electronic media.docx

8/14/2019 ELECTRONIC MEDIA.docx

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1976-77 was a watershed in the history of Indian advertising. DDstarted accepting ads.

First product to be advertised on Indian TV on Jan.1, 1976 wasGwalior Suitings.

In June 1981 Network Associate of UTV pioneered cable TV in India.CNN was introduced in the wake of the Gulf War in 1991.

Soon came STAR TV.

DD started five satellite channels from Aug.15, 1993 vizentertainment, music, sports, current affairs and business andMetro. Presently, Doordarshan operates 19 channels - two All Indiachannels, 11 Regional Languages Satellite Channels (RLSC), fourState Networks (SN), an International channel and a SportsChannel. Regular satellite transmissions began in 1982 (the sameyear color transmission began).

DTH service started in 2000.

MERITS OF TV: TV has immense impact.

Excellent quality of production.

Familiar, friendly voices and faces.

Retailers also watch TV.

Comprehensive technique.

Animation and image building.

DEMERITS OF TV ADS: Time consuming.


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Transient and immobile medium.

Difficult to gain inquiries.

Time constraint.

Production costs.

Effect of clutter.

TV COMMERCIALS:

It is the advertising message that is carried in a limited time span of10 sec, 30 sec or 60 sec.

The copy of the commercial includes the audio part and the videopart. It also includes music and sound effects.

TV advertising is nearly face-to-face personal selling, except that itis one way.

TV commercial must have entertainment value.

TV commercials are produced at a great cost. Before production onehas to decide about the script, the cast, the set and the props.

This is followed by a shooting phase.

After the commercial is complete it is subjected to post-production

process consisting of editing, dubbing, special effects and super-impositions.


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TV ADVERTISING SPENDS:

Channel Amount (in crores)

Mainstream Hindichannels English and otherentertainment channels Tamil channels Malayalam channels Kannada channels Others

Total

1820

600

180 40 40 30

______ 2170

INFOMERCIALS: Infomercials are programme length commercials.

They are being produced on TV they are longer and pass on moreinformation to provoke consumers to action.

Highly effective for relationship marketing.

Broadcast TV is the preferred media for infomercials with a usage of60%.

SATELLITE TV: The cable TV industry exploded in the early 1990s when thebroadcast industry was liberalized, and saw the entry of manyforeign players like Rupert Murdoch's Star TV Network in1991, MTV, and others.


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Five new channels belonging to the Hong Kong-based STAR TV gaveIndians a fresh breath of life. MTV, STAR Plus, Star Movies, BBCand Prime Sports were the 5 channels.

Zee TV was the first private owned Indian channel to broadcast overcable. A few years later CNN, Discovery Channel, NationalGeographic Channel made its foray into India.

Star expanded its bouquet introducing STAR World, STARSports, ESPN, Channel V and STAR Gold. Regional channelsflourished along with a multitude of Hindi channels and a fewEnglish channels.

By 2001 HBO and History Channel were the other internationalchannels to enter India. By 2003 international channels such asNickelodeon, Cartoon Network, VH1, Disney and Toon Disney cameinto foray.

The most recent channels that have come up are UTV Movies, UTVBindass, Zoom, Colours, 9X and 9XM. Colors - a partnershipbetween US media giant Viacom and Indian media conglomerate

Network18 Group - has been continually challenging the leadingincumbents in this genre. Its rise has been attributed to Colors useof differentiated and disruptive programming and extensivemarketing, promotional and distrbution activities. Some of its keylaunch shows Fear Factor - Khatron Ke Khiladi, and Jai ShreeKrishna were the highest rated shows in its launch weeks. Initiallythe channel was launched as free-to-air but after its successfulshows including Balika Vadhu, the channel converted itself into a

pay-channel with effect from April 2009. The number of televisionchannels in India has boomed in recent years, As per press reports,there are in excess of 150 applications to launch new channelsawaiting permission from the Ministry of Information andBroadcasting. Approximately 400 broadcasting channels were givenpermission and 33 of these were awarded licences in 2008. 2008 was


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the year of launching specialised channels catering to the needs ofup-scale and urban audiences. These new niche offerings includedShowbiz, NDTV Lumiere, World Movies, E24, Firangi and TopperTV among others. Star India has aggressive plans in the homeshopping space and plans to start a home shopping channel via a

joint venture with CJ Home Shopping Co. of Seoul.

As of 2010, over 500 TV Satellite television channels are broadcastin India. This includes channels from the state-owned Doordarshan,News Corporation owned STAR TV, Sony owned SonyEntertainment Television, Sun Network and Zee TV.

DIRECT-TO-HOME(DTH): Defined as the reception of satellite programmes with a personaldish in an individual home.

