Project Report: "Knowledge Based Product Development"

KNOWLEDGE BASED PRODUCT DEVELOPMENT
PROJECT REPORT
Submitted in partial fulfillment of the requirements

For the award of the degree in
BACHELOR OF BUSINESS MANAGEMENT
SUBMITTED BY
AKHIL KRISHNAN
PROJECT MENTOR
MR.ARUN K
DEPARMENT OF COMMERCE AND MANAGEMENT

AMRITA SCHOOL OF ARTS AND SCIENCES
AMRITA VISHWA VIDYAPEETHAM
AMRITAPURI
JUNE 2011
Knowledge based product developmentPage 1

Akhil Krishnan
Vth Semester, B.B.M
Department of Commerce & Management
Amrita School of Arts & Sciences
Amrita Vishwa Vidyapeetham
Amritapuri Campus
Kollam 690 525
DECLARATION
I, AKHIL KRISHNAN (AM.AR.U3BBM09006), hereby declare that this report entitled
KNOWLEDGE BASED PRODUCT DEVELOPMENT Submitted To AMRITA
VISHWA VIDYAPEETHAM in partial fulfillment of the Degree of BBM, is a bonafied
record of work done under the supervision of Mr. ARUN K, AMRITA ARTS AND
SCIENCE, AMRITAPURI and it has not be in previously formed the basis for the Award of
any degree, diploma or other similar title of recognition
Date:
Place: (Akhil Krishnan)

ACKNOWLEDGEMENT
First off all I would like to present this piece of work at the Lotus feet of My Guru and
guiding light Mata Amritanandamayi Devi who has been inspiration to me throughout the
academic years and a guiding light.
The successful completion of this project would not have been possible without help and
assistance that was received from various directions.
I would also like to extend my gratitude to my parents who provided me with enough
facilities to do research on the topic for hours at an end. They have unfailingly supported my
efforts at completion of the project.
I would be failing in my duty if I did not extend my thanks to my mentor Arun Krishnan.
That provided me with all facilities without which the compilation of the entire project would
have been an impossible task.
I would like to pay my sincere regards and thanks to those, who directed me at every step in
my project work.

ABSTRACT
Knowledge based product development (here product means programs) conducted at Kairali
channel. Here first a study on viewers preference towards television channel and factors
influence them in selecting that channel has been conducted. With the help of the study how
we can able to develop or improve the program viewership.
For the purpose of data collection a questionnaire was framed and distributed among the
sampling units.The sampling techniques Used in the study is random sampling.

C ERTIFICATE
The project-work entitled KNOWLEDGE BASED PRODUCT DEVELOPMENT
submitted by AKHIL KRISHNAN (AM.AR.U3BBM09006) is a record of the independent
research work done by him during the period of one month (June) under my supervision. It
has not formed the basis for award to any candidate for any previous Degree,
Diploma, Associate ship, Fellowship, or other similar titles.
Station: Amritapuri
Date:
(Arun K)

INDEX
PAGE NO.
CHAPTER TITLE
INRODUCTION OF THE STUDY 8

I 1.1 The Topic
1.2 Reason for selection of this topic
1.3 Why the topic is important to the company
1.4 Learning from the study
11
II
ORGANIZATIONAL PROFILE
2.1 industry profile
2.2 company profile
III RESEARCH OBJECTIVES AND SCOPE OF 17

RESEARCH PROJECT
3.1 Problem definition
3.2 Objectives of research plan
19
RESEARCHMETHODOLOGAND
IV LIMITATIONS
4.1 Research plan
4.1.1 Preliminary Investigation
4.1.2 Exploratory Study
4.2 Research design
4.2.1 Developing and Research Plan
4.2.2 Collection of Data
i. Secondary Data
ii. Primary Data
4.3 sampling plan
4.3.1 Sampling Units
4.3.2 Sampling Technique
4.3.3 Research Instruments
4.4 sample size
4.5 Data collection instrument development
4.6 Research limitation

23
DATA ANALYSIS, INTERPRETATION AND
V
PRESENTATION
60
FINDINGS,SUGGESTIONSAND
VI CONCLUSION
6.1 FINDINGS
6.2 SUGGESTIONS
6.3 CONCLUSION
64
LIMITATIONS
VII
66
VIII REFERENCE
68
APPENDIX
Lists of tables

Table no. Particular Page no.
5.1 Age of respondent 25
5.2 Gender of respondent 26
5.3 Occupation 27
5.4 Point of service 28
5.5 Region 29
5.6 Anova 1 33
5.7 Anova 2 40
5.8 Anova 3 48
5.9 Ranking 53
List of graphs
5.1.1 Age of respondent 25
5.1.2 Gender of the respondent 26
5.1.3 Occupation 27
5.1.4 Point of service 28
5.1.5 Region 29

Chapter 1
Introduction
1. 1 THE TOPIC:
KNOWLEDGE BASED PRODUCT DEVELOPMENT.

