Brand audit on india tv

“Brand Audit on India TV”

=

(With Special Refernece Independent News Service Pvt.
Ltd)”

SUMMER INTERNSHIP REPORT

Submitted for the Partial Fulfillment of MBA Degree

Of

AMITY UNIVERSITY, UTTAR PRADESH

In the

FACULTY OF MANAGEMENT

By

BHAVNA DUGGAL

A1808709015

INDUSTRY GUIDE FACULTY GUIDE

Mr. MANOJ SHARMA Prof. AJIT KUMAR PANDEY

GROUP BUSINEES HEAD FACULTY, A.I.B.S.

INDEPENDENT NEWS SERVICE Pvt. Ltd. AMITY UNIVERSITY

NOIDA (U.P) NOIDA (U.P.)

AMITY INTERNATIONAL BUSINESS SCHOOL

AMITY UNIVERSITY- UTTAR PRADESH

AMITY INTERNATIONAL BUSINESS SCHOOL Page 1


June 2010

CERTIFICATE OF ORIGIN

This is to certify that Miss BHAVNA DUGGAL, a student of MBA- 3continent, Amity
International Business School, Noida, has worked in INDEPENDENT NEWS SERVICE
Pvt. Ltd. Under the able guidance and supervision of Mr. Manoj Sharma, Group business
head. The period of which she was on training was for 8 weeks, starting from 1 st may 2010
to 30th June 2010. This Summer Internship report has the requisite standard for the partial
fulfillment the Post Graduate Degree in International Business. To the best of our, knowledge
no part of this report has been reproduced from any other report and the contents are based
on original research.

(Prof. Ajit Kumar Pandey) (Bhavna Duggal)
(Faculty Mentor)



ACKNOWLEDGEMENT

Carrying out a project like this can never be the outcome of the efforts of a single person;
rather it bears the imprints of a number of persons who directly or indirectly helped me in
completing this project. It gives me immense pleasure, to take the opportunity of expressing
my sincere gratitude towards colleagues, mentors and seniors whose sincere advice made my
project period educative & pleasant one.
I would like to express my heart-felt gratitude towards my Mentors Mr. Manoj
Sharma, for giving me the opportunity to work on this challenging project and supporting
me throughout my project life.
I take this opportunity to thank Mr. Amit (Marketing, Account planning) who was with me
to help me out in all the small as well as the major issues that I faced. She guided me on a lot
of aspects throughout the project duration.
I would like to thank the faculty members of my institute who have been a guiding
light right from day one and whose encouragement and support; have helped me complete
my project. I wish to place on record my gratitude to Prof. Ajit Kumar Pandey (faculty
AIBS Noida) for providing me an opportunity to work on a project of such importance. My
stay in the organization has been a great learning experience. This exposure has enriched me
with knowledge and has also introduced me to the attributes of a successful professional.

(BHAVNA DUGGAL)



TABLE OF CONTENTS

Executive Summary ……………………………………………………… 05 – 06

Chapter 1: Introduction…………………………………………………..07 – 33

 Introduction to Brand Audit…………………..08 – 19

 India TV…………………….20 – 24

 Marketing Strategies……………………….25 – 27

 Media & Entertainment- Industry………….28 – 33

Chapter 2: Research Objective and Research Methodology…………..34 – 49

 Objective & Rationale ……………35

 Methodology…………….36-42

 Instruments used for Data Analysis…………42-49

Chapter 3: Consumer’s Analysis & Findings…………………………..50 – 89

Chapter 4: Limitations of the Survey…………………………………...90-91

Chapter 5: Recommendations & Conclusions………………………….92–95

References

Case Study

Questionnaire

Synopsis



Executive Summary

India TV, a Hindi News Channel is being tracked in the project. The objective of our project
was to measure the brand image of India TV, analyze the viewership pattern of India TV and
the comparative analysis of India TV with its main competitors.

The brand tracking was done through a combination of quantitative and qualitative
methodology. And, analysis of viewership pattern was done through with the help of SPSS
software and questionnaire.

In quantitative, a suitable adaptation of Young and Rubicam’s BAV has been used to identify
the performance of the brand. For BAV we framed a questionnaire of 14 questions (refer
appendix 2). The respondents taken were 30. For qualitative analysis of the brand, laddering
interviews were conducted and attributes-consequences-values identified and plotted on
hierarchical map.

Apart from this, 200 respondents were taken for the analysis of viewership pattern and for the
comparative analysis. The questionnaire made for this analysis was different. (Refer
appendix 1).

From laddering we came to know that most of the respondents preferred news channel
because of the infotainment factor which rejuvenate, give information, keep updated them
and help them in societal conformance and also in personal attainment.

Thus, this news channel needs to be concentrated and cased upon.

From BAV, we found out that India TV as a brand score very high on the parameter brand
knowledge but low on brand esteem and on the other hand brand relevance is very high as
compared to brand differentiation. This lead to the inference that there may be a problem
with brand image and personality. Hence, a study of BAV may not be enough. Moreover,
India TV falls in the leadership/declining quadrant as per the result of the analysis. The point
suggests that the brand is declining, thus it needs to improve upon its differentiation and
relevance which will impact the overall esteem. Also, it needs to concentrate on softer
aspects like different features and presenters in India TV.

So there is a possibility to incorporate some changes related to differentiation and
repositioning.



From another questionnaire, we get to know that viewers watch India TV a lot. And they
enjoy watching our news channel but if we compared with the brand asset valuator. Then, we
conclude that –

“VIEWERS DO WACTH INDIA TV, BUT BRAND IMAGE OF INDIA TV NEEDS
TO BE IMPROVED”.

If we take a look on comparative analysis, then NDTV India tops the viewership market and
brand image is also good. But on the other hand, Star News got the highest scores in brand
analysis. Main competitors of India TV are NDTV India, AAJ TAK and Star news.

Viewers need something which aware them educate them and also give enjoyment while
watching news channel. India TV, did a good job till now but they need to decrease
sensationalize programs and add more educational programs with some entertainment, which
can help to make them infotainment channel.

.



CHAPTER 1:

INTRODUCTION

1.1 Introduction to Brand Audit
1.2 Introduction to India TV
1.3 Positioning strategies
1.4 An Overview of Media & News- Industry

Introduction to Brand Audit


Brand: -

A brand is a “name, term, sign, symbol, or design, or a combination of them, intended
to identify the goods and services of one seller or group of sellers and to differentiate them
from those of competition.” Technically speaking, then, whenever a marketer creates a news
name, logo, or symbol for a new product, he or she has created a brand. The key to creating a
brand is to be able to choose a name, logo, symbol, package design, or other characteristic
that identifies a product and distinguishes it from others. These different components of a
brand that identify and differentiate it are Brand elements.

Elements of the brand:-

The brands are intrinsically striking and their role is to create an indelible impression.

Intrinsically striking

The visual distinctiveness of a brand may be a combination of any of the following: name,
letters, numbers, a symbol, a signature, a shape, a slogan, a color, a particular typeface. But
the name is the most important element of the brand as its use in language provides a
universal reference point. The name is also the one element of the brand that should never
change.

This is not to say that brands achieve true visual distinctiveness through their names alone.
Nike without its tick-like swoosh; and McDonald’s without its Golden Arches would be paler
properties indeed. Brands like these- and many thousands of others – rely for their visual
distinctiveness on the harmonious combination of these elements and the consistency with
which this is maintained.

Creating an indelible impression

In developed economies consumers have an astonishing-often bewildering-array of choice.
There are, for example, dozens of car manufactures, hundreds of car models and thousands of
different vehicle specifications to choose from. The diversity of choice puts pressure on those
making or selling products or services to offer high quality, excellent value and wide
availability. It also puts pressure on them to find more potent ways of differentiating
themselves and securing competitive advantage.



Much of the skill of marketing and branding nowadays is concerned with building equity for
products whose characteristics, pricing, distribution and availability are really quite close to
each other. Take cola drinks, for example. Coca-cola and Pepsi cola are able to dominate the
world wide cola market. The power of their bottling and distribution systems no doubt plays
a part in this, but the main factor is the strength and appeal of the two brands to consumers.
The strong, instantly recognizable names, logos and colors of these two brands symbolize
their makers’ promise that consumers’ expectations will be fulfilled, whatever the subtleties
of these might be.

