Chapter I

Introduction

1.1 PROFILE OF THE COMPANY

Zee Entertainment Enterprises Limited is one of India's leading television, media
and entertainment companies. It is amongst the largest producers and aggregators of
Hindi programming in the world, with an extensive library housing over 1.2 lac+
hours of television content. With rights to more than 3,500 movie titles from foremost
studios and of iconic film stars, ZEEL houses the world's largest Hindi film library.
Through its strong presence worldwide, ZEEL entertains over 730+ million viewers
across 169 countries.
Pioneer of television entertainment industry in India, ZEEL's well known brands
include Zee TV, Zee Cinema, Zee Premier, Zee Action, Zee Classic, Ten Sports, Ten
Cricket, Ten Action+, Zee Cafe, Zee Studio, Zee Trendz, Zee Khana Khazana, Zee
Salaam, Zee Jagran, Zing, ETC Music and ETC Punjabi. The company also has a
strong offering in the regional language domain with channels such as Zee Marathi,
Zee Bangla, Zee Telugu, Zee Kannada and Zee Talkies.
The ZEEL stable owns an integrated range of businesses. All of these in singularity
adhere to the content-to-consumer value chain model of media and entertainment
business. ZEEL is a pioneer in every aspect of content aggregation and distribution

through traditional media like satellite and cable and new media like the internet, in
India.

1.2 HISTORY
The company was launched on 15 December 1991 and was previously known as Zee
Telefilms until 2006, when it was renamed and the news and entertainment units were spun off
into four smaller divisions. ZEEL currently operates over 15 different television channels, a
cable company Siti Cable, a record label Zee Records, a production company and other
businesses as well. It has expanded operations abroad, with several of its channels available in
the UK and US as well as Africa and Asia.
In 2002 ZEEL acquired a majority stake (51%) in ETC Networks. In 2006, they acquired
Integrated Subscriber Management Services Limited and in November 2006, ZEEL acquired an
interest (50%) in Taj television TEN Sports.
In February 2010 ZEEL acquired an additional stake (95%) in TEN Sports.
As of May 2011, Star DEN, (which is 50% owned by 21st Century Fox) brought 50% of Zee,
making FOX own 25% of Zee.
As Zee Telefilms, the company formed part of BSE Sensex from 2000-2005. The news and
regional entertainment channel business was spun off into a separate company in 2006 under the
corporate banner Zee News Ltd (ZNL).

Fox also holds an approximate 30% interest in Tata Sky Limited which owns and operates a
DTH platform in India. The Company has a 50/50 joint venture, Star Den, with Den Networks
Limited to perform channel placement services in India. In May 2011, Star Den entered into a
50/50 joint venture with Zee Turner Limited and Zee Entertainment Enterprises Limited
(ZEEL) to distribute and market all channels owned by the Company and ZEEL, their
respective affiliated channels and other third party channels in India, Nepal and Bhutan.

1.3 MISSION
"To become the world's leading global media company from the emerging markets. As
a Corporation, we will be driven by innovation & creativity and would focus on
growth while delivering exceptional value to our customers, our viewers and all our
stakeholders."
Customer Focus
Our Company's strategies are driven by the needs of the customer. Our success can be
measured by the satisfaction achieved by our customer.

Excellence
We accord a high premium to maintaining superlative standards throughout our
Company. We encourage our employees to come up with smarter ideas within the
fastest possible time.

 Creativity
Key to our value system is innovation and originality. We recognise and have a high
regard for individual expression and creative freedom in our quest to provide
customer satisfaction.
Integrity
We observe strict ethical standards through editorial independence and creative
expression, in order to earn the trust of our viewers and subscribers.
Growth Driven
We are committed to delivering consistent revenue and cash flow growth in order to
provide our shareholders a good return. Our objective is to grow our people, market
and businesses around the world.

1.4 STRENGTHS

Leading broadcaster in India and overseas for South East Asian content.

First mover advantage across genres.

Widest offering of channels by a single broadcaster in the country.

Across genres, our channels are either leaders or strong contenders for the
leadership Position.