1.2 REASON FOR SELECTION OF THIS TOPIC:
The main reasons for selecting this topic are:
Interest in the topic

In order to find out the viewers preference towards television channel and factors
influence them in selecting that channel
Will get an opportunity to study viewers Behavior and hence help the company
to Develop or improve the Product
Note:
Here the product means programs.
1.3. Why the topic is important to the company:
I am conducting a study on viewers preference towards a particular channel (Kairali).From

the company's Perspective it would really help them in following ways
Understand their viewers better.
It would also help them to improve their Programs as per the expectation of
the Viewers.
1.4. Learning from the study:

From this study I was able to understand the Critical factors necessary to succeed in the
Television Industry through feedbacks etc.
I have learned how viewers select a particular channel through the following ways

Due to Variety of programs.
Due to the advertisements.
Due to the anchors in those programs.
Due to brand image of seeing that channel.
Due to the innovation of programs - helps in selecting a channel.
Through the study I came to understand which channel has most viewership among the
people.
Through this study I was able to know the various ways for the development of the programs.

Chapter 2
Organizational profile
2.1 Industry profile
Television (TV) is a telecommunication medium for transmitting and receiving moving

images that can be monochromatic (shades of grey) or multicolored. Images are usually
accompanied by sound. "Television" may also refer specifically to a television set, television
programming, and television transmission.
The etymology of the word has a mixed Latin and Greek origin, meaning "far sight": Greek
tale (), far, and Latin Visio, sight (from video, vis- to see, or to view in the first person.

Commercially available since the late 1920s, the television set has become commonplace in
homes, businesses and institutions, particularly as a vehicle for advertising, a source of
entertainment, and news. Since the 1970s the availability of video cassettes, laserdiscs, DVDs
and now Blue-ray Discs, have resulted in the television set frequently being used for viewing
recorded as well as broadcast material. In recent years Internet television has seen the rise of
television available via the Internet, e.g. iPlayer and Hulu.
Although other forms such as closed-circuit television (CCTV) are in use, the most common
usage of the medium is for broadcast television, which was modeled on the existing radio
broadcasting systems developed in the 1920s, and uses high-powered radio-frequency
transmitters to broadcast the television signal to individual TV receivers.
Broadcast TV is typically disseminated via radio transmissions on designated channels in the

54890 MHz frequency band. Signals are now often transmitted with stereo and/or surround
sound in many countries. Until the 2000s broadcast TV programs were generally transmitted
as an analog television signal, but in recent years public broadcasting and Commercial
broadcasting have been progressively introducing digital television (DTV) broadcasting
technology.
A standard television set comprises multiple internal electronic circuits, including those for
receiving and decoding broadcast signals. A visual display device which lacks a tuner is
properly called a monitor, rather than a television. A television system may use different
technical standards such as digital television (DTV) and high-definition television (HDTV).
Television systems are also used for surveillance, industrial process control, and guiding of
weapons, in places where direct observation is difficult or dangerous.
Amateur television (ham TV or ATV) is also used for experimentation, pleasure and public
service events by amateur radio operators. Ham TV stations were on the air in many cities
before commercial TV stations came on the air.
First Facts on Television Stations and Television Sets
The first mechanical television station in America was called W3XK. This station was
the brainchild of Charles Francis Jenkins, who is also remembered as the father of
American television. The station aired its first broadcast on 2nd July, 1928.

WRGB television station in New York is the first American station that has the honor
of being a continuously operating station from 1926, when television was invented,
till date. The station began as W2XB, but the name was changed to WRGB in 1942,
in memory of Mr. Walter R. G. Baker, who was a leader in the radio and television
industry.
The first commercially produced television sets were based on the mechanical
television system. These sets were made from John Bairds designs for television. The
sets were shown to the public in September of 1928.
The first ever American electronic television sets were produced in 1938 and were an
instant hit.
The first ever remote control for television was invented in 1948. Known as the Tele
Zoom, it cannot be called a remote control in the true sense of the word, as the device
could only enlarge the picture on the tube and not change any channels or turn the
television set on and off. The Flash-matic from Zenith, produced in 1955, was the first
ever real remote control that could do all of the above and was completely wireless.
First Facts on Television Programming and Advertisements
The Queens Messenger is believed to be the first television program in America. It

was broadcast by WRGB station in 1928. We say believed because the program was
broadcast to only 4 television sets in existence at the time, and thus the ambiguity.
1st July, 1941 is the day when the first ever commercial broadcast took place in
America. All broadcasts prior to this day were regarded as experimental by the FCC,
thus making this day very important in American TV history.
1st July, 1941 is also the day when the first American advertisement was aired. The
commercial was for a Bulova Watch and lasted all of 10 seconds. It was aired on the
NBC network.
These are just some of the many firsts that were, and continue to be associated with the
television industry.

