Acknowledgement
We would like to take this opportunity to acknowledge the contribution of certain people without which it would not have been possible for us to successfully complete this research. We would like to thank ITM Business School for giving us a chance to do the research for providing value innovation to Hindi News channels. We would like to thank Prof.
Anahat Hullikar for guiding us throughout the course of this project, and for enabling us to convert what was just a thought – writing a case of our own, that would, in the future, be used as an instrument for classroom learning – into reality. We would also like to thank to all the participants participated in our survey. Abstract Companies have long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation.
Strategic moves—termed “value innovation”—create powerful leaps in value for the firm and its buyers, rendering rivals obsolete and unleashing new demand. In recent time when competition has reached its peak all the news channels try to provide best news from their side but still there is a huge wide gap between what they provide & the Expectation of the viewers. Hence our survey idea is based on value innovation which can be used by Hindi News Channels to bridge such gap. Table of Contents Introduction4 Literature Review5 Objective8 Methodology9 Data Analysis10 Conclusion20 Recommendations21
Introduction
Companies have long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation. Strategic moves—termed “value innovation”—create powerful leaps in value for the firm and its buyers, rendering rivals obsolete and unleashing new demand. In recent time when competition has reached its peak all the news channels try to provide best news from their side but still there is a huge wide gap between what they provide & the Expectation of the viewers.
Hence our survey idea is based on value innovation which can be used by Hindi News Channels to bridge such gap. Our report is based on the data collected from 24th of Feb 2010 to 12th of May 2010 for the purpose of increasing the viewership of the Hindi News Channels. The survey asks viewers about their satisfaction with the Hindi News Channels. The findings are organized into the following section:
- An executive summary
- The methods used
- Strategy Canvas.
- Detailed findings for each questions &
- Patterns in the open ended question
- Conclusions and Recommendations.
Literature Review
This section explains the different literatures which were consulted before undertaking the project. Based on these studies the course of action was decided. It also provided a starting point based upon which the methodology was developed to achieve the objective.
Umar Survey By AC
Nielson Method: The survey covers both mass & emerging media consumption habits of affluent Indians, including TV, Print, Cinema & Online. They have used random telephone calls, TV diaries, booklets in which samples of viewers record their TV viewing during measurement week. lectronic gadgets like people meter are also used. Calculation of reach: Universe : 10 individuals For a single episode, if out of 10 people 6 saw at least 1 minute of programme then, Reach : 6 out of 10 Therefore, reach = 60% Conclusion: The result of study shows that English is preferred language for newspapers bit television is consumed more in regional languages. Nine in ten affluent watch TV & nearly three-fourth read English dailies. Result also shows that rich segment also watches more movies outside home than other affluent segments.
Magazine reading is not very strong amongst the affluent & more than 6 in 10 individuals do not read magazines. This research helps in our study that the viewership also depends on the segments of people and their preference and lifestyle.
News Audience
Extremely Politicized: The study is based on the increasing political polarization reflected in public’s news viewing habits in US. The study is done on ABC, CBS, FOX & NBC in US. 46% of Republicans regularly watch cable news compared with 31% who watch network news.
The study also finds that ideology and partisanship also are at work in other media choices and attitudes. The signs of greater polarization in news choices stand against a backdrop of overall stability in the public’s preferences. Local TV news continues to be the most popular medium, but regular viewership is still below levels recorded in the mid-1990s. The survey finds that many Americans – especially older people – look for in-depth news coverage. Moreover, a majority of college graduates (55%) say they better understand the news when they read or hear it rather than seeing pictures or video.
This study results helps us to know that attitude and preference shapes the news habit and thus in time spent for viewing news channels. 3. 3 Industry Omnibus Research Regarding Study of Views on News Channel Preferences: CyberMedia Research has done a survey to understand the viewer’s perception, awareness & preferences . They have interviewed 703 households in Ambala, Delhi & Mumbai Method used: The respondents were asked for their preferred channels without the aid of any recall card to capture their top-of-the-mind recall as well as total unaided recall.
They were then provided with a preference card that listed 54 channels and they were requested to choose channels. In this way, top-of-mind, total unaided and total preference (sum of unaided and aided preference), were captured in the study and analyzed. Results shows that Hindi news channels are more popular than English. AajTak with 66% lead followed by Star news, Zee news & NDTV. This study help us in understanding the preferences and also this act as benchmark for our study. This research has also helped us in determining the factors that people value during setting their preferences for a news channels 3. Hindi News channels vs General Entertainment channels: Net Reach percentage data of Hindi news channels (HNC) and the General Hindi Entertainment channels (GHEC) was collected from the archives of the Audience MAP report. Following tables represents the net reach % for the period of 23rd Feb’10 to 12th May’10.
Following graph shows the current viewership scenario of Leading Hindi News channels of India. The graph shows that the various news channels follow almost similar pattern in terms of viewership. We can infer that the viewership for each channel is not constant throughout the given time line and the viewers are not brand loyal towards the channels. It also shows that there is a very tough competition which exists among these news channels. Every channel is competing with each other in order to grab the bigger market share.
