Brodcasting media

ELECTRONIC MEDIA
(Broadcasting Media)
TV AND RADIO

By
Pranav Kumar Ojha
MBA 3rd Semester
MONIRBA
University of
Allahabad

ELECTRONIC MEDIA

Electronic Media are media that use
electronics or electrochemical energy for
the end user (audience) to access the
content.

HISTORY OF TELEVISION

Sep 15, 1959, TV was introduced in India. One hour telecasts from
single studio in Akashvani Bhawan were transmitted two days a week.

Aug 1965, daily transmission was started in Delhi.

TV station established in Mumbai in 1972. Doordarshan (DD), India's
National Channel, was established in 1959 as a part of All India Radio.

Till 1975, only seven cities were covered by Television. Television was
separated from Radio in 1976 and Doordarshan came into existence.
National programme was introduced in 1982 and from then
onwards, there has been steady progress in Doordarshan.

Cont….
Aug 15, 1982, colour TV introduced. First colour programme
is the PM’s address to the nation.
Commercial TV started in 1976 but took off only in 1983 with
the soap opera of lt. Manohar Shyam Joshi’s “Hum Log”.
Till 1964 one needed a license to own a TV set.
1976-77 was a watershed in the history of Indian advertising.
DD started accepting ads.
First product to be advertised on Indian TV on Jan.1, 1976
was Gwalior Suitings.
In June 1981 Network Associate of UTV pioneered cable TV
in India. CNN was introduced in the wake of the Gulf War in
1991.
Soon came STAR TV.

Cont…….
DD started five satellite channels from Aug.15, 1993 viz
entertainment, music, sports, current affairs and
business and Metro.
Presently, Doordarshan operates 19 channels - two All
India channels, 11 Regional Languages Satellite Channels
(RLSC), four State Networks (SN), an International
channel and a Sports Channel. Regular satellite
transmissions began in 1982 (the same year color
transmission began).
DTH service started in 2000.

MERITS OF TV
TV has immense impact.
Excellent quality of
production.
Familiar, friendly voices
and faces.
Retailers also watch TV.
Comprehensive technique.
Animation and image building

DEMERITS OF TV ADS
•Time consuming.
•Transient and immobile
medium.
•Time gap to purchasing.
•Difficult to gain inquiries.
•Time constraint.
•Production costs.

TV COMMERCIALS
•It is the advertising message that is
carried in a limited time span of 10 sec, 30
sec or 60 sec.
•The copy of the commercial includes the
audio part and the video part. It also
includes music and sound effects.
•TV advertising is nearly face-to-face
personal selling, except that it is one way.

TV COMMERCIALS
contd………
•TV commercial must have entertainment value.
•TV commercials are produced at a great cost.
Before production one has to decide about the
script, the cast, the set and the props.
•This is followed by a shooting phase.
•After the commercial is complete it is subjected
to post-production process consisting of editing,
dubbing, special effects and super-impositions.

TV ADVERTISING SPENDS
Channel Amount (in crores)

Mainstream Hindi channels 1820
English and other 600
entertainment channels 180
Tamil channels 40
Malayalam channels 40
Kannada channels 30
Others ______
2170
Total

INFOMERCIALS:
•Infomercials are programme length
commercials.
•They are being produced on TV – they
are longer and pass on more
information to provoke consumers to
action.
•Highly effective for relationship
marketing.
•Broadcast TV is the preferred media for
infomercials with a usage of 60%.

SATELLITE TV:

•The cable TV industry exploded in the early 1990s
when the broadcast industry was liberalized, and saw
the entry of many foreign players like Rupert
Murdoch's Star TV Network in 1991, MTV, and others.
•Five new channels belonging to the Hong Kong-
based STAR TV gave Indians a fresh breath of
life. MTV, STAR Plus, Star Movies, BBC and Prime
Sports were the 5 channels.
•Zee TV was the first private owned Indian channel to
broadcast over cable. A few years
later CNN, Discovery Channel, National Geographic
Channel made its foray into India.

