Title of Project

A STUDY ON ENTERTAINMENT INDUSTRY WITH REFERENCE TO

INDIA MARKET
AT

SUBMITTED BY

SUBMITTED TO

ARTI SAWLA (64)

DR. ANTHONY ROSE

SHIPRA SOLANKI (76)

ESHA HINGNEKAR (82)
JYOTI RAWAT (89)
MBA 2ND YR
B DIV

MAJOR PLAYERS

Indian Entertainment and Media Industry

Indian entertainment and media (E&M) industry has out-performed the Indian economy and is one of the fastest
growing sectors in India. The E&M industry generally tends to grow faster when the economy is expanding. The
Indian economy has been growing at a fast clip over the last few years, and the income levels too have been
experiencing a high growth rate. Above that, consumer spending is also on the rise, due to a sustained increase in
disposable incomes, brought about by reduction in personal income tax over the last decade. All these factors have
given an impetus to the E&M industry and are likely to contribute to the growth of this industry in the future.
Entertainment industry is a combination of television , print , films , radio , music , animation games .
Television industry posted high growth due to its high reach & cost-effectiveness. The industry is on the cusp of a
big change with the implementation of Digital Addressable System (DAS) starting with the four metros.
Implementation of digitisation is expected to significantly improve transparency in the pay-TV ecosystem resulting
in more choice to the consumers, better quality of viewing and improved business economics for all players. Million
subscribers have adopted satellite based television services via DTH, made the gross DTH subscriber base
strong.The industry has been largely driven by increasing digitalisation and higher internet usage over the last
decade. Internet has almost become a mainstream media for entertainment for most of the people. Recent statistics
and developments pertaining to the sector are discussed hereafter.

Profile of major players Entertainment industries

Star Plus is one of the most watched Hindi entertainment channels in India. The programming of Star Plus contains
great diversity ranging from daily serials, reality shows to Bollywood movies. The programmes of Star Plus are
categorized among the top 40 programmes of the country. Prime time programmes on Star Plus consistently
outperform other cable and satellite channels with the most popular programmes having huge viewer ship. Star Plus
was one of the first private TV channels to be launched in India in the year 1991. It has become immensely popular
among the audiences here. It has been rated as one of the top entertainment channels of India. Star Plus is also
available in other countries like Hong Kong, Middle East, Singapore, Europe, USA, Australia and New Zealand.
Prime time programmes on Star Plus are very popular recording more than 50 percent of the total viewer ship counts
in the entertainment market. Star Plus dominates every entertainment genre and time band across the day. Today over
65 million viewers tune-in to Star Plus every week and spend huge time on this channel as compared to other
entertainment channels.

Zee TV is an Indian cable and satellite television channel owned and operated by Zee Entertainment Enterprises , a
media and entertainment company based in Mumbai , Maharashtra . It majorly airs programmes in Hindi and other
regional languages of India. The channel is also available in various nations of Southeast Asia , Europe ,
the MiddleEast, Africa Australasia and North America . A part of the Essel Group , it started to broadcast on 2
October 1992 as the first Hindi-language cable channel in India. ZEE is an integrated media and entertainment
company engaged primarily in broadcasting and content development, production and its delivery via satellite. The
Company has 30 channels that serve the widest array of content in India and is the leading broadcaster across the
country. ZEE is also the pioneer in the international markets with 22 channels serving Indian content across 168
countries.

Sony Pictures Television Inc. (SPT) is an American television production /distribution studio that
operates internationally and is part of the Sony Pictures Entertainment unit of Japanese conglomerate Sony. It is
based in Culver City, California . In addition to the Sony Pictures Entertainment film library, SPT owns and
distributes shows from Tandem Productions, ELP Communications, Tele Ventures , Merv Griffin Enterprises ,Four D
Productions, Barris Industries , Barry & Enright Productions , Stewart Television , and 2waytraffic. It is a joint
owner of Game Show Network with DirecTV,owns the Crackle digital service, and jointly owns the rights to most of
the post-1947 Bob Hope film library with Fremantle Media .

