INTRODUCTION

The media and entertainment industry consists of many different segments under its folds such as
television, print, and films. It also includes smaller segments like radio, music, OOH, animation,
gaming and visual effects (VFX) and Internet advertising. Entertainment Industry in India has
registered an explosive growth in last two decades making it one of the fastest growing industries
in India. From a single state owned channel, Doordarshan in the 1990s there are more than 400
active channels in the country. Worldwide, 2010 saw the global economy begin to recover from a
steep decline in 2009. Improved economic conditions in 2010 played a major role in a rebound in
customer spend. Since the world economy begin to recover from the global financial crisis of
2008, improved economic conditions played a major role in rebound in consumer spend. While
India was not critically impacted by the downturn in 2008 and 2009, it demonstrated one of the
highest growth rates this year and continued to at a healthy pace. The rising rate of investments
by the private sector and foreign media and entertainment (M&E) majors have improved India's
entertainment infrastructure to a great extent. As per the recent report by
PricewaterhouseCoopers (PwC), Indians are likely to spend more on entertainment in the coming
years with a steady growth in their disposable income.
Scope:
Media and Entertainment industry is one of the most flourishing sectors in India. The Indian
Media and Entertainment industry grew from Rs 35,300 crores to Rs 43,700 crores during the
year 2007-08. The liberalization of the media sector has opened up the gates of opportunities and
growth. India is witnessing a revolution in this sector with the emergence of new technologies.
Many companies are taking initiatives to set up digital theatres, multi-plexes, etc.
India is emerging as a global destination for the Media and Entertainment players because of the
following reasons:
The number of channels is increasing each day.
India is emerging as one of the world's largest markets for digital and mobile music.
Entry of private sector companies and increasing FDI and FII.
The concept of crossover movies and crossover audience is also gaining momentum.
The Indian Media and Entertainment industry is also making its presence felt in the global
market with its movies and music.
India's large pool of creative skills and growing domestic market for animation and special
effects industry.

Television Industry:

Television is one of the major mass media of India and is a huge industry and has thousands of
programs in all the states of India. Today India boasts of being the third largest television market
in the world. The small screen has produced numerous celebrities of their own kind some even
attaining national fame. TV soaps are extremely popular with housewives as well as working
women. Approximately half of all Indian households own a television. Television first came to
India in the form of Doordarshan (DD) on Sept 15, 1959.Doordarshan is the National Television
Network of India and also one of the largest broadcasting organizations in the world. Apart from
the state run Doordarshan, there are six DTH players with 54.52 million DTH users in India with
the present prediction; it is likely to overtake the US in terms of the largest DTH market in the
world. As of 2012, the country has a collection of free and subscription services over a variety of
distribution media, through which there are over 823 channels of which 184 are pay channels.
Total television viewership of 415 million is amongst the worlds highest with nearly 15-16
Television companies beaming programmers to India.
FY2013 was a defining year for the television media sector in many ways. The biggest
transformation was the implementation of Digital Addressable System (DAS) in the 42 largest
cities of India. At the end of March 2013, there were an estimated 33 million digital pay TV
homes on DTH and an estimated 16 million homes on digital cable, up from 29 million DTH and
4 million digital cable homes in March 2012. Digitization of cable is expected to bring in
transparency and increase subscription revenues for Multi System Operators (MSOs) and
broadcasters. It is also expected to reduce carriage fees, building a case for the launch of niche
channels and investment in content for existing channels. Developments and refinements in
viewership measurement systems may affect the way advertising is distributed among channels.

STRATEGIC ANALYSIS OF MEDIA AND ENTERTAINMENT

INDUSTRY
The major players being Doordarshan, STAR TV (Satellite Television Asia Network), Zee
Television, United Television, CNN, Sony Television, ATN (Asia Television Network), BBC
World, SUN TV, Discovery Channel, TNT and Others. Indias television business has an
estimated $3.4 billion in revenue in 2005, according to PricewaterhouseCoopers.