Diversified revenue streams: advertising and subscription

Diversified customer base:across169 countries

Operating the largest pay TV distribution platform in the country, Zee Turner

Large network gives tremendous leverage with advertisers

Cost conscious approach towards business

Affiliate companies have leading presence across the media value chain
cable and distribution, direct-to-home satellite services, digital media amongst
others
1.5 STRATEGIES

Inspire creativity.

Continue to run our business as best in class, with viewer satisfaction as the
ultimate goal.

Enhance our leadership position in the genres we compete.

Continuous innovation to stay ahead of the curve and seize growth

opportunities.

Invest in the business in a focused, disciplined way and achieve superior

financial performance

To use the strong cash flows of our business to improve returns to

shareholders

Reaffirm our commitment to highest level of integrity and professionalism

throughout our business.
1.6 ZINDAGI
Zindagi is an Indian entertainment television channel owned by the Zee Entertainment
Enterprises(ZEEL), launched on 23 June 2014. The channel presently airs syndicated television
shows from Pakistan. According to ZEEL, Zindagi would also telecast television shows from
various others countries such as Turkey, Iran, Egypt, Sri Lanka and Bangladesh.
The channel and its programmes have been very well received by the Indian audience and the
channel has also set a few records. Zindagi became the first ever general entertainment channel
(GEC) to air syndicated content from Pakistan. The channel also embarked a new beginning for
cultural exchange between India and other nations. Zindagi was also launched with the incentive
to initiate a different direction towards peace between Indian and Pakistan; given the situation
between the two countries. In fact, on his visit to India just before the channel's launch, Pakistani
Prime Minister Nawaz Sharif met Essel Group's chairman, Subhash Chandra, to discuss about
the content of the channel.

Aunn Zara premiered on the channel on the day it was launched at 8:55 pm. The show telecasted
its final episode on 12 July 2014, making Zindagi the first Hindi GEC in India, to end a show in
just 20 days.

Chapter II
Literature Review

Shailja Kejriwal(2012) researched that There were many reasons, but the chief one was very
personal. This has nothing to do with the business aspect of a channel. I felt we were becoming
more and more polarised and intolerant society as a whole. The other reason was that we are
each made to hear propaganda driven news about the other country, news which the powers want

us to hear about each other. It is so strange that countries which were one up to a few decades
ago are so driven apart now. Indians have no idea at all about what is going on in Karachi or
Lahore apart from what is considered conventionally newsworthy. And all newsworthy stuff is
basically negative, like terrorist attacks and so on and so forth.
I studied comparative literature at Jadavpur University and read a lot of Urdu literature,
alongside Hindi and Bangla. And whatever I was reading of Pakistani culture was a culture I was
falling in love with. After reading the beautiful words of Pakistani masters, one has to wonder
why there is so much fear!
I remember the first time I went to Karachi I was so afraid. This fear has been drilled into our
collective psyche. We have been brainwashed into thinking that it is an enemy state in perpetual
terror. And that is not the truth at all.
Almost all mainstream national Hindi soaps are filmed around a very specific religion, caste and
even region.Mythological depictions, too, are overwhelmingly of one religion. Do you think
powers of storytelling will be able to conquer the biases that will inevitably arise when watching
a Pakistani soap?

Let me tell you what I think is the power of storytelling. Storytelling can make a human being
into God. Ram becomes God, Krishna becomes God by virtue of what? Storytelling. We come to
believe in the truth of their divinity through the stories we hear. This fact makes me hopeful. If
you have good stories to tell, stories that can connect with the people, then this layer of
intolerance will melt away. This hatred that exists in certain people is only a few years old. I also

feel that, in India, there is innate curiosity about Pakistan. There is such chemistry between the
two nations. You can love each other, you can hate each other but you cannot ignore each
other. And that is the most beautiful relationship you can have. We love their cricketers, whether
you are talking about Wasim Akram or Imran Khan. Today when Shafqat Amanat Alis songs
play in every city and town in India, people dont pause and say that he is a Pakistani. People are
more tolerant than the media would have you believe. It is time to tap into that goodness.
India prides itself on being a secular country. But when it comes to national television and
cinema, there is such little representation of Muslims even though they comprise such a huge
chunk of the population.

