Escolar Documentos
Profissional Documentos
Cultura Documentos
Session 2009-11
Submitted by:
PRAMOD KUMAR
0908017
DEPARTMENT OF MANAGEMENT
1
Satya Vihar, Vidhansabha-Chandrakhuri Marg, Mandir Hasaud,
Raipur, (c.g.) 492007
2
DECLARATION
I assert that the statements made and conclusions drawn are an outcome of the
project work. I further declare that to the best of my knowledge and belief that the
project report does not contain any part of any work which has been submitted for
the award of any other degree/diploma/certificate in this Institute or any other
Institute.
PRAMOD KUMAR
0908017
PGDM-3
3
CERTIFICATE BY ORGANIZATION
This is to certify that Mr. Pramod kumar, a student of Post Graduate Diploma in
MANAGEMENT (2009-2011), DISHA SCHOOL OF MANAGEMENT, RAIPUR has
completed his summer internship training from Zee 24 Ghante Chhattisgarh, Raipur,
under the guidance and supervision of Mr. Abhinna Suresh Khare, Asst. Manager-
Marketing. The period for which he was on training was for seven weeks, starting
from 5TH April 2010 TO 15TH May. This Summer Internship report has the requisite
standard for the partial fulfilment of the Post Graduate Degree in MANAGEMENT. To
the best of our, knowledge no part of this report has been reproduced from any other
report and the contents are based on original research.
4
ACKNOWLEDGEMENT
First of all I would like to thank the management of Zee 24 Ghante Chhattisgarh for
giving me the opportunity to do my one and half month Summer Training in their
esteemed organization. I am highly obliged to Mr. Abhinna Suresh Khare (Assistant
Manager, Marketing) and Mrs. Nivedita (Department head of HR) for granting me to
undertake my Training at Zee 24 Ghante Chhattisgarh, Raipur.
For making significant contribution directly or indirectly in the project, I also extend
my hearty gratitude towards Prof. Siddharth Bhattacharya, Faculty Of Management,
Disha School Of Management, Raipur.
Finally I thank all the respondents, friends and my co-trainees for providing their
great opinion and helping me in successful completion of the project.
0908017
DSM, Raipur(C.G.)
5
PREFACE
6
Table of Contents
Page
Sr. No. Title
No’s
1. Executive Summary
2. Abstract
3. General Introduction
4. Objective of research
5. Company profile
6. Methodology
8. Results
12. Annexure
7
Chapter-1
Introduction of the Project
8
Media is a very dynamic industry in current entertainment industry where cut throat
competition prevailing to provide the news fastest. Media is often referred to as
synonymous with mass media or news media. By the invention of electronic media
The Indian Media and Entertainment (M&E) industry has changed so fast and also
makes changes on it as electronic media is visually more appealing and more
effective in conveying a message with a great frequency. The sudden change in the
entertainment word has made a great impact on the audience and the viewers. The
whole mentality and viewership pattern has changed, so now the overall media
industry wants the key of success by which they may cover and reach maximum
numbers of people (viewers), and that key is the viewing pattern of the audience and
viewers. The major key points are what they prefer to watch, when they prefer to
watch, what kind of program they are going to watch.
The new chapter has been added by the birth of zee group, it is one of the finest
entertainment portals in Indian media and entertainment industry. One of the child of
this group is no.1 news channel of Chhattisgarh, it is famous as a regional news
channel but it also has its national and international image. It is named as Zee 24
Ghante Chhattisgarh. Zee 24 Ghante Chhattisgarh is a confident and smart news
channel that was able to enter a saturated and highly competitive industry, and
emerge at the top in a very short period. In a new platform and with a new team Zee
24 Ghante Chhattisgarh has captured more than half of the Chhattisgarh news
market with a better coverage and real news.
The project aimed to identify the viewership pattern of the Chhattisgarh people which
belongs to the age group of 15-25 (male and female) and 25 plus female. The main
target groups are social economic class A, B, and C. The main objective of the
project is to find the test, preference and viewing habit of the audience to measure
the target audience and also to develop the new programs according to their needs
and requirement.
9
The main purpose of the research is to understand the needs and requirements of
the audience of a new market such as Chhattisgarh. It is located on the middle part
of India so it is affected by all the neighbour states, so if one wants to successfully
run their programs than they have to know their audience what they like or dislike.
In this research the researcher has designed their research methods by which they
are going to collect the information and responses. They also design the technique
by which the collected data are being interpret and analysed and also how they
implement the interpreted result in their organization (channel) in near future.
