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A study on Media planning, Media buying and Advertising with reference to Sense Media

In the partial fulfillment of Post graduate diploma in Management

Under the guidance of
External Guide

This is to certify that
Mr. N.Venkata Nagarjuna
, student of Auroras Business School,Hyderabad, has undergone a four-week summer internship
program in ourorganization from 10
May 2009 to 10
of June 2009.As a part of his summer internship Program, he has completed a study on
Mediaplanning, Media buying and Advertising. We find
Mr.N.Venkata Nagarjuna
sincere,diligent and Hardworking in the tasks assigned to him.We wish him all the best for his
endeavors.K.KrishnamohanMarketing Head

This is to certify that
Mr.N. Venkata Nagarjuna
is a bonafide student of AurorasBusiness School, Hyderabad working under my guidance for the
Project work. Hehas done the summer internship project in HY TV. During the internship period
hehas done this piece of research work entitled Role of Media planning, Media buyingand
Advertising in Electronic media (HY TV). The said work is the originalcontribution of the

I, VENKATA NAGARJUNA bearing Roll No. DM-04-024 hereby declares that thisProject work
is genuine piece of work done by me and it is original. This Project hasnot been copied from any
other source and has not been submitted for fulfillment of any other degree/diploma. I have
collected the data and analyzed the same.

Name and Address of the student

Signature of the student

I express my sincere thanks to
, Marketing Head, HY TV,Banjara Hills, Hyderabad. Who guided me throughout my
project with constant co-operation, encouragement and motivation.I thank to record my gratitude
our college Director for his encouragement andvaluable support towards us.My project guide
has provided his valuable inputs as and whenrequired. I thank him for his help and
constant support.I wish to place on record my gratitude to all the persons I have met during the
datacollection phase of my Project. Their inputs are indispensable. Last but not the least I would
thanks my friend for sharing the resources requiredfor successful completion of this project.


1.Company Profile-----------------------------------------------------------------------------------9
2.Introduction to Media sector--------------------------------------------------------------------12
2.1.Cable TV industryoverview------------------------------------------------------------------13
2.2.Impact on TelevisionIndustry----------------------------------------------------------------17
3.Organization structure of HY TV--------------------------------------------------------------18
4.1 Introduction to Advertising--------------------------------------------------------------------19
4.2 Objectives of Advertising----------------------------------------------------------------------19
4.3 Functions of Advertising-----------------------------------------------------------------------20
4.4 Advertising versus Publicity-------------------------------------------------------------------21
4.5 Marketing of an Advertisement---------------------------------------------------------------21

4.6 Key participants in Marketingprocess-------------------------------------------------------21

5. Consumer Behavior Study----------------------------------------------------------------------23
5.1 Factors influencing consumer behavior-----------------------------------------------------24
5.2 Flow chart of Brand Building on TV channel----------------------------------------------27

6. The Advertising Business------------------------------------------------------------------------29

6.1Agency and Client relationship----------------------------------------------------------------29
6.2Role of Ad Agency in Advertising------------------------------------------------------------29
6.3Organizations in Advertising-------------------------------------------------------------------30
6.4People in Advertising----------------------------------------------------------------------------30
6.5Kinds of Agency Organizations----------------------------------------------------------------31
6.6Advertising Departments------------------------------------------------------------------------32
6.7Selection of an AdvertisingAgency------------------------------------------------------------36

6.8Types of Advertising Agencies-----------------------------------------------------------------36

6.9How Ad agencies get clients-------------------------------------------------------------------40
6.10 Client-Agency relationship-------------------------------------------------------------------40
6.11Factors affecting Client-Agencyrelationship----------------------------------------------41
6.12Basic principles of Client-Agencyrelationship--------------------------------------------41
6.13Departments in Ad agency--------------------------------------------------------------------42
7. Communication Process--------------------------------------------------------------------------42
7.1Components of CommunicationProcess------------------------------------------------------43

8.1 Introduction about Media Planning-------------------------------------- 45

8.2Media terms------------------------------------------------------------------ 46
8.3Objectives of Media Planning--------------------------------------------- 47
8.4Media planning Strategy--------------------------------------------------- 48
8.5Steps for Effective Media planning-------------------------------------- 49


8.6Media planning process---------------------------------------------------- 52

8.7Media Cost and Media Availability-------------------------------------- 53
8.8Media Scheduling----------------------------------------------------------- 54
9. Government policies in Media sector------------------------------------- 55
10. Media Buying--------------------------------------------------------------- 58
10.1Advertising rate card in HY TV----------------------------------------- 59
11. Research Methodology---------------------------------------------------- 61
11.1Research Methods--------------------------------------------------------- 62
11.2Research Design----------------------------------------------------------- 62
11.3Types of Research design------------------------------------------------ 62
11.4Sampling Techniques----------------------------------------------------- 63
11.5Need for Sampling-------------------------------------------------------- 64
11.6Data collection Method-------------------------------------------------- 66
11.7Selection of Method for Data collection------------------------------ 68
11.8Questionaire--------------------------------------------------------------- 69
11.8.1Questionaire for Ad agency------------------------------------------- 72
11.8.2Questionaire for Clients----------------------------------------------- 74
11.8.3Questionaire for Audience-------------------------------------------- 78
11.9Analysis and Interpretation--------------------------------------------- 79
12. Suggestions---------------------------------------------------------------- 90
13. Conclusion----------------------------------------------------------------- 91

14. Bibliography--------------------------------------------------------------- 92

1.Cable TV Industry Structure------------------------------------------- 15
2.Market shares------------------------------------------------------------- 15
3.Flow chart on Brand building on TV channels-------------------- 27
4.Channel rating Diagram------------------------------------------------ 50
5.Flexibility of Media Channel------------------------------------------ 52
6.Sales of electronic media in last five years------------------------ 56
1. Cable industry Financials----------------------------------------------- 16
2. FDI limit in various sectors--------------------------------------------- 56
3. Future prospects of Media sector------------------------------------- 57


To study the relationship among media planning, media buying and Advertising a
specific product in media.
To study how a company can get competitive advantage of the product through
advertising in media.
To understand contemporary media planning issues through discussion of current
To gain conceptual knowledge of media forms/types
To understand how advertising is integrated with other promotional tools to
create effective marketing communication plans
To be familiar with resources available for advertising media planning
To apply your skills and knowledge through developing a complete media plan.



