News Channels Market

News Channels MarketProposal for Marketing & Branding for Hindi News Channel1Growth of the News SegmentEntry of Corporate Giants in the segment.Reasons for GrowthTechnological Advancements.Increase in disposable income.Shifting Interest of the Indian Viewers & also the increasing awareness.2What Indian Viewers Want?Indian viewers somehow are bored of usual unending family (Saas-Bahu) drama on different entertainment channels like : Star, Zee, Sony etc.Change is the phenomenon of life and so is the TV/Media industry & viewers looking for, which they find in news channels (as every day there is something new on it providing variety to all.)3continuedAccording to market survey, market-orientation & road-map of media planners, future of Indian TV lies in 3 terms:Live- Events.Realty Television.Interactive TV.News is very aggressive in terms of above 3, thus becoming the driver of broadcasting. Though, Realty TV is the main source of entertainment of the entertainment segment but news channels is the main driver/flagship of it.4Why investments in News Channels increasing?Information media is considered to be most powerful media & so is the News Channel.Liberal Investment/ FDI policies (26% FDI allowed in News segment) & Govt. Support to the segment. As many as 33 broadcasters have been given new licenses to beam channels especially on news and current affairs & several applications for the same are under process.Shift of interest of Indian viewers from other entertainment channels to News Channels.Increasing Revenue of the Hindi News Segment.

5 News Channels MarketThe number of news channels (on air) has gone up to in last few years. Of the total FDI inflow in Entertainment & Media, appx. 60% belongs to News segment only & rest belong to entertainment (sports, music etc.)Of the total ad revenue, English and Hindi news channels account for Rs. 1,217 crore. The ad revenue for new channel (news) is growing at a rate of 18-20% annually.But, still there is no vernacular news channels serving exclusive political, sports, business, lifestyle content....

6Relative Market Share (in %) of various Hindi News Channels

Aaj TakIndia TVStar NewsZee NewsIBN 7NDTV IndiaNews 24TEZSamay(Voice Of India) VOILive IndiaIndiaNews* Source: TAM- (TVR) Report, 34th week for HSM.

7Relative Market Share by various Hindi News ChannelsTotal Hindi News channels MarketThe top 7 Hindi News Channel (in total) contain appx.83.4% Share of the total HSM.The remaining share, i.e. appx. 16.5%, belong to other news channels such as: TEZ (Aaj Tak), VOI (Voice Of India), Samay, India News, etc.

8Market Share of other popular channelsThe above chart represent the share (in approximation) of other popular channels of the remaining (appx. 20%) HSM market.

9 Advertising in the industryThe no. of advertisers on TV grew by 29% in the span of 5 yrs.The no. of brands advertised by these advertisers grew more than 23% in last few years.

10News Channels & BrandingWhat is a Brand?

Brand is basically a name that refers to the product/service of a particular manufacturer/company/service provider & helps to differentiate them from the competitors.

11Why branding necessary?Branding can build stable, long-term demand for the channel amongst the viewers & the advertisers.Branding can add value to the services or the information provided by the channel.Branding can promote customer loyalty & strengthen the enduring relationship with the customers.Branding protects against the growing competition.Branding helps to differentiate from the aggressive competitors by strengthening the barriers to entry.

12How to develop a channel as a Brand?A Grand Launch of the Channel (incase of new channel).A proper visibility/reach of the channel.Qualitative programs & information.Cross-Channel Advertising, i.e., advertisement of a channel through other entertainment & news channels. For Instance:UTVi ( news channel) & Colors (an entertainment channel) have given ads on several other Entertainment & News channels to spread awareness among viewers.Regular PR Efforts by the channel.

13 continuedMassive Advertising through various other media be it print or mural media/ OOH (Out Of Home). For Example: Aaj Tak, Star News, News 24, Zee News, NDTV India etc. have been using other media too for their branding & promotion.Promotional programs/contests need to be done for branding.Promotion by the Specialists/Consultants (of various sectors like Finance, News etc.).Frequent participation in Conferences/ Seminars & Meetings.For Instance: All the top channels like IBN 7, Aaj Tak, NDTV India, Star News etc. have been doing the same to secure their places in market.

