SUMMER INTERNSHIP REPORT

ON
“UNDERSTANDING THE TV VIEWERSHIP PATTERN AND
PREFERENCES OF CHHATTISGARH VIEWERS”
(Emphasis on Youth in Shankar Nagar Area)

FOR

ZEE 24 GHANTE CHATTISGARH, RAIPUR

BY
Jishnu banerjee
2009-2011
Submitted in the partial fulfilment of the requirement
of the DISHA SCHOOL OF MANAGEMENT, Raipur (C.G.)

1
 A
Summer Internship Project
On
“UNDERSTANDING THE TV VIEWERSHIP PATTERN AND
PREFERENCES OF CHHATTISGARH VIEWERS”
(Emphasis on Youth in Shankar Nagar Area)
Submitted for partial fulfillment of requirement for the award of
degree
Of
Post Graduate Diploma in Management
PGDM
Of
DISHA SCHOOL OF MANAGEMENT
Raipur (C.G.)
Session 2009-11

Supervised By External Guide Supervised By Internal Guide

Name-Mr. Abhinna Suresh Khare Name Prof. Sanjay Mishra
Marketing ,Branding & Research Head Designation: Reader
ZEE 24 Ghante Chhattisgarh Department:Faculty of management

Submitted by
Jishnu Banerjee
Unique ID No 0908021
PGDM III Trimester

2010

DEPARTMENT OF MANAGEMENT

DISHA SCHOOL OF MANAGEMENT

AICTE Approved, Ministry of HRD Government of India
(Disha Education Society)
Satya Vihar, Vidhansabha-Chandrakhuri Marg, Mandir Hasaud, Raipur (C.G.)492007

2
 DECLARATION

I the undersigned solemnly declare that the report of the project

work entitled VIEWERSHIP PATTERN ON TEVEVISION, is
based my own work carried out during the course of my study
under the supervision of Mr. SANJAY MISHRA.
I assert that the statements made and conclusions drawn are an
outcome of the project work. I further declare that to the best of my
knowledge and belief that the project report does not contain any
part of any work which has been submitted for the award of any
other degree/diploma/certificate in this Institute or any other
Institute.

(Signature of the Candidate)

JISHNU BANERJEE
0908021

3
 Certificate by Organization

This is to certify that JISHNU BANERJEE, a student of Post

Graduate diploma in MANAGEMENT (2009-2011), DISHA
SCHOOL OF MANAGEMENT, RAIPUR has worked in ZEE
NEWS CHATTISGARH , under the guidance and supervision of Mr.
ABHINNA SURESH KHARE, Marketing Branding & Research
head, ZEE 24 Ghante CHATTISGARH. The period for which he was
on training was For 45 days, starting from 05TH APRIL 2010 TO 20TH
MAY. This Summer Internship report has the requisite standard for
the partial fulfillment the Post Graduate Degree in MANAGEMENT.
To the best of our, knowledge no part of this report has been
reproduced from any other report and the contents are based on
original research.

NIVEDITA KANUNGO
HUMAN RESOURCES HEAD
ZEE 24 GHANTE CHATTISGARH

4
 Certificate by Organization

This is to certify that JISHNU BANERJEE, a student of Post

Graduate diploma in MANAGEMENT (2009-2011), DISHA
SCHOOL OF MANAGEMENT , RAIPUR has worked in ZEE
24Ghante CHATTISGARH , under the guidance and supervision of
Mr. ABHINNA SURESH KHARE, Marketing Branding & Research
head, ZEE 24 Ghante CHATTISGARH. The period for which he was
on training was For 45 days, starting from 05TH APRIL 2010 TO 20TH
MAY. This Summer Internship report has the requisite standard for
the partial fulfillment the Post Graduate Degree in MANAGEMENT.
To the best of our, knowledge no part of this report has been
reproduced from any other report and the contents are based on
original research.

ABHINNA SURESH KHARE

Marketing ,Branding & Research head.
ZEE 24 Ghante Chattisgarh.

5
 CERTIFICATE BY INTERNAL GUIDE

This to certify that the report of the project submitted is the outcome of the
project work entitled VIEWSHIP PATTERN ON TV carried out by JISHNU
BANERJEE bearing Unique ID 0908021 carried by under my guidance and
supervision for the award of Post Graduate Diploma in Management of Disha
School of Management, AICTE approved, Ministry of HRD Government of
India Raipur (C.G), India.
To the best of the my knowledge the report
i) Embodies the work of the candidate him/herself,
ii) Has duly been completed,
iii) Fulfils the requirement of the ordinance relating to the PGDM degree
of the Institute and
iv) Is up to the desired standard for the purpose of which is submitted.

_______________________
(Signature of the Guide)
Name: S.MISHRA
Designation: Reader
Department: DSME

6
 DISHA SCHOOL OF MANAGEMENT
AICTE Approved, Ministry of HRD Government of India
(Disha Education Society)
Satya Vihar, Vidhansabha-Chandrakhuri Marg, Mandir Hasaud,Raipur (C.G.)492007

CERTIFICATE BY THE EXAMINERS

This is to certify that the project entitled

UNDERSTING THE VIEWERSHIP PATTERN ON TV
Submitted by

JISHNU BANERJEE bearing the unique id 0908021

Has been examined by the undersigned as a part of the examination for the award
of Post Graduate Diploma in Management of Disha School of Management,
AICTE approved, Ministry of HRD Government of India Raipur (C.G), India.

______________ _________________
______________ _________________
NAME & SIGNATURE NAME & SIGNATURE OF
OF INTERNAL EXAMINER EXTERNAL GUIDE
DATE: DATE:

forwarded by

Academic Head
Department of Management

7
 ACKNOWLEDGEMENT

These 45 days at ZEE NEWS CHATTISGARH have been a great learning

experience. It has been one of the most enriching experience for me to work
under the brand of ZEE .ZEE 24GHANTE CHATTISGARH is one the fastest
growing companies in the media sector and already enjoys an unmatched 64%
market share in the region.The dynamic working of the organization provided
me a challenging environment to work and grow. I am very thankful to MR
ABHINNA SURESH KHARE (Marketing ,Branding & Research Head) who
has given me full opportunity to learn and understand the various functions of
the company. I am also thankful to my project guide Mr Sarvagya shuklafor
his support, guidance and providing the valuable information which helped me
to complete my project successfully.
Last but not the least I would like to express my hearty gratitude to
my internal guide MR.S.MISHRA for giving me his valuable and timely guidance
and cooperation rendered to me throughout the internship programme.