The real power of successful brands is that they meet the expectations of those that buy them
or, to put it another way, they represent a promise kept. As such they are a contract between a
seller and a buyer: if the seller keeps to its side of the bargain, the buyer will be satisfied; if
not, the buyer will in future look elsewhere.

Brands as business assets

The value to businesses of owning strong brands is incontestable. Brands that keep their
promise attract loyal buyers who will return to them at regular intervals. The benefit to the
brand owner is that forecasting cash flows becomes easier, and it becomes possible to plan
and manage the development of the business with greater confidence. Thus brands, with their
ability to secure income, can be classified as products assets in exactly the same way as
other, more traditional assets of a business (plant, equipment, cash, investments and so on).

The durability of brands, the quality of their earning power and their widespread appeal make

“The Totality of What the Consumer Takes Into Consideration about a Product
Before Making a Purchase Decision.”

Importance of Branding

Branding is about the values generated in the minds of people as a consequence of the total
sum of marketing communication efforts. It is the systematic process of understanding and
managing the perceptions and experiences customers have with a brand in a manner that
creates added value and preference over competitive alternatives (Broderick & Pickton,
2001). Managing consumer perceptions through branding is an integral part of every
company who owns successful brands, having realized the value that is developed both for
the company and the customers, as can be seen in Figure 1 below



The challenge of branding is to develop a deep set of meanings or associations for the brand
(Armstrong et al., 1999). There is much agreement about the importance of building strong
brands and the benefits derived from strong brands (Aaker, 1996; Kotler, 2000).
Customers care about style, status and the reassurance gained in purchasing a brand,
compared with the functional benefit. Ambler (1996; as cited in Resonates, 2002) agrees with
this idea, defining brand as “a bundle of functional, economic and psychological benefits for
the end user”.

Brand Equity

As a new competitive environment is emerging, which is primarily characterised by
decreasing product divergence, increasing media costs and the integration of markets, it is
essential to engage in brand equity or brand building activities at present and in the imminent
future (Tripodi, 2001). There is no universally accepted definition of brand equity. According
to Aaker (1996), brand equity is “a set of brand assets an liabilities linked to a brand, its
name and symbol, that add to or subtract form the value provided by a product to a firm, or to
a firm’s customers”. Whereas Leuthesser, et al. (1995) write that “brand equity represents the
value (to a consumer) of a product, above that which should result form an otherwise
identical product without the brand’s name. In other words, brand equity represents the



degree to which a brands name alone contributes value to the offering (again, form the
consumers’ perspectives)”. Both definitions limit brand equity to the value of a product,
derived solely from its name, to either customers or the firm. Brand equity, however, is
multi-dimensional and should relate to three distinct elements, as shown in Figure 2 below.

Customer-based brand equity occurs, when the customer is familiar with the brand and holds
favorable, strong and unique associations about the brand (Roy, P., 1998). Key determinants
of the customer-based brand equity concept are brand image, brand awareness, perceived
quality and brand loyalty (Roy, P., 1998). Based on previous research into sponsorship
objectives (Heerden, 2001) brand awareness and brand associations (image) are the most
relevant dimensions of sport sponsorship. The desired outcome from high brand equity is
brand loyalty, i.e. a high degree of repeat business (Resonates, 2002). A highly loyal
customer base is an extremely valuable asset, providing sales and profits, reducing the costs
of customer acquisition and marketing, as customer retention is usually cheaper.

Brand Awareness

Brand awareness, as an integral component of brand equity, is an essential part for the
communications process. Rossiter and Percy (1987) go as far as stating that brand attitude



cannot be formed, and the intention to buy cannot occur unless brand awareness has
occurred.
Brand awareness has a crucial role in the consumer decision making process and in
determining the consideration set, which is the small set of brands a consumer gives serious
attention to when making a purchase (MacDonald & Sharp, 1996), as demonstrated in Figure
3 below.

A brand that the consumer is not aware of is not considered and cannot be chosen.
Consumers are aware of a large number of brands when making purchase decisions, and
brands with higher awareness levels are more likely to be part of the final purchase decision
(MacDonald & Sharp, 1996). Wilson (1981 as cited in MacDonald & Sharp, 1996)
confirmed in a consumer choice study, that over 70% of consumers selected a known brand
of peanut butter from among a choice of three, even though blind taste tests had determined a
different brand to have better quality.
This suggests that the higher the position of the brand in the consumer’s mind, the higher the
purchase intention, as shown in Figure 4 below.



Brand awareness is also said to influence the brand’s perceived quality, as found in a
consumer choice study by Hoyer and Brown (1990, as cited in MacDonald & Sharp, 1996).
MacDonald et al. (1996) argue, that brand awareness “can determine which brand is chosen
from the consideration set”. Further, it was acknowledged that brand awareness is one of the
four major brand equity builders, and can lead to sustainable competitive advantages (Aaker,
1996).

Why is Brand Awareness Important?

You may be asking yourself, is brand awareness really all that important? You may be saying
to yourself, I have plenty of customers and sales are decent, why bother? The answer is:
There are few things more worthwhile than investing time in your brand’s awareness. It can
play a major role in purchasing decisions. The reality is, the more aware consumers are of
your product and your brand, and the more likely they are to buy from you.

Maintaining Brand Awareness

It is important to keep working at the issues and activities identified. Pay attention to how
customers are responding to products, packaging, displays, and messages. Look for ways to
improve the image you are trying to get across. Ask your customers for suggestions. Work to
maintain a consistent presence in the market place. This can mean a location and regular
times where customers can reliably expect to find you.



Brand Association

A brand association is anything linked in memory to a brand (Aaker, 1991:109-110). This
link becomes stronger when it is based on a consumer’s frequent experiences with a specific
brand. Brand associations provide great value since they represent bases for consumers’
purchasing decisions as well as their level of brand loyalty. Brand associations enable
companies to differentiate their brands in the market and this can prove to be a key
competitive advantage. They give consumers a reason to purchase products by affecting their
feelings and attitudes. In addition, brand associations provide the basis for companies in their
extension efforts. Many brand associations involve product attributes or customer benefits
that provide a specific reason to buy and use the brand (Aaker, 1991:112). Some associations
influence consumers’ purchase decisions by providing credibility and confidence in the
brand. Managers are interested in both the intensity and the strength of brand associations.
Their primary focus is on those associations that may affect consumers’ purchasing decisions
directly or indirectly. The concept of brand associations was first discussed by Anderson
(1983:75) within his “Architecture of Cognition” theory. This was a complex, comprehensive
model of memory. In this model, nodes represent concepts stored in long-term memory.
These nodes are interconnected by links of varying strentgh, depending on the proximity of
the concepts to which they refer. A brand association is a node linked to a particular brand.
According to Keller (1993:3), these brand associations constitute the consumers’ image of
this brand: “brand image is defined as perceptions about a brand as reflected by the brand
associations held in consumer memory”. Keller classifes brand associations into three major
categories: attributes, benefits, and attitudes. Attributes are those descriptive features that
charactarize a brand, such as what a consumer thinks the brand is or has. Benefits are the
personal value consumers attach to the brand attributes, that is, what consumers think the
brand can do for them. Brand attitudes are consumers’ overall evaluations of a brand. Keller
suggests classfying the various types of brand associations in 9 dimensions, while Aaker
(1991) puts forward 11 dimensions. Korchia (1999) established 15 categories of associations:
the company, other organizations, brand personality, celebrities and events, typical users,
typical usage situations, product category, price, communication, distribution, product-
related attributes, functional benefits, experiential benefits, symbolic benefits and attitude.



Brand Uniqueness

Brand Uniqueness can be defined as being different or unique from other brands. Brand
Uniqueness positions need to be authentic, an extension of your core values and something
that can be delivered with integrity.

Here is a partial list of differentiating possibilities for your brand. There are many more.

• Your credentials
• Your physical attitude
• Your mental attitude
• Your heritage
• Your expert team
• Your special ingredients
• Your speed of action
• Your technology
• Your lack of something
• Your pioneer status
• Your geographical location
• Your niche markets
• Your social consciousness

From above graphs, we can easily interpret that Brand Uniqueness of India TV is very
high in all ways.



