This action might not be possible to undo. Are you sure you want to continue?
News is the communication of information on current events which is presented by print, broadcast (TV, Radio), Internet, or word of mouth to a third party or mass audience. Television news refers to disseminating current events via the medium of television. "News bulletins" or "newscasts" are programs lasting from seconds to hours that provide updates on world, national, regional or local news events. Television news is very image-based, showing video of many of the events that are reported. Television channels may provide news bulletins as part of a regularly scheduled news program. Less often, television shows may be interrupted or replaced by "news flashes" to provide news updates on current events of great importance or sudden events of great importance. Television news channels are focus on presenting news content.
television specialty channels
Hindi News Market has a clear dominance in the News Channel Genre with more than 2/3rd of the market share.
However Hindi News genre is a crowded market with several players in the play.
The English News genre has fewer players with NDTV 24x7 leading the space with an equivalent competition from Times Now & CNN-IBN.
In the Business News Genre CNBC TV18 & CNBC Awaaz dominate with others managing a little piece of the market.
This work of research & compilation aims to define marketing mix of a news channel & try to see how the future of news will be.
My project is not a single research but a combination of several researches & every research has had a logical & clinical approach in the making. The researches have been largely Exploratory in nature.
Sources of Data
A. Magazines & Books
Various articles of different advertising & media magazines have been useful in the project. Industry views & trends were studied through such articles from from different magazines. (See bibliography). To understand marketing mix study Philip Kotler’s Book was referred. B. Internet Internet sites provided with valuable data like class wise, genre wise market shares, rankings, ratings etc. Such information is very useful in drawing inferences & other research work. Internet also helped source documents from agencies like TAM & TRAI. C. Direct Observation Direct observation of working of a News channel allowed me to make an in-depth analysis of the Marketing mix. A synchronized understanding of both B2B & B2C process of a News channel was possible because of my stint at Star News. It also gave me access to interview various Industry professionals & other privileged information.
D. Viewer Survey As I conducted the Viewer Survey it helped me discover various opinions, preferences & test the general awareness of the viewers with respect to News Media & especially TV News.
Designing Data Collection Forms
I interviewed the viewers residing mainly in the suburban areas of Mumbai by Telephone & Face to face to fill out the Questionnaire consisting 13 questions in 4 broad categories. The Questionnaire is annexed in the schedule of annexure.
Usage of pie charts & Stacked Bar Graphs is done in my project to make it easier & appropriate to understand. Therefore. final report was made consistent with the objective of the research study. A decade ago news was just a half hour bulletin on a channel like Door . Also called airspace. The Product Airtime The American Heritage Dictionary defines airtime as the time during which a radio or television station is broadcasting. Processing & Analyzing the Data After collection of data it was essential for me to present the data in the correct form & after careful analyzing. It is a non-probability sampling.Determining Sampling Design & Sampling Size I decided to take a sample survey & interviewed a sample size of 50. The Demographic segmentation is mentioned on the first page of the Viewer Survey. A TV channel like radio normally has a full 24 hrs of airtime in a day. Preparing the Research Report After collecting & analyzing data.
news channels these days also broadcast non news content like talk shows. Hence news & other shows serve the people while Free Commercial Time serves the advertisers. Viewers (B2C process):Providing news is the basic service that a news channel gives to its viewers. 2. Thus a TV channel including News channel are actually service providers and therefore provide two types of services to: 1. also uses this airtime for short commercial breaks during programs.Darshan. and other advertising avenues to an advertiser to service his advertising needs. Sponsorships. Advertisers (B2B process):The channel sells Free Commercial Time (ad spots). Free means this time is free from program content and can be sold to advertisers to advertise. . A News channel while largely uses airtime for news programming. educational programs. lifestyle shows and spiritual programs and so on. This time used for commercial breaks is called Free Commercial Time (FCT). Today news is provided 24 hrs a day on a dedicated channel only for news. Apart from news.
Given that there are only 24 hours in a day.Illustration: Service provided to the Advertisers Service provided to the Viewers The reason it is called media is because it acts as a medium through which information is broadcasted to the general population as well as acts as a medium for the advertisers to communicate to their prospective customers. . the airtime is a limited resource with a channel & it needs to maintain a fair balance between time allocated to programs & ads.
For e. Part of the rate card of the Star Network’s news channels for weekdays. Hence the best of the shows are placed around these times so that they keep the viewers tuned in & the advertisers interested as they would be charged a premium for such time bands or shows.g. the News channels have a significant share of 14%. youth centric shows would attract a lot of youth centric advertisers. Day part Morning Day Evening Time band 5am-10am 10am-6pm 6pm-1am Star News (INR/10sec) 3800 2000 11000 Star Ananda (INR/10sec) 1200 600 3300 Star Majha (INR/10sec) 800 400 2200 Source . Revenue Stream for B2B Process The price is not only determined by the no.MCCS (2008 data) In the advertising pie. For e. prime time & afternoon have more viewership pull than morning & evening. The rating agency TAM through its impartial research efforts awards TVR (Television Rating points) basis on which is determined the reach of a channel and its shows.g.The Price ADVERTISING The pricing of Advertising is mainly market demand based & always negotiable. In fact genre wise after General Entertainment Channels (Hindi + . of people it reaches but an advertiser’s interest in the channel’s viewer demography.
This fee is charged per channel per cable home. News channel Subscription Fee (Rupees/month) 1 2 3 4 5 6 7 8 9 Sun News Gemini News Times Now CNBC TV18 CNBC Awaaz CNN-IBN BBC World News X ET Now 1.TRAI Report as on June 30.40 7. If a channel is a Pay Channel even then the pricing is always demand driven.Regional).50 8.10 4.50 Source .50 9.82 5. 2009 Revenue Stream for B2C process .35 5. News channels have the second largest market share in ad spends. Offering unique & high quality content allows a channel to charge a premium to its viewers.10 9. Sr. SUBSCRIPTION FEES This is a fee charged by the Broadcasters to the Cable Operators who in turn pass on the expense to the Subscriber (Viewer). no.00 8.