2.2 Company profile
Kairali:
By its very style and content en-capsules the quintessence of the culture, ethos and artistic
aspirations of Malayalees.And not surprisingly, Kairali Channel has today emerged as an
information
-rich and viewer favorite channel that would entertain, engross and educate the Malaya lee
population all over the world.Kairal vision is to create programmes that meet international
standards of creativity and production excellence. And Kairalis mission is to rule the airwaves
as the channel with the cutting edge viz the cutting edge of News breaking, programming and
technical perfection. Today Kairali TV has emerged as the most preferred channel of Malaya
lees deeply entrenched in the minds of Keralites the world over.
Board of Directors
Malayalam Communications Ltd is endowed with an eminent galaxy of Directors, every

Board Member being a brilliant highflier in his own chosen field of vocation.
Padmashri Bharat Mammootty
Shri. T. R. Ajayan - Executive Director
Shri P T Kunhi Mohammed
Shri. C. K. Karunakaran
Shri. A. A. Rasheed
Shri. M. M. Monaye
Shri. V K Mohammed Ashraf
Today millions of Malayalees reside in the Gulf countries and to all these expatriate Malaya
lee families, Kairali Channel is a very dear and intimate friend, very close to their heart,
presenting to them the nostalgia and linguistic flavor of their home land with all its artistic
and cultural values honed to perfection.
Kairali is India's truly Peoples channel with over 2, 50,000 shareholders and with a unique
and dedicated viewership of millions of viewers. More than fifty percent i.e. over 1, 25,000 of
the Kairali shareholders are NRIs spread all over the world.

Kairali has international reach spanning from Australia to Europe and is available in the
entire GCC countries including Kuwait. Kairali is also available in UAE and Qatar through
the state owned television networks like E-Vision and QCV apart from thousands of
individual home dishes. Naturally Kairali commands a high fidelity dedicated viewership
both in India and abroad.
Kairali's State of the art Studio Complex with four shoot floors at Trivandrum is the largest
shooting facility in South India. Kairali also has on Online News Studio from where Live
News is directly uplinked. All the Kairali studios deploy top of the line digital equipment for
programme acquisition, production, post production, editing and compositing of programmes.
The Primary Digital format is BETACAM - SX and for News acquisition it is Video Server.
At the Main Studio Floor Kairali has a large deployment of Digital professional cameras, like
Sony DNW 90 P Beta cams x, Sony DXC-D-35, CCUs and Online Multicam Edit facilities
(DFS-700) and professional grade Sony DNW series Digital Recorders. The Studios are also
equipped with full fledged lighting arrangements with HMI, Tungsten and Cool Lights. The
shoot floors are also equipped with Track and Trolley and Crane facilities.
Kairali has Live News Studio at Delhi, Kochi, Trissur, Palakkad, Kozhikode and Kannur. The
uplink center is at Kochi. The News Bureaus all over Kerala is connected to the central News
Hub at Trivandrum. Similarly special Gulf bulletins and current affairs programmes are also
relayed to the Main News Centre at Trivandrum. The Hourly Bulletins are broadcast from the
LIVE News Studio. The News Wing is specially equipped with Sony DVCAM (DV-300)
Cameras and Mini DVCAM cameras for field News acquisition. The News Studio is also
equipped with Sony D-35 Digital Cameras, CCU and RCP and the sophisticated Graphic
equipments, Dekos and Sony Digital Play out Recorders and Players.
An Intelsat transponder has been locked in with VSNL, Mumbai for Digital transmissions in
Intelsat's most popular Satellite APR-1 (Insat-2E, 83 Degrees East). This satellite transponder
ensures wide footprint and signal strength to preserve the quality and perfection of the
programme. And Kairali channel is up linked by VSNL, Chennai. The footprint of the
satellite is available on request.
Highly experienced and eminent professionals and experts in the fields of television and
visual media head and lead every facet of production and every stream of the channel's
operation.

KAIRALI- VISION AND MISSION:
Kairali Channel by its very style and content en-capsules the quintessence of the culture,
ethos and artistic aspirations of Malaya lees. And not surprisingly, Kairali Channel has today
emerged as an information-rich and viewer favorites channel that would entertain engross and
educate the Malaya lee population all over the world. Kairalis vision is to create programmes
that meet international standards of creativity and production excellence. And Kairalis
mission is to rule the airwaves as the channel with the cutting edge viz the cutting edge of
News breaking, programming and technical perfection. Today Kairali TV has emerged as the
most preferred channel of Malaya lees deeply entrenched in the minds of Keralites the world
over.
MARKETING AND ADVERTISING
Kairali is the perfect medium for marketing and advertising .Over 10 million Malayalees in
Kerala and five million more outside the State and in the Middle East tune into the satellite
signals every day. And with its balanced blend of infotainment Kairali is bound to cut through
the clutter and become their absolute favorite.
Spot selling
Brands Timings Rate per 10 seconds

