BRM Assignment – 1

Group 7

Adarsh Pakki
Kanika Garg
Kush Jain
Saurabh Kumar Singh
Soundarya Nalla

The Pink Dilemma

The Indian television industry has seen an exponential growth since the satellite television first
come to India. Today through cable penetration is only about 70 percent (according to various
industries estimates), this class of people watching cable tv is defined as the ‘consuming classes’
in India. By 2002, the share of cable and satellite tele vision was 86.9 per cent of the total
television advertising as against a meagre 31.3 per cent in 1994. Hindi general entertainment
television is the fuel for growth in the television industry with a 46.8 per cent share of the total
viewership and an even higher 57.4 per cent share of the total advertising revenue. Sony
Entertainment Television is a key player in this space and has been a consistent and strong
number two behind Star Plus, which has been the undisputed leader since July 2000. In India
most homes are single TV homes. Hindi is the preferred language for consuming entertainment
across India (except the four southern states) and that makes the Hindi general entertainment
television an intensely competitive space. It consists of five players. Star Plus has been the
undisputed leader since July 2000 and has significantly consolidated its position thereafter. In
September 2003, Star Plus had nearly five times as much viewership as its nearest rival Sony
Entertainment Television. The other contenders are Zee TV, Sahara TV and SAB TV. The key
factor is that during primetime (specifically in the 9-10 pm slot) which is the focus of this case,
the females influence the choice of channel to view.

Sony Entertainment Television dominated the 9-10 pm band, with two of its leading shows,
Kkusum and Kutumb unit mid 2002 after which the 4 daily shows of Star Plus took over.

Despite several high profile attempts to regain lost audiences, Sony Entertainment Television’s
share in this band continues to erode. Star Plus had established a clear dominance over Sony
Entertainment Television’s 1.3 TVRs. Besides Sony Entertainment Television was now
perceived as a ‘me-too’ to Star Plus.

Sony Entertainment Television realized that women were the primary target audience who could
get eyeballs for the channel. The challenges, therefore, was to create and sell a distinct viewing
alternative, going beyond the clichéd family dramas with story lines revolving around family
conflicts and kitchen politics which is the predominant fare on general entertainment channels
today.

1. What is the management decision problem?

Sol: Increasing the viewership on Sony TV channel
 2. Convert the management decision problem into a research problem.
Sol: What kind of shows should be broadcasted during Primetime on SONY Entertainment
channel to gain maximum viewership?

3. What is the kind of research design that you can undertake for this study?
Sol:
Conclusive research: Conclusive research is intended to give knowledge that may be used
to establish conclusions or make decisions. It is usually quantitative in character, in the
form of numbers that can be quantified and summarized.

4. Define the objectives of the study.

Sol: To measure the audience viewership for different types of shows and maximize the
TRP (Television rating points) for SONY channel during prime time.

5. Develop the working hypothesis for your study.

Null Hypothesis: There is no relationship between TRP and the type of show that is
broadcasted during prime time
Alternate Hypothesis: There is a relationship between TRP and the type of show that is
broadcasted during prime time

6. Identify variables and the population under study.

Sol: TRP (variable), Viewers during Primetime (population)

7. What could be the probable sources of information?

Sol: The source of data that Star plus and Sony Entertainment Television used for
establishing market share is Syndicated data sources

8. Can you construct a template for conducting the study?

Sol: Sony Entertainment television can use external sources data to understand what
Indian Women Wants. This data can be collected by different methods:

Surveys: Surveys are usually one-time assessments conducted on a large representative

respondent base. These are generally conducted to measure psychographics and lifestyles
of the incumbents. Sony can collaborate the data from different surveys and know the
choices of show Indian Women prefer. According to that they can strategies their show
outline and timings.

Q1 Do you have TV? (If yes then continue, else jump to question no….)
Q3 Do you have a cable connection/satellite connection?
Q2 What Channel Do you watch during prime time?
Q4 What program do you prefer to watch?
Reality Game Show, Drama, News, Sports events, Movies
Q5 How often do you watch Sony channel per day?
Less than 1 hour, 1-2 Hours,3-5Hours, more than 5 hours,
Every day, Alternate days, Weekends,
Q6. What do you watch in Sony TV?
Kkusum, Kutumb,CID Other shows.
Q7. What would you like watch next on sony?
Drama, Drama with women in focus, Reality tv show, Thriller shows, Movies