Table of Contents Executive Summary Sr.No Chapters Chapter 1: Introductions Advertising: Content and Context Why advertising is required?

The five Ms of Advertising Media element Types of Media Chapter 3: Study of Television as a Medium Global Scenario Indian Scenario Chapter 4: TV as an ideal Advertising Medium Major Players Environmental forces to encourage TV as an ideal advertising medium Driving Forces for growth of TV as a ideal advertising medium Glossary Page No.

Bibliography Annexure

PREFACE
In todays era the advertising is penetrating more and more on the television and the Fact that, viewers like to see ads more on the television than any other source of the advertising. So after lot of intelligence invasion we decided that Television as a medium of Advertising a title of project. We decided to work on this title. This project is culmination of our crucial efforts and dedicating working. We found Media industry as a quite interesting industry because it is rapidly growing and emerging industry. Further we found healthy rivalry in the industry .The media industry is dynamic and much depending on the healthy distribution network.

We referred so many magazines, websites, books and newspapers for the study purpose. The project will be fruitful for us in the future also.

ACKNOWLEDGEMENT
It would really difficult for us to complete the project without find co-operation of certain people. In other words there are so many external persons who directly or indirectly help us in our project. First of all we are grateful to Mr.bhaumik patel who guided us regarding the project contents and issues related to it. Further we are very grateful to the faculty who provided their valuable guidance to us regarding the project. We are also very grateful to our friends who helped us and guided us regarding the sources of information related to television industry.

EXECUTIVE SUMMARY
Rapid penetration of television works as an advertising media and both urban and rural area is at culmination. In India our economy is also growing and now the days people considering television as an advertising media is necessity instead of that old and conventional thinking as luxury. So in short we can say that the latest technology in India is accepted and rapidly penetrate in the market. During the last five years there has been a virtual explosion in television by Private Indian and foreign broadcasters. The communications and transmissions sectors in India are in for a major technological shakeout. The scenario as presented by experts indicates the emergence of new technologies like fiber optics and microwave communications, each media holding its field depending on favorable locations and circumstances. 4

The growing popularity of TV as a communication and Advertising medium has resulted in the TV media sector undergoing a rapid penetration. For the year 2003, 81million of Indias households possess television; 41million of which have CATV. Approximately 120 channels can be viewed in India. From above forecast we can say that there is bright future for media industry and the various players exist in the industry can grab the opportunity accordingly. There is no doubt that the Indian environment and economy is suitable for this business. Further the population parameter and rapid penetration of various communication mediums encouraging the existing as well.

INTRODUCTION

INTRODUCTION
It is a hardcore fact and an essential truth that the Indian television system is one of the most extensive systems in the world. The role it has played in Broadcast Advertising indeed, is beyond marvel. It enjoys the status of being the most popular media among the masses. Having attained the popularity of an Entertainment Provider and an Information source, its work towards Indian advertising scenario and contribution towards broadcast Advertising is worth imagining. Terrestrial broadcasting, which has been the sole preserve of the government, provides television coverage to over 90% of India's 1 Billion people. The first major expansion of television media in India began in 1972, when a second television station was opened in Bombay. Because of Growing Television as an ideal medium for Advertising, the Indian Television market in January-June 2003 has registered a growth of 12 percent over the first half of 2002, with sales estimated at 3.58 million units. In July 2003, the CTV market recorded 10 percent growth over the same month last year, with sales estimated at 610, 000 units The number of hours of television programming produced in India has increased 500% from 1991 to 1996 and is expected to grow at an ever faster rate until the year 2003. It's likely that the television media will cross 100 million homes in the next 10 years, television works as an advertising media which takes place both visual, audio and audiovisual media. Television has dominated network programming and national as well as local advertising medium. It has become a medium characterized by highly specialized programming appealing to very narrow segments of the population. It has survived and flourished as an advertising medium because it offers advertisers certain advantages for communicating messages to their potential customers.

Advertising: Content and Context

Why Advertising is required?
It can be very cost-effective method for communicating with large audiences. It can be used to create brand image and symbolic appeals for a company or brand, a very important capability for companies selling products and services that are difficult to differentiate on functional benefit. Its ability to strike a responsive chord with consumers when differentiation across other elements of the marketing mix is difficult to achieve. The nature and purpose of advertising differ from one industry to another and /or across situation.

Advertising:
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, Services by an identified sponsor.

Objectives of Advertising
Informative Advertising: To create awareness and knowledge of new products or new features of existing products. Persuasive Advertising: To create liking, preference, conviction, and purchase of a product or service, Reminder Advertising: To stimulate repeat purchase of products and services. Reinforcement Advertising: To convince current purchasers that they made the rights choice.

The five Ms of Advertising

Mission Money Stage in the PLC Market share and consumer base Competition and clutter Advertising frequency Product substitutability Sales goals Advertising objectives

Message Media Reach, frequency and impact Major media types Specific media vehicles Media timing Geographical media allocation Message generation Message evaluation and selection Message execution Social-responsibility review

Measurement Communication impact and sales impact

MEDIA-ELEMENT
The factors to be considered which are essential in selecting media. Reach, frequency and Impact Reach: The number of different persons or households exposed to a particular media schedule at least once during a specified time period. Frequency: The number of times within the specified time period that an average persons or households are exposed to the message. Impact: The qualitative value of an exposure through a given medium

Major media types Target-audience media habits: for example television is the most effective media for reaching teenagers. Product characteristics: Media types have different potentials foe demonstration, visualization, explanation, believability, and color. Message characteristics: Timeliness and information content will influence media choice. Cost: Television is very expensive, whereas newspaper advertising is relatively inexpensive. Selecting specific media vehicles Circulation: The number of physical units carrying the advertising Audience: The number of people exposed to the vehicle. Effective audience: The number of people with target audience characteristics the vehicle. Effective ad-exposed audience: The number of people with target audience characteristics who actually saw the ad.

10

Media timing
Buyer turnover: Expresses the rate at which new buyers enter the market; the higher this rate, the more continuous the advertising should be. Purchase frequency: It is the number of times during the period that the average buyer buys the product; the higher the purchase frequency, the more continuous advertising should be. Forgetting rate: It is the rate at which the buyer forgets the brand; the higher the forgetting rate, the more continuous the advertising should be. Geographical media allocation To decide how to allocate the advertising budget over space as well as over time. The company makes national buys when it places ads on national TV networks or in nationally circulated magazines. It makes spot buys when it buys TV time in just a few markets or in regional edition of magazines. The company makes local buys when it advertises in local newspapers, radio or outdoor sites.

11

TYPES OF MEDIA

12

TYPES OF MEDIA Media

Broadcast (Sole, shared, participating, Or other)? 2. What levels of reach and Frequency will be required? 3. Scheduling: On which days and months are commercials to appear? 4. Placement of spots: In Programs or between programs?

Print 1. Billboards which days and month. 2. Placements of ads: Any preferred position within media? 3. Special treatment: Gatefolds, bleeds, color, etc. 4. Desired reach or frequency levels.

Other Media 1. A. Location of markets and plan of distribution B. Kinds of outdoor Boards to be used. 2. Direct mail or other media: Decisions Peculiar to those media.

