Media Buying Approach

A. Pre-deal

Structure 
Understanding the buying environment  Leveraging the buying environment  Post Activity Analysis  Components of the deal  Quantitative Analysis  Qualitative Findings  Tools ± Ensure savings before reaching negotiating table 

Our understanding of the buying environment 
     Rates are volume dependent The leading 5 agencies will get similar rates Better buying is dependent on relationships Big ideas and properties come at a premium Different regions get different rates Irregular categories get preferential rates

Our understanding of the buying environment 
Presence of cricket changes buying rates  Time of deal changes buying rates ( distress sale)  Genre led buying and benchmarks  Long term annual deals and short term deals have different pros and cons in different channels  Rate cards are printed as statutory requirements

Our understanding of the buying environment 
Regional channels operate differently from national channels  Sun & ETV networks follow rigid structures  Second line channel willing to be a partner in on air and ground activities  Festivals and day branding big days for the channels especially in South markets

Structure  Understanding the buying environment  Leveraging the buying environment  Post Activity Analysis  Components of the deal  Quantitative Analysis  Qualitative Findings  Tools ± Ensure savings before reaching negotiating table  .

Star network financial year ends in June Striking a deal in July (lull month) ± gets the best response Example: Amul Manthan film ran free on all Star Network channels adding hugely to the overall visibility of the brand .

NDTV v/s CNBC NDTV bought distribution last year. Deal ends in July CNBC launching mainstream English news channel in September ! .

Close watch on market conditions Taking advantage of competitive pressures amongst channels ‡ Understand programming strategy of players ‡ Estimating future trends ‡ Intelligence on acquisition costs : break-even costs ‡ Track FCT utilization & channel revenues relative to viewership shares .

Structure  Understanding the buying environment  Leveraging the buying environment  Post Activity Analysis  Components of the deal  Quantitative Analysis  Qualitative Findings  Tools ± Ensure savings before reaching negotiating table  .

Evaluate past channel performance on«  ER. CPRP. FCT etc  % fixing of RODP  Not dropping spots  Position of sponsorship tag  Performance of properties ± promised v/s delivered  Servicing: Quick turnaround time Course Correction Ownership .

Structure  Understanding the buying environment  Leveraging the buying environment  Post Activity Analysis  Components of the deal  Quantitative Analysis  Qualitative Findings  Tools ± Ensure savings before reaching negotiating table  .

B. Shaping & Striking .

Step 6: Anchorage sponsorships Among Cost Effective MPG Programmes H Promos KHICIDI HATIM SARA AKASH KAHIN TO HOGA BHABHI SHAGUN KYUNKI KAHANI KASAUTI DES MEIN SANJIVANI KEHTA HAE SSH KOI L Promos KAHIN KISI Cost Effective MPG Programmes .

Sanjivani. Kahi Kisi Roz. Kahi To Hoga to ensure sponsorships  25% GRPs in the top programmes even though there is high break fall to ensure reach buildups Kyunki .Hence components of the recommended buy  50% GRPs from Kasauti. Kahani to ensure visibility in high reach programmes  20% in low value programmes to ensure low value frequency and sponsorships Ssh Koi Hae. Star Dopahar  5% on RODP Sunday to ensure lowering of CPRPs . Des Mein. Kehta Hae Dil.

C. Deal Management .

Processes and Formats .

Schedules.Client Client brief AOR HEAD AOR Cycle Channel/Pub Media brief Overall Coordination and Control of Media For each busines s group Client Estimates Media Controller & Teams Media Operations RO¶s Lab Center ORG MARG Tools. RO¶s Monitoring LODESTAR DATA BASE Ad Mismatch Billings Matched Inward bills Accts. Techniques and Research Insights Media plans Value Adds Deals FCT Mgt Savings Estimate. Outward bills MIS Reports .

Fingerprint Process document From Briefs to Post-buys reports All Tools part of Fingerprint .

