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The world of today is changing fast. India is no exception. Especially after the opening up of the economy, the pace of change that India and its people are experiencing in their socio cultural milieu is mind-boggling. India is wide diversity, offers a fascinating scope to study the host of changes, which developmental activities have brought about in its social and economic fabric. While it is possible to get some estimates of macro changes taking place in India, it is impossible to get any accurate measure of the subjective experiences that precede, accompany or follow such changes. However the fact remains that the profile of the Indian market is vastly different from what it was ten years ago. The Indians had an eagerness to gather the information’s for their development and these types of objectives make the entertainment industry still evergreen. The broadcasters offer good mixture of these things to the market for the customers to make a selection. The main competition in the media industry is between the TV channels of global village and this brings the world to an information explosion. Almost all parts of India have the network coverage of channels and the areas of development are implementing it at a faster pace. Television in India has been in existence for four decades. Television service in India is available throughout the country. Broadcasting is a central government monopoly under the Ministry of Information and Broadcasting, but the only network system, Doordarshan, also known as TV1, accepts advertisements for some programs. Doordarshan, established in 1959 and a part of All India Radio until 1976, consists of one national network and seven regional networks. In 1992 there were sixty-three high-power television transmitters, 369 medium-power transmitters, seventy-six low-power transmitters, and twenty-three transposes. Regular satellite transmissions began in 1982 (the same year color transmission began). The initial success of the channels had a snowball effects: more foreign programmers and Indian entrepreneurs flagged off their own versions. From two channels prior to 1991, Indian viewers were exposed to more than 50 channels by 1996. Software producers emerged to cater to the programming boom almost overnight. Some talent came from the film industry, some from advertising and some from journalism.
In Kerala there was TV broadcasting from the early days and was by the Doordarsan. But the private channels entered the market in the 1990s. Only after that, the competition in market started and it brought the quality picture as to withstand in the stiff competitive conditions.
Keralities are reaching all parts of the world in search of their living this widens the geographical scope of satellite channels even to Europe, America, Middle East and Singapore. The major channels, in Kerala’s satellite channel industry are: Asianet, Surya, Kairali, Jeevan TV, Amrita TV, Manorama News and India vision. Of these Asianet and Kairali are even available to USA and Canada. These channels are trying to reach all part of the world, where there is Malayalee population.
Doordarsan was the first TV channel in Kerala to make the relay in the Malayalam language. It started its service from 1984 itself. But the relay time was less and restricted to evenings only. Later it improved the timings and started the relay on afternoon also. This picture had changed after the arrival of the Pvt. Satellite channels in the 90’s. Asianet was the first to make the relay in Malayalam. This made a revolution in the entertainment industry.
Broadcasting industry is booming in the region in hand with the sharp increase in metropolitan culture, increase in population density, migration and fast urbanization of rural areas.
Keralities are reaching all parts of the world in search of their living: this widens the geographical scope of satellite channels even to Europe, America, Middle East and Singapore. Kerala is a state, which is known for its high literacy rate and proliferation of education. This is the main factor, which enables the channels to run in a profitable manner. The people of Kerala are having a cultural attitude towards everything that comes under their consideration. Medium of communication is highly correlated with the overall culture, perceptions and attitudes of the people. Malayalam broadcasting industries possess high potential for the prospects of the industry. It is fast growing and highly competitive. The major News channels, in Kerala’s satellite channel industry are Asianet News, Kairali, Manorama News, Indiavision etc. This shows that the entertainment industry in Kerala is growing in a high speed, for the problem for the study will identify.
“What is the scope for an additional Malayalam news channel in Kerala”?
Manorama news channel is the tough competitor for Indiavision. But with news coverage of 42% Indiavision still can with stand the competitions from Manorama news channel.1.3 SIGNIFICANCE OF THE STUDY Media Industry is facing tough competition both between the medium and within the medium. The prime objective is to find out the viewers approach to Indiavision news channel compared with the other news channels. and to find if there is any scope for additional Malayalam news channel. The study will help the existing news channels to re-arrange their program mix according to the viewer’s opinion and also the new entrants can understand the viewer’s needs and wants through the study. 4 .
To know about the programs that attracts/dejects majority of the viewers in rural area. To suggest measures to provide more satisfaction to existing viewers and to attract new viewers. To know about different attributes that makes people watch it regularly. 5. 3. sports and weather.4OBJECTIVES OF THE STUDY The primary objective of the study is to find out VIEWERS APPRECIATION about the Malayalam news channel of INDIAVISION Satellite communication Ltd. The other specific objectives of the study are: 1. To identify the expectations and needs of the viewers about their news desk. 7. To have an overall understanding of the organization and the various departmental activities.1. 4. 6. To identify new segments that can be included in news apart from conventional politics. 2. 5 . To collect opinion about the existing news channels and Rank them.
1.5 HYPOTHESIS FOR THE STUDY 1 Ho: There is no significant relationship between the factors for selecting a news channel and the time spent by TV viewers in watching the news 2Ho: There is no significant difference in segment wise ranking of Local. National and International news programs 3Ho: There is no significant relationship between Local news programs and the choice of Malayalam news channel 4Ho: There is no significant relationship between the viewer’s satisfaction level and their preference for a Malayalam news channel 5Ho: There is no significant relationship between the viewer’s satisfaction level and the reasons for not preferring a new Malayalam news channel 6 .
1 Research Design A research work will be successful. the collection of data is from various sources and the are two types. The respondents were approached personally and were requested to fill up the questionnaire. The research plan calls for gathering primary and secondary data. Analytical research includes survey and in-depth analysis of variables. Secondary Data 1.6.6. 1.1. 7 . The major purpose of analytical research is to analyze the state affaires as it exists at present.1 Primary Data Primary data collection was mainly done through the mainly done through questionnaires.The research design for the purpose of the study is Analytical in nature. 1.2.6. Internet.6RESEARCH METHODOLOGY To define any research problem and give a suitable solution for the problem. only with a sound research design . 1. Research methodology underlines the various steps involved by the researcher in systematically solving the problem with the objective of determining various facts.2. and books. Primary Data 2.6.2 Secondary Data Secondary data was collected from Company records.2 Methods of Data Collection In this research. a sound research plan is inevitable. The Sampling Method adopted for the present study is Simple Random Sampling 1. direct interview and telephone contacts.