Sense Media is a leading multi-platform media company in India. Sense Media is one of the
nation's largest multimedia companies that operates nationwide markets along with the industry's
leading digital media business. The group comprises metropolitan, rural, regional and
community mastheads and serves its audiences through high-quality, independent designs and
offers dynamic venues for commerce and information. Sense Media provides critical information
that helps our clients make better decisions about communications. We enable the worlds
leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly
evolving media industry. Our services and data include analysis of paid media opportunities;
counsel on brand reputation, corporate management and consumer engagement through owned
media; and evaluating consumers reactions in earned media. As the global house of expertise in
media and marketing information, Sense Media provides clients with a broad range of insights,
from audience research, competitive intelligence, vital consumer behavior and digital insights,
marketing and advertising effectiveness to social media monitoring. Sense Media was set up with
the objective of delivering a media solution to advertisers that deals with marketers most
important challenge Return On Investment. By providing the necessary last mile connect to
customers, Sense Media branding options are one of the most cost efficient vehicles available to
advertisers. Sense Media provides brands the opportunity to reach customers across multiple age
groups, economic classes, and consumption formats; through both new and familiar ways.
Sense Media publishes metropolitan, agricultural, regional and community newsletters, financial
and consumer magazines. The company utilises a network of printing presses at state-of-the-art
facilities throughout India. We attracts an engaged and valuable audience right across the globe.
By providing the nation's highest quality content, we cater to consumers of all ages and dominate
the valuable 'spending' audience. With leading edge innovation and flexible advertising solution.
We offer consumers and advertisers premium quality entertainment and information, content and
distribution on every print media. Sense Media has the industry's largest and most diverse digital
media business with a growing portfolio that includes print sector, design, graphics and
animation sector. Our Mission statement includes Be the leading provider of high-quality news,

information and entertainment by continually building our position of strength in strategically

located markets. Our Values states that our mission is driven by our core values of Integrity,
Quality and Innovation. We have a long-term commitment to our employees, our customers, the
communities we serve and our shareholders. Our Strategy is to drive profitable growth in our
local markets and beyond by engaging with communities, on their own terms, across multiple
platforms and by developing effective marketing opportunities that connect advertisers to the
prospective customers they want to reach.
In todays business environment what you say, and whats being said about you, have a powerful
impact on your brand and your reputation. Sense Medias brand management team helps many of
Indias best loved organizations have important conversations with their audiences, ensuring
their messages are heard, resonate, and spur action. Our approach to brand management is
guided by a potent combination of research, experience and relationships. We have trusted
connections with traditional and online media, as well as with important influencers who help
shape perceptions. Media Profile is opportunistic and tenacious in our approach to brand
management and we consistently surprise and delight our clients with unexpected results.
Customer Insight
Media and Blogger Relations
Influencer Outreach
Event Ideation and Execution
Media and Presentation Training
Media and presentation training are specialties of our firm. Our senior team has media trained
individuals from business leaders to researchers and academics to politicians helping them
tell their stories to the audiences they want to reach.
Our many years in media training have given us key insights into what to do in virtually all
situations, and just importantly, what not to do. Our approach to media training teaches our
clients how to flag important information, hook the media with points of interest and how to
bridge away from areas that can lead to trouble.

Our presentation training sessions give participants the necessary skills to build presentations
that stand out and enhance reputations. We teach our clients how to connect with audiences big
and small, how to build and use compelling visual & print aids and how to interact with the
audience. Our goal is to ensure our clients are prepared and successful, by increasing their
confidence and teaching them to articulate clear, memorable messages, regardless of the type of

Individual and group media training

Presentation training
Speech preparation
Key message development
Crisis management

Sense Media produces commercial, entertainment, corporate and instructional media. We have
been producing media for over 10 years. We handle full-scale concept development, writing, 3D,
graphics, web and mobile programming, audio, video and film. We produce self-published and
contracted media projects across industries and in any format. In addition to content development
and content creation, we offer a full range of publishing services including manufacturing,
distribution, legal and accounting.We're always interested in new projects and new partnerships.
Sense Media is a onestopshop for agencies and brands that want to effectively and efficiently
reach their target audiences on all screens.

2. Mass

media Industry

The mass media are diversified media technologies that are intended to reach a large audience by
mass communication. The technologies through which this communication takes place varies.
Broadcast media such as radio, recorded music, film and television transmit their information
electronically. Print media use a physical object such as a newspaper, book, pamphlet or comics,
to distribute their information. Outdoor media is a form of mass media that comprises billboards,
signs or placards placed inside and outside of commercial buildings, sports stadiums, shops and

buses. Other outdoor media include flying billboards (signs in tow of airplanes), blimps,
skywriting, and AR Advertising. Public speaking and event organising can also be considered as
forms of mass media. The digital media comprises both Internet and mobile mass
communication. Internet media provides many mass media services, such as email, websites,
blogs, and internet based radio and television. Many other mass media outlets have a presence on
the web, by such things as having TV ads that link to a website, or distributing a QR Code in
print or outdoor media to direct a mobile user to a website. In this way, they can utilise the easy
accessibility that the Internet has, and the outreach that Internet affords, as information can easily
be broadcast to many different regions of the world simultaneously and cost-efficiently. The
organizations that control these technologies, such as television stations or publishing companies,
are also known as the mass media
In the late 20th Century, mass media could be classified into eight mass media industries: books,
newspapers, magazines, recordings, radio, movies, television and the internet. With the explosion
of digital communication technology in the late 20th and early 21st centuries, the question of
what forms of media should be classified as "mass media" has become more prominent. For
example, it is controversial whether to include cell phones, video games and computer games
(such as MMORPGs) in the definition. In the 2000s, a classification called the "seven mass
media" became popular. In order of introduction, they are:
Print (books, pamphlets, newspapers, magazines, etc.) from the late 15th century
Recordings (gramophone records, magnetic tapes, cassettes, cartridges, CDs, DVDs) from the
late 19th century
Cinema from about 1900
Radio from about 1910
Television from about 1950
Internet from about 1990
Mobile phones from about 2000

Five characteristics of mass communication have been identified by Cambridge University's
John Thompson:
"comprises both technical and institutional methods of production and distribution" This
is evident throughout the history of the media, from print to the Internet, each suitable for
commercial utility.

