Chapter IIntroduction1.1 PROFILE OF THE COMPANYZee Entertainment
Enterprises Limitedis one of India's leading television, media and
entertainment companies. It is amongst the largest producers and
aggregators of Hindi programming in the world, with an extensive
library housing over 1.2 lac+ hours of television content. With
rights to more than 3,500 movie titles from foremost studios and of
iconic film stars, ZEEL houses the world's largest Hindi film
library.Through its strong presence worldwide, ZEEL entertains over
730+ million viewers across 169 countries.Pioneer of television
entertainment industry in India, ZEEL's well known brands include
Zee TV, Zee Cinema, Zee Premier, Zee Action, Zee Classic, Ten
Sports, Ten Cricket, Ten Action+, Zee Cafe, Zee Studio, Zee Trendz,
Zee Khana Khazana, Zee Salaam, Zee Jagran, Zing, ETC Music and ETC
Punjabi. The company also has a strong offering in the regional
language domain with channels such as Zee Marathi, Zee Bangla, Zee
Telugu, Zee Kannada and Zee Talkies.The ZEEL stable owns an
integrated range of businesses. All of these in singularity adhere
to the content-to-consumer value chain model of media and
entertainment business. ZEEL is a pioneer in every aspect of
content aggregation and distribution through traditional media like
satellite and cable and new media like the internet, in India.
1.2 HISTORYThe company was launched on 15 December 1991 and was
previously known asZee Telefilmsuntil 2006, when it was renamed and
the news and entertainment units were spun off into four smaller
divisions. ZEEL currently operates over 15 different television
channels, a cable companySiti Cable, a record labelZee Records, a
production company and other businesses as well. It has expanded
operations abroad, with several of its channels available in the UK
and US as well as Africa and Asia.In 2002 ZEEL acquired a majority
stake (51%) inETC Networks. In 2006, they acquired Integrated
Subscriber Management Services Limited and in November 2006, ZEEL
acquired an interest (50%) in Taj televisionTEN Sports.In February
2010 ZEEL acquired an additional stake (95%) inTEN Sports.As of May
2011, Star DEN, (which is 50% owned by21st Century Fox) brought 50%
of Zee, making FOX own 25% of Zee. AsZee Telefilms, the company
formed part ofBSE Sensexfrom 2000-2005. The news and regional
entertainment channel business was spun off into a separate company
in 2006 under the corporate bannerZee News Ltd(ZNL).Fox also holds
an approximate 30% interest in Tata Sky Limited which owns and
operates a DTH platform in India. The Company has a 50/50 joint
venture, Star Den, with Den Networks Limited to perform channel
placement services in India. In May 2011, Star Den entered into a
50/50 joint venture with Zee Turner Limited and Zee Entertainment
Enterprises Limited (ZEEL) to distribute and market all channels
owned by the Company and ZEEL, their respective affiliated channels
and other third party channels in India, Nepal and Bhutan.
1.3 MISSION"To become the world's leading global media company
from the emerging markets. As a Corporation, we will be driven by
innovation & creativity and would focus on growth while
delivering exceptional value to our customers, our viewers and all
our stakeholders." Customer FocusOur Company's strategies are
driven by the needs of the customer. Our success can be measured by
the satisfaction achieved by our customer.
ExcellenceWe accord a high premium to maintaining superlative
standards throughout our Company. We encourage our employees to
come up with smarter ideas within the fastest possible time.
CreativityKey to our value system is innovation and originality.
We recognise and have a high regard for individual expression and
creative freedom in our quest to provide customer satisfaction.
IntegrityWe observe strict ethical standards through editorial
independence and creative expression, in order to earn the trust of
our viewers and subscribers. Growth DrivenWe are committed to
delivering consistent revenue and cash flow growth in order to
provide our shareholders a good return. Our objective is to grow
our people, market and businesses around the world.
1.4 STRENGTHS Leading broadcaster in India and overseas for
South East Asian content. First mover advantage across genres.
