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It was made for a class presentation on Services Marketing. Focuses on Entertainment as a service industry.

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  1. 1. Entertainment is an action, event or activity that aims to amuse and interest an audience. It is the audience that turns a private recreation or leisure activity into entertainment. The audience may have a passive role, as in the case of persons watching a play, opera ,television show or film; or the audience role may be active, as in the case of games. 
  2. 2. Forms of Entertainment Music Games/Sports Literature Comedy Performance Storytelling Theatre Cinema Dance Animals Circus Magic Shows Street Performances Parades/Carnivals/Fetes Fire Work Magazines Book Reading
  3. 3. 1. Outdoor Entertainment(a) Games & Sports - Games are played for entertainment - sometimes  purely for entertainment, sometimes for achievement or reward as well.  They can be played alone, in teams, or online; by amateurs or by  professionals.Types of games – Board Games, Ball Games, Card Games,  Tabletop Games. Sporting competitions have always provided entertainment for crowds. To  distinguish the players from the audience, the latter are often known as  spectators. Developments in stadium and auditorium design, as well as in  recording and broadcast technology, have allowed off-site spectators to  watch sport, with the result that the size of the audience has grown ever  larger and spectator sport has become increasingly popular. Two of the  most popular sports with global appeal are association football and cricket.(b)  Performances - Live performances before an audience constitute a major  form of entertainment, especially before the invention of audio and video  recording. Performance takes a wide range of forms, including theatre,  music and drama. Opera is an example of a performance style that  encompass all three forms, demanding a high level of musical and  dramatic skill, collaboration and production expertise as well. Famous genres – celebrity shows, fashion shows, cultural events.
  4. 4. (c) Theatre - Theatre performances, typically dramatic or musical, are  presented on a stage for an audience. Examples of theatre performances  – skit, drama, mime, mad ads, mono acting etc.(d) Fetes/ Fairs - Fairs and exhibitions have existed since ancient and  medieval times, displaying wealth, innovations and objects for trade and  offering specific entertainments as well as being places of entertainment  in themselves. E.g. – Carnival at Rio, Various trade fairs, tourism fairs etc.(e) Fireworks - Fireworks are a part of many public entertainments and have  retained an enduring popularity since they became a "crowning feature of  elaborate celebrations" in the 17th century. First used in China, classical  antiquity and Europe for military purposes, fireworks were most popular in  the 18th century and high prices were paid for pyrotechnics, especially the  skilled Italian ones, who were summoned to other countries to organise  displays.(f) Circus - A circus is a special form of theatrical performance that involves  acrobatics and often performing animals. It is usually thought of as a  travelling show, but permanent venues have also been used.
  5. 5. (g) Magic Shows - Magic, often called stage magic or conjuring, is a form of performance entertainment that relies on deception, psychological manipulation, sleight of hand and other forms of trickery to give an audience the illusion that they a performer can achieve the impossible. Magic is done in a variety of media and locations: on stage, on television, in the street, and live at parties or events. Showmanship is often an essential part of magic performing, and magic is often combined with other forms of entertainment, such as comedy or music.(h) Street Performances - Street performance or "busking" is a form of performance that has been meeting the publics need for entertainment for centuries. Some historical European performers were called minstrels or troubadours. The art and practice of busking is still celebrated at annual busking festivals.
  6. 6. 2. Print EntertainmentThe Indian print media industry is expected to grow by 9.6 per cent over the period 2010-15.The print industry is expected to grow from Rs 128 Billion in 2006 to Rs 232 Billion by 2011, at 12.6% Compounded Annual Growth Rate. While the newspaper industry is estimated at Rs 112 Billion, the magazine segment is valued at Rs 16 Billion.  Much of the entertainment and media segments are now focusing on growth in regional areas and smaller towns.  Regional papers give advertisers access to localized populations and their niche target audience, difficult to do via national broadcast media. Newspapers have realized value and have gone one step further and have launched area specific newspapers. Magazines have not been at their best performance in past few years. However, niche magazine are doing well and is expected to show positive growth.
  7. 7. 3.TELEVISION INDUSTRY• Television is one of the major mass media of India and is a huge segment of entertainment industry and has thousands of national , regional , and local Programs in all the states of India.• Television services were separated from radio in 1976. In 1982 , color TV was introduced in the Indian market. At that time there was only one national channel Doordarshan, which was government owned.• As of 2011 ,the country has a collection of free and subscription services over a variety of distribution media , through which there are over 515 channels and 150 are pay channels.
  8. 8. FACTS• According to Pioneer Investcorp, the Indian cable industry is worth 270 billion (US$4.91 billion) and is the third largest in the world after television in the Peoples Republic of China and television in the United States.• The number of TV homes in India grew from 120 million in 2007 to 148 million in 2011. Cable reaches 94 million homes with 88 million analog connections and 6 million digital ones, while DTH has commanded 41 million subscribers.
  9. 9. DIFFERENT TYPES OF TELEVISION BRAODCASTING• Cable television• Over-the-air and free-to-air TV ( free with no monthly payments while Cable)• DTH, and IPTV (require a monthly payment that varies depending on how many channels a subscriber chooses to pay for.)• Conditional Access System CAS or conditional access system, is a digital mode of transmitting TV channels through a set-top box (STB). The transmission signals are encrypted and viewers need to buy a set-top box to receive and decrypt the signal. The STB is required to watch only pay channels. Channels are usually sold in groups or a la carte. All television service providers are required by law to provide a la carte selection of channels.
