This project is about drawing perceptual mapping of 24 Ghanta (bengali news channel of West Bengal , India) in competition with Star Ananda (the bengali news channel from MCCS)

1. Project report submitted for Management Trainee programme at
Zee News Ltd.
:Topic:
"Study the perception of 24 Ghanta & Star
Ananda in terms of numbers, comparisons of
various time slots.
Mentor: Submitted by:
Mr. Raktimanu Das Sudip Dey
Business Head, Zee Business Executive Sales
Employee code: ZNL-1049

2. 2
DECLARATION
I do hereby indemnify my research work to be authentic and original in all
respects of the process carried out in this project. Under any evitable
circumstances, if my project could be scrutinized and screened which evades
of copying, I am liable for any demarcation /variation of grades whatsoever
my guide of this project deems fit.
SUDIP DEY
April, 2008

3. 3
ACKNOWLEDGEMENT
I would like to heart fully acknowledge my gratitude and thanks to all the
panelists who took active part in accomplishing my project.
To begin with, I would like to acknowledge my sincere thanks to
Mr. Barun Das, CEO, Zee News Ltd for providing me the opportunity to
do my project.
My heartfelt gratitude also goes to my Company guide Mr. Raktimanu
Das, Business Head, Zee Business and Mr. Ashim Mukherjee,
Marketing Head, 24 Ghanta who initiated Midas touch to all the queries
and actually made the project possible by edge.
Thankfulness by its expression perhaps could not be compiled in a couplet
and mentioning all could be a recluse, yet I cannot wind up without the few
without whom this acknowledgement note would not be justified.
Mr. Amitava Ghosh AVP Sales, Zee News; Mr. Dipayan Chakaraborty,
Manager Sales, Zee News; Ms. Angira Banerjee, Senior correspondent,
24 Ghanta who enthralled my views and helped me script down the exact
requisites.
Finally, a word of thanks to all my respondents who spared valuable time
from their busy itinerary in filling up the questionnaires and made the
project complete.
SUDIP DEY

4. 4
CONTENT
Page No.
1. EXECUTIVE SUMMARY 5
2. COMPANY PROFILE 7
3. RESEARCH METHODOLOGY 9
4. POPULATION STATISTICS 10
5. COMAPRISON ACROSS VARIOUS TIME
BANDS
18
6. QUESTIOANNAIRE ANALYSIS 22
7. SWOT ANALYSIS 30
8. RECOMMENDATION 31
10. BIBLIOGRAPHY 32
11. SAMPLE QUESTIOANNAIRE 33

5. 5
EXECUTIVE SUMMARY
Perception is the process by which an individual selects, organizes and interprets
information inputs to create a meaningful picture of the world. Perception depends not
only on the physical stimuli but also on the stimuli’s relation to the surrounding field and
on conditions within the individual. The key point is the perception can vary widely
among individuals exposed to the same reality.
In marketing perception are more important than reality, as it is the perception that will
affect consumer’s actual behavior. People can emerge with different perception of the
same object because of three perceptual processes: selective attention, selective distortion
and selective retention.
Incase of a TV channel, to create a perception among the viewers is very necessary. And
when it comes to a news channel it is the most important as it does the most serious
communication with the viewers among all the genres of TV channel. Hence it’s
perception study becomes vital.
The perception comes from a series of thoughts about a channel, about its various
aspects, about its way of communication and look. This perception either brings a viewer
to watch the channel or makes him reluctant, because there should be a matching between
the channel perception and viewers choice.
A well thought-out process, planning and strategy undergo to create a perception. It is
very important as this perception plays the final role to create Brand positioning.
The news channels differentiate themselves through the presentation and analysis of
news. A news channel can differentiate itself on the basis of the following factors:
 Content
 Presentation
 Newscaster’s quality
 Analysis
 Debates & discussions
 Sports coverage
 Speed of bringing news
 Non-news programmes
 Channel look

6. 6
People look to watch news channels where they can see reflection of their own thoughts,
beliefs and opinions- a channel with which they can identify themselves. This also helps
in building up credibility of a channel in the minds of the viewers. The content of all the
news channels remains almost same. The difference is made by the presentation and
analysis of the news which creates a perception about news channel in the minds of the
viewer. The unbiased presentation of authentic information plays a major role in making
a channel the market leader.
The Bengali news market is the most important regional news market in India, Numerous
media houses are trying to make an entry as it has proved to be the most potential
regional market. The two most important channels are 24 Ghanta and Star Ananda,
which are playing their parts to boost up the Bengali news consumption. Apart from these
two there are other regional channels also in this market but these are clearly the market
leader.
Through this perception study I have tried to understand the primary aspects which are
responsible to create a perception and where these two channels stand on those various
parameters.

