Netv' Marketing Strategy

2009

ANKITA ROY

[NE TV]

01/09/2009

MARKETING STRATEGY “NE TV”

Marketing Strategy on NETV

INDEX

Sr. No. Topic Page No.1. Synopsis 1

2. Introduction 2

3. Summary 5

4. Data analysis 6

5. Competitor’s 29

6. NETV’s strategy 31

7. Research Method 33

8. Product Life Cycle 36

9. Recommendation 38

10. Limitation 40

11. Conclusion 41

12. Questionnaire 42

13. Bibliography 47

DECLARATION

This project report on “Marketing Strategy of NE TV” in NE TV, ASSAM is submitted by me for the

partial fulfillment of the course of M.B.A from Times Business School, Delhi.

This is an original work done by me except the guidance received which has been properly

acknowledged in the report.This is not the copy of any other report or any part

of it hasn’t been submitted for the award of any degree or diploma.

ANKITA ROY

Times Business School, Delhi.

ACKNOWLEGEMENT

I would like to acknowledge and extend my heartfelt gratitude to the following persons who have made the completion of this Project Report

possible:

Our Director, Mr. Nirmal Singh,for giving me this enlightening opportunity.

Mr. Surojit Dey, G.M. NETV for the help and inspiration he extended.

My family and friends for support and encouragement.

And to God, who made all things possible.


SYNOPSIS

THE LAUNCH

NETV is the first private satellite television channel to connect, network and telecast live in a region registering the

fastest growth in India. The yet unexplored Northeast India is the culminating point of over 200 tries from the eight states of Assam, Arunachal Pradesh, Meghalya, Mizoram, Tripur and Sikkim- a land teeming with variety. NETV has its Head Office in Guwahati, with

TV bureaus located in all state capitals in the region.

We wanted to stick to a topic which would come to no one’s mind easily thus leading us to have a unique topic and this is how we

decided on NETV.

The project will be focusing on the introduction of a channel broadcasted in 18 different channels i.e. NETV. It will also be discussing about strategies adopted by NETV on entering the

market of general entertainment space. The channel started airing on television screens from March 16th, 2004.

Apart from discussing about the channel and its programming the project will also highlight about its relation with its other

competitors like News Live and DY 365.

The project will also talk about the Product Life Cycle (PLC) Stages and will place NETV on one of its stages. It will highlight a

particular stage and explain it in brief.

Along with this the project will also talk about strategies adopted by NETV and the based on the project we will further suggest Competitive Strategies to remain in the same genre.

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INTRODUCTION

NE TELEVISION NETWORK PROFILE

POSITIV Television Private Ltd. – an unparallel brand name in the Northeast- was launched in 2003.

POSITIV Television already boasts of operating several firsts in the country. It is the company with the first private teleport in the North-East or for that matter any sensitive area of India. It runs several private satellite television channels- the first being NE TV – based in Guwahati, but a deep penetrating of all the states of North-East India; connected to every nook and corner of the region with fiber optics, VSAT links and own DSNG vans. NE Hi Fi is the region’s popular entertainment channel that promotes the culture and music of the entire North-East India.

POSITIV Television Media’s presence has grown from Guwahati with bureaus in over two dozen cities of North-East India, t now a national presence with offices and studios in Delhi, Mumbai, Kolkata, Hyderabad, Patna, Ranchi, Varanasi and many more cities. POSITIV Television has affiliated offices and studios in London and Los Angeles as well.

The group also runs a private FM Radio network called Radio Ooo La La. Radio Ooo La La caters to Guwahati, Shillong, Agartala and Itanagar.

In 2007, the television channel NE-Bangla was launched, to cater to the East and North-East Indian Audiences in Bangla. The channel has emerged as one of the top 5 channels in the region within a record period of time.

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NE TV, NE Hi Fi and NE Bangla are also a broadcast affiliate of Turner International.

Today, POSITIV Television Media boasts of satellite, cable and internet carriage in more than 1 crore (10 million) homes in India alone, besides tens of thousands of expatriates and others watching NE TV, NE Hi Fi and NE Bangla real-time as broadband Internet bassed live stream worldwide. NE TV is today the largest and leading single platform for advertisers in the Northeast. There is no other media, pro=int or television, in this region which can boast of an overwhelming statistic, connecting pretty much the entire North-East Indian television audience, i.e. 4.2 million homes.

India takes pride in her women. Respect the fact that history is replete with the vital role of women in every aspect. And that a woman, with her beauty and brains, is the backbone of every family. India stands head and shoulders above the rest of the world in placing women in top positions; be it at home, or in posts of authority and power. With this philosophy, the concept of Asia’s first news and current affairs channel on women, with a focus on Women’s Empowerment across the world, took shape; and Focus TV came into existence.

Focus TV is an international channel, launched under the aegis of the company M3 Media Pvt. Ltd. It is a 24x7 news, current affairs and infotainment channel in Hindi, English, focusing on Women’s Empowerment across the world. The company ha sits own private teleport at its Noida Studio. This Channel will be carried by the leading DTH platforms and will reach viewers all over the country and several other parts of the world very soon.