Colors, known as Aapka Colors in the United States and Canada, is a Hindi language Indian general entertainment
channel based in Mumbai , India , part of the Viacom 18 family, which was launched on July 21, 2008.
The channel features a number of shows, such as Comedy Nights with Kapil , Comedy Nights Bachao , Balika
Vadhu Kachchi Umar Ke Pakke Rishte , Meri Aashiqui Tumse Hi ,Chakravartin Ashoka Samrat, Sasural Simar
Ka , Udaan Sapnon Ki , Swaragini Jodein Rishton Ke Sur, Code Red, Code Red Talaash , Thapki Pyaar
Ki , Naagin , Ishq Ka Rang Safeed, 24 Season 2, Jhalak Dikhhla Jaa 8 and The Anupam Kher Show Kucch Bhi
Ho Sakta Hai.
On 21 January 2010, Colors became available on Dish Network in the U.S., where it is called Aapka Colors (Your
Colors) to not be confused with now-defunct Colors TV. Amitabh Bachchan served as brand ambassador for the UK
and USA launches.
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Colors launched in the United Kingdom and Ireland on Sky on 25 January 2010. On 9 December 2009, INX
Media confirmed that Colors had bought 9XM's Sky EPG slot on channel 829 and on 5 January 2010, Colors
secured a deal to join the ViewAsia subscription package. Initially the channel was available free-to-air and then
subsequently was added to the ViewAsia package on 19 April 2010. Colors was added to Virgin Media on 1 April
2011, as a part of the Asian Mela pack. On 2 September 2013, Colors left the ViewAsia package and became free-toair on satellite again, as well as moving to Virgin's basic package.

MARKET ANALYSIS

Market Dynamics

Indias entertainment and media sector is expected to grow steadily over the next five years as
per CII-PwCs report, titled India Entertainment & Media Outlook 2014.

The industry is expected to exceed Rs 227,000 crore (US$ 36.49 billion) by 2018, growing at compound annual
growth rate (CAGR) of 15 per cent between 2013 and 2018.

In 2013, the overall entertainment and media industry was estimated at Rs 112,044 crore (US$ 18.01 billion) and
grew by 19 per cent over the previous year.

The largest segment, Indias television industry, continued its strong growth momentum led by subscription
revenues, representing a year-on-year growth of about 15 per cent.

Internet access and internet advertising have been the fastest growing segments with annual growth rates of 47 per
cent and 26 per cent, respectively.

Significantly, with the increased penetration of smartphones and expansion of 3G network in India, the country is
likely to see around nine billion mobile application (apps) downloads during 2015, which is five times more than
1.56 billion in 2012, as per Deloitte's India Technology, Media & Entertainment and Telecom (TMT) Predictions.

This uptick in app-downloads is also expected to increase the revenue from paid apps to an estimated over Rs 15
billion (US$ 241.16 million) as against Rs 9 billion (US$ 144.7 million) in 2014, Deloitte said.

Additionally, industry estimates reveal that video games industry grew at a record 16 per cent in 2013 over 2012;
wherein its net worth rose to US$ 277 million. Another report by Research and Markets stated that the Indian
animation industry was valued at US$ 247 million in 2013 and is forecasted to grow at 15-20 per cent per annum.

The foreign direct investment (FDI) inflows in the information and broadcasting (I&B) sector (including print
media) in the period April 2000 January 2015 stood at US$ 3,890.94 million, as per data released by Department of
Industrial Policy and Promotion (DIPP).

Government Initiatives

The Government of India has supported this sector's growth by taking various initiatives such as digitising the cable
distribution sector to attract greater institutional funding, increasing FDI limit from 74 per cent to 100 per cent in
cable and DTH satellite platforms, and granting industry status to the film industry for easy access to institutional
finance.

Recently, the Indian and Canadian governments have signed an audio-visual co-production deal that would help
producers from both countries to explore their technical, creative, artistic, financial and marketing resources for coproductions and, subsequently, lead to exchange of culture and art amongst them.
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Furthermore, the Centre has given the go-ahead for licences to 45 new news and entertainment channels in India.
Among those who have secured the licenses include established names such as Star, Sony, Viacom and Zee.
Presently, there are 350 broadcasters which cater to 780 channels.

We want more competition and we wanted to open it up for the public. So far, we have approved the licences of 45
new channels. Its a mix of both news and non-news channels, said MrBimalJulka, Secretary, Ministry of I&B,
Government of India.

