17295216 television viewers satisfaction

1.1 INTRODUCTION

The world of today is changing fast. India is no exception. Especially after the opening up of

the economy, the pace of change that India and its people are experiencing in their socio cultural

milieu is mind-boggling. India is wide diversity, offers a fascinating scope to study the host of

changes, which developmental activities have brought about in its social and economic fabric. While

it is possible to get some estimates of macro changes taking place in India, it is impossible to get any

accurate measure of the subjective experiences that precede, accompany or follow such changes.

However the fact remains that the profile of the Indian market is vastly different from what it was ten

years ago.

The Indians had an eagerness to gather the information’s for their development and these

types of objectives make the entertainment industry still evergreen. The broadcasters offer good

mixture of these things to the market for the customers to make a selection. The main competition in

the media industry is between the TV channels of global village and this brings the world to an

information explosion. Almost all parts of India have the network coverage of channels and the areas

of development are implementing it at a faster pace.

Television in India has been in existence for four decades. Television service in India is

available throughout the country. Broadcasting is a central government monopoly under the Ministry

of Information and Broadcasting, but the only network system, Doordarshan, also known as TV1,

accepts advertisements for some programs.

Doordarshan, established in 1959 and a part of All India Radio until 1976, consists of one

national network and seven regional networks. In 1992 there were sixty-three high-power television

transmitters, 369 medium-power transmitters, seventy-six low-power transmitters, and twenty-three

transposes. Regular satellite transmissions began in 1982 (the same year color transmission began).

The initial success of the channels had a snowball effects: more foreign programmers and

Indian entrepreneurs flagged off their own versions. From two channels prior to 1991, Indian viewers

were exposed to more than 50 channels by 1996. Software producers emerged to cater to the

programming boom almost overnight. Some talent came from the film industry, some from

advertising and some from journalism.

1

In Kerala there was TV broadcasting from the early days and was by the Doordarsan. But the

private channels entered the market in the 1990s. Only after that, the competition in market started

and it brought the quality picture as to withstand in the stiff competitive conditions.

Keralities are reaching all parts of the world in search of their living this widens the

geographical scope of satellite channels even to Europe, America, Middle East and Singapore. The

major channels, in Kerala’s satellite channel industry are: Asianet, Surya, Kairali, Jeevan TV, Amrita

TV, Manorama News and India vision. Of these Asianet and Kairali are even available to USA and

Canada. These channels are trying to reach all part of the world, where there is Malayalee

population.

Doordarsan was the first TV channel in Kerala to make the relay in the Malayalam language.

It started its service from 1984 itself. But the relay time was less and restricted to evenings only.

Later it improved the timings and started the relay on afternoon also. This picture had changed after

the arrival of the Pvt. Satellite channels in the 90’s. Asianet was the first to make the relay in

Malayalam. This made a revolution in the entertainment industry.

Broadcasting industry is booming in the region in hand with the sharp increase in

metropolitan culture, increase in population density, migration and fast urbanization of rural areas.

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1.2 RESEARCH PROBLEM

Keralities are reaching all parts of the world in search of their living: this widens the

geographical scope of satellite channels even to Europe, America, Middle East and Singapore.

Kerala is a state, which is known for its high literacy rate and proliferation of education. This

is the main factor, which enables the channels to run in a profitable manner. The people of Kerala are

having a cultural attitude towards everything that comes under their consideration. Medium of

communication is highly correlated with the overall culture, perceptions and attitudes of the people.

Malayalam broadcasting industries possess high potential for the prospects of the industry. It

is fast growing and highly competitive. The major News channels, in Kerala’s satellite channel

industry are Asianet News, Kairali, Manorama News, Indiavision etc. This shows that the

entertainment industry in Kerala is growing in a high speed, for the problem for the study will

identify.

“What is the scope for an additional Malayalam news channel in Kerala”?

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1.3 SIGNIFICANCE OF THE STUDY

Media Industry is facing tough competition both between the medium and within the

medium. Manorama news channel is the tough competitor for Indiavision. But with news coverage

of 42% Indiavision still can with stand the competitions from Manorama news channel.

The study will help the existing news channels to re-arrange their program mix according

to the viewer’s opinion and also the new entrants can understand the viewer’s needs and wants

through the study.

The prime objective is to find out the viewers approach to Indiavision news channel

compared with the other news channels, and to find if there is any scope for additional Malayalam

news channel.

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1.4 OBJECTIVES OF THE STUDY

The primary objective of the study is to find out VIEWERS APPRECIATION about the Malayalam

news channel of INDIAVISION Satellite communication Ltd. The other specific objectives of the

study are:

1. To have an overall understanding of the organization and the various departmental activities.

2. To identify the expectations and needs of the viewers about their news desk.

3. To identify new segments that can be included in news apart from conventional politics,

sports and weather.

4. To know about the programs that attracts/dejects majority of the viewers in rural area.

5. To know about different attributes that makes people watch it regularly.

6. To collect opinion about the existing news channels and Rank them.

7. To suggest measures to provide more satisfaction to existing viewers and to attract new

viewers.

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1.5 HYPOTHESIS FOR THE STUDY

1 Ho: There is no significant relationship between the factors for selecting a news channel and the

time spent by TV viewers in watching the news

2 Ho: There is no significant difference in segment wise ranking of Local, National and

International news programs

3 Ho: There is no significant relationship between Local news programs and the choice of

Malayalam news channel

4 Ho: There is no significant relationship between the viewer’s satisfaction level and their

preference for a Malayalam news channel

5 Ho: There is no significant relationship between the viewer’s satisfaction level and the reasons

for not preferring a new Malayalam news channel

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1.6 RESEARCH METHODOLOGY

To define any research problem and give a suitable solution for the problem, a sound research

plan is inevitable.

Research methodology underlines the various steps involved by the researcher in systematically

solving the problem with the objective of determining various facts.

1.6.1 Research Design

A research work will be successful, only with a sound research design .The research design for

the purpose of the study is Analytical in nature.