MIS Formats Brand Specific FCT Management Status Key Elements Channel Wise Program Wise Month-wise On Effective Rate / Billing Rate FCT Management Status generated monthly .

MIS Formats Channel Specific Deal Summary Program Wise Planned & Achieved CPGRP Achieved details added in post deal ending .

Daypart Channel Market Planned Brand Date of Actv iity Bought Achiev ed +/.Post Buying Report (i) Ensure that the tasks set for media are accomplished (ii) Track and analyse deviations for future objective settings Client Period Of Activ ity Date of Report Totals Budget GRPs CPGRP Commercial Duration Ratio GRPs by GRPs by GRPs by GRPs by Dur.25% I n-Control Buying Pow er Achiev ed I ndex > 120 < 80 I n-Control 80-120 Total % Total % Total % Grand Total .% v s bough Target Propensity I ndex Achiev ed > 25% < .

Other reporting formats         TV Buying Plan TV Final Schedules Press Buying Plan Achievements Saving Statement Annual Consolidated Deal Actual Plan Format Bought Plan Format  Secondage Management Chart  Monthly Performance Report ± Press  Monthly Performance Report ± Television  Monthly Status Sheet ± Monthwise  Monthly Status Sheet ± Brandwise  Billing & Collection Report .

Continuous Negotiations  A deal is never closed !  Upgrades to better programmes  Negotiate better properties during deal  Change structure if different daypart starts performing .

Up-to-date Monitoring  On-line monitoring  Monitoring bonus as well as paid spots  Makegoods during campaign period only  Monitoring print positions as well as appearence .

D. ITC Buying Approach .

Openess to new ways  Let the market know that we are open to new ways of doing deals as long as it is win-win  The media buy should be able to demonstrate that we were first on Channel Type of programming Innovations .1.

2. Nurture and own  Nurture an activity  Create a long term association Example Tata : Tennis Sahara : Hockey and Cricket Mahindra : Football .

3. Make it a win-win deal  Understand the drivers for the media houses Network deals Investment channel Incentives for the sales person .

Partnerships  Demonstrate that we believe in partnerships Help them out when they are in µDistress¶ µThank you letters¶ for good work .4.

Star News Regional channels  Which have only select properties but are in great demand ESPN/Ten Sports ± Cricket .5. Star Gold Niche Channels like Star World . Zee English. Discovery News Channels like NDTV . Year deals on certain channels  Which sell on Effective rates Hindi Movie Channel Like Zee Cinema .

6. Sony TV . Short term on others !  Short term deals on channels where deal is client dependent eg Star Plus . Zee TV Keeps the channel on their toes Better yield Better value adds .

7. Slab-wise deals in print 
Year long deals in press at incremental levels
Example : At 8 Full Pages , 12 Full pages , 16 Full pages

8. Multi-media for added efficiencies 
Multi media deals with TV and Press
On Dainik Bhaskar possible to a deal for Press and at marginal costs a deal for Channel 7 On Channels like MTV , Channel V , AXN, Zoom etc

Structure 
Planning the Buy  Buying impact and not just lower rates  Rate Negotiations  Benchmarking and rate Tracks  Partnering with the brand  Creative ideas to strengthen the brand proposition  Buying Approach for ITC

Planning the buy  Understanding the Buying Market environment  Identifying the media mix and narrowing on channel deals and types .

Understanding the Buying Environment .

Our understanding of the buying environment       Rates are volume dependent The leading 5 agencies will get similar rates Better buying is dependent on relationships Big ideas and properties come at a premium Different regions get different rates Irregular categories get preferential rates .

Our understanding of the buying environment  Presence of cricket changes buying rates  Time of deal changes buying rates ( distress sale)  Genre led buying and benchmarks  Long term annual deals and short term deals have different pros and cons in different channels  Rate cards are printed as statutory requirements .

