Brand Activation from Balaji

8/3/2019 Brand Activation from Balaji

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BRAND PRESENTATION

ONBalaji Telefilms Ltd.

By- Group VI

Ishita Dey

Nidhi Bharti

Vikram Mahajan


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Balaji Telefilms Ltd.

Came into being on November 10, 1994.

Headed by Mr. Jeetendra Kapoor who has

extensive experience in the media and

entertainment industry.Engaged in the development and

production of multi lingual and multi

genre entertainment softwares forvarious T.V channels.


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Cont.

Strong brand acceptance and

recognition amongst industry and

consumers.Maintains a program library of over

1,303 hrs of T.V software consisting of

various portfolios.


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The core objective of Balaji

To act as Producers, Distributors,

Exhibitors, Exploiters, Traders,

Exporters and Importers of TelevisionFilms and Serials, Video Films, Motion

Pictures, Feature Films,

DocumentariesRecording of Programs on any Disc,

Tape, perforated media or other


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Cont.

information storage device in colour or

otherwise inBlack and White and

engage in business incidental here to.


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Professional management

Production- Mrs. Shobha Kapoor, MDand CEO supported by Chief OperatingOfficer and General Managers and twoBranch Heads for Chennai andBangalore.

Creative- Ms. Ekta Kapoor assisted by 8Creative Heads and 15 Executive

Producers.Finance and Corporate Affairs- Mr.

Ajay Patadia, President;


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Corporate Affairs & Mr. V. Devarajan,

Chief Financial Officer supported by

Asst. V.P(finance) and managers.Marketing- Mr. Rajesh Pavithran, Chief

Operating Officer supported by teams

across Delhi, Chennai and Bangalore.


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Resources available

Human Resource

A team of young and dynamic

professionals

Total employee strength of 123

Existing Library

Over 1,303.50 hours of library content

Daily soaps- 1146.50 hours


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Cont.

Sitcoms- 53.50 hours

Children programs- 45.50 hours

Others- 58 hoursTechnology

Cameras, recorders, sound recording

equipment, mikes, lights, reflectors,trolleys, cranes, generators.

State-of-the-art analog & digital


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cameras, imported SRGB lights.

Special suites for graphics, animation

and special effects, content softwaretapes etc.


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The Market-Indian

Entertainment IndustryAN OVERVIEW

The televised Media Industry comprisingof television broadcasting, cabletelevision and the television software

industry will determine the futuredirection and growth.


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Television broadcasting

Direct-to-home mode through satellite

broadcasting services.Cable television

Consolidation stage with large cable

operators like Siticable, Asianet settingup their integrated networks resultingin;


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Up gradation of technology, popularity

of satellite channels, increase in

delivery capabilities and meeting theviewer preference.

Increased no. of small cities as

potential market for operators.


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Television software

The sheer growth in the no. of

channels has resulted in an exponentialgrowth of demand for televisionsoftware.

Increasing focus of the privatechannels on the vast, latent anduntapped potential of viewership.


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Preferences of Indian audiences for the

native language programs have

increased the demand for regionalprograms.

Non resident Indian population and

popularity of Indian programs overseas.


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Balaji Telefilms- Channel

driving programs


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Star Plus - TRPs

4.19

10.469.53 9.53

11.07 11.25

0

2

4

6

8

10

12

Others Balaji Show Others Others Balaji Show Balaji Show

8.00 pm 8.30 pm 9.00 pm 9.30 pm 10.00 pm 10.30 pm

Prime Time

TRPs


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Sony TV - TRPs

0.230.46

2.79

2.18

0.92

0.55

0

0.5

1

1.5

2

2.5

3

Others Others Balaji Show Balaji Show Others Others

8.00 pm 8.30 pm 9.00 pm 9.30 pm 10.00 pm 10.30 pm

Prime Time

TRPs


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Zee TV - TRPs

1.43

0.99 1.04

0.85

0.58 0.55

0

0.2

0.40.6

0.8

1

1.2

1.41.6

Balaji Show Others Others Others Others Others

8.00 pm 8.30 pm 9.00 pm 9.30 pm 10.00 pm 10.30 pm

Prime Time

TRPs


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Undisputed Leadership


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Aggregate TRPs for Top 100 Shows

