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CNTV 467 Future of Digital Media- TV World

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CNTV 467 Future of Digital Media- TV World

  1. 1. TV WORLD Kartik Shah | Rhea Shroff | Vincent Tsao | Melanie Yamamoto CNTV 467
  2. 2. 2 TV WORLD Bringing Western TV Shows to India Product • Value Proposition • Customers Operations • Key resources • Key partners Financials • Cost Structure • Revenues Marketing • 4 platforms
  3. 3. 3 India is moving online rapidly # of Unique Internet Users in India Sourced from newmediawatchtrend.com Users In Millions 250 200 133.1 150 100 50 0 2011 2012 2013 2014 2015 2016 2017 71% in cities vs. 29% in rural BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  4. 4. 4 Indian TV consumption is increasing Average daily TV viewing time Sourced from statista.com 160 Minutes per day 140 120 100 80 60 40 20 0 2009 2010 2011 2012 4-5% increase per year BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  5. 5. 5 Western TV shows are popular BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  6. 6. 6 No legal service to access latest episodes Shows 1 or 2 seasons behind BACKGROUND No Streaming Alternatives Piracy P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  7. 7. 7 Current competitive landscape Watching television set Pirated DVDs and Streams (poor quality) BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  8. 8. 8 TV WORLD Bringing Western TV Shows to India Product • Value Proposition • Customers Operations • Key resources • Key partners Financials • Cost Structure • Revenues Marketing • 4 platforms
  9. 9. 9 What’s our value proposition? We offer quality, convenient, and legal access to the latest and greatest in American and Western television offerings through an online streaming service. BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  10. 10. 10 What is the business model? Online Streaming • Computer platform Subscription Service • $10 per month • Unlimited access to content library 25-30 Shows Initially • The most recent episodes • Past episodes and seasons Two-Week Trial BACKGROUND • Encourage subscriptions P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  11. 11. 11 Target market Internet User •133.1 million Upper- and Middle-Class English Speaker Internet Users 27% 73% 18-34 Other Young (ages 18-34) BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  12. 12. 12 TV WORLD Bringing Western TV Shows to India Product • Value Proposition • Customers Operations • Key resources • Key partners Financials • Cost Structure • Revenues Marketing • 4 platforms
  13. 13. 13 How do we obtain our key resources? • Key Resources: Content Rights BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  14. 14. 14 Who are we working with? • Key Partners: BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  15. 15. 15 TV WORLD Bringing Western TV Shows to India Product • Value Proposition • Customers Operations • Key resources • Key partners Financials • Cost Structure • Revenues Marketing • 4 platforms
  16. 16. 16 How Much is it Going to Cost? • Total Investment (Initial) = $200 million Costs Licensing Fees = $180 million Website Development = $1 million Government Licenses = $4 million Marketing = $10 million Misc. Expenses = $5 million BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  17. 17. 17 Subscription cost- $10 per month • Need only 1.7 million 12-month subscribers to break-even out of the potential 97.1 million subscribers 2% 00 Subscribers needed to breakeven Potential Subscribers 98% BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  18. 18. 18 Making a profit in the first year • If we manage to get just 5% of the target demographic, we can make a profit of over… 50 million in the 1st fully operational year • As our revenues keep growing, we will put in more money towards licensing more shows BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  19. 19. 19 TV WORLD Bringing Western TV Shows to India Product • Value Proposition • Customers Operations • Key resources • Key partners Financials • Cost Structure • Revenues Marketing • 4 platforms
  20. 20. 20 Bidding for Google Adwords • Consumers use Google to search for content • Free trial mention BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  21. 21. 21 Tapping into social media • Facebook market in India is 3rd largest in the world • 2 out of 3 internet users in India access social media sites everyday BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  22. 22. 22 Distributing print material • Billboards • Newspapers • Flyers with the movie ticket BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  23. 23. 23 Airing commercials during shows • Approximately $12,000 for a 30 second spot in a top show BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  24. 24. 24 TV WORLD Bringing Western TV Shows to India Product • Value Proposition • Customers Operations • Key resources • Key partners Financials • Cost Structure • Revenues Marketing • 4 platforms
  25. 25. 25 Why not Netflix? • Netflix has 29 million subscribers in the US, but only 6 million in international markets • Poor international performance 0% 0% 17% 83% • Currently investing in original programming BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G Subscribers in the US International subscribers CONCLUSION
  26. 26. 26 Why are they not doing well internationally? Netflix uses a standardized model and does not cater to the unique needs of the different markets. BACKGROUND After expanding to so rapidly in such a short time, Netflix does not have resources to expand to India. P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  27. 27. 27 Why us? • We have done extensive market research to identify the needs of the target market. • Our product is designed to satisfy all these needs. BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  28. 28. 28 Important topics moving forward Platformization BACKGROUND Adding content 34-49 demographic P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  29. 29. 29 Timeline Licenses paid and rights obtained Create web site 5/31/2013 Begin soliciting licensing agreements 2013 May BACKGROUND Jun Jul Aug 4/1/2014 12/31/2013 Beta testing 2/1/2014 Raising money Sep Oct Nov Dec Launch 4/1/2014 10/1/2013 7/1/2013 Marketing Campaign Jan 2014 Feb Mar P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G Apr 2014 CONCLUSION
  30. 30. TV WORLD Kartik Shah | Rhea Shroff | Vincent Tsao | Melanie Yamamoto CNTV 467
  31. 31. 31 Appendix Financials Raising Money* Cost Structure Subscription & break even Profit Background India online users India TV consumption Popular Western TV shows Current access Current competitors Marketing Google Adwords Social media Print materials TV commercials Product Value proposition Business model Target market Conclusion Why not Netflix Netflix Internationally Why us Future topics Timeline Operations Licensing* Key resources Key partners APPENDIX
  32. 32. 32 Obtaining the licensing deals Pitching and Pestering • Use personal networks Only option is piracy • No one making money BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION
  33. 33. 33 How we can pitch to raise money 3 Yr Net Income Projection 1000 750 500 250 0 -250 2013 2014 2015 2016 -500 Demonstrating the ability to payback quickly BACKGROUND P R O D U C T | O P E R AT I O N S | F I N A N C I A L S | M A R K E T I N G CONCLUSION

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