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Project onBusiness Process Reengineering

InEntertainment Industry

Submitted to:Prof.Vignesh Vaidyanathan

Submitted by:Prashant B.Gawai

Roll.no:17Raajiv Gandhi College of Management Studies, Ghansoli, New Mumbai

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INTRODUCTIONBusiness Process Re-engineering means identification of new and alternativeapproaches to performing business activities. The analysis of business processes,including recognition of the potential for automation of the processes, assessment

of the costs and potential benefits of the new approaches considered and, where

appropriate, management of change and assistance with implementation. It could

therefore be described as a "process optimization process." It is argued that BPRE

enables organizations to be more efficient, more effective and more capable of

change than a functionally focused, traditional hierarchical management

approach.

Although the initial focus of BPRE was on the automation of business processes

with the use of information technology, it has since been extended to integrate

human-driven processes in which human interaction takes place in series or

parallel with the use of technology.

For example (in workflowsystems), when individual steps in the business

process require human intuition or judgment to be performed, these steps are

assigned to appropriate members within the organization Because BPRE allows

organizations to abstract business process from technology infrastructure, it goes

far beyond automating business processes (software) or solving business

problems (suite).

BPRE enables business to respond to changing consumer, market, and regulatory

demands faster than competitors - creating competitive advantage.

Most recently, technology has allowed the coupling of BPRE to other

methodologies, such as SixSigma. BPRE tools now allow the user to:

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Define - baseline the process or the process improvement Model - Simulate the change to the process. Analyze - Compare the various simulations to determine an optimalimprovement

Improve - Select and implement the improvement Control - Deploy this implementation and by use of User defined dashboardsmonitor the improvement in real time and feed the performance information

back into the simulation model in preparation for the next improvement

iteration.The Indian entertainment and media industry has outperformed the Indian

economy and is one of the fastest growing sectors in India. The E&M industry

generally tends to grow faster when the economy is expanding. The Indian

economy has been growing at a fast clip over the last few years, and the income

levels too have been experiencing a high growth rate. Above that, a consumer

spending is also on the rise, due to sustainable increase in disposable incomes,brought about by reduction in personal income tax over the last decade. All these

have given an impetus to the E&M industry and are likely to contribute to the

growth of this industry in the future.

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BPRE in Entertainment & Media IndustryAs the Indian economy is continuously growing, so it has provided an

incremental growth to the other segment of the industry. In this contextentertainment industry is one if them; Advancement of IT and its Implementation

in entertainment industry had shown a tremendous growth in the sector, it had

also increased the competition also among the different players.

Creative people and their processes play a prominent role in business processes as

organizations seek to deploy the merits of business process management to more

than just the set of transactional processes. Product development and marketing

campaigns are just two examples of such creativity-intensive processes that

increasingly find their way into the agenda of process managers. Besides this,

there are entire and quickly growing industries designed around creative

processes, with the entertainment industry being the most prominent example of

a creative industry. Whether as a key process in the creative industries or as a

complementary process in non-creative industries, creativity-intensive processes

have one element in common: they consist ofpockets of creativity . A pocket ofcreativity is a subset of a business process in which the input of creative

personality is required to solve a creative task. Even more, these

pockets of creativity are sections where the organization distinguishes itself from

competitors, creates innovation, and gains competitive advantages.

It is important to note that creative processes often are not necessarily processes

that occur only once, like the design phase of a new product. They actually might

be executed quite frequently.

Lets consider a visual effects company producing hundreds of frames and

animation sequences per year. Every sequence may involve highly creative acts

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involving divergent thinking. Although a particular task (designing a skeleton,

designing movements) may seem straightforward to the observer, it actually is a

highly creative task and may massively impact the outcome of the overall

business process. The notion of pockets of creativity helps to pinpoint those

process parts that have high requirements regarding creativity management

while the remaining parts of a process could be approached by conventional

BPRE wisdom.

we introduce the notion of creativity-intensive processes as a subtype of

knowledge-intensive processes that are characterized by the involvement of

creative people who produce creative products, often largely depending ondivergent thinking. Creativity-intensive processes involve pockets of creativity

that are crucial elements of business processes directly related to an

organizations success and innovativeness and can lead to particular problems

the process owner is facing.

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APPLICATION OF BPRE IN THE ENTERTAINMENT INDUSTRYMedia IndustryThe media industry had always played a vital role to connect with the common

man, in the earlier days when Britishers had ruled India , the Indian press had

taken the opportunity to aware all the Indians regarding the movements. As the

time passes innovations taken place in every stage, first the newspapers were

printed in black & white, but currently the newspapers were printed in color.