10
Chapter-2
General introduction
11
MEDIA
Media, whenever someone here the word, it makes the presence of news on that
particulars mind but media is more than that. Media is the medium of conveying the
information and entertainment component in a very effective way. Media is a body of
new technology by which it convey the message and information in the form of
entertainment programs, news, advertisement, television programs and many more.
Media includes television, radio, cinema, internet, news paper, magazines etc. Media
industry is the fastest growing industry in India.
The Indian media and entertainment industry stood at $12.91 billion in 2009, up 1.4
percent over the previous year. The industry is slated to grow at a compounded
annual growth rate of 13 per cent by 2014 according to a report by the Federation of
Indian Chambers of Commerce and Industry (FICCI) and research firm KPMG.
Media has its own dimensions. It is basically divided into two parts, first one is print
media and the second one is electronic media.
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PRINT MEDIA
Print media is one of the cheapest source and means of conveying the message or
information contents to the end user (news paper readers). This medium is also
particularly very popular to reach the target audience for advertisers. Print media
includes all the sources and contents which are in printed form and can stay for long
time. This are the best way to make our self relaxed in pass time. Print media (ex.
Newspaper/ magazines) seems to be moving anywhere other medium cannot reach.
Print media is also famous for its credibility. If you see any information contents in
printed form, it usually holds a higher position of respect and value.
ELECTRONIC MEDIA
The digital technologies and their innovative applications have changed the
entertainment sector considerably, especially the content production and its quality.
Internet has also emerged as the latest revenue stream and has become one of the
fastest growing advertising medium and has made a significant impression on the
entertainment industry.
Electronic media are the medium that uses electronics and electrical equipments for
access the content to the end user (audience) like television, radio, internet etc. It is
best known for its high speed service and long-distance exchanges between larger
numbers of people with all the useful contents and information.
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PRINT Vs ELECTRONIC MEDIA
Electronic Media (News channels) has a clear edge over print media (News paper/
magazines) even if ‘new media’ (Internet) is not included in it. Print media is more of
a 'habit' with people and still caters to a sizeable population. But electronic media
offers a lot of choice to the people, especially to the youth, the largest growing
segment of our population and more importantly, has the ability to maintain the pace
at which the preferences and demands of the youth changes. The shrinking
readership of the print publications perhaps is testimony to the changing media
consumption pattern of the people today. Although I don’t see an immediate threat to
the print media, more so because it is a centuries old media, yet I believe it definitely
is not the media of the future. Moreover, electronic media is visually more appealing
and more effective in not only conveying a message but by virtue of being a
frequency medium, is also effective in registering it, thus ensuring high brand recall
amongst viewers & potential customers. For the advertisers and advertising
agencies, it provides exciting opportunities to experiment with new and innovative
ideas which reduce the media's dependence on traditional source of revenue like
selling Free Commercial Time (FCT), while broadening their horizons and opening
up new avenues for generating revenues through 360 degrees promotional
campaigns and by providing interactive business solutions. The lack of such scope
for experimentation in Print Media would ultimately affect its revenues in a big way
and might as well be the factor which decides its future. Add to it the new media
(Internet, etc.) which too forms part of the electronic media today, I believe Electronic
Media is The media of the future.
14
Chapter-3
OBJECTIVE OF THE RESEARCH
15
• The main objective of the project is to know the television viewership pattern
of the audience of Chhattisgarh. The target group are 15-25 youth including
male and female and 25 plus female. It is very essential to know the test and
preference of the audience for the new product development which is
basically for women viewers.
• The secondary objective is to find out the potential of the Tele-media channel
industry in Chhattisgarh. Chhattisgarh is a very new market for the television
and media industry, so the market research is required to know the market
and its potential.
REVIEW OF LITERATURE
16
Chapter-4
COMPANY PROFILE
HISTORY
17
Zee 24 Ghante Chhattisgarh is one of the best known news channels in
Chhattisgarh. It has achieved a great success in a very short period by the guidance
of Mr. K.K. Nayak. Zee 24 Ghante Chhattisgarh is a regional channel which was
launched on 1st October 2008 in the capital of Chhattisgarh Raipur. It become a
brand of news channel and became no. 1 news channel of Chhattisgarh. The head
office of this channel is in Raipur.
