1. BRAND PRESENTATION
ON
AAJ TAK
Presenters : Tanisha Baigra
Karan Chaudhari
Neha Yadav
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. THE EDGE
Consumer insights as starting point
Identify
touch points for optimal
communication using experimental point
management
Touch points are:
4. THE EDGE
Alliance
with The Syndicate, a group of
North American creative boutiques
Leverage on a wide array
of digital media platforms
5. TV TODAY NETWORK
A living media today company
Twomajor news brands- Aaj Tak &
Headlines today
Created a loyal audience for advertisers
Notjust a content creator, but brand
builder
6. TV TODAY NETWORK
Established in 1998
Ina decade India‟s foremost production
house
providing innovative & powerful content
Started
India‟s first video news magazine-
Newstrack
7. AAJ TAK
TVTN‟s half 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. AAJ TAK
TVTN‟sflagship 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. COMPETITORS
NDTV India
Star News
IBN 7
Zee News
India TV
News 24
10. SWOT
Strength :
Great brand recall
No1 for past 10 years
Masses prefer it
Weakness :
Weak content
No main news anchors
For serious news people switch on to
English news channels
11. Opportunities :
Introduce new team
Introduce new shows
Stress more on serious news and less
on general entertainment news
Threats :
Preference of english news channels
over hindi news channels
Competitors
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
14. PROBLEM
Lack of good serious content
Becoming more of a general
entertainment channel
Nopenetration in the upper class
segment
15. SOLUTIONS
Improve the content
Introduce new shows
Change the current positioning
Introduce new team
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. 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. 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. 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)
21. MARKET SHARE
16.3%
IBN 7
Zee News
India TV
Aaj Tak
Star News
NDTV India
13.2 % News 24
Others
TAM, Market Share (%), CS15-44 Yrs, Wk-28’10
– 31’10, 0600-2400 hrs
22. MARKET SHARE (DELHI)
16.4%
IBN 7
India TV
Zee News
Aaj Tak
14.8 Star News
Ndtv India
Others
TAM, Market Share (%), CS15+ Yrs,
Wk-31, 0600-2400 hrs, Delhi
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. 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. RESEARCH FINDINGS
In & out of channels fast
Factors for low viewership-
1. Monotony in content
2. Further fragmentation within news
3. Lesser GEC show slots
26. RESEARCH FINDINGS
Dilution
of news content, more „exciting
information content‟ towards sensationalism
Attracted non-core viewers increasing TVR
Content doesn‟t build critical loyalty, resulting
in switching on „current interesting news‟
Lacking business news
27. SUGGESTIONS
Visuals are important
Everything is red, very frivolous
Tickers:
1. Too many
2. Must be relevant
3. One on top, two at the bottom
28. SUGGESTIONS
Screen:
1. Very gloomy
2. Lurid colors, use sober colors for serious news
effect
3. Doesn‟t change during ads
Set needs to be revamped
Prime time should be utilized wisely
29. SUGGESTIONS
Panel, need more of a debate
Financial programs needed
Anchor should be more energetic
Lifestyle programs
Source some international news, Reuters etc.
31. May Jun July Aug Sep Oct Nov Dec Jan Feb Mar Apr
PR &
SM
Event
Outd-
oor
Print
TVC
32. BUDGET
:-
Fees Rs 30,50,000
Print:-
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. 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
55,00,000
TVC :-
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. 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