A RESEARCH REPORT ON A COMPARATIVE STUDY OF AUDIENCE PREFERENCE TOWARDS CNBC AND ZEE BUSINESS (A CASE OF BAREILLY CITY) SUBMITTED FOR APPROVAL FOR CONDUCT OF FIELD RESEARCH FOR PARTIAL FULLFILLMENT OF THE MASTER IN BUSINESS ADMINISTRATION DEGREE FROM U.P. TEC UNIVERSITY, LUCKNOW BATCH (2007-09) Under the kind guidance of: Submitted By : Mr. GULSHAN KUMAR PRIYANKA SHARMA LECTURER. M.B.A. IV – Semester. R.B.M.I. Bareilly Roll No. :-0701670083
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
A
RESEARCH REPORT
ON
A COMPARATIVE STUDY OF AUDIENCE PREFERENCE
TOWARDS CNBC AND ZEE BUSINESS
(A CASE OF BAREILLY CITY)
SUBMITTED FOR APPROVAL FOR CONDUCT OF FIELD RESEARCH FOR PARTIAL
FULLFILLMENT OF THE MASTER IN BUSINESS ADMINISTRATION DEGREE
FROM U.P. TEC UNIVERSITY, LUCKNOW
BATCH (2007-09)
Under the kind guidance of: Submitted By:
Mr. GULSHAN KUMAR PRIYANKA SHARMA
LECTURER. M.B.A. IV – Semester. R.B.M.I. Bareilly Roll No. :-0701670083
Live, Weekend, The Great Chefs of India, and Box Office are all part of lifestyle programming
on the channel. Used Car Show, yet another first by Zee Business is a comprehensive guide
in choosing the best second hand car.
Zee Business continuously strives to empower and entertain consumers on smart
decision-making related to investments, savings and spending. Zee Business introduced
personal finance shows to television audiences with programs like Money Guru, Tax Doctor,
The Money Show and Vakil Sahib. Useful insights and tips on earning investing and
spending.
Like business itself, Zee Business has also evolved. It vibes with the ambition and passion of
today's entrepreneurs; and continuously strives to bring the best quality programming to
viewers across the country. No wonder, Zee Business has grown by leaps and bounds in
recent times. It emerged as India’s No. 1 business channel and reigned supremacy in Mumbai
& Delhi combined for 10 consecutive weeks. Today it is a dominant player amongst all
business channels in the country.
Zee Business is all set to introduce its new initiative ‘Emerging Business Forum.’
Starting today, this forum is all set to showcase the success of SME clusters and empower
emerging business enterprises Zee Business, in an alliance with the State Bank of India,
India's most trusted bank, is all set to introduce its unique initiative ‘Emerging Business
Forum’. This is an endeavor by Zee Business to showcase the success of SME clusters and
empower emerging business enterprises achieve sustainable growth and development.
Beginning December 17, 2008, Emerging Business Forum will be a 13 part series
which will crystallize concerns and identify local environment and ecosystem issues that will
be addressed on a sustained basis by Zee Business. It aims to highlight the achievements of
small and medium enterprises in some key clusters apart from setting up a forum for SMEs in
specific verticals for first hand contact among themselves and mentoring by eminent
entrepreneurs and business leaders.
Emerging Business Forum will be in the format of panel discussion that will be
conducted across ten important cities of India which include Agra, Ahmedabad, Delhi, Jaipur,
Indore, Ludhiana, Meerut, Moradabad, Pune and Tripura. These panels will consist of
eminent and top employees from the leading SMEs in the cluster as well as about 75
delegates from each city comprising of members from the local industry association.
ACHIEVEMENTS OF ZEE BUSINESS
ZEE BUSINESS BAGS ABCI AWARD
Zee Business (India's first Hindi business news channel that empowers the viewer by
imparting knowledge that can be used for day-to-day gains) has been given the ABCI Award
recently for its popular automobile show 'Wheelocity'. This 46th awards night of the
Association of Business Communicators of India (ABCI) was held on 12th of January, 2007.
This prestigious award was conferred on Senior Correspondent and the Producer of the show
–ShwetaBajaj.
