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STAR INDIA PVT. LIMITE D
BUSINES S STRATE GY PROJECT
BUSINESS STRATEGY PROJECT
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SUBMITTED BY |
DEEPALI CHANANA ,11BSP2170 •
PARUL ANAND,
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DHRUV VERMA
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GAURAV SIKRI •
SEC-E
STAR INDIA PVT LTD.
Contents Contents Conten ts........................................................... .......................................................................................................... .......................................................... ........... 2 INDUSTRY STRUCTURE....... ............... ................ ............... ............... ................ ................ ............... ............... ................ ............. ......... ........ ........ ...... .. 3 Porter’s Five Forces Analysis of Entertainment Industry........ ................ ............ ........ ........ ........ ........ ........ ....... ... 6 KEY SUCCESS FACTOR........ ............... ............... ................ ............... ............... ................ .............. .......... ........ ........ ........ ........ ........ ........ ........ ...... 8 KEY SUCCESS SUCCESS FACTORS FACTORS........ ............... ............... ................ ................ ............... ............... ................ ............... ............... ................ ............... ....... 9 Industry Value Chain – identify the main players / components. ............................ 12 Key Players - Indian Television Industry Industry ..................... .............. ............... ................ ................ ............... ............... ............. ..... 12 INDUSTRY VALUE CHAIN....... ............... ................ ............... ............... ................ ................ ............... ............... ................ ............... ............ ..... 13 Industry Value Chain Of Television....... ............... ................ ............... ............... ................ .............. .......... ........ ........ ........ ........ ......13 Value Chain Of Film Ecosystem........ ................ ............... ............... ................ ................ ............... ............ ......... ........ ........ ........ ....... ... 14 Animation Entertainment Entertainment Value Chain........ ............... ............... ................ ............... ............... ................ ............. ......... ........ ......16 Gaming Value Chain....... ............... ................ ............... ............... ................ ................ ............... ............... ................ ............... ............. .......... ......17 Competition analysis for the Industry............................ Industry. .................................................................. ............................................ .....18 STAR INDIA PVT.LTD....... ............... ............... ............... ................ ................ ............... ............... ................ ............... ............... ............ ........ ........ ...... .. 19 ..................................................... .......................... ...................................................... .................................................................. ................................................. .......... 19 ..................................................... .......................... ...................................................... .................................................................. ................................................. .......... 20 COMPETITION ANALYIS ........ ............... ............... ................ ............... ............... ................ ................ ............... ............... ............ ........ ........ ......21 Average channel Share (%) (during prime time)........ ............... ............... ................ ............... .............. ........... ........ .... 21 COMPEITION IN THE NEWS ....... ............... ............... ............... ................ ................ ............... ............... ............. ......... ........ ........ ....... ... 22 Source : Business Business India – July 2010 2010 publication ....... ............... ................ ............... ............... ................ .............. .......... ......22 Star Plus back to the #1 position; pushes COLORS to 2nd place....... ............... ............... ............ ......... ......22 Star Plus is back with a bang, as it becomes the #1 GEC as per the latest ratings... rating s... .......................... ..................................................... ...................................................................... ....................................................... ............ 23 6 M’s model of Communication....... ............... ............... ............... ................ ................ ............... ........... ........ ........ ........ ........ ........ ......24 SWOT Strengths, Weaknesses, Opportunities, Opportunities, & Threats....... ............... ................ ............... ........... ........ ........ ........ ........ .... 24 BCG Matrix....... ............... ............... ............... ................ ................ ............... ............... ................ ............... ............... ................ ............. ......... ........ ........ ....... ... 26 ANSOFF’s MATRIX ........ ................ ............... ............... ................ ................ ............... ............... ................ ............... ............... ................ .............. ........ .. 26 Resources, Capabilities & core competencies of STAR INDIA PVT LTD........ ................ ............. ....... 28 Sports Channels....... ............... ................ ................ ............... ............... ................ ............... ............... ................ ............. ......... ........ ........ ........ ........ ...... .. 30
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STAR INDIA PVT LTD. 4P’S ANALYSIS....... ............... ................ ............... ............... ................ ................ ............... ............... ................ ............... ............... ................ ............. ....... .. 33 Product Produ ct ........................... ...................................................... ...................................................... ....................................... ........................ .................... ........ 33 Price ........................... ...................................................... ...................................................... ...................................................... ..................................... .......... 33 PRICE........ ............... ............... ................ ............... ............... ................ ................ ............... ............... ................ ............... ............ ......... ........ ........ ........ ........ .... 34 STP Analysis – Segmentation........ ............... ............... ................ ............... ............... ................ ................ ............... ............... ............ ......34 STP Analysis – Targeting........ ................ ............... ............... ................ ................ ............... ............ ......... ........ ........ ........ ........ ........ ........ ......35 POSITIONING....... ............... ................ ............... ............... ................ ............... ............... ................ ................ ............... ............... ............ ........ ........ ...... .. 36 Brand Positioning........ ................ ................ ............... ............... ................ ............... ............... ................ ............... ........... ........ ........ ........ ........ ...... .. 36 Promotional Strategies........ ................ ................ ............... ............... ................ ............... ............... ................ ............... ........... ........ ........ ...... .. 37 .................................................... ......................... ...................................................... .................................................................... .............................................. ..... 39 Direct Market Marketing ing .......................... ..................................................... ..................................................... ...................................... .................... ........ 39 PUBLIC RELATIONS........ ................ ............... ............... ................ ................ ............... ............... ................ ............... ............... ............. ......... ....... ... 40 PRICING AND DISTRIBUTION STRATEGIES....... ............... ................ ................ ............... ............... ................ .............. ......... ... 40 PRODUCT STRATEGIES....... ............... ................ ............... ............... ................ ............... ............... ................ .............. .......... ........ ........ ........ .... 41 Highlight strategies followed by the firm in last 10-15 yrs....... .............. ........... ........ ........ ........ ........ ........ ....... ... 41 MARKETING & PROMOTION STRATEGIES OF STAR INDIA PVT. LIMITED:.... ....... ...... ...... ..... ..41 41 Celebration of festivals:....... ............... ............... ............... ................ ................ ............... ........... ........ ........ ........ ........ ........ ........ ........ ......43 SERVICE DIFFERENTIATION STRATEGIES........ ................ ............... ............... ............. ......... ........ ........ ........ ........ ........ ........ ....... ... 45 The Next Next Generati Generation on of of Hindi Hindi entertain entertainment ment......................... ..................................................... ................................. ..... 46 Is the Boundary of the Industry to which the firm belongs changing?.... ........ ........ ........ ........ ...... 49 Going forward, what you perceive is its chosen strategy? ....... ........... ........ ........ ........ ........ ........ ........ ....... ... 50 Conclusion........ ................ ............... ............... ................ ............... ............... ................ ................ ............... ........... ........ ........ ........ ........ ........ ........ ........ .... 52
INDUSTRY STRUCTURE
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The Indian economy continues to perform strongly and one of the key sectors that benefits from this fast economic growth is the E&M industry. This is because the E&M industry is a cyclical industry that grows faster when the economy is expanding.
