Professional Documents
Culture Documents
Table of Content
Backgrounder Page 02
Conclusion Page 22
References Page 37
Blogs Page 40
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Backgrounder
International Television (NTV) is a private digital Bengali channel based in Bangladesh. The
channel broadcasts coverage of news, soap dramas, educational, religious and politics shows
related programs. NTV’s Programming reflects and respects the traditions as well as the
cultural values of Bangladesh. The channel started its commercial operation on July 2003 and
ever since that, there was no looking back. Within one year time during January 2004, the
channel increased its broadcast schedule from 8 hours to 24 hours. On the same year the
channel was rated as the most popular channel in Bangladesh. NTV later on expanded its
coverage more as it launched another variety channel RTV during February 2007 (NTV
The company has its own state of the art Satellite Earth station, which broadcasts digital
signal to Telstar 10 satellite which has a downlink frequency of 4173 MHZ. With the help of
the satellite, NTV is also operating internationally in countries such as USA, UK, Canada,
Dubai, India and Australia. NTV can be found on channel 804 on Dish network in USA and
582 on Rogers’s cable in Canada. The head branch of NTV is situated in Dhaka and it
consists of complete broadcast hub meeting the highest international standards. There
international branches and representatives of NTV are located at South-East Asia, UK and
The goal of NTV is to be the best Bengali channel not just in Bangladesh but internationally.
Therefore the company is always expanding and currently it consists of 300 employees
operating for it in different parts of the world. While the vision of the company is “Somoyer
shathe agamir pothe” which in English means “moving forward with time, for a better
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future”. Thus the company combines the usage of state of the art production and broadcast
technology with focused market and audience research in order to guarantee a schedule that
offers excellence, quality and proper content. The mission of NTV is to keep on improving
and constantly striving to reflect the needs of its key public. The company believes in being
the best and providing the best, therefore NTV is committed to care and change for the
special needs of the audience. NTV is affiliated with thriving local companies such as Build
Trade Group, Bel Construction SDN.BHD, Amar Desh Publication and RTV. It has also
established relation with international companies such as Dish network and Roger cable
Analysis of Industry
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The media industry of Bangladesh is emerging at a very rapid pace and new channels are
introduced to the audience almost every month. Astoundingly, the number of television
viewers in Bangladesh is more than 40 million, which is a big number of viewers for a
country with merely $440 per capita GNP (Rahman, 2009). Currently there are 19 fully
sector where TV channels make most amount of their financial revenue, so the TV channels
heavily rely on advertisements. The advertising market of Bangladesh’s media industry was
valued $1.45 billion in the year 2002 (Creative Media Ltd, 2002). By 2008 the advertising
market increased to $14.5 billion, which indicates positive prospect of Bangladesh media
industry (Bangladesh News, 2008). The Katalyst survey discovered that television
People have access to BTV of them 63.4 million watches the channel at regular basis.
Currently Bangladesh Television (BTV) has the highest Television Rating Point (TRP) as it
has 100 percent coverage and it is the only government owned channel in Bangladesh (Alam,
2002). BTV is also the one of the oldest and single largest provider of development
information such as child rights, vaccination, education and etc in Bangladesh (MOI Baseline
survey, 2002). The company consist of 1176 employees operating for it all around
Bangladesh (BTV, 2010). BTV can be considered as the most dominating channel in
Bangladesh and the biggest competition of NTV. However BTV also consists of weakness
such as no international coverage which means less popularity. Also the content of BTV is
It was the first digital channel which was launched in the year 1999 (Channel i, 2010)
According to BDMS survey in the year 2009 Channel i was the second most popular channel
after BTV. The channel also consists of proper programme content which is enjoyed by the
audience. According to BDMS survey 2009 around 61 percent of the audience agreed the
channel is not biased. Channel i has won several national and international awards for its
and Pacific Islands, Middle East, Africa and part of Europe. The weakness of Channel i
however lies in its variety, the show offered by channel i are quite monotonous. The schedule
The foreign channels are as popular as local channels in Bangladesh, since almost every one
of the middle class can afford it. An individual can enjoy more than a hundred channels at a
very economic rate of $5 to $10 a month. Around 34% of the population who are over the
age of 15 watches foreign channels and prefers Cable & Satellite channels (Research &
The media industry of Bangladesh consists of major opportunities for the TV channels to
cash in; however there are few challenges which are constraining the growth of media. One
such would be the quality of the content is not as superior like the foreign channels; hence the
audience choose to watch foreign channels more than local channels. According to
Buddecomm Report (2008), Bangladesh household televisions are served by more than 2000
cable operators. Foreign, especially Indian, TV stations have large audiences in Dhaka and
other cities (BBC, 2010). Another challenge would be the lack of media penetration in rural
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parts of Bangladesh. As rural people have less access or sometimes no access to television
(Alam, 2002).