Contd……….
•Star expanded its bouquet
introducing STAR World, STAR
Sports, ESPN, Channel V and STAR Gold.
Regional channels flourished along with a
multitude of Hindi channels and a few
English channels.
•By 2001 HBO and History Channel were
the other international channels to enter
India. By 2003 international channels such
as Nickelodeon, Cartoon Network, VH1,
Disney and Toon Disney came into foray

Contd….
•The most recent channels that have come up are UTV Movies,
UTV Bindass, Zoom, Colours, 9X and 9XM. Colors - a
partnership between US media giant Viacom and Indian media
conglomerate Network18 Group - has been continually
challenging the leading incumbents in this genre.
• Its rise has been attributed to Colors’ use of differentiated and
disruptive programming and extensive marketing, promotional
and distrbution activities. Some of its key launch shows Fear
Factor - Khatron Ke Khiladi, and Jai Shree Krishna were the
highest rated shows in its launch weeks. Initially the channel
was launched as free-to-air but after its successful shows
including Balika Vadhu, the channel converted itself into a pay-
channel with effect from April 2009.

Contd….

•The number of television channels in India has boomed in
recent years, As per press reports, there are in excess of
150 applications to launch new channels awaiting
permission from the Ministry of Information and
Broadcasting.
• Approximately 400 broadcasting channels were given
permission and 33 of these were awarded licences in 2008.
• 2008 was the year of launching specialised channels
catering to the needs of up-scale and urban audiences.
These new niche offerings included Showbiz, NDTV
Lumiere, World Movies, E24, Firangi and Topper TV among
others.
•Star India has aggressive plans in the home shopping
space and plans to start a home shopping channel via a joint
venture with CJ Home Shopping Co. of Seoul.

Contd…….
•As of 2010, over 500 TV Satellite
television channels are broadcast
in India. This includes channels
from the state-owned Doordarshan,
News Corporation owned STAR
TV, Sony owned Sony
Entertainment Television, Sun
Network and Zee TV.

DIRECT-TO-HOME (DTH)
•Defined as the reception of satellite
programmes with a personal dish in an
individual home.
•It does away with the need of the local cable
operator.
•DTH service was first proposed in 1996.
•Finally reached India in 2000.
•DISH TV was the first DTH service provider
in India.
•Nowadays there are many DTH service
providers like VideoconD2H, DD Direct Plus,
Airtel Digital TV and so on.

CHANNEL VIEWERSHIP VS. REVENUES
CHANNEL SHARE OF SHARE OF ROI INDEX
VIEWERS REVENUES
HIP (%)
(%)

Mass Entertainment 46.8 57.4 1.2
Regional Language 39.6 17.2 0.4
News 2.00 11.3 5.7
Hindi Film 3.5 4.7 1.4
English Entertainment 1.6 4.00 2.5
Sports 3.9 2.7 0.7
Infotainment/Kids 1.8 1.6 0.9
Music 0.9 1.1 1.2

Total 100 100 1.00

REGIONAL TV MARKET
TAMIL A.P KARNATAK KERALA MARATHI W.B
NADU A
Sun TV, Gemini Udaya TV Asia Net, Zee Aakassh
KalaignarTV TV, ETV, Surya Marathi, Bangla,
KTV, Teja TV, Kannada TV, ETV Zee Bangla,
Vijay TV, Eenadu Udaya Asianet Marathi, ETV
Jaya TV, TV, Movies, Plus, Zee Talkies, Bangla,
Raj TV. Maa Zee Kiran TV, Star Star Jalsha,
Telugu, Kannada. Kairali , Pravah, Star
Zee Amrita Star Majha. Ananda .
Telugu. TV.

CURRENT STATUS OF TV IN
INDIA

•As per the TAM Annual Universe
Update - 2010, India now has over 134
million households with television sets,
of which over 103 million have access to
Cable TV or Satellite TV, including 20
million households that are DTH
subscribers.