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It also grows faster than the nominal GDP during all phases of economic activity due to its income elasticity wherein when incomes rise, more resources get spent on leisure and
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entertainment and less on necessities. Further, consumption spending itself is increasing due to rising disposable incomes on account of sustained growth in income levels, and this also builds the case for a strong bullish growth in the sector . •
The size of E&M in India is currently estimated at INR 353 billion and is expected to grow at a compounded annual growth rate of 19 percent over the next five years. The television industry industry continues to dominate dominate the E&M industry industry by garnering garnering a share of over 42 percent, percent, which is expected to increase by a further 9 percent to reach about 51 percent. The share of the film industry, which currently stands at 19 percent, is not expected to change materially over the next five years. Print media, which stands at over 31 percent, is projected to lose some of its share in favour of the emerging segments.
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In 2010, the Indian Media & Entertainment (M&E) industry registered a growth of 11% over 2009 and touched Rs. 652 billion, said a FICCI-KPMG report. Backed by positive industry sentiment and growing media consumption, the industry is estimated to achieve a growth rate of 13% in 2011. Overall the industry is expected to register a CAGR of 14% to touch Rs. 1,275 billion by 2015.
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Overall for the M&E industry, 2010 was a year of great dynamism with growth across all sectors other than film. The report highlights a strong recovery in advertising spends as a key driver for growth. Advertising spends grew by 17% to Rs. 266 billion and accounted for 41% of overall industry size.
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While television and print continued to dominate the Indian M&E industry, sectors such as gaming, digital advertising, and animation VFX grew at a faster rate and show tremendous potential potential in the coming coming years. years.
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Contrary to most other markets in the world that continue to witness an erosion of the print media industry, in India, the sector witnessed a growth of 10% in 2010 and is expected to continue to grow at a similar pace over the next five years. Rising literacy levels and low print media media penetration penetration offer offer significant significant headroom headroom for growth. growth. Televisio Television n meanwhile meanwhile saw a tremendous increase in the net DTH subscriber base totalling to 28 million at the end of 2010. Backed by growth in advertising and subscription revenues, the television industry
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grew by 15.5% in 2010 and is expected to grow at a CAGR of 16% to touch Rs. 630 billion by 2015. Television Television is expected expected to account for almost half of the Indian M&E industry industry revenues, and more than twice the size of print, the second largest media sector. •
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Porter’s Five Forces Analysis of Entertainment Industry
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Bargaining Power of Consumer
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Barg Ba rgain aining ing Po Powe werr of Co Consu nsume mer( r(Hi High) gh) Co Cons nsume umerr can sw swit itch ch ch chann annel elss Inc Incre reas ased ed globalization Availability of a variety of alternative sources of entertainment Threat of New Entrant Entrants(Low s(Low)) High sunk costs High capital require requirement ment Diffi Difficult cult access to distribution Steeper learning curve because of mature market
Competitiveness within the Industry
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Competitiveness within the Industry will be very high in highly Fragmented Industry with high Fixed Cost, highly perishable products, highly diversified rivals, bargaining Power of Suppliers (Low), decreasing bargaining power of suppliers increasing number of content providers. provide rs.
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In pursuing advantage over its competitors a firm can adopt several competitive moves:
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Changing price- lowering or raising prices for temporary advantage.
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Improving on product differentiation- improving features, implementing innovations in manufacturing process and in the product itself.
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Creatively using channels of distribution- using vertical integration or a channel that is novel to the industry.
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Exploiting relationships with suppliers.
Threat of Substitutes
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A product’s price elasticity is affected by the substitute available. As the availability of substitute increases – the demand becomes more elastic since customers have more choices .Thre .T hreat at of Sub Subst stit itute utess Fil Film m In Indu dust stry ry Si Signi gnifi fican cantt sp spor orti ting ng eve events nts li like ke Wo Worl rld d Cu Cups ps Significant cultural events Print media Internet.
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Supplier Power
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A producing industry requires raw materials such as labor, component and other supplies. This requirement leads to buyer supplier relationship between the industry and the firm that providess it the raw mater provide material ial used to create product product.. Supplie Supplierr if powerf powerful ul can exert an influence on the producing industry, such as selling raw material at higher prices to capture some of the industry’s profit.
Threats of new entrants and entry barriers
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It’s not only incumbent rival that poses threat to a firm in an industry, the possibility that a new fir firm m can ent enter er als also o aff affect ectss com competi petitio tion. n. In prac practic ticalit ality y eve every ry indu industr stry y pos posses sesses ses characteristics that protect the high profit level of the firm in the market and inhibits additional players entering the market. This is called “Barriers to Entry”. These barriers could be arrived through various sources:
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Government created barriers
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Patent and proprietary knowledge serve to restrict entry into an industry.
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Asset specificity inhibits entry into the industry.
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Organizational (internal) economies of scale.
