Project report submitted for Management Trainee programme at Zee News Ltd.

:Topic:

"Study the perception of 24 Ghanta & Star Ananda in terms of numbers, comparisons of various time slots.

Mentor: Submitted by: Mr. Raktimanu Das Sudip Dey Business Head, Zee Business Executive Sales Employee code: ZNL-1049

2

DECLARATION

I do hereby indemnify my research work to be authentic and original in all

respects of the process carried out in this project. Under any evitable

circumstances, if my project could be scrutinized and screened which evades

of copying, I am liable for any demarcation /variation of grades whatsoever

my guide of this project deems fit.

SUDIP DEY

April, 2008

3

ACKNOWLEDGEMENT

I would like to heart fully acknowledge my gratitude and thanks to all the

panelists who took active part in accomplishing my project.

To begin with, I would like to acknowledge my sincere thanks to

Mr. Barun Das, CEO, Zee News Ltd for providing me the opportunity to

do my project.

My heartfelt gratitude also goes to my Company guide Mr. Raktimanu

Das, Business Head, Zee Business and Mr. Ashim Mukherjee,

Marketing Head, 24 Ghanta who initiated Midas touch to all the queries

and actually made the project possible by edge.

Thankfulness by its expression perhaps could not be compiled in a couplet

and mentioning all could be a recluse, yet I cannot wind up without the few

without whom this acknowledgement note would not be justified.

Mr. Amitava Ghosh AVP Sales, Zee News; Mr. Dipayan Chakaraborty,

Manager Sales, Zee News; Ms. Angira Banerjee, Senior correspondent,

24 Ghanta who enthralled my views and helped me script down the exact

requisites.

Finally, a word of thanks to all my respondents who spared valuable time

from their busy itinerary in filling up the questionnaires and made the

project complete.

SUDIP DEY

4

CONTENT

Page No.

1. EXECUTIVE SUMMARY 5

2. COMPANY PROFILE 7

3. RESEARCH METHODOLOGY 9

4. POPULATION STATISTICS 10

5. COMAPRISON ACROSS VARIOUS TIME

BANDS

18

6. QUESTIOANNAIRE ANALYSIS

22

7. SWOT ANALYSIS 30

8. RECOMMENDATION 31

10. BIBLIOGRAPHY 32

11. SAMPLE QUESTIOANNAIRE

33

5

EXECUTIVE SUMMARY

Perception is the process by which an individual selects, organizes and interprets

information inputs to create a meaningful picture of the world. Perception depends not

only on the physical stimuli but also on the stimuli’s relation to the surrounding field and

on conditions within the individual. The key point is the perception can vary widely

among individuals exposed to the same reality.

In marketing perception are more important than reality, as it is the perception that will

affect consumer’s actual behavior. People can emerge with different perception of the

same object because of three perceptual processes: selective attention, selective distortion

and selective retention.

Incase of a TV channel, to create a perception among the viewers is very necessary. And

when it comes to a news channel it is the most important as it does the most serious

communication with the viewers among all the genres of TV channel. Hence it’s

perception study becomes vital.

The perception comes from a series of thoughts about a channel, about its various

aspects, about its way of communication and look. This perception either brings a viewer

to watch the channel or makes him reluctant, because there should be a matching between

the channel perception and viewers choice.

A well thought-out process, planning and strategy undergo to create a perception. It is

very important as this perception plays the final role to create Brand positioning.

The news channels differentiate themselves through the presentation and analysis of

news. A news channel can differentiate itself on the basis of the following factors:

Content

Presentation

Newscaster’s quality

Analysis

Debates & discussions

Sports coverage

Speed of bringing news

Non-news programmes

Channel look

6

People look to watch news channels where they can see reflection of their own thoughts,

beliefs and opinions- a channel with which they can identify themselves. This also helps

in building up credibility of a channel in the minds of the viewers. The content of all the

news channels remains almost same. The difference is made by the presentation and

analysis of the news which creates a perception about news channel in the minds of the

viewer. The unbiased presentation of authentic information plays a major role in making

a channel the market leader.

The Bengali news market is the most important regional news market in India, Numerous

media houses are trying to make an entry as it has proved to be the most potential

regional market. The two most important channels are 24 Ghanta and Star Ananda,

which are playing their parts to boost up the Bengali news consumption. Apart from these

two there are other regional channels also in this market but these are clearly the market

leader.

Through this perception study I have tried to understand the primary aspects which are

responsible to create a perception and where these two channels stand on those various

parameters.