The lack of freedom of speech can be considered as the main challenges that Bangladesh
media is facing over the years. From the year 1998 till now almost sixteen journalists were
killed in Bangladesh either by political parties or gangs (IPI, 2009). All most all the TV
channels in Bangladesh are controlled by the government or political parties, hence they are
independent journalism and also abuse their power to allocate advertisement (IPI, 2009). The
industry also lacks aspect of public relation as most of the companies are highly dependable
on human resource to carry out the PR task. Organization are bombarded by stake holders,
individuals who has the expertise in communicating and building relationships (Grunig,
2002). Public Relation can contribute majorly towards the improvement of Bangladesh’s
organization (Grunig, 2002). There are major opportunities to enhance the field of public
NTV is a fully established channel which has topped the ranking before and now it is still
Nielsen National Media & Demographic Survey 2006 NTV was the most popular channel in
Bangladesh. The channel operates 24 hours a day and has international coverage unlike most
of the channels. One of the reasons of NTV being popular among the audience is because it
has to offer a variety of show starting from news, dramas, reality show, animated shows and
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many more. One of the most popular shows among the youth produced by NTV is Close-up 1
Tomake Khujche Bangladesh. The singing competition/reality show proved to be one of the
biggest hit of the year 2008. As 86,000 young contestant singed up just to participate and
millions watched the show every week (Unilever, 2008). The news bulletin at night is also
considered as the strength of the channel as it attracts huge audience on a daily basis.
NTV has a strong brand presence among the audience, as the company has been in the media
industry around for a while. The channels strength lies in superior quality content, innovative
programming and strong mix of family entertainment. NTV’s management consist of hard
working and loyal employees and it is also one of the largest in Bangladesh. The company
consist of professionally trained marketing and management team unlike other channels. The
Human resource department can be considered as one of the strongest among the
management team, the department has contributed majorly in aspect of NTV’s expansion
NTV’s overseas transmission is a strength which helps the channel to beat the rest of the local
competitors. The company is in good terms with successful international companies such as
Dish Network and Rogers Cable, which helps the channel to expand its international
popularity. NTV also shares a strong bond with successful local companies such as Build
Trade Group, Bel Construction SDN.BHD, Amar Desh Publication and RTV. The alliance
NTV shares with other corporate companies have helped the channel a lot in various aspects.
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The concept of Public Relation is still new to Bangladesh as companies tend to use Human
resource (HR) department to full fill the Public Relation duties. The companies also heavily
The TV companies mostly focus on the marketing department they try to enhance it as much
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NTV has nearly 300 personals operating for it and it follows a dynamic equal opportunity
policy among its employees. Allhaj Mohammad Mosaddak Ali is the CEO and also the
founder of NTV. The top management also includes Managing Director Enayetur Rahman
and Executive Director Hasnian Khurshed. There are six main departments which spearhead
the company those are Programmes, News & Current Affair, Sales & Marketing, Administration &
Public Relations of NTV falls under the Administration & Human Resource, which is lead by
Head HR & Admin Sultana A. Banu followed by Public Relation Manager Golam Kibria.