As the market is growing there is having a huge potential, which had invited the

other players to take part in the sectors. Now many newspapers in different

languages had captured the market regionally. Some of them are DanikBhaskar,

Amar Ujala, Punjab Kesri, Nayi Duniya, and Navbharat Times and English

newspaper Times of India, The Hindu, The Chronicle, Hindustaan Times. The

Statesman, Indian Express

Advancement in IT had greatly influenced the media sector, previously through

photos only the replaced by Private news channel. Now news updating can be

flashed in an hour if a happening is there. Some of the private news channel are

Aaj Tak, NDTV, Times Now, Tez, Star news, zee News and some of the local News

channels.

ADVERTISEMENT INDUSTRYIn the world of marketing practice, there is no question that the information

revolution has had an impact on various marketing activities such as, channels of

distribution, networking of global markets, product design std new product

development, customer data management, home shopping, home banking, real

time manufacturing and marketing, to name a few. New information

technologies have been introduced into the home successfully e.g. the answering

machine and the fax - paving the way for similar introductions. New electronic

services are also becoming available, video-on-demand, home shopping, home

banking, and home financial manage. As a result of cross-ova technologies, we

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find that companies are leaving their traditional business areas seeking

unfamiliar territories for exploration. Apple (computers) is stow getting into

multimedia, AT&T (telecommunications) is getting into entertainment. Philips

(entertainment and consumer electronics) is now moving into smart homes, CBS(Broadcasting) is trying to move into haute shopping and so on.

MultimediaMultimedia refers to electronic data processing technology that can combine

several functions: text processing systems to format and prepare text documents:

text retrieval systems to find a document from a set of documents; database

management systems to store and retrieve a structured data; special systems to

handle animations, images, video ands sound. Usually, the access to such

technological functions involves a computer with telecommunication facilities

(telephone, cable TV). In the absence of a computer a television td can be used as

the main interface for accessing these various functions. From the technology side

the construction of multimedia requires an infrastructure that is at its very

elementary stages of development. This is the reason why the Information

superhighway has been proposed.

Multimedia resources ate very expensive to produce and require capital

expenditures that only an few organizations can make. They also require the

expertise of several disciplines. For example, in a smart home project now in

progress in Copenhagen, Denmark, over a hundred companies are involved. They

requite highly specialized tools. Systems that integrate various multimedia

functions ate still under development. but the technology is moving very fast.

Current status of the industry and its growth potentialThe Indian economy continues to perform strongly and one of the key sectors that

benefits from this fast economic growth is the E&M industry. This is because the

E&M industry is a cyclical industry that grows faster when the economy is

expanding. It also grows faster than the nominal GDP during all phases of

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economic activity due to its income elasticity wherein when incomes rise, more

resources get spent on leisure and entertainment and less on necessities. Further,

consumption spending itself is increasing due to rising disposable incomes on

account of sustained growth in income levels, and this also builds the case for astrong bullish growth in the sector.

The size of E&M in India is currently estimated at INR 353 billion and is expected

to grow at a compounded annual growth rate of 19 percent over the next five

years.

The television industry continues to dominate the E&M industry by garnering a

share of over 42 percent, which is expected to increase by a further 9 percent to

reach about 51 percent. The share of the film industry, which currently stands at

19 percent, is not expected to change materially over the next five years. Print

media, which stands at over 31 percent, is projected to lose some of its share in

favor of the emerging segments.

TelevisionSubscription revenues are projected to be the key growth driver for the Indian

television industry over the next five years. Subscription revenues will increase

both from the number of pay TV homes as well as increased subscription rates.

The buoyancy of the Indian economy will drive the homes, both in rural and

urban (second TV set homes) areas to buy televisions and subscribe for the pay

services. New distribution platforms like DTH and IPTV will only increase the

subscriber base and push up the subscription revenues.

Filmed entertainmentIndians love to watch movies. And advancements in technology are helping the

Indian film industry in all the spheresfilm production, film exhibition and

marketing. The industry is increasingly getting more corporatised. Several film

production, distribution and exhibition companies are coming out with public

issues. More theatres across the country are getting upgraded to multiplexes and

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initiatives to set up more digital cinema halls in the country are already

underway. This will not only improve the quality of prints and thereby make film

viewing a more pleasurable experience, but also reduce piracy of prints.

Print mediaA booming Indian economy, growing need for content and government initiatives

that have opened up the sector to foreign investment are driving growth in the

print media. With the literate population on the rise, more people in rural and

urban areas are reading newspapers and magazines today. Also, there is more

interest in India amongst the global investor community.

