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Value Innovation In Hindi News Channels INSTITUTE FOR TECHNOLGY AND MANAGEMENT A Study of Value Innovation In Hindi News Channels. (An assignment in partial fulfillment of internal assessment requirements of paper “Research Methodology” for second term of Executive MBA with specialization of ITM Executive Education Centre, Kharghar in collaboration with Southern New Hampshire University) Faculty Prof. Anahat Hulyalkar By Ankur Prabhakar KH2009SMB 18P104, XVIII B Diptesh Sarnaik KH2009SMBA 18PO66, XVIII B Batch 18B – Group 2 Page 1

Research Report Hindi News channels

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Value Innovation In Hindi News Channels

INSTITUTE FOR TECHNOLGY AND MANAGEMENT

A Study of Value Innovation In Hindi News Channels.

(An assignment in partial fulfillment of internal assessment requirements of paper “Research Methodology” for second term of

Executive MBA with specialization of ITM Executive Education Centre, Kharghar in collaboration with Southern New Hampshire University)

FacultyProf. Anahat Hulyalkar

By Ankur Prabhakar KH2009SMB 18P104, XVIII B Diptesh Sarnaik KH2009SMBA 18PO66, XVIII B

Jasmeet K Bassan KH2009SMBA 18PO70, XVIII B Ramya Menon KH2009SMBA 18P101, XVIII B Richa R.M.Sinha KH2009SMBA 18PO38, XVIII B

Venkatesh Arjun KH2009SMBA 18P054, XVIII B

ITM EEC KHARGHAR

May 2010

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Value Innovation In Hindi News Channels

Acknowledgement

We would like to take this opportunity to acknowledge the contribution of certain people without which it would not have been possible for us to successfully complete this research.We would like to thank ITM Business School for giving us a chance to do the research on Hindi News channels. We would like to thank Prof. Anahat Hullikar for guiding us throughout the course of this project, and for enabling us to convert what was just a thought – writing a case of our own, that would, in the future, be used as an instrument for classroom learning – into reality. We would also like to thank to all the participants who completed our survey.

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Value Innovation In Hindi News Channels

AbstractIn the early 1990s, the Government of India (GoI) allowed the entry of private channels into the entertainment software industry. Since then, there has been a steady growth in the entertainment genre. Gradually, niche genres like Music, Sports, Kids, Movies (English, Hindi and regional languages) and News emerged.In the early 2000s, there was growth in the news genre in terms of audience share and number of channels. According to TAM, the overall television audience share of news channels increased from 1.5 per cent in 2001 to 6.9 per cent in 2010. Similarly, the corporate advertising spend in niche areas also increased as companies could reach specific viewer segments through these channelsThe data obtained from various sources suggest that the percentage of people watching Hindi news channels is far lesser then that of General entertainment channels. The AC Nielsen study shows that during the prime time 30% of the people watch General Entertainment channels whereas only 8% of the people watch Hindi news channels. This is a very bad news for our country because this data shows that the citizens are aware of the happening in the country. So the intension of this research was to find out the possible ways in which the viewership of the Hindi news channels could be increased. News media is largely funded by the advertisement revenue this is not a good picture because advertising accounts to more than 90% of the revenue. All the channels are chasing the mass market for the larger share of Eyeballs. Even the silly news are shown as breaking news to attract the audience. The news are repeated 24/7 just to keep the audience stick to their news channels. This news Channel have non sticky audience

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Value Innovation In Hindi News Channels

Table of Contents

Introduction..................................................................................................................................4

Literature Review.........................................................................................................................5

1. INDUSRTY OMNIBUS RESEARCH REGARDING STUDY OF VIEWS ON NEWS CHANNELS PREFRENCES......................................................................................................5

2. UMAR SURVEY BY AC NIELSON....................................................................................6

3. NEWS AUDIENCES INCREASINGLY POLITICIZED:......................................................7

Objective.......................................................................................................................................8

Methodology................................................................................................................................9

Data Analysis.............................................................................................................................10

Conclusion.................................................................................................................................20

Recommendations.....................................................................................................................21

Appendices................................................................................................................................22

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Value Innovation In Hindi News Channels

Introduction

In recent time when competition has reached its peak all the news channels try to provide best news from their side but still there is a huge wide gap between what they provide & the Expectation of the viewers. Hence our survey idea is based on value innovation which can be used by Hindi News Channels to bridge such gap.