The major purpose of analytical research is to analyze the state affaires as it exists at present.

Analytical research includes survey and in-depth analysis of variables. The research plan calls for

gathering primary and secondary data. The Sampling Method adopted for the present study is

Simple Random Sampling

1.6.2 Methods of Data Collection

In this research, the collection of data is from various sources and the are two types.

1. Primary Data

2. Secondary Data

1.6.2.1 Primary Data

Primary data collection was mainly done through the mainly done through questionnaires, direct

interview and telephone contacts. The respondents were approached personally and were requested

to fill up the questionnaire.

1.6.2.2 Secondary Data

Secondary data was collected from Company records, Internet, and books.

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1.6.3 Variables of the Study

The Malayalam news channel’s preference were assessed on the basis of the following

variables – Accuracy of the news, News Coverage, Presentation Style, Number of

advertisements etc.,

The preference of an additional Malayalam news channel were assessed on the basis of the following

factors – satisfied with the existing channels, No scope for additional news channel, confusion of

watching more news channels and lack of time etc.,

1.6.4 Research instrument

The instruments adopted for the primary data collection is through “QUESTIONNAIRE”.

1.6.4.1 Nature of questions in a questionnaire

1.6.4.2Pretesting of questionnaire

A pre-testing of questionnaire was conducted with 15 questionnaires, which were

distributed and all of them were collected back as completed questionnaires.

On the basis of the doubts raised by the respondents, the questionnaire was re-drafted to its

present form.

1.6.5 Sampling Plan

Sampling plan includes sampling unit used in the survey. It also includes the sampling size and

the sampling procedure used for the survey.

1.6.5.1 Sampling unit

The sampling unit is the Television Viewers.

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1.6.5.2 Sampling size

The sample size was selected based upon simple random sampling. For the purpose of

study 50 samples are taken from one district.

1.6.6 Sampling Frame

The study has been carried out in the village of Pang-West; it is situated in theMalappuram

District.

1.6.7 Period of the study

The research periods were from 2nd October to 4th November 2007.

1.6.7 Sampling Procedures

Simple Random sampling in the district of Malappuram

1.6.8 Contact Method:

The method used to contact the respondent was direct interview. The researcher selected

direct contact method because there is no scope of contacting the dealers through telephone or

direct mail. By telephone interview the respondent’s characteristics and environment cannot be

observed. The response rate for mail survey is low. Hence the resulting sample will not be

representative one.

1.6.9 Analysis of Data

Datas are analysed through analytical statistics using correlation, the hypothesis are tested.

1.6.10 Presentation of data

Percentage method, tables and charts are used to present the data.

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2. REVIEW OF LITERATURE

2.1 Customer Satisfaction

The buyer’s satisfaction after purchases depends on the offers performance in relation to the

buyer’s expectations. According to Philip Kotler, “satisfaction is a person’s feelings of pressure or

disappointment resulting from product’s perceived performance (outcome) in relation to his or

her expectations. Customer satisfaction is the level of a person’s felt state resulting from

comparing a product’s perceived performance (outcome) in relation to the person’s

expectations”.1 This satisfaction level is a function of difference between perceived performance

and expectations. If the product’s performance, exceed expectation the customer highly satisfied or

delighted. If the performance matches the expectations the customer is satisfied. If the products

performance fall shorts of expectations the customer is dissatisfied.

Many companies are aiming for high satisfaction because customers who are just

satisfied still find it easy to switch when a better offer comes along. High satisfaction or delight

creates an emotional affinity with brand.

Variety of factors that affect customer satisfaction includes product quality, product

availability and after sales support such as warranties and services. Customer satisfaction is seen as a

proof of delivering a quality product or service. It is believed that customer satisfaction brings sales

growth, and market share. A company can always increase customer satisfaction by lowering its

price or increasing its services but this may result in lower profits. Thus the purpose of marketing is

to generate customer value profitability.

India is on the threshold of a new millennium. India chose for global economy, exposing her

to winds of change in the market place, which has expanded vastly and become fiercely competitive.

In the changed environment, decision makers view the marketing concept as the key to success.

Marketing in practice has to manage products, pricing, promotion and distribution.

A successful product can be developed by exploding these opportunities. While delivering

the value of the consumer we make use of marketing support. This support is based on the

knowledge of consumers and distribution. Marketing support both at the introduction of products and

maturing is considered

1 Kotler Philip, “Marketing Management”, 2003. Eleventh Edition, Pearson Education (Singapore) Pte ltd, pp-61.62

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Marketing, as suggested by the American Marketing Association is "an organizational

function and a set of processes for creating, communicating and delivering value to customers and

for managing customer relationships in ways that benefit the organization and its stakeholders".

The two major factors of marketing are the recruitment of new customers (acquisition) and

the retention and expansion of relationships with existing customers (base management). Marketing

methods are informed by many of the social, particularly psychology, sociology, and economics.

Anthropology is also a small, but growing, influence. Market research underpins these activities.

Through advertising, it is also related to many of the creative arts.

For a marketing plan to be successful, the mix of the four "Ps"2 i.e. product, price, place,

promotion must reflect the wants and desires of the consumers in the target market. Trying to

convince a market segment to buy something they don't want is extremely expensive and seldom

successful. Marketers depend on marketing research, both formal and informal, to determine what

consumers want and what they are willing to pay for. Marketers hope that this process will give them

a sustainable competitive advantage. Marketing management is the practical application of this

process. The offer is also an important addition to the 4P's theory.

2.2 Skills of Marketers

Marketers have 4 main skill sets that they bring to an enterprise:

2.2.1 Opportunity Identification

True marketing begins before there is a product to sell. Many people think marketing is just

selling whatever comes out of the manufacturing plant. It's the job of marketing to decide WHAT

comes out of the manufacturing plant in the first place. Before a business can make money there

must be opportunities for money to be made and it's marketing's job to define what those

opportunities are. Marketers analyze markets, market gaps, trends, products, competition, and

distribution channels to come up with opportunities to make money.