3Marketing Strategy on NETV

NE TELEVISION NETWORK PROFILE

HAMAR TV was launched under the aegis of the company HAMAR Television Network Pvt. Ltd. Hamar TV is a multi-lingual channel…and as the name suggests, its primary language is Bhojpuri. This one of its kind, news, current affairs and infotainment channel will also have elements of Angika, Maithali and other dialects of the region.

It is a well known fact that Bhojpuri is spoken in all six continents. The channel targets a niche audience from the eastern part of the country, as well as those who originally hail from the region, residng in other parts of India as well as abroad. In India itself, the channel caters to a population of over 18 crore.

Ever since its launch, lakhs of people hane commented on how endearing it is to hear news in Bhojpuri. Besides news, the channel offers a host of musical shows, recitations of local poetry and thus bringing alive the culture of the region.

HY TV has been floated under the banner HY Media and Entertainment Pvt. Ltd. and has been launched to cater to cosmopolitan people residing in South India. HY TV is a news, current affairs and infotainment channel in Hindi, English and Urdu.

In the coming years, the group plans to grow to become a media house with a gamut of channels catering to every segment and niche of society, and make its presence felt all across India and the world. With the Teleport facility for 16 channels from Noida office

of Positive Television, there are plans to launch a bouquet of channels in the future including a business channel, a shopping channel and a channel catering to the Sindhi population. The launches of their three new channels are just stepping stones and a glimpse of their expansion plans and forays, which will make us a media power house very soon.

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SUMMARY

Northeast Television is the first private satellite channel of northeastern India which covers and connects all the eight states of the region. NETV is also the first earth station and teleport of the northeast. Equipped with three state of the art studios with uplink facility from Guwahati, Northeast Television has already become the undisputed leader of top-notch entertainment and news in this region.

Northeast Television is far more popular than the state-owned media in the northeastern region. As NETV is a satellite-carried and cable-distributed channel, it is present in 42 lakh homes of the northeast already. We are not only present in every major city of the northeast, but also in the remotest of towns of the entire region. We are present even in the rural areas where the state media does not reach. This can be judged from any random sampling that can be done in any of the cities. Beaming off the prestigious global satellite INSAT 2 E, Northeast Television has a crystal clear signal with no distortions. Little

wonder then that the people here enjoy the fun and masti programs including a list of never-before musical extravaganzas. The channel has a mix of entertainment, news and current affairs in good proportion. The channel’s forte remains upscale and well-created entertainment shows like Just Dial, Movie Magic Movie Masti, Jonaki Jonaki Geet, Quiz, comedy serials, game shows, family serials, popular astrology shows etc.

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NAME OF SATELLITE INSAT 2E satellite (APR 1) at 83° E

DOWNLINK FREQUENCY 3620.25 MHz

DOWNLINK POLARISATION VERTICAL

SYMBOL RATE 3.333 MS/S

FEC ¾

SIGNAL TYPE Digital, Free to air

TECHNICAL SPECIFICATIONS

NE Television is carried on under the following coordinates:

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ENTERTAINMENT

NE Hi Fi

NE Hi Fi is the first and only 24 hours Entertainment Channel which covers the entire Northeast region. It is the only channel that broadcasts, promotes and projects the culture, tradition, folk and commercial entertainment of the eight states of the northeastern region while serving the local population with the premium global and Indian infotainment.

Northeast Hi Fi (NE Hi Fi) channel unravels, explores and embodies the culture, the colors, the spirit, the sounds and the enigma of a pristine region of India. NE Hi Fi serves to bridge the gap by truly bringing out a rich tapestry and diversity of the Northeast region with its eight states, providing a taste hitherto unknown to India and the world.NE Hi Fi delves into the traditional and cultural beauty of the Northeast on the one hand, while bringing to its viewers the evolving music and entertainment from India and the rest of the world in the tradition of the growing and dynamic Positiv Television Networks Group.

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The channel has launched shows like

KHISIRI – a comedy show MITAR TITAH MITHA – a comedy serial NAM THOLU MADHUCHANDRIKA – a social drama ARADHANA – a programme on devotional songs HOT LINE EXPRESS – a phone based music show MURDER- a detective serial POP LIFE- clippings from Hollywood SORAPHUL BUTALI- an Assamese serial

Naach Challenge 2009 is the on-going popular dance competition on the channel.

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RADIO Ooo La La91.9 MHz

The NE Television Networks is all set to achieve another milestone and revolutionize the regional entertainment market with the impending launch of the first four (4) private FM radio stations in the region.

‘Radio Ooo La La’ – a very peppy name in line with the FM wave that’s sweeping India – will change the landscape and airwaves in the region. The Guwahati based parent company of NE Television Networks, Positiv Radio, is considered a pioneer. Another group company, Positiv Television, holds the crown in bringing NE Television (NETV), now a 24 hour news channel that was launched in 2004, and NE Hi Fi, now a 24 hour entertainment channel launched in 2006. The two TV stations dominate the market that spans eight (8) states of the Northeast India and are considered unparalleled in their monopoly of the regional viewers unlike any other regional or national channels in the entire country.


