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USA
Demographics
Nationality Population %age ApproxTotal 301139947 100 30 CrAsians 13100000 4 1.3 CrSouth Asians 4000000 1 40 LacsIndians 2319222 0.8 23 Lacs
0.8 % of the US Population
More Than 2 million in Number
Largest Growing Ethnic Group @ 38% (2000-2005)
Key Regions with Dense Indian Populations
Top 10 States Indian Dense Areas
1. California 1. Artesia
2. New York 2. Jackson Heights
3. New Jersey 3. Edison
4. Texas 4. Houston (Sugar Land)
5. Illinois 5. Chicago (Devon St)
6. Florida 6. Orlando
7. Pennsylvania 7. Pennsylvania
8. Georgia 8. Decatur
9. Maryland 9. Rockville, Baltimore
10. Virginia 10. Fairfax
Socio Economic Factors
Migrants can be divided into 3 main categories:
The early migrants from India in 1960’s: mainly professionals settled in east coast of US. Today they have a blend of the US Culture with moderate Indian values.
NY /NJ based NRIs are traditional early migrants from Gujarati/Punjabi communities mainly traders & retailers. Wealthy and well connected with India with high level of Indian cultural influence.
Professionals/techs based in California/Silicon valley predominantly South Indians, highly professional. They are the latest clan of Indians to have entered US.
Socio economically a very developed community with the highest Monthly income among all ethnic groups
Asian Indians – Buying power of $76 million 74% own homes 74% in professional / managerial occupations 90% are graduates, 35% have master’s degree, 34% have doctoral degrees
Media Landscape Indian TV Channels Available (Total 39)
Channel / Network Bouquet of Channels
Penetration Feed / Rate per 10 secs
Zee Network Zee TV, Zee Cinema, ETC Punjabi, Zee Gujarati, Zee Sports
Zee TV – 5.3 Lacs (80% are Indians)
Same Feed for US Canada & the Carribean
Rs.1937/-
Sony Set Max, Set Asia Set Asia 1.8 Lacs Separate beams
Rs.733/-
Star Network Star Plus, Star News, Star One
Separate Beams
B4U Music & Movies B4U Music, B4U Movies
Same feed for US & Cananda Rs.1200/-
Sahara TV
Aaj Tak
NDTV 24x7
Sun TV Same feed as in India. Scheduling to be done to catch viewers in different markets
Gemini TV
Asianet Asianet Plus, Asianet t News
Viewing Habits
Strict adherence to 9-5 working hours affects the viewership pattern
Hence prime time starts as early as 5 -5:30 PM unlike India Programming would have to cater to East & West Zones with a
mix of Prime & Non Prime Time Time gap between East & west zone is approx 3 hrs To cater to the different time zones, prime time spots would
have to start at 5 pm and end at 2:30 am (11:30 am for West Coast)
West Coast (California, being an IT hub) would have to be focussed upon
Zee clearly leads the way in terms of reach
0
100
200
300
400
Zee TV ZeeCinema
Sony TV Aaj Tak ZeePunjabi
ZeeGujarati
Connections
All figures in 000s
Source:Channel data
Radio
Radio in the US is very Fragmented. There are close to 120 radio stations in California
alone A lot of people also tune into a lot of internet radio
stations WCNJ is a popular Radio playing out of New Jersey.
The first 24 hour desi radio station in the US. First one to be affiliated with the BBC for broadcasting the BBC World News in Hindi in the US
Some Other Popular Radio Stations – State wise
State Radio Station
California Mostly Tamil
Florida Manoranjan
Illionis Kannada Vani
Massachusetts Sargam
Sounds of India
Michigan Sounds of the Subcontinent
Maryland / Virginia / Washington DC Vivid Bharti
Spirit of India
NJ / Pennsylvania / Delaware Anil ki Awaaz
Anjali
Music of India
State Radio Station
Ohio Geetanjali
Texas Ghungroo
Music of India
Music masala
Music in the Box
Radio South Asia
Radio Naya Andaz
Sangeet Radio Show
Tenesse 88 Geetmala
None of these is a 24 hour radio station. They play two – Five times in a week for 1 – 4 hours
Recommendation: Radio is too fragmented and thus cannot be used for brand building. However, would be good to use for event marketing & promotion
Print & OnlineMagazine / Newspape Circulation Coverage Readership Rates
India Abroad 50000
NY, NJ, CT, Dallas, Chicago, Los Angeles, Canada & Toronto 2.5 Lacs Rs.3675/- per column inch
Gujarat Darpan 12000Illionis, California, Georgia
Tamil Times 15000 Has special Features on Property
India West
Californai; Texas, Washington, New Mexico, Nevada, Oregon, Colorado, Arizona
Rediff US Alexa Rank 134
Focussing on India & the Global Indian Community USA Rank 353
Garam Chai USA Rank 59,670 Listing of Indian Information in the USSulekha USA Rank 1794 Online Classifieds
Some Other Regional Publications are: Ajit Weekly, Divya Bhaskar, India Post, India Empire,
Other Media
Other Media: In Cinema Advertising
Title Driven campaigns can be used to target the Indian Audience.
