2009

MARKETING STRATEGY “NE TV”

ANKITA ROY
[NE TV]
01/09/2009
 Marketing Strategy on NETV

INDEX

Sr. No. Topic Page No.

1. Synopsis 1

2. Introduction 2

3. Summary 5

4. Data analysis 6

5. Competitor’s 29

6. NETV’s strategy 31

7. Research Method 33
8. Product Life Cycle 36

9. Recommendation 38

10. Limitation 40

11. Conclusion 41

12. Questionnaire 42

13. Bibliography 47
 DECLARATION

This project report on “Marketing Strategy of NE

TV” in NE TV, ASSAM is submitted by me for the
partial fulfillment of the course of M.B.A from
Times Business School, Delhi.
This is an original work done by me except the
guidance received which has been properly
acknowledged in the report.
This is not the copy of any other report or any part
of it hasn’t been submitted for the award of any
degree or diploma.

ANKITA ROY
Times Business School, Delhi.
 ACKNOWLEGEMENT

I would like to acknowledge and extend my

heartfelt gratitude to the following persons who
have made the completion of this Project Report
possible:

Our Director, Mr. Nirmal Singh,for giving me this

enlightening opportunity.
Mr. Surojit Dey, G.M. NETV for the help and
inspiration he extended.
My family and friends for support and
encouragement.

And to God, who made all things possible.

 Marketing Strategy on NETV

SYNOPSIS

THE LAUNCH
NETV is the first private satellite television channel to connect,
network and telecast live in a region registering the fastest growth in
India. The yet unexplored Northeast India is the culminating point of over
200 tries from the eight states of Assam, Arunachal Pradesh, Meghalya,
Mizoram, Tripur and Sikkim- a land teeming with variety. NETV has its
Head Office in Guwahati, with TV bureaus located in all state capitals in
the region.

We wanted to stick to a topic which would come to no one’s mind easily

thus leading us to have a unique topic and this is how we decided on
NETV.

The project will be focusing on the introduction of a channel broadcasted

in 18 different channels i.e. NETV. It will also be discussing about
strategies adopted by NETV on entering the market of general
entertainment space. The channel started airing on television screens
from March 16th, 2004.

Apart from discussing about the channel and its programming the
project will also highlight about its relation with its other competitors like
News Live and DY 365.

The project will also talk about the Product Life Cycle (PLC) Stages
and will place NETV on one of its stages. It will highlight a particular stage
and explain it in brief.

Along with this the project will also talk about strategies adopted by
NETV and the based on the project we will further suggest Competitive
Strategies to remain in the same genre.

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 Marketing Strategy on NETV

INTRODUCTION

NE TELEVISION NETWORK PROFILE

POSITIV Television Private Ltd. – an unparallel brand name in the

Northeast- was launched in 2003.

POSITIV Television already boasts of operating several firsts in the

country. It is the company with the first private teleport in the North-East
or for that matter any sensitive area of India. It runs several private
satellite television channels- the first being NE TV – based in Guwahati,
but a deep penetrating of all the states of North-East India; connected to
every nook and corner of the region with fiber optics, VSAT links and own
DSNG vans. NE Hi Fi is the region’s popular entertainment channel that
promotes the culture and music of the entire North-East India.

POSITIV Television Media’s presence has grown from Guwahati with

bureaus in over two dozen cities of North-East India, t now a national
presence with offices and studios in Delhi, Mumbai, Kolkata, Hyderabad,
Patna, Ranchi, Varanasi and many more cities. POSITIV Television has
affiliated offices and studios in London and Los Angeles as well.

The group also runs a private FM Radio network called Radio Ooo La La.
Radio Ooo La La caters to Guwahati, Shillong, Agartala and Itanagar.

In 2007, the television channel NE-Bangla was launched, to cater to the

East and North-East Indian Audiences in Bangla. The channel has
emerged as one of the top 5 channels in the region within a record period
of time.

Marketing Strategy on NETV

NE TV, NE Hi Fi and NE Bangla are also a broadcast affiliate of Turner
International.

Today, POSITIV Television Media boasts of satellite, cable and internet

carriage in more than 1 crore (10 million) homes in India alone, besides
tens of thousands of expatriates and others watching NE TV, NE Hi Fi and
NE Bangla real-time as broadband Internet bassed live stream worldwide.

NE TV is today the largest and leading single platform for advertisers in

the Northeast. There is no other media, pro=int or television, in this
region which can boast of an overwhelming statistic, connecting pretty
much the entire North-East Indian television audience, i.e. 4.2 million
homes.

India takes pride in her women. Respect the fact that history is replete
with the vital role of women in every aspect. And that a woman, with her
beauty and brains, is the backbone of every family. India stands head and
shoulders above the rest of the world in placing women in top positions;
be it at home, or in posts of authority and power. With this philosophy,
the concept of Asia’s first news and current affairs channel on women,
with a focus on Women’s Empowerment across the world, took shape; and
Focus TV came into existence.

Focus TV is an international channel, launched under the aegis of the

company M3 Media Pvt. Ltd. It is a 24x7 news, current affairs and
infotainment channel in Hindi, English, focusing on Women’s
Empowerment across the world. The company ha sits own private teleport
at its Noida Studio. This Channel will be carried by the leading DTH
platforms and will reach viewers all over the country and several other
parts of the world very soon.

