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HAILEY COLLEGE OF BANKING AND FINANCE UNIVERSITY OF THE PUNJAB
11. 7.INDEX / TABLE OF CONTENTS 1. 3. 2. 10. 9. 6. 4. PREFACE EXECUTIVE SUMMARY INTRODUCTION RESEARCH OBJECTIVE DATA INTERPRETATION RESEARCH METHODOLOGIES CONCLUSION RECOMMENDATION LIMITATION APPENDIX BIBLIOGRAPHY . 8. 5.
. Also.V.PREFACE In this project titled “A COMPARATIVE STUDY OF VIEWERS PERCEPTION TOWARDS GEO AND CITY42” we have tried to unravel the reasons behind CITY42’ spectacular growth. The present report is a compilation of the results of a study which was carried out by conducting a primary research and secondary research. gender & also how airing of the shows in the prime time has also effected the spectacular growth of CITY42 over GEO. it aims to predict if it is time for GEO to change the strategy that has worked so well for CITY42. The project report gives the structured details of the relationship between the types of entertainment programs shown in these two channels. The project also aims to predict the future trends in the television media industry. This study also put some light on the fact that the T. CITY42 has shown that the viewers wanted a change from the staple shows offered to them and in the process CITY42 gained an competitive edge over GEO. channels ought to launch the programmes as per the viewer’s preferences. The Project broadly covers the reasons that how and why the differentiated programming of CITY42 has connected so well with the viewers. Through this project we have also tried to identify the reasons behind variations in viewership preferences across different age groups .
to obtain their opinions and present status of the channels in the market. For our research methodology. Almost 42% of the male respondents surveyed prefer to watch sports and such programs are preferred by 27% of the overall sample. Study of this project has been done in Lahore District. Questionnaire consisted of close-ended questions according to different parameters. we have used the Questionnaire to analyze the viewer’s preferences for respective channels. based upon the performance in pilot survey we did some changes in the questionnaire and than we did our research in Lahore District. Among the survey done for the various channels the results showed that City42 is the most preferred channel among all viewers. This helped us to analyze the timings during which males & females prefer watching T.EXECUTIVE SUMMARY It had been the learning period for us about the channels preference by the viewers and different market strategies used by the various channels specifically Geo and City42.V. these channels need to diversify from its present genre and bid for sporting events. much like ESPN did with the Football matches. in order to tap into newer markets. City42 and Geo in the market along with preference for few other channels also. Project began with a pilot survey in the region of Sarita Vihar.e. Thus. This project is done to analyze the potential of the two channels i. .
City42 is already the highest rated channel when the numbers are filtered for a particular target group—most notably. PTV is the oldest. it aims to predict if it is time for Geo to change the very strategy that has worked so well. in the 15-34 age bracket. City42 to name a few. 3 in the rankings and is breathing down the neck of Geo. OBJECTIVES • To explore the relationship between type of entertainment programs shown in these two channels and the Gross rating points and Television rating points garnered by them • To investigate the reasons behind City42’ competitive advantage over Geo. It is extremely competitive and comprises of numerous channels. Ary digital. Our study aims to find out the real meaning of the “disruptive and differentiated” programming of City42 and how and why has it connected so well with the viewers. Cable penetration (paid TV market) is expected to grow further more from the present 70 million. . However. Masala Tv. Geo Sports. This has been the first instance since 2008 where Geo’s status as the market leader has been seriously threatened. City42 have shown a remarkable progress and climbed up to no. In fact. Also. The Pakistani general entertainment segment comes under the media industry.INTRODUCTION T he Television industry in Pakistan is witnessing a spate of new channels being launched every year. a line-up of refreshingly different programs and its status as a free-to-air channel. TV is also penetrating into the rural areas and is a promising segment. in these last few months. the runaway success of City42 could be attributed to the advertising blitz when it was launched. Over 250 channels are available to viewers in Pakistan today. Out of these. if the GRPs and TRPs are to be believed. and some of the prominent among being Geo. At first glance. Pakistan boasts of being the 4th largest television market in the world today. Zauq.
Secondary data: It will be taken from websites. Other analysis like time series models and various marketing matrices shall also be carried out. correlation. which is going to be done through sample survey. The study shall try to establish various hypothesis and will prove them with the help of large sample tests like z-test and chi-square test. This will help us in collecting the primary data. A structured questionnaire shall be provided to the respondents. journals and magazines. It will be a cross sectional study. Primary data: The sample will be selected on a Probability basis and will thus provide a wide cross-section of the population . • To access the market share of Geo and City42 in Lahore District. RESEARCH METHODS Research design: The research design followed shall be Descriptive whereby a structured questionnaire shall be provided to the respondents.• To identify the variations in viewership preferences across different age groups and gender. etc. Data collection Sources: A survey of approximately 300 individuals living in Lahore District will provide the database that will act as a primary data for this empirical study. . Statistical tools: The data collected will be quantified using statistical software like MS Excel and SPSS that will help to measure the central tendencies.
