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Delhi School of Communication - Brand Activation


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Delhi School of Communication - Brand Activation

  1. 1. BRAND PRESENTATION ON <ul><li>‘ Balaji Telefilms Ltd.’ </li></ul><ul><li>By- Group VI </li></ul><ul><li>Ishita Dey </li></ul><ul><li>Nidhi Bharti </li></ul><ul><li>Vikram Mahajan </li></ul>
  2. 2. Balaji Telefilms Ltd. <ul><li>Came into being on November 10, 1994. </li></ul><ul><li>Headed by Mr. Jeetendra Kapoor who has extensive experience in the media and entertainment industry. </li></ul><ul><li>Engaged in the development and production of multi lingual and multi genre entertainment softwares for various T.V channels . </li></ul>
  3. 3. Cont. <ul><li>Strong brand acceptance and recognition amongst industry and consumers. </li></ul><ul><li>Maintains a program library of over 1,303 hrs of T.V software consisting of various portfolios. </li></ul>
  4. 4. The core objective of Balaji <ul><li>To act as Producers, Distributors, Exhibitors, Exploiters, Traders, Exporters and Importers of Television Films and Serials, Video Films, Motion Pictures, Feature Films, Documentaries… </li></ul><ul><li>… Recording of Programs on any Disc, Tape, perforated media or other </li></ul>
  5. 5. Cont. <ul><li>information storage device in colour or otherwise in Black and White and engage in business incidental here to. </li></ul>
  6. 6. Professional management <ul><li>Production- Mrs. Shobha Kapoor, MD and CEO supported by Chief Operating Officer and General Managers and two Branch Heads for Chennai and Bangalore. </li></ul><ul><li>Creative- Ms. Ekta Kapoor assisted by 8 Creative Heads and 15 Executive Producers. </li></ul><ul><li>Finance and Corporate Affairs- Mr. Ajay Patadia, President; </li></ul>
  7. 7. Cont. <ul><li>Corporate Affairs & Mr. V. Devarajan, Chief Financial Officer supported by Asst. V.P(finance) and managers. </li></ul><ul><li>Marketing- Mr. Rajesh Pavithran, Chief Operating Officer supported by teams across Delhi, Chennai and Bangalore. </li></ul>
  8. 8. Resources available <ul><li>Human Resource </li></ul><ul><li>A team of young and dynamic professionals </li></ul><ul><li>Total employee strength of 123 </li></ul><ul><li>Existing Library </li></ul><ul><li>Over 1,303.50 hours of library content </li></ul><ul><li>Daily soaps- 1146.50 hours </li></ul>
  9. 9. Cont. <ul><li>Sitcoms- 53.50 hours </li></ul><ul><li>Children programs- 45.50 hours </li></ul><ul><li>Others- 58 hours </li></ul><ul><li>Technology </li></ul><ul><li>Cameras, recorders, sound recording equipment, mikes, lights, reflectors, trolleys, cranes, generators. </li></ul><ul><li>State-of-the-art analog & digital </li></ul>
  10. 10. Cont. <ul><li>cameras, imported SRGB lights. </li></ul><ul><li>Special suites for graphics, animation and special effects, content software tapes etc. </li></ul>
  11. 11. The Market-Indian Entertainment Industry <ul><li>AN OVERVIEW </li></ul><ul><li>The televised Media Industry comprising of television broadcasting, cable television and the television software industry will determine the future direction and growth. </li></ul>
  12. 12. Cont. <ul><li>Television broadcasting </li></ul><ul><li>Direct-to-home mode through satellite broadcasting services. </li></ul><ul><li>Cable television </li></ul><ul><li>Consolidation stage with large cable operators like Siticable, Asianet setting up their integrated networks resulting in; </li></ul>
  13. 13. Cont. <ul><li>Up gradation of technology, popularity of satellite channels, increase in delivery capabilities and meeting the viewer preference. </li></ul><ul><li>Increased no. of small cities as potential market for operators. </li></ul>
  14. 14. Cont. <ul><li>Television software </li></ul><ul><li>The sheer growth in the no. of channels has resulted in an exponential growth of demand for television software. </li></ul><ul><li>Increasing focus of the private channels on the vast, latent and untapped potential of viewership. </li></ul>
  15. 15. Cont. <ul><li>Preferences of Indian audiences for the native language programs have increased the demand for regional programs. </li></ul><ul><li>Non resident Indian population and popularity of Indian programs overseas. </li></ul>
  16. 16. Balaji Telefilms- Channel driving programs…
  17. 20. Undisputed Leadership…
  18. 22. Diversified channel presence…
  19. 24. Balaji SWOT Analysis…
