Description
This is a detailed study on viewers analysis and perception towards a news channel. This report includes, what may be the taste of an average viewer about a news channel. what kinds of news are more preferred by the viewer etc .
Asianet News INTRODUCTION
The growing popularity of the television as a medium of communication has resulted in the TV media sector undergoing a rapid transformation. The Indians had an eagerness to gather the information’s for their development and these types of objectives make the entertainment industry still evergreen. The broadcasters offer good mixture of these things to the market for the customers to make a selection. Television in India has been in existence for four decades. Television Service in India is available throughout the country. Doordarshan, established in 1959 and a part of All India Radio until 1976, consists of one national network and seven regional networks. In 1992 there were sixty-three highpower television transmitters, 369 medium-power transmitters, seventy-six low-power transmitters, and twenty-three transposes. Regular satellite transmissions began in 1982 (the same year color transmission began). In Kerala there was TV broadcasting from the early days and was by the Doordarshan. But the Private channels entered the market in 1990s. Only after that, the competition in market started and it brought the quality picture as to withstand in the stiff competitive conditions. Doordarshan was the first TV channel in Kerala to make the relay in the Malayalam language. It started service from 1984 itself. But the relay time was less and restricted to evenings only. Later it improved the timings and started the relay on afternoons also and there was full day programmes on Sunday. This picture had changed after the arrival of private satellite channels in the 90s. Asianet was the first to make the relay in Malayalam. This made a revolution in the entertainment Industry. Keralites are reaching all parts of world in search of their living this widens the geographical scope of Satellite Channels even to Europe, America, Middle East and Singapore. The major channels in Kerala are Asianet, Surya, Kairali, Jeevan, Amrita TV, Manorama News and India vision. Of these Asianet and Kairali are even available to USA and Canada. These channels are trying to reach all part of the world where there is Malayalee Population.
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Asianet News
Asianet is an Indian general entertainment channel broadcasting in the south Indian language of Malayalam. In terms of viewership, Asianet is often regarded as the most popular Malayalam language television channel. Asianet is part Asianet communications limited, a joint venture between the News Corporation –owned Star TV and Jupiter Entertainment Ventures, an Indian company led by Rajeev Chandrasekhar. Asianet was the first privately owned television channel in Malayalam and the second to broadcast in the language. Asianet reaches the homes of Malayalee in over 60 countries worldwide including the Indian sub- continent, China, South East Asia, Middle East, Europe, USA and the lower half of the Soviet Union. Besides its larger viewership base among Malayalam speaking people in Kerala and other regions of India, Asianet enjoys huge popularity among Malayalee expatriate populations outside India, especially in the Middle East. Further catering to the regions huge Malayalee population, Asianet operates a radio station “Asianet Radio 657 AM & 1269 AM” from the city of Dubai in United Arab Emirates. The channel is also available in the neighboring Arab countries of Saudi Arabia, Oman, Kuwait, Qatar and Bahrain.
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Asianet News STATEMENT OF THE PROBLEM
Keralites are reaching all parts of the world in search of living; this widens the geographical scope of satellite channels even to Europe, America, Middle East and Singapore. Kerala is a state, which is known for its high literacy rate and proliferation of education. This is the main factor, which enables the channels to run in a profitable manner. The people of Kerala are having cultural attitude towards everything that comes under their consideration. Medium of communication is highly co-related with the overall culture, perception and attitudes of the people. There are number of channels offering programmes in Malayalam. Asianet is one of them. There is a cutthroat competition in the field and all the channels aim at improving their viewership and thus increase their revenues from advertisements. The problem here is to identify the viewer’s preference for Asianet News channel vis-à-vis its competitors. It includes: Finding out the factors that determine the viewer’s selection of a channel.
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? Identifying the perception of the viewers. ? Collecting information from sample viewers.
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Asianet News LITERATURE REVIEW
The buyer’s satisfaction after purchase depends upon the offers performance in relation to the buyer’s expectations. According to Philip Kotler, “Satisfaction is a person’s feeling of pressure or disappointment resulting from products perceived performance (outcome) in relation to his or her expectations. Customer satisfaction is the level of persons felt state resulting from comparing a products perceived performance in relation to the Persons expectations”. This satisfaction level is a function of difference between perceived performance and expectations. If the product’s performance, exceed expectations the customer highly satisfied or delighted. If the performance matches the expectation the customer is satisfied. If the products performance fall shorts of expectations the customer is dissatisfied. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. High satisfaction or delight creates an emotional affinity with brand. Variety of factors that affect customer satisfaction includes product quality, product availability and after sales support such as warranties and services. Customer satisfaction is seen as proof of delivering a quality product or services. It is believed that customer satisfaction brings sales growth and market share. The two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationship with existing customers (base management). For a marketing plan to be successful, the mix of the four “Ps” i.e.. Product, price, place and promotion must reflect the wants and desire of the consumers in the target market. True marketing begins before there is a product to sell. Before a business can make money there must be opportunities for money to be made and its marketing job to define what those opportunities are. Marketers analyze markets, market gaps, trends, products, competition and distribution channels to come up with opportunities to make money. The Encyclopedia Britannica defines broadcasting as “the electronic transmission of radio and television signals that are intended for general public reception,
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as distinguished from private signals that are directed to specific receivers. In its most common form, broadcasting may be defined as the systematic dissemination of entertainment, information, educational programming and other features. In olden days the business man and the managers believed that there is only one duty towards the workers, which is the payment of satisfactory wages of the workers. Over the years, with rapid industrialization of India, a massive organized sector employing a large workforce has come to occupy a visible part of country’s economic life; the industrial way of life has brought in its wake a host of concerns and issues, which have led to periodic discussion which created the emergence of industrial relation applications in every industry. According to A .P Singh in his project report title, “Customer Perception towards live programme of TV- a general study”, Uttar Pradesh, done in 2001, the study reveals that the quality is an important factor that governs viewer’s favoritism for a particular channel.
OBJECTIVES OF THE STUDY
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The main objectives of the study are the following: •
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To study the awareness among the public regarding the news programmes telecasted by Asianet News. To know the kind of audience of Asianet News. To know the news programme selection among the different groups of people. To conduct a research regarding the customer perception towards Asianet News. To find out the extent of customer satisfaction achieved by Asianet news. To get suggestions for improvement from the customers.
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RESEARCH METHODOLOGY
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Research Methodology underlines the various steps involved by the researcher in systematically solving the problem with the objective of determining various facts. Having identified the variables in a problem situation and developed the theoretical frame work, the next step is to design the research in such a way that the required data can be gathered and analyzed to arrive at a solution. Type of Research Design A research work will be successful, only with a research design. The major purpose of analytical research is to analyze the state affaires as it exists at present. For this study, descriptive research is used. This survey was undertaken to learn about the people knowledge, perception and satisfaction regarding Asianet News and to measure these magnitudes in the general population. Methods of Data Collection In this research, the collection of data is from various sources and they are of two types. 1. Primary Data Collection 2. Secondary Data Collection. Primary Data Collection Primary data collection was mainly done through the questionnaires, direct interview and telephone contacts. The respondents were approached personally and were requested to fill up the questionnaire. Secondary Data Collection Researchers usually start their investigation by examining the secondary data. Secondary data are usually the starting point of researches and offer the advantages of easy availability of information about the company and the industry in general. Secondary data are usually collected through company records, Internet and books.
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SAMPLE DESIGN The main sample designs are, Sample Element The sample element for this study is the programmes offered by Asianet News. Sample Unit Sample unit refers to the people who are to be interviewed, i.e. it answers the question, “who is to be surveyed?” The target population was the viewers of Kollam city. Sample Size Here the sample size is 100. Collected 100 respondents from different area of Kollam. Sample Duration The data collection period was one month. That is from November 1 st to December 1st.
Data Analysis Tools and Techniques
1. Statistical Techniques
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• • Simple percentage Ranking method
2. Graphical Techniques • • Bar diagram Pie diagram
3. Chi square test
SCOPE OF THE STUDY
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Analysis of the customer segments in more detail Identification of viewer’s perception and current level of performance. In order to be consist with previous customer satisfaction studies.
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LIMITATIONS OF THE STUDY
• • The research was conduct only in Kollam. Therefore, the findings cannot be applied to the whole state. The study is mainly based on the responses obtained through the questionnaire distributed to the respondents. There is the possibility of biased or even indifferent answers. • • The study focuses only on the preference of the viewers. A more comprehensive report would include the opinions of the producers, advertisers etc. Busy nature of respondents.
INDUSTRIAL PROFILE
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Asianet News
Communication is the exchange of facts, ideas, opinions or emotions by two or more persons. Communication is central to all human activities. Communication is an integral part of human life. Human beings transmit the facts, ideas, opinions or emotions through certain signs or symbols. The functions it performs are many but primary ones are those of informing, educating, persuading and entertaining, interpersonal, group and mass communication. Mass Communication is an important type of communication process, in this communication process; information can reach a large number of people. It is so central to today’s social life that life seems inconceivable with mass media. They inform and shape our social life and perceptions. The influence of mass media can be positive as well as negative. It is said to be positive if it able to fulfill the information and entertainment needs of the people in accordance with the existing values norms and culture of the society. But many time mass media can adversely affect the viewers and it is a matter of major concern. Overdoses of violence, crime, Sex etc excessive viewing and advertising can affect people negatively, especially children’s in conventional societies. Mass media includes newspapers, magazines, books, radio, television satellite and cable, and most recently, the internet. However mass media is broadly classified in top print media and electronic media. While the print media has a history dating back to some five hundred years, the Electronic Medias are the products of the 20th century technological revolutions. Mass media has a significant place in our life. Individually and collectively, they serve the needs of various audiences who have specific preferences. The taste and preference of the audience are different. Their preference includes entertainment, sports, news, serials, dance, reality shows etc. Some may have greater preference for news, live discussions etc. Yet others seek guidance to solve their socio-economic problems, each medium is powerful in its own rights in serving people and each has gone through several stages of development due to pressure and competition from newer communication technologies. THEORETICAL PERSPECTIVE
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In today’s globalization economy competition is getting more and more fierce. That means it becomes more difficult for products and services to differentiate themselves from other offerings than ever before. Not only in the number of competitive offerings rising due to globalization of production, sourcing, logistics and access to information. Many products and services face new competition from substitutes. Since product differences are closed at an increasing speed and many companies try to win the battle for customers by price reductions, products and services tend to become commodities. It becomes more difficult to differentiate a product or service by traditional categories like price, quality, functionality etc... In this situation the development of a strong relationship between customers and a company could likely prove to be a significant opportunity for competitive advantage. This relationship is not longer based on features like price and quality along. Today it is more the perceived experience a customer makes in his various interactions with a company that can make or break the relationship. Problems during a single transaction can damage so far a favorable customer attitude. The consequence for companies is that they have to adapt their ways of competing for customers. Traditionally the company has focused their efforts of customer relationship management on issues like customer satisfaction and targeted marketing activities like event marketing, direct marketing or advertising. Although doubtless necessary and beneficial, these activities are not longer enough. They narrow the relationship between the company and customer to a particular set of contacts in which the company invests its effort. Most likely this will produce not more than a satisfied customer who is well aware of the company’s offerings and had a positive attitude towards them. However, a satisfied customer is not necessarily a loyal one. If a customer is satisfied that means that a product or service has met his expectation and that he was not dissatisfied by it. Customer satisfaction is doubtlessly very important. It is the precondition for repeat purchases and it prevents the customer from telling others about his disappointing experiences. A loyal customer, however, is more than a customer who frequently purchases from a company. The difference is the emotional bond which links the customer so closely to the company that he
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develops a clear preference for these products or brands and is even willing to recommend them to others. Loyal customers truly prefer a product, brand or company over competitive offerings. Thus loyalty goes beyond a rational decision for known quality or superior price-performing-ratio. It is about the customers feeling and perception about the brand or the product. When the customer makes his buying decision, he evaluates the benefits he perceives from a particular product and compares them with the costs. The value a customer perceives when buying and using a product or service go beyond usability. There is a set of emotional values as well, such as social status, exclusively, friendliness and responsiveness or the degree to which personal expectations and preferences are met. Similarly, the costs perceived by the customer, normally comprises more than the actual price. They also include costs of usage, the lost opportunity to use other offering, potential switching costs etc. Hence, the customer establishes an equation between perceived benefits and perceived costs of one product and compares this with similar equations of other products. Based on this, customer loyalty can be understood as how customers feel about a product, services or brand and whether their perceived total investments with it live up to their expectations. The important point here is the involvement of feelings, emotions and perceptions. In today’s competitive market place, these perceptions are becoming much more important for gaining sustainable competitive advantage. Customer perceptions are influenced by a variety of factors. Besides the actual outcome- i.e., did the product or services deliver the expected function and did it fulfill the customer’s need – the whole process of consumption and all interactions involved all are of crucial importance. In today’s globalized information driven economy this can also comprise issues like “How other customers or influencing group perceive the product or brand? The degree to which the customer feels the actual marketing campaign addresses the important issues? Responsiveness and service quality of any affiliates”. Customer perceptions are dynamic. First of all, with the developing relationship between customer and company, his perception of the company and its products or service will change. The more experience the customer accumulates, the more his
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perception will shift from fact- based judgments to a more general meaning the whole relationship for him. Over time, he puts a stronger focus on the consequence of the product or service consumption. Moreover if the customer’s circumstances change, their needs and preference often change too. In the external environment, the offerings of competitors, with which a customer compares a product or service will change, thus altering his perception of the best offer around. Another point is that the public opinion towards certain issues can change. This effect can reach from fashion trends to the public expectation of good corporate citizenship. Research has been done on the impact of market share on the perceived quality of a product. Depending on the nature of the product and customers preference, increasing market share can have positive or negative effects on how the customer perceives the product. PRINT AND ELECTRONIC MEDIA The post independent India witnessed an explosion in the field of massmedia like newspapers, magazines, radios, television, books, films etc. Communication networks were strengthened to preserve the unity and integrity of India and to secure the active co-operation of people in the areas of planned development and reconstruction. In India, mass communication has played a very important role in creating awareness among people regarding national policies and programmes by providing information and education. It has helped people to be active partners in the nation building endower. The ministry of information and broadcasting is responsible for the development and regulation of information broadcasting and film sectors in the country.
