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The document discusses market research and production research in the media industries. It explains that market research involves collecting statistical data about audience size, demographics, awareness of media products, and consumer behavior. Production research helps media companies understand audience opinions and preferences. The key terms provided define important audience measurement organizations and research methods like primary and secondary research.
Drgorad.RM
- 1. NCRD'S STERLING INSTITUTE OF MANAGEMENT STUDIES Research methodology ASSIGNMENT SUBMITTED TO : Prof. RAJIV WAD SUBMITTED BY: DEEPAK R GORAD
- 2. India's media & entertainment revenue to hit $25 bn by 2015: E&Y Growing digitisation, media consumption, and improved demographics are the leading drivers for the industry growth. The Indian media and entertainment (M&E) industry recorded revenues of $16.3 billion (Rs 81,500 crore) in 2010, and is expected to be in excess of $25 billion (Rs 1,25,000 crore) in the next four years, states the latest report from Ernst & Young (E&Y). The report, titled Spotlight on India's Entertainment Economy, suggests that India's growing digital media consumption and favourable demographics are the key drivers for the media and entertainment industry's future growth. According to the study, there has been a surge in investment by global media companies in India, enticed by economic liberalisation, near double-digit annual growth, a fast-growing middle class, and a huge volume of demand for leisure and entertainment. The Indian media and entertainment industry now finds itself at a new turning point -- the digital media. A surge in mass broadband adoption is expected, led by the launch of 3G and 4G services. According to E&Y, by 2015, 90 per cent of India's projected 187 million broadband subscribers will access the net through wireless devices. This, in turn, will present global M&E companies with opportunities to develop "anytime, anywhere" content that caters to a new generation of Indian digital consumers. "The M&E industry in India has been, and will continue to be, one of the biggest beneficiaries of India's favourable demographics," says Farokh Balsara, Ernst & Young's media and entertainment leader for Europe, West Asia, India, and Africa. "Having one of the world's youngest populations, high volumes of content consumption, a favourable regulatory framework and growing digital adoption makes India an attractive investment destination for global media and entertainment companies," says Balsara. Key findings from the report Broadcasting and cable television The broadcasting and cable TV industry revenue for 2010 was estimated at $7.2 billion (Rs 36,000 crore), up 13.3 per cent from the previous year, mainly driven by a 19 per cent growth in advertising revenue. The industry is
- 3. projected to grow at a CAGR of 12 per cent to reach $11.4 billion (Rs 57,000 crore) by 2014. The continued digitisation of distribution infrastructure, the demand for regional and niche content, and the possibility of growth in TV penetration will drive growth in this segment. Television distribution India is the second-largest pay-TV market in the world, with 108 million subscribers and 48 per cent reach to Indian households. The TV distribution industry is dominated by analog cable, which is highly fragmented and includes about 60,000 LCOs, and 1,000 multi-system operators (MSOs). However, fierce competition among DTH operators, as well as a recent government policy mandating the digitisation of cable TV, has driven the growth of digital TV. Publishing The Indian publishing industry revenue for 2010 was estimated at $4.7 billion (Rs 23,500 crore), and is projected to grow at a CAGR of 11 per cent to reach $7.1 billion (Rs 35,500 crore) by 2014. A low-readership penetration of 30 per cent compared with a literacy rate of 74 per cent underscores the potential for further growth for publishing in India. Newspapers While in a number of international markets, the newspaper industry is faced with a declining readership because of digital media, the print industry in India continues to grow, driven by an increase in advertising spends, a rise in literacy rates, and the growth of regional-language and specialty newspapers. The Indian newspaper industry is one of the largest in the world, with more than 74,000 newspapers in 22 languages, and a readership of 325 million. Fifty four newspapers are very popular with advertisers in India, accounting for 42 per cent of all advertising spends, the most for any medium. Magazines Magazines comprise around 19 per cent of the total publishing industry in India. They are viewed as a luxury product, and rely heavily on newsstand sales rather than subscription sales. Films The Indian film industry is the largest in the world, with more than 1,000 films produced every year, in more than 20 languages. With 3.3 billion tickets sold annually, India also has the highest number of theatre admissions. The Indian film market derives almost 90 per cent of its revenue from non-English language movies, largely dominated by Hindi films, followed by South Indian films and other regional films. The Indian film industry is projected to grow from $3.2 billion (Rs 16,000 crore) in 2010 to $5 billion (Rs 25,000 crore) by 2014 at a CAGR of 14.1 per cent. Growth is expected from the expansion of multiplexes in smaller cities, investments by foreign studios in domestic and regional productions, the growing popularity of niche movies, and the emergence of digital and ancillary revenue streams. Radio and music The radio and music industries contribute just 2.4 per cent of the total Indian M&E industry revenues. Both segments, however, provide highly popular forms of entertainment; FM radio reaches out to 30 per cent Indians, while the Indian youth are the second largest audience for paid digital music globally. The radio and music industries together generate around $445 million in 2010, and are projected to grow at a CAGR of 17.3 per cent to reach $844 million (Rs 4220 crore) by 2014. The third phase of radio license auctions, which is expected soon, will see radio networks expanding their reach to add around 700 radio stations across the country.