  20. 25. Strengths <ul><li>Twelve years’ experience in producing all genres of TV content. </li></ul><ul><li>Promoters associated with the media industry for more than 3 decades. </li></ul><ul><li>Knowledgeable and experienced board. </li></ul><ul><li>A team of Executive Producers to create quality content. </li></ul>
  21. 26. Cont. <ul><li>A library of owned programs with re-run value. </li></ul><ul><li>Skilled in-house airtime marketing expertise. </li></ul><ul><li>Relationship with broadcasters on different platforms. </li></ul>
  22. 27. Cont. <ul><li>Relationships with the top advertising spenders in India. </li></ul><ul><li>Presence in both markets- hindi as well as regional. </li></ul>
  23. 28. Weakness <ul><li>Yet to develop its presence on regional platforms other than south Indian. </li></ul><ul><li>Lack of adequate resources for propelling full fledged growth. </li></ul><ul><li>Not invested much in in-house production equipment and hardware. </li></ul>
  24. 29. Opportunities <ul><li>Expected growth in TV ad-spend. </li></ul><ul><li>Cable and satellite channels are proliferating, providing alternative platforms. </li></ul><ul><li>DTH will provide new opportunities for content providers. </li></ul><ul><li>Growing international markets for Indian content. </li></ul>
  25. 30. Cont. <ul><li>Internet provides opportunities for showcasing and distributing content. </li></ul><ul><li>Value addition will form new digital technology. </li></ul>
  26. 31. Threats <ul><li>Change in viewing habits of the Indian people. </li></ul><ul><li>Competition from other content providers. </li></ul><ul><li>Piracy of creative ideas and concepts. </li></ul><ul><li>Shift in sponsorships. </li></ul><ul><li>Policy changes by Doordarshan and Government authorities. </li></ul>
  27. 32. Cont. <ul><li>Technology shifts which may involve expensive retaining of talent. </li></ul><ul><li>Emergence of large content corporates through industry consolidation. </li></ul>
  28. 33. The Business Flow…
  29. 34. Diversified Business Model <ul><li>Across Program -20 programs on air. No program accounts for over 15% of revenues. </li></ul><ul><li>Channels - Program supply to key broadcasters: Star, Sony, Zee, Gemini, Udaya, Sahara (next, Sun). </li></ul><ul><li>Genres - Family Drama, Thriller, Comedy, Children programs. </li></ul>
  30. 35. Cont. <ul><li>Languages - Hindi, Tamil, Telugu, Kannada (next, Malayalam). </li></ul><ul><li>Forms of Content supply - Daily / Weekend (next, Television movies). </li></ul><ul><li>Time Bands - Programs run across time bands like afternoon and evening prime time (next, morning). </li></ul>
  31. 36. Suggested Future Strategies <ul><li>Strengthening Sponsored Programming </li></ul><ul><li>More programs on Udaya T.V and Gemini T.V. </li></ul><ul><li>Entry into Tamil Nadu, Kerala and West Bengal markets. </li></ul><ul><li>Further penetration into Doordarshan network . </li></ul>
  32. 37. Cont. <ul><li>Exploitation of software library </li></ul><ul><li>Expanding prime time slots </li></ul><ul><li>7:00 p.m. to 8:30 p.m.and 11:30 p.m. to 12:00 on main line channels </li></ul><ul><li>Tapping overseas media market. </li></ul>
  33. 38. Cont. <ul><li>Expanding satellite channel presence </li></ul><ul><li>More programming for Star, Sony, Zee and Sahara T.V. </li></ul><ul><li>Small budget movies. </li></ul><ul><li>A balanced mix of programs in sponsored and commissioned category, </li></ul>
  34. 39. Cont. <ul><li>to optimize its risk-revenue profile. </li></ul><ul><li>To diversify further into other regional market. </li></ul><ul><li>To improve production efficiencies and economies of scale & to improve the operating margins by investing in studios, production and post production equipments. </li></ul>
  35. 40. Cont. <ul><li>To increase focus on tapping export and remake opportunities. </li></ul><ul><li>To tap web casting opportunities- putting software on internet. </li></ul><ul><li>Investment in R&D along with creative conceptualization. </li></ul>
  36. 41. Balaji Telefilm’s Financial Year ’04 Update…
  37. 43. The Story So Far… <ul><li>Balaji is the largest fiction based content producer in India. </li></ul><ul><li>Multi-lingual programming. </li></ul><ul><li>Presence across premier channels. </li></ul><ul><li>Content strength: </li></ul><ul><li>62 shows of quality viewing per week </li></ul><ul><li>14 Balaji shows featuring in Top 20 shows in hindi satellite channels </li></ul>
