2008

Zee Muzic Brand Management

Amisha Kulkarni - 33 Kirti Nerkar 47 TYBMM ( ADVERTISING) Zee Muzic 9/1/2008

Category: Television Music Channel. Zee Muzic Part I : Brand Audit:

We shall analyze our Television Music Channel with a model given by David Aaker:

Brand Audit: A Brand audit is a consumer focused exercise that involves series of procedures to asset health of the brand, uncover its Brand equity & suggest ways to increase leverage its equity.

Strategic Brand Analysis:

Self Analysis:
Zee Muzic is a part of Zee Networks. Zee Muzic was launched in 1993. NEW IDENTITY OF ZEE Zee has come a long way since 1993 when the journey began with a Simple dream - to provide wholesome entertainment to its viewers. Today Zee, as India's largest vertically integrated Media and Entertainment Company, serves more than 120 countries and reaches more than 300 million viewers across the globe in seven different languages. Keeping in view Zee Network's growth, both in terms of business and size, We have revitalised our business strategies, which would allow us to Stay ahead in an increasingly competitive media industry. To celebrate these new developments we decided to give Zee brand a new visual identity. The new identity retains the same letter Z, which has a strong history and brand loyalty across the world, while the styling has been changed to represent our energy and readiness to embrace the future. The new identity reflects Company's global strengths, willingness to embrace new opportunities and commitment to adopt new technologies for customer satisfaction. The re-branding exercise weaves a thread of common identity between our many diverse brands and brings us closer to younger audience. It is a 24 hour music channel. It reaches out in Australia, New Zealand, Bangladesh, Fiji, Hong Kong, Indonesia, Philippines, Sri Lanka, Japan, Maldives, Thailand & Middle East. Zee Muzic claims rendezvous with the glitterati, the glitz and the glamour of bollywood, but the present content

today does not prove their claim & this is how the brand fails on its brand promise. Zee Muzic has recently repackaged itself through its content too. The channel also claims that this 24 hour music channel from the Zee bouquet has new shows, vignettes and bigger stars which promise to add more color to your life but it resulted in poor animation during programming & while its telecasting. It claims that the lure of Bollywood and Zee Muzics numero uno position in serving CineCuisine but the brand managers have become complacent on its content limiting itself on bollywood gossip which is now a common ingredient on every channel be it news, music, lifestyle & even newspapers, magazines & daily tabloids. Zee Muzic channel is once again in a revamp mode. This time its glossier and positioning itself as an aspirational channel, riding the Hindi film bandwagon in a big way, according to a TV executive. The Zee management has taken a decision to position Zee Muzic as an aspirational channel showcasing the best of Bollywood, along with some zany veejays, said Irshwin N Balvani, the music channels business head. According to Balvani, SEC A audiences too are being targeted now along with those in SEC B and C in tune with the channels repositioning. The music channel has access to a huge number of Hindi film songs owing to the networks big movie library. If the all-India market share of Zee Muzic is to be seen, then it would be in the region of 65 per cent, but easy visibility is an issue because of lack of adequate bandwidth with cable operators everywhere. In some pockets of the country the channel is very strong, while in some others its not on tunable bandwidth at all, in Chennai, for example, because of conditional access the music channel has almost 100 per cent presence in cable homes. Marketing inputs of Zee music: Zee Muzic never before had done much of advertising or advertising campaigns. Thus it resulted in low brand awareness within its target audience present in the market. SWOT Analysis:

Strength
Part of Zee Networks

Threats Growing Competition, Viewership lobbying & reality tv. Weakeness Low Visibility, Awareness, Lack of ad slots

Opportunities Improving ad Slots & Content

Competitive Analysis:
The Current market scenario:
With an already cluttered and competitive music channel market, acquiring a good chunk of market share was not easy for Music India. Having achieved that, Media Worldwide, the company that operates the channel, has plans afoot to launch two regional music channels.