Our report is based on the data collected from 24th of Feb 2010 to 12th

of may 2010 for the purpose of increasing the viewership of the Hindi News Channels. The survey asks viewers about their satisfaction with the Hindi News Channels.

The findings are organized into the following section: 1) An executive summary 2) The methods used 3)Strategy Canvas. 4) Detailed findings for each questions & 5) Patterns in the open ended question.

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Value Innovation In Hindi News Channels

Literature Review

The following is the list of different literature that we have consulted before we undertook our project. All these different pieces of work have helped us deciding the course of action that we may follow and also provided a starting point based upon which we have developed our methodology to achieve our objective.

1. INDUSRTY OMNIBUS RESEARCH REGARDING STUDY OF VIEWS ON NEWS CHANNELS PREFRENCES

CyberMedia1 Research has done a survey to understand the viewer’s perception, awareness & preferences .They have interviewed 703 households in Ambala, Delhi & MumbaiMethod used: The respondents were asked for their preferred channels without the aid of any recall card to capture their top-of-the-mind recall as well as total unaided recall. They were then provided with a preference card that listed 54 channels and they were requested to choose channels. In this way, top-of-mind, total unaided and total preference (sum of unaided and aided preference), were captured in the study and analyzed. 

Results shows that Hindi news channels are more popular than English. AajTak with 66% lead followed by Star news, Zee news & NDTV.

This study help us in understanding the preferences and also this act as benchmark for our study. This research has also helped us in determining the factors that people value during setting their preferences for a news channels

1

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Value Innovation In Hindi News Channels

2. UMAR SURVEY BY AC NIELSON

Method: The survey covers both mass & emerging media consumption habits of affluent Indians, including TV, Print, Cinema & Online. They have used random telephone calls, TV diaries, booklets in which samples of viewers record their TV viewing during measurement week. electronic gadgets like people meter are also used.

Calculation of reach:Universe : 10 individualsFor a single episode, if out of 10 people 6 saw at least 1 minute of

programme then, Reach : 6 out of 10Therefore , reach = 60%

Conclusion :The result of study shows that English is preferred language for newspapers bit television is consumed more in regional languages. Nine in ten affluent watch TV & nearly three-fourth read English dailies. Result also shows that rich segment also watches more movies outside home than other affluent segments. Magazine reading is not very strong amongst the affluent & more than 6 in 10 individuals do not read magazines.

This research helps in our study that the viewership also depends on the segments of people and their preference and lifestyle.

3. NEWS AUDIENCES INCREASINGLY POLITICIZED:

The study is based on the increasing political polarization reflected in public’s news viewing habits in US. The study is done on ABC, CBS, FOX & NBC in US. 46% of Republicans regularly watch cable news compared with 31% who watch network news.

The study also finds that ideology and partisanship also are at work in other media choices and attitudes. The signs of greater polarization in news choices stand against a backdrop of overall stability in the public’s

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Value Innovation In Hindi News Channels

preferences. Local TV news continues to be the most popular medium, but regular viewership is still below levels recorded in the mid-1990s.

The survey finds that many Americans – especially older people – look for in-depth news coverage. Moreover, a majority of college graduates (55%) say they better understand the news when they read or hear it rather than seeing pictures or video.

This study results helps us to know that attitude and preference shapes the news habit and thus in time spent for viewing news channels.

