“A COMPARATIVE STUDY OF VIEWERS PERCEPTION

TOWARDS GEO and CITY42 IN LAHORE DISTRICT”

SULIMAN LATIF M07BBA035

HAILEY COLLEGE OF BANKING AND FINANCE

UNIVERSITY OF THE PUNJAB

 INDEX / TABLE OF CONTENTS

1. PREFACE

2. EXECUTIVE SUMMARY

3. INTRODUCTION

4. RESEARCH OBJECTIVE

5. DATA INTERPRETATION

6. RESEARCH METHODOLOGIES

7. CONCLUSION

8. RECOMMENDATION

9. LIMITATION

10. APPENDIX

11. BIBLIOGRAPHY
 PREFACE

In this project titled “A COMPARATIVE STUDY OF VIEWERS PERCEPTION TOWARDS

GEO AND CITY42” we have tried to unravel the reasons behind CITY42’ spectacular growth.
CITY42 has shown that the viewers wanted a change from the staple shows offered to them and
in the process CITY42 gained an competitive edge over GEO.

The Project broadly covers the reasons that how and why the differentiated programming of
CITY42 has connected so well with the viewers. Also, it aims to predict if it is time for GEO to
change the strategy that has worked so well for CITY42.

The project report gives the structured details of the relationship between the types of
entertainment programs shown in these two channels. Through this project we have also tried to
identify the reasons behind variations in viewership preferences across different age groups ,
gender & also how airing of the shows in the prime time has also effected the spectacular growth
of CITY42 over GEO.

The present report is a compilation of the results of a study which was carried out by conducting
a primary research and secondary research.

This study also put some light on the fact that the T.V. channels ought to launch the programmes
as per the viewer’s preferences. The project also aims to predict the future trends in the
television media industry.
 EXECUTIVE SUMMARY

It had been the learning period for us about the channels preference by the viewers and different
market strategies used by the various channels specifically Geo and City42.

This project is done to analyze the potential of the two channels i.e. City42 and Geo in the
market along with preference for few other channels also. Study of this project has been done in
Lahore District. Project began with a pilot survey in the region of Sarita Vihar, based upon the
performance in pilot survey we did some changes in the questionnaire and than we did our
research in Lahore District.

For our research methodology, we have used the Questionnaire to analyze the viewer’s
preferences for respective channels, to obtain their opinions and present status of the channels in
the market. Questionnaire consisted of close-ended questions according to different parameters.
This helped us to analyze the timings during which males & females prefer watching T.V.

Almost 42% of the male respondents surveyed prefer to watch sports and such programs are
preferred by 27% of the overall sample. Thus, in order to tap into newer markets, these channels
need to diversify from its present genre and bid for sporting events, much like ESPN did with the
Football matches.

Among the survey done for the various channels the results showed that City42 is the most
preferred channel among all viewers.
INTRODUCTION
T
he Television industry in Pakistan is witnessing a spate of new channels being launched every
year. TV is also penetrating into the rural areas and is a promising segment. Pakistan boasts of
being the 4th largest television market in the world today. Cable penetration (paid TV market) is
expected to grow further more from the present 70 million. Over 250 channels are available to
viewers in Pakistan today.

The Pakistani general entertainment segment comes under the media industry. It is extremely
competitive and comprises of numerous channels, and some of the prominent among being Geo,
Geo Sports, Ary digital, Zauq, Masala Tv, City42 to name a few. Out of these, PTV is the oldest.
However, in these last few months, City42 have shown a remarkable progress and climbed up to
no. 3 in the rankings and is breathing down the neck of Geo. This has been the first instance
since 2008 where Geo’s status as the market leader has been seriously threatened. In fact, if the
GRPs and TRPs are to be believed, City42 is already the highest rated channel when the numbers
are filtered for a particular target group—most notably, in the 15-34 age bracket.
At first glance, the runaway success of City42 could be attributed to the advertising blitz when it
was launched, a line-up of refreshingly different programs and its status as a free-to-air channel.
Our study aims to find out the real meaning of the “disruptive and differentiated” programming
of City42 and how and why has it connected so well with the viewers. Also, it aims to predict if
it is time for Geo to change the very strategy that has worked so well.

OBJECTIVES

• To explore the relationship between type of entertainment programs shown in

these two channels and the Gross rating points and Television rating points garnered by
them

• To investigate the reasons behind City42’ competitive advantage over Geo.

 • To identify the variations in viewership preferences across different age groups
and gender.

• To access the market share of Geo and City42 in Lahore District.

RESEARCH METHODS

Research design:
The research design followed shall be Descriptive whereby a structured questionnaire shall be
provided to the respondents. It will be a cross sectional study, which is going to be done through
sample survey.

Data collection Sources:

A survey of approximately 300 individuals living in Lahore District will provide the database
that will act as a primary data for this empirical study.

Primary data:
The sample will be selected on a Probability basis and will thus provide a wide cross-section of
the population . A structured questionnaire shall be provided to the respondents. This will help us
in collecting the primary data.

Secondary data:
It will be taken from websites, journals and magazines.

Statistical tools:
The data collected will be quantified using statistical software like MS Excel and SPSS that will
help to measure the central tendencies, correlation, etc. Other analysis like time series models
and various marketing matrices shall also be carried out. The study shall try to establish various
hypothesis and will prove them with the help of large sample tests like z-test and chi-square test.
FINDINGS
Questions and their respective data analysis are as follows:

A representative sample size of 100 was taken with equitable number of males and females in it.

