Chapter: 1 INTRODUCTION

1.1 Rational for Selecting the Report: Electronic Media in Bangladesh has become so vast that it involves the majority of country people. To manage business at this level, a large number of people are working in the marketing department of a Television Channel. These people are valuable assets for the survival of the Channel. Desh Television Limited has also a Marketing department. As a part of this department, in my report, i will describe the marketing strategies and policies of Desh Television Limited. In General, The Marketing & Sales Department generates revenue for the television station by selling commercial spots. Every TV channel needs revenue to continue its operations. They survive on sponsorships. To generate revenue and Sales, Marketing Departments are established that bring in sponsors and advertisements. This study helps to gain hands on knowledge in Marketing & Sales Department. 1.2 Background of the Organization: Bangladesh entered into Television Broadcasting age with a single TV Station established at Dhaka from where transmission was first beamed in Black & White with effect named Bangladesh Television, now we know this TV Station as BTV. After a huge revolution in electronic media sector of the whole world, Bangladesh also takes part in the positive changing manners and introduces different types of TV Channels one by one. Desh Television limited is one of them. Desh TV started officially broadcasting in Bangladesh on March 26, 2009; from the Telstar 10 satellite. During April 2011, Desh TV began testing on Eutelsat 28A, ahead of a launch on the Sky platform in the United Kingdom and Ireland on April 26, 2011. Desh TV started its regular free-to-air satellite broadcast in the UK on July 1, 2011. Desh TV predominantly broadcasts shows which have been recorded locally for its UK audience; it also carries imported shows from its main channel in Bangladesh. Among the TV channels of Bangladesh Desh Tv has taken up the challenge of providing its viewers with the latest information about development at home and abroad. Mr. Saber Hossain Chowdhury is the Chairman, Mr. Asaduzzaman Noor is the Managing Director and Mr. Arif hasan is the Deputy Managing Director of Desh Television limited. This organization runs as successfully as a TV Station for its owner as well as its sponsors, clients and viewers also.

1.3 Vision & Mission of Desh Tv: Many in our world of communication can take pride in their technology. Many other can speak of hearts that cry and laugh, love and respect. But a real combination of both is what Desh TV brings to you. This land of ours called Bangladesh comprising over 140 million people of myriad caste, creed and color has a common goal. A goal of building a motherland that fulfills their dream of progress, prosperity and harmony. Indeed this nation was born through sacrifice of millions of lives in Liberation War of 1971, to uphold eternal human rights to pluralism, freedom of their right to mother tongue, their own age old culture and right to build their fate. Desh TV is committed to uphold these dreams of our people. Desh TV also salutes the cross section of Bangladeshi people and the red and green flag held high by them with pride. It believes in the fact that modernity is manifested in connecting with our eternal values. It believes in bringing to the fore the culture and belief of all ethnic, linguistic and religious background. Desh TV also believes in the basic human rights and very importantly, in the right to information of all Bangladeshis. It believes in open doors and windows, so that the world culture can mingle with ours freely and we can go forward, hand-in-hand, towards lifes greater glory. The emotion that we hold very close to our hearts, interviewed with cutting age information technology, makes Desh TV the finest that the country has. We have established our network crossing the cities, towns and townships all over Bangladesh. And this connectivity is fast approaching hundred percent of our nation. Seeing believes. We would love you to visit our space. Wish you a great viewing.

1.4 Organization Chart:

Board of Directors

Chairman Managing Director

Deputy Managing Director

Head of Finance

Head of HR

Head of Program

Head of News

Head of Marketing

Figure 1.1: Organization Chart

1.5 Organization Profile of Desh TV: Date of Inception Channel Characteristic On Air Broadcast Transmission Transmission Network Coverage March 26, 2009 Mixed Channel (News & Program) From Dhaka, Bangladesh Via Satellite Throughout the country (Bangladesh) by cable network Middle East, Australia free to air via satellite USA, UK & Europe coverage through commercial partnership Can be tuned on Following parameter Satellite APSTAR 2R/7 Orbital Location- 76.5 E Frequency 4015 MHz Polarization- H (Horizontal) Field Error- Correction - 3/4 Modulation- QPSK Symbol Rate 4.340 MSym/s Address Karnaphuli Media Point 70 Shaheed Sangbadik Selina Parveen Sarak Malibagh Dhaka-1217, Bangladesh Tel: 8832958, 8832922, 8832754 Fax: 8332981 E-mail: info@desh.tv Web : www.desh.tv Saber Hossain Chowdhury MP Sadeq Hossain Chowdhury Firoz U Haider Gazi Golam Dastagir MP Arif Hasan Tariq Sujat A S M Naim Representative Director A K Sarkar

