Brand Presentation on where Aaj Tak is and how to take it forward. Presented by students of The Delhi School of Communication

1. BRAND PRESENTATION
ON
AAJ TAK
Presenters : Tanisha Baigra
Karan Chaudhari
Neha Yadav

2. THE EDGE
 360 degree branding
 Established in 1995
 Group of dedicated executives
 Building a client‟s reputation
 Communicate with the media
 Both traditional & non – traditional PR
Services
 Rule of Thumb - Networking

3. THE EDGE
 Consumer insights as starting point
 Identify
touch points for optimal
communication using experimental point
management
 Touch points are:

4. THE EDGE
 Alliance
with The Syndicate, a group of North
American creative boutiques
 Leverage on a wide array
of digital media platforms

5. TV TODAY NETWORK
A living media today company
 Twomajor news brands- Aaj Tak & Headlines
today
 Created a loyal audience for advertisers
 Not just a content creator, but brand builder

6. TV TODAY NETWORK
 Established in 1998
 In
a decade India‟s foremost production
house
providing innovative & powerful content
 Started
India‟s first video news magazine-
Newstrack

7. AAJ TAK
 TVTN‟shalf hour daily news, current affairs
programme on DD
 Launched as hindi news channel on 31st Dec
2010
 Dethroned established players
 2001, expanded viewership going to UAE

8. AAJ TAK
 TVTN‟s flagship brand and India‟s No. 1 news
channel
 In
2004, had top ten news shows, market
share of 28.6%
 Latest news in user friendly manner
 „Sabse Tez‟ is the differentiator

9. COMPETITORS
 NDTV India
 Star News
 IBN 7
 Zee News
 India TV
 News 24

10. SWOT
Strength :
 Great brand recall
 No1 for past 10 years
 Masses prefer it
Weakness :
 Weak content
 No main news anchors
 For serious news people switch on to
English news channels

11. Opportunities :
 Introduce new team
 Introduce new shows
 Stress more on serious news and less
on general entertainment news
Threats :
 Preference of english news channels
over hindi news channels
 Competitors

12. TG
 Sex : Male & Female
 Age : 35+
 Occupation : Working as well as non
working
 Sec A, B & C
 Switches to news to know daily
happenings
 Also like to watch astrology
 Also enjoys entertainment news
 Middle & old age people still prefer hindi
news channels

13. POSITIONING
Current Positioning :
 “ Sabse Tez “ first to break the news
Proposed Positioning:
 Credible and fastest

14. PROBLEM
 Lack of good serious content
 Becoming more of a general
entertainment channel
 Nopenetration in the upper class
segment

15. SOLUTIONS
 Improve the content
 Introduce new shows
 Change the current positioning
 Introduce new team

16. NEW TG
 Sex : male & female
 Age : 30+
 Sec A+, A, B+ & B
 Likes to watch serious news
 Very conscious about current
happenings
 Interested in business news

17. STRATEGIES
 Business News in morning
 Stock Exchange news (4 to 5)
 “Andhvishwas” (7 to 8 pm)
 Debates and discussions on the top
news of the week on Saturday (10 to
11 pm)

18.  Early morning and late night Astrology news
 “Aapki aur Humari Rajneeti” political news
discussion (8 to 9)
 Sports News (10 to 11)
 Still continue with entertainment news (2 to 4)
 Technology based programs (Sunday 7 to 8)

19.  Journalism School of Aaj Tak
 Save Earth events during June
 Everyday Citizen Journalist best 3 videos
will be shown for 5 minutes (after 9 pm
news)
 “Rubaroo” Documentaries on Sunday (10
to 11)

20. MARKET SHARE

21. MARKET SHARE
16.3%
IBN 7
Zee News
India TV
Aaj Tak
Star News
NDTV India
13.2 % News 24
Others
TAM, Market Share (%), CS15-44 Yrs, Wk-28’10 –
31’10, 0600-2400 hrs

22. MARKET SHARE (DELHI)
16.4%
IBN 7
India TV
Zee News
Aaj Tak
14.8 Star News
Ndtv India
Others
TAM, Market Share (%), CS15+ Yrs,
Wk-31, 0600-2400 hrs, Delhi

23. MARKET SHARE (FINANCIAL BUDGET
2011 )
18.5%
IBN 7
Aaj Tak
Zee News
News 24
India TV
Others
16.6%
TAM, Market share (%), CS ABC 15+ YRS

24. RESEARCH FINDINGS
 News viewership declined in core news TG
 Strengthened GEC offerings, boredom with
news stories/format
 Fragmentation, fallen channel
share, individual performance better
 Weekly time spent declined vs reach

25. RESEARCH FINDINGS
 In & out of channels fast
 Factors for low viewership-
1. Monotony in content
2. Further fragmentation within news
3. Lesser GEC show slots

26. RESEARCH FINDINGS
 Dilution
of news content, more „exciting
information content‟ towards sensationalism
 Attracted non-core viewers increasing TVR
 Contentdoesn‟t build critical loyalty, resulting in
switching on „current interesting news‟
 Lacking business news

27. SUGGESTIONS
 Visuals are important
 Everything is red, very frivolous
 Tickers:
1. Too many
2. Must be relevant
3. One on top, two at the bottom

28. SUGGESTIONS
 Screen:
1. Very gloomy
2. Lurid colors, use sober colors for serious news
effect
3. Doesn‟t change during ads
 Set needs to be revamped
 Prime time should be utilized wisely

29. SUGGESTIONS
 Panel, need more of a debate
 Financial programs needed
 Anchor should be more energetic
 Lifestyle programs
 Source some international news, Reuters etc.

30. MEDIA PLAN

31. May Jun July Aug Sep Oct Nov Dec Jan Feb Mar Apr
PR &
SM
Event
Outd-
oor
Print
TVC

32. BUDGET
:-
Fees Rs 30,50,000
Print:-
 Hindi Newspapers -
Nai Duniya : 5.5 L (1 Ad) * 4 Months Rs
22,00,000
Punjab Kesari : 5.5 L (1 Ad) * 4 Months Rs
22,00.000
 Eng Newspapers -
HT : 6 L (1 Ad) * 4 Months Rs
24,00,000
Rs 68,00,000
 Magazine Ads in India Today & Business Today
&Cosmopolitan

33. Outdoor :-
 MG Road : 4 L * 5 Months Rs 20,00,000
 Nehru Place : 2 L * 5 Months Rs 10,00,000
 CP : 5 L * 5 Months Rs 25,00,000
Rs
55,00,000
TVC :-
 Production : 4 Ads * 5 Lakh Rs 20,00,000
 Air time : 6 L (2 times) * 20 days
* 1 Months Rs 1,20,00,000
Rs
1,40,00,000

34. PR Event :-
 Green Marathon on 5th June
 Plant a tree on 4th June
 Candle March for 26/11 victims
Events Rs 2,00,000
T-shirts Rs50 * 5000 Rs 2,50,000
Rs
4,50,000

35. CREATIVES

36. PRINT AD

37. OUTDOOR AD

38. OUTDOOR AD & PRINT AD

40. TVC SCRIPT
 „Bitoo ka kuta kho gaya hai‟
 Celebrity fallen into a ditch
 Alien and monkey man fight

41. NEW LOGO