BRAND LOYALTY

Brand loyalty is a consumer’s preference to buy a particular brand in a product category. It
occurs because consumers perceive that the brand offers the right product features, images, or
level of quality at the right price. This perception becomes the foundation for a new buying
habit. Basically, consumers initially will make a trial purchase of the brand and, after
satisfaction, tend to form habits and continue purchasing the same brand because the product
is safe and familiar. Brand loyalists have the following mindset:
• “I am committed to this brand.”• “I am willing to pay a higher price for this
Brand over other brands.”
• “I will recommend this brand to others.”

Why is Brand Loyalty Important to the
Bottom Line?
There are three main reasons why brand loyalty is Important:

• Higher Sales Volume – The average United States company loses half of its customers
every five years, equating to a 13% annual loss of customers. This statistic illustrates the
challenges companies face when trying to grow in competitive environments. Achieving
even 1% annual growth requires increasing sales to customers, both existing and new, by
14%. Reducing customer loss can dramatically improve business growth and brand loyalty,
which leads to consistent and even greater sales since the same brand is purchased
repeatedly.

• Premium Pricing Ability – Studies show that as brand loyalty increases, consumers are
less sensitive to price changes. Generally, they are willing to pay more for their preferred
brand because they perceive some unique value in the brand that other alternatives do not
provide. Additionally, brand loyalists buy less frequently on cents-off deals – these
promotions only subsidize planned purchases.

• Retain Rather than Seek – Brand loyalists are willing to search for their favorite brand
and are less sensitive to competitive promotions. The result is lower costs for advertising,
marketing and distribution. Specifically, it costs four to six times as much to attract a new
customer as it does to retain an old one



To test the Brand Loyalty of India TV, we have asked many questions to the viewers.

Brand Trust
Brand Trust can be defined as a Feeling of security held by the consumer in his/her
interaction with the brand, that it is based on the perceptions that the brand is reliable and
responsible for the interests and welfare of the consumer. First, brand trust involves a
willingness to put oneself at risk, be it through reliance on the promise of value that the brand
represents. Second, it is defined by feelings of confidence and security. Third, brand trust
involves a general expectancy because it cannot exist without some possibility of being in
error. Fourth, it is related to positive or non-negative outcomes. Fifth, it requires making
dispositional attributions to the brand such that it is regarded as reliable, dependable, and so
on.
If brand trust increases, then brand values increases or vice versa.

Branding the News Channel in India

With close to 30 channels dotting the Indian skies and a few more in the offing, news is
without doubt the most happening segment in the television industry. As per a recent study
by TAM Media Research, the category witnessed a whopping 74% growth in viewership in
2009, and is slated to grow further this year.

However, the entry of more news channel has also made for a clutter in the market, making
channels realize the need for brand building. While channels such as Aaj Tak ( Sabse Tez)
and Star News ( Aapko Rakhe Aage) have positioned themselves on the speed and high
impact plank, Zee news claims to offer the most in-depth coverage. NDTV has positioned
itself on the truth platform, while Channel 7 claims to bring to its viewers everything that
revolves around life, with its Zindagi Live tagline. The news entrant in the news space
market CNN-IBN is banking on hardcore journalism aspect.

It is quite easy to break loyalty on television as all one needs to do is switch channels.
Therefore, it is essential for the news channels to tell the viewers where their core
competence lies – whether their channel’s strength lies in delivering news faster than the rest,
or whether it specializes in providing the most in-depth information.



The branding exercise

The first and the most important component of branding are to have an appealing logo, which
reflects the strengths as well as the characteristics of the news channel. A lot of news
companies prefer to use bright colors like red and orange as they are very appealing to the
eye. To ensure greater brand recall, channels are investing in redoing their logos, which are
designed to be in sync with their brand message.

The Star News logo, for instance, underwent a major face-lift recently,
with the help of BBC Broadcast Design, which, according to a
spokesperson from the channel, has been designed to reflect the
channel's promise to impact the lives of its viewers. In order to
enable people to sample its channel, Star News has tied up with the
Mumbai and Delhi airports to play the channel in their lounges. Channels such as Aaj Tak
are trying to expand their viewership through cross-promotions on other channels such as
Sony and MTV.

A recent trend has emerged in branding the new news channels. New or soon-to-be-launched
news companies, to bring more credibility in their news, are tying-up with global news
companies. Take for example, CNN-IBN. It is a joint venture between TV 18 Group, GBN
(promoted by Radeep Sardesai, former Managing Editor of NDTV) and Turner International.
Similarly, Times Now, an English news channel from BCCL, owners of popular newspapers
like The Times of India, The Economic Times, Femina, etc., has collaborated with Reuters.

Such tie-ups and partnerships not only manage to add to the content and infrastructure of
news channels, but also help in bringing in credibility to the news channels, thereby helping
them in brand building



Brand Audit

In determining the strengths and weaknesses of an existing brand, or to cover all your bases
when establishing a new brand, a brand audit will prove to be of great value. A generalized
list of audit categories follows, but we go much further into the issues you see below when
conducting an audit for a client.

The chart below is a mind map, a technique created by Ton Buzan to depict relationships and
present them in a rather organic form.



Introduction to India TV
HISTORY: -

India TV (India TV interactive Pvt Ltd) is a Hindi news channel based in Film City,
Noida, India. Although, projected as a news channel, it has been accused of broadcasting
stories and segments which have little journalistic integrity.

The channel was launched on May 20, 2004 by Rajat Sharma and wife Ritu Dhawan.
The channel is the flagship service of Independent News Service, was co-founded by sharma
and Dhawan in 1988. Prior to launching India TV, Sharma was a known face on Indian
television since 1992, having previously been the anchor of Aap ki Adalat on Zee TV and
Janata Ki Adalat on Star TV. Independent News Service received investment from Fuse +
Media, an entity of ComVentures, a venture capital firm based in Palo Alto, California with
over $1.5 billion of assests under management. Further investments have valued Independent
News Service at Rs. 500 crores.

Rajat Sharma Chairman – Independent News Service Pvt. Ltd.

Rajat Sharma is Chairman and Editor-in Chief of India TV, the Nation’s most watched
news channel. He is best known for his popular show ‘ Aap ki Adalat’. The show has
continued to captivate viewers for a record 16 years. He has grilled over 500 personalities
with a trademark smile in the longest running television show in India’s television history.
Before branching out into television in 1992, Mr. Sharma had distinguished 10 year tenure in
the print media, where he was the Editor of some important national publications. The
transitions from a successful print Editor to an international televsision news personality, and
then from a ‘manager-enterpreneur’ to an ‘entrepreneur-manager’ are, perhaps, uique in the



Indian media. He created history by launching India’s first private television news bulletin in
1995. This bulletin was beamed across satellite footprints in Asia, Europe and North Africa,
and it became the beacon light of freedom and impartiality in the Indian television news
genre. In 1997, Mr. Sharma continued to host the popular primetime television show ‘Janata
Ki Adalat’ on Star Plus. This show got him the best anchor felicitation several times,
including the Indian Television Academy Lifetime Achievement Award. Nation-wide survey
conducted by Hindustan, the leading Hindi daily, named Mr. Sharma as the Hero of the
media industry. In their citation, the editors of Hindustan noted that “with his commitment to
win in the market, Mr. Sharma changed the very meaning of television news and he did not
rest until he had taken India TV right at the top. “Under Mr. Sharma’s leadership, India TV
has created benchmarks in innovation, impact, ratings, time spends, and viewer-support.
Indeed, India TV’s news breaks have inspired talk shows on rival channels, Bollywood films,
BBC documentaries and articles in Time Magazines, even Amul hoardings. The channel’s
popularity is no accidents. It is the result of the efforts of a self-made man who kept both his
feet firmly to the ground, a journalist for whom the viewer’s interest has been paramount.



Mission Statement

India TV informs, entertain the India and aim to become the voice of India.
India TV is not merely a news channel, it's a movement to give more
credibility to TV news reporting. It's an endeavor to give the viewers a feeling
that there is a channel that stands up for their rights, for them.



VISION STATEMENT

“INDIA TV will be the voice of freedom from the India. It will highlight the issues of
concern and daily news through information, discussion and entertainment. India TV will
propagate transparency of responsibility that will ensure its position as the most credible and
meaningful source of information, through quality programming based on issues. India TV
will provide infotainment audiences can relate to, thereby creating loyalty and response;
India TV will forge an alliance amongst its three Stakeholders – viewers, advertisers and
stakeholders to maximize viewership”.

