Media Scene in India 2012
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Source : Census of India 2011& IRS QI 2012
Total Population 121 crores 62 cr Males & 58 cr Females 17 % Growth during the decade Sex Ratio for 1000 male is 940
female Overall literacy rate is 72%
Source : IRS QI 2012
Which quarter? – As you can see above, we have answered your question. Kindly note, we have now received QI 2012 data from Research agency and therefore, we have tried to populate all the slides with the said current data base. Last time, it was QIV 2011 data but now, we have used QIV 2012 data.
Source : Census of India 2011& IRS Q2 2011
Delhi-•Hindi (88%)•Punjabi (4%)
Mumbai-• Marathi (47%)• Hindi (25%)• Gujarati (11%)
Kolkata-• Bengali (74%)• Hindi (20%)
Chennai-•Tamil (87%)•Telugu (7%)
Bangalore-• Kannada (58%)• Tamil (12%)• Urdu (13%)
Hyderabad-• Telugu (73%)• Urdu (19%)
122 official languages
Why total is not 100% for each metro? – Only key languages have been shown. Languages with insignificant % nos. have not been shown. All of them put together, it will be 100%
Affluent segment SEC A growing...
We got Total (2000)=96?. We got Total (2005)=102? – This is typo. The actual nos. have now been incorporated. Please find the same.
Source (pls specify yr & quarter? – We have done the same as per your suggestion.
Source : IRS R2 2000, R2 2005 & QIV 2011
Pop Strata Q4 2011 Q3 2011 Growth %Est. Individuals 881185 876280 0.5640 lakh+ towns 67924 67416 0.7510-40 lakh towns 45151 44761 0.875-10 lakh towns 26834 26615 0.821-5 lakh towns 58319 57915 0.70Below 1 lakh towns 81736 81231 0.625000+ villages 130266 129462 0.621000-5000 villages 356005 354383 0.46Below 1000 villages 114950 114497 0.40
Source IRS QIII & QIV 2011
All Figures in ‘000
Pls provide which quarter & Year for the source.
Source: Euromonitor
Age 1990 1995 2000 2005 2010 20150 - 4 Yrs 14% 13% 12% 11% 10% 9%5 - 9 Yrs 12% 12% 11% 11% 10% 9%10 - 14 Yrs 11% 11% 11% 11% 10% 9%15 - 19 Yrs 10% 10% 10% 10% 10% 9%20 - 24 Yrs 9% 9% 9% 9% 9% 9%25 - 29 Yrs 8% 8% 8% 8% 8% 9%30 - 34 Yrs 7% 7% 7% 8% 7% 8%35 - 39 Yrs 6% 6% 7% 7% 7% 7%40 - 44 Yrs 5% 5% 6% 6% 6% 6%45 - 49 Yrs 4% 4% 5% 5% 5% 6%50 - 54 Yrs 4% 4% 4% 4% 5% 5%55 - 59 Yrs 3% 3% 3% 3% 4% 4%60 - 64 Yrs 3% 3% 3% 3% 3% 3%65 - 69 Yrs 2% 2% 2% 2% 2% 2%70 -74 Yrs 1% 1% 1% 2% 2% 2%75 - 79 Yrs 1% 1% 1% 1% 1% 1%80+ Yrs 0% 0% 1% 1% 1% 1%
Total 100% 100% 100% 100% 100% 100%
Source FICCI 2012 Report
Implication - Faster adoption of new products and services
Challenges - Reach the prospective customers effectively - grow the market base
1991 2001 2011
1.Base?source?2. How come total of urban and rural (of a particular year) does not add to 100% - 73 (1991) in Urban means that out of 100% Urban population in 1991, 73% is literate. Similarly for Rural in 1991, out of 100% Rural population, 45% is literate. Therefore, Urban + Rural is not equal to 100%. Kindly note, bases are not same for both Urban & Rural
“Film did not wipe out theatre. Television didn’t wipe out Print & Radio
New Media will not wipe out traditional mediaIt will simply give consumers more choice”
Idea
Customer Service
Outdoor
Event/ Sponsorships Magazines
Radio
Newsprint
Television
Telemarketing
Placement/ Product
Sampling
Branded Games
Banner Ads
Full-pageBanners
Branded Mobile
Phone Sites
iTV
Elevator Advertising
Branded Screens
Viral Mail
Mobile Mkt.
Branded CDs
Branded WebContent
Media Fragmentation
Point of Sale Face-to-Face
The decade of the 1990’s can truly be called ‘transformational’ for the Indian mediaIt saw the convergence of many changes in the country Liberalization of economy Advent of satellite television Improvement in communication technologyWhile Media Planning as a function had begun late 1988 onwards, albeit with long hiatus between database updates - what changed the status of media departments in media agencies in 1994-95 was the birth of Media AOR (agency of record)Birth of media independents … initially renaming of existing media departments within an
agency… over the years fully independent set up ……..