5. It also includes the sampling size and the sampling procedure used for the survey.6. 1.1 Sampling unit The sampling unit is the Television Viewers.3 Variables of the Study The Malayalam news channel’s preference were assessed on the basis of the following variables – Accuracy of the news. which were distributed and all of them were collected back as completed questionnaires. Number of advertisements etc.6.4.. confusion of watching more news channels and lack of time etc..6.6.4 Research instrument The instruments adopted for the primary data collection is through “QUESTIONNAIRE”. 1. On the basis of the doubts raised by the respondents.4. News Coverage. Presentation Style. the questionnaire was re-drafted to its present form.5 Sampling Plan Sampling plan includes sampling unit used in the survey.1 Nature of questions in a questionnaire 1.2Pretesting of questionnaire A pre-testing of questionnaire was conducted with 15 questionnaires. 1.6. The preference of an additional Malayalam news channel were assessed on the basis of the following factors – satisfied with the existing channels. 1. No scope for additional news channel. 8 .6.1.
1.6.7 Period of the study The research periods were from 2nd October to 4th November 2007. 1. it is situated in theMalappuram District. the hypothesis are tested.6.6. 1.2 Sampling size The sample size was selected based upon simple random sampling. 1.8 Contact Method: The method used to contact the respondent was direct interview.5. 9 . The researcher selected direct contact method because there is no scope of contacting the dealers through telephone or direct mail.6.6 Sampling Frame The study has been carried out in the village of Pang-West. The response rate for mail survey is low. For the purpose of study 50 samples are taken from one district.6.6. 1. By telephone interview the respondent’s characteristics and environment cannot be observed. tables and charts are used to present the data.10 Presentation of data Percentage method.9 Analysis of Data Datas are analysed through analytical statistics using correlation. Hence the resulting sample will not be representative one.7 Sampling Procedures Simple Random sampling in the district of Malappuram 1.1.6.
Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. This support is based on the knowledge of consumers and distribution.62 10 . Pearson Education (Singapore) Pte ltd. Thus the purpose of marketing is to generate customer value profitability. product availability and after sales support such as warranties and services. pp-61. “Marketing Management”. Customer satisfaction is seen as a proof of delivering a quality product or service. 2003. exceed expectation the customer highly satisfied or delighted. promotion and distribution. A company can always increase customer satisfaction by lowering its price or increasing its services but this may result in lower profits.1 Customer Satisfaction The buyer’s satisfaction after purchases depends on the offers performance in relation to the buyer’s expectations. “satisfaction is a person’s feelings of pressure or disappointment resulting from product’s perceived performance (outcome) in relation to his or her expectations. If the products performance fall shorts of expectations the customer is dissatisfied. REVIEW OF LITERATURE 2. Customer satisfaction is the level of a person’s felt state resulting from comparing a product’s perceived performance (outcome) in relation to the person’s expectations”. Marketing support both at the introduction of products and maturing is considered 1 Kotler Philip. decision makers view the marketing concept as the key to success.2. A successful product can be developed by exploding these opportunities. High satisfaction or delight creates an emotional affinity with brand. According to Philip Kotler. exposing her to winds of change in the market place. India chose for global economy. If the performance matches the expectations the customer is satisfied. It is believed that customer satisfaction brings sales growth. and market share. Marketing in practice has to manage products. While delivering the value of the consumer we make use of marketing support. Variety of factors that affect customer satisfaction includes product quality. In the changed environment.1 This satisfaction level is a function of difference between perceived performance and expectations. which has expanded vastly and become fiercely competitive. If the product’s performance. pricing. Eleventh Edition. India is on the threshold of a new millennium.
and economics. The two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Through advertising. 2 Earlier Project Report. and distribution channels to come up with opportunities to make money. Marketers depend on marketing research. to determine what consumers want and what they are willing to pay for.Marketing.2. products. influence. as suggested by the American Marketing Association is "an organizational function and a set of processes for creating. competition. communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders". Anthropology is also a small. Marketing methods are informed by many of the social. place.1 Opportunity Identification True marketing begins before there is a product to sell. It's the job of marketing to decide WHAT comes out of the manufacturing plant in the first place. but growing. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful.2 Skills of Marketers Marketers have 4 main skill sets that they bring to an enterprise: 2. both formal and informal. it is also related to many of the creative arts. product. Market research underpins these activities. “A study on viewers Perception with special reference to Indiavision satellite communication ltd. sociology. For a marketing plan to be successful. trends. Marketers analyze markets. market gaps. Many people think marketing is just selling whatever comes out of the manufacturing plant. Before a business can make money there must be opportunities for money to be made and it's marketing's job to define what those opportunities are. price. the mix of the four "Ps"2 i.e. Calicut “ 2007 11 . Marketers hope that this process will give them a sustainable competitive advantage. promotion must reflect the wants and desires of the consumers in the target market. particularly psychology. Marketing management is the practical application of this process. 2. The offer is also an important addition to the 4P's theory.