Widest offering of channels by a single broadcaster in the country.
Across genres, our channels are either leaders or strong contenders
for the leadership Position. Diversified revenue streams:
advertising and subscription Diversified customer base:across169
countries Operating the largest pay TV distribution platform in the
country, Zee Turner Large network gives tremendous leverage with
advertisers Cost conscious approach towards business Affiliate
companies have leading presence across the media value chain cable
and distribution, direct-to-home satellite services, digital media
amongst others1.5 Strategies Inspire creativity. Continue to run
our business as best in class, with viewer satisfaction as the
ultimate goal. Enhance our leadership position in the genres we
compete. Continuous innovation to stay ahead of the curve and seize
growth opportunities. Invest in the business in a focused,
disciplined way and achieve superior financial performance To use
the strong cash flows of our business to improve returns to
shareholders Reaffirm our commitment to highest level of integrity
and professionalism throughout our business.1.6 ZINDAGIZindagi is
an Indian entertainment television channel owned by theZee
Entertainment Enterprises(ZEEL), launched on 23 June 2014.The
channel presently airs syndicated television shows from
Pakistan.According to ZEEL,Zindagiwould also telecast television
shows from various others countries such as Turkey, Iran, Egypt,
Sri Lanka and Bangladesh. The channel and its programmes have been
very well received by the Indian audience and the channel has also
set a few records.Zindagibecame the first ever general
entertainment channel (GEC) to air syndicated content from
Pakistan. The channel also embarked a new beginning for cultural
exchange between India and other nations.Zindagiwas also launched
with the incentive to initiate a different direction towards peace
between Indian and Pakistan; given the situation between the two
countries. In fact, on his visit to India just before the channel's
launch, Pakistani Prime MinisterNawaz SharifmetEssel Group's
chairman,Subhash Chandra, to discuss about the content of the
channel. Aunn Zarapremiered on the channel on the day it was
launched at 8:55 pm.The show telecasted its final episode on 12
July 2014,making Zindagi the first Hindi GEC in India, to end a
show in just 20 days.
Chapter IILiterature ReviewShailja Kejriwal(2012) researched
that There were many reasons, but the chief one was very personal.
This has nothing to do with the business aspect of a channel. I
felt we were becoming more and more polarised and intolerant
society as a whole. The other reason was that we are each made to
hear propaganda driven news about the other country, news which the
powers want us to hear about each other.It is so strange that
countries which were one up to a few decades ago are so driven
apart now. Indians have no idea at all about what is going on in
Karachi or Lahore apart from what is considered conventionally
newsworthy. And all newsworthy stuff is basically negative, like
terrorist attacks and so on and so forth.I studied comparative
literature at Jadavpur University and read a lot of Urdu
literature, alongside Hindi and Bangla. And whatever I was reading
of Pakistani culture was a culture I was falling in love with.
After reading the beautiful words of Pakistani masters, one has to
wonder why there is so much fear!I remember the first time I went
to Karachi I was so afraid. This fear has been drilled into our
collective psyche. We have been brainwashed into thinking that it
is an enemy state in perpetual terror. And that is not the truth at
all.Almost all mainstream national Hindi soaps are filmed around a
very specific religion, caste and even region.Mythological
depictions, too, are overwhelmingly of one religion. Do you think
powers of storytelling will be able to conquer the biases that will
inevitably arise when watching a Pakistani soap?
Let me tell you what I think is the power of storytelling.
Storytelling can make a human being into God.Ram becomes God,
Krishna becomes God by virtue of what? Storytelling.We come to
believe in the truth of their divinity through the stories we hear.