PRINT MEDIA Print media includes newspapers, magazines and other printed matter that has served the literate society for a long time. Print media can be provide detailed information regarding any topic and its growth was slow in the beginning, but its growth was slow in the beginning, but the growth in the demand for education and information resulted in its quick
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evolution and it has flourished since then. The twentieth century showed a rapid growth of the newspaper industry all over the world. To withstand the challenges posted by newer and sophisticated electronic means of communication, newspaper has adopted technologies like computerization in order to speed up the production and process and to improve their quality. India is one of the largest publishers of newspaper in the world. In India the highest number of newspaper was published in Hindi, followed by English, followed by Marathi. Daily newspapers are brought out in all principal languages of the country expect Kashmiri. The print media though a powerful media for news and information dissemination, cater only to the people who are literate, there are about twenty thousand newspapers and other printed matter produced and consumed in the major Metropolitan cities of which only a smaller fraction reaches the rural masses. The print media is influential in creating awareness and mobilizing public opinion. ELECTRONIC MEDIA Electronic media include radio, television, cinema etc. which are necessarily entertainment media. They provide instantaneous communication and their impact is greater. They need electricity for the speedy delivery of messages across distance and to the masses that are geographically, culturally, intellectually and emotionally separated from one another. Electronic media are quicker than print media, the later takes more time for mass production and delivery to a widely dispersed population.
TELEVISION Television is a telecommunication system for broadcasting and receiving moving pictures and sounds over a distance. The word television is a hybrid word coming from both Greek and Latin. Television unlike other forms of mass communication has become the most powerful media of mass communication. With a modest beginning in the 1930s, it has grown into a massive network of mass information and entertainment in the
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world today. Television is a powerful media which is used to explain complicated messages because of its use of sounds and pictures. The broadcast of programmes are in accordance with the home and family norms. The television network has increased tremendously in the last two decades covering over 78% of the population. But TV sets are available for the rural masses even today. Today, there are about 500000 cable operators providing service all over the country. But many of these ventures cater for the needs and tastes of the upper and middle class people only. And even if the people of the other classes have access to the programme offered by the channels, the message are lost on them as they may not be area specific and lack local cultural flavor and relevance, which are important for people to digest a programme and its message. The reach of television has expanded dramatically through the recent growth of the cable television network; television is in fact constantly in a state of flux. Television is an audiovisual media, it is undoubtedly one of the most persuasive and powerful media for mass communication. THE TELEVISION INDUSTRY IN INDIA The Indian media distribution sector reaches out over 1 million homes. As per current estimates, there are 229 million homes of which 110 million received television signals from Doordarshan and 61 millions are served by cable industry. Around 400 million exist today in the country. The Indian entertainment industry is going at a fast rate. Television had come out to the forefront only in the past fifteen years and more so in the past seven. There have been two ignition points: the first in the eighties, when state owned broadcaster Doordarshan introduced color TV during the 1982 Asian games. It then proceeded to install transmitters nationwide rapidly for terrestrial broadcasting. In this period no private enterprises was allowed to setup TV station or to transmit TV signals. The second spark came in the early nineties the broadcasting of satellite TV foreign programmers like CNN followed by Star TV, MTV and a little later by domestic channel touch as Zee TV, Sun TV in to Indian hordes. Prior to this, Indian viewers had to
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make to do with DD’s chosen fare which was dull, non commercial in nature, directed towards only education and socio- economic development. Entertainment programmers where and when the solitary serials like Hum log (1984) and Mahabharata (1988-89) were televised, there were millions of viewers. When urban Indians learnt that it is possible to watch the gulf war on television, they rushed out and bought dish antennas for their homes. Other turned entrepreneurs and started offering the signal to their neighbors by flying cable over tree tops and verandahs. From the large metros satellite TV delivered via cable moved into smaller towns, spurring the purchase of TV sets and even the up gradation from black and white to colour TVs. Doordarshan responded to this satellite TV invasion by launching an entertainment and commercially driven channel and introduced entertainment programming on its terrestrial network. This again increased the purchase of sets in the remote area, where cable TV was not available. Foreign programmers and Indian entrepreneurs were successful in their own version. From two channels prior to 1991, Indian viewers were exposed to more than 50 channels by 1996, software producers emerged to cater to the programming boom. Some talent came from film industry, some from advertising and some from journalism. American and European cable network evinced interest as well as large business Indian groups, who setup sophisticated head ends capable of delivering more than 30 channels. The rashness of the players who rushed up to set up satellite channels discovered that advertising revenue was not longer support them. This led to a shake out. At least half a dozen either folded up or aborted the high- flying plans they had drawn up, and started operating in restricted manner. Some of them converted their channels basic subscription services charging cable operators a carriage fee. The government started taxing cable operators in a bid to generate revenue. The authorities moved in to regulate the business and Cable TV act was passed in 1995. The apex court in the country, the Supreme Court, passed a judgment that the airwaves are not the property of the Indian government and any Indian citizen want to use them should be allowed to do so.
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The government reacted by making effort to get some regulation in place by setting up committees to suggest what the broadcasting law of India should be, as the sector was still being governed by laws which were passed in 19 th century in India. A broad casting bill was drawn up in 1997 and introduced in parliament. But it was not passed into an Act. State-owned telecaster Doordarshan and All India Radio were brought under a holding company called the Prasar Bharathi under an act that had gathering just for 7 years, the Prasar Bharathi 1990. The act served to give autonomy to the broadcasters as their management was left to a supervisory board consisting to retired professionals and bureaucratic. A committee headed by Mr. Sarath Pawar consisting of other politician and industrialists were setup to review the content of the Broadcasting Bill. It held discussions with Industry, politicians, and consumers and a report was even drawn up. But united front government fell and since then the report and the bill had no considerable importance. In 1999, a BJP led government has been threatening to once again DTK Ku band broadcasting and it has been taking of dismantling the Prasar Bharathi and once again reverting Doordarshan and All India Radio’s control, back in the government’s control. Some things change only to remain the same. Today with over 100 channels on offer the Private Broadcasters reach 42 million TV homes in India. The whole situation has changed over time. The industry must tap the color, chaos and variety in India to become more attractive TV broadcasting market among emerging economics. The Indian TV is now characterized by an excess of TV channels. The cable TV market is spread across nearly 40 million homes, which translate to roughly 200 million viewers. This vast viewer’s base has attracted channels from abroad as well as from within the country to spread their operations in the country, from the time when DD was the only player in the market. The industry has gone through numerous transformations, starting with the advent of the cable television in the 1990s. The broadcasting system has two main revenue streams: advertising and subscription. Some channels have adopted a hybrid revenue model with mix of advertising
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and sales slots on a minimum guaranty basis to TV software producers. Sun TV and DD are examples of the channels which sell slots for minimum guarantee. The pay channel gets subscription revenue as well. The success of a channel depends on its strengths in the area of content and distribution. Good quality content generates viewership, while wide distribution makes the channel available in far places even. THE TELEVISION CHANNEL INDUSTRY IN KERALA The television channel industry in Kerala has grown tremendously. The TV channel industry here in Kerala provides a number of job opportunities directly. In the last 15 years, Malayalam TV channels have invested a total of about Rs. 250 crores in Kerala alone and have reportedly provided around 2000 jobs directly and almost double the number of indirect jobs. There are about 30 Malayalam channels based in Kerala today. Asianet, Surya TV, Kairali etc are the most prominent channels in Malayalam. Today there is cut throat competition among the different channels improving their viewership by trying to cater to the needs of the different sectors of the public.
COMPANY PROFILE
Asianet Communications Limited (ACL) is an Indian Media conglomerate jointly owned by Star TV and Jupiter Entertainment. Formed in 1991 and headquartered in the city of Thiruvananthapuram in the south Indian state of Kerala, the company owns several television channels including Asianet, the first privately owned satellite channel broadcasting in the south Indian Language of Malayalam. ACL was originally incorporated as a private limited company named “Asianet Communications Private Limited” in New Delhi on March5, 1991. The company began operations in 1991
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with the promotion of Asianet, the group’s flagship Malayalam television channel by K. Sasikumar and his uncle Dr. Reji Menon. At that time, Satellite television broadcasting in India was at its nascent stage. ACL undertook the Cable distribution of the Channel of the channel as its own wholly owned subsidiary, ensuring maximum coverage across Kerala. Asianet commenced operations by the end of 1992 and started transmission by August 1993, at a time when the only Malayalam language television channel available was the government-owned Doordarshan. The channel had hired a transponder on the Russian Ekran satellite, with an uplink from the USSR. Later, the company hired a transponder on the Rimsat satellite, and shifted the uplink to Subic Bay in the Philippines and then to Manila. Initially, the transmission time was only three hours per day which was gradually increased to 12 hours per day by the end of 1994 and later to round the clock broadcasting. In early 1995, the uplink was shifted to Singapore where it attained full operational status. With a change in the broadcasting policies of the government of India, Asianet started an uplink from Chennai through VSNL. From July15, 2002, Asianet had its own earth station at the Asianet Studio Complex in Puliyarakonam, Thiruvananthapuram, Kochi and Kozhikode. In 2003, the franchise started a second channel “Asianet Global” targeting the huge expatriate Malayalee population in the Middle East region. The channel was re launched as Asianet news signifying an increased focus on news and current affairs in accordance with Viewers demand. On 23 July 2005 Asianet launched its third channel Asianet Plus, a complete entertainment channel. Recently, the franchise has started channels in other Indian languages like Kannada (Asianet Suvarna) and Telugu (Asianet Sitara). The registered office of Asianet Communications Limited was shifted to Chennai on December 3, 1997. ACLs majority share was then acquired by Jupiter Entertainment Ventures private Limited, owned by Rajeev Chandrasekhar. In 2008, the News Corporation-owned Star TV became a majority shareholder in ACL. Today, ACL employs more than 4000 personnel and its channel have a viewership of over 40 million, making it one of the largest media conglomerates in south India. ASIANET,
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ASIANETNEWS and ASIANET PLUS are available in over 60 countries worldwide including the Indian sub- continent, China, South East Asia, Middle East, Europe, USA and the lower half of the former Soviet Union. ASIANET COMMUNICATIONS LIMITED- MAJOR COMPETITORS • • • • • • Surya TV Kairali TV Jeevan TV Amrita TV India Vision Jaihind
ASIANET Asianet is a general entertainment channel broadcasting in the South Indian language of Malayalam which is widely spoken in the Indian State of Kerala, some regions of Tamil Nadu, Karnataka and among Malayalee expatriates in the Middle East region. In terms of viewership, Asianet is often regarded as the most popular Malayalamlanguage television channel. Based on Trivandrum, Kerala, the channel is part of Asianet Communications Limited (ACL), a joint venture between the News Corporation-owned Star TV and Jupiter Entertainment Ventures. Asianet was the first privately owned television channel in Malayalam and the second to broadcast in the language. Asianet reaches the home of Malayalee in over 60 countries worldwide including the Indian sub-continent, china, South East Asia, Middle East, Europe, USA and the lower half of the former Soviet Union. Besides its large viewership base among Malayalam-speaking people in Kerala and other regions of India, Asianet enjoys huge popularity among Malayalee expatriate population outside India, especially in the Middle East. Further catering to the region’s huge Malayalee population, Asianet operates a radio station “Asianet Radio 657 AM & 1269 AM” from the city of Dubai in the United Arab Emirates.
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Asianet News
The channel name Asianet was a product of its founder K. Sasikumar. The unique blue and pink logo was designed by acclaimed Indian graphical designer Suchata Keshavan and is one of the most recognizable brand identities in the television broadcasting field in South India Asianet is a general entertainment channel with programmes in a wide variety of genres including Malayalam-language movies, reality shows, talk shows, news programmes, travel shows and music-based shows. While programming is mainly targeted at family audience, there are several programmes aimed towards specific audiences such as shows for children, teenagers, young working professionals and elders.
Asianet- Product profile
Following are the list of programmes broadcast by Asianet • Dramas Alavudeente Albhudha vilakku Devaragam Autograph Harichandanam Ammakkali Kumkumappovu • Mythological Dramas Swami Ayyappan Devi Mahathmyam • Reality Shows Idea Star Singer Vodafone Comedy Stars Munch Dance Dance junior
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Just Dance (Malayalam Version) • Comedy Cinemala Munshi • Talk Shows Nammal Thammil Nerkkunner Point Blank • Travel Shows Sancharam American Jalakam • Musical Shows Sarigama • • Cookery Show News Specials Kannadi US Weekly Roundup Gulf Roundup Vanveezhchakal Kettathum Kandathum America Today Celluloid • Infotainment and Social relevance
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Kissan Krishideepam • Miscellaneous Valkannadi Mail Box
ASIANET NEWS
In June 2001, Asianet started airing its second channel Asianet Global which was later re launched as Asianet News. Airing live News bulletins round the clock besides other news based programmes, Asianet News was the first twenty- four hour news channel in the Malayalam Language. Besides news centers in various cities across Kerala, the channel operates news bureaus in New Delhi, Mumbai, Chennai, the Middle East and USA. Asianet News is the most popular 24X7 regional news channel in Malayalam. With live news bulletins every hour and regular, sports and business updates, current affairs programs and news analysis, meticulously and objectively planned, produced and presented by the best journalists in Malayalam visual media, backed by a countrywide network of news bureaus and state of the art technology, Asianet News Keeps people updated always. Asianet News provides, • • • • •
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Uninterrupted coverage of events Live news coverage of events Uninterrupted news scrolling and updating Flash bulletins based on the occurrence of each incident Specialized news bulletins Daily “News Hour “at 9 pm for the in depth analysis of news and current issues Detailed coverage of village news Detailed business news and market analysis Innovative and interactive news programs Updates on weather forecasts, market prices of various commodities etc.
