3. Daily Soaps

4. Cricketainment

5. Mythological Serials

6. Reality Show

7. Talent Shows

8. Comedy Shows

12. Launched July 21, 2008. No. 1 position in the Hindi General Entertainment Channels segment. Currently planning to launch in the UK.

14. Characteristics of GEC as a Service

15. Intangibility Perishability Inseparability

16. Heterogeneity Ownership Simultaneity

17. Quality Measurement & Nature of Demand

19. 7Ps of Service Marketing Mix

20. Product

23. Service provided to the Advertisers Service provided to the Viewers

24. 7Ps of Service Marketing Mix

25. Price

26. Market Demand based Pricing

27. Subscription Fees Rs.20/month/home Interested viewers for Colors channel can not be determined

29. Viewership Higher Ad rates

30. 7Ps of Service Marketing Mix

31. Promotion

33. Content Promotions (For Viewers) Viewership Building (attracting new viewers) Loyalty Building (engaging existing viewers)

34. Tools for Promotion Outdoor Hoardings Print Media Radio TV Spiral Marketing Internet ads Press Releases Events Viewers of reality shows. [A] Viewers of reality shows on Colors. [AпB] Viewers of Colors [B] They [A] can move to [AпB]

36. Content Promotions (For Viewers) Viewership Building (attracting new viewers) Loyalty Building (engaging existing viewers)

38. Channel website

39. Mailing listViewers of reality shows. [A] Viewers of reality shows on Colors. [AпB] Viewers of Colors [B] They [B] can move to [AпB]

41. Trade Marketing (For Advertisers) Creating high Brand Imagery

42. TOOLS FOR PROMOTION Sponsorships E - mailers Advertising (Advertiser specific) Tele Marketing Personal Selling Sales Promotion (by way of special offers)

43. 7Ps of Service Marketing Mix

44. Place

45. Physical Location Capability & willingness of a potential user. Capability of a user’s TV Set

46. Physical Appearance Viewer’s affinity & impression towards the channel. Sending the right message to the viewers.

47. Intermediary Services Cable operator or DTH 450 channels in India Only 98 – 102 channel bandwidth available with Cable Operators

48. 7Ps of Service Marketing Mix

49. People

50. Attracting, Training & Retaining Attracting Print & Online Ads Recruitment Agencies Head Hunters Probation Period On Job Training Performance Evaluation Retaining High pay packages Benefits Job Enhancement

51. Personnel Involvement High Contact during point of delivery Low Contact during Production Process

52. Viewer Involvement Opinion Polls Surveys Interviews

53. Fellow Consumers’ Behaviour & Choices Single TV Set for the whole Family. One member decides what others watch

54. 7Ps of Service Marketing Mix

55. Process

56. Divergence

58. Complexity

59. More More Larger Shows Producers Production Team

60. Watch TV anywhere you want

61. Service Location

63. User Interaction & Participation

64. User Interaction Transparency & Trustworthiness

65. TV Channels & the Telecom Operators split the revenue generated when viewers vote during Reality & Talent Shows

66. User Participation Costs

68. Technology Based Process

71. 7Ps of Service Marketing Mix

72. Physical Evidence

73. Physical Environment B2C Process (Programming) User created environment Home controlled by Home owner Hotel controlled by Hotel owner Office controlled by business owners B2B Process (Ad Sales) TV channel’s office Advertisers & partners come to discuss various business deals. Formal & state of the art

74. Communication B2C Process (Programming) Channel logo at the corner of the TV screen B2B Process (Ad Sales) Sales Team communicates to the Advertisers in form of proposals & Deal Agreements. Name & Logo of the company Purpose of communication Name & Designation of the Sender

75. Price B2C Process (Programming) B2B Process (Ad Sales) Fixed Price Negotiable Price Subscription Fee Carriage Money Secondage Subscription Fee

76. Service Personnel B2C Process (Programming) Technology based process eradicates the need of service personnel. B2B Process (Ad Sales) Direct interaction b/w advertisers & sales team is very high A Service personnel must have Good Communication skills Negotiation Skills Thorough Product knowledge Up to date with market trends Up to date with competition

77. Brand / Corporate Image B2C Process(Programming) B2B Process (Ad Sales) Content is King Brand is God

78. Quality Dimensions

79. Credibility Security Access Communication

80. Understanding the Customer Reliability Competence

82. Market Segmentation

84. 4+ yrs, Female dominated, SEC ABCDE

86. THANK YOU