What kind of sponsorship 1. Number of ads to appear and on

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Media Characteristics:
Television Advantages
Mass coverage High reach Impact of sight, sound, and motion High prestige High production costs Low Cost per exposure Clutter Attention Getting Favorable image

Disadvantages
Low selectivity Short message life High absolute cost

Radio
Local coverage Low cost High frequency Flexible Low production costs Well-segmented audiences Audio only Clutter Low attention getting Fleeting message

Magazines
Segmentation potential Quality reproduction High information content Longevity Multiple readers long lead time for ad Placement Visual only lack of flexibility

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Newspapers
High coverage Low cost Short lead time for placing ads Ads can be placed in interest Sections Timely (current ads) Reader controls exposure Can be used for coupons selective reader exposure Short life Clutter Low attention-getting Capabilities Poor reproduction quality

Outdoor
Location specific High repetition Easily noticed Short exposure time Requires short ad Poor image Local restrictions

Internet and Interactive Media

User selectivity product information User attention and involvement Interactive relationship Direct selling potential Flexible message platform

limited creative capabilities Web snarl (crowded Access) technology limitations few valid measurement Techniques Limited reach

15

The Changing Scenery of Media

The following table shows the growth of radio television and press media. We can see hat this all media are constantly growing in all years. The assumption of 2005 year is even shown in that table. CHART SHOWING MEDIA EXPLOSION: - THE AXE OF ATTENTION MEDIA EXPLOSION 1995 1997 2005
3500

RADIO NO. OF COMMERCIAL STATION 49 152 350

TELEVISION NO. OF CHANNELS 4 46 200+

3500

PRESS MAGAZINES 1793 2489 3500

3000 2489

2500

2000

1793

Apr-95 Apr-97 Apr-05

1500

1000

500 49 0 152

350 4 RADIO 46

200

TELEVISION

MAGAZINES

INTERPRETATION: This graph shows the expansion of radio television and press media. in compare of another two media, televisions growth is very high. Estimated growth of radio is 43 % in compare of the past data.

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STUDY OF TELEVISION AS A MEDIUM

17

STUDY OF TELEVISION AS A MEDIUM

Global Scenario
INTRODUCTION The businesses are increasingly in the new marketing forum which is available on television. Businesses are taking advantage of the televisions capabilities and hence its potential benefits. This research will attempt to address these questions.

Potential Benefits of Advertising by television:

For businesses, advertising on the television offers potential benefits that are not available through traditional advertising media. Now a day the broadcast nature of television, radio, billboard, and print constrain a traditional advertisement to one short, memorable message. The television allows for communicating to consumers substantially more content rich product information. Television media is trying to update the ads. Its is costly job but companies have to do it because of the market demand. In addition, whereas certain brand-relevant information may have been considered brandrelevant information for build brand image. Television, the most unique benefits are: its globally accessibility and its interactive capabilities. Clearly, the Internet expands the company's market to include global markets, allowing those from around the world to visit the web site (Hodges, Feb, 1996; Unger, 1996). Companies can respond to this global accessibility easily by having pages available in languages other than English. Gaining brand recognition from a global market could give a company the competitive advantage it needs in a marketplace that is increasingly expanding its borders (Krugman, Reid, Dunn, & Barban, 1994; Wilkie, 1994). In the global scenario, the television media is important source to find out the consumer usage, which are the top Advertisers in the world, the image of television in major media of Advertising, and it is the incredible source of product/services information.

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TV Basics: Consumer Media Usage

Media Vehicle
Television Radio Recorded music Daily newspapers Internet Magazines Books Video games Home video Movie on theatre

Hour per person

1661 983 238 177 134 119 109 78 56 13

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INTERPRETATION:
Books, movies, audiotapes, CDs and now the Internet, as well as the traditional advertising media, compete for peoples time. The clear winner in this contest is television. People spent more time in a year with television than any other medium, averaging 1,661 hours a year. Radio ranks No.2 with 983 hours. So we can say that television is very popular media & even highly preferable for giving advertising.

Televisions Image of Advertising in Major Media:

Here the comparison between reliable and powerful

Medias. Which are the

most reliable media and which is most powerful media? The answer is television in both of this question. Television is the only media, which is reliable as well as powerful in compare of other medias. In authoritative situation television gets 48.5% and in influential situation television gets 81.8%. This shows the faith of people in television. In exciting sector and persuasive sector television is on the top, which shows the popularity of television.
Most Authoritative Most Influential

Media Vehicle
Television Newspapers Magazines Radio Internet

Percentage
48. 5 % 26. 3 % 11. 3 % 8. 5 % 5. 4 %

Media Vehicle
Television Newspapers Radio Magazines Internet

Percentage
81. 8 % 8. 5 % 4. 1 % 2. 8 % 2. 8 %

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INTERPRETATION:
The publics perception of advertising in media is critical in the process of selling products and services. Television gets nearly 50% votes for Most Authoritative and 79.8% for Most Exciting, driven by TVs ability to deliver the advertisers message utilizing sight, sound, motion, emotion and color. Advertising agencies like using a medium that is both influential and persuasive for their clients. TV wins by a wide margin in both categories among Adults 18+. TV scores 81.8% in the Most Influential category, with newspapers a distant second at 8.5%. TV posts a 66.8%. Most Persuasive score with newspapers, the runner-up, at 14.2%. In short television is a winner in all field like Authoritative, Influential, exciting and persuasive. Television gets success not only in peoples mind but also being popular in advertising agencies. TV AS A Most Credible News Source For Advertising:

Despite a growing array of options, more people find out about whats happening in the world from television than from all other sources combined. Not only is TV the most dominant news source, it is also the news source considered to be the most credible. When people are asked which source would they be most inclined to believe if they were to receive conflicting reports from different media, the clear choice was television. We can see from the table that people are selecting television as a primary media source for gathering the information.

21

INTERPRETATION:
Despite a growing array of options, more people find out about whats happening in the world from television than from all other sources combined. Not only is TV the most dominant news source, it is also the news source considered to be the most credible. When people are asked which source they would be most inclined to believe if they were to
receive conflicting reports from different media, the clear choice was television.

TV Basics: Television The Source for Product Info Many electronic media and press Medias are available in the market. People using that media for gathering product information by given ads in that media. Following table shows that television is most frequently used for gathering product information. The reason behind using of television is the reach is very wide of television. Even television is giving global information of product while magazines and press are giving local product news. Television gives vision & voice modulation facility. So television got the highest.

MEDIA VEHICLE

PERCENTAGE 22

Television Magazines Newspaper Internet Radio

57.2 % 17.2 % 12.6 % 9.8 % 3.4 %

Source: Universal McCann

Interpretation: Research documents the extraordinary advantage TV enjoys both in the number of For advertisers, TV remains the primary link to the American consumer. More than half of Adults 18+ (57.2%) say they are most likely to learn about products or brands theyd like to buy from television commercials. Whats more, TV is mentioned three times as often as magazine ads (17%), followed by newspaper ads (12.6%), Internet ads (9.8%) and radio commercials (3.4%).

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TV Basics: Top 10 TV Advertisers* The Automotives again filled the top five slots in 2001 with DaimlerChrysler leading the way with $560 million, followed by General Motors ($475), Ford Dealer Assn. ($346), Honda ($276) and Ford Motor Co. ($250). Verizon ($226) was next, the highest ranking nonautomotive advertiser.