KEY SUCCESS FACTOR 4 e g a P
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The key factors that are driving the growth of the media and entertainment industry in India are the favorable demographics, growing literacy, increasing affluence, development of techn technol olog ogy, y, gove governm rnment ent suppo support rt and the grow growing ing inte intere rest st in the India Indian n way way of life life.. Entertainment demographics (population in age groups that are the highest consumers of entertainment) are more acute indicators of the future of the entertainment business: North America has 65 million in that demographic, while China and India have almost 700 million. million. In India alone over the next 10 years, 40% of our existing existing population population will come from this demographic. demographic. The correspondi corresponding ng figure for the US is just 15%. Aided by the large number of Asians in the West, Asian culture will make inroads into the West.
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The never before seen growth in the sector has been the result of the growing number of television channels, FM radio channels, rising popularity of social media, growing demand for content from mobile operators which is expected to further increase with the growth of 3G services services and innovatio innovations ns of technol technology ogy..
This This has resulted resulted in the availabil availability ity of
entertainment anywhere and at anytime at the touch of a button and has ensured wide spread reach of the industry. •
During the year 2010, the media and entertainment industry grew by 11 percent and recorded revenues of Rs.65, 200 core. The growth in advertising revenues by 17 per cent to Rs.26,6 Rs.26,600 00 core, core, increas increasee in sub subscr script iption ion revenue revenues, s, increas increasing ing variety variety of rich rich content content couple coupled d with with the opp oppor ortun tunit ity y for for its its mo monet netiza izati tion on and the gover governme nment’ nt’ss thrust thrust to digitization are expected to aid in the robust growth of the sector.
KEY SUCCESS FACTORS Major Key success factors for different mediums are different-\ •
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Subscription revenues are projected to be the key growth driver for the Indian television industry over the next eve 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.
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Filmed entertainment
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Indians love to watch movies. And advancements in technology are helping the Indian elm industry in all the spheres – elm production, elm exhibition and marketing. The industry is increasingly getting more corporatized. Several elm production, distribution and exhibition companies companies are coming out with public issues. issues. More theatres theatres across the country are getting upgraded to multiplexes and initiatives to set up more digital cinema halls in the country are already underway. This will not only improve the quality of prints and thereby make elm viewing a more pleasurable experience, but also reduce piracy of prints.
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Print media
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A booming Indian economy, growing need for content and government initiatives that have opened up the sector to foreign investment investment are driving growth growth in the print media. With the literate population on the rise, more people in rural and urban areas are reading newspapers and magazines today. Also, there is more interest in India amongst the global investor community. This leads to demand for more Indian content from India. Foreign media too is evincing interest in investing in Indian publications. And the internet today offers a new avenue to generate more advertising revenues.
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Radio
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The cheape cheapest st and olde oldest st form form of enter enterta tainm inmen entt in the the count country ry,, whic which h was was hithe hithert rto o domi dominat nated ed by the AIR, AIR, is going going to witne witness ss a sea-c sea-cha hange nge very very sho short rtly. ly. In 200 2005, 5, the government opened up the sector to foreign investment – and this is the key factor that will drive growth in this sector. As many as 338 licenses are being given out by the Indian government for FM radio channels in 91 big and small towns and cities. This deluge of
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radio stations will result in rising need for content and professionals. New concepts like satellite, internet and community radio have also begun to hit the market. Increasingly, radio is making a comeback in the lifestyles of Indians. The industry has been plagued by piracy and had been showing very sluggish sluggish growth growth over the last few years, both in India and global globally. ly. Howeve However, r, ‘mobile ‘mobile mus music’ ic’ and ‘licens ‘licensed ed digital digital distri distributi bution’ on’ service servicess are projected projected to fuel the recovery of the music industry the world-over. world-over. The pace of growth in mobile music rejects the fact that consumers increasingly view their wireless device as an entertainment medium, using those devices to play games and listen to music, while carrie carriers rs are activel actively y promot promoting ing ancilla ancillary ry service servicess such such as ringtone ringtoness to boos boostt average average revenue per user. Ringtones currently constitute the dominant component of the mobile music market. Licensed digital distribution services are also contributing significantly to growth in all regions. •
Live entertainment
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This segment of the entertainment industry, also known as event management, is growing at a fast and steady rate. While this industry is still evolving, Indian event managers have clearly demonstrated their capabilities in successfully managing several mega national and international events over the past few years. In fact, event managers are also developing properties properties around events. The growing number of corporate corporate awards, awards, television television and sports events is helping this sector. With rising incomes, people are also spending more on wedding, parties and other personal functions. However, issues like high entertainment taxes in certain states, lack of world-class infrastructure and the unorganized nature of most event management companies, continue to somewhat check the potential growth in this segment of the industry.
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Out-of-home advertising
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Outdoor media sites in India are predominantly owned or operated by small, local players and are typical typically, ly, direct directly ly markete marketed d by them them to adverti advertiser serss and advertis advertising ing agencie agencies. s. However, this segment too is witnessing a sea-change with technological innovations. Growin Growing g billboa billboard rd adverti advertising sing is fuelled fuelled by technol technologi ogies es such such as light light emitti emitting ng diode diode (LED (LED)) video video bill billboa board rd.. This This is a segm segment ent that that is seeing seeing inter interes esti ting ng techn technol olog ogica icall
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innovations across the world and is likely to evolve in India too in the short-term. An estimated 28 million Indians are currently hooked on to the internet. And this rising numb number er is lead leadin ing g to the the grow growth th of inte intern rnet et adve advert rtis isin ing, g, whic which h toda today y stan stands ds at approximately INR 1 billion. The internet is being used for a variety of reasons, besides work, such as chatting, leisure, doing transactions, writing blogs etc. This offers a huge opportunity to marketers to sell their products. And with broadband becoming increasingly popular, this segment segment is is expected expected to grow by by leaps and and bounds
Industry Value Chain – identify the main players / components. Key Players - Indian Television Industry
Key Players - Indian Television Industry Largest TV network with 19 channels reaching 90% 90 % of th thee pop popul ulat ation ion Entere Entered d in 19 1991 91 and offers offers mor moree th than an 10 cha channe nnels ls in ma mass ss entertainment, sports, news,, music, movies etc. Pioneers of the Indian Television industry with wi th 22 cha channe nnels ls.. It is pre prese sent nt in br broad oadcas casti ting, ng, ca cabl blee dis distr trib ibut utio ion, n, pr prod oduct uctio ion n and distribution of films, creation of animation software Present with 3 channels focusing on
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Hindi entertainment and sports Based in South India with 14 channels in four languages and offers news, movies, music, kids shows. Present in India through two kids channels and has recently bought one more kids channel. INDUSTRY VALUE CHAIN
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A value chain is a chain of activities for a firm operating in a specific industry. The business business unit is the appropriate appropriate level for construction construction of a value chain, not the divisional divisional level or corporate level. Products pass through all activities of the chain in order, and at each activity the product gains some value. The chain of activities gives the products more added value than the sum of the independent activities' values.