7

COMPANY PROFILE

24 GHANTA

24 Ghanta a 24-Hour Bengali news channel, came on air

on 31st March, 2006 and from the word go it captured the

imagination of knowledgeable , discernible and informative

Bengali viewers. It is joint venture between Zee News Ltd.

and Akash Bangle. The channel marks a watershed in

television journalism in the region in fast degenerating into

medium for dishing out cheap sensationalism, half-truth

and distorted information, laced with figment of

imagination. 24 Ghanta has started with a bang with its

rich content of solid, accurate and authentic information on

politics, crime, education, business and Bengal’s

multifaceted cultural life. The emphasis is on accuracy,

authenticity and lightning speed.

8

STAR ANANDA

Media Content & Communication Services India Pvt. Ltd.

(MCCS) a joint venture between ABP TV & STAR group

launched Star Ananda –India’s first 24 hour national news

channel in Bengali. Head quartered in Kolkata, withy

modern production facilities housed in a state of the art

fully automated newsroom. Star Ananda boasts of an

extensive bureau network across the rest of the West

Bengal & India. Star Ananda leverage the strength of ABP

network for local news, Star news for national news and

Fox & Sky network for international news, bringing to the

Bengali viewer unparallel and comprehensive news

coverage.

9

RESEARCH METHODOLOGY

The methodology adopted to accomplish this project was in accordance with

the topic assigned. The study was based on data collected mainly from

primary as well as secondary sources. Descriptive research methodology

was adopted for the purpose of study.

The primary data was collected from the respondents through questionnaire

and the secondary data was collected fro Television Audience Measurement

popularly known as TAM

SAMPLING PLAN: The total sample size is 100. The target Group was

predefined as SEC ABC M25+. The research is primarily focused on news

channels, so this particular TG has been considered as the primary TG for a

news channel. The sample has been taken mainly from service holders,

businessman and cable operators.

The study is conducted in Kolkata during the period of December 2008 to

January 2009.

After the data were collected both from the primary and secondary sources a

thorough analysis has been done from which the conclusion has been

derived.