Involves the "commodification of symbolic forms", as the production of materials relies

on its ability to manufacture and sell large quantities of the work. Just as radio stations
rely on its time sold to advertisements, newspapers rely for the same reasons on its space.
"Separate contexts between the production and reception of information"
Its "reach to those 'far removed' in time and space, in comparison to the producers".
"Information distribution" - a "one to many" form of communication, whereby products
are mass-produced and disseminated to a great quantity of audiences.

Indian Media & Entertainment Industry: Brief Introduction

The Indian Media and Entertainment (M&E) industry is a sunrise sector for the economy and is
making high growth strides. Proving its resilience to the world, the Indian M&E sector is on the
cusp of a strong phase of growth, backed by rising consumer payments and advertising revenues
across all sectors.
The industry has been largely driven by increasing digitisation and higher internet usage over the
last decade. Internet has almost become a mainstream media for entertainment for most of the
people. Recent statistics and developments pertaining to the sector are discussed hereafter.
Market Dynamics
The Indian M&E industry grew by 11.8 per cent in 2013, as against 2012, and touched Rs 918
billion (US$ 14.43 billion), stated a FICCI-KPMG report. By the end of 2014, the industry is
expected to stand at Rs 1,039 billion (US$ 16.33 billion). Simultaneously, digital advertising has
shown strong growth in 2013 by enhancing at a rate of 38.7 per cent, followed by gaming which
grew by 25.5 per cent. Additionally, industry estimates reveal that video games industry grew at
a record 16 per cent in 2013 over 2012; wherein its net worth rose to US$ 277 million.
Another report by Research and Markets stated that the Indian animation industry was
valued at US$ 247 million in 2013 and is forecasted to grow at 15-20 per cent per annum

2.2 Impact on Television Industry: isted search advertisement

The four metros account for 15%-20% of the total television sales. A major part of the television
sales from the metros comes from replacement demand and demandfor a second set. With CAS
making it necessary for every television set to pay forthe pay channels, the purchase rate of
second television sets is expected to decline. Thus, there would a marginal impact of CAS on
television sales in the metros. This isbased on the assumption that the average cost to consumer
per cable connectionwould remain at reasonable levels. However, in the other places, television
saleswould be largely determined by other factors like income levels, major sportingevent and
other high viewer interest events.



O/P Head

HR Dept.



Marketing & Distribution


As we know that advertising plays an important role in Marketing especially inelectronic
media. All the TV channels will generate revenues throughAdvertisements. So getting an
advertisement is a big deal in any of the TVchannels. As per our project HY TV is an
INFOTAINMENT channel which has beenlaunched recently. At present they dont have
subscription to TAM. Most of the Ad.Agencies go for TAM rating in selection of
Communication Media. So let us see howan advertising agency works, how an advertisement
works and how to attract theAd. Agencies.










information.Advertising is controlled, identifiable information and persuasion by means of

Masscommunication media. It is considered controlled information because it has usethe Time,
Space and content of the message effectively and economically. It iscontrolled because it is
directed at a particular group.
: The basic objective of the advertising is to increase the sales volume and profits.1)To
facilitate launching a new product or service or a new brand into theMarket.2)To create the
awareness about the product or service.3)To build up a goodwill.4)To enter into new market
segment for Market development.

Advertising serves every sector of the business Society -Consumer, producer

andmiddlemen (Agency and sales men).The various functions of the Advertising may begrouped
into two classes - (1) Primary functions, and (2) Secondary functions.
a)To increase sales
b)Persuasion of dealers
c)Help to dealers.
d)To increase in per capita use
e)Creates awareness of new product
f)To eliminate seasonal fluctuations
g)More business for all
h)Raising of standard of living
a.To encourage salesmen
b.To furnish Information
c.To impress executives
d.To impress factory workers
e. Feeling of security
Advertising and publicity are both marketing communications and both may appearin
same media; but where advertising is paid for by its sponsor, publicity is not.

After making the advertisement Marketing of the advertisement comes into picture.
Advertisement will be designed depending on four Ps.
Peoples needs and wants change daily, and marketers should know about thecustomers
expectations and needs. This makes the marketing process verydynamic. The various participants
in marketing process are as follows,
(1)CUSTOMERS :Customers are the people or organizations who consume the products
and services. They fall into three general categories:
1.Current customers
2.Prospective customers
3.Centers of influence

(2)MARKETS :It is a group of current and prospective customers who share a common
interest, need, or desire, who can use the specific product or service, and who are willing to pay
for it. These markets are broadly classified into four types
a. Consumer markets
b. Business markets
c. Government markets
d. Global markets

(3)MARKETERS: The third participation in the marketing process, marketers, includes every
person or organization that has products, services, or ideas to sell manufactures market consumer
and business products. Farmers market wheat; doctors market medical services; banks market
financial products; and political organizations market philosophies and candidates. To be
successful, marketers must know their markets intimately before they start advertising.

5. Consumer Behavior
Marketing Stimuli

Other Stimuli


Consumer Decision







Brand Choice




Dealer Choice





Product Choice

Purchasing Amount

5.1 Model of Factors Influencing Consumer Behavior:

Cultural Factors

Social Factors

Personal Factors



Reference Group

Age & Life cycle


Sub Cultural

Social Classes



Roles & Status


Beliefs and



Self Concept



Cultural factors
Culture : Culture is the most fundamental determinant of a persons wants and behavior like set
of values, perceptions, preference and behaviors through his or her family member.
Sub culture : Sub culture includes nationalities, religious, racial groups and geographical regions.
Social class: Social classes are relatively homogenous and enduring decisions in a society which
are hierarchically ordered and whose members share similar values, interests and behavior.
Social classes include upper class, middle class and lower class.
Social factors Reference groups: A persons reference group consists of all the groups that have a
direct (face to face) or indirect influence on the persons attitude or behavior. This groups to
which the person belongs and interacts.

Personal factors
A consumer decisions are also influenced by personal characteristics notably the buyers age &
life cycle stage, occupation, economic, circumstance, life style &personality and self concept.
Psychological factors
Motivation: A person has many needs at any given time. Some needs are biogenic. They arise
from psychological states of tension such as hunger, tryst and discomfort.
Perception: Perception is defined as the process by which an individual select, organizes
intercepts information, input to create a meaningful picture of the world.

Learning: When people act, they learn. Learning describes changes in an individuals behavior
rising from experience, process of applying results of fast experience to evaluate a new situation
or modify feature.
Beliefs and attitudes: Doing and learning people acquire beliefs and attitudes. These in term
influence consumer behavior belief are a descriptive thought that a person holds about
something. An attitude describes persons enduring favorable or unfavorable evaluations,
emotional feelings.