Morning band 6.00 am to 9.00pm Rs.3000/-

Noon band 9.00 am to 4.00pm Rs.3000/-
Evening band 4.00 pm to 6.00 pm Rs.4000/-
Prime band 6.00 pm to 11.00 pm Rs.8000/-
Nrk band 11.00 pm to 3.00 am Rs.5000/-
Non prime band 3.00 am to 6.00 am Rs.2000/-
Chapter 3
Research objectives and scope of research project

3.1 STATEMENT OF PROBLEM
In order to find out the viewers preference towards television channel and which factors
influence them, questionnaires were distributed individually to derive reliable data about the
above mentioned problem and with the help of the data how we can able to help in the
development of products(programs).
3.2. OBJECTIVES OF RESARCH PROJECT
Primary objectives
a) To study the audience/viewers preference towards channels.
b) With the viewers preferences how we can help in the
Development of the products (programs).

Secondary objectives
a) To find out the major factors that influences the viewers in channel
Selection.
Chapter 4
Research methodology and limitation

4.1. Research plan
4 . 1 . 1 P r e l i m i n a r y i n ve s t i g a t i o n
Data collection has been done through the use of structured

Questionnaire.
4 . 1 . 2 Exploratory Study
Prima facie, the study seems to be feasible for understanding the
Viewers preference towards selecting a particular channel and
The development of the products (programs).

4.2. Research design
4 . 2 . 1 De v e l o p i n g R e se a r c h p l a n
The data required for the study has been collected from a sample of 150
peoples. For this purpose, we categories like
Age of respondent
Gender of respondent
Point of service
4.2.2 Collection of data
Only primary data is used for the collection of data.
a) Data collection has been done through the use of structured
Questionnaire.
b) Some journals of the organization itself.
4.3. Sampling plan
4.3.1 Sampling Units

The sampling unit for the study was from the Trivandrum region
4.3.2 Sampling Technique
Random sampling method was used
4.3.3 Research Instrument
Questionnaire

4.4. Sample size
Sample size was taken to 150.
4.5. Data collection instrument development
Tables were used for the analysis of the collected data. The data is also neatly
presented with the help of statistical tools. The collected data are classified analyzed
and tabulated using statistical package for social sciences (spss), software that uses
built in statistical tool for analysis of data was used with the help of spss tests such as
RELIABILTY TEST,FREQUENCY TEST MEAN SQUARE ANALYSIS, ANOVA.
4.6. Research limitations
a. Limited time period

b. The study is limited to sample size taken
c. The conclusion retrieved from this study depends upon the
availability and authenticity of data.

Chapter 5
Data analysis, interpretation and presentation
ANALYSIS AND INTERPRETATION
For the purpose of analysis of data. Statistical package for social science (spss), software that
uses built in statistical tools for analysis of data was used.
Here the data from employees through questionnaire were analyzed and tested using various
tests in the spss software and the results are interpreted after each test accordingly
5.0 Reliability test
Reliability coefficients
No. of cases = 150

Alpha= .7458
The above test was done to check if the questionnaire data was reliable under all factors or
not. The alpha value for the given data in the reliability test is 0.7458 which is greater than
0.7 hence the data is reliable, i.e. the data by the viewers reliable for further testing.
Frequency analysis
Table 5.1
Age of respondent
Frequency Percent Valid percent Cumulative
percent
Valid 15-30 99 65.6 66.0 66.0
30-45 21 13.9 14.0 80.0
45-60 28 18.5 18.7 98.7
60-75 2 1.3 1.3 100.0
total 150 99.3 100.0
Total 150 100.0
Graph 5.1.1
Age of respondent

120
100
80
60
40
20
0
age of respondant 15-30 30-45 45-60 60-75
Interpretation
According to the above table 66% of the respondents are of age between 15-30, 14.0% of the
respondents are of age between 30-45, 18.7% of the respondents are of age between 45-60
and 1.3% of the respondents are of age between 60-75.
Table 5. 2
percent
Valid male 80 53.0 53.3 53.3
Female 70 46.4 46.7 100.0
Total 150 99.3 100.0
Total 150 100.0
Graph 5.1.2

82
80
78
76
74
72
70
68
66
64
male female
Interpretation
According to the above table 53.3% of the respondents are of gender between male and
46.7% of the respondent is of gender between female.
Table 5. 4
Point of service
percent
Valid cable 120 79.5 80.0 80.0
dish 29 19.2 19.3 99.3
3 1 .7 .7 100.0
Total 150 99.3 100.0
Total 150 100.0
Graph 5.1.4
Point of service

140
120
100
80
60
40
20
0
cable dish orther
Point of service
Interpretation
According to the above table 80% of the respondents are through cable and 19.3% of the
respondents are through dish TV.
ONE WAY ANALYSIS FOR VARIANCE
Comparison of age respondents with other factors
Hypothesis 1
H0: there is no significant difference between age of respondents and the variety of programs
towards channel selection.
H1: there is a significant difference between age of respondents and the variety of programs
Hypothesis 2