  38. 44. Cont. <ul><li>Produced over 52 serials of different genre, translating into over 5200 hrs (around 10400 episodes of ½ hr) of programming. </li></ul><ul><li>A library of over 3000 hrs of programming. </li></ul>
  39. 45. The Success Strategies… <ul><li>Identification of right concept at right time. </li></ul><ul><li>Focus on Indian blend and women strata. </li></ul><ul><li>Focus on daily soaps. </li></ul><ul><li>Right mix of programs on DD and private channels. </li></ul>
  40. 46. Cont. <ul><li>Right mix of hindi and regional programs. </li></ul><ul><li>Restricting core competence to television software production and no dalliances with non core activities. </li></ul>
  41. 47. Mass Media For Balaji <ul><li>Owing to the nature of services provided, the Balaji communication process is largely restricted to Business to Business. </li></ul><ul><li>The target audience for this communication is: </li></ul><ul><li>Primary: Television Channel Heads, Investors etc. </li></ul>
  42. 48. Cont. <ul><li>Secondary: The viewers; comprising of teenagers, housewives, and a certain category of the male population. </li></ul><ul><li>Thus the communication for Balaji would largely comprise of </li></ul><ul><li>Public Relation activities </li></ul>
  43. 49. Cont. <ul><li>Events </li></ul><ul><li>Sponsorships </li></ul><ul><li>Outdoor Media like hoardings </li></ul><ul><li>Social Advertisements for television </li></ul><ul><li>Promotional films/ Documentaries </li></ul>
  44. 50. The Media Plan…
  45. 51. Public Relations <ul><li>Location : Delhi and Mumbai </li></ul><ul><li>Month : May-June, 2006 </li></ul><ul><li>Procedure : Articles in production journals and financials </li></ul>
  46. 52. Sponsorships <ul><li>Event 1 : Abby Awards </li></ul><ul><li>Location : JW Marriott, Mumbai </li></ul><ul><li>Month : December 2006 </li></ul><ul><li>Duration : 2 days </li></ul><ul><li>Approx. Cost : Rs. 1,00,00,000 </li></ul>
  47. 53. Cont. <ul><li>(Part Sponsorship) </li></ul><ul><li>Event 2 : AIDS fund raising event </li></ul><ul><li>Location : India Gate, Delhi </li></ul><ul><li>Month : January 2007 </li></ul><ul><li>Approx. Cost : Rs. 15,00,000 </li></ul>
  48. 54. Outdoor- hoardings <ul><li>(Before launch of a new show) </li></ul><ul><li>Hoarding size : 10’20’ </li></ul><ul><li>Location : Gurgaon and Mumbai (prime locations) </li></ul><ul><li>Month : February 2007 </li></ul><ul><li>Duration : 1 month </li></ul>
  49. 55. Cont. <ul><li>Gurgaon </li></ul><ul><li>1 hoarding per week = Rs. 50,000 </li></ul><ul><li>10 hoardings per month = Rs. 20,000,00 </li></ul><ul><li>Mumbai </li></ul><ul><li>1 hoarding per week = Rs. 2,000,00 </li></ul><ul><li>10 hoardings per month = Rs. 80,000,00 </li></ul>
  50. 56. Social Advertisements <ul><li>Social ad production – Girl Child Welfare </li></ul><ul><li>Channels : NDTV India, Star Plus, Sony, and Doordarshan </li></ul><ul><li>Duration of ad : 10 secs </li></ul><ul><li>Duration of campaign : Twice a week for each channel from June – September 2006 </li></ul>
  51. 57. Cont. <ul><li>1 ad once a week, per channel : Rs. 50,000 </li></ul><ul><li>For twice a week : Rs. 1,00,000 </li></ul><ul><li>For 1 month : Rs. 4,00,000 </li></ul><ul><li>For 4 months : Rs. 16,00,000 </li></ul><ul><li>Thus, for 5 channels : 16,00,000 X 5 </li></ul><ul><li>= Rs. 80,00,000 </li></ul>
  52. 58. Promotional Film For Balaji <ul><li>In house film covering technical and creative finesse of Balaji Telefilms, to be forwarded to various channel CEOs. </li></ul><ul><li>15 mins. film shot with in- house equipment : Rs. 2,00,000 </li></ul>
  53. 59. The Sum Total <ul><li>Thus, total spends from Rs. 3 crores : </li></ul><ul><li>Sponsorships = 100,00,000 + 15,00,000 </li></ul><ul><li>Hoardings = 20,00,000 + 80,00,000 </li></ul><ul><li>Social ad = 80,00,000 </li></ul><ul><li>Promotional film = 2,00,000 </li></ul><ul><li>Sum Total = Rs. 2,97,00,000 </li></ul><ul><li>Remaining Amount = Rs. 3,00,000 </li></ul><ul><li> </li></ul>
  54. 60. Acknowledgements <ul><li>The Delhi School of Communication </li></ul><ul><li>Prof. Ramola Kumar; Dean, DSC </li></ul><ul><li>Ms. Shalini Singh; Business Executive- Maxus </li></ul><ul><li>Mr. Manasvi Rasgotra; Project Director – Nestle </li></ul><ul><li>Mr. Ashish Dutta; Consultant </li></ul>
  55. 61. Cont. <ul><li>Mr. Pradeep Aeri; Director- Aeri Creatives </li></ul><ul><li>Team Members </li></ul>
  56. 62. Leveraging communication to provide marketing solutions. Thank You ! 187, DDA SFS, POCKET 1 & 2, SECTOR-3 ,DWARKA, NEW DELHI-110075 (INDIA) TEL:(091-11)-25086201, 25086202 e-mail:
  57. 63. Over To You…