8/3/2019 Balaji TelefilmsCase

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Submitted By:

Pratiush Tyagi (11BM60002)Rahul Ravi (11BM60078)

Mrinal Varshney (11BM60016)Faiyaz Abbas(11BM60104)

Akash Krishnatry (11BM60106)

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` With approximately 138 million TV households,India is the 3rd largest television market of theworld.

`

Cable and satellite (C&S) has penetrated close to80% of the total market.

` In 2010, Indian television has added 100 millionviewers, where as the number of channelsreached 550 compared to previous fiscal¶s 460

Channels.` Broadcasters are coming up with rebranding for a

greater connect with younger audience.

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` Balaji Telefilms (founded in 1994) is India¶s largest

content provider in the organised sector within the

media space.

` The company provides the programming contentto National as well as regional channels.

` It came up with an IPO in the year 2000.

` It is poised today as the media powerhouse which

influences the lives of the target audiences.

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Reasonsfor 

Success

Early entry &presence in

regional markets

Focus on:

a) Women Homemakers

b) Traditional Indian Families

c) Daily soaps

Risk diversification & Returnmax. Through combination of Sponsored & Commissioned

programs.

Personal

involvement of Ekta during initialstages of serials.

Focus on CostControl through fixed

contracts with artists.

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SWOT

STRENGTHS:

1) Focus on Women, Traditional

Indian families, lower middle

class & small towns.

2) Diversified programs portfolio.

3) Resource optimisation.

4) Focussed cost control.

5) Cordial relationship withchannels.

WEAKNESSES:1) High dependence on their leader 

for creative inputs.

2) Portfolio lacking non-fiction

space.

3) Less experience in Movie

making.

THREATS:

1) Highly competitive marketcomprising of many organised &

unorganised players.

2) Change in consumer taste can

lead to sudden collapse.

OPPORTUNITIES:

1) Go global to tap the NRI

audience.2) Serials in more regional

languages.

3) Venture into film making.

4) No. Of channels continuously

increasing.

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