ppt. marketing of media services

MARKETING OF MEDIA SERVICES

http://www.bbc.co.uk/worldservice/

CLASSIFICATION

MEDIA SERVICES

PRINT MEDIABROADCASTING MEDIA

BROADCASTING MEDIA

• RADIO• INTERNET• TELEVISION• WEBCASTING.• SATELITE & CABLE• IPTV. Etc.• FILMS

WHAT IS BROADCASTING

• Broadcasting is the distribution of audio and video content to a dispersed audience via radio, television, or other, often digital transmission media. Receiving parties may include the general public or a relatively large subset of thereof.

CATEGORY OF BROADCASTING SERVICES

• TRADITIONAL MATHOD IS TO CATAGORISE A SERVICE IS THE “PROCESS” BY WHICH THE SEVICES ARE CREATED & DELIVERD.

TWO CATAGORIES OF SERVICES

PEOPLE ARE PROCESSED

PRODUCTS ARE PROCESSED

PEOPLE PROCESS

• PEOPLE PROCESS: CUSTOMARS THEMSELVES ARE PRIMARY INPUTS TO THE PROCESS. SERVICES DIRECTED AT PEOPLE`S BODIES.

• PASSENGER TRANSPORTS,HEALTH CARE,LODGING,BEAUTY SALON,FITNESS CENTERS.

POSSESSION SERVICES

• SERVICES DIRECTED AT THE PHYSICAL POSSESSIONS OF PEOPLE.

• FRIEGHT TRANSPORT,OFFICE CLEANING,RETAIL DISTRIBUTION,LAUNDRY,REFUELING.

MENTAL STIMULLI SERVICES

• “ANYTHING THAT TOUCHES PEOPLE`S MINDS HAS THE POWER TO SHAPE ATTITUDES AND INFLUENCE BEHAVIOR” .

• ADVERTIESING, ART & ENTERTAINMENT, BROADCASTING & CABLE,MGMT. COUNSULTANT,MUSIC CONCERT,EDUCATION SERVICES.

INFORMATION PROCESSING SERVICES

• SERVICES DIRECTED AT THE INTANGIBLE ASSETS.

• ACCOUNT MGMT.,BANKING,DATA PROCESSING,INSURANCE,LEGAL SERVICES,RESEARCH,SOFTWARE COUNSULTANTS.

Overview of Indian Broadcasting Scenario

Over 16 Major Teleports ( Uplink and DTH)

150+ channels uplinked out of India.

M&E Industry (US$ Billion)

2008 2013 P CAGR %(2009-13)

TV 5.01 9.85 14.5%

Print 3.60 5.54 9.0%

Film 2.28 3.51 9.1%

Radio 0.18 0.34 14.2%

Music 0.15 0.22 8.0%

Animation 0.36 0.82 17.8%

Gaming 0.14 0.57 33.3%

Internet Ad. 0.13 0.45 27.9%

Outdoor 0.34 0.61 12.8%

Total Size 12.17 21.92 12.5%

Sources: Group M, KPMG Interviews, KPMG Analysis

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Overview of Indian Broadcasting Scenario

Indian Broadcasting Industry - largest in Asia.

>300 channels of different genres viz.

entertainment, movies, news & current

affairs, sports, music, religious, infotainment

are available over Indian Sky.

Channels in different languages are also

available to cater to the requirements of

regional viewers viz. Tamil, Telgu, Marathi,

Punjabi, etc.

In Radio segment besides All India Radio

(AIR), city specific licenses have been given

for FM Radio channels e.g. Red FM, Radio

Mirchi, Big FM, Radio City, etc.

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TV Industry(US$ bn)

2008 E 2013 P CAGR(2009-13)

Subs.Revenues

3.29 6.61 14.9%

Ad.Revenues

1.72 3.24 13.5%

Total IndustrySize

5.01 9.85 14.5%

Terrestrial – under exclusive domain of Parsar Bharti - Public broadcaster Doordarshan beaming about 28 no. of channels started transmission in 1959.