ZEE TV:
MISION:
To be the leading round the clock air-time properties provider, delighting the viewers on one
hand and providing value to the advertisers for their time and money on the other. To establish
the company as the creator of the entertainment and infotainment products and services to feast
the viewers and the advertisers.
VALUES:

Customer focus
Excellence
Creativity
Integrity
Growth driven

Zee Entertainment Enterprises Limited (ZEEL), formerly Zee Telefilms Limited, is an

integrated media and entertainment company engaged primarily in broadcasting and content
development, production and its delivery via satellite. The Company has 32 channels that
serve the widest array of content in India and is the leading broadcaster across the country.
ZEE is also the pioneer in the international markets with 29 dedicated channels serving
Indian content across 169 countries. Apart from its principal channel Zee TV, the Company
has a presence across different segments in Indian broadcasting space. In Hindi movie genre,
it has four channels: Zee Cinema, Zee Premier, Zee Action and Zee Classic. Zee Cafe, Zee
Studio and Zee Trends channels are the Companys offering to the English speaking youth,
which have a variety of English entertainment with series of English programs, sitcoms,
dramas, soaps, reality, chat shows, fashion, travel, music, action, and Hollywood and
Bollywood news and snippets. The Companys sports offering include Zee Sports and Ten
Sports. ZEEL has access to more than500 million viewerships globally and broadcasts to
over 120 countries.
ZEE has been a pioneer in the international markets and has the highest market share
amongst all South East Asian broadcasters across Europe and USA. Indian content in these
markets serves the preference of a niche audience and ZEE has strong relations with
distribution platforms in these markets giving management the confidence that the Company
will retain market share in key geographies. Leadership across different Genres: In the Hindi
GEC genre, Zee TV is the flagship product from ZEE. The Hindi GEC space continued to see
sustained competition amongst the top four channels with extremely dynamic channel
rankings. Zee TV continued to be a leading channel in the Hindi General Entertainment genre
with an average weekly channel share of 19% amongst top six GECs and average weekly
Gross Rating Points (GRPs) of 218. Key shows like Pavitra Rishta successfully completed
1,000+ episodes. The Tagline/ Slogan is Ummed Se Saje Zindagi .the USP is Wholesome
family entertainment with wide variety of shows. Segment is Middle Class, Tier-I Tier-II
cities. Target group is Housewives, Family. Positioning is a family entertainment channel for
everyone's viewing.
SWOT ANALYSIS:
Strength:
1. First private Hindi TV channel in India
2. Global presence

3. Started legacy of reality show by starting Antakshari

4. Runs highly successful singing reality show Sa Re Ga Ma
5. HD quality
6. Pioneer of Cookery show on TV (Khana Khazana)
Weakness:
1. Unable to cope up with changes and likings of viewers despite of being the oldest pvt channel
2. Constantly dipping viewership
3. Shows mainly focus on drama between Saas-Bahu
4. Earlier shows such as Disney Hour used to easily grab attention of kids
5. Growth of Zee Network's own regional channel shifted focus from original Zee TV
6. Channel had given remarkable shows such as 'Phillips Top 10', 'Hum Paanch', 'Filmy Chakkar'
etc. now unable to break the ground
7. Unnecessary importance is given to TRP.
Opportunity:
1. Weak and questionable method of judging viewership by TRP need not be given such high
priority
2. Make some really good shows for kids especially on weekends as Zee Network does not have
channel dedicated to kids
3. Can catch audience once more by giving genuine humour based programmers
4. Method of 'Once in a week show' can be reintroducing to break the ground and provide quality
contents
5. Renaissance of creativity is the key.
Threats:
1. Similarity of shows in all GECs
2. New channels such as Colors able to grab #1 spot.
Competition:
1. Star Plus
2.Sony Set Max
3.Colors.
RISK FACTORS:
1. Competition from other players
2. Ever changing trends in Media sector

3. Cost of programming mix might affect its bottom line

4. Investments in new channels
5. Macroeconomic environment
6. Slowdown in DTH/Digital rollout
7. Increased competitive environment in the Hindi General Entertainment Space
8. Sluggish consumer uptake in the international markets.
9. Increase in cost of acquisition for some of the key sports properties
10. Company may be exposed to foreign exchange rate fluctuations.