Distribution is definitely getting more expensive as there are a lot of channels and there is not enough space available on cable networks. One has to deal with carriage fee. Music channels are under pressure to increase revenues. GECs are dishing out a lot of music content; they are also airing music talent hunt shows. Even news channels run music promotions. MTV has put a lot of non music content. They identify themselves as a youth channel -and want to stay connected with the youth. Although Channel [V] does not have non music content as much as MTV, both of them are trying to tap into the semi-GEC space. Zee Muzic channel is once again in a revamp mode. This time its glossier and positioning itself as an aspirational channel, riding the Hindi film bandwagon in a big way, according to a TV executive. Competitors of Zee Muzic: B4U Channel [V]

Enterr10 ETC 9X Music Lemon tv MH One Music India Mtv Sur Sangeet Yo Music Market Share of Zee Muzic:

9X Music M tv Channel [V] Music India B4U Zee Music

Hindi music channels tend to attract loyal audiences over a longer period than youth-focussed channels like MTV and Channel V.According to recent INTAM data, the 24-hour Hindi music channels, Entertainment Television Channel (ETC) and Music Asia, show better channel reach in longer duration viewing. MTV and Channel V, however, outscore the Hindi music channels in shorter periods among audiences in cable and satellite (C&S) homes.

The reach of ETC at 20 minutes duration is 15 per cent among the 4+ individuals in C&S households at Mumbai during the one-month period November 29 to December 28, 1999. Music Asia fares better with a 16 per cent channel reach while MTV and Channel V are at 12 per cent and nine per cent. Delhi shows a similar trend with ETC having a reach of 12 per cent while Music Asia is 11 per cent. MTV improves with a 11 per cent reach while Channel V is poorly placed at seven per cent. ETC does better than all the music channels in the 30-minute and 45-minute durations. It even beats Music Asia. While ETC has a reach of nine per cent in the 30-minute period at Mumbai, Music Asia lags behind at seven per cent. ETC in Delhi has a reach of seven per cent, compared to Music Asia's six per cent. For the 45-minute period, ETC's reach (five per cent) is higher than Music Asia (two per cent) in Mumbai. Music Asia, however, takes a lead in Delhi with a four per cent reach, as against ETC's two per cent. MTV and Channel V lag behind in both the cities . In the Southern region, it is a mixed result with ETC faring better than Music Asia in Chennai. The Zee Network music channel, though, gets back in Bangalore. MTV and Channel V follow behind the two Hindi music channels."There is a loyal viewership running across ETC and Music Asia. Audiences tend to stay more with these channels once they tune in," said a media analyst. The youth-focused channels, MTV and Channel V, however, overtake the Hindi music channels in the shorter time frame. The reach of MTV among the audience who have watched for one minute in Mumbai is 56 per cent while Channel V is at 51 per cent. ETC is behind at 42 per cent while Music Asia is at 38 per cent. In Chennai, MTV and Channel V are locked at 34 per cent while ETC has a reach of 24 per cent and Music Asia 21 per cent. For the three-minute period, MTV and Channel V have a reach of 47 per cent and 43 per cent in Mumbai while ETC has 37 per cent and Music Asia 36 per cent. Music Asia fares better than Channel V in both the time periods. CAS was rolled out successfully in Mumbai, Delhi & Kolkata. 2,00,000 Set Top Boxes were deployed in these metros Mumbai- 97,000 , Delhi- 67,000 , Kolkata- 33,000.

Zee Muzic failed as a channel because of low awareness after the launch of CAS Systems. The Telecom Regulatory Authority of India (Trai) in its latest recommendations has held that there is no "must carry" implied in the regulation related to DTH operations, adding that subscribers must be given the option of technical interoperability of set-top boxes (STBs) upon changing the service provider. Trai has recommended to the government of India that no DTH service provider be bound to carry all the channels offered by broadcasters as part of their bouquet, and said that the DTH provider is not a seeker of channels. Rather, it says that the broadcasters are the ones who seek to be given the platform for their channels to be provided to subscribers.Trai says that the words in Clause 7.6 ("The Licensee shall provide access to various content providers/channels on a non-discriminatory basis") does not imply a "must carry clause" though Zee Turner, in a case in the sector tribunal, had argued that "must carry" is implied as a license condition. "The phrase 'must carry' has not been used in the DTH license agreement," Trai has clarified. It also says that "because of transponder capacity constraints, it is technically not feasible for the DTH service providers to carry all the channels on the DTH platform as there are nearly 312 TV channels permitted under uplinking/ downlinking guidelines by the Ministry of Information and Broadcasting. In the recommendation, Trai has quoted TDSAT as saying that a "must carry" provision is "anti consumer." The TDSAT had held, "If a DTH operator has to take all the channels of every broadcaster, it may not be physically possible to do so. Moreover, if every channel has to be taken it means that it will have to be paid for.

