A

SUMMER INTERNSHIP PROJECT

ON
“Television Viewership Pattern of the audience of Chhattisgarh”
An Analytical Study
Submitted for partial fulfilment of requirement for the award of degree
Of
Post Graduate Diploma in Management (PGDM)
Of
DISHA SCHOOL OF MANAGEMENT, Raipur (C.G.)

Session 2009-11

PROJECT GUIDE: INTERNAL GUIDE:

MR. ABHINNA SURESH KHARE PROF. S. BHATTACHARYA
Asst. Manager - Marketing Faculty of Management
Zee 24 Ghante Chhattisgarh DSM, Raipur

Submitted by:
PRAMOD KUMAR
0908017

DEPARTMENT OF MANAGEMENT

DISHA SCHOOL OF MANAGEMENT

AICTE Approved, Ministry of HRD Government of India (Disha Education
Society)

1
 Satya Vihar, Vidhansabha-Chandrakhuri Marg, Mandir Hasaud,
Raipur, (c.g.) 492007

SUMMER INTERNSHIP REPORT

ON
“Television Viewership Pattern of the audience of
Chhattisgarh”. An Analytical Study
FOR

ZEE 24 GHANTE CHATTISGARH, RAIPUR

BY
PRAMOD KUMAR

Submitted in the partial fulfilment of the requirement of the DISHA

SCHOOL OF MANAGEMENT, Raipur (C.G.

2
 DECLARATION

I PRAMOD KUMAR student of PGDM, Disha School of management, hereby

declare that this report ON “Viewership Pattern of Chhattisgarh people” is the record
of original work done by me and also the record of authentic work carried out by me
during the academic year 2009-2010 in ZEE 24 GHANTE CHHATTISGARH, SB
Multimedia, 2nd floor Arson motors, RAIPUR.

I assert that the statements made and conclusions drawn are an outcome of the
project work. I further declare that to the best of my knowledge and belief that the
project report does not contain any part of any work which has been submitted for
the award of any other degree/diploma/certificate in this Institute or any other
Institute.

PRAMOD KUMAR

0908017

PGDM-3

3
 CERTIFICATE BY ORGANIZATION

This is to certify that Mr. Pramod kumar, a student of Post Graduate Diploma in
MANAGEMENT (2009-2011), DISHA SCHOOL OF MANAGEMENT, RAIPUR has
completed his summer internship training from Zee 24 Ghante Chhattisgarh, Raipur,
under the guidance and supervision of Mr. Abhinna Suresh Khare, Asst. Manager-
Marketing. The period for which he was on training was for seven weeks, starting
from 5TH April 2010 TO 15TH May. This Summer Internship report has the requisite
standard for the partial fulfilment of the Post Graduate Degree in MANAGEMENT. To
the best of our, knowledge no part of this report has been reproduced from any other
report and the contents are based on original research.

Mr. Abhinna Suresh Khare

Asst. Manager- Marketing

Zee 24 Ghante Chhattisgarh

4
 ACKNOWLEDGEMENT

First of all I would like to thank the management of Zee 24 Ghante Chhattisgarh for
giving me the opportunity to do my one and half month Summer Training in their
esteemed organization. I am highly obliged to Mr. Abhinna Suresh Khare (Assistant
Manager, Marketing) and Mrs. Nivedita (Department head of HR) for granting me to
undertake my Training at Zee 24 Ghante Chhattisgarh, Raipur.

Guidance, help and encouragement leads to the successful completion of a research

report .To cater me and opportunity and to help me in the completion of the research
report. I express my earnest gratitude towards my research guide Mr. Abhinna
Suresh Khare, Asst. Manager-Marketing Zee 24 Ghante Chhattisgarh, To make me
understand the overall process of a market research and for being so kind and
humble with a great understanding.

For making significant contribution directly or indirectly in the project, I also extend
my hearty gratitude towards Prof. Siddharth Bhattacharya, Faculty Of Management,
Disha School Of Management, Raipur.

Finally I thank all the respondents, friends and my co-trainees for providing their
great opinion and helping me in successful completion of the project.

Date- 21-05-2010 PRAMOD KUMAR

Place- Raipur PGDM-3

0908017

DSM, Raipur(C.G.)

