Assessing factors determining preference of regional channels

1. Summer Internship 2014
Summer Internship Project Report
On
“Assessing Factors Determining Preference of Regional Channels”
Undertaken at
Zee Media Corporation Limited
Jaipur
Prepared By:
Kunal Patni
13GM011

2. Brief Introduction….
 Year of establishment : July 06; 2013 (was incorporated as Zee
Sports Limited on August 27; 1999)
 Location : Mumbai, Noida
 Networks : Zee News (Hindi News) and Zee Business (Hindi
Business News), regional news channels, Zee 24 Taas (Marathi), 24
Ghanta (Bengali), Zee Sangam (UP & UK), Zee Madhya Pradesh
Chhattisgarh (Madhya Pradesh & Chhattisgarh), Zee Purvaiya
(Bihar & Jharkhand), Zee Marudhara (Rajasthan), Zee Punjab
Haryana Himachal and Zee Kalinga (Odisha)
 Chairman : Subhash Chandra

3. Research methodology
 Objective
• To assess the preference of the regional channel in all
over Rajasthan.
• To know the factor that makes the regional channel
different from other regional channel.
• To know the factors from viewers, specially youth,
women’s (Housewife) & existing clients by which we
can improve the visibility of channel, Language, Types
of programs and their concept, Timing and duration,
Quality of content of the regional channel.
• To know the satisfaction level of viewers with the
brand.

4.  Type of Research: Descriptive
 Data Collection Method: Primary data (through open
and closed ended questionnaires).
 Location: Jaipur.
 Sampling Method: Stratified Random Sampling.
 Sampling Unit: Viewers(men’s, women’s, youth),
Corporate sector, Entrepreneurs, Brands Marketing
Managers, Hospitals, Hotel Manager, Builders, Local
Shop owners, of Jaipur City were taken as sample unit.
 Sample Size: 200

5. Findings
 The most viewed channel in the market is ETV-Rajasthan.
Zee Marudhara holds the second position in the market.
 Zee Marudhara has made a distinct presence in the market
due to its unique News and entertainment content.
 Mouth publicity from viewers has made the brand more
saleable and viewer’s choice in the market rather than any
other channel.
 Nach Le Bindani and Home Minister are the most favourite
shows due to personal and emotional connect with the
viewers.
 Majority of the viewers have observed the brand visibility
but when it comes to advertisers they hesitate to associate
due to the perception of being costly affair to join.

6.  Quality is the one factor which makes the brand different from other
brands according to both Viewers and Advertisers. The Ramayana
and the Gangs of Hanseepur are the TRP holder daily shows.
 Majority of the respondents are satisfied with the brand, overall
rating of the brand is good but when it comes to the viewers they
need some content on regional (Marwari) language also.
 Maximum percentage of the people interviewed gives priority to the
news content as the basic and most important quality of the channel .
 Half of the participants do not need anything to be changed in Zee
Marudhara in any way, but from rest half of the participants some
want that the channel must be available on all the cable networks in
low subscription monthly packs also i.e. Rs.100 or Rs.150 pack,
some want that Rajasthani Movies and songs must be broadcasted ,
some want youth centric entertainment programme, some said that
news timings is less and hence it should be more, some said that
more advertisements should be there so as to improve the visibility
of the brand.

7. Recommendations
 Company should increase the advertisement and promotional activities for giving
popularity to the Zee Marudhara.
 Along with the campaigns special meets should be held at the time of festivals and
wishful comments should be sent across agency members, Clients & participants
through gifts/coupons/prizes.
 Zee Marudhara should be promoted on the essel group’s other electronic channel.
 Some new & innovative publicity material should be distributed like Diaries, Pen’s,
T-shirts etc. to agency members, Clients & viewers so as to create awareness about
Zee Marudhara.
 Annual Meeting should be there of stakeholders once in a year for the better
visibility.
 Agencies & clients should be felicitated for helping the organization to achieve
their revenue & targets semi-annually or annually.
 Effort should be made to promote the brand at some of the established fairs &
festivals i.e. Pushkar fair, Bundi Festival, Rajasthan International Folk Festival etc..
 The working policy of the channel within the Rajasthan must be rectified.
 Channel should come up with Daily Contests & talk shows based on the current
issues of Rajasthan.

8. Limitations
 Due to time constraints more time could not be devoted to individual
respondents.
 A busy schedule of Corporate sector people, Entrepreneurs also makes
collection of information a difficult one.
 The study was conducted in a short period of 45 days.
 The research is restricted to the Jaipur city only and therefore findings may
not be applicable in other regions.

9. THANK YOU….