A

RESEARCH REPORT

ON

A COMPARATIVE STUDY OF AUDIENCE PREFERENCE

TOWARDS CNBC AND ZEE BUSINESS

(A CASE OF BAREILLY CITY)

SUBMITTED FOR APPROVAL FOR CONDUCT OF FIELD RESEARCH FOR PARTIAL

FULLFILLMENT OF THE MASTER IN BUSINESS ADMINISTRATION DEGREE
FROM U.P. TEC UNIVERSITY, LUCKNOW

BATCH (2007-09)

Under the kind guidance of: Submitted By:

Mr. GULSHAN KUMAR PRIYANKA SHARMA
LECTURER. M.B.A. IV – Semester.
R.B.M.I. Bareilly Roll No. :-0701670083

SUBMITTED TO:

DEPARTMENT OF BUSINESS ADMINISTRATION

RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY

V/S
 DECLERATION

I, Priyanka Sharma, student of M.B.A IV sem (university roll no.0701670083) at

RBMI; hereby declare that I have completed my research report on the topic titled “A
COMPARATIVE STUDY OF AUDIENCE PREFERENCE TOWARDS CNBC AND ZEE
BUSINESS” as a compulsory part of my course curriculum.

The information provided in the report is original and has not been copied from
anywhere.

This report is not submitted to any other university/institute for the award of any other
degree/diploma.

PRIYAN KA SHARMA
MBA IV Sem
Roll No. 0701670083
 ACKNOWLEDGEMENT

“NO MAN IS COMPLETE IN KNOWLEDGE BUT SINGLE RAY

OF KNOWLEDGE CAN BE HELPFUL TO MAN”.

The research on “A COMPARATIVE STUDY OF AUDIENCE PREFERENCE

TOWARDS CNBC AND ZEE BUSINESS” has been given to me as part of the curriculum in
Two-Years Masters Degree in Business Administration.

I have tried my best to present this information as clearly as possible using basic
terms that I hope will be comprehended by the widest spectrum of researchers, analysts and
students for further studies.
I have completed this study under the able guidance and supervision of Mr. Gulshan
Kumar; I will be failed in my duty if I do not acknowledge the esteemed scholarly guidance,
assistance and knowledge. I have received from them towards fruitful and timely completion
of this work.

Mere acknowledgement may not redeem the debt I owe to my parents for their
direct/indirect support during the entire course of this project.

“GUIDANCE IS THE BEST IN THE WAY PROGRESS”.

I am also thankful to my friend who helped me a lot in the completion of this project.

PRIYANKA SHARMA
 CONTENTS

1. INTRODUCTION ABOUT CNBC

 Profile

 Personalities and Coverage

 Rating of CNBC

 CNBC Logos
2. INTRODUCTION ABOUT ZEE BUSINESS

 About Zee News Limited

 Zee Business- Profile

 Achievements of Zee Business
3. OBJECTIVES OF THE RESEARCH

4. RESEARCH METHODOLOGY

 Data Source
 Research Approach
 Sampling Unit
 Data Completion And Analysis
 Scope

5. LIMITATION OF RESEARCH STUDY

6. ANALYSIS AND INTERPRETATION
7. FINDINGS
8. CONCLUSION
9. RECOMMENDATIONS
10. BIBLIOGRAPHY
11. QUESTIONNAIRE
 CNBC: - AN INTRODUCTION

CNBC (an abbreviation for the “Consumer News and Business Channel” its official
name until 1991) is a US Cable News and satellite television business news channel in the
U.S., owned and operated by NBC Universal. The network and its international spinoffs
cover business headlines and provide live coverage of financial markets. The combined reach
of CNBC and its siblings is 390 million viewers around the world. The network is currently
ranked as the 19th most valuable cable channel in the U.S., worth roughly $4 billion.

The CNBC channel originally had its beginnings around 1980 as The Satellite
Program Network (SPN), showing a low-budget mix of old movies, instructional &
entertainment programs, and infomercials. The channel later changed its name to Tempo
Television. After initially signing a letter of intent to acquire Tempo, NBC eventually opted
for a deal to lease the channel's transponder in June 1988. On this platform, the channel was
re-launched on April 17, 1989 as the Consumer News and Business Channel. NBC and
Cablevision initially operated CNBC as a 50-50 joint venture, choosing to headquarter the
channel in Fort Lee, New Jersey. The newsroom at CNBC headquarters also used to host
Power Lunch.

CNBC had considerable difficulty getting cable carriage at first, as many providers
were skeptical of placing it alongside the longer-established Financial News Network. By the
winter of 1990, CNBC was only in 17 million homes - less than half of FNN's potential reach
- despite having the muscle of NBC standing behind it.

However, around this time, FNN encountered serious financial difficulties. After a
protracted bidding war with a Dow Jones-Westinghouse Broadcasting consortium, CNBC
acquired FNN for $154.3 million on May 21, 1991 and immediately merged the two
operations, hiring around 60 of FNN's 300-strong workforce. The deal increased the
distribution of the newly enlarged network to over 40 million homes. Cablevision sold its
50% stake to NBC upon
completion of the deal. With the full name "Consumer News and Business Channel" dropped,
the network's business programming was at first branded "CNBC/FNN," although this was
phased out before the mid-90s.

CNBC began to grow during the 90s, launching Asian and European versions of the
channel in 1995 and 1996 respectively. In 1997, CNBC formed a strategic alliance with Dow
Jones, including content sharing with Dow Jones Newswires and The Wall Street Journal and
the rebranding of the channel as "a service of NBC and Dow Jones". CNBC's international
channels were then merged into a 50-50 joint venture with their Dow Jones-owned rivals,
London-based EBN (European Business News) and Singapore-sited ABN (Asia Business
News) in 1998, while ratings grew on the U.S. channel until the new millennium's dot-com
bubble burst in 2000.