Our understanding of the buying environment  Regional channels operate differently from national channels  Sun & ETV networks follow rigid structures  Second line channel willing to be a partner in on air and ground activities  Festivals and day branding big days for the channels especially in South markets .

Identification of the Media Mix and narrowing on channel deals and Types  Analysis before the deal  Type of Deal : Long term or short term  Actual negotiation process / tactics .

Our buying process

 With Client  With Media Houses  The Analysis pre the channel brief

With clients

For long term deals  Includes involvement of the seniors  For long term deals a discussion with the client on The brief to the media house The role play of the client and agency The requirements The deliverables  A tripartite meeting of the seniors before closing deals .

.For short term deals A prior understanding  Example : On a regional channel where no deal In cases of urgency the agency can move ahead if the effective rate . the CPRPs are at an pre decided level.

For Innovative properties  Speed of response essential  The AOR head talks to the decision maker directly irrespective of the time  The process can move without paper work  The deliverables responsibility of the agency  The approvals responsibility of the client .

With Media Houses .

Is an iterative continuous process  Lower CGRPs  More Primetime  Better bonussing  Higher % of fixed RODP  Higher value adds  Creative executions .

The analysis before the channel brief .

The question is what makes a good media buy great ? .

The question is what makes a good media buy great ?  Knowing what to buy  Understanding the contribution of each element of the buy  Painstaking implementation of the buy .

HTVR ±H Breakfall .Our Process before the buy ± Stage 1  First we select a basket of programmes based on TVRs  However the reality is that the program rating and the ad rating is not the same Hence the selection of programme should be based on ad break TVRs  In the second stage therefore we come to 2 sets of likely programmes : HTVR-LBreakFall.

Our Process before the buy ± Stage 2  In the second stage therefore we come to 2 sets of likely programmes : High TVR .Low BreakFall.High Breakfall . High TVR .

-HTVR.-L Breakfall are obviously the best programmes We may yet be willing to include a HTVR-HBreakfall programme incase the CPRPs are low Hence we have a basket of fixed programmes selected on three parameters .Our Process before the buy ± Stage 3  The two sets are then evaluated on CPRPs. L-CPRP.

Our Process before the buy ± Stage 4  Fixed programmes ensures a stability to the deal. We use the marginal utility curve to determine the extent of RODP spotting . However reality is that RODP components help to bring the CPRPs down But how much RODP is enough.

The next step is to perfectly schedule Deliveries of daily soaps vary by days Hence picking out the best days helps to best use GRP resources .Our Process before the buy ± Stage 5  Now we have a basket of fixed and RODP spots .

Our Process before the buy ± Stage 6  Visibility of spot buys can be enhanced through careful selection of value adds and sponsorship  For Sponsorship/Branding We study the programme carefully on viewer involvement We need to ensure that sponsored programmes will be stable across a period of time .

For existing programmes we evaluate the how the channel has promoted the programme/timeband in the past We plot number of promo tags against the best fixed programmes to come to a basket of the best potential sponsorship properties .Our Process before the buy ± Stage 6  For Sponsorship/Branding In addition we speak to channels and get a understanding on the extent of promotions of a new programmes.

6 Stages of Buying Analysis Top Programmes Minimum Break Fall Minimimising Cost RODP Component Best Days Sponsorships Basic Top Programme Run Minimising Porosity Grid(MPG) MPG : CPRP Marginal Utility Curve for RODP Journey Man Anchorage/ Perfidia .

Buying Impact and not just low rates  Structuring the deal Cost efficiency Maximum visibility and involvement Sponsorships .

Example : Structuring a Star Plus buy .

Step 1: Selection of High TVR Programmes Channel: Star Plus .

