Professional Documents
Culture Documents
Haryana News
Submitted To
Submitted by
DELHI INSTITUTE OF HIGHER EDUCATION (ELC CODE: 330911003) Community Centre, Sector-3, Rohini, Delhi - 110085 JAN 2012
CERTIFICATE
This is to certify that Deepa Garg, a student of the Maharshi Dayanand University, Rohtak, has prepared her Training Report entitled Marketing research at Haryana news under my guidance. She has fulfilled all requirements leading to award of the degree of MBA (Industry Integrated). This report is the record of bonafide training undertaken by her and no part of it has been submitted to any other University or Educational Institution for award of any other degree/ diploma/fellowship or similar titles or prizes. I wish her all success in life.
STUDENTS DECLARATION
I hereby declare that the Training Report conducted at
ACKNOWLEDGEMENT
I wish to express my appreciation and thanks to all those with whom I have had the opportunity to work and whose thoughts & insights have helped me in furthering my knowledge and understanding of the subject. Every page of this report reminds me about the moral support and guidance that was bestowed on me by the respected Guide, professors, friends and family members throughout the duration of the project. My sincere gratitude goes to my Project guide Ms Ankita Vasandhi, Marketing & operations head HARYANA NEWS, Mr..Nitin and Mr.Vikas without whose valued guidance, encouragement and inspiration the presentation of this project would ever have been possible. I also indebted to my marketing faculty Mrs Anudeep Arora,for giving me valuable initial guidance for the project. Second, I want to thank Dr. Rajesh Sharma (Director) for his alacrity to provide all the necessary facilities in accomplishing the task assigned. I also empress my thanks to Mr. Anudeep Arora, Internal Project Guide, for His guidance, support and encouragement which helped me in completing my project.I am also grateful to my Parents and my friends, my sister for their encouragement. I am unable to mention many others who have helped me greatly but it gives immense pleasure to appreciate and thanks all those without whose encouragement and help this project would never have been completed.
CONTENTS
CHAPTER 1 INTRODUCTION
1.1 General introduction about the sector. 1.2 Industry Profile a. Origin & Development of the Industry. b. Future of the Industry. c. Growth and present status
CHAPTER 5 ANALYSIS
5.1 Analysis of Data 5.2 Summary of findings
CHAPTER 6 CONCLUSIONS
6.1 Conclusions and recommendations.
APPENDICES BIBLIOGRAPHY
CHAPTER 1 INTRODUCTION
SWOT analysis of the India Media Industry in India Strength The media industry is a strong and well developed industry which is currently growing at high rate; this aspect gives the industry a lot of strength. With the increase in the level of education and media industry has a well educated and skilled workforce with innovative ideas and technology which is an added positive aspect of the industry. The competitiveness of the media industry has enabled the industry to grow technically both vertically and horizontally, which is another positive aspect in the industry. India also offers strategic location and market in terms of its high population which is a boost to the industry. (Bird, 2003) Weakness Among the weakness in the industry, a current weakness may be inability to adhere to ethical standards in the industry which has lead to lawsuits filled against some media industries. The industry also has been slow in its growth only picking up in the recent past, thus its innovation and marketing strategies may be not competitive on the global arena. (Bird, 2003) Opportunities According to the industry experts the industry still has room to expand within India as the market is wide. Media services are being sought with many organizations and thus this offers the industry to increase its market share. The high technological innovation which is happening everyday also presents a good opportunity for the media industry to utilize the latest technology in expanding its product mix or improving existing ones hence reaching or increasing its market. There is exists new business in the global market for the industry. (Bird, 2003) Threats Though India can be said to be stable political, the country his known for frequent changes in government administration and instability in some regions or states, this issue negatively affects the media and it is threat to the media. Also government legislations in India are known to some extend as hindering the growth of industry especially for foreign companies. Also, the current threat poised by piracy, which persists to deter investments in all media sectors has continued to threaten the industry growth. (Bird, 2003) PESTEL analysis of the media Industry in India