Quality content simply means providing content that the viewers want & not that the content is differentiated. none of the Hindi news channels are in the Pay channel list. However. Assumption – Effect of brand loyalty due to Promotional efforts are considered constant. Inferences: Demand Inelasticity can also be called as Viewers’ Loyalty in case of TV channels. Simply said there is hardly any difference between one Hindi news channel from another. So the demand pull is not the same in case of all news channels. The Hypothesis states that Demand Inelasticity is directly proportional to the degree of content differentiation. For a viewer they all look the same. Viewers’ Loyalty results in no or less effect of price decisions by the company. So if one of the Hindi news channels becomes pay channel then the viewer would most likely switch to other channels that are free.Content Differentiation & Demand Inelasticity Competition in the English News genre is just warming up with new players entering the space. the Hindi News genre has been a highly competitive space for the past few years. The reason cited is lack of content differentiation among Hindi news channels. Hence the former can afford to become pay channels without losing viewership while the case is opposite for the latter. If you refer to the table above.Hypothesis 1 . Sustained efforts in producing quality content would result in growth of viewership. Hence quality content results in growth in viewership while differentiated quality content results in growth in viewership as well as builds loyalty among the viewers. . Some news channels (mostly English & regional language) enjoy brand loyalty because of unique content while some news channels (mostly Hindi) are commoditized due to lack of content differentiation.
the commodity channel’s viewers are most likely to switch over to other channels providing the same undifferentiated content. Distribution (Place) . While the value channel has a sizeable amount of loyal viewers. Commodity channel is the one whose content can be hardly be differentiated when compared to its peers. Here quality would vaguely mean providing content that the viewers want.Hypothesis 2 . Assumption – Both value & commodity channels provide quality content.Impact of conversion from free to pay category Viewership – Price Decision Relation Pay channel Viewershi p Free to air channel Price Category Value channel Commodity channel Value channel is the one which has a quality content which is unique compared to its peers. The Hypothesis states that as soon as a channel makes the decision to become a pay channel its viewership base & rate of growth of viewership are unaffected if it’s a value channel & is adversely affected if it’s a commodity channel.
The delivery mechanism through DTH is depicted in the figure below: . with an annual growth rate of 15% to 20%. independent Multi System Operators (MSOs) and their franchisees. over 160 cable and satellite channels are broadcasting in national and regional languages.Cable Television India has some 249 million households. which together with the viewing card unscrambles the digital TV signals and allows the viewer to watch the DTH service. It is estimated that in the Indian Cable Television Market. The viewing card acts as a key to access any DTH platform for authorizing the service. The distribution chain is depicted in the figure below: Satellite Channels Multi-System Operators(MSOs) Independent Cable Operators (IOCs) Franchisees of MSOs Households Direct to Home Services (DTH) DTH is a distribution platform for multi-channel TV programs on KUBand by using a satellite system that transmits the programs/provides TV signals directly to subscribers’ premises. 45 million subscribers are receiving Cable TV services. At present. The Set Top Box contains software. The distribution chain in the cable TV industry consists of Broadcasters. The reception of signals/programs requires a small dish antenna and a Set Top Box. and Independent local cable operators.
IPTV uses the same network infrastructure as the Internet and it eliminates the need to build a dedicated application specific video network to the home. .Source: Frontline Magazine Internet Protocol based TV or IPTV The advent of high-speed residential Internet access creates an alternative method to deliver video programming. Where adequate bandwidth exists IP TV is capable of a much richer suite of services.
The Distribution Managers thus have to pay a fee to the cable operators so that their channel is distributed to the viewers. The money paid by the broadcaster to the cable operators to carry their channel on their system is called Carriage money. Carriage Money – A Major Distribution Cost for the Broadcaster today In such a situation. In India there are more than 450 channels but due to the analog nature of the Cable TV providers have bandwidth for only 98 – 102 channels.Distribution Manager of Star News says that the network spends more than INR 40 crores annually as carriage money for their . It does not matter that a channel is pay or free to air. Sagar Pande. MSOs & Independent cable operators are the most sought after by the Distribution Managers of these 450 odd channels. the reality is to be among those 90 odd channels the broadcaster has to pay up. The distribution costs relating to carriage money runs in several crores.The Cable Dominance About 85% of the Pay TV market is occupied by Analog Cable TV (without set top box). Obviously demand has overshot the supply by more than four times. less than 90 channels are available. Due to mandatory allocation for DD channels & other technical allocation.
This will help the broadcasters reduce the carriage expenses as CAS gets implemented & completely eliminate the Carriage money concept once CAS gets fully implemented throughout the country. Strong growth is projected for DTH in coming . However there are three factors that can ease the pressure & minimize the expenditure gradually in the times ahead. may have spent nearly INR 100 crores during the launching year of the channel. Moreover all the Free to Air channels will also be available along with the pay channels he chooses. He adds that Colors. Competition from DTH In DTH services. Cable TV still has monopoly when it comes to distribution needs of the Broadcaster. Is there a Solution? Can one avoid such an expenditure annually which is growing at an alarming rate? The answer is one can’t do much about it in the short term. a general entertainment channel. This system will take decision making ability from the cable operators to the end consumers. Currently the market share of DTH is only around 10%. There will be a minimum billing for distributing free to air channels & additional cost for every pay channel the subscriber wishes to view.three channels and this grows by 30 – 40% YOY. a subscriber can pay only for those channels he wishes to see. just like CAS. Hence neither the broadcaster with his carriage money nor the cable operators with their monopolistic position can decide what the consumer will see. In another words. he prepares a bouquet of channels consisting largely those channels that have paid him the carriage money. Implementation of CAS When you pay your monthly cable bill. The Broadcasters’ margin is under tremendous pressure due to carriage money. To avoid this he makes a bouquet of channels & charges you a lump sum. the cable guy never gives you a breakup of which channel charges what subscription fees as you might tell him that you don’t want that channel. Conditional Access System allows a subscriber to view only those channels that he wishes & also pay for those many channels.
DTH market share is expected to double from here to at least 20% by 2013. which is still at a nascent stage. then the Broadcaster has a bit of a bargaining power while negotiating carriage money with the Cable operators. This will reduce the broadcaster’s dependence on Cable operator’s for distribution needs & gradually reduce the carriage costs with reduction in market share of the cable operators. Both DTH and Cable operators will be competing with each other to provide better service & more channels to the customers edge each other. Both the factors discussed are factors that cannot be controlled by the Broadcaster. Moreover such a demand allows a channel to become a pay channel further boosting its margins. The Hypothesis states that the rate of growth of Carriage expenses is inversely proportional to the channel’s Inelastic Demand. With Emergence of IPTV.years. Assumptions: Competition in the Pay TV remains the same CAS is not implemented or is implemented at a uniform growth rate. If the Broadcaster produces high quality differentiated content on his channel then he retains some bargaining power thereby reducing the carriage money he spends annually. Promotion . Hypothesis 3 – Effect of Increased Demand for the Channel If the channel is loved by most of the subscribers/viewers. The Cable operator cannot take a channel off his system which is in demand as his customers may get irate. However there is something the broadcaster can do to reduce the carriage expenses in distribution. the competition is expected to heat up benefiting the end consumer & fair business for all the stakeholders in the industry.
B2C & B2B. It is usually done during new launches. Illustration1 . to increase & strengthen viewership & the other. One. to attract advertisers. VIEWERSHIP BUILDING It is aimed at attracting new viewers to the channel’s viewership pool.Viewership Building Viewer s of news Viewers of news on Channel A Viewers of other shows on Channel A [B] . CONTENT PROMOTIONS It is aimed at the viewers both potential & existing to increase viewership of a channel’s flagship programs & the channel as a whole. A new program will attract all the Television viewers interested in it irrespective of whether they are the channel’s existing viewer or not. it needs to customize marketing to cater to the needs of both the processes.As a TV News Channel has two types of processes.
