The Project of TV Channel

GEO

Submitted to:

Sir Akif Saeed

Submitted by:
1. BASHARAT ALI
2. MEHROZE KHAN
3. SAYED FIDA HUSSAIN
4. SAYED HUSSAIN ALI SHAH
ACKNOWLEGEMENT
First of all, we are grateful to Allah Almighty with whose blessings we were able to
complete this project. We are thankful to Mr.Hamid Mahmood (Associate Manager IT &
Telecom), Mr.Shakeel (Manager Sales) at GEO TV and Mr.Naveed Jaffari (Manager
Sales) at ARY TV and Rasheed Khan Niazi (Producer PTV) who helped us in providing
the relevant information and answered our questions. Finally, we would like to express
our gratitude to our instructor Mr.Akif Saeed who gave us an opportunity to test our
skills without whose guidance our sheer hard work and efforts would have been in vain.

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 Executive Summary
ARY and GEO both use satellite transmission for broadcasting in contrast of channels
like PTV that use terrestrial coverage. PTV started on November 26 1964 by Gen. Ayub
Khan ARY launched its services in 2000 whereas GEO came in 2002. Hence, ARY is
two years ahead of GEO. PTV has 6 channels, which include some local and regional
channels. ARY has 4 channels namely ARY One World, ARY Musik, QTV and ARY
digital. On the other hand, GEO has only two channels namely GEO and GEO news.
However, GEO plans on introducing a bouquet of new channels after introducing the
DTH technology whereby viewers can watch GEO via a dish and receiver. In this way
GEO plans on reducing its dependence on Cable TV. Right now GEO is using IVR
technology. GEO IVR is a service to its advertisers and viewers that adds interactivity to
a branded program, promotes launch campaigns, helps acquire consumer/ product
research and feedback as well as enables delivery of community data services. These
services can be tied up with multi-media campaigns, including television, radio, print and
internet. The drawback of this technology is that it can only be viewed on Cable TV as
cost of having it privatized is too high and even the upper middle class people of Pakistan
cannot afford it.
ARY has already shifted to DTH technology in many parts of the globe and plans on
introducing it to the rest of the globe.

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 Letter of transmittal
This report has been submitted by our group and we hope that you would like it. We
know that we have made some mistakes but we hope that you would accept our project.

BASHARAT ALI
MEHROZE KHAN
SAYED FIDA HUSSAIN
SAYED HUSSAIN ALI SHAH

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 Geo TV

Introduction
GEO TV was established in May 2002 Test transmission started on 14th
August 2002 on the PAS 10 digital satellites. Regular transmission started on
1st October 2002 Geo TV is the first South Asian Urdu language channel to
provide content comparable with world class television broadcasters Geo is
the fastest growing TV Channel in Pakistan with ratings exceeding all satellite
delivered TV channels in the market Geo has the widest distribution on cable
systems in Pakistan with 100% carriage within 90 days of launch.

Geo News is a Dubai based Pakistani news channel, fully owned and run by
Group. It is number 1 news channel in Pakistan. The channel started its
broadcasting in 2005. It is considered as one of the famous news channels of
Pakistan with millions of 'Urdu speaking' viewers around the world. GEO TV

On January 2007 Shahid Masood joined Geo TV which is owned by the Jang
Group, the largest Urdu media group, as group executive director.

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In late 2007 GEO Television was banned by General Musharraf after the
imposition of emergency rule. However, even after the restoration of GEO's
transmission Dr. Masood's show did not immediately resume. The lack of
explanation led many to believe that the network had struck a deal with the
government, casting a shadow of doubt on GEO's claim of being the only truly
independent network in Pakistan owever; Dr Shahid came back on air mid-
April 2008, and hosted an interview with Asif Zardari.

On June 13, 2008 Dubai city administration threatened GEO to drop

Masood's show, among others, or risk losing its license as they "threatened
the UAE's relations with a friendly country.