This fact makes me hopeful. If you have good stories to tell,
stories that can connect with the people, then this layer of
intolerance will melt away. This hatred that exists in certain
people is only a few years old. I also feel that, in India, there
is innate curiosity about Pakistan.There is such chemistry between
the two nations. You can love each other, you can hate each other
but you cannot ignore each other.And that is the most beautiful
relationship you can have. We love their cricketers, whether you
are talking about Wasim Akram or Imran Khan. Today when Shafqat
Amanat Alis songs play in every city and town in India, people dont
pause and say that he is a Pakistani. People are more tolerant than
the media would have you believe. It is time to tap into that
goodness.India prides itself on being a secular country. But when
it comes to national television and cinema, there is such little
representation of Muslims even though they comprise such a huge
chunk of the population.
Indian News Channels(2010) researched that The most common
question that todays media is facing is that Does the media
particularly the broadcast media need regulation, and if so, of
what kind? The question was more prominent after the Mumbai terror
attacks. In December 2008 News Broadcasters Association released a
set of guidelines that television news channels should follow in
emergency situations following severe criticism over the way TV
covered the Mumbai terror attacks. At present we have approximately
30 news channels in our country and there is a war of Television
Rating Points going on between them. TRP is linked with
advertisements and revenues which is the only source of income for
most of the news channels. Thus the war of TRPs is a war of profit
and to earn more profits the news channels have started breaking
all the standards of profession. This raised the question should
electronic media, news media in particular, have a mandatory code
of conduct? many cases like Uma Khurana case, actress Monika Bed
casei, story of a car without driver and stories and programmes on
ghosts and witches stick a big question mark on the content and
sense of responsibilities of news channels.Prem Lal Joshi,
Professor, University of Bahrain (2007) researched that In the
current liberalized environment that is characterized by
information and knowledge base, the media, particularly the
satellite television news channels, is a very powerful medium that
plays a significant role in shaping public opinions and beliefs,
and disseminating correct information and knowledge with a huge
responsibility on their shoulders. Such dissemination of news,
views, and other information has far-reaching affects on societies,
businesses, and governments. At the same time, today, the
electronic media attracts the best talent in the country. When
talented people work in such an industry, society expects them to
act in a more accountable manner and provide it with those news
stories that will increase their knowledge, their sources of
information, and inspire them to inculcate a feeling of
responsibility toward society.It is said that Indian viewers now
spend more time watching news than reading news, as TV news
channels in India have been competing with each other for more
viewership. They have been targeting specific viewers by producing
interactive and sensational types of news programs for vying for
public attention and ultimately to improve their television rating
points (T.R.P.) (also see, Prasad Mahapatra 2005). However, there
has been severe public criticism of their programs resulting in a
decline in the confidence level of the public. Some recent public
opinion surveys reveal that the Indian news channels often resort
to bias reporting, create insensitivity, contain inaccuracies,
promote sensationalism and trivialization in news content, have
conflicts of interest and a lack of depthlessness in their news and
views stories. Furthermore, they are also criticized that "the
channels tend to miss out on important stories in this scramble for
eyeballs. 'Hardly 25 percent of national news bulletins are about
health, education, development, welfare, environment, etc.'" (Yadav
and Sharma 2006).
Chapter IIIResearch MethodologyResearch methodology is
considered as the nerve of the project. Without a proper
well-organized research plan, it is impossible to complete the
project and reach to any conclusion. The project was based on the
survey plan. The main objective of survey was to collect
appropriate data, which work as a base for drawing conclusion and
getting result. Therefore, research methodology is the way to
systematically solve the research problem. Research methodology not
only talks of the methods but also logic behind the methods used in
the context of a research study and it explains why a particular
method has been used in the preference of the other.
3.1 Objectives of the Study There are various general
Entertainment Channels present in the television industry like
Sony, Star Plus, Life OK, Zindagi, etc.Its upto the general public,
what kind of channels they like. If the story line suits the public
interests or if it is able to catch their attention then that
channel's success rate is high. To find the extent to which the
general public has accepted the new general entertainment channels
in India, i.e. the success of the new general entertainment
channels in India.
To identify the factors influencing the decision of the
public.
