MARKET RESEARCH FOR SUN GROUP FOR OPENING A NEW HINDI CHANNEL

Table of Contents
INTRODUCTION ................................................................................................................................... 2 PROBLEM STATEMENT........................................................................................................................ 3 RESEARCH OBJECTIVE ......................................................................................................................... 3 RESEARCH DESIGN .............................................................................................................................. 4 LITERATURE REVIEW ........................................................................................................................... 4 Frequency of watching television ................................................................................................... 4 HOURS OF TELEVISION VIEWING PER DAY ..................................................................................... 5 PREFERENCE FOR DIFFERENT TV PROGRAMS................................................................................. 6 TOP GEC (General Entertainment channels) in India ...................................................................... 9 RESEARCH METHODOLOGY ................................................................................................................ 9 QUESTIONNAIRE DESIGN .................................................................................................................. 10 DATA ANALYSIS ................................................................................................................................. 11 TV Viewership ............................................................................................................................... 12 Competitors .................................................................................................................................. 12 TV Shows ....................................................................................................................................... 13 Brand awareness ........................................................................................................................... 13

LETTER OF AUTHORIZATION

The report prepared on Market Research for Sun Group was authorized by Professor Anuradha Goswami , instructor for Market Research at Symbiosis Centre for Information Technology(SCIT). The report extensively covers all the aspects of market research, focusing on all the parameters that must be considered for a market research.

INTRODUCTION
Sun Group is an Indian conglomerate group cater services in India. Its headquartered at Chennai, Tamil Nadu, India. The group is founded by the DMK Chief Dr. Kalaignar M. Karunanidhi and now owned and headed by Indian billionaire Kalanithi Maran and his family members including his wife Kaveri Maran. In a short span, Sun Group's Sun TV Network has become one of the largest media networks of India. With 32 channels in four Indian languages, Sun Group is able to connect to the world erasing geographical distances. Be it news or entertainment, we are there first. The response to our programmes and the viewership of our news has been phenomenal. The fact that we touch so many hearts gives us great pleasure. All channels programming is a mixed bag and have a wholesome blend of Films, Film-Based Shows, Super hit Serials, News Capsules, Reality Shows, Game Shows, Talk Shows, Children's hours, Women Show, Sports Show, trendy programming for youth and special contents, created specifically for section of society like villages. Below mentioned is the list of channels in different languages TAMIL SunTv KTv SunMusic SunNews Adithya ChuttiTv SunAction SunLife TELUGU GeminiTv GeminiMovies GeminiMusic GeminiNews GeminiComedy KhushiTv GeminiAction GeminiLife KANNADA UdayaTv UdayaMovies UdayaMusic UdayaNews UdayaComedy Chintu SuriyanTv MALAYALAM SuryaTv KiranTv KochuTv SuryaAction

PROBLEM STATEMENT
How will prospective audience react to the inclusion of a new Hindi channel?

RESEARCH OBJECTIVE
To find prospective audience behavior with respect to the below mentioned parameters: Type of shows the target audience watch
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Time spend by target audience on watching TV Other channels the target audiences watch

RESEARCH DESIGN
There are basically three types of Research design which can be followed: Exploratory Descriptive Casual

Descriptive research involves collection of data in order to test the hypothesis or to answer questions concerning the current status of the subject of the study. Descriptive study determines and reports the way things are. It has no control over what is, and it can only measure what already exist. As in our case, we need to answer the following questions. Who are our audience? What other channels do they watch on TV? What type of shows do they watch on TV? How much time do they spend in watching TV?

So, basically we need to know what the current behaviour of audience is when it comes to watching TV. Hence we have opted for Descriptive research design. Also we will opt for the Cross-sectional study which measure units from a sample of the population at only one point in time.

LITERATURE REVIEW
Below mentioned are some parameters on the basis of which data has been collected.
Frequency of watching television

Gender wise analysis indicates that there is no significant difference in frequency of watching television between Males and Females, with almost equal mean average scores of around 2.67. Age wise analysis shows similar trend of watching television across all the age groups. The education wise analysis shows that most of under graduates watch television most often while most of post graduates watch television sometimes.
HOURS OF TELEVISION VIEWING PER DAY

It has been seen that females spend more time in front of televisions when compared to males. Also as the age increases, a person watches less television. It was also seen that as the education increases, a person watches more television.
PREFERENCE FOR DIFFERENT TV PROGRAMS

It is clear from above data that, males prefer Knowledge based programs while females prefer watching Movies the most followed by Daily serials. Also it is clear from the data that Music programs are the least watched by males and females.

