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A GROUP PRESENTATION

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Entertainment Industry

 Show Biz- Consists of large no. of


subordinates devoted to entertainment
industry.
 Mass Media

DISTRIBUTION CONTROL Manufacture

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CONTENTS

 Introduction  Current Productions


 Leading TV Networks  STP Analysis
 Share of Channels  Competitors Analysis
 Television Forte  Marketing Analysis
 Flagship Shows  SWOT Analysis
 Movies  Findings & Suggestions

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Introduction

 Shobha Kapoor  Production based


MD & CEO
Company in Mumbai

 Jitendra Kapoor
Chairman
 Established
in1994,by the
proficient 1st family
of Indian TV
 Ekta Kapoor
Creative Director
Industry

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Balaji Telefilms Ltd

 India’s Leading Provider of Television Software


 Producer of India’s Top Rated Shows for more than 7 Years
 Prime Time on India’s Leading TV Channels dominated by Balaji
Shows
 More than 18 Top Rated Shows amongst Top 50 Shows across Hindi
speaking C&S household
 Only production house having strong presence in four southern
states
 Launched 3 new shows in 3rd quarter of FY 0708.

 Revenues US$ 79.39 Million - FY 07-08


 Revenues US$ 92.43 Million – FY 08-09

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Offering Products………..

Motion Picture Commisioned

Sponsored
Suspense
Comedy
Movies
Action
Romance
Horror 6
Producer for Leading TV Networks

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Programming Content (Hours)
Share of Channels - 08-09

44% 3% Star Plus


Sony
7%
Zee TV
Star One
4%
GEMNI TV
Udaya
7%
SUN TV
0% Surya TV
5% Doodrashan
15%
10%
Zoom TV
5%

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Programming Content (Hours)
Share of Channels -08-09

Commissioned Sponsored
81%
17%
35%

13%

1%
12%
12% 23%

6%

Sun TV Gemini TV Udaya TV


Star TV Sony Zee TV Zoom Surya TV DD Bangalore
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Television – Our Forte

 Produced more than 13,000 hours of


original programming across five
languages over 12 years

 Developed new prime time hours for


family viewing (unlike other players
who depend on the existing ones)

 Continues to occupy approx. 40% of


the top 100 TRP slots

 More than 50% of the aggregate TRPs


during weekday prime time shows
belong to Balaji’s shows (across the top
Hindi cable & satellite shows)
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Television – Our Forte
 Possesses 33 modern studios and 32 editing suites,
more than any Indian company in the field of
entertainment.

 Investment of US$ 2.76 million in three new


studios in Mumbai, in the year FY 06-07.

 Produced as much as 92 shows till date. Launched


five new shows in the FY 07-08 till date.

 30.5 hours (59 shows) of weekly programming in


six languages. Two new shows planned for launch
in 1st quarter of FY 08-09.

 In-house creative talent pool of more than 50


people.

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Flagship Shows
Launched in 2000, this show is a huge success, gaining audiences not only in
India, but also in Afghanistan, Pakistan, Canada, United States of America,
United Kingdom, Australia, Kenya, Mauritius, Sri Lanka and New Zealand. The
show achieved the all time highest television ratings of any serial in the history of
Indian television and continues to hold the top position. It is the only Hindi soap in
the history of Indian television to cross more than 1500 episodes.
Launched in 2000, KGGK has also been a huge success across the nation
making it the second favorite among Indian audiences. The show has won
numerous awards over the years.

Another success from the production house, KZK has been running successfully
for more than six years. The show has won numerous awards over the years. This
show is now being replaced by us on 3rd March, 2008.

Launched in 2006 , the show has been a tremendous success and has garnered
ratings as high as 7. In a very short time the show has received an overwhelming
response from the Indian and overseas audiences.

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Bollywood Movies

 Planned investments of more than US $ 7.5 million for


movies for FY 0708;

 Business model to have mix of own, co-production and


distribution ventures;

 Expected to constitute 15-20% of total revenues in two


years;

 Produced movies Kya Kool Hain Hum &


Koi Aap Sa under the banner of Balaji Telefilms

 First release of FY 0708 under the banner of Balaji Motion


Pictures – ‘Shoot Out At Lokhandwala’ declared super
hit.