5
 PREFACE

As a matter of fact every management student has to undergo practical training in an

approved business organization or firms for one and half months in the summer vacation
under the guidance of Professional managers, as to become aware of the real life
business situations and the environment. To fulfil the above objective and requirement of
study I select “ZEE 24 GHANTE CHHATTISGARH, Raipur for my “On the Job” practical
Training by. The duration of my summer training was from 5th April 2010 to 20th June 2010.
Here I had completed my summer project on the Television Viewership Pattern of the
Chhattisgarh people. The target group is 15-25 male and female and 24 plus female. The
whole project is aimed to the market research. The research was conducted and run by
management trainees. The schedule was pre designed by our project coordinator, under
which first one week is scheduled for orientation program and rest of the weeks are
scheduled for on job training. By the guidance and friendly environment of organization help
us to complete the summer training successfully.

6
 Table of Contents

Page
Sr. No. Title
No’s

1. Executive Summary

2. Abstract

3. General Introduction

4. Objective of research

5. Company profile

6. Methodology

7. Data Analysis and Observations

8. Results

9. Suggestions and recommendation

10. Limitations of The Research

11. References and Bibliography

12. Annexure

7
 Chapter-1
Introduction of the Project

8
Media is a very dynamic industry in current entertainment industry where cut throat
competition prevailing to provide the news fastest. Media is often referred to as
synonymous with mass media or news media. By the invention of electronic media
The Indian Media and Entertainment (M&E) industry has changed so fast and also
makes changes on it as electronic media is visually more appealing and more
effective in conveying a message with a great frequency. The sudden change in the
entertainment word has made a great impact on the audience and the viewers. The
whole mentality and viewership pattern has changed, so now the overall media
industry wants the key of success by which they may cover and reach maximum
numbers of people (viewers), and that key is the viewing pattern of the audience and
viewers. The major key points are what they prefer to watch, when they prefer to
watch, what kind of program they are going to watch.

The new chapter has been added by the birth of zee group, it is one of the finest
entertainment portals in Indian media and entertainment industry. One of the child of
this group is no.1 news channel of Chhattisgarh, it is famous as a regional news
channel but it also has its national and international image. It is named as Zee 24
Ghante Chhattisgarh. Zee 24 Ghante Chhattisgarh is a confident and smart news
channel that was able to enter a saturated and highly competitive industry, and
emerge at the top in a very short period. In a new platform and with a new team Zee
24 Ghante Chhattisgarh has captured more than half of the Chhattisgarh news
market with a better coverage and real news.

The project aimed to identify the viewership pattern of the Chhattisgarh people which
belongs to the age group of 15-25 (male and female) and 25 plus female. The main
target groups are social economic class A, B, and C. The main objective of the
project is to find the test, preference and viewing habit of the audience to measure
the target audience and also to develop the new programs according to their needs
and requirement.

The research we conducted is one of the biggest researches of the history of

Chhattisgarh. The overall research is supported by the people of Chhattisgarh mainly
Raipur, Bilaspur and Bhilai. The outcome came by the research is very supportive for
Zee 24 Ghante Chhattisgarh in the near future and the long run.

9
The main purpose of the research is to understand the needs and requirements of
the audience of a new market such as Chhattisgarh. It is located on the middle part
of India so it is affected by all the neighbour states, so if one wants to successfully
run their programs than they have to know their audience what they like or dislike.

The market research is a tool to measure the performance of the program,

advertisement or a channel of any organization. By the research the researcher can
also know the market is compatible for their new and existing product or not.

In this research the researcher has designed their research methods by which they
are going to collect the information and responses. They also design the technique
by which the collected data are being interpret and analysed and also how they
implement the interpreted result in their organization (channel) in near future.

10
 Chapter-2

General introduction

11
MEDIA

Media, whenever someone here the word, it makes the presence of news on that
particulars mind but media is more than that. Media is the medium of conveying the
information and entertainment component in a very effective way. Media is a body of
new technology by which it convey the message and information in the form of
entertainment programs, news, advertisement, television programs and many more.
Media includes television, radio, cinema, internet, news paper, magazines etc. Media
industry is the fastest growing industry in India.

The Indian media and entertainment industry stood at $12.91 billion in 2009, up 1.4
percent over the previous year. The industry is slated to grow at a compounded
annual growth rate of 13 per cent by 2014 according to a report by the Federation of
Indian Chambers of Commerce and Industry (FICCI) and research firm KPMG.

Modern communication media now allow for intense long-distance exchanges

between larger numbers of people (many-to-many communication via e-mail,
Internet forums, and teleportation). On the other hand, many traditional broadcast
media and mass media favour one-to-many communication (television, cinema,
radio, newspaper, magazines, and also teleportation).

Media has its own dimensions. It is basically divided into two parts, first one is print
media and the second one is electronic media.