  13. 13. MARKETING OBJECTIVES• To drive sampling for the time slot and build reach in the shortest possible time• To grow channel share in terms of average TVRs as well as Audience Preference Indexes• To get into the top ranked shows on Indian Television• To create hype around the launch in a manner as non- conventional as the serial• To break the mould in terms of positioning of the serial and thus the channel
  14. 14. BUSINESS CHALLENGE• High profile attempts to regain lost audiences  among competitors.• To provide intelligent and innovative  entertainment to its viewers .• High competition to buy broadcasting rights .• Reasonable prices offering to get more  advertisement for revenue maximization.
  15. 15. 4. Film/Cinema“And in my opinion, entertainment in its broadest sense has become a necessity rather than a luxury in the life ...” - Walt Disney
  16. 16. Journey so Far• Raja Harishchandra (1913) – By Dada Saheb Phalke was the first silent feature film made in India• Alam Ara (1931) – The first Indian sound film• The famous Bombay Talkies came up in 1934• Oscars Nomination (1957) – First official entry to Orcars Mother India• Oscar For Lifetime Achievement Styajit Ray 1992
  17. 17. Stats• Revenue (estimated)- 60,000 Crore INR• 14 million Indians go for a movie everyday• Over 800 films churned out every year• Costliest film Robot, 150 crore• Total jobs created 1.8 million• 1400 multiplex screens in India
  18. 18. Servuction SystemService Delivery System (Visible) -•People interacting during purchase of tickets and eatables•Counter•Environment-1) Maintenance before each show2)Food comes to your seat3)Seating arrangement and comfort ability4)Parking5)ATM not working, credit card not accepted6)Checking tickets after the show has started, torch man7)People talking on phones8)Disgusting Comments
  19. 19. Service Operations SystemsTechnical Core•Sound Engineer•Facility Maintenance (Repairs )•Cooling Solutions•Other Staff
  20. 20. Multiplex Players• PVR• INOX Leisure• Fame• Adlabs Reliance Big Cinemas• Fun Cinemas• Cinemax India
  21. 21. Trends• 60% revenues from theatres , pre- satellite and home video rights has helped producers to de risk their business model• Collaboration with International studios like Warner Bros. , Disney, Fox• Rise of 3D Cinemas• 360 Degree Campaign (RA.One) Promotion on YouTube, Merchandising
  22. 22. Barriers to Investment• Piracy (no actions on optical disc law)• Content Regulation (default)• Tax treatment of Foreign Broadcasting Companies
  23. 23. Sources (Film Industry)
  24. 24. 5. MusicThe changes in the Music IndustryTechnological advances, there has been some negative and positive changes tothe music industry. The most obvious advance is illegal downloading and piracy!
  25. 25. Because of this the music industry are loosing a lot of money as more andmore people find illegal ways to purchase music tracks and albums. Thereforeless people are buying the hard copy of the album or purchasing it off iTunes,amazon etc.To Solve this problem, the music industry had to find other ways to gainmoney. A very popular way is through tours. Artists and record companies aremaking money through artists going on tours world wide and make the moneyfrom the tickets that are sold to the public.Many artists are also signed to the 360⁰ deal. This means that the artist doesn’tonly perform and sing they also;-Act, take part in some films-Tv adverts-Interviews with magazines and on tv
  26. 26. The Music Industry In 2012
  27. 27. Analysis of Online Music Distribution Porter’s 5 Forces AnalysisThreat of Substitute Products• Physical music records such as Compaq Disc. However, there are various types of digital music format – each competing with each other to win market share.Threat of New Entrants• Barrier of entry is lowered as traditional value chain providers. New and independent artist can market its music directly to the end consumer.Bargaining Power of Suppliers• Artist and Record Labels have greater ability to reach the consumers directly.• Further consolidation of Music Labels through Merger and Acquisition could still take place due to high competitiveness nature of the industry.Bargaining Power of Customers• Customers are able to reach the cheapest cost supplier using Internet.• Customers have easy access to free music by using P2P Networks.The Intensity of Competitive Rivalry• The number of major music labels was reduced to four from five and are holding on a significant majority of the market share“Bricks and Mortar” music stores retailing is getting more competitive with integration with online distribution 29 channel as well as competition from other supermarket chains.
  28. 28. Major Labels4 Majors, Many others • Universal Music • Warner Brother Group • Sony Music • EMI • Other smaller Majors and Many independents 360 Deals: provide brand management, merchandising, tour support and  expanded artist services and in return get a higher percentage
  29. 29. Target Market & Product SegmentationTarget Market: Ages 15-45 Product Segmentation
  30. 30. The Story Behind the Music Industry1948 1964 1992 1991 1999 2001 1958 1982 1997 1997 2000 2008
  31. 31. RADIO• Cheapest and oldest form of entertainment in the country• Hitherto dominated by AIR – all india radio• New concepts like satellite internet and community radio• Radio is making a comeback in the indian lifestyle
  32. 32. Facts and Figures• Utilization levels are in the 70-85 percent range in the top eight metros, and in the 50-65 percent range in key non metros.• India is the fastest growing wireless market and 40 percent of mobile phones have in-built FM radio and car sales have been growing (with Maruti registering 15.5 percent growth in FY 2011)
  33. 33. Key trends• Increased listenership of radio on mobiles• Content differentiation• Targeting newer segments and geographies• Activations/event businesses
  34. 34. Thank You! Vadrevu Mohita Sruthi Jayakumar Saharsh Bhushan Gaurav Agarwal Raghav Arora Manpreet Singh Jassal