3.2 Scope of the StudyThe scope of the study is restricted to
the general public who watches television for more than two hours
in a day and the core importance is given to the housewives who
generally knows about the channels and the programs they are
showing with respect to their preferential channel and whether they
know about the new channels like Zindagi and Epic and if they are
aware of these channels then how do they find it i.e. if they are
satisfying them in any way or not.
The future scope of this report is: i. Housewives survey. ii.
Data analysis and collection
3.3 Methods of Data Collection
To know about the general public's awareness about the new
General Entertainment Channel like Zindagi, an appropriate
Questionnaire would be done for the data collection .
3.4 Sampling Design:
It includes size of sample & the techniques used for
selecting the different items from the sample. A sampling design is
a definite plan for obtaining a sample from a given population. It
refers to the technique that the researcher adopts in selecting
items for the sample. It should be ensured in the sampling process
itself that the selected sample is representative of the
population.
3.4.1 Sample Size The survey will be conducted for 70
respondents of Delhi mainly housewives who like to watch television
for more than 2 hours.
3.4.2 Sample UnitAn individual of Delhi who watches
television.
3.4.3 Sampling AreaFor sampling area, Delhi is being
covered.
3.4.4 Sampling TechniqueConvenient sampling technique will be
used for collecting information.
3.5 Sources of Data Collection:
Data will be collected from both the sources primary sources as
well as secondary sources.
(I) Primary Data: Primary data will be collected by
administering a detailed well structured questionnaire and with the
help of personal interviews with different people who watch
T.V.
QUESTIONNAIRE: A questionnaire of 10 15 questions is prepared to
examine the people's awareness about new General entertainment
channels. The language of questionnaire is kept simple & easy
so that people can answer the questions quickly. These are closed
ended questions.
(II) Secondary Data: Secondary data will be gathered from
websites, various papers, and magazines published from time to
time. Historical documents and other sources of published
information.
3.6 Tools and Techniques The data will be collected through
questionnaire method from the respondents. The respondents will be
selected through the convenient sampling plan. The collected data
will be analyzed by Percentage Analysis method. Bar diagrams will
also be used for better pictorial understanding.
3.7 Questionnaire Design:Questionnaire design was the critical
issue as the questionnaire reflects the survey purpose .The
questionnaire was meticulously prepared by identifying the various
variables. The same scale of yes/no and very important, important
and not so important was used throughout so as to make the
respondent comfortable. Firstly, a questionnaire was prepared and
few people were surveyed. After this survey I realized the flaws in
the questionnaire and then a modified questionnaire was prepared
and people were surveyed on this modified questionnaire.
3.8 Data AnalysisThe data of score of features and score of
brand perception was fed into the excel sheet. Separate Excel
sheets were employed for analysis of each brand and also to keep it
concise and unambiguous. For data analysis I used many types of
charts: his is very useful diagram to represent data, which are
divided into a number of categories. This diagram consists of a
circle of divided into a number of sectors, which are proportional
to the values they represent. The total value is represented by the
full create. The diagram bar chart can make comparison among the
various components or between a part and a whole of data
Bar Chart:This is another way of representing data graphically.
As the name implies, it consist of a number of whispered bar, which
originate from a common base line and are equal widths. The lengths
of the bards are proportional to the value they represent.
3.9 Limitations
1. Response Errors: These may arise when the respondents give
inaccurate or incomplete answers. Many of the respondents were not
very willing to rank so many factors as they perceived it to be
time consuming.
2. Closed Ended Questions: All the questions in the
questionnaire were closed-ended which restricted the thinking of
the respondents. But a drawback of this approach is that there was
an incomplete capture of his responses, as the respondent could not
always come out with the purchase steps and the time taken in them.
The reasons for such inaccuracy could be because of unfamiliarity,
fatigue, boredom, faulty recall and the Question format.
3. Non-Random Sampling Errors This can occur, as the particular
sample selected is an imperfect representation of the population of
interest. The area covered in the survey was Delhi and the customer
preferences and tastes in different regions could not be
covered.