(Source*- en.wikipedia.org/wiki/Mass_media, date-19/6/10, time-9:00 pm)

12
PRINT MEDIA

Print media is one of the cheapest source and means of conveying the message or
information contents to the end user (news paper readers). This medium is also
particularly very popular to reach the target audience for advertisers. Print media
includes all the sources and contents which are in printed form and can stay for long
time. This are the best way to make our self relaxed in pass time. Print media (ex.
Newspaper/ magazines) seems to be moving anywhere other medium cannot reach.
Print media is also famous for its credibility. If you see any information contents in
printed form, it usually holds a higher position of respect and value.

ELECTRONIC MEDIA

The digital technologies and their innovative applications have changed the
entertainment sector considerably, especially the content production and its quality.
Internet has also emerged as the latest revenue stream and has become one of the
fastest growing advertising medium and has made a significant impression on the
entertainment industry.

Electronic media are the medium that uses electronics and electrical equipments for
access the content to the end user (audience) like television, radio, internet etc. It is
best known for its high speed service and long-distance exchanges between larger
numbers of people with all the useful contents and information.

13
PRINT Vs ELECTRONIC MEDIA

Electronic Media (News channels) has a clear edge over print media (News paper/
magazines) even if ‘new media’ (Internet) is not included in it. Print media is more of
a 'habit' with people and still caters to a sizeable population. But electronic media
offers a lot of choice to the people, especially to the youth, the largest growing
segment of our population and more importantly, has the ability to maintain the pace
at which the preferences and demands of the youth changes. The shrinking
readership of the print publications perhaps is testimony to the changing media
consumption pattern of the people today. Although I don’t see an immediate threat to
the print media, more so because it is a centuries old media, yet I believe it definitely
is not the media of the future. Moreover, electronic media is visually more appealing
and more effective in not only conveying a message but by virtue of being a
frequency medium, is also effective in registering it, thus ensuring high brand recall
amongst viewers & potential customers. For the advertisers and advertising
agencies, it provides exciting opportunities to experiment with new and innovative
ideas which reduce the media's dependence on traditional source of revenue like
selling Free Commercial Time (FCT), while broadening their horizons and opening
up new avenues for generating revenues through 360 degrees promotional
campaigns and by providing interactive business solutions. The lack of such scope
for experimentation in Print Media would ultimately affect its revenues in a big way
and might as well be the factor which decides its future. Add to it the new media
(Internet, etc.) which too forms part of the electronic media today, I believe Electronic
Media is The media of the future.

(Source*- en.wikipedia.org/wiki/Mass_media, date-19/6/10, time-9:00 pm)

(Source*- http://www.ibef.org/industry/mediaentertainment.aspx, date-19/6/10, time-10:00

pm)

14
 Chapter-3
OBJECTIVE OF THE RESEARCH

15
 • The main objective of the project is to know the television viewership pattern
of the audience of Chhattisgarh. The target group are 15-25 youth including
male and female and 25 plus female. It is very essential to know the test and
preference of the audience for the new product development which is
basically for women viewers.

• The secondary objective is to find out the potential of the Tele-media channel
industry in Chhattisgarh. Chhattisgarh is a very new market for the television
and media industry, so the market research is required to know the market
and its potential.

REVIEW OF LITERATURE

Literature review is an account of what has been published on a topic by

accredited scholars and researchers. Literature review is the full introduction
to an essay, research report, or thesis. The main purpose behind literature
review is to convey to your reader what knowledge and ideas have been
established on a topic, and what their strengths and weaknesses are. The
literature review must be defined by a guiding concept (e.g., your research
objective, the problem or issue you are discussing or your argumentative
thesis). It is not just a descriptive list of the material available, or a set of
summaries.

16
 Chapter-4
COMPANY PROFILE

HISTORY

17
Zee 24 Ghante Chhattisgarh is one of the best known news channels in
Chhattisgarh. It has achieved a great success in a very short period by the guidance
of Mr. K.K. Nayak. Zee 24 Ghante Chhattisgarh is a regional channel which was
launched on 1st October 2008 in the capital of Chhattisgarh Raipur. It become a
brand of news channel and became no. 1 news channel of Chhattisgarh. The head
office of this channel is in Raipur.

Zee 24 Ghante Chhattisgarh gained a great height in his great guidance. Zee 24
Ghante Chhattisgarh is a franchisee offering of Zee News, and has been launched in
association with SB Multimedia, a media company founded and promoted by the
Goel Group of Companies, a prominent business house in the state. The channel is
being run on a build-operate-transfer basis, with Zee News sharing its brand name
and functional expertise with SB Multimedia.

