The intelligent choice to reach out Keralites in the region

Table of Contents

Demographic Profile

Slides 4-11

Geographic Patterns

Slides 12-17

Purchasing Power

Slides 18-22

Spending Patterns & Consumer Behaviors

Slides 23
23-28
28

TV Adspend

Slides 29-40

IPSOS Positioning

Slides 41-43

Kairali
l Footprint & Profile
fl

Slides
l d 44-46

Program Synopsis

Slides 47-57

New Developments
p

Slides 58-60

About Kairali TV
Global Symbol:
y

Kairali TV is the only Malayalam 24/7

public share holding FTA television
station worldwide.
worldwide

Kairali TV is recognised as a global symbol

for the newest Keralites trends, the lifestyle
y
professionals and the world.
p
of Malayalee

Kairali TV is independent since its

inception in 2000. It has established
itself as the TV authority for
Malayalees headed by great indian
actor and superstar Mr. Mammootty.
Kairali TV is the top 2nd TV viewed by
Keralites and 10th Asian TV in the
middle
iddl eastt (TVR
(TVR, IIpsos 2013)
2013).
Kairali TV is fast and informative and
choice of g
global and local brands

Reach
30 million viewers Globally.
3 million
illi viewers
i
iin Gulf
G lf and
d Middl
Middle E
East.
t

No.2 Channel in Malayalam

Highest Reach - South Asian Channels

Source IPSOS Malayaless / TVR UAE January 2013

nd

Free to Air and available on all

major regional and DTH platforms

TV Viewership Table - UAE JAN

2013
Target: Malayalees
Position
1
ASIANET MIDDLE EAST
2
ASIANET NEWS
3
KAIRALI
4
ASIANET PLUS
5
MANORAMA NEWS
6
ZEE TV
7
COLORS TV
8
SONY TV
9
STAR PLUS
10 AMRITA TV
11 JEEVAN TV
12 JAYA TV
13 SURYA TV
14 ZEE AFLAM
15 ZEE CINEMA
16 SET MAX
17 ZEE NEWS
18 STAR GOLD
19 INDIA VISION TV
20 REPORTER TV
21 DD NATIONAL

Daily Reach
72.35
56.78
45.14
39.29
28.91
11.61
8.4
8.8
10.21
10.66
9.54
5.3
12.51
3.94
7.72
4.91
5.67
5.01
5.05
2.65
0.44

No.2 Channel in Malayalam

Highest Reach - South Asian Channels

Source IPSOS Asians / TVR UAE January 2013

nd
d

Free to Air and available on all

major regional and DTH platforms

TV Viewership Table -UAE JAN 2013

Target: Asians
Position
1
ZEE TV
2
ASIANET MIDDLE EAST
3
COLORS TV
4
STAR PLUS
5
ASIANET NEWS
6
BANGLA VISION
7
GEO NEWS
8
ZEE CINEMA
9
GEO TV
10 KAIRALI
11 ARY DIGITAL
12 SONY TV
13 ATN BANGLA
14 ASIANET PLUS
15 STAR GOLD
16 CHANNEL EYE
17 ZEE AFLAM
18 BOISHAGE TV
19 ZEE NEWS
20 AMRITA TV
21 MBC 2
22 SET MAX
23 STAR NEWS
24 PTV WORLD
25 ATV BENGALI
26 MANORAMA NEWS

Daily Reach
26.13
19.84
14.89
15.97
16.12
12.94
14.42
13.55
13.01
11.65
10.11
9.55
9.96
11.41
10 26
10.26
9.17
5.21
6.17
7.27
5 58
5.58
5.1
6.18
9.6
5.31
4.69
8.15

Daily Reach

Daily Viewership by Time Segment by Jan 2013

Average Viewing 15 mins segment any Day
p
p KSA Kairali TV is No.1 channel
Between 4pm-5pm
Between 5pm-10pm KSA Kairali TV is No.2 channel
Between 10pm-02am KSA Kairali TV is No.1 channel
17:00-17:14

17:15-17:29

17:30-17:44

17:45-17:59

23:00-23:14

23:15-23:29

23:30-23:44

23:45-23:59

00:00-00:14

00:15-00:29

00:30-00:44

00:45-00:59

Daily Reach

ASIANET MIDDLE EAST

2.28

1.88

1.53

1.57

4.91

4.01

4.05

3.35

0.8

72.35

KAIRALI

2.31

2.68

1.55

1.9

8.09

7.75

6.39

6.42

3.78

3.39

3.37

3.02

45.14

MANORAMA NEWS

1.47

1.48

1.51

1.56

1.17

2.23

2.2

2.88

0.64

0.98

0.37

0.37

28.91

0.37

3.07

3.47

2.67

1.91

1.16

0.75

0.75

0.4

9.54

INDIA VISION TV

0 37
0.37

0 37
0.37

0 37
0.37

0 41
0.41

0 41
0.41

5 05
5.05

REPORTER TV

0.38

0.38

0.38

2.65

JEEVAN TV

Source: TV Viewership Table -UAE JAN 2013

Target: Malayalees

Kairali TV Vs.
Vs. Hindi Channels:

Optimum Reach

Maximum
M
i
reach
h across the
th region
i
Available Free To Air and also on all Paid Platforms
Most watching TV in Malayalam by IPSOS

FTA Vs. Pay TV Subscription Nos.

