1.1 INTRODUCTION The world of today is changing fast. India is no exception. Especially after the opening up of the economy, the pace of change that India and its people are experiencing in their socio cultural milieu is mind-boggling. India is wide diversity, offers a fascinating scope to study the host of changes, which developmental activities have brought about in its social and economic fabric. While it is possible to get some estimates of macro changes taking place in India, it is impossible to get any accurate measure of the subjective experiences that precede, accompany or follow such changes. However the fact remains that the profile of the Indian market is vastly different from what it was ten years ago. The Indians had an eagerness to gather the information’s for their development and these types of objectives make the entertainment industry still evergreen. The broadcasters offer good mixture of these things to the market for the customers to make a selection. The main competition in the media industry is between the TV channels of global village and this brings the world to an information explosion. Almost all parts of India have the network coverage of channels and the areas of development are implementing it at a faster pace. Television in India has been in existence for four decades. Television service in India is available throughout the country. Broadcasting is a central government monopoly under the Ministry of 1
A project on Television viewer's satisfaction in kerala
Welcome message from author
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
1.1 INTRODUCTION
The world of today is changing fast. India is no exception. Especially after the opening up of
the economy, the pace of change that India and its people are experiencing in their socio cultural
milieu is mind-boggling. India is wide diversity, offers a fascinating scope to study the host of
changes, which developmental activities have brought about in its social and economic fabric. While
it is possible to get some estimates of macro changes taking place in India, it is impossible to get any
accurate measure of the subjective experiences that precede, accompany or follow such changes.
However the fact remains that the profile of the Indian market is vastly different from what it was ten
years ago.
The Indians had an eagerness to gather the information’s for their development and these
types of objectives make the entertainment industry still evergreen. The broadcasters offer good
mixture of these things to the market for the customers to make a selection. The main competition in
the media industry is between the TV channels of global village and this brings the world to an
information explosion. Almost all parts of India have the network coverage of channels and the areas
of development are implementing it at a faster pace.
Television in India has been in existence for four decades. Television service in India is
available throughout the country. Broadcasting is a central government monopoly under the Ministry
of Information and Broadcasting, but the only network system, Doordarshan, also known as TV1,
accepts advertisements for some programs.
Doordarshan, established in 1959 and a part of All India Radio until 1976, consists of one
national network and seven regional networks. In 1992 there were sixty-three high-power television
transmitters, 369 medium-power transmitters, seventy-six low-power transmitters, and twenty-three
transposes. Regular satellite transmissions began in 1982 (the same year color transmission began).
The initial success of the channels had a snowball effects: more foreign programmers and
Indian entrepreneurs flagged off their own versions. From two channels prior to 1991, Indian viewers
were exposed to more than 50 channels by 1996. Software producers emerged to cater to the
programming boom almost overnight. Some talent came from the film industry, some from
advertising and some from journalism.
1
In Kerala there was TV broadcasting from the early days and was by the Doordarsan. But the
private channels entered the market in the 1990s. Only after that, the competition in market started
and it brought the quality picture as to withstand in the stiff competitive conditions.
Keralities are reaching all parts of the world in search of their living this widens the
geographical scope of satellite channels even to Europe, America, Middle East and Singapore. The
major channels, in Kerala’s satellite channel industry are: Asianet, Surya, Kairali, Jeevan TV, Amrita
TV, Manorama News and India vision. Of these Asianet and Kairali are even available to USA and
Canada. These channels are trying to reach all part of the world, where there is Malayalee
population.
Doordarsan was the first TV channel in Kerala to make the relay in the Malayalam language.
It started its service from 1984 itself. But the relay time was less and restricted to evenings only.
Later it improved the timings and started the relay on afternoon also. This picture had changed after
the arrival of the Pvt. Satellite channels in the 90’s. Asianet was the first to make the relay in
Malayalam. This made a revolution in the entertainment industry.
Broadcasting industry is booming in the region in hand with the sharp increase in
metropolitan culture, increase in population density, migration and fast urbanization of rural areas.
2
1.2 RESEARCH PROBLEM
Keralities are reaching all parts of the world in search of their living: this widens the
geographical scope of satellite channels even to Europe, America, Middle East and Singapore.
Kerala is a state, which is known for its high literacy rate and proliferation of education. This
is the main factor, which enables the channels to run in a profitable manner. The people of Kerala are
having a cultural attitude towards everything that comes under their consideration. Medium of
communication is highly correlated with the overall culture, perceptions and attitudes of the people.
Malayalam broadcasting industries possess high potential for the prospects of the industry. It
is fast growing and highly competitive. The major News channels, in Kerala’s satellite channel
industry are Asianet News, Kairali, Manorama News, Indiavision etc. This shows that the
entertainment industry in Kerala is growing in a high speed, for the problem for the study will
identify.
“What is the scope for an additional Malayalam news channel in Kerala”?
3
1.3 SIGNIFICANCE OF THE STUDY
Media Industry is facing tough competition both between the medium and within the
medium. Manorama news channel is the tough competitor for Indiavision. But with news coverage
of 42% Indiavision still can with stand the competitions from Manorama news channel.
The study will help the existing news channels to re-arrange their program mix according
to the viewer’s opinion and also the new entrants can understand the viewer’s needs and wants
through the study.
The prime objective is to find out the viewers approach to Indiavision news channel
compared with the other news channels, and to find if there is any scope for additional Malayalam
news channel.
4
1.4 OBJECTIVES OF THE STUDY
The primary objective of the study is to find out VIEWERS APPRECIATION about the Malayalam
news channel of INDIAVISION Satellite communication Ltd. The other specific objectives of the
study are:
1. To have an overall understanding of the organization and the various departmental activities.
2. To identify the expectations and needs of the viewers about their news desk.
3. To identify new segments that can be included in news apart from conventional politics,
sports and weather.