SAB TV:
MISION:
To become a leading global provider of networked consumer electronics, entertainment and
services.
VISION:
Sonys vision is to continue with this strategy, focusing on broadband networks. CEO Idei
Nobuyuki has openly stated that he wants Sony to become a broadband entertainment
company. He wants Sony to be wherever people gather - especially on the Internet. For
instance, in the case of music or movies, Idei wants Sony to create Web- content and associated
hardware that will work together to form a complete entertainment system.
Sri Adhikari Brothers Television Network was incorporated in 1994 by brothers Mr. Gautam
Adhikari and Mr. Markand Adhikari .It became the first television Production Company in India
when it was listed on the BSE in 1995.. In April 2000, the company launched SAB TV a Hindi
General Entertainment Platform. In 2005, the company transferred SAB TV brand and related
assets to SET satellite (Singapore) Pte Ltd on 15th April,2005 in a deal worth US$ 13 million
(United states Dollar Thirteen million only) .Currently, Sri Adhikari Brothers Television Network
is concentrating in the area of production of television software (serials) for various popular
channels such as Zee TV., EL TV., and Doordarshan
The company is acknowledged with various awards such as RAPA awards, Indian Tele awards
and Hero Honda ITA awards and many more.The company has created programs namely Office
Office, Yes Boss, All the Best, Made in India, Waqt Ki Raftar, Commander are among others.
Company owns subsidiary namely Westwind Realtors. The company exports its software to

television channels in UK, USA and Africa. The Parent Company is Multi Screen and Media
Private Limited. the Tagline/ Slogan is Kyun Ki Asli Maza SAB Ke Saath Aata Hai .the USP
is Entertaining family sitcoms. Segment is Family entertainment. Target group is Middle class whole family, individuals. Positioning is Sitcoms that can be enjoyed with whole family.
SWOT ANALYSIS:
Strength:
1. Being GEC it is still different from all other GECs
2. Humorous dailies
3. Good old bollywood movies
4. Official channel on YouTube showing broadcasted episodes
Weakness:
1.Frequent repetition of programme reduces frequency of viewing show at prime time
2. Unlike daily soaps, sitcoms may be watched on convenience
3. Lack of reality shows and dramas
Opportunity
1.Start online TV channels for viewing as people prefer spending time on internet
2.Have more variety of programs shown
Threats
1.GECs showing drama and reality shows
2. Sitcoms don't force viewer to watch show on regular basis such as dramas do
3.Online movie viewing and dvd rentals
Competition
1.Star Plus
2. Sony
3. Zee TV
4. Colors
5. Regional GECs
Outlook :
In the next five years it is estimated that there will be a significant rise in online digital
streaming, digital movie/TV downloads, video-on-demand, etc. Digitisation will help reduce
costs for content and delivery in the long run, and thereby, shift the emphasis to quality. This will
lead to an increase in demand for companys content.

STAR PLUS:
The Parent Company is Satellite Television Asia Region (STAR) News Corporation .the Tagline/
Slogan is Rishta Wohi, Soch Nayi. The USP is High quality and largest number of shows for
entire family .the Segment is Upper and Middle Class, Mega cities.the Target Group is
Housewives, Family .the Positioning is The same legacy with a modern feel.
SWOT ANALYSIS:
Strength:
1.Early start as English entertainment channel later became Indian
2. Highly popular in GEC category
3. Shows popular movies
4. HD quality
5. Official channel page 'startv.in' showing all episodes
6. Has special channel 'Star Utsav' to give viewer pleasure of watching old star plus shows again
6. Had legacy of awesome 'once in a week show' eg. 'Ji Pradhan Mantri Ji' etc.
Weakness
1.Unable to convince viewer that purpose of some shows is to target 'social issues' as shown in
disclaimer
2. Started loosing market share after not been able to get show such as KBC
3. Unnecessary importance is given to TRP
Opportunity:
1.Can make reality shows targeting upcoming singers
2. Can make programmes for children
3. Focus on what viewer wants to see and not what channel want to show
Threats:
1. Loosing market share because of new GECs. Eg.Colors
2. High importance given to TRP ratings prohibit channel itself to think against the stream and to
start something different (ie. Need to introduce new programmes not based on reality show)
Competition:
1.Colours
2. Zee TV
3. Sony
4. SAB

