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A
Summer Internship Report
On

Mapping of potential for regional television channel

Training Undertaken at

In the partial fulfillment of the Degree of

Master of Business Administration

Submitted by:
Kalindi Shah (20185024)

Under the guidance of

Prof. Kaushal Kishore(Faculty mentor)
&
Mr. Debashish Babu(Industry mentor)

Submitted to:

School of Petroleum Management

Pandit Deendayal Petroleum University
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PREFACE
This project on Mapping of potential for regional television channel in
Ahmedabad market is in the partial fulfillment of the degree of Master of
Business Administration, as well as to gain practical industry knowledge in
the field of management. This report is based on the knowledge gathered
by working in Sandesh for 4 weeks. In this report I have included
company’s background, its various products, the problems faced by the
company as well as the consumers. Doing this project helped me enhance
my knowledge regarding the customer behavior and different marketing
strategies adopted by the company. The four week learning at the
internship training program proved to be a valuable exposure to the
corporate managerial surroundings.
In all, the duties that were assigned included:
 Market research and survey.
 Eliminating the wrong perception from the mind of people regarding
television ads.
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CERTIFICATE FROM THE COMPANY

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CERTIFICATE FROM THE INSTITUTE

This is to certify that the project report titled “Mapping of potential for
regional television channel” is a bonafide work carried out by Ms. Kalindi
Shah from 1st year of School of Petroleum Management, Pandit Deendayal
Petroleum University, Gandhinagar, Gujarat as a fulfillment of MBA
Degree. The summer internship has been completed with Sandesh limited
from 1st June 2019 to 30th June 2019. She has worked under my guidance
and satisfactorily completed her project work.
Place: Ahmedabad
Date:

Signature of Guide Signature of Director

(Dr. Kaushal Kishore) (Dr. C. Gopalkrishnan)

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ACKNOWLEDGEMENT
The internship opportunity I had with “Sandesh Limited” was a great
chance for learning and professional development. Therefore, I consider
myself as a very lucky individual as I was provided with an opportunity to
be a part of it. I am also grateful for having a chance to meet so many
wonderful people and professionals who led me through this internship
period.
I am using this opportunity to express my deepest gratitude and special
thanks to the Marketing Head of television department under “Sandesh
Limited’’ who in spite of being extraordinarily busy with his duties, took
time out to hear, guide and keep us on the correct path and allowed us to
carry out at their esteemed organization.
I express my deepest thanks to Prof. Kaushal Kishore, my faculty mentor
who guided me all along during the course of our project.
I am also obliged by our respondents, whose co-operation has contributed
major part in our project. At last but not the least, I am thankful to all our
colleagues, friends and other people who have directly and indirectly
helped me during preparation of report.
I perceive this opportunity as a big milestone in my career development. I
will strive to use gained skills and knowledge in the best possible way, and
I will continue to work on their improvement in order to attain desired
objectives. Hope to continue cooperation with all of you in the future.
Thank you.
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EXECUTIVE SUMMARY
Theory and practical are the two eyes of the management education.
Management education without practical training in an organization
remains incomplete. The training prescribed by the school of petroleum
management student have various objectives like helping the student to
acquire knowledge, give an opportunity to know the difference between
theory and practical, enable the student to interact with experienced and
knowledgeable persons of the business world.
As a student of MBA, we got an opportunity to undergo on training. The
Research Project title is Mapping of potential for regional television
channel. We successfully completed our training report within the specified
time. It was really a thrilling experience for me with senior officials of
Industry and to interact with different members, employees of the
organization. It was an experience of enjoyment through hard work and
dedication.
Through the findings of this report, I hope that the industry will be benefited.
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CONTENTS
PREFACE...................................................................................................................................................... 2
CERTIFICATE FROM THE COMPANY ........................................................................................................... 3
CERTIFICATE FROM THE INSTITUTE ............................................................................................................ 4
ACKNOWLEDGEMENT ................................................................................................................................ 5
EXECUTIVE SUMMARY................................................................................................................................ 6
LIST OF FIGURES ......................................................................................................................................... 8
CHAPTER 1 .................................................................................................................................................. 9
INTRODUCTION TO THE INDUSTRY ............................................................................................................ 9
Indian Media and Entertainment Sector .................................................................................................. 12
TELEVISION MARKET IN INDIA:......................................................................................................... 13
CHAPTER 2 ................................................................................................................................................ 14
INTRODUCTION TO THE COMPANY.......................................................................................................... 14
TV Channel................................................................................................................................................ 14
Company History and Annual Growth Details.......................................................................................... 15
CHAPTER 3 ................................................................................................................................................ 17
RESEARCH METHODOLOGY ...................................................................................................................... 17
CHAPTER 4 ................................................................................................................................................ 19
DATA ANALYSIS AND INTERPRETATION ................................................................................................... 19
CHAPTER 5 ................................................................................................................................................ 29
RECOMMENDATIONS & LEARNINGS ........................................................................................................ 29
Recommendations: .................................................................................................................................. 29
Learnings: ................................................................................................................................................. 30
CHAPTER 6 BIBILOGRAPHY ....................................................................................................................... 31
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LIST OF FIGURES
Figure 1 23
Figure 2 23
Figure 3 24
Figure 4 25
Figure 5 26
Figure 6 26
Figure 7 28
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CHAPTER 1
INTRODUCTION TO THE INDUSTRY
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The media and entertainment industry consists of film, print, radio, and
television. These segments include movies, TV shows, radio shows, news,
music, newspapers, magazines, and books. The top 10 media and
entertainment companies are The Walt Disney Company, 21st Century
Fox, Direct Group Holdings (DIRECTV), Time Warner Inc., NBC
Universal, National Amusements Inc., CBS Corporation, Viacom Inc.,
News Corporation, and TEGNA Inc. The U.S. media and entertainment
industry contributes more than $632 billion to the economy and represents
a third of the global industry.