2 Earlier Project Report, “A study on viewers Perception with special reference to Indiavision satellite communication ltd, Calicut “ 2007

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2.2.2 Competitive strategy/positioning

Markets consist of groups of competitors competing for a customer's business. The job of

marketing is to decide how to create a defensible sustainable competitive advantage against

competitors. Marketers conceive strategies, tactics, and business models to make it hard if not

impossible for competition to take away customers from their business.

2.2.3 Demand generation/management

It's the job of marketing to create and sustain demand for a company's products. Marketers

manage demand for a company's products by influencing the probability and frequency of their

customer's purchase behavior.

2.2.4 Sales

The ultimate goal of marketing is to make money for a business. In most company’s sales is a

different discipline and department from marketing. But in order for salespeople to have any long

term success in a company they must be led by marketing. The better job a company does of

identifying opportunities, creating a differential sustainable competitive advantage, and generating

demand for their products the easier it will be for salespeople to make sales.

2.3 Method to measure customer satisfaction.

Companies use the following methods to measure customer satisfaction.

2.3.1 Complaints and suggestion system

2.3.2 Customer satisfaction surveys

Responsive companies obtain a direct measure of customer satisfaction by periodic surveys.

They send questionnaires to random sample of their customers to find out how they feel about

various aspects of the company’s performance and also solicit views on their competitor’s

performance. It is useful to measure the customer’s willingness to recommend the company and

brand to other persons.

2.3.3 Lost Customer Analysis.

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Companies should contact customers who have stopped buying or who have switched to

another supplier to learn why this happened.

2.3.4 Consumer Behavior Vs Consumption Behavior

Consumer behavior refers to the manner in which an individual reaches decision related to

the selection, purchases and use of goods and services. Walters and Paul says that, consumer

behavior is the process where by the individuals decides what, when, how and from whom to

purchase goods & services.

Consumer behavior relates to an individual person (Micro behavior) where as consumption

behavior relates to and to the mass or aggregate of individuals (Macro behavior) consumers behavior

as a study focuses on the decision process of the individual consumer or consuming unit such as the

family.

In contrast the consumption behavior as a study is to do with the explanation of the behavior

of the aggregate of consumers or the consuming unit. Consumer is a pivot, around which the entire

system of marketing revolves. The study of buyer behavior is one of the most important keys to

successful marketing.

2.4 Factors Influencing the Buyer Behavior

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Consumer purchase is influenced strongly by cultural, social, personal and psychological

characteristics as shown in the figure below.

Factors Influencing Buying Process

(FIGURE 2.1)

OPERATIONAL DEFINITON

14

There are two key players involved in any purchase/buying or subscribing process. They are

people and the competitive products. Within the scope of our work they can be classified as

television viewers and competing TV channels like Manorama, Asianet and Kairali. The above

figure lists out the main factors that influence the viewers to subscribe (purchase decision) to a

particular TV channel. They are socio-cultural, economic/ business interests and family backgrounds

etc. Let it be news, food or fashion, people from different regions has diverse idea about this. Even

people from the same region may have different tastes based on their economic status and family

traditions. Apart from these influences that every buyer has, there are certain other elements that

decide the final purchase decision. They are ‘real need’ for the commodity, ‘proper motivation’ to

purchase, ‘attitude, learning style and perception’ of the individual. In short the central process of

subscribing to a news channel by an individual is decided by various external influence factors

shown figure plus intrinsic personal traits of the individual.

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3.1 INDUSTRY PROFILE

Television industry in kerala has been in existence for the three decades. For the three

decades. For the first 17 years, it spread haltingly and transmission was mainly in black & white. The

thinkers and policy makers of the country, which had just been liberated from centuries of colonial

rule, frowned up on television, looking on at it as a luxury.

Television has come out to the forefront only in the past fifteen years and more so in the

past seven. There have been two ignition points: the first in the eighties, when state owned

broadcaster Doordarshan (DD1) introduced color TV during the 1982 Asian games. It then

proceeded to install transmitter’s nation wide rapidly for terrestrial broadcasting. In this period no

private enterprises was allowed to setup TV station or to transmit TV signals.

The second spark came in the early nineties the broadcasting of satellite TV foreign

programmers like CNN followed by Star TV, MTV and a little later by domestic channel touch as

Zee TV, Sun TV, and Eenadu in to Indian horres.prior to this, Indian viewers had to make do with

DD’s chosen fare which was dull, non commercial in nature, directed towards only education and

socio-economics development. Entertainment programmers were and when the solitary serials like

Hum log (1984) and Mahabharata (1988-89) were televised, there were million of viewers.

When urban Indians learnt that it was possible to watch the gulf war on television, they

rushed out and bought dish antennas for their homes. Others turned Entrepreneurs and started

offering the signal to their neighbors by flinging cable over tree tops and verandahs. From the large

metros satellite TV delivered via cable moved in to smaller towns, spurring the purchase of TV sets

and even the up gradation from black and white to color TVs.

Doordarshan responded to this satellite TV invasion by launching an Entertainment and

commercially driven channel and introduced Entertainment programming on its terrestrial network.

This again fueled the purchase of sets in the remote area, where cable TV was not available.

16

Foreign programmers and Indian entrepreneurs were successful in their own version. From

two channels prior to 1991, Indian viewers were exposed to more than 50 channels by 1996, software

producers emerged to cater to the programming boom. Some talent came from film industry, some

from advertising and some from journalism.

More and more people set up network until there was a time in estimated 60000 cable

operators existed in the country and they had full control over TV distribution, the last ruile-to our

home. Some of them had subscriber based as low as 50 to as high as in the thousands. Most of the

networks could rely just 6 to 14 channels relying capacity required heavy investments, which cable

operators had to make.

American and European cable network evinced interest as well as large business Indian

groups, who setup sophisticated head ends capable of delivering more than 30 channels. The

rashness of the players who rushed to setup satellite channels discovered that advertising revenue

was not large to support them. This led to a shakeout. At least half a dozen either folded up or

aborted the high-flaying plans they had drawn up, and started operating in a restricted manner. Some

of them converted their channels basic subscription services charging cable operators a carriage fee.