They [A] can move TOOLS FOR PROMOTION Outdoor Hoardings Print Media Radio TV Spiral Marketing Internet Press Releases Events LOYALTY BUILDING It is aimed at engaging existing viewers. Continuous practice of promoting the channel’s shows among its viewers & differentiated quality programming builds loyalty of the viewers towards the channel. Illustration2 – Loyalty Building Viewer s of news. information & even entertainment. [A] Viewers of news on Channel A. [AпB] Viewers of other shows on Channel A [B] . This keeps the existing viewers engaged & prevents them from switching over to other channels to seek news. The channel promotes the new launches & current shows among its existing viewers on the channel.
mailers Tele Marketing Personal Selling Advertising (Advertiser specific) Sales Promotion (by way of special offers) . The approach in trade marketing is less about creating excitement & more about influencing the advertiser’s buy decisions by way of presenting facts & figures as well as building higher imagery for the brand. TOOLS FOR PROMOTION Sponsorships E .They [B] can move TOOLS FOR PROMOTION Promote via same channel Channel website Mailing list TRADE MARKETING It is aimed at attracting advertisers to the channel & it does not in any way concern to increase viewership.
THE FUTURE OF NEWS . the channel spends anywhere between INR 2-3 crores annually for Trade Marketing.According to Parul Dawar. Brand Manager of Star News.
The Battle for time – Plenty of Options For the first time in its history India is experiencing a truly free market for news. It is changing the way we .
But there is more to a free news market than that. In a sense. it will hamper your ability to work efficiently. the Indian news media has been freed . News is to the mind what infrastructure is to the economy . that the non-aligned movement was the biggest summit in the world? Many of those beliefs and ideas seem foolish now. Coming as we do from a controlled news environment. railways or electric supply is weak. opinions. It is also about the freedom to do business . you will hardly have an opinion on it. Similarly if a democracy does not have a free news market with lots of debate and discussion the state of everything from institutions to government suffers. All it takes is a look at our past or that of the former communist countries or current dictatorial regimes to realize that. These ostensibly form the backdrop of our lives but are actually active ingredients in everything we do. stretch your mind to your teenage years. More often than not. a government and decades of economic inactivity since we believed that our mixed-economy. technology or other constraints.live. The way we think. non-aligned. work. you’re doing it again. left leaning way of life was the best option. hear and watch on news. We accepted an ideology. You are reacting to what you read.without capital. discussions. Do you remember thinking that Russia and India were the best of friends. analysis. live. That is why a free news market is important. work and vote. It is a non-negotiable fact of a working democracy. If you think India should have snapped out of the Russian bear hug faster and switched affections to Uncle Sam. If the network of roads.a crucial network of information. Yet they came to our head and we lived by them (Of course I wasn’t born back then). If you are over 35. it is equated with the freedom of expression. arguments and visuals. a free news market is a concept alien to us. If it is good. the choices we make could destroy us.
only over the last three to five years. That is exactly what his compounder Krishna’s family did when he was arrested. It became completely open in 2005 when foreign institutional investment was permitted. As the prime accused in the murder of his daughter. Notice the ease with which Indians face TV cameras now. we don’t. Though TV was given a free hand in 1992. The effect of this freedom is resonating across the country as news media options go through the roof . More importantly. Does that mean that it should be regulated? That we need a content code with committees and sub-committees? No. we would never have seen or heard of them after they had been arrested. capital and other controls meant that we did not really see a free news market till 2003. We are loving it. This. Partial Press freedom came in 2002 when FDI was allowed. opinion and analysis available to everybody. it has given a voice to large tracts of India. whether to show their anger at something or to take part in reality shows. not just a few English-speaking people. Ten years ago. in turn.that of tabloidization. Dr Talwar and his family have been using the news outlets to tell their side of the story. 99 million copies of newspapers sold daily and hundreds of websites vie just for the privilege of giving us news. has made information. This freedom has come with its own set of problems . it has been ‘free’ since Independence. sensationalism. And they are battling for a scarce commodity our time. The internet is largely free and so is the mobile phone. What we see is a phase in the evolution of a free news market and reacting to it at one point in time and locking .67 news channels in 11 languages. though technically. of selling out to advertisers and the blurring of ethical boundaries long held sacrosanct in the media business. Radio is still hamstrung by regulations that forbid news broadcasting but if a pending Telecom Regulatory Authority of India (TRAI) paper becomes policy that should change soon.
In India. Jawaharlal Nehru had once famously remarked that even a bad press was acceptable but that it should be free and self-regulated. Right now. the situation is chaotic.ourselves into regulation will be disastrous. I don’t think that any punitive action is needed against news channels. . this will eventually balance out. and maturity will come. all the news media industry needs to do is apply it well. The UK is a great example of a country where the tabloid and the serious survive and make money and each operates within the same regulatory framework. there is already a good programming code in place. The government would like to control them because they show government shortcomings.
Source: Hansa Research & IRS and Starcom Worldwide .Note: Figures for 2008 are from Jan-May.
its ability to bring in fair returns for investors and the quality of it. The focus of this research (Future of News) will. Just as free news market is a democratic axiom. for too long. the dialogue in policy matters has been limited to the middle-class English speaking population. so the city is the de facto lens through which any event is viewed. moping or freaking out on the growth and so are consumers. even if it is the world you and I occupy. a whopping 57 per cent of the stories in national newspapers originated from Delhi. The other 500 millionodd is split between several languages. The Centre for Media Studies (CMS) data shows that in August 2007. one thing is clear. This. There is a joke among most analysts that there is a Delhi. This is the right time to look at the future of news. the industry is too busy coping. One. mass media dominates in India. It sticks to India’s reality.Mumbai corridor of English speakers beyond which any discussion on India barely matters. for those looking for buzzwords like user-generated content or WAP and VAS. Some of top newspapers and channels are based in New Delhi. then. The news market now evolving is pushing the business of news to a . Two facts need to be hardwired into our minds before we begin the discussion. a high volume market. So. largely. be mass media vehicles for news. while 500 million speak Hindi and its various dialects. The fact is that only 100 million Indians speak English. several interviews and reading tomes on the news business countrywide. is the perfect time to ask where it all is headed. this survey will disappoint. Two.The thing is. enjoying. The online world is limited to 55 million people. The biggest debates in the Indian news market currently are about the amount of news. so too is a heterogeneous one that reflects the pulls and pushes of all interest groups is one as well. TV reaches 437 million people whereas newspapers are read by over 300 million. After months of research.
making it the second-largest newspaper market in the world. Indians spend an average of 50 minutes a day consuming news. according to data put together by Starcom Worldwide.2 million bloggers. Last year. Look at it another way – as a country we buy 99 million copies of newspapers everyday. We are loving it! News follows entertainment as the second-largest genre of content in India. advertisers spent Rs 12. after the US. arguably more than any other country in the world. At 115 million TV sets and 275 million mobile phones we are among the top five TV and cellphone markets in the world. news TV and online. India has over 437 million TV watchers.000-odd crore to reach them in those 50 minutes. Why? – The business part Can you hear the babble? It is the sound of an entire country going jabber jabber. If it manages to do that. That makes it the second largest media business in . Add in subscription and news is a roughly Rs 16. We have 67 news channels. the free news market we see now. If you total up the average across newspapers. about 302 million newspaper readers.point where the debate on national issues is truly national. 55 million surfers and 1.000 crore market. would have achieved something that decades of control could not – involve all Indians in any discussion of their future.