14Top Brands in HSM ( At Glance) The top 7 Hindi News Channels in the Hindi Speaking Market (HSM) are as follows:Aaj Tak.India TV.Star News.IBN 7.Zee News.NDTV India.News 24.

These 7 channels holds more than 80% of the HSM & rest belong to other channels.

Other Popular Hindi News Channels in Hindi Speaking Market (HSM) are :VOI( Voice Of India), India News, TEZ ( Aaj Tak), Samay, Live India, India News, etc. These channels together hold even less than 20% of the market share of HSM.

* Source: TAM- (TVR) Report, 34th week for HSM.

15Status Report of top Hindi News Channels.(Graph representing Reach) Day & Prime Time Day & Prime TimeIndia TV

Day & Prime TimeStar NewsAaj TakIBN 7Day & Prime TimeZee NewsDay & Prime TimeNDTV IndiaDay & Prime TimeNews 24Day & Prime Time* Source: TAM- (TVR) Report, 34th week for HSM.

16000140001200010000 8000Reach(in 000)1701111765151681007614600100201230476631231573461050763839599559616Status Report of top Hindi News Channels.(Graph representing Time Spending) Day & Prime Time Day & Prime TimeIndia TV

Day & Prime TimeStar NewsAaj TakIBN 7Day & Prime TimeZee NewsDay & Prime TimeNDTV IndiaDay & Prime TimeNews 24Day & Prime Time* Source: TAM- (TVR) Report, 34th week for HSM.

14:0011:0008:0005:00 02:00Time Spending(in MM:SS)12.4105.0811.4804.4611.2304.4806.5302.3607.2202.5204.5601.5704.4001.4117Status Report of top Hindi News Channels.(Graph representing TVR) Day & Prime Time Day & Prime TimeIndia TV

Day & Prime TimeStar NewsAaj TakIBN 7Day & Prime TimeZee NewsDay & Prime TimeNDTV IndiaDay & Prime TimeNews 24Day & Prime Time* Source: TAM- (TVR) Report, 34th week for HSM.

0.300.250.200.15 0.10TelevisionRating0.180.270.170.250.160.250.100.140.110.150.070.100.070.0918Current Scenario & Status Report for Top Hindi News Channels.Aaj Tak stands on top in both Day Part & Prime Time in Hindi Speaking Market.India TV & Star News stand on 2nd & 3rd position in both Day & Prime time in HSM. Zee News in Day Part & IBN 7 in Prime Time is on the 4th position in HSM.IBN 7 in Day Part & Zee News in Prime Time stand on the 5th position in HSM.NDTV India & News 24 remains on 6th & 7th position in both Day & Prime Time in HSM.

19Other Popular Hindi News Channels HSM(Graph representing Reach)Voice Of India (VOI)6775TEZ ( Aaj Tak) 7072India News 1813* Source: TAM- (TVR) Report, 34th week for Hindi Speaking Market.

Reach (in 000)Live India 6760Samay 8606200040006000800010,0004183Day & Prime TimeDay & Prime TimeDay & Prime TimeDay & Prime TimeDay & Prime Time51204200377193320Other Popular Hindi News Channels HSM(Graph representing Time Spending)Voice Of India (VOI)03.02TEZ ( Aaj Tak) 03.20India News 00.33* Source: TAM- (TVR) Report, 34th week for Hindi Speaking Market.

Time Spending (in MM:SS)Live India 02.28 Samay 03.5800.3001:3002:3003:3004:3001.12Day & Prime TimeDay & Prime TimeDay & Prime TimeDay & Prime TimeDay & Prime Time01.2301.0900.5100.1121Other Popular Hindi News Channels HSM(Graph representing TVR)Voice Of India (VOI)TEZ ( Aaj Tak)India News* Source: TAM- (TVR) Report, 34th week for Hindi Speaking Market.

Television RatingLive IndiaSamay0.020.050.080.110.140.06Day & Prime TimeDay & Prime TimeDay & Prime TimeDay & Prime TimeDay & Prime Time0.070.060.050.010.060.050.040.040.0122Thank YouPrepared By :Parul Gupta23Chart40.270.250.180.160.10.04

Sheet1TEZ27%Samay25%VOI18%Live India16%India News10%Others4%

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