Asia
Channels
Free To Air
E-Vision
Pehla

Country
UAE
Oman
Bahrain
Qatar
Kuwait
KSA
Total

E-Vision
150000

Pehla
68000
1500
2000
600
1000
35000

FTA
100000
75000
40000
50000
60000
160000

150000

108100

485000

Sony, Star and Zee are only available on paid platforms

Ways for co-operation

Classical advertising, banners, scroll text
P d t placement
Product
l
t
Event Sponsoring
Website Promotion
Loyalty program promotion

Global Multi-Channel Coherent Communication

AMERICAS
North America: United States of
America, Canada
South America: Mexico, Brazil,
Chil Argentina
Chile,
A
ti & restt off South
S th
America

EMEA (Europe,
(
Middle East, Africa)
f
)
Western Europe : Germany, UK, France, Italy, Spain, Belgium,
Netherlands, Portugal, Finland, Norway, Sweden, Denmark, Ireland,
Switzerland, Luxemburg, Lichtenstein
Eastern Europe: Poland, Czech Republic, Slovakia, Hungary, Austria,
Russia, Ukraine, Albania, Bosnia, Herzegovina, Bulgaria, Croatia,
Estonia, Latvia, Lithuania, Macedonia, Romania, Serbia, Montenegro,
Slovenia
Middle East: United Arab Emirates, Saudi Arabia (KSA), Iran, Egypt,
Greece, Israel, Cyprus, Turkey, Afghanistan, Lebanon, Sudan, other
Middle Eastern countries
Africa: Morocco, Algeria, Tunisia, South Africa, Nigeria, Libya, Angola,
Kenya, Cameroon, Ghana, other African countries

ASIA & OCEANIA

India, Thailand, Australia, HongKong, Singapore, Taiwan,
Vietnam, New Zealand, Malaysia,
South Korea,
Korea Indonesia,
Indonesia Pakistan,
Pakistan
other Asian countries, China,
Japan

145

World

Eastern Europe

Western Europe
North America
China

Japan

Middle East

Africa

Asia Pacific
South America

Excl. China and Japan

Global footprint

CHANNEL BOUQUET

Kairali TV Entertainment and News

People TV News
We TV Entertainment for Youth
Kairali Arabia

Rich program content for all age

age-gender
gender levels

GCC Malayalee Population in Millions

Saudi Arabia

1.7

UAE

1.4

Bahrain

0.4

Q t
Qatar

04
0.4

Oman

0.3

Kuwait

0.4
0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

GCC Population : 52,020,357

2,646,314
1,248,3481
1,951,591
26,534,504
5,314,317

3,090,150

Saudi Arabia Fast Facts

Population:26,534,504

Capital City: Riyadh

Gender split : 55% Male vs. 45% Females

60% age
g between 20 - 39

Unemployment level: 10.9% (2011 Est.)

30% AB Social class

Inflation rate : 5% ((Consumer Price Index 2011 Est.))

GDP: Nearly SAR. 2.6 Trillion (2011 Est.)

Currency: Saudi Riyal (SAR)

Key centers of influence (major cities): Riyadh, Jeddah, Dammam, Khobar, Makkah, Madinah

Gross ad spend 2011: SAR 5.4 Billion

KSA is an influential market, driving a large part of the GCC & Pan Arab media activity

Source : www.cia.gov

Saudi Arabia

Age breakdown of the population in the Arab Region

Source: Arab Media Outlook 2011-2015

COUNTRY-WISE DISTRIBUTION OF KERALITES IN MIDDLE-EAST IN VARIOUS SURVEY YEARS (NOS)

2011

2008

2003

1998

UAE

883,313

918,122

670,150

421,959

Saudi Arabia

,
574,739

503,433
,

489,988
,

510,895
,

Oman

195,300

167,628

152,865

139,571

Kuwait

127,782

129,282

113,967

68,163

Bahrain

,
101,556

101,344
,

108,507
,

74,654
,

Qatar

148,427

121,613

98,953

62,969

Other West Asia

6696

2047

Total

,
,
2,037,813

1,941,422
,
,

1,636,477
,
,

1,278,211
,
,

GCC - Malayalees
M l
l
Keralites
K li
Population
P
l i

Malayalees- the single largest community in the region

g y 50%
% of the Indian Sub-continent p
population
p
Roughly
Around 4.5 Million Malayalees across the GCC countries

