This was the basis on which I was assessed in California State University, San Bernardino. It was based on secondary data and had a descriptive approach. The scope was to highlight the effects of technology and digital media on how people view TV programs in USA & India. Ranked as the best project in the batch.

1. An in-depth analysis of the role of technology and
digital media on the viewership behaviour in the media
industry involving American Broadcasting Co. (ABC)USA
and Star TV India.
Submitted By: Submitted To:
Siddharth Subhankar Prof. Debashish Choudhary
BBA-3 Continent
A1810411006

2. ACKNOWLEDGEMENT
My deepest appreciation goes to Prof. Dr. Debashish
Choudhury who provided helpful comments and
suggestions. I also owe a very important debt to Dr.
Shyamalendu Niyogi who provided technical help
and sincere encouragement. I would also like to
express my gratitude to my family for their moral
support and warm encouragements.

3. DECLARATION
I hereby declare that the project report entitled “A
comprehensive study and analysis of the marketing
strategy in the broadcasting industry incorporating
content creation, consumer approach and retention on
the basis of culture as well as the impact of technology
on broadcasting involving the companies American
Broadcasting Co. (ABC) USA and Star TV India.”
submitted by me, Siddharth Subhankar, to California
State University, San Bernardino in partial fulfilment of
the requirement for the award of the degree of BBA in
International Business is a record of bonafide project
work carried out by me under the guidance of Prof. Dr.
Debashish Choudhury. I further declare that the work
reported in this project has not been submitted and will
not be submitted, either in part or in full, for the award
of any other degree or diploma in this institute or any
other institute or university.

4. Table of Contents
An in-depth analysis of the role of technology and digital media on the viewership
behaviour in the media industry involving American Broadcasting Co. (ABC)USA
and Star TV India................................................................................................ 1
ACKNOWLEDGEMENT........................................................................................ 2
DECLARATION.................................................................................................... 3
Research Methodology...................................................................................... 5
Objectives....................................................................................................... 5
Primary Objective ........................................................................................ 5
Secondary Objective..................................................................................... 5
Sample Design ............................................................................................. 6
Data ............................................................................................................ 6
Limitations of the study................................................................................ 6
Review of Literature........................................................................................... 7
Sectoral Profile................................................................................................ 13
The American Media Industry........................................................................ 18
The Indian Media Industry............................................................................. 19
Company Profile.............................................................................................. 21
ABC USA....................................................................................................... 21
Star India...................................................................................................... 24
Findings & TechnologicalImpact on the industry .............................................. 27
Analysis........................................................................................................... 36
Recommendations........................................................................................... 38
Conclusion....................................................................................................... 40
References ...................................................................................................... 41

5. Research Methodology
Objectives
Primary Objective
Enhancement of viewership & revenue for ABC USA &
Star India
Secondary Objective
 Identifying the content created by ABC & Star India
 Analysing how new technology is playing a role in
impacting the viewership in broadcasting media
 Analysis how digital media is bringing a change in the
way consumers view content
 Finding how digital advertising can generate revenue
for the mentioned companies
 Provision of findings & recommendations where
both can broaden the scope of their reach

6. Sample Design
The data that is being incorporated in the report is from
secondary sources therefore the sample design is not
available.
Data
Data collection method will be based on secondary
method as the information available is in the form of
secondary information.
Limitations of the study
The primary data is not available to analyse inside the
report therefore no detailed implications can be
mentioned.

