The document is a market research report on comparing print and electronic media for advertising. It analyzes data collected through surveys of 100 respondents. Key findings include that 58% of respondents prefer electronic media for advertising, and 68% have purchased something after seeing an electronic ad. The report concludes electronic media is generally better for advertising among younger age groups, while print media still influences some consumers more. It provides suggestions like targeting young executives to promote electronic media advertising.

1. The content of this report is based on
the information collected by me during
my tenure at ZEE MEDIA
Submitted By:-
Tabish Ahmed
Roll No:_13096

2. Company Profile
Essel Group was founded by Mr. Subhash Chandra
in the year 1976.
Essel Group is a leading business conglomerate having
diverse business presence across media,
entertainment, packaging, infrastructure, education,
precious metals and technology sectors.
Essel Group started as a commodity and trading firm
in 1976.
Essel Group offers a strong portfolio of numerous
entertainment and news channels, reaching millions
of viewers in India and internationally. "ZEE" is
considered as one of the strongest Indian Media
brands across the world

3. OBJECTIVE
Objective – To study T.V advertising of Zee Purviya and
conduct market research on print media vs electronic media.
The above said objective can split up in to two parts:
1-To create awareness about Zee Purviya .
2-To analyse T.V advertising graph of Zee Purviya.
To compare the market of print media and electronic media.
∙ To know the preference pattern of consumers. That is,
whether they prefer print media or, electronic media for
advertising.
Following are the research problems that arise after doing
research:
Research Problem 1 – Is print media more preferable than
electronic media?
Research Problem 2 – Is print media a better source of
advertisement than electronic media?
Research Problem 3 – Can print media provide better
response rate than electronic media?

4. RESEARCH METHODOLOGY
To understand the pattern of consumer preference among print media
and electronic media.
The data used for the study had primary character to it. The primary data was
collected through questionnaire method.. The procured data was analyzed by a
simple percentage method and the results are supported with graphs and charts
Primary source:
I also prepared a small set of questionnaire for common cable and satellite
users for some important information regarding News channels and their
perception relating to them. Their individual opinion and their expectation
from news channel.
On the other hand, Descriptive research will enable us to define things. The
sample size is 100 respondents and sampling technique used is random
sampling. An interview schedule consisting of 10 questions was given to
respondents. Their responses were then analyzed using excel.Analysis and
interpretation of data was done on the basis of percentage
method.Representation of the analysis is in the form of bar graph.

5. 40.03
59.07
0
10
20
30
40
50
60
70
ZEE PURVIYA/RIVAL
CHANNELS
ZEE PURVIYA
RIVAL
ANALYSIS OF T.V ADVERTISING OF ZEE
PURVIYA

6. ANALYSIS
According to AdEX report, out of 522 advertisers, 209 are advertising
on Zee Purviya, whereas, 313 are advertising on rival channels. That is,
around 40.03% of advertisers in Bihar and Jharkhand prefer to advertise on Zee
Purviya.
The topic is market research on print media Vs electronic media in respect to
Zee Purviya.
This project helps the media industry to know about untapped market and grow
T.V advertising pie of Zee Purviya. It will enable the media industry to
understand the preference pattern of consumers. That is, whether they like to
advertise via. Print media or, Electronic media.
The project on “T.V advertising pie of Zee Purviya and market research on print
media Vs Electronic media” is self sufficient to explain about T.V advertising
pie of Zee Purviya as well as provides deep insight on consumer preference.
Electronic media slowly and steadily is spreading its influence on print media.
We are living in a digital world and today, people are trusting electronic media
to transfer valuable information.
It is true that print media is the oldest form of medium to advertise, but, with
electronic media growing exponentially, the share of print media can decrease.
On one hand, print media provides content quality than, on the other hand,
electronic media provides immediacy.
According to Television Audience Measurement (TAM) report, Zee Purviya has
34.1% of share among 15+years viewers and has 28% of share among 25+years
viewers Bihar/Jharkhand.

7. Heard About Zee Purviya
Figure 5
Out of 100 respondents, 42% have heard about Zee Purviya
whereas, 58% have not heard about Zee Purviya.
This shows that the channel is well advertised and
respondents are well aware of it.
42
58
0 0
0
10
20
30
40
50
60
70
Yes No
HEARD ABOUT ZEE Purviya
HEARD ABOUT ZEE Purviya

8. Zee SWOT analysis
Strength:
The Zee mother brand
Detailed reporting (depth news of topic)
No biasness to political party
 Weakness:
Less variety in program (as chat show)
Not shows news only for TRP
Anchor keep changing & no star anchor
Only try to give emphasis on serious news

9. Opportunity
News channels FCT (Free/fixed commercial
time) is highest in all genre. (according
pitch feb.)
After Hindi mass entertainment and Hindi
movies news channel are no. three position
on genre wise viewer ship share
Threats
News channel genre is the most competent
genre
New channel are also launching

10. FINDINGS
Following are the major findings of the report:
42% of respondents have heard about Zee Purviya.
58% of respondents have advertised for something.
58% of respondents prefer to advertise on electronic medium.
54% of respondents admit that price is an influencing factor when they advertise.
69% of respondents would prefer to advertise on electronic medium if price of electronic media is
equivalent to print media.
64% of respondents take help of an agency to advertise.
8% of respondents advertise frequently.
57% of respondents read newspaper daily.
93% of respondents watch television daily.
49% of respondents believe that advertisement on print media is more influencing than on electronic
media.
68% of respondents have bought something after watching advertisement on electronic media.
40% of respondents believe that print media is more trustworthy than electronic media.
35% of respondents believe that advertising on print media is better than advertising on electronic
media.
36% of respondents believe that print media is easily accessible than electronic media.
41% of respondents believe that print media provides more consumer satisfaction than electronic
media.
52% of respondents believe that print media has a better response rate than electronic media.
40% of respondents believe that print media is more popular than electronic media.
41% of respondents believe that print media is more attractive when it comes to advertising than
electronic media

11. Suggestions
It is advisable that to attract more
advertisers, managers of ZMCL must
target young executives of prospective
companies as majority of young people
prefer to advertise on electronic media.
It is also advisable that more emphasis
should be laid to increase awareness
about electronic media among people.

12. Conclusion
From the project report, we can conclude that:
42% of respondents prefer to advertise on
electronic medium.
58% of respondents believe that advertising on
electronic media is better than advertising on
print media.
33% of respondents believe that electronic media
has a better response rate than print media.
68% of respondents have bought something after
watching advertisement on electronic media
71% of respondents of the age-group of 20-30
years prefer to advertise on electronic media.