The radio and television broadcasting industry is composed of two different

types of companies. There are public service broadcasters, where the
funding is through public money, and commercial broadcasters, which are
funded through advertisement spots. Radio and television broadcasters
create and/or acquire content for broadcasting, such as entertainment, news,
talk, and other programs. Many television broadcasters use digital
broadcasting to transmit pictures that have higher resolution, known as
high-definition television (HDTV). They can transmit a single HDTV
broadcast or transmit several conventional broadcasts. This “multicasting”
means they can transmit a music concert, for example, from several
different camera angles on the same channel. Viewers then select the view
they’d like to see on their television set. Other types of broadcasters include
cable and subscription or fee-based programs that have a more narrow
focus, such as sports, education, and youth-oriented programming.
The print industry consists of publishing companies that produce
newspapers, magazines, books, journals, and periodicals, their online
versions, and directories, mailing lists, software publishing, and video
games. As the North American Industry Classification Systems described
it, “Publishers may publish works originally created by others for which
they have obtained the rights and/or works that they have created in-
house.” Published works can be in one or more formats, such as traditional
print, eBooks, CD-ROM, or proprietary electronic networks. The world’s
five largest publishers, known as the “Big Five,” are Hachette Book Group,
HarperCollins, Macmillan, Penguin Random House, and Simon &
Schuster.
The film industry is mainly composed of large, multinational corporations,
major studios, and independent studios. Many of the top-name film
companies are part of larger media conglomerates that also include
television, cable, newspaper, and magazine organizations. Within the film
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industry are subsectors: film production, film exhibition, and film post-
production. The top movie companies include 21st Century Fox, Comcast
Corporation, The Walt Disney Company, and Viacom Inc.

In general, media and entertainment jobs include reporters, correspondents,

and broadcast news analysts; writers and authors; editors; photographers;
graphic designers; translators; film and video editors and camera operators;
broadcast and sound engineering technicians; announcers; producers and
directors; and performers—from actors to musicians and composers. The
workers who are behind the scenes and focused on the business side are
public relations people, talent agents and representatives, marketing
managers, entertainment lawyers, and distribution workers, among others.