Mr. Harish Doraiswamy, CEO, Zee News Ltd said that, "The channel is performing
exceptionally well. This award is a representation of the viewer's opinion about Zee Business.
Through its persistent efforts, today, the channel enjoys the "most preferred channel" status
amongst the elites of the country. We are striving harder to empower our viewers with more
such informative programmes.
Dr. E. SREEDHARAN BAGS ZEE BUSINESS PINNACLE LIFETIME
ACHIEVEMENT AWARD 2006
The first Zee Business Pinnacle Awards, instituted by Zee Business, has announced
its first recipients amidst the blitz of corporate glitterati of the country. Delhi Metro Rail
Corporation MD Dr E Sreedharan, MD was presented the ‘Zee Business Pinnacle Lifetime
Achievement Award’ for his contributions to growth and development of the transportation
system in the capital city.
The Pinnacle Awards were given out in 19 categories from the Construction,
Building and Allied industries in Real Estate. It acknowledged talents for their contribution
in Technical, Creative and Individual achievements. The highlights of the award ceremonies
were the announcement of Zee Business Pinnacle Lifetime Achievement Award conferred
on Dr E. Sreedharan, MD, Delhi Metro Rail Corporation, Pinnacle Paint Award to Asian
Paints, Pinnacle Steel Awards to Steel Authority of India Ltd (SAIL), and Pinnacle Bank to
HDFC Bank, informs an official release.
The details of the winners are listed below:
Technical Awards
Pinnacle Cement ’06J.K Lakshmi
Pinnacle Paint ’06Asian Paints
Pinnacle Plywood ’06Green Ply
Pinnacle Steel ’06Steel Authority Of India Limited
Pinnacle Tiles ’06H&R Johnson
Pinnacle Bank-Home Loans ’06HDFC Bank
Pinnacle Sanitary Ware ’06Parryware
Pinnacle Electrical ’06 (Cables and switches)Havells
Pinnacle Marble ’06R.K Marble
Creative Awards
Heritage Buildings ’06Taj Colaba
Pinnacle Awards Commercial building ‘06Inorbit Mall
Pinnacle Residential Building ‘ 06K.Raheja Group
Pinnacle Promotion – Print ’06Omaxe Group
Pinnacle Promotion-TV ’06Green Ply
Pinnacle Special Jury AwardGodrej Property for Planet Godrej
Pinnacle Corporate BuildingICICI Corporate Building Bandra Kurla
Pinnacle Bank-Home Loans ’06HDFC Bank
Pinnacle Sanitary Ware ’06Parryware
Pinnacle Electrical ’06 (Cables and switches)Havells
Pinnacle Marble ’06R.K Marble
Creative Awards
Heritage Buildings ’06Taj Colaba
Pinnacle Awards Commercial building ‘06Inorbit Mall
Pinnacle Residential Building ‘ 06K.Raheja Group
Pinnacle Promotion – Print ’06Omaxe Group
Pinnacle Promotion-TV ’06
Pinnacle Bank-Home Loans ’06HDFC Bank
Pinnacle Sanitary Ware ’06Parryware
Pinnacle Electrical ’06 (Cables and switches)Havells
Pinnacle Marble ’06R.K Marble
Creative Awards
Heritage Buildings ’06Taj Colaba
Pinnacle Awards Commercial building ‘06Inorbit Mall
Pinnacle Residential Building ‘ 06K.Raheja Group
Pinnacle Promotion – Print ’06Omaxe Group
Pinnacle Promotion-TV ’06Green Ply
Pinnacle Special Jury AwardGodrej Property for Planet Godrej
Pinnacle Corporate BuildingICICI Corporate Building Bandra Kurla
Individual Awards
Pinnacle Architect ’06Sonali Bhagwati Spazzio
Pinnacle Interior Designer ‘06Sanjay Wadhwa, Director SWBI Architects
Pinnacle Lifetime Achievement AwardDr E. Sreedharan, MD, Delhi Metro Rail Corporation
ZEE BUSINESS RATED TOP BIZ CHANNEL
The recent Television Audience Measurement (TAM) report has proclaimed Zee
Business as India’s top business channel for the ninth consecutive week with a score of 37%
share for week 37 in Delhi and Mumbai combined.