The government started taxing cable operator in a bid to generate revenue .the rates varied in

the 28 states that go to form India and ranged from 35% upward. The authorities moved in to

regulate the Business and cable TV act was passed in 1995.The apex court in the country, the

Supreme court, passed a judgment that the airwaves are not the property of the Indian governments

and any Indian citizen wanting to use them should be allowed to do so.

The government reacted by making efforts to get some regulation in place by setting up

committees to suggest what the broad casting law of India should be, as the sector was still being

governed by laws which were passed in 19th century in India. A broad casting bill was drawn up in

1997 and introduced in parliament. But it was not passed in to an act state-owned telecaster

Doordarshan and All India radio were brought under a holding company called the Prasar Bharathi

under an act that had been gathering just for 7 years, the Prasar Bharathi 1990.

17

The act served to give autonomy to the broad casters as their management was left to a

supervisory board consisting to retired professionals and bureaucratic. A committee headed by

Mr.Sarath Pawar consisting of other politicians and industrialists were setup to review the content of

the Broad casting Bill. It held discussions with industry, Politicians, and consumers and a report was

even drawn up. But united front government fell and since then the report and the bill had no

considerable importance.

In 1999, a BJP led government has been threatening to once again allow DTK Ku band

broad casting and it has been taking of dismantling the Prasar Bharathi and once again reverting

Doordarshan’s and All India Radio’s control. Back in the government’s hands. Some things change

only to remain the same.

Today with over 100 channels on offer the private Broadcasters reach 42 million TV homes

in India. The whole situation has changed over the time. The industry must tap the color, chaos, and

variety in India to become more attractive TV broadcasting market among emerging economics.

Indian TV industry is headed for various interesting times. With variety and size that the

Indian market offers, it even has the potential to become the global experimentation ground for

new viewing experiences. This would require a lot of creative thinking on the part of broadcasters,

cable operators, and software product.

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3.2 ORGANIZATION PROFILE

3.2.1 INDIAVISION SATELLITE COMMUNICATION Ltd.

Indiavision is the channel, which was started a few years back and gave importance to

the news and current affaires and it concreted on the niche market for satisfying the needs of news

hungry people. It has new bureaus in all districts and as a highly equipped nodal point in Kochi for

instant up linking in and Indiavision brings you unlimited coverage in it’s truest sense.

Reciprocal ties-ups with channels across India and bureaus in metros will ensure that

the national events and covered to the minutes detail, while satellite links with Reuters and other

international news agencies brings you the best of the international scenario. With facilities like

completely 24 hours vans, Indiavision equipped to bring you news and events before anyone else

does.

Indiavision is perhaps the first channel of it’s kind to challenge the typical visual

formats and develop programmes that penetrate in to the core of our society and culture. Also

bringing a new dimension of quality and depth in to entertainment through unexplored visual

frameworks on television.

Indiavision has a 100% of digital recording transmission mode and it will ensure that

Indiavision brings you crystal and sound to the drawing rooms keralities. Besides fully equipped

state of the art studios with the state of the digital equipment and feed from play back room directly

and linked to up linking centers will bring the advantage of the most advanced transmission and

production technologies to the viewers.

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3.2.2 BOARD OF DIRECTORS

Unchallenged luminaries

Behind this unique venture that is geared to make a bench mark performance in the world

of media, there is an array of respected personalities form held as diverse as politics, business,

entertainment, media, literature and others

1. Chairman: Dr. M.K.Muneer is the chairman of Indiavision TV and is the only son of late Mr.

C.H.Muhammed Koya he is a medical graduate and a widely respected political and cultural figure

ÿÿd is the former miÿÿster of publicÿÿorks in the Govt. of Kwhica.

2. Vice Chairman:

a) Mr. P.V.Gangadharan: He is one of the directors of Mathrubhumi Printing & Publishing,

Kerala prestigious daily. He is a qualified engineer, businessman, publisher, and acclaimed film

producer. Besides being at the forefront of a range of successful business ventures including

KTC group of companies, Kalpaka Rubber Plantations, PVS Hospital Ltd, he is also presently

the chairman of Kerala State Film Development Corporation and Vice president of international

film producer association.

b) Roy Mathews: He is also one of the Vice Chairman of Indiavision channel and also the

Chairman of Mini Muthoot Group.

3. Directors:

a) Mr. M.M.Ramachandran: He is also one of the directors of Indiavision channel and the

managing director of Atlas Jewellery in Dubai. He is a well-known corporate figure with

an entrepreneurial presence in almost all gulf countries he also known as film producer of

considerable standing.

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b) Mr. N.A.Hariss: Hailing from an eminent family for its active part in freedom struggle in

Karnataka, he is a young upcoming politician, an established entrepreneur and a noted

actor on TV.

c) Dr. Lalitha: She is also one of the Directors of Indiavision channels and also the secretary

of IMA (Indian Medical Association).

(4) Resident Director: Mr. Jamaludeen Farooque: He is also the resident director of the

Indiavision channel. He is also the producer of the highly acclaimed ‘images of Lights’ and other

short films and documentaries. He is also the managing director of the Corona Advertisers &Creative

Services Pvt Ltd.

(5) Chief Program Consultant: Mr. M.T.Vasudevan Nair: He is the chief programming

consultant of Indiavision channel. He is a towering literary figure who has played a part in adding

depth and quality to the offering of the film industry in Kerala is also known for his perceptive on

insights on current social and cultural trends.