According to IRS data there are 359 million literate Indians who do not read a publication. but on a base that is ten times that of TV news. Now stir in a lot of investment (Rs 1. low entry costs. Television as yet penetrates only half of India and at . seem strong. Why do we have so much news? There is an influx of funds because news is elastic. if one slips. though margins haven’t declined yet. There is usually a strong positive correlation between GDP and advertising growth. almost everybody has seen a jump in operating costs. so if GDP slips. too. A lot of fun For now though.500 crore since January 2007 and still counting). Have you seen any channel close down? The growth in ad spends on news genre has outpaced the growth of the TV advertising pie. there has been no fatigue factor yet.India after entertainment . Size. topline and now investor interest too. Newspaper advertising has grown below industry average. However. expect advertising growth to decline.in audience share. A bulk of the news media in India is advertiser funded. as the rush into news increases. The level of competition and the state of the economy suggests that consolidation is about to happen. a declining global market for news and you know why we are hot. the fundamentals of the news business on both the supply and the demand side. democracy and innocence make for a seductive cocktail of reasons why the Indian news market rocks. the other will.
colleges or at village panchayats. The first and biggest is a functioning democracy. With economic liberalisation. dhabas.55 million surfers websites haven’t even scratched the surface. India’s first private news channel. The possibilities for growth in unheard of markets. The second is a complete lack of cynicism. By 1995 websites such as Indiaworld. Indians love to debate. in The Prediction). Rediff and. (See chart. and then came BBC. the opening up of news and information too had begun. Literacy is prized and the ‘buddhijeevi’ or ‘intellectual’ is a man who can debate or discuss anything. in about 20 odd languages. are as yet unexplored. our thirst for information and for an outlet to voice our opinion remained just that . For long. argue and generally drive each other crazy. later. The big news event however happened in 2000 . Indiatimes came into play. with say a Bhojpuri news channel or a Bengali lifestyle one. Till as recently as 1990 a few newspapers defined both the news agenda and the texture of the news market along with the state-owned Doordarshan and All India Radio. CNN brought a whiff of what independent news could be. we are not a sated or bored audience but a credulous and avid one. For decades the debating was limited to coffee houses. schools. so far. And as they move from having one newspaper and one TV channel they are discovering the fun of arguing across the country on scores of television channels. Unlike the west. We are just discovering what it means to be media rich. To these building blocks add a couple of qualifiers.a thirst. newspapers and on the internet. When satellite television first hit India in 1991. the Hindi/English Star News was launched in 1998.com. The Entry Points.
The first was the loosening of controls over foreign capital in the newspaper business.with the coming of Aaj Tak.” says L. television and on websites too.000 crore in 2007. had to be as local as possible. “News is very important for us. It showed that the language of news. This in turn has meant a tripling of the TV news ad spend and a 60 per cent growth in spends on newspapers during this period.000 crore in 2003 to Rs 22. changed the rules of the game. such as LCDs. chief marketing officer. Life after Aaj Tak Aaj Tak’s success (it is still the leading news channel in India) made one very important point.K. Its 24. PCs and mobile phones are targeted at males.hour news anchors made news accessible and available to more than 500 million people who understand Hindi or its various forms. These are advertisers whose products have a higher male skew or need their involvement in the purchase decision. telecom. Automobiles.” saysGupta. A lot of our products. led to the doubling of the overall ad pie from just under Rs 10. Two. technology had made it easier to launch more editions in print or more channels with less bandwidth on TV. This spunky little Hindi news channel from Aroon Purie’s Living Media. . Advertisers like LG and Tata Motors.Gupta. financial services were(and are) the fastest growing categories of advertising on newspapers. just like the language of entertainment. LG India. About three-fourths of LG’s ad spend goes to “media vehicles that are news disseminators. The third was the growth of several new categories of advertisers who found news suitable for their products. This coincided with several things.
Source: TAM Peoplemeter System and AdEx India .A Division of TAM Media Research TG: CS 4+ . Advertising during commercial time (Promos are excluded). Base year for indexed growth in ad volumes is 2006.Note: Figures for 2008 are from Jan-May. Figures based on ad volumes in seconds on TV. All figures for news include regional news channels and all figures for GEC include regional GECs.
What it costs to be on the News The chart shows indexed cost per thousand on the top news brands. Coleman & Co Ltd or BCCL). Except for the Rs 4. Besides advertising. Then there is the threat of rising newsprint prices slated to touch $1. the man who designed Mint . three pages of business against Eenadu’s one. there isn’t much coming by way of pay revenues. a Telugu newspaper that launched with 23 editions earlier this year. Internet. there is very little that news media can get from other revenue streams. (Sakshi is one of about a dozen this year) raises the obvious questions on the viability of these ventures. The rapidity of launches.000 odd crore that newspapers are estimated to make from circulation revenues. Note: Times and NDTV 24X7 are not in the top 5 (by channel share) technically.000 per tonne by end of . but has been included for English comparison.Sakshi aims to be more contemporary and younger than leader Eenadu. mobile. It takes roughly Rs 100-150 crore to launch a newspaper.any of the other sources of revenues . Designed by Mario arcia. has had a great beginning. Sakshi. Today most newspaper investment happens for valuation. everyday. for instance. or overseas . * TV covers top English and Hindi news channels.are not yet significant for most companies (except for Bennett.among other newspapers . I doubt whether they are serious about the business. This means 32 pages for Sakshi against Eenadu’s 30 on most days. The money argument The youngest newspaper on the block. It has.
” answers Vivek Couto. especially if the market slows down. will be more dangerous than a fall in ad spend growth. in India within each genre and each language 2-3 channels will survive. what is their proposition. the bottomlines from existing businesses are still healthy. Just the cost of distributing a channel went up from Rs 15 crore in 2006 to Rs 30 crore in 2007 because the largest form of distribution. are now diversified media companies not pure news broadcasters. That. . So in spite of the expansion. do they have a bottomline or only a topline. a Hong-Kong-based media consulting firm. “I wonder why new players are coming. TV Today Network. The way the business is structured.” says Couto. there is complete dependence on advertising. NDTV and Network18.the year. The fact is that operating costs for television news have gone through the roof.“In TV news right now people are just taking advantage of the availability of capital. “No one is making money from TV news in India. A shakeout therefore is imminent. Krishnan. Most of the listed and unlisted newspapers make operating margins of close to 25 per cent or more. However. It is in television news that investors should start getting concerned. from city channels to lifestyle or education news. up from just under $800 a tonne currently. unlike many other countries which are homogenous markets. but the threat of regulation. executive director and CEO. as the next piece argues. so investors like them. Yet.” quips G. it is newspaper companies that most analysts and investors are comfortable with. executive director. Thanks to news television’s wild jump into tabloid news and newspapers’ into money for editorial deals. Also the fit with online and mobile is clearer and more direct for newspaper companies. of which two. is log jammed with new channels. cable. there is a real possibility that a nasty content code will hit the business soon. The ones to survive will be the ones who enter the maximum number of small Rs 50-100 crore niches the market offers. The only figures available are for the three listed broadcasters. Media Partners Asia. The immediate issue however is not the growth potential of the market.