Indian News Channels(2010) researched that The most common question that todays media is
facing is that Does the media particularly the broadcast media need regulation, and if so, of
what kind? The question was more prominent after the Mumbai terror attacks. In December 2008
News Broadcasters Association released a set of guidelines that television news channels should
follow in emergency situations following severe criticism over the way TV covered the Mumbai
terror attacks. At present we have approximately 30 news channels in our country and there is a
war of Television Rating Points going on between them. TRP is linked with advertisements and
revenues which is the only source of income for most of the news channels. Thus the war of
TRPs is a war of profit and to earn more profits the news channels have started breaking all the
standards of profession. This raised the question should electronic media, news media in
particular, have a mandatory code of conduct? many cases like Uma Khurana case, actress

Monika Bed casei, story of a car without driver and stories and programmes on ghosts and
witches stick a big question mark on the content and sense of responsibilities of news channels.
Prem Lal Joshi, Professor, University of Bahrain (2007) researched that In the current
liberalized environment that is characterized by information and knowledge base, the media,
particularly the satellite television news channels, is a very powerful medium that plays a
significant role in shaping public opinions and beliefs, and disseminating correct information and
knowledge with a huge responsibility on their shoulders. Such dissemination of news, views, and
other information has far-reaching affects on societies, businesses, and governments. At the same
time, today, the electronic media attracts the best talent in the country. When talented people
work in such an industry, society expects them to act in a more accountable manner and provide
it with those news stories that will increase their knowledge, their sources of information, and
inspire them to inculcate a feeling of responsibility toward society.
It is said that Indian viewers now spend more time watching news than reading news, as TV
news channels in India have been competing with each other for more viewership. They have
been targeting specific viewers by producing interactive and sensational types of news programs
for vying for public attention and ultimately to improve their television rating points (T.R.P.)
(also see, Prasad Mahapatra 2005). However, there has been severe public criticism of their
programs resulting in a decline in the confidence level of the public. Some recent public opinion
surveys reveal that the Indian news channels often resort to bias reporting, create insensitivity,
contain inaccuracies, promote sensationalism and trivialization in news content, have conflicts of
interest and a lack of depthlessness in their news and views stories. Furthermore, they are also
criticized that "the channels tend to miss out on important stories in this scramble for eyeballs.

'Hardly 25 percent of national news bulletins are about health, education, development, welfare,
environment, etc.'" (Yadav and Sharma 2006).

Chapter III
Research Methodology

Research methodology is considered as the nerve of the project. Without a proper well-organized
research plan, it is impossible to complete the project and reach to any conclusion. The project
was based on the survey plan. The main objective of survey was to collect appropriate data,
which work as a base for drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve the research problem.
Research methodology not only talks of the methods but also logic behind the methods used in
the context of a research study and it explains why a particular method has been used in the
preference of the other.

3.1 Objectives of the Study

There are various general Entertainment Channels present in the television industry like Sony,
Star Plus, Life OK, Zindagi, etc.
Its upto the general public, what kind of channels they like. If the story line suits the public
interests or if it is able to catch their attention then that channel's success rate is high.
To find the extent to which the general public has accepted the new general
entertainment channels in India, i.e. the success of the new general entertainment
channels in India.
To identify the factors influencing the decision of the public.

3.2 Scope of the Study

The scope of the study is restricted to the general public who watches television for more than
two hours in a day and the core importance is given to the housewives who generally knows
about the channels and the programs they are showing with respect to their preferential channel

and whether they know about the new channels like Zindagi and Epic and if they are aware of
these channels then how do they find it i.e. if they are satisfying them in any way or not.

The future scope of this report is:

i.
ii.

Housewives survey.
Data analysis and collection

3.3 Methods of Data Collection

To know about the general public's awareness about the new General Entertainment Channel like
Zindagi, an appropriate Questionnaire would be done for the data collection .

3.4 Sampling Design:

It includes size of sample & the techniques used for selecting the different items from the
sample. A sampling design is a definite plan for obtaining a sample from a given population. It
refers to the technique that the researcher adopts in selecting items for the sample. It should be
ensured in the sampling process itself that the selected sample is representative of the population.

3.4.1 Sample Size

The survey will be conducted for 70 respondents of Delhi mainly housewives who like to
watch television for more than 2 hours.