Industry Value Chain Of Television
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Role in the TV
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Content providers
Value Chain
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operating operating independently independently or
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Further,
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•The distribution
content is
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companies, usin
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various technolo
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make the content
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available to audi
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Digicable
through broadcasters who
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distributed through
re-package content
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audio and video signals
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to transmit programs
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UTV
to an audience Star Plus
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Bajaj
NDTV
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Hath
Sony
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DEN Tata
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Key Players
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•SriAdhikari
Brothers
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Television Network Ltd.
Colors
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•Creative Eye
Zee TV
4 Big TV e
Limited
g
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a • Bharti Airtel P
STAR INDIA PVT LTD.
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Challenges/ Considerations
3/4th of advertising
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spends under Top 5
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media buying agencies •
Measurement tool for
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revenue revenue is is garner garnered ed by LC due due to domi domina nati tion on
impact on
audience needs improvement •
Almost 75% of the
addressable
of non non analogu
subscriptions
• High carriage fee to distributors
Value Chain Of Film Ecosystem
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Production Indian film industry experiences high level of fragmentation across the entire value chain. A handful of players, such as Yash Raj Films are only present across couple of parts of the value chain. However, only very few players, such as Reliance Mediaworks are present throughout the value chain.
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Indian film sector is known for producing producing the highest number of films globally. Till a few year yearss back back India Indian n cinem cinemaa was was kno known wn for for churn churning ing out out low low bud budge gett film filmss (ave (avera rage ge investment of half a million dollars), being very self-sufficient, with no co-productions and relatively lower number of international films coming to screens in India. Also financial transparency was not an evident feature of Indian cinema till few years back. By 2000, with the onset of big corporate houses entering film production, organized multiplexes taking off, the theatrical segment in India is gradually moving from being fragmented to more and
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more organized. The film industry has grown from half a billion dollars in 2000 to nearly US$2 billion in 2010. •
There are over 400 production houses in India. Nearly 30 corporate houses are involved in the film production business Distribution
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Digital Digital distribution distribution of content is enabling distribution distribution across many platforms platforms and ensuring ensuring new revenue models. In fact, content is gradually becoming platform [or screen] agnostic. Digitalization is helping in leveraging the same content across various platforms such as home video, internet and mobile along with other conventional theatrical platforms. Lately, digital TV distribution has picked up through digital cable, DTH, IPTV. Also, film prints and music libraries have gone digital. Digitalization across the distribution value chain has benefitted benefitted the industry industry in multiple multiple ways. It has enabled content repurposing repurposing across platforms, platforms, making making distribution distribution of niche content feasible feasible..
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Also, Also, the end viewer viewer gets gets access access to improv improved ed picture picture and sou sound nd quality. quality. Moreover Moreover,, distribution of revenues across the value chain has become more transparent.
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Digitalization Digitalization is helping film-makers film-makers reach out to a wider audience. Availability Availability of digital digital prints has significantly significantly reduced the release window for each delivery platform. It not only helps reduce the time to reach tier 2 and tier 3 cities through theatrical release but also helps realize higher value from ancillary revenue mediums such as home entertainment, internet and mobile.
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Exhibition
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Indian cinema is undergoing remarkable changes from where it began. The aggressive expansion of multiplexes, access to organized funding, foray of leading corporate houses into film production and exhibition, popularity of digital cinema prints have been some remarkable changes seen in the Indian film segment over the last decade. Even though the number of multiplexes is on the rise, the average number of screens is extremely low in India at 12 screens per million as compared to 117 screens per million in United States.
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Animation Entertainment Value Chain •
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Activ
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ities
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•Identifi
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•Develo
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•Fina
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•Prom
ation of
pment
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of
the
of
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specific
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regardi
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DVD
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design,
ng
color
release
new
storybo
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and
idea
ard
charact
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layout
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testin
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backgro
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TV
and
screen
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speci
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fund
inking
al
schedul
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ing,
painting
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and
and
effect
integrat
visual
s
ion
effects
an
procure ment,
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cation
es asset •
•
•
Develo
•
•
pment
The
und •
•
•
•
•
otion, •
•
distrib
cinem
soun
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of resourc
Percent
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es 5%
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10%
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45%
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30%
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-
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Emergi
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Emergi
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High
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Medi
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-
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ng Emergi
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ng Mediu
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um High
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-
age •
Effect Outsou
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rcing Domest ic
ng
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High
m
Gaming Value Chain
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•Involves
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•Cre •Creat ation ion of
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•
concept
stor story y
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creation
3-D
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-production,
validates the
Character
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Building: This
•
drawing
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Includes character
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modelling, set
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conc concep eptt
and and
identifies •
the
market
engine
boar board d
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Pre
•
Asset
design
•
final sound
3-D Art
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build is is •
color •
testing
deliver the
and
•
publis
special •
&
recording,
•The
sound effects 4 e g a P
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opportunity
decision •
(for console, console,
modelling, •
texturing
PC and •
online)
Competition analysis for the Industry.
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Find out the selected Company’s competitive positioning. Benchmark against relevant best Indian and World class players against appropriate parameters
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Company’s competitive positioning
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STAR India -1990 launched ASIASat with Joint venture between Hutchinson & Hong Kong based – Li Ka-Shing.
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53 Asian Countries – over 100 million viewers a day.