The new millennium also brought changes to the network, moving its world
headquarters from Fort Lee to Englewood Cliffs, New Jersey in 2003, which features
completely digital video production and studios made by PDG Ltd of Beeston,
Nottinghamshire and the FX Group of Ocoee, Florida.

NBC Universal reacquired full control of loss-making CNBC Europe and CNBC Asia
from Dow Jones at the end of 2005. The licensing agreement between Dow and CNBC U.S.
remained intact, however. Today, CNBC provides business news programming from 4 a.m. to
8 p.m., Eastern Time, while broadcasting talk shows, investigative reports, documentaries,
infomercials, repurposed NBC game shows, and other programs during the evening and early
morning. A rolling ticker provides real-time updates on share prices on the NYSE, NASDAQ,
and AMEX, as well as market indices, news summaries, and weather updates by NBC
Meteorologists (prior to March 27, 2006, all of CNBC's weather reports were provided by
AccuWeather). A rotating top band of the screen rotates provides real-time updates on index
and commodity prices from world markets.

CNBC is the only NBC network whose abbreviation, while containing NBC, stands
for another name: the Consumer News and Business Channel. The moniker was simply
shortened to CNBC when the former was dropped.
 CNBC

Launched April 17, 1989

Owned by NBC Universal

Picture format 480i (SDTV)

1080i (HDTV)

Slogan "First in Business Worldwide"

"America's Business Channel"

Country United States

Broadcast area United States, Canada

Headquarters Englewood Cliffs, New Jersey, U.S.

Sister channel(s) CNBC World

MSNBC

Website CNBC.com

PERSONALITIES AND COVERAGE

Much of CNBC's on-air talent has been with the network for some time: Sue Herera
and Scott Cohn joined CNBC at its inception, and remain on the air co-hosting Power Lunch
and as senior correspondent respectively. Some personalities who joined CNBC from FNN in
1991, such as Ron Insana, Bill Griffeth and Joe Kernen, are also still with the channel. The
network has of late sought to increase the profile of its on-air team with the launch of rival
business station Bloomberg Television and Fox Business Network - although CNBC's best
known personality, Closing Bell host Maria Bartiromo, has for some time made regular
appearances on other NBC News broadcasts such as The Today Show as well as anchoring
the syndicated Wall Street Journal Report, other CNBC hosts such as Jim Cramer and Erin
Burnett have also been used increasingly across NBC's output.

In addition to its roster of program anchors, CNBC employs a team of reporters who
contribute across the network's business day programming, the majority of whom are based at
CNBC's global headquarters in Englewood Cliffs. In addition, CNBC has staff permanently
based at bureaux in Midtown Manhattan, Chicago, Washington, D.C., Los Angeles and San
Jose (the latter referred to on air as "CNBC Silicon Valley"). Cost-cutting at NBC Universal's
news divisions has seen some of these offices merged with those of NBC owned-and-
operated stations: the Silicon Valley facility was moved from Palo Alto to the KNTV (NBC
11) newsroom in San Jose in January 2007 (occasionally KNTV reporters Scott Budman and
Scott McGrew will now correspond for CNBC), while the Chicago bureau now shares a
home with WMAQ (NBC 5). The network also has reporters posted at the New York Stock
Exchange (where CNBC also has a set used for broadcasting Squawk on the Street, The Call
and Closing Bell), NASDAQ MarketSite, NYMEX and the Chicago Board of Trade and
Chicago Mercantile Exchange each day.

RATINGS OF CNBC
There is a fairly clear long-term correlation between the performance of global stock
markets and the audience ratings of CNBC. The network had a difficult time attracting
viewers in the first half of the decade, but has seen viewership increase from a 2005 bottom
to record highs in 2008, coinciding with the subprime mortgage crisis. CNBC continues to
possess the wealthiest audience (in terms of average income) of any television channel in the
United States. During the late 1990s and early 2000s, CNBC's ratings were increasing sharply
along with the stock market, often beating those of CNN during market hours. In 2000,
daytime viewership of the network peaked at 343,000, around the time the Nasdaq Composite
crossed 5000. However, when the dot-com bubble began to burst later that year, CNBC's
viewing figures declined in tandem. The network's ratings steadily fell quarter after quarter,
year after year, until bottoming in Q1 2005, with an average viewership of 134,000 during the
day. From the bottom, the network, along with the markets, rebounded significantly --
average daytime viewership (6 am to 6 pm) reached a 7-year high of 310,000 viewers in the
first quarter of 2008. Coinciding with the extreme market volatility of the ongoing global
economic crisis, ratings hit an all time high of 416,000 in Q3. Although the figures remain
considerably less than those achieved by Fox News and CNN today, they have still seen a
210% increase in viewership since the beginning of 2005. Despite the viewership slump at
the turn of the decade, CNBC has remained extremely profitable: average annual revenues
top $510 millionwhile profits for the network exceeded $333 million in 2007 making CNBC
a cash cow for NBC Universal and its parent company, General Electric. CNBC is the second
most profitable of NBC Universal's thirteen cable channels in the United States, behind only
the USA Network.