We can still access our media and entertainment the old fashioned way, if
we choose, by reading publications on paper and watching TV shows on
our televisions. But thanks to the Internet and growth of digital content,
media and entertainment is now available to us 24/7 through computers,
smartphones, tablets, and eBook readers. Wherever we are—whether in an
airport, restaurant, at a concert, or doctor’s waiting room—we can go
online nearly any time to watch TV shows and movies, listen to radio
shows, read books and newspaper articles, and more. Digital video
recorders (DVRs) also free us from being glued to our televisions at
programs’ air times—we can record the shows we like and watch them
when it’s convenient, which is great for us but not so great for advertisers
counting on prime-time viewers to see their commercials.
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Indian Media and Entertainment Sector

Table 1
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TELEVISION MARKET IN INDIA:

India television market is projected to surpass $ 13 billion by 2023. Growth in

the market is led by rising demand from increasing number of independent
households as well as commercial and hospitality sectors. As of 2018, India had
more than 220 million households with television units and the number is
expected to rise in the coming years. In the present scenario, a large portion of
the population is using CRT televisions, which is a primitive technology, and
consequently, there is rising demand from customers to upgrade their television
technology, which is expected to significantly drive the market during the
forecast period. Moreover, booming e-commerce industry and rising disposable
income of consumers are further anticipated to contribute to the growing sales of
televisions across the country in the coming years. According to this research,
India Smart TV Market is expected to grow at a CAGR of 30.2% during 2018-
24. Amongst all the verticals, the residential vertical was the highest revenue
contributor towards smart TV market in India.
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CHAPTER 2
INTRODUCTION TO THE COMPANY

The Sandesh Limited is a Public incorporated on 11 March 1943. It is

classified as Non-government company and is registered at Registrar of
Companies, Ahmedabad. Its authorized share capital is Rs. 150,000,000
and its paid up capital is Rs. 75,694,000. It is involved in Publishing [This
group includes publishing whether or not connected with printing.
Publishing involves financial, technical, artistic, legal and marketing
activities, among others but not predominantly]

The Sandesh Limited's Annual General Meeting (AGM) was last held on
28 September 2018 and as per records from Ministry of Corporate Affairs
(MCA), its balance sheet was last filed on 31 March 2018.

Directors of The Sandesh Limited are Falgunbhai Chimanbhai Patel,

Sudhir Nanavati, Parthiv Falgunbhai Patel, Pannaben Falgunbhai Patel,
Sandeep Mohanraj Singhi, Shreyas Vishnuprasad Pandya, Mukesh
Mangalbhai Patel, Yogesh Jani.
Sandesh is a leading daily newspaper in Gujarat. It is published
in Gujarati and was founded in 1923.
The Ahmedabad-based Gujarati newspaper is also published from Mumbai,
Vadodara, Bhuj, Surat, Rajkot and Bhavnagar. Sandesh has 7 supplements
published: Sanskar, Nari, Ardha Saptahik, Nakshatra, Cine Sandesh, Kids
World, Shraddha, Action Replay, and Business@sandesh. The Sandesh
also publishes Gujarati weekly and Sandesh International from Chicago,
Illinois, United States.

TV Channel
It also launched a Gujarati News Channel, Sandesh News, on 24 October
2013.
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Company History and Annual Growth Details