3.4.2 Sample Unit

An individual of Delhi who watches television.

3.4.3 Sampling Area

For sampling area, Delhi is being covered.

3.4.4 Sampling Technique

Convenient sampling technique will be used for collecting information.

3.5 Sources of Data Collection:

Data will be collected from both the sources primary sources as well as secondary sources.

(I) Primary Data: Primary data will be collected by administering a detailed well structured
questionnaire and with the help of personal interviews with different people who watch T.V.

QUESTIONNAIRE: A questionnaire of 10 15 questions is prepared to examine the people's

awareness about new General entertainment channels. The language of questionnaire is kept
simple & easy so that people can answer the questions quickly. These are closed ended
questions.

(II) Secondary Data: Secondary data will be gathered from websites, various papers, and
magazines published from time to time. Historical documents and other sources of published
information.

3.6 Tools and Techniques

The data will be collected through questionnaire method from the respondents. The respondents
will be selected through the convenient sampling plan. The collected data will be analyzed by
Percentage Analysis method. Bar diagrams will also be used for better pictorial understanding.

3.7 Questionnaire Design:

Questionnaire design was the critical issue as the questionnaire reflects the survey purpose .The
questionnaire was meticulously prepared by identifying the various variables. The same scale of
yes/no and very important, important and not so important was used throughout so as to make
the respondent comfortable.
Firstly, a questionnaire was prepared and few people were surveyed. After this survey I realized
the flaws in the questionnaire and then a modified questionnaire was prepared and people were
surveyed on this modified questionnaire.

3.8 Data Analysis

The data of score of features and score of brand perception was fed into the excel sheet. Separate
Excel sheets were employed for analysis of each brand and also to keep it concise and
unambiguous. For data analysis I used many types of charts:

his is very useful diagram to represent data, which are divided into a number of categories. This
diagram consists of a circle of divided into a number of sectors, which are proportional to the
values they represent. The total value is represented by the full create. The diagram bar chart can
make comparison among the various components or between a part and a whole of data

Bar Chart:
This is another way of representing data graphically. As the name implies, it consist of a number
of whispered bar, which originate from a common base line and are equal widths. The lengths of
the bards are proportional to the value they represent.

3.9 Limitations

1. Response Errors: These may arise when the respondents give inaccurate or incomplete
answers. Many of the respondents were not very willing to rank so many factors as they
perceived it to be time consuming.

2. Closed Ended Questions: All the questions in the questionnaire were closed-ended which
restricted the thinking of the respondents. But a drawback of this approach is that there was an
incomplete capture of his responses, as the respondent could not always come out with the
purchase steps and the time taken in them. The reasons for such inaccuracy could be because of
unfamiliarity, fatigue, boredom, faulty recall and the Question format.

3. Non-Random Sampling Errors This can occur, as the particular sample selected is an
imperfect representation of the population of interest. The area covered in the survey was Delhi
and the customer preferences and tastes in different regions could not be covered.

4. Time Error- The questionnaire format is basically useful for only those people who watches
T.V. for more than 2 hours in a day like housewives as only they would be aware about the new
channels

Chapter-IV
Data Analysis & Interpretation
I.

Age of the respondents

Age Criteria

No. of Respondents

Percentage

Less than 28 yrs

20

28.57

28- Less than 38 yrs

12

17.14

38- Less than 48 yrs

13

18.57

48 yrs and above

25

35.71

AGE

29%

36%

Less than 28 Yrs

28- Less than 38 yrs
38- Less than 48 yrs

17%

19%

48 yrs and above

Interpretation
From the above information we can interpret that 35% of our respondents are the people who
are 48 yrs and above and only 17% are of less than 28 yrs of age. This means that 48 yrs and
above people are the one who mostly watch T.V.
II.

Gender of the respondents

Gender

No. of Respondents

Percentage

Male

25

35.71%

Female

45

64.29%

GENDER

36%

Male
Female

64%

Interpretation
From the above information we can observe that 65% of people who watch T.V. are females
and only 35% are males.

III.