Rank 1 2 3 4 5 6 7 8 9 10

Company DaimlerChrysler AG General Motors Corp. Ford Motor Co. Dlr. Assn. Honda Motor Co. Ltd. Ford Motor Co. Verizon Communications Toyota Motor Corp. McDonalds Corp. Nissan Motor Co. Ltd. Tricon Global Restaurants Inc.

2001 $559,548,700 475,130,500 346,304,700 275,938,400 250,111,300 226,153,300 201,627,600 179,533,000 172,078,100 167,990,800

Source: CMR/Media Watch, Top 75 markets *Includes both national and local spot activity

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INDIAN SCENARIO

INDIAN SCENARIO
25

INTRODUCTION
The Indian television system is one of the most extensive systems in the world. Terrestrial broadcasting, which has been the sole preserve of the government, provides television coverage to over 90% of India's 900 million people. By the end of 1996 nearly 50 million households had television sets. International satellite broadcasting, introduced in 1991, has swept across the country because of the rapid proliferation of small-scale cable systems. By the end of 1996, Indians could view dozens of foreign and local channels and the competition for audiences and advertising revenues was one of the hottest in the world. In 1995, the Indian Supreme Court held that the government's monopoly over broadcasting was unconstitutional, setting the stage for India to develop into one of the worlds largest and most competitive television environments Television service in India is available throughout the country. Broadcasting is a central government monopoly under the Ministry of Information and Broadcasting, but the only network system, Doordarshan, also known as TV1, accepts advertisements for some programs. Doordarshan, established in 1959 and a part of All India Radio until 1976, consists of one national network and seven regional networks. In 1992 there were sixty-three highpower television transmitters, 369 medium-power transmitters, seventy-six low-power transmitters, and twenty-three transposes. Regular satellite transmissions began in 1982 (the same year color transmission began).

THE TELEVISION HISTORY

26

Television had to prove its role in the development process before it could gain a foothold in the country. Television broadcasts started from Delhi in September 1959 as part of All India Radio's services. Programs were broadcast twice a week for an hour a day on such topics as community health, citizens duties and rights, and traffic and road sense. In 1961 the broadcasts were expanded to include a school educational television project. In time, Indian films and programs consisting of compilation of musicals from Indian films joined the program line-up as the first entertainment programs. A limited number of old U.S. and British shows were also telecast sporadically. The first major expansion of television in India began in 1972, when a second television station was opened in Bombay. This was followed by stations in Srinagar and Amritsar (1973), and Calcutta, Madras and Lucknow in 1975. Relay stations were also set up in a number of cities to extend the coverage of the regional stations. In 1975, the government carried out the first test of the possibilities of satellite based television through the SITE program. SITE (Satellite Instructional Television Experiment) was designed to test whether satellite based television services could play a role in socio-economic development. Using a U.S. ATS-6 satellite and up-link centers at Ahmedabad and Delhi, television programs were beamed down for about 4 hours a day to about 2,400 villages in 6 states. The programs dealt mainly with in- and out-of-school education, agricultural issues, and planning and national integration. The program was fairly successful in demonstrating the effectiveness of satellite based television in India and the lessons learnt from SITE were used by the government in designing and utilizing its own domestic satellite service INSAT, launched in 1982. Indian television viewers - By 1994 some 6 million people were receiving television broadcasts via satellite, and the number was expected to increase rapidly throughout the rest of the decade. Cable television was even more prolific, with an estimated 12 to 15 million subscribers in 1994. Besides Doordarshan, Zee TVindependent station broadcasting from Bombay since 1992--uses satellite transmissions. In fact, because Doordarshan is the only network that is permitted to broadcast television signals domestically, Zee TV and other entrepreneurs broadcast their Indian-made videotapes via foreign transmitters. Other networks joining the fray are Cable News Network (CNN--starting in 1990); Asia Television Network (1991); Hong Kong-based Star TV (1991); Jain TV, near Bombay (1994); EL TV, a spin-off of Zee TV in Bombay (1994); HTV, an affiliate of the Hindustan Times in New Delhi (1994); and Sun TV, a Tamil-language service in Madras (1994). 27

In a communications breakthrough for Indian Television in July 1995, Doordarshan agreed, for a US$1.5 million annual fee and 50 percent of advertising revenue when it exceeds US$1.5 million, to allow CNN to broadcast twenty-four hours a day via an Indian satellite. In these early years television, like radio, was considered a facilitator of the development process and its introduction was justified by the role it was asked to play in social and economic development. Television was institutionalized as an arm of the government, since the government was the chief architect of political, economic and social development in the country. By 1976, the government found it running a television network of eight television stations covering a population of 45 million spread over 75,000 square kilometers. Faced with the difficulty of administering such an extensive television system television as part of All India Radio, the government constituted Doordarshan, the national television network, as a separate Department under the Ministry of Information and Broadcasting. Doordarshan was set up as an attached office under the Ministry of Information and Broadcasting--a halfway house between a public corporation and a government department. In practice, however, Doordarshan operated much like a government department, at least as far as critical issues of policy planning and financial decision-making were concerned. Doordarshan was headed by a Director General appointed by the I and B Ministry. TheMinistry itself and sometimes the office of the Director General as well, was and continues to be, staffed by members of India's civil services.

PROGRESS OF INDIAN TELEVISION:-

28

- AN INSIGHT Doordarshan offers national, regional, and local service for Indian television viewers. The number of televisions in India sets increased from around 500,000 in 1976 to 9 million in early 1987 and to around 47 million in 1994; increases are expected to continue at around 6 million sets per year. More than 75 percent of television sets in India were black and white models in 1992, but the proportion of color sets is increasing annually. Most television sets are produced in India. The proliferation of channels has put great pressure on the Indian television programming industry. Already the largest producer of motion pictures, India is poised to become a sizable producer of television programs as well. With Indian audiences clearly preferring locally produced program over foreign programs, the new television services are spending heavily on the development of indigenous programs. The number of hours of television programming produced in India has increased 500% from 1991 to 1996 and is expected to grow at an ever faster rate until the year 2000. Despite the rapid growth of television channels from 1991 to 1996, television programming continues to be dominated by the Indian film industry. Hindi films are the staple of most national channels and regional channels rely heavily on a mix of Hindi and regional language films to attract audiences. Almost all Indian films are musicals and this allows for the development of inexpensive derivative programs. One of Doordarshan's most popular programs, Chitrahaar, is a compilation of old film songs and all the private channels, including ZeeTV and music video channels like MTV Asia and Channel V, show some variation of Chitrahaar. A number of game shows are also based on movie themes. Other genres like soap operas, talk shows and situation comedies are also gaining in popularity, but the production of these programs has been unable to keep up with demand, hence the continuing reliance on film based programming. International satellite programming has opened up competition in news and public affairs programming with BBC and CNN International challenging Doordarshan's long-standing monopoly. Most of the other foreign broadcasters, for example, ESPN and the Discovery Channel, are focusing on special interest programming. Only Star TVs STAR Plus channel offers broad-based English language entertainment programs. Most of its programs are syndicated U.S. shows, for example soap operas like The Bold and the Beautiful and Santa 29

Barbara and talk shows like Donahue and Oprah. However, STAR Plus has a very small share of the audience in India and even this is threatened by the launch of new channels. A peculiar development in television programming in India has been the use of hybrid English-Hindi program formats, popularly called "Hinglish" formats, which offer programs in Hindi and English on the same channel and even have programs, including news shows that use both languages within a single telecast. This takes advantage of the audience for television (especially the audience for satellite television) which is largely composed of middle class Indians who have some knowledge of English along with Hindi and colloquially speak a language that is primarily Hindi intermixed with words, phrases and whole sentences in English. Commercial competition has transformed Doordarshan as well and it is scrambling to cope with the changed competitive environment. Satellite broadcasting has threatened Doordarshan's audiences and self-preservation has spawned a new ideology in the network which is in the process of reinventing itself, co-opting private programmers to recapture viewers and advertising rupees lost to ZeeTV and Star TV. In 1994, the government ordered Doordarshan to raise its own revenues for future expansion. This new commercial mandate has gradually begun to change Doordarshan's perception of who are its primary constituents-from politicians to advertisers.

