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Tamil Media Industry

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POST_ GRADUATION PROGRAMME IN PLANNING AND ENTREPRENEURSHIP_ {draw:frame} Submitted by .G. Raja Saravanan (09)-F1 Vasanth. G (39)-F1 .G. Alfa Bhandari (03)-F2 Ramya Santhanagopalan (30)-F2 BATCH – PGP/SS/2008 -2010 UNDER THE GUIDANCE OF TO WHOMSOEVER IT MAY CONCERN Yours truly, (*Prof. K.

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*Sashi Rao) Chennai ACKNOWLEDGEMENT We also take privilege in honoring our institution IIPM for allowing us to carry out our project in our area of interest. We thank Raj Network, Sun Network, Star Vijay and Jaya Network for giving us this opportunity.

We extend our heartfelt gratitude to all those who helped us in getting the useful inputs which has gone a long way to increase our knowledge. We would be failing in our duty if we do not thank our parents and friends without whose well wishes, this project might not have become a success. Table of Contents EXECUTIVE SUMMARY INTRODUCTION ABOUT STUDY The Study deal with three key areas of focus: (1) An analysis of how the mass media informally educate their audiences through their descriptions and presentations of significant information. 2) The results of a series of interviews with a theoretical sample of people that explores how they describe themselves and how they perceive the quality of information being provided and also they were asked to respond about their perception on different channels. Thus, resulting in analysis of how effective they are in terms of attracting and satisfying to the need of their viewers. 3) Strategies Adopted & Challenges faced by Channels for successful establishment. OBJECTIVE OF THE STUDY: To study the consumers attitude towards the Raj Network To analyze the customer preference towards Raj Network.

To study about how to help Raj Network to increase its Revenue. To study about how further strategies and investment could be followed to improve the Raj Network. SCOPE OF THE STUDY: This study is confined to Chennai. Further study can be made in other cities also. This study may help the company to find out about the attitude of the Raj Network. The findings of this study may help the company to implement proper strategies that would attract more viewers (audiences). COMPANY PROFILE It is being telecasted in 135 countries RESEARCH METHODOLOGY

Research methodology underlines the various steps involved by the researcher in systematically solving the problem with the objective of determining various facts. The major purpose of analytical research is to analyze the state affaires as it exists at present. Analytical research includes survey and in-depth analysis of variables. The research plan calls for gathering primary and secondary data. The Sampling Method adopted for the present study is Simple Random Sampling METHODS OF DATA COLLECTION Primary Data Secondary Data SECONDARY DATA DATA ANALYSIS AND INTERPRETATION Table 1 The number of *hours a respondent watching television in a day {draw:frame} _From the above table it can be inferred that nearly half (46%) of the respondents watch television for 3 to 5 hours a day and the least population of about 8% spend time for watching television more than 5 hours a day. _ Table-2 The time slot preferred by respondents to watch television {draw:frame} _It can be inferred from the above table that, 7 P. M to 10 P. M is the peak hours for watching television and with very less respondents being interested to watch television early morning and late night after 10 P. M which covers only 5%. _ Table-3

The respondents preference towards various programmes telecasted on Television {draw:frame} Table -4 The number of respondents watching various Tamil Channels {draw:frame} Table -5 The rating of various Tamil channels according to the preference of respondents Table-6 The perception of respondents to add more variety of programmes to the Raj NETWORK {draw:frame} Table-7 The attitude of respondents towards of watching Raj NETWORK {draw:frame} From the above table it can be inferred that _the only 15% of the respondents watch RAJ NETWORK daily and most of the viewers, covering about 26% are not very specific in watching RAJ NETWORK. Table-8 The respondents watching various Raj Network Channels {draw:frame} _The above table shows that only 33% out of 24 respondents watch RAJ NETWORK whereas RAJ VISTA viewers are almost negligible covering just 4% of the total viewership_. Table-9 The viewers feedback on the various parameters of Raj Network {draw:frame} {draw:frame} {draw:frame} {draw:frame} {draw:frame} FINDINGS The survey revealed that Sun Network and Vijay TV is the main competitor of the Raj Network in Chennai. Most of the viewers prefer to watch the Mega Serials and Reality shows.