The network often sees large spikes in viewership on days of major market moves. In
the week of 27 February 2007, when the Dow Jones Industrial Average had its 7th largest loss
ever, CNBC's continuing coverage of events resulted in its best ratings week since the market
crash after the September 11, 2001 terrorist attacks, with Kudlow & Company, Mad Money,
and Fast Money recording their best ratings ever in the coveted 25-54 demographic. For the
week ended September 19, 2008, the network averaged 502,000 viewers during the "business
day" (defined by the network as 5am to 7pm). During this week, Squawk Box, Closing Bell,
Fast Money, Mad Money and Kudlow & Company recorded their best viewership figures
ever. On September 29,

2008, when the markets faced their worst single session performance since the crash
of 1987, CNBC saw its best ratings day ever, with an average 726,000 viewers tuning into the
network during the business day. While daytime viewership has rebounded from its 2005
lows, primetime ratings remain weak relative to those of other news networks and CNBC
continues to try and rejuvenate its evening lineup. Along with developing new program
formats such as Fast Money and Mad Money, the network operates a "checkerboard"
programming approach, airing various genres of shows including documentaries, town-hall
style discussions and repeats of some NBC output.

When discussing the network's ratings, CNBC management and press releases
regularly suggest that considerable viewership, particularly during the daytime, is done "out
of home" in places such as offices and hotel rooms. As this demographic is not covered by
Nielsen Media Research ratings, CNBC claims that the network's true viewership is
considerably higher than what is measured.

CNBC LOGOS
CNBC has used numerous logos at various times; this section shows all of its television
logos.

Logo Years used Comments

1989 - 1992 CNBC's first logo, used from 1989 to August 1992

Planned CNBC/FNN logo from 1991 before the name was

1990 - 1992
dropped

1992 - 1994 CNBC logo from August 1992 to August 1994

1994 - 1996 CNBC logo from August 1994 to May 1996

1996 - present The current CNBC peacock logo from May 1996 to present

LIST OF INTERNATIONAL CNBC CHANNELS

CNBC has operated international versions of its channel since 1995, when CNBC
Asia originally launched. CNBC Europe followed in 1996. On 1997-12-09, Dow Jones &
Company and NBC announced the merger of their international business news channels. This
resulted in a merger of CNBC Europe with Dow Jones' European Business News, and
likewise of CNBC Asia with Asia Business News. From then (until January 2006) the
international CNBC services carried the tagline "A Service of NBC (Universal) and Dow
Jones" (or depending on other local partners, a variation of this tagline). Correspondents from
Dow Jones Newswires contribute to the channels. CNBC Europe is headquartered in London,
and CNBC Asia is headquartered in Singapore. On 2005-12-31, the sale by Dow Jones of its
interests in the international CNBC channels took effect. From 2006-01-01, the "A Service of
NBC Universal and Dow Jones" tagline was removed from the international CNBC channels,
in line with this. In 2007, CNBC Asia dropped the word "Asia" from its channel indents, on
30 September 2008; CNBC Europe similarly dropped the word "Europe" from its logo. This
means the big three CNBC channels - US, Europe, and Asia - are all on-screen known as
simply CNBC. Besides CNBC Europe and CNBC Asia, the network also operates a number
of local business news channels in association with other companies. These channels include
Class CNBC in Italy, CNBC-e in Turkey, CNBC Arabia in the UAE, Nikkei CNBC in Japan,
CNBC-TV18 and CNBC Awaaz in India, CNBC Pakistan in Pakistan and TVN CNBC
Biznes in Poland.

CNBC Europe and CNBC Asia are rebranded in some parts of the world with tickers
containing local financial information. Examples include CNBC Nordic, CNBC Singapore,
CNBC Hong Kong and CNBC Australia. In North America, CNBC World airs business
programming from CNBC Europe and CNBC Asia, as well as weekly magazine programs
provided by CNBC-TV18 and the Nations. In Central America and the Caribbean, CNBC
Latin America retransmits live programs from CNBC and CNBC World.

In Canada, CNBC can be seen with most of the programming identical to the US
counterpart. However, due to Canadian programming rights, the 9pm slot which shows
television programming such as Deal Or No Deal, The Apprentice, 1 vs. 100 and Heads Up
Poker, as well

as any and all Olympic Games coverage, are replaced by CNBC World programming.
However, documentaries are shown in Canada. This had the making of a major problem, as a
highlight episode of The Apprentice 5 that aired April 23, 2006, was assumed to not be
available anywhere for Canadians due to these blackouts. While the first airing at 9:00pm ET
was blacked out, the second airing at 12:00am ET was accidentally shown. Blackouts on
episodes that originally air on NBC and Global are likely to continue. However, occasionally,
the television shows are shown and are not blacked out, possibly due to a mistake in
transmission.

CNBC's most recent international spinoff is CNBC Africa. With roughly $600 million
spent on advertising in South Africa alone, the network sees great potential in grabbing a
potential share of that pot. Initially, CNBC Africa has bureaus in Kenya, Nigeria and South
Africa and produces 9 hours of local programming per business day. The network was
launched on 2007-06-01.
ABOUT ZEE NEWS LIMITED
 Zee News Limited (ZNL) de-merged from Zee Telefilms Limited on March 31st 2006
in pursuance of scheme of arrangement approved by the Hon. Bombay High Court on 17th
November 2006. The company became a listed entity on January 10, 2007.

Zee News Limited (ZNL) touches the lives of millions of Indians thorough a clutch of
news and regional entertainment channels. Our mission is to “Inform. Entertain. Empower”.
The specific channels operated by Zee News Limited are Zee News, Zee Business, Zee
Marathi, Zee Bangla, Zee Punjabi, Zee Gujarati, Zee Telugu, Zee Kannada and Zee 24 Taas,
the first 24-hour Marathi news channel. 24 Ghanta, a 24 hour Bangla news channel is
operated by a subsidiary company known as Zee Akaash News Private Limited.

Zee News Limited also supplies content to the international broadcasting business of
Zee in USA, Europe, Africa, Middle East and Asia Pacific. It has 1000 employees and had
profit of nearly Rs. 300 crore in 2007-2008.