The Administration & Human Resource department can be considered as the heart of the
NTV. The department is in charge of shooting schedule, programme schedule, event schedule
and employee management. The Administration & Human Resource department consists of
10 employees; of whom 7 are working for Human Resource management under the section of
The remaining employees are the ones who are taking care of Public relations section all
though they are considered as Human Resource. All the employees in Human Resource
management even the ones who are working for Public Relation specializes in Human
Resource Management academically. The Public Relation team is often given the
responsibility of carrying out task relating internal key public management such as peer
evaluation, board meeting, annual employee dinners and many more. The Public Relation
team also carries out external key public management such as customer care relations, media
liaison, government relation and many more. The team also carries out tasks related to
Corporate Social Responsibility such as charity events and donation. But however all the task
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carried out by the Public Relations team is considered as Human Resource since the HR
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CEO/Chairman
Allhaj Mohammad
`
Managing Director
Enayetur Rahman
d Mosaddak Ali
Executive Director
Hasnian Khurshed
PR Manager
Head HR & Admin
Sultana A. Banu Golam Kibria
Management &
Establishment
HR
Public Relation
Team
Internship
Programme Coordinator
Nazmul Ashraf
Programme
Marketing Team Sales Team Talents
Staffs
Executive Producer
Chief Broadcast Engr
Haider Dalim
Mostofa Firoz
Journalists
Bursary
.
Public Relation Policies, Activities & Issues,
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Every organization consist of specific public relation policies, it contributes as a guide line
for the employees. To facilitate a good behavioural relationship, public relation must affect
organizational policy, strategy and decision as well as the behaviour of publics (Dozier,
2002). NTV as an organization also follow specific policies even though the policies are
setup by the Human Resource Department it is still resembles to certain aspect of Public
Relation. All the employees are briefed properly and expected to follow the NTV policies at
One must be well informed, well mannered and respectful at all time when dealing
with both external and internal key public when representing NTV.
No member of the board or employee approves or supports any action or activity that
All employees are expected to be extremely loyal and trust worthy with information
Only the CEO and the directors are entitled to represent the official view of NTV
No individual representing NTV shall make any statements to the press or any other
public media that are derogatory or damaging towards organization or its member.
Any media statements issued by NTV shall be issued under the CEO’s name, as the
Most of the policies are designed for the internal key public to represent the organization
better, which can be considered as internal key public management. Practitioners have
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consistently emphasized that internal and community relation should be first and second
priority respectively in public relation field (Sison, 2000).Internal public management is very
effective especially in the field of Public Relation as it not only shapes the employees it also
builds them professionally. The policy also influences the internal publics to be ethical at all
cost; ethic is a major component not only in Public relation but in all aspect of life. Public
Relation practitioners and employees should be concerned with their own personal and
professional ethics as well as with the institutional ethics of the organization for which they
In order to analyze employees, organization’s often call for monthly meetings, conduct
evaluation, carry out motivational talks and etc which is a key part of internal key public
management. Evaluation process coasts and takes time but it allows practitioners to
determine at any time whether they are on track or not (Ledingham & Bruning, 2001). NTV
Human resource department conducts peer evaluation every three months, whereby they can
understand where they stand as an organization. The Human resource department also
conducts annual gala dinners, picnics, trips and workshops for the employees to exhale in
Special events for community represent a high profile aspect of Public Relations that focuses
public attention on an event, organization or a product in a short period of time (Boyd, 2000)
NTV conducts activities to enhance community relation such as “Bachou” a charity concert
which is organized by the Human resource department twice every year. The proceedings are
usually donated to non charitable NGO’s and orphanages. Charitable events such as
“Bachou” not only contribute to positive organization image but also enhance corporate
social responsibility, increases public awareness and loyalty. By including CSR into business
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as a long term value, publics are more inclined to accept the trustworthy intentions of a
The Human Resource department can be considered as the backbone of NTV, it plays a
crucial part in the organization’s mission. As the department not only handle the usual Human
resources tasks, but also Public relation tasks. Human Resource management emphasizes that
employees are critical to achieving sustainable competitive advantage, the Human Resource
practises need to be integrated with the corporate strategy, and Human Resource specialists
help the organizational controllers to meet both efficiency and equity objectives (Merrick,
1999).