 Distributed ‘Bhool Bulaiyaa’ and ‘Darling’ during the


year

 Entered into co-production agreement with T-Series and


Popcorn Entertainment for 10 movies

 Sarkar Raj, EMI etc are the few of releases of 2009

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Current Productions- K Serials
 HINDI SHOWS  Kannada Prog…
• Kadambari
• Pavitra Rishta • Kum-Kum Bhagya
• Kis Desh Mein Hain • Itihaasa
Mera Dil • Kavyanjali
• Kitni Mohabbat Hai • Kankanna
• Koi Aane Ko Hai • Kannadi
• Kuch Khona Kuch Pana
& Many More……..
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Current Productions- K Serials
 Tamil Prog….  Telegu Prog…..
• Kasturri • Kalyanee
• Kelunga • Kutummbamm
Mammaiyyare • Pelli Kannuka
• Kulaa Villakku • Kante Kuturne
Kanalli
• Kavyaljali

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STP- Analysis

Main Dimension Segmentation Variable Typical Breakdown


Customer Characteristics
Geographic Region All Over India
Demograhic Gender Male & Female
Age New Born Baby – Old
Age
Race Pakistan, UAE,Nepal etc
House hold Size Nuclear as well joint
family
Marital Status Married & Bachelors
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STP- Analysis Contd……….

Main Dimension Segmentation Variable Typical Breakdown


Customer Characteristics
Socio Economic Income Middle- Middle & Upper
Middle Class Family
Occupation Professional as well as
Managerial
Psychographic Personality Grey Shades, Action,
Thriller, Comedy, Romance
etc
Values Experienced, Strugglers, etc.
Lifestyle Give a new Dimension to
housewives as well as in –
laws.
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STP Analysis- Contd……………..

Target
Discernable Accessibility Measurable Profitability
-Special Accolades Average
occasion News Channel Limca Books
celebrities
Advertisement
invited
-Promos of their
movies

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STP Analysis Contd……….

Positioning
Prime Time
Repeat
telecast
K- Factor
Female
Oriented
On Demand
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Level Of Differentiation

Undifferentiated

Differentiated Niche

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Indian Idle
Shsh….. koi to Khali hai !

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Competitors Analysis

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Competitors Analysis Contd……..

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Competitors Analysis Contd……..
Last Price Market Cap. Sales Net Profit Total Assets
(Rs. cr.) Turnover

Sun TV Network 322.75 12,719.08 1,008.20 437.11 1,792.51

Zee Entertain 259.25 11,251.63 1,209.26 248.59 2,513.96

DeccanChronicle 149.70 3,626.08 814.93 140.07 1,517.82

JagranPrakashan 116.05 3,495.08 823.37 91.63 701.38

HT Media 135.60 3,186.89 1,336.00 85.23 1,271.47

Dish TV India 39.15 3,062.02 737.69 -476.28 507.07

Den Networks 158.20 2,064.35 - - -

IBN18 Broadcast 89.65 1,606.09 181.26 -68.22 428.24

UTV Software 450.25 1,539.65 262.17 25.82 1,403.14

Zee News 58.75 1,408.61 507.40 44.85 445.34

Balaji Telefilm 51.90 338.44 298.81 26.67 388.89


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Marketing Analysis

 Buoyant trend in ad expenditure


 Dramatic twist at right interval-Staple Strategy
 Proliferation of channels
 Growth link from Star Plus
 Diversification into new genres & channels.
 Increased supply to others channels like Sony,
Zee TV etc.
 Promotion through Video Games & Comics

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SWOT Analysis

 Strengths

• Targeted Content
• Creativity as a Disciplines
• Constant Impoverisation
• Exploring New Vistas
• Strong Management
• Skilled Talented Pool
• Conducive Environment
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SWOT Analysis- Contd………….

 Weaknesses

• Lack Of Scalibility
• Over Dependence on Key Personnel
• Difficult to Sustain Success

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SWOT Analysis-Contd……………..

 Opportunities

• Strategic Alliances
• Creativity as a Discipline
• Corporatization
• Exploring New Genres
• Shift From TV to Motion Pictures

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SWOT Analysis- Contd……………….

 Threats

• Competition From other production houses

• Plummeting Share of Mass Entertainment

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FINDINGS
&
SUGGESTIONS

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India’s Booming Television Industry

According to PWC…

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Indian television Industry
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revenues expected to grow
from US$ 4.67 billion to 10
US$ 12.68 billion in 2011.
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@ 22% cumulative growth
over the next five years. 4

0
2004 2005 2006 2007 2008 2009 2010 2011
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Thank You

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Resources

 www.google.co.in
 www.balajitelefilms.com
 www.hindubusinessline.com
 www.freebizplan.org
 Marketing Management- Philip Kotler
 Marketing Of Services- Belch & Belch

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Participated By

 Sankalp Mehrotra  Pratibha Singh


 Akanksha Gupta  Raj Mishra
 Alza Verma  Surya Kant Palya
 Amit Singh  Rakesh Dubey
 Harsh Sahay  Vivek

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