Zee News, the news and current affairs channel of the ZNL, is the oldest channel of
the bouquet and has taken giant strides ever since its inception in 1992. Reaching millions of
viewers in five continents, the channel revolutionized the way news was brought home to the
viewers.

Zee News created history in 1999 by becoming the 24-hour Hindi current affairs and
news channel in the country. Since its inception it has consolidated its position in the country
and in spite of being the only pay channel in its genre, it maintains its position among the top
3 Hindi News channels in the country. In North India, Zee News is a strong contender for the
No.1 position in the market.
 Its programmed The Inside Story on synthetic milk, won an award at the New York
Festivals, a first for India. Besides, Zee News has been consistently winning awards for its
programming and marketing activities, including awards at the EMMVIES 2004, Indian Telly
Awards and the Indian market awards.

The Zee Business channel was launched in November , 2004 and is already rated as the No 1
Hindi Business News Channel. Besides updated news bulletins by the hour, there is a lot to
watch out for whether it is information related with the stock market, investments, mutual
funds, corporate world, real estate, travel or leisure.

It has been winning the Consumer Award for the Best Business Hindi News channel for the
last two years.
ZEE BUSINESS: - AN INTRODUCTION

Zee Business, India’s 1st 24-hour Hindi business channel was launched in November
2004 and it was conceived to offer information and insight and bring business and economy
coverage to you in your own language. It is your channel to profit and wealth and strives to
create an entrepreneurial climate in the country that can help stimulate innovation and
economic growth. Being the first to launch stock market programs in Hindi, Zee Business has
taken the markets to a new set of small and medium retail investors for whom the channel is a
must watch.

Stock Market programmes like Bechein Ya Rakhein, Share Bazaar Live, Aapka
Baazar, and Markets at Noon, Mid Cap Bazaar and Antim Baazi addresses the need of the
stock market Investor from 8 am in the morning to 4.30 pm in the afternoon. Each of these
programs are firmly established and understood by the masses for its easy to understand
language and graphics support. They provide news, views, reviews and previews for the day’s
trading session. Top picks for the day done in association with reputed stock market
consultants & experts. Tool kit for the day’s trading.

Zee Business launched India’s 1st Commodity market programme: Mandi Live. It is
India’s No. 1 Commodity Markets programme and is considered a barometer for the
commodity market. Zee Business takes credit in expanding the viewership for business
channels beyond the stock market trading hours. With an aggressive evening programming
and a varied weekend line-up, Zee Business has made business channel viewing a 24X7
habit. Shows like Gadgets & More, Property Plus, Wheelocity, Mobiles & more, Zindagi
Live, Weekend, The Great Chefs of India, and Box Office are all part of lifestyle programming
on the channel. Used Car Show, yet another first by Zee Business is a comprehensive guide
in choosing the best second hand car.
 Zee Business continuously strives to empower and entertain consumers on smart
decision-making related to investments, savings and spending. Zee Business introduced
personal finance shows to television audiences with programs like Money Guru, Tax Doctor,
The Money Show and Vakil Sahib. Useful insights and tips on earning investing and
spending.
Like business itself, Zee Business has also evolved. It vibes with the ambition and passion of
today's entrepreneurs; and continuously strives to bring the best quality programming to
viewers across the country. No wonder, Zee Business has grown by leaps and bounds in
recent times. It emerged as India’s No. 1 business channel and reigned supremacy in Mumbai
& Delhi combined for 10 consecutive weeks. Today it is a dominant player amongst all
business channels in the country.

Zee Business is all set to introduce its new initiative ‘Emerging Business Forum.’
Starting today, this forum is all set to showcase the success of SME clusters and empower
emerging business enterprises Zee Business, in an alliance with the State Bank of India,
India's most trusted bank, is all set to introduce its unique initiative ‘Emerging Business
Forum’. This is an endeavor by Zee Business to showcase the success of SME clusters and
empower emerging business enterprises achieve sustainable growth and development.

Beginning December 17, 2008, Emerging Business Forum will be a 13 part series
which will crystallize concerns and identify local environment and ecosystem issues that will
be addressed on a sustained basis by Zee Business. It aims to highlight the achievements of
small and medium enterprises in some key clusters apart from setting up a forum for SMEs in
specific verticals for first hand contact among themselves and mentoring by eminent
entrepreneurs and business leaders.

Emerging Business Forum will be in the format of panel discussion that will be
conducted across ten important cities of India which include Agra, Ahmedabad, Delhi, Jaipur,
Indore, Ludhiana, Meerut, Moradabad, Pune and Tripura. These panels will consist of
eminent and top employees from the leading SMEs in the cluster as well as about 75
delegates from each city comprising of members from the local industry association.
ACHIEVEMENTS OF ZEE BUSINESS

ZEE BUSINESS BAGS ABCI AWARD

Zee Business (India's first Hindi business news channel that empowers the viewer by
imparting knowledge that can be used for day-to-day gains) has been given the ABCI Award
recently for its popular automobile show 'Wheelocity'. This 46th awards night of the
Association of Business Communicators of India (ABCI) was held on 12th of January, 2007.
This prestigious award was conferred on Senior Correspondent and the Producer of the show
–ShwetaBajaj.

Mr. Harish Doraiswamy, CEO, Zee News Ltd said that, "The channel is performing
exceptionally well. This award is a representation of the viewer's opinion about Zee Business.
Through its persistent efforts, today, the channel enjoys the "most preferred channel" status
amongst the elites of the country. We are striving harder to empower our viewers with more
such informative programmes.
Dr. E. SREEDHARAN BAGS ZEE BUSINESS PINNACLE LIFETIME
ACHIEVEMENT AWARD 2006

The first Zee Business Pinnacle Awards, instituted by Zee Business, has announced
its first recipients amidst the blitz of corporate glitterati of the country. Delhi Metro Rail
Corporation MD Dr E Sreedharan, MD was presented the ‘Zee Business Pinnacle Lifetime
Achievement Award’ for his contributions to growth and development of the transportation
system in the capital city.