The region was bereft of at least popular, mass entertainment in the absence of any quality television and radio programming until the advent of NETV. The television channel started as a general entertainment network and in less than 3 years the group has diversified into splitting the channel into a multi-lingual round-the-clock news station with bulletins in 11 local languages as well as a special mass entertainment and infotainment channel. On the heels of this success came the group’s winning bid to run 4 FM radio stations across the

region. The diversified group now aims at creating a national presence in television and radio sometime in not too distant a future.

Private FM radio in India had been limited to the major metros for the last five years because of government policy to gradually deregulate the powerful and stupendously growing media industry that portends to create socio-political and financial impact. The Indian government embarked upon a much bigger program to usher in FM nationwide — over 300 radio frequencies (read: stations) having been allotted in 91 cities. Apart from Guwahati in the biggest and most populous state of Assam, FM radio stations now operates in three (3) other large capitals of different states – Shillong, Itanagar and Agartala.

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Radio Ooo La La’ is magic to the ears of residents of small towns in the Northeast who were confined thus far to pretty much the national news and programs produced and broadcast by the government’s All India Radio and only over amplitude modulated (AM) signals. Positiv Radio promoters are confident that Radio Ooo La La will ‘rock the Northeast.’

Radio Ooo La La is set to usher in a programming revolution. A new government policy on FM radio makes the business viable and a lot more variety in the content is expected. Music, talk, issue based programming, requests for popular songs, sports news etcetera will definitely get millions of ears. Radio Ooo La La management feels that the stations will provide the region also with a much needed platform – regional and local - to discuss and highlight issues of need, urgency and significance.

Positiv Radio has deployed world class equipment and instrumentation to ensure that the dynamic and stereophonic sounds emanating from the first of the FM Radio stations in the Northeast bring pure and lovely sound to regional listeners. Producers, jockeys, talk show hosts and others are being hired to create and disseminate ‘a whole lot of dynamic content.’

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THE TIE – UP

The Assamese daily Asomiya Pratidin has recently tied up with Satellite channels North East Television (NETV) and NE Hi-Fi, to improve the quality of the channels. The channel referred to it as a content sharing collaboration.

The tie up was affective from the 13th of july 2009.

In a joint press meet at NETV premises, the proprietor of Pratidin, Jayanta Baruah and chairman and director of NETV group Matang Sinh clarified that the channels have not been sold to Pratidin, and that the board of directors of the channel would also remain unchanged.

STRAIGHT FROM THE DIRECTOR’S MOUTH

“We are not going to sell our shares to the newspaper group. Our joint venture is part of the experimentations media organizations do to improve their quality and reach out to more people,”Mr. Matang Singh said.

“There was a rumor in the market that NETV has been taken over by Pratidin, which is not true. We are in the process of launching four additional television channels in future,” he added.

“Our collaboration is basically for news reports and editorial contents. Some internal changes might be done if needed,” mentioned Mr. Jayanta Baruah. But no conditions of the agreement between the two media groups were revealed.

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Recent Additions

The North-East TV Group successfully added one more television channel to its kitty with the launch of HY TV. The media conglomerate from the north east now has a bouquet of six channels under its banner, like NE TV, NE Bangla, NE Hi-fi apart from Hamar TV which is India’s first News & Current Affairs multi-lingual Bhojpuri Channel which was launched on March 7 and Focus TV Asia’s first 24x7 News & Current Affairs Channel for Women on the occasion of International Women’s Day on March 8 earlier this month.

HY TV has been floated under the banner of HY Media and Entertainment and has been launched to cater to the cosmopolitan people across the globe. HY TV is South India’s first multi-lingual global TV channel for News, current affairs and Infotainment and will be aired exclusively in English, Hindi and Urdu. While Hyderabad is the helm of affairs for the channel, it has bureaus in other southern cities like Bangalore, Chennai and Trivandrum.

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HY TV is headed by Director Rama Raju. He said that several news channels in Andhra Pradesh market are often known to sensationalize the news and HY TV has taken an oath to stay away from sensationalism of news. Apart from the regular news features, the channel has a basket full of infotainment programs, reality shows and travelogues.

Former Union Minister Matang Sinh, who is the Chairman and Managing Director of the North-East TV Group was present to grace the occasion at the HY TV headquarter in Hyderabad. Explaining the USP of HY TV, in an already cluttered news market, Mr. Sinh said, "Our strategy is to present responsible news while being creative in different languages like Hindi, English and Urdu. We focus on the problems of development, health, women and children, minorities, dalits and everything under the roof. We are here to solve the common man's woes and take it to the government."

He also said, "Many of the bureaucrats who are policy makers are non-Telugu's and they need to know the ground realities, and the HY TV Hindi and English bulletin is meant for them. The Urdu-speaking population also requires a dedicated news source about the Old City, which is a neglected area."