Zee 24 Ghante Chhattisgarh gained a great height in his great guidance. Zee 24
Ghante Chhattisgarh is a franchisee offering of Zee News, and has been launched in
association with SB Multimedia, a media company founded and promoted by the
Goel Group of Companies, a prominent business house in the state. The channel is
being run on a build-operate-transfer basis, with Zee News sharing its brand name
and functional expertise with SB Multimedia.
Mr. K. K. Nayak was the first CEO of this organization and serving here since last 2
year. He had been associated with the Pharma industry for 28 years before
switching over to the media industry, where he had worked with Dainik Bhaskar as
state head for Chhattisgarh. Mr. Dinesh goyal is director of this channel both of them
join this organization from the beginning & they were running this organization very
successfully till now. Zee 24 Ghante Chhattisgarh has strength of 550 employees.
The tagline for the channel is 'Sawal Aap Ka Hai', It's a question about the
Chhattisgarh people which relates the people of Chhattisgarh with the current issues
of the state and nation. The tagline represents the voice of the people of
Chhattisgarh by highlighting the issues faced by the state.
SISTER CHANNELS
18
Zee group is its own image in entertainment industries. It has more than 15 TV
channels including news and media channels. Some of the sister channels of zee 24
Ghante Chhattisgarh are
• Zee News
• Zee Business
• Zee Marathi
• Zee Bangla
• Zee Gujarati
• Zee Telugu
• Zee Kannada
• Zee Punjabi
• Zee 24 Taas
• 24 Ghanta
• Zee Talkies
• Zee UP
DEPARTMENTS
Zee 24 Ghante Chhattisgarh have more than 18 departments, which supports all the
functioning of news forecasting.
19
• Finance: The Finance Department is responsible for the financial functions
and activities of the organization and for the administration of the Council's
fiscal policy. Like Preparation of budget, appropriation of accounts,
investments and savings
• Graphics dept. : Graphics dept. is one of the most important dept. of zee 24
Ghante Chhattisgarh. The basic function is to support the news presentation
in a beautiful manner. All the graphics, pictures, video clips are edited by the
graphics dept.
• HR dept.: HR dept. is the most essential dept. of this organization. The best
resources (human resource) are handled by this section. Some major
functions are recruitment, staff selection, Promotions, Salary determination,
Personnel data entry and records maintenance, Policy development, Workers'
compensation etc.
20
MAJOR CUSTOMERS
Zee 24 Ghante Chhattisgarh has a great market share in a very little time and also
created a loyal relation with other rival organizations. As we know that Television is
the best means of advertisement and promotions, so Zee 24 Ghante Chhattisgarh is
being offered by the customers to present the advertisement and also generate
revenue. Some major clients of Zee 24 Ghante Chhattisgarh are
• Chhattisgarh government
• Retailers
• Industries
• Hospitals
• NGO
• Educational institution
• Fitness centres
• Hotels
• Restaurants
COMPETITORS
21
Chhattisgarh state has more than five regional as well as national channels and local
news channels. So the competition is very tough to provide true and quality news
first. Some major competitors are as below:
22
Aaj-Tak : Aaj tak is one of the best news channel associated with TV Today
network. It is famous for its breaking news coverage from India. It is a national
Hindi news channel launched in December 31, 1999 in new Delhi. Aaj Tak
has been awarded Indian Television Academy’s Best News Channel award
for eight consecutive years. In a 2006 BBC/Reuters/Media Centre Poll, Aaj
Tak was voted the most trusted news source in India, mentioned by 11%, just
surpassing the Government sponsored channel Doordarshan which was
mentioned by 10%.
SAHARA SAMAY MP
AAJ-TAK
23
MARKET SHARE
24
(FIG: - Reach)
SWOT Analysis
Strength
Weakness
25
• This channel is not free to air so more people are not able to watch this news
channel.
• new in market
Opportunity
• It is coming up with DTH service provider like TATA SKY and dish TV
• To expand market share not only in India but foreign countries also.
Threat
26
4 P’s of the organization
PRODUCT
Product is defined as a thing which is used by the end users. By the definition of
product we can state that all the programs and advertisements of a news channel
are their products and services. Zee 24 Ghante Chhattisgarh have more than 32
programs which are forecasted in different-different time slot known as FPC (fixed
program chart). All the programs and advertisements or information are presented
on air according to their time schedules. Major products are-
PRICE
price of the product in entertainment and media industry its depends on the TRP
and TAM of the particular TV show and TV CHANNEL, if any TV CHANNEL is
getting more TRP it means particular CHANNEL is being watched by more people
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and according to the TRP data time space between the programmes is sold as a
form of advertisement for particular CHANNEL.