8
 PREFACE

As a matter of fact every management student has to undergo practical

training in an approved business or organization for not less than six
weeks normally in the summer vacation under the guidance of
Professional managers, as to become aware of the real life business situations
and the environment. To fulfill the said objective I was sent to ZEE 24
Ghante CHATTISGARH for my “On the Job” practical Training by our
Training Coordinator. The duration of my training was from 05th APRIL
2010 to 20th May . 2010. During this period I carried out a research project to
study and analyze the TV viewing patter on the people of C.G. Apart from
that I also got an opportunity to interact with the heads of various
departments of the organization and got to learn the basics of media
industry. I heartily thank all who supported me in the course of my training
and helped me gain a rich experience and real exposure to the corporate
world.

9
 TABLE OF CONTENTS

1. INTRODUCTION
a. MEDIA INDUSTRY
B.TYPES OF MEDIA
C.TO THE COMPANY
2. OBJECTIVE OF THE STUDY

3. COMPANY PROFILE
a. ORIGIN
b. STRUCTURE
c. MISSION AND VISION

4. LITERATURE REVIEW

5. 3 c’ ANALYSIS OF COMPANY

6. PORTER’S 5 FORCES MODEL ON THE INDUSTRY

7. RESEARCH METHODOLOGY
a. OBJECTIVE
b. HYPOTHESIS
c. RESEARCH DESIGN
d. SAMPLE DESIGN
e. SCOPE OF STUDY
f. LIMITATIONS
8. INTERPRETATIONS AND SUGGESTION
9. BIBLOGRAPHY

10
 Chapter – I : Introduction

 Chapter – II : Company profile

 Chapter – III : Methodology

 Chapter – IV : Results & interpretation

 Chapter – V : Conclusion & Suggestions

11
CHAPTER - 1

INTRODUCTION- MEDIA INDUSTRY

The Indian media and entertainment (M&E) industry is one of the fastest growing industries
in the country (11.1). Its various segments—film, television, advertising, print and digital
among others—have witnessed tremendous growth in the last few years.

According to a 2009 report jointly published by the Federation of Indian Chambers of

Commerce and Industry (FICCI) and KPMG, the media and entertainment industry in India is
likely to grow at a compound annual growth rate (CAGR) of 12.5 per cent per annum over
the period between 2009-13 and touch US$ 20.09 billion by 2013.

With a majority of the population below the age of 35(11.2), and increasing disposable
income in Indian households, the average spend on media and entertainment is likely to grow
in India, according to the 2009 edition of PricewaterhouseCoopers’ Indian Entertainment and
Media (E&M) Outlook, covering the forecast period of 2009–2013.

(11.1): 8:30pm 22-06-10 http://www.ibef.org/industry/mediaentertainment.aspx

(11.2): on 8:30pm 22-06-10
12
http://www.ibef.org/industry/mediaentertainment.aspx
TYPES OF MEDIA

13
Television

According to the study by FICCI and KPMG, the television industry, which is
currently valued at about US$ 4.63 billion, will expand by 14.5 per cent
between 2009 and 2013. According to the above PwC report, the television
advertising industry is expected to account for a share of 41.0 per cent of the
advertising industry in 2013, up from the present share of 39.0 per cent(13.1).

Digital distribution platforms such as direct-to-home (DTH) and Mobile TV are

transforming the industry. Mobile TV—where content will stream in on mobile
phones—is poised to grow big with the advent of 3G, according to experts. With
the DTH industry estimated to grow by almost 100 per cent in the 2009-10
fiscal—from US$ 310.16 million in 2008-09 to an expected US$ 620.25 million
in 2009-10—leading DTH firms such as Sun Direct, Bharti Airtel DTH and Big
TV have increased their marketing budget by 20-25 per cent in the fiscal year
2010(13.2)

The television distribution industry is expected to reach US$ 5.2 billion in 2013
from the estimated size of US$ 3.12 billion in 2008, which translates into a
growth of 12.2 per cent on a cumulative basis over the period, according to the
2009 edition of PricewaterhouseCoopers’ Indian Entertainment and Media
(E&M) Outlook(13.3).

Capitalizing on the success of the 3D film Avatar, television manufacturers are

gearing up to introduce new 3D TV sets into the market in the second quarter of
2010. Another player to get on the 3D bandwagon, the Indian Premier League,
is set to become the first sports body to telecast a match live in 3D.

The Indian media and entertainment (M&E) industry is one of the fastest
growing industries in the country. Its various segments—film, television,
advertising, print and digital among others—have witnessed tremendous growth
in the last few years.

According to a 2009 report jointly published by the Federation of Indian

Chambers of Commerce and Industry (FICCI) and KPMG, the media and
entertainment industry in India is likely to grow at a compound annual growth
rate (CAGR) of 12.5 per cent per annum over the period between 2009-13 and
touch US$ 20.09 billion by 2013.

With a majority of the population below the age of 35, and increasing
disposable income in Indian households, the average spend on media and
entertainment is likely to grow in India, according to the 2009 edition of
(13.1) :9:10pm on 22-06-10http://www.medianewsline.com/
14
(13.2),(13.3) 9:20 on 22-06-10: http://www.ibef.org/industry/mediaentertainment.aspx
PricewaterhouseCoopers’ Indian Entertainment and Media (E&M) Outlook,
covering the forecast period of 2009–2013.

Television

According to the study by FICCI and KPMG, the television industry, which is
currently valued at about US$ 4.63 billion, will expand by 14.5 per cent
between 2009 and 2013. According to the above PwC report, the television
advertising industry is expected to account for a share of 41.0 per cent of the
advertising industry in 2013, up from the present share of 39.0 per cent(14.1).