Mr. K. K. Nayak was the first CEO of this organization and serving here since last 2
year. He had been associated with the Pharma industry for 28 years before
switching over to the media industry, where he had worked with Dainik Bhaskar as
state head for Chhattisgarh. Mr. Dinesh goyal is director of this channel both of them
join this organization from the beginning & they were running this organization very
successfully till now. Zee 24 Ghante Chhattisgarh has strength of 550 employees.

The tagline for the channel is 'Sawal Aap Ka Hai', It's a question about the
Chhattisgarh people which relates the people of Chhattisgarh with the current issues
of the state and nation. The tagline represents the voice of the people of
Chhattisgarh by highlighting the issues faced by the state.

(Source*- www.lyngsat-address.com/Zee-24-Ghante-Chhattisgarh.html, date 21/6/10, time-8:45 am)

SISTER CHANNELS

18
Zee group is its own image in entertainment industries. It has more than 15 TV
channels including news and media channels. Some of the sister channels of zee 24
Ghante Chhattisgarh are

• Zee News
• Zee Business
• Zee Marathi
• Zee Bangla
• Zee Gujarati
• Zee Telugu
• Zee Kannada
• Zee Punjabi
• Zee 24 Taas
• 24 Ghanta
• Zee Talkies
• Zee UP

DEPARTMENTS

Zee 24 Ghante Chhattisgarh have more than 18 departments, which supports all the
functioning of news forecasting.

• Editorial (input and output): The main function of editorial department is

preparing the news for forecasting. It has two different department first one is
input and second one is output department. News collection and creation has
been done by input dept. Output dept. Edit the news collected by the
reporters and make it in presentable form.

• Marketing and Advertisement: The basic function of these departments is

to promote the news channel and collection of advertisement. It controls the
overall marketing functions of the zee 24 Ghante Chhattisgarh.

19
• Finance: The Finance Department is responsible for the financial functions
and activities of the organization and for the administration of the Council's
fiscal policy. Like Preparation of budget, appropriation of accounts,
investments and savings

• IT dept.: This IT department function depends on the scale and business

purposes of the company. As zee 24 Ghante Chhattisgarh is a news channel
and its function is to forecasting the news so the objective of IT dept. Is to
design software for new media and supporting the news presentation.

• Graphics dept. : Graphics dept. is one of the most important dept. of zee 24
Ghante Chhattisgarh. The basic function is to support the news presentation
in a beautiful manner. All the graphics, pictures, video clips are edited by the
graphics dept.

• HR dept.: HR dept. is the most essential dept. of this organization. The best
resources (human resource) are handled by this section. Some major
functions are recruitment, staff selection, Promotions, Salary determination,
Personnel data entry and records maintenance, Policy development, Workers'
compensation etc.

• Technical department: this dept. provides all types of technical supports to

all the units of the organization. The operations the support service team
carries out, many technical problems.

20
MAJOR CUSTOMERS

Zee 24 Ghante Chhattisgarh has a great market share in a very little time and also
created a loyal relation with other rival organizations. As we know that Television is
the best means of advertisement and promotions, so Zee 24 Ghante Chhattisgarh is
being offered by the customers to present the advertisement and also generate
revenue. Some major clients of Zee 24 Ghante Chhattisgarh are

• Chhattisgarh government

• Retailers

• Industries

• Hospitals

• NGO

• Educational institution

• Fitness centres

• Hotels

• Restaurants

COMPETITORS

21
Chhattisgarh state has more than five regional as well as national channels and local
news channels. So the competition is very tough to provide true and quality news
first. Some major competitors are as below:

 Sadhna News- Chhattisgarh: Sadhna news is also a regional news channel

with a large no. of audience in Chhattisgarh. After a great success of socio
spiritual channel, Sadhna Television group launched Sadhna news - Madhya
Pradesh / Chhattisgarh on 29 June, 2008. The main focus of this channel is
on covering the state's political, social and economic issues along with current
affairs programmes and entertainment Also, Sadhna group has recently
launched its next regional channel, Sadhna news - Bihar/Jharkhand and also
plans to extend the bouquet of regional news channels in Uttar Pradesh,
Uttarakhand and Himachal Pradesh soon.

 Sahara Samay Madhya Pradesh/Chhattisgarh: Sahara Samay MP/

Chhattisgarh is one of the best known 24 hours Hindi news channel from
Sahara group Launched on October 16, 2003. It is also a regional channel
basically included the issues of Madhya Pradesh and Chhattisgarh. The
channel has revolutionised the concept of news broadcasting with its unique
approach to showcase the regional news with a wider perspective. Sahara
Samay is serving five regional news channel in India.