H0: there is no significant difference between age to respondent and preference of television
channel based on advertisement.
H1: there is significant difference between age to respondent and preference of television
channel based on advertisement.
Hypothesis 3
H0: there is no significant difference between age of respondents and the preferences of
television channels based on anchors.
H1: there is significant difference between age of respondents and the preferences of
television channels based on anchors.
Hypothesis 4
H0: there is no significant difference between age of respondent and preference of television
channel based on availability of channel.
H1: there is significant difference between age of respondent and preference of television
channel based on availability of channel.
Hypothesis 5
H0: there is no significant difference between age of respondents and the preference of
television channel based on brand image.
H1: there is significant difference between age of respondents and the preference of television
channel based on brand image.
Hypothesis 6
television channel based on clarity.

H1: there is significant difference between age of respondents and the preference of television
channel based on clarity.
Hypothesis 7
television channel based on reception and sound quality.
H1: there is a significant difference between age of respondents and the preference of
Hypothesis 8
H0: there is no significant difference between age of respondents and the preference of vision
channel based on innovative programming.
H1: there is significant difference between age of respondents and the preference of vision
channel based on innovative programming.
Hypothesis 9
television channels based on accuracy of news.
television channels based on accuracy of news.

Anova 1(5.6)
Sum of Df Mean F Sig
squares square
Variety of programs Between groups .378 3 .126
influence in
selecting/choosing a Within groups 73.196 146 .501 .251 .860
particular channel
total 73.573 149

Between groups 2.040 3 .680
Advertisement influence
me in selecting /choosing Within groups 193.034 146 1.322 .514 .673
a particular channel
total 195.073 149
Between groups .319 3 .106

Anchors influence me in
particular channel.
total 110.940 149
Between groups 1.103 3 .368

Channel availability
influences me in choosing Within groups 77.937 146 .534 .689 .560
/selecting a particular
channel. total 79.040 149

Brand image influences
me in choosing/selecting Within groups 74.267 146 .509 .594 .620
Total 75.173 149
Clarity influences me in Between groups 2.813 3 .938

choosing/ selecting a 1.36 .257
particular channel. Within groups 100.520 146 .688 2
Total 103.333 149

Reception and sound Between groups .174 3 .058
quality influence me in
particular channel.
Total 119.973 149
Innovative programmes Between groups 1.142 3 .381

influence me in
particular channel.
Total 134.833 149
Accuracy of news Between groups 4.291 3 1.430

influences me in .581
selecting /choosing a Within groups 359.469 146 2.462 .628
particular channel.
Total 363.760 149

Interpretations
Hypothesis 1
From the above anova table the value derived is 0.860 which is greater than 0.05 hence we
accept the null hypothesis since there is no significant difference between age and the opinion
that the variety of programmes influence the respondents in selecting a particular channel.
Hypothesis 2
that the advertising influence the respondents in selecting a particular channel.
Hypothesis 3
that the anchors influence the respondents in selecting a particular channel.
Hypothesis 4
that the channel availability influences the respondents in selecting a particular channel.
Hypothesis 5
that the brand image influence the respondents in selecting a particular channel.

Hypothesis 6
that the clarity of programmes influence the respondents in selecting a particular channel.
Hypothesis 7
that the reception and sound quality influence the respondents in selecting a particular
channel.
Hypothesis 8
that the innovative programmers influence the respondents in selecting a particular channel.
Hypothesis 9
that the accuracy of news influence the respondents in selecting a particular channel.

COMPARISON OF GENDER OF RESPONDENTS WITH OTHER
FACTORS.
Hypothesis 1
H0: there is no significant difference between gender of respondents and the variety of
programs towards channel selection.
H1: there is significant difference between gender of respondents and the variety of programs
Hypothesis 2
H0: there is no significant difference between gender of respondents and preference of
television channel based on advertisements.
H1: there is significant difference between gender of respondents and preference of television
channel based on advertisements.
Hypothesis 3
H0: there is no significant difference between genders of respondents
And the preference of television channel based on anchors.
H1: there is significant difference between gender of respondents and the preference of
television channel based on anchors.
Hypothesis 4
H0: there is no significant difference between gender of respondents and preference of
television channel based availability of channel.

H1: there is significant difference between gender of respondents and preference of television
channel availability of channel.
Hypothesis 5
H0: there is no significant difference between gender of respondents and the preference of
Hypothesis 6
Hypothesis 7
Hypothesis 8
television channel based on innovative programming.
television channel based on innovative programming.

Hypothesis 9
television channel based on accuracy of news.
television channel based on accuracy of news.