People are also interested in Vijay TV’s innovative programs People watch Raj TV only when they surf the channels. Regarding Raj Network’s Performance, viewers gave different opinions. Regarding the quality factors of Raj Network (News Channel) most of the viewers had opinion that the news readers and reporters don’t have excellent personality and excellent interpersonal skills. SUGGESTIONS Raj TV can improve their technology standard. They can do some innovative programs to gain the new viewers and lost viewers. Promote information contribution from the people like sharing amateur video footage on public interest.

Add more discussions on local issues regarding the welfare of the society. LIMITATIONS OF THE STUDY The scope of the study restricted to only few areas. Subscribers may not give an accurate data. Busy nature of the respondents. Sample size limited to 150 Respondent’s bias towards certain entertainment channels. Lack of response from customers & resistance was yet another factor that damped the spirit of the researchers. CONCLUSION It is clear that Sun Network and Star Vijay are the leaders in the Tamil Channels. Raj Network has to introduce more innovative programmes.

Raj Network has to improve the picture and sound clarity to become as competitive as other Tamil Channels. Raj Network should target the Tamil audience as a whole, knowing their preferences. BIBILIOGRAPHY WEBSITES www. sunnetwork. org www. rajtvnet. in www. jayanetwork. in www. vijay. indya. com www. tamindia. com www. indiantelevision. com APPENDIX QUESTIONNAIRE *Do you have a NETWORK*? Yes b) No Yes b) No *For how many hours in a day, do you watch NETWORK*.? *When do you watch NETWORK*. generally? Which Tamil channels do you watch? Others _ Which programmers you watch most and regularly?

Amongst the following channels which program you like the most? Kindly rank the Tamil channels according to your preference. Others (please specify) What do you like or dislike about the following channels? * How often you watch Raj NETWORK*.? Which Raj network channels you watch? Kindly rank Raj Network channels according to your preference. Raj Vista [ ] *How would you rate Raj NETWORK* on the following parameters? Kindly tick the appropriate box *Do you think Raj NETWORK* needs to add more Variety to its existing set of Programmes? Your suggestions about Raj NETWORK

Name (Optional): Mother Tongue: Age Group (Tick the appropriate one) Competitors Profiles MAJOR BRANDS IN THE CHENNAI TELEVISION MARKET: Sun Network Jaya Network Raj Network Star Vijay Mr Kalanithi Maran, Chairman and Managing Director of the Sun TV Network Limited. SunTV Network’s programming is a mixed bag. All the channels have a wholesome blend of • Films • Film-Based Shows • Superhit serials • NEWS Capsules • Talk shows • Children’s hours • Women Show. {draw:frame} Sun Network is being telecasted in Asia South Africa Australia Europe USA Canada It is being telecasted in more than 150 countries

JAYA NETWORK J. Jayalalithya,*( Former Chief Minister of Tamil Nadu )* MD, Chairman and Managing Director of the *Jaya *Network Limited. {draw:frame} The Network runs a number of popular serials presented by some of the best names in South Indian films today. These in combination with a number of popular chat shows and game shows give the network an edge with the viewers. Tamil Channels: Jaya TV, Jaya Max, Jaya news & Jaya Plus Jaya Network is being telecasted in Australia New Zealand STAR VIJAY It is a popular Indian entertainment channel broadcasting in Tamil.

The channel is owned by Rupert Murdoch’s News Corporation. It is best known for serving its viewers with a mix of content, not limited to mega serials/daily soaps like other Tamil channels. The main reason of success of STAR Vijay is its share of reality shows. Reality shows were first introduced to the audiences by STAR Vijay Star Vijay is being telecasted in Sri Lanka US Canada Secondary Data of Raj TV Raj Television defers expansion plans The Rs150-200 crore investment for launch of 12 regional channels has been put on hold for 12-18 months Vidhya Sivaramakrishnan

Chennai: Media and broadcast company Raj Television Network Ltd has delayed plans to launch 12 regional channels and buy a Tamil newspaper by another 12-18 months, as the company waits for the economy to revive to raise funds, two top executives said. The Chennai-based broadcaster, which raised Rs52. 81 crore in an initial public offering in February 2007, had proposed investing Rs150-200 crore for the launches, with part of the funds coming from private equity firms. These plans are now deferred because of the current market conditions, M. Raajhendran, managing director of Raj Television, said in a recent meeting.

