It was made for a class presentation on Services Marketing. Focuses on Entertainment as a service industry.

1. Entertainment is an action, event or activity that aims to amuse and interest
an audience. It is the audience that turns a
private recreation or leisure activity into entertainment. The audience may
have a passive role, as in the case of persons watching a play, opera
,television show or film; or the audience role may be active, as in the case
of games.

2. Forms of Entertainment
 Music
 Games/Sports
 Literature
 Comedy
 Performance
 Storytelling
 Theatre
 Cinema
 Dance
 Animals
 Circus
 Magic Shows
 Street Performances
 Parades/Carnivals/Fetes
 Fire Work
 Magazines
 Book Reading

3. 1. Outdoor Entertainment
(a) Games & Sports - Games are played for entertainment - sometimes
purely for entertainment, sometimes for achievement or reward as well.
They can be played alone, in teams, or online; by amateurs or by
professionals.Types of games – Board Games, Ball Games, Card Games,
Tabletop Games.
Sporting competitions have always provided entertainment for crowds. To
distinguish the players from the audience, the latter are often known as
spectators. Developments in stadium and auditorium design, as well as in
recording and broadcast technology, have allowed off-site spectators to
watch sport, with the result that the size of the audience has grown ever
larger and spectator sport has become increasingly popular. Two of the
most popular sports with global appeal are association football and cricket.
(b) Performances - Live performances before an audience constitute a major
form of entertainment, especially before the invention of audio and video
recording. Performance takes a wide range of forms, including theatre,
music and drama. Opera is an example of a performance style that
encompass all three forms, demanding a high level of musical and
dramatic skill, collaboration and production expertise as well.
Famous genres – celebrity shows, fashion shows, cultural events.

5. (c) Theatre - Theatre performances, typically dramatic or musical, are
presented on a stage for an audience. Examples of theatre performances
– skit, drama, mime, mad ads, mono acting etc.
(d) Fetes/ Fairs - Fairs and exhibitions have existed since ancient and
medieval times, displaying wealth, innovations and objects for trade and
offering specific entertainments as well as being places of entertainment
in themselves. E.g. – Carnival at Rio, Various trade fairs, tourism fairs etc.
(e) Fireworks - Fireworks are a part of many public entertainments and have
retained an enduring popularity since they became a "crowning feature of
elaborate celebrations" in the 17th century. First used in China, classical
antiquity and Europe for military purposes, fireworks were most popular in
the 18th century and high prices were paid for pyrotechnics, especially the
skilled Italian ones, who were summoned to other countries to organise
displays.
(f) Circus - A circus is a special form of theatrical performance that involves
acrobatics and often performing animals. It is usually thought of as a
travelling show, but permanent venues have also been used.

6. (g) Magic Shows - Magic, often called stage magic or conjuring, is a form of
performance entertainment that relies on deception, psychological
manipulation, sleight of hand and other forms of trickery to give an audience
the illusion that they a performer can achieve the impossible. Magic is done
in a variety of media and locations: on stage, on television, in the street, and
live at parties or events. Showmanship is often an essential part of magic
performing, and magic is often combined with other forms of entertainment,
such as comedy or music.
(h) Street Performances - Street performance or "busking" is a form of
performance that has been meeting the public's need for entertainment for
centuries. Some historical European performers were
called minstrels or troubadours. The art and practice of busking is still
celebrated at annual busking festivals.

7. 2. Print Entertainment
The Indian print media industry is expected to grow by 9.6 per cent over the
period 2010-15.The print industry is expected to grow from Rs 128 Billion in
2006 to Rs 232 Billion by 2011, at 12.6% Compounded Annual Growth Rate.
While the newspaper industry is estimated at Rs 112 Billion, the magazine
segment is valued at Rs 16 Billion. Much of the entertainment and media
segments are now focusing on growth in regional areas and smaller towns.
Regional papers give advertisers access to localized populations and their
niche target audience, difficult to do via national broadcast media. Newspapers
have realized value and have gone one step further and have launched area
specific newspapers. Magazines have not been at their best performance in
past few years. However, niche magazine are doing well and is expected to
show positive growth.

9. 3.TELEVISION INDUSTRY
• Television is one of the major mass media of India and is a huge segment
of entertainment industry and has thousands of national , regional , and
local Programs in all the states of India.
• Television services were separated from radio in 1976. In 1982 , color TV
was introduced in the Indian market. At that time there was only one
national channel Doordarshan, which was government owned.
• As of 2011 ,the country has a collection of free and subscription services
over a variety of distribution media , through which there are over 515
channels and 150 are pay channels.

10. FACTS
• According to Pioneer Investcorp, the Indian cable industry is worth 270
billion (US$4.91 billion) and is the third largest in the world
after television in the People's Republic of China and television in the
United States.
• The number of TV homes in India grew from 120 million in 2007 to 148
million in 2011. Cable reaches 94 million homes with 88 million analog
connections and 6 million digital ones, while DTH has commanded 41
million subscribers.

11. DIFFERENT TYPES OF TELEVISION BRAODCASTING
• Cable television
• Over-the-air and free-to-air TV ( free with no monthly payments while
Cable)
• DTH, and IPTV (require a monthly payment that varies depending on
how many channels a subscriber chooses to pay for.)
• Conditional Access System
CAS or conditional access system, is a digital mode of transmitting TV
channels through a set-top box (STB). The transmission signals are
encrypted and viewers need to buy a set-top box to receive and decrypt the
signal. The STB is required to watch only pay channels.
Channels are usually sold in groups or a la carte. All television service
providers are required by law to provide a la carte selection of channels.