7. Review of Literature
Broadcast networks and television stations usually acquire a
significant portion of the entertainment and media industry.
Furthermore they are also able to capture quite a huge share of
the content that they broadcast which come from sources such
as major movie producers, sport leagues, television & movie
studios. The acquired rights that have been claimed by the
broadcasting houses can range from small production houses
and contracts, season long sitcoms & dramas, to multiyear
multibillion dollar contracts for sports such as football,
basketball, cricket etc.
In the recent years, the access of television has become
available in a higher concentration through Internet. Now
content is available through websites such as Netflix, Hulu,
CBS.com etc. In 2008, Horace Newcomb of University of
Georgia said “It’s too difficult to choose among such choices”.
This was in regards to the slight decline in the television
industry due to the emergence of internet based television. Yet
at the same time, there was a 9.7% increase in the sales of

8. DirectTV during Q3 of 2009. According to DirectTV, their
assumption is that despite America’s poor economy, viewers
are still going for cable television. But the main concern that
remains is that there is a slow but steady shift towards online
content which can be accessed anytime and anywhere.
This trend has left many scholars and experts in this field on
divided opinions as they see that this sector can go either way.
According to Tim Arango of the New York Times “In the last 3
months of 2008, the broadcasting networks have lost nearly 3
million viewers i.e. nearly 7 per cent of the total number of
television viewers in all of USA.” With this being said, Hallvard
Moe (2008) of the University of Bergen argues that
“Broadcasting is likely to remain central to our everyday lives
and thus central to the public”. The introduction of high speed
internet, live streaming, applications, smartphones & tablets
has made it a lot easier to gain access to television shows
anytime and anywhere you want to. Based on many of the new
media outlets that are currently available to consumers, it is
becoming somewhat of a necessity for broadcasting companies

9. bringing in new techniques and methods which are going to be
required to change their current businessoperationsin order to
keep up with market demand and new trends to ensure
survival.
But yet, with the new advancements in technology, there
comes some trade-offs with them. What format are the shows
to be shown in, how frequently they need to be converted to
High Definition, how frequently do they need to be uploaded
onto the servers, and how big do the file sizes need to be to
ensure optimum use of bandwidth.
While many of the broadcasting companies will move forward
towards showing content online and in real time, it is not
possible to download entire programs. Additionally, large
network events such as the Super Bowl, Academy Awards, the
Grammys & Emmys are not available in full format as well as
content online, as they are exclusive to specific networks who
buy off the rights to broadcast these programs.
Due to the constant presence of the broadcasting & cable
televisions in homes, an opportunity is created to reach out to

10. more and more consumers who have not adopted the
technological breakthroughs in this industry. In many places
such as in India, people only have access to only televisions and
are apparently not even aware of the applications, and
websites where they can see the programs they like. In India,
the advent of DTH television during the past two years has
been immense. The introduction of DTH in the country was a
boon for people who resided in areas that were rural and hilly
and where the availability of television network was scarce.
Furthermore, in various metros like Delhi, Mumbai, Chennai,
Kolkata, Bangalore etc. the presence of easy availability of DTH
has benefitted people who tend to shift their homes or who are
just too busy with their work life that they find the online
recharge system of DTH to be highly efficient. Also, the steady
rise in economic growth has been a very key catalyst, which has
been reflected in a number of trends including household
growth and urbanization, rising TV penetration, and higher
incomes and improved affordability.

11. From the above points that have been made, we have been
able to identify that technology is playing a somewhat neutral
role in today’s broadcasting scenario.
At the same time, advertising is facing a hard time due to the
trends in technology. With Nielsen’sdecision to combine digital
viewership and merging it with the standard television
audience data resulting in a combined national television
rating, it is going to become difficult for advertising firms to
determine as to how many viewers actually watch their ads.
According to an article of Brian Steinberg of Advertising Age in
2010, “At present, advertisers pay based solely on the number
of viewers who see commercials during a particular show as
many as three days after the program airs. That measure,
known as ‘C3,’ and created to take into account the growing
number of viewers playing back programs on digital video
recorders, was introduced in 2007” So, it is highly possible that
the number of people that Nielsen will report in its ratings
watching the same program, are a lot lower than the actual
number who are watching that same program. This is because

12. Nielsen will use only those in its online viewing data who are
going to watch the same program with the same commercials
that have been aired on national TV. This could leave many
viewing occasions unrecorded as they do not necessarily run
the same ads that are run on national television and can leave
the market fragmented. This becomes a concern for the
advertising conglomerates because they determine the cost of
paying the broadcast networks on the basis of how many
people have watched their advertisements. And they
determine online costs separately. Therefore for advertising
companies, it will become a problem when these viewers will
be combined as one as it will be a hindrance in determining the
price per viewer.