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• • •
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Asianet News – Product profile
• • • • • • • • • • • • • • • • • • • • • • • • • News Vanveezhchakal City time Talkies FIR Nerkkunner Doctor live Vidhesha vicharam Cover story On Record Focus Kerala News Hour News plus News Time Point Blank Thirichu Varavukal Entertainment News Kettathum Kandathum Smart Drive Gulf Roundup Kannadi Dream Home Lokajalakam India Gate Gulf News
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• • • • • • • • • Munshi Sancharam Marananantharam Money Time Market Watch Kouthuka Lokam Kissan Krishideepam Pulse Apriyaganangal
ASIANET PLUS
Asianet celebrates every moment of the aspirations of the new generation through its youth channel, Asianet plus – the third channel from its stable. Asianet Plus was launched in August 2005. Packed with the range of music, comedy, films and infotainment programmes, Asianet Plus is the perfect entertainment channel reflecting the attitudes of the Youth. Asianet Plus within a year of its inception has proved itself and has managed to build a strong sense of attachment with its viewers. Asianet Plus – Product Profile • • • • • • • • • Sabareetheertham Deva Sangeetham Cinema Diary Iron Hearts American Jalakam Mylanchi Connect Plus Dance- Dance First Cut
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• • • • • • • • • • • • • • • • • • • • • • • • Hrudayaragam Food Path A Walk with Subaida Tharangalil Tharam Fresh n’ live Best of Comedy stars Saju Comedian Speaking Super Chef Chirikkum Thalika Singing Birds Full Ticket Tharavishesham Best of Star Singer Comedy News Musical Chair Cinemala Cinema Diary Classics Vikramadithyan Isai Mazhai Puthan Pattu Ponnonam with Asianet Stars 2011 Mimics Parade Mrs.Kerala DEPARTMENT PROFILE MARKETING DEPARTMENT:
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Marketing is defined as all organized efforts, activities and expenditures designed to first, acquire a customer and second, maintain a customer. The marketing department is a unit of organization, traditionally charged with carrying out specific task that are deemed to be marketing such as advertising, marketing research. As the definition would suggest the marketing department customer acquisition and customer maintenance efforts go beyond the organizational boundaries of marketing department. When all departments know and understand their role and importance in the marketing process, the functions of marketing would better. The marketing department works better. Usually, the role of marketing is viewed from the inside of an enterprise looking out to the market place. In many instance, the marketing function should provide the perspective of the market place looking in. Critical marketing functions include: 1. Identifying the important constituencies within the market place. 2. Identifying and valuing specific target purchaser/ target audience. 3. Communicating with the market place. 4. Conducting transactions with the market place.
5. Obtaining on-going feedback from the market place. Obtaining feedback also
means understanding the environmental conditions that the enterprise operates in, the product is marketed in. Spending on research is essential to direct the development of product or service and the development of communications messages necessary to acquaint potential customers with the service. This provides them positive feelings about the product or service and motivates them to purchase. SALES DEPARTMENT The selling function is an important element of the overall marketing process. Many organizations establish a separate sales function, apart from other elements
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Asianet News
of the marketing process. This is often a sound business strategy but can lead to a chasm between Sales and other marketing elements. Even when both are contained within a unified Marketing Department, separate sales and marketing groups often create the situation where they have competing views of the market place, competing objectives and competing priorities( e.g., budget, prestige). One area often creates the opportunity for jurisdictional disputes and other serious problem is lead generation. In many instances, some component of the Marketing Department is responsible for developing leads and then turns them over to the sales department. “Discussions” over the timing and quality of leads are a top topic at almost all Sales –Marketing joint meetings. It makes sure that planning and executions of plans are always co-ordinate, and that all programmes are integrated across both marketing and sales efforts. HUMAN RESOURCE DEPARTMENT A company is incomplete without a human resource department so it is said. But its true as the very existence of a human resource department is vital to overall productivity and efficiency of the strong work force in any thriving organization. In fact, good human resource can be one of the most valued and respected departments in an organizations; their job is managing people, because people are the company’s most important asset. One of the major roles of a human resources department in successful business involves a lot of observation and analysis from behind the scenes. Indeed the intelligence of the human resource department often involves what can be equated to “crunching numbers”. Compiling complex data and metrics that follow the performance of individual employees, as the move through is an important task, which has helped human resources; work out crucial solutions to inefficiency, wilting profit margins and more. Due to sensitive nature of human relations and the work that human resources department must carry out, direction is a crucial element to the field. That is because the management of performance can often involve tough decisions such as choosing who to let
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Asianet News
go, who to promote and who to hire. Keeping the decision making process behind closed doors is an ethical practice that breeds the least amount of contention possible FINANCE DEPARTMENT Finance department largely performs the functions of advising the government on all financial matters. The formulation of the budget is one of its most important functions. Finance department is also entrusted with the responsibility of framing rules regulating pay, emoluments and other service conditions of all employees. The functions of Finance Department are Preparation of budget, appropriation of accounts, reappropriations, surrender and savings.
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Asianet News DATA ANALYSIS AND INTERPRETATION
AGE WISE CLASSIFICATION OF RESPONDENTS
Respondents Between 16- 30
No: of Respondents 26
Percentage 26%
Between 31-45 Above 45 Total Table: 4.1 Source: primary data.
38 36 100
38% 36% 100%
Inference: The above table shows that 26% of the viewers are between the age of 16 and 30 and 38% are between 31 and 45 and rest of them are above 45 years.
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Asianet News
DIAGRAM SHOWING THE DIFFERENT AGE OF THE RESPONDENTS
Diagram: 4.1
GENDER WISE CLASSIFICATION OF RESPONDENTS
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Asianet News
Respondents
No. of Respondents
Percentage
Male
69
69%
Female
31
31%
Total
100
100%
Table: 4.2 Source: primary data Inference: The data shows that 69 % of the viewers are male and 31% of the viewers are female. From this survey we can easily understand that the majority viewers of Asianet News are males and most of the female viewers are not interested in watching news.
DIAGRAM SHOWING GENDER OF RESPONDENTS
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Asianet News
Male Fem ale
Diagram: 4.2
AREA WISE CLASSIFICATION OF RESPONDENTS
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Asianet News
Respondents
No: of Respondents
Percentage
Urban
22
22%
Rural
78
78%
Total
100
100%
Table: 4.3 Source: primary data Inference: The above table shows that 22% of the viewers are from the urban area and 78% of the viewers are from rural area. Most of the respondents are from rural area because, the survey conducted and mainly concentrated on the rural area of Kollam region.
DIAGRAM SHOWING THE AREA WISE CLASSIFICATION OF RESPONDENTS
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Asianet News
Urban Rural
Diagram no: 4.3
HOURS OF WATCHING TV- PER DAY BY THE RESPONDENTS
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Asianet News
Respondents
No. of Respondents
Percentage
Less than one hour
16
16%
1-2 hours
38
38%
More than 2 hours
46
46%
Total
100
100%
Table 4.4 Source: primary data Inference: The above table shows that 16% of the viewers watching TV less than one hour per day, 38 % are watching TV between 1-2 hours and 46% of viewers watching TV more than 2 hours per day.
DIAGRAM SHOWING THE HOURS OF WATCHING TV PER DAY
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Asianet News
50 45 40 35 30 25 20 15 10 5 0 Lessthan one hour 1-2 hours More than 2 hours Colum n1
Diagram no: 4.4
THE INTEREST TO WATCH NEWS ON THE SAME CHANNEL
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Asianet News
Respondents
No. of Respondents
Percentage
Yes
37
37%
No
63
63%
Total
100
100%
Table 4.5 Source: primary data Inference: The above table shows that 37% of the respondents are interested in watching the news on the same channel and the rest of 63% are not interested in watching the news on same channel. Because most of the respondents think that they get the detailed analysis of news from different channel. So they are not interested in watching the news on the same channel.
THE DIAGRAM SHOWING THE INTEREST OF WATCHING NEWS ON THE SAME CHANNEL.
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Asianet News
Yes No
Diagram no. 4.5
VIEWERS OPINION TO GET THE MOST DETAILED ANALYSIS OF NEWS
Respondents
No. of Respondents
Percentage
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Asianet News
News paper News Magazines TV Radio Net Total
40 1 56 2 1 100 Table.4.6
40% 1% 56% 2% 1% 100%
Source: primary data Inference: The above table shows that the 40% of respondent’s opinion about to get the detailed analysis of news is from News paper and 56 % of respondent’s opinion to get the detailed analysis of news is from TV and in the remaining 5% of viewers, 1% expected to get detailed analysis of news from News Magazines, 2% from Radio and 1% from Net.
THE DIAGRAM SHOWING THE VIEWERS EXPECTATION TO GET THE MOST DETAILED ANALYSIS OF NEWS
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Asianet News
60
50
40
30
Colum n1
20
10
0 News Paper News Magazine TV Radio NET
Diagram no. 4.6
LISTENING TIME OF NEWS
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Asianet News
Respondents
No. of Respondents
Percentage
Morning
1
1%
Afternoon
14
14%
Night
85
85%
Total
100 Table 4.7
100%
Source: primary data Inference: The above table shows the viewers opinion about the watching time of news. The table shows that 85% of viewers like Night for watching the news and 14 % viewers are watching News in afternoon and remaining 1% in the morning.
DIAGRAM SHOWING THE LISTENING TIME OF NEWS
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Asianet News
90
80
70
60
50 Colum n1
40
30
20
10
0 Morning Afternoon Night
Diagram no: 4.7
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Asianet News
FACTORS FOR SELECTING A NEWS CHANNEL
Response
No. of Respondents
Percentage
Accuracy
16
16%
Presentation style
22
22%
More Coverage of News
42
42%
Less Advertisements
20
20%
Total
100
100%
Table no. 4.8 Source: primary data Inference: The above table shows that 42% of Viewers have selected the news channel as their favorite because of the more coverage of news, 22% of the viewers have given more weight age to Presentation Style, 20% have selected the news channel because of the Less Advertisement and 16% of the viewers have selected the News channel because of Accuracy
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Asianet News
DIAGRAM SHOWING THE FACTORS FOR SELECTING A NEWS CHANNEL
45 40 35 30 25 20 15 10 5 0 Accuracy Presentation Style More coverage of news Less advertisem ents Colum n1
Diagram no. 4.8
TABLE SHOWING THE FAMILIARITY WITH ASIANET NEWS
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Asianet News
Respondents
No of Respondents
Percentage
Yes
100
100%
No
Nil
Nil
Total
100 Table no: 4.9
100%
Source: primary data
Inference: From the above table we can understand that 100% of the respondents are familiar with the “Asianet News” channel, because of the brand image of the channel.
DIAGRAM SHOWING THE FAMILIARITY WITH ASIANET NEWS
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Asianet News
100 90 80 70 60 50 40 30 20 10 0 Yes No Column1
Diagram no.4.9
TABLE SHOWING THE DAYS IN A WEEK WATCHING ASIANET NEWS
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Asianet News
Respondents
No of Respondents
Percentage
5 or more days in a week
59
59%
3-4 days in a week
18
18%
1-2 days in a week
21
21%
Only once a week
2
2%
Total
100
100%
Table no. 4.10 Source: primary data Inference: The above table shows that 59% of viewers watching Asianet news 5 or more days in a week. 18% watching only 3 to 4 days in a week and 21% watching Asianet news 1 to 2 days in a week. And only 2% people view Asianet news only once in a week.
DIAGRAM SHOWING DAYS IN A WEEK WATCHING ASIANET NEWS
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Asianet News
60
50
40
30
Colum n1
20
10
0 5 or m days ore in a week 3-4 days in a week 1-2 days in a week onlyonce in a week
Diagram no. 4.10
TABLE SHOWING THE MOST INTERESTED NEWS IN HEARING
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Asianet News
Response
No. of Respondents
Percentage
National news
13
13%
International news
8
8%
State wide
25
25%
Breaking news
28
28%
Politics
14
14%
Business
10
10%
Sports
2
2%
Weather
0
0%
Total
100 Table no: 4.11
100%
Source: primary data Inference:
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Asianet News
From the above table we can understand that 13% of the respondents are interested in hearing the National News, 8% likes to watch international news, and 25 % of the total respondents are interested in watching state wide news. 28% of respondents like breaking news. 14% of viewers are more interested in Politics but 10% likes Business news and only 2% are interested in watching sports news more than any other news. But nobody interested in watching weather reports. So from this study we can analyze that most of the viewers are more interested in “breaking news” than any other news.
DIAGRAM SHOWING THE MOST INTERESTED NEWS IN HEARING
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Asianet News
30
25
20
15
10
Colum n1
5
0
Diagram no. 4.11
COMPARISON BETWEEN ASIANET NEWS CHANNEL WITH OTHER NEWS CHANNEL.
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Asianet News
Response Asianet news channel is more valuable
No. of respondents
percentage
26
26%
Equal value
58
58%
Can’t compare
14
14%
Less valuable
2
2%
Total
100 Table no: 4.12
100%
Source: primary data Inference: The above table shows that 26% of the respondents are saying that Asianet News channel is more valuable than any other News channels in Malayalam. But 58% viewers gave equal value to the channel. And 14% of the respondents say that Asianet news Channel can’t compare with other channel and 2% says that Asianet News channel is less valuable when compare with other news channel.
