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ELECTRONIC MEDIA:
Aug 1965, daily transmission was started in Delhi. TV station established in Mumbai in 1972. Doordarshan (DD),
India's National Channel, was established in 1959 as a part of All India Radio.
was separated from Radio in 1976 and Doordarshan came into existence. National programme was introduced in 1982 and from then onwards, there has been steady progress in Doordarshan.
Commercial TV started in 1976 but took off only in 1983 with the
soap opera of lt. Manohar Shyam Joshis Hum Log.
Soon came STAR TV. DD started five satellite channels from Aug.15, 1993 viz
entertainment, music, sports, current affairs and business and Metro. Presently, Doordarshan operates 19 channels - two All India channels, 11 Regional Languages Satellite Channels (RLSC), four State Networks (SN), an International channel and a Sports Channel. Regular satellite transmissions began in 1982 (the same year color transmission began).
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.
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 of 10 sec, 30 sec or 60 sec.
The copy of the commercial includes the audio part and the video
part. It also includes music and sound effects.
TV commercial must have entertainment value. TV commercials are produced at a great cost. Before production one
has 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 superimpositions.
TV ADVERTISING SPENDS:
Channel Mainstream Hindi channels English and other entertainment channels Tamil channels Malayalam channels Kannada channels Others Total
They are being produced on TV they are longer and pass on more
information to provoke consumers to action.
Highly effective for relationship marketing. Broadcast TV is the preferred media for infomercials with a usage of
60%.
SATELLITE TV: The cable TV industry exploded in the early 1990s when the broadcast industry was liberalized, and saw the entry of many foreign players like Rupert Murdoch's Star TV Network in 1991, MTV, and others.
Indians a fresh breath of life. MTV, STAR Plus, Star Movies, BBC and Prime Sports were the 5 channels.
Zee TV was the first private owned Indian channel to broadcast over
cable. A few years later CNN, Discovery Channel, National Geographic Channel made its foray into India.
Sports, ESPN, Channel V and STAR Gold. Regional channels flourished along with a multitude of Hindi channels and a few English channels.
The most recent channels that have come up are UTV Movies, UTV
Bindass, Zoom, Colours, 9X and 9XM. Colors - a partnership between US media giant Viacom and Indian media conglomerate Network18 Group - has been continually challenging the leading incumbents in this genre. Its rise has been attributed to Colors use of differentiated and disruptive programming and extensive marketing, promotional and distrbution activities. Some of its key launch shows Fear Factor - Khatron Ke Khiladi, and Jai Shree Krishna were the highest rated shows in its launch weeks. Initially the channel was launched as free-to-air but after its successful shows including Balika Vadhu, the channel converted itself into a pay-channel with effect from April 2009. The number of television channels in India has boomed in recent years, As per press reports, there are in excess of 150 applications to launch new channels awaiting permission from the Ministry of Information and Broadcasting. Approximately 400 broadcasting channels were given permission and 33 of these were awarded licences in 2008. 2008 was
the year of launching specialised channels catering to the needs of up-scale and urban audiences. These new niche offerings included Showbiz, NDTV Lumiere, World Movies, E24, Firangi and Topper TV among others. Star India has aggressive plans in the home shopping space and plans to start a home shopping channel via a joint venture with CJ Home Shopping Co. of Seoul.
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.
CHANNEL
SHARE OF VIEWER SHIP (%) 46.8 39.6 2.00 3.5 1.6 3.9 1.8 0.9 100
ROI INDEX
Mass Entertainment Regional Language News Hindi Film English Entertainment Sports Infotainment/Kids Music Total
REGIONAL TV MARKET:
TAMIL NADU
A.P
CURRENT STATUS OF TV IN INDIA: As per the TAM Annual Universe Update - 2010, India now has over 134 million households with television sets, of which over 103 million have access to Cable TV or Satellite TV, including 20 million households that are DTH subscribers.
shift TV, personalized TV and On demand TV. The business is changing and it is going to change even rapidly in the coming years. This is because of new technology and the control of getting what one wants, with the consumer. For example, Sony has come out with a DVR which can record programs 24 hours a day and 7 days a week. All this technology is not the future but is here today. This also means that the consumer is the boss and people want technology.. Television content segment has maintained a steady and healthy growth rate of 16.5% from 2004-08. Its share in the television 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 the television content industry is on account of significant increase in the number of television channels in India. In addition, this growth has necessitated the requirement for differentiation and hence higher emphasis is being placed on the quality of television content being produced.