Malayalees dominate the Asian population across the GCC countries

4
3.5
Population
n in Millions

Malayalees
3

2.5
2

1.5
1
0.5
0

Bahrain

Qatar

Oman

Kuwait

KSA

UAE

Malayalees

350000

350000

300000

350000

1650000

1400000

Others from Indian Sub-continent

450000

250000

275000

450000

1900000

1400000

Evolution of net Advertising Spend in the Arab region (USD millions)

Source: Arab Media Outlook 2011-2015

Media Penetration
TV & radio penetration is very high among both males &
females
No cinema in KSA
Females

Males

100
90
80
70
60
50
40
30
20
10
0
TV

Newspaper

Magazine

Radio

Cinema

Internet

Outdoor

Source: Arab Media Outlook 2011-2015

Media Consumption Analysis

Time spent across media (KSA)
In an average week
Females

210

Males

59

156

Total

61

182

0%
TV

20%
Radio

24 19

60

40%
Press

33 11

29 15

60%
Internet

79

142

112

80%

100%
Outdoor

TV gets the highest share of time across all media

Total TV revenues in the Arab region, 2009-2015 (USD million)

Source: Arab Media Outlook 2011-2015

Three Million Keralite Expats

T
Tunes
in
i to
t K
Kairali
i li TV
Every Day

Their Solidarity
y Keeps
p Kairali Atop
p the
Middle East Viewership Ratings..

The Audience

GCC POPULATION NATIONALS &

EXPATRIATES*
UAE

KSA

OMAN

BAHARAIN

KUWAIT

QATAR

TOTAL

NATIONALS

0.9

18

1.8

0.85

23.55

KERALITIES

1.2

1.3

0.27

0.08

0.4

0.13

3.38

OTHER-INDIANS

1.1

1.5

0.25

0.07

0.2

0.15

3.27

OTHER-EXPATS

4.9

6.2

0.37

0.05

1.7

0.32

13.54

8.1

27

2.69

1.05

3.3

1.6

43.74

*Millions

Kairali is free to air & available on all major regional

platforms - Evision, Pehla, Du, Qtel, DishTV & all major DTH platforms
The profile of audience is in the range of 15 to 60; belong to all class and segments.

 Saudis total population has been growing at a CAGR of 2.4% over the
past 8 years, rising from 20.9mn in 2001, to 24.8mn in 2009. Per Capita
GDP has risen from SAR 32,821 (USD 8,752) in 2001, to SAR 70,859
(USD 18,896) in 2008, achieving CAGR of 12% during the 8-year period.
Outlook for retailers and consumer durables in Saudi is very robust due
to a large population base that is growing faster than the GCC average,
average
rapidly escalating per Capita GDP, and availability of higher disposable
income.
Source:
S
SAMA,
SAMA Reuters,
R
GIC Research
R
h

Major
j Brands Advertise in Kairali
Unilever brands , P&G brands, Master Food brands,
Pepsi Coca-Cola,
Pepsi,
Coca Cola Britannia,
Britannia Mc Donald,
Donald ITC,
ITC Savola
Group, Marico, Sadia, Al Rawabi, Al Marai, , Nuqul
Group, Cadbury, Kinder joy, Lindt, Nivea, L'Oreal,
Eti l t Du,
Etisalat,
D STC,
STC Nuqul
N
l Group,
G
S
Sony,
LG Panasonic,
LG,
P
i
Samsung, GM, Chrysler, Honda, Hyundai, Nissan,
Rakbank, American Tourister, Sapil, Jet airways,
Damas, Joyalukkas, Lulu, Abu Dhabi Co op Society,
DEWA, Western union, Uae Exchange & all major
local brands.

PROGRAM BOUQUET

A bouquet of program appeals to different segments,

g and all income g
groups
p makes this best choice
all ages
to reach out individuals with high disposable income
/ nett worth
th and
d or business
b i
background.
b k
d

Kids &Family
y Shows

Super Kids
Super Performance of Kids of age 3
3-7
7 , Fun Chat & Talent Show

Monday Thursday 5:30 UAE.