PESTLE stands for: political, economic, social/cultural, technological, legal, environmental. A description of developments (known) and rising issues (unknown) which may impact on an industry/sector, Political : Over the past year the media industry has continued to witness increased political interest increase because of the recognition of the media industry economic importance to the overall economic growth f the country. Policy stage Changes of administration or political principles have changed along the media industry making it to be freer than before. (Johnson, 2001) Economic : In the past few years the media industry has witnessed an improved growth in the industry, this is attributed to India positive economic growth in recent years. The growth of the industry is expected to grow by 16% in the current year. Improved competition in other sectors also boots the media industry as these sectors services of the media industry such as promotion. (Johnson, 2001) Social aspect : Media plays a big role in form information dissemination to the people of India, which of late due to globalization have developed a high infinite for information. The impact of intense media attention has brought about a more revolution in the social aspect and created a society which is more enlightened and which appreciates the industry. Even though the Indians are known to be conservative and traditional they attitudes towards the media industry are very positive. (Johnson, 2001) Technological advances: Modern information technological advancement in media is making the industry players adapt faster to the new environments they are participating. The technological advancement taking place in industry is high and this calls for increased spending and research so as to be innovative in the industry. Legal environment :The media industry in India is hot highly regulated as such, but there are laws and regulations which are enforced for the industry to comply. However, in the recent past the government has become to lessen to laws so as not to hinder competition in the face of increasing global challenges from the external markets. Legislations such as anti-piracy laws have been enacted and the government tries to enforce the fully even though it is difficult Porters five forces used for Media Industry in India This part is an outline of positional assessment of the media industry using porters five forces model
Barrier to entry: moderate, legislations and cost of research and development Industry competition: high, advantage gained through technology and marketing strategies Suppliers: supplier power is high Buyers: buyer power is low Substitutes: low
According to a report done by PricewaterhouseCoopers, and carried in the New Delhi, March 11, 2006, The Indian Media industry is positioned to grow up at 19% compound yearly growth rate. This rate is expected to go on until 2010. (PWC, 2007) Unravelled potential, good Economic growth, increasing earnings levels, consumerism, and technological innovations and policy plans undertaken by the Indian administration which are currently encouraging inflow of investments in the country, will attest to be significant drivers for the media industry in India. The media industry has been predicted to surpass the overall economic growth in every year, till the year 2010. (PWC, 2007) Two main factors which will contribute to the industry growth are, low media access or penetration in lesser socio-economic groups and low advert expends; At present media penetration is slow in lower socio-economic groups, however efforts to raise it even just slightly are possible to bring much high results, merely owing to the total numbers being great. India bully economic growth, increasing consumer spending couple with regulatory rectifications are pulling foreign investment in many sectors of the media industry, particularly the print segment. The sector needs a consistent and uniform media policy for increase in investments (PWC, 2007).
Out-of-home advertising: Outdoor media locations in India are mainly owned or run by small, local players and are usually, who directly markets them to the advertisers and also advertising agencies. Nonetheless, this sector also is witnessing a myriad-change through technological innovations. (PWC, 2007) Internet advertising: Roughly 28 million Indians are presently connected on the internet. And this increasing number is resulting to the increase of internet advertisement, which at present stands at around Rs 100 crore. Internet is used for a various reasons, in addition to work, for instance chatting, doing transactions, leisure and writing blogs. Internet provides a vast opportunity to marketers selling their products. With broadband increasingly becoming popular, this sector is projected to grow by leaps and jumps. (PWC, 2007)
Table 1: summary of media segments and their share (PWC, 2010) Media penetration and its size and projected growth All India urban Current size Size 2010 Print 25% 46% Rs 10,900 crore Rs 19,500 crore Terrestrial television 53% 80% Cable and satellite 20% television Radio Cinema Internet 22% 7% 1% 46% 25% 11% 3% 14,800 crore Rs 300 crore Rs 800 crore Rs 100 crore Rs 42,700 crore Rs 1,200 crore Rs 1800 crore 1750 crore
2.1 ORIGIN OF THE ORGANIZATION We take pride in introducing to you HARYANA NEWS & current affairs satellite Hindi television channel dedicated to the state of Haryana & NCT of Delhi. HARYANA NEWS is a Hindi channel, and is broadcast round the clock through a geostationary satellite, covering news from every nook and corner of the state & NCT of Delhi. HARYANA NEWS has completed seven glorious years in the service of the people of Haryana. We are also on Dish TV.
benefited from this platform that exclusively focuses on the State of Haryana with a population of about 2.crore. HARYANA NEWS which has strong presence in the state started broadcasting RAMA NAND SAGARs popular TV serial RAMAYAN dubbed in Haryanvi dialect Shri Gopal Kanda took the initiative for this project in order to bring honor for Haryanvi dialect in educated class also. This serial is telecast twice in a week i.e. on Sunday & Wednesday at 8:00am & it is repeated next day i.e. on Monday & Thursday at 7:30pm. HARYANA NEWS is headquartered in New Delhi.