DIAGRAM SHOWING THE COMPARISON BETWEEN ASIANET NEWS CHANNEL WITH OTHER NEWS CHANNEL
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Asianet News
60
50
40
30
Series1
20
10
0 More valuable Equal value Can't com pare LessValuable
Diagram no. 4.12
RATING THE ASIANET NEWS CHANNEL’S COVERAGE OF LOCAL NEWS
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Asianet News
Response
No of respondents
Percentage
Very good
22
22%
Good
57
57%
Fair
14
14%
poor
7
7%
Don’t know
Nil
Nil
Total
100
100%
Table no.4.13 Source: primary data
Inference: From the survey result, the above table shows that 22% of the total respondents have the opinion that Asianet News channels coverage of local news is very good. The majority viewers of 57 % rated the channels coverage of local news is good.
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Asianet News
14% rated that channel’s coverage of local news is fair and 7% says that Asianet News channels coverage of local news is poor when compared to other news channel. So we can understand that, In the case of coverage of local news, viewers are satisfied with the performance of Asianet news.
THE DIAGRAM SHOWING THE RATING OF ASIANET NEWS CHANNEL’S COVERAGE OF LOCAL NEWS
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Asianet News
60
50
40
30
Column1
20
10
0 Very Good Good Fair Poor Don't know
Diagram no: .4.13
RATING THE ASIANET NEWS CHANNEL’S COVERAGE OF FAST BREAKING NEWS
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Asianet News
Response
No. of respondents
Percentage
Very good
20
20%
Good
59
59%
Fair
17
17%
Poor
4
4%
Don’t know
Nil
Nil
Total
100 Table no: 4.14
100
Source: primary data Inference: From this survey result, we can identify that 20% of the total respondents agreed that Asianet news channel’s coverage of fast breaking news is very good, and 59% have the opinion that channels coverage of breaking news is good. 17% respondents are rated fair but 4% said channel’s coverage of fast breaking news is poor when compared to other news channel. The survey report shows that most of the viewers like breaking news and they are very much interested in watching breaking news. DRIAGRAM SHOWING THE RATING ON ASIANET NEWS CHANNEL’S COVERAGE OF FAST BREAKING NEWS
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Asianet News
60
50
40
30
Colum n1
20
10
0 VeryGood Good Fair Poor Don't know
Diagram no. 4.14
RATING THE ASIANET NEWS CHANNEL’S COVERAGE OF STATE NEWS, NATIONAL NEWS AND INTERNATIONAL NEWS
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Asianet News
Response
No. of respondents
Percentage
Very good
24
24%
Good
72
72%
Fair
2
2%
Poor
2
2%
Don’t know
Nil
Nil
Total
100
100%
Table no: 4.15 Inference: From the above table we can say that 24% of the total respondents have the opinion that Asianet News channel’s coverage of state news, national news and international news is very good and 72% viewers rated the channel is good in its coverage of state news, national news and international news. 2% rated that it is fair and other 2% rated that the channel is poor in its coverage when compared to other news channels in Malayalam. So we can conclude that the viewers are satisfied with the performance of Asianet News channel during the coverage of state news, national news and international news.
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Asianet News
DIAGRAM SHOWING THE RATING ON ASIANET NEWS CHANNEL’S COVERAGE OF STATE NEWS, NATIONAL NEWS AND INTERNATIONAL NEWS
80
70
60
50
40
Colum n1
30
20
10
0 VeryGood Good Fair Poor Don't know
Diagram no: 4.15
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Asianet News
RATING THE ASIANET NEWS CHANNEL’S COVERAGE OF WEATHER
Response
No. of Respondents
Percentage
Very Good
13
13%
Good
30
30%
Fair
51
51%
Poor
6
6%
Don’t know
Nil
Nil
Total
100 Table no: 4.16
100%
Source: primary data Inference: From the survey result we can say that viewers are not satisfied with the coverage of weather by Asianet News. 51% percentage of the respondents rated the coverage of weather by Asianet News as fair. 13% says that channels coverage of weather is very good and 30% rated as good. 6% of viewers rated that channel is poor in the coverage of weather. DIAGRAM SHOWING THE RATING ON ASIANET NEWS CHANNEL’S COVERAGE OF WEATHER.
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Asianet News
60
50
40
30
Colum n1
20
10
0 VeryGood Good Fair Poor Don't know
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Asianet News
60
50
40
30
Colum n1
20
10
0 VeryGood Good Fair Poor Don't know
Diagram no: 4.16
RATING THE ASIANET NEWS METEOROLOGISTS
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Asianet News
Table no: 4.17
Response No: of Respondents Percentage
Very Good
6
6%
Good
29
29%
Fair
43
43%
Poor
22
22%
No answer
Nil
Nil
Total
100
100%
Source: primary data Inference: From the above table we can understand that only 6% viewers rated that the Asianet news channel’s meteorologists are very good. 29% agreed that the channels meteorologists are good and 43% rated as fair. But 22% viewers are not satisfied with the channel’s meteorologists and they rated the performance as poor.
DIAGRAM SHOWING THE EVALUATION OF ASIANET NEWS CHANNEL’S METEOROLOGISTS
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Asianet News
45 40 35 30 25 Colum n1 20 15 10 5 0 VeryGood Good Fair Poor Don't know
Diagram no: 4.17
RATING THE ASIANET NEWS SPORTS REPORTERS
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Asianet News
Response
No: of Respondents
Percentage
Very Good
10
10%
Good
60
60%
Fair
21
21%
Poor
9
9%
No answer
Nil
Nil
Total
100
100%
Table no: 4.18 Source: primary data Inference: From this table we can understand that viewers are satisfied with the performance of Asianet news channels sports anchors. Because 60% viewers evaluated that the performance of sports anchors of the channel are good. 10% rated as very good and 21% rated as fair. But 9% says that the performance of sports anchors of the channel is poor. Thus we can conclude that the performance of the sports anchors is good and more than 50% of viewers are satisfied with the sports anchors performance.
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Asianet News
DIAGRAM SHOWING THE EVALUATION OF ASIANET NEWS SPORTS REPORTERS
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Asianet News
60
50
40
30
Colum n1
20
10
0 Very Good Good Fair Poor Don't know
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Asianet News
Diagram no: 4.18
EVALUATING THE ASIANET NEWS READERS
Response
No: of Respondents
Percentage
Very Good
18
18%
Good
54
54%
Fair
21
21%
Poor
7
7%
No answer
Nil
Nil
Total
100
100%
Table no: 4.19 Source: primary data Inference: From the above data we can understand that the 18% of viewers are very much satisfied with the Asianet News anchors and the viewers evaluated their performance as very good. 54% viewers rated as good and 21% evaluated as fair and 7% percentage rated
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Asianet News
as poor. Thus we can conclude that the viewers are satisfied with the overall performance of Asianet News anchors.
DIAGRAM SHOWING THE EVALUATION OF ASIANET NEWS READERS
60
50
40
30
Colum n1
20
10
0 VeryGood Good Fair Poor Don't know
Diagram no: 4.19
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Asianet News
RATING THE ASIANET NEWS OVERALL LOOK (INCLUDING THE PRESENTATION OF NEWS)
Response
No. of respondents
Percentage
Very good
15
15%
Good
62
62%
Fair
20
20%
Poor
3
3%
Don’t know
Nil
Nil
Total
100
100%
Table no. 4.20 Source: primary data Inference: From this table we can understand that 15% of the respondents rated that Asianet news is very good in its overall look and majority of the viewers i.e. 62% of the viewers agreed that Asianet News is good in its overall performance. 20% said that it is fair
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Asianet News
and 3% rated as Asianet news is poor in its overall look. From this analysis I concluded that the viewers are satisfied with the overall performance of Asianet News.
DIAGRAM SHOWING THE RATING OF ASIANET NEWS OVERALL LOOK
70
60
50
40 Series1 30
20
10
0 VeryGood Good Fair Poor Don't know
Diagram no: 4.20
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Asianet News
VIEWERS SATISFACTION WITH THE QUALITY OF ASIANET NEWS CHANNEL
Response
No. of Respondents
Percentage
Yes
82
82%
No
18
18%
Total
100
100%
Table no. 4.21 Source: primary data Inference: The above table shows that according to the survey report, 82% of the respondents are satisfied with the quality of Asianet News channel and 18% are not satisfied with the quality of Asianet News channel. So from this report we can conclude that majority of the viewers are satisfied with the quality of the channel.
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Asianet News
DIAGRAM SHOWING THE SATISFACTION WITH THE QUALITY OF ASIANET NEWS CHANNEL
Yes No
Diagram no. 4.21
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Asianet News
CHI SQUARE TEST
SETTING OF HYPOTHESIS H0: No relationship between viewers perception towards the news and quality of the news.
Factors
Very Good
Good
Fair
Poor
Don’t Know
Total
Coverage news
of
local
22
57
14
7
0
100
Coverage of state news, national news and international news
24
72
2
2
0
100
Coverage of weather
13
30
51
6
0
100
Rating of Anchors
18
54
21
7
0
100
Channel’s look
overall
15
62
20
3
0
100
Total
92
275
108
25
0
500
Table no. 4.22
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Asianet News
Chi square formula: X2 = (O-E)2 / E Where, X2 is chi square, O is the Observed Frequency E is the Expected frequency. Calculation of X2:
O
E
O-E
(O – E)2
(O - E)2 / E
22
18.4
3.6
12.96
0.704
24
18.4
5.6
31.36
1.704
13
18.4
-5.4
29.16
1.584
18
18.4
-0.4
0.16
.0086
15
18.4
-3.4
11.56
0.628
57
55
2
4
0.072
72
55
17
289
5.25
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Asianet News
O
E
O-E
(O – E)2
(O – E)2 / E
30
55
-25
625
11.36
62
55
7
49
0.890
54
55
-1
1
0.018
14
21.6
-7.6
57.76
2.67
2
21.6
-19.6
384.16
17.78
51
21.6
29.4
864.36
40.01
20
21.6
-1.6
2.56
0.118
21
21.6
-0.6
0.36
0.016
7
5
2
4
0.8
2
5
-3
9
1.8
6
5
1
1
0.2
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Asianet News
O
E
O-E
(O-E)2
(O-E)2 / E
3
5
-2
4
0.8
7
5
2
4
0.8
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0 X2=
Total
87.2126
Table no. 4.23
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Asianet News
Therefore Calculated value of X2 = (O – E)2 / E = 87.2126 Degree of freedom = (C -1) (R – 1) = (5-1) (5-1) =4*4 =16 The level of significance = .05 The table value of X2 for 16 degree of freedom at 0.05 level of significance = 26.2 And the calculated value = 87.2126, Calculated value is more than the table value so that the null hypothesis (H0) is rejected. That is, there is some relationship between the Viewers perception towards the news and the Quality of news.
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Asianet News FINDINGS
1. There is 100% awareness regarding the Asianet channel among the respondents. 2. Majority of the viewers watch News at night. 3. Majority of the viewers selected a news channel on the basis of more Coverage of News, Presentation style, More Accuracy and Less advertisement. 4. A good number of the viewers commented that Asianet news channel has equal value to other news channels. 5. Most of the viewers are interested in watching breaking news and local news. 6. Greater part of the viewers is satisfied with the Asianet News channel’s coverage of local news. 7. A largest part of the respondents agreed that they are satisfied with the channel’s coverage of fast breaking news. 8. Majority of the viewers are satisfied with channel’s coverage of state news, national news and international news. 9. Most of the viewers are not much satisfied with Asianet news channel’s coverage of Weather. 10. Best part of the respondents is satisfied with the performance of News anchors. 11. 88% of the viewers are satisfied with Quality of Asianet News. 12. Regarding the quality factors most of the viewers had opinion that the news readers and reporters should have excellent language fluency, presentation skill, good personality and excellent interpersonal skills. 13. India vision and Manorama news are the major competitors.
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Asianet News SUGGESTIONS
1. To give some more importance to real-estate in business slot, which is the most beloved area for investors. 2. India being a fast developing nation it is appropriate to give more importance to the coverage of the development and success stories in the field of science and technologies. 3. Introduce successful entrepreneurs, craftsmen, technicians, small scale industrialist to the viewers. 4. Add more discussions on local issues regarding the welfare of the society. 5. Maximum should be conveyed at a limited period of time, as everyone lacks time to be spent in front of television. 6. The news should be considered with priority 7. The news should be scheduled according to the viewer’s convenience. 8. The news presentation should be unbiased. 9. Anchoring is of upmost important. The success or failure of a programme depends upon the Anchoring to a greater extent. Therefore, the choice of anchors must be done with care. 10. To deliver the relevant news with more accuracy. 11. Channel must be clear in their position and should be honest in broadcasting news, more than propagating news. 12. Do something more to bring out corruption in public life. 13. Majority of viewers are not satisfied with coverage of weather. Therefore these can thought and give more importance. CONCLUSION
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News means “a report of recent occurrences information of something that has lately taken place or of something before unknown fresh findings; recent intelligence”. Most of the people are more likely to watch the News and they give more importance to watching and listening news. Every news channel has to be neutral and clear in their position to gain popularity and attract more viewers. Every news channel in Malayalam has their own importance and they are playing a good role in telecasting quality news. The rise and fall of a television channel depends upon the programmes telecasted by it. A channel that identify the pulse of the market and provides programmes that shall satisfy the market will surely succeeded in retaining as well as gaining viewers. This industry is one in which there is cultural competitions. One channel losing its viewers means that its competitors have gained a new viewer. It is clear that television is no longer just a means of entertainment; specialized channels are also equally gaining popularity. In Kerala key players are Asianet News, Manorama News and India vision. Asianet being the first Indian satellite TV channel to launch live News Bulletins. Asianet launched Asianet News to cater the needs of the information hungry Malayalee. Asianet news has gained huge popularity and considerable viewership. Asianet news has the most comprehensive newsgathering and broadcasting facilities available in this part of the world. Asianet programmes consciously strive to cater to the cultural agenda of a highly literate Malayalee viewership with well- evolved sensitivity. With a network of bureaus and a proactive team of reporters constantly on the move, Asianet news has a strong presence throughout India and the rest of the world.