Try this.’ Welcome to the party.. tabloidization. The abundance of news outlets in India (See previous piece) comes with its own set of social. It will co-exist with serious news. trivialization.The Dumb Blonde is Here to Stay – The Invasion The tabloidization of news is here to stay. The balance between the two will change when the structure of the news business changes.’ Then sit back and watch the conversation that erupts across the room. You will hear words like ‘Sensationalist. ethical and moral issues that any serious analysis of the business cannot ... just mention the words ‘news channels. When you are at a particularly dull dinner party next. invasion of privacy.
is on air. How much is too much? In the name of accessibility and relevance are we really destroying the news ethic? Why does ‘dumbing down’ happen in the first place? Will the tabloidization of news fall to levels where advertisers will start walking out to avoid being associated with a negative content genre. is on air. It is the worst pieces of programming that the public most wants to watch. a celebrity whose only talent is the one she has for hogging publicity. so why blame the media? Every time Rakhi Sawant. he is lapping it up. the show beats everything else on viewership. Every time Rakhi Sawant. Why . a celebrity whose only talent is the one she has for hogging publicity.ignore. the show beats everything else on viewership. Will investors get put off? What about the viewer – the fact is.
The BBC. As viewers flock to TV news. Does the freedom of expression come without responsibility? Does it translate into the freedom to do bad reportage. it has forced newspapers and magazines to focus on real issues and real people.blame the media? Alternatively. The Economist. They don’t sell editorial. Can the now very public ridicule for television news help the government to force through changes such as the content code that could harm both the news business and democracy in the long run? If the future is the internet or mobile. It has helped bring to the forefront issues which would have never made it on to the news agenda. The New York Times are all profitable. At the heart of a profitable (and free) news business lie credible brands that people trust and go to again and again. lousy analysis and post whatever you want to on the net in the name of user-generated-content? No it doesn’t. not just intellectual babble. the question to ask is this . (which is as mass as TV). the unhealthy dependence on advertising in both print and TV that leads to unethical practices. Just like other freedoms. The question is how far news media should be pushing.media not just TV news channels . Guardian. they don’t sensationalize news. the news . News outlets have become the new haven for people who don’t have a voice.has forced authorities to sit up and do things. the one to express yourself has to be earned and it is a freedom that not all news outlets have earned. should these also be subject to the same controls? One of the foundations that make this business robust in India is democracy.are we getting blinded by television news channels and ignoring the good things that an abundance of news across all media has done. yet trusted brands. CNN. For the first time in years the whole issue of editorial being sold in newspapers. yet. It is their content and that from good mainstream news brands that drive the traffic on . From activist Binayak Sen’s arrest to farmer suicides to Aarushi’s murder. and the blurring lines between editorial and business are being discussed openly.
There are historical and structural reasons why news is tilting towards the sensational. being able to trust a headline blindly. So the Mumbai Mirror will survive along with Hindustan Times and India TV along with CNN-IBN. the tabloid is the more popular form and by definition has a larger audience and ad spend. The tabloid (as in popular) and the serious both have a place because there are people who want them. 17 are from old mass media brands. not The Guardian or that people prefer ITV and Channel 4 not BBC for their entertainment. more mobile less TV. says research from Poynter’s The State of the News Media. You could argue that The Sun is still the most popular newspaper in the UK. . That doesn’t go away with a change in media vehicle. Of the top 20 news sites in the US. So whether the future is more digital. is a real imperative in this business. especially on TV (more of this later). That is exactly what will happen in India. In any market in the world. But most are just signs of an evolving industry.most aggregators and search engine sites. The serious news media usually has a lower audience share but commands a higher rate. less print.
Everyone is trying to make a quick buck. Development and environment issues got a fraction of programming time across the three years of the study. Sports and crime saw big jumps. Hindi news channels have turned into cheap entertainment cum reality channels dishing out content which is not fit for family viewing and can seriously disturb the social fabric of our country. Non-news programming was 39 per cent of what news channels broadcast this year. .What’s happening? There is no doubt that TV news channels lead the ‘tabloidization’ brigade. TAM data backs that. up from 25 per cent in 2006. An analysis of content on the top six national news channels by the New Delhi-based Centre for Media Studies (CMS) shows that entertainment programming increased almost three times the level in 2006 while politics plummeted from 23 per cent to 10 per cent.
When did it start? ‘Prime minister visits Yugoslavia. In a few years BCCL became India’s largest and most profitable media company. As entertainment channels took off in the early nineties. less guilty of ignoring the ‘larger good’. now vice chairman of BCCL. it would seem are. Coleman & Co Ltd (BCCL).Newspapers. content and format . The fact remains that newspapers are especially weak when it comes to advertiser pressure and deals that are not in the reader interest. reading time went down. it still is. The content started becoming more accessible.789 crore in revenues and Rs 760 crore in operating profits (2005-06). remained at the top of the news agenda for the top four national English papers. according to CMS. pricing. tried to look at his paper.’ Many years back this was the typical headline in Indian newspapers. The movement picked up speed with liberalization. Newspapers struck back with more colour. At Rs 2. Jain. In an era when no one questioned what editors did.people. for some reason seen as more serious news. The Times of India like he would have at a consumer product.to maximize returns. That was till 1986 when a young man named Samir Jain took over an ailing Bennett. less ‘intellectually snooty. This was the time when editors treated readers with contempt and readers treated editors with reverence. He played around with everything . in some cases drastically. So politics. more . Almost every major newspaper followed Jain’s lead in some form or the other. That is really when the notion of news started changing. So does another fact – it was newspapers that started the change.’ and cover prices fell.
Arnab Goswami. Today. CEO. and in much of this Jain took the lead. 10 years after the first private news channel was launched in India.supplements and lower prices. points out to stories like Sunita Williams or the . the entire notion of news has been turned upside down. So what is news? News is about relevance and “What is relevant has changed. That raises questions about the definition of news. Times Now. BCCL.” says Ravi Dhariwal. editor-in-chief.
patience. So each. In the old days (let us call them the Yugoslavia days). time and choice. four things changed – their numbers. then radio. In the US.controversies around the infamous India-Australia series some time ago. then television and later the internet. All media is booming simultaneously in India. Earlier these would never have made headline news even if everyone was dying to know more. Between 1990 and now. choice is the most critical to understand what is happening. newspapers took off first. Of these. had time to evolve. consumers did not have a choice. Most of Indian THE TOP 20 .