TVRs .. Koi Hai..Trik Hff Hera Pheri Shararat 15-44 BC M CS 14 12 11 10 9 9 8 8 7 6 6 5 5 5 4 4 4 4 4 3 Put females..Stage 1 : Top Programme Identification Time Band Prime Prime Prime Prime Prime Prime Prime Prime Prime Prime Prime Prime Aft Prime Prime Aft Prime Prime Prime Prime Top programmes Kyunki Saas Bhi Kabhi Ba Kahaani Ghar Ghar Ki Kasautii Zindagii Kay es Mein Nikla Hoga Chan Saara Akaash Sanjivani Kahiin To Hoga Kehta Hai il Star Parivaar Awards Hero Cycles Stardust Awa Hff The Lost World Juras Hff Jurassic Park 3 Kumkum Hatim Krishna Arjun Bhabhi Kyun Hota Hai Pyarrr Ssshhhh.

Star normally costs programmes basis programme TVRs Hence HTVR programmes are usually higher costed .

Stage 2: Break Fall Examining break falls within the top programmes .

Factors Affecting Break Ratings Programme TVR Channel Type Day Parts BTVR Break Duration No Of Breaks Programme Duration Programme Genre .

5 1 0.5 3 2.5 2 Star Plus Sony Zee Avg Min 1.Star has lesser breaks but of higher duration 3. we check for other channel launches .5 0 1st Break 2nd Break 3rd Break Hence Star is the most vulnerable during new programme launches While doing a deal on Star .

4 Mor i g After oo Eve i g Prime Avg BF Hence its recommended to keep a fair mix of non-prime in Star Plus .2 -0.6 0.4 1.2 1 0.2 0 -0.Break fall highest in primetime on Star Plus 1.4 0.8 0.

we use ready reckoners . such as the above analysis to determine break falls A crossA C ll hannels .Bre k fa by progra m ge a ll m e nre Serials 80 Talk Show 60 40 20 Game Show 0 -20 Aft Serials Comedies Music Based Thriller Males Females Mythos HFF In case of new programmes.

Sim Prime Bhabhi Afternoon Shararat Prime Shagun Afternoon Kyunki Saas Bhi Kabhi -Prime Kahaani Ghar Ghar Ki -Prime Kaahin Kissii Roz .Afternoon Son Pari-Prime Khichdi -Prime Kyun Hota Hai Pyarrr -Prime Krishna Arjun.Hence :Minimum Porosity Grid (MPG) H TVR Sanjivani Prime Kasautii Zindagii Kay Prime Des Mein Nikla Hoga Chanlate Prime Kehta Hai Dil Prime Ssshhhh..Prime Kahin To Hoga Kumkum .Prime L B Falls Kabhi Aaye Na Judaai Aft Tu Tu Main Main-Classicsaft Hum Hain Kal Aaj Aur Kalaft Sat/Sun average through the day Kabhi Kabhie Mere Ghar Morn Hum Saath Aath Hain Evening Shanti Morn Aur Phir Ek Din Aft Saans Aft Shakalaka Boom Boom Prime Film Toppers Evening Hum Hain Kal Aaj Aur Kalevening Film Toppers Afternoon Hit Filmein Hit Sangeet Afternoon Aaj Ki Baat Evening Taaza Hits Evening Meri Saheli Morn H B Falls L TVR . Koi HaiPrime Khullja Sim.

Koi Hai-Prime  Very High TVR but high break fall Kyunki -Prime..Prime. Kahin Kisi Roz.Kehta Hai DilPrime.Prime Hence not necessarily that a Kyunki and Kahani heavy plan will deliver the best .Prime. Ssshhhh. Kasautii. Des Mein -Prime.Takeouts of MPG  Best MPG Programmes : Sanjivani. Kahani-Prime.

Takeouts of MPG  Actual plan will have a high amount of Best MPG programmes Some amount of other HTVR programmes if such programmes have low CPRPs .

Stage 3: Layering the preferred programs with CPRPs Channel :Star Plus .

MPG programs vs Costs HTVR-Low Break Fall Sanjivani Kasauti Des Mein Kehta Hae Dil Sssh Koi Hae Bhabhi Shagun Kyunki Kahani Kahin To Hoga Kahi Kisi Roz Kyun Hota Hae Pyar Shararat Khul Ja Sim Sim H CPRP Son Pari Khicidi Krishna Arjun LCPRP H TVR-H Break Fall .