Market Share

Star Plus has retained its leadership position among Hindi entertainment channels with its flanking channel Life OK
taking the lead over Zee in the new ratings unveiled by the Broadcast Audience Research Council (Barc) India, a
joint industry body formed for measuring television viewership.
The ratings are for week 16 of 2015. Star Plus was the number one channel in the TAM audience measurement
system as well; it has now been discarded by broadcasters and advertising agencies.
Star Plus and Life OK, run by Star India Pvt. Ltd, which is owned by 21st Century Fox, had Gross Ratings Points
(GRPs) of 490 and 363 respectively in week 16. With a GRP of 309, Zee, from Zee Entertainment Enterprises Ltd,
was behind Life OK.

STAR PLUS
STAR India, which houses the groups Hindi and English entertainment channels, also has the telecast rights for
international cricket matches of the Board of Control for Cricket in India (BCCI). The group has three other
companies that own Bengali and Marathi channels, the South Indian business, and other sports properties. Industry
estimates peg the STAR groups consolidated operating margin at 25-30 per cent, compared with Zeels 30 per cent
last financial year. Zeels consolidated numbers include the figures for its sports channel, Ten Sports, and other nonmedia subsidiaries.

ZEE TV
For the year ended March 2013, ZEE Entertainment Enterprises Ltd (Zeel) reported a net profit of Rs 640.5 crore
and a core operating margin of 38.2 per cent on a standalone basis. These were nearly double the Rs 349.3-crore net
profit and 14.8 per cent operating margin posted by STAR India for the same period, data from the Registrar of
Companies (RoC) show. Operating margins exclude other income for both companies.

SWOT ANALYSIS
STAR PLUS

Star Plus
Parent
Company

Satellite Television Asia Region (STAR) News Corporation

Category

Entertainment TV Channel

Sector

Media and Entertainment

Tagline/
Slogan

Rishta Wohi, Soch Nayi

USP

High quality and largest number of shows for entire family

STP

Segment

Upper and Middle Class, Mega cities

Target
Group

Housewives, Family

Positioning

The same legacy with a modern feel

SWOT Analysis

Strength

1. Early start as english entertainment channel later became Indian

2. Highly popular in GEC category
3. Shows popular movies
4. HD quality
5. Official channel page 'startv.in' showing all episodes
6. Has special channel 'Star Utsav' to give viewer pleasure of watching old star
plus shows again
6. Had legacy of awesome 'once in a week show' eg. 'Ji Pradhan Mantri Ji' etc.

Weakness

1. Unable to convince viewer that purpose of some shows is to target 'social

issues' as shown in disclaimer
2. Started loosing market share after not been able to get show such as KBC
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3. Unnecessary importance is given to TRP

1. Can make reality shows targeting upcoming singers
2. Can make programmes for children
Opportunity 3. Focus on what viewer wants to see and not what channel want to show

Threats

1. Loosing market share because of new GECs. Eg.Colors

2. High importance given to TRP ratings prohibit channel itself to think against
the stream and to start something different (ie. Need to introduce new
programmes not based on reality show)
Competition

1. Colours
2. Zee TV
3. Sony
4. SAB
5.News Channels in Prime Time (7-9:30)
Competitors 6. Regional GECs

Zee tv
Zee TV
Parent
Company

Zee Network

Category

Entertainment TV Channel

Sector

Media and Entertainment

Tagline/
Slogan

Ummed Se Saje Zindagi

USP

Wholesome family entertainment with wide variety of shows

STP
Segment

Middle Class, Tier-I Tier-II cities

Target
Group

Housewives, Family

Positioning

A family entertainment channel for everyone's viewing

SWOT Analysis

Strength

1. First private Hindi TV channel in India

2. Global presence
3. Started legacy of reality show by starting Antakshari
4. Runs highly successful singing reality show Sa Re Ga Ma
5. HD quality
6. Pioneer of Cookery show on TV (Khana Khazana)

Weakness

1. Unable to cope up with changes and likings of viewers despite of being the
oldest pvt channel
2. Constantly dipping viewership
3. Shows mainly focus on drama between Saas-Bahu
4. Earlier shows such as Disney Hour used to easily grab attention of kids
5. Growth of Zee Network's own regional channel shifted focus from
originalZee TV
6. Channel had given remarkable shows such as 'Phillips Top 10', 'Hum
Paanch', 'Filmy Chakkar' etc. now unable to break the ground 7. Unnecessary
importance is given to TRP