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Marketing Strategy on NETV
NE TELEVISION NETWORK PROFILE

HAMAR TV was launched under the aegis of the company HAMAR

Television Network Pvt. Ltd. Hamar TV is a multi-lingual channel…and as
the name suggests, its primary language is Bhojpuri. This one of its kind,
news, current affairs and infotainment channel will also have elements of
Angika, Maithali and other dialects of the region.

It is a well known fact that Bhojpuri is spoken in all six continents. The
channel targets a niche audience from the eastern part of the country, as
well as those who originally hail from the region, residng in other parts of
India as well as abroad. In India itself, the channel caters to a population
of over 18 crore.

Ever since its launch, lakhs of people hane commented on how endearing
it is to hear news in Bhojpuri. Besides news, the channel offers a host of
musical shows, recitations of local poetry and thus bringing alive the
culture of the region.

HY TV has been floated under the banner HY Media and Entertainment

Pvt. Ltd. and has been launched to cater to cosmopolitan people residing
in South India. HY TV is a news, current affairs and infotainment channel
in Hindi, English and Urdu.

In the coming years, the group plans to grow to become a media house
with a gamut of channels catering to every segment and niche of society,
and make its presence felt all across India and the world. With the
Teleport facility for 16 channels from Noida office of Positive Television,
there are plans to launch a bouquet of channels in the future including a
business channel, a shopping channel and a channel catering to the Sindhi
population. The launches of their three new channels are just stepping
stones and a glimpse of their expansion plans and forays, which will make
us a media power house very soon.

Marketing Strategy on NETV

 SUMMARY

Northeast Television is the first private satellite channel of

northeastern India which covers and connects all the eight states of the
region. NETV is also the first earth station and teleport of the northeast.
Equipped with three state of the art studios with uplink facility from
Guwahati, Northeast Television has already become the undisputed leader
of top-notch entertainment and news in this region.

Northeast Television is far more popular than the state-owned media in

the northeastern region. As NETV is a satellite-carried and cable-
distributed channel, it is present in 42 lakh homes of the northeast
already.
We are not only present in every major city of the northeast, but also in
the remotest of towns of the entire region. We are present even in the
rural areas where the state media does not reach. This can be judged from
any random sampling that can be done in any of the cities.
Beaming off the prestigious global satellite INSAT 2 E, Northeast
Television has a crystal clear signal with no distortions. Little wonder then
that the people here enjoy the fun and masti programs including a list of
never-before musical extravaganzas.
The channel has a mix of entertainment, news and current affairs in good
proportion. The channel’s forte remains upscale and well-created
entertainment shows like Just Dial, Movie Magic Movie Masti, Jonaki
Jonaki Geet, Quiz, comedy serials, game shows, family serials, popular
astrology shows etc.

Marketing Strategy on NETV

 TECHNICAL SPECIFICATIONS

NE Television is carried on under the following coordinates:

NAME OF SATELLITE INSAT 2E satellite (APR 1) at 83° E

DOWNLINK FREQUENCY 3620.25 MHz

DOWNLINK POLARISATION VERTICAL

SYMBOL RATE 3.333 MS/S

FEC ¾

SIGNAL TYPE Digital, Free to air

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 Marketing Strategy on NETV

ENTERTAINMENT

NE Hi Fi

NE Hi Fi is the first and only 24 hours Entertainment Channel which

covers the entire Northeast region. It is the only channel that broadcasts,
promotes and projects the culture, tradition, folk and commercial
entertainment of the eight states of the northeastern region while serving
the local population with the premium global and Indian infotainment.

Northeast Hi Fi (NE Hi Fi) channel unravels, explores and embodies

the culture, the colors, the spirit, the sounds and the enigma of a pristine
region of India. NE Hi Fi serves to bridge the gap by truly bringing out a
rich tapestry and diversity of the Northeast region with its eight states,
providing a taste hitherto unknown to India and the world.
NE Hi Fi delves into the traditional and cultural beauty of the Northeast
on the one hand, while bringing to its viewers the evolving music and
entertainment from India and the rest of the world in the tradition of the
growing and dynamic Positiv Television Networks Group.

Marketing Strategy on NETV

The channel has launched shows like

 KHISIRI – a comedy show

 MITAR TITAH MITHA – a comedy serial
 NAM THOLU MADHUCHANDRIKA – a social drama
 ARADHANA – a programme on devotional songs
 HOT LINE EXPRESS – a phone based music show
 MURDER- a detective serial
 POP LIFE- clippings from Hollywood
 SORAPHUL BUTALI- an Assamese serial

Naach Challenge 2009 is the on-going popular dance competition on the

channel.

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 Marketing Strategy on NETV

RADIO Ooo La La
91.9 MHz

The NE Television Networks is all set to achieve another milestone and

revolutionize the regional entertainment market with the impending
launch of the first four (4) private FM radio stations in the region.

‘Radio Ooo La La’ – a very peppy name in line with the FM wave that’s
sweeping India – will change the landscape and airwaves in the region.
The Guwahati based parent company of NE Television Networks, Positiv
Radio, is considered a pioneer. Another group company, Positiv
Television, holds the crown in bringing NE Television (NETV), now a 24
hour news channel that was launched in 2004, and NE Hi Fi, now a 24
hour entertainment channel launched in 2006. The two TV stations
dominate the market that spans eight (8) states of the Northeast India
and are considered unparalleled in their monopoly of the regional viewers
unlike any other regional or national channels in the entire country.