Group Assignment Head Gargee Bardoloi said that HY TV is the channel that will connect local people worldwide and will present its content in the most widely spoken languages of the country keeping intact the history, heritage and flavour of South India.

Also present on the occasion was Head Output, Mr. Anshul Shukla, Head Input Mr G Ramesh Rao, Chief of Bureau M N S Kumar, Head Marketing Krishna Mohan along with the entire team of HY TV.

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HAMAR TV unravels the history, the heritage, the color, the renditions, the glamour and the power of the Bhojpuri heritage. HAMAR TV is family news, current affairs and infotainment channel. The intent is to capture yet another glorious and important niche - a channel and a medium that will connect Bhojpuri people worldwide.Bhojpuri literature has always remained contemporary. It was more of a body of folklore with folk music and poems prevailing. Literature in written form started in the early twentieth century. During the British Raj of India, then known as the ‘Northern Frontier Province Language,’ Bhojpuri adopted a patriotic tone and after Independence it turned to community. In the later periods, following the low economic development of the Bhojpuri speaking region, the literary work is more skewed towards the human sentiments and struggles of life.India of the 21st millennium has ushered in a media revolution that emboldens peoples with media in their language and focusing on their needs and habitat. HAMAR TV captures an important regional language market - the Bhojpuri speaking people. Bhojpuri is not just the mother tongue but enshrines a heritage for many in Bihar, Jharkhand, Uttar Pradesh, Madhya

Pradesh, West Bengal and Delhi states of India, besides immigrants in countries such as Nepal, Mauritius and many countries spread through the 5 continents of the world that could number more than 10 crores ( 100 million). HAMAR TV, launched under the corporate Hamar Television Network Pvt. Ltd , marks yet another formidable foray into the powerful and growing regional television market by India’s premier media group, POSITIV TV Media, comprising the flagship TV and Radio enterprises, POSITIV TV Television

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Pvt. Ltd. and POSITIV TV Radio Pvt. Ltd. POSITIV TV already boasts of operating several firsts in the country: India’s first private teleport and private satellite television and radio channels in Northeastern India to cover and connect all the eight states of the region.

NETV is an unparalleled brand name in the Northeast, based in Guwahati but with a deep penetration of Northeast India besides being connected to the nook and corner of India with fiber optic, VSAT links and our own DSNG vans. They have given a new meaning to Regional Language Electronic Media with their two television channels that have come to command the respect and love of their audience. NETV reigns supreme as perhaps the only 24 hour news network in the world with live bulletins in 17 languages of the region, and, NE Hi Fi has begun to enthrall families with general entertainment programming in different languages of northeast India, and from Bollywood to Hollywood. Radio Oolalala’s private FM network extends from Guwahati to Shillon to Agartala and Itanagar. In 2007, the group gave birth to NE Bangla that caters to East and Northeast Indian audiences in Bengali language and is fast emerging as a top 5 in the region.

POSITIV TV is the first private teleport in the Northeast or for that matter any sensitive area of India. POSITIV TV Media’s presence has grown from Guwahati with bureaus in over two dozen cities of Northeast India to now a national presence created through its newly announced television channel, FOCUS TV for the Indian women. Positiv has offices and television studios in Delhi, Mumbai, Calcutta, Hyderabad, Patna, Ranchi, Varanasi and more. POSITIV TV has affiliate offices and studios also in London and Los Angeles. NETV, NE Hi Fi and NE Bangla are also a broadcast affiliate of Turner International. Today, POSITIV TV Media boasts of satellite, cable and internet carriage in more than 1 crore (10 million) homes in India alone besides tens of thousands of expatriates and others watching NETV, NE Hi Fi and NE Bangla real-time as a broadband Internet based live stream worldwide.


NETV is today the largest and leading single platform for advertisers in the Northeast. There is no other media, print or television, in this region which can boast of an overwhelming statistic connecting pretty much all of northeast India television audience, i.e. 4.2 million homes.India’s ancient to modern history is rich with Bhojpuri language and heritage. It is a very popular regional language spoken in parts of north-central and eastern India. Predominantly, Bhojpuris hail from the western part of the State of Bihar, the northwestern part of Jharkhand State, and the Purvanchal region of Uttar Pradesh State, as well as an adjoining area of the southern plains of Nepal. Bhojpuri is also spoken in Guyana, Suriname, Fiji, Trinidad and Tobago, Brazil, Mauritius, USA, Holland, Uganda, South Africa and Singapore. It is therefore often said to be the only Indian language to be spoken on all continents of the Globe. The language of the Surinamese Hindus, however, is seldom referred to as Bhojpuri but usually

as Sarnami Hindi or just Sarnami. People’s attitudes towards the Bhojpuri language have evolved over time, and, most linguists agree it Is not a dialect of Hindi, which is a widespread belief among speakers. Others, including the Government of India, while taking census, disagree, and consider Bhojpuri to be a dialect of Hindi. Bu now the Government of India is preparing to grant it statutory status as a national scheduled language. Bhojpuri shares vocabulary with Sanskrit, Hindi, Urdu and other Indo-Aryan languages of northern India. Bhojpuri and several closely related languages, including Maithili and Magadhi, are together known as Bihari languages. They are part of the Eastern Zone group of Indo-Aryan languages which include Bengali and Oriya from West Bengal and Orissa states respectively. It is said there are numerous dialects of Bhojpuri, including three or four in eastern Uttar Pradesh state alone.