1. Weak and questionable method of judging viewership by TRP need not be

given such high priority
2. Make some really good shows for kids especially on weekends as Zee
Network does not have channel dedicated to kids
3. Can catch audience once more by giving genuine humour based
programmes
4. Method of 'Once in a week show' can be reintroduce to break the ground and
provide quality contents
Opportunity 5. Renaissance of creativity is the key

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Threats

1. Similarity of shows in all GECs

2. New channels such as Colors able to grab #1 spot
Competition

1.Star Plus
2.Sony Set Max
Competitors 3.Colors

Sony
SWOT Analysis
Strength

1. Strong brand name= strong brand loyalty

2. Wide range of products (goes beyond just electronics)
3. They have a good pricing strategy
4. Have a strong marketing strategy

Weakness

1. Too much diversification (no longer focuses on the original mission

2. Decline in profits over the last few years as sales have declined
3. Decrease in stock prices

Opportunity

1. Leading innovator
2. In the gaming industry they only have one competitor
3. Cost-efficient technology is increasingly becoming important to
consumers

Threats

1. Growth of other electronic companies have decreased the price

consumers are willing to pay for electronics
2. Negative views of their gaming system after the PlayStation network has
hacked
3. Potential of losing gaming market shares to Microsoft
4. Economic downturn affected how much people are willing to spend on
luxury items
5. Increase in the cost of raw materials

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Colors

Tag line

Jasbaat ke rang

promotion

COLORS innovative promotions targeting Hindi speaking audience in 90 Indian

cities. Colors used TV, radio, print, websites, mobile, movie theaters and
outdoor for promoting the channel

strategy

Strategic tie up with McDonald, Pantaloons, Big Bazaar, Iskon temple, and
Mumbai dabbawalas

target

Reality all viewers ,Mythology-older people , Fiction serials-middle aged women

SWOT Analysis
Strength
1. Channel is not cluttered in terms of content of the shows and the TG.
They know who their TG is and they are using their means well to attain
the TRPs.
2. Successful in its 1st year of launch is a great achievement.
3. Prime time slot is doing amazingly well because of Balika Vadhu and
nowIndias Got Talent.
4. Content of their shows very different from Saas Bahu serials which is
helping them.

5.
Weakness

Mass appeal to the rural and urban India at the same time.

1. Not many shows of COLORS are catering to the youth. So a major chuck
of audience is lost.

2.

Second, they do not have tie-up with every DTH service provider India.
Example: In North India where currently they do not have any set-up.

Opportunity

1. Untapped TG between 16 to 24 basically the TG of star one with youth

based shows. Colors can come up with youth based shows.
2. Opportunity lies again with being the no.1 GEC in india with continuous
development and inceptions of new shows to cater to a different TG.
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1. Not stable at no.1 position.each week the TRPs

Threats

Of colors are changing. It is a major threat for them because the

competition from starplus is big with sach ka saamna, biadaai and
yeh rishta kya kehlata hai. Need to stabilize at no.1 for a longer
duration need to stabilize at no.1 for a longer duration.
2. Colors does not have big television faces like Rajeev khandelwal,
smriti irani etc.audiences still love them and if colors take this
lightly it could be a major threat for them in the near future.
1.
2.
3.

Market strategies
SONY
SONY PICTURES ENTERTAINMENT MOTION PICTURE GROUP ANNOUNCES PRODUCTION STAFFING
CHANGES.
August 6, 2015 On the heels of announcing the release dates for 16 films on its upcoming slate, Sony Pictures
Entertainment has made staffing changes and new hires in its Motion Picture Group, it was announced today by Tom
Rothman, chairman, Sony Pictures Entertainment Motion Picture Group, and Doug Belgrad, president, Sony Pictures
Entertainment Motion Picture Group.
Its group sales in March 31, 2014 has been reported to be of $8 billion

Zee Televisions
This major entertainment company of India reaches to about 500 million viewers across the world. The flagship
channel of the company is Zee TV which was launched in the year 1992 keeps tab with 167 countries in the
world.This channel is the key driver of the growth of cable and satellite industry in India for the last 16 years.
Leading broadcaster in India and overseas for South Asian content First mover advantage across genres
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Widest offering of channels by a single broadcaster in the country. Diversified revenue streams:
advertising and subscription. Diversified customer base across 169 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
others.