FINDINGS Questions and their respective data analysis are as follows: A representative sample size of 100 was taken with equitable number of males and females in it. Q. When do you watch TV generally? .
Merely.Which of the following type of programmes do you like the most(choose any one)? The preferred genre of programs for females (i. mythological. attention has to be given to the afternoon slot as well. But the male preference for sport-related . other than the evening prime time. Some proporton of the female population esp.e. Hence. Q. drama. reality shows) is well represented in the different hindi enertainment chanels. filling it up with repeat telecast of popular shows won’t help in capturing the audience or earning advertisement revenues.It can be interpreted that the majority of the population prefers to watch TV in the late evenings and nite. the home-makers watch TV during the afternon from 12 to 4 pm as well.
There is no right or wrong answer to these questions. It was the distinctive and differentiated programs . Q. Just give your opinion. Rank the following channels from 1 to 6. Almost 42% of the male respondents surveyed prefer to watch sports and such programs are preferred by 27% of the overall sample. Tick one and only one answer for each statement. much like Super Sports.programs is not at all fulfilled by these channels. The responses that we got are as follows: Strongly Agree(SA) 51% Agree(A) 30% Neutral(N) 16% Disagree(D) 2% Strongly Disagree(SD) 1% INTERPRETATION More than half of those surveyed (61%) either disagreed or strongly disagreed that they watch CiTY42 only because it is a free-to-air channel. a) Programs aired on CITY42 are more interesting than those shown on GEO. with 1 being the least favourite and 6 being the most? The responses that we got are as follows: Channels PTV Ary Digital Geo Masala TV CITY42 Zauq 1 13 4 12 12 17 38 2 22 17 20 10 3 34 3 23 34 9 16 10 14 4 7 18 29 31 8 4 5 25 20 26 16 6 3 6 10 7 4 15 56 7 Q. these channels need to diversify from its present genre and bid for sporting events. Thus. in order to tap into newer markets.
CONCLUSION 1. 2. mythological & reality shows in different hindi entertainment channels. . 3. LIMITATIONS • • Due to time constraint. our study was limited to Lahore District Only. Since City42 was launched only in July 2007 enough secondary data was not available to conduct in-depth research about its other aspects.It can be interpreted that the majority of the population prefers to watch TV in the late evenings and night. Rather the reason for GEO’ steadily slipping TRPs is the lack of variety in its programs. On the basis of research it was observed that 42% of the male respondents surveyed prefer to watch sports whereas female respondents preferred drama . Study also showed that the home-makers watch TV during the afternon from 12 to 4 pm as well. Therefore cost is not at all a factor for the advantage that City42 enjoys over GEO.that attracted them and people were willing to pay if and when CITY42 becomes a paid channel.
The reason for CITY42’ steadily slipping TRPs is the lack of variety in its programs. should follow innovation and creativity as its guiding principles. On the basis of the research done on few channels the results remarkably showed the preference of (a) City42 over the other channels. it was shown that since CITY42 is a free –to-air channel is not the only reason for City42 popularity & cost again has not contributed much for city42 preference . 3. GEO if wants to regain its market position. GEO should try to add variety to the programs it airs. on the basis of our research it can be concluded that CITY42 for sure has gained competitive edge over GEO. 2. Finally. . Preference of other channels is as follows: (b) ARY DIGITAL (c) MASALA TV (d) ESPN (e) QTV (f) ZAUQ 5. RECOMMENDATIONS 1. Following results were also observed: (a) Amongst the 61 % respondents surveyed agreed that the distinctive and differentiated programmes shown on CITY42 was the significant reason why respondents preferred colors over GEO . The channel should understand the consumer’s perception before launching any new programme.Also . 6.4.
APPENDIX QUESTIONNAIRE To study the television viewers’ perception towards Star plus and Colors .
generally? Morning 6 a. .Q1.4 p.V. with 1 being the least favourite and 6 being the most? PTV ZAUQ GEO . Which of the following type of programmes do you like the most (choose any one)? Reality shows Crime thrillers Drama Religious / Mythological Sports Comedy Q4.10 p.12 noon Afternoon 12p.? Less than 2 hours 2 to 3 hours 3 to 5 hours 5 hours or more Q2. When do you watch T. For how many hours in a day. .m.m. onwards Q3.m. do you watch T.m.m. . Rank the following channels from 1 to 6. Evening 4 p.m.V. 10 p.
MASALA TV CITY42 ARY Q8.000-40.000 Rs 40.000-20. What is your occupation? Unemployed Business Student Service Q9. What is your qualification? Undergraduate Graduate Post-Graduate Q10.000 Rs 10. Personal Information NAME ----------------------------------------------- AGE . What is your monthly income? Rs 0-10.000 Rs 20.000 & above Q11.
Kinnear . Carson Marketing Research: An Applied Approach by Thomas C.SEX ------------------------------- LOCATION BIBLIOGRAPHY Assistance from books: • • Qualitative Marketing Research by David J.
Assistance from Portals: www.marketresearch101.com .
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