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SERVICES
CLASSIFICATION
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.
•
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,REFUELIN
G.
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
M&E Industry (US$ 2008 2013 P CAGR %
Billion) (2009-13)
10
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
11
channels e.g. Red FM, Radio Mirchi,
BROADCASTING
13
Distribution Network
HFC Network Architecture cont.
15
Sources : Group M , KPMG Interviews , KPMG
Sources : Group M , KPMG Interviews ,
KPMG Analysis
16
FDI Limits in Broadcasting Industry
Sl. Segment Existing limit Entry Recommended Remarks
No. Route limit by TRAI
Press Note no . 2 ( 2009 Series ) – DIPP , Ministry of commerce & Industry , GOI
5 . 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
17
would be considered as indirect foreign investment.
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
Example ; Zee’s connectivity
Areas covered
Africa
EUROPE
10,099,404 S.E.Asia
AMERICA Homes
577,281 MENAP
40,931,416
APAC India
Homes 5,447,523
Homes Homes Pakistan
Gulf region
AFRICA
180,254 INDIA UK/Parts of
Homes 72,000,000
Homes Europe
USA
Canada
Examples:
Soap-opera lovers (1) early in the afternoon
üPeople 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:
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%
The received policy view was based on the notion of “natural monopoly”: only one
operator per area was licensed
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).
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 (2 viewer groups are
- pSHOPPING = 5 excluded from
consumption of each
Total profit = 20 + 20 + 10 = 50 channel)
2 10 1 5
3 1 10 2
4 1 10 5
Conclusion: local monopoly on cable TV is beneficial to
providers but in some cases (mixed tying) it is harmful for
consumers.
• 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 quality
also on public / regulated TV
The Program Supplier
9%
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 Definitions
Urban & Rural Classification
Contd..
Some Definitions
Total
34% 45%
C&S Penetration has grown across the board
Cable & sattelite Penetration
NRS V
NRS VI
Zone Total
West 52%
South 60%
East 31%
North (Less UP/Raj) 38%
UP/Raj 27%
South
& West are very clearly Satellite markets
Cable&Sattelite Penetration
Socio. Economic. Class. A,B,C.
High
Maharashtra, Gujarat, MP, TN, (50%
+) AP, Karnataka
Colour TV, B/W TV, Multiple TV sets...
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
Total
42%
29% A dramatic fall for Radio
Cinema
Cinema Reach
TownclassNRS V
NRS VI
Total
62% 51%
Contrary to popular belief Cinema Going is still on the decline
Cinema Reach
NRS V NRS VI
SEC A 69%
61%
B 67% 57%
C 64% 52%
D 62% 49%
E 56% 43%
Total
Cinema 62%
Reach has declined across SEC categories
51%
HOW TO KNOW & CALCULATE WHAT
PEOPLE ARE WATCHING FOR CONTENT
EFFECTIVENESS
• PEOPLEMETER
• DAIRY MATHOD
•
•
Peoplemeter Types
Tuner 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 Monitoring
Monitoring 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
100 people indicate that they watched the Sunday Hindi Film
Calculation of TRP
- The Peoplemeter Method
TRP of KZK :
10 4 5 25
+ + +
30 30 30 30 x 100 = 15
10
Media Objective