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P r e s e n t a t i o n O n S t r a t e g i c p l a n

f o r AT N N e w s

Syeda Rahanuma Ferdusy Haque

1310308030

Rifat Nahar Ritu 1310303030

Md. Sujon 121 0948 030

Tanzia Munir 1310080630

Sajid Hossain Khan 1230990030

Sadman Sakib Shovon1310399030

A P r e s e n t a t i o n b y S t r a t e g i c

M a s t e r s

A B O U T

AT N N e w s

•The local entertainment channel was

threatened by Indian Channel

•It is a sister concern of ATN Bangla

•First news channel

•News broadcast its first test transmission

on May 1, 2010 and officially went on the air

on June 7, 2010.

• Media Personality Mishuk Munier joined

ATN News as CEO

Business

Model•The main purpose of ATN news is to deliver

messages/news to the viewer’s

•Separate news program

•Youngnite , Box office , Power talk and

News Hour Extra

•Comprises of 4 broad step : News

collection , news content and video

making ,broadcasting and advertising

N e w s

C o l l e c t i o n•News reporter along with cameraman collects

information directly before the day the news will

be aired

•Other sources of information are APTN

,Associate Press (AP),some authentic

international Channels like CNN, BCC , Aljazeera

•Information are sorted based on Impact

,Proximity, Controversy Prominence, Currency

and Oddity

N e w s C o n t e n t a n d

Vi d e o M a k i n g

•If the information meets the criteria it transform

in the form of News

•Editor council team where Mr . Nurul Amin

Probhash , Associate Head of news gives a

final check to the content.

• Meanwhile ,the production editing team edits

the raw video and create a final version of the

report

•News presenter receives the content or reader

reports 2 hour befire the program starts.

B r o a d c a s t i n g

•The broadcasting team is

supervised by Pinaki Roy , Head

of Broadcasting.

•Programs in ATN news are

presented or broadcasted in 6

ways.

It shows a

background

voice reading

the headlines

only while the

video clips are

played

according

Some

packages

and OOV

can be

recorded

Youngnite , News

extra Hours ,

connecting

Bangladesh are

broadcasted live

from studio

.Phone , Skype

and video

conferencing aid

in broadcasting

the program.

RecordingHeadline

Making

Live

Programs

Structural version

of broadcasting

news

The presenter

starts with 2 or 3

sentences while

the headlines are

shown then the

presenters read

the details news.

It is an

pictorial ,

graphical or

Video based

presentatio

n of News

The broadcasting

station tries to

communicate

with the reporter

live from the

stations and the

reporter speaks

with the news

presenter mainly

over phone

OOV Packages Phono

A d v e r t i s i n g

Time slot are sold to the companies who wants

to advertise their product and service.Fig: Business Model

News

Collecti

on

News

content

Advertis

ing

Broadca

sting

Different Level of

Management

Different Level of

Management

Four components of

mission statement

ATN news does not have any separate

mission, vision or goal but they describe

themselves as

“A television for the commoners, of the

commoners’

Analysis of Valuable Resources and

Capabilities which results in distinctive

competencies

Analysis of Valuable Resources and

Capabilities which results in distinctive

competencies

Resources:

Tangible Resources: equipments that are

extremely essential in broadcasting their shows

and news.

Intangible Resources:

experienced and knowledgeable reporters and

employees

a sister concern of ATN Bangla

Create competitive advantage and customer value

Analysis of Valuable Resources and

Capabilities which results in distinctive

competenciesCapabilities:

Company’s skills at coordinating its

resources and putting them to

productive use

ATN News employees are extremely

strict in meeting deadlines

Strict rules in the station help them to be

more productive.

Human resource play a vital role in

ensuring profitability and profit growth

and sustained competitive advantage

C o m p e t i t i v e

A d v a n t a g e a n d

4 b u i l d i n g

b l o c k s•The distinctive competencies of ATN News are

their experienced and skilled employee and

their disciplined and organized working plan.

• Super efficiency is achieved through learning

effect and 'Lean' Principles to Service

Industries.

•Feedback system allows to increase customer

responsiveness.

•They are increasing their online presences

thus achieving superior innovations

• ATN news has a strong reputation for quality

that allows them to differentiate their services

from those of offered by rivals, thereby creating

Va l u e C h a i n

A c t i v i t i e s

Va l u e C h a i n

A c t i v i t i e sPrimary Activities:

R & D

Designing of the content and innovative

shows

Production

production team works 24 hours a day for

catering people with the latest news.