The Pinnacle Awards were given out in 19 categories from the Construction,
Building and Allied industries in Real Estate. It acknowledged talents for their contribution
in Technical, Creative and Individual achievements. The highlights of the award ceremonies
were the announcement of Zee Business Pinnacle Lifetime Achievement Award conferred
on Dr E. Sreedharan, MD, Delhi Metro Rail Corporation, Pinnacle Paint Award to Asian
Paints, Pinnacle Steel Awards to Steel Authority of India Ltd (SAIL), and Pinnacle Bank to
HDFC Bank, informs an official release.
The details of the winners are listed below:

Technical Awards

Pinnacle Cement ’06 Inorbit Mall

J.K Lakshmi

Pinnacle Paint ’06

Asian Paints Pinnacle Residential Building ‘ 06
K.Raheja Group
Pinnacle Plywood ’06
Green Ply Pinnacle Promotion – Print ’06
Omaxe Group
Pinnacle Steel ’06
Steel Authority Of India Limited Pinnacle Promotion-TV ’06
Green Ply
Pinnacle Tiles ’06
H&R Johnson Pinnacle Special Jury Award
Godrej Property for Planet Godrej

Pinnacle Bank-Home Loans ’06 Pinnacle Corporate Building

HDFC Bank ICICI Corporate Building Bandra Kurla

Pinnacle Sanitary Ware ’06 Pinnacle Bank-Home Loans ’06

Parryware HDFC Bank

Pinnacle Electrical ’06 (Cables and Pinnacle Sanitary Ware ’06

switches) Parryware
Havells
Pinnacle Electrical ’06 (Cables and
switches)
Havells
Pinnacle Marble ’06
R.K Marble Pinnacle Marble ’06
R.K Marble
Creative Awards
Creative Awards
Heritage Buildings ’06
Taj Colaba Heritage Buildings ’06
Taj Colaba
Pinnacle Awards Commercial building
‘06 Pinnacle Awards Commercial building
‘06
 Inorbit Mall Inorbit Mall

Pinnacle Residential Building ‘ 06 Pinnacle Residential Building ‘ 06

K.Raheja Group K.Raheja Group

Pinnacle Promotion – Print ’06

Omaxe Group
Pinnacle Promotion – Print ’06
Omaxe Group Pinnacle Promotion-TV ’06
Green Ply
Pinnacle Promotion-TV ’06
Pinnacle Special Jury Award
Pinnacle Bank-Home Loans ’06 Godrej Property for Planet Godrej
HDFC Bank
Pinnacle Corporate Building
Pinnacle Sanitary Ware ’06 ICICI Corporate Building Bandra Kurla
Parryware
Individual Awards
Pinnacle Electrical ’06 (Cables and
switches) Pinnacle Architect ’06
Havells Sonali Bhagwati Spazzio

Pinnacle Marble ’06 Pinnacle Interior Designer ‘06

R.K Marble Sanjay Wadhwa, Director SWBI
Architects
Creative Awards
Pinnacle Lifetime Achievement Award
Heritage Buildings ’06 Dr E. Sreedharan, MD, Delhi Metro Rail
Taj Colaba Corporation

Pinnacle Awards Commercial building

‘06
ZEE BUSINESS RATED TOP BIZ CHANNEL

The recent Television Audience Measurement (TAM) report has proclaimed Zee
Business as India’s top business channel for the ninth consecutive week with a score of 37%
share for week 37 in Delhi and Mumbai combined.

NDTV India was placed in the second position, while IBN 7 occupied third spot. Both
are Hindi business channels.

Zee is No. 1 in terms of the time viewers spent all-India and in the Hindi-speaking
market. Also, 50% of the most popular business programmes of the country are on Zee
Business.

The report further indicates that Zee Business has garnered the maximum average
weekly gross rating points (GRP) in the top metros. It also topped the charts with an
outstanding score of 25.3 averages weekly GRP for last four TAM weeks ending 13
September, 2008 across four metros and 20.5 average weekly GRP across six metros. NDTV
India is not far behind with average GRP ratings of 23.9. Zee Business, also credited to be
India’s first 24-hour Hindi business channel is celebrating its ratings.

The channel has continued to retain a large channel share in Delhi and Mumbai
combined for the last nine weeks thus emerging as the top business channel in these key
business markets.
 OBJECTIVES OF THE RESEARCH

The main objectives of the study are as follows:-

1. To have an idea about different business news channels from the people.

2. To study the target audience perception towards business news channels on the

basis of their age, sex, educational qualifications and economic status, etc.
RESEARCH METHODOLOGY
 It is well known fact that the most important step in marketing research process is to
define the problem. Choose for investigation because a problem well defined is half solved.
That was the reason that at most care was taken while defining various parameters of the
problem. After giving through brain storming session, objectives were selected and the set on
the base of these objectives. A questionnaire was designed major emphasis of which was
gathering new ideas or insight so as to determine and bind out solution to the problems.

DATA SOURCE

Research included gathering both Primary and Secondary data. Primary data is the
first hand data, which are selected a fresh and thus happen to be original in character. Primary
Data was crucial to know various customers and past consumer views about bikes and to
calculate the market share of this brand in regards to other brands.

Secondary data are those which has been collected by some one else and which
already have been passed through statistical process. Secondary data has been taken from
internet, newspaper, magazines and companies web sites.

RESEARCH APPROACH

The research approach was used survey method which is a widely used method for
data collection and best suited for descriptive type of research survey includes research
instrument like questionnaire which can be structured and unstructured. Target population is
well identified and various methods like personal interviews and telephone interviews are
employed.