Raj TV is already struggling with thin audience ratings in a crowded regional television market. According to TAM Media Research Pvt. Ltd, a viewership rating firm, mmands a 96% share, while Raj Digital Plus has the remaining viewership, TAM data shows. Raj TV currently runs four television channels in Tamil and one each in Kannada and Telugu, primarily in the music, news and general entertainment categories. Of the proposed channels, for which the company already has licences, three would be in Malayalam and two each in Kannada and Telugu. It is yet to decide on the other five channels. Within a span of one-and-a-half years, the global markets will also be good and we will raise funds,” Raajhendran said. “We are going slow. ” Prakash Dharmarajan, Chennai president of advertising firm Ogilvy and Mathpwer, said Raj TV cannot depend solely on new channels to improve its business. “It (Raj TV’s success in other states) would entirely depend on their programming content. Is it easy? It is not. At the end of the day, people watch programmes, not channels,” he said. On the company’s print plans, promoter and whole-time director M.

Ravindran said that though the company is in talks with a few people, a deal is not likely immediately. “We want to buy out some established print player, but it will take some time,” he said, without elaborating. Raj TV has since released two of the four movies it has produced so far, investing Rs23 crore. They made profits of 10-15% on an average, Ravindran said, but declined details. The studio and office complex, too, needs another year to be ready, he added. Raj Television’s revenue in fiscal 2008-09 increased to Rs62. 41 crore from Rs58. 69 crore in the previous year, but fell way short of its targeted 40-50% revenue growth.

Net profit for the year ended 31 March fell to Rs3. 72 crore, from Rs13. 46 crore earlier. MUMBAI: The Sun Network has hit back at Raj TV’s claims of having cornered the number two position in Tamil Nadu. MUMBAI: Raj TV seems to be in no mood to give up its claim as the second most popular channel in Tamil Nadu. A few months ago, the channel had cited TAM data to indicate that it was the number two channel after Sun TV. The credit to this, Raj gave to its Friday night blockbuster movies. However, the claim had sparked off a scramble for the slot. Eight months down the line, the big fight continues.

Pointing to a survey initiated by The Hindu and conducted by TNS Mode (the fourth largest market information group in the world), Raj TV has again asserted its number two position in Chennai. This, of course, means that Raj is the most preferred channel after the undisputed leader Sun TV and its sibling KTV. The TNS poll was conducted in Chennai among 230 men and women. According to the survey, while a major chunk (77 per cent) respondents claimed to be loyal viewers of Sun TV and 5 per cent watched KTV, Raj was the hot favourite among four per cent television viewers.

Of the rest, viewership for Vijay TV and Sumangali Cable Vision (which also belongs to the Sun TV stable) was two per cent each. The other channels – including Jaya TV – put together figures for only 10 per cent viewership, Raj claims. The survey indicated that 26 per cent respondents watched television for one to two hours. Only 13 per cent people said they watched the channel for more than four hours. Raj TV backed its claim to popularity with another significant aspect that the TNS survey revealed. According to the survey, Raj TV is the only channel besides Sun, whose daily serial ranks among the top five most popular shows in Chennai.

The survey shows that Raj’s Geethanjali is the fourth most popular serial in the metro. The number one serial Metti Oli, number two Annamalai, number three Kungumam and number five Appa are all aired on Sun. IREDATO Card Hello, I bought a Card through my relative as per advice of RAJ TV Sales personal in the month of June 09. The same card was personally hand carried to Australia. Upon arrival, i called up raj tv as per their advice that the card needs to be activated and that they require the decoder box number As per the advice again, i forwarded the box number.

RAJ TV again came up with an email as below Dear Siva, Please send us your Receiving Box Number starting with 045 or 027 ( 11 digit number ) to activate the cards. Thanks, S. Swaminathan. Mob:092445 03555. I was then told that the card supplied was un-suitable and should be used only with RAJ TV supplied decoder box. How in the world can RAJ TV supply a card withouth any prior purchase details of a customer of a RJA TV Supplied Decoder BOX After insistant follow up by my self, I am still to get the correct card. Very Disappointed with RAJ TV and its Sales Person