NDTV India was placed in the second position, while IBN 7 occupied third spot. Both
are Hindi business channels.
Zee is No. 1 in terms of the time viewers spent all-India and in the Hindi-speaking
market. Also, 50% of the most popular business programmes of the country are on Zee
Business.
The report further indicates that Zee Business has garnered the maximum average
weekly gross rating points (GRP) in the top metros. It also topped the charts with an
outstanding score of 25.3 averages weekly GRP for last four TAM weeks ending 13
September, 2008 across four metros and 20.5 average weekly GRP across six metros. NDTV
India is not far behind with average GRP ratings of 23.9. Zee Business, also credited to be
India’s first 24-hour Hindi business channel is celebrating its ratings.
The channel has continued to retain a large channel share in Delhi and Mumbai
combined for the last nine weeks thus emerging as the top business channel in these key
business markets.
OBJECTIVES OF THE RESEARCH
The main objectives of the study are as follows:-
1. To have an idea about different business news channels from the people.
2. To study the target audience perception towards business news channels on the
basis of their age, sex, educational qualifications and economic status, etc.
RESEARCH METHODOLOGY
It is well known fact that the most important step in marketing research process is to
define the problem. Choose for investigation because a problem well defined is half solved.
That was the reason that at most care was taken while defining various parameters of the
problem. After giving through brain storming session, objectives were selected and the set on
the base of these objectives. A questionnaire was designed major emphasis of which was
gathering new ideas or insight so as to determine and bind out solution to the problems.
DATA SOURCE
Research included gathering both Primary and Secondary data. Primary data is the
first hand data, which are selected a fresh and thus happen to be original in character. Primary
Data was crucial to know various customers and past consumer views about bikes and to
calculate the market share of this brand in regards to other brands.
Secondary data are those which has been collected by some one else and which
already have been passed through statistical process. Secondary data has been taken from
internet, newspaper, magazines and companies web sites.
RESEARCH APPROACH
The research approach was used survey method which is a widely used method for
data collection and best suited for descriptive type of research survey includes research
instrument like questionnaire which can be structured and unstructured. Target population is
well identified and various methods like personal interviews and telephone interviews are
employed.
SAMPLING UNIT
It gives the target population that will be sampled. This research was carried in
Bareilly (Distt Bareilly).
These were 50 respondents.
DATA COMPLETION AND ANALYSIS
After the data has been collected, it was tabulated and findings of the project were
presented followed by analysis and interpretation to reach certain conclusions.
SCOPE
My project was based on the “A COMPARATIVE STUDY OF AUDIENCE
PREFERENCE TOWARDS CNBC AND ZEE BUSINESS” and data was taken in the City
Bareilly only.
LIMITATIONS OF THE STUDY
1. Time factor was the chief limitation of the study. Limited time was allotted for
interviewing with the respondents. As a result of this it was not possible to gather full
information from respondents.
2. Another major constraint was cost. The study involves substantial cost and was
beyond the affordability of theme.
3. Some biased response came from respondents and findings stated in the report were
based on the answers from the questionnaire. So the effect of misinterpretation and
wrong answers may affect the outcome of the project.
4. Research work was carried out in one Bareilly city so the findings may not be
applicable to the other parts of the country because of social and cultural differences.
5. Such type of studies are psychological and require a lot of time since each human
being is different and it is hard enough to study about each individual.
6. Few respondents are not confident while responding the questions.
7 There was no literature as ill as no material available related to my study so it took
time to go around and collect relevant information from the respondents.
8 Some of the questionnaires are incomplete or ire not properly filled so it was difficult
to analyze them.
Q1.Which business news channel do you prefer to see mostly?
CNBC 25
ZEE BUSINESS 25
INTERPRETATION: - Out of the sample size of 50 viewers, 25 viewers of CNBC and 25 viewers of ZEE BUSINESS are taken in to consideration.
Q2. How much attention you would give to the hard news?