4 Sales The ultimate goal of marketing is to make money for a business. The better job a company does of identifying opportunities.2. 2. 2. 2.3 Demand generation/management It's the job of marketing to create and sustain demand for a company's products. Marketers manage demand for a company's products by influencing the probability and frequency of their customer's purchase behavior. 2. and generating demand for their products the easier it will be for salespeople to make sales.1 Complaints and suggestion system 2.3. It is useful to measure the customer’s willingness to recommend the company and brand to other persons. Marketers conceive strategies.2.2. But in order for salespeople to have any long term success in a company they must be led by marketing.2 Customer satisfaction surveys Responsive companies obtain a direct measure of customer satisfaction by periodic surveys. creating a differential sustainable competitive advantage.2 Competitive strategy/positioning Markets consist of groups of competitors competing for a customer's business.3 Lost Customer Analysis. tactics. They send questionnaires to random sample of their customers to find out how they feel about various aspects of the company’s performance and also solicit views on their competitor’s performance. 12 . The job of marketing is to decide how to create a defensible sustainable competitive advantage against competitors.3. and business models to make it hard if not impossible for competition to take away customers from their business.2. 2. In most company’s sales is a different discipline and department from marketing. Companies use the following methods to measure customer satisfaction.3.3 Method to measure customer satisfaction.
Consumer behavior relates to an individual person (Micro behavior) where as consumption behavior relates to and to the mass or aggregate of individuals (Macro behavior) consumers behavior as a study focuses on the decision process of the individual consumer or consuming unit such as the family. Consumer is a pivot. 2. In contrast the consumption behavior as a study is to do with the explanation of the behavior of the aggregate of consumers or the consuming unit.Companies should contact customers who have stopped buying or who have switched to another supplier to learn why this happened. purchases and use of goods and services. Walters and Paul says that.4 Factors Influencing the Buyer Behavior 13 . The study of buyer behavior is one of the most important keys to successful marketing.4 Consumer Behavior Vs Consumption Behavior Consumer behavior refers to the manner in which an individual reaches decision related to the selection.3. how and from whom to purchase goods & services. consumer behavior is the process where by the individuals decides what. 2. when. around which the entire system of marketing revolves.
1) OPERATIONAL DEFINITON 14 . social. personal and psychological characteristics as shown in the figure below.Consumer purchase is influenced strongly by cultural. Factors Influencing Buying Process (FIGURE 2.
Within the scope of our work they can be classified as television viewers and competing TV channels like Manorama. They are people and the competitive products. economic/ business interests and family backgrounds etc. people from different regions has diverse idea about this. ‘attitude. Apart from these influences that every buyer has. food or fashion. In short the central process of subscribing to a news channel by an individual is decided by various external influence factors shown figure plus intrinsic personal traits of the individual. The above figure lists out the main factors that influence the viewers to subscribe (purchase decision) to a particular TV channel. Let it be news.There are two key players involved in any purchase/buying or subscribing process. there are certain other elements that decide the final purchase decision. Asianet and Kairali. ‘proper motivation’ to purchase. learning style and perception’ of the individual. Even people from the same region may have different tastes based on their economic status and family traditions. They are socio-cultural. 15 . They are ‘real need’ for the commodity.
This again fueled the purchase of sets in the remote area. non commercial in nature. Television has come out to the forefront only in the past fifteen years and more so in the past seven. directed towards only education and socio-economics development. frowned up on television. For the first 17 years. Indian viewers had to make do with DD’s chosen fare which was dull. For the three decades. it spread haltingly and transmission was mainly in black & white. From the large metros satellite TV delivered via cable moved in to smaller towns. there were million of viewers. There have been two ignition points: the first in the eighties. spurring the purchase of TV sets and even the up gradation from black and white to color TVs. which had just been liberated from centuries of colonial rule. when state owned broadcaster Doordarshan (DD1) introduced color TV during the 1982 Asian games. Doordarshan responded to this satellite TV invasion by launching an Entertainment and commercially driven channel and introduced Entertainment programming on its terrestrial network. where cable TV was not available. they rushed out and bought dish antennas for their homes. The second spark came in the early nineties the broadcasting of satellite TV foreign programmers like CNN followed by Star TV. Sun TV. and Eenadu in to Indian horres. MTV and a little later by domestic channel touch as Zee TV.3. looking on at it as a luxury. It then proceeded to install transmitter’s nation wide rapidly for terrestrial broadcasting. The thinkers and policy makers of the country. In this period no private enterprises was allowed to setup TV station or to transmit TV signals. 16 . Entertainment programmers were and when the solitary serials like Hum log (1984) and Mahabharata (1988-89) were televised.1 INDUSTRY PROFILE Television industry in kerala has been in existence for the three decades.prior to this. When urban Indians learnt that it was possible to watch the gulf war on television. Others turned Entrepreneurs and started offering the signal to their neighbors by flinging cable over tree tops and verandahs.
The rashness of the players who rushed to setup satellite channels discovered that advertising revenue was not large to support them. The government started taxing cable operator in a bid to generate revenue . 17 . Some of them had subscriber based as low as 50 to as high as in the thousands. as the sector was still being governed by laws which were passed in 19th century in India. some from advertising and some from journalism. More and more people set up network until there was a time in estimated 60000 cable operators existed in the country and they had full control over TV distribution. software producers emerged to cater to the programming boom. which cable operators had to make. Most of the networks could rely just 6 to 14 channels relying capacity required heavy investments. who setup sophisticated head ends capable of delivering more than 30 channels. This led to a shakeout.Foreign programmers and Indian entrepreneurs were successful in their own version. The government reacted by making efforts to get some regulation in place by setting up committees to suggest what the broad casting law of India should be. Some talent came from film industry. the Prasar Bharathi 1990. But it was not passed in to an act state-owned telecaster Doordarshan and All India radio were brought under a holding company called the Prasar Bharathi under an act that had been gathering just for 7 years. passed a judgment that the airwaves are not the property of the Indian governments and any Indian citizen wanting to use them should be allowed to do so. the Supreme court. Indian viewers were exposed to more than 50 channels by 1996. The authorities moved in to regulate the Business and cable TV act was passed in 1995. From two channels prior to 1991. A broad casting bill was drawn up in 1997 and introduced in parliament.The apex court in the country. and started operating in a restricted manner. At least half a dozen either folded up or aborted the high-flaying plans they had drawn up. Some of them converted their channels basic subscription services charging cable operators a carriage fee. the last ruile-to our home.the rates varied in the 28 states that go to form India and ranged from 35% upward. American and European cable network evinced interest as well as large business Indian groups.