Basic Objective:-
Like all other profit organizations, India TV basic objective is revenue generation.

Value statement:-
• We are a team.
• We respect each other.
• We encourages self-development.
• We hold high expectations.
• We embrace change.
• We value our Viewers.
• We provide exceptional service that leaves an impression.
• Consistent infotainment service and production quality.



Company Logo:-
All companies must have a pictogram, or single visual statement that represents the entire
idea behind that symbol. India TV’s logotype enjoys the same reputation with the audience,
stakeholders and employees.

Representing the true strength of the channel, which is unbiased, accurate and timely 24-
hours news in hindi language. India TV's logo is the first animated TV logo in India where its
colour too changes according to the day part. That would mean the day time colour is
different from the evening time.).

• Portion used: The entire logo is used to convey the meaning intended and avoid
tarnishing or misrepresenting the intended image.
• Low resolution: The logo is of a size and resolution sufficient to maintain the quality
intended by the company or organization, without being unnecessarily high
resolution.
• Purpose of use: The image is used to identify the organization India TV, a subject of
public interest. The significance of the logo is to help the reader identify the
organization, assure the readers that they have reached the right article containing
critical commentary about the organization, and illustrate the organization, and
illustrate the organization’s intended branding message in a way that words alone
could not convey.
• Replaceable: Because it is a logo there is almost certainly no free equivalent. Any
substitute that is not a derivative work would fail to convey the meaning intended,
would tarnish or misrepresent its image, or would fall its purpose of identification or
commentary.

SLOGAN



POSITIONING STRATEGIES

India TV was launched in middle of 2004 when the numbers of news channels on TV were
exploding. These news channels belonged to established production houses. They were either
backed by a strong TV service (such as Star News by Star TV Asia) or were already
synonymous with news (such as Aaj Tak of the TV Today network).

Every channel’s focus was clear – Any news should be covered by them before any
other channel.

Rajat Sharma, the promoter of the India TV, was a well known
face as he had anchored a famous TV series ‘Aap Ki Adaalat’
for many years. The channel was clear that it could not just rely
on the credibility of the promoter for its success. It had to
somehow standout – but how can one standout in news?

Michael Porter, who is famous for his management models, describes three strategies that
businesses use for competitive advantage. These are ‘Cost Leadership’, ‘Differentiation’ and
‘Focus’ strategies. ‘India TV’ has adopted the Focus strategy from the beginning and it
seems to have worked out for it.

Instead of becoming another participant in this news race, India TV took a ‘Focus’s strategy.
They wanted to concentrate on a set of TV viewers who are interested in sensational news
which are not run-of -the-mill.

The channel's confident and go-getting tagline "Desh Badalna Hai To Channel Badlo"
splashed over hoardings, throws an in your face challenge to all the others in the fray. The
idea was to help people see the changing face of India and also played a role changing the
face of the country. Before launching the channel, India TV had IMRB carried out a survey
as to what the expectations were from India TV. The survey showed that people associated
credibility with the name of Rajat Sharma. Their expectation was to get responsible reporting
from Rajat Sharma. Such feedback went into conceptualising the channel. An extensive
multi-media campaign involved print, outdoor, cinemas and radio. Managing the whole



campaign, which included not just the planning and buying aspect but marketing as well, was
Euro RSCG's media buying arm MPG. They have surveyed the other news channels and
found out that there were a lot of gaps in their programming. The requirement for a new news
channel was there and India TV will be different in the way that it will go beyond the normal
reporting in the half hour news capsule. A stark difference will be noticed in the way India
TV reports viz-a-viz the others. They have spent almost six months working closely with the
team.

On the programming front, apart from Rajat Sharma, the channel has recognized anchors like
Tarun Tejpal, Maneka Gandhi, Sohaib and Nafisa Ali. While Rajat Sharma is anchoring his
pet project Aap Ki Adaalat, Tejpal is anchoring an half hour show called Aaj Ka Tehelka.
Gandhi is anchoring Jeene Ki Raah, whereas Ali is anchoring a talk show where she is
traveling the length and breadth of the country talking to a host of people. The channel's
brand positioning and marketing strategies are revolving around the anchors. While the
hoardings of India TV already sport the faces of Sharma.

On the distribution front, "their marketing act is programming and consumer based."
Speaking on what activities were being planned by them for the cable fraternity. they had
took up the operators after a while when they completed programming . India TV also had
one-to-one direct contact with the cable operators."

Initially, India TV had targeted the prime Hindi speaking markets of the country in two
phases. The first phase involved major towns and capitals, primarily in the states of Bihar,
Uttar Pradesh, Maharashtra, Rajasthan and Gujarat, while the second phase had targeted
below the line towns with a population of over 100,000 and also involve South Indian cities
like Hyderabad, Chennai, Bangalore and Mangalore.

While India TV's buoyant and confident mood could be felt from its tagline itself, it remained
to be seen whether the channel has delivered what it so vehemently promises.

India TV’s Network Diversification

Brand Extension



Brand extensions means existing brand name extended to new or modified product or service
category. Using this strategy, Independent service network planning to launch a new 24X7
news channel. Called India TV Wiz, the channel will be a bilingual in Hindi and English
and is the first channel to have got an approval after the United Progressive Alliance (UPA)
returned to power. "Wiz will be up in six months, perhaps earlier in the beta form. You will
see a truly unique bouquet of content that will make it a nationwide phenomenon. Thanks to
its ideator, Wiz will break the mould," Sharma said in a statement released on Wednesday
(Aug 12). "It will give premium advertisers a bouquet of screens that support true marketing
innovation, reaching their message to top-of-the-line audiences across TAM cities and the
next wave of conditional access markets. Wiz will be plugged on to new media and mobile
platforms from day one. It will power a world-class partner for international news," he
added. Sharma plans to position Wiz as a formidable twin to its sister channel India TV
under his umbrella group Independent News Service (INS). Wiz will also connect with new-
age audiences through INS's digital media business, India TV Interactive. Asked about the
editorial leadership for the channel, Sharma, who is also the group editor-in-chief, did not
reveal the name. "One of the most live-wire and innovative editors in the business will run
Wiz on a hands-on basis," he said.

ACQUISITIONS AND INVESTMENTS

• Mumbai March 29 Fuse+Media, an affiliate of international venture fund
Comventures, has invested Rs 50.96 crore in the Hindi news channel, India TV. The
Foreign Investment Promotion Board has approved foreign direct investment in India
TV through the issue of convertible preference shares and purchase of shares from the
secondary market. The investment gives Fuse+Media a 19.7 per cent stake in
Independent News Services Pvt Ltd, India TV's parent company.

• India TV Interactive (ITVI) has acquired controlling stake in Studio Brahma, a one-
stop design development and production major with clients across graphic design,
web design, multimedia and 3-D animation. The acquisition is in line with Mr
Sharma's "no pink slips, no pay cuts" announcement earlier this month, when in a
Town Hall address, he said that his group won't just buck the recession, it will
demonstrate furious growth and make 2009 its best year. ITVI's first acquisition
comes within just three months of its creation and adds Studio Brahma's entire
resources ranging from architecture to animation into the group. In one swoop, Studio



Brahma brings to ITVI over 45 client relationships like Vatika, Uppal, Ambuja, Emar
MGF, Baani, Jindal Steel, The Kitchen Art Company and Aarohi, besides ongoing
development projects for Ministry of Tourism, ITDC and the Chattisgarh Tourism
Board. ITVI is Mr Sharma's vehicle for a major foray into various new media
platforms and value-added services.

An Overview: Media & Entertainment Industry :

The Indian Entertainment and Media Industry have out-performed the Indian economy and is
one of the fastest growing sectors in India. It is rising on the back of economic growth and
rising income levels that India has been experiencing in the past years. This is significantly
benefiting the entertainment and media industry in India as this is a cyclically sensitive
industry and it grows faster when the economy is expanding.

An added boost to the entertainment and media industry in India is from the demographic
point of view where the consumer spending is rising due to increasing disposable incomes on
account of sustained growth in income levels and reduction of personal income tax over the
last decade.



Other than the demographic and economic impetus provided by the Indian economy that is
helping the entertainment and media industry to grow at this rapid face, there are several
other factors, which are contributing to this high growth rate. Some of these are Low Media
Penetration in lower socio-economic classes.

