How can a online service provider like NetFlix which has become the preferred way of consuming tv shows be launched in India.
Services which NetFlix can offer to Indian youth who would be interested in "Binge watching"
2. WHAT ARE THE SOURCES OF
ENTERTAINMENT?
TELEVISION
INTERNET
• ISPS
• MTNL
• AIRTEL
CABLE OPERATORS
• DTH
• TATA SKY
• D2H
4G
WHO IS GOING
TO BRING ABOUT
THE CHANGE?
3. • CPE
• SET TOP BOX -– ANDROID BASED
• 4G – 30 TIMES FASTER THAN 3G
11. BUSINESS MODEL
• HOW DOES NETFLIX GET ITS REVENUE?
• MONTHLY SUBSCRIPTION
• HOW ARE WE (NETFLIX INDIA) GOING TO DO IT?
• THROUGH ADVERTISEMENT
• OUR TARGET AUDIENCE
•
SHOW OF HANDS
13. Advance payment for
sectors like E-commerce
and Real Estate
• Based on Trend
analysis
• List of Clients to be
approached
PRODUCT
Information
Payment
Generation of Invoice
Consultation
Providing ad
spots for
advertisers to
reach to their
target
audience
Billing
• Conveyed via
Presentations, Ema
ils & telephone
Order Taking
• Based on Release Order
Form of upgrade
Spot drops and Make
Goods
Exceptions
Hospitality
Safe-Keeping
containing ad
captions, duration of ads
and dates
15. Customer
activities
Front end
Customer
interaction
Line of
interaction
Sales team
visits Media
Agencies
(Client) and
pitches for
various
properties
• Greet the
client
• Provide info
about NetFlix
India and its
various
shows
Line of
visibility
Media
planner will
review the
schedule and
negotiate
Client will
transfer the
digital beats
through the
media
agency to
NetFlix
w2
f1
Receive the
client brief
and
understand
client
requirement
Determine and
gain client
input on initial
strategic
approach and
provide best
possible deal
w1
Plan the meeting:
• Properties and
their TRP
information
• Pricing data
• Trend analysis
of potential
clients
Back end
Media
planner gives
requirement
(e.g.: 5000
seconds for 2
months)
Implementation
team will
interpret the brief
and prepare a
schedule based
on dispersion of
time
Research and
understand
current level
of
engagement
Implementation
team will
receive the
digi beats
16. Customer
activities
Front end
Customer
interaction
Line of
interaction
Deal is
signed and
media
agency will
provide the
Release
Order (RO)
f2
NetFlix will
acknowledge
this and
adhere to
the RO
Line of
visibility
Traffic team
will ensure
the content
is aired
correctly
Back end
Media
agency
receives
invoice on
monthly
basis
TRP & TVR
score
evaluation
undertaken
by media
agencies
Ad sales team
will meet
agency &
present
telecast
certificate &
enquire about
new
associations
Accept
feedback and
complaints
from the
agency/client
Make goods
and upgrade
undertaken to
ensure client
satisfaction
Ensure the
feedback is
cascaded to
all teams to
service client
better in
future
17. Advance payment for
sectors like E-commerce
and Real Estate Via Cheque
and Online Banking
DISTRIBUTIONInformation is
conveyed via
Presentations, Emails
& telephone
Information
Information is
conveyed via
Presentations, Email
Consultation
s & telephone
Payment
Invoice is sent to
client and through Email
Conveyed via phone call
and e-mail
Providing ad
spots for
advertisers to
reach to their
target
audience
Billing
Order Taking
•Campaign based
•Bulk order taking
Exceptions
Hospitality
Safe-Keeping
18. PEOPLE
• SALES & COORDINATION TEAM
• IMPLEMENTATION TEAM
• TRAFFIC TEAM
19. PROMOTION
• DIRECT MAILERS
• MEDIA PARTY
• FREE MERCHANDISE
• CORPORATE GIFTS
• AGENCY ACTIVATION
•
AGENCY ACTIVATIONS
20. PRICING STRUCTURE
Ad Slots
Pricing
Ad Slots Prime Time
Pricing
3 seconds
Rs. 500
3 seconds
Rs. 650
5 seconds
Rs. 600
5 seconds
Rs. 750
7 seconds
Rs. 800
7 seconds
Rs. 950
10 seconds
Rs. 1000
10 seconds
Rs. 1200
15 seconds
Rs. 1500
15 seconds
Rs. 1800
30 seconds
Rs. 2500
30 seconds
Rs. 3000
Strategies: Cost Plus Pricing, Time based pricing