Anova 2 (5.7)
Sum of Df Mean f sig

squares square
Variety of programs Between groups .114 1 .114
influence in .230
selecting/choosing a Within groups 73.459 148 .496 .632
particular channel
total 73.573 149
Between groups 4.030 1 4.030

Advertisement influence
me in selecting /choosing Within groups 191.043 148 1.291 3.12 .079
a particular channel 2
total 195.073 149

Anchors influence me in
particular channel.
total 110.940 149

Channel availability
influences me in choosing Within groups 78.886 148 .533 .289 .591
/selecting a particular
channel. total 79.040 149

Brand image influences
me in choosing/selecting Within groups 74.730 148 .505 .877 .350
Total 75.173 149
Clarity influences me in Between groups .583 1 .583

choosing/ selecting a
particular channel. Within groups 102.750 148 .694 .840 .361
Total 103.333 149
Reception and sound Between groups .000 1 .000

quality influence me in
particular channel.
Total 119.973 149
Innovative programmes Between groups .074 1 .074

influence me in
particular channel.
Total 134.833 149

Accuracy of news Between groups 2.572 1 2.572
influences me in
selecting /choosing a Within groups 361.188 148 2.440 1.05 .306
particular channel. 4
Total 363.760 149
Interpretation
Hypothesis 1
From the above anova table the value derived is 0.632 which is greater than 0.05 hence
we accept the null hypothesis since there is no significant difference between age and
the opinion that the variety of programmers influence the respondents in selecting a
particular channel.
Hypothesis 2
From the above anova table the value derived is 0.079 which is greater than 0.05
hence we accept the null hypothesis since there is no significant difference between
age and the opinion that the advertising influence the respondents in selecting a
particular channel.
Hypothesis 3

age and the opinion that the anchors influence the respondents in selecting a particular
channel.
Hypothesis 4
From the above anova table the value derived is 0.591 which is greater than 0.05 hence
we accept the null hypothesis since there is no significant difference between age and
the opinion that the channel availability influences the respondents in selecting a
particular channel.
Hypothesis 5
age and the opinion that the brand image influence the respondents in selecting a
particular channel.
Hypothesis 6
age and the opinion that the clarity of programmes influence the respondents in
selecting a particular channel.
Hypothesis 7
age and the opinion that the reception and sound quality influence the respondents in

Hypothesis 8
age and the opinion that the innovative programmes influence the respondents in
Hypothesis 9
age and the opinion that the accuracy of news influence the respondents in selecting a
particular channel.

RANKINGS RANK
Ranking of Asianet based on preference 1
Ranking of Surya based on preference 2
Ranking of Amrita based on preference 3
Ranking of Kairali based on preference 4
Ranking of DD Malayalam based on preference 5
Ranking of Others based on preference 6
RANKING 5.9

PROGRAM DEVELOPMENT
REVIEW OF LITERATURE
1. EFFECTS OF ENTERTAINMENT AND ENJOYMENT OF TELEVISION

PROGRAMS ON PRECEPTION AND MEMOR OF ADVERTISEMENTS
CLAIRE E.NORRIS AND ANDREW M.COLMEN (1993)
This study is based on the hypothesis that entertainment and enjoyment properties of
innovative program programs and advertisements similar to the effects of programs in
television industry.
ADVERTISEMENTS
Advertisement campaigns are news, crispy told across all media and build upon the image
of news with accuracy, integrity and speed minus lengthy analysis. The advertisement targets
the viewers who want no-frill news.
INNOVATIVE PROGRAMS

Innovative programs are really the challenging factor for television channels. Then only
channels can catch more viewers for loyal.lke DEAL OR NO DEAL, RODIES, IDEA STAR
SINGER, VODAFONE COMADY STARS, FLAVOURS OF INDIA, and TASTE OF
KERALA.
Zee news has installed live news tickers at several prominent intersections in Delhi. The
tickers run only when the traffic signal is red and switch off when traffic begins to move.
Considering the waiting time in capitals major crossing, there is a lot of time to read. It is
also a better tool for promotion than outdoor advertising, as news tickers often.
2. SATELLITE TELEVISION FOR THE ASIAN REGION (STAR) BROADCASTING

CORPORATION IS AN ASIAN TV SERVICE OWNER.
PETER HAMMER, TRISH GREEN AND ERICA RIEBA (2003)
This study is based on the hypothesis that of television channel availability and broad casting
similar to the effect of programs in television industry.
BROADCASTING
Broadcasting corporation controls over 20,000 hours of Indian and Chinese programming and
also owns the worlds largest contemporary. In partnership with leading companies in Asia,
STAR broadcasting corporation businesses extend to filmed entertainment, television
production, cable systems and distribution, direct-to-home services, terrestrial TV
broadcasting, wireless and digital services.
CHANNEL AVAILABILITY
The availability of television channel is the most crucial issue and the channel has a distinct
advantage (expect the case of niche channel), if the channel is available on prime band. But
news channel can provide a toll- free number for receiving complaints on non availability.