YEARLY EVENTS:
1943 - The Sandesh Limited, was incorporated on 11th March at Gujarat
and was promoted by Nandlal Bodiwala to carry on the business of editing,
printing and publishing newspapers and periodicals. - The Company
acquires the honour of starting the first Gujarati daily `SANDESH' to
spread the message of Gandhian movements to all corners of Gujarat. -
Besides SANDESH, the Company publishes STREE, a women's weekly
magazine, Sandesh Share Bazar Guide an uptodate information on share
bazar, Jyotishdeep, a monthly publication on astrology etc.
1983 - The Company has won the first National Award for excellence in
printing of SANDESH from Government of India and from The
Ahmedabad Printing Press Association in 1987.
1988 - The Company has two investment subsidiary companies.
Sarvashanti Investments Private Limited, a wholly owned subsidiary of the
Sandesh Ltd. was incorporated on 14th April.
1994 - During the year under review, the Company entered into the Capital
Market with Public Issue of 19,66,600 Equity Shares of Rs. 10/- each at a
premium of Rs. 90/- per share on 13th December.
1995 - 56,33,400 No. of equity shares of Rs 10 each were then issued at a
premium of Rs 90 per share during December 1994 of which 66,600 No. of
equity shares were reserved for allotment on a preferential basis to
employees (only 65,800 shares taken up). Balance 19,00,000 shares along
with 800 shares not taken up by the employees issued to the public.
Additional 9,900 shares allotted on rounding up.
1996 - The Company set up a new printing press at Vastrapur, Ahmedabad
with ultra modern printing facilities and equipments based on latest
technology. - The Company undertook the business of leasing and hire
purchase finance and to provide on lease or hire purchase all types of
industrial and office plant, equipment, machinery, vehicles and household
requisites, corporate finance and other financial services.
1998 - The Company has undertaken a project of setting up a new printing
press at Vastrapur, Ahmedabad with most ultra modern printing facilities.
1999 - Sandesh Ltd, Gujarat's largest and only listed newspaper stock, has
been witnessing a flurry of activity over the last month on talks of a
possible change in management structure.
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2001 -The company has informed that company's existing subsidiaries viz.
(1) Shubhkamna Invt. Pvt.Ltd., and (2) Sarvashanti Invt.Pvt.Ltd., has
become wholly owned subsidiaries and Swarpan Invt. Pvt. Ltd., is now
100% subsidiary of the company w.e.f. 03/02/2001.
2004 - Sandesh Ltd. opens new division in the name of "The Sandesh Ltd.
2006 - Sandesh Ltd has recommended dividend @ 20% for the financial
year ended March 31, 2006.
2009 -Sandesh Ltd has recommended Dividend @ 30% i.e. Rs 3.00 per
equity shares for the financial year ended March 31, 2009.
2010 -Company has recommended a dividend of 30% i.e. Rs. 3/- per equity
share for the year ended March 31, 2010.
2011 -The company declaration of Final Dividend @40% (Rs. 4.00 per
share) on paid up equity share capital of the Company.
2013 - The company has recommended Dividend @ 40 % (Rs. 4.00 per
share).
2014 - The company has recommended Dividend @ 40 % (Rs. 4.00 per
share).
2016 -Sandesh acquires over 5% equity shares in Applewoods Estate
Private Limited.
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CHAPTER 3
RESEARCH METHODOLOGY
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3.1 TITLE OF THE STUDY:

Mapping of potential for regional television channel.

3.2 DURATION OF THE PROJECT:

The duration for the project was for 1 month.

3.3 OBJECTIVES OF THE STUDY:

The main objective of the study was to eradicate the misconception that
giving advertisements in print media is cheaper than giving it in television,
from the mind of people.

3.4 LIMITATIONS OF THE STUDY:

As we were restricted to Ahmedabad city we could not collect the
perfect data.
Main limitation of this study was time limit.
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CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
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MAPPING OF POTENTIAL FOR REGIONAL TELEVISION CHANNEL

Name: _____________________________
Designation: _____________________________
Name of Firm: _____________________________
Address: _____________________________
_____________________________
Contact No. _____________________________

1) Do you watch TV?

a)Yes b) No

2) If yes what kind of TV program you like the most?

a) News
b) Entertainment
c) Movie
d) Sports
e) Knowledge
f) Others

3) Which Gujarati news channel do you watch?

a) Sandesh news
b) ABP Asmita
c) TV9
d) Zee 24 Kalak
e) VTV
f) TV18 Gujarati
G) GSTV
h) Other - ________________
4) What is the nature of your business?
______________________________
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5) Which medium do you prefer the most for the advertisement of your brand?
Please rank them on a scale of 1-5 and 1 being the most preferred medium and
5 is the least preferred medium

a) Print
b) Television
c) Radio
d) Outdoor
e) Digital

6) What is your annual spending on advertisement?

a) Below Rs.5 lacs

b) Between Rs.5-10 lacs
c) Between Rs.10-20 lacs
d) Above Rs.20 lacs

7) Have you ever released your Ad on TV?