CNBC ZEE BUSINESSHIGH 6 9
MODERATE 14 10LOW 5 6
INTERPRETATION: - It is observed that in CNBC as well as in ZEE BUSINESS the viewers give moderate attention to the hard news but this ratio is comparatively high in case of CNBC. However the ratio of the viewers of ZEE BUSINESS who give high attention to the hard news is comparatively much more when compared to CNBC.
Q3. How much time you spend in watching business news?
CNBC ZEE BUSINESS½ hour to 1 hour 11 121 hour to 2 hour 5 9
More than 2 hour 9 4
INTERPRETATION: - The majority of viewers of both ZEE BUSINESS and CNBC news channels spend mostly ½ hour to 1 hour in watching business news.
Q4. Do you watch news channels regularly?
CNBC ZEE BUSINESSYES 17 13NO 8 12
INTERPRETATION: - A large segment of the viewers of CNBC and ZEE BUSINESS agrees to the fact that they watch these business news channels regularly.
INTERPRETATION: - Majority of the viewers of CNBC and ZEE BUSINESS says that they watch these news channels for business awareness and investment purpose. But this ratio is comparatively high in case of ZEE BUSINESS.
Q6. Best understanding of the news comes from what?
CNBC ZEEBUSINESSSEEING PICTURES &
VIDEOS18 22
READING OR HEARING 7 3
INTERPRETATION:- Most of the viewers of CNBC and ZEE BUSINESS give preference to seeing pictures or video footage while very few viewers says that they learn more from reading and hearing the facts about what had happened.
Q7. Which aspect of the news is most preferred by you?
CNBC ZEE BUSINESSJUST HEADLINES 4 7
HEADLINES & SOME REPORTING ON THE
FACTS
10 14
IN DEPTH ANALYSIS 7 3DON’T KNOW 4 1
INTERPRETATION: - A large segment of viewers of CNBC and ZEE BUSINESS prefer to get headlines and some coverage on the facts. Very few viewers are interested in the in-depth analysis of the facts. While those who are disengaged from the hard news altogether shows a clear preference for simpler news presentations i.e. just headlines.
Q8. How much these aspects influence you when a news source:-
CNBC ZEE BUSINESSLIKES DISLIKES DOESN’T
MATTERLIKES DISLIKES DOESN’T
MATTERa) Presents
debates between people. 16 7 2 11 14 0
b) Reporters with pleasant personality. 13 11 1 18 5 2
c) Has an in-depth interview. 19 7 0 20 3 2
d) Shares your point of view. 14 4 7 11 7 7
e) Stir your emotions. 7 13 5 13 6 6
CNBC
INTERPRETATION: - People like many different styles of presenting the news, and their preference ranges from serious to lighthearted. A solid majority
of viewers of CNBC likes in-depth interviews with leaders and policy-makers. Comparable numbers also like debates between people with different point of views and news presented by reporters and anchors with pleasant personalities. Some of the viewers also likes when their point of view is taken into consideration. But most of them dislike the news aimed at stirring the emotions.
ZEE BUSINESS
INTERPRETATION: - Out of the sample size of 50 viewers of ZEE BUSINESS a large segment give preference to the in-depth interviews. Out of 50, 18 viewers say that they like the news presented by the reporters and anchors with pleasant personalities. Only 14 viewers want to be moved emotionally by the news. 10 viewers express positive opinion of news source sharing their point of views. Very few viewers of ZEE BUSINESS say that they like debates between people.
Q9. What do you think what tye of news is followed very closely?
INTERPRETATION: - A large segment of the viewers of ZEE BUSINESS say that they track business and finance news very closely while in case of CNBC viewers are giving more preference to science and technology. A comparable numbers say that they follow local government and weather news very closely. It is observed that there has been a continuous decline in interest
in consumer news and weather news in both the channels. But as far as international affairs are concerned 15 viewers of ZEE BUSINESS say that they follow such news closely. However this % is very low in case of CNBC.
Q10. What do you think which channel have more coverage in terms of audience?
CNBC 28
ZEE BUSINESS 22
INTERPRETATION:- Out of the sample size of 50 Viewers, 28 viewers say that CNBC have more coverage while the remaining 22 viewers give their rating to ZEE BUSINESS.