Stage 4: Finalising extent of RODP FCT Channel :Star Plus .

Stage 4: Mix of fixed & RODP  Sunday/Saturday RODP through-day may deliver low TVRs. however break TVR fall is low  Also this component has low CPRPs  Hence will lace the deal with some RODP to lower the CPRPs .

Stage 4 .contd How much RODP is enough?  Eg :Maximum Reach in random Sunday (7AM to 6PM).21% 16 14 12 10 8 Reach @ 1+ 6 4 2 0 10 20 30 40 50 60 70 80 90 10 0 11 0 12 0 13 0 14 0 20 0 25 0 30 0 Minimum 10 to Maximum 20 spots is the ideal level before the curve flattens .

Stage 5: Augmenting GRPs of the fixed and RODP spots by right scheduling Channel :Star Plus .

Step 5: Scheduling the right day  A spot on Kyunki is perhaps the highest costed spot currently  Did you know that you could deliver at least 20% better by just getting the right days ?  Journeyman : Scheduling tool .

32 Saara Akaash 9.1 Kahaani Ghar Ghar Ki 10.49 14.03 Kyunki Saas Bhi Kabhi Ba14.99 Hff Devdas 2.58 21.49 Kya Hadsaa Kya Haqeeqat 0.18 17.63 Saara Akaash 10.52 ¡  Sony Entertainment TV TVRS Hff Devdas 2.23 29.32 Kabhie Kabhie 0.6 Kyun Hota Hai Pyarrr 3.18 26.17 11.52 Hff Main Prem Ki Diwani 0.1 Kyun Hota Hai Pyarrr 8.On Thursdays the viewers are the least loyal Date : 19/02 Start Time End Time 20:00 20:00 20:19 20:19 20:30 20:30 20:31 20:31 20:36 20:36 20:39 20:39 20:40 20:40 20:44 20:44 20:51 20:51 20:53 20:53 20:56 20:56 21:01 21:01 21:14 21:14 21:15 21:15 21:28 21:28 21:31 21:31 21:32 21:32 21:42 21:42 21:43 21:43 21:52 21:52 21:59 21:59 22:00 22:00 22:07 22:07 22:08 22:08 22:20 22:20 22:21 22:21 22:27 22:27 22:28 22:28 22:33 22:33 22:41 22:41 22:55 22:55 22:59 22:59 Star Pl TVRS Kyun Hota Hai Pyarrr 2.75 24.08 Kasautii Zindagii Kay 10.63 26.21 25.18 Hff Main Prem Ki Diwani 5.92 Hff Devdas 4.2 11.28 29.85 11.86 Hff Devdas 2.64 Hff Main Prem Ki Diwani 0.96 Kahaani Ghar Ghar Ki 11.58 Saara Akaash 9.31 Saara Akaash 9.88 29.9 8.28 28.93 dropping .55 coming in Hff Main Prem Ki Diwani 1.62 26.46 24.34 10.61 Kahaani Ghar Ghar Ki 13.96 FOR VIEWERS Hff Main Prem Ki Diwani 1.94 14.43 Hff Main Prem Ki Diwani 0.04 11.91 25.68 Hff Main Prem Ki Diwani 2.81 HIGH CHOICE Hff Main Prem Ki Diwani 1.81 27.06 8.74 28.96 