It depicts that the basic strategy of all channels are similar hence no significant difference is observed in the viewership of these channels. They have long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation. Strategic moves—termed “value innovation”—create powerful leaps in value for the firm and its buyers, rendering rivals obsolete and unleashing new demand.
Objective
Analyze the current satisfaction level of the Hindi News Channel’s viewers delimited to Mumbai. .
Identify the area of opportunity were value innovation shall be recommended for increasing the viewership and simultaneously maximizing the revenue generated through advertisements.
Methodology
This survey is based on the responses received by the 170 households delimited to Mumbai. Participants of this survey were selected based on following criteria: Participant should be a viewer of Hindi news channel. However the nature of viewership i. e. , Regular, Frequent, Occasional and Rare, does not affects their participation in the survey. Participant must have a source to watch Hindi news channel
Small Group of Hindi
News channels viewer, consisting of 6 people, were interviewed by using unstructured questions. They were picked up randomly through the three different levels of society. The purpose of the interview was to identify the various variables which affect the satisfaction level of the viewer.
Primary data in this survey was collected through questionnaires. Which was prepared based on the literature review and the unstructured interview conducted. The questionnaires where printed in both Hindi and English.
Then it was categorized as per the different theme comments into categories such as “Content”, “News delivery”, etc. At least one category was provided to each response by the help of “coding”. “In providing feedback on the Hindi news channels, some 55% of the respondents spoke about content. The main issues raised included improvising the news intensity and range. 38% of the suggestions demonstrated high dissatisfaction with the news delivery technique and methods currently followed. Around 22% complained about the lack of genuineness and legitimacy in the news.
To a lesser extent (7%), disturbance due to the longer duration of the TV commercial breaks was mentioned. The following comments from a respondent illustrate these points: Make it more “cynosure for eyes”, information rich, prompt and focus on relevant and contemporary news ek chotta sa break””- it doesn’t mean anything for them but for us it’s a time waste. 5. 11 Following are some of the screen shots of Hindi News Channels taken at random. These picture shows that currently the idea of special ticker is not implemented by the various channels. 6. Conclusion 7. 17 Areas of Excellence
Hindi News channels have certain areas where they have been consistently performing well. These are essentially the strengths of the brand. They need to capitalize on these strengths to increase their market share and brand loyalty. The responses of the participants were mixed and overall Hindi news channels managed a score of 3.
Which means it is above average.
Areas Needing Improvement Based on the results obtained from the analysis of the survey following are the area where majority of participants showed dissatisfaction and they asked for following improvement. Content shall be information rich, prompt and focus on relevant and contemporary news.
- Diversification of news shall be done. And it should add further variety to their programs.
- Frequency and duration of the Advertisement shall to be reduced
- The study shows that the preferences about news quality across the groups based on their demography are not same.
- A strong correlation exists among the variables identified by us with the significance level ; . 001.
- Following is the strategy canvas which can be developed from this survey.
This canvas is useful for providing value innovation.
Recommendations
Based our study we recommend that a special scrolling ticker shall be introduced at the top of the TV display screen. In this ticker only important news shall be shown. Study shows that 78% of participants are not happy with the current ticker and breaking news practice. 85% of the respondent supported the idea of introducing a new scrolling ticker at the top of the TV display screen. Whereas only 1% of the participants rejected the idea of introducing new Ticker.
Around 45% of the responses have been received in support of introducing a new ticker at the top of the screen which shall show only important breaking news. Benefits: Following are the benefits which shall come along with the introduction on the new ticker.
- Increase the viewer’s satisfaction across the demography
- The same space shall be utilized for putting up the advertisement.
- The duration of the advertisement shall also be reduce,
- Concentrate on Needs of all Income Groups Between Rs. 5000 to Rs 1 Lakhs.
As per survey of India data maximum population lies in the age group of 22 – 50.
And around60% of our respondents contains people of this age group. The Income level of this age group lies between mostly between 5000 to 1 Lakh. From our study we observed that there is significant correlation which exists between the income group and the overall satisfaction of the viewer. The survey shows that these income classes of people are not satisfied. It shall be noted that this income group has good spending potential. And if their viewership increases then it will attract more advertisers. And in turn channels can improvise their revenue generation through the advertisement.
The test statistic for the Kruskal-Wallis test is H. This value is compared to a table of critical values for U based on the sample size of each group. If H exceeds the critical value for H at some significance level (usually 0. 05) it means that there is evidence to reject the null hypothesis in favor of the alternative hypothesis. (See the Zar reference for details. ) Note: When sample sizes are small in each group (; 5) and the number of groups is less than 4 a tabled value for the Kruskal-Wallis should be compared to the H statistic to determine the significance level.
Otherwise, a Chi-square with k-1 (the number of groups-1) degrees of freedom can be used to approximate the significance level for the test. Graphical comparison: The graphical comparison allows you to visually see the distribution of the two groups. If the p-value is low, chances are there will be little overlap between the distributions. If the p-value is not low, there will be a fair amount of overlap between the groups. There are a number of options available in the comparison graph to allow you to examine the groups. These include box plots, means, medians, and error bars.
