Indian TV Channels’ Market

1. News Channels’ Market
Proposal for Marketing & Branding
for Hindi News Channel

2. Growth of the News Segment
 Entry of Corporate Giants in the
segment.
Reasons for
Growth
 Technological Advancements.
 Increase in disposable income.
 Shifting Interest of the Indian
Viewers & also the increasing
awareness.

3. What Indian Viewers Want?
 Indian viewers somehow are bored of
usual unending family (Saas-Bahu) drama
on different entertainment channels like :
Star, Zee, Sony etc.
 Change is the phenomenon of life and so
is the TV/Media industry & viewers
looking for, which they find in news
channels (as every day there is something
new on it providing variety to all.)

4. …continued
 According to market survey, market-orientation & road-
map of media planners, future of Indian TV lies in 3
terms:
1. Live- Events.
2. Realty Television.
3. Interactive TV.
 News is very aggressive in terms of above 3, thus
becoming the driver of broadcasting. Though, Realty
TV is the main source of entertainment of the
entertainment segment but news channels is the main
driver/flagship of it.

5. Why investments in News
Channels increasing?
 Information media is considered to be most
powerful media & so is the News Channel.
 Liberal Investment/ FDI policies (26% FDI allowed in
News segment) & Govt. Support to the segment.
 As many as 33 broadcasters have been given new licenses to beam
channels especially on news and current affairs & several applications
for the same are under process.
 Shift of interest of Indian viewers from other
entertainment channels to News Channels.
 Increasing Revenue of the Hindi News Segment.

6. News Channels’ Market
 The number of news channels (on air) has gone
up to in last few years.
 Of the total FDI inflow in Entertainment & Media,
appx. 60% belongs to News segment only & rest
belong to entertainment (sports, music etc.)
 Of the total ad revenue, English and Hindi news
channels account for Rs. 1,217 crore.
 The ad revenue for new channel (news) is
growing at a rate of 18-20% annually.
 But, still there is no vernacular news channels
serving exclusive political, sports, business,
lifestyle content....

7. Relative Market Share (in %) of
various Hindi News Channels
Aaj Tak
India TV
Star NewsZee News
IBN 7
NDTV India
News 24
TEZ
Samay
(Voice Of India)
VOI
Live
India
India
News
* Source: TAM- (TVR) Report, 34th week for HSM.

8. Relative Market Share by various
Hindi News Channels
Total Hindi News channels
Market
The top 7 Hindi News Channel
(in total) contain appx.83.4%
Share of the total HSM.
The remaining share, i.e. appx. 16.5%,
belong to other news channels
such as:
TEZ (Aaj Tak), VOI (Voice Of India),
Samay, India News, etc.

9. Market Share of other popular
channels…
The above chart represent the share (in approximation) of other popular
channels of the remaining (appx. 20%) HSM market.
TEZ
27%
Samay
25%
VOI
18%
Live India
16%
India News
10%
Others
4%
TEZ
Samay
VOI
Live India
India News
Others

10. Advertising in the industry…
 The no. of advertisers on TV grew by 29%
in the span of 5 yrs.
 The no. of brands advertised by these
advertisers grew more than 23% in last
few years.

11. News Channels & Branding
 What is a Brand?
Brand is basically a name that refers to the
product/service of a particular
manufacturer/company/service provider &
helps to differentiate them from the
competitors.

12. Why branding necessary?
 Branding can build stable, long-term demand for the
channel amongst the viewers & the advertisers.
 Branding can add value to the services or the
information provided by the channel.
 Branding can promote customer loyalty & strengthen
the enduring relationship with the customers.
 Branding protects against the growing competition.
 Branding helps to differentiate from the aggressive
competitors by strengthening the barriers to entry.

13. How to develop a channel as a Brand?
 A Grand Launch of the Channel (incase of new
channel).
 A proper visibility/reach of the channel.
 Qualitative programs & information.
 Cross-Channel Advertising, i.e., advertisement of
a channel through other entertainment & news
channels.
For Instance:UTVi ( news channel) & Colors (an entertainment channel)
have given ads on several other Entertainment & News channels to spread
awareness among viewers.
 Regular PR Efforts by the channel.

14. … continued
 Massive Advertising through various other media
be it print or mural media/ OOH (Out Of Home).
For Example: Aaj Tak, Star News, News 24, Zee News, NDTV India etc.
have been using other media too for their branding & promotion.
 Promotional programs/contests need to be done
for branding.
 Promotion by the Specialists/Consultants (of
various sectors like Finance, News etc.).
 Frequent participation in Conferences/ Seminars
& Meetings.
For Instance: All the top channels like IBN 7, Aaj Tak, NDTV India, Star
News etc. have been doing the same to secure their places in market.