BOARD Of DIRECTORS

Chairman Managing Director Deputy Managing Director Head of News Joint Editor Chief News Editor Head of Program Head of Broadcast Head of Graphics Director of Photography Music Director Head of Management Secretariat Manager, Marketing

Saber Hossain Chowdhury MP Asaduzzaman Noor MP Arif Hasan Aminur Rashid Sukanta Gupta Alak Zayadul Ahsan Pintu Parvez Chowdhury Alamgir Jahan Piash Akhtar Zaman Robby Samir Kushari Foad Naser Babu Md. Sadiqur Rahman Chawdhury (Parag) Suranjit Sinha Rana

1.6 Major Departments: Desh Television Limited has following major departments:

Program Department News Department Marketing Department Graphics Department Finance & Accounts Department Human Resource & Administration Department Broadcast Department

1.7 Objectives: Every task has a particular aim. A study without objective cannot reach the destination. The main objective of this study is to know about the marketing policies of Desh Television Limited. The specific objectives are written down below: To provide a brief profile of Desh Television Limited To have exposure to the functions of advertising activities. To know the overall Marketing Department of Desh Tv To know the functions of Marketing Department of Desh Tv To describe the Marketing Policies of Desh Tv

Chapter: 2 Marketing Activities of Desh Television Limited

2.1 Organogram of Marketing Department:

Manager

Assistant Manager

Sr. Executive (Marketing & Sales)

Sr. Executive (Schedule)

Executive (Marketing & Sales)

Executive (Schedule)

Figure 2.1: Organogram of Marketing Department

2.2 Duties of Different Position: Marketing Manager: Manages the Marketing, PR and Communication Departments Responsible for developing marketing strategies and supervise the implementation Observe the current state of the market and the competitors Evaluate plans and strategies on the basis of Return on Investment (ROI) Design the departmental budget Set the sales targets Conduct market studies and research.

Assistant Manager: Building, establishing, & maintaining good relationship with clients. Supervise the performance of the Sales Department Search and recognize potential customers

 Prepare and submit marketing activity plan quarterly with guidance of the management for sales development. Assist in content planning in accordance with the market needs

Senior Executive: Building, establishing, & maintaining good relationship with clients. Increase market share by developing new business from the existing & new customers. Visit potential and existing clients to capture sales lead and assess client's needs. Sales presentation, pre-sales preparation, negotiation of sales contract, monthly revenue collection. Facilitate, control and coordinate the annual strategic marketing planning process.

Executive: Building, establishing, & maintaining good relationship with clients. Increase market share by developing new business from the existing & new customers. Analysis of existing & new markets to identify prospective customer. Visit potential and existing clients to capture sales lead and assess client's needs. Sales presentation, pre-sales preparation, negotiation of sales contract, monthly revenue collection. Follow up all the sales and promotional activities. Facilitate, control and coordinate the annual strategic marketing planning process.

10

2.3 Income Source of Desh Television Limited: All Television Channels main incomes come from 8 different ways. Like other channels Desh Television earns from these source. This areChunk Sell Scroll Branding Clock Branding News Branding Program Branding Pop Up Doggy Regular advertisement

Chunk Sell: Chunk is basically the time frame of a program. Examples: 9.00PM-9.30 PM: Desh Tv News 9.30PM-10.00PM: Drama Here, there are two chunks, one is 9.00 PM Chunk and another is 9.30 Chunk. Scroll Branding: Situation of scroll is under the television screen where News Headline goes through from right side to left side. This scroll is branded by Ashiyan City at Desh Tv. Clock Branding: In every channel clock usually be branded by some organization. In Desh Tv Clock is situated just over the left side of Scroll and it is branded by Madina Group. News Branding: Newss of Desh Tv has been segmented in to Four Parts for branding. These are News Headlines, Ortho-Shilpo o Banijjo, International News, and Khelar Khobor. Abul Khair Steel (AKS) are doing branding in News Headlines. Khelar Khobor will be branded soon by Clemon. Hopefully Ortho-Shilpo o Banijjo and International News will become branded soon. Program Branding: Program includes Drama, Reality Show, In-House program, Travel Show, Discussion base program etc. These programs have been branded by different Organization.
11

Pop Up: Pop Up is one type of Television Commercial (TVC). Maximum duration of Pop Up is 5 to 10 second. Normally it has been seen in the right up corner of a television screen during the program. It is a logo or some designed things which represent the company or product. Doggy: Doggy is one kind of Pop Up. Main differences between Pop Up and Doggy are, Doggys duration on screen is more than Pop Up. Minimum duration of Pop Up is 10 seconds. Regular advertisement: Regular Advertisement is the main income of a Television Channel. Desh Television can give 120 minute Television Advertisement during 5.00PM to 12.00AM on a daily basis.