INTERACTIVE TV: It is a convergence technology that will convert the one-way passive TV viewing into a two-way interactive experience. The technology would enable television viewers accessing remote servers and the internet through their television and the digital set top device. To begin with, you can watch programmes of your choice at any given time. You can watch more than one programme simultaneously; or watch one and record another. Viewers will not be restricted to watching movies being screened by the channel they happen to be watching but can choose the one they wish to see. They can select from a menu on the screen and access a list of movies from which they can choose the one they wish to see. while you are still watching television, in the new order you can also have video on-
demand, electronic programming guides, customised local information like news and weather, video recording, t-commerce and internet access.
What's more television will move out from the box to fit snugly into
your mobile phones pretty shortly. Whether you are struck in a traffic jam or delayed in a meeting you need not miss your favourite programme. From your mobile you can dial a number and request a 1-minute download (mobisode) of a 24-minute episode.
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 ka
Panchrangi Programme. . .
HISTORY OF RADIO
Slowly, AIR was overshadowed by Radio Ceylon Boom period lasted till 1981.
23rd July, 1927 IBC was set up in Mumbai. Forerunner of the present AIR.
1936 Company restarted for the third time under the name All
India Radio.
Number of Radio Stations in India: 312 Number of Radio Receivers: 116,000,000 Radio Receivers per 1,000: 112.6
Strengths :
RADIO ADVERTISING
Offer local coverage. Permeates all economic and social strata Message broadcasted repeatedly. Reach uneducated village folk
RADIO ADVERTISING
Weaknesses:
Audio medium only Limited commercial time available. Limited availability of commercial radio.
Most suitable medium for a diverse audience. Most interactive medium available.
ADVANTAGES :
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.
.
Improves campaign efficiency as a multiplier medium It cannot be zapped. One of the greatest advantages of radio is to be with the consumer at
the right time, at the right place and with the right message at the right cost.
ADVANTAGES
LIMITATIONS:
TV
Audio visual has the greatest impact. Useful for those products which require demonstration. Reach very wide
Drawback Doesnt offer demographic selectivity RADIO:
Transistors are mobile and ubiquitous. Many time spots available near the popular news casts all over the
day which TV cant offer.
Greater flexibility for ads. Possible to exercise cost control. Can be heard from anywhere whereas TV requires compulsory
seating near the set.
Current events and happenings can be introduced simultaneously Started by AIR since 80s in metros.
FM Broadcasting
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 has
increased to 69.
FM Broadcasting
Radio Mirchi, along with its alliances, has retained its number one
position in the Indian FM radio industry, with over 41.2 million listeners, as per the recently published Indian Readership Survey (IRS) quarter 1 (Q1), 2010..
FM Channels
In India AIR covers 95% population and 86% area of the country. 37% of rural population still gets information from radio and only
27% get from TV.
Over the last 4 years, from 2004-08, the Indian radio industry has
grown at a CAGR of 36.4%.The radio advertising industry stood at Rs. 8.3 billion in 2008, which was up from Rs. 6.9 billion in 2007.
private FM broadcasters and the balance from the State broadcaster All India Radio (AIR).
its 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.
Indian radio goes international. Phase III FM expansion. Number of radio-listeners increases. Political advertisements allowed on radio. IPL on radio.
2009-2013 Spending on radio advertising is growing rapidly, and now accounts for around 4% of total media spend.
over the next five years, reaching to Rs. 19 billion in 2013 from the present Rs. 8.3 billion in 2008, which is more than double its current size.
industry will be able to increase its share from 3.8% in 2008 to 5.2 % in 2013. Radio Re-invented Satellite Radio