Maurya Presentation

A name synonymous with

‘Content with power ’

A name steeped in social and political renaissance

A name acclaimed by critics and populists…

Presenting PRAKASH JHA’s new vision

A channel which is a revolution

A news and entertainment channel

A first of its kind in India

Raison d’etre Maurya

Prakash Jha being born in West Champaran, Bihar and his passion for Political and socio political genre launched Maurya to provide fast, localized, entertaining and relevant content to the viewers of Bihar, Jharkhand, Uttarakhand and Uttar Pradesh

Beating competition in just 11 months of launch…

Already 3.4 times the share of Aaj Tak

2.1 times the size of India TV

Is way ahead of Bindass/ Sahara One and Star Utsav

Is already reached 83% size of Star One

Maurya has defined its own Prime-time, with virtually no competition

It controls the first media engagement of the day,

even before the daily newspaper

And Maurya…

comes to you at a low CPRP

Overview to Maurya…

Maurya is a news and entertainment channel

It is by the people, for the people and of the people of Bihar

The only channel which is based out of Bihar (headquartered in Patna)

It has the highest ratio of local news/ current affair of Bihar & Jharkhand as compared to any other national or regional channel (70:30)

Its entertainment content is enhanced by content rich soaps like Bahubali, Chalte Chalte, Musafir Jayega kahan, etc

Maurya distribution and coverage

Maurya is available in the prime-band across Bihar and Jharkhand

It is continuously enhancing its distribution for better coverage in the rural areas

To cover deep down the markets of Bihar and Jharkhand it is currently focusing on building its distribution through the cable operators

In fact recently it has achieved its objective of being the first regional channel to be beamed by cable operators

Maurya will also be available soon through DTH platforms

Maurya is currently increasing footprints to cover entire UP

Bihar

JHARKHAND

UTTAR PRADESH

Maurya Programming

Maurya has the highest number of reporters and OB Vans in Bihar & Jharkhand as compared to any other national or regional news channel. The programming being…

Morning & Late morning: The people of Bihar & Jharkhand wake with Khabar6 Bajiya (the first news bulletin of the day) and the audience trickles down to Garam Chai at 7 am which is news + entertainment program. Mornings on Maurya is a mix of news and current affairs sprinkled with entertainment and sports

Afternoon: News + light hearted programs targeting the housewives like Total Filmi/ Saas Bahu and repeats of primetime serials

Evening & Primetime: Back to news starting with Bihar Reporter at 7 pm. Followed by Maurya at 8 pm (current affairs). Key channel driver serials at 9 pm like Bahubali, Dil ki Baat and Chalte Chalte which helps keep the audience glued to Maurya right till late at night with a mix of news, current affairs & entertainment channel clipping

The current and upcoming channel drivers

Bahubali Sunaina Mungerilal ke haseen sapne

channel clipping

The growth story and numbers

GRP’s

Maurya: Average weekly GRPs – Quarter-wise

Consistent growth of the channel from its launch in Feb ’10.Opportunity for brands to tie in an annual deal at lower rates in a high growth channel

4

11

2829

37

0

5

10

15

20

25

30

35

40

Jan - Mar Apr - Jun July-Sep Oct-Dec Jan'11

Maurya - GRPS

Source: TAM Market : Bihar 1mn+

TG:AA,15+ yrs+ SEC : ABC, CS hhsJan ‘11: Wk1 & 2; 26th Dec ’10 – 8th Jan ‘11

Zee News2%

DD News3%

Star News20%

TEZ15%

India TV8%

News 248%

Live India6%

NDTV India5% Aaj Tak

5%

Maurya17%IBN 7

11%

News ‘Channel Shares’ in Bihar : Maurya Vs National Hindi news

Maurya ranks as # 2 channel when compared to national news in Bihar3.4 times the share of Aaj Tak, 2.1 times India TV


TG:AA,15+ yrs+ SEC : ABC, CS hhsPeriod: Wk1 & 2; 26th Dec ’10 – 8th Jan ‘11

GRP’s



37

49

45

1715

2

0

15

30

45

Maurya Sab Star One Bindass Sahara One Star Utsav

Maurya Sab Star One Bindass Sahara One Star Utsav

Maurya Vs Key GEC 2 channels

Maurya is already 83% size of Star One and 76% of Sab TVIt is way ahead of Bindass/ Sahara One and Star Utsav

Target Audience Profiling: Mauya Vs Mahuaa TV

Maurya profile matches with Videocon demographics.Maurya skewed towards Males; upper SEC and younger audiences Vs Mahuaa skew is towards Females and older age groups

Source: TAMMarket : Bihar 1mn+

Period : 26dec-8jan’11

Channels ==> Maurya Mahuaa TVBihar 1mn+ GRPs Index GRPs Index4 + Yrs 28 102

Males 33 121 97 94Females 20 73 109 107

15-24 yrs 34 124 93 9125-44 yrs 27 97 127 12445+yrs 32 116 152 148

SEC A 56 202 112 109SEC B 20 74 176 172SEC C 19 69 55 54SEC D/E 14 51 42 41

0

3

6

9

Morning Late Morning Aftrnoon Early Prime Prime

Maurya Star News TEZ Zee News India TV Live India IBN 7 Aaj Tak NDTV India

Morning : 05-08 hrs

Late Morning : 08-12 hrs

Afternoon : 12-1630 hrs

Early Prime : 1630-20 hrs

Prime : 20-24 hrs

Late Night : 24-5 hrs

Maurya : Lead channel in Morning and Prime

GRPs by day-part: Maurya Vs Key news channels

Maurya is leaps and bounds ahead of #2 channel in mornings and prime-time amongst key news channels



