A Study Of Value Innovation In Hindi News Channels

INSTITUTE FOR TECHNOLGY AND MANAGEMENT

A Study of Value Innovation In Hindi News Channels.

(An assignment in partial fulfillment of internal assessment requirements of paper "Research Methodology" for second term of Executive MBA with specialization of ITM Executive Education Centre, Kharghar in collaboration with Southern New Hampshire University)

Faculty

Prof. Anahat Hulyalkar

By

Ankur Prabhakar KH2009SMB 18P104, XVIII B

Diptesh Sarnaik KH2009SMBA 18PO66, XVIII B

Jasmeet K Bassan KH2009SMBA 18PO70, XVIII B

Ramya Menon KH2009SMBA 18P101, XVIII B

Richa R.M.Sinha KH2009SMBA 18PO38, XVIII B

Venkatesh Arjun KH2009SMBA 18P054, XVIII B

ITM EEC KHARGHAR

May 2010

Acknowledgement

We would like to take this opportunity to acknowledge the contribution of certain people without which it would not have been possible for us to successfully complete this research.

We would like to thank ITM Business School for giving us a chance to do the research for providing value innovation to Hindi News channels. We would like to thank Prof. Anahat Hullikar for guiding us throughout the course of this project, and for enabling us to convert what was just a thought - writing a case of our own, that would, in the future, be used as an instrument for classroom learning - into reality. We would also like to thank to all the participants participated in our survey.

Abstract

Companies have long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation. Strategic moves--termed "value innovation"--create powerful leaps in value for the firm and its buyers, rendering rivals obsolete and unleashing new demand.

In recent time when competition has reached its peak all the news channels try to provide best news from their side but still there is a huge wide gap between what they provide & the Expectation of the viewers. Hence our survey idea is based on value innovation which can be used by Hindi News Channels to bridge such gap.

Table of Contents

Introduction 4

Literature Review 5

Objective 8

Methodology 9

Data Analysis 10

Conclusion 20

Recommendations 21

Appendices 22

1. Introduction

Companies have long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation. Strategic moves--termed "value innovation"--create powerful leaps in value for the firm and its buyers, rendering rivals obsolete and unleashing new demand.

In recent time when competition has reached its peak all the news channels try to provide best news from their side but still there is a huge wide gap between what they provide & the Expectation of the viewers. Hence our survey idea is based on value innovation which can be used by Hindi News Channels to bridge such gap.

Our report is based on the data collected from 24th of Feb 2010 to 12th of May 2010 for the purpose of increasing the viewership of the Hindi News Channels. The survey asks viewers about their satisfaction with the Hindi News Channels.

The findings are organized into the following section: 1) An executive summary 2) The methods used 3) Strategy Canvas. 4) Detailed findings for each questions & 5) Patterns in the open ended question 6) Conclusions and Recommendations.

2. Literature Review

This section explains the different literatures which were consulted before undertaking the project. Based on these studies the course of action was decided. It also provided a starting point based upon which the methodology was developed to achieve the objective.

3.1 Umar Survey By AC Nielson

Method: The survey covers both mass & emerging media consumption habits of affluent Indians, including TV, Print, Cinema & Online. They have used random telephone calls, TV diaries, booklets in which samples of viewers record their TV viewing during measurement week. electronic gadgets like people meter are also used.

Calculation of reach:

Universe : 10 individuals

For a single episode, if out of 10 people 6 saw at least 1 minute of programme then,

Reach : 6 out of 10

Therefore, reach = 60%

Conclusion: The result of study shows that English is preferred language for newspapers bit television is consumed more in regional languages. Nine in ten affluent watch TV & nearly three-fourth read English dailies. Result also shows that rich segment also watches more movies outside home than other affluent segments. Magazine reading is not very strong amongst the affluent & more than 6 in 10 individuals do not read magazines.

This research helps in our study that the viewership also depends on the segments of people and their preference and lifestyle.

3.2 News Audience Extremely Politicized:

The study is based on the increasing political polarization reflected in public's news viewing habits in US. The study is done on ABC, CBS, FOX & NBC in US. 46% of Republicans regularly watch cable news compared with 31% who watch network news.

The study also finds that ideology and partisanship also are at work in other media choices and attitudes. The signs