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 informations 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 sixtythree high-power 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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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 viewers preference for Asianet News channel vis--vis its
competitors. It includes:
Finding out the factors that determine the viewers selection of a channel.
Identifying the perception of the viewers.
Collecting information from sample viewers.

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LITERATURE REVIEW
The buyers satisfaction after purchase depends upon the offers performance in
relation to the buyers expectations. According to Philip Kotler, Satisfaction is a
persons 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 products 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.

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The Encyclopedia Britannica defines broadcasting as the electronic
transmission of radio and television signals that are intended for general public reception,
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 countrys 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 viewers favoritism for a
particular channel.

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OBJECTIVES OF THE STUDY
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.

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RESEARCH METHODOLOGY
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
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easy availability of information about the company and the industry in general.
Secondary data are usually collected through company records, Internet and books.
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.

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Data Analysis Tools and Techniques
1. Statistical Techniques

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 viewers 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.

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INDUSTRIAL PROFILE
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 todays 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 childrens 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 20 th
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
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people and each has gone through several stages of development due to pressure and
competition from newer communication technologies.
THEORETICAL PERSPECTIVE
In todays 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 companys 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.
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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 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 todays 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
customers need the whole process of consumption and all interactions involved all are
of crucial importance. In todays 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.
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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 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 customers 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
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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 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
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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
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.
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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
make to do with DDs 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
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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.
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 19th 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 Radios control, back in the governments
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 viewers 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.
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The broadcasting system has two main revenue streams: advertising and
subscription. Some channels have adopted a hybrid revenue model with mix of advertising
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
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originally incorporated as a private limited company named Asianet Communications
Private Limited in New Delhi on March5, 1991. The company began operations in 1991
with the promotion of Asianet, the groups 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
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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,
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 regions huge Malayalee population, Asianet
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operates a radio station Asianet Radio 657 AM & 1269 AM from the city of Dubai in
the United Arab Emirates.
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

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Vodafone Comedy Stars
Munch Dance Dance junior
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

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Infotainment and Social relevance

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

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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.

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

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Kannadi

Dream Home

Lokajalakam

India Gate

Gulf 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

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Iron Hearts

American Jalakam

Mylanchi

Connect Plus

Dance- Dance

First Cut

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

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Puthan Pattu

Ponnonam with Asianet Stars 2011

Mimics Parade

Mrs.Kerala
DEPARTMENT PROFILE

MARKETING DEPARTMENT:
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
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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
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 companys most
important asset.
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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 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, re- appropriations, surrender and savings.

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DATA ANALYSIS AND INTERPRETATION

AGE WISE CLASSIFICATION OF RESPONDENTS

Respondents

No: of Respondents

Percentage

Between 16- 30

26

26%

Between 31-45

38

38%

Above 45

36

36%

Total

100

100%

Table: 4.1
Source: primary data.

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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DIAGRAM SHOWING THE DIFFERENT AGE OF THE RESPONDENTS

Diagram: 4.1

GENDER WISE CLASSIFICATION OF RESPONDENTS

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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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Diagram: 4.2

AREA WISE CLASSIFICATION OF RESPONDENTS

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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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Diagram no: 4.3

HOURS OF WATCHING TV- PER DAY BY THE RESPONDENTS

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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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Diagram no: 4.4

THE INTEREST TO WATCH NEWS ON THE SAME CHANNEL

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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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Diagram no. 4.5

VIEWERS OPINION TO GET THE MOST DETAILED ANALYSIS OF NEWS

Respondents

No. of Respondents

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Percentage

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News paper

40

40%

1%

TV

56

56%

Radio

2%

Net

1%

100

100%

News Magazines

Total

Table.4.6
Source: primary data
Inference:
The above table shows that the 40% of respondents opinion about to get the
detailed analysis of news is from News paper and 56 % of respondents 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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Diagram no. 4.6

LISTENING TIME OF NEWS

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Respondents

No. of Respondents

Percentage

Morning

1%

Afternoon

14

14%

Night

85

85%

Total

100

100%

Table 4.7
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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Diagram no: 4.7

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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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DIAGRAM SHOWING THE FACTORS FOR SELECTING A NEWS CHANNEL

Diagram no. 4.8

TABLE SHOWING THE FAMILIARITY WITH ASIANET NEWS

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Respondents

No of Respondents

Percentage

Yes

100

100%

No

Nil

Nil

Total

100

100%

Table no: 4.9

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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Diagram no.4.9

TABLE SHOWING THE DAYS IN A WEEK WATCHING ASIANET NEWS

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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%

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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Diagram no. 4.10

TABLE SHOWING THE MOST INTERESTED NEWS IN HEARING

Response

No. of Respondents

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Percentage

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Asianet News

National news

13

13%

International news

8%

State wide

25

25%

Breaking news

28

28%

Politics

14

14%

Business

10

10%

Sports

2%

Weather

0%

Total

100

100%

Table no: 4.11

Source: primary data
Inference:
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
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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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Diagram no. 4.11

COMPARISON BETWEEN ASIANET NEWS CHANNEL WITH OTHER NEWS

CHANNEL.