Q11. Do you believe all or most of what organization says?
CNBC ZEE BUSINESSYES 16 13NO 5 7
NOT SURE 4 5
INTERPRETATION: - Mostly the viewers of CNBC and ZEE BUSINESS believe the credibility of major news organizations. Very few viewers say no to this credibility rating.
Q12. Do you think that these news channels are having any kind of direct or indirect impact on your daily life?
CNBC ZEE BUSINESSYES 7 13NO 10 10
NOT SURE 8 2
INTERPRETATION: - Majority of the viewers of ZEE BUSINESS agrees that these news channels are having impact on their daily lives but this ratio is comparatively low in case of CNBC.
Q13. Do you think that the hard news audience has increased in size from the past few years largely by the rise in interest in business news?
CNBC ZEE BUSINESSYES 14 13NO 5 9
NOT SURE 6 3
INTERPRETATION: - A large number of viewers of CNBC and ZEE BUSINESS agree to the fact that there has been a tremendous increase in the size of the hard news audience largely by the rise in interest in business news.
Q14. Does education plays any significant role in the rapid increase in the size of the hard news audience?
CNBC ZEE BUSINESSYES 17 14NO 5 9
NOT SURE 3 2
INTERPRETATION: - A large segment of the viewers of CNBC and ZEE BUSINESS believes that education plays a very significant role in the rapid increase in the size of the hard news audience.
Q15. Are you satisfied with the content of the news being provided by the business news channels?
CNBC ZEE BUSINESSYES 19 16NO 6 9
INTERPRETATION: - Majority of the viewers of CNBC and ZEE BUSINESS say that they are satisfied with the content of the news being provided by the business news channels.
FINDINGS
During this short span of the research project I interacted with most of the viewers of
CNBC and ZEE BUSINESS news channel in Bareilly city. Out of the sample size of 50
viewers, 25 viewers of CNBC and 25 viewers of ZEE BUSINESS are taken into
consideration. But still I found that the ratio of the viewers of CNBC in Bareilly city is
comparatively greater than that of ZEE BUSINESS viewers. It has been find out that in
CNBC as well as in ZEE BUSINESS the viewers give moderate attention to the hard news
but this ratio is comparatively high in case of CNBC. However the ratio of the viewers of
ZEE BUSINESS who give high attention to the hard news is comparatively much more when
compared to CNBC.
The majority of viewers of both ZEE BUSINESS and CNBC news channels spend
mostly ½ hour to 1 hour in watching business news. When they are asked that do they watch
these news channels regularly then a large segment of the viewers of CNBC and ZEE
BUSINESS agrees to the fact that they watch these business news channels regularly.
It has been observed that majority of the viewers of CNBC and ZEE BUSINESS says
that they watch these news channels for business awareness and investment purpose. But this
ratio is comparatively high in case of ZEE BUSINESS. Most of the viewers of CNBC and
ZEE BUSINESS give preference to seeing pictures or video footage while very few viewers
says that they learn more from reading and hearing the facts about what had happened.
It has been found that a large segment of viewers of CNBC and ZEE BUSINESS
prefer to get headlines and some coverage on the facts. Very few viewers are interested in the
in-depth analysis of the facts. While those who are disengaged from the hard news altogether
shows a clear preference for simpler news presentations i.e. just headlines.
People like many different styles of presenting the news, and their preference ranges
from serious to lighthearted. A solid majority of viewers of CNBC likes in-depth interviews
with leaders and policy-makers. Comparable numbers also like debates between people with
different point of views and news presented by reporters and anchors with pleasant
personalities. Some of the viewers also likes when their point of view is taken into
consideration. But most of them dislike the news aimed at stirring the emotions. On the other
hand it is observed that in ZEE
BUSINESS a large segment gives preference to the in-depth interviews. Out of 50, 18
viewers say that they like the news presented by the reporters and anchors with pleasant
personalities. Only 14 viewers want to be moved emotionally by the news. 10 viewers
express positive opinion of news source sharing their point of views. Very few viewers of
ZEE BUSINESS say that they like debates between people.