BROADCASTING

Satellite – Free To Air Channels – source of revenue -

advertisementsPay Channels (subscription based) e.g. Zee

TV, Star, Sony, ESPN, CN, etc. – source of revenue – subscriptions & advertisements

In analogue mode pay channels are encrypted upto MSO/LCO and thereafter delivered to subscriber in FTA mode through a single pipe.

In digital delivery like DTH & CAS pay channels are delivered in encrypted mode and are decrypted through STB at subscribers premises.

Video channels through cableMainly transmitted by MSOs and cable

operators at local level through cable networks. 12

Structure of Television Broadcasting Industry

13

Distribution NetworkHFC Network Architecture cont.


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16

FDI Limits in Broadcasting Industry

Sl. No

.

Segment Existing limit Entry Route

Recommended limit by TRAI

Remarks

1. Teleport (Hub) 49% (FDI+FII) FIPB 74% (FDI+FII) In Carriage segment of broadcasting sector i.e. cable TV, DTH, HITS, teleport, mobile TV etc. foreign investment up to 49 percent should be on the automatic route and above 49% through FIPB . However for content segment FIPB approval would be required

2. DTH 49% (FDI+FII) FDI not to exceed 20%

FIPB 74% (FDI+FII)

3. Satellite Radio No Policy as on date

FIPB 74% (FDI+FII)

4. HITS No Policy as on date

FIPB 74% (FDI+FII)

5. Cable Network 49% (FDI + FII) FIPB 49% (FDI+FII)

6. FM Radio 20% (FDI + FII) FIPB 49% (FDI+FII)

7. TV Channels (News & Current Affairs channel)

26% (FDI + FII) FIPB 49% (FDI+FII)

Press Note no.2 (2009 Series) – DIPP, Ministry of commerce & Industry, GOI5.2 Counting of Indirect foreign Investment The foreign investment through the investing Indian company would be considered for calculation of

the indirect foreign investment if the investing company is owned or controlled by ‘non resident entities’ and in such an event the entire investment by the investing company into the subject Indian Company would be considered as indirect foreign investment.

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DTH Systems around the world

DTH Service Satellites

MAIN BROADCASTERS

ZEE TURNER INDIA

• Zee• Zee Turner Limited is the largest distribution Network in

India having more than 25 channels in its bouquet. A 74:26 joint venture between Zee and Turner International to distribute the Zee Turner pay channel bouquet in India and neighboring countries.

• Zee Network has a reach of more than 80 countries and access to more than 225 million viewers globally and Turner International is the worlds biggest media company.

EUROPE 10,099,404 Homes

AMERICA 577,281 Homes

MENAP 40,931,416 Homes

AFRICA 180,254 Homes

INDIA72,000,000 Homes

APAC5,447,523 Homes

MENAT – Middle East, North Africa & PakistanAPAC – Asia Pacific

The Largest Indian Television Network in the world

28 domestic channels, 18 international channels, across 167 countries, over 500 million homes

Areas covered• Africa• S.E.Asia• India• Pakistan• Gulf region• UK/Parts of

Europe• USA• Canada

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Example ; Zee’s connectivity

STAR INDIA

• Star Group• Transforming Asia's

media landscape• Launched in 1991

with five television channels, STAR pioneered satellite television in Asia and

in the process catalysed explosive growth in the media industry across the entire region.

STAR INDIA

• Coupled with the opening up of Asian economies, access to satellite television redefined the viewing experience for millions. Providing more people with more choice than ever before, STAR set new standards in

content, production and variety.

• Today STAR broadcasts over 50 services in eight languages and offers a comprehensive choice of entertainment, sports, movies, music, news and documentaries.

STAR INDIA

• Reaching more than 300 million viewers in 53 countries across Asia, STAR is watched by approximately 100 million viewers every day.

• STAR controls over 20,000 hours of Indian and Chinese programming and also owns the world's largest contemporary Chinese film

library, with more than 600 titles, featuring superstars including Jackie Chan, Chow Yun Fat and Bruce Lee. In partnership with leading companies in Asia, STAR businesses extend to filmed entertainment, television production, cable systems and wireless and digital services.