SAMPLING UNIT

It gives the target population that will be sampled. This research was carried in
Bareilly (Distt Bareilly).

These were 50 respondents.

DATA COMPLETION AND ANALYSIS

 After the data has been collected, it was tabulated and findings of the project were
presented followed by analysis and interpretation to reach certain conclusions.

SCOPE

My project was based on the “A COMPARATIVE STUDY OF AUDIENCE

PREFERENCE TOWARDS CNBC AND ZEE BUSINESS” and data was taken in the City
Bareilly only.
LIMITATIONS OF THE STUDY
1. Time factor was the chief limitation of the study. Limited time was allotted for
interviewing with the respondents. As a result of this it was not possible to gather full
information from respondents.

2. Another major constraint was cost. The study involves substantial cost and was
beyond the affordability of theme.

3. Some biased response came from respondents and findings stated in the report were
based on the answers from the questionnaire. So the effect of misinterpretation and
wrong answers may affect the outcome of the project.

4. Research work was carried out in one Bareilly city so the findings may not be
applicable to the other parts of the country because of social and cultural differences.

5. Such type of studies are psychological and require a lot of time since each human
being is different and it is hard enough to study about each individual.

6. Few respondents are not confident while responding the questions.

7 There was no literature as ill as no material available related to my study so it took

time to go around and collect relevant information from the respondents.

8 Some of the questionnaires are incomplete or ire not properly filled so it was difficult
to analyze them.
 Q1.Which business news channel do you prefer to see
mostly?

CNBC 25

ZEE BUSINESS 25

INTERPRETATION: - Out of the sample size of 50 viewers, 25 viewers of

CNBC and 25 viewers of ZEE BUSINESS are taken in to consideration.
 Q2. How much attention you would give to the hard news?

CNBC ZEE BUSINESS

HIGH 6 9
MODERATE 14 10
LOW 5 6

INTERPRETATION: - It is observed that in CNBC as well as in ZEE

BUSINESS the viewers give moderate attention to the hard news but this ratio
is comparatively high in case of CNBC. However the ratio of the viewers of
ZEE BUSINESS who give high attention to the hard news is comparatively
much more when compared to CNBC.
 Q3. How much time you spend in watching business news?

CNBC ZEE BUSINESS

½ hour to 1 hour 11 12
1 hour to 2 hour 5 9
More than 2 hour 9 4

INTERPRETATION: - The majority of viewers of both ZEE BUSINESS and

CNBC news channels spend mostly ½ hour to 1 hour in watching business
news.
 Q4. Do you watch news channels regularly?

CNBC ZEE BUSINESS

YES 17 13
NO 8 12

INTERPRETATION: - A large segment of the viewers of CNBC and ZEE

BUSINESS agrees to the fact that they watch these business news channels
regularly.
 Q5. For what purpose do you watch these channels?

CNBC ZEE BUSINESS

BUSINESS AWARENESS 8 10
INVESTMENT PURPOSE 9 10
ANY OTHER PURPOSE 7 5

INTERPRETATION: - Majority of the viewers of CNBC and ZEE

BUSINESS says that they watch these news channels for business awareness
and investment purpose. But this ratio is comparatively high in case of ZEE
BUSINESS.
 Q6. Best understanding of the news comes from what?

CNBC ZEEBUSINESS
SEEING PICTURES & 18 22
VIDEOS
READING OR HEARING 7 3

INTERPRETATION:- Most of the viewers of CNBC and ZEE BUSINESS

give preference to seeing pictures or video footage while very few viewers says
that they learn more from reading and hearing the facts about what had
happened.
 Q7. Which aspect of the news is most preferred by you?

CNBC ZEE BUSINESS

JUST HEADLINES 4 7
HEADLINES & SOME 10 14
REPORTING ON THE
FACTS
IN DEPTH ANALYSIS 7 3
DON’T KNOW 4 1

INTERPRETATION: - A large segment of viewers of CNBC and ZEE

BUSINESS prefer to get headlines and some coverage on the facts. Very few
viewers are interested in the in-depth analysis of the facts. While those who are
disengaged from the hard news altogether shows a clear preference for simpler
news presentations i.e. just headlines.
Q8. How much these aspects influence you when a news source:-

CNBC ZEE BUSINESS

LIKES DISLIKES DOESN’T LIKES DISLIKES DOESN’T
MATTER MATTER
a) Presents
debates
between 16 7 2 11 14 0
people.

b) Reporters
with
pleasant 13 11 1 18 5 2
personality.

c) Has an in-
depth
interview. 19 7 0 20 3 2

d) Shares your
point of
view. 14 4 7 11 7 7

e) Stir your
emotions. 7 13 5 13 6 6
CNBC

INTERPRETATION: - People like many different styles of presenting the

news, and their preference ranges from serious to lighthearted. A solid majority
of viewers of CNBC likes in-depth interviews with leaders and policy-makers.
Comparable numbers also like debates between people with different point of
views and news presented by reporters and anchors with pleasant personalities.
Some of the viewers also likes when their point of view is taken into
consideration. But most of them dislike the news aimed at stirring the emotions.
ZEE BUSINESS

INTERPRETATION: - Out of the sample size of 50 viewers of ZEE

BUSINESS a large segment give preference to the in-depth interviews. Out of
50, 18 viewers say that they like the news presented by the reporters and
anchors with pleasant personalities. Only 14 viewers want to be moved
emotionally by the news. 10 viewers express positive opinion of news source
sharing their point of views. Very few viewers of ZEE BUSINESS say that they
like debates between people.
 Q9. What do you think what tye of news is followed very closely?