CURRENT STATUS OF TV IN INDIA
Contd……

•TV owning households have been growing
at between 8-10%, while growth in
Satellite/Cable homes exceeded 15% and
DTH subscribers grew 28% over 2009.
• There have been some major changes in
the past year or two and the change that
are coming in are more rapid.

Contd……
•TV remains important, in India between 2 to 4 hours of TV
is consumed a day, whereas in the US, nearly 5 hours of TV
is consumed a day, and these figures have been constant
for the past 20 years. More than $130 billion is spent on TV
advertisement.
• Advertisement is growing across the world and in India it is
more rapid as compared to any other country.
We live comfortably in mostly linear TV. What is changing is
‘time shift TV’, ‘personalized TV’ and ‘On demand TV’. The
business is changing and it is going to change even rapidly
in the coming years. This is because of new technology and
the control of getting what one wants, with the consumer.

Contd……
•For example, Sony has come out with a DVR which can record programs
24 hours a day and 7 days a week. All this technology is not the future but is
here today. This also means that the consumer is the boss and people want
technology.
•. Television content segment has maintained a steady and healthy growth
rate of 16.5% from 2004-08. Its share in the television industry too has not
changed materially and stands at 4% in 2008. In 2008, it stands at an
estimated Rs. 10.1 billion in 2007, which is up from Rs. 9.4 billion in 2007.
•Growth achieved by the television content industry is on account of
significant increase in the number of television channels in India. In addition,
this growth has necessitated the requirement for differentiation and hence
higher emphasis is being placed on the quality of television content being
produced.

INTERACTIVE TV
•It is a convergence technology that will
convert the one-way passive TV viewing into a
two-way interactive experience.
•The technology would enable television
viewers accessing remote servers and the
internet through their television and the digital
set top device.
• To begin with, you can watch programmes of
your choice at any given time. You can watch
more than one programme simultaneously; or
watch one and record another.

INTERACTIVE TV
•Viewers will not be restricted to watching
movies being screened by the channel they
happen to be watching but can choose the one
they wish to see.
• They can select from a menu on the screen
and access a list of movies from which they can
choose the one they wish to see.
• While you are still watching television, in the
new order you can also have video on-demand,
electronic programming guides, customised
local information like news and weather, video
recording, t-commerce and internet access.

INTERACTIVE TV Contd…..

•What's more television will move out from the box to
fit snugly into your mobile phones pretty shortly. From
your mobile you can dial a number and request a 1-
minute download (mobisode) of a 24-minute episode.
•Incredible as it may sound, interactive TV does not
use technology that will require you to change your
television set. All that is required is a digital set top
box and a compatible remote. Experts say, it would
be quite affordable to the common man.

RADIO
HISTORY OF RADIO
•1923 – Radio Club, Mumbai broadcast
the first radio programme.
•July 21, 1924 – First voice emerged out
of radio in Chennai.
•1957 – Vividh Bharti service started.
•1967 – AIR started commercial services
called ‘Akashvani ka Panchrangi
Programme’.
•1970 – AIR adopted the concept of
sponsored programmes
•Slowly, AIR overshadowed Radio
Ceylon
•Boom period lasted till 1981.

Indian Broadcasting Corporation

•23rd July, 1927 – IBC was set up in
Mumbai.
•Forerunner of the present AIR.
•After govt. take over, company renamed
as Indian State Broadcasting Corporation.
•1936 – Company restarted for the third
time under the name ‘All India Radio’.
•1957 – AIR officially renamed as
‘Akashwani.’
•At Present:
•Number of Radio Stations in India: 312
•Number of Radio Receivers:
116,000,000.

RADIO ADVERTISING
Strengths :
•Offer local coverage.
•Permeates all economic and
social strata.
•Message broadcasted
repeatedly.
•Reach uneducated village
folk.
Weaknesses:
•Audio medium only.
•Limited commercial time
available.
Limited availability of
commercial radio.