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The Bhojpuri speaking region, due to its rich tradition of creating leaders for building post-independent India was never devoid of intellectual prominence. These included the first Prime Minister Pandit Jawaharlal Nehru and first President of India, Rajendra Prasad, followed by many eminent politicians and humanitarians including the second Prime Minister of India, Mr. Lal Bahadur

Shastri, Pandit Madan Mohan Malaviya, Dr. Krishna Dev Upadhyaya, and another former Indian Prime Minister Chandra Shekhar.

Notable Bhojpuri personalities include litterateurs, poets and even actors. Bhojpuri’s impact on Indian literature is evident in that it became one of the bases of the development of the official language of independent India, Hindi, in the past century. Bhartendu Harishchandra, who is considered the father of literary Hindi, was greatly influenced by the tone and style of Bhojpuri in his native region. Further development of Hindi was taken by prominent laureates such as Mahavir Prasad Dwivedi and Munshi Premchand from the Bhojpuri speaking region. Pioneer Dr. Krishna Dev Upadhyaya from Ballia district devoted 60 years to researching and cataloging Bhojpuri folklore. Dr. H S Upadhyaya wrote the book ‘Relationships of Hindu family as depicted in Bhojpuri folksongs (1996). Together, they have cataloged thousands of Bhojpuri folksongs, riddles and proverbs from the different districts.Bhojpuri literature has always remained contemporary. It was more of a body of folklore with folk music and poems prevailing. Literature in written form started in the early twentieth century. During the British Raj of India, then known as the ‘Northern Frontier Province Language,’ Bhojpuri adopted a patriotic tone and after Independence it turned to community. In the later periods, following the low economic development of the Bhojpuri speaking region, the literary work is more skewed towards the human sentiments and struggles of life.

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In the present era, the Bhojpuri literature, folklore, art and culture is marked by a presence of writers, poets, politicians and actors that gave it a new dimension, a revival. Notable contributors to this trend include Anand Sandhidoot, Pandey Kapil, Ashok Dwivedi, Bhikari Thakur, and others in India. In Mauritius, Dr. Sarita Boodhoo from the Mauritius Bhojpuri

Institute has don volumes of work in following the Bhojpuri culture and language and documenting the indentured laborers’ arrival on the island. The most notable recent moment has been the rousing and heart-warming return to Bhojpuri region of India’s most noted ‘Pravasi’ (expatriate), the current Prime Minister of Mauritius, Mr. Naveenchandra Raamgoolam. He touched

the soil upon arrival at the Patna airport, addressed a gathering of thousands at the famous Gandhi Maidan in chaste Bhojpuri and visited his indentured laborer grand-father’s home village February 18th through 20th, 2008. In January 2008 at the Pravasi Bharatiya Divas in Delhi, the President of India honored Dr. Raamgoolam with the highest honor, Pravasi Bharatiya Samman.HAMAR TV is recognition of the richness of Bhojpuri language and a celebration of Bhojpuri culture. HAMAR TV marks the culmination of a longstanding desire of the staunch Bhojpuri devout to belong to its own.

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The 21st Century has ushered in a new India. FOCUS TV aims to capture an important participant and contributor in this new era - The Indian Woman!FOCUS TV, launched under the corporate M3 Media Pvt. Ltd. marks the national presence of India’s premier media group, POSITIV TV Media, comprising the flagship TV and Radio enterprises, POSITIV TV Television Pvt. Ltd. and POSITIV TV Radio Pvt. Ltd. POSITIV TV already boasts of operating several firsts in the country: India’s first private teleport and private satellite television and radio channels in Northeastern India to cover and connect all the eight states of the region.

POSITIV TV has affiliate offices and studios also in London and Los Angeles. NETV, NE Hi Fi and NE Bangla are also a broadcast affiliate of Turner International. Today, POSITIV TV Media boasts of satellite, cable and internet carriage in more than 1 crore (10 million) homes in India alone besides tens of thousands of expatriates and others watching NETV, NE Hi Fi and NE Bangla real-time as a broadband Internet based live stream worldwide. NETV is today the largest and leading single platform for advertisers in the Northeast. There is no other media, print or television, in this region which can boast of an overwhelming statistic connecting pretty much all of northeast India television audience, i.e. 4.2 million homes


India’s ancient to modern history is replete with the vital role of women in every facet, aspect, philosophy, ideology and even religion. India takes pride in its women, loves, respects, worships and event flaunts them for beauty and brains. India stands head and shoulders above the rest of the world in putting women in the highest position at home, at work and even in power. Therefore, FOCUS TV on women.FOCUS TV also dwells on the women that over time, especially in the last few hundred years, circumstantially or otherwise, have been ignored, oppressed, suppressed and confined. Social, economic, religious and many other factors affected the wrongful treatment meted out to them. FOCUS TV is not a channel to liberate or emancipate women. Women, society, country and the whole world know what they want and how to take care of themselves. FOCUS TV plays the role of a socially conscious and responsible family news, current affairs and infotainment channel. The intent is to capture a lovely and important niche - to celebrate the Indian women and in turn the Global women.