7. 7
COMPANY PROFILE
24 GHANTA
24 Ghanta a 24-Hour Bengali news channel, came on air
on 31st
March, 2006 and from the word go it captured the
imagination of knowledgeable , discernible and informative
Bengali viewers. It is joint venture between Zee News Ltd.
and Akash Bangle. The channel marks a watershed in
television journalism in the region in fast degenerating into
medium for dishing out cheap sensationalism, half-truth
and distorted information, laced with figment of
imagination. 24 Ghanta has started with a bang with its
rich content of solid, accurate and authentic information on
politics, crime, education, business and Bengal’s
multifaceted cultural life. The emphasis is on accuracy,
authenticity and lightning speed.

8. 8
STAR ANANDA
Media Content & Communication Services India Pvt. Ltd.
(MCCS) a joint venture between ABP TV & STAR group
launched Star Ananda –India’s first 24 hour national news
channel in Bengali. Head quartered in Kolkata, withy
modern production facilities housed in a state of the art
fully automated newsroom. Star Ananda boasts of an
extensive bureau network across the rest of the West
Bengal & India. Star Ananda leverage the strength of ABP
network for local news, Star news for national news and
Fox & Sky network for international news, bringing to the
Bengali viewer unparallel and comprehensive news
coverage.

9. 9
RESEARCH METHODOLOGY
The methodology adopted to accomplish this project was in accordance with
the topic assigned. The study was based on data collected mainly from
primary as well as secondary sources. Descriptive research methodology
was adopted for the purpose of study.
The primary data was collected from the respondents through questionnaire
and the secondary data was collected fro Television Audience Measurement
popularly known as TAM
SAMPLING PLAN: The total sample size is 100. The target Group was
predefined as SEC ABC M25+. The research is primarily focused on news
channels, so this particular TG has been considered as the primary TG for a
news channel. The sample has been taken mainly from service holders,
businessman and cable operators.
The study is conducted in Kolkata during the period of December 2008 to
January 2009.
After the data were collected both from the primary and secondary sources a
thorough analysis has been done from which the conclusion has been
derived.

10. 10
WEST BENGAL
POPULATION STATISTICS
SOURCE: NRS 2006
Prepared by: IMRB
GENDER RATIO OF WEST BENGAL
WEST BENGAL
Male
52%
Female
48%

11. 11
KOLKATA
Male
53%
Female
47%
REST OF WEST BENGAL
Male
51%
Female
49%
*Percentage of Male is Higher than Female

12. 12
AGE WISE DIPERSION
WEST BENGAL
12 to 14
9% 15 to 19
13%
20 to 24
11%
25 to 34
23%
35 to 44
19%
45 +
25%
KOLKATA
12 to 14
6%
15 to 19
11%
20 to 24
12%
25 to 34
22%
35 to 44
19%
45 +
30%

13. 13
REST OF WEST BENGAL
12 to 14
10%
15 to 19
14%
20 to 24
11%
25 to 34
23%
35 to 44
19%
45 +
23%
*Percentage of 45+ is the highest in all markets
SECWISE DISPERSION: WB (RURAL & URBAN
WEST BENGAL
2.79%
1.79%
6.87%
9.33% 9.58%
20.27%
23.41%
11.22%
14.74%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
A1+ A1 A2 B1 B2 C D E1 E2
SEC A constitutes only 11.45% against 43.68% of SEC
C&D

14. 14
KOLKATA
3.71%
1.98%
7.98%
10.89%
9.25%
19.35%
23.15%
11.14%
12.57%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
A1+ A1 A2 B1 B2 C D E1 E2
REST OF WB
1.45% 1.50%
5.26%
7.05%
10.07%
21.61%
23.79%
11.34%
17.92%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
A1+ A1 A2 B1 B2 C D E1 E2
SEC A has higher % in Kolkata against RoWB while SEC
C&D have higher % in RoWB against Kolkata

