Indian media industry


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Indian media industry

  1. 2. INDIAN MEDIA INDUSTRY- THE ROAD TO GOLBAL INFORMATION & ENTERTAINMENT……… <ul><li>India being the world’s largest democracy has a mass media culture. </li></ul><ul><li>Foreign investment and opening up license for private players </li></ul><ul><li>enhanced the rapid growth of the market since 2005. </li></ul><ul><li>Huge influence of internet,television and print media. </li></ul><ul><li>Television industry has witnessed a growth rate of 6.8% since 2008. </li></ul>
  2. 3. <ul><li>Starplus was launched on 21 st February, 1992. </li></ul><ul><li>Earlier it was English Language Television Channel showing international content from US, UK etc. </li></ul><ul><li>Subsequently Starplus converted into Hindi Language channel, and made Starworld the channel for English Language Television channel. </li></ul><ul><li>Starplus biggest competitor was Zee tv and Sony tv. </li></ul><ul><li>Starplus got success in the year 2000, when KBC was started and Balaji Telefilms started its ‘ K ” series serials. </li></ul><ul><li>Now, Starplus are showing varities of shows such as Pratigya (on women power), Nach baliyee (dance show), Voice of India, (singing show) etc. </li></ul><ul><li>In 2010 Starplus change its logo.The new logo is ruby-coloured star with trademark swoosh with theme “ Rishta wahi Soch Nayi ” . </li></ul>HISTORY OF STARPLUS
  3. 4. STAR PLUS – Changing pace with the changing time <ul><li>Star Plus, has gone in for a makeover with a new logo and tagline – ‘Rishta Wahi, Soch Nayi’ (old relationships, new thinking). </li></ul><ul><li>But Why ? </li></ul><ul><li>Ruby Star, the new logo, beckons viewers to enter the crystal world of Star Plus, making it come alive in their lives. </li></ul><ul><li>The Ruby Star is the beating heart of the channel, the heart of India – feminine, strong, full of energy and life. </li></ul><ul><li>The white hot swoosh, lit from within, represents inner strength and quest for fulfillment. </li></ul>
  4. 5. MARKETING MIX BRANDING THROUGH PRODUCT <ul><li>Star plus is a entertainment channel which is liked by most of the peoples. </li></ul><ul><li>Starplus show different programmes which catch the attension of large numbers of viewers. starplus telecast shows on family relationship,women power,entertainment etc. </li></ul><ul><li>Starplus telecast family drama such as Pratigya, Bidaai, Sasural Genda Phool. </li></ul><ul><li>Singing show-Voice of India. </li></ul><ul><li>Dancing show- Nach Baliye, Zara Nach Ke Dikha. </li></ul><ul><li>Earlier there was lots of comedy shows like Shararat, Tu Tu Main Main </li></ul><ul><li>Children shows like Sonpari, Shaka Laka Boom Boom </li></ul><ul><li>Fiction shows-Hatim </li></ul>
  5. 6. BRANDING THROUGH PRICE <ul><li>As we know that in the media industry it is not possible for setting up the price for its consumer or audience in such a manner which could be seen in other industry,hence forth we have tried to focus on the pricing strategy adopted by Star Plus for its advertisers. </li></ul><ul><li>Advertising contributes 65 % of the revenues generated. </li></ul><ul><li>While the rest 35 % comes from subscription. </li></ul><ul><li>RODP - Run of Day Part </li></ul><ul><li>ROS - Run of Schedule </li></ul><ul><li>. </li></ul>
  6. 7. <ul><li>How the pricing is been done ? </li></ul><ul><li>Rates are for 10 second spots. </li></ul><ul><li>Rates do not include sponsorship premiums. Sponsorship deals will be priced separately. </li></ul><ul><li>Excludes all taxes and levies but includes agency commissions. </li></ul><ul><li>Fixed Time/ Programme buys in RODP time bands will attract a premium of 25%. </li></ul><ul><li>Specials and Events will be priced separately. </li></ul>
  7. 8. THE GENERAL PRICING MODEL Week day’s Pricing (Monday – Friday)   0:00 1:00 Late night RODP 5,250       1:00 7:00 Overnight RODP 3,750     7:00 12:00 Morning RODP 22,500    12:00 19:00 Daytime RODP 67,500    Week End’s Pricing Saturday      13:00 16:00 Shanivaar Express 112,500      16:00 19:00 Shanivaar Express 337,500      Sunday 17:30 21:00 Ravivar Superhits 337,500       21:00 23:00 Zara Nach Ke Dikha 675,000     
  8. 9. BRANDING THROUGH PLACE With the revolution of cable connection in the mid 90’s Star Plus began to streech its feet among Pan India and with the new evolution of the DTH services its reach had became much more extensive.At present it is been broadcasted in the countries like Australia ,  Europe ,  Hong Kong , India ,  Middle East , New Zealand , Singapore ,  UnitedKingdom ,  Mauritius ,    United States and Canada . The Headquarters is located at Mumbai.
  9. 10. BRANDING THROUGH PROMOTIONS <ul><li>Recent campaign launched in September 2010,against sexual harassment of women-KAALI-EK AGNIPARIKSHA. </li></ul><ul><li>Launched an exclusive 3 minute commercial of KANSAI NEROLAC, </li></ul><ul><li>a range of eco-friendly paints. </li></ul>
  10. 11. ADVERTISING STRATEGIES ADOPTED FOR THE BRAND STAR PLUS <ul><li>The advertising strategies adopted by Star Plus are mainly </li></ul><ul><li>Outdoor advertisement </li></ul><ul><li>Event sponsorship </li></ul><ul><li>Transit advertising </li></ul><ul><li>Hoardings and bill </li></ul><ul><li>Product placement </li></ul>
  11. 12. Transit Advertising Out door Advertising
  12. 13. BRAND FRAMEWORK <ul><li>Core Brand aspect:- </li></ul><ul><li>-Highlighting on the core Brand essence of India’s tradation, Cultures & Customs </li></ul><ul><li>-All its programs are family oriented </li></ul><ul><li>-The theme ‘Ristha Wohi Soch Nayi’ with its new logo reveals how the brand has moved with the change of time keeping its core value unchanged </li></ul><ul><li>- Its current shows reveals newer themes like changes witnessed in the society, Women empowerment, Racial biasness,Rural youth aspiration,Young age romance and its tribulatons </li></ul><ul><li>-Newer shows like ‘Master Chef’, ‘Amul Chote Ustad’ that carries a much broader social message through a realty show platform </li></ul>
  13. 14. BRAND FRAMEWORK (CONTD ……) <ul><li>-Focusing on the aspect of customer nvolvement with the brand so as to enhance Brand elicitaton. </li></ul><ul><li>* </li></ul><ul><li>-A community in Facebook for better interaction with its viewers </li></ul>
  14. 15. BRANDING STRATEGIES <ul><li>A well designed IBP through the routes of ATL & BTL for brand promotion </li></ul><ul><li>“ The Channel will move from selling concept to Sharing concept” </li></ul><ul><li>Application of Flanking strategy </li></ul><ul><li>It advertises its programs of the next episodeto create curiosity </li></ul><ul><li>Assoscating itself with every Indian festival </li></ul><ul><li>Decorating their sets according to the festival themes </li></ul><ul><li>Broadcasting some of its popular TV shows during vacations </li></ul>