SONY+SET DISCOVERY

• One Alliance • The One Alliance has proved to be one of the strongest

Alliances in the country and has successfully managed to maintain 11 channels in its bouquet. The Alliance is a Joint venture between Sony Pictures Entertainment and Discovery Networks. The One Alliance seeks to meet the needs of middle class people and it is also very responsive to their needs. The Alliance showcases a judicious mixture of Action, Comedy, Movies, News, Community, Kids/Nature and of course the Entertainment.

MOTHER OF ALL BROADCASTERS(DOORDARSHAN & AIR)

• National programme was introduced in 1982. In the same year colour TVs were introduced in Indian markets with the Live telecast of the Independence day on 15th August, 1982, followed by the Asian Games being held in Delhi. The eighties were era of Doordarshan with soaps like Hum Log (1984), Buniyaad and mythological dramas like Ramayana (1987-88) and Mahabharat (1988-89) glued millions to Doordarshan. Other popular programmes included Hindi film songs based Chitrahaar and Rangoli and crime thrillers like Karamchand (starring Pankaj Kapoor) and Byomkesh Bakshi.

• Now more than 90 percent of Indian population can receive Doordarshan (DD1) programmes through a network of nearly 1400 terrestrial transmitters.

THE MAIN BROADCASTER

• About 46 Doordarshan Studios are producing TV software. Presently, Doordarshan operates 19 channels - two All India channels, 11 Regional Languages Satellite Channels (RLSC), four State Networks (SN), an International channel, a Sports Channel and two channels (DD-RS and DD-LS) for live broadcast of parliamentary proceedings.

DOORDARSHAN & AIR

• On DD-1 National programmes, Regional programmes and Local Programmes are carried on time-sharing basis. DD-News channel, launched on 3rd November, 2003, which replaced the DD-Metro Entertainment channel, provides 24-Hour news service. The Regional Languages Satellite channels have two components - The Regional service for the particular state relayed by all terrestrial transmitters in the state and additional programmes in the Regional Language in prime time and non-prime time available only through cable operators. Sports Channel is exclusively devoted to the broadcasting of sporting events of national and international importance.

REGULATORY ENVIORNMENT (GOVT. OF INDIA)

MINISTERY OF INFORMATION & BROADCASTING

INFORMATION WING

BROADCASTING WING

FILM WING

INFO

RM

ATION

DIVISION

• PHOTO DIVISION

• REGI. OF NEWSPAPERS

• TRAINING DIVISION

• PRESS INFORMATION BUREAU

• PUBLICATION DIVISION

• DIR. OF ADV. & VISUAL PUBLICITY

• DIR. OF FIELD PUBLICITY

• PRESS COUINCIL OF INDIA

• IND. INST. OF MASS. COMM.

BROADCASTING

• PRASAR BHARTI(AIR&DD)

• BROADCASTING ENGINEERS CONSULTANTS (INDIA) LTD.

FILM DIVIS

ION

•FILM DIVISION•DIR. OF FILM FESTIVALS•NATIONAL FILM ARCHIVES OF INDIA•SATYAJIT RAY FILM INST.•NFDC•CENSOR BOARD OF FILM CERTIFICATON

MONEY CREATION IN BROADCASTING SERVICES

POOR CUSTOMER

RATINGS & REACH

ADVERTIESERSCONTENT PROVIDER & BROADCASTER

CREATING BRAND, USE MAX. TIME

Firms that provide broadcasting services are networks since they can broadcast the same programs in different locations.

Governments generally limit the concentration of ownership to protect pluralism and democracy

Broadcasting differs from cable TV or encrypted TV. The latter can disconnect unpaying consumers from the network

Broadcasting companies cannot collect fees from their viewers or listeners they generate revenues only from advertising Revenues depend on “rating” (popularity, audience, number of viewers or listeners).

Alternative: public radio or TV stations, supported by public money and listeners’ contributions

Broadcasters are engaged in “non-price competition”, since they cannot sell their services.

Their goal is attracting the highest number of viewers or listener to raise their rating maximize profits from advertising.

Scheduling of programs becomes their most important strategic variable.

Each group of consumers has certain hours during which their major audience turns on their TV sets

Examples: Soap-opera lovers (1) early in the afternoon People interested in news (2) between 6.30 and 8.30

Type and nature of programs: this is the second dimension of strategic competition among TV stations.

