A value proposition canvas of Republic TV's position in the market as compared to substitutes and other channels- created for a college assignment

1. REPUBLICTV
SAVANNAH PATEL
TYBMM
27th August 2020

2. OVERVIEW
Company:
Product:
Ideal Customer:
ARG OUTLIER MEDIA'S REPUBLIC TV
INDIAN NEWS CHANNEL
RIGHT WING, POLITICAL
ENTHUSIASTS

3. CUSTOMER
SUBSTITUTES
Newspapers: Higher
amount of compiled
information
Social media: Easily
accessible, not news
heavy, entertaining
Digital news channels:
Quicker news that is
more accessible

4. NEEDS ACCURACY
Due to low attention spans, consumers
want news that is interesting and able to
keep them hooked. Highly dramatised
content that makes them want to 'act'
GOVERNMENT QUESTIONING
Consumers are upset, they need to news to
challenge society/political wrong doings.
Need for justice.
FAST AND ACCESSIBLE
With data coming in from everywhere,
consumers need news that is accessible
and current. Old news is irrelevant news.
CUSTOMER

5. WANTS
ENTERTAINMENT
When watching news, consumers are
looking to see content that will excite them.
They don't want to view news as a chore.
SOMEONE TO FOLLOW
Consumer's desire to be aspirational draws
them to strong personalities with linguistic
abilities. want someone to believe in.
CONTEMPORARY PATRIOTISM
Modern seeming personality that exposes
'anti-Bharatl' perpatrators and preaches
nationalism and oneness.
CUSTOMER

6. FEARS MUST ALIGN WITH IDEOLOGY
Today's consumer doesn't want to hear
about what they don't already believe in.
Opinions are pre-decided, they only want
their political beliefs to be strengthened.
NOT AUTHENTIC
Understanding propaganda, they fear that
news will be fake and require stands to be
taken in order to believe in reports.
BORING/ REPITITIVE
Access to a lot of information has left less
space for new content and people don't
want to see the same info everywhere.
CUSTOMER

7. Product

8. HOST PERSONALITY
Renowned journalist who is
highly opinionated. Strong and
commanding personality.
NON-NEUTRAL
Highly pro-national stand
taking news. Based on a single
ideology.
DEBATE STRUCTURE
Controversial style results in
innovative news going beyond
'secular VS communal' talk.
HIGH DISTRIBUTION
available on multiple DTH, OTT
and cable TV networks. Highly
accessible.
FEATURES

9. HARD HITTING
STORIES
The channels blustering style
combined with its choice of
reports strike a chord.
SEEN AS CREDIBLE
Its hyper nationalist stance
conveys that the channel is
constant and unswayed in what
it wants to say, hence is true
YOUNG OUTLOOK
Turning traditional reporting into
contemporary formats.
Encompassing modern thoughts
while calling for action.
HIGH AVAILABILITY
Due to its distribution, Republic TV
acquires prime TV slots and is
available at audience receptive
hours.
BENEFITS

10. ENTERTAINED
One wants to watch more and
is not bored by listening to the
same news over and over.
ASPIRATIONAL
offers something to believe in,
a hope of what India will be
like, a sense of belonging
ENERGISED
Consumers feel pumped up
with adrenaline and energised
to 'act'
REPRESENTED
From its tagline to availability,
it says that it is the voice of
anyone who is 'Bharati'
EXPERIENCE

11. AFTER 3 HOURS OF
REASEARCHING
ABOUT REPUBLIC TV...
THANK YOU.