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STAR India Pvt ltd, a media & entertainment company, producers, broadcasts & distributes satellite television programmer.
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It covers general entertainment, sports, movies, music and news and current affairs.
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COMPETITION ANALYIS
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Average channel Share (%) (as such)
Star Plus Plus Sony Zee TV
Average channel Share (%) (during prime time)
Star Plus Plus Sony Zee TV Sahara ahara One
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COMPEITION IN THE NEWS
Source : Business India – July 2010 publication
Star Plus back to the #1 position; pushes COLORS to 2nd place
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Star Plus is back with a bang, as it becomes the #1 GEC as per the latest ratings...
Star Plus is now again the #1 General Entertainment Channel, as per the latest ratings that have come out today!!
COLORS had earlier pushed Star Plus from its #1 position, and had been having an easy ride at the top for many weeks. But now, Star Plus is back with a bang as they top the GRP chart with 300 points, while COLORS takes the second position with GRP of 286. Zee TV is placed third with a GRP of 246.
The launches of the relatively new shows like Behenein from Hats Off Productions and Mann Ki Awaaz Pratigya, coming from Spellbound Productions have really worked in Star Plus' favour. Rajan Shahi's Yeh Rishta Kya Kehlata Hai and Sapna Babul Ka.. Bidaai have jumped up the ladder yet again in ratings, and this has made a big difference to the channel's GRP. Shows like Sajan Ghar Jaana Hain and Sabki Laadli Bebo have been consistent when it comes to ratings, and lot is now expected from their new launch Sasural Genda Phool.
As per the recent ratings, Yeh Rishta Kya Kehlata Hai emerges as the #1 show across all channels, with an average rating of 7.1. Sapna Babul Ka Bidaai which had seen a drop in the last few months has again gained momentum, and has registered an average rating of 6.9. Behenein has an average of 3.4 and Pratigya has a rating of 3.3. Sabki Laadli Bebo has an average of 3.2, while Sajan Ghar Jaana Hai has garnered an average of 2.9.
When asked about regaining the #1 position again, Anupam Vasudev, Executive VicePresident, Marketing – Star India PVT Ltd said, "We do not think that leadership is a weekly game, and are committed to consistently creating great content. We are happy that Star Plus viewers love the current exciting line-up of shows like Yeh Rishta, Bidaai &
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Sabki Ladli Bebo, while appreciating the new shows like Pratigya, Behenein and Sasural Genda Phool. Star Plus has always been known for its superlative story-telling and our shows depict the changes that are taking place in the society today, with a healthy dose of realism, optimism, social concerns, edginess, and humor".
6 M’s model of Communication
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Market: Across the demographics
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Mission: Committed to provide best entertainment to the viewers and along with that they are concerned about employee satisfaction and corporate social responsibility.
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Message: We know our consumer and we are giving him what he wants.
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Media:
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Money: Huge amount is spent in every segment
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Measurement: Consumer Research and TRP
Print Media, Satellite TV, Radio, Internet
SWOT Strengths, Weaknesses, Opportunities, & Threats •
Diversity of Mgmt Team
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Focused and strong objectives & goals
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WEAKNESS
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Complexity of CIS technology
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Spending focus on analog not digital
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Collaborators
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BCG Matrix
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ANSOFF’s MATRIX
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Resources, Capabilities & core competencies competencies of STAR INDIA PVT LTD
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Launched in 2000
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India Ka Sabsey Favorite Hindi Movie Channel.
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One of the largest Hindi movie libraries with over 600 quality titles
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pioneer in in showing showing the biggest biggest Hollywood Hollywood blockbust blockbusters ers dubbed dubbed in Hindi Hindi
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Launched in 2004.
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Targeted at the urban, upwardly mobile Indian viewer.
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Very popular programs are The Great Indian Laughter Challenge, Nach Baliye, Sarabhai vs Sarabhai, Instant Khichdi, Ssshhhh...Phir Koi Hai, Dill Mill Gayye, Miley Jab Hum Tum
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Launched May 23, 1994
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Latest and best in English entertainment - shows from around the world.
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Star World provides the latest choice in top-rating, award-winning entertainment from the USA, Australia and the UK.
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Genres like drama, comedy, action, reality television, talk shows and live and exclusive international events,etc.
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Launched May 23, 1994
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Latest and best in English entertainment - shows from around the world.
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Star World provides the latest choice in top-rating, award-winning entertainment from the USA, Australia and the UK.
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Genres like drama, comedy, action, reality television, talk shows and live and exclusive international events,etc.
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Launched June 7, 2004
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Caters to viewers who have recently entered the fold of Cable and Satellite television.
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Targeted at small of towns and rural areas
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Re-running the best shows from the exhaustive Star Plus library.
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Launched 1994
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General entertainment channel - Tamil Nadu.
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Innovative programming, including soaps mounted on a massive scale, film review shows, comedy and spoof shows, quality Tamil movies and blockbuster Hollywood movies dubbed in Tamil.
Sports Channels
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ESPN and STAR sports cover all famous sports tournament including:
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Wimbledon tennis tournament
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US open tennis tournament
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Australian open tennis tournament
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ICC world cup
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ICC champions trophy
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Formula one
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English premier league •
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First-class cricket action from around the globe.
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STAR CRICKET broadcasts live / non-live international and regional cricket events.
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STAR CRICKET is the one stop destination of all the cricket action, history, updates, views and reviews
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Other Regional channels are:
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Asianet (Malayalam)
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Asianet Plus (Malayalam)
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Sitara (Telugu)
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Star Ananda (Bengali)
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Star Jalsha (Bengali)
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Star Majha (Marathi)
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Star Pravah (Marathi)
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Suvarna (Kannada
4P’S ANALYSIS Product
Price •
Channels
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Price (Rs.)
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Channels
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Price (Rs.)
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STAR PLUS
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17
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STAR SPORTS
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29
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STAR
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24
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STAR CRICKET
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25
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5
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ESPN
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29
MOVIES •
STAR WORLD
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STAR ONE
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20
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STAR GOLD
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16
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CHANNEL [V]
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5
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PRICE
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STP
Analysis – Segmentation
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STP Analysis – Targeting
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POSITIONING •
Brand Positioning •
Frame of Reference: Complete customer satisfaction by providing endless entertainment through various channels.