General remarks:

1. A monopoly offers a larger variety than an oligopoly: competing stations can gain from concentrating only on popular programs, where each station can capture viewers from its rivals.

2. If there is free entry all program types will be broadcasted if it is socially optimal to do so. If there are barriers to entry, the few broadcasters will concentrate only on the most popular programs suboptimal social allocation.

Example: 81% would like to watch talk shows19% prefer to watch news

Each broadcaster has 2 channels

There is only a prime time scheduling option

Case 1. Monopoly: both news and a talk show will be broadcasted at the same time (each on one channel) 81-19% = 100% viewers

Case 2. Oligopoly (with two broadcasters): all the existing four channels will broadcast a talk show 81% / 4 = 20,25% > 19%

Loss of social welfare: - the utility of 19% of viewers is = 0- the profits on 19% of viewers are = 0

Cable TV

Cable TV operators rely on direct fees imposed on subscribers for transmitting a bundle of TV stations to their homes.

The received policy view was based on the notion of “natural monopoly”: only one operator per area was licensed

Local monopolies are harmful to consumers of cable TV more than other monopolies in other industries!

This derives from the fact that cable TV operators control the price of many channels and not only a single channel (or product in general).

This induces cable TV operators to sell packages of channels to extract more consumer surplus than the surplus extracted by a monopoly selling a single channel only.

Example

- A monopoly cable TV operator- 4 types of viewers- 3 channels (BBC, CNN, SHOPPING)- Maximum willingness to pay of viewer groups:

Viewer group

CNN BBC Shopping

1 10 1 2

2 10 1 5

3 1 10 2

4 1 10 5

The monopoly provider’s profit-maximizing prices when he sells each channel separately are:

- pCNN = 10- pBBC = 10- pSHOPPING = 5

Total profit = 20 + 20 + 10 = 50

Viewer group

CNN BBC Shopping

1 10 1 2

2 10 1 5

3 1 10 2

4 1 10 5

(2 viewer groups are excluded from consumption of each channel)

Conclusion: local monopoly on cable TV is beneficial to providers but in some cases (mixed tying) it is harmful for consumers.

Technically they are not necessary with the introduction of access pricing an fiber-optics lines that can provide many services at the same time.

TREATMENT OF “7P`S”

• PRODUCT• PRICE• PLACE• PROMOTION• PEOPLE• PROCESS• PHYSICAL EVIDENCE

PRODUCT+PROMOTION+PLACE(3PS)

• IN BROADCASTING SERVICES MARKETING FIRST THREE “P`S” ARE DECIDED THROUGH CONTENT ONLY.

• CORE PRODUCT IS SAME AND IS DECIDED ACCORDING TO HUMAN PSYCHOLOGY(EMOTIONAL RESPONSE)

PRODUCT+PROMOTION +PLACE• PLACE IMPORTANT ONLY IN FILM

TERITORRY DECISIONS• PROMOTIONAL PART IS SHARED BY THE

REVENUE GENERATION PART.• e.g. MOST REVENUE IS GENERATED BY

INSERTING THE ADVERTIESMENT BY DISTRUPTING THE RUNNING OF CONTENT. AND THIS TIME IS ALSO SHARED BY THE BRAND PROMO OF SELF AND THE CONTENT.

Advertising financed broadcasters

Need for tight regulation of qualityalso on public / regulated TV

The Program Supplier

• The program supplier is responsible for delivering program services to the cable operator.

• A program supplier can include both the broadcast television networks (CBS, ABC, NBC and Fox as well as cable network suppliers (CNN, MTV, ESPN etc.)