5.News Channels in Prime Time (7-9:30)

6. Regional GECs

SONY SET MAX:

SET Max is Sony Entertainment Television Network's channel that provides its viewers a mix of
Hindi Movies and cricket based in Mumbai, Maharashtra.[2] Among Hindi movie channels it
competes mainly with Zee Cinema and STAR Gold in India. An HD version of the channel was
introduced in 2010.
The Parent Company is Multi Screen Media Private Limited. The Tagline/ Slogan is Deewana
Bana de.the USP is Indian Premier League right and Bollywood movies .the Segment is
Bollywood Movies .the Target Group is 15+ population. The Positioning is Crazy about Hindi
movies .
SWOT ANALYSIS:
Strength:
1.Popular Hindi movies
2. Indian Premier League
3. Whole week dedicated to particular star
4. Short ad breaks
5. Dubbed south Indian movies
6. Dubbed English movies
Weakness:
Large sized on-screen advertisements during movies
2. Frequent repetition of dubbed south Indian movies
3. Very few dubbed english movies in collection
Opportunity:
1.Can associate a week for particular category of movies
2.Start online TV channels for viewing as people prefer spending time on internet
Threats:
1.Other channels gain market share back after IPL
2. Frequent repetition of movies reduces viewership
3.Online movies on internet and dvd rentals
Competition:

1. Filmy
2. Star Gold
3. Zee Cinema
4.UTV Movies
5. UTV Action

MTV:
MISION:
Its goal is to be the worlds leading, branded entertainment company across television, motion
pictures and digital media platforms. We focus on our consumers, enhancing our existing brands,
developing new brands and executing on our multiplatform strategy to reach this objective and
sustain growth. By capitalizing on our creative strengths and deepening.
MTV Networks was formed July 1999. The network is broken down into 3 sections that focus
on specific target markets. This includes MTV which is primarily geared towards teens and
people in their twenties, VH1 which is geared towards people that are twenty-five years old and
up and CMT which is geared towards people who enjoy country music (MTV).
MTV Networks has also divided their brands into 3 sections, which focus on different target
markets. They include, MTVN Entertainment Group that focuses on adult programming, online
content, and games geared towards a male audience and the age ranges from 18-34. MTVN
Music and Logo Group is another section of MTV Networks that focuses on music and pop
culture brands, it targets men and women between the ages of 18-34. The last section of MTV
Networks is MTVN Kids and Family Group, which focus on educational programs and websites
and targets ages from 2-17(VIACOM).
The section MTV which falls under MTV Networks reaches a half a billion households
worldwide and targets between the ages of 12 and 34. Though MTV is a subset of MTV
Networks, their ability to reach a half a billion households worldwide shows how influential it is
in popular culture. MTV has become so successful that as a result, MTV2 and MTVU where
created (MTV). MTV2 focuses on pre- mainstream music, males between the ages of 12 and 34,
and male interests and behaviors. They also reach about 80 million homes (MTV2). MTVU
focuses on college life and people between the ages of 18 and 24. They also reach about 7.2
million students on air and about 7 million students per month online (MTVU).
The Tagline/ Slogan is Stay Raw; I want my MTV; MTV is here .the USP is Reality shows and
music for the youth .the segment is 15+ to early 30s (Male and Female).the Target Group is
Individual, SEC A,B.the Positioning is A channel for the youngsters who like to be raw and who
love music.