2.4 Ad Agency: Actually most of the advertisement comes from the ad agency. Company or organization feels comfortable to give advertisement through their ad agency. On the other hand some company feels comfortable to give ad directly to the Television Channel. Like Grameen Phone gives theit ad directly to our channel. On the other hand Banglalink gives their ad through their agency called Top of Mind (TOM), Robi gives their ad through Mediacom, Airtel, and Unilever comes through Asiatic Mindshare.

12

2.5 Rate Card of Desh Tv

Figure 2.2: Rate Card

13

Desh Television Limited always tries to be soft with their clients. That is why Desh Television Limited does not follow their rate card for its high rates. I will give the actual advertisement cost of Desh Tv. Normal Rate (During 5.00PM to 12.00 AM) Here we consider the peak hours at 5.00 pm to 12.00 am. For normal advertising per minute is considering 18000/- BDT. But its totally depends how long your TVC are. For each minute we divided into six secession they are 10, 20,30,40,50, & 60sec. For every 10 sec the advertising rate will be different like that, first 10 sec you must pay 3,000/BDT , then for 20 sec you must pay double from first one. That is 6,000/- BDT. For 30 sec. the advertising company must pay 9,000/- BDT. For 40 second 16,000/- BDT. In this way, For 1 minute commercial client should pay 18000/- BDT. TVC rate of Before Program (During 5.00PM to 12.00 AM): The advertising company has an option when they want to telecast the advertisement it may be before starting the program. The advertising rate will be depends on the different time duration. Such as 10-60 sec. Here Desh Tv, per minute consider at 20000/- BDT. TVC rate of mid break in Drama/Program (During 5.00PM to 12.00 AM): The advertising company can telecast their TVC on the break of drama or any kind of program. Here Desh Tv, per minute consider at 25000/- BDT. News Spot Rates for 7 P.M., 9 P.M., And 11 P.M. News: First & Second mid break in News: If advertiser want to see their TVC in the 1st mid break or 2nd mid break of News at Desh Tv they has to be consider per minute 30000/- BDT. First Spot, first mid break rate in News: Per minute rate of 1st spot, 1st mid break in news are 40000/- BDT. First spot, second mid break in News: Per minute rate of 1st spot, 2nd mid break in are 35000/- BDT. Desh Tv gives some discount on some special advertisement. That is 25% Discount on spot for Social Awareness commercial. But this type of advertisement is not applicable on news related spot
14

2.6 Top 10 Advertiser of Desh Tv:

Top 10
Airtel Kohinoor 4% 7% Banglalink 8% Robi 10% Pran-RFL 13% Akij Food & Beverage 15% Grameen Phone 15% Teletalk Globe 3% 3% Unilever 22%

Figure 2.3: Top 10 Advertiser of Desh Tv

Sl. No. 1 2 3 4 5 6 7 8 9 10

TOP 10 Advertiser Unilever Grameen Phone Akij Food & Beverage Pran-RFL Robi Banglalink Kohinoor Airtel Teletalk Globe

% 22% 15% 15% 13% 10% 8% 7% 4% 3% 3%

15

2.7 Top 10 advertising Category of Desh Tv:

Top 10 Advertising Category

3% 2% 7% 7% 21% Telecommunication Cosmetics & Toiletries Beverage 9% 15% 11% Ready Food Consumer Product Electronics Item Housing & Real estate Construction Materials Eduacation 12% 13% Fashion, Lifestyle

Sources; Media scan 2012

Figure 2.4: Top 10 advertising Category of Desh Tv

From the chart we can say that, Telecom Companies (Grameen phone, Robi, Banglalink, Airtel, Citycell, Teletalk) are giving their ads on Desh Tv, which contains highest ratio that is 21%. On the Otherhand Cosmetics & Toletries are giving 15% ads, Beverage 13%, Ready Food 12%, Consumer Product 11%, Electronics Items 9%, Housing & Real Estate and Construction Materials 7%, Education 3% and Fashionable Items 2%. These are the top ten advertising categories of Desh Television Limited.

