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Mature Market
An industry which has passed both the emerging and the growth phases of industry growth. Earnings and sales grow slower in mature industries than in growth and emerging industries.
Television Industry
Industry is mature with 400-plus channels and multiple languages across genres Barriers: Lack of independent regularity of content, overdependence of content on rating, inadequate rating system, and need for targeted digitization
Niche Marketing
TV programming created for and/or broadcasted to smaller and more targeted audiences With niche programming, the assumption is that anyone can create a channel, and an endless number of video channels can cater to niche markets Internet becomes a more reliable conduit for the delivery of broadcast-quality video.
Cartoon Network
Cartoon Network India is a cable and satellite television channel created by Turner Broadcasting, a unit of Time Warner which primarily shows animated programming. Cartoon Network started broadcast in India as the dual-channel TCM & Cartoon Network|TNT & Cartoon Network in 1995. On 1 July 2001, Cartoon Network India became a separate 24hour channel which broadcasts in India, Nepal, Bhutan.
Product Profile-1990's
In August 1999 the channel received a rebrand, introducing new shows and a new 'powerhouse' theme.
Product Profile-2000s
Also in 2001, Cartoon Network introduced other programming blocks including Toonami, Acme Hour, Prime Time, Boomerang (now a channel as well) and Cartoon Network After Dark.
Movies
Segmentation
Present in 21 countries, present in India through the Turner International India Pvt Ltd (Time Warner Inc.) Geographic: Is available all over India Demographic: Based on age, it is a channel dedicated to children.
Targeting
Specific programs for all age groups. Mythological cartoons. Anime cartoons. Online Gaming.
Positioning
Entered India as a dual channel with Turner Classic Movies (tie up with a known channel) First in the category of a full fledged cartoon channel. Continual inclusion of newer shows to keep it interesting. Constant Revamping of program schedule to reassure its category membership. Point of difference is pure fun.
Positioning
Competition
Types of Competitive Positions
Market Leaders
Market Challengers
Market Followers
Market Nicher
Market Leader
It typically has the largest market share; by virtue of its pricing , advertising intensity , distribution coverage, technological advance it determines the basis of competition Its dominance provides benchmark for other companies Cartoon Network is the #1 channel in the kids space with a weekly average relative share of 23.4% Cartoon Network + Pogo together have a relative share of 43% ( all India ).
On a weekly average basis, Cartoon Network and Pogo are watched by 37% and 32% of kids in the 4-14 all india which is the highest amongst all kids channels.
Market Challenger
A market challenger is a firm in a strong, but not dominant position that is following an aggressive strategy of trying to gain market share.
Offers an unparalleled blend quality Disney entertainement and distinctive originally produced programs
Market Follower
A market follower is a firm in a strong, but not dominant position that is content to stay at that position. Firms with a slightly smaller market share adopting a less aggressive stance in order to maintain the status quo. Nick satellite and cable Tv channel for children and teenagers known for telecasting Ninja Hattori SpongeBob, Penguins of Madagascar , Little Krishna Disney XD,24 hour basic cable channel is the home of Disney animation and live action heroes Hungama Tv and Disbey XD both give options of Hindi, Tamil and Telugu audio language feeds on Direct Broadcast Satellite. Hungama Tv ,24 hrs Hindi kids channel, venture of UTV and Star. Disney acquired the rights in 2006 Feature programs Doraremon, Shinchan, Power rangers
Market Nicher
In this strategy the firm concentrates on a select few target markets. It is also called a focus strategy.
Chutti Tv of Sun Tv network targets Tamil kids all over world First of its kind that has a TG of age group 2-14, with regional and international flavour Feature Programs He-man, Spiderman , Dora the explorer, Astro Boy , G.I.Joe , etc
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