13. Sectoral Profile
The media industry comprises of many businesses that have
been operating for a long time such as print, television
broadcasting, digital content creation & radio. As the demand
for information and content grows more and more, the
transition of this industry is becoming evident. People want
informationat hand. In this age, the possibilityof having a delay
or a lag in getting any sort of information or content can be
devastating for many businesses. The consumers will flock
together to those who will give them what they want. The
aspect or right timing is of utmost value nowadays. The days of
procuring content conservatively like print, television and radio
are now gone. A new entrant in the form of digital media is
creating waves among the masses. The world of traditional
media is under increasing pressure from the digital landscape
and consumers are facing an ever-growing array on content
choices.
Consumers all around the world continue to spend their hard-
earned money on media and entertainment, from acquiring

14. broadband access to reading books, magazines, and
newspapers, subscribing to TV and satelliteradio, buying music,
watching in-home videos, and playing video games. As a result,
global spending on media and entertainment grew 5.8 % in
2012.
In North America, itself, there was a 4.5% increase in the
amount of money that was spent on entertainment and media.
The major reasons were a boost in broadband access and
digital advertising.
At the same time, the growth in Asia was measured at around
8.5 % with China being a major contributor in the industry with
a 16.4% growth by itself. Excluding China, the growth in all of
Asia can be measured at 6.1%.
In Europe, Middle East & Africa i.e. EMEA countries, as a whole
the increased combined spending was 3.0%. Among them all,
Western Europe performed the poorest by just having 0.9%
increase in spending as compared to 2009 when its spending
fell by 1.9%. In contrast, Middle Eastern & African countries
growth was measured at around 21.3% which reflects the

15. increase in media penetration through increased broadband
access. In Central & Eastern Europe, there was an increase of
8.5%.
Latin America showed the best growth among all the regions
with an increase of 13.3%. This region as compared to others is
still in the early stages of development and increases in
broadband networks and in-home entertainment systems as
the primary factors of growth.
Global media is expected to grow at a projected rate of 6.1%
compound annualrate. The expectation is that Western Europe
and North America will be the slowest growing regions but
Central & East Europe & Asia will continue to grow at high
single digit rates. Subsequently, Middle Eastern & African
regions will continue to grow exponentially in media spending
with double digit compound growth till 2017.

18. The American Media Industry
In USA, the use of television is growing steadily as a medium of
entertainment. In this country, the whole of media industry is
completely controlled by 6 media giants who currently control
a now staggering 90% of what we watch, read or listen. In 1983,
the media industry was controlled by around 50 companies.
Come 2012, the same amount of the media market is
controlled by these 6 major companies. These 6 companies are:
 GE which owns NBC, Comcast &Universal Pictures.
 News-Corp which owns Fox, Wall Street Journal & New
York Post
 Disney which owns ABC, Miramax, Marvel Studios, ESPN &
Pixar
 Viacom which owns MTV, Nick Jr. & Paramount Pictures
 Time Warner which owns CNN, HBO & Warner Bros.
 CBS which owns Showtime, Smithsonian channel &
NFL.com

19. Combining the Big Six together, the total revenue for 2012 was
around $275.9 billion. They control nearly 70% of all cable
television in USA and they have monopolies in cities such as
NYC & Chicago.
According to Nielsen’s 2014 Advance National TV Household
Universe Estimate (UE), there are 115.6 million TV homes in the
U.S., up 1.2% from the 2012-2013 estimate of 114.2 million.
On the contrary, according to Wayne Friedman of Media Daily
News, the number of U.S. digital TV users -- those who view at
least one TV show per month via the Internet -- will climb 37%
in four years to 145 million in 2017, from 106 million in 2012.
This amounts to digital TV user growth climbing at a 6.9%
compound annual growth rate -- a higher increase than
previously forecast in August 2012.
The Indian Media Industry
The Indian media industry is one of the largest in the world. It
comprises of various television stations, production houses,
advertising agencies, radio channels, newspapers, magazines
and Internet-based websites. Many of the media is controlled