9
Marketing Strategy on NETV
The region was bereft of at least popular, mass entertainment in the
absence of any quality television and radio programming until the advent
of NETV. The television channel started as a general entertainment
network and in less than 3 years the group has diversified into splitting
the channel into a multi-lingual round-the-clock news station with
bulletins in 11 local languages as well as a special mass entertainment and
infotainment channel. On the heels of this success came the group’s
winning bid to run 4 FM radio stations across the region. The diversified
group now aims at creating a national presence in television and radio
sometime in not too distant a future.

Private FM radio in India had been limited to the major metros for the
last five years because of government policy to gradually deregulate the
powerful and stupendously growing media industry that portends to
create socio-political and financial impact. The Indian government
embarked upon a much bigger program to usher in FM nationwide — over
300 radio frequencies (read: stations) having been allotted in 91 cities.
Apart from Guwahati in the biggest and most populous state of Assam,
FM radio stations now operates in three (3) other large capitals of
different states – Shillong, Itanagar and Agartala.

1o
 Marketing Strategy on NETV

Radio Ooo La La’ is magic to the ears of residents of small towns in the
Northeast who were confined thus far to pretty much the national news
and programs produced and broadcast by the government’s All India
Radio and only over amplitude modulated (AM) signals. Positiv Radio
promoters are confident that Radio Ooo La La will ‘rock the Northeast.’

Radio Ooo La La is set to usher in a programming revolution. A new

government policy on FM radio makes the business viable and a lot more
variety in the content is expected. Music, talk, issue based programming,
requests for popular songs, sports news etcetera will definitely get
millions of ears. Radio Ooo La La management feels that the stations will
provide the region also with a much needed platform – regional and local
- to discuss and highlight issues of need, urgency and significance.

Positiv Radio has deployed world class equipment and instrumentation to

ensure that the dynamic and stereophonic sounds emanating from the
first of the FM Radio stations in the Northeast bring pure and lovely
sound to regional listeners. Producers, jockeys, talk show hosts and others
are being hired to create and disseminate ‘a whole lot of dynamic content.’

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 Marketing Strategy on NETV

THE TIE – UP

The Assamese daily Asomiya Pratidin has recently tied up with

Satellite channels North East Television (NETV) and NE Hi-Fi, to
improve the quality of the channels. The channel referred to it as a
content sharing collaboration.

The tie up was affective from the 13th of july 2009.

In a joint press meet at NETV premises, the proprietor of Pratidin,

Jayanta Baruah and chairman and director of NETV group Matang Sinh
clarified that the channels have not been sold to Pratidin, and that the
board of directors of the channel would also remain unchanged.

STRAIGHT FROM THE DIRECTOR’S MOUTH

“We are not going to sell our shares to the newspaper group. Our joint
venture is part of the experimentations media organizations do to
improve their quality and reach out to more people,”
Mr. Matang Singh said.

“There was a rumor in the market that NETV has been taken over by
Pratidin, which is not true. We are in the process of launching four
additional television channels in future,” he added.

“Our collaboration is basically for news reports and editorial contents.

Some internal changes might be done if needed,” mentioned Mr. Jayanta
Baruah.
But no conditions of the agreement between the two media groups were
revealed.

12

Marketing Strategy on NETV

 Recent Additions

The North-East TV Group successfully added one more television channel

to its kitty with the launch of HY TV. The media conglomerate from the
north east now has a bouquet of six channels under its banner, like NE
TV, NE Bangla, NE Hi-fi apart from Hamar TV which is India’s first News
& Current Affairs multi-lingual Bhojpuri Channel which was launched on
March 7 and Focus TV Asia’s first 24x7 News & Current Affairs Channel
for Women on the occasion of International Women’s Day on March 8
earlier this month.

HY TV has been floated under the banner of HY Media and

Entertainment and has been launched to cater to the cosmopolitan people
across the globe. HY TV is South India’s first multi-lingual global TV
channel for News, current affairs and Infotainment and will be aired
exclusively in English, Hindi and Urdu. While Hyderabad is the helm of
affairs for the channel, it has bureaus in other southern cities like
Bangalore, Chennai and Trivandrum.

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 Marketing Strategy on NETV

HY TV is headed by Director Rama Raju. He said that several news

channels in Andhra Pradesh market are often known to sensationalize the
news and HY TV has taken an oath to stay away from sensationalism of
news. Apart from the regular news features, the channel has a basket full
of infotainment programs, reality shows and travelogues.

Former Union Minister Matang Sinh, who is the Chairman and Managing
Director of the North-East TV Group was present to grace the occasion at
the HY TV headquarter in Hyderabad. Explaining the USP of HY TV, in an
already cluttered news market, Mr. Sinh said, "Our strategy is to present
responsible news while being creative in different languages like Hindi,
English and Urdu. We focus on the problems of development, health,
women and children, minorities, dalits and everything under the roof. We
are here to solve the common man's woes and take it to the government."

He also said, "Many of the bureaucrats who are policy makers are non-
Telugu's and they need to know the ground realities, and the HY TV Hindi
and English bulletin is meant for them. The Urdu-speaking population
also requires a dedicated news source about the Old City, which is a
neglected area."

Group Assignment Head Gargee Bardoloi said that HY TV is the channel

that will connect local people worldwide and will present its content in the
most widely spoken languages of the country keeping intact the history,
heritage and flavour of South India.