Popularity of any particular TV show is calculated by the TAM data. Zee news
Chhattisgarh has a 30 product or we can say 30 programmes to sell and particular
programmes popularity is different and accordingly to popularity time space between
the programmes is sold in different price
PLACE
The main target place of the company is Chhattisgarh. Mainly Raipur, Bilaspur, Durg-Bhilai,
Ambikapur, Raigarh etc.
PROMOTION
We all know that the company belongs to the entertainment and media industry so
the promotion of the company, depends upon the popularity of its programmes and
its contents instead of popular programmes. Zee 24 Ghante Chhattisgarh is used to
organise several events and TALK SHOW with famous local celebrities. They also
use to forecast the famous programs twice and threes in a day.
• Relative share of Zee CG is 70.1 (No. 1) with loss of 7.2 % from last week.
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• In terms of GRP, Zee CG is No. 1 with 47
• In terms of TRP %, Zee CG is No. 1 with 3.61 % (GUNAAH, 2nd May, 23:30
hrs.
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• Threat of product or substitute
Switching costs
Consumers and customers have a low switching cost since there are many options
offering similar services. This turns out to make a very high competitive environment
in this industry.
The inclination towards substitutes is also high since the customers /consumers
have a vast pool of options
30
• Bargaining power of suppliers
• BUYER POWER
31
• Barriers to entry
Proprietary products
32
Chapter-5
RESEARCH METHODOLOGY
33
Research methodology is considered as the nerve of the project. Without a Proper
well-organized research plan, it is impossible to complete the project and reach to
any conclusion. The project was based on the Personal interview. The main
objective of these interviews was to collect appropriate data from the audience and
viewers, which work as a base for drawing conclusion and getting result.
RESEARCH DESIGN
1. Observation
2. Problem identification
3. Theoretical framework
4. Hypothesizing
5. Research design
6. Logical analysis
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7. Deduction
However , apart from these 7 we came to know that one basic step is missing. We
numbered that as step ‘0’ and that is – problem definition.
RESEARCH TYPE
The type of research adopted for the study is descriptive. Descriptive studies are
undertaken in many circumstances when the researches is interested to know the
characteristic of certain group such as age, sex, education level, occupation or
income. A descriptive study may be necessary in cases when a researcher is
interested in knowing the proportion of people in a given population who have in
particular manner, making projections of a certain thing, or determining the
relationship between two or more variables. The objective of such study is to answer
the “who, what, when, where and how” of the subject under investigation. There is a
general feeling that descriptive studies are factual and very simple. This is not
necessarily true. Descriptive study can be complex, demanding a high degree of
scientific skill on part of the researcher.
Descriptive studies can be divided into two broad categories: Cross Sectional and
Longitudinal Sectional. A cross sectional study is concerned with a sample Of
elements from a given population. Thus, it may deal with household, dealers, retail
stores, or other entities. Data on a number of characteristics from sample elements
are collected and analyzed. Cross sectional studies are of two types: Field study and
Survey. Although the distinction between them is not clear- cut, there are some
practical differences, which need different techniques and skills. Such studies are
done in live situations like communities, schools, factories, and organizations.
Another type of cross sectional study is survey result, which has been taken by me.
35
DATA COLLECTION METHOD
After the research problem, the researcher has to identify and select which type of
data is to research. At this stage; the researcher has to organize a field survey in
terms of, observation, in depth interview, questionnaire, and telephonic interview etc
to collect the data. While deciding the data collection method it is very necessary to
understand that the required data is primary or secondary. Because our requirement
is primary data so we choose in depth interview and personal interviews to collect
the response of the audience. As the research is qualitative research so the method
is personal interview, which are being recorded, documented and tabulated by the
researcher.
SAMPLE SIZE
SAMPLE DESIGN
The research includes the probability sampling or random sampling. Under this type
of sampling the researcher can choose any one as the sample form a population.
Random sampling from a finite population (limited audience) refers to that method in
which each sample has equal probability or chance of being selected for the
responses.
36
STATISTICAL TOOLS
All data will be analyzed by the Group utilizing the extensive use of MSOFFICE
EXCEL, Google documents & SPSS PC program. Descriptive (mean, standard
deviation, range, frequency, and percentage) and inferential statistical tests like
correlations, regressions, Chi-square and ANOVA as appropriate, will be used to
present findings.