ADVANTAGES:

•Most suitable medium for a diverse audience.
•Most interactive medium available.
•Immensely flexible, adaptable and suitable for
modern life.
•We can do many other things while listening to radio.
•Has great impact in terms of ad recall.
•Improves campaign efficiency as a multiplier medium
•One of the greatest advantages of radio is to be with
the consumer at the right time, at the right place
and with the right message at the right cost.

LIMITATIONS

•Possibilities of distortion in
communication.
•Repetitions are monotonous.
•Short advertising life.
•No durability of message.
•Less no. of audience than that of
television.

COMPARISON BETWEEN TV AND RADIO
TV
•Audio visual has the greatest impact.
•Useful for those products which require demonstration.
•Reach very wide
•Drawback – Doesn’t offer demographic selectivity
RADIO:
•Transistors are mobile and ubiquitous.
•Many time spots available near the popular news casts all
over the day which TV can’t offer.
•Greater flexibility for ads.
•Possible to exercise cost control.
•Can be heard from anywhere whereas TV requires
compulsory seating near the set
•Current events and happenings can be introduced
simultaneously

FM Broadcasting

•Started by AIR since 80s in metros.
•Introduction of private participation from 15th August, 1993.
•FM channel would be best suited in the beginning for brand
building with specific target audience in mind.
•Audio re-kindles visual association of a previously viewed ad
•Offer excellent music experience.
•FM is the ideal medium for niche-marketing.
•Has potential for commuters.
•The total number of private FM radio stations India has
increased to 69
•Radio Mirchi, along with its alliances, has retained its number
one position in the Indian FM radio industry, with over 41.2
million listeners, as per the Indian Readership Survey (IRS)
quarter 1 (Q1), 2010..

FM Channels

FM Channels Locations Group
Radio Mirchi Mumbai, Delhi, TOI
Kolkata, Chennai,
Indore, Pune,
Ahmedabad

Radio City Mumbai, Delhi GW Capital
,Kolkata, Bangalore,
Lucknow

Red Mumbai, Delhi India Today
Go Mumbai Mid-Day Multimedia

Some Facts About Radio

•The first Radio wave was transmitted in 1887.
•Bulovo Watch - First brand to be advertised on radio
in the US in 1926.
•In India AIR covers 95% population and 86% area of
the country.
•37% of rural population still gets information from
radio and only 27% get from TV.
•Radio stations generated revenue of INR 8 bn in
2008; expected to reach INR 18 bn by 2012.
•Share of Radio advertising was 3.3 % in 2008;
expected to reach 4 % in 2012

Performance of the Indian radio Industry in 2008

•In 2008, the Indian radio advertising industry recorded a
growth of 20.3% over the previous year.
•Over the last 4 years, from 2004-08, the Indian radio industry
has grown by 36.4%.
•The radio advertising industry stood at Rs. 8.3 billion in 2008,
which was up from Rs. 6.9 billion in 2007.
•The bulk of revenues of the radio advertising industry come
from private FM broadcasters and the balance from the State
broadcaster All India Radio (AIR)
•In terms of share of ad pie, radio industry has been able to
increase its share to 3.8% in 2008, which is marginally up from
3.6% in 2007, thus almost doubling its share over the period
2004-08.

Key developments in the Indian Radio Industry in
2008

Mergers and acquisitions allowed in private FM
radio business-

•During 2008, the Government made regulatory
changes aimed at promoting the growth of the radio
sector and increasing its financial flexibility.
•The changes involved allows FM radio broadcasting
companies to create subsidiaries, enter into mergers or
de-mergers and amalgamation of companies by way of
transfer of shares, without any change in ownership of
the company and without any prior permission of the
Ministry of Information and Broadcasting.

Key developments in the Indian Radio Industry in 2008

Mergers and acquisitions allowed in private FM radio
business.