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Response

No. of respondents

percentage

26

26%

Equal value

58

58%

Cant compare

14

14%

Less valuable

2%

Total

100

100%

Asianet news channel is

more valuable

Table no: 4.12

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 cant 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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Diagram no. 4.12

RATING THE ASIANET NEWS CHANNELS COVERAGE OF LOCAL NEWS

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Response

No of respondents

Percentage

22

22%

Good

57

57%

Fair

14

14%

poor

7%

Dont know

Nil

Nil

Total

100

100%

Very good

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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14% rated that channels 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 CHANNELS

COVERAGE OF LOCAL NEWS

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Diagram no: .4.13

RATING

THE

ASIANET

NEWS

CHANNELS

COVERAGE

OF

FAST

BREAKING NEWS

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Response

No. of respondents

Very good

Percentage

20

20%

Good

59

59%

Fair

17

17%

Poor

4%

Dont know

Nil

Nil

Total

100

100

Table no: 4.14

Source: primary data
Inference:
From this survey result, we can identify that 20% of the total respondents agreed
that Asianet news channels 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 channels 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 CHANNELS
COVERAGE OF FAST BREAKING NEWS

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Diagram no. 4.14

RATING THE ASIANET NEWS CHANNELS COVERAGE OF STATE NEWS,

NATIONAL NEWS AND INTERNATIONAL NEWS

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Response

No. of respondents

Percentage

Very good

24

24%

Good

72

72%

Fair

2%

Poor

2%

Nil

Nil

100

100%

Dont know

Total

Table no: 4.15

Inference:
From the above table we can say that 24% of the total respondents have the
opinion that Asianet News channels 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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DIAGRAM SHOWING THE RATING ON ASIANET NEWS CHANNELS
COVERAGE OF STATE NEWS, NATIONAL NEWS AND INTERNATIONAL
NEWS

Diagram no: 4.15

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RATING THE ASIANET NEWS CHANNELS COVERAGE OF WEATHER

Response

No. of Respondents

Percentage

Very Good

13

13%

Good

30

30%

Fair

51

51%

Poor

6%

Nil

Nil

100

100%

Dont know

Total

Table no: 4.16

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 CHANNELS
COVERAGE OF WEATHER.
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Diagram no: 4.16

RATING THE ASIANET NEWS METEOROLOGISTS

Response

No: of Respondents

Percentage

Very Good

6%

Good

29

29%

Fair

43

43%

Poor

22

22%

No answer

Nil

Nil

Total

100

100%

Table no: 4.17

Source: primary data
Inference:
From the above table we can understand that only 6% viewers rated that the
Asianet news channels meteorologists are very good. 29% agreed that the channels

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meteorologists are good and 43% rated as fair. But 22% viewers are not satisfied with the
channels meteorologists and they rated the performance as poor.

DIAGRAM SHOWING THE EVALUATION OF ASIANET NEWS CHANNELS

METEOROLOGISTS

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Diagram no: 4.17

RATING THE ASIANET NEWS SPORTS REPORTERS

Response

No: of Respondents

Percentage

Very Good

10

10%

Good

60

60%

Fair

21

21%

Poor

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
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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.

DIAGRAM SHOWING THE EVALUATION OF ASIANET NEWS SPORTS

REPORTERS

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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%

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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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

Diagram no: 4.19

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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%

Dont 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
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fair 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

Diagram no: 4.20

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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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DIAGRAM SHOWING THE SATISFACTION WITH THE QUALITY OF

ASIANET NEWS CHANNEL

Diagram no. 4.21

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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

Dont
Know

Total

local

22

57

14

100

Coverage of state
news, national news
and
international
news

24

72

100

Coverage of weather

13

30

51

100

Rating of Anchors

18

54

21

100

Channels
look

15

62

20

100

92

275

108

25

500

Coverage
news

Total

of

overall

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Table no. 4.22
Chi square formula:
X2 = (O-E)2 / E
X2 is chi square,

Where,

O is the Observed Frequency

E is the Expected frequency.
Calculation of X2:

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

0.072

72

55

17

289

5.25

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O-E

(O E)2

(O E)2 / E

30

55

-25

625

11.36

62

55

49

0.890

54

55

-1

0.018

14

21.6

-7.6

57.76

2.67

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

0.8

-3

1.8

0.2

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O

O-E

(O-E)2

(O-E)2 / E

-2

0.8

0.8

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 channels coverage of
local news.
7. A largest part of the respondents agreed that they are satisfied with the channels
coverage of fast breaking news.
8. Majority of the viewers are satisfied with channels coverage of state news, national
news and international news.
9. Most of the viewers are not much satisfied with Asianet news channels 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 viewers 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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