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NEBANGLA

Northeast Television Networks has achieved yet another milestone in revolutionizing the media and entertainment

landscape of the northeast region of India with the impending birth of NE Bangla televisionchannel.

This is the third TV Channel of the group following two very successful TV channels. NE TV is the world’s only multi-lingual 24/7 news network programming round-the-clock live news in

more than fourteen languages of northeastern India. NE Bangla’s impending launch will usher in an era of unprecedented and much-needed Bengali language

programming created and provided from Agartala (capital of Tripura State in Northeast India) and Kolkatta (capital of West

Bengal state). The Guwahati-based parent company of NE TV Networks, Northeast Multi- Media, has pioneered and championed

creating and shaping media, infotainment and entertainment in this region. Since its launch in 2004, the group’s TV stations dominate this fastest-growing regional market in India with

100% distribution reaching 40 million people. This group also launched first of the four FM Radio stations in Northeast India, starting with Guwahati’s Radio Oolala at 91.9 MHz on the FM dial. An instant success due to the station’s exclusive regional,

national and international programming marks the group’s final conquest of the populist electronic media frontier in the region.

This completes the group’s unparalleled monopoly of the

regional viewers, unlike any other regional or national group in the entire country.

22 Marketing Strategy on NETV

The group dominates the hearts of peoples and businesses alike. This region of India was bereft of independent news and popular, mass entertainment until the advent of NE TV.

Ne-Bangla Channel has recently entered into a strategic tie-up with the largest Software Content producers of eastern India namely M/s. Rainbow Productions Ltd. In terms of this understanding all the television programmes of Ne-Bangla to be aired from the Kolkata Centre of the channel shall be produced/ syndicated by RPL, Kolkata. Rainbow Productions have also take over full responsibility of distribution and marketing of the Ne-Bangla channel throughout the country.

M/s. Rainbow Productions Ltd., with its prolific proven expertise in television content production, has decided to re-launch some of its landmark programs like Khas Khabor – a show which almost translated into a household habit for the Bengalis. This programme shall be telecast on the channel for atleast four to five times a day on different timings. Besides this, other popular programs produced by Rainbow during the past which had also achieved immense popularity within the entire Bengali community namely ‘Suprobhat’ (Breakfast show) & ‘Mukho-Mukhi’ shall also be reintroduced. In addition to all these landmark programmes Rainbow Productions shall also produce many other popular shows of different genre on the Channel which will include a daily Women’s Show, Crime News,

Sports-News, Health based Shows, Music based programs, Reality-Shows and also daily Travel Show.

As regards the distribution of the Channel, arrangements have already been made with Cable Networks across West Bengal & the Northeastern States to ensure that, the Channel is carried at prime frequencies from the date of its launch and can reach its entire target audience.

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Significantly, both the Channels of the Ne-TV network i.e. Ne-News as well as Ne-HiFi are already placed on both the leading DTH platforms of the country namely Dish TV & Tata-Sky. Ne-Bangla is also in the process of negotiations and it is most likely that, this Channel shall also be carried by both these DTH platforms and reach viewers all over the country and several other parts of the world very soon.

With these gamut of offerings planned to be presented on this Channel; Ne-Bangla is expected to emerge as the MOST POPULAR Bengali Satellite TV-Channel of the country in the near future.

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ADVERTISERS

NETV is today the largest single platform for advertisers in the northeast. There is no other media, print or television, in this region which can boast of these overwhelming statistics on audience reach.

The NETV is considered an excellent platform to reach the masses in these eight states. Already satisfied mega brands like Nestle, Cadbury, Johnson n Johnson, Frooti, Ranbaxy, Emami, No-marks, Henko, Hindware, TVS, Black rose Kali mehendi, Goodrej, Parachute, Nutrilla, Boomer and many others are already regular advertisers as they have got their desired

mileage from this platform. Any message or brand publicized through Northeast Television does not go unnoticed and makes the product more visible and popular.

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MARKET SCENARIO

Based on the research conducted NETV has a strong hold on the eastern region. However, it might also be noted that the channel is adequately positioned in the Indian market with 42% shares in the North and West region, respectively.

Wih the introduction of new programmes on the various channels like HAMAR TV and HY TV, NETV is picking up fast in all the sectors of the unexplored markets.

NE TV’S MARKET SHARE IN INDIAN MARKET

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WEEKLY GRP IN NORTH EAST

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MARKET RESEARCH OF NE TV IN ASSAM

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COMPETITORS

Increasing competition has seen some players trying to differentiate themselves from the rest of the crowd.

