )
    • Most advertised brands • Pepsi 123 • Coca Cola 105 • LG 77 • Clinic All – Clear 77 • Maruti 75 (Rs. Crores )
    • Media Reach (%)Media Urban RuralTV 79 40Press 58 15Cinema 29 14Radio 18 19
    • % TV owning HH Owned 1998 2000 1 97 96 2 3 4 3+ 0 1
    • TV ownership (million)Details 1995 1998 2000Total HH 159 174 180TV owning HH 42.5 54.5 61.5% 27 31 34
    • C &S PenetrationDetails All India Urban TV 44% 68% CS 34% 56%
    • Top 5 programmes in C&S channels• Kahani Ghar Ghar Ki• Kabhi Saas Bhi Kabhi Bahu Thi• Kasauti• Son Pari• Kahin Kissi Roz
    • Top 5 channels• Star Plus• Sony• Zee• Regional Feeds of Zee & Star• Doordarshan
    • Channel genres preferred • Movies • News • Sports • Music
    • What does the future hold?
    • TV and C& S• Fragmentation of viewership• DD will counter this with more private participation• Satellite TV will provide further growth impetus through regional /niche channels
    • Press Readership (%)Language Dailies Magazines TotalEnglish 7 16 15Hindi 45 40 41Vernacular 48 44 44
    • Publications• There are over 40000 publication being printed• 85% of these are language publications
    • Readership (%) Publications Total Male Female Any 34 46 21 Dailies 32 44 18 Magazines 18 23 13
    • English vs. language• Among the dailies, the first 8 are vernacular. TOI comes 9th.• Among the magazines, INDIA TODAY is 2nd. All other nine publications are vernacular
    • The future• Print had to pull up its socks, Satellite TV was hitting it• Reshaping – layout , color, spl Issues, local edition• Aggressive Marketing – invitation pricing, freebies, subscription drives• Segmentation Interest groups – eg. men, women Content based – business, sports, fashion• Pampering the reader – visual quality, features
    • Vision• Current – monopolies weakening, niche publications• Future – further fragmentation, press barons entering radio /TV, innovate beyond space with advertorials, promotion events, sponsorships• Exploit emerging opportunities in cross media ownerships Implication – striking cross media deals, leveraging spends
    • Radio • State run – among the largest in the world • 3 tier broadcasting system – local, regional, national • Programming in 24 languages and 146 dialects
    • Present status?• Reaches a very large audience• A very important vehicle for the rural market• Impact however has been going down because of TV
    • Future• Huge resurgence because of FM• Mobile audience• Large media groups and channels entering the fray• Local ethnic stations to spring up• 70% of non TV HHs do not own radio or have access to radio. Huge potential for growth.
    • Cinema• Currently- Reach going down owing to theatre viewership going down South is the only exception where cinema is next to TV in reaching audiences• Future – High impact but stagnant medium. A small revival is expected in Larger cities with multiplexes and better viewing facilities
    • Outdoor• Is still relatively unorganized• Heavy usage by liquor and cigarettes• Lack of monitoring services
    • Technology is showing the way• Hand painting to digital painting• Metal to paper to PVC/vinyl• Illuminated sites – front lit/backlit• Vinyls to lenticulars (lustrous)
    • INTERNET• Net advertising comprises only 0.5 % of the total ad spend of the industry• Likely to grow up to 3.7% in year 2005
    • Internet usage• Major uses from Internet 1) e – mail 37% 2) chatting 15%
    • Time spent on the Internet Details All Home Office Cybercafe Base (million) 62.5 20.3 21 21.2 Avg. times 20 21 19 15 accessed/month Avg. no. of 1.2 1.8 0.6 1.3 hours/day
    • Media access for the average consumer • Cinema – 5 visits/year • Press – 22 min/day • TV – 64 min/day • Radio – 17 min/day • Outdoor – 15 panels /day
    • To end itMedia knows no boundaries; it is no longer constrained by traditional choices