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Point of Differentiation: STAR has become benchmark for Indian television channel industry.
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Key Consumer Insight: Targeting the Indian families value-system.
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Point of Parity: Colors has an upper hand, while Zee has lower hand.
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Reason to Buy: STAR values its customers and provides for all its needs & wants by understanding customer’s value-system.
Promotional Strategies
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Direct Marketing
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PUBLIC RELATIONS
PRICING AND DISTRIBUTION STRATEGIE S TRATEGIES S
Distribution
Regulation ease
mechanism
Foreign
Services
Invst limits(%)
Offered
Pricing
Technology
Cable
Medium
49
TV
100-400
Co-axial and
DTH
Harsh
49
On demand TV
150-200
Satellite sharp
Terrestrial
State-owned
Not allowed
TV, mobile TV
Free
Towers, avera
IPTV
Easy
74
On demand TV,
800-1000
New, organis
telephony internet
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PRODUCT STRATEGIES
1) Product Product Positi Positionin oning g Strate Strategy gy This is done by Star by using Marketing Mix variables, especially design and communication. 2) Product Repositioning Strategy This happened because of the following reasons: •
A competitive entry is positioned next to the brand, creating an adverse effect on its market share.
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Consumer preferences change. New consumer consumer preference preference cluster cluster with promisi promising ng opportunities opportunities are discovered. discovered.
Highlight strategies followed by the firm in last 10-15 yrs
MARKETING & PROMOTION STRATEGIES OF STAR INDIA PVT. LIMITED:
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Following are the key marketing strategies which makes STAR India “The market leader”.
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Maintaining aggressive promotion and packaging approach for all programmes.
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For Example, Star promoted recently started TV show “Sach Ka Samna” in such a way that it created excitement in viewers’ mind.
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Hold on to the leadership position in 10-11 pm slot through timely innovations based on audience feedback. Hold feedback sessions in the form of discussions arranged for viewers of particular programmes.
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Again taking example of “Sach Ka Samna”, Star timed the program from 10-11 pm.
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For the feedback of the program, STAR launched a websit websitee http:// http://www www.sa .sachka chkasaa saamna. mna.com com which which is having having feed feedbac back k sess session ion and a funny funny online online lie lie detector test which we can use on our friends. So it creates a kind of excitement in viewers’ mind.
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Expand the market by launching programmes that are relatable to all generations’ audience.
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STAR concentrate on each age group of viewers and broadcast programmes at specific time.
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During morning time, Star broadcast spiritual programmes. •
For example, 06:00 - 06:30 Seva Ganga •
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06:30 - 07:00 Ek Nayee Zindagi
During noon time Star broadcast TV serials for women, as women are generally free during noon period.
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For example, 12:00 - 12:30Bidaai
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12:30 - 13:00 Yeh Rishta Kya Kehlata hai
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13:00 - 13:30 Tujh Sang Preet Lagayi Sajna 4 e g a P
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At afternoon time, they broadcast programmes for children as they are free from school at this time.
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For example, Shaka Laka Boom Boom was being broadcasted at 7 pm.
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Check competitors from gaining market share by introducing flanker programmes, e.g., airing a popular Hindi movie in the same time slot where competitors' competitors' main programme programme is aired.
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For example, world TV premier of popular Hindi movies like “ Jane Tu Ya Jane Na”.
Celebration of festivals: •
India is a country of festivals. We have countless festivals in all seasons. Looking towards the Indian culture, STAR celebrates all the festivals in their daily shows.
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They They invit invitee cele celebri britie tiess in thei theirr sho shows ws during festival season.
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They Th ey deco decora rate te the the home home of dail daily y TV seri serial alss accor accordin ding g to fest festiva ivals ls and and sho show w them celebrating festivals in pure Indian cult cultur ure, e, whic which h in tern tern attr attrac acts ts peop people le towards the shows and hence channel.
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Broadcasting famous TV show for full day:
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STAR frequently broadcast some of their very famous TV shows during vaca vacati tion on seas season on to prom promot otee thei their r channe channell thro throug ugh h popul popular arit ity y of that that particular particular TV show. show.
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For Example: Star telecasted famous comedy serial Sarabhai V/S Sarabhai full day as “Sara Din Sarabhai”.
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Use appropriate appropriate medium for promotion promotion, e.g. e.g.,, Hoard oardin ings gs of Kyun Kyunki ki Saas Saas.. .... at supe superm rmar arket kets, s, resta restaur urant ants, s, and them themee parks, etc. - places that are frequently frequently visited by families.
STAR Parivaar Awards:
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STAR organizes “STAR Parivar Awar Awards ds”” ever every y year year.. In that, hat, they they invit invitee people people asso associa ciate ted d with ith STAR STAR India ndia and and give givess awar awards ds in vari various ous cate catego gorie ries. s.
This strategy has given STAR a family image •
ESPN:
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Sport Sportss broad broadcas caste terr ESPN ESPN Soft Softwa ware re Pvt. Pvt. Ltd Ltd is prepa prepari ring ng to flag flag off off a high-v high-vol oltag tagee campaign to promote two big-ticket cricket tournaments that will be aired on its Star Sports channel, taking the cue from the marketing formula that made the Indian Premier League (IPL) such a big success.
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The broadcaster has lined up a Rs100 crores marketing campaign across media platforms to boost viewer and advertiser advertiser interest interest in the International International Cricket Cricket Council’s Council’s (ICC) Champions Trophy in September and Champions League in October.
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SERVICE DIFFERENTIATION STRATEGIES
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STAR has covered all areas of entertainment through various channels. Currently STAR is having 21 channels in India which include music, movies, sports, entertainment and regional channel.