CABLE INDUSTRY GROWTH

30

With the implementing of cable the Doordarshan Metro channel was now available to viewers outside the metro cities, and cable operators began mushrooming all across the nation. The industry was unorganized and unregulated. Operators often showed Hindi films on television two or three days after they premiered in the theaters, sometimes showing the uncensored versions. The film industry felt the impact of the cable industry on their profits and began to demand more strict regulation of film rights between cable owners and Bollywood. Recently, these demands have begun to organize India's cable industry.

The cable industry however is still growing at what some consider a chaotic rate; because entrance barriers are low, the industry is open to almost anyone. Currently there exist over 100,000 cable operators in India (compared to 10,000 in the US) employing over 1 million people. Ninety-seven percent of cable operators have less than 1,000 subscribers, most having less than 500. Presently, an initial investment of Rs.250,000 ($7,287) covering a dish, signal receiver, mixer, amplifiers and a modulator to convert frequency is all that is needed. The only other expenses are installation and small VCR movies fee: all satellite signals are received free. Eighty percent of Indian cable systems carry between six and eight channels, fifteen percent between ten and twelve, and five percent carry more than twelve. Over 25 million Indian households receive cable serving an audience of well over 125 million, the second largest cable market in Asia after China. For this reason, the Cable Television Networks (Regulation) Bill was presented to the Indian Parliament and passed December 13, 1994.

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Television Commercials:
The Three Essentials
How can you squeeze 30 minutes of information into 30 seconds of powerful visual Promotion? Three ingredients are needed:

talent experience equipment

1. TALENT: The talent wants if you want to present your advertising in 30 seconds. For creating talent you have to improve your ability. To make an ad in 30 seconds consider the following points: Concentrate on the key message lines and "catch phrases" Repetitive logo identification Repetitive slogan utilization Harmonious support of peripheral advertising (like your brochures, radio commercials, web site and other media advertising) 2. EXPERIENCE: Universal Systems was incorporated over two decades ago in 1982, and began operating in the Arkansas Valley in 1984. We have produced countless television commercials, including 15-second sponsorship loads, all the way up to 60 second serialized commercials. There productions have been aired on cable channels in this area, as well as several major cities across the country. The crux of this story is to prioritize your key issues and maximize them in limited broadcasting time slots. 3. EQUIPMENT: Use digital cameras and we build your commercials in an edit suite matched by no one in the area. Try to build your commercial right here making it easy for you to participate every step of the way.

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CURRENT STATUS OF INDIAN TELEVISION MEDIA

33

CURRENT STATUS OF INDIAN TELEVISION MEDIA

The Indian television business is packed with contradictions as of October 1999. On the one hand, it has some 70 million-television homes, giving a viewing population of close to 400 million individuals. They have a gaggle-bag of 100 plus channels to choose from, but on the other hand, the infrastructure is so rickety that this choice cannot be converted into a willing purchase. One the one hand, Internet Service Providers are threatening to deliver the Net to Indian television viewers, while on the other 90% of Indian TV sets have the capability to receive only 12-16 channels. The authorities make a display of frowning down upon foreign broadcasters but allow them to operate freely in the country. It has a glut of television channels, a slowing down advertising revenue stream, a gradual opening up of the pay television market, steady but unregulated growth in cable and satellite television homes and the absence of any machinery to track misdemeanors and crack down on violators. A broadcasting bill has been pending for almost four years, Ku-band DTH television has been stalled by vested interests, and cable TV licensing has not progressed and only a rudimentary Cable TV Network Regulation Act is what governs the massive cable TV operator community. Result: it gets away with many an activity which is inconceivable in some developed markets. Piracy of local and international movies is rampant, under declaration of subscribers to basic pay TV programmers, evasion of government imposts, involvement of shady elements, and a high-handed attitude in the case of some cable operators. Not that cable operators alone are to blame: because of the relatively low incomes, some subscribers don't cough up subscription fees on time and regularly thus leading the cable operator into a tight corner. The cable operator is hard-pressed to allow many a subscriber to go scot-free without paying; courtesy competitive pressures from neighboring cable TV operators. The absence of addressable consumer set top boxes allowing him to switch off defaulting subscribers compounds his problem. With nearly 24 million cable and satellite homes, that is about 150 million viewers, it is a large market which has attracted many a channel from overseas. But the channels that attract eyeballs are those that offer dollops of local fare in local languages: state-owned broadcaster

34

Doordrashan, Zee TV, Sony Entertainment, Star Plus, ESPN Star Sports, Sun TV, Raj TV, Eenadu TV, the local cable TV operator run pirated movie channel. The English and foreign language channels are niche players struggling to stay on their feet. English language channels dubbed in local languages are faring much better. Some of the English and foreign language services like DeutscheWelle TV, RTM, TV5, Saudi TV, are pretty irrelevant to Indian viewers but they are still being beamed down by hopeful telecasters. The list of channels which are watched can be whittled down to about 50. Most of these are transmitted via satellite; the only terrestrial broadcaster operating is the state-owned broadcaster DD, which has a bouquet of 19 channels using both modes of delivery. With ad revenues slowing down, programmers are attempting to generate revenues by charging cable operators carriage fees. But that has not worked successfully excepting in the case of cinema and sports programming. Niche channels such as Discovery, National Geographic, and Animal Planet are bleeding and will continue to do so for quite some time. They are also migrating towards digital transmissions which enable them to eke out savings in transponder rentals and deliver better quality of sound and picture. Almost 20-30 channels are broadcasting in digital mode. Many more are expected in the near future with existing language players launching second channels and introducing channels in other languages like Marathi, Gujarati, Punjabi, Telugu, and Bengali. In fact, it is in regional language niche channels were the action is slated to hot up even further in the coming year. However, there is hope on the horizon. Over the past year and a half there has been a loosening of restrictions: up linking has been opened up to private players, private earth station ownership has also been permitted as has Internet delivery by cable operators. DTH is also likely to be opened up soon with the first license likely to go to the platform backed by state-owned broadcaster DD.

