Research topic

Local Neighbourhood (Dahisar & Mira-Bhayander)

In this project, I have taken an Initiative to create awareness
about Living local app. The project topic is named Local
Neighbourhood i.e. Dahisar & Mira-Bhayander. The objective of
this project is to show the benefit of Living Local App were
people get to know the rich experience about their locality.
INTRODUCTION TO INDUSTRY
The media industry in India consists of many different segments under
its folds such as television, print, and films. It also includes smaller
segments like radio, music, OOH, animation, gaming and visual effects
(VFX) and Internet, advertising. Media industry in India has registered an
explosive growth in last two decades making it one of the fastest
growing industries in India because backed by rising consumer demand
and improving advertising revenues. The industry has been largely driven
by increasing digitisation and higher internet usage over the last decade.
Internet has almost become a mainstream media for entertainment for
most of the people.

The Foreign Direct Investment (FDI) inflows in the Information and

Broadcasting (I&B) sector (including Print Media) in the period April 2000
December 2016 stood at US$ 6.3 billion, as per data released by
Department of Industrial Policy and Promotion (DIPP).
The government has liberalised FDI norms for various segments of
Media and Entertainment industry. 100% FDI is permitted under
automatic route in teleports, Direct to Home (DTH), Mobile TV, Cable
networks and headend-in-the-sky broadcasting service (HITS).
Print Media: According to Registrar of Newspapers in India (RNI), the
country had105,443 registered publications in March 2015.The print
industry is expected to grow rapidly in future as literacy rates and
disposable incomes growth in India. Print media growth will be driven by
tier II and tier III. The print media segment is projected to grow at CAGR
of 8% till 2019.
Broadcast Media: The broadcast industry in India already has around
800 satellite television channels, 242 FM channels and 100 operational
community radios. To strengthen the broadcasting ecosystem in the
country, the Ministry of Information and Broadcasting (I&B) has
 launched various phases of digitisation across the country. India had
168 million TV households in 2014, which makes it the third largest
television market in the world. The number of TV households will reach
to 196 million by 2019 along with 175 million Cable & Satellite (C&S)
subscriber base, indicating the 90% penetration in TV households.
Films: In 2015, India produced 1827 digital feature films, according to
the report by the Central Board for Film Certification (CBFC). India
maintained its position as a top film producer. The CAGR of 10% in film
industry till 2019 will be driven by tier II and tier III cities of India.

Animation and visual effect: Animation, Visual Effects (VFX) and

Production segment is the newly emerging area in India which offers
opportunities in both domestic and foreign markets. Indian VFX
industry is already known for its top-quality work and cost efficiency. It
has the market size of USD 670 million. The government of India has
also acknowledged the potential of the industry. It plans to establish
the National Centre of Excellence in Animation, Gaming and Visual
Effects in Mumbai
NEW INITIATIVE AND VISION BY THE GOVERNMENT:

The government of India launched Digital India with an aim to transform

the country into a digital empowered society and knowledge economy.
India is the worlds fastest growing smartphone market, as per the data
by International Data Corporation (IDC). It is also the worlds second
largest smartphone market with 220 million unique smartphone users.
The high smartphone penetration will help Digital India and media
segments to grow. The Digital India campaign will strengthen the
industries such as video streaming, online music services and gaming in
India by increasing the internet penetration. The World Bank and the
International Telecommunication Unions data indicate that 26% of the
population has access to the internet in India with number of internet
users likely to cross 500 million by end of 2016. The launch of video
streaming services such as Netflix, Hotstar and Voot shows the high
growth potential of digital entertainment services in India.
I&B Ministry is working on to transform India into a global hub of Media
and Entertainment industry by improving the ease of doing business in
the sector. Other government initiatives such as National
Communication Policy will further compliment the growth of the sector.
 The Government of India has supported Media and Entertainment
industrys growth by taking various initiatives such as digitising the cable
distribution sector to attract greater institutional funding, increasing FDI
limit from 74 per cent to 100 per cent in cable and DTH satellite
platforms, and granting industry status to the film industry for easy
access to institutional finance.
The Government is planning to set up a National Centre of Excellence for
media, which will provide training to the industry professionals, and has
also decided to fund movies, including Bollywood and regional films, for
participating in foreign film festival.
The Union Budget 2016-17 has proposed basic custom duty exemption
on newsprint. The customs duty on wood in chips or particles for
manufacture of paper, paperboard and newsprint has been reduced to 0
per cent from 5 per cent.
Ministry of Information & Broadcasting, outlined the Ministry's plans of
introducing a National Communication Policy and stated that the
government has allocated Rs 100 crore (US$ 15 million) to revive
community radios stations across the country.
The Union Cabinet has approved the model Shops and Establishment
Act, aimed at generating employment prospects by allowing cinema
halls, restaurants, shops, banks and other such workplaces to remain
open round the clock
Future prospectus
According to the FICCI-KPMG Report 2016, the industry is expected to
grow to Rs 2,260 billion by 2020 at a CAGR of 14.3% during 2015-2020,
which is more than double the rate of growth of global media Industry.
Currently, advertising revenue in India contributes less than 0.5% of
the GDP, compared to the average 1% contribution across most
developed economies. It is expected that advertising will increasingly
contribute a higher share to the GDP in the coming years and is
projected to double to Rs 994 billion by 2020 growing at a CAGR of
16% during 2015-2020.
The fortunes of the media industry are linked to the growth of the
economy. India is set to grow at a rate of at least 6-7% over the long
term. Rising incomes in the hands of people encourage them to spend
more on discretionary items like media and entertainment. However,
the trend is shifting more towards the online medium.
 The demographic profile of India also favours higher spend on
entertainment, with the consuming class forming a sizeable chunk of
the country's total households. Thus, this could lead to the emergence
of a huge consumer base for the various products and services
(including entertainment).
New distribution technologies like DTH, Conditional Access System
(CAS) and IPTV, hold the future of the media industry as increasing
digitization will radically alter the ways in which consumers receive
channels. The mandatory digitization all over India will bring in more
subscription revenues for the broadcasters as opposed to under
reporting of numbers by cable operators at present. Also, continued
growth of regional media and growing strength of the filmed
entertainment sector will also boost growth of the media industry.
The advent of digital platforms will require industry participants to
invest in constant innovation in products and services. Thus, going
forward, innovation will be the key to attract more consumers and
deliver relevant content and services that are profitable too.