20. by large media houses and conglomerates which are for-profit
organisations and reap revenue from advertising, subscriptions
and sale of copyrighted material. India has more than 70,000
newspapers and over nearly 690 satellite channels in multiple
languages where more than 80 are news channels, and is the
biggest newspaper market in the world with over 100 million
copies sold in one day.
The media industry is expected to grow at a compound annual
growth rate of 18% to about Rs. 2245 billion by 2017. The
industry is incorporated of print, electronic, radio, internet and
outdoor segments. As the Indian government is aggressively
pushing in for digitization of TV, Multi System Cable Operators
(MSOs) are expected to lose 15-20% of their subscribers to DTH
(direct-to-home) or satellite services. Digitization will facilitate
increased number of channels and high quality viewing. The
Information and Broadcasting (I&B) ministry has already
completed the second phase of digitization, which involved
digitizing 16m cable TV houses in 38 cities by April 1, 2013. It
aims to complete the third phase of digitization which includes

21. all other urban areas (municipal corporations/ municipalities)
by September 30, 2014. The rest of the country is likely to be
covered by December 2014 under the fourth phase of
digitization. The digital subscribers are expected to outdo the
analog subscribers by 2013-14.
The broadcasting industry, according to PWC, is estimated at
Rs. 38,500 crore in 2011-12 is projected to grow at a CAGR of
12 percent to reach Rs. 54,720 crore by 2014. Continuation of
digitization of distribution infrastructure and the demand for
regional and niche content are key drivers of growth in this
segment.
Company Profile
ABC USA
The American Broadcasting Company or ABC is an American
television broadcasting network which is primarily viewed in
USA & Canada. It was formed in early 1943, from the former
NBC Blue radio network. It is now owned by The Walt Disney
Company which acquired it in 1996 and is now part of the

22. Disney-ABC Television Group. ABC’s first television broadcast
was in the year 1948. Since a long time ABC has been a part of
the “Big Three television networks” and has contributed
significantly to the American pop-culture with classics such as
Zorro, The Untouchables, The Brady Brunch, Happy Days, The
Fugitive etc. More recent popular titles include:
 Lost
 Modern family
 Castle, Revenge
 Desperate Housewives
 Grey’s Anatomy
 Once Upon A time
 Nashville
 Agents of Shield
 Scandal
 The Goldbergs
 Jimmy Kimmel Live
Their reality shows include:

23.  America's Funniest Home Videos
 Extreme Makeover: Home Edition
 Dancing with the Stars
 Wipeout
 The Bachelor
 The Bachelorette
 Extreme Weight Loss
 Secret Millionaire
Their news shows include:
 ABC World News
 Good Morning America
 20/20
 Nightline This Week
 America This Morning
 Primetime
 World News Now


24. Star India
Star India is an Indian Median and Entertainment company
headquartered in Mumbai, India. The company produces and
broadcasts satellite television programs and content all around
Asia. The company`s services also include filmed
entertainment, television production, cable systems, direct-to-
home services, terrestrial television broadcasting, wireless, and
digital services.
It has various channels which show various forms of
entertainment such as sports, dramas, soap operas, movies,
reality shows etc.
Star India also manages News Corporation's interests in seven
ventures including DTH operator Tata Sky; cable system
Hathway, channel distributor Media Pro Enterprise, south
Indian broadcast business of STAR Vijay, the film producer and
distributor Fox Star Studios India and STAR CJ Alive Home
Shopping.