9.85 13.26 Zee TV Others Total TV Remarks TVRS TVRS TVRS TVRS Kabhie Kabhie 0.01 Kahaani Ghar Ghar Ki 15.34 26.95 11.7 Saara Akaash 11.7 Manikchand Filmfare Nomi0.99 Hff Devdas 3.46 Hff Main Prem Ki Diwani 0.13 Kasautii Zindagii Kay 9.69 Kkusum 3.23 Saara Akaash 9.82 28.19 Hff Devdas 2.93 Manikchand Filmfare Nomi0.7 28.62 9.24 Kasautii Zindagii Kay 13.85 27.48 Hff Main Prem Ki Diwani 3.88 Hff Devdas 3.88 Kasautii Zindagii Kay 8.64 13.86 in AD BREAKS Hff Main Prem Ki Diwani 3.47 26.33 Kya Hadsaa Kya Haqeeqat 0.94 Jassi Jaissi Koi Nahin 3.54 Kkusum 2.95 Hff Main Prem Ki Diwani 6.91 Hff Main Prem Ki Diwani 0.16 Hff Devdas 2.98 9.21 Manikchand Filmfare Nomi3.12 Playwin Super Lotto 1.92 11.49 11.27 Jassi Jaissi Koi Nahin 2.16 29.89 11.56 Hff Main Prem Ki Diwani 5.44 Hff Main Prem Ki Diwani 4.93 12.3 Hff Main Prem Ki Diwani 0.59 Hff Main Prem Ki Diwani 2.89 Hff Main Prem Ki Diwani 0.97 Jassi Jaissi Koi Nahin 4.48 Kya Hadsaa Kya Haqeeqat 0.79 Viewers Hff Main Prem Ki Diwani 1.72 Hff Devdas 1.51 Hff Main Prem Ki Diwani 3.85 Kahaani Ghar Ghar Ki 13.95 10.17 Hff Devdas 1.99 number of viewers Hff Main Prem Ki Diwani 2.4 Kyunki Saas Bhi Kabhi Ba10.25 Hff Main Prem Ki Diwani 4.87 Jassi Jaissi Koi Nahin 3.11 23.81 Hff Main Prem Ki Diwani 2.43 Jassi Jaissi Koi Nahin 2.73 Kasautii Zindagii Kay 11.28 Kahaani Ghar Ghar Ki 15.43 Kasautii Zindagii Kay 11.09 Saara Akaash 6.75 Manikchand Filmfare Nomi0.17 Kasautii Zindagii Kay 9.56 11.73 11.19 29.35 26.64 Viewership slowly Hff Main Prem Ki Diwani0.58 Hff Main Prem Ki Diwani 0.4 Kyunki Saas Bhi Kabhi Ba15.21 10.13 9.43 Manikchand Filmfare Nomi0.36 27.93 Manikchand Filmfare Nomi0.62 24.68 12.81 Kahaani Ghar Ghar Ki 13.61 Saara Akaash 9.87 7.42 27.55 Hff Devdas 4.1 11.29 Highest Playwin Super Lotto 1.92 9.16 Manikchand Filmfare Nomi0.03 Kyunki Saas Bhi Kabhi Ba14.12 Kkusum 2.46 29.05 Kkusum 2.28 10.37 Saara Akaash 7.95 Kasautii Zindagii Kay 11.5 Jassi Jaissi Koi Nahin 3.26 Kya Hadsaa Kya Haqeeqat 0.31 12.96 21.1 24.41 MOVING Hff Main Prem Ki Diwani 3.32 7.74 10.84 26.82 10.22 Saara Akaash 8.68 Hff Main Prem Ki Diwani 3.03 Hff Main Prem Ki Diwani 5.

Bad scheduling can lead to reduced efficiencies An example of Devdas .