With metros, already being saturated, regional markets provide ample

scope for growth in the media sector. In print media, newspapers are
being published in vernacular language. In television, newer channels
are introduced in local languages. Tier II and Tier III cities and towns
are set to drive the Indian consumption story in the next few years.

Introduction to company
Living Local Mumbai is the print publication vertical of the brand Living
Local. The print magazine started as a coffee table magazine by Neeraj
Vasudev and Anubhav Anand, in May 2014 as a neighbourhood coffee
table magazine in Andheri West, Mumbai. It further expanded to Bandra-
Khar as a separate edition in September 2015. In January, this year, the
web platform was launched, with the mobile application
The proof of concept was figured out when the company launched the
hyper-local magazine Living Local, later the company launched the web
portal and saw 600 people within suburban Mumbai who were active on
it, which give them a lead to focusing on designing and launching the
app.
Further view of launching the app Living Local has raised $200,000
(around Rs 1.3 crore) in seed funding from Rattan Chadha, former CEO
of Mexx Europe Holding.
Indian-born Dutch businessman Chadha, whose full name is Kul Rattan
Chadha, also runs Amex Investment Ltd whose dealings with the Oberoi
Group figures in the Panama Papers expose. The funds raised from
Chadha is used for expanding its operations, enhancing its online
platform besides marketing the brand.
Living Local App is a one-stop social networking platform for the entire
action taking place in a neighbourhood life and surroundings. Who
better to enhance and enrich your living neighbourhood than your other
fellow. Claim your neighbourhood and explore the exciting world of your
very own surroundings with the ones who share the same space.

Living Local helps users discover and connect people within a small area
to restaurants, night life options, street food and other activities. Users
can enquire, recommend and connect with other users in their vicinity
through Living Local. Your local area queries, initiatives,
recommendations and discovering your surroundings are now just a
click away.

Currently app is operational in Mumbai, Living Local hopes to expand to

other Tier-I cities by the end of this year and is currently considering
Delhi NCR, Bangalore and Pune for its next port of call.

How the Living Local app works

Communications happening in your Hood and can be explored on a

unique category-based HoodLine (similar to a social media timeline).
A user has an option to explore or post on the Hoodline based on his
or her key categories of interest such as local awareness, food and
nightlife, pets, kids and parenting, social causes, household needs etc.

Another unique feature in the app is the newly introduced HoodGuide.

It provides relevant neighbourhood specific information aggregated in
one place to all the users. Local authorities like the MLA and BMC to
emergency numbers, places for Aadhaar card, closest RTO, Local
attractions, etc. form this dynamic HoodGuide which acts like a cheat
sheet with access to all the important information that a hooder seeks.
Problem Identification
As we all know the market is flooded with many social
networking app from Facebook to Instagram and many more.
But such app provides valuable inputs about our locality from
their local authorities, medical Emergency numbers, 24Hr
hospital, chemist and ambulance etc. In this research work it
will help me to understand people perception toward such
platform which bring locality on their finger tip.

Need for the study

To understand people, view toward another social
networking app.

To create awareness about living local app

To understand people perception toward such app were

they can get reach experience about their
locality/neighbourhood.

How Study Provides an Opportunity for Development?

As a researcher:
As a researcher, I will get opportunity of 360 exposure
while doing this research work because of market
research of particular locality, content research and
creating lead for the company, there by having
competitive edge.

While doing primary research, it will provide me

opportunity to interact people which help me to improve
my marketing skills and enhance my confidence level.

To the company:
As part of field work it will help the company to generate lead
and make people aware about the App.

