Indian TV Channels’ Market

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Indian TV Channels’ Market

Indian TV Channels’ Market

  1. 1. News Channels’ Market Proposal for Marketing & Branding for Hindi News Channel
  2. 2. Growth of the News Segment  Entry of Corporate Giants in the segment. Reasons for Growth  Technological Advancements.  Increase in disposable income.  Shifting Interest of the Indian Viewers & also the increasing awareness.
  3. 3. What Indian Viewers Want?  Indian viewers somehow are bored of usual unending family (Saas-Bahu) drama on different entertainment channels like : Star, Zee, Sony etc.  Change is the phenomenon of life and so is the TV/Media industry & viewers looking for, which they find in news channels (as every day there is something new on it providing variety to all.)
  4. 4. …continued  According to market survey, market-orientation & road- map of media planners, future of Indian TV lies in 3 terms: 1. Live- Events. 2. Realty Television. 3. Interactive TV.  News is very aggressive in terms of above 3, thus becoming the driver of broadcasting. Though, Realty TV is the main source of entertainment of the entertainment segment but news channels is the main driver/flagship of it.
  5. 5. Why investments in News Channels increasing?  Information media is considered to be most powerful media & so is the News Channel.  Liberal Investment/ FDI policies (26% FDI allowed in News segment) & Govt. Support to the segment.  As many as 33 broadcasters have been given new licenses to beam channels especially on news and current affairs & several applications for the same are under process.  Shift of interest of Indian viewers from other entertainment channels to News Channels.  Increasing Revenue of the Hindi News Segment.
  6. 6. News Channels’ Market  The number of news channels (on air) has gone up to in last few years.  Of the total FDI inflow in Entertainment & Media, appx. 60% belongs to News segment only & rest belong to entertainment (sports, music etc.)  Of the total ad revenue, English and Hindi news channels account for Rs. 1,217 crore.  The ad revenue for new channel (news) is growing at a rate of 18-20% annually.  But, still there is no vernacular news channels serving exclusive political, sports, business, lifestyle content....
  7. 7. Relative Market Share (in %) of various Hindi News Channels Aaj Tak India TV Star NewsZee News IBN 7 NDTV India News 24 TEZ Samay (Voice Of India) VOI Live India India News * Source: TAM- (TVR) Report, 34th week for HSM.
  8. 8. Relative Market Share by various Hindi News Channels Total Hindi News channels Market The top 7 Hindi News Channel (in total) contain appx.83.4% Share of the total HSM. The remaining share, i.e. appx. 16.5%, belong to other news channels such as: TEZ (Aaj Tak), VOI (Voice Of India), Samay, India News, etc.
  9. 9. Market Share of other popular channels… The above chart represent the share (in approximation) of other popular channels of the remaining (appx. 20%) HSM market. TEZ 27% Samay 25% VOI 18% Live India 16% India News 10% Others 4% TEZ Samay VOI Live India India News Others
  10. 10. Advertising in the industry…  The no. of advertisers on TV grew by 29% in the span of 5 yrs.  The no. of brands advertised by these advertisers grew more than 23% in last few years.
  11. 11. News Channels & Branding  What is a Brand? Brand is basically a name that refers to the product/service of a particular manufacturer/company/service provider & helps to differentiate them from the competitors.
  12. 12. Why branding necessary?  Branding can build stable, long-term demand for the channel amongst the viewers & the advertisers.  Branding can add value to the services or the information provided by the channel.  Branding can promote customer loyalty & strengthen the enduring relationship with the customers.  Branding protects against the growing competition.  Branding helps to differentiate from the aggressive competitors by strengthening the barriers to entry.
  13. 13. How to develop a channel as a Brand?  A Grand Launch of the Channel (incase of new channel).  A proper visibility/reach of the channel.  Qualitative programs & information.  Cross-Channel Advertising, i.e., advertisement of a channel through other entertainment & news channels. For Instance:UTVi ( news channel) & Colors (an entertainment channel) have given ads on several other Entertainment & News channels to spread awareness among viewers.  Regular PR Efforts by the channel.