If Yes then name of the TV channel

________________________

If No then please tick the reason

a) TV is a costly medium
b) May not get the desired ROI
c) No readymade Ad material to run on the channel
d) TV covers the geography where we don't have presence
e) Other ________________________________________

8) Do you think making of a TV Commercial is a big Challenge?

a) Yes
b) No
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9) Would you be interested to run your commercial on TV channel if the channel

would create the Ad without any extra charges?

a) Yes
b) No

10) If you have to run your commercial on TV would you be interested to run a regular
Ad campaign on the channel or you would prefer to advertise during some
important occasions & festivals

Answer __________________________________________________

11) Remarks

_______________________________________________________
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Q.1. Do you watch TV?

17%

YES
NO

83%

Figure 1

Interpretation:
Out of the 150 people surveyed, almost 125 of them watches television.
And the rest chunk don’t get time out of their busy schedule to watch t.v or
are not interested to watch it.

Q.2. If yes what kind of TV program you like the most?

140

120

100

80

60

40

20

0
NEWS ENTERTAINMENT SPORTS MOVIES KNOWLEDGE OTHERS
Figure 2
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Interpretation:
It is clearly visible that news is the most viewed TV program followed by
sports, entertainment, movies and knowledge. From this graph, it can be
interpreted that people like to stay aware of all the things happening around
them. However, male category also equally voted for sports category. They
love to watch sporting events in leisurely time.

Q.3. Which Gujarati news channel do you watch?

ZEE 24 KALAKOTHER
TV18 GUJARATI 3% 1%
SANDESH
14% 22%
GSTV
VTV
2%
1%

TV9 ABP ASMITA

30% 27%

Figure 3

Interpretation:
TV9 is the most loved Gujarati news channel followed by ABP Asmita,
Sandesh, TV18 Gujarati and other news channels like VTV, Zee 24 Kalak,
GSTV, etc. The reason behind success of these top 3 players is that people
find news broadcasted in these channels as genuine and reliable. However,
the difference between top 3 players is quite less. Hence, they are tough
competitors to each other.
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Q.4. Preferred medium for giving ads:

DIGITAL

OUTDOOR

RADIO

TELEVISION

PRINT

0 10 20 30 40 50 60 70 80

Figure 4

Interpretation:
The most preferred media to advertise the products or services is still print
media because people assume it to be a cost effective source. The world is
turning into a digital world now so the next preferred medium is digital;
people find it quite easy to advertise their brand digitally. Then comes
outdoor and television. The reasons why tv is ranked so low is discussed
below. Radio is the least preferred medium because very few people listen
to radio, these days.
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Q.5. What is your annual spending on advertisement?

140
120
100
80
60
40
20
0
<5 L 5-10 L 10-15 L >15L

ANNUAL EXPENDITURE IN LAKHS

Figure 5

Interpretation:
129 out of 150 respondents had an annual budget of less than 5 lakhs for
advertisement purpose. In fact, many of them do not advertise their brand
at all. However, some of the big brands had an annual advertisement
budget of more than 5 lakhs.

Q.6. Reason for not releasing ad in television

Other
27% TV is a costly
medium
36%

TV covers the
geography where
we don't have
presence No readymade Ad
19% material to run on May not get the
the channel desired ROI
3% 15%
Figure 6
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Interpretation:

It is clearly indicated by the pie chart that majorly votes have been given to
the option that tv is a costly medium. After that there are other reasons such
as-
 Theirs is a well-established brand.
 Television may not be the correct media to advertise (comparatively)
like tuition classes, salons, etc.
 They are just the franchise holder therefore have no rights to
advertise on their own.
Third reason is the geographical constraint. After that comes the ROI
factor, people are afraid to invest money in television because they are
sceptical of the fact that tv ads will generate required or can enhance
revenue. People consider it as an expense rather than investment.