Is the client/manufacturer who
owns the product or brand

Main aspects:
Product, Quality, Range, Pricing, Distribution, Sales
and Marketing Strategies

Creativity of the Advertisement:

Either done by own production house
or by a Media agency

Media Agency is a bridge between

advertiser, TV channel and media
agency company

In media agency key account manager deals with client or advertiser discuss about
his add film, campaign period and budget.


:A modern advertising agency offers specialized knowledge, skills and experiencewhich are
required to product an effective advertising campaign. It has writers,Artists, Media experts,
Researchers, Television producers, account executives,etc.These specialists work together to
understand fully the advertisersrequirements of an advertisement campaign, and develop
suitable advertising plansand strategies. By creating advertisements and delivering them
throughappropriate media, the agencies implement advertising plans and strategies.
An Advertiser firm may organize the advertising campaign through its ownadvertising
department or may entrust the whole part of the advertising work to abody of experts known as

advertising agency. Thus advertising agency is anindependent institution setup to render

specialized services in advertising inparticular and in marketing in general. In legal sense they
are not agents, but areindependent firms having their own organizations. Thus an advertising
agency is An organization whose business consists in theacquisition as a principal, of the right
to use space or time in advertising media andadministration on behalf of the advertisers of
advertising appropriations made bythem. It is organized to render advice creative services for its
clients. it does notsell any tangible product ,sells creative talents and its past experience. Thus it
is anorganization specially created for rendering services in advertising.
The advertising business is composed of four different groups. The two main ones are
the advertisers and the agencies. The Advertisers (or clients) or the companies like Vodafone,
Honda etc. that advertise themselves and their products. Advertisers range in size from huge
multinational firms to small independent stores and in type from service organizations to
industrial concerns to political action committees. Assisting them in the second group The
advertising agencies that plan, create, and prepare their clients ad campaigns and promotional
materials. The third group the Media, sells time (in electronic media) and space (in print media)
to carry the advertisers message to the target audience. The last group, the suppliers includes the
photographs, illustrators, printers, digital service bureaus, colour film separators, video
production houses, and other who assist both advertisers and agencies in preparing advertising
materials. Suppliers also include consultants, research firms, and other professional services that
work with both advertisers and agencies.


When most people think of advertising, they imagine the copywriters and art directors
who work for ad agencies. But the majority of people in advertising are actually employed by the
advertisers. Most companies have an advertising department, if its just one person. The
importance of the companys advertising department depends on the size of the company, the

type of the industry it operates in, the size of its advertising program, the role advertising plays in
the companys marketing mix, and most of all, the involvement of top management. Many
people are involved in companys advertising function:
a)Company owners and top corporate executives make key advertising decisions.
b)Sales and marketing personnel often assist in the creative process, help choose the ad
c)Artists and writers produce ads, broachers and other materials.
d)Product engineers and designers give input to the creative process and provide
information about competitive products.
e)Administrators evaluate the cost of the ad Companies and help plan budgets.
f)Clerical staff coordinates various advertising activities.
:1.Group system
2.Departmental system
3.Decentralized organization
4.Smaller Agency Organization

Advertising Manager





Copy Art

Organization by Sub-function:
Advertising department functions on the basis of sub-functions to discharge all the
functions of advertising effectively and smoothly.

b)Sales and marketing personnel often assist in the creative process, helpchoose the ad
Agency.c)Artists and writers produce ads, broachers and other materials.d)Product engineers and
designers give input to the creative process andprovide information about competitive
products.e)Administrators evaluate the cost of the ad Companies and help plan budgets.f)Clerical
staff coordinates various advertising activities.
:1.Group system2.Departmental system3.Decentralized organization4.Smaller Agency
Organization by Sub-function:
Advertising department functions on the basis of sub-functions to discharge all
thefunctions of advertising effectively and smoothly.
Advertising Manager

Organization by media:
The advertising manager is given the ultimate responsibility for managingadvertising in
all the media.

Organization by Product:

Organization by Market segmentation:

Organization by Geographical Area:


The following points should be considered for selection of an advertising agency.1)First and
foremost, the agency must known; previously unknown agencies are not preferred.2)Secondly,
the agency must have creativity.3)Thirdly, the agency must have a sound track record, a good
deal of experience.4)Fourthly, the account executives must have ability to understand
clientsproblems.5)Fifthly, the work they have produced for other clients does matter.6)Sixthly,
the personal equation of the client with the agency also matters.7)Seventhly, their ability and
presentation may make you opt for them.8)Lastly, there are some unique considerations some
prefer a small, some a medium, some a large agency.


Ad agencies come in all sizes and include everything from one or two-person shops(which rely
mostly on freelance talent to perform most functions), small to medium sized agencies, large
independents such as SMART and TAXI, and multi-national, multi-agency conglomerates such
as Omnicom Group, WPP Group, Publicis, Interpublic Group of Companies and Havas.
Full-service agencies:
Most full-service agencies work on a combination of fee-based and commission based
compensation. The fee is paid by the entity for which the marketing is being done. The
commission is a payment from the media to the agency and is usually equal to 15% of the cost of
the advertisement. The broadcast media, radio and television, traditionally pay a commission.
Full-service, or media-neutral advertising agencies produce work for many types of media,
creating integrated marketing communications, or through-the-line (TTL)advertising. The "line",