 E TV News- Madhya Pradesh: E-TV Madhya Pradesh and Chhattisgarh is

known as the oldest news channel of Madhya Pradesh and Chhattisgarh. The
main focus of this news channel is rural issues. It has a large no of rural as
well as urban viewers. Rozana, Apna Mp, Apna seher, Hamar Chattisgarh,
Folk Jhamajahm and young tarang are some of popular programmes of ETV-
MP-Chattisgarh.

22
  Aaj-Tak : Aaj tak is one of the best news channel associated with TV Today
network. It is famous for its breaking news coverage from India. It is a national
Hindi news channel launched in December 31, 1999 in new Delhi. Aaj Tak
has been awarded Indian Television Academy’s Best News Channel award
for eight consecutive years. In a 2006 BBC/Reuters/Media Centre Poll, Aaj
Tak was voted the most trusted news source in India, mentioned by 11%, just
surpassing the Government sponsored channel Doordarshan which was
mentioned by 10%.

SADHNA NEWS E-TV MP/CG

SAHARA SAMAY MP
AAJ-TAK

23
MARKET SHARE

Zee 24 Ghante Chhattisgarh has a great image in news industry in Chhattisgarh as

well as in national level. And also awarded as the no.1 news channel of
Chhattisgarh. According to recent TAM data its reach over the state is 915000
people. Its relative market share is 70.1% at state level & 23.2% in national level.
The GRP of this channel is 47%. Zee 24 Ghante Chhattisgarh has 36 products which
were running successful run by the channel from the morning till late night.

(FIG: - Relative Share)

24
 (FIG: - Reach)

(Source*- www.lyngsat-address.com/.../Zee-24-Ghante-Chhattisgarh.html, date 21/6/10)

(http://wikimapia.org/11302392/Zee-24-Ghante-Chhattisgarh, date-22/06/10, time-10:00pm)

SWOT Analysis

Strength

• Concentrating only in Chhattisgarh.

• Strong coverage in all over Chhattisgarh.

• Good brand image with a large no. Of viewers.

• Turnover of the company is more than 11 crore.

Weakness

25
 • This channel is not free to air so more people are not able to watch this news
channel.

• less awareness in rural area of Chhattisgarh

• new in market

• presentation of news channel is weak

Opportunity

• Chhattisgarh is a growing state so here is more opportunity to capture more market

share.

• To become a no.1 brand in Chhattisgarh in electronic media

• It is coming up with DTH service provider like TATA SKY and dish TV

• To expand market share not only in India but foreign countries also.

• To make informed citizen by providing news in local language.

Threat

• The loyalty of news paper is more so it is a threat of ZEE NEWS

CHHATTISGARH.

• The dawn of new FM radio stations can capture more advertisement.

• Other regional and local news channels

26
4 P’s of the organization

PRODUCT

Product is defined as a thing which is used by the end users. By the definition of
product we can state that all the programs and advertisements of a news channel
are their products and services. Zee 24 Ghante Chhattisgarh have more than 32
programs which are forecasted in different-different time slot known as FPC (fixed
program chart). All the programs and advertisements or information are presented
on air according to their time schedules. Major products are-

S.N. Program Schedule Time

1 Jai johar Daily 6:00 AM
2 Sitae hamare Daily 6:30 AM
3 Hamara Chhattisgarh Daily 7:15 AM
4 City 36 Daily 9:00 AM
5 Aap ki baat Daily 9:30 AM
6 Khabar chhattisgarh Daily 10:00 AM
7 gunaah Daily 10:30 AM
8 Desh hamara Daily 11:00 AM
9 TV tadka Daily 1:30 PM
10 Filmi tashan Daily 2:30 PM
11 Son kas bhuiya Daily 3:30 PM
12 Talking stock Daily 4:30 PM
13 Nau ki baat Daily 9:00 PM
14 Khabar chhattisi Daily 10:30 PM
15 Rajdhani-nyaydhani Daily 11:00 PM
16 36 special Daily 8:30 PM
17 Sports unlimited Daily 6:30 PM

PRICE

price of the product in entertainment and media industry its depends on the TRP
and TAM of the particular TV show and TV CHANNEL, if any TV CHANNEL is
getting more TRP it means particular CHANNEL is being watched by more people

27
and according to the TRP data time space between the programmes is sold as a
form of advertisement for particular CHANNEL.

Popularity of any particular TV show is calculated by the TAM data. Zee news
Chhattisgarh has a 30 product or we can say 30 programmes to sell and particular
programmes popularity is different and accordingly to popularity time space between
the programmes is sold in different price

PLACE

The main target place of the company is Chhattisgarh. Mainly Raipur, Bilaspur, Durg-Bhilai,
Ambikapur, Raigarh etc.

