Final Clors

B.B.A.- Solapur University, Solapur.
K. P. Nanagalveuhekai Institute of Nanagement, Solapui. Page
INTRODUCTION TO STUDY
ntertainment ndustry in ndia comprises of Film ndustry and Television
ndustry. The ndian entertainment industry is among the fastest growing
sectors in the country. n the past two decades entertainment industry in
ndia has witnessed explosive growth. Some of the fastest growing
segments in the ndian entertainment industry include music, cable and
satellite television, animation and FM.

According to an estimate by FCC and rnst and Young ndian
entertainment industry would worth more than Rs. 400,000 million in
2008. n ndia, television is the major segment of entertainment industry.
Presently, ndia has the third largest television market in the world behind
only china and the USA. Today, television reaches about hundred million
ndian households.

The popularity of ndian entertainment industry goes well beyond the
geographical frontiers of the country. ndian television channels and films
are viewed and enjoyed across the entire South Asia. Across the Middle
ast, parts of South ast Asia and Africa, large expatriate populations
ensure that ndian TV channels and films are a regular part of their
entertainment bouquet.

As there is tough competition in Television ntertainment ndustry; the

study focuses on the competition among the various channels such as
STAR PLUS, SONY TV, Z TV, COLORS TV, NDTV MAGN, etc. All
channels shows varieties or series of serials, out of which some are
preferred, some not or some are made popular from its viewers. So it is
not an easy task to stay and sustain in the competition, one has to work
practically so hard.

The survey is carried out in Solapur City to study the awareness of
people towards popular TV channel. Also the study mainly focuses on the
female section of the society. As these females are the main or important
customers of daily family soaps which are shown on various channels.

An introduction of a new channel is of huge risk and number one position
during one year of its launch is not less than a miracle. This is what the
history of COLORS channel. The channel replaced STAR PLUS from its
1
st
position within one year of its launch.

The study is conducted to make people aware about the channel and to
know the parameters which contributes to its success.

OBJECTIVES
1) To find most preferred channel among females.

2) To study the awareness about COLORS channel among females

3) To study the parameters which are considered by females about the
channel

4) To study the factors which differentiate COLORS channel from other
channels.

SCOPE AND LIMITATIONS

Scope
1) This study would help to know the people attitude and response towards
COLORS channel

2) This study would help to know the awareness about COLORS channel
among females.

3) This study will also help to differentiate between COLORS channel and
others channel

4) This study is specially focused on TV channel (COLORS)

Limitations
1) This study is limited in SOLAPUR city

2) Sample size include only 200 people(females)

3) The information given by females is supposed to be true

4) The study has been completed within a short period of time

5) The study is carried out among females only

RESEARCH METHODOLOGY

A) Primary data:-
Primary data means the data which is freshly gathered for specific
purpose or for a specific research project. Therefore for this study
questionnaires are used to collect primary data. Primary data must be purely
authentic if the primary data is inaccurate, incomplete or unreliable then the
purpose of study may go wrong. Most of the marketing research project
involves some primary data collection. The normal procedure for collecting the
primary data is through questionnaire. An interview of a person individually or
of a group is taken to get sense of how people feel about the topic in question
and then develop a formal research instrument and carry it into the field.

The following are methods of collecting primary data
1) Observation method
2) nterview method
3) Questionnaire
4) nformation from corresponds
5) Mailed questionnaire method

B) Research instruments :-
Marketing research has achieved three main research instruments in
collection of primary data.
1) Questionnaire
2) Psychological tools
3) Mechanical devices


1) Questionnaire:-
Questionnaire was the main research instrument for survey or the
Questionnaire related consists of a set of simple questions related to survey.
Questionnaire consist of both open ended and closed ended questions
a) Closed ended questions:-
These questions specify all the possible answer and provide answers that are
easier to interpret and tabulate
b) Open ended questions:-
These questions are to be answer by all respondents in their own words about
the products and often reveal more about how people think.

C) Secondary data:-
The secondary data is collected for another purpose and already exist
somewhere. Research usually starts with the secondary data to see whether
the problem can be partially or totally solved. Secondary data provides a
starting point if the researcher offer the advantage of low cost and ready
availability, it can be collected from newspaper, website, books, etc.
The source of secondary data for this study is,
Magazines, newspaper, reference books, websites

D) Research approaches
1) Observational research
2) Focus group research
3) Survey research
4) Behaviour data
5) xperimental research

For this study survey method has been adopted because survey are best
suited for descriptive research

O Survey method-
The study is a method of analysis in a scientific and orderly from a defined
purpose of a social situation of a problem or population

) Sampling plan:-
1) Sampling unit:-
People who know about COLORS channel especially females
2) Sample size:-
200 females of all age group are taken for this study.