News Live, for instance, has positioned itself as a “Pro Government” news channel, with programming targeted at the relatively politically aware masses. It has established itself as The Most Popular news channel in Assam.

DY 365, is a relatively new channel and yet it is ranked number 6094749 in the world according to the Alexa Traffic Rank Rating.

The new players see a potential in the region as the market is under-served, feel media experts. Though the numbers on the total television advertising in the region are not available, according to media industry estimates, Assam alone generated Rs 75 crore in a year in print advertising.TV industry sources say that NE TV makes about Rs 50 lakh to 60 lakh a month in advertising. “With the entry of News Live, the average amount advertisers spend in the market should double,” says News Live CEO Caushiq Bezboruah.Bezboruah says that the channel has the “look and feel” of a national news channel which has been designed by VDO, a US based company. The TV studios have also been designed by an American company, Inergi Broadcast.


Predictably, Bezboruah claims that the channel has been well received since its launch. “After all, it is owned and managed by the local people,” he claims.

Of course, there is no independent body that can offer viewer ship or channel share figures for players in the North-East. But NE TV’s Director Mr. Matang Singh is not worried about competition. “We are anti-establishment and are popular among the viewers for our quality content,” she says.

NE TV is also available on DTH platforms such as Dish TV and Tata Sky.

The competition in this space is likely to intensify as two more news channels –AM (Assam Meghalaya) TV and Brahmaputra TV – are also in pipeline. Media experts say that these channels are funded by local businessmen and builders. These new channels will compete with NETV, which has been the player entrenched in the market since 2002 and has a significant viewer ship in the region.

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NETV ’S STRATEGY

REACHING THE MASSES

A channel that’s in the prime band is carried in a prominent position (or channel number) by the cable network—this increases the chances of a channel being viewed because a large number of TV sets in the country can still feature only a limited number of channels.

NETV is the only multi-lingual channel with the maximum number of channels in 6 different channels in Asia. Recently, the channel has registered itself with the Guinness Book of World Records for the same.

TAPPING CONSUMER’S SENSITIVITY

While most others took the “for the government” route, NETV went in for the anti government route and that seems to have worked. In the face of rising terrorist attacks and anti- social societies NETV strives to bring the naked truth in front of the world.

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ANSOFF’S CLASSIC MODEL OF GROWTH STRATEGY

Current product New product

Existing market

Strategies for Market Penetration

Increase market share Increase product usage

- increase frequency of use

- increase quantity used

Product development strategies

Product improvement Product line extension New product for same

market

New market

Strategies for Innovation and Expansion in Market

Expand market for existing product

- Geographic expansion- Target new segments

Strategies for Technological innovation and diversification

Vertical integration: Forward integration Backward integration Diversification into

related business (concentric diversification)

Diversification into unrelated business (conglomerate diversification)

According to the Ansoff’s Classic Model for Growth Stage, above stated strategies should be adopted were General Entertainment Space is already an existing market and NETV is a current product.

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RESEARCH METHODOLOGY

For this project the medium of research methodology was

Primary Data - Primary data is the first hand data. In primary

data we have used questionnaire format from which we then analyzed the data.

Secondary Data -In secondary data we have used desk information i.e. used information from internet, magazines, articles etc.

PRIMARY DATA

The small sample survey was done by us i.e. 25 respondents. The survey was done on NETV channel and its popularity among population in shorter period of launch time. The data was analyzed and evaluated on the responses of the respondents taken by us.

PUBLIC RESPONSE : The analysis was about people’s interest in watching different channels with variety of programmes.

Varieties of Interest

Entertaintment33%

Sports20%

Devotional9%

Any other3%

Know ledge oriented

12%

New s23%

Know ledge oriented

New s

Entertaintment

Sports

Devotional

Any other

According to our survey conducted, we came to know that out of 100% population of sample size likes to watch:

Advertisement

7

21

15

00

2

4

6

8

10

12

14

16

Newspaper

Hoardings Pamplet TV Ads Any other

mode of adv.

no

. o

f re

sp

on

den

t

Numbers

o sports channels– 20% o knowledge oriented– 12%o news channels - 22% o Devotional – 9%o Entertainment channel – 33 %o Any other – 3%

This statistics shows us that NDTV can capture major market share as it already has existing market share in news channel area.


MEDIUM OF ADVERTISEMENT: The analysis was about respondent’s awareness through various medium of advertisement. According to our survey conducted, we came to know that out of 100% population of sample size which came to aware through:

o TV Ads – 15o Newspaper – 7o Hoardings – 2o Pamphlet – 1

awareness of channel

Yes72%

No28%

Yes

No


PUBLIC KNOWING NETV:

There are sample size who are aware of NETV i.e. 72% (18 respondents) out of 100% population of sample i.e. 25 respondents. NETV still has 28% of market to be captured which can be done by using proper medium of advertisement i.e. TV in which it already has channels through which it can do with fewer expenses to be incurred.

o No of people watch – 18o No of people not watch

- 7

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PRODUCT LIFE CYCLE

Introduction – Informative – Tell consumers about the company and the product. Informative advertising is used to inform consumers about a new product or feature and to build primary demand.