New technologies changing the face of Indian media
and providing greater access to media
Source: IRS
Pls indicate which yr for 95’ vs 2011? – Incremental nos. represent the most latest year. In all markets, globally, increasing penetration nos. denote the current period (unless impacted by economic downfall) . Also, if you go to data sheet and unhide column A, you will get to see the year. We have now labeled the bars for your convenience.
Year & month? Base?
Why total % for 95’ is 94% and 2011 is 161%? – It is a Multi Coding Question. Therefore, total can be more than 100%. Thus, it means that people who read press also watch TV and may also listen to Radio. If somewhere total is 94%, it means all media put together = 94% and if total is 161%, it means all media put together = 161%. It is a case of ‘Duplication.’
1995 1995 1995 1995 2011201120112011
Total Dailies & Periodicals =
62483
Hindi Titles= 24927
English Titles
= 9064
Vernacular = 28492
Print has more than 10000 unique titles in India
46% of the registered publications are on regional languages
Total Registered Titles in India
Source : IRS , ABC Which yr & mth?
This is duplication slide - same as slide 31 – This slide is needed in the 13th position. So, it stays here. Slide no. 31 has been deleted now.
Pls provide year & mth for ABC. For
IRS, is it Q2, 2011?
Total TV Channels =
611
Terrestrial Channels =
27
C & S Channels
= 584
English37 Channels2.5% Share
Hindi76 Channels46% Share
Vernacular176 Channels37.9% Share
Multi Feed29 Channels9.9% Share
Local Cable5 Channels
6.5%
Others261 Channels1.5% Share97.8% Channel share by the C&S
channelsSource : TAM Which yr & mth?
Total is 584 channels? – We have made the correction suggested by you. Thank you.
Total households in India = 231 Million
Total TV owning households = 141
Million
Total C&S households = 116 Million
Source : TAM
Pls provide year & which Quarter
Source: IRS AA 25-44 years
Source:yr & mth?
Source: KPMG Report 2012
7.8%?
10.7%?
8.2%?
4.6%?
31.3%?
We got – This is ‘Rounding Off’ because of which sometimes results differ by some decimal points. These decimal points are always very insignificant as compared to the larger numbers for which we are doing our given analysis. As you can see, in this case these insignificant difference is mostly by 0.1 decimal point.
Entry late 70’s restricted to the major metros Mumbai & Delhi and the upper crust Formation of Doordarshan and a small start of advertising
on TV
1981-1985: Rapid increase in TV transmitters from a mere 21 to 400+ and commercialization of Indian television by mid-80s Asian games added color to viewing pleasure 1984-85: first TV soap opera Hum Log with 156 episodes
and running 17 months with themes covering family planning, education of girl child etc
Period coincides with the rise of middle class as a dominant force in the country… television programming too increasing to film based entertainment.. Private sponsorships of programs
1985-1990: Golden age of Doordarshan, when it outpaced radio and print the then first choice for advertising Doordarshan rates were not negotiable… annual rate
hikes… 40 serials on air by 1997
In 1990 government initiated economic reforms herald entry of private producers
In Feb 1991 the gulf war creates a demand for cable television among Indian viewers post CNN’s coverage of the war
May 1991 : launch of Star TV with western programming only Changed the face of entertainment… among consumers
and media fraternity Others followed Zee, Sony, Sun …
Doordarshan paled in comparison and its revenues were fast depleting Main strength coverage stronghold vis-à-vis cable and
satellite Lack of data led to more gut driven decisions when it
came to usage of satellite
Negotiations and price wars begin, with entry of satellite television
DD tries to fight back with launch of DD metro with private produced programming but fails to make a mark Today DD is used in markets where Reach of satellite is
still low… Bihar and some pockets of UP and North East
IRS-1995 R1 & 2005 R1 & 2011R2
HHlds Mn
1995 2005 2011
50% television penetration in 2011 in comparison to 31% in 1995
76% satellite homes in 2011 in comparison to 36% in 1995
Why not updated from Q1 2012? – We had not received QI 2012 data when this presentation was sent to you. However, we have received it now and revised this slide.
Q4 2011 Q3 2011 Growth %Est. Households 122290 119342 2.47Urban 57586 56686 1.59Rural 64704 62656 3.27
IRS Household data* Figures in (000)
Source: Year & month?
This slide same as slide 34 – This slide is needed in the 123rd position. So, it stays here. Slide no. 34 has been deleted now.