Digital distribution platforms such as direct-to-home (DTH) and Mobile TV are

transforming the industry. Mobile TV—where content will stream in on mobile
phones—is poised to grow big with the advent of 3G, according to experts.
With the DTH industry estimated to grow by almost 100 per cent in the 2009-10
fiscal—from US$ 310.16 million in 2008-09 to an expected US$ 620.25 million
in 2009-10—leading DTH firms such as Sun Direct, Bharti Airtel DTH and Big
TV have increased their marketing budget by 20-25 per cent in the fiscal year
2010(14.2).

The television distribution industry is expected to reach US$ 5.2 billion in 2013
from the estimated size of US$ 3.12 billion in 2008, which translates into a
growth of 12.2 per cent on a cumulative basis over the period, according to the
2009 edition of PricewaterhouseCoopers’ Indian Entertainment and Media
(E&M) Outlook.

Capitalizing on the success of the 3D film Avatar, television manufacturers are

gearing up to introduce new 3D TV sets into the market in the second quarter of
2010(14.3). Another player to get on the 3D bandwagon, the Indian Premier
League, is set to become the first sports body to telecast a match live in 3D.

Music

Industry experts estimate that the current size of the music industry is about
US$ 149 million. According to a PwC study, the industry is likely to grow to
become a US$ 164.56 million industry by 2012.

With music channels giving less space to music programming to accommodate

game shows and reality shows, independent music bands such Workshop Them
Clones are increasingly looking to promote their videos by making them
available online.

Digital music sales are expected to account for 88 per cent of the total music

15
(14.1):9:45pm 22-06-10 http://www.ibef.org/industry/mediaentertainment.aspx
industry revenue in India by 2009. Though for a long time, cassettes and
compact discs (CDs) have accounted for most music sales, future growth is
expected to come from non-physical formats such as digital downloads and
ringtones, among others

According to the 2009 PwC study, the important driver for the music industry
over the coming years, will be digital music, and its share is expected to move
from 16 per cent in 2008 to 60 per cent in 2013. Also, within digital music,
mobile music is expected to continue to increase its share and maintain
dominance.

Radio

The cheapest and oldest form of entertainment, reaching 99 per cent of the
population, this segment is likely to see many dynamic changes.

According to the 2009 PwC study, the radio industry is forecast to grow at a
compound annual growth rate (CAGR) of 18 per cent over 2009-13, reaching
US$ 391.15 million in 2013 from the present US$ 170.87 million in 2008.
That's more than double its present size. In terms of its share of the advertising
pie, it is projected that the radio advertising industry will be able to increase its
share from 3.8 per cent to 5.2 per cent between 2009 and 2013(15.1).

Advertising

The number of brands advertised on television witnessed an 82 per cent increase

during 2008 compared to 1999, according to a survey by AdEx India, a division
of Tam Media Research.

The television advertising industry is expected to reach US$ 3.12 billion in 2013
from the estimated size of US$ 1.75 billion in 2008, which translates into a
growth of 12.2 per cent on a cumulative basis, over the period.

16
 Going forward, digital media advertising (internet, mobile and digital signage)
is expected to emerge as the medium of choice for advertisers. According to a
FICCI-PwC report, online advertising is expected to touch US$ 212.03 million
in 2011.
(15.1): 10:05pm 22-06-10: http://www.indiainbusiness.nic.in/industry-infrastructure/service-sectors/media-
entertainment.htm
Digital advertising on newspaper web sites will increase at a 6.8 percent
compound annual rate to US$ 8.3 billion in 2013 from US$ 6 billion in 2008,
increasing its share of total newspaper advertising to 9.1 per cent from 5.4 per
cent in 2008, as per the 2009 PwC report on the Indian media and entertainment
industry.

According to a PwC report, Internet advertising is projected to expand by 32 per

cent over the next five years to reach US$ 411.74 million in 2013 from US$
102.94 million in 2008. Also, the share of online advertising is projected to
grow from 2.3 per cent in 2008 to 5.5 per cent in 2013. The report estimates the
size of the Out of home (OOH) advertising spend to be US$ 308.8 million in
2008. This figure is projected to almost double in 2013 to US$ 514.67
million(16.1).

Cinema

The Indian film industry is the largest in the world in terms of number of films
produced per year. The FICCI-KPMG study values the Indian film industry at
US$ 2.11 billion and projects its growth at 9.1 per cent till 2013(16.2).

The opening of the film industry to foreign investment coupled with the
granting of industry status to this segment has had a favourable impact, leading
to many global production units entering the country.

Meanwhile, non-resident Indian (NRI) filmmakers are looking to India as the

country offers a large market and a mainstream arts platform. Filmmaker
Sangeeta Datta who is based in London says that the framework of reference has
changed for NRI cinema and that NRI filmmakers like herself are now more
geared towards ethnic communities and the diaspora which assures them of an
audience in India, UK and the US.

Print/Publishing

According to a PwC report, the print industry is projected to grow by 5.6 per
cent over the period 2009-13, touching US$ 4.26 billion in 2013 from the
present US$ 3.24 billion in 2008. The relative shares of newspaper publishing
and magazine publishing are not expected to change significantly and are
expected to remain the same at around 87 per cent in favour of newspaper
publishing. Magazine publishing is expected to grow at a higher rate of 6.5 per

17
Source: 10:50pm 22-06-10: http://www.indiainbusiness.nic.in/industry-infrastructure/service-sectors/media-
entertainment.htm
cent as compared with newspaper publishing which is expected to grow at 5.6
per cent over the five year period between.

The government has indicated that it may soon amend the Press and
Registration of Books Act, 1867, so that it keeps pace with the growth of the
print media in the country over the years.

Newspaper sales in India, China and Japan which stand at 60 per cent in terms
of circulation, are the highest in the world, it has been announced by Timothy
Balding, co-chief executive officer of the World Association of Newspapers and
News Publishers (WAN-IFRA) at the 62nd World Newspaper Congress in
Hyderabad.