Brands
B
d A
Associated
i t d with
ith thi
this P
Program
Title Branding: Cubix Kids footwear, Presenting right Johnson Baby,
Associates and spot Fine Baby Diapers & Scooby day

REALITY SHOWS

Gandharva Sangeetham
g
Junior Musical
Reality Show
Gandharva Sangeetham was the first Musical Reality show in Malayalam
TV channels which is named after the legendary Indian musician Mr. K J
Yesudas Contestants - young
Yesudas.
oung singers within
ithin the age of 6 -12
12 yearsears are
selected through a rigorous audition round conducted at major cities in the
state of Kerala

Training sessions for participants by Mr. K J

Y
Yesudas
d makes
k it unique
i
and
d sets
t this
thi apartt
8 PMon
UAE
from the similar shows
other TV channels
.

Dance Party

Dance Reality Show

D
Dance
party
t is
i a Modern
M d
dance
d
reality
lit show.
h
Contestants
C t t t are 9 known
k
artists
ti t
in the field of serial , cinema & stage shows along with 9 reputed
choreographers of the industry. Proposed episodes of the show is100.
Celebrities as well as the choreographers from the South Indian film scene
will be the judges.

Kitchen Magic Cookery Reality Show

Whats Kitchen Magic?

A grand cookery reality show of Kairali
Aims to pick the culinary experts in a target group of 18-35
C
Creates
t a Spice
S i Route
R t to
t th
the untapped
t
d potentials
t ti l in
i our target
t
t
group
Admires the undiscovered cooking talents and aspiring chefs of
Kerala

KUTTI PATTURUMAL Musical Reality Show

KUTTI PATTURUMAL Musical Reality Show

The pride and fervor of Middle East Viewers

One of the most successful reality shows in the history of Malayalam TV
programs

11.00 PM.FRIDAY TO SUNDAY (UAE )

Family Shows

MANASIL ORU MAZHAVILLU FAMILY CHAT

SHOW

This is a talk show hosted by renowned dubbing artist Bhagyalakshmi.

Participants are celebrities and their family from Music, Films, Drama,
and TV etc. Host discusses about his / her childhood, love, romance,
family, professional life and future plans etc. Days of telecast Saturday
& Sunday

Comedy Serial

Starring Aneesh Ravi and Anu Joseph in the lead roles of Mohana
Krishnan, a village officer, and his wife Sathyabhama, an
advocate by profession. This serial narrates the everyday travails
of their married life, in a light hearted manner
telecast- Monday Friday : Time -- 1930-2000 Hrs.UAE Repeat Gulf Band -- 23002330

9.30. Saturday -UAE

Encapsulates the taste and beauty of India.

Cookery themed travelogue with Dr. Lakshmi

Nair
The top rated program in Malayalam in its
category
g y

Family & Youth & Current

Affairs

Chat Show - With Movie Stars

Chat show by NadhirSha with Movie Celebrates

10.0. Monday & Tuesday-UAE

Celebrity
y Chat Show

Entertaining chat show featuring bubbly

playback singer Rimi Tomy as the anchor.
Wednesday & Thursday
10:30 .UAE

TheTouchofSympathyandHumanity
y p y
y

Pravasalokam Symbolizes our commitment to the downtrodden in the expatriate world. The
program unfolds the unending episodes of perpetual agony and adversities of expatriates. An
unusual program created history.100s of cases of man missing and related issues have been
solved through the program.

9.30.PM Thursday & 9.30 AM Friday (UAE )

Gulf Focus

Gulf Focus -The most popular show in the region which touches
a range of subjects
subjects- form current affairs to the hardship and
plight of expatriates in the region

Keeps abreast of weeks happenings

9.30.Monday & 1.30 PM Friday UAE

10.30 PM (UAE)

Kairali News Gulf Edition

The bulletin having the largest viewership in the region

The half an hour showcases the days

happenings

Spot Rate
Spot release rate (10 second) - AED 220 ( News & Entertainment)
Spot
p release rate ((20 second)) - AED 440 ( News & Entertainment))
Spot release rate (30 second) - AED 660 ( News & Entertainment)
News Segment Branding : UAE NEWS AED 8000 / 30 days
News Segment Branding : SAUDI NEWS AED 7000 / 30 days

Program Branding & Co Sponsorship

Starting form AED 3500 per episodes
Co Sponsorship AED 2000 per episode
80% FCT will be allocated against the spend @ AED 220 /10 sec for both program branding and co
sponsorships.
Value additions such as co sponsorships of programs would be offered based on the total budget
For more
allocation.
ll further
ti support , Please contact
Kairali TV
Malayalam Communications Ltd. Office N0. 3204, Liwa Heights Jumeirah Lake Towers
Dubai. UAE Mob-050 2373105 ( Robinson Manager Marketing ) Office: 044341348

9 Partner with Kairali the leading media brand

9 Most preferred channel for the Keralite
expatriates
9 Cutting edge
d technology
h l
and
d quality
l
programming
9 3 million Viewership in the Middle East
9 Cost
C
effective
ff
medium
d