Zee Telefilms Limited

Breaking The Jinx

Presents ByAnupam Kumar Deepak Kumar Singh Rakesh Sinha Krishna Kumar

Introduction

Case Highlights

Analysis Competitor Profiling Recommendations

Zee Telefilms Ltd was established in October, 1992 First Hindi satellite channel and First listed media company in India They launched wide range of channels like- Zee TV, Zee music, Zee Cinema, Zee News, Zee Business, Zee Sports, CNBC, Zee caf , cartoon network etc.. In 1998 Zee TV was launched in USA It also become the first company to provide internet services over cable

Zee was fighting a losing battle against the Newly launched national and international channels by Sony and Star group To focus on how a TV channel has to keep alert and attuned to the evolving tastes of the audience as dedicated by changing in demographics and psychographics To appreciate how segmentation, targeting and positioning concepts apply to the Zees turnaround in terms of TRP

Television was introduced in India in 1959 Almost two decades the govt. of India used the national network Doordarshan as a instrument of social change Programs focused on national integration, agricultural development, literacy, education, health and family welfare The things starts to change in 1980 but that time there was no viewer segments, all watched the same programs like Ramayana, Mahabharata, Chitrahaar, News, Hum log etc

Zee Loosing their market share Decreasing TRP of Zee

Increasing Direct and Indirect competition

Continuously changing in consumers preference

Satellite TV came in India in early 1990s when star TV launched in 1991 with 4 channels But market was not ready to accept it bcz all channels were in English 1998-99 election NDTV and Zee New got fast popularity and became 1st independent news channel In 2000 KBC become the biggest hit on Indian television In the 21 century the industry has become more specific In this competitive market channels are targeting specific viewers Hindi and English market are separate

Star General Entertain ment

Movies Hindi Movies English News Hindi

Zee Zee TV

Sony Sony

Others Sahara one

Star plus
Star One Star gold Star movies Star News

Zee Cinema HBO/zee studio Zee News

Set max

B4U movies

NDTV Hindi

Aaj tak channel7 India TV Sahara Headlines today Bloomberg

News English News business CNBC Zee Business

NDTV News NDTV profit

Education National geography

Discovery/ animal planet

Star

Zee

Sony

Others

Kids Channel
Sports Music

Disney/ Hungama
Star sports

Cartoon Network , POGO

Zee sports

Animax/ Nickelodeon
Ten sports ESPN B4U Music

Channel V/ Zee music/ MTV Star world VH1 Zee cafe Reality TV Discovery Trends AXN Zoom/ times group

Adventure Life style Fasion

FTV

20 15 Sony 10 5 0 Star Plus Zee TV

The performance of Zee Telefilms Ltd (ZTL) remained a question mark Zee started loosing its position of market to new players like Sony TV, Star TV

Rise of India TVs Aaj Tak (March,2001) TRPs Began to fall Advertising revenues dropped drastically

18 16 14 12 10 8 6 4 2 0 Sony

Star plus
Zee TV

20 18 16 14 12 10 8 6 4 2 0 Sony star plus Zee Cinema Zee

Channels

Key properties

April- May Average rating

Star plus Star one

Kyunki, kahani, kasuti 12.64 TVR Laughter challenge, mano ya na mano , kya hoga
Saath phere, kasham se

2.61 TVR

Zee TV

4.44 TVR

Sony

Idiol final & Idiol Muqabla, Fear factor, CID

Cricket, worahne wali , Hanuman Carvan , Idiol takka tak, wah wah, lo kal

3.36 TVR

Sahara one Sab TV

2.76 TVR 0.52 TVR

SWOT Analysis

External Environment

Internal Environment

Opportuniti es

Threats

Strengths

Weaknesses

Robust growth of Entertainment & Media sector

Increased competition

Huge bouquet of channels

Weak program content & lack of innovation

 Weak

Program content

Lack

of innovations

Poor

brand visibility
to capture Customer mindset

Failed

Geographic
Region City Rural & semi-urban

Demographic
Age

Family-size
Gender Education Market Segmentation

Psychographic
Socio-economic Lifestyle personality

Behavioral
Response Benefits Readiness

The market is differentiated into geographical units like nations, regions, urban & rural etc. as customer preferences vary across regions.

Dedicated Channels: Zee Bangla, Kannada, Marathi, Punjabi, Tamil

Dedicated Programs: Regional soaps Regional movies Regional news Reality shows

In Demographic Segmentation the market is divided into groups on the basis of variables like -- Age, gender, education.

Dedicated Channels: CNBC Cartoon Network Pogo Zee Cinema [all age-group]

Dedicated Programs: Astitva BQC Hip Hip Hurray Sare Ga Ma Pa

Psychographic segmentation divides a market into different groups based on lifestyle and personality characteristics.

Dedicated Channels: Zee Trendz Zee Sports Zee Jagaran

Dedicated Programs: Lifestyle programs Khana Khazanna Reality shows

Here the marketers divide the consumers into groups on the basis of their knowledge of, use of, or readiness towards a product.

Dedicated Programs:
Aap Ki Antara Dance India Dance Agle Janam Mohe Bitiya Hi Kijo

Identified the market need-gap

Modifying Zee Caf channel Male oriented Community specific programs Regional shows subtitled in English for local viewers

Adopted rebranding, repositioning strategies to maintain a common identity to varied brands, Zee initiated the rebranding of the entire Zee range of brands and all the channels of Zee sported a new logo.

Relook on channel and program positioning Marketing strategies & presentation Prime time slots for new shows Pavitra Rishta After-noon movies Reality show: Sare Ga Ma Pa Production house for movies Zee-Cine awards

Hindi GEC of FY 2010 [3rd

Others, 13% Imagine, 8% Colors, 25% Zee Tv, 20%

quarter]
Sony, 14% Star Plus, 20% Sony

Star Plus
Zee Tv Colors Imagine Others

300 250 200 150 100 50 0

289 283

245 230 183 181 May, 2011 June, 2011

147 128

Star Plus

Colors

Zee Tv

Sab Tv

How STP played an important role in Colors success?

Differentiated content Disruptive scheduling Right positioning & distribution strategies Latest movie rights

Internet Culture
Social Media Micro Blogs

More interactive web-sites (to counter indirect competition)

Online TV shows Channel apps

Launching of Education Channels/Programs (Competitors: Discovery Science, Animal Planet) Modified advertisement timings
1-minute break for prime-time movies Single break movies in week-ends No break movies during odd hours

Reality based shows

Appealing to the youth (Competitors: Roadies, Stunt Mania) Comedy-Shows (Competitors: Comedy Circus, Laughter Challenge)