A survey carried out by research firm Valuenotes Database, spanning 237

consultants, publishers and service providers reveals that India continues to be a
favoured destination for publishing outsourcing.

Theatre

A project billed as India’s answer to Broadway has been inaugurated in

Gurgaon. The project called the Kingdom of Dreams, has been conceptualized
by the Great Indian Nautanki Company, a joint venture between the Apra Group
of Companies and Wizcraft International Entertainment and plans to generate an
interest in the genre of musical theatre

Digital media

According to a FICCI-KPMG study, the Indian animation industry will grow

from the current US$ 362 million to US$ 811.2 million by calendar 2013(17.1).

Further, with the country turning out to be a hub for graphic industries like
animation and design, companies such as Intel and Advanced Micro Devices
(AMD) are reworking their India strategies to grow their businesses in the
computing segment. The move has been triggered by the emergence of high-end
games involving real-time 3D rendering.

18
Tata Teleservices (TTSL) has become the first service provider to offer mobile
TV on high speed broadband wireless by launching Photon TV, which allows
users to access channels on desktops and laptops.

English news channel, NewsX, has launched a service which will enable mobile
phone users to receive live videos on their handset, through a specific mobile
SOURCE: (17.1) FICCI-KPMG REPORT 2009
URL.

A considerable number of Indian special effects artists and animators are

moving up the ranks of established US animation studios such as Walt Disney
and DreamWorks Animation SKG and are also creating a niche for themselves
in the special effects market as well.

In a move that will strengthen its international presence and expand its offerings
to include services such as restoration, 2D-to-3D conversion and post-
production services to broadcasters and studios, Reliance MediaWorks (RMW)
has acquired the assets of ilab UK Ltd, a film processing facility located in
Soho, London.

Government Initiatives (18.1)

The Government has initiated major reform measures:

• Permitting 100 per cent foreign direct investment (FDI) through the
automatic route for the film industry and advertising
• Allowing 49 per cent foreign holding in cable TV and direct to home
DTH
• Allowing 100 per cent FDI in non-news publications and 26 per cent FDI
in news publications
• The government has allowed 100 per cent FDI in fax editions of
magazines and newspapers
• Recently, the government allowed companies with core business in news
segment but hived off non-news business, to raise funds from overseas
beyond the stipulated FDI limit of 26 per cent. Such companies can raise
and route funds from overseas through its non-news arm, which will not
be calculated as foreign investment
• The FM radio sector was opened to FDI with a 20 per cent cap
• Permitting the setting up of uplinking hubs for satellite uplinking by
private TV broadcasters from Indian soil
• Giving industry status to the films segment
• Opening FM radio operations to the private sector
• The government has allotted US$ 50.13 million in the current Five-Year-
Plan for various development projects for the film industry. The funds

19
 will be utilised to set up a centre for excellence in animation, gaming and
visual effects

• The government has approved the policy for headend-in-the-sky (HITS)

operators, a technology that will provide digitised cable content to
viewers across the country.
SOURCE(18.1):11:10PM 22-06-10: http://www.indiainbusiness.nic.in/industry-infrastructure/service-sectors/media-entertainment.htm

Going Global

With the growing popularity of Indian content in the world market in general
and South Asia in particular, the Indian entertainment industry players are
venturing abroad to tap this booming segment.

In fact, according to a report by CII-AT Kearney, the share of international

markets in total box office collections is estimated to increase from 8 per cent in
2006 to 15 per cent in 2010. Consequently, many domestic players like Yash
Raj Films, Reliance-Adlabs and UTV, among others, have set up distribution
arms overseas. Also, content for areas such as music and television have a huge
potential international market.

20
Source: http://www.indiainbusiness.nic.in/industry-infrastructure/service-sectors/media-entertainment.htm

SWOT ANAYSIS OF THE INDUSTRY

21
STRENGTHS:
• Media And Entertainment is one of the most booming sectors in India
due to its vast customer reach. The various segments of the Media And
Entertainment industry like television and film industry have a large
customer base.
• The growing middle class with higher disposable income has become the
strength of the Media And Entertainment industry.
• Change in the lifestyle and spending patterns of the Indian masses on
entertainment.
• Technological innovations like online distribution channels, web-stores,
multi- and mega-plexes are complementing the ongoing revolution and
the growth of the sector.

• Indian film industry is second largest in the world and the largest in terms
of the films produced and tickets sold.
• The low cost of production and high revenues ensure a good return on
investment for Indian Media And Entertainment industry.

WEAKNESSES:
• The Media And Entertainment sector in India is highly fragmented.
Lack of cohesive production & distribution infrastructure, especially in the case
of music industry.
• The lack of efforts for media penetration in lower socio-economic
classes, where the media penetration is low.

OPPORTUNITIES:
• The concept of crossover movies, such as Bend It Like Beckham has
helped open up new doors to the crossover audience and offers immense
potential for development.
• The increasing interest of the global investors in the sector.

22
• The media penetration is poor among the poorer sections of the society,
offering opportunities for expansion in the area.
• The nascent stage of the new distribution channels offers an opportunity
for development.
• Rapid de-regulation in the Industry
• Rise in the viewership and the advertising expenditure.
• Technological innovations like animations, multiplexes, etc and new
distribution channels like mobiles and Internet have opened up the doors
of new opportunities in the sector.

THREATS:
• Piracy, violation of intellectual property rights pose a major treat to the
Media And Entertainment companies.
• Lack of quality content has emerged as a major concern because of the
'Quick- buck' route being followed in the industry.
• With technological innovations taking place so rapidly, the media sector
is facing considerable uncertainty about success in the marketplace.