Facilitating ElementsInformation: Infotainment Channels at regular intervals keep reminding their viewers about the shows which will be aired. This is done on weekly basis through various mediums like Daily newspapers, partner TV channels of same network, websites, newsletters etc. Nat Geo has launched apps for various platforms. They also run competitions and air on YouTube to create brand recall. Price for subscribing to the channel is communicated by service providers to the viewersOrder Taking: The order for the shows that need to be aired is taken in the form of feedback from the viewers. Eg: Based on popular demand the series ‘I shouldn’t be alive’ was aired on Discovery. Nat Geo also has online store embedded on their website through which merchandise related to their popular shows is sold to ardent viewers.Billing: This aspect is handled as B2B between the channel and the Production houses and Cable TV service providers. The end consumer is contacted through the service provider and not by Nat Geo.Payment: The viewer has to contact the service provider for payment for subscribing to the channel. If they buy the merchandise online then they have the online payment gateway. Enhancing Elements:Consultation: Nat Geo conducts various contests online as well as on TV so as to gauge the content the viewers are keen to view. They also have a customer service helpline (countrywise) as well as email address on their website to address queries.Hospitality: Infotainment channels like Nat Geo conduct various BTL activities to engage their viewers and be hospitable. Interactive sessions like trips, expeditions are undertaken for this. E.g. Nat Geo has cultural trips for different age groups to engage students from std VII to X. Nat Geo has an event calendar on their website to facilitate various event. For the convenience of the viewers most of the shows are aired multiple times if they have missed it the first time.Safe-keeping:Nat Geo like other infotainment channels gives a warning/safety message before airing a show which involves risks of injury. Shows which are suited for mature audiences is aired after 11.30 ISTExceptions: There are no exceptions as the TV Shows are aired and cancelled as per the networks decision.
Facilitating ElementsInformation: Infotainment Channels at regular intervals keep reminding their viewers about the shows which will be aired. This is done on weekly basis through various mediums like Daily newspapers, partner TV channels of same network, websites, newsletters etc. Nat Geo has launched apps for various platforms. They also run competitions and air on YouTube to create brand recall. Price for subscribing to the channel is communicated by service providers to the viewersOrder Taking: The order for the shows that need to be aired is taken in the form of feedback from the viewers. Eg: Based on popular demand the series ‘I shouldn’t be alive’ was aired on Discovery. Nat Geo also has online store embedded on their website through which merchandise related to their popular shows is sold to ardent viewers.Billing: This aspect is handled as B2B between the channel and the Production houses and Cable TV service providers. The end consumer is contacted through the service provider and not by Nat Geo.Payment: The viewer has to contact the service provider for payment for subscribing to the channel. If they buy the merchandise online then they have the online payment gateway. Enhancing Elements:Consultation: Nat Geo conducts various contests online as well as on TV so as to gauge the content the viewers are keen to view. They also have a customer service helpline (countrywise) as well as email address on their website to address queries.Hospitality: Infotainment channels like Nat Geo conduct various BTL activities to engage their viewers and be hospitable. Interactive sessions like trips, expeditions are undertaken for this. E.g. Nat Geo has cultural trips for different age groups to engage students from std VII to X. Nat Geo has an event calendar on their website to facilitate various event. For the convenience of the viewers most of the shows are aired multiple times if they have missed it the first time.Safe-keeping:Nat Geo like other infotainment channels gives a warning/safety message before airing a show which involves risks of injury. Shows which are suited for mature audiences is aired after 11.30 ISTExceptions: There are no exceptions as the TV Shows are aired and cancelled as per the networks decision.