Study will give insights about different people views about

Neighbourhood App on how much they know about local things
of their locality
Objective
To Study the perception of local neighbourhood toward Hyper local
social Media platform.
Research Methodology
Data source
Primary Research: Personal Survey
Secondary research: Websites

Research Problem:
As we all know the market is flooded with many social
networking app from Facebook to Instagram and many
more. But Is there any platform that provides valuable inputs
about our locality.
It will help to understand people perception toward such
platform which bring locality on their finger tip.
Research Approach and Research Instrument:
Quantitative, Face to Face interview using Structured
Questionnaire.

Sampling Plan:
Sampling Unit: Dahisar, Mira Bhayander
Target Respondents: Youth & Professionals using Smartphones.
Sample Size: 120
Sampling Procedure: Convenience, Simple Random Sampling
 Analysis & Findings
Q1. What interests you about your Local Hood?
Interest Rank
Fitness 2
Local Attraction 3
Health and Beauty 4
All type of food 1
Kids and Parenting 5
Arts and Culture 7
Pet 6
Community 9
Social Causes 8

Community,9

Social Causes,8

Atrs and Culture,7

Pets,6

Kids/ parenting,5

Health & Beauty,4

Local Attraction,3

Fitness,2

All types of food,1

Inference
The above diagram shows that, the Hooder are more interested to know
about the kind of restaurants and food in their locality and are even
interested and concerned about fitness centre in their locality. As from
the graph it is seen that most of the youths are concerned about their
Local Attraction and followed by Health and Beauty, the Platform should
contain more number of information based on food and fitness and
should also give information about various restaurants in their locality to
attract them.

Q2. If you want local information where do you

currently get it from and do these sources give all
information about your locality?
Internet 29%
Newspapers 14%
Word of mouth 35%
other 21%

Others,22%

In rnet,29%

Internet
Newspaper
Word of Mouth
Others

Newspaper,14%

Word of Mouth,35%

Inference
Out of 120 respondents the rating for the sources given
out of 10. Respondents Mostly used word of mouth
source and rated 36% followed by internet and least
rated was Newspaper.

Q3. Where do you spend more time on?

Website 71%
Apps 39%

Website,30%

Website
Apps

Apps,70%

Inference
As the use of smartphones has increased in the recent years
and various applications has been made for the smartphones,
the applications have been increased these days, as the
application is convenient, attractive and faster to get
information. So, the focus should be more on making an
attractive application to attract more users.

Q4. For what purpose so you use social media platform?

Connecting with friends 26%
Sharing my activities 30%
Reading articles 19%
Watching videos 25%
 Watching videos,25

Connect riends,26

Connecting with friends

Sharing my activities
Reading interesting articles
Watching videos

Reading interesting articles,

19
Sharing my activities,30

Inference
The graph shows that Social Media website/Apps is used to
Sharing Activities and followed by connect with friends. So
Urbane Media enterprise should take care of Youths
preference while making a website/App which will not only help
them to connect to their friends or sharing activities but also
give them required information about their locality.
Q5. Would you like a site where you can join various
groups and meet others from your hood who have
similar interests?
Yes 58%
No 19%
Maybe 23%

Maybe,23%

yes
No
Maybe

yes,58%

No,19%

Inference
The Graph shows that 81% of youths are interested in HYPER
LOCAL Social Media Platform and are ready to meet people
having similar interest. Market of DahisarMira Bhayander is
good for Living Local as 81% are interested to learn new
concept.
Q6. Will you share local events/happening that you
know with other users online?

Yes 43%
No 21%
Maybe 36%

Maybe,36%

Y s,43%

Yes
No
Maybe

No,21%

Inference
Most of the youths are using Social Media Platform and from
the research done Graph shows that the 79% of Youths are
ready to share the local events happening in their locality and
will contribute to the locality.
Q7. Things you Know in your Neighbourhood?

Local Authorities 15%

Medical emergency Number 17%
Hidden Gems in your Hood 27%
Local food Joints in your Hood 42%

Local food Joints in yor ho Local Authorities,15%

od,41%

M mergency Numb
7%

Local Authorities
Medical Emergency Number
Hidden Gems in your hood
Local food Joints in yor hood

Hidden Gems in your hood,

27%

Inference
As per the above pie diagram 41% of the people aware
about the local food joints followed by 27% people
aware about Hidden Gems. So, while developing such
platform urban media should also focus other
information about locality .
Q8. Will it be helpful if a platform is created providing
information to you about your locality?
Strongly Agree 30%
Agree 24%
Not sure 17%
Disagree 15%
Strongly Disagree 14%

Strongly Disagree,14%

Stron Agree,30%

Disagree,15%

Strongly Agree
Agree
Not Sure
Disagree Strongly
Disagree

Not Sure,17%

Agree,24%

Inference
Out of 120 respondents 17% people are neutral to their
decision regarding such platform. 24% people are
agreeing toward such platform which will provide
information about local neighbourhood. 15% are
disagree with the same and while 30% are strongly
agree that such platform bring their locality on the
fingertip.