- 4. Sports Cricket is the most popular spectator sport in India, and follows movies as the second-biggest form of entertainment. The Indian Premier League (IPL) is already one of the most valuable sporting brands in the world, currently valued at $3.7 billion(Rs 18,500 crore). Interest in other sports has increased since India hosted the 2010 Commonwealth Games, challenging the notion that it is a single-sport country. This momentum, combined with a young population and a rising propensity to spend on leisure, presents the sports industry with a number of growth opportunities. According to the report, the two greatest challenges faced by media and entertainment companies doing business in India are low average revenues, with the Indian average revenue per user among the lowest in the world; and piracy, which is rampant in India and accounts for in excess of $4 billion (Rs 20,000 crore) per year. "The growth strategies in most companies in the US and Western Europe are linked to India and other emerging markets," says John Nendick, global media and entertainment leader at Ernst & Young. "However, to succeed in India, global media and entertainment companies need to navigate unique challenges in the areas of content localisation, distribution and pricing, regulations and piracy," says Nendick.
- 5. Purposes of research Th ere are two main forms of research undertaken by the media industries. The first is called market research and the second production research. It is important that you understand the purposes of each of these forms of research and what they involve. Market research involves looking at: statistical data about audience size and composition for a particular media product (for example how many people read The Sun newspaper and what sort of people they are) the extent to which a potential audience are aware of a media product or service (for example how many people are aware of new digital radio channels that are available) what people think about particular products and services and what their patterns of behaviour are (for example what people think about broadband Internet technology and what they use it for) market competitors who are competing for a share of the audience and revenue with similar products. Key Terms National Readership Survey (NRS) provides information to the industry on who reads what publication. Audit Bureau of Circulation (ABC) provides circulation information to the newspaper and magazine industry. Broadcasters’ Audience Research Board (BARB) provides estimates of the number of people watching television programmes. Radio Joint Audience Research Limited (RAJAR) provides estimates of the number of people listening to radio programmes. Finding the right audience However, advertisers are not only interested in the size of the target audience but, perhaps more importantly, the demographic make-up of that audience. It is nogood advertising Saga holidays for the over- 50s to an audience of children and teenagers, however large that audience may be. And the advertising agency charged with promoting holidays for the ‘18-30’ age group would probably not choose to advertise within a religious broadcast targeted at the 35s and over. Finding out detailed, demographic information about the audience is therefore an important purpose of media research.
- 6. Key Terms Primary research - Research to obtain original data using such methods as interviews, questionnaires, focus groups and observation. Secondary research - Research based on the use of pre-existing data and information that has already been gathered by other people or organisations. It is often available in books, journals or via the Internet. Quantitative research - Type of research that is based on measurable and quantifiable facts and information, producing numerical and statistical data. Qualitative research - Type of research that is based on opinions, attitudes and preferences rather than hard facts.
- 7. Interviews and questionnaires Open questions allow the person answering to give his or her own views and opinions on particular subject. They often start with the following words: • what • why • when • how • who. Closed questions are more limited in terms of the potential answers that can be given. They are often answered with Yes, No or Don’t know, or an answer picked from a range of given options.
- 9. Pre-testing Pre-testing your questionnaire on a small sample of your audience before you conduct your full survey is a very good idea. It will allow you to identify any potential problems with specific questions, or the design and layout of the questionnaire itself, in good time for you to make any changes. You may also be able to identify some responses under the ‘Other’ option that may be better to include as one of the specified options
- 10. The New Widget Market Research Survey A month ago we gave you a prototype of our widget to test and use in your home. Please complete this short survey to give us your honest opinions about the marketability of the widget. Overall, how favorable or unfavorable is your opinion of the widget? Poor Fair Good Very good Excellent What do you like most about the widget? What do you like least about the widget? How often do you think you'd use the widget over the next year? Once a week or more 2-3 times a year 2-3 times a month Once a year or less Once a month Never Every 2-3 months How interested would you be in buying this new widget if it were within your budget? Not at all interested Not very interested
- 11. Not sure Somewhat interested Extremely interested About how much would you expect to pay for a new widget? Overall, what would be the THREE most important factors in choosing a widget? Low price Shopping convenience Good value Good sales representative High quality construction Broad selection of accessories Good warranty & service Don't know Recognized brand name Other In your opinion, what would be the best way to advertise the widget? Television Internet Radio Display in store Magazine Other Newpaper Thank you for completing this survey!
- 12. FINDING/CONCLUSION You should present your ideas competently, expressing your ideas with clarity and with appropriate use of subject terminology. . It is important that you clearly reference any work that you use and take account of any copyright issues that may apply It is not the size or amount of the research that you have undertaken that important but the methods and techniques you have employed and the way inwhich you have analysed and used the results you should undertake the survey competently and with only occasional assistance. you should undertake the survey to near professional standards and work independently. You should fully explain the problems and the ways in which a research can help overcome them, using clear examples to support what you are saying. You should express your ideas fluently using correctsubject terminology.