10

WEST BENGAL

POPULATION STATISTICS

SOURCE: NRS 2006

Prepared by: IMRB

GENDER RATIO OF WEST BENGAL

WEST BENGAL

Male

52%

Female

48%

11

KOLKATA

Male

53%

Female

47%

REST OF WEST BENGAL

Male

51%

Female

49%

*Percentage of Male is Higher than Female

12

AGE WISE DIPERSION

WEST BENGAL

12 to 14

9% 15 to 19

13%

20 to 24

11%

25 to 34

23%

35 to 44

19%

45 +

25%

KOLKATA

12 to 14

6%15 to 19

11%

20 to 24

12%

25 to 34

22%

35 to 44

19%

45 +

30%

13

REST OF WEST BENGAL

12 to 14

10%15 to 19

14%

20 to 24

11%

25 to 34

23%

35 to 44

19%

45 +

23%

*Percentage of 45+ is the highest in all markets

SECWISE DISPERSION: WB (RURAL & URBAN

WEST BENGAL

2.79%1.79%

6.87%

9.33% 9.58%

20.27%

23.41%

11.22%

14.74%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

A1+ A1 A2 B1 B2 C D E1 E2

SEC A constitutes only 11.45% against 43.68% of SEC

C&D

14

KOLKATA

3.71%1.98%

7.98%

10.89%9.25%

19.35%

23.15%

11.14%12.57%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

A1+ A1 A2 B1 B2 C D E1 E2

REST OF WB

1.45% 1.50%

5.26%7.05%

10.07%

21.61%

23.79%

11.34%

17.92%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

A1+ A1 A2 B1 B2 C D E1 E2

SEC A has higher % in Kolkata against RoWB while SEC

C&D have higher % in RoWB against Kolkata

15

MONTHLY HOUSEHOLD INCOME WISE

DISPERSION

WEST BENGAL

0.40%0.20%0.40%0.80%

1.90%3.90%

3.30%3.90%

7.20%8.10%

11.30%11.40%

17.80%19.20%

10.10%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00%

Rs. 30000+

Rs. 20001- 25000

Rs. 10001- 15000

Rs. 6001- 7000

Rs. 4001- 5000

Rs. 2501- 3000

Rs. 1501-2000

Upto Rs. 1000

KOLKATA

1.10%1.00%

1.50%2.60%

5.60%8.80%

7.10%7.40%

14.50%14.40%14.40%

8.10%8.30%

4.20%1.10%

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00%

Rs. 30000+

Rs. 20001- 25000

Rs. 10001- 15000

Rs. 6001- 7000

Rs. 4001- 5000

Rs. 2501- 3000

Rs. 1501-2000

Upto Rs. 1000

16

Ro WB

0.20%0.00%0.20%0.40%

1.10%2.80%

2.40%3.10%

5.50%6.70%

10.60%12.20%

20.00%22.70%

12.10%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00%

Rs. 30000+

Rs. 20001- 25000

Rs. 10001- 15000

Rs. 6001- 7000

Rs. 4001- 5000

Rs. 2501- 3000

Rs. 1501-2000

Upto Rs. 1000

Both in Kolkata and RoWB Higher Income group

consists of very low percentage

17

EDUCATIONWISE DIPERSION

WEST BENGAL

26.20%

2.40%

11.40%

35.70%

16.40%

1.60%5.20%

1% 0.50%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Illite

rate

Literate no sch

l

Sch

l 4 yrs

Sch

l 5-9 yrs

SSC/H

SC

Not g

rad.

GRAD

PG

G/PG -Abroa

d

Highest percentage of people has education till nine years

of school followed by illiterate people

18

COMAPRISON ACROSS

VARIOUS TIME BANDS

Source: TAM

Wk 2 to Wk 5, 2009

Market: Kolkata, WB rest 1Mn+,

WB .1 to 1Mn

Universe: 3235000

Sample: 526000

19

Av TVR from Wk 2 to Wk 5 across the time bands

0

0.2

0.4

0.6

0.8

1

1.2

6:00

7:00

8:00

9:00

10:0

0

11:0

0

12:0

0

13:0

0

14:0

0

15:0

0

16:0

0

17:0

0

18:0

0

19:0

0

20:0

0

21:0

0

22:0

0

23:0

0

Series1

Series2

Series 1 is 24 Ghanta and Series 2 is Star Ananda

Analysis: In terms of % TVR, 24 Ghanta is well ahead of Star Ananda in

almost all the time bands. It can be seen from the above graph that in the

morning time band which is 06:00 Hrs to 12:00 Hrs the TVR of the both the

channels are almost same. It is only the late afternoon which is 16:00 Hrs the

24 Ghanta starts to reach its pick and creates a clear lead with its major

competitor. The difference is highest at the prime time after 22:00 Hrs. So

that makes it clear that 24 Ghanta’s prime time programmes are giving the

highest delivery and it is the prime time leader.

20

Av. Share across timbends

0

1

2

3

4

5

6

7

8

9

6:00

7:00

8:00

9:00

10:0

0

11:0

0

12:0

0

13:0

0

14:0

0

15:0

0

16:0

0

17:0

0

18:0

0

19:0

0

20:0

0

21:0

0

22:0

0

23:0

0

Series1

Series2

Series 1 is 24 Ghanta and Series 2 is Star Ananda

Av. TSPD across the tiome bands

0

0.5

1

1.5

2

2.5

6:00

7:00

8:00

9:00

10:0

0

11:0

0

12:0

0

13:0

0

14:0

0

15:0

0

16:0

0

17:0

0

18:0

0

19:0

0

20:0

0

21:0

0

22:0

0

23:0

0

Series1

Series2

Series 1 is 24 Ghanta and Series 2 is Star Ananda

21

Reach % of Wk 2

0

2

4

6

8

10

12

14

16

18

20

6:00

7:00

8:00

9:00

10:0

0

11:0

0

12:0

0

13:0

0

14:0

0

15:0

0

16:0

0

17:0

0

18:0

0

19:0

0

20:0

0

21:0

0

22:0

0

23:0

0

Series1

Series2

Series 1 is 24 Ghanta and Series 2 is Star Ananda

22

FIELD SURVEY

23

Q.1 What is the approximate time that you spend with a Bengali news channel?

Less than 30 minutes 30 minutes to 1 Hr (1-2) Hrs

36

64

00

10

20

30

40

50

60

70

Less than 30 mins 30 m ins to 1 Hr. 1 to 2 Hrs

Results and Analysis: 60% of the respondents said that they watch the Bengali news

channels for 30 minutes to 1 Hr. and 36% said less than 30 minutes and only 4 % said

from (1-2) Hrs. As it is understood that most of the respondents are service persons and

they are primarily based on Kolkata so the Bengali news consumption is more in rural

and semi urban areas of West Bengal than in Kolkata. But 1 Hr. channel viewing is also

satisfactory as in Metro city where people does not find enough time for a TV viewing,

they still finding out some time to watch those channels.