35

THE BROADCAST OUTLOOK

Radio and Television Broadcasting:
Radio and television broadcasting, together have become the most powerful medium of communication today and have revolutionized `mass-communication. Electronic medium, including films, is today the largest single medium of communication reaching the masses with news, entertainment as well as education Due to the influence that the electronic media has on the viewers and listeners, most of the countries in the world have some form of control over their broadcasting. In India broadcasting till very recently was state owned and private television companies could produce programs but not broadcast them. However in face of greater public access to satellite transmissions from within and outside the country, government had to liberalize its policies. Recently, legislation has been passed in the Parliament seeking autonomy for Doordarshan and All India Radio and things may further change with the implementation of the bill. For professionals as well as creative talent, radio and television broadcasting holds a lot of promise. The industry requires both qualified work force, in the areas such as program software development, editing and graphics, and creative talent for production and direction. Then of course challenging opportunities have mushroomed for talented performers as well. International channels, which are easily accessible, have created a dynamic environment and instilled more competition in this field. They have also brought in qualitative change and tremendous opportunities for professionals. Time being the most important aspect of their work- whether it involves appearing and speaking on the air, producing a program or transmitting it to radio and television receivers, people working in radio and television broadcasting, function under tremendous pressure. A huge spin off effect of all this is the growth rate in employment generation and therefore those with an interest in this area can look forward to a bright future. Job opportunities for radio jockeys, disc jockeys, video jockeys, announcers, performers, anchors, directors, producers, cinematographers, photographers, set designers and costume designers animators 36

etc., are being regularly thrown up by umpteen broadcasting channels.

One of the best

aspects about jobs in these areas is that one can choose between full time or part time employment or even go for free lancing. Any of these options exist for employment in All India Radio, Doordarshan, and Private TV Channels etc. Radio and television both cater to audiences of varying tastes and preferences and most networks therefore present a range of programs that target segments according to age, sex, language, occupation special interest and so on. In other words no segment of the society is left untouched by these mediums and they are rightly predicted to be the major mass communication media of the twenty first century. Other than direct employment opportunities the radio and television industry has given rise to a number of related industries or provided impetus to such related industries, which already existed. Some of these related fields in which job opportunities exist are the following: Music- both audio and video recording Networking

37

Advertising Expenses Made By Indian Companies:

Sr No. 1 2 3 4 5 6 7 8 9 10 Company Name Maruti Udyog Ltd. Hindustan Lever Ltd. I T C Ltd. Colgate-Palmolive (India) Ltd. Dabur India Ltd. Nestle India Ltd. Hero Honda Motors Ltd. Ranbaxy Laboratories Ltd. Bajaj Auto Ltd. Tata Motors Ltd. Mar-98 45.16 481.95 171.56 147.93 69 79.89 23.21 22.48 59.06 28.58 Mar-99 65.63 668.95 201.24 162.62 114.12 108.51 26.01 16.98 60.03 35.95 Mar-00 88.2 737.88 185.09 193.98 120.02 113.09 46.81 40.93 90.24 48.72 Mar-01 105.1 696.58 183.32 213.95 146.07 128.46 61.12 56.02 102.53 71.89 Mar-02 117 823.82 180.09 230.99 154.45 155.41 90.16 86.35 88.82 83.02 841.86 219.69 184.82 159.97 150.71 141.86 130.65 129.06 111.55 Mar-03

Source: CMIE

(Rs. In crore)
Series1 Series2 Series3 Series4 Series5 Series6 Series7 Series8 Series9 Series10

1000 800 600 400 200 0 Sr No. Mar- Mar- Mar- Mar- Mar- Mar98 99 00 01 02 03

Interpretation: Above graph shows that the Advertising expenses made by Indian companies are increasing at a faster rate, which will show the increasing importance of Advertising medium. From last five years the HLL (Hindustan Lever Ltd.) had spend more and more amount on Advertising in comparison of other companies, next was the ITC Ltd, than others. Both are FMCG industries, and they mostly preferred Television as an ultimate medium for Advertising.

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SHARE OF THE ADS ACCORDING TO THERE TIME DURATION:

Following table showing that the share of 5 secs ads, 10 secs ad, 15 secs ad and that type of ads share in total advertising. Highest running ads are of 10 seconds. 20 seconds and 30 seconds ads are coming on 2nd and 3rd respectively.

TIME DURATION 5 SEC 10 SEC 15 SEC 20 SEC 25 SEC 30 SEC 35 SEC 40 SEC 45 SEC 50 SEC

SHARE (%)
7 26 15 23 3 16.5 3 3 1 2.5

WEIGHTAGE ACCORDING TO TIME DURATION TO ADS

2.50%

50

10 9 8 7 6 5 4 3 2 1

1%

45 40 3%

3%

WEIGHTAGE

35 30 25 20 26% 15 15% 107% 5 23% 3%

16.50%

TIME 0 DURATION IN SEC WEIGHTAGE

20

40

60

TIME DURATION (IN SEC)

39

INTERPRETATION: Giving an ad in very short period is an art. But it is very difficult job. We can see that 10 seconds advertisements share is highest in total advertisement .so its shows that now a days advertisements are being shorter & shorter. Now the trend is converting to shorter ads.

ADS USING LESSER SPACE, LESSER TIME:

YEAR 1994-95 1996-96 1997-98 1999-00 2000-01 2002-03 NEWSPAPER 100 94 93 91 76 77 MEGAZINE 100 92 86 83 81 81 TELEVISION 100 94 89 75 72 60

120 100 80 60 40 20 0
19 94 -9 5 19 96 -9 19 7 98 -9 20 9 00 -0 20 1 02 -0 3

NEWSPAPER MEGAZINE TELEVISION

40

THE NUMBER OF SHORTER ADS IS RISING RAPIDLY:

YEAR 1994 1995 1996 1997 1998 1999 2000 2001 2002 5-10 SEC 100 150 200 400 1000 1400 1950 2900 3500 15-20 SEC 100 150 200 375 850 850 1200 1450 1500 40-50 SEC 100 150 200 350 500 850 100 1000 1500 55- 65 SEC 100 150 200 400 800 1100 1500 1650 2500

THE NUMBER OF SHORTER ADSIS RISING RAPIDLY

4000 3000
INDEX (1994=100)

2000 1000 0 1 2 3 4 5
YEAR

15-10 SEC

15-20 SEC SEC

40-50 SEC SEC

55-65 SEC

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THE TV COMMERCIAL GOES ON A DIET

YEAR 1994 1995 1996 1997 1998 1999 2000 2001 2002 AVERAGE DURATION (SEC.) 25.5 24.9 23.8 23.5 22.3 21.7 21.7 20.4 20.4

Apr-02, Apr-01, 20.4 20.4 Apr-00, 21.7 Apr-99, Apr-98, 21.7 22.3

Apr-94, 25.5

Apr-95, 24.9

Apr-96, 23.8 Apr-97, 23.5

INTERPRETATION:

42

Magazines are the ones that have thinned down the maximum. Magazine sizes have eroded by a whopping 30% over the past eight years as shown in the chart below. For newspapers the weight loss has been only 21%. Television commercials, fortunately, have seen a 20% drop in ad duration (from 25.5 second in 2002).The indicators are all there. One can safely say that in 2003, with a similar pressure on ad size, the average duration of a commercial on television might shrink to below the 20second mark. The year 2002 will go down in history as the one which advertising thought being slim was in, at least as far as advertising sizes were concerned. Being obese in size the advertisements were not considered favorite, even as certain television channels consider the fat 30-second ad as basic unit of TV commercial airtime. TV commercials shed weight in 2002 even as the space used by advertisers in print media reduced. Belt tightening is something that advertisers have been resorting to for something as media cost have been spiraling. And they have been pushing all their agencies to get more bangs for the ad buck. At the media wings in agencies, media planner has been under pressure to plan better with increased efficiencies while buyers have been instructed to negotiate harder to reduce costs. The average TV commercial in 1994 and 1995 had 25 second duration and it has been slimming down continuously. In 2002, the average duration dropped to just above the 20second mark. The trend is so pronounced that TV commercials below 20 seconds in duration (5 second, 10 second, 15 second and 20 second) accounted for about 70 % of all commercials aired on television in 2002. The growth in the number of TV commercials that are losing weight (below 25 second) is also much higher than that the increase in jumbo ads.