23
CHAPTER -2

Introduction to the company:-

24
 COMPANY PROFILE
Zee 24 Ghante Chhattisgarh is one of the best known news channels in
Chhattisgarh. It has achieved a remarkable success in the region in a very short
duration. Under the guidance of Hon’ CEO Mr. K.K. Nayak. Zee 24 Ghante
Chhattisgarh - a regional channel which was launched on 1st October 2008 in the
capital of Chhattisgarh Raipur. Located at Raipur , this channel soon began to be
recognized all over CG and was quick to establish a relationship with the
audience.
Zee 24 Ghante Chhattisgarh was launched in association of GOYAL GROUP
& SB Multimedia. Mr. K. K. Nayak was the first CEO of this organization and
serving here since last 2 year.The credit of Zee 24 Ghante Chhattisgarh’s
success also goes to Mr. Dinesh goyal the director. Both of them join this
organization from the beginning & they were running this organization very
successfully till now. Zee 24 Ghante Chhattisgarh has strength of 550
employees.
The parent company of zee 24 ghante chattishgarh is zee news ltd. Which is a
subsidiary of ZEE NETWORKS functioning under ESSEL group –one the
major media and entertainment companies of india..

25
AIM AND OBJECTIVE OF STUDY:-

26
Aim:-
To understand the Television Viewing Pattern of the people in Shankar nagar in
the age group of Youth i.e. people between the age of 15 – 25 years including
both the genders (male and female) and to use this understanding in planning the
FPC, placing client’s ads and marketing of our products and services.

Objectives:-

 To understand the liking and disliking of the viewers.

 To know the preference of timing for the viewer’s according to their taste.
 To show how knowing their preference can make us to deliver programs
according to their taste & preference.
 To Know the T.V. viewing pattern of SEC A, B & C within the age cadre
of 15-25 Yrs. (both Male and female).
 To design the special strategies for promoting our programs.
 To know special preferences of the youths in C.G. viewers for different
time slots.
 To determine the preference of 25+Female of C.G. to watch in the
programs like cookery shows and Rashiphal etc. which they like to watch.

27
COMPANY PROFILE:-

28
Origin:-
Zee 24 Ghante Chhattisgarh is one of the best known news channels in
Chhattisgarh. It has achieved a remarkable success in the region in a very short
duration. Under the guidance of Hon’ CEO Mr. K.K. Nayak. Zee 24 Ghante
Chhattisgarh - a regional channel which was launched on 1st October 2008 in the
capital of Chhattisgarh Raipur. Located at Raipur , this channel soon began to be
recognized all over CG and was quick to establish a relationship with the
audience.
Zee 24 Ghante Chhattisgarh was launched in association of
GOYAL GROUP & SB Multimedia. Mr. K. K. Nayak was the first CEO of
this organization and serving here since last 2 year.The credit of Zee 24 Ghante
Chhattisgarh’s success also goes to Mr. Dinesh goyal the director. Both of them
join this organization from the beginning & they were running this organization
very successfully till now. Zee 24 Ghante Chhattisgarh has strength of 550
employees.
The parent company of zee 24 ghante chattishgarh is zee news ltd. Which
is a subsidiary of ZEE NETWORKS functioning under ESSEL group –one the
major media and entertainment companies of India(28.1).

(28.1) : 11:20pm 26-06-10 www.wikipedia.org/

Structure:-

29
The major departments in the organization is as follows:-

• Editorial (input and output)

• Marketing and Advertisement

• Sales

• Finance

• IT

• Graphics

• HR

• Technical department

The major customers contributing to the revenue are:-

• Chhattisgarh government

• Retailers

• Industries

• Hospitals

• NGO

• Educational institution

• Fitness centres

• Hotels

• Restaurants
30
Some basic information of the company:-

Turnover:- 11 crore
Expenses:- mainly payment to dish tv 20lakh/month
Sources of revenue: advertisements, corporate deals, government subsidiaries
and funds,creative ideas, events, media planning.

Mission and Vision:-

Right from the incorporation zee24 ghante had shown an aggressive growth in
the region. Within months of its launch it managed to gain the top spot as CG’s
favourite news channel. The mission of the channel is to deliver quality products
to the audience and offer the right balance of infotainment to its consumers.

The vision of the company is to emerge on the national map as one of the most
reputed news channel.

31
Literature review :-

The year 2009 was one of slow growth, owing to recessionary

pressure
Indian Media &Entertainment (M&E) industry went through a
tough
phase in last two years due to the economic slowdown which
impacted businesses in the country.
The industry which is dependent on advertising for
almost 38 percent of its revenues, was hit due to shrinking ad
budgets of the corporate world. However, the industry as a
whole registered a very modest growth of around 1.4 percent in
2009 compared to 12 percent in 2008. It is poised for recovery
in 2010, riding on the back of improved economic growth.
The year 2009 was a year marked with innovation and a focus
oncost efficiencies across sectors, more as a necessity to
combat the pressures on bottom line. Newer content formats
and strategies adopted by the players in the industry helped
ensure that customers had more choices which led to the
evolution of the industry. Cost efficiencies which came about
last year proved to be a silver lining for the industry in a bad
year, and many of these measures are here to stay and could
benefit companies in the long run.
Some sectors were impacted more than the
others like Films, Radio and Out of Home (OOH), registered a
negative growth during the year. In 2010, they are expected to
recover somewhat with a
moderate growth rate. Print showed a flat trend and and music
grew moderately. TV industry showed a good growth rate, and
Internet, Gaming and Animation, brought reasons to cheer for

32
the industry with their growth rates touching double digits,
albeit on a smaller base.
In spite of the economic slowdown, the industry
witnessed a
recovery in the last quarter of the year that is expected to
continue going forward. The year 2010 is expected to see the
industry coming out of the shackles of the slowdown and
witness an increase(31.1).

M&E industry in India is indicating potential forgrowthMedia spend in India as

a percent of GDP is 0.41 percent. This ratio is almost half of the world’s average
of 0.80 percent and is much lower compared to developed countries like US and
Japan. Thisindicates the potential for growth in spends as the industry in India
matures. As we move towards a more brand-conscious society, this is likely to
get reflected in the future growth rates.
If we compare the contribution of India to the world in terms of
Source: FICCI-KPMG Indian Media & Entertainment
population, it is second only
Industry to China at 22 percent1. China’s media spend ratio
Report
at 0.75 percent is much in line with the world average,whereas India lags
behind. This is largely due to some of the media platforms being in a relatively
nascent stage. As penetration increases and more audiences come in the fold of
M&E industry, it is expected to see higher growth going forward.
The current media spend per capita for India is very low at USD 4
compared to the other countries. Even though it is challenging to reach the
levels of countries like US, Japan and UK, due to a very large population base
and lower spending power per capita, there is scope to follow China and
enhance this ratio(32.1).