Q.7. Do you think making of a TV Commercial is a big Challenge?

YES 37
NO 113

Interpretation:
Most of the people, nowadays, do not find making a TV commercial a
challenge because of the numerous ad agencies present in the market.

Q.8. Would you be interested to run your commercial on TV channel if the channel
would create the Ad without any extra charges?

YES 94
NO 56

Interpretation:
Most of the respondents responded positively to this question. The reason
being quite simple that nobody denies to accept something that comes for
free.
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Q.9. If you have to run your commercial on TV would you be interested to run a regular
Ad campaign on the channel or you would prefer to advertise during some
important occasions & festivals?

39%
REGULARLY
OCCASIONALLY
61%

Figure 7

Interpretation:
61% respondents replied that they would like to advertise on particular occasions
and festivals and rest 39% responded that they would like to advertise on a regular basis.
This answer is completely based on the nature of business; for instance a jeweler will
prefer to advertise only on certain festivals like Navratri and Diwali while a hospital
will prefer to advertise on a regular basis.
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CHAPTER 5
RECOMMENDATIONS & LEARNINGS

Recommendations:
 The Sandesh Group should create more awareness among people
or emphasize the benefits of giving advertisements in Television:
 TV reaches a much larger audience than local
newspapers and radio stations, and it does so during a
short period of time.
 It reaches viewers when they’re the most attentive.
 It allows you to convey your message with sight, sound,
and motion, which can give your business, product, or
service instant credibility.
 It gives you an opportunity to be creative and attach a
personality to your business, which can be particularly
effective for small businesses that rely on repeat
customers.
 To enhance the brand’s authenticity.
 Company should try to keep its news content up to date so that it
can gain the trust of public because it was found out in the survey
that people generally do not rely completely on the news shown
in Gujarati news channels. Once it gains the trust then it will
become easier to attract brands towards Sandesh group.
 Although company is very prominent in its domain, it should try
sponsoring certain events in order to catch youth’s attention
which can play a major role in leading the company’s growth.
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Learnings:

The Sandesh Limited is into numerous business verticals; we worked in the

television vertical. On the one side, we enjoyed the goodwill of the brand
but parallelly, we came across different issues such as unwillingness to
change and certain false perceptions about television. These issues were
timely communicated to our mentors so that it can be solved as early as
possible. Theory and Practical are two different eyes of management.
Through this internship, we could see both the corporate world and market
through the other eye i.e. practical one. We had an opportunity to learn
various things such as:
 Interaction with the experienced and knowledgeable personnel of
industry.
 Dynamics of market based on gender, age, occupation, educational
status, etc.
 Barriers to growth of television industry- language, cost, time
constraint and especially digital and print media.
 Reactions of people to our survey.
 Detailed knowledge about the areas in Ahmedabad (since I’m not
from Ahmedabad).

The best thing to learn from Sandesh is that although the company is
among the top players in Gujarat, it keeps on implementing different
strategies to maximize the market. The efforts should never decrease
even though one may be on the top.
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CHAPTER 6 BIBILOGRAPHY
 https://www.goodreturns.in/company/sandesh/history.html

 www.zaubacorp.com/company/THE-SANDESH-LIMITED/

 https://en.wikipedia.org/wiki/Sandesh_(Indian_newspaper)

 https://www.indiatoday.in/education-
today/featurephilia/story/changing-media-industry-331491-2016-07-
26

 https://www.google.com/search?source=hp&ei=of35XJyoHcaRwgO
7t7eQCw&q=print+media+industry&oq=print+media+in&gs_l=psy-
ab.3.0.0l10.29239.35980..39364...0.0..0.889.6127.0j1j6j1j3j3j1......0.
...1..gws-wiz.....0..0i131j0i10.0w6pJNMtPJw