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MEDIA SCENE IN INDIA AND FUTURE TRENDS. Media buying agencies. Agency of record (AOR) Central Media Buying (CMB) . Media Purchases thru Media Buying Agencies. 1980 1\% 2000 25\% 2006 33\% (likely). 4 out of 10 Indians are still not reached even today.

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media buying agencies
Media buying agencies
  • Agency of record (AOR)
  • Central Media Buying (CMB)
media purchases thru media buying agencies
Media Purchases thru Media Buying Agencies
  • 1980 1%
  • 2000 25%
  • 2006 33% (likely)
a country with many tongues
A country with many tongues
  • 16 official languages
  • Approx. 1000 dialects
geographical size
Geographical size
  • 7th largest area mass
  • Population/ Area mass – India is No.1
  • In comparision even USA is No.4
media target
Media target
  • 15 million people are being added every year
  • 5 – 14 age group – 26% population
  • < 30 yrs - 70%
rural urban divide
Rural Urban Divide
  • 20 to 30 % of the population, with the urban % growing every year
  • 39% urban population are concentrated in the top 35 towns (towns over 1 million)
  • 52% of the rural live in the smallest villages.
  • 4 out of 5 HH have an HHI of less than Rs. 2000 p.m.
growth of media expenditures
Growth of Media Expenditures
  • 1994 Rs. 3500 crores
  • 2000 Rs 9000 crores
  • 2005 Rs 16000 crores
types of media used
Types of Media used
  • TV
  • Press
  • Radio
  • Cinema
  • C & S
  • Internet
top 10 brands 2004 be
Ponds

Fair and Lovely

Brittania

Vicks

Bata

Colgate

Lux

Rin

Dettol

Tata salt

Top 10 brands – 2004 BE
top 5 programmes in c s channels 2000
Top 5 programmes in C&S channels (2000)
  • Kahani Ghar Ghar Ki
  • Kabhi Saas Bhi Kabhi Bahu Thi
  • Kasauti
  • Son Pari
  • Kahin Kissi Roz
top 5 serials 2003
Top 5 serials (2003)
  • Kyunki Saas Bhi Kabhi Bahu Thi
  • Kahani Ghar Ghar Ki
  • Kasauti Zindagi Ki
  • Des Mein Nikla Hoga Chand
  • Jassi Jaise Koi Nahin
top 5 channels preferred
Top 5 channels preferred
  • Star Plus
  • Sony
  • Zee
  • Regional
  • Doordarshan
top 5 revenue earning channels 2005
Top 5 Revenue earning channels (2005)
  • Zee Telefilms – 1360 cr
  • Star India – 1300 cr
  • SET India – 1000 cr
  • Doordarshan – 665 cr
  • Sun Network – 300 cr
top 5 revenue earning channels general entertainment 2005
Top 5 revenue earning Channels General Entertainment(2005)
  • Doordarshan
  • Star Plus
  • Sun TV
  • Gemini TV
  • Zee Cinema
top 5 revenue earners in news channels 2005
Top 5 revenue earners in News channels (2005)
  • DD News
  • Aaj Tak
  • NDTV India
  • Star News
  • Zee News
channel categories preferred
Channel categories preferred
  • Movies
  • News
  • Sports
  • Music
tv and c s
TV and C& S
  • Fragmentation of viewership
  • DD will counter this with more private participation
  • Satellite TV will provide further growth impetus through regional /niche channels
publications
Publications
  • There are over 40000 publication being printed.
  • 85% of these are language publications
english vs language 2000
English vs. language (2000)
  • Among the dailies, the first 8 are vernacular. TOI comes 9th.(TOI is now No.3)
  • Among the magazines, INDIA TODAY is 2nd. All other nine publications are vernacular.
print nrs 2003
Print - NRS 2003
  • TOI is No.3 in the top 10 publications. The first two are vernacular – Dainik Bhaskar and Dainik Jagran (DJ is now No.1 – 2.2 crores circulation)
  • Among the English Dailies, TOI, HT and The Hindu are the top 3. For the first time an afternoon daily, Mid-day is No.8 in the top 10 dailies.
  • ET is the only business paper to make it to the English top 10 at No.6.
the future
The future
  • Had to pull up its socks, Satellite TV was hitting it. Had to resort to better analysis, packaging, layout.
  • Reshaping – layout , colour, spl. Issues, local editions
  • Aggressive Marketing – invitation pricing, freebies, subscription drives
cont d
Cont’d
  • Segmentation

Interest groups – eg.men, women

Content based – business, sports, fashion

  • Pampering the reader – visual quality, features
vision
Vision
  • Current – monopolies weakening, niche publications
  • Future – further fragmentation, press barons entering radio /TV, innovate beyond space with advertorials, promotion events, sponsorships
  • Exploit emerging opportunities in cross media ownerships

Implication – striking cross media deals, leveraging spends

radio
Radio
  • State run – among the largest in the world
  • 3 tier broadcasting system – local, regional, national
  • Programming in 24 languages and 146 dialects
what is the present status
What is the present status?
  • Reaches a very large audience.
  • A very important vehicle for the rural market
  • Impact however has been going down because of TV.
future
Future
  • Huge resurgence because of FM.
  • Mobile audience
  • Large media groups and channels entering the fray.
  • Local ethnic stations to spring up
  • 70% of non TV HHs do not own radio or have access to radio. Huge potential for growth.
cinema
Cinema
  • Current status

Reach going down owing to theatre viewership going down. However, South is the only exception where cinema is next to TV in reaching audiences.

  • Future – High impact but stagnant medium.

a small revival is expected in

larger cities with multiplexes and better viewing facilities.

outdoor
Outdoor
  • Is still relatively unorganised
  • Heavy usage for liquor and cigarettes
  • Lack of monitoring services
technology is showing the way
Technology is showing the way
  • Hand painting to digital painting
  • Metal to paper to PVC/vinyl
  • Illuminated sites – frontlit/backlit
  • Vinyls to lenticulars (lustrous)
internet
INTERNET
  • Net advertising comprises only 0.5 % of the total adspend of the industry.
  • Likely to grow upto 3.7% in year 2005
internet usage
Internet usage
  • Major uses from Internet

1) e – mail 37% now 32%( inclusive of surfing)

2) chatting 15% (now 32% )

media access for the average consumer
Media access for the average consumer
  • Cinema – 5 visits/year
  • Press – 22 min/day
  • TV – 64 min/day
  • Radio – 17 min/day
  • Outdoor – 15 panels /day
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