With variety and size that the Indian market offers. a BJP led government has been threatening to once again allow DTK Ku band broad casting and it has been taking of dismantling the Prasar Bharathi and once again reverting Doordarshan’s and All India Radio’s control.Sarath Pawar consisting of other politicians and industrialists were setup to review the content of the Broad casting Bill.The act served to give autonomy to the broad casters as their management was left to a supervisory board consisting to retired professionals and bureaucratic. But united front government fell and since then the report and the bill had no considerable importance. A committee headed by Mr. It held discussions with industry. Today with over 100 channels on offer the private Broadcasters reach 42 million TV homes in India. and consumers and a report was even drawn up. The whole situation has changed over the time. and software product. 18 . Indian TV industry is headed for various interesting times. Back in the government’s hands. it even has the potential to become the global experimentation ground for new viewing experiences. Some things change only to remain the same. chaos. and variety in India to become more attractive TV broadcasting market among emerging economics. cable operators. Politicians. This would require a lot of creative thinking on the part of broadcasters. The industry must tap the color. In 1999.
It has new bureaus in all districts and as a highly equipped nodal point in Kochi for instant up linking in and Indiavision brings you unlimited coverage in it’s truest sense. Indiavision is the channel. Besides fully equipped state of the art studios with the state of the digital equipment and feed from play back room directly and linked to up linking centers will bring the advantage of the most advanced transmission and production technologies to the viewers. Also bringing a new dimension of quality and depth in to entertainment through unexplored visual frameworks on television. 19 . Indiavision has a 100% of digital recording transmission mode and it will ensure that Indiavision brings you crystal and sound to the drawing rooms keralities.3. Indiavision is perhaps the first channel of it’s kind to challenge the typical visual formats and develop programmes that penetrate in to the core of our society and culture.1 INDIAVISION SATELLITE COMMUNICATION Ltd. while satellite links with Reuters and other international news agencies brings you the best of the international scenario.2. Reciprocal ties-ups with channels across India and bureaus in metros will ensure that the national events and covered to the minutes detail. With facilities like completely 24 hours vans. which was started a few years back and gave importance to the news and current affaires and it concreted on the niche market for satisfying the needs of news hungry people. Indiavision equipped to bring you news and events before anyone else does.2ORGANIZATION PROFILE 3.
2 BOARD OF DIRECTORS Unchallenged luminaries Behind this unique venture that is geared to make a bench mark entertainment.Muhammed Koya he is a medical graduate and a widely respected political and cultural figure ÿÿd is the former miÿÿster of publicÿÿorks in the Govt. Kalpaka Rubber Plantations. 3. and acclaimed film producer.V. Kerala prestigious daily. 20 .M. businessman.Vice Chairman: a) Mr. He is a qualified engineer. C. M. 2. media. there is an array of respected personalities form held as diverse as politics. M. He is a well-known corporate figure with an entrepreneurial presence in almost all gulf countries he also known as film producer of considerable standing. literature and others performance in the world of media.K. he is also presently the chairman of Kerala State Film Development Corporation and Vice president of international film producer association.Chairman: Dr.Muneer is the chairman of Indiavision TV and is the only son of late Mr.2. b) Roy Mathews: He is also one of the Vice Chairman of Indiavision channel and also the Chairman of Mini Muthoot Group.3. publisher. business. Besides being at the forefront of a range of successful business ventures including KTC group of companies. PVS Hospital Ltd.Gangadharan: He is one of the directors of Mathrubhumi Printing & Publishing. P. of Kwhica.Ramachandran: He is also one of the directors of Indiavision channel and the managing director of Atlas Jewellery in Dubai.Directors: a)Mr. 1.H.
Vasudevan Nair: He is the chief programming consultant of Indiavision channel. Lalitha: She is also one of the Directors of Indiavision channels and also the secretary of IMA (Indian Medical Association). He is also the managing director of the Corona Advertisers &Creative Services Pvt Ltd. N. c)Dr. (4) Resident Director: Mr. 21 .Hariss: Hailing from an eminent family for its active part in freedom struggle in Karnataka. (5) Chief Program Consultant: Mr. an established entrepreneur and a noted actor on TV. he is a young upcoming politician.b)Mr. He is a towering literary figure who has played a part in adding depth and quality to the offering of the film industry in Kerala is also known for his perceptive on insights on current social and cultural trends.A. M. He is also the producer of the highly acclaimed ‘images of Lights’ and other short films and documentaries. Jamaludeen Farooque: He is also the resident director of the Indiavision channel.T.
3 PRODUCT PROFILE News Programs News Updates News Roundup News@seven News Night News@Ten India 60 second Other Programs Life Vote N Talk World on vision Patrangalilude Bharathiyam Good Morning Kerala Jaithrayathra Talk Time Sunday Spice Business Politics Box Office Arogyavicharam Janasabha Vasthavam Medicine @ Indiavision Generation Next First Show Connecting Keralam World Today (Table 3.1) (Source: Company Report) 22 .3.
obtaining feed back also means understanding the environmental conditions that the enterprise operates in. Conducting transactions with the market place. Identifying the important constituencies with in the market place 2. the product is marketed in. maintain a customer. As the definition would suggest the marketing department customer acquisition and customer maintenance efforts go beyond the organizational boundaries of the marketing department.4. Critical Marketing functions include: 1. traditionally charged with carrying out specific task that are deemed to be marketing such as advertising. Communicating with the market place.tannedfeet.2 SALES DEPARTMENT 3 http://www. the functions of marketing work better. the marketing function should provide the perspective of the market place looking in. activities and expenditures designed to first. Identifying and valuing specific target purchaser/ user groups for the product.4. in still them positive feelings about the product or service and motivate them to purchase. The marketing department works better. 23 . second.com/difference_marketing. spending on research is essential to direct the development of a product or service and the development of communications messages necessary to acquaint potential customers with the product or service.1 MARKETING DEPARTMENT Marketing is defined as all organized efforts. 3.4 DEPARTMENT PROFILE 3. 4. 5. When all departments know and understand their role and importance in the marketing process. Obtaining on-going feed back from the market place.3.3 The marketing department is a unit of organization. 3. In many instance. Usually. acquire a customer and. (Also known as target audiences or market segments). marketing research. the role of marketing is viewed from the inside of an enterprise looking out to the market place.htm.