Education of the respondents

Education

No. of Respondents

Percentage

Graduation

40

57.14%

Post Graduation

25

35.71%

Others

7.15%

EDUCATION

7%
Graduation
36%

Post Graduation

57%

Others

Interpretation
From the above information we can observe that 57% of respondents who watch T.V. are
Graduated, 35% are Post Graduated and only 7% people falls in other category (like they are
in high school or still studying).

IV.

Occupation of the respondents

Type of Choice

No. of Respondents

Percentage

Professional

15

21.42%

Housewife

35

50%

Business Person

15

21.42%

Others

7.16%

OCCUPATION

7%

21%

21%

Professional
Housewife
Business Person
Others

50%

Interpretation
From the above information its has been observed that 50% of the respondents are housewife,
21% of respondents are professionals and business persons and 7% of respondents falls in the
others category. This means that Housewives watch more T.V.

Q1) Do you like watching T.V?

Type of Choice

No. of Respondents

Percentage

Yes

30

42.85%

No

15

21.42%

Neither like nor dislike

25

35.71%

Do you like watching T.V?

36%

43%

Yes
No
Neither like Nor dislike

21%

Interpretation
From the above information it has been evaluated that 43% of the people like watching T.V.
while 21% do not. This means that most of the people watch T.V.

Q2) What types of channels do you watch?

Type of Choice

No. of Respondents

Percentage

News Channel

15

21.42%

Film Channel

23

32.85%

General Entertainment Channel

25

35.73%

Educational Channel

10%

Types of Channels

10%

21%

News Channel
Film Channel

36%

GECs
33%

Educational Channel

Interpretation
Form the above information we can evaluate that most of the people watch GECs and movie
channels with 35% and 32% respectively. News channels are least watched with only 10% of the
respondents.

Q3) For how many hours do you watch T.V?

Type of Choice

No. of Respondents

Percentage

Less than 1 hour

10

10%

Less than 2 hour

20

20%

Less than 3 hour

28

28%

More than 3 hour

12

12%

17%

14%

29%
40%

Less than 1 hour

Less than 2 hour
Less than 3 hour
More than 3 hour

Interpretation
Form the above information we can evaluate that majority of the respondents i.e. 28% of the
respondents watch T.V. for about 2-3 hours and only 10% of the respondents watch T.V. for less
than 1 hour. 12% of the respondents are the o ne who watch T.V. for more than 3 hours. This
means that people usually like watching T.V.

Q4) Please specify preferred time to view T.V.

Type of Choice

No. of Respondents

Percentage

Morning

7.15%

Afternoon

25

35.71%

Evening

12

17.14%

Night

28

40%

Preferred time to view T.V.

7%
Morning

40%

Afternoon

36%

Evening
Night

17%

Interpretation
Form the above information we can evaluate that 40% of the respondents prefer watching T.V at
night while only 7% of the respondents watch T.V in the morning. After night, afternoon is
preferred by the respondents and then evening. This means that people usually watch T.V at
night, after doing all of their chores.

Q5) What kind of new channels would you accept?

Type of Choice

No. of Respondents

Percentage

News Channel

20

28.57%

Film Channel

17

24.28%

General Entertainment Channel

30

42.86%

Educational Channel

4.29%

Kind of New channels to be accepted

4%

29%

43%

News Channel
Film Channel
GECs

24%

Educational Channel

Interpretation
Form the above information we can evaluate that 42% of the people are interested in GECs while
only 4% are interested in Educational Channels. News Channels and Movie Channels have
almost equal preference of 28% and 24% respectively. This means that people like watching
daily soaps more as compared to anything else.

Q6) What is your favorite General entertainment channel?

Type of Choice

No. of Respondents

Percentage

Sony

13

18.57%

Star Plus

20

28.57%

Colors

27

38.57%

Zindagi

10

14.29%

Favourite GEC

14%

19%

Sony
Star Plus
Colors

29%

39%

Zindagi

Interpretation
Form the above information we can evaluate that Colors is more preferred by respondents and
Zindagi is least preferred by them. After Colors, Star Plus is preferred by them with 28% and
then Sony which holds 18% of the respondents preference. This means that Colors is a very
famous GEC while Zindagi is not.

Q7) Are you aware of new channel Zindagi?