in this case, is the traditional marker between the media that pay a commission to the agency and
the media that do not. Full-service agencies are also known as traditional advertising agencies for
the client, wherein the client satisfies almost all their advertising or promotional needs with the
same organization. This type of agency provides advertising services such as strategic planning,
creative development, production, media planning, media buying, and other related services such
as sales promotional, direct selling, design, and branding, etc.
Interactive agencies:
Interactive agencies may differentiate themselves by offering a mix of web design/development,
search engine marketing, internet advertising/marketing, ore-business/e-commerce consulting.
Interactive agencies rose to prominence before the traditional advertising agencies fully
embraced the Internet. Offering a wide range of services, some of the interactive agencies grew
very rapidly, although some have downsized just as rapidly due to changing market conditions.
Today, the most successful interactive agencies are defined as companies that provide specialized
advertising and marketing services for the digital space. The digital space is defined as any
multimedia-enabled electronic channel that an advertiser's message can be seen or heard from.
The 'digital space' translates to the Internet, kiosks, CD-ROMs, DVDs, and lifestyle devices
(iPod, PSP, and mobile). Interactive agencies function similarly to advertising agencies, although
they focus solely on interactive advertising services. They deliver services such as strategy,
creative, design, video, development, programming (Flash and otherwise), deployment,
management, and fulfillment reporting. Often, interactive agencies provide: digital lead
generation, digital brand development, interactive marketing and communications strategy, rich
media campaigns, interactive video brand experiences, Web 2.0 website design and development,
e-learning Tools, email marketing, SEO/SEM services, PPC campaign management, content
management services, web application development, and overall data mining & ROI assessment.
The recent boost in the interactive agencies can also be attributed to the rising popularity of webbased social networking and community sites. The creation of sites such as MySpace, Face book
and YouTube have sparked market interest, as some interactive agencies have started offering
personal and corporate community site development as one of their service offerings. It still may
be too early to tell how agencies will use this type of marketing to monetize client ROI, but all
signs point to online networking as the future of brand marketing. Due to the social networking

explosion, new types of companies are doing reputation management. This type of agency is
especially important if a company needs online damage control. If a customer becomes
disgruntled, it is very easy to damage a companys reputation over social networking sites.
Because of how rapidly the information spreads, it becomes absolutely necessary to address any
rumors, gossip or other negative online press immediately. Examples of interactive agencies
include, R/GA,AKQA, Big Spaceship, Agency net, Firstborn Interactive, Odopod, eROI, and
EVB, among others.
Tradigital agencies:
Tradigital agencies are advertising agencies who are experts in both traditional and digital
advertising . They offer the best of both worlds and are very useful in todays digital age where
all campaigns now require both online and above-the-lineadvertising. These agencies often buy
out digital agencies. Now more than ever traditional agencies are looking for a door into the
digital world. They are often the only way to extend your brand across all the numerous mediums
of todays markets.
Search engine agencies:
Lately, search engine marketing(SEM) and search engine optimization(SEO) firms have been
classified by some as 'agencies' because they create media and implement media purchases of
text based (or image based, in some instances of search marketing) ads. This relatively young
industry has been slow to adopt the term 'agency', however with the creation of ads (either text or
image) and media purchases; they do technically qualify as 'advertising agencies'. Recent studies
suggest that both SEO and SEM are set to outpace more traditional channels of media spending
over the next 3-5 years.
Social media agencies:
Social media
agencies specialize in promotion of brands in the various social media platforms like blogs,
social networking sites, Q&A sites, discussion forums, microblogs etc. The two key services of
social media agencies are:

social media marketing

online reputation management
Other agencies:
While non advertising agencies, enterprise technology agencies
often work in tandem with advertising agencies to provide a specialized subset of services
offered by some interactive agencies: Web 2.0 website design and development, Content
Management Services, web application development, and other intuitive technology solutions for
the web, mobile devices and emerging digital platforms.
To succeed, ad agencies need clients. New clients come from personal contact with top
management, referrals from satisfied clients, publicity on recent successful campaigns, trade
advertising, direct mail, or by agencys general reputations.
A. Referrals.
B. Presentations.
C. Networking and community relations.
D. Soliciting and advertising for new business.
Just as people and product have lifecycles, so do relationships. In the advertising business, the
lifecycle of the agency-client relationship has four distinct stages.
A. Pre relationship stage.
B. The development stage.
C. The maintenance stage.
D. Termination stage.


The following are the factors affecting the client-agency relationship.
A. Chemistry.
B. Communication.
C. Conduct.
D. Changes.
These principles are:

The agency alone is responsible for payment to the media.

ii. The agency doesnt allow any cut from the commission received from the media to
go to the client.


The media do not alter the advertising material without the prior consent of the


i. Account planning.
ii. Account management.
iii. Creative services.
iv. Media services.
v. Traffic.
Communication is the social process by which two or more persons exchange views. The
communication between two persons that is and the receiver, will be termed individual
communication, where there more than two persons that is more than one sender or more than

one receiver are involved, it is known as mass communication. Generally all electronic media
channels comes under mass communication. As HY-tvis an electronic media channel of
infotainment, it is a mass communication. The objective of media planning and advertising is to
get the attention of more number of people. So most of the ad-agencies and clients goes for
electronic media. The increase in viewership rate and development of technology opened the
gates fraud-agencies to enter into electronic media, simply we can say that emerging technology
has changed the face off print and other media to electronic media.
Generally the encoder, sponsor, advertiser or sales representative is known as source. The source
is the sender of message.
It refers to the content of the communication. It may include words, pictures, symbols, order etc.,
It is an important factor in communication process. The message can be perceived by the
receiver according to his nature and culture, its attention, interest, desire and action. The attitude
and the desire of the sender also influence the perception level.
The message carried through some channel-a news paper, magazine, or television from the
sender to the receiver. The channels are known as media. Television influencing the sense of
sight and sound is considered one of the most effective channels of the communication.
The receiver is the target audience. Therefore advertisers should evaluate the graphics of the
audience. Values, attitudes, product, experience and responses are considered to design
communication process.

Feedback is an essential factor in making communication more effective. Information technology
indicates how the communication process is working. The receivers may provide feedback on
their needs, knowledge, cultural systems, attitudes and communication skills.
The term media is a plural for medium. In advertising terms, medium is a channel of
communication such as news channels, entertainment channels, news papers, magazines etc. A
medium is a vehicle for carrying the sales message of an advertiser to the prospects. It is indeed a
vehicle by which advertisers convey their messages to a large group of prospects and thereby aid
in closing the gap between the producer at one end and the consumer at the other end. Media
planning is a very important task in the advertising process, which deals about four Ws.