BCCL acquires Virgin Radio UK for Rs. 448 crore.

Radio sector’s first out-bound investment took place in 2008
with Bennett Coleman and Company Ltd. (BCCL) acquiring
Virgin Radio Holdings from UK-based SMG Plc for a
consideration of $106 million (Rs. 448 crore).
 Virgin Radio is a music station, which operates under a FM
licence in London and an AM licence in the rest of the UK.
They will invest £15 million in developing and re-launching the
brand over the next few months.

Key developments in the Indian Radio
Industry in 2008 contd…….

•Indian radio goes international.

Reliance Anil Dhirubhai Ambani Group (R-ADAG)
has launched a 24-hour FM radio station in
Singapore that will broadcast Indian film music,
news and other entertainment trivia in a collaborative
venture with local station Media Corp. Radio.
The station is called Big Bollywood 96.3 FM. This is
the first time an Indian FM station is going offshore.
The channel will play celebrity interviews, songs and
gossip.

Key developments in the Indian Radio Industry
in 2008 contd…….
Phase III FM expansion.

The Phase II of FM licensing has been both exciting and
challenging for the radio industry.
The Phase II expansion saw the Government issuing 245
licenses, and it is believed the Ministry of Information and
Broadcasting is likely to roll out in excess of 600 licenses (in
over 250 additional towns) in Phase III.
 The industry is also hopeful of TRAI recommendations being
given the go-ahead. Some of these include allowing sports and
current affairs news, increase in FDI from 20% to 26% i.e.
same as print and allowing multiple frequencies in radio per
city.

Key developments in the Indian Radio Industry
in 2008 contd…….
Phase III FM expansion.
On the matter of allowing news on radio, TRAI in its
recommendations has suggested that radio broadcasters
should be allowed to broadcast news provided that they use
content only from All India Radio, Doordarshan, authorized
television news channels, United News of India, Press Trust of
India and any other authorized news agency.
There is also a debate that if the FM radio industry is not
allowed to broadcast news in the air waves, the same should
not be allowed on Satellite radio as well. Presently, there
seems to be an anomaly that Satellite radio, with an allowance
of 100% FDI, is allowed to broadcast news whereas FM radio,
with an allowance of 20% FDI, is not allowed to broadcast
news.

contd…..

Number of radio-listeners increases.
As per IRS 2008/2009 radio listenership
has increased. Total listening has increased
in some cities to as high as 22 hours per
week.
 Average time spent on radio as per the
IRS has increased from 70.4 minutes to
81.1 minutes for radio in 2007-08.Source
IRS

contd…..

Political advertisements allowed on
radio.
As a run up to the General Elections,
political advertisements were allowed on
radio via Government notification.
This helped radio broadcasters emerge as
a strong media ally for most political parties
in their campaigns. As per press reports,
approximately Rs. 50 crores was spent on
radio alone by political parties in these
elections.

contd……….

IPL on radio-
Radio was also the beneficiary from IPL with respect to
advertising revenues.

 Most radio stations tied up with IPL teams from their
respective states for launching various contests that enticed
listeners with tickets to South Africa in addition to other
goodies.
 Most radio stations also provided regular updates on the
score and this too resulted in more listeners tuning into radio
to listen, as well as participate in contests.

Radio stations were also able to earn additional revenues
from SMSs from listeners participating in these contests.

Outlook for the Indian Radio Industry 2009-2013

•Spending on radio advertising is growing rapidly,
and now accounts for around 4% of total media
spend.
•The Indian radio advertising industry is projected to
grow by 18% over the next five years, reaching to
Rs. 19 billion in 2013 from the present Rs. 8.3 billion
in 2008, which is more than double its current size.

•In terms of share of ad pie, it is projected that the
radio advertising industry will be able to increase its
share from 3.8% in 2008 to 5.2 % in 2013.

Radio Re-invented

•Satellite Radio
•Net Radio
•Digital Radio &
•Podcasting

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