25. Star India entered into High Definition broadcasting on 15 April
2011 with the launch of the HD versions of its channels,
including Star Plus HD, Star Movies HD, Star World HD, Star
Gold HD and National Geographic Channel India HD.
Their Channels are:
 Star Plus: Hindi General Entertainment Programs
especially soap operas
 Star Gold: Hindi movie channel
 Star Movies: English movie channel
 Star World: English language program that broadcasts
American programs
 Star Movies Action:English channelshowing action movies
 Life OK: Hindi General entertainment channel
 Movies OK: Current Hindi movies channel
 Channel V India: Hindi music video channel
 Star Utsav: Marathi channel which shows some of the
popular programs from STAR Plus
 Star Sports 1: A sports channel
 Star Sports 2: A sports channel

26.  Star Sports 3: 24X7 Hindi sports channel consisting of full
cricket programming and broadcast by ESPN STAR Sports
(ESS), a Joint Venture with ESPN International
 Star Sports 4: broadcast by ESPN STAR Sports (ESS), a Joint
Venture with ESPN International
 Star Jalsha: Bengali-language general entertainment
channel.
 Jalsha Movies: Bengali-language movie channel
 Star Pravah: Marathi-language general entertainment
channel in India.
 Star Vijay: Tamil-language general entertainment channel.
 Asianet: Malayalam-language general entertainment
channel.
 National Geographic Channel India
 Nat Geo Wild
 Fox Crime
 Fox Traveller

27. Findings & Technological Impact on the industry
In the modern world of today, technology plays a big part in the
media industry. There are advantages and disadvantages to
this. The advantage of new technology is that it keeps us up to
date with current affairs. Information is more accessible
especially with the internet and the use of WAP (Wireless
Application Protocol) technology and message alerts on mobile
phones. The Internet, undisputedly, offers the most variety
when it comes to alternative television technologies, however,
it is not as large of a global influence on television as it is in the
United States. Nowadays many television channels have
created websites to help with television viewing without using
a television itself.
In the USA, digital TV viewers will cross a critical tipping point --
surpassing 50% of the USA Internet user population. Those
users who watch at least one movie per month on any Internet-
capable device will climb to 115 million in 2017 from nearly 80
million in 2012, a 9.7% annual growth rate. It was reported by
eMarketer, the U.S. streaming revenues of $2.19 billion for

28. 2012, growing moderately from quarter-to-quarter, with its
U.S. rental DVD revenues totalling $1.14 billion and declining
each quarter.
For as widespread as television on the Internet is, television via
mobile devices is rapidlygrowing, especiallywith advances with
the smartphones. Television is becoming more interactive
through the use of telephony as a return channel, particularly
with the rapid spread of SMS an MMS messaging on mobile
phones. Fundamentally, this changes the entire use of
television as an outlet because of the shift from connecting
with the general public, to connecting on an individual level.
This provides a completely alternative way of individualizing
advertising based on locations, interests, common searches,
and messaging.

30. In India, DTH revolution along with live streaming of TV
channels changed the face of broadcasting industry soon after
its inception. DTH was successful in addressing the needs of
rural as well urban audiences. DTH was a boon to rural people
who resided in hilly and remote villages. At same time urban
audiences in metros like Delhi, Mumbai, Chennai and
Bangalore, who frequently shift their rented house welcomed
DTH with open arms as they can shift the small antenna while
shifting their house and on top of that online recharge
procedure helps them to recharge and access TV whenever
they want.
Smartphones, tablets and now even smart television sets
provide interactive applications to users which enable cutting
edge services like live streaming through the Internet. Delivery
of content through the data networks is all set to get a boost
with imminent 4G rollout, while at the same time cable
networks in the country are rapidly moving towards digitization
with the regulator having set a deadline of June 2012 for
metros. Major developments in the area of digitization of

31. single-screen theatres and multiplexes wherein movies are
streamed directly via satellite to the theatre resulting in cost
savings and logistical complexities of physical print delivery.
Further, Video-On-Demand (VoD) services are being rolled out
through a cross-section of services from DTH to IP based
networks. It will be interesting to observe how the digitization
of cable networks would impact growth in VoD. Last but
significant is the emergence of new toys on the block – tablets
and smartphones which are fast replacing television and radio
sets as the primary last mile enablers of content delivery.