37
Chapter-6
ANALYSIS
38
As we know that the research is a qualitative research based on survey, in depth
interview and personal interview. Qualitative research is designed to reveal a target
audience’s range of behaviour and the perceptions that drive it with reference to
specific topics or issues. It uses in-depth studies of small groups of people to guide
and support the construction of hypotheses. The results of qualitative research are
descriptive rather than predictive.
The analysis part is done by the documentation of the interviews. From all the
documented file we select some specific words related to tele-media industries, by
which one can understand the preference and liking of the audience.
for the analysis and interpretation of the data collected by the samples from target
group we use pai char method under which we prepare pai chart to find out the most
repeated words and their relation with the particular target group 15-25 male/ female
(youth).
Table-1
1 MOVIES 21
2 REALITY SHOWS 17
3 STAR NEWS 12
4 8-10 PM 12
5 AAJ TAK 9
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Graph- 1
INFERENCE:
• By observation of above presented graph one can interpret that youth are
very fond of movies and also wants to watch movie related news in television
and news channels. They also enjoy the movie gossips, interviews of stares
and new songs.
• The second most repeated word is reality shows, which represent that most of
the youth are very scare to watch and get news about reality shows like big
boss, dadagiri, emotional atyachar.
• About news channel we can observe that star news gets more rank compare
to other news channels. It means the star news is most preferred channel
according to youth.
• The next most repeated word is 8-10 pm, which represent the timing generally
prefers form youth.
• After star news second preferred news channel is aaj tak. It is one of the most
channels famous among the youth.
40
Interpretation of the data for 25+ female
Table-2
1 MOVIES 18
2 REALITY SHOWS 15
3 AAJ TAK 14
4 COMEDY SHOWS 11
5 TV SERIALS 9
Graph-2
41
Inference:
• Under the observation of 25 plus female we found that they are very fond of
movies. They also take interest on gossips and interviews of the stars. They
always eager to know about their favourite film stars and tv stars too.
• The second most repeated word is reality shows, which represent the liking of
reality shows by the female groups. They also enjoy their gossips.
• Here we can interpret that aaj tak is most famous news channel among the
female viewers. Aaj tak is very popular for its coverage of bulletins and
breaking news.
• Female groups like watching comedy shows in their ideal time. And also
when they are with their family they used to watch comedy shows.
• As natural all know the love of females about TV serials. All types of daily
soaps, television programs are mostly made only for female viewers. By
analysis we can observe that most of the females are fond of TV serials.
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RECOMMENDATIONS AND SUGGESTIONS
Zee news a very reputed news channel in media industry. It has to make its
coverage more batter to reach maximum no. Of viewers. Some suggestions are
being given
• According to the need of viewers news channel has to make some major
implication on existing programs.
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Major Result
• 9 ki Baat: All big news of the day from all over Chhattisgarh, India and world
find place in this special bulletin. In this prime bulletin we provide the viewers
all the news in detail.
• Aap ki Baat: A daily current affairs show with topics ranging from big news
and new phenomenon. The half hour packed show includes special stories
daily having implication on social and political life of Chhattisgarh.
• Chhattisgarh 10 baje: All the news matures as the day passes on. All news
events happening up till 10 pm in start find its place in Chhattisgarh 10 baje.
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Telecast time- 5:30 pm (Monday – Sunday)
• Khabar chhattisi:- All big news of the day from all over Chhattisgarh, India,
and world find place in this bulletin . in this prime bulletin we provide the
viewers all the news details.
• Khai khazana- This cookery programme is intended to help the viewers and
particularly the housewives to experiment new and different kind of recipes.
We bring in new recipes and show how to make a dish or drink.
45
LIMITATION
• Here remains the possibility of the bias of the interviewers and also the
respondent.
• This type of research is very time consuming, as first take interview, and
create a document, finding the repeated words and then tabulation and
interpretation.
• Sometimes it happens that some samples may give imaginary information just
to make interview interesting. It may a problem in real data collection.
BIBLIOGRAPHY
46
• www.google.com
• www.indianmedia.com
• www.interfaceindia.com
• www.welldone.org
Annexure
47
CHEAT SHEET
1. Your name
• Which tv serials
48
8. Do you watch news?
11. What kind of program you will like to see to be shown in news channel?
CHEAT SHEET
1. Your name
• Which tv serials
49
6. How long you watch tv in a day?
10. What kind of program you will like to see to be shown in news channel?
50