Q.2. Which is/are the day parts that you watch a Bengali news channel?

6 a.m. to 12 p.m. 12p.m. to 6 p.m. 6p.m. to 12 a.m.

7

0

93

0

10

20

30

40

50

60

70

80

90

100

6:00Hrs to 12:00 Hrs 12:00 Hrs to 18:00 Hrs 18:00 Hrs to 24:00 Hrs

Results and Analysis: An overwhelming 90% respondents said that they watch a Bengali

news channel in an 18:00 Hrs to 24:00 Hrs time band. This well suggests that why these

channels have higher TVR at the evening or prime time programmes. This is followed by

7 % in the morning time band and 3 % in the afternoon time band.

24

Q.3. Order the below mentioned channel according to the duration of time that you watch

these channels.

[Put 3 (in 1to 3) for the highest time duration and 1 for the lowest time duration that you

spend to watch a channel]

57

43

00

10

20

30

40

50

60

24 aGhanta Star Ananda Kolkata TV

24 Ghanta Star Ananda Kolkata TV

Results and Analysis: 57% of the respondents answered that they watch 24 Ghanta for

the highest time duration followed by Star Ananda with 43% vote. This clearly makes 24

Ghanta the leader in terms of time spends. Kolkata TV the other important player in the

market most preferred as third choice. The highest Time Spend complemented by a

higher reach resulting in the highest TVR across all the time bands.

Q.4. Which channel do you think the most engrossing among the two in terms of various

types of reporting?

Put A for 24 Ghanta and B for Star Ananda

Crime Politics Sports Lifestyle

Entertainment Business

0

20

40

60

80

100

120

Crime

Politic

s

Sports

Life

styl

e

Enter

tain

tmen

t

Busin

ess

Star Ananda

24 Ghanta

25

Results and Analysis: An overwhelming 80% of the respondents preferred 24 Ghanta in

terms of Crime reporting over Star Ananda, which suggests that 24 Ghanta’s crime

reporting is one of the major aspects which is responsible for its highest TVR and time

spend. 71% preferred 24 Ghanta in terms of Political reporting over Star Ananda. 24

Ghanta equally doing well in Business reporting as 71% also voted for it. But the most

alarming are the two sections which are Entertainment and Lifestyle where 93% of the

respondents preferred Star Ananda over 24 Ghanta. The present day’s news consumption

should be whole some. A certain viewer expects almost all the fields of reporting to be

good from a certain channel. These two particular sections can actually cause the fall of

TVR in certain time bands as it is responsible for the channel switching by the viewer.

Q5. PERCEPTIONAL MAPPING Appealing 5

4

3

STAR ANANDA

2

24 GHANTA 1

Old Young 0 -5 -4 -3 -2 -1 1 2 3 4 5

-1

-2

-3

-4

Fig 1

-5

Not appealing

Results and Analysis: (Fig: 1): The first figure tried to explain various aspects like the

channel look, its appearance and the way it presents itself. It is clear that the audience

perceive Star Ananda and much younger and more vibrant than 24 Ghanta. This

perception comes from the channel’s look. The aspects which are responsible are color of

the channel, its graphics and the way anchors present the news. It is well understood that

Star Ananda is mainly targeted to the young age audience, so the framing of the channel

is according to that. Also Star Ananda’s lifestyle and entertainment reporting are much

26

better than 24 Ghanta, which again affects that channel look and makes it much younger

looking.

But 24 Ghanta still manages to keep a minimum disadvantage from its competitor as we

can easily see in the Fig that the difference in Y axis is very small and it is also present in

the 1st Quadrant. The little older looking 24 Ghanta might help in catering an age group

of above 35+ but when it comes to cater the younger generation it is not as competent as

its competitor.

Credible 5

24 GHANTA

4

3 STAR ANANDA

2

1

Politically biased Apolitical 0

-5 -4 -3 -2 -1 1 2 3 4 5

-1

-2

-3

Fig: 2

-4

-5

Not Credible

(Fig: 2): This figure tried to understand the audience perception mainly on the content of

two channels. Here we can see that people perceive 24 Ghanta as much more credible

than Star Ananda in terms of its content but politically biased on its views to deliver

news. Here Star Ananda manages to remain apolitical but due to not delivering credibility

it has not gained a good position. As it can be seen that People of W.B. are more

politically active that other states, so this perception might have helped 24 Ghanta to

become the market leader.