It does away with the need of the local cable operator.

DTH service was first proposed in 1996.

Finally reached India in 2000.

DISH TV was the first DTH service provider in India.

Nowadays there are many DTH service providers like VideoconD2H,DD Direct Plus, Airtel Digital TV and so on.


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CHANNEL VIEWERSHIP VS. REVENUES

CHANNEL SHAREOFVIEWERSHIP ( )

SHARE OFREVENUES( )

ROIINDEX

Mass Entertainment Regional Language News Hindi Film English Entertainment Sports Infotainment/Kids Music

46.8 39.6 2.00 3.5 1.6 3.9 1.8 0.9

57.4 17.2 11.3 4.7

4.00 2.7 1.6 1.1

1.2 0.4 5.7 1.4 2.5 0.7 0.9 1.2

Total 100 100 1.00

REGIONAL TV MARKET:

TAMILNADU

A.P KARNATAKA

KERALA

MARATHI

W.B

Sun TV KalaignarTV

GeminiTV

Udaya TV ETVKannada

AsiaNet Surya

ZeeMarathi ETV

AakasshBanglaZee


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KTV Vijay TV Jaya TV

Raj TV

TejaTV EenaduTV MaaTelugu ZeeTelugu

UdayaMovies ZeeKannada

TV Asianet Plus

KiranTV Kairali

AmritaTV

Marathi ZeeTalkies

StarPravahStarMajha

BanglaETVBanglaStarJalshaStar

Ananda

CURRENT STATUS OF TV IN INDIA: As per the TAM Annual Universe Update - 2010, India now has over134 million households with television sets, of which over 103million have access to Cable TV or Satellite TV, including 20 millionhouseholds that are DTH subscribers.

TV owning households have been growing at between 8-10%, whilegrowth in Satellite/Cable homes exceeded 15% and DTH subscribersgrew 28% over 2009. There have been some major changes in thepast year or two and the change that are coming in are more rapid.This will create opportunity for some people and anxiety for others.TV remains important, in India between 2 to 4 hours of TV isconsumed a day, whereas in the US, nearly 5 hours of TV isconsumed a day, and these figures have been constant for the past20 years. More than $130 billion is spent on TV advertisement.

Advertisement is growing across the world and in India it is morerapid as compared to any other country.We live comfortably in mostly linear TV. What is changing is time


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shift TV , personalized TV and On demand TV . The business ischanging and it is going to change even rapidly in the coming years.This is because of new technology and the control of getting whatone wants, with the consumer. For example, Sony has come out witha DVR which can record programs 24 hours a day and 7 days aweek. All this technology is not the future but is here today. Thisalso means that the consumer is the boss and people wanttechnology.. Television content segment has maintained a steady andhealthy growth rate of 16.5% from 2004-08. Its share in thetelevision industry too has not changed materially and stands at 4%in 2008. In 2008, it stands at an estimated Rs. 10.1 billion in 2007,which is up from Rs. 9.4 billion in 2007. Growth achieved by thetelevision content industry is on account of significant increase inthe number of television channels in India. In addition, this growthhas necessitated the requirement for differentiation and hencehigher emphasis is being placed on the quality of television contentbeing produced.

INTERACTIVE TV: It is a convergence technology that will convert the one-way passiveTV viewing into a two-way interactive experience. The technologywould enable television viewers accessing remote servers and theinternet through their television and the digital set top device. Tobegin with, you can watch programmes of your choice at any giventime. You can watch more than one programme simultaneously; or

watch one and record another. Viewers will not be restricted towatching movies being screened by the channel they happen to bewatching but can choose the one they wish to see. They can selectfrom a menu on the screen and access a list of movies from whichthey can choose the one they wish to see. while you are stillwatching television, in the new order you can also have video on-


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demand, electronic programming guides, customised localinformation like news and weather, video recording, t-commerce andinternet access.

What's more television will move out from the box to fit snugly intoyour mobile phones pretty shortly. Whether you are struck in atraffic jam or delayed in a meeting you need not miss your favouriteprogramme. From your mobile you can dial a number and request a1-minute download (mobisode) of a 24-minute episode.

Incredible as it may sound, interactive TV does not use technologythat will require you to change your television set. All that isrequired is a digital set top box and a compatible remote. Expertssay, it would be quite affordable to the common man.

RADIO

HISTORY OF RADIO 1923 Radio Club, Mumbai broadcast the first radio programme.

July 21, 1924 First voice emerged out of radio in Chennai.

1957 Vividh Bharti service started.

1967 AIR started commercial services called Akashvani kaPanchrangi Programme .

.

. HISTORY OF RADIO

1970 AIR adopted the concept of sponsored programmes


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Slowly, AIR was overshadowed by Radio Ceylon

Boom period lasted till 1981.Indian Broadcasting Corporation

23rd July, 1927 IBC was set up in Mumbai.