• Program suppliers break down into two major categories:– 1) advertiser – 2) pay supported services

Consumer Attitudes Toward Media (abbreviated)

57%

9%

20%

11%

3%

Television

Radio

Newspapers

Magazines

Don’t know

81%

5%9%

2%3%

Authoritative Influential

PRICING DECISIONS 4ThP

• CONTENT PRICE• PRICES CHARGED BY BROADCASTER TO ADV.• PRICES PERCEIVED BY THE ADVERTIESER• PRICE CHARGED TO CONSUMER(DTH)• PRICES CHARGED BY MSO-CABLE NETWORK• GOVT. DIRECTIVES ON PRICE(TARAI)

CONTENT PRICING

• IT IS SELECTED BY BROADCASTER• MOST IMORTANT FACTOR IN BROADCASTING• EITHER SPONCERD BY ADVERTISER• OR IN HOUSE PRODUCTION BY BROADCASTER• MOST OF COST IS BORN BY BROADCASTER

MAKING OF CONTENT

• MADE ON THE FEEDBACK OF END USER• KEEPING IN MIND THE SATURATION OF ALL

EMOTIONAL RESPONCES • IF TRP IS DECREASING CONTENT IS CHANGED• OFTEN PEOPLE ARE ASKED TO MOVE THE

STORYLINE & MAXIMUM RESPONSE LINE IS SELECTED

KUCH HE DER ME DEKHEYE NARAK KE KANKAAL(THE SHORTENING OF COME BACK TIME)

• AffectionAngerAnnoyanceAngstApathyAnxietyAweContemptCuriosity

DepressionDesireDespairDisappointmentDisgustEcstasyEmpathyEnvyEmbarrassment

ABHI HAZIR HOTE HAIN BREAK KE BAAD

• EuphoriaFearFrustrationGratitudeGriefGuiltHappinessHatredHope

HorrorHostilityHysteriaInterestJealousyJoyLoathingLoveLust

KAL ES SERIAL ME DEKHEYE ( THE TIME APOINTMENT)

• MiseryPityPrideRageRegretRemorseSadnessShameShyness

SufferingSurpriseWonderWorry

MEDIA RESEARCH FOR CONTENT,VARIETY,QUALITY,PRICING,&SCHEDULING

• PEOPLE• PROCESS• PHYSICAL EVIDENCE

PEOPLE

• PEOPLE ARE IMPORTANT FOR:• 1.MKT. SEGMENTATION & TARGETING• POSITIONING & PERCIVED DIFFERENTIATION• BRAND LOYALITY• MKT.DEMAND BUT NOT CAPACITY• TO ACHIVE CORRECT MKTING MIX

PROCESS

• PLANNING & SCHDULING OF CONTENT• TECHNOLOGY• FEEDBACK

PHYSICAL EVIDENCE

• BRAND IMAGE OF BROADCASTER• LOGOS & PROMOS• MEDIA PERSONALITIES ATTACHED TO BRAND• TECHNOLOGY ADVANTAGE OF

BROADCASTER(MANIFESTED IN CONTENT CLARITY)

• CONTENT ITSELF

SOCIO-ECONOMIC CLASSIFICATION - URBAN

• A demographic indicator designed by the Market Research Society of India to reflect purchase behaviour.

• It is based on 2 parameters - Education and Occupation of the Chief Wage Earner of the Household.

• The SEC of the HH determines the SEC of the family members.

• SEC A1+ is one category which also has an income filter (Rs 10,000 + per month).

Broad SEC Classification - Urban SEC By Education By Occupation

A1 Grad & Post Grads B/I/SEP/Officer &Execs(General & Professional) (Sr & Mdl)

A2 Grad & Post Grads Shop ownrs, Sup Level, (Professional) Ofiicers & Execs (Jr Lvl)B1B2 SSC+ < Grad Skld wrkrs, Petty Trdrs,

Clerk,SalesmenC Schooling 5-9 yrs Skld wrkrs, Petty Trdrs,

Clerk,Salesmen

D Schooling upto 4 yrs Skld/Unskld, Petty Trdrs, Clerks,Salesmen

E Illiterate Skld/Unskld, Petty Trdrs,

Socio-Economic Classification - Rural

• A demographic indicator designed by the Market Research Users Council (yet to be ratified by the Market Research Society of India).

• It is based on 2 parameters - Education of the Chief Wage Earner of the Household and the Type of House

• The SEC of the HH determines the SEC of the family members.