Type of Choice

No. of Respondents

Percentage

Yes

50

71.42%

No

20

28.58%

Awareness of New channel Zindagi

29%
Yes
No
71%

Interpretation
Form the above information we can evaluate that 72% of the respondents are aware about the
Zindagi channel. This means that Zindagi can be a hit channel in the near future.

Q8) How do you find this channel?

Type of Choice
Good

No. of Respondents
30

Percentage
42.85%

Bad

10%

Average

13

18.57%

Not aware about it

20

25.57%

How do you find this channel?

Good

26%
44%

Bad
Average

19%

Not aware about it

10%

Interpretation
Form the above information we can evaluate that 42% of the respondents find zindagi channel
good while only 10% finds it bad. 25% of the respondents do not know about this channel and
18% finds it neither bad nor good i.e. average.

Q9) Do you usually watch any show on this channel?

Type of Choice

No. of Respondents

Percentage

Yes

38

54.28%

No

12

17.14%

Not aware about it

20

28.58%

Do you watch any show on this channel?

29%

Yes
54%

17%

No
Not aware about it

Interpretation
Form the above information we can evaluate that 55% of the people actually watch this channel
while 17% do not and 29% of people are not aware about this channel. This means that people
actually started to like this channel.

Q10) Zindagi channel shows Pakistani stories. How do you find this idea?

Type of Choice

No. of Respondents

Percentage

Good

30

42.85%

Bad

11.43%

Average

12

17.15%

Not aware about it

20

28.57%

How do you find the Idea of Zindagi

Good

29%
43%

Bad
Average

17%

Not aware about it

11%

Interpretation
Form the above information we can evaluate that 43% of the respondents find the idea of Zindagi
channel i.e. showing Pakistani stories good while only 11% finds it bad and 17% finds it average
i.e. neither good nor bad. And 28% of the respondents are not aware of this channel.

Q11) Name any 3 program on zindagi channel.

Type of Choice

No. of Respondents

Percentage

Aunn Zara

10

14.28%

Waqt ne kiya kya Haseen

Sitam
Shikkan

11.44%

12.85%

Others

23

32.85%

Not aware about the channel

20

28.58%

Any 3 Programmes on Zindagi

Aunn Zara
14%

29%

11%
13%

Waqt ne kiya kya Haseen

Sitam
Shikkan
Others
Not aware about the
channel

33%

Interpretation
Form the above information we can evaluate that on asking to tell us any 3 programs that
Zindagi channel shows, 14% named Aunn Zara in their list which means Aunn Zara is the most
popular show on zindagi. And 28% of the respondents are not aware of this channel.

CHAPTER-V
Findings and Conclusions

Findings
It has been found that mostly housewives are the one who watch more T.V. as compared to
children or working people. As they usually sit at home, they know more about GECs and what's
going on them. Mostly housewives know about the new channel Zindagi and they even watch
some shows on it. Others heard of this channel but they do not opt to watch any show on it as it
does not attract youngsters attention. It has also been found that the idea of Zindagi channel
showing Pakistani serials attract the attention of T.V. lovers and the fact that Zindagi channels
shows short serials having few episodes with uncommon or unique timings of the show like, a
serial starts at 7:50 and ends at 7:15. The Zindagi channel got a bit famous after the success of its
first show Aunn Zara. It has been found that Aunn Zara is the most watched serial on Zindagi as
people liked its story a lot.
So, in short zindagi channel is well known among the people but mostly housewives are the one
who watch shows on it and only 3-4 percent of youngsters actually like to watch shows on it.
Conclusion
It has been concluded that people accept mostly General Entertainment Channels and like to
watch the same as television is mostly watched by either youngsters or Housewives and both
have a positive attitude towards GECs. People are willing to watch new GECs like Zindagi and
most of the people liked it.
It has been observed that Zindagi channel is well known among the people but people do not opt
to watch any show on it. Mostly housewives are the one who watch shows on it and actually
liked it.

Television is mostly watched by youngsters and housewives. Youngsters do not watch any show
on Zindagi although they are aware of this channel. Housewives are aware of this channel and
like to watch shows on it.
So, in my opinion Zindagi soon is going to be a popular General Entertainment Channel.