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India's No. 1 Hindi entertainment channel
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Star Plus is India's No 1 satellite channel and has redefined Hindi television entertainment with a programming line-up
that includes popular drama series, popular comedies, 'Bollywood' movie blockbusters, lifestyle, current affairs, kid's programmes and game shows. •
Star Plus is India's No.1 channel for five years in a row
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The channel is the ideal campaign platform for any brand in India
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Is the ideal platform to reach out to the entire Indian family
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Star Plus is watched by over 75 million people every week
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Regularly accounts for 42 to 46 of the top programmes in India •
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India Ka Sabsey Favorite Hindi Movie Channel Star Gold brings to the audiences a complete new cinema experience, with one of the largest libraries comprising of
outst outstand anding ing crit critic ical al and comme commerc rcia iall succe successe ssess of rece recent nt year years. s. Th Thee channe channell has an exclusive programming mix for the entire family and is synonymous with innovative programming programming properties properties that take the viewer closer to Bollywood Bollywood than any other movie channel.
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The Next Generation of Hindi entertainment •
Star One, STAR network's latest Hindi entertainment channel, is targeted at the urban, upwardly mobile Indian viewer. The channel has unleashed a new generation of Hindi entertainment with an innovative and diverse mix of programming that marks a turning point in the history history of cable and satellite satellite television. television. With its distinctive distinctive look and feel, cuttingcutting-edg edgee producti production on values values and engrossi engrossing ng line-up line-up of original original program programmin ming, g, the channel has brought international trends in programming to Indian audiences.
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Some Some of the very popular popular programs programs are Sarabha Sarabhaii v/s Sarabhai, Sarabhai, Instant Instant Khichdi Khichdi and the smash hit, The Great Indian Laughter Challenge
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Absolutely everybody loves Star World Star World is the ultimate destination for the most popular
and critically acclaimed shows from around the world. Star World provides the latest choice in top-rating, award-winning entertainment from the USA, USA, Aust Austra rali liaa and and the UK. UK. Spanni Spanning ng genre genress like like dram drama, a, come comedy, dy, actio action, n, real reality ity tele televis vision ion,, talk talk sho shows ws and live live and exclu exclusi sive ve inter internat natio ional nal event events, s, Star Star Worl World d is synonymous with the atest and best in English entertainment. •
A trendy music and lifestyle hotspot for the Indian youth
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In India, youth with attitude connect with Channel [v]. The channel is a vibrant mix of the latest chart-topping music videos, artists, trends, popular VJs and youth culture. Locally produced programm programming, ing, packaging packaging and local presenters presenters ensure ensure that Channel Channel [v] reflects reflects the humor, taste and attitude of its vast youth audience. Popstars 1, Popstars 2 and Samsung [v] Super Singer, programmes that have been widely imitated by others
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Come Home to Hollywood No other channel brings you closer to Hollywood Hollywood than Star Movies. Movies. Showcasing the biggest blockbusters and featuring over 100 movies each month and a minimum of 40 premieres every year, Star Movies is the dream destination for the Hollywood buff. Exclusive deals with top top fil film stud studio ioss ensu ensure re acce access ss to the the late latest st rele releas ases es,, whil hile programming programming unique to the channel includes includes live and exclusive exclusive events such as the
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Academy Academy Awards Awards (The Oscars), Oscars), Taurus Awards, and acclaimed acclaimed specials such as Taken, Grid and Lost. Come home to Hollywood. Come home to Star Movies. •
It is the only channel in India to telecast the Academy Awards, LIVE
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Star Utsav caters to viewers who have recently entered the fold of Cable and Satellite television. It gives them the opportunity to revisit the glory years of Indian television
programming programming by re-runnin re-running g the best best shows shows from the exhaustive exhaustive Star Star Plus library. library.
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Star Vijay is a general entertainment channel that has taken Tamil Nadu by storm. storm. With highly innovative innovative programming, programming, including soaps mounted on a massive scale, film review shows, comedy and spoof shows, quality Tamil movies and blockbuster Hollywood movies dubbed in Tamil, Star Vijay provides comprehensive entertainment for the entire family.
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STAR NEWS offers 24-hour Hindi news that is relevant to today’s Indians. It covers the full spectrum of news ranging from politics to business, investigative reports to consumer issues, crime to the environment.
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The worldwide leader in sports
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ESPN brings viewers in Asia the most exciting sports action from from around around the the worl world. d. The channe channels ls mix mix of regi regiona onall and
international programming ensures fans enjoy the most comprehensive sports coverage.
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STAR SPORTS is a leader in sports programming and offers viewers a diverse array of top-flight Asian and international sports.
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ESPN and STAR sports cover all famous sports tournament including,
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Wimbledon tennis tournament,
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US open tennis tournament (ESPNSTAR.com/Tennis/US-Open),
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Australian open tennis tournament,
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ICC world cup,
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ICC champions trophy,
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Formula one,
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English premier league,
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A channel channel totall totally y dedicat dedicated ed to sho showca wcase se firstfirst-cla class ss cricket cricket action from around the globe, STAR CRICKET broadcasts live / non-live international and regional cricket events as well as program programmin ming g meticul meticulousl ously y custom customize ized d for the Indian Indian audie audience nces, s, includ including ing cric cricke kett news news upd updat ate, e, maga magazin zinee and and
reality shows. STAR CRICKET is the one stop destination of all the cricket action, history, updates, views and reviews.
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Other Regional channels are:
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Asianet (Malayalam)
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Asianet Plus (Malayalam)
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Sitara (Telugu)
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Star Ananda (Bengali)
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Star Jalsha (Bengali)
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Star Majha (Marathi)
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Star Pravah (Marathi)
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Suvarna (Kannada)
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Is the Boundary of the Industry to which the firm belongs changing?
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Increas Increasing ing per capita capita consumpt consumption ion and media media penetra penetration tion:: India’s India’s growing growing per capita capita consumption and low media penetration are key drivers for the M&E industry’s future growth. growth. Increasing Increasing per capita consumption, consumption, helped by a growing middle class, is driving a rise in discretionary spends on leisure and entertainment. A 2010 report by Ernst & Young indicates that between 2004 and 2008, Indian household income grew by 11% in the country’s 20 largest cities.13 this increase in consumption signals a potential for growth in media penetration, also backed by India’s low advertising to GDP ratio. Currently at 0.34% — half the world average of 0.75% and lower than the US, UK and China — advertising advertising spend is poised to increase as the economy grows.