4. Time Error- The questionnaire format is basically useful for
only those people who watches T.V. for more than 2 hours in a day
like housewives as only they would be aware about the new
channels
Chapter-IV
Data Analysis & Interpretation
I. Age of the respondentsAge CriteriaNo. of
RespondentsPercentage
Less than 28 yrs2028.57
28- Less than 38 yrs1217.14
38- Less than 48 yrs1318.57
48 yrs and above2535.71
Interpretation
From the above information we can interpret that 35% of our
respondents are the people who are 48 yrs and above and only 17%
are of less than 28 yrs of age. This means that 48 yrs and above
people are the one who mostly watch T.V.
II. Gender of the respondents
GenderNo. of RespondentsPercentage
Male2535.71%
Female4564.29%
Interpretation
From the above information we can observe that 65% of people who
watch T.V. are females and only 35% are males.
III. Education of the respondents
EducationNo. of RespondentsPercentage
Graduation4057.14%
Post Graduation2535.71%
Others57.15%
Interpretation
From the above information we can observe that 57% of
respondents who watch T.V. are Graduated, 35% are Post Graduated
and only 7% people falls in other category (like they are in high
school or still studying).
IV. Occupation of the respondents
Type of ChoiceNo. of RespondentsPercentage
Professional1521.42%
Housewife3550%
Business Person1521.42%
Others57.16%
Interpretation
From the above information its has been observed that 50% of the
respondents are housewife, 21% of respondents are professionals and
business persons and 7% of respondents falls in the others
category. This means that Housewives watch more T.V.
Q1) Do you like watching T.V?
Type of ChoiceNo. of RespondentsPercentage
Yes3042.85%
No1521.42%
Neither like nor dislike2535.71%
InterpretationFrom the above information it has been evaluated
that 43% of the people like watching T.V. while 21% do not. This
means that most of the people watch T.V.
Q2) What types of channels do you watch?
Type of ChoiceNo. of RespondentsPercentage
News Channel1521.42%
Film Channel2332.85%
General Entertainment Channel2535.73%
Educational Channel710%
InterpretationForm the above information we can evaluate that
most of the people watch GECs and movie channels with 35% and 32%
respectively. News channels are least watched with only 10% of the
respondents.
Q3) For how many hours do you watch T.V?
Type of ChoiceNo. of RespondentsPercentage
Less than 1 hour1010%
Less than 2 hour2020%
Less than 3 hour2828%
More than 3 hour1212%
InterpretationForm the above information we can evaluate that
majority of the respondents i.e. 28% of the respondents watch T.V.
for about 2-3 hours and only 10% of the respondents watch T.V. for
less than 1 hour. 12% of the respondents are the o ne who watch
T.V. for more than 3 hours. This means that people usually like
watching T.V.
Q4) Please specify preferred time to view T.V.
Type of ChoiceNo. of RespondentsPercentage
Morning57.15%
Afternoon2535.71%
Evening1217.14%
Night2840%
InterpretationForm the above information we can evaluate that
40% of the respondents prefer watching T.V at night while only 7%
of the respondents watch T.V in the morning. After night, afternoon
is preferred by the respondents and then evening. This means that
people usually watch T.V at night, after doing all of their
chores.
Q5) What kind of new channels would you accept?
Type of ChoiceNo. of RespondentsPercentage
News Channel2028.57%
Film Channel1724.28%
General Entertainment Channel3042.86%
Educational Channel34.29%
InterpretationForm the above information we can evaluate that
42% of the people are interested in GECs while only 4% are
interested in Educational Channels. News Channels and Movie
Channels have almost equal preference of 28% and 24% respectively.
This means that people like watching daily soaps more as compared
to anything else.
Q6) What is your favorite General entertainment channel?
