Post on 20-Aug-2015
About Qwest
Industry overview- TV & News
Background -“Aaj Tak”
Current Strategies- “Aaj Tak”
SWOT viz-a-viz Competitor
Positioning Map
Media Strategies(Proposed)
Credentials
Qwest
Qwest Films
Qwest Events Qwest Media
Qwest PR
Company-owned offices in 6 major cities including:
DelhiMumbaiBangaloreChennaiKolkataHyderabad
Our Presence
Indian Media & EntertainmentIndustry - Zooming ahead
Current Market Size is estimated at Rs. 61,000-crore
Expected to reach Rs. 1,05,200-crore by 2013, at a CAGR of 19%
Maximum growth expected in Television and Film segments(47%)
Approx 574* national and regional TV channels *(Recorded by TAM)
Source : PWC Analysis
Television Industry Scenario
The Television IndustryProjected Growth
Source : PWC Analysis
2005 2006 2007 2008 2009 2010 20110
100000
200000
300000
400000
500000
600000
156500191200
219900266000
331300
431000
519000
TV Advertising Revenues
Source : PWC Analysis
2005 2006 2007 2008 2009 2010 20110
20000
40000
60000
80000
100000
120000
140000
5450066200
7400083000
94500
109000
123000
News Industry Scenario
Exponential Rise
05
1015202530354045
2007-08 2008-09 2010-11
816
225
8
12
3
5
8
Hindi English Business
Still more channels in the pipeline – And there is room for more!
16
29
42
No.
of C
hann
els
Aaj Tak
Headlines Today
Breaking News Format
Positioning – “Sabse Tez”
Leadership Position“Nation’s Best News Channel”
Evolving into a channeltargeting the metro
urbanite
Positioning – India’s No.1 News Network
a) Content Aggregatorb) Brand Builder
Positioning – “Khabarein Phataphat”
(Rapid-fire News)
Positioning – “Aapka Shahar Aap Tak”
(Your City – Up Close)
Tez
Dilli Aaj Tak
Line extension
Brand Architecture
India Today Network Limited
About the Client24-hour Hindi news television channel run by TV
Today Network Ltd.
Slogan"Sabse Tez" (English: 'The Fastest')
Editor- in -Chief- Mr. Arun Purie
Launched on December 31, 2000Headquartered in New Delhi
Aaj Tak Initiatives
International Foray
Aaj Tak launched in the US, Middle East & Pakistan for eg: “Geo TV, Al jazeera”
Aaj Tak launched in Continental Europe & UK in tie-up with “ARY Digital”, “E-Vision”
First news channel to have a voice portal besides SMS
Cont… Approx 3 mn responses on SMS every quarter
Moving beyond traditional marketing and adopting innovative tools like SNS, Mobile marketing
Branding is achieved on bigger platforms
Brand Attributes
Name
“Aaj tak”Distinctive Simple
Short Easy to remember
Relates with “Janta Janardhan”(Top of mind Recall)
“LOGO”
Simple Recall Value Appealing
Kuch toh Log kahenge ka kaam hai kehna
Color
Red(Action, Courage & Confidence)
(Purity, Cleanliness)
Brand Value
Rs 3,589 Million
Source: www.nseindia.com/content/corporate/eq_TVTODAY_base.pdf
Consumer Segmentation
TG- Male
Age- 15+
SEC* – C, D &E*addressing masses-58%
Brand Positioning
1st Hindi “Serious General News Channel”
Present Strategy
Sponsorship
Major ad spend on Hoardings followed by TVC and Print
Foreign Tie ups : Geo TV AL-Jazeera
Goa Fest Awards
FICCI Frames
Cont…Maintaining and sustaining No.1 positioning in
Hindi News channel
Infotainment (30%)
Serious News (70%)
BCG MATRIXHIGH
HIGHLOW MARKET SHARE
MAR
KET
GRO
WTH
RAT
E
AAJ TAK
BRAND LIFECYCLE
AAJ TAK
COMPETITORS
Source: 15 Week TAM report starting 26th Dec 2010
PIE-SHARE
23%
19%
16%
15%
Aaj TakIndia TVStar NewsIBN7
SWOT- AAJ TAK
Strengths
High brand recall
Strongest Reporting Network(being the leader)
High viewership ratings
High subscription revenues
Association with a foreign broadcaster
Weakness
Problems of Attrition
Increase in operating cost
Increase in Subscription Cost 1(Dish TV, Tata Sky and Cable operators etc)
Opportunity
Benefit from the robust growth of the Entertainment and Media sector
Digitisation
Potential increase in viewership base
Threats
Slowdown in India's economic growth
Increase in competition
News as a genre dipping
Competitor Analysis/SWOT INDIA TV
Strengths
High viewership ratings
Sensation and Melodrama
High Distribution/ Available on DTH/CAS
Weakness
Weak content
Negative connotation attached to channel
Lack of credibility
Opportunity
Entry in GEC
Robust growth in Media and Entertainment Industry
Threat
Increased competition
Economic recession
Monotonous
PROGRAMME PREFERENCEChannels Programme Most Viewed
Aaj Tak India Mano JashanVishesh- Jeet Ki HoliMahavijay
India Mano Jashan(Avg. TVR: 1.91 )
Channels Programme Most ViewedNDTV INDIA Final Main Bharat
Jeete hai shan se Desh ke dhurandhar
Final Main Bharat(Avg. TVR: 0.178)
Competitive Analysis
Channel/variables Aaj Tak Star News India TV IBN 7
TVR 0.63 0.51 0.60 0.39
Share 0.67% 0.54% 0.64% 0.41%
Positioning Map
Low Credibility
High Credibility
Fastest news
slowest News
Where lies the Gap..??