When the viewers are asked as to what type of news is followed very closely then a
large segment of the viewers of ZEE BUSINESS say that they track business and finance
news very closely while in case of CNBC viewers are giving more preference to science and
technology. A comparable numbers say that they follow local government and weather news
very closely. It is observed that there has been a continuous decline in interest in consumer
news and weather news in both the channels. But as far as international affairs are concerned
15 viewers of ZEE BUSINESS say that they follow such news closely. However this % is
very low in case of CNBC.
It has been found that there are more viewers of CNBC in case of Bareilly city. It is
because when the viewers are asked to give their opinion about which of the two channels is
having more coverage in terms of audience then most of them would give their vote to
CNBC. Out of the sample size of 50 Viewers, 28 viewers say that CNBC have more coverage
while the remaining 22 viewers give their rating to ZEE BUSINESS.
It has been observed that mostly the viewers of CNBC and ZEE BUSINESS believe
the credibility of major news organizations. Very few viewers say no to this credibility rating.
Majority of the viewers of ZEE BUSINESS agrees that these news channels are having
impact on their daily lives but this ratio is comparatively low in case of CNBC.
It has been found that a large number of viewers of CNBC and ZEE BUSINESS agree
to the fact that there has been a tremendous increase in the size of the hard news audience
largely by the rise in interest in business news and according to them education plays a very
significant role in the rapid increase in the size of the hard news audience. Majority of the
viewers of CNBC and ZEE BUSINESS say that they are satisfied with the content of the
news being provided by the business news channels.
CONCLUSION
BUSINESS NEWS CHANNELS are now-a-days regarded as one of the most
important catalysts that have an invariably important role in shaping up public opinions,
ideas, sentiments, and dogmas by promulgating accurate and desirable information and
knowledge. Due to its vast intrusion in public life, it has the power of creating an enduring
impact on society and culture of the region. In the world of today, it has become almost as
necessary as food and clothing. It is true that news is playing an outstanding role in
strengthening the society. It is the mirror of the society. Its duty is to inform and educate
people. It helps us to know what’s going on around the world. They put their lives in danger
during attacks or natural disasters just to inform us of the situation. It is partly because of
them that awareness is spreading in the society. It is the business news media which shape
our lives. Our lives would be incomplete without the news.
After making a comparative study it is concluded that that there are more viewers of
CNBC in case of Bareilly city. It is because when the viewers are asked to give their opinion
about which of the two channels is having more coverage in terms of audience then most of
them would give their vote to CNBC. Out of the sample size of 50 Viewers, 28 viewers say
that CNBC have more coverage while the remaining 22 viewers give their rating to ZEE
BUSINESS.
It has been found that a large number of viewers of CNBC and ZEE BUSINESS in
Bareilly city agree to the fact that there has been a tremendous increase in the size of the hard
news audience largely by the rise in interest in business news and according to them
education plays a very significant role in the rapid increase in the size of the hard news
audience. Majority of the viewers of CNBC and ZEE BUSINESS say that they are satisfied
with the content of the news being provided by the business news channels. Therefore we can
say that the business news channels are acting as a great force in building the nation.
RECOMMENDATIONS
During the study it has been found that some of the viewers of CNBC and ZEE BUSINESS
are not satisfied with the content of the news being provided by the business news channels.
When they are asked the reason for this then majority of them say that TV news channels in
India are facing a qualitative crisis pertaining to disseminated content in the package of the
news. It has become a commercialized sector eying for news that is hot and sells just for
earning TRP’s i.e. Television Rating Points. Every issue is hyped for a day or two, so much
so that you switch to any channel, they all will be flashing the same story but when the heat is
over there will be no following of the case.
Some of the viewers say that it seems as if the business news channels in India have charted
out their own doctrines and present anything as news and serve it to their audience.
According to them stories of real life and real heroes of national interest are relegated to the
lower ranks.
So for this I would like to recommend that business news channels should emphasize more
on providing important information and educative programmes and should try to maintain the
quality and authenticity of their news. They should not only focus on earning the TRP’s but
try to provide that information that will be of some national interest.