Also present on the occasion was Head Output, Mr. Anshul Shukla, Head
Input Mr G Ramesh Rao, Chief of Bureau M N S Kumar, Head Marketing
Krishna Mohan along with the entire team of HY TV.

14

Marketing Strategy on NETV

HAMAR TV unravels the history, the heritage, the color, the renditions,
the glamour and the power of the Bhojpuri heritage. HAMAR TV is
family news, current affairs and infotainment channel. The intent is to
capture yet another glorious and important niche - a channel and a
medium that will connect Bhojpuri people worldwide.
Bhojpuri literature has always remained contemporary. It was more of a
body of folklore with folk music and poems prevailing. Literature in
written form started in the early twentieth century. During the British Raj
of India, then known as the ‘Northern Frontier Province Language,’
Bhojpuri adopted a patriotic tone and after Independence it turned to
community. In the later periods, following the low economic development
of the Bhojpuri speaking region, the literary work is more skewed towards
the human sentiments and struggles of life.
India of the 21st millennium has ushered in a media revolution that
emboldens peoples with media in their language and focusing on their
needs and habitat. HAMAR TV captures an important regional language
market - the Bhojpuri speaking people. Bhojpuri is not just the mother
tongue but enshrines a heritage for many in Bihar, Jharkhand, Uttar
Pradesh, Madhya Pradesh, West Bengal and Delhi states of India, besides
immigrants in countries such as Nepal, Mauritius and many countries
spread through the 5 continents of the world that could number more
than 10 crores ( 100 million).
HAMAR TV, launched under the corporate Hamar Television Network
Pvt. Ltd , marks yet another formidable foray into the powerful and
growing regional television market by India’s premier media group,
POSITIV TV Media, comprising the flagship TV and Radio enterprises,
POSITIV TV Television

15

Marketing Strategy on NETV

Pvt. Ltd. and POSITIV TV Radio Pvt. Ltd. POSITIV TV already boasts
of operating several firsts in the country: India’s first private teleport and
private satellite television and radio channels in Northeastern India to
cover and connect all the eight states of the region.

NETV is an unparalleled brand name in the Northeast, based in Guwahati

but with a deep penetration of Northeast India besides being connected to
the nook and corner of India with fiber optic, VSAT links and our own
DSNG vans. They have given a new meaning to Regional Language
Electronic Media with their two television channels that have come to
command the respect and love of their audience. NETV reigns supreme
as perhaps the only 24 hour news network in the world with live bulletins
in 17 languages of the region, and, NE Hi Fi has begun to enthrall
families with general entertainment programming in different languages
of northeast India, and from Bollywood to Hollywood. Radio Oolalala’s
private FM network extends from Guwahati to Shillon to Agartala and
Itanagar. In 2007, the group gave birth to NE Bangla that caters to East
and Northeast Indian audiences in Bengali language and is fast emerging
as a top 5 in the region. POSITIV TV is the first private teleport in the
Northeast or for that matter any sensitive area of India. POSITIV TV
Media’s presence has grown from Guwahati with bureaus in over two
dozen cities of Northeast India to now a national presence created
through its newly announced television channel, FOCUS TV for the
Indian women. Positiv has offices and television studios in Delhi,
Mumbai, Calcutta, Hyderabad, Patna, Ranchi, Varanasi and more.
POSITIV TV has affiliate offices and studios also in London and Los
Angeles. NETV, NE Hi Fi and NE Bangla are also a broadcast affiliate
of Turner International. Today, POSITIV TV Media boasts of satellite,
cable and internet carriage in more than 1 crore (10 million) homes in
India alone besides tens of thousands of expatriates and others watching
NETV, NE Hi Fi and NE Bangla real-time as a broadband Internet
based live stream worldwide.

16
Marketing Strategy on NETV
NETV is today the largest and leading single platform for advertisers in
the Northeast. There is no other media, print or television, in this region
which can boast of an overwhelming statistic connecting pretty much all
of northeast India television audience, i.e. 4.2 million homes.
India’s ancient to modern history is rich with Bhojpuri language and
heritage. It is a very popular regional language spoken in parts of north-
central and eastern India. Predominantly, Bhojpuris hail from the western
part of the State of Bihar, the northwestern part of Jharkhand State, and
the Purvanchal region of Uttar Pradesh State, as well as an adjoining area
of the southern plains of Nepal. Bhojpuri is also spoken in Guyana,
Suriname, Fiji, Trinidad and Tobago, Brazil, Mauritius, USA, Holland,
Uganda, South Africa and Singapore. It is therefore often said to be the
only Indian language to be spoken on all continents of the Globe. The
language of the Surinamese Hindus, however, is seldom referred to as
Bhojpuri but usually as Sarnami Hindi or just Sarnami. People’s attitudes
towards the Bhojpuri language have evolved over time, and, most
linguists agree it Is not a dialect of Hindi, which is a widespread belief
among speakers. Others, including the Government of India, while taking
census, disagree, and consider Bhojpuri to be a dialect of Hindi. Bu now
the Government of India is preparing to grant it statutory status as a
national scheduled language. Bhojpuri shares vocabulary with Sanskrit,
Hindi, Urdu and other Indo-Aryan languages of northern India. Bhojpuri
and several closely related languages, including Maithili and Magadhi, are
together known as Bihari languages. They are part of the Eastern Zone
group of Indo-Aryan languages which include Bengali and Oriya from
West Bengal and Orissa states respectively. It is said there are numerous
dialects of Bhojpuri, including three or four in eastern Uttar Pradesh state
alone.