PROMOTION

We all know that the company belongs to the entertainment and media industry so
the promotion of the company, depends upon the popularity of its programmes and
its contents instead of popular programmes. Zee 24 Ghante Chhattisgarh is used to
organise several events and TALK SHOW with famous local celebrities. They also
use to forecast the famous programs twice and threes in a day.

Company are used to promote their brand with the

achievements. An achievement shows the popularity of news channel and its help to
bring the advertisement for the company. The major achievements of the company
are following.

• When compared with National news channel, Zee 24 Ghante Chhattisgarh is

No. 3 in terms of Relative share ( 23.1 ) we were no 1 where as Aaj Tak was
No.2 with 22.9 Relative Share

• Relative share of Zee CG is 70.1 (No. 1) with loss of 7.2 % from last week.

• Reach of Zee CG is 845,000( No. 1 )

• Time Spent per Viewer of Zee CG is 33 minus ( No. 1 )

28
 • In terms of GRP, Zee CG is No. 1 with 47

• In Morning band Zee CG is No. 1 with 49 %, Afternoon band No. 1 with 50 %,

Evening band No. 1 with 75 %.

• In terms of TRP %, Zee CG is No. 1 with 3.61 % (GUNAAH, 2nd May, 23:30
hrs.

(Source*- information provided by the organization)

PORTERS FIVE FORCES MODEL FOR ENTERTAINMENT

AND MEDIA INDUSTRY

29
 • Threat of product or substitute

Switching costs

Consumers and customers have a low switching cost since there are many options
offering similar services. This turns out to make a very high competitive environment
in this industry.

Buyer inclination to substitute

The inclination towards substitutes is also high since the customers /consumers
have a vast pool of options

Price-performance trade-off of substitutes

The consumer & customer are very price sensitive.

30
 • Bargaining power of suppliers

Supplier concentration: high

Importance of volume to supplier: high

Differentiation of inputs: high

Impact of inputs on cost or differentiation: high

Switching costs of firms in the industry: low

Presence of substitute inputs: low

Threat of forward integration: high

Cost relative to total purchases in industry: high

• BUYER POWER

Bargaining leverage: high

Buyer volume: moderate

Buyer information: low

Brand identity: high

Price sensitivity: very high

Threat of backward integration: high

Product differentiation: high

Buyer concentration vs. industry: high

Substitutes available: large number

Buyers' incentives: low

31
 • Barriers to entry

Absolute cost advantages: high

Access to inputs: easy

Government policy: moderate

Economies of scale: high

Capital requirements: high

Brand identity: low

Switching costs: low

Access to distribution: high

Expected retaliation: high

Proprietary products

32
 Chapter-5
RESEARCH METHODOLOGY

33
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 Personal interview. The main
objective of these interviews was to collect appropriate data from the audience and
viewers, 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 methods.

RESEARCH DESIGN

Research design is important primarily because of the increased complexity in the

market as well as marketing approaches available to the researchers. In fact, it is the
key to the evolution of successful marketing strategies and programmers. It is an
important tool to study buyer’s behaviour, consumption pattern, brand loyalty, and
focus market changes. A research design specifies the methods and procedures for
conducting a particular study. According to Kerlinger, “Research Design is a plan,
conceptual structure, and strategy of investigation conceived as to obtain answers to
research questions and to control variance.
Steps to research:-

1. Observation

2. Problem identification

3. Theoretical framework

4. Hypothesizing

5. Research design

6. Logical analysis

34
7. Deduction

However , apart from these 7 we came to know that one basic step is missing. We
numbered that as step ‘0’ and that is – problem definition.

RESEARCH TYPE

The type of research adopted for the study is descriptive. Descriptive studies are
undertaken in many circumstances when the researches is interested to know the
characteristic of certain group such as age, sex, education level, occupation or
income. A descriptive study may be necessary in cases when a researcher is
interested in knowing the proportion of people in a given population who have in
particular manner, making projections of a certain thing, or determining the
relationship between two or more variables. The objective of such study is to answer
the “who, what, when, where and how” of the subject under investigation. There is a
general feeling that descriptive studies are factual and very simple. This is not
necessarily true. Descriptive study can be complex, demanding a high degree of
scientific skill on part of the researcher.

Descriptive studies can be divided into two broad categories: Cross Sectional and
Longitudinal Sectional. A cross sectional study is concerned with a sample Of
elements from a given population. Thus, it may deal with household, dealers, retail
stores, or other entities. Data on a number of characteristics from sample elements
are collected and analyzed. Cross sectional studies are of two types: Field study and
Survey. Although the distinction between them is not clear- cut, there are some
practical differences, which need different techniques and skills. Such studies are
done in live situations like communities, schools, factories, and organizations.
Another type of cross sectional study is survey result, which has been taken by me.