Va l u e C h a i n

A c t i v i t i e sMarketing and Sales

To sale the time and the slots at a highest price

possible and increase the reach as much as

possible

Customer Service

Communicating with the different cable operator

distributors

Customer feedback forms

Va l u e C h a i n

A c t i v i t i e sSupport Activities:Materials Management

Logistics

•Senior news producer leads the whole news production team in the news room

•One person functions the VTR player and another one operates the autoscript

•Senior producer uses a microphone for communicating with the news presenter and the presentation team

•. When the news begin, the presentation team hands over the telecasting part to the production team and after the telecasting it is again given to the presentation team

Va l u e C h a i n

A c t i v i t i e sHuman ResourceHuman Resource

412 employee

Skilled and experienced

Information System

Image source, a sound source, a

transmitter, a receiver, a display device,

and a sound device which are all part of

the information

P r i m a r y I n d u s t r y

S e g m e n t a t i o n

Media Industry

Broadcast Media (TV &

Radio)

Advertising Media

Electronic Media

Print Media

D i r e c t C o m p e t i t o r

Ekattor TV

Shomoy TV

Channel 24

Independent TV

News24 TV

24%

23%

22%

20%

10%

2%

Comperative TRP

ATN News Ekattor TV Shomoy TV

Channel 24 Independent TV News24 TV

I n d i r e c t

C o m p e t i t o rTV Channels

Channel i

Rtv

Ntv

Ekushe TV

Bangla Vision

Boishakhi TV

Online Newspapers

BDnews24

BanglaNews24

BanglaMail24

NatunBarta

JagoNews24

BD24Live

Online Version of Printed Newspapers

Prothom Alo

Ittefaq

Amar Desh

Samakal

Janakantha

Vorer Kagoz

D i f f e r e n t

S t r a t e g i c G r o u p Different strategic group based on what type of

program they focus.

e.g- Entertainment, News, Sports, Music, Movies,

Multi-focus and so on

ATN News, Shomoy TV, Ekattor Television, News24

falls under the same strategic group

They are following same strategies, same target

market and focuses the audience who are looking

for updated and instant news

ATN News is operating in this strategic group is

because the demand for updated news is very high

in our country

M i c r o e n v i r o n m e n tCustomers

Viewers

Companies

SuppliersSources of

Information

PublicEnvironmentalists

Pressure Groups

Civil Rights Society

CompetitorsNews channels

TV channels

Online Newspapers

Employees56 employees

Line Organizational Structure

M a c r o

e n v i r o n m e n t

Political turmoil

Change of government or change in

rules and regulations

Political factors

M a c r o

e n v i r o n m e n t

Legal issues

Long procedural system

increasing the entry

barrier

The Press Council Act of

1974, Article 39(1) –

freedom of media

The Press Council Act of 1974,

Article 39(2) – freedom

subjected to certain

restrictions and conditions for

the national security and

maintenance of international

relationship

M a c r o

e n v i r o n m e n t

I n d u s t r y L i f e

C y c l e• In 1964, first television signal broadcast by state owned

PTV network.

• Then BTV enjoys monopoly before late 90’s

• In late 90’s ATN, Channel I creates a hype for the

industry

• In the middle of 2000, the industry approaches to

maturity stage

I n d u s t r y L i f e

C y c l e•Late entrants such as ATN News,

Banglavision, Boishakhi Tv, Channel 9,

Channel 16, Diganta Tv, GTV and so on create

competition

•In the middle of 2010, the industry

approaches to decline because of disruptive

technology(Internet)

S w o t A n a l y s i s

S t r a t e g i c G o a l s

a n d

R e c o m m e n d a t i o n s•Strategic Goal =To double the TRP

margin within the next 5 years

Recommendation:•Make more effective and creative programs

•Give more concentration on using updated

technologies such as HD (High Definition)

technology

•Semi-skilled human resources should be trained

S t r a t e g i c G o a l s

a n d

R e c o m m e n d a t i o n s•Online marketing mediums such as face

book, twitter, and yahoo perhaps are used to

make more people noticed about the company. •It should introduce itself in the social work

field in Bangladesh as Corporate Social

Responsibility.

•Equal distribution of reach and share in urban

and rural area both

•Creating of their own application software

•Expand globally

S t r a t e g i c G o a l s

a n d

R e c o m m e n d a t i o n s Business Level Strategy

Broad Differentiation Strategy

They could make the talk shows they telecast different from other channels.

They could make shows which will offer investigative journalism but with a hint of comedy

Like “Last Week Tonight with John Oliver”

Focus StrategyConduct some news programs related to specialized fields

broadcast weekly programs that will discuss about the new studies made in the field

of physics/chemistry/biology/pharmaceutical science/finance.

S t r a t e g i c G o a l s

a n d

R e c o m m e n d a t i o n s Corporate Level Strategy

Diversification Strategy

i) Leveraging competency of ATN Bangla

where ATN News can use its distinctive competency to create

a new business unite in different industry

ii) Sharing Resources and Capabilities

Although ATN News has an official website, where they offer

news as small video clips and acquire online newspapers like

BDNews24.com.

iii) Strategic Outsourcing-Digital Media Marketing

S t r a t e g i c G o a l s

a n d

R e c o m m e n d a t i o n s Technology Strategy

First Mover in Bangladesh

ATN News has an official YouTube channel.

They can use it to show travel documentaries with 360 degree camera

Functional Level Strategy

Superior Quality

Superior Customer Responsiveness

Global Strategy

ATN News should expand their operations in countries like UK, USA and UAE,

where large number of Bangladeshis reside.

A n y Q u e s t i o n ?