15. 15
MONTHLY HOUSEHOLD INCOME WISE
DISPERSION
WEST BENGAL
0.40%
0.20%
0.40%
0.80%
1.90%
3.90%
3.30%
3.90%
7.20%
8.10%
11.30%
11.40%
17.80%
19.20%
10.10%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
Rs. 30000+
Rs. 20001- 25000
Rs. 10001- 15000
Rs. 6001- 7000
Rs. 4001- 5000
Rs. 2501- 3000
Rs. 1501-2000
Upto Rs. 1000
KOLKATA
1.10%
1.00%
1.50%
2.60%
5.60%
8.80%
7.10%
7.40%
14.50%
14.40%
14.40%
8.10%
8.30%
4.20%
1.10%
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00%
Rs. 30000+
Rs. 20001- 25000
Rs. 10001- 15000
Rs. 6001- 7000
Rs. 4001- 5000
Rs. 2501- 3000
Rs. 1501-2000
Upto Rs. 1000

16. 16
Ro WB
0.20%
0.00%
0.20%
0.40%
1.10%
2.80%
2.40%
3.10%
5.50%
6.70%
10.60%
12.20%
20.00%
22.70%
12.10%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
Rs. 30000+
Rs. 20001- 25000
Rs. 10001- 15000
Rs. 6001- 7000
Rs. 4001- 5000
Rs. 2501- 3000
Rs. 1501-2000
Upto Rs. 1000
Both in Kolkata and RoWB Higher Income group
consists of very low percentage

17. 17
EDUCATIONWISE DIPERSION
WEST BENGAL
26.20%
2.40%
11.40%
35.70%
16.40%
1.60%
5.20%
1% 0.50%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
IlliterateLiteratenoschl
Schl4yrs
Schl5-9yrs
SSC/HSC
Notgrad.
GRAD
PGG/PG
-Abroad
Highest percentage of people has education till nine years
of school followed by illiterate people

18. 18
COMAPRISON ACROSS
VARIOUS TIME BANDS
Source: TAM
Wk 2 to Wk 5, 2009
Market: Kolkata, WB rest 1Mn+,
WB .1 to 1Mn
Universe: 3235000
Sample: 526000

19. 19
Av TVR from Wk 2 to Wk 5 across the time bands
0
0.2
0.4
0.6
0.8
1
1.2
6:00
7:00
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
Series1
Series2
Series 1 is 24 Ghanta and Series 2 is Star Ananda
Analysis: In terms of % TVR, 24 Ghanta is well ahead of Star Ananda in
almost all the time bands. It can be seen from the above graph that in the
morning time band which is 06:00 Hrs to 12:00 Hrs the TVR of the both the
channels are almost same. It is only the late afternoon which is 16:00 Hrs the
24 Ghanta starts to reach its pick and creates a clear lead with its major
competitor. The difference is highest at the prime time after 22:00 Hrs. So
that makes it clear that 24 Ghanta’s prime time programmes are giving the
highest delivery and it is the prime time leader.

20. 20
Av. Share across timbends
0
1
2
3
4
5
6
7
8
9
6:00
7:00
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
Series1
Series2
Series 1 is 24 Ghanta and Series 2 is Star Ananda
Av. TSPD across the tiome bands
0
0.5
1
1.5
2
2.5
6:00
7:00
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
Series1
Series2
Series 1 is 24 Ghanta and Series 2 is Star Ananda

21. 21
Reach % of Wk 2
0
2
4
6
8
10
12
14
16
18
20
6:00
7:00
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
Series1
Series2
Series 1 is 24 Ghanta and Series 2 is Star Ananda

22. 22
FIELD SURVEY

23. 23
Q.1 What is the approximate time that you spend with a Bengali news channel?
Less than 30 minutes 30 minutes to 1 Hr (1-2) Hrs
36
64
0
0
10
20
30
40
50
60
70
Less than 30 mins 30 m ins to 1 Hr. 1 to 2 Hrs
Results and Analysis: 60% of the respondents said that they watch the Bengali news
channels for 30 minutes to 1 Hr. and 36% said less than 30 minutes and only 4 % said
from (1-2) Hrs. As it is understood that most of the respondents are service persons and
they are primarily based on Kolkata so the Bengali news consumption is more in rural
and semi urban areas of West Bengal than in Kolkata. But 1 Hr. channel viewing is also
satisfactory as in Metro city where people does not find enough time for a TV viewing,
they still finding out some time to watch those channels.
Q.2. Which is/are the day parts that you watch a Bengali news channel?
6 a.m. to 12 p.m. 12p.m. to 6 p.m. 6p.m. to 12 a.m.
7
0
93
0
10
20
30
40
50
60
70
80
90
100
6:00Hrs to 12:00 Hrs 12:00 Hrs to 18:00 Hrs 18:00 Hrs to 24:00 Hrs
Results and Analysis: An overwhelming 90% respondents said that they watch a Bengali
news channel in an 18:00 Hrs to 24:00 Hrs time band. This well suggests that why these
channels have higher TVR at the evening or prime time programmes. This is followed by
7 % in the morning time band and 3 % in the afternoon time band.