Media planning involves selecting appropriate media for carrying the advertisers message to
target markets, deciding what to buy and how much to spend in each medium and scheduling
when the advertising is to run. Eighty percent of the budget paid to media. This, in it suggests
how important media decisions are. Considering the extent and diversity of the Indian market,
which is matched by a vast and diverse network of advertising media, the complexity of the
media planning becomes apparent.
:Media Planning is a very important component of the Marketing Strategy of an organization.
Media Planning is defined as "Process of designing a scheduling plan that shows how advertising
time and space in selected media and vehicles contribute to the achievement of marketing
objectives in an advertising campaign". Media planning, in general terms, is a tool that allows

the advertiser to select the most appropriate media to communicate the message in sufficient
frequency towards the maximum number of potential customers at the lowest cost.
* Medium : A medium is a carrier and deliverer of Advertisements. It is a broad general category
of carries such as Newspapers, Television, Radio, Internet, Outdoor, Direct Mail, etc.
* Vehicle: It is a specific carrier within a Media category. So a HY TV would be thevehicle in the
category of TV. Many a time a specific programs or sections within amedium may be termed as a
vehicle. For example, DAKSHINAYAN" on HY TV wouldbe the vehicle in the Television
* Frequency: How frequently are the recipients being exposed to message. In other words it is
the average number of times an advertisement reaches each recipient in a given period
* Continuity: The amount of advertising budget being allocated over the period. There are basic
types of ways in which the advertising budget is allocated :Continuous Scheduling, Pulsing and
* Weight: The amount of total advertising is needed to accomplish advertising objectives.
* Viewership: It refers to the number of people watching a given program. A viewer is a person
who is watching the program.
* Gross Rating points: The total audience delivery or weight of a specific media schedule is
counted by working on the total number of viewers. However in media the information is gauged
in gross rating points (GRP).for example if 75% of the people of our target market watched a
commercial on television four times in a week, to determine the gross rating points, the
following formula will be used: Reach*frequency=GRP75*4=300GRP
8.3 Objectives of media planning:
Create : DESIRE

Prompt : ACTION
The purpose of media planning is to conceive, analyze, and select channels of communication
that will direct advertising message to the right people, in the right place at the right time. It
involves many decisions:

Where should we advertise? (In what countries, states, or parts of town)

Which media vehicles should we use?
When during the year should we concentrate our advertising?

iv. How often should we run the advertising?


What opportunities are there for integrating other communications?

Media objectives translate the advertising strategy into goals that media can accomplish.
They explain who the target audience is and why. Where messages will be delivered and
when and how much advertising weight needs to be delivered. In the initial stage of the
product life cycle, the objective is to maximize awareness of it by consumers. At the maturity
stage, continuity of the purchase becomes the main objective. During the declining stage of
product use, the media remind the consumers that the product shall retain their appealing
attributes. The media objectives are Reach, frequency and continuity respectively for the
early, maturity and declining stages of the product lifecycle. The media objective is analyzed
in the light of constraints and components.
: The objectives are controlled by the budget available for Advertising. In the beginning, a
significant amount is available; but at the later stage of the product lifecycle, only a small
proportion is allocated to advertising. The effect of budgeting on advertising has been
acknowledged by every organization. The positioning of the product also influences the
objectives. If the producer is willing to challenge the leader, he will spend more money on
advertising. The range, Frequency and continuity will be effected by budget and positioning
of the product.

Media objectives have different components, viz, specification of the target market,
geographical location of the market, reach and frequency, continuity or timing, creative
requirements and potential market coverage level.
To achieve the effective media planning we should do the following steps:
1) We should have good knowledge about the product or service.
2) We should be very clear with the budget allotted for advertising.
3) It is very important to select an appropriate ad agency which can fulfill the needs and
desires of the manufacturer or producer.
4) Some companies will have their own advertising departments but still they will go for ad
agencies to maximize the productivity. E.g.: Vodafone.
5) The communication between the producer and the ad agency must be good.
6) The producers views and ideas about the product must be shared with the ad agency.
7) We must know about the target market.
8) We must know about the tastes and preferences of the target audience.
9) According to the budget allotted for advertising select the best media vehicle.
10) Select the prime time slots if you are going for TV advertisement.
11) Give freedom to ad agency in selecting the media vehicle.
12) After completing all the above steps go for negotiations.

Green black orange pic

Media Mix
Combination of different media, and size of ads
Which Media?
Which Schedules?



When (the timing of the release)

Which (The media selection)
How (The coordination in media planning)
How much (The budgetary allocation)


To get the most out of the advertising budget spent the primary concern for theadvertiser is
media selection. The cost of buying space or time is weighed againstthe number of audience
secured by such advertising. In fact, buying advertising space and time is nothing different from
buying commodities. The media availability is measured under the following heads:

i. Distribution measurement (in terms of number of distributors in a geographical area)

ii. Audience measurement (Expressed in terms of TAM ratings)
iii. Exposure measurement the advertiser looks for the ability of the media to create advertising
Summarizing media selection factors we may say that they are:
A. Media characteristics, such as editorial environment flexibility, frequency and durability.
B. Nature of the target market.
C. The nature and type of the product.
D. The nature of the distribution network.
E. Overall cost of the medium.
We can follow a steady schedule or a pulsed campaign. Normally scheduling is done for a 4
week period. The six types of schedules available are:
1. Steady pulse:
It is the easiest. For example one ad/week for 52 weeks or one ad/month for 12months.
2. Seasonal pulse:
Products like Vicks balm, ponds cold cream follow this approach.
3. Period pulse:
Scheduling follows a regular pattern for example media scheduling for consumer durables, non
durables etc.
4. Erratic pulse:

The advertisements are placed irregularly. Perhaps we want to change the typical purchase
5. Startup pulse:
It is concentrated media scheduling. It launches a new product or a new campaign.
6. Promotional pulse:
A one short affair it suits only a particular promotional team.
9. GOVERNMENT POLICIES IN MEDIA SECTOR: The changing model of media business in
Beginning with the macro level analysis, the changes in India can be analyzed on the following
four parameters:
Government policies:
They play a vital role in the success of any economy and the Indian governments reforms and
growth focused strategy is an attractive feature. FDI limits are an important aspect in this regard
as it regulates the growth of the industry.
Economic changes:
The increasing disposable income and expanding urban class presents a huge untapped market
for the media sector. With increasing personal income of the youth over the last decade has
resulted in higher spending on media and entertainment.
Social changes:
There has been a steady increase in literacy levels which has boosted the demand for print
media. With the socio-economic changes and electricity and technology everywhere, the people
prefer to have their share of news through television. There has been a favorable change in the
consumption pattern and this provides a great potential to broaden the customer base.
Technical changes:

With the changing pace of technology and the users are responsible for making India an
outsourcing destination. The next boom could well be the Media sector. Also, an increasing
convergence among the various media is bringing about a structural change in the industry.