Table below gives the media penetration in various segments of the E&M Industry today. As
would be evident, the media penetration is varied across segments and across the socio-
economic classes. A common factor, however, across the segments is the fact that though the
media penetration is lower in lower socio-economic classes, in terms of absolute numbers,
the penetration is much higher in these classes. Hence, efforts to increase the penetration
even slightly in these lower socio-economic classes are likely to delivery much higher results
simply due to the higher numbers

Indian Advertising spends, as a percentage of GDP is only 0.34 per cent, which is way below
the percentages for both developed and developing countries. This provides an immense
potential for growth in since advertising revenues are key to every segment in the Indian
entertainment and media industry. Even if India were to reach the global average, the
advertising revenues generated would almost be equal to the current advertising revenues,
which are estimated at about US$ 2.5 billion for 2005 fiscal.



ROOT WHICH GENERALLY USED IN ‘C & S’ SIGNAL TOO REACH CONSUMER

KEY DRIVERS OF INDIAN MEDIA AND ENTERTAINMENT:



KEY DRIVERS OF INDIAN MEDIA AND ENTERTAINMENT:

NAME OF THE OTHER GIANTS OF THIS INDUSTRY

1) Aaj Tak
2) Zee News
3) Star News
4) NDTV India
5) IBN 7
6) CNN
7) Sahara Samay
8) CNBC TV18
9) DD News
10) BBC World



SWOT Analysis of E & M Industry



Relative Shares of Hindi News Channels (2008)



CHAPTER 2:

RESEARCH OBJECTIVE & RESEARCH METHODOLOGY



Research Project

Our research is based on two major aspects. One is related with the determining the
awareness and perception of the India TV viewers and the other deals with determining the
competitive analysis with another giant competitors.

Research Objectives
 To understand the influence of India TV as a hindi news channel and its segment
programs as a brand on consumers mind set.
 The source of Brand equity of India TV like Brand knowledge, Brand image, Brand
stature, Brand vitality.
 To understand the Brand performance of Independent news service network.
 To understand Brand Imagery, Brand Quality perceived by customers, Brand
credibility, consideration, superiority and feelings.
 Comparative analysis with its giant competitors.

Rationale of the Project
Importance of our project can be understood by the following points: -
 Hindi News channel penetration in India is growing at a very fast rate.
 In this era of globalization the companies face a cut throat competition.
 As a result, News channels are becoming more entertainment oriented.
 Often a news channel is lost among the thousands of similar news channel on TV.
 Are news channels more concentrating on sensationalizing news rather than showing
reality to viewers?

Some Facts & Figures
• Hindi news channel audience is over 70% of the population in India.



• Continues to grow 8-10% annually.

• About 10-12 per cent of total advertising money spent on television goes to news
channels.

• In 2007 news channels generate about Rs 7 billion in advertising revenues, compared
to Rs 6.2 billion in 2006.

• Most watched news channel in India:

Research Methodology

Both primary and secondary data was used in the project.

Secondary data

• Websites of TAM media research, exchange4media and India TV.
• Other websites like Google are to be used as the source of secondary data collection
• Magazines: Pitch, Impact, Newspaper.

Primary data

• Research project is bases on viewer’s survey.



• Two different types of questionnaire and informal interview technique were prepared
for conducting the customers’ survey.
• Nominal, Interval and Likert scale was used in the questions of questionnaire.
• Online link and hard copies were prepared for the questionnaire.
• Instruments used for analyzing the collected data are as follows:-

1) Laddering: Qualitative Research Model adopted

2) Brand Asset Valuator (BAV): Quantitative Research model adopted

HYPOTHESIS

We have stated four hypotheses they are as follows:

A. Viewership and Attributes
a. H0: - Viewership and Attributes of Hindi news channel are independent.
b. H1: - Viewership and Attributes of Hindi news channel are dependent.
B. Viewership and profile
a. H0: - profile of respondents and watching news channel are independent.

b. H1: - profile of respondents and watching news channel are dependent.
C. Brand perception and Viewership
a. H0: - Perception about the brand and watching news channel are independent.
b. H1: - Perception about the brand and watching news channel are dependent.
D. Brand image of India is good and viewers do watch India TV.
E. Brand image of India TV is not good viewers do watch India TV.

Market Research

Marketing research is a form of business research and is generally divided into two
categories: consumer market research and business-to-business (B2B) market research,
which was previously known as industrial marketing research. Consumer marketing research
studies the buying habits of individual people while business-to-business marketing research
investigates the markets for products sold by one business to another.

Consumer market research is a form of applied sociology that concentrates on understanding
the behaviour, whims and preferences, of consumers in a market-based economy, and aims to



understand the effects and comparative success of marketing campaigns. The field of
consumer marketing research as a statistical science was pioneered by Arthur Nielsen with
the founding of the ACNielsen Company in 1923.

Thus marketing research is the systematic and objective identification, collection, analysis,
and dissemination of information for the purpose of assisting management in decision
making related to the identification and solution of problems and opportunities in marketing
The goal of marketing research is to identify and assess how changing elements of the
marketing mix impacts customer behavior.

Role of marketing research

The task of marketing research is to provide management with relevant, accurate, reliable,
valid, and current information. Competitive marketing environment and the ever-increasing
costs attributed to poor decision making require that marketing research provide sound
information. Sound decisions are not based on gut feeling, intuition, or even pure judgment.

Marketing managers make numerous strategic and tactical decisions in the process of
identifying and satisfying customer needs. They make decisions about potential
opportunities, target market selection, market segmentation, planning and implementing
marketing programs, marketing performance, and control. These decisions are complicated
by interactions between the controllable marketing variables of product, pricing, promotion,
and distribution. Further complications are added by uncontrollable environmental factors
such as general economic conditions, technology, public policies and laws, political
environment, competition, and social and cultural changes. Another factor in this mix is the
complexity of consumers. Marketing research helps the marketing manager link the
marketing variables with the environment and the consumers. It helps remove some of the
uncertainty by providing relevant information about the marketing variables, environment,
and consumers. In the absence of relevant information, consumers' response to marketing
programs cannot be predicted reliably or accurately. Ongoing marketing research programs
provide information on controllable and non-controllable factors and consumers; this
information enhances the effectiveness of decisions made by marketing managers.

Traditionally, marketing researchers were responsible for providing the relevant information
and marketing decisions were made by the managers. However, the roles are changing and
marketing researchers are becoming more involved in decision making, whereas marketing



managers are becoming more involved with research. The role of marketing research in
managerial decision making is explained further using the framework of the DECIDE model:

D —- Define the marketing problem

E —- Enumerate the controllable and uncontrollable decision factors

C —- Collect relevant information

I —- Identify the best alternative

D —- Develop and implement a marketing plan

E —- Evaluate the decision and the decision process

The DECIDE model conceptualizes managerial decision making as a series of six steps. The
decision process begins by precisely defining the problem or opportunity, along with the
objectives and constraints. Next, the possible decision factors that make up the alternative
courses of action (controllable factors) and uncertainties (uncontrollable factors) are
enumerated. Then, relevant information on the alternatives and possible outcomes is
collected. The next step is to select the best alternative based on chosen criteria or measures
of success. Then a detailed plan to implement the alternative selected is developed and put
into effect. Last, the outcome of the decision and the decision process itself are evaluated.

Marketing research characteristics

First, marketing research is systematic. Thus systematic planning is required at all the stages
of the marketing research process. The procedures followed at each stage are
methodologically sound, well documented, and, as much as possible, planned in advance.
Marketing research uses the scientific method in that data are collected and analyzed to test
prior notions or hypotheses.

Marketing research is objective. It attempts to provide accurate information that reflects a
true state of affairs. It should be conducted impartially. While research is always influenced
by the researcher's research philosophy, it should be free from the personal or political biases
of the researcher or the management. Research which is motivated by personal or political
gain involves a breach of professional standards. Such research is deliberately biased so as to
result in predetermined findings. The motto of every researcher should be, "Find it and tell it



like it is." The objective nature of marketing research underscores the importance of ethical
considerations, which are discussed later in the chapter.

Marketing research involves the identification, collection, analysis, and dissemination of
information. Each phase of this process is important. We identify or define the marketing
research problem or opportunity and then determine what information is needed to
investigate it., and inferences are drawn. Finally, the findings, implications and
recommendations are provided in a format that allows the information to be used for
management decision making and to be acted upon directly. It should be emphasized that
marketing research is conducted to assist management in decision making and is not: a means
or an end in itself. The next section elaborates on this definition by classifying different types
of marketing research.