3. VIEWERS RELATIONSHIP MANAGEMENT IN INDIAN NEWS CHANNELS: AN
ANALYSIS USING 7PS FRAME NETWORK
ANAND SAPRE AND AMITH NAGPAL (2009)
This study is based on the entertainment and enjoyment properties of television programs
based in accuracy of news, advertising, and variety of programs effects in television industry.
ACCURACY OF NEWS.
News captures life as it goes by and the manner in which it is conveyed, shapes the NEWS
consumers opinion and beliefs. But the new mantra is infotainment which means information
+ entrainment. Whether news should provide entrainment or not, is a never ending debate.
Since news analyze are a part of services, we shall analyze them using the 7Ps framework.
Like (product, price, place, promotion, process, people and physical evidence.)
VAREITY OF PROGRAM
Variety of program is the key factors for television channel. So only the channel can catch
more viewers and also sponsors for their programs. Based on the advertisement channel can
earn more profit. In the same it will help channel to keep position on TOP RATING on
different regions.
From the findings, we can understand that for the development of

the Program the following factors play a key role:
Innovativeness
The program should offer something unique to the Viewers as compared to other
programs aired. A good example would be of "kadha ala ithu Jivithum" a reality show aired
by Amrita TV.

Proper timing
According to the nature of the program it has to be aired at a proper time else the Viewership
will be limited.Eg In case of TV serials it has to be aired in the evening since the target
audience are householders
Promotionabout the program
A good promo campaign uses several different angles to try to attract viewers. Placing
promos during highly rated broadcasts will go a long way towards getting attention. If a
promo campaign is working, people will start talking, and word of mouth is just as good as a
commercial. The Promo should Brief, eye catching and should grab the interest of the Viewer.
It should be Like Trailers of movies running in Theatres.
Anchors
Well experienced anchors having a good personality should host the program. Moreover
according to the nature of the program.
Target audience
The program should have a large target audience according to the demographic factors. If
a show does not find a widespread audience, another way for it to be successful is to find a
niche audience. When a show is popular among a certain demographic, the network will be
able to sell ad time to companies whom are targeting that audience.
Episodes

A good pilot episode is essential to the success of a new show. Many shows are widely
promoted, have big name stars, and generate a hype that attracts a huge opening day
audience, only to lose it because of a poor pilot episode.
Brand image
The program should be Such that it has the potential to Boost up the image of the
Channel .E.g. would be of the reality show Idea Star Singer aired by Asianet.
Clarity
Now an increasing trend in the people is demand for better Clarity. This can be known by
the fact that most people watch movies in 3D, High definition. Anyhow the Program should
have good clarity.
Reception, sound and telecasting quality
The Event Manager must make sure that the quality of Program is not compromised thru
weak Reception and other distortions. A thorough quality Check has to be done before airing
the program.
Commitment
Television is all about commitment. Viewers will only tune regularly to a show that they
want to make a part of their lives. So a TV show must offer something that they want in their
weekly lives. They want characters to care about. The more one cares about a character, the
more likely a viewer will keep tuning in to see how they are doing. Has the hero found
another critical clue to tracking down a killer? Has the hero inched a step forward to

attaining his true loves heart? Has the hero found a reason to pursue his life, other than his
daily tasks? Has the hero found a family that we want to share in?
Conclusion
If there is a show on television that is still searching for its audience or seems to be failing
to hold its audience, it is perhaps because they are missing one of the key ingredients. Did
they forget to identify the hero? Is the show lacking a heart? Or is the show failing to
provide a hook or better yet, is it the right kind of hook? Offering television viewers
something that comforts them a surrogate family they want to be a part of can be an
essential hook.

Chapter 6
Findings, suggestion and conclusion
6.1 FINDINGS
Most of the respondents are of age 15-30.
Most of the respondents prefer asianet channel.
Most of the respondents strongly agree that variety of program influence in
selecting / choosing a particular channel.
Most of the respondents agree that advertisement influence in selecting /choosing a
particular channel.
Most of the respondents agree that anchors influence in selecting /choosing a
particular channel.
Most of the respondents agree that brand image influence in selecting /choosing a
particular channel.
Most of the respondents agree that clarity influence in selecting /choosing a
particular channel.
Most of the respondents agree that reception and sound quality influence in
selecting /choosing a particular channel.

Most of the respondents neutral that innovative programs influence in selecting
/choosing a particular channel.
Most of the respondents agree that accuracy of news influence in selecting
Most of the respondents agree that channel availability influence in selecting
6.2 SUGGESTIONS
Verity of program influence viewers in selecting particular channel, so channel should

select the programs which is very need full in their daily life, should be good
entrainment and according to the regional culture.
Advertisement influence viewer in selecting particular channel, so advertisement should

be theme oriented, and very clear to the viewers. So then only the product gets a
success.
Anchors influence viewers in selecting particular channel, because of anchors presence

lots of programs get success like idea star singer, kannadi, E for elephant. Anchors
should be a role model.