43

TV AS AN IDEAL ADVERTISING MEDIUM

Environmental Forces:
Their impact on advertising as an ideal medium Broadcasting
The government ensures that the legislative framework for commercials television services helps promote innovation and development of new channels Commercial television services include ITV , which consists of 15 regional services and GMTV, Channel 4, Channel 5 , Teletext and local television ,and a wide range of cable ,satellite and digital services. The Broadcasting Act 1990 established the independent Television commission to regulate commercial television and the 1990 Act and the broadcasting Act 1996 set out their duties and responsibilities in licensing and monitoring analogue and digital services. The broadcasting media is expanding rapidly and India is fast emerging as a growth centres for entertainment in Asia. It is anticipated that by 2005 the broadcasting and entertainment industry could be worth Rs 60,000 crore compared to the current revenue of around Rs 15,000 crore.

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Objectives of Broadcast
To explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined. To examine the structure of the television and radio industries and the role of each medium in the advertising program. To consider the advantages and limitations of TV and radio as advertising media. To consider future trends in TV and radio and how they will influence the use of these media in advertising.

Law and Policy of Programming

Commercial television broadcast licensees must identify programs specifically designed to educate and inform children at the beginning of the program, in a form left to their discretion, and must provide information identifying such programs to publishers of program guides. Additionally, in television programs aimed at children 12 and under, advertising may not exceed 10.5 minutes an hour on weekends and 12 minutes an hour on weekdays. Criticism, Ridicule, Humor Concerning Persons, Groups, and Institutions. The First Amendment's guarantee of freedom of speech protects programming that "stereotypes" or otherwise offends people with regard to their religion, race, national background, gender or other characteristics. It also protects broadcasts that criticize or ridicule established customs and institutions, including the government and its officials. As the Commission has observed, "[i]f there is to be free speech, it must be free for speech that we abhor and hate as well as for speech that we find tolerable or congenial." Consequently, the Commission cannot prohibit such programming. The Commission has defined broadcast indecency as "language or material that, in context, depicts or describes, in terms patently offensive as measured by contemporary community standards for the broadcast medium, sexual or excretory organs or activities." Because indecent material is protected by the First Amendment, it cannot be banned entirely. It may, however, be restricted to avoid its broadcast during times of the day when there is a

45

reasonable risk that children may be in the audience. Thus, broadcasts that fall within the definition of indecency and are aired between 6:00 a.m. and 10:00 p.m. are subject to indecency enforcement action. Regarding profanity, key court decisions have defined it as "words importing an imprecation of divine vengeance or implying divine condemnation, so used as to constitute a public nuisance." Thus, the courts have severely limited the FCC's ability to take action in this area. Licensee-conducted Contests. Licensees that broadcast or advertise information concerning a contest that they conduct must fully and accurately disclose the material terms of the contest and must conduct the contest substantially as announced or advertised. Contest descriptions may not be false, misleading or deceptive with respect to any material term. Material terms include those factors that define the operation of the contest and affect participation therein. Broadcasting false information concerning a crime or a catastrophe constitutes a violation of the FCC's rules if (1) the licensee knew this information was false, (2) it was foreseeable that broadcast of the information would cause substantial public harm and (3) broadcast of the information did in fact directly cause substantial public harm. In this context, a "crime" is an act or omission that makes the offender subject to criminal punishment by law, and a "catastrophe" is a disaster or imminent disaster involving violent or sudden events affecting the public. "Public harm" must begin immediately, and cause direct and actual damage to property or to the health or safety of the general public, or diversion of law enforcement or other public health and safety authorities from their duties.

Licensing of Broadcast Station

46

Television stations are licensed for a period of eight years. License renewal applications for commercial and noncommercial radio and television stations consist of a single card on which the applicant must certify whether or not it has sent the Commission reports on employment practices and on station ownership, as required by Commission Rules; is in compliance with provisions in Section 310 of the Communications Act relating to interests by aliens and foreign governments; has been the subject of adverse action under federal, state, or local law by a court or administrative body and has placed in its public inspection file material as required by Commission Rules. Commercial television stations must document their compliance with provisions requiring service to the educational and informational needs of children through their overall programming, including programming specifically designed to serve such needs.

Media - An Overview
47

Introduction Mass Media systems of the world vary from each other according to the economy, polity, religion and culture of different societies. In societies, which followed communism and totalitarianism, like the former USSR and China, there were limitations of what the media could say about the government. Almost everything that was said against the State was censored for fear of revolutions. On the other hand, in countries like USA, which have a Bourgeois Democracy, almost everything is allowed. Shifting our view to the Indian perspective and its system of Parliamentary Democracy, it is true that, the Press is free but subject to certain reasonable restrictions imposed by the Constitution of India, 1950, as amended ("Constitution"). Before the impact of globalization was felt, the mass media was wholly controlled by the government, which let the media project only what the government wanted the public to see and in a way in which it wanted the public to see it. However, with the onset of globalization and privatization, the situation has undergone a humongous change. Before the invention of communication satellites, communication was mainly in the form of national media, both public and private, in India and abroad. Then came 'transnational media' with the progress of communication technologies like Satellite delivery and ISDN (Integrated Services Digital Network), the outcome: local TV, global films and global information systems. In such an era of media upsurge, it becomes an absolute necessity to impose certain legal checks and bounds on transmission and communication In the due course of this article, we would discuss the various aspects of media and the relevant legal checks and bounds governing them.

Impact of globalization and liberalization in India.

48

Globalism has become the catch phrase of the nineties. With the concept of the global consumer becoming more of reality, the worldwide explosion in the informationentertainment business has put the concept of globalization into practice. The media industry trends to favor big fish at the expenses at the small fry; for the big fish, this has resulted in a voracious international appetite, in a bid to spread out profits in the increasingly fierce fight for market share. Through massive-scale media mergers and acquisition, eight giant conglomerates are expected to dominate the world communication industry by the year 2000 or so. In the 1991, the newly- elected Congress Government of Narasimha Rao, embarked on a program of the liberalization of an economy that had been stagnating for years under a system of self-reliance. Under the liberalization campaign, aimed at opening the economy to the rest of the world, curbs on foreign investment were lifted, and foreign media were allowed greater latitude of entry. This period also coincided with the arrival of Rupert Murdochs Star Television in Asia. India, with its population and an expanding middle class, currently aimed at more than 1 billion, seemed ripe for the picking; The Star network have started five channels like Star plus, BBC, a combination of news and documentary-style television; MTV Asia; Star sports; and Star movies. The quality of programming is mind blowing. Despite the largely unspectacular quality of the programming was in English, its audience was restricted to the urban middle classes and the affluent, Star was able to make initial inroads into Indian markets chiefly because its novelty value and images of glamour and success appealed to a socially and economically mobile urban middle class elite. The limited affordability of televisions in India means that most households, even fairly affluent ones, own only one; television viewing, therefore, is a family affair. But now a days this scenario will change, Indian family became nuclear day by day, the concept of joint family is reducing. So, there are always chances for foreign players to enter into the Indian market with some extra-ordinary networks and more and more channels.