16

Chapter: 3
Challenges and Proposed Course Of Action For Improvement

17

3.1 Mismatch between Assign Task & Academic Preparation While preparing this report, I have faced some problems, which restricted my effort. The main problem is lack of time. Desh TV is a big organization and its range of working is large. So it was very difficult for me to work with all the areas & collect information within the limited time. The major challenges or constraints of this internship program are given as follows

There were some restrictions to have access to the information confidential by concern authority. The time limit is not sufficient to prepare a good report about an organization. Sufficient records, publications were not available as per my requirement. This report doesnt provide adequate historical information. For time constraint I could not able to work over all departments but I tried my best to touch every department. Busy Working environment is another barrier to collect data. There some information which are confidential for collecting the data. So, some data could not been collected for confidentiality or secrecy of management.

18

Chapter: 4
Lessons learned From The Internship Program

19

4.1Findings from Desh Television Limited: On the basis of practical experiences of working at Desh Television Limited, the following findings are observed: a) Identified/Observed from the Organization: Desh Television Limiteds growth is very good. Employees of Desh Television Limited are satisfied about the accessibility of the facility of Desh Tv. Desh Tv takes carefully agreement decisions. Most of the clients are satisfied about the quality and quick service of Desh Tv. Proper training for all employees of the department on periodic basis to update the knowledge and skills of the employees is a good step taken by Desh Television Limited. Job rotation is vital in order to strengthen the knowledge of the newcomers so that they can build in order to take more responsibilities of the senior officials. Size, Composition and Market of Electronic Media in Bangladesh are big. b) Implications to Universitys Internship Program: For an effective internship program University plays a vital role .Without the help of my university I could not be able to go for a practical life. University was the first platform which has given me the opportunity to prove myself in the competitive world. I thank my University as well as my supervisor for this internship program. I learn many things from my university, which are important for me. But Academic knowledge is not sufficient enough in practical experiences, which we use in our working life in corporate world.

20

4.2 Proposition to Academic Internship Program: a) Changing Skill Requirements on Internship Program: Changing Skill required for the students to provide extensive training on business application software. This training can be in the form of remedial help for those who have skill deficiencies. b) To Improve Communication Skill: University authority should focus on communication skills to the students because todays organizations demand them who are skilled. So proper quality should be improved among the students.

c) Making up the group workforce and its Implications on Internship Program: The group workforce should include consultants who will provide the proper guideline to the students so that student can manage any conflict that may arise in internship program.

21

Chapter: 5 Concluding Remarks

22

5.1 Recapitulations: Desh k Valobashun, Desh Er Shonge Thakun - this is the tag line of Desh Television limited. Desh Tv aims at promoting media and cultural world. Dynamism is the key word for Desh Tv. It has opened up opportunities for national and international interactions in the broadcasting world through satellite transmission. Desh Tv wants to provide information, entertainment and education through its programs all over the world. In the process it also ensures that the countries culture and heritage are put to exposure for understanding and appreciation. Its activities are based on profit oriented. It does not create any illegal pressure on client. The strength of Desh Tv is - employees are honest. They do not take any types of bribe form clients. Though Desh Tv is not sufficient technology according to demand, so they try to overcome this problem. So believes of people are increasing on the activities of Desh Tv. It has a bright future because it has got huge customers than other media channel in Bangladesh. The difference between Desh Tv and other media is on principles. The functions of Desh Tv are completely different. This channel is established on the purpose of social welfare activities in Bangladesh. After all, although it is facing some problem, it has a bright future and they try to give their best effort in our country. Many channels are following Desh Tv and they are starting their business based on social welfare activities in our country.

23

5.2 Recommendations:

Employee must be provided with more training which will ensure the competent workforce. Desh Tv should develop their employee facilities very well. Desh Tv has lack of modern technologies and equipments from other media channel of the world, so this channel should take a necessary stapes about this matter.

Decision is not made without the authorization of the head. So Desh Tv is going to backward side day by day. The authorization should take a necessary stepes about this problem.

I think rules & regulation of Desh Tv are so easy, the authority should take necessary stapes about this. Competitors of Desh Tv are huge in number. So Desh Tv should have enough capacity to bit their Competitors.

24