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doc_199318423.doc
This is a detailed study on viewers analysis and perception towards a news channel. This report includes, what may be the taste of an average viewer about a news channel. what kinds of news are more preferred by the viewer etc .
Asianet News INTRODUCTION
The growing popularity of the television as a medium of communication has resulted in the TV media sector undergoing a rapid transformation. The Indians had an eagerness to gather the information’s for their development and these types of objectives make the entertainment industry still evergreen. The broadcasters offer good mixture of these things to the market for the customers to make a selection. Television in India has been in existence for four decades. Television Service in India is available throughout the country. Doordarshan, established in 1959 and a part of All India Radio until 1976, consists of one national network and seven regional networks. In 1992 there were sixty-three highpower television transmitters, 369 medium-power transmitters, seventy-six low-power transmitters, and twenty-three transposes. Regular satellite transmissions began in 1982 (the same year color transmission began). In Kerala there was TV broadcasting from the early days and was by the Doordarshan. But the Private channels entered the market in 1990s. Only after that, the competition in market started and it brought the quality picture as to withstand in the stiff competitive conditions. Doordarshan was the first TV channel in Kerala to make the relay in the Malayalam language. It started service from 1984 itself. But the relay time was less and restricted to evenings only. Later it improved the timings and started the relay on afternoons also and there was full day programmes on Sunday. This picture had changed after the arrival of private satellite channels in the 90s. Asianet was the first to make the relay in Malayalam. This made a revolution in the entertainment Industry. Keralites are reaching all parts of world in search of their living this widens the geographical scope of Satellite Channels even to Europe, America, Middle East and Singapore. The major channels in Kerala are Asianet, Surya, Kairali, Jeevan, Amrita TV, Manorama News and India vision. Of these Asianet and Kairali are even available to USA and Canada. These channels are trying to reach all part of the world where there is Malayalee Population.
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Asianet is an Indian general entertainment channel broadcasting in the south Indian language of Malayalam. In terms of viewership, Asianet is often regarded as the most popular Malayalam language television channel. Asianet is part Asianet communications limited, a joint venture between the News Corporation –owned Star TV and Jupiter Entertainment Ventures, an Indian company led by Rajeev Chandrasekhar. Asianet was the first privately owned television channel in Malayalam and the second to broadcast in the language. Asianet reaches the homes of Malayalee in over 60 countries worldwide including the Indian sub- continent, China, South East Asia, Middle East, Europe, USA and the lower half of the Soviet Union. Besides its larger viewership base among Malayalam speaking people in Kerala and other regions of India, Asianet enjoys huge popularity among Malayalee expatriate populations outside India, especially in the Middle East. Further catering to the regions huge Malayalee population, Asianet operates a radio station “Asianet Radio 657 AM & 1269 AM” from the city of Dubai in United Arab Emirates. The channel is also available in the neighboring Arab countries of Saudi Arabia, Oman, Kuwait, Qatar and Bahrain.
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Asianet News STATEMENT OF THE PROBLEM
Keralites are reaching all parts of the world in search of living; this widens the geographical scope of satellite channels even to Europe, America, Middle East and Singapore. Kerala is a state, which is known for its high literacy rate and proliferation of education. This is the main factor, which enables the channels to run in a profitable manner. The people of Kerala are having cultural attitude towards everything that comes under their consideration. Medium of communication is highly co-related with the overall culture, perception and attitudes of the people. There are number of channels offering programmes in Malayalam. Asianet is one of them. There is a cutthroat competition in the field and all the channels aim at improving their viewership and thus increase their revenues from advertisements. The problem here is to identify the viewer’s preference for Asianet News channel vis-à-vis its competitors. It includes: Finding out the factors that determine the viewer’s selection of a channel.
?
? Identifying the perception of the viewers. ? Collecting information from sample viewers.
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Asianet News LITERATURE REVIEW
The buyer’s satisfaction after purchase depends upon the offers performance in relation to the buyer’s expectations. According to Philip Kotler, “Satisfaction is a person’s feeling of pressure or disappointment resulting from products perceived performance (outcome) in relation to his or her expectations. Customer satisfaction is the level of persons felt state resulting from comparing a products perceived performance in relation to the Persons expectations”. This satisfaction level is a function of difference between perceived performance and expectations. If the product’s performance, exceed expectations the customer highly satisfied or delighted. If the performance matches the expectation the customer is satisfied. If the products performance fall shorts of expectations the customer is dissatisfied. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. High satisfaction or delight creates an emotional affinity with brand. Variety of factors that affect customer satisfaction includes product quality, product availability and after sales support such as warranties and services. Customer satisfaction is seen as proof of delivering a quality product or services. It is believed that customer satisfaction brings sales growth and market share. The two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationship with existing customers (base management). For a marketing plan to be successful, the mix of the four “Ps” i.e.. Product, price, place and promotion must reflect the wants and desire of the consumers in the target market. True marketing begins before there is a product to sell. Before a business can make money there must be opportunities for money to be made and its marketing job to define what those opportunities are. Marketers analyze markets, market gaps, trends, products, competition and distribution channels to come up with opportunities to make money. The Encyclopedia Britannica defines broadcasting as “the electronic transmission of radio and television signals that are intended for general public reception,
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as distinguished from private signals that are directed to specific receivers. In its most common form, broadcasting may be defined as the systematic dissemination of entertainment, information, educational programming and other features. In olden days the business man and the managers believed that there is only one duty towards the workers, which is the payment of satisfactory wages of the workers. Over the years, with rapid industrialization of India, a massive organized sector employing a large workforce has come to occupy a visible part of country’s economic life; the industrial way of life has brought in its wake a host of concerns and issues, which have led to periodic discussion which created the emergence of industrial relation applications in every industry. According to A .P Singh in his project report title, “Customer Perception towards live programme of TV- a general study”, Uttar Pradesh, done in 2001, the study reveals that the quality is an important factor that governs viewer’s favoritism for a particular channel.
OBJECTIVES OF THE STUDY
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The main objectives of the study are the following: •
• •
To study the awareness among the public regarding the news programmes telecasted by Asianet News. To know the kind of audience of Asianet News. To know the news programme selection among the different groups of people. To conduct a research regarding the customer perception towards Asianet News. To find out the extent of customer satisfaction achieved by Asianet news. To get suggestions for improvement from the customers.
• • •
RESEARCH METHODOLOGY
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Research Methodology underlines the various steps involved by the researcher in systematically solving the problem with the objective of determining various facts. Having identified the variables in a problem situation and developed the theoretical frame work, the next step is to design the research in such a way that the required data can be gathered and analyzed to arrive at a solution. Type of Research Design A research work will be successful, only with a research design. The major purpose of analytical research is to analyze the state affaires as it exists at present. For this study, descriptive research is used. This survey was undertaken to learn about the people knowledge, perception and satisfaction regarding Asianet News and to measure these magnitudes in the general population. Methods of Data Collection In this research, the collection of data is from various sources and they are of two types. 1. Primary Data Collection 2. Secondary Data Collection. Primary Data Collection Primary data collection was mainly done through the questionnaires, direct interview and telephone contacts. The respondents were approached personally and were requested to fill up the questionnaire. Secondary Data Collection Researchers usually start their investigation by examining the secondary data. Secondary data are usually the starting point of researches and offer the advantages of easy availability of information about the company and the industry in general. Secondary data are usually collected through company records, Internet and books.
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SAMPLE DESIGN The main sample designs are, Sample Element The sample element for this study is the programmes offered by Asianet News. Sample Unit Sample unit refers to the people who are to be interviewed, i.e. it answers the question, “who is to be surveyed?” The target population was the viewers of Kollam city. Sample Size Here the sample size is 100. Collected 100 respondents from different area of Kollam. Sample Duration The data collection period was one month. That is from November 1 st to December 1st.
Data Analysis Tools and Techniques
1. Statistical Techniques
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• • Simple percentage Ranking method
2. Graphical Techniques • • Bar diagram Pie diagram
3. Chi square test
SCOPE OF THE STUDY
• •
Analysis of the customer segments in more detail Identification of viewer’s perception and current level of performance. In order to be consist with previous customer satisfaction studies.
•
LIMITATIONS OF THE STUDY
• • The research was conduct only in Kollam. Therefore, the findings cannot be applied to the whole state. The study is mainly based on the responses obtained through the questionnaire distributed to the respondents. There is the possibility of biased or even indifferent answers. • • The study focuses only on the preference of the viewers. A more comprehensive report would include the opinions of the producers, advertisers etc. Busy nature of respondents.
INDUSTRIAL PROFILE
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Communication is the exchange of facts, ideas, opinions or emotions by two or more persons. Communication is central to all human activities. Communication is an integral part of human life. Human beings transmit the facts, ideas, opinions or emotions through certain signs or symbols. The functions it performs are many but primary ones are those of informing, educating, persuading and entertaining, interpersonal, group and mass communication. Mass Communication is an important type of communication process, in this communication process; information can reach a large number of people. It is so central to today’s social life that life seems inconceivable with mass media. They inform and shape our social life and perceptions. The influence of mass media can be positive as well as negative. It is said to be positive if it able to fulfill the information and entertainment needs of the people in accordance with the existing values norms and culture of the society. But many time mass media can adversely affect the viewers and it is a matter of major concern. Overdoses of violence, crime, Sex etc excessive viewing and advertising can affect people negatively, especially children’s in conventional societies. Mass media includes newspapers, magazines, books, radio, television satellite and cable, and most recently, the internet. However mass media is broadly classified in top print media and electronic media. While the print media has a history dating back to some five hundred years, the Electronic Medias are the products of the 20th century technological revolutions. Mass media has a significant place in our life. Individually and collectively, they serve the needs of various audiences who have specific preferences. The taste and preference of the audience are different. Their preference includes entertainment, sports, news, serials, dance, reality shows etc. Some may have greater preference for news, live discussions etc. Yet others seek guidance to solve their socio-economic problems, each medium is powerful in its own rights in serving people and each has gone through several stages of development due to pressure and competition from newer communication technologies. THEORETICAL PERSPECTIVE
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In today’s globalization economy competition is getting more and more fierce. That means it becomes more difficult for products and services to differentiate themselves from other offerings than ever before. Not only in the number of competitive offerings rising due to globalization of production, sourcing, logistics and access to information. Many products and services face new competition from substitutes. Since product differences are closed at an increasing speed and many companies try to win the battle for customers by price reductions, products and services tend to become commodities. It becomes more difficult to differentiate a product or service by traditional categories like price, quality, functionality etc... In this situation the development of a strong relationship between customers and a company could likely prove to be a significant opportunity for competitive advantage. This relationship is not longer based on features like price and quality along. Today it is more the perceived experience a customer makes in his various interactions with a company that can make or break the relationship. Problems during a single transaction can damage so far a favorable customer attitude. The consequence for companies is that they have to adapt their ways of competing for customers. Traditionally the company has focused their efforts of customer relationship management on issues like customer satisfaction and targeted marketing activities like event marketing, direct marketing or advertising. Although doubtless necessary and beneficial, these activities are not longer enough. They narrow the relationship between the company and customer to a particular set of contacts in which the company invests its effort. Most likely this will produce not more than a satisfied customer who is well aware of the company’s offerings and had a positive attitude towards them. However, a satisfied customer is not necessarily a loyal one. If a customer is satisfied that means that a product or service has met his expectation and that he was not dissatisfied by it. Customer satisfaction is doubtlessly very important. It is the precondition for repeat purchases and it prevents the customer from telling others about his disappointing experiences. A loyal customer, however, is more than a customer who frequently purchases from a company. The difference is the emotional bond which links the customer so closely to the company that he
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develops a clear preference for these products or brands and is even willing to recommend them to others. Loyal customers truly prefer a product, brand or company over competitive offerings. Thus loyalty goes beyond a rational decision for known quality or superior price-performing-ratio. It is about the customers feeling and perception about the brand or the product. When the customer makes his buying decision, he evaluates the benefits he perceives from a particular product and compares them with the costs. The value a customer perceives when buying and using a product or service go beyond usability. There is a set of emotional values as well, such as social status, exclusively, friendliness and responsiveness or the degree to which personal expectations and preferences are met. Similarly, the costs perceived by the customer, normally comprises more than the actual price. They also include costs of usage, the lost opportunity to use other offering, potential switching costs etc. Hence, the customer establishes an equation between perceived benefits and perceived costs of one product and compares this with similar equations of other products. Based on this, customer loyalty can be understood as how customers feel about a product, services or brand and whether their perceived total investments with it live up to their expectations. The important point here is the involvement of feelings, emotions and perceptions. In today’s competitive market place, these perceptions are becoming much more important for gaining sustainable competitive advantage. Customer perceptions are influenced by a variety of factors. Besides the actual outcome- i.e., did the product or services deliver the expected function and did it fulfill the customer’s need – the whole process of consumption and all interactions involved all are of crucial importance. In today’s globalized information driven economy this can also comprise issues like “How other customers or influencing group perceive the product or brand? The degree to which the customer feels the actual marketing campaign addresses the important issues? Responsiveness and service quality of any affiliates”. Customer perceptions are dynamic. First of all, with the developing relationship between customer and company, his perception of the company and its products or service will change. The more experience the customer accumulates, the more his
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perception will shift from fact- based judgments to a more general meaning the whole relationship for him. Over time, he puts a stronger focus on the consequence of the product or service consumption. Moreover if the customer’s circumstances change, their needs and preference often change too. In the external environment, the offerings of competitors, with which a customer compares a product or service will change, thus altering his perception of the best offer around. Another point is that the public opinion towards certain issues can change. This effect can reach from fashion trends to the public expectation of good corporate citizenship. Research has been done on the impact of market share on the perceived quality of a product. Depending on the nature of the product and customers preference, increasing market share can have positive or negative effects on how the customer perceives the product. PRINT AND ELECTRONIC MEDIA The post independent India witnessed an explosion in the field of massmedia like newspapers, magazines, radios, television, books, films etc. Communication networks were strengthened to preserve the unity and integrity of India and to secure the active co-operation of people in the areas of planned development and reconstruction. In India, mass communication has played a very important role in creating awareness among people regarding national policies and programmes by providing information and education. It has helped people to be active partners in the nation building endower. The ministry of information and broadcasting is responsible for the development and regulation of information broadcasting and film sectors in the country.