15. Top Brands in HSM
( At Glance)
 The top 7 Hindi News Channels in the Hindi Speaking Market (HSM) are as follows:
 Aaj Tak.
 India TV.
 Star News.
 IBN 7.
 Zee News.
 NDTV India.
 News 24.
 These 7 channels holds more than 80% of the HSM & rest belong to other channels.
 Other Popular Hindi News Channels in Hindi Speaking Market (HSM) are :
VOI( Voice Of India), India News, TEZ ( Aaj Tak), Samay, Live India,
India News, etc.
These channels together hold even less than 20% of the market share of HSM.
* Source: TAM- (TVR) Report, 34th week for HSM.

16. Status Report of top Hindi News Channels.
(Graph representing Reach)
Day & Prime
Time
Day & Prime
Time
India TV
Day & Prime
Time
Star News
Aaj Tak
IBN 7
Day & Prime
Time
Zee
News
Day & Prime
Time
NDTV
India
Day & Prime
Time
News
24
Day & Prime
Time
* Source: TAM- (TVR) Report, 34th week for HSM.
16000
14000
12000
10000
8000
Reach
(in 000)
17011
11765
15168
10076
14600
10020
12304
7663
12315
7346
10507
6383
9599
5596

17. Status Report of top Hindi News Channels.
(Graph representing Time Spending)
Day & Prime
Time
Day & Prime
Time
India TV
Day & Prime
Time
Star News
Aaj Tak
IBN 7
Day & Prime
Time
Zee
News
Day & Prime
Time
NDTV
India
Day & Prime
Time
News
24
Day & Prime
Time
* Source: TAM- (TVR) Report, 34th week for HSM.
14:00
11:00
08:00
05:00
02:00
Time
Spending
(in MM:SS)
12.41
05.08
11.48
04.46
11.23
04.48
06.53
02.36
07.22
02.52
04.56
01.57
04.40
01.41

18. Status Report of top Hindi News Channels.
(Graph representing TVR)
Day & Prime
Time
Day & Prime
Time
India TV
Day & Prime
Time
Star News
Aaj Tak
IBN 7
Day & Prime
Time
Zee
News
Day & Prime
Time
NDTV
India
Day & Prime
Time
News
24
Day & Prime
Time
* Source: TAM- (TVR) Report, 34th week for HSM.
0.30
0.25
0.20
0.15
0.10
Television
Rating
0.18
0.27
0.17
0.25
0.16
0.25
0.10
0.14
0.11
0.15
0.07
0.10
0.07
0.09

19. Current Scenario & Status Report
for Top Hindi News Channels.
 Aaj Tak stands on top in both Day Part & Prime Time in Hindi
Speaking Market.
 India TV & Star News stand on 2nd & 3rd position in both Day
& Prime time in HSM.
 Zee News in Day Part & IBN 7 in Prime Time is on the 4th
position in HSM.
 IBN 7 in Day Part & Zee News in Prime Time stand on the 5th
position in HSM.
 NDTV India & News 24 remains on 6th & 7th position in both
Day & Prime Time in HSM.

20. Other Popular Hindi News Channels HSM
(Graph representing Reach)
Voice Of India
(VOI)
6775
TEZ ( Aaj Tak)
7072
India News
1813
* Source: TAM- (TVR) Report, 34th week for Hindi Speaking Market.
Reach
(in 000)
Live India
6760
Samay
8606
2000
4000
6000
8000
10,000
4183
Day & Prime
Time
Day & Prime
Time
Day & Prime
Time
Day & Prime
Time
Day & Prime
Time
5120
4200
3771
933

21. Other Popular Hindi News Channels HSM
(Graph representing Time Spending)
Voice Of India
(VOI)
03.02
TEZ ( Aaj Tak)
03.20
India News
00.33
* Source: TAM- (TVR) Report, 34th week for Hindi Speaking Market.
Time Spending
(in MM:SS) Live India
02.28
Samay
03.58
00.30
01:30
02:30
03:30
04:30
01.12
Day & Prime
Time
Day & Prime
Time
Day & Prime
Time
Day & Prime
Time
Day & Prime
Time
01.23
01.09
00.51
00.11

22. Other Popular Hindi News Channels HSM
(Graph representing TVR)
Voice Of India
(VOI)TEZ ( Aaj Tak)
India News
* Source: TAM- (TVR) Report, 34th week for Hindi Speaking Market.
Television
Rating
Live India
Samay
0.02
0.05
0.08
0.11
0.14
0.06
Day & Prime
Time
Day & Prime
Time
Day & Prime
Time
Day & Prime
Time
Day & Prime
Time
0.07
0.06
0.05
0.01
0.06
0.05
0.04 0.04
0.01

23. Thank You
Prepared By :
Parul Gupta