Media Scene in India 2012

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

Mail

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%