This leads to demand for more Indian content from India. Foreign media too is

evincing interest in investing in Indian publications. And the internet today offers

a new avenue to generate more advertising revenues.

RadioThe cheapest and oldest form of entertainment in the country, which was hitherto

dominated by the AIR, is going to witness a sea-change very shortly. In 2005, the

government opened up the sector to foreign investmentand this is the key

factor that will drive growth in this sector. As many as 338 licences are being

given out by the Indian government for FM radio channels in 91 big and small

towns and cities. This deluge of radio stations will result in rising need for

content and professionals. New concepts like satellite, internet and community

radio have also begun to hit the market. Increasingly, radio is making a comeback

in the lifestyles of Indians.

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Live entertainmentThis segment of the entertainment industry, also known as event management, is

growing at a fast and steady rate. While this industry is still evolving, Indian

event managers have clearly demonstrated their capabilities in successfullymanaging several mega national and international events over the past few years.

In fact, event managers are also developing properties around events. The

growing number of Reality shows, corporate awards, television and sports events

are helping this sector. With rising incomes, people are also spending more on

wedding, parties and other personal functions. However, issues like high

entertainment taxes in certain states, lack of world class infrastructure and the

unorganised nature of most event management companies, continue to

somewhat check the potential growth in this segment of the industry.

Out-of-home advertisingOutdoor media sites in India are predominantly owned or operated by small,

local players and are typically, directly marketed by them to advertisers and

advertising agencies. However, this segment too is witnessing a sea-change with

technological innovations. Growing billboard advertising is fuelled by

technologies such as light-emitting diode (LED) video billboard. This is a segment

that is seeing interesting technological innovations across the world and is likely

to evolve in India too in the short-term.

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Event management is the application of project management to the creation anddevelopment of festivals, events and conferences. Event management involves

studying the intricacies of the brand, identifying the target audience, devising the

event concept, planning the logistics and coordinating the technical aspectsbefore actually executing the modalities of the proposed event. Post-event

analysis and ensuring a return on investment have become significant drivers for

the event industry.

The recent growth of festivals and events as an industry around the world means

that the management can no longer be ad hoc. Events and festivals, such as the

Asian Games, have a large impact on their communities and, in some cases, the

whole country. Many industries, charitable organizations, and interest groups

will hold events of some size in order to market themselves, build business

relationships, raise money or celebrate.

Event management is considered one of the strategic marketing and

communication tools by companies of all sizes. From product launches to press

conferences, companies create promotional events to help them communicate

with clients and potential clients. They might target their audience by using the

news media, hoping to generate media coverage which will reach thousands or

millions of people. They can also invite their audience to their events and reach

them at the actual event.

Event management companies and organizations service a variety of areas

including corporate events (product launches, press conferences, corporate

meetings and conferences), marketing programs (road shows, grand opening

events), and special corporate hospitality events like concerts, award ceremonies,

film premieres, launch/release parties, fashion shows, commercial events, private

(personal) events such as weddings and bar mitzvahs. Clients hire event

management companies to handle a specific scope of services for the given event,

which at its maximum may include all creative, technical and logistical elements

of the event. (Or just a subset of these, depending on the client's needs, expertise

and budget).

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CONCLUSIONCreativity is not only the prerequisite for innovation and, thus, a core competitive

factor in contemporary organizations. Creativity influences business processesand the way we conduct business process management. We have described

typical scenarios in which creativity impacts business processes and their

management. Moreover, we have presented exemplary strategies and actions that

organizations apply to deal with the phenomenon of creativity to enhance

process performance and quality of creative products. We believe it is both

relevant and timely to take a closer look at the role that creativity plays within

business processes and how it can be managed. Existent modeling techniques,software tools and management practices may support

some of the important aspects in this context. However, until now there is no

comprehensive approach on how to manage creativity from a business process

perspective. With this paper we would like to set the baseline for a discussion on

the notion of the creativity-intensive process. The Indian entertainment and

media industry today has everything going for it - be it regulations that allow

foreign investment, the impetus from the economy, the digital lifestyle andspending habits of the consumers and the opportunities thrown open by the

advancements in technology.

All it has to do is to cash in on the growth potential and the opportunities. The

government, on its part, needs to play a more active role in sorting out policy-

related impediments to growth. The industry needs to fight all roadblocks- such

as piracy- in a concerted manner, while churning out high-quality, world class

end products. The entertainment and media industry has all that it takes to be a

star performer of the Indian economy.