CNBC ZEE BUSINESS

INTERNATIONAL 7 16
AFFAIRS
LOCAL GOVERNMENT 14 8
SCIENCE & 17 9
TECHNOLOGY
BUSINESS & FINANCE 11 21
CONSUMER NEWS 8 14
WEATHER NEWS 13 6

INTERPRETATION: - A large segment of the viewers of ZEE BUSINESS

say that they track business and finance news very closely while in case of
CNBC viewers are giving more preference to science and technology. A
comparable numbers say that they follow local government and weather news
very closely. It is observed that there has been a continuous decline in interest
in consumer news and weather news in both the channels. But as far as
international affairs are concerned 15 viewers of ZEE BUSINESS say that they
follow such news closely. However this % is very low in case of CNBC.
 Q10. What do you think which channel have more
coverage in terms of audience?

CNBC 28

ZEE BUSINESS 22

INTERPRETATION:- Out of the sample size of 50 Viewers, 28 viewers say

that CNBC have more coverage while the remaining 22 viewers give their
rating to ZEE BUSINESS.
 Q11. Do you believe all or most of what organization says?

CNBC ZEE BUSINESS

YES 16 13
NO 5 7
NOT SURE 4 5

INTERPRETATION: - Mostly the viewers of CNBC and ZEE BUSINESS

believe the credibility of major news organizations. Very few viewers say no to
this credibility rating.
 Q12. Do you think that these news channels are having any kind of direct
or indirect impact on your daily life?

CNBC ZEE BUSINESS

YES 7 13
NO 10 10
NOT SURE 8 2

INTERPRETATION: - Majority of the viewers of ZEE BUSINESS agrees

that these news channels are having impact on their daily lives but this ratio is
comparatively low in case of CNBC.
 Q13. Do you think that the hard news audience has increased in size from
the past few years largely by the rise in interest in business news?

CNBC ZEE BUSINESS

YES 14 13
NO 5 9
NOT SURE 6 3

INTERPRETATION: - A large number of viewers of CNBC and ZEE

BUSINESS agree to the fact that there has been a tremendous increase in the
size of the hard news audience largely by the rise in interest in business news.
 Q14. Does education plays any significant role in the rapid increase in the
size of the hard news audience?

CNBC ZEE BUSINESS

YES 17 14
NO 5 9
NOT SURE 3 2

INTERPRETATION: - A large segment of the viewers of CNBC and ZEE

BUSINESS believes that education plays a very significant role in the rapid
increase in the size of the hard news audience.
 Q15. Are you satisfied with the content of the news being provided by the
business news channels?

CNBC ZEE BUSINESS

YES 19 16
NO 6 9

INTERPRETATION: - Majority of the viewers of CNBC and ZEE

BUSINESS say that they are satisfied with the content of the news being
provided by the business news channels.
 FINDINGS

During this short span of the research project I interacted with most of the viewers of
CNBC and ZEE BUSINESS news channel in Bareilly city. Out of the sample size of 50
viewers, 25 viewers of CNBC and 25 viewers of ZEE BUSINESS are taken into
consideration. But still I found that the ratio of the viewers of CNBC in Bareilly city is
comparatively greater than that of ZEE BUSINESS viewers. It has been find out that in
CNBC as well as in ZEE BUSINESS the viewers give moderate attention to the hard news
but this ratio is comparatively high in case of CNBC. However the ratio of the viewers of
ZEE BUSINESS who give high attention to the hard news is comparatively much more when
compared to CNBC.

The majority of viewers of both ZEE BUSINESS and CNBC news channels spend
mostly ½ hour to 1 hour in watching business news. When they are asked that do they watch
these news channels regularly then a large segment of the viewers of CNBC and ZEE
BUSINESS agrees to the fact that they watch these business news channels regularly.

It has been observed that majority of the viewers of CNBC and ZEE BUSINESS says
that they watch these news channels for business awareness and investment purpose. But this
ratio is comparatively high in case of ZEE BUSINESS. Most of the viewers of CNBC and
ZEE BUSINESS give preference to seeing pictures or video footage while very few viewers
says that they learn more from reading and hearing the facts about what had happened.

It has been found that a large segment of viewers of CNBC and ZEE BUSINESS
prefer to get headlines and some coverage on the facts. Very few viewers are interested in the
in-depth analysis of the facts. While those who are disengaged from the hard news altogether
shows a clear preference for simpler news presentations i.e. just headlines.

People like many different styles of presenting the news, and their preference ranges
from serious to lighthearted. A solid majority of viewers of CNBC likes in-depth interviews
with leaders and policy-makers. Comparable numbers also like debates between people with
different point of views and news presented by reporters and anchors with pleasant
personalities. Some of the viewers also likes when their point of view is taken into
consideration. But most of them dislike the news aimed at stirring the emotions. On the other
hand it is observed that in ZEE

BUSINESS a large segment gives preference to the in-depth interviews. Out of 50, 18
viewers say that they like the news presented by the reporters and anchors with pleasant
personalities. Only 14 viewers want to be moved emotionally by the news. 10 viewers
express positive opinion of news source sharing their point of views. Very few viewers of
ZEE BUSINESS say that they like debates between people.

When the viewers are asked as to what type of news is followed very closely then a
large segment of the viewers of ZEE BUSINESS say that they track business and finance
news very closely while in case of CNBC viewers are giving more preference to science and
technology. A comparable numbers say that they follow local government and weather news
very closely. It is observed that there has been a continuous decline in interest in consumer
news and weather news in both the channels. But as far as international affairs are concerned
15 viewers of ZEE BUSINESS say that they follow such news closely. However this % is
very low in case of CNBC.

It has been found that there are more viewers of CNBC in case of Bareilly city. It is
because when the viewers are asked to give their opinion about which of the two channels is
having more coverage in terms of audience then most of them would give their vote to
CNBC. Out of the sample size of 50 Viewers, 28 viewers say that CNBC have more coverage
while the remaining 22 viewers give their rating to ZEE BUSINESS.

