5 .

Strategic moves made by the rivals in the industry

In the channel industry each company tries their level best to beat their opposition in the race of high rise of TRP business. For being strong and to form a brand image each firm form different types of strategic moves and those are affected by evaluating 5.1) Current strategies of the competitors 5.2) Future or announced action of the competitors 5.3) Recent moves made by the rivals 5.4) Strength & weakness of the competitors 5.5) Market share of the competitors on the same product 5.6) Competitor analysis 5.7) Public Comments to be Successful in the industry 5.8) Studying past actions and leadership 5.9) Who has flexibility to change in major Strategy

5.1) Current strategies of the competitors

In the market the competitors try to be different form each other to attract the customer and for it they try different strategies. Most of the channels focused on drama programs to attract the viewers. Some tries to give the taste of every program equally to the customers as a strategy. Some channels try to be innovative as their strategy in the market. Someones strategy is to keep moving in a common flow of the journey. Some of them takes lesson from the industry of neighbor country (INDIA) and apply them in the channel industry of Bangladesh. The main dominant characters in the channel industry of Bangladesh are Channel i & NTV. Both of them tries same pattern of strategy to attract the customers where as ATN focused on drama basis program as their strategy to attract the viewers

5.2) Future or announced action of the competitors

As many channels has moved into the reality show world, some of the other channels are thinking theme for reality show and some has announced for their work. Ekushey TV (ETV) is going to launch their reality show MISS UNIVERSITY very soon. Most of the time the channels do not announce their future moves in the market. Beside the programs some of the channels are going to launch new channels for news only and only music channels as one of their portfolio (branch).

5.3) Recent moves made by the rivals

Most of the channels found that they are going through a monotonous routine of the programs, so some of the channels took initiative step to attract the viewers. Reality shows, which are the examples of the unique moves made by the rivals in the industry.

Bangladeshi Channels
NTV NTV Channel - i Channel - i Channel - i Channel - i ATN Desh TV My TV

Reality Show
Closeup 1 Easyder Busy Show (for corporate females) Khude Gaan Raaj Uttoradhikar Fan Tournament Rock Star Tarokader Taroka K hote chai kotipoti Fighter

Theme Copied From

Indian Idol Little Champs Big boss

KBC Roadies

As uniqueness some channels are now telecasting programs on tourism and on animal planet. Channels are reshaping the old theme of the programs as in early days, as, the music programs used to be performed by one musician but now the channels have modified it, bringing two or three performers together in one show. As Amaro gaite eche hole (NTV), where the channel is bringing the two new music faces, who can perform their music on the show and Acoustic Live (R TV), where the channel brought together three famous musician in our country for a fabulous and very uncommon show. Seeing this many other channels are thinking to copy such idea.

5.4) Strength & weakness of the competitors

Strength & weakness are the most important part for every company. Studying these, one company could analyze its competitors how strong and how weak are the rivals in the industry. What kind of threat the rivals could bring on the firm. What problems the substitute product (Radio Channels) could bring to the TV channels.

Leader Channel

Strength
It has been present while the market was emerging + It telecast at USA,UK, Dubai

Weakness
Busy in showing tvc more consequently in between programs, viewers get annoyed. + Always keep in copying the popular program theme and make them same to local market + Scared to try put different things in front of market Copying the same strategy of other channel. + Making competition in the program with the rivals cause trouble cause to loose viewers (due to confusion which one to see). + Do not utilize its own intellectual in proper way As the channel has launched another branch of it (news channel) is going to loose some of its loyal customer, because they will transfer to the news channel from entertainment channel Cannot not come back to its original track, most of its intellectual power has speeded way (has moved to other channel) As it has just arrived in the market will face some difficulties to attract the customers. May not capture some customers who like to put their product in the programs like Drama, as a promotion to catch the viewers(customer of the product)

Common Weakness

Channel i

NTV

It has been present while the market was emerging + Formed a back word integration (it has started making dramas for its channel) now it do not need to depend on its program supplier. + tries different things to show to viewers It has been present while the market was emerging + The channel is transmitted throughout South Asia, the Middle-East, Europe, and North America Has good creative minds + as a first introducer of different program in the channel industry has gained good reputation from the market The channel offers a wide variety of presenting local and international news + It is following

ATN Bangle

Do not have license to broad cast local programs to the neighbor country (India) loosing a huge opportunity to earn a foreign revenue.

ETV

Somoy Sangbad

5.5) Market share of the competitors on the same product

M ost regularly watched local channels
Every channel is providing the entertainment base program to capture the eye of the viewers, so they could attract the companies for the promotions of products and services of those companies. The bar graph at the right tells us what kind of market share the channels are having at this moment. In them a new channel Somoy Sangbad has recently entered in the market with different idea (only news channel) has captured the market quickly because of its differentiation in selling its programs to the market
30 25
Frequency %

20 15 10 5 0
Channel i ATN Bangla Bangla Vishion NTV RTV ETV BTV Somoy Sangbad

Popularity of televishion programs in Bangladesh

All the channels except the news channels telecast the same type of programs to its viewers. None of the channels go for different idea to capture the market. If a channel found that the viewers are interested in a program, they just do not think to make it different, they just change the color of the program, the host, the guest, but unfortunately the story remains the same.

