Television industry
... Framework Of TV Industry 6 4. ... History of TV Industry 8 6. ... Porters Five Forces 15 10 Marketing Strategies 16 11 Recommendation 17 Executive Summary : Subsequent to the liberalization of the Indian economy in 1993, the television industry in India has undergone a massive transformation. ... A number of private players, including the multinational corporations have entered the industry. The onset of the new century will see a further transformation in the Television Industry driven largely by new technology and competitive pressures. The main factor for the growth of television industry has been its acceptance as a preferred mode of advertising. This is due to the fact that television as a media has one of the largest coverage reaching out to the large populace. In India, television has added advantage over the print media as it’s appeal extends even to the large illiterate mass thereby reducing the cost of advertising per person. This is evident from the fact that the Ad Spend on television increased from 18. ... The Television industry can be bifurcated into two broad categories- Terrestrial and Cable & Satellite (C & S), on the basis of the methodology of broadcasting. ... Cinevista Communication, Sri Adhikari Brothers, UTV, Television Eighteen and Creative Eye have emerged as the leading content providers. ... The future outlook for the television industry will be shaped by two main factors- technology and competitive pressures. ... The competitive pressures will translate into consolidation of the industry both vertically and horizontally. The major changes that will affect the TV Industry in the future can be summarised as follows : Convergence Web Casting Consolidation Objective: To understand the application of the principles and theory of marketing adopted by STAR TV. ... Industry sources and research agencies were approached for validating this information. ... Framework of the Television Media Industry 1. Introduction During the last decade, the Television Media Industry in India has seen an exponential growth. The last 7 years has seen a mushrooming of Private Cable & Satellite Channels backed by increasing advertising spends, better cable distribution networks and better quality television software. The media and entertainment industry provides an opportunity to create wealth for the shareholders due to the enormous growth and revenue potential. The key media vehicles are Print, radio, cinema, television and the Internet. TRADITIONAL EMERGING PRESS Limited Life Span Cost per reader high Limited due to literacy levels High share of advertising revenues TELEVISION Widest reach Low cost per person Audio Visual Appeal Literacy proof Increasing share of advertising revenue RADIO Wide reach Low advertising effectiveness Declining popularity Low share in ad spends INTERNET Latest advertising Medium Effectiveness of advertising Questionable and hence has dismal Ad Spends Limited reach by infrastructure inadequacy CINEMA Limited Reach Growth hampered by Piracy Dismal Share in Ad revenues Among various components of the media industry, Television has shown a consistently high growth pattern in the past aided by better programming, distribution and technology, the Television industry promises an explosive growth in the future. ... Background Television broadcast in India started in 1959 as a state controlled doordarshan monopoly. ... Television became the preferred choice for advertisers due to it’s vast reach and appeal to the large illiterate mass in India. Increasing advertising spends made the television business extremely lucrative. ... TIMELINE 1960 1990 2000 National Network National Network General Entertainment –7 (DD) DD Metro Channels Sports- Channels News – 8 channels Music - 9 Channels Nature – 3 Channels Regional – 20 Channels Others - 20 plus channels 1959 DD beams first telecast 1976 DD starts television broadcasting through satellites 1982 Colour transmission of Asian Games 1991 STAR TV starts transmission 1992 Zee becomes the first Indian Cable television channel to start Transmission. ... 1995 Supreme Court judgement which struck down the monopoly of the government on air waves and ordered for establishment of an independent public authority to license broadcasting 1997 Broadcast bill tabled before parliament 1999 Channels relayed in digital format form August 15th 1999 In 1997, India’s Television viewing audience comprised of : 55 million television households 16 million households receiving multi-channel services and 5,00,000 satellite dish households According to the latest data of NRS ( National Readership Survey) 1999, TV Penetration in Urban households is 81% , a 10% increase over NRS ’97. ... television penetration in India is extremely low demonstrating tremendous potential for future growth. ... Current Structure The TV Industry can be bifurcated into two broad areas; namely Terrestrial and Cable & satellite. ... In Terrestrial Broadcasting, the television signals are up-linked from an earth station and the transmitters on land receive the transmission via satellite. ... Based on this bifurcation, the broad structure of the Indian TV industry can be depicted as follows: The popularity channels can be gauged by the advertising revenues it commands: Media 1994 1995 1996 1997 1998 1999 Doordarshan 15. ... PAST PERFORMANCE Launched in 1991 with five television channels, STAR pioneered satellite television in Asia and in the process catalysed explosive growth in the media industry across the entire region. Coupled with the opening up of Asian economies, access to satellite television redefined the viewing experience for millions.