Will be a focussed medium with high impact and low wastage
Outdoor Advertising
Recommendations: TV should be the platform to build a campaign in the US
Mix of Zee TV & Regional Channels should give the required exposure to our brands covering the wide geographical stretch in the US
Print is an ideal medium to support & improve brand recall by increasing penetration into the regional communities
In cinema & other media need to be researched deeply through a dedicated resource / advertising agency association
Events / Road shows can be used to provide a platform for the consumers to be in direct touch with our brands. Events centered around Diwali / Independence Day etc draw large crowds.
However, one major drawback is the geographical spread of the NRI / PIO population across various regions in the US
Radio can be used while promoting events.
Recommendations
- Claims to be apable of carrying out campaigns simultaneously in the US, UK, Canada, Europe, UAE & India
- Claims to have serviced the following clients already
c
UK
Demographics
Nationality Population %Age ApproxAll 60776238 100 6 CrSouth Asians 2330000 3.8 23 LacsIndians 1300000 2 13 Lacs
2% of the Population
A Very Close Knit & Family Oriented Lot in tune with Indian Culture
Indian people came mainly from Punjab and Gujarat UK Indians are close knit families & well connected to India. They still hold on
to the Indian Traditions. UK Indian are mainly into family business from small pharmacy shops to steel
conglomerates. Asians constitute 4% of total population – with 2% of the total wealth. Indian Food, Indian Music & Hindi movies are even popular with the British. Multichannel TV penetration higher within Asian households compared to
national average. Importance of Asian language TV; 39% of respondents watching it in some
form.
Wide Bouquet of Indian Channels available
Channel / Network Bouquet of Channels Penetration Feed / Rate per 10 secs
Zee Network Zee TV, Zee Cinema, ETC Punjabi, Zee Music
Zee TV – 3 lacs Approx
Rs.1937/-
Sony Set Max, Set Asia Set Asia 1.4 Lacs Same Beam in UK, EU & Russia
Star Network Star Plus, Star News,
B4U Music & Movies B4U Music, B4U Movies
South for You
Sirasa TV
Sahara TV
Tamil Channel
NDTV 24x7
Sun TV Same feed as in India. Scheduling to be done to catch viewers in different markets
Gemini TV
Asianet Asianet Plus, Asianet t News
Zee clearly leads in terms of reach with 77% Share
London is the hub with more than half of the connections being there
77
34
62
13 12
Zee Sony TV Zee Cinema Zee Punjabi Zee Gujarati
Total Indian C&S Homes – 3.25 lacs
Radio in UK
There are currently 5 24-hour-a-day local commercial Asian radio stations across the UK:
Sunrise Radio, London: Catering to old and young audience alike. Primary programming centered around Bolywood. Latest Hits, Bolywood gossip, Chat shows & contests
Club Asia, London: The channel is primarily targeting second & third generation Asians with the broadcast compeletly in english. The channel boasts of a very chic kind of an image. Dedicated to the Asian youth in the UK. Plays bolywood, Bhangra, Asian Pop / Rock & Fusion. Main USP is non-stop music with the most happening RJs in town
Radio XL, Birmingham : Boasts of reaching out to the working community and young asians who are either into business or working and even have small families. Broadcasting is in English, Hindi, Gujarati, Punjabi, Benagli & even Urdu.USP of the channel is activations.
Sabras Sound, LeicesterMixed programming (multiple languages), possible weekly audience of upwards 2,20,000
Asian Sound, ManchesterPrimary languages where broadcast is done: Urdu, Gujarati, Bengali
Sunrise Radio- The Leading Asian Radio Station
The UK’s first 24 hour Asian Radio Station• Average wkly reach 536,000 nationally
Listenership Profile• 53% men• 47% women• 50% ABC1’s • Core audience age 15-44 (78%)
Source: RAJAR (Radio Joint Audience Research)
Radio more expensive than TV!