Objective

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Value Innovation In Hindi News Channels

1. We intend to study the viewership of Hindi News Channels operating in India based on various factors.

2. The secondary purpose behind the survey was to create Value Innovation for the Hindi News Channels by increasing their viewership & there by increasing the Revenue.

MethodologyBatch 18B - Group 2 Page 9

Value Innovation In Hindi News Channels

The data collection instrument in this survey is questionnaires collected through field based survey & Web based survey. Our location of survey was limited to the periphery of Mumbai. The questions records the degree to which Hindi News Channels are meeting viewers expectation and Space for their suggestions is also provided. The survey consist of ten questions measured on Non Parametric Test as the data collected was Ordinal and the Sample size was between 100 – 200 which is significant for using Non Parametric Test like - Kruskal Wallis Test & tools like Histrogram, Scatter Charts &Pie Charts etc. are used.

Sample Size: 170nos.

Construction of scales requires decision in the following areas.

a) Rating Scaleb) Ranking Scalec) Categorization.

Types & Sources of Data:

Sources of primary data areI) Businessmen II) Self EmployedIII) ServiceIV) Students &V) Housewives.

Data Analysis

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Value Innovation In Hindi News Channels

Below is the graphical representation of the Demography of

people surveyed.

Age21years and Below 17

22- 35 12036 – 50 23

50 and above 10170

As per Age

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10%

71%

14%

6%

Age

21years and Below22- 3536 - 5050 and above

Value Innovation In Hindi News Channels

Sex Female 39Male 131

170

As per Sex

Occupation

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23%

77%

FemaleMale

Value Innovation In Hindi News Channels

Business 28Self Employeed 13Service 107Student 16Housewife 6

170

As per Occupation

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16%8%

63%

9%

4%

Occupation

BusinessSelf EmployeedServiceStudentHousewife

Value Innovation In Hindi News Channels

IncomeBelow Rs 5000 525000 to 50000 87

Between 50000 to 1 Lakh 18Above 1 Lakh 13

170

As per Income

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31%

51%

11% 8%

Income Level

Below Rs 5000

5000 to 50000

Between 50000 to 1 Lakh

Above 1 Lakh

Value Innovation In Hindi News Channels

EducationLiterate 149Illiterate 21

170

As per Education

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88%

12%

Academic Details

LiterateIlliterate

Value Innovation In Hindi News Channels

Question 5: Effectiveness of special reports.

In the survey of this question it is found that 48% feels that the special report programs are not interesting or over analyzed, 29% feels that the reports are irrelevant and only 16% feels that the reports efficiently deals with the social problems .

Special ReportIrrelevant 49Not Interesting, over analyzed 82Efficiently deals and fights with social problems 28Very Useful 11

170

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29%

48%

16%6%

Effectiveness of Special Report

Irrelevant

Not Interesting, over analyzed

Efficiently deals and fights with social problems

Very Useful

Value Innovation In Hindi News Channels

Question 6: About Breaking news.

42% of the surveyed population feels that the current practice of showing breaking news is sensationalizing the news whereas 36% feels it is to increase the viewership, 12% feels it is to inform the audience and 12% can’t read.

Breaking news

Sensationalising the news 72

Increase the Viewership 61

Inform the audience 17

Cant read 20

170

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42%

36%

10%

12%

Survey about Breaking News

Sensationalising the news

Increase the View-ership

Inform the audience

Cant read

Value Innovation In Hindi News Channels

Question 7: Special Ticker.

If special scrolling ticker is introduced then 45% would like to see important breaking news,18% market news,9% sports news,8% pollution news,3 % discounts and offers availed and 4% ticker not required & 3% can’t read.

Spl tckr

Important breaking news 76

Discount and offers 6

Market news 31News related to education & jobs 1

Pollution report 14

Sports news 16

Ticker is not required 6

Cant read 20

170

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45%

4%

18%1%

8%

9%4% 12%

Important breaking news

Discount and offers

Market news

News related to education & jobs

Pollution report

Sports news

Ticker is not required

Cant read

Special Ticker

Value Innovation In Hindi News Channels

Question 8: Effect of background music in viewership.