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.
Indias only edutainment, multi-platform channel, zeeQ channel aims to be a fun learning destination for
children. The objective is to impart desired knowledge and life skills to ensure child development.

Colors
Product line
Fiction
Reality

BALLIKA SHOW , UTTARAN , NA ANNA IS DES LAADO

BIG BOSS, JALAK , KKK

Mythology JAI SHRI VADHU KRISHNA , MAHAVIR , HANUMAN

STRATEGY
Colors left no stone unturned in its Promotion of its various shows and the channel itself

Launch marketing and promotion budget of RS. 35-45 cr

Promotion plan included a high profile coverage in top 90 cities and towns
AKSHAY KUMAR AND SHILPA SHEETY

COLORS innovative promotions targeting Hindi speaking audience in 90 Indian cities. Colors used TV, radio, print, websites,
mobile, movie theaters and outdoor for promoting the channel .Strategic tie up with McDonald, Pantaloons, Big Bazaar, Iskon
temple, and Mumbai dabbawalas.

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Star TV
This is renowned and significant name among the Indian Entertainment companies. The variant channels of the
entertainment company are Star Plus,StarOne,StarMovies,StarJalsha,StarNews,StarWorld,StarWorld,Star 57827 and
many others.
Shows popular movies
Has special channel 'Star Utsav' to give viewer pleasure of watching old star plus shows again
Had legacy of awesome 'once in a week show' eg. ' Tere Mere Love Stories' Arjun.
They even had reality shows like Master Chief but unable to convince viewer that purpose of some shows is to
target 'social issues' as shown in disclaimer
Started loosing market share after not been able to get show such as KBC
Unnecessary importance is given to TRP
Star plus is India's no.1 satellite channel and has redefined Hindi television entertainment, with a programming line
up which includes popular drama series, popular comedies, Bollywood movie blockbusters, lifestyle, current affairs,
kids programs & games shows .

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FUTURE PLANS
The entertainment and media industry is expected to reach Rs 2,272 billion by 2018 growth at a compound annual
growth rate of 15 per cent, according to a PwC-CII report released on Tuesday.
The Indian E&M industry generated Rs 1,120 billion in revenue in 2013, an increase of 19 per cent over the previous
year. The largest segment, India's television industry, continued its strong growth momentum with revenue increasing
from Rs 366 billion in 2012 to Rs 420 billion in 2013, representing year-on-year growth of about 15 per cent.
"This growth was led by an increase in subscription revenue, driven by the ongoing process of digitisation," the
report said.
Internet access and internet advertising have been the fastest growing segments with annual growth rates of 47 per
cent and 26 per cent, respectively.
While television sector is expected to continue its robust growth to reach Rs 846 billion at a CAGR of about 15 per
cent by 2018.
Internet advertising and internet access are projected to be the fastest-growing segments, with CAGR of 28 per cent
and 21 per cent, respectively while the radio sector is expected to project a growth of 17 per cent.
Film contributed Rs 126 billion to the industry, growth rate of 13 per cent, on the back of higher domestic and
overseas box-office collections as well as cable and satellite rights. The share of the music sector, though minor, is
expected to grow at a CAGR of 13 per cent, reaching Rs 22 billion in 2018 from Rs 12 billion in 2013.
The report projected that the TV sector would continue to lead the industry with revenue contribution of 37 per cent
in 2018. Internet access is expected to emerge as the second-highest contributor with a share of 29 per cent, up from
22 per cent in 2013. With the increase in share of internet access, the relative sector contribution of large segments
such as print and film is expected to decline.
The share of print is likely to decrease from 20 per cent in 2013 to 14 per cent in 2018, while the share of film is
expected to decrease from 11 per cent to 10 per cent during this period.

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Units of Television Viewership Share in India

3%

8%

2%

4%

Mass Entertainment

1%

Hindi Film Channels

39%

Kids Channels
Regional Channels

5%

English Entertainment
Music Channels
News Channels
Sports Channels
38%

All the major players are planning according to this viewership for their segmentation and market
shares.

SOURCES FOR REFERENCE

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