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3.3 PRODUCT PROFILE

News Programs Other Programs

News Updates

News Roundup

News@seven

News Night

News@Ten

India 60 second

Life

Vote N Talk

World on vision

Patrangalilude

Bharathiyam

Good Morning Kerala

Jaithrayathra

Talk Time

Sunday Spice

Business

Politics

Box Office

Arogyavicharam

Janasabha

Vasthavam

Medicine @ Indiavision

Generation Next

First Show

Connecting Keralam

World Today

(Table 3.1)

(Source: Company Report)

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3.4 DEPARTMENT PROFILE

3.4.1 MARKETING DEPARTMENT

Marketing is defined as all organized efforts, activities and expenditures designed

to first, acquire a customer and, second, maintain a customer.3 The marketing department is a unit of

organization, traditionally charged with carrying out specific task that are deemed to be marketing

such as advertising, marketing research. As the definition would suggest the marketing department

customer acquisition and customer maintenance efforts go beyond the organizational boundaries of

the marketing department. When all departments know and understand their role and importance in

the marketing process, the functions of marketing work better. The marketing department works

better. Usually, the role of marketing is viewed from the inside of an enterprise looking out to the

market place. In many instance, the marketing function should provide the perspective of the market

place looking in.

Critical Marketing functions include:

1. Identifying the important constituencies with in the market place

2. Identifying and valuing specific target purchaser/ user groups for the product. (Also known as

target audiences or market segments).

3. Communicating with the market place.

4. Conducting transactions with the market place.

5. Obtaining on-going feed back from the market place. obtaining feed back also means under-

standing the environmental conditions that the enterprise operates in, the product is marketed

in. spending on research is essential to direct the development of a product or service and the

development of communications messages necessary to acquaint potential customers with the

product or service, in still them positive feelings about the product or service and motivate

them to purchase.

3 http://www.tannedfeet.com/difference_marketing.htm.

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3.4.2 SALES DEPARTMENT

The selling function is an important element of the overall marketing process. Many

organizations establish a separate sales function, apart from other elements of the marketing process.

This is often a sound business strategy but can lead to a chasm between Sales and the other

marketing elements. Even when both are contained within a unified Marketing Department, separate

sales and marketing groups often create the situation where they have competing views of the

marketplace, competing objectives and competing priorities (e.g., budget, prestige).

One area that often creates the opportunity for jurisdictional disputes and other serious problems is

lead generation. In many instances, some component of the Marketing Department is responsible for

developing leads and then turns them over to the Sales Department. "Discussions" over the timing

and quality of leads are a top topic at almost all Sales-Marketing joint meetings. It makes sure that

planning and executions of plans are always coordinated, and that all programs are integrated across

both marketing and sales efforts.

3.4.3 HUMAN RESOURCE DEPARTMENT

A company is incomplete without a human resource department so it is said. But, it’s

true as the very existence of a human resource department is vital to overall productivity and

efficiency of the strong workforce in any thriving organization. In fact, good human resources can be

one of the most valued and respected departments in an organization; their job is managing people,

and people are the company’s most important asset.

One of the major roles of a human resources department in a successful business

involves a lot of observation and analysis from behind the scenes. Indeed, the intelligence of the

human resources department often involves what can be equated to “crunching numbers.” Compiling

complex data and metrics that follow the performance of individual employees, as the move through

the workforce is an important task, which has helped human resources, work out crucial solutions to

inefficiency, wilting profit margins and more.

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Due to the sensitive nature of human relations and the work that human resources

departments must carry out, discretion is a crucial element to this field. That’s because the

management of performance can often involve tough decisions such as choosing who to let go, who

to promote and who to hire. Keeping the decision making process behind closed doors is an ethical

practice that breeds the least amount of contention possible.

3.4.4 FINANCE DEPARTMENT

Finance Department largely performs the function of advising the Government on all

financial matters. The formulation of the Budget is one of its most important functions. Finance

department is also entrusted with the responsibility of framing rules regulating pay, emoluments and

other service conditions of all Government employees. It has administrative control over the

departments of Local Fund Audit, Directorates of National Savings, State Lotteries, State Insurance

and Treasuries. The department is headed by the Principal Secretary and has two Secretaries in

charge of expenditure and Finance Resources. The functions of Finance Department are

Preparation of budget, appropriation of accounts, re-appropriations, surrender and savings.

25

http://www.kerala.gov.in/dept_treasury/treasury.htm

http://www.kerala.gov.in/dept_insurance/insurance_dept.htm

http://www.kerala.gov.in/dept_lotaries/index.htm

http://www.kerala.gov.in/dept_localfund/localfund_dept.htm

4. DATA ANALYSIS AND INTERPRETATION

4.1 DESCRIPTIVE STATISTICS

4.1.1 VIEWERS PREFERENCE OF TV PROGRAM

(Table 4.1.1)

Interpretation

Among the 50 samples chosen for the research study. 80% of the respondents watch TV and rest

of the 20% respondents do not watch TV.

26

RESPONSE NO OF RESPONDENTS PERCENTAGE

YES 40 80

NO 10 20

TOTAL 50 100

VIEWERS PREFERENCE OF TV PROGRAMMERS

80%

20%

YES

NO

(Chart 4.1.1)

27

4.1.2 VIEWERS OF MALAYALAM NEWS CHANNEL

RESPONSE NO OF RESPONDENTS PERCENTAGE

Yes 35 70

No 15 30

Total 50 100

(Table 4.1.2)

Interpretation:

Among the 50 samples 70% of the respondents are watching the News from Malayalam News

channels and 30% of respondents watch News from Amritha TV, Jaya TV, and Surya TV.

28

PERCENTAGE OF VIEWERS WHO WATCH NEWS FROM MALAYALAM

NEWS CHANNELS.

MALAYALAM NEWS CHANNEL VIEWERS

YES70%

NO30%

YES

NO

(Chart 4.1.2)

29

4.1.3 TIME SPENT BY VIEWERS IN WATCHING TELEVISION

NO OF HRS NO OF RESPONDENTS PERCENTAGE

Below 1 hr 11 22

1 hr to 2 hrs 22 44

3 hrs to 4 hrs 9 18

Above 4 hrs 8 16

Total 50 100

(Table 4. 1. 3)

Interpretation

The above table shows 22% of respondents are spending less than 1 hr per day for watching

TV. 44% of respondents of them are spending 1 to 2 hrs, 18% of them are spending 3 hrs to 4 hrs and

16% of them are spending more-than 4 hrs per day for watching TV.