Channel availability of particular channel will help them for more viewers and for
developing more viewership. So the channels should use more advanced technologies.
So current technologies like net TV, mobile TV, and digital TV
6.3 CONCLUSION
The television market is generally considered the most effective mass-market format, and this
is reflected by the high prices TV networks charge for commercial airtime during popular TV
events. In general, advertisers covet the 15age-30 demographic; older viewers are of almost
no interest to most advertisers. The number of viewers within the target demography is more
important to a variety of programs to catch total viewers. Also TV advertisers may also target
certain audiences of the population such as certain races, income level, and gender. In recent
years, shows tend to target younger women, to be profitable from advertisements, than shows
targeted to younger men. This is due to the fact that younger men are watching TV less than
their female counterparts. Programs like reality shows found to attract more viewers and
hence focus solely on the task of keeping the viewing audience interested enough to sit
through advertisements. With the proper utilization of these factors, TV programs can be
made more effective.

Chapter 7
Limitations

Tastes and preference of the viewers always changes.
The study is limited to sample size taken
The conclusion retrieved from this study depends upon the availability and
authenticity of data.

Chapter 8
References

Kairali booklet.
Research methodologies
www.wikipedia.com
www.google.com
CLAIRE E.NORRIS AND ANDREW M.COLMEN(advertisement)
PETER HAMMER, TRISH GREEN AND ERICA RIEBA(broadcasting)

Appendices

Questionnaire: A study on viewers preference towards
KAIRALI channel
1) Name:
2) Age: 15-30 30-45 45-65 60-75
3) Gender: M/F
4) Point of service: cable dish TV
5) The following factors influences me in selecting/choosing a particular channel?

Factors` Strongly agree neutral Disagree Strongly
Agree disagree
Variety of
program
Advertisemen
t
Anchors
Channel
availability
Brand image
Clarity
Reception &
sound clarity
Innovative
programming
Accuracy of
news
6) What are the various attributes you attach for the following television?
Attributes Asianet Kairali Amrita Surya dd- Others9

malayalam
Variety of
program
Advertisemen
t
Anchors
Channel
availability
Brand image
Clarity
Reception &
sound clarity

Innovative
programming
Accuracy of
news
10) Please rank the following channels based on preference?
CHANNELS RANK
ASIANET
KAIRALI
AMRITA
SURYA
DD-MALAYALAM
OTHERS

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KNOWLEDGE BASED PRODUCT DEVELOPMENT

Submitted in partial fulfillment of the requirements

BACHELOR OF BUSINESS MANAGEMENT

DEPARMENT OF COMMERCE AND MANAGEMENT

Knowledge based product developmentPage 1

Vth Semester, B.B.M

Department of Commerce & Management

Amrita School of Arts & Sciences

Amrita Vishwa Vidyapeetham

Kollam 690 525

I, AKHIL KRISHNAN (AM.AR.U3BBM09006), hereby declare that this report entitled

KNOWLEDGE BASED PRODUCT DEVELOPMENT Submitted To AMRITA

VISHWA VIDYAPEETHAM in partial fulfillment of the Degree of BBM, is a bonafied

any degree, diploma or other similar title of recognition

Place: (Akhil Krishnan)

Knowledge based product developmentPage 2

Knowledge based product developmentPage 3

Knowledge based product developmentPage 4

The project-work entitled KNOWLEDGE BASED PRODUCT DEVELOPMENT

submitted by AKHIL KRISHNAN (AM.AR.U3BBM09006) is a record of the independent

Diploma, Associate ship, Fellowship, or other similar titles.

Knowledge based product developmentPage 5

INRODUCTION OF THE STUDY 8

III RESEARCH OBJECTIVES AND SCOPE OF 17

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Interest in the topic

1.3. Why the topic is important to the company:

I am conducting a study on viewers preference towards a particular channel (Kairali).From

Understand their viewers better.

1.4. Learning from the study:

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2.1 Industry profile

Television (TV) is a telecommunication medium for transmitting and receiving moving

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Broadcast TV is typically disseminated via radio transmissions on designated channels in the

First Facts on Television Stations and Television Sets

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First Facts on Television Programming and Advertisements

The Queens Messenger is believed to be the first television program in America. It

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Malayalam Communications Ltd is endowed with an eminent galaxy of Directors, every

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MARKETING AND ADVERTISING

Brands Timings Rate per 10 seconds

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Research objectives and scope of research project

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3.2. OBJECTIVES OF RESARCH PROJECT

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Data collection has been done through the use of structured

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4.2.2 Collection of data

Only primary data is used for the collection of data.

a) Data collection has been done through the use of structured

b) Some journals of the organization itself.

4.3. Sampling plan

4.3.1 Sampling Units