PRESENTED BY

ANIL CHAUDHARY
BARSHA RAI
ROSHNI SHRESTHA
SONIK SHRESTHA
INTRODUCTION: EKTA KAPOOR
 Was born in June 7, 1975
 Daughter of former bollywood superstar Jitendra
Kapoor and elder sister of current bollywood actor
Tusshar Kapoor
 Did schooling from Bombay Scottish School and later
on joined Mithibai College
 Was a very pampered child and was never oriented
towards any kind of achievement
 Joined TV-serial production on the advice of her
father at the age of nineteen
 Changed the face of Indian television industry and
completely dominated it
INTRODUCTION:
BALAJI TELEFILMS

 Was incorporated in 1994

 Redefined the Indian television space
 Got renowned with the comedy show “Hum Paanch”
 After then, rose to unprecedented heights in the late 1990s and
early 2000s
 Achieved about 35 programming hours per week across all
channels in 2002
 Has received a number of awards over the years
 First blockbuster show “Kyunki Saas Bhi Kabhi Bahu Thi”
THE MAKING OF AN
ENTREPRENEUR: INITIAL
STAGE
 Worked as an assistant model coordinator for an
advertising company for a short period of time
 Firstly developed a television software, at a cost of
roughly Rs 5 million but was not so successful
 Initial years were not so successful
 Was not taken seriously by most of the people
 Experienced writers thought she was the “brainless
daughter of a moneyed father”
 Had five to six projects ready but none of them were
accepted by the channels
THE MAKING OF AN
ENTREPRENEUR: MEDIAVAL
STAGE
 Gradually, was able to overcome these problems
through sheer grit and determination
 Was able to make a place for herself in the television
software market
 Dedicated her all waking hours to television
 By the end of 2002, had became so popular that she
was in a position to dictate terms
 Her serials regularly featured in the top ten programs
and got the highest TRP ratings
THE MAKING OF AN
ENTREPRENEUR: FINAL STAGE
 Felt that her initial failure contributed a lot to her
success at a later stage
 Was presumptuous about the taste of the audiences
 Started watching television carefully, analyzing each
program and working out her next project
 Noticed the fascination of the average Indian for large
families which prompted her to make family-oriented
serials
 Most of the serials were depicted to family life of huge
traditional families
MAKING A MARK
 Changed the preference of the audience to daily serials.
 Drawback of the weekly serial: audience loosing interest
when one episode was missed.
 Daily soaps were addictive.
 Changed the viewing habit of viewers by making 10:30pm
prime time.
 When Mihir, hero of Kyunki Saans Bhi Kabhi Bahu Thi
died as an twist to the soap, people held protest march,
discussions and also sent representatives to bring the
character back to life.
ENTREPRENEURIAL STYLE
 Completely hands-on manager.
 As Creative head at BTL provided story ideas but
delegated to associated creative directors and executive
producers.
 Sometimes decided mannerisms of actors in the serials.
 Complete involvement with the serial for the first 50
episodes or so.
 Story inspired from real life situations and people, Ekta
catered to all tastes and communities with stories
revolving around various communities.
 Ekta’s Entrepreneurial style: blend of autocratic and
democratic.
FLAK OF EKTA KAPOOR
Ekta has had to face a lot of flak for her attitude and for her serials.
FLAK ON EKTA KAPOOR’S ATTITUDE

 Ekta Kapoor was unpredictable, short temper and tantrum on

the human resources front.
 Disappeared to the character, replacing the actors in the serial
resulted in high actor turnover this made difficult to audience to
accept the change.
 The causality in the serial as killing the main actor or replacing
the actor in the KSBKBT resulted the public uprising against
the move.
 Personal issues mixing in the profession; replacing the popular
actor because of her personal reason.
 She was title as highhanded, rude brash and extremely volatile
creating more enemies than friends.
FLAK ON EKTA KAPOOR’S SERIAL
 She was criticized for portraying women in a regressive
manner.
 Ekta’s serial caused a sort of counter- revolution in the
women’s movements.
 Her serials were also criticized for encouraging superstitions
and a belief in the occult (magical power) because of the
characters in many of the serials were superstitious like”
Kundali” entirely based on astrology,
 Feared of narrow minded, conservative and bring back the way
of life which had had just begun to wane.
 Lack of social responsibility as showing the controversial topic.

But Ekta Kapoor took the flak and converted in her favor
THE POSITIVE INSIGHT OF EKTA KAPOOR TO MAKE HER
SUCCESSFUL
 Ekta Kapoor was quite generous to those who work well and
expect perfection in herself and all those who work for her
which seems highhanded but resulted phenomenally to her
success.
 She was able to gain valuable insights into the audiences‟
minds because she employed more women in her creative
team.
 She was able to gain popularity of her serials among women
viewers. She was able to show the positive light, importance
and build strong image of women in the family and society.
 She shaded light on her serials that reflected traditional Indian
beliefs.
 Real life based situation were reflected in her serials which
makes viewer to feel the sentiments.
THE SUCCESS BEHIND EKTA
KAPOOR: WHAT MAKE EKTA
CLICK?
 She was present in the right place at the right time and was able
to relate with the viewer choice.
 Ekta’s far-sighted business decisions also contributed to her
success.
 Most of her serials enjoyed high ratings; she stood to benefit
from this arrangement as well as control over all aspects of
production, thus improving quality.
 Weakening competition and independence on any one channel
also helped in BTL’s growth.
 Ekta also diversified her portfolio to make an ideal
combination of risk and returns as she produced commissioned
serials as well as sponsored programs.
THE SUCCESS BEHIND EKTA KAPOOR: WHAT MAKE
EKTA CLICK? CONTD…..

 Contractual and fixed rate basis approach helped BTL to

control costs as well as maintain control over artistes.
 The close relationship she shared with her family was her
strength and the source of her achievement.
 Her ability to empathize with viewers and a strong instinct for
viewer preferences, coupled with her commitment and
attention to detail, have helped her make BTL the best known
brand in television software and the reason of her success.
CAN SUCCESS BE SUSTAINED?

 BTL was excessively dependent on Ekta.

 Analysts felt that the formula based serials that she made
would not sustain the interest of the viewers.
 Ekta entered the film production business with Shri
Siddivinayak films.
 Kumkum’s success might indicate the beginning of the
end of BTL’s domination of family based serials.
POPULAR SERIALS OF BTL
Program Channel
Kyun Ki Saas Bhi Kabhi Bahu Thi Star plus
Kahani Ghar Ghar Ki Star plus
Kasauti Zindagi Ki Star plus
Kahi Kishi Roz Star plus
Kusum Sony entertainment television
Kya Haadsa Kya Haqeeqat Sony entertainment television
Kamal Zee TV
Kahani Teri Meri Sony entertainment television
BALAJI’S REVENUE
KEY LEARNING POINTS
 Recognize the turning points & grab the opportunities
 Examine yourself & know your abilities
 Consider the problems of customers
 Be up to date
 Variability is necessary (change the taste)
 Maintain your success
 Do not bother about rumors
RECOMENDATIONS
 She should make more friends than enemies.
 Her attitude may make work done fast but she is loosing
relation with her subordinates & staffs. She should be
more aware of human resource management for her
business.
 She should know what factor is making her rivals more
stronger.
CONCLUSION

 The role of business Women in economic development is

inevitable.
 Now-a-days women enter not only in selected professions
but also in professions like trade, industry and
engineering.
 Women are also willing to take up business and contribute
to the Nation's growth.
 There role is also being recognized and steps are being
taken to promote women entrepreneurship.