Reality show Others .Repport based prog Talk Show Cinema Drama Magazine Program News 0 10 20 30 40 50 60 70

Frequency %

5.6) Competitor analysis

Competitive Analysis Chart

Name
1 2 3 4 5 6 7 8 9 10 16 17 18 19 20 21 22 23 24 26 BTV ATN Bangla Channel i Ekushey Television NTV Ruposhi Bangla Banglavision BTV World RTV Channel One Boishaki Diganta Television Islamic TV Desh TV My TV Independent Television Mohona TV ATN News Somoy Sangbad Maasranga TV

Genre
Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Religious Entertainment Entertainment 24 Hours News Channel Entertainment 24 Hours News Channel 24 Hours News Channel Entertainment

On Air
1965 1998 1999 2000 2003 2004 2005 2005 2005 2006 2006 2007 2007 2009 2009 2010 2010 2010 2010 2011

Focus program
Foreign TV shows Drama Drama + Reality Show + Music show Keep equal balance on all programs Drama + Reality Show + Music show

Market share
5 15 24 5 19 1 6 1 7 1 1 1

Focus on Islamic point of view

3 1 1

News

1 1

News News Focus on Indian theme based story

1 6 0

5.7)

Public Comments to be Successful in the industry

1) Detective program showing programs like Faluda

2) Crime Petrol Making drama on real criminal activities which has been formed. 3) Backward integration Channels could make their own product (Drama, cinema). Building their strength. 4) Comedy show Indian Channel SAB 5) Animated show Famous BTV animation MINA Funny Social activities + Problem + solution Influence Kinds + Adults 6) Selling products on internet attach TVC with the programs in such a way that people can not pirate them.

7) Bring different story in Dramas Dramas are made only on love based stories, the stories could be different
as horror story, real life story 8) Technology upgraded a company has provided high tech Mobile to capture the story & can send them to the head office from the story point 9) Follow the neighbor country (India- because marketers say the two nations consumer behavior is same) and copy their strategy and compare those with the local market and the competition. 10) Providing what kind of show the competitor has gained the market share, at what size, should be sorted and target must be made to capture that market. 11) Reducing TVC rates in the programs

Present 20 TVC is showing in one program In future Show 10 TVC in one program

12) Merger two channels could come together and share their resource and market share to become strong or be dominative character in the market. Each could form a popularity bar chart to see which Channel is strong at what program and combine their time slot.

Channel A
Drama Talk Show Cooking Documentary

Channel B
Song show Cooking Talk Show Drama

13) Market segmentation is very important, for every company. Marketers use segmentation and target the market to make their selling easy and move close to the consumer by making and viewing promotion to the companies target market. TV channels main customer is the service provider company and the product selling company, whose market is the consumer. So ultimately main customer of the TV channels is the viewers. Normally TV channels segment the market in age and personal group (Male and female). Channels could go for geographic segmentation.

Segmentation
Female Beautification Cooking Show Handy craft Male Stock market News Teenage Music Fashion Educational Show Kids Animation

Geographic Drama for Dinajpur Drama for Chittagong Drama for Noakhali

5.8) Studying past actions and leadership

If we study the history of the channel industry in Bangladesh we could see that there was only one channel BTV under government. Who had been entertaining the viewers since 1965. In the journey the channel BTV has entertained its viewers in all age (kids, adults & old). Though BTV was a government channel but it had strong hold in the market of TV channel industry, not because of one man in the market but due to different segmentation of the market. Show (Viewers : Family) Arabian nights Sinbad Harqulis X-files Macgyver Knight Rider Harculis Animation (Viewers : Kids +Adults) Mena Cartoon Sisimpur Talent Program (Viewers : Teenage) Notun Kuri (National Cultural Talent Hunt) BTV National Debate Drama (Viewers : All) Kothao Keu Nai Aaj Robibar Nokkhotrer Raat Bohubrihi

Magazine Show (Viewers : Family ) Ittyadi Others (Viewers : All ) BTV National Debate Mati O Manush

The first private TV channel was ATN Bangle came in 1998 and then Channel i came in 1999. But they could do well in the market at that time. On 2000 Ekushey Television (ETV) came to the
private TV channel industry. And from the beginning they captured the eye of the viewers and so the customers (Multinational companies for adds). This was possible for Ekushey because they brought

uniqueness in drama, in musical programs, telefilms, report based programs. Ekushey converted the viewers of the BTV, channel i, & ATN to its viewers through its program differentiation

5.9) Who has flexibility to change in major Strategy

Channels who have been in the market of Bangladesh for long time and the channels who has big capital and good work force with intellectual power has the power of flexibility to change in major strategy. Channels Like Channel i, NTV, RTV, Bangla Vishion, Boishakhi, are Desh TV are working to become a brand and to be the top position in the channel war.