Comparison with other forms of business research

Other forms of business research include:

Market research is broader in scope and examines all aspects of a business environment. It
asks questions about competitors, market structure, government regulations, economic
trends, technological advances, and numerous other factors that make up the business
environment (see environmental scanning). Sometimes the term refers more particularly to
the financial analysis of companies, industries, or sectors. In this case, financial analysts
usually carry out the research and provide the results to investment advisors and potential
investors.

Product research - This looks at what products can be produced with available technology,
and what new product innovations near-future technology can develop (see new product
development).

Advertising research - is a specialized form of marketing research conducted to improve the
efficacy of advertising. Copy testing, also known as "pre-testing," is a form of customized
research that predicts in-market performance of an ad before it airs, by analyzing audience
levels of attention, brand linkage, motivation, entertainment, and communication, as well as
breaking down the ad’s flow of attention and flow of emotion. Pre-testing is also used on ads
still in rough form.

Classification of marketing research



Organizations engage in marketing research for two reasons: (1) to identify and (2) solve
marketing problems. This distinction serves as a basis for classifying marketing research into
problem identification research and problem solving research.

Problem identification research is undertaken to help identify problems which are, perhaps,
not apparent on the surface and yet exist or are likely to arise in the future. Examples of
problem identification research include market potential, market share, brand or company
image, market characteristics, sales analysis, short-range forecasting, long range forecasting,
and business trends research. A survey of companies conducting marketing research
indicated that 97 percent of those who responded were conducting market potential, market
share, and market characteristics research. About 90 percent also reported that they were
using other types of problem identification research. Research of this type provides
information about the marketing environment and helps diagnose a problem. For example, a
declining market potential indicates that the firm is likely to have a problem achieving its
growth targets. Similarly, a problem exists if the market potential is increasing but the firm is
losing market share. The recognition of economic, social, or cultural trends, such as changes
in consumer behavior, may point to underlying problems or opportunities. The importance of
undertaking problem identification research for the survival and long term growth of a
company is exemplified by the case of PIP printing company once a problem or opportunity
has been identified, as in the case of PIP, problem solving research is undertaken to arrive at
a solution. The findings of problem solving research are used in making decisions which will
solve specific marketing problems. More than two-thirds of companies conduct problem
solving research.

Marketing research methods

Methodologically, marketing research uses the following types of research designs.

Based on questioning:

Qualitative marketing research - generally used for exploratory purposes - small number of
respondents - not generalizable to the whole population - statistical significance and
confidence not calculated - examples include focus groups, in-depth interviews, and
projective techniques



Quantitative marketing research - generally used to draw conclusions - tests a specific
hypothesis - uses random sampling techniques so as to infer from the sample to the
population - involves a large number of respondents - examples include surveys and
questionnaires. Techniques include choice modelling, maximum difference preference
scaling, and covariance analysis.

Based on observations:

Ethnographic studies -, by nature qualitative, the researcher observes social phenomena in
their natural setting - observations can occur cross-sectionally (observations made at one
time) or longitudinally (observations occur over several time-periods) - examples include
product-use analysis and computer cookie traces.

Experimental techniques -, by nature quantitative, the researcher creates a quasi-artificial
environment to try to control spurious factors, then manipulates at least one of the variables -
examples include purchase laboratories and test market.

Researchers often use more than one research design. They may start with secondary
research to get background information, then conduct a focus group (qualitative research
design) to explore the issues. Finally they might do a full nation-wide survey (quantitative
research design) in order to devise specific recommendations for the client.

Instruments used for Data analysis

1) Laddering: Qualitative Research Model adopted

2) Brand Asset Valuator (BAV): Quantitative Research model adopted

1) Laddering Technique

Laddering is an interview technique used in semi‐structured interviews. Laddering is a
method that helps you elicit the higher or lower level abstractions of the concepts that
people use to organize their world. The method is performed by using probes. Probing
means to “peel back the layers” of the informant’s experience. Laddering and probing is
used to: “understand the way in which the informant sees the world” (Reynolds &
Gutman, 1988).



When is Laddering used?

Laddering is used within two streams of research: Consumer research and organization
research.

• Consumer research to elicit consumers’ preferences towards certain products or services.

• Consumers’ preferences are categorized into three dimensions:
1Attributes of a product/service

2Consequences

3Values
• Organization research to elicit values and decision making structures in organizations.
• The laddering method can be used to elicit values among managers or employees
(e.g. work conditions among employees).
• Preferences are categorized into means and ends

Why use this technique for our research?

The laddering interview technique is a structured approach.

• You get to know what is important to the informants and why it is important; the
values.

• The high degree to which the method can provide the appropriate data

• The relatively less amount of time required to collect and analyse the data

• Low Costs associated with collecting and analysing the data.

• Low Level of commitment and involvement required of interviewees

• Requirements for training in the method – Even though Laddering becomes more
effective with experience the formal training required is relatively less

• The informants are able to relate to this way of thinking (e.g. focus group interview).



Brand Asset Valuator (BAV)

Brand Image is defined as consumer perceptions of a brand and is measured as the brand
associations held in consumer’s memory.

The Brand Asset Valuator, a proprietary tool developed by advertising agency Young &
Rubicam, measures Brand Image by applying four broad dimensions: Differentiation,
Relevance, Esteem, and Knowledge. These four core aspects of the brand are called ‘Pillars’.

The four pillars can be clubbed into two‐directional indicators‐

Brand Vitality: This is a combination of Differentiation and Relevance. As these pillars are
indicators of where the brand is likely to shape out in the future, Brand Vitality is a leading
indicator.

Brand Stature: This is a combination of Esteem and Knowledge. It gives a sense of the
brand’s present and past. Brand Stature tends to, over time, mimic brand strength and is thus
a lagging indicator.

The BAV is an ideal tool for advanced brand analysis such as managing brand portfolios,
positioning/repositioning exercises, understanding target audience etc. BAV's database is the
result of the world's most extensive research project on branding, based on data on 30,000
brands across 400,000 consumers in 48 countries through 240 studies.



There are four key components of brand health in BAV – the four pillars. Each pillar is derived
from various measures that relate to different aspects of consumers’ brand perceptions and that
together trace the progression of a brand’s development. These four components for determining
brand value are –

1. Differentiation:-

Differentiation is the ability for a brand to be distinguished from its
competitors. A brand should be as unique a possible. Brand health is
built, and maintained by offering a set of differentiating promises to
consumers. And by delivering those promises to leverage value.

2. Relevance:-

Relevance is the actual and perceived importance of the brand to a
large consumer market segment. This gauges the personal
appropriateness of a brand to consumers and is strongly tied to
household penetration (the percentage of households that purchase the brand).

3. Esteem:-

Esteem is the perceived quality and consumer perceptions about the growing or declining
popularity of a brand. Does the brand keep its promises? The consumer’s response to a
marketer’s brand building activity is driven by his perception of two factors: quality and
popularity. Both vary by country and culture.

4. Knowledge:-

Knowledge is the extent of the consumer’s awareness of the brand and understanding its identity.
The awareness levels about the brand, and what it means, shows the intimacy that consumers
share with the brand. True knowledge of the brand comes through building of the brand.

Brand Strength

Differentiation and relevance taken together say a lot about a Brand’s strength (brand vitality).
These two pillars point to the brand’s future value, rather than just reflecting its past.

 When Differentiation is greater than Relevance, the brand has room to grow. This is a
healthy pattern.



 When Relevance is significantly greater than Differentiation, the brand has become
commoditized. Its Uniqueness has faded and price has become the primary reason to buy.
This is an unhealthy pattern.

Brand Stature
Esteem and knowledge together create Brand stature, which is a “report card” on a brand’s past
performance and which determines the current power of the brand.



 When Esteem is greater than Knowledge, and the consumer says, “I’d like to get to know
you better.” Consumers have motivation to find out more about your brand. This is a
healthy pattern for the brand.







 When Knowledge is greater than Esteem, consumers are saying, “I know you more than I
like you.” The brand has become too familiar and consumers have no motivation to
listen to you. Too much Knowledge has become a dangerous thing.