MAJOR PLAYERS
There are number of players which are affected to the television 49

Radio: Radio has dominated network programming and national as well as local advertising medium. It has become a medium characterized by highly specialized programming appealing to very narrow segments of the population. It has survived and flourished as an advertising medium because it offers advertisers certain advantages for communicating messages to their potential customers. Newspapers and Magazines: both have wide variety makes an appealing medium to a vast number of Advertisers. There special designed to appeal to nearly every type of consumers in terms of demographic, lifestyle, activities, interest, or fascination. Outdoor: Virtual ads and product placements are just a few of the many different ways that companies and organizations get their message out. These terms describe a vast variety of channels used to deliver communications and to promote products or services. Some of them are most popular known as billboards, posters, station, platform, terminal posters. Internet: This is the emerging area in todays market. Now days it will become popular and growing rapidly. It will become substitute of the television, and advertisers prefer more because it will more creative and generate images. Advertising on the Net is slowly catching on. In developed economies, advertising on the Net accounts for anything between seven and 7.5 per cent of the total advertising cake. Various estimates put the size of online advertising in India between Rs 24 crore and Rs 29 crore, which is much less than one per cent of the total advertising cake. Hindustan Levers advertising budget is upwards of Rs 700 crore and out of this; the company spends not more than Rs 25 lakh on online advertising.

Driving Forces for Television as a Medium

TV media features:
50

In the broadcasting business, it is only the industry leader who makes sizeable profits. The business is a game of asymmetrical payoffs. For instance, the top five channels account for 90 % of ad spend.

Urbanization and TV penetration is related. This may be due to the popularity of cable television that has resulted in increase color TV sales. Rural penetration is low, although growing at a fast pace, because of dearth of specific program content to cater the segment.

Liberalization has resulted in the Indian viewer becoming more aware and conscious. This has resulted in the customer having more choice with the entry of a number of companies in different segment. Competition has resulted in companies increasing their marketing spend significantly.

Popularity of TV media is becoming higher. Increasing TV penetration leads to a reallocation budgets with higher allocation for the television at the cost of other medium.

Selling time space to the producers for a fixed charge. Producers in turn are free to book advertisements at their own rates (there is an understanding on the time allocated for advertisement) and collect revenue.

Earning Drivers
The key factors that drive sector revenues are

51

Television penetration: Since the medium is television, increased television penetration will imply higher viewer ship. This will translate into higher advertisement spend allocation. This will also imply higher software production and demand for new programs.

Competition from other channels would have an adverse impact on advertisement revenues, as advertisers have more choice in allocating ad budgets.

Government policies can have a big impact on the fortunes of the entire sector. The DTH bill is yet to be passed and if that happens, it will a restructuring of the cable business.

Launching new channels targeted at specific segments, like regional channels win India or other areas having large pockets of ethnic Indian population would lead to revenue growth. This will entail significant initial outlays.

Depreciation of the rupee would increase revenues as most of the program / software companies export the programs overseas and payments are dollar denominated.

Advertisement revenue:

52

As mentioned earlier, this is the primary source of income for TV channel operators. This revenue is directly co-related with the reach and viewer ship of a channel. Any channels popularity depends on good quality programs, which is the software content. The business requires enormous initial investment in programs and revenues follow only with a time lag after the channel receives a minimum viewer acceptance. At present Doordarshan get majority share as far as advertisement revenues are concerned because of its reach in rural as well as urban India. The penetration is higher in urban areas but is gaining in popularity in rural areas also; Doordarshan dominates with its reach in rural India. However, within a year of its launch, Zee TV has been able to gain sizeable proportion of advertisement revenue as a result of its immense popularity among the Indian masses. DD, Zee and DD Metro account for 75 percent of total spend in India. If Sun TV and Star TV are also added, then only 10 percent of ad spends is left for the rest of channels telecast in India.

Government Media Organization

53

The national documentation centre on mass communication (NDCMC) was created in 1976 as part of the division on the recommendation of the experts committee set up by the ministry. Its main objective are collecting, interpreting and disseminating information about the events and trends in mass media, including press, radio, television, advertising, traditional and folk media and the media units of state and central governments. The centre brings out a reference annual on mass communication, under the title, Mass Media in India. The Indian Institute of Mass Communication (IIMC) was set up in 1965 as a centre for research, advanced study and training in mass communication. It conducts teaching and training programmers, and organizes seminars and contributes to the creation of an information infract structure suitable for India and other developing countries. Directorate of Advertising and Visual Publicity The DAVP is the key multimedia advertising agency of the government, for publishing policies, Programme, achievements of the government, particularly in the field of social and economic developments. It is a service oriented departments which caters to the communication needs of the clients which include all ministries ( except Railway ) , departments, a number of autonomous bodies and publics sector undertakings, in different languages through the print media, press advertisement, audio-visual publicity on radio and television, outdoor publicity and exhibition.

Conclusion and Future Prospect For

54

Television as a Medium of Advertising

The potentiality of Television media
The number of TV owning homes has a long way to go; only 81 million TV households have been accounted for so far; an equal number have to own TVs as yet. Ad spending on the medium is a pittance compared to the amount spent in smaller TV markets globally. The amount of TV being watched is also not enough; Indians have to watch almost twice the amount of TV they are watching currently to match US viewing habits. The websites, Indiantelevision.com believes that television will be delivered the same way as it has been so far through traditional modes. It's likely that the television population will cross 100 million homes in the next 10 years. It definitely appears bright; the potential is immense. With nearly 24 million cable and satellite homes, that are about 150 million viewers, it is a large market which has attracted many a channel from overseas. But the channels that attract eyeballs are those that offer dollops of local fare in local languages

Advertising agency

55

The Advertising Agencies Association of India, have suggests that there are tremendous enlargement of Advertising agencies in India because; Indian ad agencies have a vast pool of high-class talent, recruited from management institutes, art schools, etc. Indian ad professionals are today being headhunted for lucrative jobs in the Far East and Middle East countries. Today, Indian TV and Press advertising can be called world class and with the liberalization of the economy, Indian Ad professionals are getting increasingly exposed to world class advertising. The integration of Indian Ad agencies into worldwide networks is happening quite rapidly, since India has had a fairly well developed ad industry in spite of being a controlled economy.

Cable Industry Generating Revenue for Television Media

56

Advertisement revenues, which are the barometer of channel popularity, will get dispersed over several competing channels. A shakeout is likely in both the channel and cable TV media. Cables are the primary source of income for TV channel operators. This revenue is directly co-related with the reach and viewer ship of a channel. Any channels popularity depends on good quality programs, which is the software content. The business requires enormous initial investment in programs and revenues follow only with a time lag after the channel receives a minimum viewer acceptance. At present Doordarshan get majority share as far as advertisement revenues are concerned because of its reach in rural as well as urban India. The penetration is higher in urban areas but is gaining in popularity in rural areas also. With the implementing of cable the Doordarshan Metro channel was now available to viewers outside the metro cities, and cable operators began mushrooming all across the nation. The industry was unorganized and unregulated. The film industry felt the impact of the cable industry on their profits and began to demand more strict regulation of film rights between cable owners and Bollywood. Recently, these demands have begun to organize India's cable industry.