Type of ChoiceNo. of RespondentsPercentage
Sony1318.57%
Star Plus2028.57%
Colors2738.57%
Zindagi1014.29%
InterpretationForm the above information we can evaluate that
Colors is more preferred by respondents and Zindagi is least
preferred by them. After Colors, Star Plus is preferred by them
with 28% and then Sony which holds 18% of the respondents
preference. This means that Colors is a very famous GEC while
Zindagi is not.
Q7) Are you aware of new channel Zindagi?
Type of ChoiceNo. of RespondentsPercentage
Yes5071.42%
No2028.58%
InterpretationForm the above information we can evaluate that
72% of the respondents are aware about the Zindagi channel. This
means that Zindagi can be a hit channel in the near future.
Q8) How do you find this channel?
Type of ChoiceNo. of RespondentsPercentage
Good3042.85%
Bad710%
Average1318.57%
Not aware about it 2025.57%
InterpretationForm the above information we can evaluate that
42% of the respondents find zindagi channel good while only 10%
finds it bad. 25% of the respondents do not know about this channel
and 18% finds it neither bad nor good i.e. average.
Q9) Do you usually watch any show on this channel?
Type of ChoiceNo. of RespondentsPercentage
Yes3854.28%
No1217.14%
Not aware about it 2028.58%
InterpretationForm the above information we can evaluate that
55% of the people actually watch this channel while 17% do not and
29% of people are not aware about this channel. This means that
people actually started to like this channel.
Q10) Zindagi channel shows Pakistani stories. How do you find
this idea?
Type of ChoiceNo. of RespondentsPercentage
Good3042.85%
Bad811.43%
Average1217.15%
Not aware about it 2028.57%
InterpretationForm the above information we can evaluate that
43% of the respondents find the idea of Zindagi channel i.e.
showing Pakistani stories good while only 11% finds it bad and 17%
finds it average i.e. neither good nor bad. And 28% of the
respondents are not aware of this channel.
Q11) Name any 3 program on zindagi channel.
Type of ChoiceNo. of RespondentsPercentage
Aunn Zara1014.28%
Waqt ne kiya kya Haseen Sitam811.44%
Shikkan912.85%
Others2332.85%
Not aware about the channel2028.58%
InterpretationForm the above information we can evaluate that on
asking to tell us any 3 programs that Zindagi channel shows, 14%
named Aunn Zara in their list which means Aunn Zara is the most
popular show on zindagi. And 28% of the respondents are not aware
of this channel.
CHAPTER-VFindings and Conclusions
FindingsIt has been found that mostly housewives are the one who
watch more T.V. as compared to children or working people. As they
usually sit at home, they know more about GECs and what's going on
them. Mostly housewives know about the new channel Zindagi and they
even watch some shows on it. Others heard of this channel but they
do not opt to watch any show on it as it does not attract
youngsters attention. It has also been found that the idea of
Zindagi channel showing Pakistani serials attract the attention of
T.V. lovers and the fact that Zindagi channels shows short serials
having few episodes with uncommon or unique timings of the show
like, a serial starts at 7:50 and ends at 7:15. The Zindagi channel
got a bit famous after the success of its first show Aunn Zara. It
has been found that Aunn Zara is the most watched serial on Zindagi
as people liked its story a lot. So, in short zindagi channel is
well known among the people but mostly housewives are the one who
watch shows on it and only 3-4 percent of youngsters actually like
to watch shows on it.ConclusionIt has been concluded that people
accept mostly General Entertainment Channels and like to watch the
same as television is mostly watched by either youngsters or
Housewives and both have a positive attitude towards GECs. People
are willing to watch new GECs like Zindagi and most of the people
liked it.It has been observed that Zindagi channel is well known
among the people but people do not opt to watch any show on it.
Mostly housewives are the one who watch shows on it and actually
liked it.Television is mostly watched by youngsters and housewives.
Youngsters do not watch any show on Zindagi although they are aware
of this channel. Housewives are aware of this channel and like to
watch shows on it.So, in my opinion Zindagi soon is going to be a
popular General Entertainment Channel.