HR Deptt.
Organization Structure
Input
Accounts
Output
Haryana news is the regional news channel giving hardcore news about Haryana. Its major Competitors 1. Zee News. 2. IBN 7 3. NDTV 4. MH1 5. Sahara News 6. Star News 7. Total TV
discrepancy between logs laid & the RO sent by the client then the green signal is sent to prepare the complete logs, those including promotion tags.
COLLECTIONS
Once the airing of the spots happen and the entire schedule of airing of the spots happen and the entire schedule of airing is done the starts the process of Billing Invoices. It is very important to get timely payments for matching revenues with expenses. The invoices are generated fornightly with the help of SPOT software imported from Holland. The information to be filled in invoices is sent by traffic to manager commercials. Once the invoices are generated, printing of the invoices is done followed by their grouping and enveloping. At the end of the month ,all invoices of the particular agency or client are bundled together with the cover letter and invoice summary.this is then dispatched to the agencys accounts incharge and a delivery receipt duly signed by him is received. According to an agreement between Indian Broadcasting Federation(IBF) & Association of Advertising Agencies of India(AAAI), a credit period of 60 days is to be given to agencies from the date of receipt of bills & hence follow up for any payments due begins 2 months after the receipt of delivery of invoices.also, for retail agencies or clients an advance payment post dated cheques norm is followed.
Knowledge about media industry By working in HARYANA NEWS channel I learned about the media industry. I gain the knowledge regarding the work done in mdia , how is it done, about the process through which the information is collected and then aired and so on.
Improved communication skills and confidence level Being in the media industry I got the opportunity for interacting with a large number of learned and experienced personalities of media industry which polished my comunication skills and confidence level too.
Importance of follow up I learned that the follow Up with the clients before the deal is finalized and after the deal is finalized both. Before the deal is made it is necessary to be in touch with clients to convince them to have their advertisements on our channel and after the deal is finalized it is important to b in contact with the clients so that timely payment is made.
Convincing skills Being a marketing person it is very important to have convincing skills so that more and more clients re convinced to have their advertisements on your channel.
SAMPLING TECHNIQUE:
The sampling technique refers to the way in which samples have been selected. Here, Convenience sampling procedure has been used. The data here has been collected through questionnaire and direct questioning and then analysed.
QUESTIONNAIRE DESIGNING
A good questionnaire must be concise, focus, easy to understand language. Questionnaire should be designed as per the objective to get right feedback. A questionnaire has a mix of following 4 major scales, which help us in analyzing the attitude of the people. The scales are Nominal, Ordinal, Interval and ratio scale.
1. NOMINAL SCALE:
This type of scale is mostly used in the opening so that respondents feel easy in answering. This scale helps in mutually exclusive classification of units i.e. there is no case of may be in this.
2. ORDINAL SCALE This type of scale is used for knowing a relativity of a unit as this includes ranking and it is a type of comparative scale as respondents mainly compare the parameters and then rank accordingly. 3. INTERVAL SCALE This type of scale is of non-comparative in nature here respondents mainly rate the parameters by their individuality and not comparing it with others. 4. CONSTANT SUM SCALE This scale is used to know the quantum of the preference i.e. a respondent will say that he/she buys branded products or non-branded products but in what percentage? is a big question, this scale helps in knowing the quantum.
SAMPLE SIZE:
In order to compare the status of HARYANA NEWS in media industry, only 75 persons have been covered in the study to know about HARYANA NEWS .Seventy five persons were randomly selected for the study. Different groups of cast, creed and religious groups were taken into consideration. The sample surveyed included 54 i.e. 72% of males and 21 i.e. 28% of females of age group 25 to 65 years, of which 20% were between 25 and 35 years, 20 % between 35 and 45 years, 48 % between 45 and 55 years and 12% between 55 and 65 years. In reference to different types of occupation, 41 i.e. 54.6% of them were government officials, 7 i.e. 9% professionals, 10 i.e. 13% self employed and 17 i.e. 22% were people contributing to private organizations
DATA COLLECTION
Primary data has been used in this project report. The data is collected with the help of questionnaires and where ever necessary clarifications were given to the respondents. For some purposes the booklets of the organization are also used.
LIMITATIONS
The time allotted was not sufficient, if allotted some extra time for our project we could have done better and could have analyzed certain other things also. People were biased and were giving wrong and manipulated information. Since we talk to people in public places, they were not taking us seriously and were a little conscious. Working on the primary data was also a limitation because we were not allotted much of the time to collect data from a larger number of people and then analyze it.