NTV’s Human Resource department helps the organization not only in preparing the internal
key public, but also building community relations. Even though the Human Resource
department is performing exceedingly well for NTV, it still cannot full fill the aspect of
Public Relation. Most of the events or action specializes on Human resource skills and the
ideas only focuses on one aspect instead of seeing the bigger picture. The Head of Public
Relation MR Golam Kibria is the only real qualified Public Relation practitioner in the
organization and he is currently situated at New York, to effectively expand NTV USA
branch. He is currently operating with the marketing team to enhance the NTV’s market
internationally. The marketing strategy is to create strong alliances with new and traditional
building awareness and brand loyalty within a committed core audience. Hence several
promotional shows are organized by NTV USA frequently to enhance the market. The NTV
USA branch is effectively using aspect of Public Relation positively to expand the
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approach however the importance of Public Relation is slowly being recognized by the board
of the directors. The organization is expected to enforce the Public Relation sector with
The Public Relation internship placement of NTV is under the Public Relation team which is
a part of the Human Resource department. During my stay as an intern at NTV, I was given
tasks which were mostly related to the field of Public Relation. The first proper task I was
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assigned to do was assisting the Human Resource department conducting the Peer evaluation
which is a crucial part of internal key public management. One of the most significant and
challenging groups with whom communication must managed are the organization’s
employees (Gills, 2000). I was asked to prepare a draft of Peer review questionnaire about
employee capability, leadership skills, punctuality, dedication and other aspects which could
The evaluation process consisted of three stages; the first stage was distributing the Peer
evaluation forms to the employees. The second stage was the assessment of the Peer
evaluation form which was conducted by the Board of directors. Lastly the third stage was
the evaluation meeting with the CEO and the board of Directors. The meeting was conducted
by the Head of HR and the aim was to highlight the outcome of the Peer evaluation. The
meeting not only helps the employees to discover their key strength but also provides
opportunity to work on their weaknesses. The important aspect of evaluation is building trust,
confidence and working atmosphere among participant the importance of this opportunity
should not be underestimated (Patton, 2002). The Human Resource department conducts Peer
evaluation every three months, so the organization is constantly aware about its positioning.
The second major Public Relation task was to prepare a press release draft for NTV’s premier
Since NTV itself is a media related organization most of the media publicity is done by
means of NTV and RTV (sister company). However NTV relies on external media sources
for press releases, and the organization works closely with several Press agencies. The best
known media communication tool is the media release also called a press release or news
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release (Johnston, 2000). The Daily Star is one of the most popular English news paper in
Bangladesh was the designated media for the publication for the brief announcement press
release. The goal of the press release was to increase public awareness about the new
programme by informing the key public about the launching event and brief detail about “F N
F”.
The next task was organizing NTV’s annual Gala dinner for the board members, special VIP
guests and the employees. The event process started with the event proposal which was
prepared by HR Head. After the approval of the proposal by the board of directors, the Public
relation team was assigned to organize the event. I was assigned to prepare the event itinerary
and event invitation. The Public relation team was also given the responsibility to conduct
field research and come up with a budget which was proposed to the Asst Marketing Director.
The formal annual dinner consisted of short speeches by the CEO and the Human Resource
manager. The Gala dinner also consisted of several employee relation building fun activities.
Organization events such as this are very effective when it comes to internal key public
2000). It not only motivates the employees to perform well, but influences them to strengthen
The final major task I was assigned to carry out was organizing the NTV monthly client
board meeting with the Public Relation team. Every month the board conducts a meeting
whereby the directors meet the clients to review the proceeding. The marketing department
prepares the monthly report and the broadcasting department produces the statistics of
advertisement airing duration. Then from there a decision is made weather to alter the system
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or keep it as it is. In this situation both parties were pleased with the proceeding, so the
Preferred Recommendations
better unit with completion of every year. Since Human Resource department is dominating
Public relation aspect most of the communication tools utilized are not as effective as it
should be. Public Relation specializes in striving to achieve successful campaigns through
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delivery of strong communication programs, whether that’s a program to change an opinion,
build reputation, maintain a brand’s image, develop relationships, launch a product, deploy
crisis communications, or use the power of a third party to endorse their product or service
(Breakenridge, 2008). NTV lacks in various aspect of Public Relation which might be a big
The Human Resource department focuses majorly on Internal Key public management. But
however the Internal Key public management techniques conducted follows the Gruning’s
two-way asymmetric model. For example the evaluation process only judges the employees
not the board of directors. The Human Resource department should focus more on two-way
symmetric model, which will be extremely effective for the organization. In Gruning Two-
way symmetric model, public views are respected and are given the same importance as the
view of the organization (Mackey, 2000). By following this model the organization not only
will get effective feedbacks from the employees, but will also a fair working policy. NTV
may also include more rewarding techniques for the employees to perform better such as
employee of the month or special annual awards. The organization could organize more
workshops for the employees to train them better in aspect of being more professional in their
field of work.