Forerunner of the present AIR.

After govt. take over, company renamed as Indian StateBroadcasting Corporation.

1936 Company restarted for the third time under the name AllIndia Radio .

1957 AIR officially renamed as Akashwani

At Present:

Number of Radio Stations in India: 312 Number of Radio Receivers: 116,000,000 Radio Receivers per 1,000: 112.6

RADIO ADVERTISINGStrengths :

Offer local coverage.

Permeates all economic and social strata Message broadcasted repeatedly.

Reach uneducated village folkRADIO ADVERTISING


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Weaknesses:

Audio medium only

Limited commercial time available. Limited availability of commercial radio.

ADVANTAGES : Most suitable medium for a diverse audience.

Most interactive medium available.

Immensely flexible, adaptable and suitable for modern life. We can do many other things while listening to radio.

Has great impact in terms of ad recall.

.

ADVANTAGES Improves campaign efficiency as a multiplier medium

It cannot be zapped.

One of the greatest advantages of radio is to be with the consumer atthe right time at the right place and with the right message at theright cost .

LIMITATIONS: Possibilities of distortion in communication. Repetitions are monotonous.

Short advertising life.


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Commercial clutter

No durability of message.

COMPARISON BETWEEN TV AND RADIOTV

Audio visual has the greatest impact.

Useful for those products which require demonstration.

Reach very wide

Drawback Doesn t offer demographic selectivity COMPARISON BETWEEN TV AND RADIO

RADIO : Transistors are mobile and ubiquitous.

Many time spots available near the popular news casts all over theday which TV can t offer.

Greater flexibility for ads.

Possible to exercise cost control.

Can be heard from anywhere whereas TV requires compulsoryseating near the set.

COMPARISON BETWEEN TV AND RADIO

Current events and happenings can be introduced simultaneouslyFM Broadcasting Started by AIR since 80s in metros.

Introduction of private participation from 15 th August, 1993.


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FM channel would be best suited in the beginning for brand buildingwith specific target audience in mind.

Audio re-kindles visual association of a previously viewed ad.

FM Broadcasting

Offer excellent music experience.

FM is the ideal medium for niche-marketing.

Has potential for commuters.

The total number of private FM radio stations India hasincreased to 69.

FM Broadcasting Radio Mirchi , along with its alliances, has retained its number oneposition in the Indian FM radio industry, with over 41.2 millionlisteners, as per the recently published Indian Readership Survey(IRS) quarter 1 (Q1), 2010..

FM ChannelsSome Facts About Radio

The first Radio wave was transmitted in 1887.


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Bulovo Watch - First brand to be advertised on radio in the US in1926.

In India AIR covers 95% population and 86% area of the country.

37% of rural population still gets information from radio and only27% get from TV.

Some Facts About Radio Radio stations generated revenue of INR 8 bn in 2008; expected toreach INR 18 bn by 2012.

Share of Radio advertising was 3.3 % in 2008; expected to reach 4 %in 2012

Performance of the Indian radio Industry in 2008 In 2008, the Indian radio advertising industry recorded a growth of20.3% over the previous year.

Over the last 4 years, from 2004-08, the Indian radio industry hasgrown at a CAGR of 36.4%.The radio advertising industry stood atRs. 8.3 billion in 2008, which was up from Rs. 6.9 billion in 2007.

The bulk of revenues of the radio advertising industry come fromprivate FM broadcasters and the balance from the State broadcaster

All India Radio (AIR). Performance of the Indian radio Industry in 2008

In terms of share of ad pie, radio industry has been able to increaseits share to 3.8% in 2008, which is marginally up from 3.6% in 2007,thus almost doubling its share over the period 2004-08.

Growth of the Indian Radio Industry Key developments in the Indian Radio

Industry in 2008 Mergers and acquisitions allowed in private FM radio business. BCCL acquires Virgin Radio UK for Rs. 448 crore.


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Indian radio goes international. Phase III FM expansion. Number of radio-listeners increases. Political advertisements allowed on radio. IPL on radio.

Outlook for the Indian Radio Industry2009-2013

Spending on radio advertising is growing rapidly, and now accountsfor around 4% of total media spend.

The Indian radio advertising industry is projected to grow by 18%over the next five years, reaching to Rs. 19 billion in 2013 from thepresent Rs. 8.3 billion in 2008, which is more than double its currentsize.

In terms of share of ad pie, it is projected that the radio advertisingindustry will be able to increase its share from 3.8% in 2008 to 5.2 %in 2013.

Radio Re-invented Satellite Radio

Net Radio

Digital Radio

Podcasting

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