24. 24
Q.3. Order the below mentioned channel according to the duration of time that you watch
these channels.
[Put 3 (in 1to 3) for the highest time duration and 1 for the lowest time duration that you
spend to watch a channel]
57
43
0
0
10
20
30
40
50
60
24 aGhanta Star Ananda Kolkata TV
24 Ghanta Star Ananda Kolkata TV
Results and Analysis: 57% of the respondents answered that they watch 24 Ghanta for
the highest time duration followed by Star Ananda with 43% vote. This clearly makes 24
Ghanta the leader in terms of time spends. Kolkata TV the other important player in the
market most preferred as third choice. The highest Time Spend complemented by a
higher reach resulting in the highest TVR across all the time bands.
Q.4. Which channel do you think the most engrossing among the two in terms of various
types of reporting?
Put A for 24 Ghanta and B for Star Ananda
Crime Politics Sports Lifestyle
Entertainment Business
0
20
40
60
80
100
120
C
rim
e
P
olitics
S
ports
Lifestyle
E
ntertaintm
ent
B
usiness
Star Ananda
24 Ghanta

25. 25
Results and Analysis: An overwhelming 80% of the respondents preferred 24 Ghanta in
terms of Crime reporting over Star Ananda, which suggests that 24 Ghanta’s crime
reporting is one of the major aspects which is responsible for its highest TVR and time
spend. 71% preferred 24 Ghanta in terms of Political reporting over Star Ananda. 24
Ghanta equally doing well in Business reporting as 71% also voted for it. But the most
alarming are the two sections which are Entertainment and Lifestyle where 93% of the
respondents preferred Star Ananda over 24 Ghanta. The present day’s news consumption
should be whole some. A certain viewer expects almost all the fields of reporting to be
good from a certain channel. These two particular sections can actually cause the fall of
TVR in certain time bands as it is responsible for the channel switching by the viewer.
Q5. PERCEPTIONAL MAPPING
Appealing
5
4
3
STAR ANANDA
2
24 GHANTA
1
Old Young
0
-5 -4 -3 -2 -1 1 2 3 4 5
-1
-2
-3
-4
Fig 1
-5
Not appealing
Results and Analysis: (Fig: 1): The first figure tried to explain various aspects like the
channel look, its appearance and the way it presents itself. It is clear that the audience
perceive Star Ananda and much younger and more vibrant than 24 Ghanta. This
perception comes from the channel’s look. The aspects which are responsible are color of
the channel, its graphics and the way anchors present the news. It is well understood that
Star Ananda is mainly targeted to the young age audience, so the framing of the channel
is according to that. Also Star Ananda’s lifestyle and entertainment reporting are much

26. 26
better than 24 Ghanta, which again affects that channel look and makes it much younger
looking.
But 24 Ghanta still manages to keep a minimum disadvantage from its competitor as we
can easily see in the Fig that the difference in Y axis is very small and it is also present in
the 1st
Quadrant. The little older looking 24 Ghanta might help in catering an age group
of above 35+ but when it comes to cater the younger generation it is not as competent as
its competitor.
Credible
5
24 GHANTA
4
3 STAR ANANDA
2
1
Politically biased Apolitical
0
-5 -4 -3 -2 -1 1 2 3 4 5
-1
-2
-3
Fig: 2
-4
-5
Not Credible
(Fig: 2): This figure tried to understand the audience perception mainly on the content of
two channels. Here we can see that people perceive 24 Ghanta as much more credible
than Star Ananda in terms of its content but politically biased on its views to deliver
news. Here Star Ananda manages to remain apolitical but due to not delivering credibility
it has not gained a good position. As it can be seen that People of W.B. are more
politically active that other states, so this perception might have helped 24 Ghanta to
become the market leader.