The selling function is an important element of the overall marketing process. Many organizations establish a separate sales function, apart from other elements of the marketing process. This is often a sound business strategy but can lead to a chasm between Sales and the other marketing elements. Even when both are contained within a unified Marketing Department, separate sales and marketing groups often create the situation where they have competing views of the marketplace, competing objectives and competing priorities (e.g., budget, prestige). One area that often creates the opportunity for jurisdictional disputes and other serious problems is lead generation. In many instances, some component of the Marketing Department is responsible for developing leads and then turns them over to the Sales Department. "Discussions" over the timing and quality of leads are a top topic at almost all Sales-Marketing joint meetings. It makes sure that planning and executions of plans are always coordinated, and that all programs are integrated across both marketing and sales efforts.
HUMAN RESOURCE DEPARTMENT
A company is incomplete without a human resource department so it is said. But, it’s
true as the very existence of a human resource department is vital to overall productivity and efficiency of the strong workforce in any thriving organization. In fact, good human resources can be one of the most valued and respected departments in an organization; their job is managing people, and people are the company’s most important asset. One of the major roles of a human resources department in a successful business involves a lot of observation and analysis from behind the scenes. Indeed, the intelligence of the human resources department often involves what can be equated to “crunching numbers.” Compiling complex data and metrics that follow the performance of individual employees, as the move through the workforce is an important task, which has helped human resources, work out crucial solutions to inefficiency, wilting profit margins and more. Due to the sensitive nature of human relations and the work that human resources departments must carry out, discretion is a crucial element to this field. That’s because the
management of performance can often involve tough decisions such as choosing who to let go, who to promote and who to hire. Keeping the decision making process behind closed doors is an ethical practice that breeds the least amount of contention possible.
3.4.4 FINANCE DEPARTMENT
Finance Department largely performs the function of advising the Government on all financial matters. The formulation of the Budget is one of its most important functions. Finance department is also entrusted with the responsibility of framing rules regulating pay, emoluments and other service conditions of all Government employees. It has administrative control over the departments of Local Fund Audit, Directorates of National Savings, State Lotteries, State Insurance and Treasuries. The department is headed by the Principal Secretary and has two Secretaries in charge of expenditure and Finance Resources. The functions of Finance Department are Preparation of budget, appropriation of accounts, re-appropriations, surrender and savings.
4. DATA ANALYSIS AND INTERPRETATION
4.1 DESCRIPTIVE STATISTICS 4.1.1 VIEWERS PREFERENCE OF TV PROGRAM
NO OF RESPONDENTS
YES NO TOTAL
40 10 50
80 20 100
Among the 50 samples chosen for the research study. 80% of the respondents watch TV and rest of the 20% respondents do not watch TV.
1.VIEWERS PREFERENCE OF TV PROGRAMMERS 20% YES NO 80% (Chart 4.1) 27 .
28 . and Surya TV.2) Interpretation: Among the 50 samples 70% of the respondents are watching the News from Malayalam News channels and 30% of respondents watch News from Amritha TV.4.2 VIEWERS OF MALAYALAM NEWS CHANNEL RESPONSE Yes No Total NO OF RESPONDENTS 35 15 50 PERCENTAGE 70 30 100 (Table 4.1. Jaya TV.1.
1. MALAYALAM NEWS CHANNEL VIEWERS NO 30% YES NO YES 70% (Chart 4.2) 29 .PERCENTAGE OF VIEWERS WHO WATCH NEWS FROM MALAYALAM NEWS CHANNELS.
30 .3 TIME SPENT BY VIEWERS IN WATCHING TELEVISION NO OF HRS Below 1 hr 1 hr to 2 hrs 3 hrs to 4 hrs Above 4 hrs Total NO OF RESPONDENTS 11 22 9 8 50 PERCENTAGE 22 44 18 16 100 (Table 4. 44% of respondents of them are spending 1 to 2 hrs. 3) Interpretation The above table shows 22% of respondents are spending less than 1 hr per day for watching TV. 1.1. 18% of them are spending 3 hrs to 4 hrs and 16% of them are spending more-than 4 hrs per day for watching TV.4.
50 45 40 35 30 25 20 15 10 5 0 44 Percentage 22 18 16 Below 1 hr 1 hr to 2 hrs 3 hrs to 4 hrs Above 4 hrs Time spend by Respondents Percetage of Respondents (Chart 4.1.TIME SPEND BY THE VIEWERS WATCHING IN TELIVISION. 3) 31 .
32 . 4) Interpretation From the above data table 16% of the people have supported Asianet News channel. 38% of the people voted for Manorama News channel.1. 40% of the people have supported for Indiavision.1.4. 6% of the people voted for Kairali channel as their favorite news channel.4 VIEWERS FAVORITE MALAYALAM NEWS CHANNEL CHANNELS Asianet News Indiavision Manorama News Kairali NO OF RESPONDENTS 8 20 19 3 PERCENTAGE 16 40 38 6 Total 50 100 (TABLE 4.
4) 33 .VIEWERS FAVORITE MALAYALAM NEWS CHANNEL 40 38 40 35 30 25 Percentage of 20 Respondents 15 10 5 0 16 6 Asianet Indiavision Manorama Kairali News News Malayalam News channels (Chart 4.1.
