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    TV Channel Launch Assignment

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    anvesha khillar
    The document proposes launching a new Odia language TV channel called Indradhanu targeted towards rural audiences in Odisha, India. Odia language viewership is growing and largely consists of serials and films. The channel will provide general entertainment programming at an affordable subscription rate of Rs. 6 per set-top box. It will face minimal competition from two other Odia channels. Proposed shows include a reality family court program and a primetime drama serial featuring a strong female lead. An advertising and marketing campaign using mobile vans and celebrities will promote the new channel.

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    TV Channel Launch Assignment

    Uploaded by

    anvesha khillar
    23 views3 pages
    The document proposes launching a new Odia language TV channel called Indradhanu targeted towards rural audiences in Odisha, India. Odia language viewership is growing and largely consists of serials and films. The channel will provide general entertainment programming at an affordable subscription rate of Rs. 6 per set-top box. It will face minimal competition from two other Odia channels. Proposed shows include a reality family court program and a primetime drama serial featuring a strong female lead. An advertising and marketing campaign using mobile vans and celebrities will promote the new channel.

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    anvesha_khillar_tvchannellaunch

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    The document proposes launching a new Odia language TV channel called Indradhanu targeted towards rural audiences in Odisha, India. Odia language viewership is growing and largely consists of serials and films. The channel will provide general entertainment programming at an affordable subscription rate of Rs. 6 per set-top box. It will face minimal competition from two other Odia channels. Proposed shows include a reality family court program and a primetime drama serial featuring a strong female lead. An advertising and marketing campaign using mobile vans and celebrities will promote the new channel.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    23 views3 pages

    TV Channel Launch Assignment

    Uploaded by

    anvesha khillar
    The document proposes launching a new Odia language TV channel called Indradhanu targeted towards rural audiences in Odisha, India. Odia language viewership is growing and largely consists of serials and films. The channel will provide general entertainment programming at an affordable subscription rate of Rs. 6 per set-top box. It will face minimal competition from two other Odia channels. Proposed shows include a reality family court program and a primetime drama serial featuring a strong female lead. An advertising and marketing campaign using mobile vans and celebrities will promote the new channel.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
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    TV Channel Launch Assignment

    Anvesha Khillar, BBA-2

    TV channel-
    Indradhanu (ID)
    Genre-
    Regional Odia entertainment channel
    Target group-
    Odisha seems to be emerging as an ideal destination for investors in media and
    entertainment industry as the market for Odia content in television is growing at a fast
    rate. The latest statistics released by Broadcasters Audience Research Council
    (BARC) India suggested that Odia language is third biggest market after Bengali and
    Marathi in regional media segment.
    According to the statistics, highest viewership of 42 pc in Odia TV market comes
    from serials followed by 24 pc from films and 10 pc from News. General
    entertainment channels contribute a whopping 74 pc of total Odia viewership. In
    terms of daily TV viewing, rural India, in fact spends around close to three hours
    and 10 minutes watching TV daily. It is mostly targeted towards the rural part of
    Odisha, but it will also be available in the cities of Odisha since many of the city
    dwellers are migrants from villages. Because there is a huge penetration of the
    OTT platforms in the cities. So it caters to people who are from villages and
    according to my research there is an increase in the consumption of entertaining tv
    channels from the rural part of Odisha. There are certain districts where internet is
    not available yet and they all have an easy access to STB connections. With the
    decrease in the price of tv sets now everyone has their personal television.
    So, the subscription pricing would be Rs.6 per STB. Since the other Regional
    General Entertainment channels are for Rs15 and a new channel entering the
    market the subscription pricing should be moderate.
    Competition-
    The competition in this sector is very minimal since there are only 2 competitive
    channels I.e. tarang and colors odia.so if the people are getting bored of shows on
    other channels they can simply switch to our channel and start a new show.
    Advertising-
    The top three categories which have significantly increased advertising on TV
    were auto tyres, DTH service providers and detergent bars. Some of the top brands
    which increased their Free Commercial Time were Ponds India, Reckitt Benkiser,
    Dabur, Godrej Consumer products Ltd,ITC and Nestle.

    Marketing Campaigns-
    • Using mobile vans to go around with a trailer of all the shows
    coming on the channel. Mobile vans to go around all the rural
    areas of the state.
    • Using popular regional celebrities as a click bait for the people to
    watch the channel.
    • Using people involvement shows like talent shows and singing
    shows at different locations and showcasing it as an event for
    people to get involved with the channel and it’s contents.
    •
    TV show ideas-
    1) The Family Court- A reality TV show that features a popular regional host with a family
    advocate, coming on the TV show to solve family disputes live without going to a real
    court and saving on the money to be used on lawyers. This show is set to be broadcasted
    at 21:00 hrs., during the prime-time slot. This is mainly because of the format of the
    show. Since it is a reality-show, pre-recorded, intense and gives the viewers ideas to
    solve their own family disputes and quarrels, people would prefer to watch it after dinner
    with their family. These kind of shows are always a hit in the rural areas.

    • A TV serial show- According to my research prime time TV operas or serial are a huge
    hit with the regional folks since people want some entertainment in their lives and they
    watch it with the whole family. It could be of any genre, comedy, romance, supernatural,
    horror etc. Mostly dramatic TV shows are a hit. They never get bored of it and they kind
    of look forward to watching it while having dinner with their whole family. This show is
    going to be about an independent woman who comes from a very unorthodox family and
    how she lives a dual character life and balances both her family life and job life. Also
    according to research I have found that tv shows with a strong female leads are always a
    big hit among the viewers. This shows broadcast time is set to be 20:00hrs.A very
    convenient timing for the viewers. It makes them hooked to the TV to watch the TV
    serial first then the family court show. Hence increasing the TRP.
    Conclusion-
    Odisha’s media market is fertile and has the potential to see the mushrooming of new channels.
    Odisha has the capacity to sustain more channels as long as their promoters are equipped with
    better strategies and believe that it is professional content that will make networks succeed.
    Certainly, there are huge stumbling blocks preventing the growth of the TV industry. Poor
    distribution and low penetration point to limited marketing spends, while low TSV (time spent
    per viewer) on channels indicate poor content. Producing quality news needs professionals.
    Distribution takes a huge sum of money and advertisement revenues. So when poor content teams
    up with low visibility, sustenance is difficult.

    REFERENCES-
    • Friends working in the Odia Entertainment sector.
    • Friends/Relatives owning Entertainment companies.
    • https://www.thedrum.com/news/2018/08/01/ctt-and-otv-are-driving-ad-
    viewability-rates-up-92-study-uncovers
    • https://www.newindianexpress.com/states/odisha/2018/nov/18/odia-content-
    3rd-biggest-in-tv-market-after-bengali-marathi-1899776.amp

    P.S.-
    Sorry couldn’t add any graphs or statistics since there is no internet in
    Odisha currently. I somehow wrote this and uploaded it. Please accept it.

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