27

Q.6.

DETERMINATION OF BRAND PERSONALITY

BRAND PERSONALITY OF 24 GHANTA

7

43

0

50

0

10

20

30

40

50

60

SRK AK AB NP

This question has been put to understand the Brand personality of the two channels. Like

human being Brands also have personality which is reflected from its attributes. The

perception is one of the most important parts to create a personality for a brand.

Here 50% of the respondents related 24 Ghanta with Bollywood film star Nana Patekar

and 43% related with Amir Khan. We can see that both the personalities posses some

common personalities. They both are soft spoken but speak to the point. They are

credible and very serious to their work. They also know what they are delivering and

most of the time delivers what is required. 24 Ghanta as a channel has also acquired those

attributes to match the personality of these two film stars.

28

BRAND PERSONALITY OF STAR ANANDA

64

29

7

00

10

20

30

40

50

60

70

SRK AK AB NP

64% of the respondents have related this channel with Shah Rukh Khan, which says the

story by itself. Shah Rukh Khan as a personality, is always flamboyant, vocal and very

much young in look. That is exactly what Star Ananda presents itself. It is primarily

targeted towards younger generation so these particular personalities are the ingredients

for it.

Q7.

Brand equity of the Brands that are present in the channels at a

scale of 10

7.14

8

6.6

6.8

7

7.2

7.4

7.6

7.8

8

8.2

24 Ghanta Star Ananda

29

Results and analysis: Respondents have given Star Ananda 8 out of 10 in terms of the

Brand equity of the Brands which are present in the channel. This question was important

as the association of Brands with higher brand equity actually increase the brand equity

of the channel. And here Star Ananda has gained over 24 Ghanta which has scored 7.14

points out of 10.

Q8.

Recommendation of the audience

2.1

1.85

1.7

1.75

1.8

1.85

1.9

1.95

2

2.05

2.1

2.15

24 Ghanta Star Ananda

Analysis: The respondents have recommended 24 Ghanta over Star Ananda. A 60% of

the respondents have recommended 24 Ghanta over Star Ananda and 40% recommended

Star Ananda over 24 Ghanta. One interesting point here is that those who have

recommended 24 Ghanta creates a huge margin of recommendation of both the channel

at a scale of 10, but that does not happen in the recommendation of Star Ananda over 24

Ghanta. The recommendation of Star Ananda over 24 Ghanta mainly came due to 24

Ghanta’s political biasness in reporting.

30

SWOT

ANALYSIS of STRENGHTS –S WEAKNESS—W

24 GHANTA 1. Holds market share of 53% in core TG. 1. Audience perception: Politically biased

2. Placed well above its competitors in Prime2. Audience perception: older look.

Time band. 3. Performance is not up to the mark in

3. Leader in almost all the time bands morning & afternoon time bands.

4. Well equipped & state of the art graphics 4. Poor lifestyle & entertainment related

Department. Programmes.

5. Leader in Crime & Political reporting 5. Lack of international coverage.

6. Located near LalBazaar, H.O. of Kolkata 6. Brand association did not happen with

Police the Brands with higher Brand equity.

7. High Brand awareness. 7. Low E.R. in comparison to performance.

8. Joint venture between Zee News Ltd. 8. Not enough reach to younger generation.

and Akash Bangla.

9 Has been perceived as a most credible

Channel among its competitors.

10. Better distribution results higher

Reach.

11. Quality of correspondence.

12. Overbooking of inventory.

OPPORTUNITIES—O SO STRATEGIES WO STRATEGIES

1. Placed in the most potential 1. Well equipped graphics will help in 1. Older look is preferred by higher age gr.

regional market. Coming Election time.[S4] 2. Lifestyle & Entertainment section can be 2. % of 45+ age gr. Is the highest in 2. Location helps in Crime reporting.[S6] made competitive [W4]

this region. 3. Enjoying Zee’s Brand equity & financial 3. International coverage can be done. [W5]

3. Increasing combined deal with Zee strength.[S8] 4. Low ER brings new client.[W7]

news

THREATS--T ST STRATEGIES WT STRATEGIES 1. Introduction of new channel in 1. Joint venture might result to 1. Audience perception might result to

the same genre. separation of two organizations.[S8] shifting of channel.[W1; W2]

2. Economic recession might result 2. Overbooked inventory might result in 2. Morning & Afternoon time band can

in fall of revenue. dropping of programmes [S12] captured by other channel.[W3]

3. (12-24) age gr. Constitutes 35% 3. Lower Brand association can cause

of the population. lower Brand equity. [W6]

4. Negative perception might 4. Low E.R. will result lack of revenue

result to shifting of audience to lower Brand value. [W7]

different channel.