If the background music is not played in news it is found that it would not have any effect on the viewership of 63% whereas it would positively impact the viewership of 16% and negatively impact 21%.

Effect of background music:No Effect 107Positive 27Negative 36

170

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45%

4%

18%1%

8%

9%4% 12%

Important breaking news

Discount and offers

Market news

News related to education & jobs

Pollution report

Sports news

Ticker is not required

Cant read

63%16%

21%

Effect of Background Music on viewership

No EffectPositveNegetive

Value Innovation In Hindi News Channels

Question 9: Patterns in open ended question.

News Delivery 38 25%

Authenticity 15 15%

Content 82 55%

Advertisement 7 5%

Satisfied 1 1%

143 100%

We received total 143 suggestions out of total sample size of 170 . This was further thoroughly read and evaluated in order to get a feeling for the data. Then it was categorized as per the different theme comments into categories such as “Content”, “News delivery”, etc. At least one category was provided to each response by the help of “coding”.

“In providing feedback on the Hindi news channels, some 55% of the respondents spoke about content. The main issues raised included improvising the news intensity and range. 38% of the suggestions demonstrated high dissatisfaction with the news delivery technique and methods currently followed. Around 22% complained about the lack of genuineness and legitimacy in the news. To a lesser extent (7%), disturbance due to the longer duration of the TV commercial breaks was mentioned. The following comments from a respondent illustrate these points:

Make it more "cynosure for eyes", information rich, prompt and focus on relevant and contemporary news

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63%16%

21%

Effect of Background Music on viewership

No EffectPositveNegetive

Value Innovation In Hindi News Channels

ek chotta sa break""- it doesn’t mean anything for them but for us it’s a time waste.

ConclusionCONCLUSION

Areas of ExcellenceHindi News channels have certain areas where they have been consistently performing well. These are essentially the strengths of the brand. They need to capitalize on these strengths to increase their market share and brand loyalty. Areas Needing Improvement

Content: Diversification of News Frequency of Advertisement All above are major concern. Also dissatisfaction among income groups.

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Value Innovation In Hindi News Channels

Recommendations

New ticker containing imp brkng news Create opportunity for putting advertisement Th is will improve the content and could also help in giving diversification Dissatisfaction due to more add could reduce Concentrate on Needs of all Income Groups As per nationals survey maximum population lies in the age group of 22 – 50 Around60% of the population contains people of this age group. Hence if this category of people are focused then the viewership could show a

positive increase. Also as this income group has good spending potential it will attract more

advertisers. And in turn channels can improvise their revenue generation through the advertisement.

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Value Innovation In Hindi News Channels

Below Rs 5000 5000 to 50000 Between 50000 to 1

Lakh

Above 1 Lakh2.52.62.72.82.9

33.13.23.33.4

Score

Score

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Value Innovation In Hindi News Channels

Appendices

Questionnaire

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Value Innovation In Hindi News Channels

LIMITATIONS : 1) Due to time constraints survey could not be carried out for a large and diversified population.2) Our respondents are mostly professionals, students and faculty members.3) This research is mainly based on media and in media we have covered only TV news channels. The study has not included any radio, newspaper or other entertainment channels.

Bibliography:

Donald R Cooper and Pamela S Schindler - Business Research Methods

David P Doane and Lori E Seward – Applied Statistics in Business and Economics

Websites

http://www.zeetelevision.com/investor-relations/financials-annual.html

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Value Innovation In Hindi News Channels

http://www.tamindia.com

http://in.nielsen.com

http://star.co.in/rates.asp

http://aajtak.intoday.in/

http://www.ndtv.com/news/index.php

http://www.indiatvnews.com/

http://starnews.indya.com/

http://www.zeenews.com/

Glossary

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