82 26.96 28.89 Sony Entertainment TV Meri Biwi Wond-0.14 18.72 Devdas-3.37 Lipstick-0 Others Any Channel 11.64 9.7 13.7 Devdas-5 Devdas-6.4 11.18 .2 20.63 20:00 Jurassic Park-4.57 Kya Hadsa KH-1.37 8.37 Devdas-6.6 Devdas-2.55 Event Bollyw Kae-1.85 Event Bollyw Kae1.04 21.99 Event Bolly w Kae-0.85 17.56 11.31 22:20 Red Heat-1.13 Event BollywKae 1.31 22:00 Red Heat-2.26 21:30 Jurassic Park-8.81 22:30 Red Heat-1.27 23:20 Red Heat-1.97 22.26 20:39 Jurassic Park-2.04 Pyar Zindagi Hae-0.77 24.13 Devdas-6.47 Devdas-2.77 Devdas-1.28 20:20 Jurassic Park-5.63 17.97 Lipstick-1.6 Devdas-6.42 27.81 Devdas-7.78 9.62 Kya Hadsa KH-2.07 Kitty Party-1.Jurassic Park reduced efficiencies on Devdas !! Time Star Plus 19:50 Jubliee Plus-4.81 Pyar Zindagi Hae-1.32 12.92 Event Bollyw Kae-0 Event Bollyw Kae-0 Event Bollyw Kae-0 Zee TV Piya Ka Ghar-0.4 0:00 Red-Heat-0 Date : 27 April 2003 MAX Making of Devdas0.92 21:10 Jurassic Park-8.24 23.45 Chausat Pannae-1.56 Miit-1.98 KyaHadsa KH -1.23 Astiva-1.08 6.68 19.29 21.49 17.59 16.54 23:10 Red Heat-2.21 Event Bollyw Kae-0.32 27.14 22:50 Red Heat-1.93 Lipstick-0.54 EventBollyw Kae0.99 12.39 Mulk-1.84 Devdas-6.25 Mulk-0.09 Devdas-5.25 Kitty Party-1.

Hence studying other channel programmes and right scheduling can enhance a buy .

How do we buy sponsorships? .

Since sponsorships are over 4 weeks time period. need to evaluate the µinvolvement¶ of viewers scores .

Audience Accumulation Time Spent Lodestar Perfidia Index Episodic Repeat Viewing .

Lodestar Perfidia Grid Discerning friends from foes High Cost Avoid High Cost Low Perfidia Cash Cows High Cost High Perfidia Low Perfidia Index High Perfidia Index Ignore Low Cost Low Perfidia Best Bets Low Cost High Perfidia Low Cost .

Step 6: Anchorage sponsorships Among Cost Effective MPG Programmes H Promos KHICIDI HATIM SARA AKASH KAHIN TO HOGA BHABHI SHAGUN KYUNKI KAHANI KASAUTI DES MEIN SANJIVANI KEHTA HAE SSH KOI L Promos KAHIN KISI Cost Effective MPG Programmes .

Sanjivani. Kahi To Hoga to ensure sponsorships  25% GRPs in the top programmes even though there is high break fall to ensure reach buildups Kyunki . Kehta Hae Dil. Star Dopahar  5% on RODP Sunday to ensure lowering of CPRPs . Kahi Kisi Roz. Des Mein.Hence components of the recommended buy  50% GRPs from Kasauti. Kahani to ensure visibility in high reach programmes  20% in low value programmes to ensure low value frequency and sponsorships Ssh Koi Hae.

Rate benchmarking and Tracks .

Internal Rate benchmarking and tracking system centralized in Mumbai  Rate tracker Across Branches Across clients Across years  Internal benchmarking across channels and Publications Different regions get different rates South branches get better rates in the south market channels Irregular categories / first time clients get preferential rates .

All at the right price! Negotiation Strategy & Tactics .

Negotiation Tactics  Maximize Impact  Return for risks taken on partnering with new launches  Controlling costs  Studying channel drivers  Monitoring and countering inflation .

Tata-Star More consolidation Inflation for consumer Better content Fierce competition for content HUNT FOR NEW EYEBALLS New genres of programming Content Sellers market More 360* solutions Further Fragmentation SLEW OF NEW CHANNELS AND Segmentation FurtherNEW PROGRAMMING .Changes in the television landscape ‡Inflation due to higher acquisition costs ‡More customised solutions ‡Shake-out inevitable ‡Instability of leadership slots among IMPACT ON INDUSTRY channels ‡Disturbance in rates for advertisers ‡More market share led deals ‡Faster turn around time required to lock in properties Convergence of services will fuel penetration DISTRIBUTION Shift to DTH platform : Zee.