  14. 14. … continued  Massive Advertising through various other media be it print or mural media/ OOH (Out Of Home). For Example: Aaj Tak, Star News, News 24, Zee News, NDTV India etc. have been using other media too for their branding & promotion.  Promotional programs/contests need to be done for branding.  Promotion by the Specialists/Consultants (of various sectors like Finance, News etc.).  Frequent participation in Conferences/ Seminars & Meetings. For Instance: All the top channels like IBN 7, Aaj Tak, NDTV India, Star News etc. have been doing the same to secure their places in market.
  15. 15. Top Brands in HSM ( At Glance)  The top 7 Hindi News Channels in the Hindi Speaking Market (HSM) are as follows:  Aaj Tak.  India TV.  Star News.  IBN 7.  Zee News.  NDTV India.  News 24.  These 7 channels holds more than 80% of the HSM & rest belong to other channels.  Other Popular Hindi News Channels in Hindi Speaking Market (HSM) are : VOI( Voice Of India), India News, TEZ ( Aaj Tak), Samay, Live India, India News, etc. These channels together hold even less than 20% of the market share of HSM. * Source: TAM- (TVR) Report, 34th week for HSM.
  16. 16. Status Report of top Hindi News Channels. (Graph representing Reach) Day & Prime Time Day & Prime Time India TV Day & Prime Time Star News Aaj Tak IBN 7 Day & Prime Time Zee News Day & Prime Time NDTV India Day & Prime Time News 24 Day & Prime Time * Source: TAM- (TVR) Report, 34th week for HSM. 16000 14000 12000 10000 8000 Reach (in 000) 17011 11765 15168 10076 14600 10020 12304 7663 12315 7346 10507 6383 9599 5596
  17. 17. Status Report of top Hindi News Channels. (Graph representing Time Spending) Day & Prime Time Day & Prime Time India TV Day & Prime Time Star News Aaj Tak IBN 7 Day & Prime Time Zee News Day & Prime Time NDTV India Day & Prime Time News 24 Day & Prime Time * Source: TAM- (TVR) Report, 34th week for HSM. 14:00 11:00 08:00 05:00 02:00 Time Spending (in MM:SS) 12.41 05.08 11.48 04.46 11.23 04.48 06.53 02.36 07.22 02.52 04.56 01.57 04.40 01.41
  18. 18. Status Report of top Hindi News Channels. (Graph representing TVR) Day & Prime Time Day & Prime Time India TV Day & Prime Time Star News Aaj Tak IBN 7 Day & Prime Time Zee News Day & Prime Time NDTV India Day & Prime Time News 24 Day & Prime Time * Source: TAM- (TVR) Report, 34th week for HSM. 0.30 0.25 0.20 0.15 0.10 Television Rating 0.18 0.27 0.17 0.25 0.16 0.25 0.10 0.14 0.11 0.15 0.07 0.10 0.07 0.09
  19. 19. Current Scenario & Status Report for Top Hindi News Channels.  Aaj Tak stands on top in both Day Part & Prime Time in Hindi Speaking Market.  India TV & Star News stand on 2nd & 3rd position in both Day & Prime time in HSM.  Zee News in Day Part & IBN 7 in Prime Time is on the 4th position in HSM.  IBN 7 in Day Part & Zee News in Prime Time stand on the 5th position in HSM.  NDTV India & News 24 remains on 6th & 7th position in both Day & Prime Time in HSM.
  20. 20. Other Popular Hindi News Channels HSM (Graph representing Reach) Voice Of India (VOI) 6775 TEZ ( Aaj Tak) 7072 India News 1813 * Source: TAM- (TVR) Report, 34th week for Hindi Speaking Market. Reach (in 000) Live India 6760 Samay 8606 2000 4000 6000 8000 10,000 4183 Day & Prime Time Day & Prime Time Day & Prime Time Day & Prime Time Day & Prime Time 5120 4200 3771 933
  21. 21. Other Popular Hindi News Channels HSM (Graph representing Time Spending) Voice Of India (VOI) 03.02 TEZ ( Aaj Tak) 03.20 India News 00.33 * Source: TAM- (TVR) Report, 34th week for Hindi Speaking Market. Time Spending (in MM:SS) Live India 02.28 Samay 03.58 00.30 01:30 02:30 03:30 04:30 01.12 Day & Prime Time Day & Prime Time Day & Prime Time Day & Prime Time Day & Prime Time 01.23 01.09 00.51 00.11
  22. 22. Other Popular Hindi News Channels HSM (Graph representing TVR) Voice Of India (VOI)TEZ ( Aaj Tak) India News * Source: TAM- (TVR) Report, 34th week for Hindi Speaking Market. Television Rating Live India Samay 0.02 0.05 0.08 0.11 0.14 0.06 Day & Prime Time Day & Prime Time Day & Prime Time Day & Prime Time Day & Prime Time 0.07 0.06 0.05 0.01 0.06 0.05 0.04 0.04 0.01
  23. 23. Thank You Prepared By : Parul Gupta

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