27. 27
Q.6.
DETERMINATION OF BRAND PERSONALITY
BRAND PERSONALITY OF 24 GHANTA
7
43
0
50
0
10
20
30
40
50
60
SRK AK AB NP
This question has been put to understand the Brand personality of the two channels. Like
human being Brands also have personality which is reflected from its attributes. The
perception is one of the most important parts to create a personality for a brand.
Here 50% of the respondents related 24 Ghanta with Bollywood film star Nana Patekar
and 43% related with Amir Khan. We can see that both the personalities posses some
common personalities. They both are soft spoken but speak to the point. They are
credible and very serious to their work. They also know what they are delivering and
most of the time delivers what is required. 24 Ghanta as a channel has also acquired those
attributes to match the personality of these two film stars.

28. 28
BRAND PERSONALITY OF STAR ANANDA
64
29
7
0
0
10
20
30
40
50
60
70
SRK AK AB NP
64% of the respondents have related this channel with Shah Rukh Khan, which says the
story by itself. Shah Rukh Khan as a personality, is always flamboyant, vocal and very
much young in look. That is exactly what Star Ananda presents itself. It is primarily
targeted towards younger generation so these particular personalities are the ingredients
for it.
Q7.
Brand equity of the Brands that are present in the channels at a
scale of 10
7.14
8
6.6
6.8
7
7.2
7.4
7.6
7.8
8
8.2
24 Ghanta Star Ananda

29. 29
Results and analysis: Respondents have given Star Ananda 8 out of 10 in terms of the
Brand equity of the Brands which are present in the channel. This question was important
as the association of Brands with higher brand equity actually increase the brand equity
of the channel. And here Star Ananda has gained over 24 Ghanta which has scored 7.14
points out of 10.
Q8.
Recommendation of the audience
2.1
1.85
1.7
1.75
1.8
1.85
1.9
1.95
2
2.05
2.1
2.15
24 Ghanta Star Ananda
Analysis: The respondents have recommended 24 Ghanta over Star Ananda. A 60% of
the respondents have recommended 24 Ghanta over Star Ananda and 40% recommended
Star Ananda over 24 Ghanta. One interesting point here is that those who have
recommended 24 Ghanta creates a huge margin of recommendation of both the channel
at a scale of 10, but that does not happen in the recommendation of Star Ananda over 24
Ghanta. The recommendation of Star Ananda over 24 Ghanta mainly came due to 24
Ghanta’s political biasness in reporting.

30. 30
SWOT
ANALYSIS of STRENGHTS –S WEAKNESS—W
24 GHANTA
1. Holds market share of 53% in core TG. 1. Audience perception: Politically biased
2. Placed well above its competitors in Prime2. Audience perception: older look.
Time band. 3. Performance is not up to the mark in
3. Leader in almost all the time bands morning & afternoon time bands.
4. Well equipped & state of the art graphics 4. Poor lifestyle & entertainment related
Department. Programmes.
5. Leader in Crime & Political reporting 5. Lack of international coverage.
6. Located near LalBazaar, H.O. of Kolkata 6. Brand association did not happen with
Police the Brands with higher Brand equity.
7. High Brand awareness. 7. Low E.R. in comparison to performance.
8. Joint venture between Zee News Ltd. 8. Not enough reach to younger generation.
and Akash Bangla.
9 Has been perceived as a most credible
Channel among its competitors.
10. Better distribution results higher
Reach.
11. Quality of correspondence.
12. Overbooking of inventory.
OPPORTUNITIES—O SO STRATEGIES WO STRATEGIES
1. Placed in the most potential 1. Well equipped graphics will help in 1. Older look is preferred by higher age gr.
regional market. Coming Election time.[S4] 2. Lifestyle & Entertainment section can be
2. % of 45+ age gr. Is the highest in 2. Location helps in Crime reporting.[S6] made competitive [W4]
this region. 3. Enjoying Zee’s Brand equity & financial 3. International coverage can be done. [W5]
3. Increasing combined deal with Zee strength.[S8] 4. Low ER brings new client.[W7]
news
THREATS--T ST STRATEGIES WT STRATEGIES
1. Introduction of new channel in 1. Joint venture might result to 1. Audience perception might result to
the same genre. separation of two organizations.[S8] shifting of channel.[W1; W2]
2. Economic recession might result 2. Overbooked inventory might result in 2. Morning & Afternoon time band can
in fall of revenue. dropping of programmes [S12] captured by other channel.[W3]
3. (12-24) age gr. Constitutes 35% 3. Lower Brand association can cause
of the population. lower Brand equity. [W6]
4. Negative perception might 4. Low E.R. will result lack of revenue
result to shifting of audience to lower Brand value. [W7]
different channel.