Commitments on premium spot positions Commitments on promo tag positions .Maximise Impact  Tighten quality of the deal : Negotiate for..

2004 Star Plus Deal  CPRP linked deal on Star Plus  Minimum 10¶ TVR fixed  Every additional TRP was proportional to a fixed rate/10s The client gained 60 additional GRP¶s from the No 1 channel free of cost .

Controlling Prices .

Close watch on market conditions Pick up from relevant distress sales Incentives with advance payments Taking advantage of competitive pressures amongst channels ‡ Understand programming strategy of players ‡ Estimating future trends ‡ Intelligence on acquisition costs : break-even costs .

Leverage Multimedia Deals to create 360 impact  Multi media deals with TV and Print partners to create properties enhancing brand values and generate impact  Targeted reach .

Studying Channel Drivers  Evaluate benefits through Share of Market commitments Exclusivity commitments Network commitments  Extent of category presence on channel Leverage if low presence .

Budget Commitments  Set aside overall buffer budget for distress sales . new opportunities  Annual deals With high cost channels for rate benefits For tying in properties for sponsorships Start with 70% of allotted channel budget Negotiate better rates for more monies Annual commitments if price hikes are expected  Short term deals With channels with lower rate fluctuations Low cost frequency channels With genres with higher viewership fluctuations .

Monitoring Media Inflation .

Monitoring Media Inflation  Methodology Basis quarterly CPRP track CPTs also will be monitored to check real inflation  Negotiate with channels at time of finalizing deal for CPRP correction during course of year or end of deal. whichever is earlier Negotiate for extra spots or extra sponsorships .

Recommended media buying strategy and tactics .

with minimum premiums at short notice .Buying Objective  Budget spends :  Brand ITC (BA)  Product Support(PS) TV BA Press To ensure that we ‡ bring alive the leadership stance in media too TG based Market based PS Task based Competitive based To ensure that we get the best cost efficiency in the TG.

Buying Strategy Recommendation 1  Let the market know that we are open to anything which will enhance our competitive stance  The media buy should be able to demonstrate that we were first on Channel Type of programming Innovations .

Buying Strategy Recommendation 2  Nurture an activity Example Tata : Tennis Sahara : Hockey and Cricket Mahindra : Football .

Make it a win-win deal for both client and media house  Understand the drivers for the media houses Network deals Investment channel Incentives for the sales person .

Buying Strategy Recommendation 3  Demonstrate that we believe in partnerships Distress Thank you letters .

Discovery News Channels like NDTV . Zee English. Star News Regional channels .Buying Strategy Recommendation 4 Year long deals on certain channels  Which sell on Effective rates Hindi Movie Channel Like Zee Cinema . Star Gold Niche Channels like Star World .

Buying Strategy Recommendation 5 Year long on certain channels  Which have only select properties but are in great demand ESPN/Ten Sports ± Cricket .

Sony TV . Zee TV Keeps the channel on their toes Better yield Better value adds .Buying Strategy Recommendation 6  Short term deals on channels where deal is client dependent eg Star Plus .

16 Full pages .Buying Strategy Recommendation 7  Year long deals in press at incremental levels Example : At 8 Full Pages . 12 Full pages .

Channel V .Buying Strategy Recommendation 9  Multi media deals with TV and Press On Dainik Bhaskar possible to a deal for Press and at marginal costs a deal for Channel 7 On Channels like MTV . AXN etc .

Environment management  Case of Shaw Wallace on DD .

Partnering with you  Many firsts of Lodestar .

Deal Management  MIS Reports Activity wise deal track (FCT/Value) Activity wise deal CPRP track Sponsorships track / preempting extensions Track promo visibility .

Thank you .