1. 22% of the Viewers have given more weight age to Presentation Style.5 FACTORS FOR SELECTING A NEWS CHANNEL FACTORS Accuracy Presentation style More News Coverage Less Advertisement Total NO OF RESPONDENTS 8 11 21 10 50 PERCENTAGE 16 22 42 20 100 (Table 4.4. 20% have selected the News channel because of the Less Advertisement and 16% of the viewers have selected the News channel because of Accuracy. 34 . 5) Interpretation The above table shows that 42% of Viewers have selected the news channel as their favorite because of the More News Coverage.1.
FACTORS FOR SELECTING A NEWS CHANNEL 45 40 35 Percentage of Respondents 30 25 20 15 10 5 0 Accuracy Presentation style 16 22 42 20 More News Coverage Less Advertisement Factors for selecting News channel (Chart 4. 1. 5) 35 .
6 PREFERED TIME SLOTS FOR WATCHING TELIVISION CONVINIENT TIME Morning Afternoon Evening Night Total NO OF RESPONDENTS 8 10 12 20 50 PERCENTAGE 16 20 24 40 100 (Table 4.1. 24% of the viewers watch TV in Evening and only 20% and 16% of them watch TV in Afternoon and Morning.4. 6) Interpretation The above table indicates that 40% of the viewers watch TV in Night.1. 36 .
6) 37 .1.PRIFFERED TIME SLOTS FOR WATCHING TELIVISION Morning 16% Night 40% Afternoon 20% Morning Afternoon Evening Night Evening 24% (Chart 4.
7 VIEWERS CONVENIENT TIME GAP FOR WATCHING THE DETAILED NEWS TIME GAP ½ an hour 1 hour 1½ hour 2 hour More than 2 hours Total NO OF RESPONDENTS 5 9 15 11 10 50 PERCENTAGE 10 18 30 22 20 100 (Table 4.4. 38 .1. Only the 20% of the viewers agree for more than 2 hours.7) Interpretation The above table shows that 30% viewers prefer the time gap of 1½ for watching the detailed News.1.
7) 39 .1.VIEWERS CONVENIENT TIME GAP FOR WATCHING THE DETAILED NEWS 35 30 25 Percentage of Respondents 20 15 10 5 0 ½ an hour 1 hour 10 18 30 22 20 1½ hour 2 hour More than 2 hours Time Gap (Chart 4.
8 TYPE OF NEWS OFTEN WATCHED BY VIEWERS TYPE OF NEWS NO OF RESPONDENTS PERCENTAGE International National 4 9 8 18 Local 11 22 All the above 26 52 Total 50 100 (Table 4. 8) Interpretation The above table shows that 52% of viewers watch all News categories.4.1. 18% of viewers like to watch National level News rather than the other segments of the News and 8% of the viewers prefer International News. 40 . 22% of the people giving more importance to Local News.1.
TYPE OF NEWS OFTEN WATCHED BY VIEWERS 60 50 Percentage of Respondents 40 30 20 10 0 on al on al Lo cal ab ov e All the 52 18 8 22 Int ern ati Types of News often watched by the viewers (Chart 4. 8) Na ti 41 .1.
9) Interpretation The above table shows that the Current Affaires ranked as first.1. Political and Business as second and third position. 9 SEGMENT WISE RANKING OF NEWS PROGRAMS (A) INTERNATIONAL PROGRAMS Current Affaires Political Business Education Automotive Sports Cinema Health Care NO OF RESPONDENTS 15 12 09 05 04 03 02 00 % VALUE 30 24 18 10 8 6 4 00 RANK 1 2 3 4 5 6 7 8 (Table 4. RANKING OF NEWS SEGMENTS IN INTERNATIONAL LEVEL 42 . Health Cara is ranked in 8th position.1.4.
9) 126.96.36.199 30 25 20 15 10 5 0 r ts Po litic al ine ss on Au tom otiv e Cin em a Sp o 30 24 18 15 12 9 1 2 3 5 10 4 4 8 5 3 7 2 4 00 8 66 ire s ati Bu s tA ffa Ed uc Cu rre n News Segments No of Respondents Percentage of Respondents Rank (Chart 4.10 (B) NATIONAL 43 He alt hC are .
Current Affaires and Sports are second and third position. RANKING OF NEWS SEGMENTS IN NATIONAL LEVEL 44 .1. . Automotive.PROGRAMS Political Current Affaires Sports Business Education Automotive Cinema Health Care NO OF RESPONDENTS 16 12 7 6 3 2 2 2 % VALUE 32 24 14 12 6 4 4 4 RANK 1 2 3 4 5 6 6 6 (Table 4. Cinema.10) Interpretation The above table shows that political News ranked as first. Health Care is ranked in 6th position.
1.11 PROGRAMS (C) LOCAL NO OF RESPONDENTS % VALUE RANK 45 .10) Rank 4.1.35 30 25 20 15 10 5 0 32 24 16 12 14 7 12 6 4 65 2 4 6 2 4 6 2 4 6 1 2 3 3 Po liti Cu ca rre l nt Af fa ire s Sp or ts Bu sin es s Ed uc ati on Au t om ot ive Ci ne ma He alt hC ar e News Segments No of Respondents Percentage of Respondents (Chart 4.
RANKING OF NEWS SEGMENTS IN LOCAL LEVEL 46 .Political Current Affaires Business Education Sports Cinema Health Care Automotive 21 8 6 5 4 3 2 1 42 16 12 10 8 6 4 2 1 2 3 4 5 6 7 8 (Table 4.11) Interpretation The table shows that the Political news is ranked at first. Current Affaires and Business News are second and third position.1. Health Care is in 7th and Automotive is ranked in the local News segments.
1.1.11) He alt h Au tom oti v 4.12 VIEWERS SATISFACTION WITH THE EXISTING NEWS CHANNELS 47 e Rank .45 40 35 30 25 20 15 10 5 0 42 21 16 12 8 1 2 6 3 10 5 4 8 4 5 3 8 12 66 2 7 4 Bu sin es s Ed uc ati on Ci ne ma Sp or ts ca l Ca re re s Po liti ffa i Cu rre nt A News Segments No of Respondents Percentage of Respondents (Chart 4.