30

TIME SPEND BY THE VIEWERS WATCHING IN TELIVISION.

22

44

1816

0

5

1015

20

25

30

3540

45

50

Below 1 hr 1 hr to 2 hrs 3 hrs to 4 hrs Above 4 hrs

Time spend by Respondents

Perc

enta

ge

Percetage of Respondents

(Chart 4.1. 3)

31

4.1.4 VIEWERS FAVORITE MALAYALAM NEWS CHANNEL

CHANNELS NO OF RESPONDENTS PERCENTAGE

Asianet News 8 16

Indiavision 20 40

Manorama News 19 38

Kairali 3 6

Total 50 100

(TABLE 4.1. 4)

Interpretation

From the above data table 16% of the people have supported Asianet News channel, 40% of the

people have supported for Indiavision, 38% of the people voted for Manorama News channel, 6% of

the people voted for Kairali channel as their favorite news channel.

32

VIEWERS FAVORITE MALAYALAM NEWS CHANNEL

16

40 38

6

0

5

10

15

20

25

30

35

40

Percentage of Respondents

AsianetNews

Indiavision ManoramaNews

Kairali

Malayalam News channels

(Chart 4.1.4)

33

4.1.5 FACTORS FOR SELECTING A NEWS CHANNEL

FACTORS NO OF RESPONDENTS PERCENTAGE

Accuracy 8 16

Presentation style 11 22

More News Coverage 21 42

Less Advertisement 10 20

Total 50 100

(Table 4.1. 5)

Interpretation

The above table shows that 42% of Viewers have selected the news channel as their favorite

because of the More News Coverage, 22% of the Viewers have given more weight age to

Presentation Style, 20% have selected the News channel because of the Less Advertisement and 16%

of the viewers have selected the News channel because of Accuracy.

34

FACTORS FOR SELECTING A NEWS CHANNEL

16

22

42

20

0

5

10

15

20

25

30

35

40

45

Accuracy Presentationstyle

More NewsCoverage

LessAdvertisement

Factors for selecting News channel

Perc

enta

ge o

f Res

pond

ents

(Chart 4. 1. 5)

35

4.1.6 PREFERED TIME SLOTS FOR WATCHING TELIVISION

CONVINIENT TIME NO OF RESPONDENTS PERCENTAGE

Morning 8 16

Afternoon 10 20

Evening 12 24

Night 20 40

Total 50 100

(Table 4.1. 6)

Interpretation

The above table indicates that 40% of the viewers watch TV in Night, 24% of the viewers watch

TV in Evening and only 20% and 16% of them watch TV in Afternoon and Morning.

36

PRIFFERED TIME SLOTS FOR WATCHING TELIVISION

Morning16%

Afternoon20%

Evening24%

Night40%

Morning

Afternoon

Evening

Night

(Chart 4.1. 6)

37

4.1.7 VIEWERS CONVENIENT TIME GAP FOR WATCHING THE

DETAILED NEWS

TIME GAP NO OF RESPONDENTS PERCENTAGE

½ an hour 5 10

1 hour 9 18

1½ hour 15 30

2 hour 11 22

More than 2 hours 10 20

Total 50 100

(Table 4.1.7)

Interpretation

The above table shows that 30% viewers prefer the time gap of 1½ for watching the detailed

News. Only the 20% of the viewers agree for more than 2 hours.

38

VIEWERS CONVENIENT TIME GAP FOR WATCHING THE DETAILED

NEWS

10

18

30

2220

0

5

10

15

20

25

30

35

½ an hour 1 hour 1½ hour 2 hour More than2 hours

Time Gap

Perc

entag

e of R

espo

nden

ts

(Chart 4.1.7)

39

4.1.8 TYPE OF NEWS OFTEN WATCHED BY VIEWERS

TYPE OF NEWS NO OF RESPONDENTS PERCENTAGE

International 4 8

National 9 18

Local 11 22

All the above 26 52

Total 50 100

(Table 4.1. 8)

Interpretation

The above table shows that 52% of viewers watch all News categories. 22% of the people

giving more importance to Local News, 18% of viewers like to watch National level News rather

than the other segments of the News and 8% of the viewers prefer International News.

40

TYPE OF NEWS OFTEN WATCHED BY VIEWERS

8

1822

52

0

10

20

30

40

50

60

Types of News often watched by the viewers

Perc

enta

ge o

f Res

pond

ents

(Chart 4.1. 8)

41

4.1. 9 SEGMENT WISE RANKING OF NEWS PROGRAMS

(A) INTERNATIONAL

PROGRAMS NO OF RESPONDENTS % VALUE RANK

Current Affaires 15 30 1

Political 12 24 2

Business 09 18 3

Education 05 10 4

Automotive 04 8 5

Sports 03 6 6

Cinema 02 4 7

Health Care 00 00 8

(Table 4.1.9)

Interpretation

The above table shows that the Current Affaires ranked as first, Political and Business as second

and third position; Health Cara is ranked in 8th position.

42

RANKING OF NEWS SEGMENTS IN INTERNATIONAL LEVEL

1512

9

5 4 3 20

30

24

18

108

64

01 2 3 4 5 6 7 8

0

5

10

15

20

25

30

35

News Segments

No of Respondents Percentage of Respondents Rank

(Chart 4.1.9)

43

4.1.10 (B) NATIONAL


Political 16 32 1


Sports 7 14 3

Business 6 12 4

Education 3 6 5

Automotive 2 4 6

Cinema 2 4 6

Health Care 2 4 6

(Table 4.1.10)

Interpretation

The above table shows that political News ranked as first, Current Affaires and Sports are

second and third position. Automotive, Cinema, Health Care is ranked in 6th position.

.