SWOT ANANLYSIS:
Strength:
1.Channel has tremendous viewership globally
2. Raw reality shows made specially for youth
3. Nice hold over college going crowd
4.Merchandising also promotes the brand equity
5.Broadcasted in over 50 countries across the globe
6.Organises the popular MTV Music awards
Weakness:
1.Censorship issues over bold programs
2.Obscene and abusive languages causes problems
Opportunity:
1.Tie-up with international concerts
2.More advertising would increase brand visibility
3.Promote brand through interactive websites and mobile applications
Threats:
1.Agitation from NGOs
2. Broadcasting Contents Complaint Council (BCCC)
Competition:
1.Channel V
2. Youtube
3. Internet music sites
4. UTV Bindaas
The three main goals/objectives that have formulated in the result of our analyses and statements
are as follows:
1. Raise awareness of MTVs new direction into scripted television shows
2. Maintain MTVs overall reputation as a Mecca of youth popular culture
3. Synergize

PORTERS FIVE FORCES ANALYSIS:

Bargaining Power of Consumer (High) :

 Consumer can switch channels

Increased globalization
Availability of a variety of alternative sources of entertainment
Threat of New Entrants (Low):
High sunk costs
High capital requirement
Difficult access to distribution
Steeper learning curve because of mature market
Competitiveness within the Industry (High) :
Highly Fragmented Industry
High Fixed Cost
Highly perishable products
Highly diversified rivals
Bargaining Power of Suppliers (Low):
Decreasing bargaining power of suppliers
Increasing number of content providers
Threat of Substitutes:
Film Industry
Significant sporting events like World Cups
Significant cultural events
Print media
Internet

CONCLUSION

Subscription revenues are projected to be the key growth driver for the Indian television industry
over the next ve years. Subscription revenues will increase both from the number of pay TV
homes as well as increased subscription rates. The buoyancy of the Indian economy will drive
the homes, both in rural and urban (second TV set homes) areas to buy televisions and subscribe
for the pay services. New distribution platforms like DTH and IPTV will only increase the
subscriber base and push up the subscription revenues.
SET is owned by Multi Screen Media Pvt. Ltd. MSM has been a subsidiary of Sony Pictures
entertainment since 1995. MSM controls a family of channels including SAB TV, SET Pix, SET
Max, Animax and AXN. Sony TV was launched in October 1995.Zee TV is owned by Zee
Entertainment Enterprises was founded by Subhash Chandra. It was the first Hindi satellite
channel. Zee and Star were partners until Rupert Murdochs News Corporation got hold of Star.
Zee TV was launched in the UK and USA in 1995 and 1998 respectively. It has a number of
sister channels such as Zee News, Zing, Zee Cafe, 9x and so on.
Barriers to investment in the entertainment and media industry
1. Piracy
2. Lack of a uniform media policy for foreign investment
3. Level playing eld with incumbents
4. Content regulation
5. Price regulation in the television industry
6. Cross-media ownership rules
7. Lack of empowered regulators
8. Merging of the FII and FDI caps
9. Tax treatment of foreign broadcasting companies
Future outlook:
With rapid advancements in technology, we believe that convergence will play a very crucial role
in the development of the Indian entertainment and media industry where consumers will
increasingly be calling the shots in a converged media world. Broadband access and Internet
Protocol (IP) will be the technology enablers that will evolve this new breed of consumers.In the
converged world of tomorrow, content and access will no longer be in short supply.
Opportunities for consumers to access and manipulate content and services will not only be
abundant, but overowing. However, consumer time and attention will be limited. Thus,

established approaches of pushing exclusive content through non-linear-channels or networks to

mass or segmented audiences will no longer guarantee competitive advantage.
Piracy and violation of intellectual property rights have posed a major threat to the Media And
Entertainment companies worldwide. Lack of quality content has also become a major area of
concern for the Media And Entertainment companies in India. Given the high rate of economic
growth and technological developments, Indian Media And Entertainment industry is poised to
register a tremendous growth in the coming years.