On Nov 30, 2008 Dr Shahid's Meray Mutabiq was back on Geo TV in which he
explained his departure from GEO to PTV and also repented on the fact that he
should consider public opinion before taking such decisions.

Popular Shows
Some of the popular news programmes are Aaj Kamran Khan Kay Sath,
Capital Talk with Hamid Mir, Jawaab Deh, and Metrolite; and the notorious
political comedy programme Hum Sub Umeed Say Hain. Also famous is
Meray Mutabiq with Dr. Shahid Masood, who left Geo TV and served as the
Chairman of the state owned Pakistan Television (PTV) but came back later.

Programmes
Capital Talk

50 Minute

Aaj Kamran Khan Kay Sath

Aik Din Geo Ke Saath

Alif

Bazaar

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 Geo Kitab

FIR

Dekho Suno Samjho

Geomentary

Ghamidi

Gillete World Sports

Hamzanama

Hum Sub Umeed Se Hain

Jaan Hai To Jahan

Jawab Deyh

LEFT RIGHT

Match Box

Score

Tezi Mandee

Tezi Mandee Round Up

VoA

Tezi Mandee Weekend

Zara Sochiye

Technology GEO
it has the-art newsroom computer system designed to meet the challenges of today's
dynamic news environment. A powerful and comprehensive news production system,
it can be customized for use by everyone - from small news channels with just one
broadcast a day, to 24-hour, multi-channel news networks. It grasps and connects all
the elements of news operations. Newsgathering, feeds, wires, scripts, rundowns,
archives, contacts, video browser, on air schedules, personal work spaces, staffing

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and much more created and formatted to me.

Geo Firsts
Launched the first interactive infotainment programs in Pakistan, engaging and
empowering the viewer. Consistently scoops all rival broadcasters on major news
events. Besides seven bureaus in Pakistan a robust international network feeds live
content from New York, Washington and London. First telethon in Pakistan raising
$100K in a twelve hour period through calls INS on a premium rate number.
Engaging the viewers on festivals like Eid with interactive quiz programs and
traveling road shows. The largest and most aggressive recruitment and training
campaign in the history of Pakistan.

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Media Server System

is comprised of network interfaces, disc-based storage subsystems and

system software. These modular components attach to the network. They
manage data storage, and handle the connection of external devices to the
network. The network handles both isochronous audio/video channels and
asynchronous data simultaneously, and can scale to 3.2 Gigabit/sec

Automated Playout System

Over time the system GEO is using has developed cutting-edge Products
including: STUDIO-D, a dubbing studio control system that controls and
synchronizes VTRs with audio multi-track recorders and digital workstations
This System provides an adapting operational function for any business
model. This automation provides the full spectrum of TV technology and
networking functionality

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MANAGEMENT OF GEO TV
Vision of GEO
“GEO will be the voice of freedom from the Asian subcontinent. It will highlight the
issues of concern and the cultural richness of its people through information,
discussion and entertainment. GEO will propagate transparency of responsibility that
will ensure its position as the most credible and meaningful source of information,
through quality programming based on issues. GEO will provide entertainment
audiences can relate to, thereby creating viewer loyalty and response. GEO will forge
an alliance amongst its three stakeholders - viewers, advertisers and shareholders to
maximize viewer ownership. GEO will invest in human resources as it recognizes it
to be the foundation upon which the GEO future will be built. It is this very
foundation that will allow GEO to attain and sustain a leadership position, thus
fulfilling the promise associated with its creation.”

Mission statement
GEO informs and entertains while celebrating cultures and prompting
dialogue in the spirit of "live and let live".

ORGANIZATIONAL HIERARCHY

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Entrance of Geo in the market
The planning for GEO began in 1995 although it was officially launched in 2002.
PTV at that time was a monopoly in news casting. GEO identified the need for a good
news channel that would provide its viewers with unbiased and impartial news. It is
owned by the JANG Group of Newspapers that also owns prestigious news papers
like the Daily Jang and The News. So the media industry was not new for them and
they carried forward that experience into GEO TV. Right now GEO TV broadcasts
well reputed programs such as Alim Online, Alif and a number of other entertainment
programs.