Sakshi.May). The new generation is unwilling to accept people in authority. The ranking is based on viewership share of individual news channels in the total TV viewership pie. (See charts on the time spend on media in opening essay). If you plot the centre of a concentric circle of issues that news vehicles carry then 15 years back politics was at the centre with lifestyle. it got split between more and more vehicles. thousands of websites and dozens of newspapers and magazines all jostling for time and attention at the same time. opinions. against the one page that leader Eenadu does. This coupled with liberalization. This has meant over 400 TV channels. The biggest manifestation is the space that news outlets. Source: TAM Peoplemeter System TG: CS 15+ years Markets: All India ‘08 Media has been liberated only over the last ten years. The . This would have been unheard of in a language paper till even ten years back. even in regional languages ones. Note: *Figures are descending as per the year 2008 (Jan. of news. business and entertainment. entertainers or business people. a Telugu paper launched in Andhra Pradesh this year with 23 editions. News now. offers three pages of business. but are willing accept successful people.CHANNELS Channel share of the top TV channels. stressed out lives and all the other accompaniments of a prosperous India changed everything – the notion of what. the lurid stuff at the fringes. how and who. People don’t attach the same glamour to politicians that they do to sportspersons. crime or entertainment. “has to do with a greater degree of interconnectedness and relevance in the world. rising purchasing power. As a result while the total time spent on media increased in this decade (it is now going down). now give to international views. why. when.” says Dhariwal.
target audience was one mass of Indians assumed to be interested in a common list of things that editors decided on. One is the “TRP trap”. To this add the pressure of 24-hour news which stresses the best brands. Finally. is different. the target audience has splintered in dozens of clusters. But really why is this happening on a scale where there seems to be a backlash in the making? Why are news channels showing fake godmen making predictions or MMS clips of a 14-year old murder victim? Why have things degenerated from accessibility to sleaze? We came across several reasons. they want ‘timepass’ from television and a social life on the internet. Many point out that it is Hindi channels that are more sensationalist. middleaged. So news television vies for the same audiences that entertainment or sports does. So young people want education and career guidance from newspapers. old. Older people want more politics and serious news and so on and so forth. cable channels which run 24 hour news are the ones accused of sensationalizing while the quality of news on . That some say is not correct. the heterogeneity of the market is reflected in the way news is changing. young. Why news standards are falling That news is becoming more accessible. In the US. However a disproportionate amount of time is spent on things that can’t be called news. Even Tamil and Telugu news channels get a lot of viewership for dumbed down programming. which work together or individually to make the Indian news business what it is. Now. Indian families believe that TV watching is a family activity and getting a second TV will isolate younger members. that it doesn’t show up. And the centre of the concentric circle for each cluster. The viewership numbers in other languages are so small. more heterogeneous and relevant is wonderful. India is an avowed one-TV market.
” Since advertisers. Chandradeep Mitra. rarely draws any flak. Media buyers’ obsession with numbers makes it an uphill battle for a niche brand to prove that the 30 minutes even 10 users spend on it. marketers or media owners. Ditto for newspapers which try to get the largest mass of people possible with buckets or kettles as gifts. is high-quality time. most analysts say the sample for measuring viewership is too small. So what they get are gift junkies. metrics become a limiting factor. Mudra Max agrees that.broadcast channels. even with low ratings it is possible to capture the high impact of the viewership of niche channels. seem unwilling to pay higher fees for a bigger sample. Now factor in sixty seven 24-hour news channels all fighting for every fractional increase in rating points. which have intermittent news. “the buying community is to blame for what is happening.200 meters for 72 million cable and satellite homes. . The result is what you see. not readers. Two. president. but at 7.
operating costs across the board are going up even while capital costs have fallen. In dailies. Therefore there is tremendous pressure on making money through advertising and the abject dependence on it. newsprint. On analog cable. A newspaper costs anywhere between Rs 15 and Rs 30 to produce but it sells for Rs 1-3. As . the widest mode of distribution. In newspapers the debate on raising prices has been going on since Samir Jain came. In TV it is distribution and content costs that have doubled over the last couple of years.The third factor. It is routine for advertisers to pull out campaigns from papers that critique them even a bit. That explains why there has been no single corporate corruption story in newspapers in the last five years. In TV pay revenues remains a distant dream because pay TV platforms like digital cable or DTH are some way from reaching critical mass. Four. most news channels are afraid to go pay for fear of losing viewers and therefore ad revenues. marketing and content costs have gone up the highest. is the lack of revenue flexibility.
In newspapers beats are becoming redundant. In entertainment TV.a result the depth of coverage has reduced. TV news is now refreshed every half hour. more reporters and a wider coverage so that the chances of getting a fresh story increase. in spite . Against every four hours earlier. Whether we like it or not. That means more anchors. after 15 years of free private television. the demand for differentiated content has come now. What does it mean? This massification would have happened earlier if controls had not existed. True. so this is a natural progression. anybody is put onto any story creating a sea of people who know a little bit about everything.
For instance. CNN-IBN. chief marketing officer. In newspapers. the Amba Sariya kind of advertiser has been replaced by the more premium Gili Diamonds type. more credible and profitable. The most serious and credible papers like The Hindu or Business Standard are the ones whose record on diversification is not as good. If news channels go more mass advertisers will have to cherry pick what suits their TG (Target Group). though. LG India says that he hasn’t decided because he can’t see the evidence. It can be illustrated by way of example of cricket. The male skew is coming down in newspapers. A brand has to choose the tournaments and the channels best suited to its needs. NDTV Hindi is seen as losing share because it is the only channel that does not have a crime show.of the freedom to do so Indian audiences are not switching off the Babajis and the lurid stories. geographies and media are the ones that will emerge healthier. ever since Aaj Tak changed tracks three years back to become more mass. Even then a larger proportion of the audience will prefer the popular form of news. For the serious news advertiser the options are limited – BBC. CNBC. . Only when news audiences are sated and sick of the popular form of news will they look for news outlets that offer serious analysis or cutting edge talk shows. business newspapers and magazines. The few broadcasters that are refusing to massify such as NDTV and Network 18 are the ones with a diversified portfolio. In the long run. this is not necessarily true. FMCGs or Fast Moving Consumer Goods such as soaps and shampoos. Gupta.K. This makes news more attractive to a larger set of advertisers. are now regulars on news channels. L. which would have never touched news. They are also the ones investors lust after. What are the implications of this massification? It may mean that the advertiser who comes to news because there is a male skew and high involvement is going away. NDTV 24X7. the players who diversify beyond news in other genres.
they have very little incentive to invest in newspaper research and measurement and make it more real-time. Media owners need to get together to invest in measurement tools that make the sample more robust and reduce the ‘TAM town’ bias or the ‘readership’ bias. The reader is reluctant to pay Rs 3 for a paper. That would apply to TV research too. Since most research agencies come from markets where newspaper circulation is declining. but pays Rs 3 for a one line SMS. That is the only way to avoid attracting the regulators’ eye.There are other ways of bringing credibility back. losing advertisers and putting off investors. . One is reduce the dependence on advertising. The other is better metrics and research. As the money that rides on news keeps increasing. It will also safeguard the future of a free news market. The point is that media owners have to move towards charging a fairer price for their product and improving the advertisers’ perception of the audience that they offer. news outlets will have to get their act on both the quality of content and metrics in order.
