Sunday, 25 September 2011

Television Media- Past, Present and Future- Article 1

The evolution of Indian TV media

People staying in the suburbs of 6 metropolitan cities of India might still remember when they picked up their Newspaper (Times of India/ The Hindu ) on 9th September 2010 and flipped it to read; the newspaper started playing an audio. It was an advertisement of Volkswagen Vento. I didn’t actually tried to understand what that talking newspaper advertisement actually said, but the impact of opening the newspaper was good enough for me to remember it for a life time.

Coming to business; that one single full page ad, covering only suburban areas of just six metropolitan cities cost Rs. 85 million to Volkswagen. That’s the media we are going to talk about
We all know that maximum revenue of media industry; be it TV, Internet, radio, newspaper, magazine etc comes from advertisements. Advertisements are the means of communication between the Industry and the customers.

Ever since its inception, the print media has been a dominant player in the field of media advertising. Upto 1980’s, 80% of the media revenue used to come from print. One major limiting factor for this monopoly was the absence of TV media. There was only one TV channel ‘Doordarshan’ and that too used to be broadcasted for a limited time per day.

Early 80’s, upto 1991 saw the advent of color TV’s in India. As more and more households started purchasing TV’s, the audio visual impact started increasing. TV became more dynamic form of advertising. This saw a decline in the revenue share of print media, but still its position was strong enough at 65%. Year 1991 saw the advent of satellite channels. There were big private players like Star TV, Zee TV and Sony entering the market. This saw a greater dominance of T.V. industry on media sector.

By 2003, country was running specialized channels catering to various segments of the market. The revenue share of TV in media industry had risen to 35%, further lowering the dominance of Print industry. At this time the print industry’s share was reduced to 56%. By 2009 both TV and Print industries were competing head-on with a revenue share of 41% and 46% respectively. As per the latest data by TAM, in 2011 both TV and Print media have occupied around 40-41% of the media revenue.

Media Type
Number of
% Increase
National Publications
Table Showing the Growth of Various Means of Media over past 2 decades in India

It is evident that TV as a media has grown substantially in last two decades and offers a plethora of opportunities for growth. Thus it becomes a lucrative sector for career development and advancement.

The next article will focus on the structure and organization of media and media agencies.

MBA 2011-13
IIT Roorkee

Data source -TAM
Information Source-Media Industry- Practices in Indian Context by Amitesh Jasrotia

Television Media- Past, Present and Future

It was an interesting experience for the MBA 1st Year students of DoMS IIT Roorkee, to be exposed to the world of media and advertisement. It happened at a guest lecture by its alumni Amitesh Jasrotia who is currently working as Manager Ad Sales at Zee Business. Not only did the session enriched the students with deep knowledge on the Media sector, but also helped in clearing many doubts on the concepts like advertising, TRP, product launch etc.

To enrich its readers on the knowledge gained in the session, MarkiiT presents a series of articles named ‘Television Media -Past, Present and Future’. The articles will provide insights on the evolution, functioning and future of Media Industry in India.

Wednesday, 21 September 2011

First Session of MarkiiT

One of the most awaited knowledge forums of the DoMS, IIT Roorkee started with a bang. The theme of the first fortnight was “Retail Sector in India”.
The session started with a 5 minutes video on history of retail. The video showed the emergence of retail industry since early 19th century in America; followed by the boom in the structure after World War-II due to huge availability of man power and industrial resources. Then it displayed the evolution and dominance of organized retail sector in USA. It also gave the viewers a deeper insight on the evolution and success of online retail business and its future.
The video was followed by two presentations. First presentation was on “Unorganized Retail in India” by Sayantan Chattopadhyay. Sayantan gave deep insights on the sector. It was interesting to learn that the unorganized retail sector comprises 94% of total retail business in India. Important points covered in the presentation were that retail accounts for more than 10% GDP and 8% employment in the country. One of the major strength of the sector is its micro market intelligence. The proprietors know their customer personally and so their demand. Also they fulfil customer’s demand on their request. Personal relation with the customer gives them advantage to speak about product as customer many time asks for proprietor’s recommendation. Buying on credit, loose buying and home delivery are other major advantages in unorganized retail.
                Next presentation was on “Organised Retail Sector in India” presented by Shibi Singh. He touched detailed aspects of the sector with SWOT analysis. Starting with the difference between different retail formats like hypermarket, cash and carry and departmental store etc, he discussed key trends in organised retail. Afterwards he talked about investment in organized retail sector covering expansion plans, M&A and Strategic Alliance by companies to develop their market and increase revenue.
                The presentations were followed by a Quiz on retail sector. There were 20 questions focusing on general marketing management, stores, owner groups and general questions form retail. (The link to Quiz and its solutions is available on the Quiz tab of this blog).  Akshay Rathod and Chandrakanth Nimmala were declared winner with each scoring 16 out of 20.
The first session of MarkiiT, was attended by a strong strength of 35 participants. After prize distribution, agenda of the next session was decided. Next session will be on marketing strategy of different retail stores like pantaloons, the mobile store etc. I believe it will be quite a learning session. Waiting for the next activity...
DoMS 2011-2013
IIT Roorkee