The content of this report is based on

the information collected by me during

my tenure at ZEE MEDIA

Submitted By:-

Tabish Ahmed

Roll No:_13096

Company Profile

Essel Group was founded by Mr. Subhash Chandra in the year 1976.

Essel Group is a leading business conglomerate having diverse business presence across media, entertainment, packaging, infrastructure, education, precious metals and technology sectors.

Essel Group started as a commodity and trading firm in 1976.

Essel Group offers a strong portfolio of numerous entertainment and news channels, reaching millions of viewers in India and internationally. "ZEE" is considered as one of the strongest Indian Media brands across the world

OBJECTIVE

Objective – To study T.V advertising of Zee Purviya and

conduct market research on print media vs electronic media.

The above said objective can split up in to two parts:

1-To create awareness about Zee Purviya .

2-To analyse T.V advertising graph of Zee Purviya.

To compare the market of print media and electronic media.

∙ To know the preference pattern of consumers. That is,

whether they prefer print media or, electronic media for

advertising.

Following are the research problems that arise after doing

research:

Research Problem 1 – Is print media more preferable than

electronic media?

Research Problem 2 – Is print media a better source of

advertisement than electronic media?

Research Problem 3 – Can print media provide better

response rate than electronic media?

RESEARCH METHODOLOGY

To understand the pattern of consumer preference among print media and electronic media.The data used for the study had primary character to it. The primary data was collected through questionnaire method.. The procured data was analyzed by a simple percentage method and the results are supported with graphs and charts Primary source:

I also prepared a small set of questionnaire for common cable and satellite users for some important information regarding News channels and their perception relating to them. Their individual opinion and their expectation from news channel.

On the other hand, Descriptive research will enable us to define things. The sample size is 100 respondents and sampling technique used is random sampling. An interview schedule consisting of 10 questions was given to respondents. Their responses were then analyzed using excel.Analysis and interpretation of data was done on the basis of percentage method.Representation of the analysis is in the form of bar graph.

40.03

59.07

0

10

20

30

40

50

60

70

ZEE PURVIYA/RIVALCHANNELS

ZEE PURVIYA

RIVAL

ANALYSIS OF T.V ADVERTISING OF ZEE

PURVIYA

ANALYSIS

According to AdEX report, out of 522 advertisers, 209 are advertising

on Zee Purviya, whereas, 313 are advertising on rival channels. That is,

around 40.03% of advertisers in Bihar and Jharkhand prefer to advertise on Zee

Purviya.

The topic is market research on print media Vs electronic media in respect to

Zee Purviya.

This project helps the media industry to know about untapped market and grow

T.V advertising pie of Zee Purviya. It will enable the media industry to

understand the preference pattern of consumers. That is, whether they like to

advertise via. Print media or, Electronic media.

The project on “T.V advertising pie of Zee Purviya and market research on print

media Vs Electronic media” is self sufficient to explain about T.V advertising

pie of Zee Purviya as well as provides deep insight on consumer preference.

Electronic media slowly and steadily is spreading its influence on print media.

We are living in a digital world and today, people are trusting electronic media

to transfer valuable information.

It is true that print media is the oldest form of medium to advertise, but, with

electronic media growing exponentially, the share of print media can decrease.

On one hand, print media provides content quality than, on the other hand,

electronic media provides immediacy.

According to Television Audience Measurement (TAM) report, Zee Purviya has

34.1% of share among 15+years viewers and has 28% of share among 25+years

viewers Bihar/Jharkhand.

Heard About Zee Purviya

Figure 5Out of 100 respondents, 42% have heard about Zee Purviyawhereas, 58% have not heard about Zee Purviya.This shows that the channel is well advertised and respondents are well aware of it.

42

58

0 00

10

20

30

40

50

60

70

Yes No

HEARD ABOUT ZEE Purviya

HEARD ABOUT ZEE Purviya

Zee SWOT analysis

Strength:

The Zee mother brand

Detailed reporting (depth news of topic)

No biasness to political party

Weakness:

Less variety in program (as chat show)

Not shows news only for TRP

Anchor keep changing & no star anchor

Only try to give emphasis on serious news

Opportunity

News channels FCT (Free/fixed commercial

time) is highest in all genre. (according

pitch feb.)

After Hindi mass entertainment and Hindi

movies news channel are no. three position

on genre wise viewer ship share

Threats

News channel genre is the most competent

genre

New channel are also launching

FINDINGSFollowing are the major findings of the report:

42% of respondents have heard about Zee Purviya.

58% of respondents have advertised for something.

58% of respondents prefer to advertise on electronic medium.

54% of respondents admit that price is an influencing factor when they advertise.

69% of respondents would prefer to advertise on electronic medium if price of electronic media is

equivalent to print media.

64% of respondents take help of an agency to advertise.

8% of respondents advertise frequently.

57% of respondents read newspaper daily.

93% of respondents watch television daily.

49% of respondents believe that advertisement on print media is more influencing than on electronic

media.

68% of respondents have bought something after watching advertisement on electronic media.

40% of respondents believe that print media is more trustworthy than electronic media.

35% of respondents believe that advertising on print media is better than advertising on electronic

media.

36% of respondents believe that print media is easily accessible than electronic media.

41% of respondents believe that print media provides more consumer satisfaction than electronic

media.

52% of respondents believe that print media has a better response rate than electronic media.

40% of respondents believe that print media is more popular than electronic media.

41% of respondents believe that print media is more attractive when it comes to advertising than

electronic media

68% of respondents believe that reach of print media is better than electronic media.

Suggestions

It is advisable that to attract more

advertisers, managers of ZMCL must

target young executives of prospective

companies as majority of young people

prefer to advertise on electronic media.

It is also advisable that more emphasis

should be laid to increase awareness

about electronic media among people.

Conclusion

From the project report, we can conclude that:

42% of respondents prefer to advertise on

electronic medium.

58% of respondents believe that advertising on

electronic media is better than advertising on

print media.

33% of respondents believe that electronic media

has a better response rate than print media.

68% of respondents have bought something after

watching advertisement on electronic media

71% of respondents of the age-group of 20-30

years prefer to advertise on electronic media.