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Wireless broadband content consumption: Indian M&E companies have yet to face the “digital disruption” that has substantially transformed the business models of
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Their global counterparts. Internet penetration in India is currently 7%, very low compared with countries such as Brazil (31%), Russia (41%) and China (34%).14 However, the rapid convergence of networks, devices and content — core elements of the digital entertainment process — will dramatically dramatically alter the Indian M&E industry industry going forward. forward. M&E companies in India are in a unique position to learn from the experiences of their global peers and to develop develop new digital digital business business models models as they seek seek to
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Capitalize on growing digital media consumption.
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Regional markets: Consumption in India is dominated by Tier 2 and Tier 3 towns, which account for 73% of India’s urban consumption.20 Advertisers are shifting
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Spends Spends to these these regional regional towns to capital capitalize ize on increas increasing ing consume consumerr spendin spending g amid amid growing saturation in the major metros (Delhi, Mumbai, Kolkata, Chennai, Bangalore, and Hyderabad). Between 1999 and 2009, the share of English-language newspapers in print
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Adve Advert rtis ising ing decl decline ined d from from 39% to 32% in favor favor of Hindi Hindi and regio regional nal-l -lang anguag uagee newspapers. A similar trend is occurring in TV, where ad volumes on regional 4 e g a P
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Channels have surpassed those on national channels. The growing importance of regional media is leading domestic and international M&E companies to invest in these markets. Similarly, regional M&E companies are looking to build scale and expand nationally.
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Niche content: content: Changing Changing lifestyl lifestylee patterns and growing growing disposable disposable income income have spurred spurred the the demand for niche content, supported by strong advertiser interest in targeting wealthy and urban consumers. TV broadcasters have recently launched new niche channel genres such as home shopping, crime, science, travel and lifestyle, while newspapers have launched special interest supplements focused on luxury brands and youth.
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Digitization of distribution: The digitization of the Indian M&E industry’s distribution channels is a key growth driver, helping to increase industry revenues, curb piracy and reduce costs. The Indian fi lm industry is implementing a large rollout of digital cinema, currently at more than 1,800 digital screens. This has reduced
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Piracy and substantially increased the scale and reach of theatrical releases across the country — a game-changing phenomenon whereby 60% of box-office collections are
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Real Realize ized d in the the firs firstt week week of a mo movi vie’ e’ss rele release ase.. Th Thee digi digiti tizat zation ion of India India’s ’s analo analoggdominated TV distribution infrastructure is reducing the revenue leakages associated
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With underreporting and is increasing broadcasters’ subscription revenues. This is also expected to control the high carriage fees currently paid by broadcasters for
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Distribution on analog cable.
Going forward, what you perceive is its chosen strategy?
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Digitization is creating exciting opportunities across the broadcasting 4 e g a P
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Value Value chain chain and providi providing ng more more choice choice to consume consumers. rs. DTH DTH and cable operat operators ors are expanding aggressively and focusing on premium services. Broadcasters are leveraging the lower cost of digital delivery to expand by focusing on regional and niche content.
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Broa Broadc dcas asti ting ng all allia ianc nces es:: Frag Fragme ment nted ed ana analo log g cabl cablee oper operat ator orss domi domina nate te the the Ind India ian n TV distribution industry. The bandwidth constraints of analog cable drive these operators to limit the number of channels on a frequency band and to charge carriag carriagee fees fees to broadcas broadcaster terss to increas increasee the placeme placement nt of their their channels channels.. Broadcasters have formed distribution alliances to strengthen their ability to negotiate with distributors, control their carriage fees and minimize losses in subscription revenues due to underreporting.
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Focu Focuss on re region gional al co conten ntent: t: Co Consum nsumpt ptio ion n grow growtth in Tie Tierr 2 and and Tie Tier 3 tow towns is is driving advertiser interest in regional broadcast markets. A large local player typically dominates
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These markets, with a strong focus on relevant regional content. Regional broadcasters have recently increased their presence in niche genres such as music, youth and
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Comedy in local languages. National broadcasters are actively looking to build a presence in regional markets by acquiring or partnering with local broadcasters.
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Launc aunch h of nic niche cha channe nnels: Inte nternat national nal and dom domestic broad oadcas casters ers have launched niche channels in India. Changing lifestyle patterns and increasing disp dispos osab able le inco income me have have spur spurre red d the the dema demand nd for for nich nichee cont conten ent, t, whic which h command commandss premiu premium m ad rates rates and reaches reaches a focuse focused d target target audienc audience. e. Niche Niche channel genres such as soccer, children’s
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Channels and lifestyle are underdeveloped in India relative to mature markets such as the US and the UK
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Conclusion •
Enter into kids channel – Similar to Pogo & Cartoon Network.
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To acquire broadcasting rights of events like IPL.
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Make utilization of the joint ventures for promotional activities.
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Launch channels having Religious & Scientific significance.
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Launch DVD’s of old programmes which was all time favorite.
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India India’s ’s grow growing ing middl middlee clas class, s, risi rising ng dispos disposabl ablee incom incomes es,, high high volume volume of conte content nt consumption and conducive regulatory environment hold significant potential for foreign investments across all segments of the M&E industry. Digital adoption, at a tipping
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point due to wireless wireless broadband availability, availability, will create additional additional opportunities opportunities for global companies to cater to a new generation of digital consumers. As global M&E companies start to compete again for growth opportunities globally, there is an increasing
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Sense of urgency to capture the opportunities offered by the Indian market.
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In order to succeed in India, it is necessary for companies to understand and adapt to economic and cultural nuances and invest in content and services tailored for the local market. Global companies need to thoroughly assess the market and distribution
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Channels to price content appropriately and adopt different strategies to serve the several internal markets that exist in the country. While M&E companies operating in emerging markets like India continue to be exposed to risks ranging from local competition, fraud, corruption and piracy, ongoing structural and regulatory reforms and the development of corporate governance norms will mitigate these threats.
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