Q. When do you watch TV generally?

It can be interpreted that the majority of the population prefers to watch TV in the late evenings
and nite. Some proporton of the female population esp. the home-makers watch TV during the
afternon from 12 to 4 pm as well. Hence, other than the evening prime time, attention has to be
given to the afternoon slot as well. Merely, filling it up with repeat telecast of popular shows
won’t help in capturing the audience or earning advertisement revenues.

Q.Which of the following type of programmes do you like the most(choose any
one)?

The preferred genre of programs for females (i.e. drama, mythological, reality shows) is well
represented in the different hindi enertainment chanels. But the male preference for sport-related
programs is not at all fulfilled by these channels. Almost 42% of the male respondents surveyed
prefer to watch sports and such programs are preferred by 27% of the overall sample. Thus, in
order to tap into newer markets, these channels need to diversify from its present genre and bid
for sporting events, much like Super Sports.

Q. Rank the following channels from 1 to 6, with 1 being the least favourite
and 6 being the most?
The responses that we got are as follows:

Channels 1 2 3 4 5 6
PTV 13 22 23 7 25 10
Ary Digital 4 17 34 18 20 7
Geo 12 20 9 29 26 4
Masala TV 12 10 16 31 16 15
CITY42 17 3 10 8 6 56
Zauq 38 34 14 4 3 7

Q. Tick one and only one answer for each statement. There is no right or
wrong answer to these questions. Just give your opinion.
a) Programs aired on CITY42 are more interesting than those shown on GEO.

The responses that we got are as follows:

Strongly Agree(A) Neutral(N) Disagree(D) Strongly

Agree(SA) Disagree(SD)

51% 30% 16% 2% 1%

INTERPRETATION
More than half of those surveyed (61%) either disagreed or strongly disagreed that they watch
CiTY42 only because it is a free-to-air channel. It was the distinctive and differentiated programs
that attracted them and people were willing to pay if and when CITY42 becomes a paid channel.
Therefore cost is not at all a factor for the advantage that City42 enjoys over GEO. Rather the
reason for GEO’ steadily slipping TRPs is the lack of variety in its programs.

LIMITATIONS

• Due to time constraint, our study was limited to Lahore District Only.

• Since City42 was launched only in July 2007 enough secondary data was not
available to conduct in-depth research about its other aspects.

CONCLUSION

1.It can be interpreted that the majority of the population prefers to watch TV in the late
evenings and night.

2. Study also showed that the home-makers watch TV during the afternon from 12 to 4 pm as
well.

3. On the basis of research it was observed that 42% of the male respondents surveyed prefer to
watch sports whereas female respondents preferred drama , mythological & reality shows in
different hindi entertainment channels.
4. On the basis of the research done on few channels the results remarkably showed the
preference of (a) City42 over the other channels. Preference of other channels is as follows:

(b) ARY DIGITAL

(c) MASALA TV

(d) ESPN

(e) QTV

(f) ZAUQ

5. Following results were also observed:

(a) Amongst the 61 % respondents surveyed agreed that the distinctive and differentiated
programmes shown on CITY42 was the significant reason why respondents preferred colors
over GEO .Also , it was shown that since CITY42 is a free –to-air channel is not the only reason
for City42 popularity & cost again has not contributed much for city42 preference .

6. The reason for CITY42’ steadily slipping TRPs is the lack of variety in its programs.

Finally, on the basis of our research it can be concluded that CITY42 for sure has gained
competitive edge over GEO.

RECOMMENDATIONS

1. GEO should try to add variety to the programs it airs.

2. The channel should understand the consumer’s perception before launching any new
programme.

3. GEO if wants to regain its market position, should follow innovation and creativity as its
guiding principles.
 APPENDIX

QUESTIONNAIRE

To study the television viewers’ perception towards Star

plus and Colors
Q1. For how many hours in a day, do you watch T.V.?

Less than 2 hours 2 to 3 hours

3 to 5 hours 5 hours or more

Q2. When do you watch T.V. generally?

Morning 6 a.m. - 12 noon Afternoon 12p.m. - 4 p.m.

Evening 4 p.m. - 10 p.m. 10 p.m. onwards

Q3. Which of the following type of programmes do you like the most
(choose any one)?

Reality shows Crime thrillers Drama

Religious / Mythological Comedy

Sports

Q4. Rank the following channels from 1 to 6, with 1 being the least
favourite and 6 being the most?

PTV ZAUQ GEO

 MASALA TV CITY42 ARY

Q8. What is your occupation?

Unemployed Student Service

Business

Q9. What is your qualification?

Undergraduate Graduate Post-Graduate

Q10. What is your monthly income?

Rs 0-10,000 Rs 10,000-20,000

Rs 20,000-40,000 Rs 40,000 & above

Q11. Personal Information

NAME ---------------------------------- AGE

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 SEX ------------- LOCATION
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BIBLIOGRAPHY

Assistance from books:

• Qualitative Marketing Research by David J. Carson

• Marketing Research: An Applied Approach by Thomas C. Kinnear

Assistance from Portals:

www.marketresearch101.com