It has been observed that mostly the viewers of CNBC and ZEE BUSINESS believe
the credibility of major news organizations. Very few viewers say no to this credibility rating .
Majority of the viewers of ZEE BUSINESS agrees that these news channels are having
impact on their daily lives but this ratio is comparatively low in case of CNBC.

It has been found that a large number of viewers of CNBC and ZEE BUSINESS agree
to the fact that there has been a tremendous increase in the size of the hard news audience
largely by the rise in interest in business news and according to them education plays a very
significant role in the rapid increase in the size of the hard news audience. Majority of the
viewers of CNBC and ZEE BUSINESS say that they are satisfied with the content of the
news being provided by the business news channels.
 CONCLUSION

BUSINESS NEWS CHANNELS are now-a-days regarded as one of the most

important catalysts that have an invariably important role in shaping up public opinions,
ideas, sentiments, and dogmas by promulgating accurate and desirable information and
knowledge. Due to its vast intrusion in public life, it has the power of creating an enduring
impact on society and culture of the region. In the world of today, it has become almost as
necessary as food and clothing. It is true that news is playing an outstanding role in
strengthening the society. It is the mirror of the society. Its duty is to inform and educate
people. It helps us to know what’s going on around the world. They put their lives in danger
during attacks or natural disasters just to inform us of the situation. It is partly because of
them that awareness is spreading in the society. It is the business news media which shape
our lives. Our lives would be incomplete without the news.

After making a comparative study it is concluded that that there are more viewers of
CNBC in case of Bareilly city. It is because when the viewers are asked to give their opinion
about which of the two channels is having more coverage in terms of audience then most of
them would give their vote to CNBC. Out of the sample size of 50 Viewers, 28 viewers say
that CNBC have more coverage while the remaining 22 viewers give their rating to ZEE
BUSINESS.

It has been found that a large number of viewers of CNBC and ZEE BUSINESS in
Bareilly city agree to the fact that there has been a tremendous increase in the size of the hard
news audience largely by the rise in interest in business news and according to them
education plays a very significant role in the rapid increase in the size of the hard news
audience. Majority of the viewers of CNBC and ZEE BUSINESS say that they are satisfied
with the content of the news being provided by the business news channels. Therefore we can
say that the business news channels are acting as a great force in building the nation.
 RECOMMENDATIONS

During the study it has been found that some of the viewers of CNBC and ZEE BUSINESS
are not satisfied with the content of the news being provided by the business news channels.
When they are asked the reason for this then majority of them say that TV news channels in
India are facing a qualitative crisis pertaining to disseminated content in the package of the
news. It has become a commercialized sector eying for news that is hot and sells just for
earning TRP’s i.e. Television Rating Points. Every issue is hyped for a day or two, so much
so that you switch to any channel, they all will be flashing the same story but when the heat is
over there will be no following of the case.

Some of the viewers say that it seems as if the business news channels in India have charted
out their own doctrines and present anything as news and serve it to their audience.
According to them stories of real life and real heroes of national interest are relegated to the
lower ranks.

So for this I would like to recommend that business news channels should emphasize more
on providing important information and educative programmes and should try to maintain the
quality and authenticity of their news. They should not only focus on earning the TRP’s but
try to provide that information that will be of some national interest.
BIBLIOGRAPHY

1. www.google.com

2. www.zeebusiness.com
QUESTIONNAIRE
NAME: - ………………………………………………

CONTACT NO ……………………………………….

AGE:-……………………………………………………

SEX: - Male Female

OCCUPATION: - Businessman Employee

Student Other

Q1. Which business news channel do you prefer to see mostly?

CNBC ZEE BUSINESS

Q2. How much attention you would give to the hard news?

HIGH MODERATE LOW

Q3. How much time you spend in watching business news?

½ hour to 1 hour.

1 hour to 2 hour.

More than 2 hour.

Q4. Do you watch news channels regularly?

YES NO

Q5. For what purpose do you watch these channels?

Business awareness

Investment purpose

Any other purpose

Q6. Best understanding of the news comes from what?

Seeing pictures and videos

Reading or hearing

Q7. Which aspect of the news is most preferred by you?

 Just headlines

Headlines plus some reporting on the facts

In-depth analysis

Don’t know

Q8. How much these aspects influence you when a news source:-

a) Presents debates between people.

Likes Dislikes Doesn’t matter

b) Reporters with pleasant personality.

Likes Dislikes Doesn’t matter

c) Has an in-depth interview.

Likes Dislikes Doesn’t matter

d) Shares your point of view.

Likes Dislikes Doesn’t matter

e) Stir your emotions.

Likes Dislikes Doesn’t matter

Q9. What do you think what type of news is followed very closely?

International affairs

Local government
 Science and technology

Business and finance

Consumer news

Weather news

Q10. What do you think which channel have more coverage in terms of audience?

CNBC ZEE BUSINESS

Q11. Do you believe all or most of what organization says?

Yes No Not sure

Ye
Q12. Do you think that these news channels are having any kind of direct or indirect impact
on your daily life?

Yes No Not sure

Ye
Q13. Do you think that the hard news audience has increased in size from the past few years
largely by the rise in interest in business news?

Yes No Not sure

Ye
Q14. Does education plays any significant role in the rapid increase in the size of the hard
news audience?

Yes No Not sure

Ye Ye Ye

Q15. Are you satisfied with the content of the news being provided by the business news
channels?

Yes No
Ye Ye

Q16. Do you want to give any suggestions?

…………………………………………………………………………………………
…………………………………………………………………………………...........

Date: (Signature)