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CONTENTS :
History Life Period Market Share Reason For Poor performance Viewer Attrition Competition and Comparison SWOT analysis Case studies
DECLINING VIEWERSHIP
90
80 % S H A R E 70 60 50 40 30 20 10 0 1994 1995 1996 1997 1998 1999 2000 %DD %SATELLITE
MARKET SHARE :
Tough time in 1990 era Sagging revenue and market share
1995-96
1996-97 1997-98 1998-99 1999-00
4.3
5.72 4.90 3.99 6.10
8.1
33.2 -14.3 -18.5 52.8
VIEWERS ATTRITION :
Unattractive programs No innovation Non focused goal Failed in optimum utilization of resources Failed to provide entertainment Adopt in trend
1994
1995 1996 1999 2000 1 Table
11.8
15 18 22 30
SWOT ANALYSIS
S Strength More than 1000 transmitters. Covering 90% of population across 70 million homes against only 30 million home by C & S. More than 20,000 employees. W Weakness Rigid pricing strategy. Low credibility with certain sections of society. Quality of programs is not as good as compared to C & S network
CONTD
O Opportunities Infrastructure can be leased out to cable and satellite channel. Digital terrestrial transmission. Regional focused channels. Allotment of time, slots to other broadcasters.
T Threats Desertion of advertisers and producers may result in loss of revenues. Due to quality of program the reach of C & S network is continuously expanding. As the C & S network need the trained staff, some employees of DD may switchover and take new jobs. Best of the market-technology is being used by the private channels.
Diversified Segements Thought beyond Hindi Wall to wall Marketing Campaign Aggressive Promotion Approach launching programmes relatable to all generations Advertisement of programmes by print media Digitalization
CASE STUDY:
DD was plagued by multiple problems, which found their roots in the mismanagement of affairs.
In 1992 , when the Government opened airwaves to private players like cable & satellite channels, DD faced the sever competition from them. Due to the poor TVRs of the DD programmes companies did not give any advertisement in them, except only some FMCG product companies. Private channels had their own marketing teams, where DD had 56 different producers but no marketing team.
PROBABLE SOLUTIONS
Change in the Rigid Tariff is required and their business model A Separate Marketing Team Required Try to Outsource the areas where the utilization of resources is not optimum Innovation should be put in Improve the Brand Image and Logo