With GEO news now being aired separately to Geo entertainment, GEO plans to
introduce a bouquet of channels which will target people all over Pakistan. Another
reason for GEO news being introduced is the time limit set for advertisements while
watching a Program. At most 20 minutes can be given to advertisements in one hour.
Taking into account the increasing demand of GEO programs, there was a need for a
second channel that would divide the load of advertisements.

GEO will introduce a different product mix for different segments of people thereby
using “differentiated marketing” approach.

GEO TV is a satellite TV which plans to include DTH technology. Using this

technology, people can watch ten channels using a dish and a receiver. Initially, GEO
plans on including other channels not related with GEO such as HBO but eventually
DTH will only include the bouquet of channels that GEO offers. This is the way GEO
plans on expanding its market and shifting its dependence from cable alone to both
cable and DTH.

Target market (GEO)

GEO TV has coverage over Pakistan, India, Canada, North America, UK, Europe,
Middle East and Africa. And it is viewed by people of the sub continent living in all

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of these areas. But GEO primarily targets the youth as its technology and overall
outlook is energetic and shows a covet for being the generation next of Pakistani
channels. GEO has always taken pride in the fact that they are the first channel who
took the Pakistanis and specially the Pakistani youth out of the traditional PTV
khabarnama which was backed by and biased towards the Government. The launch of
an indigenous news channel meant that the youth now had a platform through which
not only would they gain the right news and knowledge but would also be able to
share their views with people from the various facets of the society.

Positioning Strategy (GEO)

GEO celebrates life. It focuses on the hopes of our people and gives them a
platform where they can smile, interact, think, and enjoy life in the spirit of live
and let live. GEO celebrates cultures and diversity and attempts to weave a tapestry
reflecting the aspirations of this sub-continent. GEO is part of an industry
committed to quality entertainment and is ever on the look-out for fresh talent and
new concepts. Our screen is a reflection of life in all its fascinating hues and
contours.

GEO Promotional Strategies

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 LG World Cup Special was a promotional scheme that LG launched through IVR
which enabled them to get extended media coverage. GEO Eidi was also a similar
example of how clients such as LG and Tessori can use an IVR based program to
generate interest in an interactive medium which has a game show appeal. For a week
long IVR campaign GEO Eidi was officially the most successful IVR application of
its kind based on call in data. Instaphone Coverage Promotional Scheme was an IVR
campaign in which the IVR question was linked to its commercial that was currently
running on GEO. Instaphone was giving away 12 phones a day to GEO viewers who
guessed correctly how many cities Instaphone operates in.

Public Interactivity
Another first, Hum Sub Umeed Se Hain viewer poll was conducted to find out if
Pakistan was ready for Political Satire programs such as HSUSH. Live results were
given on the screen to reflect the voting. Final results were 92% yes and 8% no.
Similar interactivity can be added to sponsors branded programs through polls and
surveys or even as live sponsored classifieds.

Community data services

Election Results were given out LIVE using a 0900 number by GEO. However similar data which
is time sensitive, hard to find and entertaining can also made accessible by a sponsor free of cost
using GEO IVR. Data such as flight timings, children's stories, stock market quotes, bullion rates
and news among other information can be advertised using print and TV campaigns along with
Sponsor details.

Acquire Customer Data

Promotional campaigns and community based data services can include an option to also include
customer data such as addresses, name, telephone number as well as psychographics and detailed
information. This data can come in handy for further research and focus groups.