1.12) Interpretation The table shows that 76% of the viewers are satisfied with the existing News channels and 24% of the viewers are not satisfied with the existing News channels.OPENION NO OF RESPONDENTS PERCENTAGE Yes 38 76 No 12 24 Total 50 100 (Table 4. VIEWERS SATISFACTION WITH THE EXISTING NEWS CHANNELS 48 .
No 24% Yes No Yes 76% (Chart 4.13 VIEWERS PREFERENCE OF A NEW MALAYALAM NEWS CHANNEL 49 .1.1.12) 4.
13) Interpretation From the above table.1.OPINION Yes No NO OF RESPONDENTS 10 40 PERCENTAGE 20 80 Total 50 100 (Table 4. VIEWERS PREFERENCE OF A NEW MALAYALAM NEWS CHANNEL 50 . it is draw that 20% of the viewers prefer more News channels and 80% of the viewers are happy with the available channels.
13) 4.Yes 20% Yes No No 80% (Chart 4.14 REASONS FOR NOT PREFERING A NEW MALAYALAM NEWS CHANNEL 51 .1.1.
REASONS Satisfied with the existing channel Lack of time Confusion of watching more channel No more scope for News channel Total NO OF RESPONDENTS 15 2 6 27 50 PERCENTAGE 30 4 12 54 100 (Table 4.14) Interpretation The above table shows that most of the respondents do not prefer any more channels because there is no more scope for news channels. and 4% of respondents has no time to watch the news. 30% of the respondents are satisfied with the existing channel.1. 12% of the respondents are confusion of watching more channels. it will affect the quality of news and repetition of news programmes. REASONS FOR NOT PREFERING A NEW MALAYALAM NEWS CHANNEL 52 .
15 RANKING THE QUALITY FACTORS OF A NEWS READER 53 .14) 4.1.60 54 50 Percentage of respondents 40 30 20 10 4 0 Satisfied with the existing channel Lack of time Confusion of No more scope watching more for News channel channel 12 30 Reasons Percentage (Chart 4.1.
Interpersonal skills are ranked two to four.15) Interpretation The table shows that Clarity Presentation is the most important quality factor of a news reader.QUALITY FACTORS Clarity Presentation Personality Presentation Style Interpersonal Skills NO OF RESPONDENTS 20 18 8 4 PERCENTAGE 40 36 16 8 RANK 1 2 3 4 (Table 4. Personality. RANKING THE QUALITY FACTORS OF A NEWS READER 54 .1. Presentation skills.
45 40 35 30 25 20 15 10 5 0 20 40 36 18 16 8 8 3 4 4 1 Clarity Presentation 2 Personality Presentation Style Interpersonal Skills Quality Factors No of Respondents Percentage of Respondents (Chart 4.15) Rank 4.2 INFERENTIAL STATISTICS 55 .1.
000 50 1 . 50 Inference: Since the correlation is significant at 0. (2-tailed) N ** Correlation is significant at the 0.2 Ho: There is no significant difference in segment wise ranking of Local.2.2. National and International news programs 56 .4.01 level (2-tailed).01 level the null hypothesis “There is no significant relationship between the factors for selecting a news channel and the time spent by TV viewers in watching the news” is rejected and an alternative hypothesis is framed.1 Ho: There is no significant relationship between the factors for selecting a news channel and the time spent by TV viewers in watching the news Correlations favorite channel time spent Pearson Correlation favorite channel Sig. 1 .857(**) . (2-tailed) N Pearson Correlation time spent Sig. Ha: There is significant relationship between the factors for selecting a news the time spent by TV viewers in watching the news channel and 4. 50 .857(**) .000 50 .
192.000 167.500 3.000 167.929 50 ** Correlation is significant at the 0.01 level (2-tailed).849 50 1 . (2-tailed) pref-segment-local Sum of Squares and Crossproducts Covariance N 1 . Ha: There is significant difference in segment wise ranking of Local.410 50 1 .080 3. National and International news programs 4.01 level the null hypothesis “There is no significant difference in segment wise ranking of Local.355 50 prefer-segmentnational .400 3.400 3.979(**) . Inference: Since the correlation is significant at 0.986(**) .970(**) .986(**) .933 50 .410 50 .000 188.080 3. National and International news programs” is rejected and an alternative hypothesis is framed. (2-tailed) prefer-segmentnational Sum of Squares and Crossproducts Covariance N Pearson Correlation Sig.600 3.000 164.3 Ho: There is no significant relationship between Local news programs and the choice of Malayalam news channel 57 . 192.849 50 pref-segment-local .970(**) .355 50 .979(**) .000 188.600 3.720 3. 149.2. (2-tailed) prefer-segment-int Sum of Squares and Crossproducts Covariance N Pearson Correlation Sig.043 50 .Correlations prefer-segmentint Pearson Correlation Sig.120 3.000 164.
4.852(**) . 192.01 level (2-tailed).4 Ho: There is no significant relationship between the viewer’s satisfaction level and their preference for a new Malayalam news channel 58 .2.100 1.390 50 .100 1.929 50 .500 3. (2-tailed) favorite channel Sum of Squares and Cross-products Covariance N ** Correlation is significant at the 0.220 . (2-tailed) pref-segment-local Sum of Squares and Cross-products Covariance N Pearson Correlation Sig. 1 .000 68.852(**) .Correlations pref-segment-local favorite channel Pearson Correlation Sig. 33.678 50 Inference: Since the correlation is significant at 0.390 50 1 . Ha: There is significant relationship between Local news programs and the choice of Malayalam news channel.000 68.01 level the null hypothesis “There is no significant relationship between Local news programs and the choice of Malayalam news channel” is rejected and an alternative hypothesis is framed.