This is the last step in the advertising process. First contract will be given to ad agency to design
advertisement. Depending on the target market and product lifecycle the ad agency will decide
the media for advertising. Generally electronic media is preferred over other media because the
reach of electronic media will be high at the same time the budget required also will be high.
Depending on the media vehicle which we have selected there may be a probability for
negotiations. In television media advertiser will select the media vehicle depending on
television audience measurement ratings. Media vehicles with high TAM ratings will demand
more. Sometimes negotiation about the budget may not be possible. According to the inputs I got
from the various ad agencies and clients, I found that most of the ad agencies prefer
entertainment channels over infotainment channels. The revenues of entertainment channels will
be high compared to infotainment channels. One more interesting thing there will be some
friendly relationship among some ad agencies and media vehicles, which may lead to personal
biasing. If a media channel have good relationship with ad agencies they can earn more from
advertising. Every media channel will have prime time slots and normal time slots. They are
going to charge high in prime time slots, sometimes Events like IPL, Film fare awards etc may
happen, that time the time slots between the programs will become the primetime slots which
increases the TRP ratings. Competition for that time slots will be very high that time negotiations
will not at all possible. Recently we have seen this in IPL 2009 organized in South Africa.
Let us see the Advertisement rate card in HY TV:
10.1Advertisement rate card in HY TV:
Strip Ads with Logo: Rs 3000(20 strips in a day-minimum)Scrolling Ads without logo: Rs
2000(20 scroll ads in a day-minimum)Spot buy Ad commercial: Rs 2000(@10 seconds

Sponsorship: on commitment of monthly outlay Rs.3, 00,000FCT: 1500 seconds bankable across
the channel in 30 days.
Daily prime time news sponsorship at 9PM in 30 days period.
Associate sponsorship one weekly program of 4 episodes in 30 days periodfollowed by
daily channel promos and fcls with brand tag of client.
Slot buying duration -30 minutes rate per slot : Rs15000/s.t
Terms and Conditions:
1.Payment to be made to be made in advanced in favor of Hy Mediaentertainment pvt.Ltd
2.Service tax Extra Applicable
3.Ad Material in DV cassette to be given in advance for telecasting.
According the information which we got in media sector in Andhra Pradesh Sun network is the
market leader and Maa tv is the market follower. Negotiation is not possible in Gemini tv where
as it is possible in Maa tv so most of the ad agencies prefer Maa tv unless the client demand for
specific media vehicle. These two channels are ruling in entertainment region. While coming to
infotainment channels TV9 is ruling the market. It is the first 24*7 Telugu news channel in
Telugu, when it has launched there were no similar player so it got the competitive advantage
through language. For long time it is been like a monopoly. But now the equation has been
changed, so many players with new technology and strategies are evolved into the markets. HY
TV also followed the same strategy that TV9 has followed earlier; it is the first Hindi news
channel in south operating in south itself (head quartered at Hyderabad)

Survey done on Ad agency, Clients and Audience directly on a one to one basis via a
questionnaire by taking a sample size on the basis of demographic segmentation. SAMPLE
SIZE: Ad agencies: 10Clients: 10Audience: 200
Research in common parlance refers to a search for knowledge. One can also define research as a
scientific and systematic search for pertinent information on a specific topic. It is the pursuit of
truth with the help of the study, observation, comparison and experiment.
Research design is actually the blue print of the research project and when implemented must
bring out the information required for solving the identified problems. The research design
depends upon the depth and extent of data required the cost and benefits of research, the urgency
of work and the time available for completing it. The research indicates the method of research
(i.e. sampling etc) only.
11.3 Research design is mainly of three types:i. Exploratory Research
ii. Descriptive Research
iii. Experimental Research
Exploratory Research:
Exploratory study can be used to establish priorities. The major emphasis is on the discovery of
ideas and insights. It helps in formulating hypothesis for further research
Descriptive Research
The Descriptive study is typically concerned with the determining Frequency withwhich
something occurred or how two variables vary together. It is guided by aninitial hypothesis.
Experimental Research:

Experimentation is defined as a process where event occur in a setting at thediscretion of the

experimenter and controls are used to identify source of variationin the subjects
Sampling may be defined as the selection of an aggregate or totality on the basis of which a
judgment or inference about the aggregate or totality is made. In other words it is the process of
obtaining information about an entire population by examining only a part of it. In most of the
research work and surveys, the usual approach happens to be to make generalization or to draw
inference based on samples about the parameters of population from which the samples are
taken. The researcher quite often selects only a few items from the universe for his study
purposes. All this is done on the assumption that the sample data will enable to estimate the
population parameters. The items so selected constitute what is a technically called a sample,
their selection process or technique is called sample design and survey conducted on the basis of
sample is described as sample survey. Sample should be truly representative of population
characteristics without any bias so that it may result in valid and reliable conclusions.
11.5 Need for Sampling:
Sampling is used in practical for a variety of reasons such as:
1.Sampling can save time and money. A sample study is usually less expensive than a census
study and produce result at relatively faster speed.
2.Sample may enable more accurate measurements for a sample study is generally conducted by
trained and experienced investigators.
3.Sample remains the only way when population contains infinitely many members.
4.Sample remains the only choice when a test involved the destruction on the item under study.
5.Sample usually enables to estimate the sampling error and thus assists in obtaining information
concerning some characteristics on the population.
Random sampling from Infinite Universe

Above paragraph deals with random Sampling, keeping in view the finite populations. But what
about random sampling in context of infinite population? It is relatively difficult to explain the
concept of random sample from an infinite population. However, a few examples will show the
basis characteristics of such a sample.
Cluster sampling
Cluster sampling involves grouping the population and then selecting the groups or the clusters
rather than individual element6s for inclusion the sample. If the totally area of interest happens to
be a big one, a continent way in the sample can be taken is to divide the area into a number of
smaller non overlapping areas and then to randomly select a number of these smaller areas,
(usually called clusters) with the ultimate sample consisting Of all (or a sampling of ) Units in
these small areas of clusters. Cluster sampling, no doubt reduces cost by concentrating surveys in
select clusters. But certainly it is less precise than random sampling. There is also not as much
information n number of observations within cluster as there happens to be inn randomly drawn
observations. Cluster sampling is used only because of the economic advantage it drawn
possesses; estimates based on cluster samples are usually more reliable per unit cost.
11.6 Data collection Method
Data collection is an elaborate process in which the researcher makes a planned search for
relevant data. Data can be classified as primary and secondary data.
Primary Data
Primary data is a data gathered for the first time by the researcher.
Collection of primary data task is demanding and requires a lot of technical expertise. Primary
data can be collected in marketing by three basic methods Survey Method
Observation Method
Experimental Method
Survey is the most commonly used method of primary data collection in themarketing research.
Various kinds of survey techniques are.

a. Personal interview
b. Telephone Survey
c. Mail Survey
The instrument used in personnel interview is questionnaire.
Secondary data
Secondary data means data that are already refer to the data which have already collected and
analyses by someone else. When the researcher utilizes secondary data that he had to look into
various sources from where he can obtain them. In this case he is certainly not confronted with
the problems that are usually associated with collection of original data.