35
DATA COLLECTION METHOD

After the research problem, the researcher has to identify and select which type of
data is to research. At this stage; the researcher has to organize a field survey in
terms of, observation, in depth interview, questionnaire, and telephonic interview etc
to collect the data. While deciding the data collection method it is very necessary to
understand that the required data is primary or secondary. Because our requirement
is primary data so we choose in depth interview and personal interviews to collect
the response of the audience. As the research is qualitative research so the method
is personal interview, which are being recorded, documented and tabulated by the
researcher.

SAMPLE SIZE

In this research we had taken 8 audiences as a sample size. As the universe of

television viewers are very large but Chhattisgarh as a state having more then ...
viewers, so to understand the viewing pattern of the audience it is more useful to
take a large sample form a big population.

SAMPLE DESIGN

The research includes the probability sampling or random sampling. Under this type
of sampling the researcher can choose any one as the sample form a population.
Random sampling from a finite population (limited audience) refers to that method in
which each sample has equal probability or chance of being selected for the
responses.

36
STATISTICAL TOOLS

All data will be analyzed by the Group utilizing the extensive use of MSOFFICE
EXCEL, Google documents & SPSS PC program. Descriptive (mean, standard
deviation, range, frequency, and percentage) and inferential statistical tests like
correlations, regressions, Chi-square and ANOVA as appropriate, will be used to
present findings.

37
Chapter-6
ANALYSIS

38
As we know that the research is a qualitative research based on survey, in depth
interview and personal interview. Qualitative research is designed to reveal a target
audience’s range of behaviour and the perceptions that drive it with reference to
specific topics or issues. It uses in-depth studies of small groups of people to guide
and support the construction of hypotheses. The results of qualitative research are
descriptive rather than predictive.

The analysis part is done by the documentation of the interviews. From all the
documented file we select some specific words related to tele-media industries, by
which one can understand the preference and liking of the audience.

Interpretation of the data for 15-25 (male/female)youth

for the analysis and interpretation of the data collected by the samples from target
group we use pai char method under which we prepare pai chart to find out the most
repeated words and their relation with the particular target group 15-25 male/ female
(youth).

Table-1

S.NO WORDS REPEATED WORDS

1 MOVIES 21

2 REALITY SHOWS 17

3 STAR NEWS 12

4 8-10 PM 12

5 AAJ TAK 9

39
Graph- 1

INFERENCE:

• By observation of above presented graph one can interpret that youth are
very fond of movies and also wants to watch movie related news in television
and news channels. They also enjoy the movie gossips, interviews of stares
and new songs.

• The second most repeated word is reality shows, which represent that most of
the youth are very scare to watch and get news about reality shows like big
boss, dadagiri, emotional atyachar.

• About news channel we can observe that star news gets more rank compare
to other news channels. It means the star news is most preferred channel
according to youth.

• The next most repeated word is 8-10 pm, which represent the timing generally
prefers form youth.

• After star news second preferred news channel is aaj tak. It is one of the most
channels famous among the youth.

40
 Interpretation of the data for 25+ female

Table-2

S.NO WORDS REPEATATION

1 MOVIES 18

2 REALITY SHOWS 15

3 AAJ TAK 14

4 COMEDY SHOWS 11

5 TV SERIALS 9

Graph-2

41
Inference:

• Under the observation of 25 plus female we found that they are very fond of
movies. They also take interest on gossips and interviews of the stars. They
always eager to know about their favourite film stars and tv stars too.

• The second most repeated word is reality shows, which represent the liking of
reality shows by the female groups. They also enjoy their gossips.

• Here we can interpret that aaj tak is most famous news channel among the
female viewers. Aaj tak is very popular for its coverage of bulletins and
breaking news.

• Female groups like watching comedy shows in their ideal time. And also
when they are with their family they used to watch comedy shows.

• As natural all know the love of females about TV serials. All types of daily
soaps, television programs are mostly made only for female viewers. By
analysis we can observe that most of the females are fond of TV serials.

42
RECOMMENDATIONS AND SUGGESTIONS

Zee news a very reputed news channel in media industry. It has to make its
coverage more batter to reach maximum no. Of viewers. Some suggestions are
being given

• Use the theme of “creating informed citizens” in communication strategy to

attract youth.
• Our image is authentic and honest, but also regional.
• We must design our clear positioning strategy and core values which we will
stand for.
• There is a mismatch between youth among our offerings and perceived
image.
• Involve more youth oriented shows on weekends specially Saturday like
campus buzz and what’s hot in the town to attract eyeballs.
• Websites are the most crucial domain they wish to see us at.
• Recognize talents from school and bringing them in some show is the need
for the youth.
• Some new programs are being developed for different age group to cover a
large no of audience and viewers.