Shows Balaji Shows Others' Shows

Prime Time 170.26 93.94

Non-Prime Time 42.74 110.49

Total 213 222.01

Prime Time Ratings

Balaji Show s

64%

Others' Show s

36%

Non-Prime Time Ratings

Balaji Show s

28%

Others' Show s

72%


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Diversified channelpresence


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41 0 12 3 10 5 21 7 10

65 0 11 6 31 7 4 12

85 1 7 7 000000

0 20 40 60 80 100

Percentage

FY01

FY02

FY03*

Year

Star, Sony & Zee Sahara Gemini TV Udaya TV Sun TV

DD Metro DD National Metro Gold SABe TV Vijay TV


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Balaji SWOT Analysis


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Strengths

Twelve years experience in producing

all genres of TV content.

Promoters associated with the mediaindustry for more than 3 decades.

Knowledgeable and experienced board.

A team of Executive Producers tocreate quality content.


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Cont.

A library of owned programs with re-

run value.

Skilled in-house airtime marketingexpertise.

Relationship with broadcasters on

different platforms.


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Cont.

Relationships with the top advertising

spenders in India.

Presence in both markets- hindi as wellas regional.


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Weakness

Yet to develop its presence on regional

platforms other than south Indian.

Lack of adequate resources forpropelling full fledged growth.

Not invested much in in-house

production equipment and hardware.


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Opportunities

Expected growth in TV ad-spend.

Cable and satellite channels are

proliferating, providing alternativeplatforms.

DTH will provide new opportunities forcontent providers.

Growing international markets forIndian content.


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Cont.

Internet provides opportunities for

showcasing and distributing content.

Value addition will form new digitaltechnology.


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Threats

Change in viewing habits of the Indianpeople.

Competition from other contentproviders.

Piracy of creative ideas and concepts.

Shift in sponsorships.

Policy changes by Doordarshan andGovernment authorities.


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Cont.

Technology shifts which may involve

expensive retaining of talent.

Emergence of large content corporatesthrough industry consolidation.


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The Business Flow


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Diversified Business Model

Across Program -20 programs on air. Noprogram accounts for over 15% of

revenues.Channels- Program supply to keybroadcasters: Star, Sony, Zee, Gemini,Udaya, Sahara (next, Sun).

Genres- Family Drama, Thriller,Comedy, Children programs.


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Cont.

Languages- Hindi, Tamil, Telugu,

Kannada (next, Malayalam).

Forms of Content supply- Daily /Weekend (next, Television movies).

Time Bands- Programs run across time

bands like afternoon and eveningprime time (next, morning).


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Suggested Future Strategies

Strengthening Sponsored Programming

More programs on Udaya T.V and

Gemini T.V.

Entry into Tamil Nadu, Kerala and West

Bengal markets.

Further penetration into Doordarshannetwork.


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Cont.

Exploitation of software library

Expanding prime time slots

7:00 p.m. to 8:30 p.m.and 11:30 p.m.

to 12:00 on main line channels

Tapping overseas media market.


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Cont.

Expanding satellite channel presence

More programming for Star, Sony, Zee

and Sahara T.V.

Small budget movies.

A balanced mix of programs insponsored and commissioned category,


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to optimize its risk-revenue profile.

To diversify further into other regional

market.To improve production efficiencies and

economies of scale & to improve theoperating margins by investing instudios, production and postproduction equipments.


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To increase focus on tapping export

and remake opportunities.

To tap web casting opportunities-putting software on internet.

Investment in R&D along with creative

conceptualization.


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Balaji Telefilms Financial

Year 04 Update


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Rs (In Million) Q1FY04 Q1FY03

% Change

YoY Q4FY03

% Change

YoY

Total Revenues 446.0 397.8 12.1% 445.3 0.1%

Operating Profit 212.2 212.8 -0.3% 199.2 6.5%

Profit Before Tax 221.6 203.4 8.9% 202.1 9.6%

Profit After Tax 141.5 126.8 11.6% 119.7 18.2%

EPS (Annualised) (Rs) 2.8 2.5 2.3

Key RatiosOperating Profit Margin (%) 47.6% 53.5% 44.7%

PAT Margin (%) 31.7% 31.9% 26.9%


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The Story So Far

Balaji is the largest fiction basedcontent producer in India.

