Post on 06-Apr-2018
8/3/2019 Times of India Case - Ethics
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SUBMITTED BY:
ANSHU SETHIA
DEEPIKA SHARMA
RITIKA GUPTA
SAURABH KUMAR
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The Times of India is ranked amongst the 6th
best newspapers in the world.
Owned and published by: Bennett, Coleman
& C0. LtdFounded in 1838, TOI completely passed intoIndian hands in 1946
It has continuously reinvented itself torepresent the aspirations of India
At present The Times group has TOI, ET,Navbharat Times, Sandhya Times,Maharashtra Times, Femina and Filmfare
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Readers(Main audience of TOI- youth)
They want it to elevate the mind and spirit,create taste and educate them. The youth
wants varietyAdvertisers
To get the value for every rupee they invest
Society as a whole
They want the newspaper to serve the largerinterests of the common good and choosingto set trends which will better the society.
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Business needs Society and Society
needs Business.
Print media being the most pervasive and
penetrative, can be used as a tool for CSRinitiatives.
Times of India, being no. 1 in the print
media world has all the more responsibilityto be more responsive and contribute
towards the society.
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TOI has used its influence to improve
society, expose injustice and elevate the
disadvantaged.
The Times Of India Foundation to address
the developmental needs of the country.
Times Relief Fund set up in 1954.
Schools for journalism and marketing
Newspaper in education.
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Bhartiya Gyanpith for promotion of ancient
Indian culture.
Gyanpith AwardOttaplakkal Nambiyadikkal Velu Kurup (OMV),
a renowned Malayalam poet 2011 winner
Femina Little Princess Foundation
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The Times Foundation
Teach India Campaign
Lead India Campaign
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CAMPAIGN PAPERS
Traditional role of recording &reporting
Followed up by analysis as the
secondary role.
CHANGE AGENT
Sensitive to issues&highlighting them
Help in enhancing the CSRamong the operators
Follow independent journalism
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Activities such as involvement with thelocal community are ideal opportunitiesto generate positive press coverage.
CSR activities can make TOI more
competitive and can reduce the risk ofsudden damage to its reputation. Corporate social responsibility is not
simply about moral philosophy, it isalso strongly connected to the long-term future of a business.
Benefits to thecompany
By acting as a Social Editor, socialissues like corruption, nepotism,harassment of woman, etc can bebought forward into limelight.
Readers would be more liberated andcan voice their opinions. Though its business columns, it can
educate corporates of their socialresponsibilities as well.
Benefits to thecommunity
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STRENGTHS
* One of the oldest newspapers (1838)
* Ranks 1st in circulation in India and ranked amongst 6best in world
* Rich supplements
* Strong supporting publications: ET, NT, Femina,Filmfare
*
Launches pioneering ad campaigns* A proactive brand (Invitation Pricing)
* Competitive Advantage: Technology
* Firm beliefs & phylosophy (Response, Editorial)
WEAKNESSES
* Lying more stress on trivia than the main news
* Late in covering useful news for competitive students
* Concentrating more on profits and increasingreadership
* Gaps in what they profess and actually do
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Change for the better not for the trivial
There is a definite need for clarity on CSR aspectsto be trickled down the organization
The smoke signals from the outside world shouldbe seen as an opportunity to assess themcarefully in the context of future
This calls for aligning their business strategy withthe CSR strategy. There cant be a stand aloneCSR strategy
Not to indulge in mud slinging ad campaigns. TOIshould remain what it used to be : A Pioneer!