0

5

10

15

20

25

Morning Late Morning Aftrnoon Early Prime Prime

Maurya Bindass SAB Sahara One Star One Star Utsav

Morning : 05-08 hrs

Late Morning : 08-12 hrs

Afternoon : 12-1630 hrs

Early Prime : 1630-20 hrs

Prime : 20-24 hrs

Late Night : 24-5 hrs

Maurya : Lead channel in Morning and Prime

GRPs by day-part: Maurya Vs Key GEC2 channels

Maurya is again the lead channel in mornings and prime-time as compared to key GEC 2 channels



Maurya News – Time-band wise TVR’s (Morning)

Maurya is the first engagement that the audience has (early morning slot), it catches the audience in a fresh state-of-mind. Starts getting viewer-ship at 5 am in the morning at peaks at Bihar6bajiye at 6 am

Opportunity for brand to interact with audience even before they read the newspaper

0.0

0.3

0.6

0.9

1.2

1.5

5:00

5:30

6:00

6:30

7:00

7:30

8:00

8:30

9:00

9:30

Maurya TVRs



Top 10 Programs in Maurya Vs key news channels

In the same time-band, 10 out of 12 programs in Maurya deliver highest TVRs as compared to any other news channel in Bihar



MauryaProgrammes Time Band Aaj Tak IBN 7 India TV Live India Maurya NDTV India News 24 Star News TEZ Zee NewsMaurya 8 PM II 20:30 0.05 0.16 0.07 0.03 0.49 0.05 0.21 0.08 0.09 0.00Bahubali 21:00 0.04 0.41 0.21 0.27 0.41 0.06 0.14 0.14 0.23 0.02Maurya 8 PM I 20:00 0.05 0.27 0.13 0.06 0.32 0.11 0.19 0.05 0.13 0.03Law & Order (Live) 21:30 0.09 0.42 0.20 0.13 0.29 0.36 0.21 0.16 0.43 0.05News/ Hum Sab 11:00 0.07 0.06 0.01 0.03 0.27 0.00 0.01 0.02 0.11 0.00Bihar Reporter 19:00 0.01 0.04 0.06 0.05 0.25 0.01 0.09 0.09 0.07 0.05Serials 13:30 0.04 0.03 0.09 0.04 0.21 0.04 0.04 0.13 0.09 0.02News of Jharkhand 19:30 0.03 0.23 0.08 0.06 0.19 0.03 0.08 0.17 0.13 0.07Total Filmi 12:30 0.00 0.04 0.05 0.02 0.19 0.02 0.09 0.08 0.13 0.03Jurm ka Jaal R 10:30 0.04 0.10 0.12 0.03 0.18 0.00 0.00 0.02 0.02 0.01Khabar Dupahri 13:00 0.02 0.03 0.03 0.01 0.18 0.01 0.04 0.05 0.14 0.00Khabar 6 Bajiya 6:00 0.00 0.00 0.00 0.01 0.17 0.01 0.03 0.01 0.08 0.00

Avg TVR

Top 10 Programs in Maurya Vs key GEC 2 channels

In the same time-band, 5 out of 12 programs in Maurya deliver highest TVRs as compared to any other GEC 2 channel in Bihar



MauryaProgrammes Time Band Bindass Maurya SAB Sahara One Star One Star UtsavMaurya 8 PM II 20:30 0.04 0.49 0.74 0.00 0.12 0.00Bahubali 21:00 0.01 0.41 0.11 0.05 0.05 0.00Maurya 8 PM I 20:00 0.02 0.32 0.28 0.08 0.05 0.00Law & Order (Live) 21:30 0.01 0.29 0.08 0.02 0.08 0.00News/ Hum Sab 11:00 0.15 0.27 0.28 0.02 0.07 0.00Bihar Reporter 19:00 0.31 0.25 0.15 0.04 0.11 0.03Serials 13:30 0.05 0.21 0.42 0.07 0.55 0.00News of Jharkhand 19:30 0.14 0.19 0.18 0.07 0.11 0.02Total Filmi 12:30 0.13 0.19 0.17 0.14 0.21 0.00Jurm ka Jaal R 10:30 0.17 0.18 0.19 0.08 0.06 0.00Khabar Dupahri 13:00 0.07 0.18 0.30 0.05 0.25 0.00Khabar 6 Bajiya 6:00 0.01 0.17 0.00 0.00 0.00 0.00

Avg TVR

Where does it fit in your TV plans?

Innovation possible on the channel

Aston Band Branding of “Maurya Special News” “Text headline” Branding / Water mark Branding of “Total Film” segment Branding of “Weather Report” Branding of “Sport Special” Branding of “Sensex report” Branding of “Saas Ki Chowk Bahu ka Tadka” programme

Thank-You

Maurya Presentation

Documents

Transcript of Maurya Presentation