All age groups preferred Reality shows whereas News channels are preferred by the higher age groups. The 16-30 age groups least preferred program are the Knowledge based programs while 31-50 groups least preference was Animal/Adventure program.

Under graduate prefer Cartoon show and as the education increases the preference shifts to Reality shows and News coverage. The under graduates and graduates least preferred show is Music programs.
TOP GEC (General Entertainment channels) in India

Star Plus Colors Zee Tv Sony Tv Life OK

The above mentioned are some of the competitors in the current scenario.

RESEARCH METHODOLOGY
As we need to identify the behaviour of the audience towards watching Hindi channels, we need to gather data from a large audience. And the most cost effective methodology for doing this type of research is the Survey methodology. Survey methodology involves interviews with a large number of respondents using a predesigned questionnaire. Below mentioned are the four basic survey methods: Person-administered survey Computer-assisted survey Self-administered survey Mixed-mode (hybrid) survey

For our research project, we will be using the Mixed-mode survey wherein we will use a combination of Person-administered and Computer-assisted survey.

We have decided to use the Probability Sampling methodology under which we have selected the Stratified Sampling method. We will divide our population into two stratas namely Male and Female. On basis of our secondary data analysis, we came to a conclusion that it was observed that woman watch a lot more TV when compared to male. Also the amount of time spent watching TV was much more for the female when compared to male. Hence to get a accurate data from the survey we have decided to allocate more sample size to the strata which comprises of female and allocate less sample size to the strata which comprises of male. For the survey that is to be conducted for information gathering, we have planned to use a questionnaire as a means for collecting data.

QUESTIONNAIRE DESIGN
Below mentioned are the questions that will be part of our questionnaire 1) Do you watch TV? Yes No 2) Do you watch Hindi channels? (Answer this question if Yes is marked in the above question. Otherwise skip to question no 11) Yes No 3) How many hours do you spend per day watching Hindi channels? (Answer this question if Yes is marked in the above question. Otherwise skip to Question no 6) 1-2 hours 2-3 hours 3-4 hours More than 4 hours 4) Which Hindi channel do you watch the most? Star plus Colors TV Sony TV Zee TV 5) What type of shows do you watch in these channels? Reality shows Daily serials Movies Music programs

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6) If not Hindi channels, then which channels do you watch? Regional channels English channels Others (Please specify) 7) What improvements do you expect in these channels? 8) Are you aware of the Sun group of channels brand? Yes No 9) From where did you get to know about the brand? (Answer this question if the above question is marked Yes. Otherwise skip to question no 10) Friends & Relatives Radio Newspaper Internet 10) Which of the following medium of information do you use? Newspaper Magazines Internet Radio TV 11) Any specific reason for not watching TV? 12) What is your gender? Male Female 13) What is your age? 16-25 years 26-40 years 41-60 years More than 60 years

DATA ANALYSIS
From the data collected, the data analysis has been done on the below mentioned parameters which gives us a macro view on our market research topic.

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TV Viewership

From the sample data collected it was evident that 90% of the sample population watch television and 80% among that watch Hindi channels. It was also observed that the audience spend 3-4 hours per day watching television. Also it was observed that females watch more TV when compared to males. Also the 20% of the sample population that dont watch Hindi channels usually watch regional channels. Among these 20% population, the males usually watched English channels and the females watched regional channels. And the reason mentioned by this 20% population who dont watch Hindi channels are as follows: Advertisements Shows dont generate interest
100 80 60 40 20 0 Watch TV Don't watch TV Female Male

Competitors

From the sample data collected, the below mentioned channels had the maximum audience when it came to viewing Hindi channels. Star plus (43%) Colors TV (31%) Sony TV (20%) Zee TV (6%)

Competitors
Star Plus Colors 6% Sony TV Zee TV

20% 31%

43%

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TV Shows

The maximum audience in the sample population preferred watching Reality shows and closely following was the category of Music programs. Reality shows (59%) Music programs (25%) Daily serials (10%) Movies (6%)

Show types
Reality shows Music programs 6% 10% 25% 59% Daily serials Movies

Brand awareness

When it came to question about brand awareness, it was observed that more than half the sample population didnt know about the brand Sun group. Also it was evident from the sample data collected that people use TV as the main medium for information. Also we came to know that Sun group places their advertisements mainly in newspapers and internet and hence the brand awareness was very low.

LIMITATIONS
Below mentioned are some of the limitations that were faced in our market research:
Time constraint Budget constraint Reliability of data Sample size

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