8.049 50 .163 50 Inference: Since the correlation is significant at 0.281(*) .01 levels the null hypothesis “There is no significant relationship between the viewer’s satisfaction level and their preference for a new Malayalam news channel” is rejected and an alternative hypothesis is framed.120 . (2-tailed) new news channel Sum of Squares and Cross-products Covariance N * Correlation is significant at the 0. Ha: There is significant relationship between the viewer’s satisfaction level and their preference for a new Malayalam news channel 4. 9.Correlations current satisfaction new news channel Pearson Correlation Sig.048 2.2.186 50 .400 .400 .000 . 59 .281(*) .05 level (2-tailed).049 50 1 .5 Ho: There is no significant relationship between the viewer’s satisfaction level and the reasons for not preferring a new Malayalam news channel. (2-tailed) current satisfaction Sum of Squares and Cross-products Covariance N Pearson Correlation Sig.048 2. 1 .
001 13. (2-tailed) current satisfaction Sum of Squares and Cross-products Covariance N ** Correlation is significant at the 0.120 .465(**) . 88.200 .806 50 .500 1.001 13. 1 .200 .269 50 1 . 9.01 levels the null hypothesis “There is no significant relationship between the viewer’s satisfaction level and the reasons for not preferring a new Malayalam news channel” is rejected and an alternative hypothesis is framed. Ha: There is significant relationship between the viewer’s satisfaction level and the reasons for not preferring a new Malayalam news channel 5.01 level (2-tailed).186 50 Inference: Since the correlation is significant at 0. (2-tailed) no-reference-reasons Sum of Squares and Cross-products Covariance N Pearson Correlation Sig.269 50 .465(**) . 1 SUMMARY 60 .Correlations no-refrence-reasons current satisfaction Pearson Correlation Sig.
5. • Viewers given more importance to Presentation style of the News readers. •The study reached that the viewers prefer in watching detailed news in Malayalam at Night •The survey also reveals that 52% of the viewers like to watch all the news categories.•The research reveals that keralities prefer watching news from Malayalam news channels. 38% of the respondents prefer Manorama news. Personality and Interpersonal skill. • About 80% of the respondents do not prefer any more news channels.22% of the viewers give more importance to local level News.16% of the respondents prefer Asianet News channel. 18% of the viewers like to watch the National News rather than the other segments of news and 8% of the viewers prefer to watch International News. •The study reached that the Viewers more importance to Current Affaires in International segments. • Viewers have selected their most favorite News channel the respondents prefer on the basis of the more news coverage.. Presentation style of the news readers. and only 6% respondents prefer Kairali TV. •The viewers judge the news reader on the basis of.The factors of the more news coverage is the prime feature deciding the viewing preferences. •The study also reached that 40% of the respondents prefer Indiavision. •The respondents do not want Malayalam News channel. as they feel there is not more scope for an additional news channels and also there is confusion in watching more channels. Accuracy etc. less advertisement. Clarity in presentation. •The survey reveals that the people watching the Malayalam news prefer 1 -2 hrs of news per day. 20% of the people prefer some more news channels.2 FINDINGS 61 . and give importance to Political News in National and local levels.
•Indiavision is the one of the fastest growing channel in Kerala. •The viewers often like to watch programs regarding Current Affairs from the International segments. •The survey revealed that Manorama news channel is the main competitor of the Indiavision in kerala. •Peoples are interested to watch all types of news. •In the national and local desk political news are the most popular. • Most of the viewers prefer to watch the news between1 -2 hrs. •The preference of a particular news channel is on the basis of information updates. skills good personality and excellent interpersonal skills. •Regarding the quality factors most of the viewers had opinion that the new readers and reporters should have excellent language fluency. •The viewers are satisfied with the existing Malayalam news channels. presentation. 62 . •The viewer’s convenient time of watching detailed news in at Night.
Promote information contribution from the people like sharing amateur video footage on anything of public interest. The programs need to be scheduled according to the viewer’s convenience. from the neighborhood may attract local population. Add more discussions on local issues regarding the welfare of the society. The news presentation should be unbiased. To include more live news. Introducing successful entrepreneurs. which is the most beloved arena for investors. is well accepted among the educated Keralites. Environmental/Ecological issues are no longer branded as issues of some nature fanatics.5.3 SUGGESTIONS To give some more importance to real-estate in business slot. 63 . especially in the rural areas. as everyone lacks time to be spend in front of televisions The news should be considered with priority. farmers etc. technicians. craftsmen. small scale industrialists. Maximum news should be conveyed at a limited period of time. India being a fast developing nation it is appropriate to give more coverage to the developments and success stories in the field of science and technology. To deliver the relevant news with more accuracy.
•Sample size limited to 50 •Respondent’s bias towards the certain entertainment channels. •Subscribers may not give an accurate data. 64 .4 LIMITATIONS OF THE STUDY •The scope of the study restricted to only few areas.5. •Lack of response from customers & resistance was yet another factor that damped the spirit of the researcher. •Busy nature of the respondents.
Every news channel has to be neutral and clear in their position to gain popularity and attract more viewers. 65 . In purview of commercial position advertisements are the bread and butter for all private owned channels.5 CONCLUSION It is clear that television is no longer just a means of entertainment. In kerala key players are Indiavision. Evidently this points to importance of extensive research in to the socio-political changes that the viewers are interested to listen and learn. The research shows that Manorama News poses strong challenge in terms of presentation skills.5. news coverage and popularity. specialized channels are also equally gaining popularity. Even channels that are focused on specific field like news are also facing tough competition. Manorama News and Asianet News.
`Digital broadcasting offers big scope for commercial marketing'. However. The present study can be further researched with reference to viewer’s preferences and satisfaction level with DTV – Digital Television. they may have trouble choosing just one among many programs. As a result. With the growing popularity of digital broadcasting.5. viewers have chance to watch various programs.6 SCOPE FOR FURTHER RESEARCH The present study aimed at evaluating the level of satisfaction among Television Viewers with reference to Malayalam news channels. there is a scope to determine how much the result of an evaluation reflects viewer satisfaction by comparing the variation of subjects’ satisfaction and the variation of objective evaluation criteria. 66 . in comparison with the cable operators providing the services.
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