Channel I and BTV the two biggest competitors of the organization consist of developed
Public Relation sectors which are operating significantly for the organization. The
community relation. For example one of the most popular television programme Hridoye
Mati O Manush (Soil & Men in Heart) which is produced by Channel-I. The programme is
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business community, stakeholders, policy makers, donor organizations, UN Agencies, civil
society, entrepreneurs and developers in the country (Seraj, 2000). NTV can produce
Television programme which educates the audience about global warming, voting rights and
Organizing major campaigns for external key public would be a great addition to strengthen
the organization’s image and awareness. Public relations campaigns have the potential to turn
possibilities into favourable actions (Hill & Welch, 2009). Perhaps NTV could come up with
campaigns related to community relation. According to BBC news while others make plans
it is time for action. Bangladesh saw the worst of the changing climate over the last two
decades with natural calamities claiming 8,241 lives in a year on average (The Daily Star,
2009). Hence the organization may conduct a campaign which promotes environment
friendly trend. The campaigns would not only help out the society but would enhance NTV’s
image and set the organization apart from the rest. It is no longer acceptable for organizations
to peruse their missions to the exclusion of other people around them; hence CSR is very vital
The need to use online media effectively is now integral to every sector of PR and other fields
rate. “We've estimated that nearly 10 million people in the country are using 800,000 internet
provide vital information to the key public, perhaps a better layout and filtration of
information could be an option. Website can be powerful communication tool, but all too
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often organizations fail to realize their potential (Morris & Goldsworthy, 2008). The
organization could also develop E-newsletter for the key publics which can be disturbed
weekly to inform them about NTV’s new programmes, events and activities. E-newsletters
are very versatile and can be used to inform and educate a number of audiences: potential
prospects, current clients, employees, the media, stockholders, and the like (Breakenridge,
2008).
NTV should also develop a Crisis Management team with specialists; a media industry such
as Bangladesh where freedom of speech is invisible anything can go negatively for any
organization at any time. Crisis Management means being of the lookout for what might go
wrong, dealing with it and if possible turning the situation into a win for the organization
(Mackey, 2000). The Crisis Management team can be in charge of analysing and evaluating
ongoing situations for possible future threats. The team can work proactively with the
Directors and CEO to take all certain measurements before any crisis. Good public relation
crisis management can work as an insurance policy against negative organization effects
(Mackey, 2000).
Conclusion
country. Hence developed organizations such as NTV are yet to utilize Public Relation
policies at its best. Most of the organizations rely on Human Resource department to perfrom
the Public Relation tasks. The importance of Public Relation is slowly being realized by the
conducted by IABC lead by Professor Gruning found that a typical Public Relation
department in USA provided an average of 185 percent return on investment to the rapid
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pace. The Public relation department has proven to be successful for organization in all part
of the world and it can do exceedingly well in Bangladesh as well. With the advertising
revenue increasing rapidly in Media industry by each year, a developed strong Public
Relation sector could be vital for an organization such as NTV. As days pass by audience are
harder to convince and in this environment the public relation industry appears to strengthen
(Johnston & Zawawi, 2000). The organization needs to re-enforce its Public Relation sector
with qualified practitioners. The sector will not only help the NTV economically but can also
strengthen organization’s image. As organizations are still new to it Public relation, it can
References
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Batton, J., & Gold, J. (1999). Human Resource Management: Theory and Practice.
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http://www.independentbangladesh.com/200803062786/business/advertising-
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http://www.channel-i-tv.com/about.html
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Gruning,L., Gruning,J.,& Dozier,D. (2002). Excellent Public Relation and effective
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