31

RECOMMENDATIONS for 24 GHANTA

Proper attention should be given to improve the morning and

afternoon programmes as these two time bands are not giving enough

numbers in terms of TVR.

News presentation should be more appealing to reach across various

Target Group.

More programmes should be introduced related to entertainment and

lifestyle.

Special programmes should be introduced to reach the younger

generation like fashion related programmes, auto shows and career

related programmes.

The coverage of international news should be increased. This can give

competitive advantage to 24 Ghanta.

It is perceived that 24 Ghanta is a politically biased channel so proper

measures should be taken to position itself as a news channel which

delivers authentic information.

32

BIBLIOGRAPHY

1. TAM MEDIA RESEARCH.

2. WWW.STARANANDA.COM

3. STRATEGI MANAGEMNT

-FRED. R. DAVID

4. MARKETING MANAGEMNT

- PHILIP KOTLER

4. BRAND MANAGEMNT

- KEVIN KELLER

33

!QESTIONNAIRE!

This Questionnaire will be used for research purpose only and the information

given will remain strictly confidential.

TG: SEC ABC, C&S; M 25+ YEARS

Name:

Occupation:

Marital Status: Single Married

Education: 10th

pass 12th

pass Graduate Post Graduate

Q.1 What is the approximate time that you spend with a Bengali news channel?

Less than 30 minutes 30 minutes to 1 Hr (1-2) Hrs

Q.2. Which is/are the day parts that you watch a Bengali news channel?

6 a.m. to 12 p.m. 12p.m. to 6 p.m. 6p.m. to 12 a.m.

Q.3. Order the below mentioned channel according to the duration of time that you watch

these channels.

[Put 3 (in 1to 3) for the highest time duration and 1 for the lowest time duration that you

spend to watch a channel]

24 Ghanta Star Ananda Kolkata TV

34

Q.4. Which channels do you think the most engrossing among the two in terms of various

types of reporting?

Put A for 24 Ghanta and B for Star Ananda

Crime Politics Sports Lifestyle

Entertainment Business

Q.5. Rank the below mentioned Channels at a scale of 10 as per your perception.

Cover the No. of your choice with a circle

i) 24 Ghanta

Old Neutral Young

-5 -4 -3 -2 -1 0 1 2 3 4 5

Star Ananda

Old Neutral Young

-5 -4 -3 -2 -1 0 1 2 3 4 5

ii) 24 Ghanta

Not appealing Neutral Appealing

-5 -4 -3 -2 -1 0 1 2 3 4 5

Star Ananda

Not appealing Neutral Appealing

-5 -4 -3 -2 -1 0 1 2 3 4 5

iii) 24 Ghanta

Not Credible Neutral Credible

-5 -4 -3 -2 -1 0 1 2 3 4 5

Star Ananda

Not Credible Neutral Credible

-5 -4 -3 -2 -1 0 1 2 3 4 5

iv) 24 Ghanta

Politically biased Neutral Apolitical

-5 -4 -3 -2 -1 0 1 2 3 4 5

Star Ananda

Politically biased Neutral Apolitical

-5 -4 -3 -2 -1 0 1 2 3 4 5

35

Q.6. Associate the below mentioned channel with the personality from the below

mentioned filmstars:

Shah-rukh Khan, Amir Khan, Amitava Bachhan, Nana Patekar

24 Ghanta

Star Ananda

Q.7. Rank the two channels at scale of 10 in terms of the Brand equity of the Brands

which are present in the channel.

Cover the No. of your choice with a circle

24 Ghanta

Lowest B.E. Highest B.E.

1 2 3 4 5 6 7 8 9 10

Star Ananda

Lowest B.E. Highest B.E.

1 2 3 4 5 6 7 8 9 10

(B.E.: Brand equity)

Q.8. How much do you recommend others to watch the following channels

Cover the No. of your choice with a circle

24 Ghanta

Do not recommend at all Neutral Highly recommended

-5 -4 -3 -2 -1 0 1 2 3 4 5

Star Ananda

Do not recommend at all Neutral Highly recommended

-5 -4 -3 -2 -1 0 1 2 3 4 5

Thank You.