Brands on TVSource: Ad Ex India
3000 plus brands since 1994Impact of recession seen post 2006
Source: (1)Pls provide yr & mth(2)From the chart we see total brands in 1994 is 3,906, where did you get 10,000 brands? – You are right. It is an error. It should have been 1000+. We have now changed it to 3000+
Parameters aMap TAMNo. of metered homes 7200 8000No. of cities covered 87 162Gender √ √Age Group √ √Socio Economic Class √ √Education √Working status √Occupation √Income levels √Ownership √Viewership update Daily Weekly
(1) Why do you use TAM instead of aMap. – This slide is only to show the coverage of both surveys in India. And to address your query – kindly note, each survey has its specific deliverables and we choose a particular survey based on what we need to know at that point of this.
News/BizStar NewsAaj TakZee NewsCNNCNBCBBCCNN IBNNDTV 24 x7Zee businessHeadlines TNDTV ProfitChannel 7IBN 7India TVSahara Samay
GECStar PlusSonyZeeZee NextSABSaharaINXNDTV ImagineColorsStar OneZoomStar UtsavBindaasDD NNW
Movie (Hin)Zee CinemaSet MaxStar GoldFilmyB4uCVOBindaas
MTVChannel VB4UETCMusic IndiaVH1
SportsESPNStar SportsDD SportsTen SportsMax, Zee sportsNeo SportsDD Sport
Movie (Eng)Star MoviesHBOStar WorldZee CafeZee Studio
InfotainmentDiscoveryNGCDisc T&LNDTV Good timesAnimal PlanetHistory
Kids/CartoonCartoon NetworkNickelodeonDisneyHungamaPogoAnimaxJetix
Music
Is it headlines today? – Yes. It is Headlines Today. As you can see, the entire column is of news channels.
APGeminiEenadu TVEenadu 2Maa TVTV 9Siti CableZee teleguTejaDD8
TNSun TVRaj TVKTVJaya TVSS MusicSun NewsVijaya TVRaj D PDD5
KarnatakaUdaya TVU2Ushe TVEenadu-KZee-KSuvarnaDD9
KeralaAsianetSuryaAsianet PAsianet NKairaliPeople TVJeevanTVAmrita TVDD4
WBZee BanglaETV BanglaAkashTara NewsTara MusicKolkata TV24 ghantaStar anandaDD7
MaharashtraZee MarathiETV MarathiMi MarathiZee 24 TaasIBN lokmatStar MajhaDD10DD10
Punjab ETC Punjabi MH1 Z Punjabi Balle balle DD Punjabi
North east NE TV NE hi-fi DD NE
Channel Explosion News & Kids genre expanding Growth in regional channels Increasing fragmentation of audience DTH platform gaining acceptance rapidly
Ad avoidance will soon be an issue to deal with Planning for DTH homes vs. C&S homes
Innovating to be seen over the clutter
Media ImplicationsManaging CPRP & minimizing erosion of viewers in ad breaks – increasing planning efficiencies via proprietary toolsIdentifying emerging touch points criticalIncreasing partnerships with emerging channels for a 360 degree solution for penetrating new markets
• Account for almost 10-25% of programming across GEC
• Both international and local formats • A lot of participation from small towns v/s metros
Maharashtra Females , 15+, ABC
Maharashtra Males 15+ ABC West Bengal Males 15+ ABC
West Bengal Females 15+ ABC
Source : IRS 2011 Q2 2011? –
There are two sources of information for print evaluation - Indian Readership Survey (IRS) & National Readership Survey (NRS).
The Audit Bureau of Circulation (ABC) is a body that ratifies the circulation figures of the publications but is not used as a primary source for evaluation of publications.
Out of these above survey NRS has not been updated since 2006, while IRS updates its survey results every quarter.
The IRS provides both the Average Issue Readership (AIR) which based on whether the respondent has read a publication within its last period of publication (last one day for dailies, last one month for monthlies etc) as well as Total Readership.Readership covers both Urban & Rural India under its survey representing around 876 Million Individual across the country above the age of 12 Yrs.
Radio
All India Radio (AIR)
Private FM Channels
Primary Channels
34Private FM Radio Channels across 247
cities in India
There is a proposal allowing 806 FM station in phase III
In addition, All India Radio (AIR) is getting ready to launch 320 FM Radio stations
Vividh Bharati
FM Gold
Group 1 – 5188 cities
Group A to C70 cities
8 Metros
Source: IRS , RAMPls provide year & which quarter?
The total number of active internet users in India has grown by more than 250% in last decade. 1. Pls provide base & source
2. What is PB?
3. How did you get 250% increase in the last decade coz from 2005 to 2011 is
already 1033%
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