Company’sPerception:HighlyCredible
Reality: Relatively less credible
GAP
YE KAREGA GROUP-2!!!
• Changing public perception
• Current tagline----Sabse Tez
• Proposed tagline----- “Sabse Tez…Bharosemand”
Cont…
To increase revenue share by tapping the Youth
Media SchedulingLocation: Delhi/NCR
MONTHS TV ACTIVATION MOBILE MARKETING
HOADINGS ONLINE MEDIA
APRMAYJUNJULAUGSEPOCTNOVDECJANFEBMAR
Print(Navbharat
Times & Mail Today)
Activation(Debate/Event)
TV(Tez , Aaj Tak &
Dilli Aaj tak)
Mobile Marketing Outdoor
Online Media(SNS/Blogs)
Activation
•Why this???
Sample Footer Text Here
Who is the winner of “Youth Aaj Ka” ContestPowered by The Delhi School of Communication
Rs 10,000 for the Debate winner
Quiz Winner Contest
Today’s Quiz for Delhi School of Communication winner is
Anshul
Option C
Vote your Favorite Debater
SMS ABCD to XXXXXX _
Today’s Quiz for Delhi School of Communication winner is
Saswati
Option A
Who is the Winner ?SMS Branding
Total SMS
151000Thank you for voting in
Aajtak Debate Powered by
The Delhi School of Communication
Debate Day Week SMSDay 1 1st Week 13000
Day 2 2nd Week 13000
Day 3 2nd Week 13000
Day 4 3rd Week 14000
Day 5 3rd Week 14000
Day 6 4th Week 16000
Day 7 4th Week 16000
Day 8 4th Week 16000
Day 9 4th Week 18000
Day 10 5th Week 18000
Activation Budgeting
Activation Banner
Standees
Posters
Invitation Cards
Venue Design
Cost Per
college
No Of colleg
e Cost
No of Items 10 10 100 500 500 10
Rate 500 2500 50 8 25
Cost 5000 25000 5000 4000 12500 51500 515000
ACTIVATION
Cont…
Total Cost /Activation is 5,15,000 + 16,44,000 = 21,59,000
Event Number Cost
Debate 4 Rs 86,36,000
Print Size(sq cm) Rate Insertion Cost
Mail Today 400 450 6 10,80,000
Nav Bharat Times 400 1500 4 24,00,000
Total 34,80,000
Television
Channels Day Time Dur FCT Spots Rate Cost
Dilli Aajtak Mon-Sun0600-2400 30 43200 1440 250 1080000
Tez Mon-Sun0600-2400 30 43200 1440 150 648000
Aaj Tak Mon-Sun0600-2400 30 43200 1440 2200 9504000
Cost 1,12,32,000
Cont…
Channels Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Dilli Aajtak 120 120 120 120 120 120 120 120 120 120 120 120
Tez 120 120 120 120 120 120 120 120 120 120 120 120
Aaj Tak 120 120 120 120 120 120 120 120 120 120 120 120
360 360 360 360 360 360 360 360 360 360 360 360
Hoardings
Outdoor No # Month Rate Cost
Hoardings 6 6 1,75,000 63,00,000
SNS/Blogs
Online Media Months Cost/Month Total
SNS/Blogs/RSS Feed 6 50000 3,00,000
Media Budgeting
Promotional Tools Grand Total(INR)
Print 34,80,000
Television 1,12,32,000
Activation 20,60,000
Hoardings 63,00,000
52,000
Cont…Online Media 3,00,000
Mobile Marketing 65,76,000
Grand Total 2,99,48,000
52,000`
CredentialsAaj Tak bags two RAPA Awards
Aaj Tak rules telly awards