The Mumbai-based company is the . At a rate of 300. says Abhijit Saxena.The Prediction The future of news belongs to media that can be adapted to India’s reality. Netcore. cricket and health among several others. These include news. News is the second most popular service at MyToday after cricket with more than one million subscribers and is one of the highest revenue earners.5 million subscribers. MyToday has hooked 3. stock markets. – The little screen MyToday offers a bouquet of services on mobile phones. Since it was launched in 2006. The user has to opt for this free service and he gets headlines with a text ad at the bottom of the screen. More than 75 advertisers such as Akai. Birla Sunlife and Shopper’s Stop have used MyToday which is on its way to becoming a very profitable service.000 new subscribers every month it will hit 10 million in a year. CEO.
Jain’s insight on what can and cannot work in India is crucial to understanding where the news business is headed. IndiaWorld. especially on television. His idea was to speak direct to.consumer. “So far all usage of the mobile media has been around ringtones. The result has been an industry where the content creators have no connect with the consumers they serve. If there is any lesson to be learnt from the tabloidization of news. The mobile he reckons is a much more versatile device.com in 1995 (later sold to Sify) has been an evangelist of sorts for the online medium. (See table below). Jain is keen on exploiting a service that is low on bandwidth consumption (a huge limitation in India) and is easily available – SMS.electricity being the biggest one. The business plan that your consultants draw up could be grand.” says Jain. Why then did he choose the mobile for his next big venture? “Internet growth in India has been somewhat stymied because of penetration. it is that the imperatives of doing business in India will finally get you. Before you splutter that mobile internet is just a fraction of the total mobile population of 275 million. However. all news media will have to operate within the limitations of India .” says Jain.brainchild of Rajesh Jain. the question we asked ourselves was which media vehicle has the hardiness to survive. with a large penetration. wallpapers.” says Jain. rest easy. things that you create pull for. penetrate and get big numbers – the mobile and radio stood out. “All the VAS (valueadded services) operators sit behind the mobile operators. The man who launched one of India’s first portals. Assuming that this will not change drastically in the near-term. .
newspapers and television will continue to analyze what the mobile phone alerts you on.Who will lead? Radio is out for now. They will at best offer an hourly or daily bulletin on their stations. This could be through SMS or if bandwidth permits. In large tracts of India. especially pay. most don’t see themselves becoming fullfledged 24-hour news broadcasters. They will probably have an increasing share of news consumption and therefore revenues. Even if the government allows radio operators to offer news. the internet will play in combination with the mobile phone. . It is not as if the mobile and radio will take over all news dissemination. through clips. In the metros and top 20 towns.
The other is the demand for an editorially led product that makes sense of the babble. will operate at two levels. The kind that consumers are willing to pay for to read or watch its sharp analysis and viewpoint. when etc. This could be a blend of ad plus pay revenues. The first is consolidation and more specialization and segmentation especially in the more mature markets where commodity news outlets are already plentiful. tabloidish game. It will by definition be a somewhat verbose product.That is the media vehicle part. magazines and websites. It could mean more sting operations on TV. This is the bread and butter of the news business and across media the pressure on this will keep increasing. so this market will be dominated by newspapers. The second is the rise in penetration across India and a greater massification and commoditization of news. though considering the texture of the Indian market. an election year. This will be a smaller. more user generated ‘content’ on the net or reams on Saif Ali Khan’s affair with Kareena Kapoor in print. a bit like The Economist. One is the demand for commodity news on what happened. This will by definition be a high-volume. quicker and has a fun take on anything that happens. It will be a continuation of what the privatization of news started in . very profitable market. one suspects it will be premium-advertiser supported. Both these changes will mean more media across a bigger geography and hopefully more variety. but TV will have a limited role to play here. what about the content? From whatever one has read so far. This is a market that can be dominated by any media that can reach faster. the changes coming up in the news market in India. So. The odd BBC or CNN-IBN could be part of this market. This kind of news will largely be adsupported and subscription will have a smaller role to play. most expected to kick in by 2009. it is clear that there are two distinct needs from news. low-margin.
say the seven metros or the top 20 towns. one of the biggest advertisers on the news genre coincides: “Two years back 75 per cent of our spends went to newspapers.” The answer is sharper target definition that gets into psychographics. education supplements. off prime time it is sharply segmented. foreign news supplements. news is becoming entertainment. Mint has done a good job. From that perspective. say the mobile phone or in car radios. L. The business paper launched by HT Media in 2007 has the texture of a daily news magazine and a deliciously non-businesslike design. Evidence lies in more & more gadget shows. reading/watching behaviour. chief marketing officer LG India. In markets that are well-penetrated by all media vehicles.India – a plug-in into the heterogeneity of the market and its volumes. auto shows and so on.K. But from an ad spend perspective it will be a falling yield game. Some of this is already evident in both print and television. This is change number one. unless the numbers are massive. where a lot of news brands compete for the time of a jaded audience. In spite of being the fifth English business paper in a market of barely 100 million English speaking people. Gupta. The commodity news will exist here but perhaps will grow faster on newer vehicles. In prime time. time spent et al. To really make money . now less than 60 per cent goes to them because we can’t target sharply enough. one way of doing it is by looking at day parts more innovatively. it is more specialization and segmentation that will work. The specialized news market News is becoming a commodity especially on the electronic front. it has certainly created a lot of buzz. Since single television homes could limit segmenting.
from commodity news, a brand will have to be among the top two in terms of reach.
News, the commodity The second trend - of deeper penetration by geography, language and by being more local - will see more action. News channels’ viewership seems to be moving away from metros to non-metros. In Hindi news viewership (prime time 9 pm) the growth was 16 per cent in non-metros, as against only a 10 per cent growth in metros. In the same time band, English news channels have grown by 20 per cent in viewership in non-metros and stagnated in the metros. The same is true for regional news channels that have shown a higher growth rate of over 30 per cent in nonmetros, against 20 per cent for metros. Media owners know this. Of the 67 news channels in India 23 are in Hindi, 13 in English, while other major languages have anything between 2-5 channels each. Many were launched in 2007. Earlier this year Business Standard, The Economic Times and Dainik Bhaskar launched business dailies in Hindi. Business Standard launched one in Gujarati too. Then there is a Hindi business daily due from the tie-up between Dainik Jagran-Network18. These launches, more than anything else, finally acknowledge that India’s economic growth is not limited to English speaking metros. This is true for the Internet too. The next level of growth is going to come from tier 2 and 3 cities. “We very firmly believe that the future growth of India is through small towns. That is why we have embarked on private treaties,” says Ravi Dhariwal, CEO, BCCL. Private treaties refers to the picking up of equity in small and medium scale enterprises (SMEs), the largest growing category of advertisers, in exchange for media. BCCL has signed on over 100 companies under private treaties. SMEs in fact are the reason why ad spends growth has kept pace with the growth
of regional editions of newspapers. The numbers and spend of SMEs has been rising. And it is to tap into this advertiser who wants to reach out to his audience in a local context that you will see the trend towards localization increasing.