Broad SEC Classification Grid - Rural

SEC By Education By Type of House

R1 Some College but not Grad., PuccaGrads & Post Grads

R2 SSC/HSC Semi Pucca

R3 No formal school, Semi PuccaSchooling upto 9th Std

R4 Illiterate Kuchha

DATABASE USED BY PLANNERS

Readership & Circulation

• NVS - National viewership Survey• IRS - Indian Readership Survey• Product profiles - Data on product and brand

usage• ABC - Circulation figures

Some DefinitionsUrban & Rural Classification

According to the Census of India 1991, the following criteria were adopted for treating a place as urban :1. All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc.

2. All other places which satisfied the following criteria :- A minimum population of 5000- At least 75% of the male working population engaged in

non-agricultural pursuits, and- A density of population of at least 400 per sq km

Contd..

Some DefinitionsHousehold- A person living alone or a group of

persons staying together & sharing food from the same kitchen

CHIEF WAGE EARNER -The member of the family who makes highest contribution to the HOUSEHOLD income

MONTHLY HOUSEHOLD INCOME The sum of income of all members of the family

Housewife - The female or the male member of the HH who is chiefly responsible for HH tasks and

decides what should be purchased for the HH, for products such as soaps/

toothpastes, etc.

The National Readership Survey

Conducted by National VIEWERSHIP Studies Council

- Advertising Agencies Association of India- Audit Bureau of Circulations- Indian Newspaper Society

• NVS has been strictly an Urban survey• 6 NVS studies have been conducted till date. • From 1995, it was decided to make it a once in 2 years survey

• From 1997 plans are to make NVS a 6-monthly survey and would also cover rural areas like the IRS.

Television Households - Changing Scenario

Growth over Change inNVS V Absolute Nos.

Total HHs 0 8 % 38 Lac

TV HHs 24% 66 LacC&S HHs 62 % 57 LacCol TV HHs 43% 33 LacRemote HHs 105% 35 Lac

Over 50% of the new TV HHs added over NVS V have colour TV sets and remote controls

NRS VNRS VISec A 48% 61%

B 39% 51%C 33% 42%D 29% 38%E 21% 31%

Total 34% 45%

Cable and sattelite Penetration

C&S Penetration has grown across the board

NRS V NRS VI

Pop strata 25 Lac 31% 47%10-25 Lac 38% 41%5 - 10 Lac 34% 40%1 - 5 Lac 31% 42%< 1 Lac 40% 47%

Maximum growth in 25 L+ towns

Cable & sattelite Penetration

Cable&Sattelite Penetration

Zone Total

West 52%South 60%East 31%North (Less UP/Raj) 38%UP/Raj 27%

South & West are very clearly Satellite markets

C&S Penetration States

High Maharashtra, Gujarat, MP, TN, (50% +) AP, Karnataka

Medium Orissa, Haryana, Punjab,(45-50%) Chandigarh, HP, Delhi

Low North East, Bihar, West Bengal, (30 - 40%) Rajasthan, UP, Kerala

Cable&Sattelite PenetrationSocio. Economic. Class. A,B,C.

NVS V NVS VI

TV HHs 270 LAC 336 LACMultiple TV HHs 3% 4%Colour TV HHs 29% 33%B/W TV HHs 71% 67%Remote Control HHs 12.5% 21%

Colour TV, B/W TV, Multiple TV sets...

Remote Controls

% of TV HHs with REMOTE CONTROL• SEC NVS V NVS VI

• A 32% 46%• B 16% 28%• C 8% 17%• D 5% 10%• E 2% 5%• Total 13% 21%

• 67% of all remotes are in AB HOUSEHOLD

Radio Reach

NRS V NRS VI

SEC A 47% 35%B 46% 33%C 45% 31%D 41% 29%E 34% 24%

Total 42% 29%A dramatic fall for Radio

Cinema

Cinema Reach

Townclass NRS V NRS VI

25 LAC+ 61% 52%10 - 25 LAC 66% 55%5 - 10 LAC 68% 52%1 - 5 LAC 66% 54%< 1 LAC 58% 46%

Total 62% 51%Contrary to popular belief Cinema Going is still on the decline

NRS V NRS VI

SEC A 69% 61%B 67% 57%C 64% 52%D 62% 49%E 56% 43%

Total 62% 51%

Cinema Reach

Cinema Reach has declined across SEC categories

HOW TO KNOW & CALCULATE WHAT PEOPLE ARE WATCHING FOR CONTENT EFFECTIVENESS

• PEOPLEMETER• DAIRY MATHOD

Peoplemeter TypesTuner Substitution

These meters work by substituting the tuner inside the TV set with their own tuner. Thus these meters have a direct control over what is happening on the TV set

Tuner MonitoringMonitoring meters work by placing a small antenna-like probe near the tuner inside the TV set to detect the channel being viewed.