MEDIA AND ENTERTAINMENT INDUSTRY IN 2009

AN INTRODUCTION

MEDIA SPENT IN 2009

33
 MEDIA
SPEND PER
CAPITA :-

Source: FICCI-KPMG Indian Media & Entertainment Industry

Report

Source: Worldwide Media & marketing forecasts, Group

M, Summer 2009

Conclusion:-
Growth in the industry is expected to be driven by growth in both subscription
and advertising revenues. The subscription market is likely to be driven by
enhanced penetration and expansion of digital delivery infrastructure. Rising
disposable incomes of the working population and increased spend on
discretionary items, not only in Tier 1 but also Tier 2 and 3 cities is expected to
continue impacting the M&E industry favourably.
Also, growth of newer delivery platforms with superior technology and
functionality is likely to expand horizons for the M&E business. Aspirations of
Indian players to go global and foreign players

34
entering the industry are likely to help the industry target a double digit growth
in next five years. The role of the new media is becoming increasingly
important in the distribution portfolio of advertisers. A strong focus on talent
development, consumer research and innovation can help players in
differentiating themselves amidst growing competition.

TRP Graph of ZEE 24 Ghante Chattisgarh (week 12 to week 19)

(34.1)

35
 Source: (34.1) TAM data week 19

3 C ANALYSIS OF THE COMPANY

36
Company
ZEE 24 GHANTE CHHATTISGARH located in Raipur Launched on 1st
October 2008 by GOEL GROUP’s S.B MULTIMEDIA, MR.KK NAYAK
joined as a CHIEF EXECUTIVE OFFICER from the starting of the company
and running the company at the desired level MR.DINESH GOEL DIRECTOR
S.B MULTIMEDIA is governing the company very well.
The current employee strength of the company is 550, working through out day
and night to fulfil the aim of company to become no 1 at national level.
The major source of earning for the company comes through advertisement, for
which company believes in building long term relationship with its customer’s

The success story of any company can only be written if the different
departments of the company contribute more than its potential, the same is with
ZEE 24 GHANTE CHHATTISGARH, and various departments are made for
the smooth and effective functioning of the company.
The major departments of the company are:
 Marketing

 Sales

 Information technology

 Graphics

 Human resource

37
  Finance

 Editorial

 Technical

These departments play major role in the success of ZEE 24 GHANTE

.

Market share
According to recent TAM data its reach over the state is 915000 people. Its
relative market share is 70.1% at state level & 23.2% in national level. The GRP
of this channel is 47%. Zee 24 Ghante Chhattisgarh has 36 products which were
running successful run by the channel from the morning till late night.

FIG- RELATIVE MARKET SHARE (37.1)

Products/SERVICES

Fig: zee 24 Ghante Chhattisgarh Broadcasting

• Amrit kalash

38
• Jai johar

• Sitare hamare

• Desh hamara

• Hamar bani hamar goath

• City36

• Aap ki baat

• Khabar chhatisgarh

• Khabar chhattisi

• Tv tadka

• Filmy tashan

• 6 beauros
(37.1): TAM data-week20
• Soan kas bhiuiya

• Arogya

• Kanoon

• Guide

• Aashiye

• Saumya

• Ghajab tamasha

• Talking stock

• Sports unlimited

• Khabar khas

• Rajdhani naydhani

• Gunaha

39
 • 36 spl

• Nau ki baat

There are all over 36 products which are designed for every targeted group.
The company through its hard work has achieved different milestones which
honestly speaks the success story of the company at state and as well as national
level. With the help of TELEVISION AUDIENCE MEASUREMENT
(TAM).the company performance at state and national level is analysed on
weekly basis.

The major achievements of the company in 18th week of 2010 are: (39.1)
 When compared with National news channel, Zee 24 Ghante CG is

No. 3 in terms of Relative share ( 23.1 ) we were no 1 whereas Aaj

Tak was No.2 with 22.9 Relative Share

 Relative share of Zee CG is 70.1 (No. 1) with loss of 7.2 % from last
week.

 Reach of Zee CG is 845,000( No. 1 )

 Time Spent per Viewer of Zee CG is 33 minus ( No. 1 )

40
  In terms of GRP, Zee CG is No. 1 with 47

 In Morning band Zee CG is No. 1 with 49 %, Afternoon band No. 1

with 50 %, Evening band No. 1 with 75 %.

 In terms of TRP %, Zee CG is No. 1 with 3.61 % (GUNAAH, 2nd

May, 23:30 hrs).

Source: tam data week 20

Competitors:-

• Sahara Samay- Madhya Pradesh ,

41
 Sahara Samay MP/ Chhattisgarh is a
24 hours, free-to-air Hindi news channel from the bouquet of Sahara Samay.
Launched on October 16, 2003, the channel has revoulutionised the concept of
news boardcasting with its unique approach to showcase the regional news with
a wider perspective. sahara samay is surveing five regional news channel in
india.
Sahara Samay MP/ Chhatisgarh’s role as a bold, independent and objective
channel is increasingly being appreciated and applauded by viewers spread over
both the states, with five Bureaus located in prime cities of the two states -
Jabalpur, Gwalior, Indore, Bhopal and Raipur and over 150 reporters(40.1).
• Sadhna News- Chhattisgarh,

After grand success of socio spiritual channel, Sadhna TV, the group
launched Sadhna news - Madhya Pradesh / Chhattisgarh on 29
June,2008. It focuses on covering the state's political, social and
economic happenings extensively along with current affairs programmes
and entertainment. With a well-knit network of OB Vans, VSATs,
stringers and reporters, Sadhna news has become a daily household name
in the region. Sadhna news MP/CG has recorded remarkable TRP ratings
in past many weeks and has
(40.1)source: become
11:45pm the
22-06-10 Number 1 channel, beating other
www.saharasamay.com

competitors. Also, Sadhna group has recently launched its next regional
channel, Sadhna news - Bihar/Jharkhand and also plans to extend the

42
 bouquet of regional news channels in Uttar Pradesh, Uttarakhand and
Himachal Pradesh soon.

