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

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Brand Presentation - Aaj tak

  1. 1. BRAND PRESENTATION ON AAJ TAKPresenters : Tanisha Baigra Karan Chaudhari Neha Yadav
  2. 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. 3. THE EDGE Consumer insights as starting point Identify touch points for optimal communication using experimental point management Touch points are:
  4. 4. THE EDGE Alliance with The Syndicate, a group of North American creative boutiques Leverage on a wide array of digital media platforms
  5. 5. TV TODAY NETWORKA living media today company Twomajor news brands- Aaj Tak & Headlines today Created a loyal audience for advertisers Not just a content creator, but brand builder
  6. 6. TV TODAY NETWORK Established in 1998 In a decade India‟s foremost production house providing innovative & powerful content Started India‟s first video news magazine- Newstrack
  7. 7. AAJ TAK TVTN‟shalf 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. 8. AAJ TAK TVTN‟s flagship 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. 9. COMPETITORS NDTV India Star News IBN 7 Zee News India TV News 24
  10. 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. 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. 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. 13. POSITIONINGCurrent Positioning : “ Sabse Tez “ first to break the newsProposed Positioning: Credible and fastest
  14. 14. PROBLEM Lack of good serious content Becoming more of a general entertainment channel Nopenetration in the upper class segment
  15. 15. SOLUTIONS Improve the content Introduce new shows Change the current positioning Introduce new team
  16. 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. 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. 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. 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. 20. MARKET SHARE
  21. 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. 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. 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. 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. 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. 26. RESEARCH FINDINGS Dilution of news content, more „exciting information content‟ towards sensationalism Attracted non-core viewers increasing TVR Contentdoesn‟t build critical loyalty, resulting in switching on „current interesting news‟ Lacking business news
  27. 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. 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. 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. 30. MEDIA PLAN
  31. 31. May Jun July Aug Sep Oct Nov Dec Jan Feb Mar AprPR &SMEventOutd-oorPrintTVC
  32. 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. 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. 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. 35. CREATIVES
  36. 36. PRINT AD
  37. 37. OUTDOOR AD
  38. 38. OUTDOOR AD & PRINT AD
  39. 39. TVC SCRIPT „Bitoo ka kuta kho gaya hai‟ Celebrity fallen into a ditch Alien and monkey man fight
  40. 40. NEW LOGO

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