31. 31
RECOMMENDATIONS for 24 GHANTA
 Proper attention should be given to improve the morning and
afternoon programmes as these two time bands are not giving enough
numbers in terms of TVR.
 News presentation should be more appealing to reach across various
Target Group.
 More programmes should be introduced related to entertainment and
lifestyle.
 Special programmes should be introduced to reach the younger
generation like fashion related programmes, auto shows and career
related programmes.
 The coverage of international news should be increased. This can give
competitive advantage to 24 Ghanta.
 It is perceived that 24 Ghanta is a politically biased channel so proper
measures should be taken to position itself as a news channel which
delivers authentic information.

32. 32
BIBLIOGRAPHY
1. TAM MEDIA RESEARCH.
2. WWW.STARANANDA.COM
3. STRATEGI MANAGEMNT
-FRED. R. DAVID
4. MARKETING MANAGEMNT
- PHILIP KOTLER
4. BRAND MANAGEMNT
- KEVIN KELLER

33. 33
!QESTIONNAIRE!
This Questionnaire will be used for research purpose only and the information
given will remain strictly confidential.
TG: SEC ABC, C&S; M 25+ YEARS
Name:
Occupation:
Marital Status: Single Married
Education: 10th
pass 12th
pass Graduate Post Graduate
Q.1 What is the approximate time that you spend with a Bengali news channel?
Less than 30 minutes 30 minutes to 1 Hr (1-2) Hrs
Q.2. Which is/are the day parts that you watch a Bengali news channel?
6 a.m. to 12 p.m. 12p.m. to 6 p.m. 6p.m. to 12 a.m.
Q.3. Order the below mentioned channel according to the duration of time that you watch
these channels.
[Put 3 (in 1to 3) for the highest time duration and 1 for the lowest time duration that you
spend to watch a channel]
24 Ghanta Star Ananda Kolkata TV

34. 34
Q.4. Which channels do you think the most engrossing among the two in terms of various
types of reporting?
Put A for 24 Ghanta and B for Star Ananda
Crime Politics Sports Lifestyle
Entertainment Business
Q.5. Rank the below mentioned Channels at a scale of 10 as per your perception.
Cover the No. of your choice with a circle
i) 24 Ghanta
Old Neutral Young
-5 -4 -3 -2 -1 0 1 2 3 4 5
Star Ananda
Old Neutral Young
-5 -4 -3 -2 -1 0 1 2 3 4 5
ii) 24 Ghanta
Not appealing Neutral Appealing
-5 -4 -3 -2 -1 0 1 2 3 4 5
Star Ananda
Not appealing Neutral Appealing
-5 -4 -3 -2 -1 0 1 2 3 4 5
iii) 24 Ghanta
Not Credible Neutral Credible
-5 -4 -3 -2 -1 0 1 2 3 4 5
Star Ananda
Not Credible Neutral Credible
-5 -4 -3 -2 -1 0 1 2 3 4 5
iv) 24 Ghanta
Politically biased Neutral Apolitical
-5 -4 -3 -2 -1 0 1 2 3 4 5
Star Ananda
Politically biased Neutral Apolitical
-5 -4 -3 -2 -1 0 1 2 3 4 5

35. 35
Q.6. Associate the below mentioned channel with the personality from the below
mentioned filmstars:
Shah-rukh Khan, Amir Khan, Amitava Bachhan, Nana Patekar
24 Ghanta
Star Ananda
Q.7. Rank the two channels at scale of 10 in terms of the Brand equity of the Brands
which are present in the channel.
Cover the No. of your choice with a circle
24 Ghanta
Lowest B.E. Highest B.E.
1 2 3 4 5 6 7 8 9 10
Star Ananda
Lowest B.E. Highest B.E.
1 2 3 4 5 6 7 8 9 10
(B.E.: Brand equity)
Q.8. How much do you recommend others to watch the following channels
Cover the No. of your choice with a circle
24 Ghanta
Do not recommend at all Neutral Highly recommended
-5 -4 -3 -2 -1 0 1 2 3 4 5
Star Ananda
Do not recommend at all Neutral Highly recommended
-5 -4 -3 -2 -1 0 1 2 3 4 5
Thank You.