PRINT MEDIA Print media includes newspapers, magazines and other printed matter that has served the literate society for a long time. Print media can be provide detailed information regarding any topic and its growth was slow in the beginning, but its growth was slow in the beginning, but the growth in the demand for education and information resulted in its quick
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evolution and it has flourished since then. The twentieth century showed a rapid growth of the newspaper industry all over the world. To withstand the challenges posted by newer and sophisticated electronic means of communication, newspaper has adopted technologies like computerization in order to speed up the production and process and to improve their quality. India is one of the largest publishers of newspaper in the world. In India the highest number of newspaper was published in Hindi, followed by English, followed by Marathi. Daily newspapers are brought out in all principal languages of the country expect Kashmiri. The print media though a powerful media for news and information dissemination, cater only to the people who are literate, there are about twenty thousand newspapers and other printed matter produced and consumed in the major Metropolitan cities of which only a smaller fraction reaches the rural masses. The print media is influential in creating awareness and mobilizing public opinion. ELECTRONIC MEDIA Electronic media include radio, television, cinema etc. which are necessarily entertainment media. They provide instantaneous communication and their impact is greater. They need electricity for the speedy delivery of messages across distance and to the masses that are geographically, culturally, intellectually and emotionally separated from one another. Electronic media are quicker than print media, the later takes more time for mass production and delivery to a widely dispersed population.
TELEVISION Television is a telecommunication system for broadcasting and receiving moving pictures and sounds over a distance. The word television is a hybrid word coming from both Greek and Latin. Television unlike other forms of mass communication has become the most powerful media of mass communication. With a modest beginning in the 1930s, it has grown into a massive network of mass information and entertainment in the
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world today. Television is a powerful media which is used to explain complicated messages because of its use of sounds and pictures. The broadcast of programmes are in accordance with the home and family norms. The television network has increased tremendously in the last two decades covering over 78% of the population. But TV sets are available for the rural masses even today. Today, there are about 500000 cable operators providing service all over the country. But many of these ventures cater for the needs and tastes of the upper and middle class people only. And even if the people of the other classes have access to the programme offered by the channels, the message are lost on them as they may not be area specific and lack local cultural flavor and relevance, which are important for people to digest a programme and its message. The reach of television has expanded dramatically through the recent growth of the cable television network; television is in fact constantly in a state of flux. Television is an audiovisual media, it is undoubtedly one of the most persuasive and powerful media for mass communication. THE TELEVISION INDUSTRY IN INDIA The Indian media distribution sector reaches out over 1 million homes. As per current estimates, there are 229 million homes of which 110 million received television signals from Doordarshan and 61 millions are served by cable industry. Around 400 million exist today in the country. The Indian entertainment industry is going at a fast rate. Television had come out to the forefront only in the past fifteen years and more so in the past seven. There have been two ignition points: the first in the eighties, when state owned broadcaster Doordarshan introduced color TV during the 1982 Asian games. It then proceeded to install transmitters nationwide rapidly for terrestrial broadcasting. In this period no private enterprises was allowed to setup TV station or to transmit TV signals. The second spark came in the early nineties the broadcasting of satellite TV foreign programmers like CNN followed by Star TV, MTV and a little later by domestic channel touch as Zee TV, Sun TV in to Indian hordes. Prior to this, Indian viewers had to
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make to do with DD’s chosen fare which was dull, non commercial in nature, directed towards only education and socio- economic development. Entertainment programmers where and when the solitary serials like Hum log (1984) and Mahabharata (1988-89) were televised, there were millions of viewers. When urban Indians learnt that it is possible to watch the gulf war on television, they rushed out and bought dish antennas for their homes. Other turned entrepreneurs and started offering the signal to their neighbors by flying cable over tree tops and verandahs. From the large metros satellite TV delivered via cable moved into smaller towns, spurring the purchase of TV sets and even the up gradation from black and white to colour TVs. Doordarshan responded to this satellite TV invasion by launching an entertainment and commercially driven channel and introduced entertainment programming on its terrestrial network. This again increased the purchase of sets in the remote area, where cable TV was not available. Foreign programmers and Indian entrepreneurs were successful in their own version. From two channels prior to 1991, Indian viewers were exposed to more than 50 channels by 1996, software producers emerged to cater to the programming boom. Some talent came from film industry, some from advertising and some from journalism. American and European cable network evinced interest as well as large business Indian groups, who setup sophisticated head ends capable of delivering more than 30 channels. The rashness of the players who rushed up to set up satellite channels discovered that advertising revenue was not longer support them. This led to a shake out. At least half a dozen either folded up or aborted the high- flying plans they had drawn up, and started operating in restricted manner. Some of them converted their channels basic subscription services charging cable operators a carriage fee. The government started taxing cable operators in a bid to generate revenue. The authorities moved in to regulate the business and Cable TV act was passed in 1995. The apex court in the country, the Supreme Court, passed a judgment that the airwaves are not the property of the Indian government and any Indian citizen want to use them should be allowed to do so.
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The government reacted by making effort to get some regulation in place by setting up committees to suggest what the broadcasting law of India should be, as the sector was still being governed by laws which were passed in 19 th century in India. A broad casting bill was drawn up in 1997 and introduced in parliament. But it was not passed into an Act. State-owned telecaster Doordarshan and All India Radio were brought under a holding company called the Prasar Bharathi under an act that had gathering just for 7 years, the Prasar Bharathi 1990. The act served to give autonomy to the broadcasters as their management was left to a supervisory board consisting to retired professionals and bureaucratic. A committee headed by Mr. Sarath Pawar consisting of other politician and industrialists were setup to review the content of the Broadcasting Bill. It held discussions with Industry, politicians, and consumers and a report was even drawn up. But united front government fell and since then the report and the bill had no considerable importance. In 1999, a BJP led government has been threatening to once again DTK Ku band broadcasting and it has been taking of dismantling the Prasar Bharathi and once again reverting Doordarshan and All India Radio’s control, back in the government’s control. Some things change only to remain the same. Today with over 100 channels on offer the Private Broadcasters reach 42 million TV homes in India. The whole situation has changed over time. The industry must tap the color, chaos and variety in India to become more attractive TV broadcasting market among emerging economics. The Indian TV is now characterized by an excess of TV channels. The cable TV market is spread across nearly 40 million homes, which translate to roughly 200 million viewers. This vast viewer’s base has attracted channels from abroad as well as from within the country to spread their operations in the country, from the time when DD was the only player in the market. The industry has gone through numerous transformations, starting with the advent of the cable television in the 1990s. The broadcasting system has two main revenue streams: advertising and subscription. Some channels have adopted a hybrid revenue model with mix of advertising
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and sales slots on a minimum guaranty basis to TV software producers. Sun TV and DD are examples of the channels which sell slots for minimum guarantee. The pay channel gets subscription revenue as well. The success of a channel depends on its strengths in the area of content and distribution. Good quality content generates viewership, while wide distribution makes the channel available in far places even. THE TELEVISION CHANNEL INDUSTRY IN KERALA The television channel industry in Kerala has grown tremendously. The TV channel industry here in Kerala provides a number of job opportunities directly. In the last 15 years, Malayalam TV channels have invested a total of about Rs. 250 crores in Kerala alone and have reportedly provided around 2000 jobs directly and almost double the number of indirect jobs. There are about 30 Malayalam channels based in Kerala today. Asianet, Surya TV, Kairali etc are the most prominent channels in Malayalam. Today there is cut throat competition among the different channels improving their viewership by trying to cater to the needs of the different sectors of the public.
COMPANY PROFILE
Asianet Communications Limited (ACL) is an Indian Media conglomerate jointly owned by Star TV and Jupiter Entertainment. Formed in 1991 and headquartered in the city of Thiruvananthapuram in the south Indian state of Kerala, the company owns several television channels including Asianet, the first privately owned satellite channel broadcasting in the south Indian Language of Malayalam. ACL was originally incorporated as a private limited company named “Asianet Communications Private Limited” in New Delhi on March5, 1991. The company began operations in 1991
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with the promotion of Asianet, the group’s flagship Malayalam television channel by K. Sasikumar and his uncle Dr. Reji Menon. At that time, Satellite television broadcasting in India was at its nascent stage. ACL undertook the Cable distribution of the Channel of the channel as its own wholly owned subsidiary, ensuring maximum coverage across Kerala. Asianet commenced operations by the end of 1992 and started transmission by August 1993, at a time when the only Malayalam language television channel available was the government-owned Doordarshan. The channel had hired a transponder on the Russian Ekran satellite, with an uplink from the USSR. Later, the company hired a transponder on the Rimsat satellite, and shifted the uplink to Subic Bay in the Philippines and then to Manila. Initially, the transmission time was only three hours per day which was gradually increased to 12 hours per day by the end of 1994 and later to round the clock broadcasting. In early 1995, the uplink was shifted to Singapore where it attained full operational status. With a change in the broadcasting policies of the government of India, Asianet started an uplink from Chennai through VSNL. From July15, 2002, Asianet had its own earth station at the Asianet Studio Complex in Puliyarakonam, Thiruvananthapuram, Kochi and Kozhikode. In 2003, the franchise started a second channel “Asianet Global” targeting the huge expatriate Malayalee population in the Middle East region. The channel was re launched as Asianet news signifying an increased focus on news and current affairs in accordance with Viewers demand. On 23 July 2005 Asianet launched its third channel Asianet Plus, a complete entertainment channel. Recently, the franchise has started channels in other Indian languages like Kannada (Asianet Suvarna) and Telugu (Asianet Sitara). The registered office of Asianet Communications Limited was shifted to Chennai on December 3, 1997. ACLs majority share was then acquired by Jupiter Entertainment Ventures private Limited, owned by Rajeev Chandrasekhar. In 2008, the News Corporation-owned Star TV became a majority shareholder in ACL. Today, ACL employs more than 4000 personnel and its channel have a viewership of over 40 million, making it one of the largest media conglomerates in south India. ASIANET,
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ASIANETNEWS and ASIANET PLUS are available in over 60 countries worldwide including the Indian sub- continent, China, South East Asia, Middle East, Europe, USA and the lower half of the former Soviet Union. ASIANET COMMUNICATIONS LIMITED- MAJOR COMPETITORS • • • • • • Surya TV Kairali TV Jeevan TV Amrita TV India Vision Jaihind
ASIANET Asianet is a general entertainment channel broadcasting in the South Indian language of Malayalam which is widely spoken in the Indian State of Kerala, some regions of Tamil Nadu, Karnataka and among Malayalee expatriates in the Middle East region. In terms of viewership, Asianet is often regarded as the most popular Malayalamlanguage television channel. Based on Trivandrum, Kerala, the channel is part of Asianet Communications Limited (ACL), a joint venture between the News Corporation-owned Star TV and Jupiter Entertainment Ventures. Asianet was the first privately owned television channel in Malayalam and the second to broadcast in the language. Asianet reaches the home of Malayalee in over 60 countries worldwide including the Indian sub-continent, china, South East Asia, Middle East, Europe, USA and the lower half of the former Soviet Union. Besides its large viewership base among Malayalam-speaking people in Kerala and other regions of India, Asianet enjoys huge popularity among Malayalee expatriate population outside India, especially in the Middle East. Further catering to the region’s huge Malayalee population, Asianet operates a radio station “Asianet Radio 657 AM & 1269 AM” from the city of Dubai in the United Arab Emirates.
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Asianet News
The channel name Asianet was a product of its founder K. Sasikumar. The unique blue and pink logo was designed by acclaimed Indian graphical designer Suchata Keshavan and is one of the most recognizable brand identities in the television broadcasting field in South India Asianet is a general entertainment channel with programmes in a wide variety of genres including Malayalam-language movies, reality shows, talk shows, news programmes, travel shows and music-based shows. While programming is mainly targeted at family audience, there are several programmes aimed towards specific audiences such as shows for children, teenagers, young working professionals and elders.
Asianet- Product profile
Following are the list of programmes broadcast by Asianet • Dramas Alavudeente Albhudha vilakku Devaragam Autograph Harichandanam Ammakkali Kumkumappovu • Mythological Dramas Swami Ayyappan Devi Mahathmyam • Reality Shows Idea Star Singer Vodafone Comedy Stars Munch Dance Dance junior
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Just Dance (Malayalam Version) • Comedy Cinemala Munshi • Talk Shows Nammal Thammil Nerkkunner Point Blank • Travel Shows Sancharam American Jalakam • Musical Shows Sarigama • • Cookery Show News Specials Kannadi US Weekly Roundup Gulf Roundup Vanveezhchakal Kettathum Kandathum America Today Celluloid • Infotainment and Social relevance
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Kissan Krishideepam • Miscellaneous Valkannadi Mail Box
ASIANET NEWS
In June 2001, Asianet started airing its second channel Asianet Global which was later re launched as Asianet News. Airing live News bulletins round the clock besides other news based programmes, Asianet News was the first twenty- four hour news channel in the Malayalam Language. Besides news centers in various cities across Kerala, the channel operates news bureaus in New Delhi, Mumbai, Chennai, the Middle East and USA. Asianet News is the most popular 24X7 regional news channel in Malayalam. With live news bulletins every hour and regular, sports and business updates, current affairs programs and news analysis, meticulously and objectively planned, produced and presented by the best journalists in Malayalam visual media, backed by a countrywide network of news bureaus and state of the art technology, Asianet News Keeps people updated always. Asianet News provides, • • • • •
•
Uninterrupted coverage of events Live news coverage of events Uninterrupted news scrolling and updating Flash bulletins based on the occurrence of each incident Specialized news bulletins Daily “News Hour “at 9 pm for the in depth analysis of news and current issues Detailed coverage of village news Detailed business news and market analysis Innovative and interactive news programs Updates on weather forecasts, market prices of various commodities etc.