• E TV News- Madhya Pradesh

Heartbeat of the Hindi heartland, ETV MP serves many infotainment

programmes. It is popular for its mixed bag entertainment which serves
for both its urban and rural viewers. Its authentic, informative, news
based- current affairs programmes, breaking stories and in-depth features
mirrors true face of the state as well as the potential of the vernacular
media in the Indian market..

Rozana, Apna Mp, Apna seher, Hamar Chattisgarh, Folk Jhamajahm and
young tarang are some of popular programmes of ETV-MP-Chattisgarh.
Are the major competitors of zee 24 Ghante Chhattisgarh in state level.

Customers:-
(41.1) 11:35pm 21-06-10source: www.sadhna.com/home.html
(41.2) 11:50pm21-06-10 source: www.etv.co.in/

The major customers of ZEE 24 GHANTE CHHATTISGARH are:

 Chhattisgarh government

43
 Retailers

 Agencies

 Industries

 Hospitals

 NGO

 Education institutes and colleges

 Hotels and restaurants

 Gymnasium

44
Porters 5 forces model on media industry:-

45
46
Threat of product or substitute:-

Switching costs:-

Consumers and customers have a low switching cost since there are many
options offering similar services. This turns out to make a very high competitive
environment in this industry.

Buyer inclination to
substitute :-

The inclination towards substitutes is also high since the customers

/consumers have a vast pool of options

Price-performance
trade-off of substitutes:-

The consumer & customer are very price sensitive.

47
Bargaining power of suppliers:-

Supplier concentration: high

Importance of volume to supplier: high

Differentiation of inputs: high

Impact of inputs on cost or differentiation: high

Switching costs of firms in the industry: low

Presence of substitute inputs: low

Threat of forward integration: high

Cost relative to total purchases in industry: high

48
BUYER POWER :-
Bargaining leverage: high

Buyer volume : moderate

Buyer information : low

Brand identity :high

Price sensitivity :very high

Threat of backward integration : high

Product differentiation :high

Buyer concentration vs. industry :high

Substitutes available :large number

Buyers' incentives:low

49
Barriers to entry:-
Absolute cost advantages: high

Access to inputs : easy

Government policy : moderate

Economies of scale :high

Capital requirements :high

Brand identity :low

Switching costs :low

Access to distribution:high

Expected retaliation :high

Proprietary products

50
CHAPTER-3
Research methodology:-

Research methodology is considered as the nerve of the project. Without a

Proper well-organized research plan, it is impossible to complete the project and
reach to any conclusion. The project was based on the survey plan. The main
objective of survey was to collect appropriate data, which work as a base for
drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve the
research problem. Research methodology not only talks of the methods but also
logic behind the methods used in the context of a research study and it explains
why a particular method has been used in the preference of the other
methods(49.1).

TYPE OF RESEARCH

The type of research adopted for study is descriptive. Descriptive studies are
undertaken in many circumstances when the researches is interested to know the
51
49.1 source : 8:30pm21-06-
10www.scribd.com>research>business and economics
characteristic of certain group such as age, sex, education level, occupation or
income. A descriptive study may be necessary in cases when a researcher is
interested in knowing the proportion of people in a given population who have
in particular manner, making projections of a certain thing, or determining the
relationship between two or more variables. The objective of such study is to
answer the “who, what, when, where and how” of the subject under
investigation. There is a general feeling that descriptive studies are
factual and very simple. This is not necessarily true. Descriptive study can be
complex, demanding a high degree of scientific skill on part of the researcher.

Descriptive studies are well structured. An exploratory study needs to be

flexible in its approach, but a descriptive study in contrast tends to be rigid and
its approach cannot be changed every now and then. It is therefore necessary,
the researcher give sufficient thought to framing research(50.1).
Questions and deciding the types of data to be collected and the procedure to be
used in this purpose. Descriptive studies can be divided into two broad
categories: Cross Sectional and Longitudinal Sectional. A cross sectional study
is concerned with a sample Of elements from a given population. Thus, it may
deal with household, dealers, retail stores, or other entities. Data on a number of
characteristics from sample elements
are collected and analyzed. Cross sectional studies are of two types: Field study
and Survey. Although the distinction between them is not clear- cut, there are
somepractical differences, which need different techniques and skills. Field
studies are ex-post-factor scientific inquiries that aim at finding the relations and
interrelations among variables in a real setting. Such studies are done in live
situations like communities, schools, factories, and organizations. Another type
of cross sectional study is survey result, which has been taken by me.
A major strength of survey research is its wide scope. Detail information can be
obtained from a sample of large population .Besides; it is economical as more

52
(50.1) 9:45pm 21-06-10
source:en.wikipedia.org/wiki/descriptive_research
information can be collected per unit of cost. In addition, it is obvious that a
sample survey needs less time than a census inquiry. Descriptive research
includes survey and fact finding enquiries of different kinds of the major
purpose. Descriptive research is description of the state of affairs, as it exists at
present. The main characteristic of this method is that the researcher has no
control over the variables; he can only report what has happened or what is
happening. The methods of research utilized in descriptive research are survey
methods of all kinds including comparative and co relational methods. The
reason for using such needs
to be flexile in its approach, but a descriptive study in contrast tends to be rigid
and its approach cannot be changed ever now and then.

Objective:-
The main objective of the research was to collect the responses of the target
audiences and to understand their TV viewing preferences on television. This
included the detailed analysis of the likings in categories and putting them in a
format where we can make out which is the most desirable content on TV
especially in context to news.

The results derived was thus presented to the organization according to which it
will make changes in its programming structure.

STEPS TO RESEARCH:-

1. Observation
2. Problem identification
3. Theoretical framework
4. Hypothesizing
5. Research design
6. Logical analysis
7. Deduction
53
However , apart from these 7 we came to know that one basic
step is missing. We numbered that as step ‘0’ and that is –
PROBLEM DEFINITION.