Mapping a Brand’s Life: the Power Grid



BAV uses a two-dimensional plot to
measure Brand Strength and Brand
Stature.

The strength is measured on the
vertical “y-axis” [Differentiation,
Relevance] and stature is
measured on the horizontal “x-
axis” [Esteem, Knowledge].

The Power Grid provides a model
for mapping and diagnosing the life
of a brand. New brands begin in the
lower left quadrant – with low
strength, low stature. As the brand develops, it rises to the upper left quadrant – where strength
is significantly higher than stature. It is here where niche brands and brands with unrealized
potential reside. This is high margin territory. In order to maximize shareholder value, brands
should be strategically leveraged to move to the upper right quadrant, where powerful
leadership brands reside. When brands get into trouble, the first thing to erode is Differentiation,
causing leadership brands to decline. This loss in Differentiation reduces the ability to extend the
brand across new consumer and market segments. As a result, there is a huge loss in intangible
value.

Advantages of Young & Rubicam’s Brand Asset Valuator
 Brand Asset Valuator is an important tool to assess a brand’s current achievements and
stature. It is even more powerful when the future potential of a brand can also be measured.
Y&R’s Brand Asset Valuator offers this opportunity.

 Combining exhaustive amounts of consumer data with a proven model of brand-building, Brand
Asset Valuator anticipates future operating earnings and operating margins. This can
enhance the marketing-decision process in a variety of substantive ways.

 Brand Asset Valuator can help managers understand marketplace opportunities and the
types of risk that go with them. It can provide a deeper understanding of consumer behavior:



for example, shedding light on reasons why some segments are willing to pay a higher price for a
highly differentiated brand.

 Brand Asset Valuator stands apart from other brand study aids in a number of ways. It is
predictive, focusing on leading indicators instead of lagging. It is exhaustive in every way,
size and scope. Most importantly, it evaluates a brand in the entire world of brands, not in its
“category.”

 Brand Asset Valuator also helps to determine a brand’s elasticity and helps to explore
beneficiary brand alliances.

 Lastly, Brand Asset Valuator is not only just useful for creating brands. It is useful for
managing brands in the long term—through ups and downs.

Disadvantages of Young & Rubicam’s Brand asset Valuator
 The major disadvantage associated with Young & Rubicam’s Brand asset Valuator is that it
is proprietary in nature and can be employed only by Young and Rubicam.

 Another disadvantage associated with BAV is that the measures underlying the four factors
may not be relevant across a wide range of product categories and thus these factors tend
to be abstract in nature and might not be related directly to product attributes or benefits and
more specific marketing concerns.

Nevertheless, the BAV model represents a landmark study in terms of marketers’ ability to
better understand what drives top brands and where their brands fit in with other brands.



CHAPTER 3:

CONSUMER’S ANALYSIS & FINDING

Consumer’s Survey

Research Design

• Sampling Technique: - Simple random sampling technique was used.



• Target Population: - Everyone who watches TV was selected as target population
• Sampling Area: - Delhi, Ghaziabad and Gurgaon
• Sample Size: - The sampling unit is 200 which are divided as follows:

Number of respondents 200
Age Group 15-60 & above
Survey Locations Delhi, Ghaziabad & Gurgaon

Age Group Below20 20-40 40-60 60 & Above
No. Of Respondents 20 100 60 20

Gender Male Female
No. of Respondents 100 100

Time Duration: - 45 days (one and half month).

Methodology

The research will be carried out in the form of a survey. This will include primary research in
addition to secondary research as stated below. The survey research method will be
descriptive research design. Each respondent will be interviewed through a Questionnaire.
The same will be selected by a simple random sampling method. The survey will address the
following information area:



Information Areas:

The objective as spelt out can be elaborated into specific information areas to be studied.

• How do customers perceive India TV as a stable brand, and how do they associate it
with India TV?
• Are the viewers aware of India TV programs or they associate it or some other
channel?
• Do they consider India TV as a news channel?
• Which program or segment from the basket of India TV programs does the viewer
consider as the best program of India TV?
• Which program of India TV viewers frequently watch?
• Are the viewers willing to accept India TV as an infotainment channel?

SURVEY RESULT

Work Profile & Job responsibility



Profession

Q1. Do you watch TV?



From this chart it is known that:-

• 85% of the respondents say that they watch TV.
• 13% of the respondents say that they watch TV sometimes.
• 2% of the respondents say that they do not watch TV.

Q2. On an average day, how many hours do you spend watching TV?

From this graph it is known that:-



• Out of 200, 31% respondents spend watching television 1hr or less.
• 48% respondents spend watching television 2-3 hr
• 1% respondents spend watching television More than 7 hrs

Q3. At what time during the day do you spend the most time watching TV?

• 87 respondents prefer watching TV at morning.
• 71 respondents prefer watching TV at afternoon
• 146 respondents prefer watching TV at Evening/Prime time
• 69 respondents prefer watching TV at Late Night

As mentioned by respondents, highest percentage of viewers watches TV at prime time.
This means that the scope of increasing TRP and improving brand association and image
is high in this period of time.

Q4. What type of programming do you watch most often?



The chart shows:-

• 23% of respondents prefer watching News the most.
• 11% of respondents prefer watching Sports the most.
• 5% of respondents prefer watching TV Drama the most.
• 16% of respondents prefer watching TV Comedy the most.
• 17% of respondents prefer watching TV Movie the most.
• 21% of respondents prefer watching Soap the most.
• 4% of respondents prefer watching Talk Show the most
• 3% of respondents prefer watching other programming the most.

According to the result viewers spend most of their time watching News. This means that
News channels have that much potential to attract maximum viewers and increase their
market share in the media and entertainment industry. In toady’s world, a viewer wants to get
maximum information of their surrounding. They wants to gather information in various
ways like through entertainment, serious information or may be through infotainment
programmes.



Q5. Do you watch News Channels?

From this chart it is clearly known that:-

• 93% of respondents watch news.
• 1% of respondents do not watch news.
• 6% of respondents watch news sometimes.

Q6. How much time you spend watching news channel?



The result shows that:-

• 82% viewers give 30 minutes or less to watch news channels.
• 14% viewers give 1-2 hr to watch news channels.
• 4% viewers give 2-3 hr to watch news channels.

Q7. Which News channel you watch the most?

Above pie chart shows that:-

• 55% viewers watch Hindi news channel the most.
• 35% viewers watch both (English & Hindi news channel) the most.
• 8% viewers watch English news channel the most.
• 2% viewers watch Regional news channel the most.



Q8. Which Hindi News Channel attracts you the most and gives you the relevant information
according to you?

As results show:-

• Aaj Tak stands on first position in the viewership shares, i.e., 31%
• NDTV India on second position in the viewership shares, i.e., 21%
• Star News on third position in the viewership shares, i.e., 17%
• India TV on fourth position in the viewership shares, i.e., 16%
• Zee News on fifth position in the viewership shares, i.e., 7%
• Others on sixth position in the viewership shares, i.e., 8%

On the basis of two main factors, i.e., relevancy and attracting viewers towards their news
channel Aaj Tak takes the first position where as India TV stands on fourth position. The
myth that India TV do not shows relevant news because of higher sensationalism which
still lingers in the minds of viewers but if India TV reduces giving raw news regularly
then we can exemplify our growth.



Q9. You watch India TV:-

Above chart says that:-

• 45% viewers watch India TV most of the time.
• 53% viewers watch India TV sometimes
• 25 viewers never watch India TV.

India TV has 45% viewers who watch TV most the time, which states that India TV is
capable to attract viewers for long and which is positive because it increases the brand recall
value and brand association shares in the market. However, it is important that the channel is
more aggressively marketed as 53% and 25% who still do not watch India TV much. It helps
in conviction building.



Q9. If in case you come up with India TV while surfing channels, does it make you glued to
its news?

Above chart shows that, India TV is capabale of attracting 50% of viewers to watch their
news channel. It means, it is different from other news channel and it is positive sign for our
channel. We can do put many innovative programs as per viewers want.

As per the interviews of viewers, they like to watch sensational news but they want
information simultaneously too. We should now concentrate on the content and quality of
news.



Q10. Which program do you like to watch most on India TV?