Growth – Persuasive – The market is competitive; the company will have to encourage consumers to watch

over their competitors. As most of the target audience becomes aware of the product and

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competition in the category increases, organizations move to Persuasive advertising which has the objective of building selective demand for a brand by persuading consumers that it offers them the best value.

From the above PLC diagram, it can be easily evaluated that NETV is in Growth stage.

Now it is heading towards Maturity, so they have to formulate appropriate strategies to maintain brand image in the entertainment industry.

In growth stage, NETV have High profits & low expense due to an established postion in the existing market.

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RECOMMENDATIONS

Following are the measures which NETV can use to shift from growth to full fledged maturity stage

CONVERT NON-USER TO USERIn this stage the NETV has to attract the viewers towards their channel. They can do this by various promotion technique .i.e. advertisements on various channel, hoarding, e.g., Hoardings of POP LIFE, NAM THOLU MADHUCHANDRIKA... at supermarkets, restaurants, and theme parks, etc. i.e. places that are frequented by families.

SPONSORSHIP

Sponsorship is a strategy used to increase product awareness and build relationships. Organizations use sponsorships to gain exposure to the audience. Investments in events or causes would help NETV have more sponsors and in turn would also increase the number of viewer ship of the channel. Thus Publicity through conducting events could be gained.

EVENT MARKETING

Event marketing is a rapidly growing facet of marketing communications. Marketers select events to sponsor based on the target audience.

NETV should have tie – ups with Award Functions for these Event marketing. This would help them built their brand image.

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OTHER STRATEGIES

Entry Strategy: Avoid competitors from gaining market share by

introducing flanker programmes, e.g., airing a popular Hindi movie in the same time slot where competitors' main programme is aired.

Fill Up Strategy: Position firmly in the time slot where the leader is not very good at, like at 9-10 pm.

Focus Strategy: Have timely innovations based on audience feedback.

Expansion Strategy: Gain viewer ship by launching attractive programmes

like star shows, game shows, in non-prime time slots.

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LIMITATIONS

We wanted to stick to a topic which would come to no one’s mind easily thus leading us to have a unique topic and this is how we decided on NETV.

But the project is restricted to the information which was available at hand through the books, cases or other

research done acted as a guideline for extracting our conclusion

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CONCLUSION

Through the study we got to understand that there are major players who would like to consolidate their positions while there are new channels which are increasingly posing a threat to them.

The fact that NETV is an established product with pretty good market share, it still needs to fold its sleeves and gear up to remain stable in the market and has a potential to become a Market Leader.

With our suggested recommendations and strategies NETV would be able to have a good position in the growth stage.

With immense advertising revenues and viewer ship at stake, the channel needs to continually assess and re-assess their strategies.

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Questionnaire

1) Personal information

a. Name :b. Age :c. Education :d. Gender :e. Occupation / Professional :f. No. of family member :

2) How many members watch TV?

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3) Age group of members who watches T.V.?

5-15 16-25 25-40 40 +

4) Which types of programs you prefer to watch on TV?

Knowledge Based Entertainment News Sports Devotional Any other Specify

5) At what time in your house the family members watch T.V.?

9.00 – 12.00 am 12.00 – 3.00 pm 3.00 – 6.00 pm

6.00 – 9.00 pm 9.00 – 12 .00 am

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6) How many channels you know on T.V?

7) How many hours do you watch T.V?

1 Hour 2 Hours 3 Hours 5 Hours

8) Which channels you watch frequently?

9) Do you have any idea about NETV Channels?

Yes No

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10) How did you get to know about it?

Newspaper Hoardings Pamphlets T.V. ads

Any Other Specify

11) Have you seen NETV Channel?

Yes No

12) Which programs did you liked watching most in the NETV?

13) Did you like watching NETV Channel?

Yes No 45


14) What was unique as per your opinion?

15) Any other programs that you would like to watch on this channel?

16) Which languages would you prefer the programs to be telecasted in?

English Hindi Assamese Any Other Specify

17) Would you like the channel to telecast Hindi movies on this channel?

All days of the week only on the weekends

18) Your Comments Regarding the television channels ( If any)

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WEBLIOGRAPHY

http://entertainment.in.msn.com/tv/article.aspx?cp- documentid=1189013

http://news.in.msn.com/business/article.aspx?cp- documentid=1251078

http://www.animationxpress.com/index.php?file=story&id=3431

http://www.indiantelevision.com/headlines/y2k8/feb/feb30.php

BIBLIOGRAPHY

Book - Production Management in India

http://www.indiantelevision.com/headlines/y2k8/feb/feb30.php

http://www.animationxpress.com/index.php?file=story&id=3431

Book – Marketing Strategy By Walker & Boyd

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Netv' Marketing Strategy

Documents

Transcript of Netv' Marketing Strategy