Setting the hypothesis:-

The most important part was to set the hypothesis. Which we

set as follows:

H0: People in Shankar nagar in an age cadre of 15-24 yrs. both male & female
watch News Channel for entertainment purpose, which includes movies, serials,
comedy, sports etc.

H1: People in Shankar nagar in an age cadre of 15-24 yrs. both male & female
do not watch News Channel for entertainment purpose, which includes movies,
serials, comedy, sports etc.

54
Research design:-
Our methodology to develop survey instrument combined exploratory research
using In-depth Interview in Qualitative Research. After bringing out the key
words from a predefine Age group we went for Survey questions which was
designed after a careful review of the factors in qualitative Research. In
addition, in-depth interview was conducted. The purpose of the In-depth
interview was to gather and explore perceptions, thoughts, opinions and feelings
about the viewership pattern which the people prefer– A news channel with
quick News, or True News or Educational or Sporty etc.

Sample design:-

The process which we undertook to select our sample was random qualified
sampling. The sample should fall on between age group 15 to 24 male and
female and females of age 25+.
The sample were segmented into primarily three groups classified as
SEC A, SEC B and SEC C. Identification of the samples were done by
estimating their social status in economic aspects. The indicators of the Social
Economic Class(SEC) were taken as ownership of car,laptop, AC, etc.
Thus we got a well defined target audience whom we interviewed as per our
research design.
The sample size decided was 32. All of them were interviewed and thus the
likings were determined.

55
Scope of study:-

The study covers the youth of Shankar nagar having an age group between 15-
24 both male and female belonging the social economic class(SEC) A,B and C.

Area of work for me was specified to Shankar nagar region.

The people included in the survey were youth and females.

Limitation :-

The limitation of this research is restricted to the viewers residing in the Shankar
Nagar region belonging to SEC A,B C and age group between 15-25 male and
female. 25+ female and 35+male.
All the outcome of the results can be applicable only to the viwers of C.G .
Also the research data must be backed up with TAM data to formulate further
strategy about the programs and their placements.

56
PROCESS:-

The whole research was done in two parts, the 1st part consisted of descriptive
qualitative research . In this part there was a cheat sheet prepared which
consisted the questions to be asked to the respondents.
The conversation was then recorded in an audio device. The cheat sheet
consisted of the various questions asked to the interviewee. On the basis of their
answers, the most spoken words were extracted from the recordings.

We used a ‘cheat sheet’ to capture their interests. It included

questions as follows:-
• Name
• Hobbies, areas of interest
• Which type of programs watched on TV.
• Number of hours spent in watching TV
• Most preferable time to watch tv
• Interest in watching news
• Preferred news channel
• Type of news most preferred eg: sports, business etc
• Expectations from a news channel
• suggestions

57
CHAPTER-4

The results of this part of the research are as follows:-

Age group 15-24 most spoken words:-

WORD TIME
S S
Movies 10
Music 9
Cricket 7
Busines
s 7
Reality 6

58
Interpretation:-
This pie chart shows the percentage of the most spoken words words by the
youth. According to the chart we can see that movies (26%) is the highest
spoken topic by the youth followed by music(23%) it means that the most
interesting to them is movies , music and so on.

59
Most spoken words by 25+ females :-

TIME
WORDS S
NEWS 23
SERIALS 10
POLITICS 6
INFLATION 4
TRUTH/REAL
ITY 4

60
Interpretation:-
This pie chart shows that the most desired topic on TV is news by the 25+
females, it is followed by serials. The percentage shows the preferences of
women on TV.

Most spoken words by 35+males:-

TIME
WORDS S
Sports 15
Serial 12
Comedy 10
Nation 9
Governm
ent 8

61
Interpretation:-

The most liked topic in TV by 35+male is sports. This is followed by serials.

This means that sports is the most liked topic by the males.

Overall most spoken words:-

62
WORDS TIMES
News 23
Serials 22
Sports 15
movies/comedy 10
Music 9

Interpretation:-
The overall results shows that news is the most watched topic on TV the second
most liked topic is serials followed by sports.

CHAPTER-5

63
Interpretations and suggestion

INTERPRETATIONS:-

64
SALES:
There is No Point in Running an Advertisements of clients whose target are
Youth, like for an Engineering College say KITE, they must not be made to
have an ad spot in the TV Tadka Domain.
EDITORIAL:
The content of the TV Tadka must be made keeping in mind the likability of
25+ M/F rather than preferring any content where Youth Turns up. This
likability for 25+ M/F must be cross checked with the TAM Data to provide
content in these programs.
MARKETING:
The TV Tadka programs must be designed keeping in mind the most preferred
TV Serials in Chhattisgarh.
• The marketing department must provide details on the Top preferred
shown in Chhattisgarh, thus to include its programs and glimpses in TV
Tadka.
• Placing ads in TV tadka must be purely product based rather than
services based. The reason is that 43% somewhat agree which clearly
signifies that their chances of going to use a service is far less than using
a product.
• 43% of the Respondents completely agree to the fact that they wish to
know about the Regional News, while 45% somewhat Agree.

65
SUGGESTIONS :-

1. Use the theme of “creating informed citizens” in communication strategy to

attract youth.
2. Our image is authentic and honest, but also regional.
3. We must design our clear positioning strategy and core values which we will
stand for
4. There is a mismatch between youth among our offerings and percieved
image.
5. Involve more youth oriented shows on weekends specially saturday like
campus buzz and what’s hot in the town to attract eyeballs.
6. Websites are the most curcial domain they wish to see us at.
7. Recognize talents from school and bringing them in some show is the need
for the youth.

66
Bibliography:-

 Websites:
• http://www.ibef.org/industry/mediaentertainment.aspx
• http://www.medianewsline.com/
• http://www.sadhna.com
• http://www.saharasamay.com
• http://www.en.wikipedia.org
• http://www.indiainbusiness.nic.in/industry-infrastructure/service-sectors/media-
entertainment.htm

 TAM DATA OBTAINED FROM THE COMPANY

 FICCI-KPMG Indian Media & Entertainment Industry Report

67