As it is clearly shown that:-

• Lok sabha and assembly attracts 7% of viewership from all.
• Aapki Adalat attracts 21% of viewership from all.
• Special Reports attracts 18% from all.
• Political News attracts 13% from all.
• Chak-De-Cricket attracts 8% from all.
• Crime Reports attracts 11% from all.
• Astrology attracts 20% from all.
• 2% viewers do not like anything from above news programmes shown by India TV.



Aapki Adalat attracts maximum viewership out of all. Research shows that Brand associated
credibility is with the name of Mr. Rajat Sharma. But there are viewers who spend watching
Special reports of India TV. However, 2% market does not like to watch any of the
programmes of India TV.

Q11. Is the information given by India TV, you prefer is sufficient?

The data revealed that 44% of viewers are not sure whether the information they are getting
from India TV is sufficient or not. It may affect the brand image of India TV because myth of
not giving the right and insufficient information still lingers in the minds of viewers. But on
the other hand, 36% of viewers are sure about sufficiency which is positive for the Brand
image. However, 20% of viewers think, they are not getting the sufficient information. But,
majority of people are in favor of India TV, Which may help in increasing brand association
value in the market.

Q12. India TV is popular for its graphics and sensationalism. Do you think it is these features
of it made it to the limelight?



Q13. Do you think “Breaking News” is more eyes catching than regular news?

Above data shows that most of the viewers think “breaking News” is more eye catching than
regular news and 20% think sometimes and 15% do not think the same.

Q13. Do you like the sensational formulation of news?



Most of the viewers like sensational formulation of news but on the other hand, 46% of
viewers like sometimes. And 20% do not like it at all.

Q14. Do you find it unique in the way India TV provides you the information?

As the above bar graph shows,

• 55% of the viewers sometimes find India TV unique in the way of providing the
information.



• 26% of the viewers always find India TV unique in the way of providing the
information.
• 19% of the viewers never find India TV unique in the way of providing the
information.

Viewers sometimes find India TV presentation unique which may states that viewers agree
with the uniqueness of the India TV. This is positive for the India TV brand recognition and
brand association factors.

Q14. I enjoy watching India TV.

As chart reveals:-

• 30% of viewers strongly agree with the statement.
• 31% of viewers agree with the statement.
• 19% of viewers neutral with the statement.
• 13% of viewers disagree with the statement.



• Only 7% of viewers strongly disagree with the statement.

The statement “I enjoy watching India TV” when asked to viewers. 31% of viewers said they
are agreeing with the statement. They enjoy watching India TV because of the sensational
formulation and the presentation of news. But still we need to target who disagree or strongly
disagree with the statement. This category generally includes the viewers who are employed
or high profile. They like to watch news which is not much entertainment oriented. We need
to target elite viewers which are very important for India TV brand image. They are
increasing in our population. We need to focus them now.

Q15. I am extremely loyal towards India TV.



According the above graph:-

• 37% respondents neutral with the statement.
• 28% respondents Disagree with the statement.
• 18% respondents Agree with the statement.
• 9% respondents strongly agree with the statement.
• 8% respondents strongly disagree with the statement.

Brand loyalty of India TV is neutral but the channel is more aggressively marketed because
28% of respondents are not loyal with India TV, which gives negative impact to brand image
of India TV. It means, people do watch India TV but they are not loyal as compared to other
channels. They enjoy the channel but Brand image is on negative side.



Q16. I am fully satisfied with India TV.

According to the above bar graph:-

• 9% of viewers do strongly agree that they are fully satisfied with India TV.
• 15% of viewers do agree with the statement.
• 31% of viewers are neutral.
• 25% of viewers are not agreeing.
• 20% of viewers are strongly disagreeing.

Well it simply means that, viewers are expecting more from India TV. When we asked what
do you find good in those channels that India TV lacks? Or why they are not satisfied? We
got the below given results:-



This pie chart clearly states that:-

According to viewers, India TV is more of entertainment oriented rather being a genuine
news channel. There are some facts which India TV is lacking and due to which brand
loyalty and image is getting in negative side which is harming in brand equity.

Q17. Do you think India TV has a Strong Recognition factor?



Brand awareness or Brand recognition factor is very high. This is positive for India TV that
most of the viewers aware or recognize the channel very well. It becomes easily to increase
the TRP factor or brand attribute factor in the market. And also it helps in gather the
maximum profit form the advertisers who are linked up with us.

About 40% of viewers think that recognition factor of India TV is strong. But we should not
forget 4 to 10% viewers still think that India TV recognition is not strong as compared to
other channels, so now we should focus more on elite class viewers.

20% are neutral with the statement.

Q18. If you think of India TV, How would you like to rank following table? If it is best then
Rank’1’ and if it is good then Rank ‘2’ and so on.

Features Ranking
Relevance of content Rank 2
Adequacy of coverage of stories Rank 3
Accuracy of Coverage Rank 4

Above data shows that:-

• Maximum viewers have given ‘Rank 2’ to the ‘Relevance of Content’. This implies
that, Viewers think, Relevancy of content is good. But somewhere in the mind of
viewers, it still lingers that India TV does not show relevant information. This leads
to the shifting of viewers to the other news channels.
• Maximum viewers have given ‘Rank 3’ to the ‘Adequacy of coverage of stories’.
This shows that, Viewers find the adequacy of coverage of stories better. They think
that India TV shows mythical stories best but does not able to show the whole reality
of the story.
• Maximum viewers have given ‘Rank 4’ to the ‘Accuracy of Coverage’. Viewers find
it poor in accuracy of coverage.

Q19. Do you think other Hindi news channels are copying India TV?



Above graphs reveals that:-

• 28% of Viewers think, other news channel copying India TV in terms of
Sensationalism.
• 27% of viewers think, other news channel copying India TV in terms of
Presentation.
• 20% of viewers think, other news channel copying India TV in terms of content.
• 17% of viewers think, other news channel copying India TV in terms of all above.

But data the shows, the negative affect on India TV. Viewers think that India TV is using
yellow journalism in a negative way. They sensationalize the news irrelevantly, which is
decreasing the brand trust.

Q20. Best news channel on the basis of following features:-



Information

According to the above chart, NDTV India tops the best news channel on the basis of
information but on the other hand, India TV stands on fourth position. This shows that
viewers does not trust or loyal with the India TV, which is affecting India TV brand image.

Reliability

According to the above chart, again NDTV India tops. 27% of viewers find that NDTV India
is the most reliable Hindi news channel from all. And, India TV takes the fourth position in
this feature too.

Entertainment



Above graph shows that, 36% of viewers think, India TV is best in news channel on the basis
of entertainment. And then Aaj Tak is following the row. It means, India TV is more
entertainment oriented. People do watch India TV but they find it entertaining not a sincere
news channel.

Precise



According to the graph, 27% viewers think, Aaj Tak is the best channel on the basis of
preciseness. And, then Star news and India TV follows the row.
India TV is lacking quality of news.

Relevant

According to the above given bar graph, NDTV India got 31% viewership shares. Viewers
think NDTV India is the best news channel on the basis of Relevancy Where as; India TV is
on fourth position.

Ranking Of Most Reliable Hindi News Channel
Ranking is divided on the following basis:-
• Rank 1 –Not Reliable
• Rank 2 – Reliable
• Rank 3 – Neutral
• Rank 4 – More Reliable
• Rank 5 – Most Reliable
News channel Ranking
India TV Rank 3
Aaj Tak Rank 4
Star News Rank 4
Zee News Rank 2



NDTV India Rank 5

Here, India TV got the 3rd rank which is reliable. Reliability of news channel is not so high as
compared to other news channel which can affect India TV market share.

Q22. How would you rate India TV?

According to above graph, India TV rated as good. Around 34% viewers found India TV
good and 28% found it fair.
This shows positive sign that viewers like watching India TV.

Q23. How thoroughly do you believe we understand the role of media in society and are able
to add value to society?



Laddering Findings for the News channel brand India TV

SENSE
SOCIETAL
VALUE CONFORM
SELF OF
ESTEEM BELONG
ANCE
ING

MOTIVATE AVOID SWITCH TO SOCAILIZE
BORDOME ANOTHER
CHANNEL

REJUVENATI INTRESTIN SOMETIME EDUCATION
NG G S AL
CONSEQUENCE IRRITATING

INFO CUM DIFFERENT PRESENTATI CONTENT OF
ENTERTAINME NEWS ON NEWS
NT

Brand audit on india tv

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