33. Digital advertising is expected to grow at a monumentalrate.
Below are the facts and figures of how digital advertising will be
acting in the next few years:

36. Analysis
From our findings, we have been able to ascertain as to what is
happening in the current media scenario:
 The Globalspending on media and entertainment industry
is increasing year by year with Asian, Latin & Middle
Eastern countries growing exponentiallydue to broadband
access in these regions. The media and entertainment
industry is growing content wise and the ability of people
to access media with the help of new technology is
providing them greater access.
 The American television industry’s viewership is going
down steadily and there is hard evidence that people are
now going for digital services such as YouTube, Netflix,
Hulu Plus, Amazon Instant Video, HBO Go etc. People are
looking forward to having content with them anytime and
anywhere and the internet growth is rated at around 35%
CAGR.
 The Indian consumers are now opening up to the idea of
having internet based content. The drawback here in India

37. is that internet based content is not readily available
through the companies’ websites and a majority of them
can be accessed through television viewing only. But with
the advent of new technology, rising purchasing power
and people’s approval of mobile phones and tablets as an
acceptable form of entertainment, web-based content is
an irresistible opportunity for broadcasting companies to
make content available online in huge volumes.
 Digital advertising is going to boom in the next few years.
By 2018, digital advertising is going to own a global market
share of $994 bn. This comes as part of the package that
broadcast television channels are taking to internet based
content and this model is going to generate revenue for
them. Advertisers will be teaming up with the
broadcasters to showcase ads online which can be easily
accessible to the viewers.

38. Recommendations
 Technological adaptation on a large scale: As the need of
the consumer to have quality content at any time possible
is growing, there must be certain adaptation techniques
that must be taken by broadcasting companies so that
they can provide consumers with whatever content they
need. ABC has started incorporating its content on its
official website but are yet to come up with a mobile
version of their video streaming website. Another way
they can increase viewership is that they can introduce
applications for streaming content anytime and anywhere.
With the increase in the use of smartphones and tablets
and the advancing penetration of internet and broadband
all over USA and the world itself, it is an irresistible
opportunity to grow big. The same can be said for Star
India which can capitalise on this rising trend as they
haven’t really gone to the same measures that ABC has.
 Enhancing content quality: With the number of online
viewers on the rise, it is becoming imperative for

39. broadcasting companies to make content that can satisfy
the viewers. Also the content can be made in such a way
that it can relate to the viewers in question i.e. Generation
Y. ABC already has some shows that are modern and
connect with the new generation of viewers. Star on the
other hand still broadcasts shows that are traditional in
nature with the themes of joint families, melodrama etc.
being unambiguous. They have to make content so that
the new generation can connect with it and not only
middle aged people.
 Enhancing focus on digital advertising: As the realm of
digital advertising grows, it is a straight and clear
opportunity for broadcast companies to collaborate it in
their online content to raise their revenue channel. This
model will bring about more money into the broadcast
companies and will allow for more content creation and a
better advertising scenario. With digital advertising
creating nearly $994 bn dollars by 2018, it is precisely
obvious that this is the next big thing in advertising and

40. seamless collaboration with advertising agencies and
creation of new and interactive digitalads will enhance the
companies’ money inflow.
Conclusion
As we move forward in time, the importance of the media and
entertainment sector is rising on a very high rate. People are
wanting to have a more convenient and hassle free method to
gain access to quality content at the most efficient price
possible. Technology is going to play a huge role in this sector
and is definitely going to change its face and in the future we
can see that television entertainment will be accessed on
personal devices rather than on large televisions themselves.

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