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• • •
•
Institute of Management in Kerala
Asianet News
Asianet News – Product profile
• • • • • • • • • • • • • • • • • • • • • • • • • News Vanveezhchakal City time Talkies FIR Nerkkunner Doctor live Vidhesha vicharam Cover story On Record Focus Kerala News Hour News plus News Time Point Blank Thirichu Varavukal Entertainment News Kettathum Kandathum Smart Drive Gulf Roundup Kannadi Dream Home Lokajalakam India Gate Gulf News
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Asianet News
• • • • • • • • • Munshi Sancharam Marananantharam Money Time Market Watch Kouthuka Lokam Kissan Krishideepam Pulse Apriyaganangal
ASIANET PLUS
Asianet celebrates every moment of the aspirations of the new generation through its youth channel, Asianet plus – the third channel from its stable. Asianet Plus was launched in August 2005. Packed with the range of music, comedy, films and infotainment programmes, Asianet Plus is the perfect entertainment channel reflecting the attitudes of the Youth. Asianet Plus within a year of its inception has proved itself and has managed to build a strong sense of attachment with its viewers. Asianet Plus – Product Profile • • • • • • • • • Sabareetheertham Deva Sangeetham Cinema Diary Iron Hearts American Jalakam Mylanchi Connect Plus Dance- Dance First Cut
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Asianet News
• • • • • • • • • • • • • • • • • • • • • • • • Hrudayaragam Food Path A Walk with Subaida Tharangalil Tharam Fresh n’ live Best of Comedy stars Saju Comedian Speaking Super Chef Chirikkum Thalika Singing Birds Full Ticket Tharavishesham Best of Star Singer Comedy News Musical Chair Cinemala Cinema Diary Classics Vikramadithyan Isai Mazhai Puthan Pattu Ponnonam with Asianet Stars 2011 Mimics Parade Mrs.Kerala DEPARTMENT PROFILE MARKETING DEPARTMENT:
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Asianet News
Marketing is defined as all organized efforts, activities and expenditures designed to first, acquire a customer and second, maintain a customer. The marketing department is a unit of organization, traditionally charged with carrying out specific task that are deemed to be marketing such as advertising, marketing research. As the definition would suggest the marketing department customer acquisition and customer maintenance efforts go beyond the organizational boundaries of marketing department. When all departments know and understand their role and importance in the marketing process, the functions of marketing would better. The marketing department works better. Usually, the role of marketing is viewed from the inside of an enterprise looking out to the market place. In many instance, the marketing function should provide the perspective of the market place looking in. Critical marketing functions include: 1. Identifying the important constituencies within the market place. 2. Identifying and valuing specific target purchaser/ target audience. 3. Communicating with the market place. 4. Conducting transactions with the market place.
5. Obtaining on-going feedback from the market place. Obtaining feedback also
means understanding the environmental conditions that the enterprise operates in, the product is marketed in. Spending on research is essential to direct the development of product or service and the development of communications messages necessary to acquaint potential customers with the service. This provides them positive feelings about the product or service and motivates them to purchase. SALES DEPARTMENT The selling function is an important element of the overall marketing process. Many organizations establish a separate sales function, apart from other elements
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Asianet News
of the marketing process. This is often a sound business strategy but can lead to a chasm between Sales and other marketing elements. Even when both are contained within a unified Marketing Department, separate sales and marketing groups often create the situation where they have competing views of the market place, competing objectives and competing priorities( e.g., budget, prestige). One area often creates the opportunity for jurisdictional disputes and other serious problem is lead generation. In many instances, some component of the Marketing Department is responsible for developing leads and then turns them over to the sales department. “Discussions” over the timing and quality of leads are a top topic at almost all Sales –Marketing joint meetings. It makes sure that planning and executions of plans are always co-ordinate, and that all programmes are integrated across both marketing and sales efforts. HUMAN RESOURCE DEPARTMENT A company is incomplete without a human resource department so it is said. But its true as the very existence of a human resource department is vital to overall productivity and efficiency of the strong work force in any thriving organization. In fact, good human resource can be one of the most valued and respected departments in an organizations; their job is managing people, because people are the company’s most important asset. One of the major roles of a human resources department in successful business involves a lot of observation and analysis from behind the scenes. Indeed the intelligence of the human resource department often involves what can be equated to “crunching numbers”. Compiling complex data and metrics that follow the performance of individual employees, as the move through is an important task, which has helped human resources; work out crucial solutions to inefficiency, wilting profit margins and more. Due to sensitive nature of human relations and the work that human resources department must carry out, direction is a crucial element to the field. That is because the management of performance can often involve tough decisions such as choosing who to let
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Asianet News
go, who to promote and who to hire. Keeping the decision making process behind closed doors is an ethical practice that breeds the least amount of contention possible FINANCE DEPARTMENT Finance department largely performs the functions of advising the government on all financial matters. The formulation of the budget is one of its most important functions. Finance department is also entrusted with the responsibility of framing rules regulating pay, emoluments and other service conditions of all employees. The functions of Finance Department are Preparation of budget, appropriation of accounts, reappropriations, surrender and savings.
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Asianet News DATA ANALYSIS AND INTERPRETATION
AGE WISE CLASSIFICATION OF RESPONDENTS
Respondents Between 16- 30
No: of Respondents 26
Percentage 26%
Between 31-45 Above 45 Total Table: 4.1 Source: primary data.
38 36 100
38% 36% 100%
Inference: The above table shows that 26% of the viewers are between the age of 16 and 30 and 38% are between 31 and 45 and rest of them are above 45 years.
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Asianet News
DIAGRAM SHOWING THE DIFFERENT AGE OF THE RESPONDENTS
Diagram: 4.1
GENDER WISE CLASSIFICATION OF RESPONDENTS
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Asianet News
Respondents
No. of Respondents
Percentage
Male
69
69%
Female
31
31%
Total
100
100%
Table: 4.2 Source: primary data Inference: The data shows that 69 % of the viewers are male and 31% of the viewers are female. From this survey we can easily understand that the majority viewers of Asianet News are males and most of the female viewers are not interested in watching news.
DIAGRAM SHOWING GENDER OF RESPONDENTS
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Asianet News
Male Fem ale
Diagram: 4.2
AREA WISE CLASSIFICATION OF RESPONDENTS
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Asianet News
Respondents
No: of Respondents
Percentage
Urban
22
22%
Rural
78
78%
Total
100
100%
Table: 4.3 Source: primary data Inference: The above table shows that 22% of the viewers are from the urban area and 78% of the viewers are from rural area. Most of the respondents are from rural area because, the survey conducted and mainly concentrated on the rural area of Kollam region.
DIAGRAM SHOWING THE AREA WISE CLASSIFICATION OF RESPONDENTS
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Asianet News
Urban Rural
Diagram no: 4.3
HOURS OF WATCHING TV- PER DAY BY THE RESPONDENTS
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Asianet News
Respondents
No. of Respondents
Percentage
Less than one hour
16
16%
1-2 hours
38
38%
More than 2 hours
46
46%
Total
100
100%
Table 4.4 Source: primary data Inference: The above table shows that 16% of the viewers watching TV less than one hour per day, 38 % are watching TV between 1-2 hours and 46% of viewers watching TV more than 2 hours per day.
DIAGRAM SHOWING THE HOURS OF WATCHING TV PER DAY
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Asianet News
50 45 40 35 30 25 20 15 10 5 0 Lessthan one hour 1-2 hours More than 2 hours Colum n1
Diagram no: 4.4
THE INTEREST TO WATCH NEWS ON THE SAME CHANNEL
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Asianet News
Respondents
No. of Respondents
Percentage
Yes
37
37%
No
63
63%
Total
100
100%
Table 4.5 Source: primary data Inference: The above table shows that 37% of the respondents are interested in watching the news on the same channel and the rest of 63% are not interested in watching the news on same channel. Because most of the respondents think that they get the detailed analysis of news from different channel. So they are not interested in watching the news on the same channel.
THE DIAGRAM SHOWING THE INTEREST OF WATCHING NEWS ON THE SAME CHANNEL.
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Asianet News
Yes No
Diagram no. 4.5
VIEWERS OPINION TO GET THE MOST DETAILED ANALYSIS OF NEWS
Respondents
No. of Respondents
Percentage
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Asianet News
News paper News Magazines TV Radio Net Total
40 1 56 2 1 100 Table.4.6
40% 1% 56% 2% 1% 100%
Source: primary data Inference: The above table shows that the 40% of respondent’s opinion about to get the detailed analysis of news is from News paper and 56 % of respondent’s opinion to get the detailed analysis of news is from TV and in the remaining 5% of viewers, 1% expected to get detailed analysis of news from News Magazines, 2% from Radio and 1% from Net.
THE DIAGRAM SHOWING THE VIEWERS EXPECTATION TO GET THE MOST DETAILED ANALYSIS OF NEWS
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Asianet News
60
50
40
30
Colum n1
20
10
0 News Paper News Magazine TV Radio NET
Diagram no. 4.6
LISTENING TIME OF NEWS
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Asianet News
Respondents
No. of Respondents
Percentage
Morning
1
1%
Afternoon
14
14%
Night
85
85%
Total
100 Table 4.7
100%
Source: primary data Inference: The above table shows the viewers opinion about the watching time of news. The table shows that 85% of viewers like Night for watching the news and 14 % viewers are watching News in afternoon and remaining 1% in the morning.
DIAGRAM SHOWING THE LISTENING TIME OF NEWS
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Asianet News
90
80
70
60
50 Colum n1
40
30
20
10
0 Morning Afternoon Night
Diagram no: 4.7
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Asianet News
FACTORS FOR SELECTING A NEWS CHANNEL
Response
No. of Respondents
Percentage
Accuracy
16
16%
Presentation style
22
22%
More Coverage of News
42
42%
Less Advertisements
20
20%
Total
100
100%
Table no. 4.8 Source: primary data Inference: The above table shows that 42% of Viewers have selected the news channel as their favorite because of the more coverage of news, 22% of the viewers have given more weight age to Presentation Style, 20% have selected the news channel because of the Less Advertisement and 16% of the viewers have selected the News channel because of Accuracy
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Asianet News
DIAGRAM SHOWING THE FACTORS FOR SELECTING A NEWS CHANNEL
45 40 35 30 25 20 15 10 5 0 Accuracy Presentation Style More coverage of news Less advertisem ents Colum n1
Diagram no. 4.8
TABLE SHOWING THE FAMILIARITY WITH ASIANET NEWS
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Asianet News
Respondents
No of Respondents
Percentage
Yes
100
100%
No
Nil
Nil
Total
100 Table no: 4.9
100%
Source: primary data
Inference: From the above table we can understand that 100% of the respondents are familiar with the “Asianet News” channel, because of the brand image of the channel.
DIAGRAM SHOWING THE FAMILIARITY WITH ASIANET NEWS
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Asianet News
100 90 80 70 60 50 40 30 20 10 0 Yes No Column1
Diagram no.4.9
TABLE SHOWING THE DAYS IN A WEEK WATCHING ASIANET NEWS
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Asianet News
Respondents
No of Respondents
Percentage
5 or more days in a week
59
59%
3-4 days in a week
18
18%
1-2 days in a week
21
21%
Only once a week
2
2%
Total
100
100%
Table no. 4.10 Source: primary data Inference: The above table shows that 59% of viewers watching Asianet news 5 or more days in a week. 18% watching only 3 to 4 days in a week and 21% watching Asianet news 1 to 2 days in a week. And only 2% people view Asianet news only once in a week.
DIAGRAM SHOWING DAYS IN A WEEK WATCHING ASIANET NEWS
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Asianet News
60
50
40
30
Colum n1
20
10
0 5 or m days ore in a week 3-4 days in a week 1-2 days in a week onlyonce in a week
Diagram no. 4.10
TABLE SHOWING THE MOST INTERESTED NEWS IN HEARING
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Asianet News
Response
No. of Respondents
Percentage
National news
13
13%
International news
8
8%
State wide
25
25%
Breaking news
28
28%
Politics
14
14%
Business
10
10%
Sports
2
2%
Weather
0
0%
Total
100 Table no: 4.11
100%
Source: primary data Inference:
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Asianet News
From the above table we can understand that 13% of the respondents are interested in hearing the National News, 8% likes to watch international news, and 25 % of the total respondents are interested in watching state wide news. 28% of respondents like breaking news. 14% of viewers are more interested in Politics but 10% likes Business news and only 2% are interested in watching sports news more than any other news. But nobody interested in watching weather reports. So from this study we can analyze that most of the viewers are more interested in “breaking news” than any other news.
DIAGRAM SHOWING THE MOST INTERESTED NEWS IN HEARING
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Asianet News
30
25
20
15
10
Colum n1
5
0
Diagram no. 4.11
COMPARISON BETWEEN ASIANET NEWS CHANNEL WITH OTHER NEWS CHANNEL.
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Asianet News
Response Asianet news channel is more valuable
No. of respondents
percentage
26
26%
Equal value
58
58%
Can’t compare
14
14%
Less valuable
2
2%
Total
100 Table no: 4.12
100%
Source: primary data Inference: The above table shows that 26% of the respondents are saying that Asianet News channel is more valuable than any other News channels in Malayalam. But 58% viewers gave equal value to the channel. And 14% of the respondents say that Asianet news Channel can’t compare with other channel and 2% says that Asianet News channel is less valuable when compare with other news channel.