Swot Analysis of Geo

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GEO Strengths
• To build a reputable identity in a cluster of different channels in just a period of
four years was not an easy task. Geo is known for its unique entertainment, hot
talk shows, truth revealing news and informative programs. Following points
summarize the strengths of GEO;
• National association of Broadcasters (USA). World’s largest association of
broadcasters has honored GEO with the “Award for Quality” declaring it an
international standard television channel.
• Some international newspapers, magazines and news agencies have commented
on the unique style of GEO and various have quoted it extensively. These include
New York Times, Washington Times, Financial Times, Washington Post and Los
Angeles Times.
Francisco Chronicle, AP, AFP, Reuters, CNN, BBC, Khaleej Times, Gulf News,
Times of India, The Hindu, Aaj Tak (India), Kyodo (Japan), Al Jazeera and other
important television channels. Even the US State Department often quotes
GEO.Geo has been described as the CNN and BBC of Pakistan due to its
enormous news network within Pakistan and all over the world.
• Geo is the only independent and liberal channel with the unique honor of
consistently breaking news. The journal of Mass Communication, quotes that it
was the first to come up with the election results even beating the state channel,
while its interviews and analysis got top ratings among the viewers. It further
quoted that Geo offered new and innovative ideas not seen before on any
television channel.
• According to Gallup, Geo is highly rated and the most watched satellite channel
in Pakistan for its entertainment, news talk shows and flavored programs.
• New York Times, one of the most prominent newspapers of the world, has quoted
that Geo changed the media scene of Pakistan. It is the most popular channel with
the highest viewer ship in cities.Geo won a special award at the nouticaslo TV
festival 2005.Geo has also been awarded best electronic mass media award 2004
by Pakistan adv. Association.
• Business week one of the top 3 magazines of the world while including the news
of MSR in 25 stars of Asia wrote that “Geo has become the most watched TV
channel of Pakistan and its viewer ship is growing at the rate of 30% annually.

GEO Weaknesses
• GEO is comparatively new in the business, which gives ARY a comparative
advantage

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 • GEO is owned by a local group i.e. Jang Group that has comparatively fewer
resources than financial backing of ARY
• GEO has shortage of good talent. For this reason they had to buy Indian programs
to fill up their 24 hour TV run time
• Major sponsors such as the Lever brothers show more interest in ARY as it is
more established than GEO

GEO opportunities
• With the launch of its new entertainment channel recently GEO now owns two
channels namely GEO news and GEO entertainment.
• Its ever increasing popularity is not only an opportunity to cash in, but is also a
challenge because building up a reputation is one thing and living up to it another.

• GEO TV has already made a name for itself as the best news channel in Pakistan
and plans on continuing the unbiased and undeterred reporting it is known for.
But with the launch of its entertainment channel, GEO now has an opportunity to
make a name for itself in the entertainment industry as well. With the trend of
watching Cable TV increasing
• ,GEO can become a household name in all the facades of television if it carries on
with the same zeal zest and fervor it has shown in its news making. GEO

Threats
• With the influx of more and more private channels, the competition is increasing
by the day.

• People are becoming more and more aware of the international standards of media
and demand the same from their own channels.
• The media policies of the government though much improved still left a lot to be
desired.
• They cause a lot of hindrance in independent news making. So the rivalry
between GEO and private channels and the rigid media polices of the government
remain the biggest threats to GEO.

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 Conclusion
GEO enjoys a status of a rapidly growing TV channel.. The reason is simple,
people nowadays want a choice between watching TV channels. They have suffered
enough back when PTV was a monopoly. Back then they only had a small exposure to
knowledge via TV.

Nowadays, however, people are ‘addicted’ to media. The absolute choice between
two competing channels is almost impossible to make, since the viewer wants to assure
himself by watching the second channel that what the first channel is saying is correct.
The viewers like some programs of GEO and some programs of ARY.

Hence, infact not only the channels have segmented the viewers but the viewers
also have divided the channels into different segments to watch in their leisure. Therefore
to give up one equally beneficial segment for the other when one can have both, wouldn’t
be a sensible choice for a sensible person.

PTV is now being enjoyed by the terrestrial network viewers. So it has least share
but people still like the dramas which are of its traditional culture. So despite of deficit
but it still has a large market share due to its terrestrial network.

So GEO is on the top due to the above mentioned reasons. ARY is on second
position and the PTV is on number third position as shown in our research.

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