4. To know about the programs that attracts/dejects majority of the viewers in rural area.
5. To know about different attributes that makes people watch it regularly.
6. To collect opinion about the existing news channels and Rank them.
7. To suggest measures to provide more satisfaction to existing viewers and to attract new
viewers.
5
1.5 HYPOTHESIS FOR THE STUDY
1 Ho: There is no significant relationship between the factors for selecting a news channel and the
time spent by TV viewers in watching the news
2 Ho: There is no significant difference in segment wise ranking of Local, National and
International news programs
3 Ho: There is no significant relationship between Local news programs and the choice of
Malayalam news channel
4 Ho: There is no significant relationship between the viewer’s satisfaction level and their
preference for a Malayalam news channel
5 Ho: There is no significant relationship between the viewer’s satisfaction level and the reasons
for not preferring a new Malayalam news channel
6
1.6 RESEARCH METHODOLOGY
To define any research problem and give a suitable solution for the problem, a sound research
plan is inevitable.
Research methodology underlines the various steps involved by the researcher in systematically
solving the problem with the objective of determining various facts.
1.6.1 Research Design
A research work will be successful, only with a sound research design .The research design for
the purpose of the study is Analytical in nature.
The major purpose of analytical research is to analyze the state affaires as it exists at present.
Analytical research includes survey and in-depth analysis of variables. The research plan calls for
gathering primary and secondary data. The Sampling Method adopted for the present study is
Simple Random Sampling
1.6.2 Methods of Data Collection
In this research, the collection of data is from various sources and the are two types.
1. Primary Data
2. Secondary Data
1.6.2.1 Primary Data
Primary data collection was mainly done through the mainly done through questionnaires, direct
interview and telephone contacts. The respondents were approached personally and were requested
to fill up the questionnaire.
1.6.2.2 Secondary Data
Secondary data was collected from Company records, Internet, and books.
7
1.6.3 Variables of the Study
The Malayalam news channel’s preference were assessed on the basis of the following
variables – Accuracy of the news, News Coverage, Presentation Style, Number of
advertisements etc.,
The preference of an additional Malayalam news channel were assessed on the basis of the following
factors – satisfied with the existing channels, No scope for additional news channel, confusion of
watching more news channels and lack of time etc.,
1.6.4 Research instrument
The instruments adopted for the primary data collection is through “QUESTIONNAIRE”.
1.6.4.1 Nature of questions in a questionnaire
1.6.4.2Pretesting of questionnaire
A pre-testing of questionnaire was conducted with 15 questionnaires, which were
distributed and all of them were collected back as completed questionnaires.
On the basis of the doubts raised by the respondents, the questionnaire was re-drafted to its
present form.
1.6.5 Sampling Plan
Sampling plan includes sampling unit used in the survey. It also includes the sampling size and
the sampling procedure used for the survey.
1.6.5.1 Sampling unit
The sampling unit is the Television Viewers.
8
1.6.5.2 Sampling size
The sample size was selected based upon simple random sampling. For the purpose of
study 50 samples are taken from one district.
1.6.6 Sampling Frame
The study has been carried out in the village of Pang-West; it is situated in theMalappuram
District.
1.6.7 Period of the study
The research periods were from 2nd October to 4th November 2007.
1.6.7 Sampling Procedures
Simple Random sampling in the district of Malappuram
1.6.8 Contact Method:
The method used to contact the respondent was direct interview. The researcher selected
direct contact method because there is no scope of contacting the dealers through telephone or
direct mail. By telephone interview the respondent’s characteristics and environment cannot be
observed. The response rate for mail survey is low. Hence the resulting sample will not be
representative one.
1.6.9 Analysis of Data
Datas are analysed through analytical statistics using correlation, the hypothesis are tested.
1.6.10 Presentation of data
Percentage method, tables and charts are used to present the data.
9
2. REVIEW OF LITERATURE
2.1 Customer Satisfaction
The buyer’s satisfaction after purchases depends on the offers performance in relation to the
buyer’s expectations. According to Philip Kotler, “satisfaction is a person’s feelings of pressure or
disappointment resulting from product’s perceived performance (outcome) in relation to his or
her expectations. Customer satisfaction is the level of a person’s felt state resulting from
comparing a product’s perceived performance (outcome) in relation to the person’s
expectations”.1 This satisfaction level is a function of difference between perceived performance
and expectations. If the product’s performance, exceed expectation the customer highly satisfied or
delighted. If the performance matches the expectations the customer is satisfied. If the products
performance fall shorts of expectations the customer is dissatisfied.
Many companies are aiming for high satisfaction because customers who are just
satisfied still find it easy to switch when a better offer comes along. High satisfaction or delight
creates an emotional affinity with brand.
Variety of factors that affect customer satisfaction includes product quality, product
availability and after sales support such as warranties and services. Customer satisfaction is seen as a
proof of delivering a quality product or service. It is believed that customer satisfaction brings sales
growth, and market share. A company can always increase customer satisfaction by lowering its
price or increasing its services but this may result in lower profits. Thus the purpose of marketing is
to generate customer value profitability.
India is on the threshold of a new millennium. India chose for global economy, exposing her
to winds of change in the market place, which has expanded vastly and become fiercely competitive.
In the changed environment, decision makers view the marketing concept as the key to success.
Marketing in practice has to manage products, pricing, promotion and distribution.
A successful product can be developed by exploding these opportunities. While delivering
the value of the consumer we make use of marketing support. This support is based on the
knowledge of consumers and distribution. Marketing support both at the introduction of products and