44

RANKING OF NEWS SEGMENTS IN NATIONAL LEVEL

16

12

7 63 2 2 2

32

24

1412

64 4 4

1 2 3 4 5 6 6 6

0

5

10

15

20

25

30

35

News Segments


(Chart 4.1.10)

45

4.1.11 (C) LOCAL


Political 21 42 1


Business 6 12 3

Education 5 10 4

Sports 4 8 5

Cinema 3 6 6

Health Care 2 4 7

Automotive 1 2 8

(Table 4.1.11)

Interpretation

The table shows that the Political news is ranked at first; Current Affaires and Business News

are second and third position. Health Care is in 7th and Automotive is ranked in the local News

segments.

46

RANKING OF NEWS SEGMENTS IN LOCAL LEVEL

21

86 5 4 3 2 1

42

16

1210

86

421 2 3 4 5 6 7 8

0

5

10

15

20

25

30

35

40

45

News Segments


(Chart 4.1.11)

47

4.1.12 VIEWERS SATISFACTION WITH THE EXISTING NEWS

CHANNELS

OPENION NO OF RESPONDENTS PERCENTAGE

Yes 38 76

No 12 24

Total 50 100

(Table 4.1.12)

Interpretation

The table shows that 76% of the viewers are satisfied with the existing News channels and 24%

of the viewers are not satisfied with the existing News channels.

48

VIEWERS SATISFACTION WITH THE EXISTING NEWS CHANNELS

Yes76%

No24%

Yes

No

(Chart 4.1.12)

49

4.1.13 VIEWERS PREFERENCE OF A NEW MALAYALAM NEWS

CHANNEL

OPINION NO OF RESPONDENTS PERCENTAGE

Yes 10 20

No 40 80

Total 50 100

(Table 4.1.13)

Interpretation

From the above table, it is draw that 20% of the viewers prefer more News channels and 80%

of the viewers are happy with the available channels.

50

VIEWERS PREFERENCE OF A NEW MALAYALAM NEWS CHANNEL

Yes20%

No80%

Yes

No

(Chart 4.1.13)

51

4.1.14 REASONS FOR NOT PREFERING A NEW MALAYALAM NEWS

CHANNEL

REASONS NO OF RESPONDENTS PERCENTAGE

Satisfied with the existing

channel

15 30

Lack of time 2 4

Confusion of watching more

channel

6 12

No more scope for News

channel

27 54

Total 50 100

(Table 4.1.14)

Interpretation

The above table shows that most of the respondents do not prefer any more channels because

there is no more scope for news channels, it will affect the quality of news and repetition of news

programmes. 30% of the respondents are satisfied with the existing channel, 12% of the respondents

are confusion of watching more channels, and 4% of respondents has no time to watch the news.

52

REASONS FOR NOT PREFERING A NEW MALAYALAM NEWS CHANNEL

30

4

12

54

0

10

20

30

40

50

60

Satisfied with theexisting channel

Lack of time Confusion ofwatching more

channel

No more scopefor News channel

Reasons

Per

cent

age

of r

espo

nden

ts

Percentage

(Chart 4.1.14)

53

4.1.15 RANKING THE QUALITY FACTORS OF A NEWS READER

QUALITY FACTORS NO OF RESPONDENTS PERCENTAGE RANK

Clarity Presentation 20 40 1

Personality 18 36 2

Presentation Style 8 16 3

Interpersonal Skills 4 8 4

(Table 4.1.15)

Interpretation

The table shows that Clarity Presentation is the most important quality factor of a news reader.

Personality, Presentation skills, Interpersonal skills are ranked two to four.

54

RANKING THE QUALITY FACTORS OF A NEWS READER

2018

8

4

40

36

16

8

1 2 3 4

0

5

10

15

20

25

30

35

40

45

ClarityPresentation

Personality Presentation Style Interpersonal Skills

Quality Factors


(Chart 4.1.15)

55

4.2 INFERENTIAL STATISTICS

4.2.1 Ho: There is no significant relationship between the factors for selecting a news channel

and the time spent by TV viewers in watching the news

Correlations

favorite channel time spent

favorite channel

Pearson Correlation 1 .857(**)

Sig. (2-tailed) . .000

N 50 50

time spent

Pearson Correlation .857(**) 1

Sig. (2-tailed) .000 .

N 50 50

** Correlation is significant at the 0.01 level (2-tailed).

Inference:

Since the correlation is significant at 0.01 level the null hypothesis “There is no significant

relationship between the factors for selecting a news channel and the time spent by TV

viewers in watching the news” is rejected and an alternative hypothesis is framed.

Ha: There is significant relationship between the factors for selecting a news channel and

the time spent by TV viewers in watching the news

56

4.2.2 Ho: There is no significant difference in segment wise ranking of Local, National and


Correlations

prefer-segment-int

prefer-segment-national

pref-segment-local

prefer-segment-int

Pearson Correlation 1 .986(**) .970(**)

Sig. (2-tailed) . .000 .000

Sum of Squares and Cross-products

149.120 167.080 164.400

Covariance 3.043 3.410 3.355

N 50 50 50

prefer-segment-national

Pearson Correlation .986(**) 1 .979(**)

Sig. (2-tailed) .000 . .000


167.080 192.720 188.600

Covariance 3.410 3.933 3.849

N 50 50 50

pref-segment-local

Pearson Correlation .970(**) .979(**) 1

Sig. (2-tailed) .000 .000 .


164.400 188.600 192.500

Covariance 3.355 3.849 3.929

N 50 50 50


Inference:

Since the correlation is significant at 0.01 level the null hypothesis “There is no significant

difference in segment wise ranking of Local, National and International news programs” is

rejected and an alternative hypothesis is framed.

Ha: There is significant difference in segment wise ranking of Local, National and


57

4.2.3 Ho: There is no significant relationship between Local news programs and the choice of

Malayalam news channel

Correlations

pref-segment-local favorite channel

pref-segment-local



Sum of Squares and Cross-products 192.500 68.100

Covariance 3.929 1.390

N 50 50

favorite channel




Covariance 1.390 .678

N 50 50


Inference:

Since the correlation is significant at 0.01 level the null hypothesis “There is no significant relationship

between Local news programs and the choice of Malayalam news channel” is rejected and an

alternative hypothesis is framed.