Station Rate No. of Spots Duration Days of Activity Cost(INR)Sunrise 2418 150 30 30 1088100
Plan has to be compulsorily be for 30 days duration & edit has to be 30 secs
Plan worked basis 5 spots per day
Station Location Format Frequency
ALL FM south Manchester Multicultural 96.9 FM
Angel Radio Havant, Hampshire Over-60s 101.1 FM
Awaz FM Glasgow Asian 107.2 FM
BCB Bradford Multicultural 96.7 FM (now 106.6 FM)
Cross Rhythms City Radio Stoke-on-Trent Christian music 101.8 FM
Desi Radio Southall, west London Punjabi 1602 AM
Radio Faza Nottingham Asian women's station 97.1 FM
Forest of Dean Radio Forest of Dean, Gloucestershire Rural community station 1521 AM, 1503 AM
GTFM Pontypridd, Glamorgan Local talk and music 106.9 FM (now 107.9 FM)
New Style Radio Birmingham Afro-Caribbean talk/music 98.7 FM
Northern Visions Radio Belfast general 100.6 FM (now closed)
Resonance FM central London Artistic community 104.4 FM
Shine FM Banbridge, county Down Christian 106.1 FM
Sheffield Live Sheffield Variety 93.2FM
Sound Radio Hackney, east London Multicultural 1503 AM (now closed)
Takeover Radio Leicester Children's radio 103.2 FM
Wythenshawe FM Wythenshawe, south Manchester Music and local talk 97.2 FM
Other Asian Stations in UK
DAB: Digital Audio Broadcasting
BBC also launched its Asian DAB service. Dedicated to Asians the programming is different across different
regions of the UK Transmitted through the Sky digital network In addition to the above, there are now a variety of stations available on
DAB, and also broadcasting via satellite, including:
Yaar FM
Punjab Radio
Asian Gold
Apna Radio
In cinema Advertising in UK
UK: The biggest market for Indian films outside India
In 2006, Bolywood flicks made to 7 out of the top 10 foreign language films
Asians are big cinema consumers:
83% of Asians go to the cinema, 42% of them go once a month
or more.
For a film where 81% of the audience is from an Asian background. The audience composition is as follows:
4-14 21%
15-24 26%
25-34 25%
35+ 27%
Male 46%
Female 54%
ABC1 81%
C2DE 19%
Events
Crowd pullers: Allows a variety of Asian especially Indian population to come together & interact through a common platform.
Popular Events Events centered around Bolywood Performances by TV & Film Starts
Cultural Festivals centered around festivals like Diwali Participating in Wedding expos in Indian dense regions Sponsoring & participating in Dandiya Events in USA
Association with Events like the Zee Carnival can help us get a lot of mileage. As they have extensive media to promote the event.
Recommendations
As in US TV will play the major role in creating reach. Zee TV will be the primary channel Regional can be catered by scheduling spots on Sun & Gemini
Events can play a major role in the UK due to higher concentration of NRI Population within a smaller geographical spread.
In Cinema activity will help boost brand recall. Radio not a very optimal medium due to High costs
Canada
Demographics
Nationality Population %age ApproxTotal 32987532 100 3.3 CrIndians 713330 2.2 7 Lacs
2.2% of the Population constitutes Indians
Areas of Concentration
Calgary ; Edmonton ; Montreal; British Columbia (Vancouver); Lower Mainland ; Southern Ontario ; Toronto
TV Channels in Canada(Total 27)
Channel / Network Bouquet of Channels Penetration Feed / Rate per 10 secs
Zee Network Zee TV, Zee Cinema, ETC Punjabi, Zee Gujarati,
Zee TV – 1.05 Lacs Same Feed for US Canada & the Carribean
Rs.1937/-
Sony Set Max, Set Asia Set Asia,
Star Network Star Plus, Star News, Star One
Separate Beams
B4U Music & Movies B4U Music, B4U Movies Same feed for US & Cananda
Jaya TV
Kairali TV
Sahara One
Tamil One
NDTV 24x7
Sun TV Same feed as in India. Scheduling to be done to catch viewers in different markets
Gemini TV
Asianet Asianet Plus, Asianet t News
Demographics
Asian Expats form the most sizeable ethnic group
30 37
16
12
32
12
32
66 58
81
85 6
5
83
67
4 5 3 3 4 4 1
0%
25%
50%
75%
100%
TotalGCC
SaudiArabia
UAE Oman Kuwait Bahrain Qatar
Arab Expats Asian Expats Others
Expatriates break-up
GULF
Asian Expatriates form 24% of GCC Population
Nationals64%
Arab Expats11%
Others1%
Asian Expats
24%
Asian Expats -70,78,800
Total GCC population 29,495,000
24%
Total GCC Asian Expat pop – 70,78,800
Indians mostly, & Pakistanis & Bangladeshis
Males
Graduates & Post
Graduates
68%
69%
14%
20 – 49 years67%
MIDDLE EAST MARKET:
Indians form the largest chunk with 68% of Asian expat popln share
33
26
21
15 14
12 12 12
0
5
10
15
20
25
30
35ZE
E TV
Sony
Star
Plu
s
Saha
ra
Zee
Arab
iya
Ary
Dig
ital
Zee
Cine
ma
B4U
UAE Asian Channel Study – Zee is the undisputable No.1
Rea
ch %
Dubai
Dubai Population: 1,422,000 (census 2006) UAE Nationals – 17% Expat Population – 71%
51% of expat is Indian Labour Population: 16% not categorized by ethnicity Internet Subscribers: 1,80,000 60% internet users are Asian
Radio is a popular medium Popular Stations are: Hindi / Urdu
Pulse FM City 1016 FM Hum FM Radio 4 FM
• Malyalam Radio
•Asianet Radio
•Hit 96.7 FM
•UAQ Radio
•Radio Asia