ANALYSIS OF DATA
INTERPRETATION
From this chart we can easily understand that in north Delhi 68% live in nuclear family. From this chart it is known that 28% people watch television for 0-2hrs., 41% people watch television for 2-4hrs., 24% people watch television for 4-6hrs. , 7% people watch television for 6hrs.
INTERPRETATION
The result shows that 66% people give 1 hrs. to watch news channels, 24% people give 12 hrs .to watch news channels,6% people give 2-3 hrs .to watch news channels,4% people give 3 hrs. to watch news channels.
INTERPRETATION
As the result shows 40% people prefer watching Aaj Tak, 19% people prefer watching star news, 3%people prefer watching India Tv,15 % people prefer watching HARYANA NEWS, 19% people prefer watching Ndtv, 4% people prefer watching Ibn 7.
INTERPRETATION
From this chart it is known that 70 % people watch HARYANA NEWS and 30% people dont watch HARYANA NEWS.
Q.5 What do you find good in those channel that HARYANA NEWS lack?
INTERPRETATION
According to response 45 % people says HARYANA NEWS lacks in presentation style, 9% people says HARYANA NEWS lacks in showing correspondent news, 18% people says HARYANA NEWS lacks in to make news interesting, 9% people says HARYANA NEWS lacks in quality news, 17 % people says HARYANA NEWS lacks in giving or showing variety of news.
Q.6 Have you observed any change in HARYANA NEWS in last one month?
INTERPRETATION
According to response 35% people said yes they observed changes in last one month.63% people didnt observed any change in HARYANA NEWS, 2% people didnt give any response.
INTERPRETATION
The chart shows that 25 % people (71.42% people out of those who observed changes) observed logo changes. 10% people (28.58% people out of those who observed changes) observed program name and content changes in HARYANA NEWS.
INTERPRETATION
The chart shows that all the 35 people (100% of 35 people who observed changes) like changes.
INTERPRETATION
The chart shows that 62 % people place HARYANA NEWS as an informative news channel, 12 % people place HARYANA NEWS as an entertainment news channel, and 5% people place HARYANA NEWS as an educational news channel. 19 % people place HARYANA NEWS in other category news channel.
INTERPRETATION
97 people give response to this question 5% people put HARYANA NEWS in excellent category, 33% people put HARYANA NEWS in average category, 30% people put HARYANA NEWS in good category, 23% people put HARYANA NEWS in below average category, 6% people put HARYANA NEWS in poor category.
INTERPRETATION
As shown in the chart 90% respondents say yes, anchors really affect viewer ship in news channel.
We found that in north Delhi 68% live in nuclear family. It is known that 28% people watch television for 0-2hrs., 41% people watch television for 2-4hrs., 24% people watch television for 4-6hrs. , 7% people watch television for 6hrs.
The result shows that 66% people give 1 hrs. to watch news channels, 24% people give 1-2 hrs .to watch news channels,6% people give 2-3 hrs .to watch news channels,4% people give 3 hrs. to watch news channels.
40% people prefer watching Aaj Tak, 19% people prefer watching star news, 3%people prefer watching India Tv,15 % people prefer watching HARYANA NEWS, 19% people prefer watching Ndtv, 4% people prefer watching Ibn 7.
It is known that 70 % people watch HARYANA NEWS and 30% people dont watch HARYANA NEWS.
45 % people says HARYANA NEWS lacks in presentation style, 9% people says HARYANA NEWS lacks in showing correspondent news, 18% people says HARYANA
NEWS lacks in to make news interesting, 9% people says HARYANA NEWS lacks in quality news, 17 % people says HARYANA NEWS lacks in giving or showing variety of news. 25 % people (71.42% people out of those who observed changes) observed logo changes. 10% people (28.58% people out of those who observed changes) observed program name and content changes in HARYANA NEWS.
All the 35 people (100% of 35 people who observed changes) like changes. 62 % people place HARYANA NEWS as an informative news channel, 12 % people place HARYANA NEWS as an entertainment news channel, and 5% people place HARYANA NEWS as an educational news channel. 19 % people place HARYANA NEWS in other category news channel.
97 people give response to this question 5% people put HARYANA NEWS in excellent category, 33% people put HARYANA NEWS in average category, 30% people put HARYANA NEWS in good category, 23% people put HARYANA NEWS in below average category, 6% people put HARYANA NEWS in poor category.