Multi-lingual programming.Presence across premier channels.

Content strength:

62 shows of quality viewing per week 14 Balaji shows featuring in Top 20

shows in hindi satellite channels


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Produced over 52 serials of different

genre, translating into over 5200 hrs

(around 10400 episodes of hr) ofprogramming.

A library of over 3000 hrs of

programming.


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The Success Strategies

Identification of right concept at right

time.

Focus on Indian blend and womenstrata.

Focus on daily soaps.

Right mix of programs on DD andprivate channels.


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Right mix of hindi and regional

programs.

Restricting core competence totelevision software production and no

dalliances with non core activities.


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Mass Media For Balaji

Owing to the nature of servicesprovided, the Balaji communication

process is largely restricted to Businessto Business.

The target audience for thiscommunication is:

Primary: Television Channel Heads,Investors etc.


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Secondary: The viewers; comprising ofteenagers, housewives, and a certain

category of the male population.

Thus the communication for Balaji wouldlargely comprise of

Public Relation activities


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Events

Sponsorships

Outdoor Media like hoardings

Social Advertisements for television

Promotional films/ Documentaries


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The Media Plan


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Public Relations

Location : Delhi and Mumbai

Month : May-June, 2006

Procedure : Articles in productionjournals and financials


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Sponsorships

Event 1 : Abby Awards

Location : JW Marriott, Mumbai

Month : December 2006

Duration : 2 days

Approx. Cost : Rs. 1,00,00,000


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Cont.

(Part Sponsorship)

Event 2 : AIDS fund raising event

Location : India Gate, Delhi

Month : January 2007

Approx. Cost : Rs. 15,00,000

O td h di


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Outdoor- hoardings

(Before launch of a new show)

Hoarding size : 1020

Location : Gurgaon and Mumbai (primelocations)

Month : February 2007

Duration : 1 month


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Cont.

Gurgaon

1 hoarding per week = Rs. 50,000

10 hoardings per month = Rs. 20,000,00

Mumbai

1 hoarding per week = Rs. 2,000,00

10 hoardings per month = Rs. 80,000,00


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Social Advertisements

Social ad production Girl Child Welfare

Channels : NDTV India, Star Plus, Sony,

and DoordarshanDuration of ad : 10 secs

Duration of campaign : Twice a week for

each channel from June September2006


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Cont.

1 ad once a week, per channel : Rs.

50,000

For twice a week : Rs. 1,00,000For 1 month : Rs. 4,00,000

For 4 months : Rs. 16,00,000

Thus, for 5 channels : 16,00,000 X 5

= Rs. 80,00,000


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Promotional Film For Balaji

In house film covering technical and

creative finesse of Balaji Telefilms, to

be forwarded to various channel CEOs.

15 mins. film shot with in- house

equipment : Rs. 2,00,000


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The Sum Total

Thus, total spends from Rs. 3 crores :

Sponsorships = 100,00,000 + 15,00,000

Hoardings = 20,00,000 + 80,00,000

Social ad = 80,00,000

Promotional film = 2,00,000

Sum Total = Rs. 2,97,00,000

Remaining Amount = Rs. 3,00,000


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Acknowledgements

The Delhi School of Communication

Prof. Ramola Kumar; Dean, DSC

Ms. Shalini Singh; Business Executive-Maxus

Mr. Manasvi Rasgotra; Project Director

Nestle

Mr. Ashish Dutta; Consultant


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Cont.

Mr. Pradeep Aeri; Director- Aeri

Creatives

Team Members


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Leveraging communication to provide marketing solutions.

Thank You !

187, DDA SFS, POCKET 1 & 2, SECTOR-3 ,DWARKA, NEW DELHI-110075 (INDIA)TEL:(091-11)-25086201, 25086202 e-mail: [email protected]


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Over To You

Brand Activation from Balaji

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