12. MAJOR PLAYERS IN TELEVISION
INDUSTRY

13. DIFFERENT SERVICES PROVIDED BY TV CHANNELS
MOVIES SHOPING SPORTS
MUSIC NEWS

14. CONTD……
RELIGIOUS FASHION
ANIMATION SCIENTIFIC

15. MARKETING OBJECTIVES
• To drive sampling for the time slot and build reach in the
shortest possible time
• To grow channel share in terms of average TVRs as well as
Audience Preference Indexes
• To get into the top ranked shows on Indian Television
• To create hype around the launch in a manner as non-
conventional as the serial
• To break the mould in terms of positioning of the serial and
thus the channel

16. BUSINESS CHALLENGE
• High profile attempts to regain lost audiences
among competitors.
• To provide intelligent and innovative
entertainment to its viewers .
• High competition to buy broadcasting rights .
• Reasonable prices offering to get more
advertisement for revenue maximization.

17. 4. Film/Cinema
“And in my opinion, entertainment in its broadest sense has
become a necessity rather than a luxury in the life ...”
- Walt Disney

18. Journey so Far
• Raja Harishchandra (1913) – By Dada Saheb Phalke was the first silent
feature film made in India
• Alam Ara (1931) – The first Indian sound film
• The famous Bombay Talkies came up in 1934
• Oscars Nomination (1957) – First official entry to Orcars Mother India
• Oscar For Lifetime Achievement Styajit Ray 1992

19. Stats
• Revenue (estimated)- 60,000 Crore INR
• 14 million Indians go for a movie everyday
• Over 800 films churned out every year
• Costliest film Robot, 150 crore
• Total jobs created 1.8 million
• 1400 multiplex screens in India

20. Servuction System
Service Delivery System (Visible) -
•People interacting during purchase of tickets and eatables
•Counter
•Environment-
1) Maintenance before each show
2)Food comes to your seat
3)Seating arrangement and comfort ability
4)Parking
5)ATM not working, credit card not accepted
6)Checking tickets after the show has started, torch man
7)People talking on phones
8)Disgusting Comments

21. Service Operations Systems
Technical Core
•Sound Engineer
•Facility Maintenance (Repairs )
•Cooling Solutions
•Other Staff

22. Multiplex Players
• PVR
• INOX Leisure
• Fame
• Adlabs Reliance Big Cinemas
• Fun Cinemas
• Cinemax India

23. Trends
• 60% revenues from theatres , pre- satellite and home video rights has
helped producers to de risk their business model
• Collaboration with International studios like Warner Bros. , Disney, Fox
• Rise of 3D Cinemas
• 360 Degree Campaign (RA.One) Promotion on YouTube, Merchandising

24. Barriers to Investment
• Piracy (no actions on optical disc law)
• Content Regulation (default)
• Tax treatment of Foreign Broadcasting Companies

25. Sources (Film Industry)

26. 5. Music
The changes in the Music Industry
Technological advances, there has been some negative and positive changes to
the music industry.
The most obvious advance is illegal downloading and piracy!

27. Because of this the music industry are loosing a lot of money as more and
more people find illegal ways to purchase music tracks and albums. Therefore
less people are buying the hard copy of the album or purchasing it off iTunes,
amazon etc.
To Solve this problem, the music industry had to find other ways to gain
money.
A very popular way is through tours. Artists and record companies are
making money through artists going on tours world wide and make the money
from the tickets that are sold to the public.
Many artists are also signed to the 360⁰ deal. This means that the artist doesn’t
only perform and sing they also;
-Act, take part in some films
-Tv adverts
-Interviews with magazines and on tv

28. The Music Industry In 2012

29. Analysis of Online Music Distribution
Porter’s 5 Forces Analysis
Threat of Substitute Products
• Physical music records such as Compaq Disc. However, there are various types of
digital music format – each competing with each other to win market share.
Threat of New Entrants
• Barrier of entry is lowered as traditional value chain providers. New and
independent artist can market its music directly to the end consumer.
Bargaining Power of Suppliers
• Artist and Record Labels have greater ability to reach the consumers directly.
• Further consolidation of Music Labels through Merger and Acquisition could still
take place due to high competitiveness nature of the industry.
Bargaining Power of Customers
• Customers are able to reach the cheapest cost supplier using Internet.
• Customers have easy access to free music by using P2P Networks.
The Intensity of Competitive Rivalry
• The number of major music labels was reduced to four from five and are holding
on a significant majority of the market share“Bricks and Mortar” music stores
retailing is getting more competitive with integration with online distribution
29
channel as well as competition from other supermarket chains.

30. Major Labels
4 Majors, Many others
• Universal Music
• Warner Brother Group
• Sony Music
• EMI
• Other smaller Majors and Many
independents
360 Deals: provide brand management, merchandising, tour support and
expanded artist services and in return get a higher percentage

31. Target Market & Product Segmentation
Target Market: Ages 15-45 Product Segmentation

33. The Story Behind the Music Industry
1948 1964 1992 1991 1999 2001
1958 1982 1997 1997 2000 2008

34. RADIO
• Cheapest and oldest form of entertainment in the country
• Hitherto dominated by AIR – all india radio
• New concepts like satellite internet and community radio
• Radio is making a comeback in the indian lifestyle

35. Facts and Figures
• Utilization levels are in the 70-85 percent range in the top eight metros,
and in the 50-65 percent range in key non metros.
• India is the fastest growing wireless market and 40 percent of mobile
phones have in-built FM radio and car sales have been growing (with
Maruti registering 15.5 percent growth in FY 2011)

38. Key trends
• Increased listenership of radio on mobiles
• Content differentiation
• Targeting newer segments and geographies
• Activations/event businesses

40. Thank You!
Vadrevu Mohita
Sruthi Jayakumar
Saharsh Bhushan
Gaurav Agarwal
Raghav Arora
Manpreet Singh
Jassal