17

Marketing Strategy on NETV

The Bhojpuri speaking region, due to its rich tradition of creating leaders
for building post-independent India was never devoid of intellectual
prominence. These included the first Prime Minister Pandit Jawaharlal
Nehru and first President of India, Rajendra Prasad, followed by many
eminent politicians and humanitarians including the second Prime
Minister of India, Mr. Lal Bahadur

Shastri, Pandit Madan Mohan Malaviya, Dr. Krishna Dev Upadhyaya, and
another former Indian Prime Minister Chandra Shekhar.
Notable Bhojpuri personalities include litterateurs, poets and even actors.
Bhojpuri’s impact on Indian literature is evident in that it became one of
the bases of the development of the official language of independent
India, Hindi, in the past century. Bhartendu Harishchandra, who is
considered the father of literary Hindi, was greatly influenced by the tone
and style of Bhojpuri in his native region. Further development of Hindi
was taken by prominent laureates such as Mahavir Prasad Dwivedi and
Munshi Premchand from the Bhojpuri speaking region. Pioneer Dr.
Krishna Dev Upadhyaya from Ballia district devoted 60 years to
researching and cataloging Bhojpuri folklore. Dr. H S Upadhyaya wrote
the book ‘Relationships of Hindu family as depicted in Bhojpuri folksongs
(1996). Together, they have cataloged thousands of Bhojpuri folksongs,
riddles and proverbs from the different districts.
Bhojpuri literature has always remained contemporary. It was more of a
body of folklore with folk music and poems prevailing. Literature in
written form started in the early twentieth century. During the British Raj
of India, then known as the ‘Northern Frontier Province Language,’
Bhojpuri adopted a patriotic tone and after Independence it turned to
community. In the later periods, following the low economic development
of the Bhojpuri speaking region, the literary work is more skewed towards
the human sentiments and struggles of life.

18

Marketing Strategy on NETV

In the present era, the Bhojpuri literature, folklore, art and culture is
marked by a presence of writers, poets, politicians and actors that gave it a
new dimension, a revival. Notable contributors to this trend include
Anand Sandhidoot, Pandey Kapil, Ashok Dwivedi, Bhikari Thakur, and
others in India. In Mauritius, Dr. Sarita Boodhoo from the Mauritius
Bhojpuri Institute has don volumes of work in following the Bhojpuri
culture and language and documenting the indentured laborers’ arrival on
the island. The most notable recent moment has been the rousing and
heart-warming return to Bhojpuri region of India’s most noted ‘Pravasi’
(expatriate), the current Prime Minister of Mauritius, Mr. Naveenchandra
Raamgoolam. He touched

the soil upon arrival at the Patna airport, addressed a gathering of

thousands at the famous Gandhi Maidan in chaste Bhojpuri and visited
his indentured laborer grand-father’s home village February 18th through
20th, 2008. In January 2008 at the Pravasi Bharatiya Divas in Delhi, the
President of India honored Dr. Raamgoolam with the highest honor,
Pravasi Bharatiya Samman.
HAMAR TV is recognition of the richness of Bhojpuri language and a
celebration of Bhojpuri culture. HAMAR TV marks the culmination of a
longstanding desire of the staunch Bhojpuri devout to belong to its own.

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Marketing Strategy on NETV
The 21st Century has ushered in a new India. FOCUS TV aims to capture
an important participant and contributor in this new era - The Indian
Woman!
FOCUS TV, launched under the corporate M3 Media Pvt. Ltd. marks the
national presence of India’s premier media group, POSITIV TV Media,
comprising the flagship TV and Radio enterprises, POSITIV TV
Television Pvt. Ltd. and POSITIV TV Radio Pvt. Ltd. POSITIV TV
already boasts of operating several firsts in the country: India’s first
private teleport and private satellite television and radio channels in
Northeastern India to cover and connect all the eight states of the region.

POSITIV TV has affiliate offices and studios also in London and Los
Angeles. NETV, NE Hi Fi and NE Bangla are also a broadcast affiliate
of Turner International. Today, POSITIV TV Media boasts of satellite,
cable and internet carriage in more than 1 crore (10 million) homes in
India alone besides tens of thousands of expatriates and others watching
NETV, NE Hi Fi and NE Bangla real-time as a broadband Internet
based live stream worldwide.
NETV is today the largest and leading single platform for advertisers in
the Northeast. There is no other media, print or television, in this region
which can boast of an overwhelming statistic connecting pretty much all
of northeast India television audience, i.e. 4.2 million homes

20
Marketing Strategy on NETV

India’s ancient to modern history is replete with the vital role of women in
every facet, aspect, philosophy, ideology and even religion. India takes
pride in its women, loves, respects, worships and event flaunts them for
beauty and brains. India stands head and shoulders above the rest of the
world in putting women in the highest position at home, at work and even
in power. Therefore, FOCUS TV on women.
FOCUS TV also dwells on the women that over time, especially in the last
few hundred years, circumstantially or otherwise, have been ignored,
oppressed, suppressed and confined. Social, economic, religious and
many other factors affected the wrongful treatment meted out to them.
FOCUS TV is not a channel to liberate or emancipate women. Women,
society, country and the whole world know what they want and how to
take care of themselves.
FOCUS TV plays the role of a socially conscious and responsible family
news, current affairs and infotainment channel. The intent is to capture a
lovely and important niche - to celebrate the Indian women and in turn
the Global women.