DIAGRAM SHOWING THE COMPARISON BETWEEN ASIANET NEWS CHANNEL WITH OTHER NEWS CHANNEL
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Asianet News
60
50
40
30
Series1
20
10
0 More valuable Equal value Can't com pare LessValuable
Diagram no. 4.12
RATING THE ASIANET NEWS CHANNEL’S COVERAGE OF LOCAL NEWS
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Asianet News
Response
No of respondents
Percentage
Very good
22
22%
Good
57
57%
Fair
14
14%
poor
7
7%
Don’t know
Nil
Nil
Total
100
100%
Table no.4.13 Source: primary data
Inference: From the survey result, the above table shows that 22% of the total respondents have the opinion that Asianet News channels coverage of local news is very good. The majority viewers of 57 % rated the channels coverage of local news is good.
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Asianet News
14% rated that channel’s coverage of local news is fair and 7% says that Asianet News channels coverage of local news is poor when compared to other news channel. So we can understand that, In the case of coverage of local news, viewers are satisfied with the performance of Asianet news.
THE DIAGRAM SHOWING THE RATING OF ASIANET NEWS CHANNEL’S COVERAGE OF LOCAL NEWS
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Asianet News
60
50
40
30
Column1
20
10
0 Very Good Good Fair Poor Don't know
Diagram no: .4.13
RATING THE ASIANET NEWS CHANNEL’S COVERAGE OF FAST BREAKING NEWS
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Asianet News
Response
No. of respondents
Percentage
Very good
20
20%
Good
59
59%
Fair
17
17%
Poor
4
4%
Don’t know
Nil
Nil
Total
100 Table no: 4.14
100
Source: primary data Inference: From this survey result, we can identify that 20% of the total respondents agreed that Asianet news channel’s coverage of fast breaking news is very good, and 59% have the opinion that channels coverage of breaking news is good. 17% respondents are rated fair but 4% said channel’s coverage of fast breaking news is poor when compared to other news channel. The survey report shows that most of the viewers like breaking news and they are very much interested in watching breaking news. DRIAGRAM SHOWING THE RATING ON ASIANET NEWS CHANNEL’S COVERAGE OF FAST BREAKING NEWS
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Asianet News
60
50
40
30
Colum n1
20
10
0 VeryGood Good Fair Poor Don't know
Diagram no. 4.14
RATING THE ASIANET NEWS CHANNEL’S COVERAGE OF STATE NEWS, NATIONAL NEWS AND INTERNATIONAL NEWS
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Asianet News
Response
No. of respondents
Percentage
Very good
24
24%
Good
72
72%
Fair
2
2%
Poor
2
2%
Don’t know
Nil
Nil
Total
100
100%
Table no: 4.15 Inference: From the above table we can say that 24% of the total respondents have the opinion that Asianet News channel’s coverage of state news, national news and international news is very good and 72% viewers rated the channel is good in its coverage of state news, national news and international news. 2% rated that it is fair and other 2% rated that the channel is poor in its coverage when compared to other news channels in Malayalam. So we can conclude that the viewers are satisfied with the performance of Asianet News channel during the coverage of state news, national news and international news.
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Asianet News
DIAGRAM SHOWING THE RATING ON ASIANET NEWS CHANNEL’S COVERAGE OF STATE NEWS, NATIONAL NEWS AND INTERNATIONAL NEWS
80
70
60
50
40
Colum n1
30
20
10
0 VeryGood Good Fair Poor Don't know
Diagram no: 4.15
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Asianet News
RATING THE ASIANET NEWS CHANNEL’S COVERAGE OF WEATHER
Response
No. of Respondents
Percentage
Very Good
13
13%
Good
30
30%
Fair
51
51%
Poor
6
6%
Don’t know
Nil
Nil
Total
100 Table no: 4.16
100%
Source: primary data Inference: From the survey result we can say that viewers are not satisfied with the coverage of weather by Asianet News. 51% percentage of the respondents rated the coverage of weather by Asianet News as fair. 13% says that channels coverage of weather is very good and 30% rated as good. 6% of viewers rated that channel is poor in the coverage of weather. DIAGRAM SHOWING THE RATING ON ASIANET NEWS CHANNEL’S COVERAGE OF WEATHER.
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Asianet News
60
50
40
30
Colum n1
20
10
0 VeryGood Good Fair Poor Don't know
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Asianet News
60
50
40
30
Colum n1
20
10
0 VeryGood Good Fair Poor Don't know
Diagram no: 4.16
RATING THE ASIANET NEWS METEOROLOGISTS
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Asianet News
Table no: 4.17
Response No: of Respondents Percentage
Very Good
6
6%
Good
29
29%
Fair
43
43%
Poor
22
22%
No answer
Nil
Nil
Total
100
100%
Source: primary data Inference: From the above table we can understand that only 6% viewers rated that the Asianet news channel’s meteorologists are very good. 29% agreed that the channels meteorologists are good and 43% rated as fair. But 22% viewers are not satisfied with the channel’s meteorologists and they rated the performance as poor.
DIAGRAM SHOWING THE EVALUATION OF ASIANET NEWS CHANNEL’S METEOROLOGISTS
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Asianet News
45 40 35 30 25 Colum n1 20 15 10 5 0 VeryGood Good Fair Poor Don't know
Diagram no: 4.17
RATING THE ASIANET NEWS SPORTS REPORTERS
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Asianet News
Response
No: of Respondents
Percentage
Very Good
10
10%
Good
60
60%
Fair
21
21%
Poor
9
9%
No answer
Nil
Nil
Total
100
100%
Table no: 4.18 Source: primary data Inference: From this table we can understand that viewers are satisfied with the performance of Asianet news channels sports anchors. Because 60% viewers evaluated that the performance of sports anchors of the channel are good. 10% rated as very good and 21% rated as fair. But 9% says that the performance of sports anchors of the channel is poor. Thus we can conclude that the performance of the sports anchors is good and more than 50% of viewers are satisfied with the sports anchors performance.
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Asianet News
DIAGRAM SHOWING THE EVALUATION OF ASIANET NEWS SPORTS REPORTERS
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Asianet News
60
50
40
30
Colum n1
20
10
0 Very Good Good Fair Poor Don't know
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Asianet News
Diagram no: 4.18
EVALUATING THE ASIANET NEWS READERS
Response
No: of Respondents
Percentage
Very Good
18
18%
Good
54
54%
Fair
21
21%
Poor
7
7%
No answer
Nil
Nil
Total
100
100%
Table no: 4.19 Source: primary data Inference: From the above data we can understand that the 18% of viewers are very much satisfied with the Asianet News anchors and the viewers evaluated their performance as very good. 54% viewers rated as good and 21% evaluated as fair and 7% percentage rated
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Asianet News
as poor. Thus we can conclude that the viewers are satisfied with the overall performance of Asianet News anchors.
DIAGRAM SHOWING THE EVALUATION OF ASIANET NEWS READERS
60
50
40
30
Colum n1
20
10
0 VeryGood Good Fair Poor Don't know
Diagram no: 4.19
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Asianet News
RATING THE ASIANET NEWS OVERALL LOOK (INCLUDING THE PRESENTATION OF NEWS)
Response
No. of respondents
Percentage
Very good
15
15%
Good
62
62%
Fair
20
20%
Poor
3
3%
Don’t know
Nil
Nil
Total
100
100%
Table no. 4.20 Source: primary data Inference: From this table we can understand that 15% of the respondents rated that Asianet news is very good in its overall look and majority of the viewers i.e. 62% of the viewers agreed that Asianet News is good in its overall performance. 20% said that it is fair
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Asianet News
and 3% rated as Asianet news is poor in its overall look. From this analysis I concluded that the viewers are satisfied with the overall performance of Asianet News.
DIAGRAM SHOWING THE RATING OF ASIANET NEWS OVERALL LOOK
70
60
50
40 Series1 30
20
10
0 VeryGood Good Fair Poor Don't know
Diagram no: 4.20
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Asianet News
VIEWERS SATISFACTION WITH THE QUALITY OF ASIANET NEWS CHANNEL
Response
No. of Respondents
Percentage
Yes
82
82%
No
18
18%
Total
100
100%
Table no. 4.21 Source: primary data Inference: The above table shows that according to the survey report, 82% of the respondents are satisfied with the quality of Asianet News channel and 18% are not satisfied with the quality of Asianet News channel. So from this report we can conclude that majority of the viewers are satisfied with the quality of the channel.
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Asianet News
DIAGRAM SHOWING THE SATISFACTION WITH THE QUALITY OF ASIANET NEWS CHANNEL
Yes No
Diagram no. 4.21
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Asianet News
CHI SQUARE TEST
SETTING OF HYPOTHESIS H0: No relationship between viewers perception towards the news and quality of the news.
Factors
Very Good
Good
Fair
Poor
Don’t Know
Total
Coverage news
of
local
22
57
14
7
0
100
Coverage of state news, national news and international news
24
72
2
2
0
100
Coverage of weather
13
30
51
6
0
100
Rating of Anchors
18
54
21
7
0
100
Channel’s look
overall
15
62
20
3
0
100
Total
92
275
108
25
0
500
Table no. 4.22
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Asianet News
Chi square formula: X2 = (O-E)2 / E Where, X2 is chi square, O is the Observed Frequency E is the Expected frequency. Calculation of X2:
O
E
O-E
(O – E)2
(O - E)2 / E
22
18.4
3.6
12.96
0.704
24
18.4
5.6
31.36
1.704
13
18.4
-5.4
29.16
1.584
18
18.4
-0.4
0.16
.0086
15
18.4
-3.4
11.56
0.628
57
55
2
4
0.072
72
55
17
289
5.25
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Asianet News
O
E
O-E
(O – E)2
(O – E)2 / E
30
55
-25
625
11.36
62
55
7
49
0.890
54
55
-1
1
0.018
14
21.6
-7.6
57.76
2.67
2
21.6
-19.6
384.16
17.78
51
21.6
29.4
864.36
40.01
20
21.6
-1.6
2.56
0.118
21
21.6
-0.6
0.36
0.016
7
5
2
4
0.8
2
5
-3
9
1.8
6
5
1
1
0.2
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Asianet News
O
E
O-E
(O-E)2
(O-E)2 / E
3
5
-2
4
0.8
7
5
2
4
0.8
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0 X2=
Total
87.2126
Table no. 4.23
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Asianet News
Therefore Calculated value of X2 = (O – E)2 / E = 87.2126 Degree of freedom = (C -1) (R – 1) = (5-1) (5-1) =4*4 =16 The level of significance = .05 The table value of X2 for 16 degree of freedom at 0.05 level of significance = 26.2 And the calculated value = 87.2126, Calculated value is more than the table value so that the null hypothesis (H0) is rejected. That is, there is some relationship between the Viewers perception towards the news and the Quality of news.
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Asianet News FINDINGS
1. There is 100% awareness regarding the Asianet channel among the respondents. 2. Majority of the viewers watch News at night. 3. Majority of the viewers selected a news channel on the basis of more Coverage of News, Presentation style, More Accuracy and Less advertisement. 4. A good number of the viewers commented that Asianet news channel has equal value to other news channels. 5. Most of the viewers are interested in watching breaking news and local news. 6. Greater part of the viewers is satisfied with the Asianet News channel’s coverage of local news. 7. A largest part of the respondents agreed that they are satisfied with the channel’s coverage of fast breaking news. 8. Majority of the viewers are satisfied with channel’s coverage of state news, national news and international news. 9. Most of the viewers are not much satisfied with Asianet news channel’s coverage of Weather. 10. Best part of the respondents is satisfied with the performance of News anchors. 11. 88% of the viewers are satisfied with Quality of Asianet News. 12. Regarding the quality factors most of the viewers had opinion that the news readers and reporters should have excellent language fluency, presentation skill, good personality and excellent interpersonal skills. 13. India vision and Manorama news are the major competitors.
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Asianet News SUGGESTIONS
1. To give some more importance to real-estate in business slot, which is the most beloved area for investors. 2. India being a fast developing nation it is appropriate to give more importance to the coverage of the development and success stories in the field of science and technologies. 3. Introduce successful entrepreneurs, craftsmen, technicians, small scale industrialist to the viewers. 4. Add more discussions on local issues regarding the welfare of the society. 5. Maximum should be conveyed at a limited period of time, as everyone lacks time to be spent in front of television. 6. The news should be considered with priority 7. The news should be scheduled according to the viewer’s convenience. 8. The news presentation should be unbiased. 9. Anchoring is of upmost important. The success or failure of a programme depends upon the Anchoring to a greater extent. Therefore, the choice of anchors must be done with care. 10. To deliver the relevant news with more accuracy. 11. Channel must be clear in their position and should be honest in broadcasting news, more than propagating news. 12. Do something more to bring out corruption in public life. 13. Majority of viewers are not satisfied with coverage of weather. Therefore these can thought and give more importance. CONCLUSION
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Asianet News
News means “a report of recent occurrences information of something that has lately taken place or of something before unknown fresh findings; recent intelligence”. Most of the people are more likely to watch the News and they give more importance to watching and listening news. Every news channel has to be neutral and clear in their position to gain popularity and attract more viewers. Every news channel in Malayalam has their own importance and they are playing a good role in telecasting quality news. The rise and fall of a television channel depends upon the programmes telecasted by it. A channel that identify the pulse of the market and provides programmes that shall satisfy the market will surely succeeded in retaining as well as gaining viewers. This industry is one in which there is cultural competitions. One channel losing its viewers means that its competitors have gained a new viewer. It is clear that television is no longer just a means of entertainment; specialized channels are also equally gaining popularity. In Kerala key players are Asianet News, Manorama News and India vision. Asianet being the first Indian satellite TV channel to launch live News Bulletins. Asianet launched Asianet News to cater the needs of the information hungry Malayalee. Asianet news has gained huge popularity and considerable viewership. Asianet news has the most comprehensive newsgathering and broadcasting facilities available in this part of the world. Asianet programmes consciously strive to cater to the cultural agenda of a highly literate Malayalee viewership with well- evolved sensitivity. With a network of bureaus and a proactive team of reporters constantly on the move, Asianet news has a strong presence throughout India and the rest of the world.
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