• According to the need of viewers news channel has to make some major
implication on existing programs.

• Developing of the 24 7 online website.

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Major Result

• 9 ki Baat: All big news of the day from all over Chhattisgarh, India and world
find place in this special bulletin. In this prime bulletin we provide the viewers
all the news in detail.

Telecast time- 9 pm Monday-Sunday,

Reach – 1 lakhs 19 thousand homes of Chhattisgarh public every day

• Aap ki Baat: A daily current affairs show with topics ranging from big news
and new phenomenon. The half hour packed show includes special stories
daily having implication on social and political life of Chhattisgarh.

Telecast Time- 9:30 pm (Monday-Sunday)

Reach- 1 lakhs 48 thousand homes of Chhattisgarh public every day

• Chhattisgarh 10 baje: All the news matures as the day passes on. All news
events happening up till 10 pm in start find its place in Chhattisgarh 10 baje.

Telecast time- 10 pm (Monday-Sunday)

Reach- 1 lakhs 20 thousand homes of Chhattisgarh public every day

• Filmi tashan- Filmi tashan is a daily entertainment program. The program is a

mix of the latest Bollywood news, lots of gossips, star, producers, director
interviews and film reviews

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 Telecast time- 5:30 pm (Monday – Sunday)

Reach- 84 thousand homes of Chhattisgarh public every day

• Gunnah- A half an hour daily bulletin on crime where we show investigative

stories, changing trends of crime, criminology, policing. Our aim is to create
awareness among the people against crime.

Telecast time- 11.20 pm (Monday- Sunday)

Reach- 68 thousand homes of Chhattisgarh people every day

• Khabar chhattisi:- All big news of the day from all over Chhattisgarh, India,
and world find place in this bulletin . in this prime bulletin we provide the
viewers all the news details.

Telecast time- 10:30 pm (Monday- Sunday)

Reach- 93 thousand 875 homes of Chhattisgarh people daily

• Khai khazana- This cookery programme is intended to help the viewers and
particularly the housewives to experiment new and different kind of recipes.
We bring in new recipes and show how to make a dish or drink.

Reach- 79 thousand homes of Chhattisgarh public every week end

45
LIMITATION

• The sample size is very small so the chances of un accurate data is

prevailing.

• Here remains the possibility of the bias of the interviewers and also the
respondent.

• This type of research is very time consuming, as first take interview, and
create a document, finding the repeated words and then tabulation and
interpretation.

• Sometimes it happens that some samples may give imaginary information just
to make interview interesting. It may a problem in real data collection.

• Another limitation of the interview method is sometimes according to the

interviewer’s questions the despondence move.

• The research report is restricted to Raipur, Bilaspur, Dhamtari, Durg Bhilai,

and hence these town will serve as the mirror for the state.
• Also the research data must be backed up with TAM data to formulate further
strategy about the programs and their placements.

BIBLIOGRAPHY

46
• www.google.com

• www.indianmedia.com

• www.interfaceindia.com

• www.welldone.org

Annexure

47
 CHEAT SHEET

(FOR AGE GROUP 15-24 MALE PLUS FEMALE)

Set of questions to be asked:

1. Your name

2. Where you study

3. Which college and which year

4. Your hobbies and area of interest

5. What kind of program do you watch in tv?

Movies, reality shows, sports, tv serials, comedy shows, anything else

• Which kind of movies

• Which kind of sports

• Which tv serials

• Which reality shows

6. Which is your most preferred time to watch tv?

7. How long you watch tv in a day?

48
8. Do you watch news?

9. Which news channel you watch most?

10. What kind of program you like to watch in news?

11. What kind of program you will like to see to be shown in news channel?

CHEAT SHEET

For age group 25+ female (working/housewives)

1. Your name

2. Occupation (house wife or working)

3. Your hobbies and area of interest

4. What kind of program do you watch in tv?

Movies, reality shows, sports, tv serials, comedy shows, anything else

• Which kind of movies

• Which kind of sports

• Which tv serials

• Which reality shows

5. Which is your most preferred time to watch tv?

49
6. How long you watch tv in a day?

7. Do you watch news?

8. Which news channel you watch most?

9. What kind of program you like to watch in news?

10. What kind of program you will like to see to be shown in news channel?

50