"This will increase the cost for the DTH operator. Ultimately, the cost will get passed on to the consumer. Here it becomes much more difficult to win the viewership because it is controlled fully by the audiences. Zee Muzics Performance: We shall look at Zee Muzics brand performance with the most respected proprietary tools in Marketing, that is the Brand Asset Valuator. BAV or the Brand Asset Valuator is a diagnostic tool for figuring out how our brand is performing compared to all other brands in that category.

Brand Asset Valuator

Brand Strength

Brand Strature

Differenciation

Esteem

Relevance

Knowledge

ZEE MUZIC
3.5 3 2.5 2 1.5 1 0.5 0 DIFFERENCE RELEVANCE ESTEEM KNOWLEDGE

M TV
5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 DIFFERENCE RELEVANCE ESTEEM KNOWLEDGE

CHANNEL [V]
5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 DIFFERENCE RELEVANCE ESTEEM KNOWLEDGE

9XM
4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 DIFERRENCE RELEVANCE ESTEEM KNOWLEDGE

B4U MUSIC
3.5 3 2.5 2 1.5 1 0.5 0 DIFFERENCE RELEVANCE ESTEEM KNOWLEDGE

ENTERR10
2.5

1.5

0.5

0 DIFFERENCE RELEVANCE ESTEEM KNOWLEDGE

ETC
3.5 3 2.5 2 1.5 1 0.5 0 DIFFERENCE RELEVANCE ESTEEM KNOWLEDGE

Customer Analysis:
Target Customer profile: The Customers of Zee Muzic liked the content & packaging when it was launched but then the brand soon got tired. The customers started loosing interest for its content gradually. The channel only focused on SEC A but no gains were made. The channel still focuses on late night content while its customers switch channels for other prime timers. Now a days only promos are played due to lack of revenue & therefore customers those who expects great songs that can refresh their mood does not even play. When surveyed, Zee Muzic being a young, peppy channel is packaged in lamely pertaining its content. Some critical factors that affect sales & TRPs: Consumer Behaviour

 Beliefs Attitudes Images perceived

There are a lot of promos going on air & not songs that are expected by the customer & thus the customer tends to switch to another channel gradually. Viewership lobbying is high due to great content & reality shows turning music channels into semi GECs. There is a strong belief that MTV is the best, was the best & also will be the best. According to our survey, Zee Muzic due to its late night slot that get quite a good viewership have the ambience of a highly censored television late night show, which is not apt for the young audiences.

Brand Identity Systems:

Part of Zee Networks

Just another Music Channel

Aspirational Channel

Brand as Product

Brand as Organisation

Brand as Person

Brand as Symbol

Zee Music as a Product:

Zee Muzic as a Product is a tired Brand which is very unfocused. The employees along with the board is planning to shut the channel in about a year now.

Zee Muzic as a Symbol:

As a symbol has no awareness & relevance. The logo is very interactive but has no significance or connects with the customer. The logo & the

current packaging being done well is not yet well promoted. Thus the brand is still suffering low viewership.

Zee Muzic as a Person:

The symbol shows vibrant new colors but its packaging does not conveys that it is for youth thus making it an old tired brand.

Zee Music as an Organisation:

The Orgaisation itself has lot hopes with the progress of the channel & is planning to shut it down in about a year.

Brand Report Card:

Delivering benefits

Monitoring Brand Equity

Resonance with customers

Consistency

High on Execution

Some important attributes a brand should share: Delivering the benefits consumers truly desire:

The customer is actually expecting music out a music channel. There have been changes in the trends & contents of most music channels but the motive is the same. Zee Muzic should offer more Music to cope up with the growing competition & grab viewers of the other channels giving them a competition to face. Relevancy of the brand: With the growing competition, it should be relevant, Zee music with a confused content list is ending up no where. We should be able to satisfy the customers with a motto of serving the customers what they want. Positioning: The current positioning of Zee Muzic being an aspirational channel makes it a me too brand in a vast competition. Our Current positioning conveys love & fanaticism of music. Consistency: Since the brand awareness is not consistent , we look forward to make its brand communication campaign consistent that contribute to the customers top of mind recall, unaided & aided awareness. Sustaining support: Zee Networks fails to build a seamless umbrella as a parent brand as Zee Muzic fails.