Picture Matching Meters that capture the picture on the TV set which is later matched

with the pictures collected at the master control station.

Calculation of TRP- The Diary Method

Suppose there are 150 Diary HHs in Kanpur

30 people indicate in the diary that they watched Boogie Woogie

Therefore the TRP for Boogie Woogie : (30/150 )x100 = 20

100 people indicate that they watched the Sunday Hindi Film

Therefore the TRP for Hindi Film : (100/150)x100 = 66.6

Calculation of TRP- The Peoplemeter Method

Universe : 10 people (A,B,C,D,E,F,G,H,I,J)Programme : Kasauti Zindagi Ki telecast at 8.30 - 9.00 pmDuration : 30 minutesViewership of KZKViewer Start Time End Time Minutes WatchedA 8:30 8:40 10B DNW - -C DNW - -D 8:46 8:50 4E DNW - -F 8:30 8:35 5G DNW - -H DNW - -I DNW - -J 8:33 8:58 25

Calculation of TRP- The Peoplemeter Method

TRP of KZK :

10 4 5 25+ + +

30 30 30 30 x 100 = 15

10

The corresponding TRP under Diary Method : (4/10)x100 = 40

TV - Advertising Monitoring• Coverage

– All TV advertising across categories• Information

– Time of telecast of ad– Spot duration– Estimate of spend

• Reporting– Category/Brand/Channel

• Periodicity– Weekly

• Utility– Keeping track of competition

The Planning Process

Various Steps in Media Planning

• Studying the Target Audience and its Media preferences• Review of our previous year’s performance• Competitive Analysis• Identifying Media Tasks/Setting Objectives• Framing a Media Strategy• Channel Selection• Progs/Dlys/ Selection• Developing the Final Plan• Plan Evaluation• Post Campaign ReviewThese do not necessarily happen sequentially

- there are overlaps between these steps

Identifying Media Tasks/Setting Objectives

• Given the marketing objectives, one needs to identify Media Tasks and set objectives accordingly

• The Media Objectives should be more a reflection of the Marketing Objectives

• The marketing objectives provide direction for the planner in selecting Media. Media objectives should give further leads based on this.

Examples of Marketing Objectives andMedia Objectives

Marketing Objective• To increase share with special effort directed

only to the existing customer base


Marketing Objective• To increase share with special effort directed

only to the existing customer base

Media Objective• Focus on the Core Target segment in the

existing markets and increase frequency of exposure to our advertising


Marketing Objective• To regain lost volume - target 14% market

share


Marketing Objective• To acquire 20% market share in year 1 after

national launch, 25% in the next year and 30% in the 3rd year


Marketing Objective• To acquire 20% market share in year 1 after

national launch, 25% in the next year and 30% in the 3rd year

Media Objective• Focus on markets where there is a higher return

in value for every rupee spent. Focus on growth markets and capture market share

Framing a Media Strategy

• Media Strategy is all about concrete steps taken to achieve Media Objectives

• This would include steps like setting quantifiable media targets, finalising Media Mix, taking decisions on scheduling, market prioritization, identifying role for each element in the Media Mix, etc.

Market Prioritization - The Need

• All markets might not be of equal importance

• The client might want to focus on some markets for strategic reasons

• Budget constraints - therefore cover markets with the available money on a priority basis

Factors Considered in Market Prioritization

• Dispersion of Brand Sales• Competitive Activity• Dispersion of Target Audience• Growth rates in various markets• Category Sales Dispersion• Sales Targets

• AffectionAngerAnnoyanceAngstApathyAnxietyAweContemptCuriosity

DepressionDesireDespairDisappointmentDisgustEcstasyEmpathyEnvyEmbarrassment

Thank You

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ppt. marketing of media services