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Marketing Strategy on NETV

NEBANGLA

Northeast Television Networks has achieved yet another milestone in

revolutionizing the media and entertainment landscape of the northeast
region of India with the impending birth of NE Bangla televisionchannel.
This is the third TV Channel of the group following two very successful TV
channels. NE TV is the world’s only multi-lingual 24/7 news network
programming round-the-clock live news in more than fourteen languages
of northeastern India.
NE Bangla’s impending launch will usher in an era of unprecedented and
much-needed Bengali language programming created and provided from
Agartala (capital of Tripura State in Northeast India) and Kolkatta (capital
of West Bengal state).
The Guwahati-based parent company of NE TV Networks, Northeast
Multi- Media, has pioneered and championed creating and shaping
media, infotainment and entertainment in this region. Since its launch in
2004, the group’s TV stations dominate this fastest-growing regional
market in India with 100% distribution reaching 40 million people. This
group also launched first of the four FM Radio stations in Northeast
India, starting with Guwahati’s Radio Oolala at 91.9 MHz on the FM dial.
An instant success due to the station’s exclusive regional, national and
international programming marks the group’s final conquest of the
populist electronic media frontier in the region. This completes the
group’s unparalleled monopoly of the regional viewers, unlike any other
regional or national group in the entire country.

22
Marketing Strategy on NETV
The group dominates the hearts of peoples and businesses alike. This
region of India was bereft of independent news and popular, mass
entertainment until the advent of NE TV.

Ne-Bangla Channel has recently entered into a strategic tie-up with the
largest Software Content producers of eastern India namely M/s. Rainbow
Productions Ltd. In terms of this understanding all the television
programmes of Ne-Bangla to be aired from the Kolkata Centre of the
channel shall be produced/ syndicated by RPL, Kolkata. Rainbow
Productions have also take over full responsibility of distribution and
marketing of the Ne-Bangla channel throughout the country.

M/s. Rainbow Productions Ltd., with its prolific proven expertise in

television content production, has decided to re-launch some of its
landmark programs like Khas Khabor – a show which almost translated
into a household habit for the Bengalis. This programme shall be telecast
on the channel for atleast four to five times a day on different timings.
Besides this, other popular programs produced by Rainbow during the
past which had also achieved immense popularity within the entire
Bengali community namely ‘Suprobhat’ (Breakfast show) & ‘Mukho-
Mukhi’ shall also be reintroduced. In addition to all these landmark
programmes Rainbow Productions shall also produce many other popular
shows of different genre on the Channel which will include a daily
Women’s Show, Crime News, Sports-News, Health based Shows, Music
based programs, Reality-Shows and also daily Travel Show.

As regards the distribution of the Channel, arrangements have already

been made with Cable Networks across West Bengal & the Northeastern
States to ensure that, the Channel is carried at prime frequencies from the
date of its launch and can reach its entire target audience.

23

Marketing Strategy on NETV

Significantly, both the Channels of the Ne-TV network i.e. Ne-News as
well as Ne-HiFi are already placed on both the leading DTH platforms of
the country namely Dish TV & Tata-Sky. Ne-Bangla is also in the process
of negotiations and it is most likely that, this Channel shall also be carried
by both these DTH platforms and reach viewers all over the country and
several other parts of the world very soon.

With these gamut of offerings planned to be presented on this Channel;

Ne-Bangla is expected to emerge as the MOST POPULAR Bengali Satellite
TV-Channel of the country in the near future.

24

Marketing Strategy on NETV

 ADVERTISERS

NETV is today the largest single platform for advertisers in the northeast.
There is no other media, print or television, in this region which can boast
of these overwhelming statistics on audience reach.

The NETV is considered an excellent platform to reach the masses in

these eight states. Already satisfied mega brands like Nestle, Cadbury,
Johnson n Johnson, Frooti, Ranbaxy, Emami, No-marks, Henko,
Hindware, TVS, Black rose Kali mehendi, Goodrej, Parachute, Nutrilla,
Boomer and many others are already regular advertisers as they have got
their desired mileage from this platform. Any message or brand publicized
through Northeast Television does not go unnoticed and makes the
product more visible and popular.

25

Marketing Strategy on NETV

 MARKET SCENARIO

Based on the research conducted NETV has a strong hold on the eastern
region. However, it might also be noted that the channel is adequately
positioned in the Indian market with 42% shares in the North and West
region, respectively.

Wih the introduction of new programmes on the various channels like

HAMAR TV and HY TV, NETV is picking up fast in all the sectors of the
unexplored markets.

NE TV’S MARKET SHARE IN INDIAN MARKET

90
80
70
60
50 East
40 West
30 North
20
10
0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

26

Marketing Strategy on NETV

 WEEKLY GRP IN NORTH EAST

814.38

channel
zee
star
303.03
sony
netv
142.03
105.28 ne hi fi
51.31 new slive
46.06
41.93
channel

38.29 etv bangla

35.7
star

32
netv

17.85 zee bangla

newslive

star new s
zee bangla

Cs4+
dd north east

dd north east
grand total

27

Marketing Strategy on NETV

 MARKET RESEARCH OF NE TV IN ASSAM

channel
600 universe
500 zee
400 star plus
300 sony
200 netv
star news
100
ne hi fi

dd north
0
star news

east
star plus

cs4+ news live

channel

dd north east
zee bangla
etv bangla

28

Marketing Strategy on NETV

COMPETITORS

Increasing competition has seen some players trying to differentiate

themselves from the rest of the crowd.
  News Live, for instance, has positioned itself as a “Pro
Government” news channel, with programming
targeted at the relatively politically aware masses. It has
established itself as The Most Popular news channel in
Assam.