Ha: There is significant relationship between Local news programs and the choice of

Malayalam news channel.

58

4.2.4 Ho: There is no significant relationship between the viewer’s satisfaction level and their

preference for a new Malayalam news channel

Correlations

current satisfaction new news channel

current satisfaction

Pearson Correlation 1 .281(*)



Covariance .186 .049

N 50 50

new news channel

Pearson Correlation .281(*) 1




N 50 50

* Correlation is significant at the 0.05 level (2-tailed).

Inference:

Since the correlation is significant at 0.01 levels the null hypothesis “There is no significant

relationship between the viewer’s satisfaction level and their preference for a new Malayalam

news channel” is rejected and an alternative hypothesis is framed.

Ha: There is significant relationship between the viewer’s satisfaction level and their

preference for a new Malayalam news channel

59

4.2.5 Ho: There is no significant relationship between the viewer’s satisfaction level and the reasons

for not preferring a new Malayalam news channel.

Correlations

no-refrence-reasons current satisfaction

no-reference-reasons




Covariance 1.806 .269

N 50 50

current satisfaction





N 50 50


Inference:

Since the correlation is significant at 0.01 levels the null hypothesis “There is no significant

relationship between the viewer’s satisfaction level and the reasons for not preferring a new

Malayalam news channel” is rejected and an alternative hypothesis is framed.

Ha: There is significant relationship between the viewer’s satisfaction level and the reasons

for not preferring a new Malayalam news channel

60

5. 1 SUMMARY

The research reveals that keralities prefer watching news from Malayalam news channels.

The survey reveals that the people watching the Malayalam news prefer 1 -2 hrs of news per

day.

The study also reached that 40% of the respondents prefer Indiavision, 38% of the

respondents prefer Manorama news.16% of the respondents prefer Asianet News channel,

and only 6% respondents prefer Kairali TV.

Viewers have selected their most favorite News channel the respondents prefer on the basis

of the more news coverage, Presentation style of the news readers, less advertisement,

Accuracy etc.The factors of the more news coverage is the prime feature deciding the

viewing preferences.

Viewers given more importance to Presentation style of the News readers.

The study reached that the viewers prefer in watching detailed news in Malayalam at Night

The survey also reveals that 52% of the viewers like to watch all the news categories.22% of

the viewers give more importance to local level News, 18% of the viewers like to watch the

National News rather than the other segments of news and 8% of the viewers prefer to watch

International News.

The study reached that the Viewers more importance to Current Affaires in International

segments, and give importance to Political News in National and local levels..

About 80% of the respondents do not prefer any more news channels, 20% of the people

prefer some more news channels.

The respondents do not want Malayalam News channel, as they feel there is not more scope

for an additional news channels and also there is confusion in watching more channels.

The viewers judge the news reader on the basis of, Clarity in presentation, Personality and

Interpersonal skill.

61

5.2 FINDINGS

Indiavision is the one of the fastest growing channel in Kerala.

The survey revealed that Manorama news channel is the main competitor of the Indiavision

in kerala.

The viewer’s convenient time of watching detailed news in at Night.

Most of the viewers prefer to watch the news between1 -2 hrs.

Peoples are interested to watch all types of news.

The viewers often like to watch programs regarding Current Affairs from the International

segments.

The viewers are satisfied with the existing Malayalam news channels.

In the national and local desk political news are the most popular.

The preference of a particular news channel is on the basis of information updates.

Regarding the quality factors most of the viewers had opinion that the new readers and

reporters should have excellent language fluency, presentation, skills good personality and

excellent interpersonal skills.

62

5.3 SUGGESTIONS

To give some more importance to real-estate in business slot, which is the most

beloved arena for investors.

Promote information contribution from the people like sharing amateur video footage

on anything of public interest.

Environmental/Ecological issues are no longer branded as issues of some nature

fanatics, is well accepted among the educated Keralites.

India being a fast developing nation it is appropriate to give more coverage to the

developments and success stories in the field of science and technology.

Introducing successful entrepreneurs, craftsmen, technicians, small scale

industrialists, farmers etc, from the neighborhood may attract local population,

especially in the rural areas.

Add more discussions on local issues regarding the welfare of the society.

Maximum news should be conveyed at a limited period of time, as everyone lacks

time to be spend in front of televisions

The news should be considered with priority.

To include more live news.

The programs need to be scheduled according to the viewer’s convenience.

The news presentation should be unbiased.

To deliver the relevant news with more accuracy.

63

5.4 LIMITATIONS OF THE STUDY

The scope of the study restricted to only few areas.

Subscribers may not give an accurate data.

Busy nature of the respondents.

Sample size limited to 50

Respondent’s bias towards the certain entertainment channels.

Lack of response from customers & resistance was yet another factor that damped the spirit

of the researcher.

64

5.5 CONCLUSION

It is clear that television is no longer just a means of entertainment; specialized channels are

also equally gaining popularity. Even channels that are focused on specific field like news are also

facing tough competition. In kerala key players are Indiavision, Manorama News and Asianet News.

The research shows that Manorama News poses strong challenge in terms of presentation skills,

news coverage and popularity.

In purview of commercial position advertisements are the bread and butter for all private

owned channels. Evidently this points to importance of extensive research in to the socio-political

changes that the viewers are interested to listen and learn.

Every news channel has to be neutral and clear in their position to gain popularity and attract

more viewers.

65

5.6 SCOPE FOR FURTHER RESEARCH

The present study aimed at evaluating the level of satisfaction among Television Viewers

with reference to Malayalam news channels. With the growing popularity of digital broadcasting,

viewers have chance to watch various programs. However, they may have trouble choosing just one

among many programs. As a result, there is a scope to determine how much the result of an

evaluation reflects viewer satisfaction by comparing the variation of subjects’ satisfaction and the

variation of objective evaluation criteria. `Digital broadcasting offers big scope for commercial

marketing'. The present study can be further researched with reference to viewer’s preferences and

satisfaction level with DTV – Digital Television, in comparison with the cable operators providing

the services.

66

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