90% respondents say yes, anchors really affect viewer ship in news channel.
SWOT ANALYSIS Strengths 88% of People who watch Hindi news channel watch HARYANA NEWS.
Almost 90%of the people who see HARYANA NEWS can actually recall special Stories covered by this channel.
People appreciated this channel on the fact that it shows news in detail (some happening of sparkling lights in sky was covered and all its history was very intelligently broadcasted by the channel.)
Almost every serviceperson and businessman interviewed in UP who watches Hindi news channels also watches HARYANA NEWS.
HARYANA NEWS is rated third next only to Aajtak and NDTV in Hindi news channel genre (credibility and quality of news being the criteria.)
This channel is not at all metropolitan base as is the case with NDTV. Its reporters have their presence felt even in small towns, which is really appreciable.
Weaknesses No recall for news anchors of HARYANA NEWS in the masses. (Should come up with more outdoor activities or full fledged campaign)
What people dont like about it is repetitiveness of news e.g. recently covered
Opportunities
Almost 15% of Delhis population doesnt see Hindi news channels because of
one reason or other, Can penetrate in to those non-viewers by finding reasons of their non-viewership.
The percentage of HARYANA NEWSs viewers in comparison to all Hindi news channels viewers is 85% still has a lot of scope for improvement.
HARYANA NEWS has been rated third position by viewers (credibility and quality of news been the criteria) more credible and quality news can take them to number one position.
Shift in people taste and preferences in context to new Hindi news channels.
People still have dogma that AAJTAK and NDTV are the best Hindi news channels and They are not ready to change their perception.
CHAPTER 6 CONCLUSION
6.1 Conclusions & Recommendations This research helped me to know the role of qualitative factors such as various view points which plays major role for cable and satellite user. With the help of research, I will be able to quantify all these qualitative factors such as various view points of the consumers, personal preferences, tastes and their interests while watching news channels and impact of out door media on them.
This part of our report contains the final outcomes of our survey: -
In the genre of Hindi news channel channels cater not only news programs but also 11 other genere programs were shown. Last year Some programs were comedy, games and entertainment program And these program got good responses from audience e.g. comedy kamal ki,hansoge to fansoge ,cricket ka garam yudh. Hindi speaking audience likes entertainment everywhere and in news channel also. With this if we see last one year data than we will get to know that after news bulletin and review report interview and comedy was the most preferred genre.
Before 2 years HARYANA NEWS was at no.2 position and now it is no.4 position.It is
loosing its market share whether it has highest resources .it is attached with Indias one of the oldest and biggest media house. HARYANA NEWS should also start anchor building/mentoring program through my questionnaire I get to know people want improvement in anchor presentation style in HARYANA NEWS. HARYANA NEWS also improves its entertainment program quality. It is one of the week areas of HARYANA NEWS.
APPENDICES
QUESTIONAIRE
I am a student of M.B.A. from DIHE. You are required to fill this questionnaire to enable me to undertake the study on the said project. Name ___________________________ Sex Male Female
2. If you prefer hindi news channel(s), which of following you prefer most? a) NDTV
b) ibn7
c) total tv
d) Haryana news
e) zee news
3. In which of the following categories you put Haryana news? a) Entertainment e) Religious b) Educational c) Informative d) Crime Based
5. Have you observed any change in HARYANA NEWS in last one month? a)Yes 6. Do you like the new look of HARYANA NEWS? a) Yes b) No b) No
7. Do you think the anchors in news channels really affect viewer ship? a) Yes b) No
8. What do you find in other news channels that Haryana News lack?
a) news presentation b)lacking correspondent news c) lacking in interesting d) quality news e) lacking in variety of news
news
9)Do you think anchors in news channel really affect viewership? a) Yes b) No
10) Rate Haryana news on the scale of 1 to 5? a) poor b) below average c) average d) good e) excellent
BIBLIOGRAPHY
BOOKS: 1) Kotler Philip, Marketing Management, Vth Edition,Tata McGraw Hills, Pg no.-265-273
2) Saxena Rajan, Marketing Management, 9th Edition, Vikas publishing house,
Pg no.-87-95
WEBSITES:1) http://www.haryananews.com
2) http://www.tamindia.com/ 3) http://www. exchange4media.com/ 4) http://www.indiantelevision.com/
MAGAZINES: -
1) Pitch, January & February issue,2009 2) Impact, June & July issue,2009