The free market for news will eventually connect up all of India and get everyone jabbering about issues, a feat a controlled news market could never achieve. That will make for a better
functioning and robust democracy. That alone should be a good enough reason to cheer this babble along.
Male/Female 18 – 65 yrs, SEC AB located in the suburban Mumbai.
Demographic Classification of the Total 50 viewers surveyed In the Adult students’ category, 6 males & 4 females were surveyed. In the Employed/ Self Employed category, 20 males & 10 females were surveyed. Finally, 5 homemakers & 5retired males were surveyed.
13 Questions were asked on topics/issues relating to 4 broad categories: A. General Opinion/Preferences B. Opinions/Preferences on Content C. Opinion on Conduct of News Channels D. Awareness/Opinions/choices about Intermediary Services like Cable, DTH & IPTV.
A] General Preferences/Opinions
1) Which is your preferred platform for News?
. The data is overlapping & not mutually exclusive. CNN-IBN & CNBC TV18 were among the favorite channels for National & Business news respectively. ➢ Channels like Aaj Tak. This is followed by TV at 38%.Observation: Nearly half (48%) of the news viewers prefer Print as a medium for news. This does not mean that those who read newspapers do not watch news on TV & vice – versa. 2) Which is your preferred genre/type of news channel on TV? Observation: ➢ National & Business News is what the viewers like to tune into on TV. Internet News is consumed by only 14% & by the younger generation who prefers Yahoo more than CNBC or Times. Star News.
1) What is your preferred language for News? Observation: ➢ Hindi is still the most preferred language for news viewers which is followed close on heels by English which is fast catching on. ➢ Hindi has a mixed viewer profile. . International news has not caught up as an interest to the viewers as yet. ➢ Regional Language is a distant third preferred mostly by some homemakers & the retired ones. ➢ Most English viewers consist of students & working professionals.➢ On the other hand only 4% watched International News channels like CNN International & BBC.
➢ Some (10%) felt that more no. ➢ Some respondents (12%) couldn’t make up there mind. B] Opinions/Preferences on Content 1) Can you differentiate the content of one News Channel from another or do they all look the same? Observation: ➢ Majority (66%) of the viewers feel that news channels look all the same to them & they lack uniqueness due to lack of content differentiation. ➢ This majority consisted of largely Hindi News channel viewers. . of news channel means more choice for a viewer & that the number is not an issue.1) There are 67 News channels in 11 languages. Do you think a viewer has more News channels than required? Observation: ➢ Most (78%) felt that there is an oversupply of news channel & can live with fewer news channels.
and gadget shows etc.➢ Some felt (34%) that there is some uniqueness among news channels. ➢ However some 38% never watch non – news content on News Channels. . some viewers watch it regularly. ➢ This minority largely belonged to English & Regional genre. talk shows. 1) Do you watch other non – news content on the News Channels? Observation: ➢ Majority of the viewers watch non – news content on the news channels like lifestyle shows. ➢ While most watched it sometimes.
➢ Not so distant minority feels that there are enough news channels who set high standards in the news industry. . 1) Do you think the standard of News Channels is dropping day by day? Observation: ➢ Majority feels that the standard of the news channels is falling with each passing day. ➢ Some do feel there are enough news channels which are serious about news they provide.C] Opinions on the Conduct of the News Channels 1) How do you find a News Channel today? Observation: ➢ Most of the respondents felt that News channels are sensationalist & hype small things out of proportion. This is opinion is influenced by the sensationalist nature of some news channels.
1) Ethics are going for a toss in some cases in the News Industry. D] Awareness/Opinions/Choices Services. regarding Intermediary . Do you think the freedom given to the News Media should be curbed & the Government should regulate the content on the News Channels? ➢ An overwhelming majority believes that bad press is better than one regulated by the government. ➢ While a very small section of respondents felt that there should be a content code.
1) Do you think that your Cable Operator charges you fairly? Observation: ➢ About 2/3rd feel that their Cable Operator is not transparent in the billing of their services.1) Which service do you avail for your TV? Observation: ➢ A very large majority uses the Cable TV to avail TV services. ➢ Only 12% use DTH services & believe they provide better picture quality than Cable TV. For e. ➢ Many feel that DTH does not give them enough flexibility & hence prefer Cable TV. .g. : Whenever there is India’s cricket match. Note: Cable Operators are supposed to give a break up of which channel costs how much to the consumers but it is not practiced. ➢ About 1/3rd thought that the Cable Operators charge an affordable fee for their services. the Cable Operator provides the very channel the match is on without additional charges while the case is different in case of DTH who will charge separately for each channel.
1) Do you think the government should make the implementation of CAS mandatory throughout the country? Observation: All respondents unanimously agreed that implementation of CAS should be made mandatory by the government as they will have to pay only for those channels that are viewed by them. 2) Are you aware of Internet Protocol TV or IPTV? .
except one respondent. Which is your preferred genre/type of news channel on TV? National . was unaware of IP TV as an alternative to Cable TV or even DTH services. Which is your preferred platform of News? TV Print Internet 1.Observation: Almost everyone. Annexure Questionnaire: Name: _______________________________________________________________________ ___ Age: _________ Gender: ________________________________ _________ Occupation: 1.
Do you think the standard of News Channels is dropping day by day? Yes No 8. How do you find a News Channel today? Sensationalist Serious 7. Do you think the freedom given to the News Media should be curbed & the Government should regulate the content on the News Channels? Yes . Can you differentiate the content of one News Channel from another or do they all look the same? They All Look The Same There are Differences 5. Do you watch other non – news content on the News Channels? Usually Sometimes Never 6. Ethics are going for a toss in some cases in the News Industry. There are 67 News channels in 11 languages. Which is your preferred language for News? English Hindi Regional 3. International Business 2. Do you think a viewer has more News channels than required? Yes No Can’t Say 4.
No 9.Are you aware of Internet Protocol TV or IPTV? Yes No Bibliography • • • • • • • • • • • • • • • TRAI Consultation papers TRAI Report TAM Media TAM Adex E4m.Do you think that your Cable Operator charges you fairly? Yes No 11. Which service do you avail for your TV? Cable TV DTH 10.com Marketing Mix – Philip Kotler Brand Reporter Frontline Screen Digest Hansa Research IRS MyToday Starcom Mudra Max .com Afaqs.Do you think the government should make the implementation of CAS mandatory throughout the country? Yes No 12.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.