 DY 365, is a relatively new channel and yet it is ranked

number 6094749 in the world according to the Alexa
Traffic Rank Rating.

The new players see a potential in the region as the market is under-
served, feel media experts. Though the numbers on the total television
advertising in the region are not available, according to media industry
estimates, Assam alone generated Rs 75 crore in a year in print
advertising.
TV industry sources say that NE TV makes about Rs 50 lakh to 60 lakh a
month in advertising. “With the entry of News Live, the average amount
advertisers spend in the market should double,” says News Live CEO
Caushiq Bezboruah.
Bezboruah says that the channel has the “look and feel” of a national news
channel which has been designed by VDO, a US based company. The TV
studios have also been designed by an American company, Inergi
Broadcast.

29
Marketing Strategy on NETV

Predictably, Bezboruah claims that the channel has been well received
since its launch. “After all, it is owned and managed by the local people,”
he claims.

Of course, there is no independent body that can offer viewer ship or

channel share figures for players in the North-East. But NE TV’s Director
Mr. Matang Singh is not worried about competition. “We are anti-
establishment and are popular among the viewers for our quality
content,” she says.
NE TV is also available on DTH platforms such as Dish TV and Tata
Sky.

The competition in this space is likely to intensify as two more news

channels –AM (Assam Meghalaya) TV and Brahmaputra TV – are also in
pipeline. Media experts say that these channels are funded by local
businessmen and builders. These new channels will compete with NETV,
which has been the player entrenched in the market since 2002 and has a
significant viewer ship in the region.

30

Marketing Strategy on NETV

NETV ’S STRATEGY
REACHING THE MASSES

A channel that’s in the prime band is carried in a prominent

position (or channel number) by the cable network—this increases the
chances of a channel being viewed because a large number of TV sets in
the country can still feature only a limited number of channels.

NETV is the only multi-lingual channel with the maximum number of

channels in 6 different channels in Asia. Recently, the channel has
registered itself with the Guinness Book of World Records for the
same.

TAPPING CONSUMER’S SENSITIVITY

While most others took the “for the government” route, NETV went
in for the anti government route and that seems to have worked. In
the face of rising terrorist attacks and anti- social societies NETV strives
to bring the naked truth in front of the world.

31

Marketing Strategy on NETV

ANSOFF’S CLASSIC MODEL OF GROWTH STRATEGY

 According to the Ansoff’s Classic Model for Growth Stage, above
stated strategies should be adopted were General Entertainment Space is
already an existing market and NETV is a current product.

Current product New product

Strategies for Market Product development
Penetration strategies

Existing  Increase market share  Product improvement

market  Increase product usage  Product line extension
- increase frequency of use  New product for same
- increase quantity used market

Strategies for Innovation and Strategies for Technological

Expansion in Market innovation and diversification

 Expand market for existing  Vertical integration:

product Forward integration
New market - Geographic expansion Backward integration
- Target new segments  Diversification into related
business (concentric
diversification)
 Diversification into unrelated
business (conglomerate
diversification)

32

Marketing Strategy on NETV

RESEARCH METHODOLOGY
For this project the medium of research methodology was
  Primary Data - Primary data is the first hand data. In primary
data we have used questionnaire format from
which we then analyzed the data.

 Secondary Data -In secondary data we have used desk

information i.e. used information from
internet, magazines, articles etc.

PRIMARY DATA
The small sample survey was done by us i.e. 25 respondents. The
survey was done on NETV channel and its popularity among population
in shorter period of launch time. The data was analyzed and evaluated on
the responses of the respondents taken by us.

PUBLIC RESPONSE:
The analysis was about people’s interest in watching different
channels with variety of programmes.
According to our survey conducted, we came to know that out of
100% population of sample size likes Varieties of Interest
Any other
to watch: Devotional 3%
Know ledge
oriented
9%
12%

o sports channels– 20% Know ledge oriented

o knowledge oriented– 12% Sports New s New s
20%
o news channels - 22% 23% Entertaintment
Sports
o Devotional – 9% Devotional

o Entertainment channel – 33 % Any other

o Any other – 3%
Entertaintment
33%

This statistics shows us that NDTV can capture major market share as it
already has existing market share in news channel area.
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Marketing Strategy on NETV

MEDIUM OF ADVERTISEMENT:
 The analysis was about respondent’s awareness through various
medium of advertisement.
According to our survey conducted, we came to know that out of
100% population of sample size which came to aware through:

o TV Ads – 15 Advertisement
o Newspaper – 7 Numbers
o Hoardings – 2 15
16
o Pamphlet – 1 14

no. of respondent
12
10
8 7
6
4
2
2 1
0
0
News Hoardings Pamplet TV Ads Any other
paper
mode of adv.