Various books, magazines and news papers.

Reporters and publication of various businesses.
Reports prepared by research scholar and in different fields.
Records and statistics data.

The following characteristics must be possessed:

1.Reliability of data
2.Suitability of data
3.Adequacy of data
11.7 Selection of appropriate method for data collection
The following factors must be considered:
1. Nature scope and object of enquiry.
2. Availability of funds.
3. Time factor.4.Precision required.

In the interview method of collecting data involves presentation of oral/verbal stimuli and reply
in terms of oral/verbal responses. This method can be used through the interviews and if
possible, through telephone interviews.
Personal interview
Personal interview method requires a person know as the interviewer asking questions generally
in a face to face contact to the other person or persons. (At the time the interviewee may also ask
certain questions and interviewer responds to these, but usually the interviewer initiates the
interview and collects the information) This sort of interview may be in the form of direct
personal investigation or it may be indirect oral investigation. In case of direct personal
investigation the interviewer has collect the information personally from the sources concerned.
He has to be the spot and has to meet people from whom data have to be collected. This method
is particularly suitable for intensive investigations. The method of collecting information through
personal interviews is usually carried out in a structured way. As such we call the structured
interviews. Such interviews involve the predetermined questions of highly standardized or
recording. Thus, the interview in a structured interview follows a rigid procedure laid down,
asking in a form of order prescribed
Collection of Data through Questionnaires
This method of data collected is quite popular, particularly in case of big enquiries isbeing
adopted by private individuals research workers, private and publicorganizations and even by
government in this method a questionnaire is sent to theconcerned with the research answer the
questions and return the questionnaire, aquestionnaire consists of number of questions printed or
typed in a define order anform of a forms .The questionnaire are mailed to respondents who are
expected orread and understand the questions and write down the reply in the space meant forthe
purpose in the questionnaire itself. The respondents have to answer thequestions on their own.
The method of collecting data by mailing the questionnaires to respondents is mostextensively
employed in various economic and business surveys. The merits claimed on behalf of this
method are as follows:

1. There is low cost even when the universe is large and widely spread geographically.
2. It is free from the bias of the interviewer, answers are in respondents own words.
3. Respondents have a adequate time to give well thought out answers.
4. Respondents, who are not easily approachable, can also be reached conveniently.
5. Large sample can be made use of and thus the result can be made more dependable and

vi. Selection process

1. Type of Objective

: Descriptive

2. Type of data collected

: Primary

3. Research Approach

: Survey Method

4. Contact Method

: Individual

5. Sample Size

: 200 Audiences

6. Sample Area

: Around Hyderabad And Secunderabad.

7. Research Instrument

: Questionnaire

8. Type of Questionnaire

: Structured and Undisguised


A.How will you get more clients?
1. Reputation
2. Reference

3. Personal contacts
4. Past Record
B. How will you design an advertisement?
1.By Product
2.By Brand name
3.Clients demands
4.Target audience
C. How will you select media vehicle?
1.By Product
2.By Brand name
3. Clients demand
4.Target audience
5.Depending on Budget
D. Which type of media vehicle would you prefer most of the times?
1.Electronic media
2.Print media
4.Other media
E. Which type of electronic media vehicles you prefer?

F. How will you select particular media vehicle in electronic media?

1.TAM rating
2.Personal relationship
3.Clients demand
G. Do you have media planner and media buyer separately?
A. How will you select the Ad agency?
1. Reputation
2. Reference
3. Personal contacts
4. Past Record
B. How you would like to design an advertisement?
1.By Product
2.By Brand name
3.Ad agency suggestions
4.Target audience
C. How will you select media vehicle?
1.By Product

2.By Brand name

3.Target audience
4.Depending on Budget
D. Which type of media vehicle would you prefer most of the times?
1.Electronic media
2.Print media
4.Other media
E. Which type of electronic media vehicles you prefer?
F. How will you estimate the standards in electronic media?
1.TAM rating
2.Personal relationship
3.Audience Survey
4.Research institutions

G. How will you decide the Frequency?

1.By Product2.By Brand name3.Target audience4.Depending on Budget
Depending on Competitors


1. Do you have TV in your home?
2. Which kind of channels would you like to watch?
1.Infotainment channels
2.Entertainment channels
3. Which kind of programs would you prefer to watch?
4. Would you watch TV regularly?
5. How much time you will spend in watching TV?
1.2 hours/day
2.3 hours/day
3.4 hours/day
4.More than 4 hours
6. At what time you feel comfortable in watching TV?

1.Morning time
2.Afternoon time
3.Evening time
4.Night time
7. Which language channels generally you prefer?
8. How you feel about the advertisements in TV channels?
9. Would you switch over the channel when advertisement comes?
10. Do you think creative ads can attract the audience?
11. How many ads you watch every day?

4.More than six
12. How many of them can you remember while buying the product?
1.Very few
4.No one


* Out of 200 Audiences only 160 are responded to the questionnaire.
1. Which news channel do you like to watch?
Two tables

1. Which part of the day you watch more time?

2. What is your preference in watching news channel?

* one point is given for each person opinion

When asked the respondents about the satisfaction 28% of the customers were low satisfied
customers, 48% Feel Reasonable, 20% of the customers were highly satisfied Feel Low, 4% of
the customer feel Very Highly satisfied.
3. How do you feel about the Programs of HY TV?

4. What is your opinion on the HY TV?

6.Which Type of Programs you like more?

7. What is your opinion on the availability of HY TV in DTH setup box?

When asked the Customers about the Availability of HY TV20% of the people responded for frequently available,
41% for rarely Available in the market,
12% for Very frequently available,
27% of the people responded for not available

8. Will you suggest your friends, Relatives, Neighbors to watch HY TV?