The cable industry is open to almost anyone. Currently there exist over 100,000 cable operators in India (compared to 10,000 in the US) employing over 1 million people. Ninetyseven percent of cable operators have less than 1,000 subscribers, most having less than 500. Presently, an initial investment of Rs.250, 000 ($7,287) covering a dish, signal receiver, mixer, amplifiers and a modulator to convert frequency is all that is needed. Eighty percent of Indian cable systems carry between six and eight channels, fifteen percent between ten and twelve, and five percent carry more than twelve. Over 25 million Indian households receive cable serving an audience of well over 125 million, the second largest cable market in Asia after China. For this reason, the Cable Television Networks (Regulation) Bill was presented to the Indian Parliament and passed December 13, 1994.

Innovative Technology
57

Technology can change not only the products or services but make them future prospective: Interactive TV media, combining features of traditional broadcast Technology with those of net. Satellite delivery of broadband signals is one mode that can support broadband Internet delivered television. Richard Li's Pacific Century Convergence Corp is looking at it closely and the footprint of its service will cover India. Direct PC has a similar mandate for the Indian market. Pricing, however, will be a major issue here as set top boxes will have to be purchased by consumers which they may not be open to doing if price is too high. The Microsoft TV IPG solution features an interactive programme guide that improves consumers digital TV experience with speedy scrolling and channel tuning, making it faster and easier for users to find TV shows and to customize their television viewing. Microsoft TV IPG leverages the network operators existing broadcast infrastructure through supporting TV listings and interactive advertising, and was designed to be integrated with third-party VOD systems. Direct-to-Home, Digital Terrestrial Transmission and Conditional Access system have emerged as new delivery mechanisms. Breakthrough in technology would help open up avenues for these channels. Now A days Technology can change anything, same in the case of Television media the technology have been up-graded like SMS TV, A UK firm has developed Text2TV, a settop box-based system which plugs into a mobile phone's data port and one of a TV set's multimedia SCART channels. If someone texts you, the message pops up on your screen.

New Era
58

Television media is growing. Therefore, the scopes are very wide for generating revenue by advertising, creating more and more ads, shorter ads which take less time, and also meaningful and effective for end-users. Day by day the companies spend heavily on Advertising for their product or services, which will also show future prospect for Television media. The TV media has enabled astute marketers to focus advertising messages more sharply than before. The channel is the message for many product categories. The trend of Indian families and their cultural will change rapidly like, Indian family became nuclear and sophisticated, the multiple language problem of India still continues. But the emergence of network television media has increased the understanding of Hindi, Indias national language, across the country. Launching new channels targeted at specific segments, like regional channels win India or other areas having large pockets of ethnic Indian population would lead to revenue growth. This will entail significant initial outlays. So it will show the panorama for the Television media. However, some companies, television channels and television producers will attempt video streaming or delivery of video through other compression technologies on the Internet. But it will only be another option for consumers who will log on to watch a shaky picture at least for the next half decade. Cyber kiosks will have sprouted all over India in small towns and it's possible that some consumers will log on to the Net to watch some shows when they want as payment gateways will have been set up. Most viewers will, however, are watching their TV media mainly via cable, terrestrial and direct to home television delivered via satellite. Free-to-air television will, however, continue to rule the roost but tiring will have made its mark and people will be buying their pay per view programmes and choosing the channels they want watch unlike today when everything is thrown at them with a shovel.

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RESEARCH METHODOLOGY

60

RESEARCH METHODOLOGY
The objectives and the scope of the study are explained below:

Objectives
The Project has been undertaken to 1. 2. 3. 4. Study of the Global market of Television as an advertising media. Study the past and current status of Television as an advertising media in India. Study the Role of Government in this media. Analyze market scenario, future prospects and developments taking place in Television as an advertising media.

61

Research Design A research design is the specification of methods and procedures for acquiring the information needed. It is overall an operational pattern or framework of the project that stipulates what information is to be collected from which source by what procedures.

Types of research

Exploratory Research Descriptive Research

Marketing practitioners, who tend to use the terms qualitative and quantitative instead of exploratory and descriptive, do not generally use these terms. But the term qualitative and quantitative suggest the character of the data and the process by which they are gathered rather than the fundamental objectives of the research.

Exploratory study:
Some issues of advertisement are related to market research. Television advertising are current and well known issue. So companies doing research of awareness of product by television advertisement. An exploratory group study is generally based on the secondary data that are readily available. It does not have a formal and rigid design as the researcher may have to change his focus or direction, depending on the availability of new ideas and relationships among variables. This study is in the nature of preliminary investigation wherein the researcher himself is not sufficiently knowledgeable and is, therefore unable to frame detailed research questions. This study involves qualitative research design.

62

Data Collection Method:

Secondary data:
Books, magazines and newspapers; Report prepared by research scholars, Universities, economist, etc. in different fields; Technical and trade journals; Various publications of central, state and local government. Various Libraries.

Primary data:
Survey Questioner Structure questioner

63

DATA INTERPRETETION

64

(1)Would you like to watch advertisement? Yes No 90 10

From the above data it can be concluded that most population like to watch TV Advertise and less portion of population not interested in watch Advertise,

65

(2) Which type of media you like?

Television Newspapers

66 18

Magazines Radio

14
2

66

(3) How much time you spend on watching TV per day?

0 hour 3-5 hour 1 38 1-2 hour 42

more than 5 hours 19

67

(4) During the Advertisement you give attention

Yes No 68

32

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Glossary
TELEVISION TERMINOLOGY
Alternate Delivery Systems ( ADS) Brand Development Index (BDI) Cable Television (CATV ) Category Development Index (CDI) Cost-Per-Rating Point (CPP ) Cumulative Audience (CUME ) Cost Per Thousand (CPT ) sDirect Broadcast Satellite (DBS ) Digital Versatile Disk ( DVD ) Electronic Data Interchange ( EDI ) Federal Communications Commission (FCC ) Gross Rating Point (GRP ) Households Using Television (HUT ) Local Marketing Agreement (LMA ) National Association of Broadcasters (NAB ) Nielsen Media Research ( NMR ) Nielsen Television Index ( NTI ) Personal People Meter ( PPM ) Pay-Per-View ( PPW ) Persons Using Television ( PSU ) Personal Video Recorder ( PVR ) Standard Definition Television ( SDT ) Universe Estimate (UE ) Ultra High Frequency ( UHF ) Very High Frequency (VHF )

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BIBLIOGRAPHY

Indian economy :- Ruddar dutt & K.P.M Sundharam

Strategic Management:- Strategy formulation and implementation, 3rd edition,

Magazines Advertising express 12th November 2003. 3rd September 2003. 10th July 2003. TV today 15th march 2003. 18th June 2003 Business world 19th march 2002. 13th august 2002. Convergence plus - 12th august 2003. 9th September 2003.10th October 2003.

Data base software Prowess CMIE

Web-sites www.indiantelevision.com www.nic.in www.indiainfoline.com

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