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 Marketing Strategy on NETV

PUBLIC KNOWING NETV:

There are sample size who are aware of NETV i.e. 72% (18
respondents) out of 100% population of sample i.e. 25 respondents.
NETV still has 28% of market to be captured which can be done by
using proper medium of advertisement i.e. TV in which it already has
channels through which it can do with fewer expenses to be incurred.

o No of people watch – 18
o No of people not watch - 7
awareness of channel

No
28%

Yes
No

Yes
72%

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 Marketing Strategy on NETV

PRODUCT LIFE CYCLE

• Introduction – Informative – Tell consumers about the

company and the product. Informative advertising is used
to inform consumers about a new product or feature and to
build primary demand.
• Growth – Persuasive – The market is competitive; the company
will have to encourage consumers to watch over their
competitors. As most of the target audience becomes aware of
the product and

36
 Marketing Strategy on NETV

• competition in the category increases, organizations move to

Persuasive advertising which has the objective of building
selective demand for a brand by persuading consumers that it
offers them the best value.

From the above PLC diagram, it can be easily evaluated that NETV
is in Growth stage.

• Now it is heading towards Maturity, so they have to

formulate appropriate strategies to maintain brand image in
the entertainment industry.
• In growth stage, NETV have High profits & low expense due
to an established postion in the existing market.

37
 Marketing Strategy on NETV

RECOMMENDATIONS
Following are the measures which NETV can use to shift from
growth to full fledged maturity stage
 CONVERT NON-USER TO USER
In this stage the NETV has to attract the viewers towards their
channel.
They can do this by various promotion technique .i.e.
advertisements on various channel, hoarding, e.g., Hoardings of
POP LIFE, NAM THOLU MADHUCHANDRIKA... at
supermarkets, restaurants, and theme parks, etc. i.e. places that
are frequented by families.

 SPONSORSHIP
Sponsorship is a strategy used to increase product awareness and
build relationships. Organizations use sponsorships to gain
exposure to the audience.
Investments in events or causes would help NETV have more
sponsors and in turn would also increase the number of viewer
ship of the channel. Thus Publicity through conducting events
could be gained.

 EVENT MARKETING
Event marketing is a rapidly growing facet of marketing
communications. Marketers select events to sponsor based on the
target audience.
NETV should have tie – ups with Award Functions for these Event
marketing. This would help them built their brand image.
38
 Marketing Strategy on NETV

OTHER STRATEGIES

Entry Strategy:
Avoid competitors from gaining market share by introducing
flanker programmes, e.g., airing a popular Hindi movie in the same
time slot where competitors' main programme is aired.

Fill Up Strategy: Position firmly in the time slot where the leader is
not very good at, like at 9-10 pm.

Focus Strategy:
Have timely innovations based on audience feedback.

Expansion Strategy:
Gain viewer ship by launching attractive programmes like star
shows, game shows, in non-prime time slots.

39
 Marketing Strategy on NETV

LIMITATIONS

We wanted to stick to a topic which would come to no one’s

mind easily thus leading us to have a unique topic and this is how we
decided on NETV.

But the project is restricted to the information which was available at

hand through the books, cases or other research done acted as a
guideline for extracting our conclusion

40
 Marketing Strategy on NETV

CONCLUSION

Through the study we got to understand that there are major players
who would like to consolidate their positions while there are new
channels which are increasingly posing a threat to them.

The fact that NETV is an established product with pretty good market
share, it still needs to fold its sleeves and gear up to remain stable in
the market and has a potential to become a Market Leader.

With our suggested recommendations and strategies NETV would be

able to have a good position in the growth stage.

With immense advertising revenues and viewer ship at stake, the

channel needs to continually assess and re-assess their strategies.

41
 Marketing Strategy on NETV

Questionnaire

1) Personal information

a. Name :
b. Age :
c. Education :
d. Gender :
e. Occupation / Professional :
f. No. of family member :

2) How many members watch TV?

42
 Marketing Strategy on NETV

3) Age group of members who watches T.V.?

5-15 16-25 25-40 40 +

4) Which types of programs you prefer to watch on TV?

Knowledge Based Entertainment News Sports

Devotional Any other Specify

5) At what time in your house the family members watch T.V.?

9.00 – 12.00 am 12.00 – 3.00 pm 3.00 – 6.00 pm

6.00 – 9.00 pm 9.00 – 12 .00 am

43
 Marketing Strategy on NETV

6) How many channels you know on T.V?

7) How many hours do you watch T.V?

1 Hour 2 Hours 3 Hours 5 Hours

8) Which channels you watch frequently?

9) Do you have any idea about NETV Channels?

Yes No

44
 Marketing Strategy on NETV

10) How did you get to know about it?

Newspaper Hoardings Pamphlets T.V.

ads

Any Other Specify

11) Have you seen NETV Channel?

Yes No

12) Which programs did you liked watching most in the NETV?

13) Did you like watching NETV Channel?

Yes No
45
 Marketing Strategy on NETV

14) What was unique as per your opinion?

15) Any other programs that you would like to watch on this channel?

16) Which languages would you prefer the programs to be telecasted in?

English Hindi Assamese

Any Other Specify

17) Would you like the channel to telecast Hindi movies on this channel?

All days of the week only on the weekends

18)Your Comments Regarding the television channels ( If any)

46
 Marketing Strategy on NETV

WEBLIOGRAPHY

 http://entertainment.in.msn.com/tv/article.aspx?cp-
documentid=1189013

 http://news.in.msn.com/business/article.aspx?cp-documentid=1251078

 http://www.animationxpress.com/index.php?file=story&id=3431

 http://www.indiantelevision.com/headlines/y2k8/feb/feb30.php

BIBLIOGRAPHY

 Book - Production Management in India

 Book – Marketing Strategy By Walker & Boyd

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