F) Sampling procedures:-
For this study stratified random sampling and cluster sampling are used. Here
students are grouped into various strata i.e. age, profession, education etc.

a) Stratified random sampling:-
Under stratified random sampling population is divided into several sub
population that are individually more homogeneous than the total population
and then we select item from each strata to constitute a sample

Maximum care however should be taken to make strata on the basis of
common characteristics so that sampling may become more effective. The
criteria for stratification may vary from problem to problem. For e.g.
educational group, professional group, age group, etc.

K. P. Nanagalveuhekai Institute of Nanagement, Solapui. Page 8

b) Cluster sampling:-
A sample can be taken to divide the area into a number of smaller non
over lapping areas and then to randomly select a number of these smaller
areas or cluster.
Thus in cluster sampling the total population is divided into a number of
relatively small subdivisions which are themselves clusters of still smaller unit
and then some of these clusters are randomly selected for inclusion in the
overall sample.

INTRODUCTION TO INDUSTRY

Television in ndia:-
Television in ndia is a huge industry and has thousands of programs in all the
states of ndia. The small screen has produced numerous celebrities of their
own kind some even attaining national fame. TV soaps are extremely popular
with house wives and as well as working women several screen actors have
made it big in Bollywood approximately half of the ndian households owns a
television.

History-
1980s ndian small screen programming started off in the early 1980s. At that
time there was only one national channel Doordarshan, which was government
owned. The Ramayana and Mahabharata were the 1
st
major television series
produced. This serial notched up the world record in viewership numbers for a
single program. By the late 1980s more and more people started to own
television sets. Though there was a single channel, television programming
has reached saturation. Hence the government opened up another channel
which had part national programming and part regional. This channel was
known as DD Metro. Both channels were broadcast terrestrially.

Cable television-
ndia has over 130 million homes with television sets, of which nearly 71
million have access to cable TV. The overall cable TV market is growing at
robust 8-10%. The cable TV industry exploded in the early 1990s when the
broadcast industry was liberalised and saw the entry of many foreign players
like Rupert Murdoch's STAR TV network in 1991, MTV and others. The
emergence and notification of the HDVSL standard as a home grown ndian
Digital Cable standard is likely to open an era of interactivity on cable
networks.
n 1992 the government liberalised its markets, opening them up to cable

television. Five new channels belonging to the HONG KONG based STAR TV
gave ndians a fresh breath of life. MTV, STAR PLUS, BBC, PRM SPORTS
and STAR Chinese channel were the five channels. Z TV was the 1
st

private owned ndian channel to broadcast over cable. A few years later CNN,
Discovery channel, National Geographic channel made its foray into
ndia. Star expanded its bouquet introducing STAR WROLD, STAR SPORTS,
SPN and STAR GOLD. Regional channels flourished along with a multitude
of Hindi channels and a few nglish channels. By 2001 HBO and HSTORY
channel were other international channels to enter ndia. By 2001-03, other
international channels such as NCKLODON, CARTOON NTWOK, VH1,
DSNY and TOON DSNY came into foray. n 2003 news channels started
to boom.

Major players in ntertainment industry-
1) STAR PLUS
2) SONY TV
3) Z TV

STAR PLUS-
Launched- 1992(as STAR TV)
1996(as STAR PLUS)
Network- STAR TV
Owned by- News Corporation
Replaced- Z TV (1992-1995
Sister channels- STAR ON, STAR UTSAV, STAR WORLD,
STAR GOLD, STAR MOVS, ASANT.
STAR PLUS is a Hindi language channel based General ntertainment

Television Channel. The channel is part of the STAR TV network's bouquet of
channels.

History-
STAR PLUS was first launched on 21
st
February 1992. STAR is a loading
media and entertainment company in Asia. STAR broadcasts over 50
television services in 8 languages to more than 300 million viewers across 53
Asian countries. n partnership with loading companies in Asia, STAR
businesses extend to filmed entertainment, television production, cable
systems and wireless & digital services. STAR is wholly owned subsidiary of
News Corporation.

2 SONY ENTERTAINMENT TELEVISION (India-
Launched- October 1995
Owned by- Multi Screen Media pvt. Ltd
Sister channels- SAB TV, ST MAX, ST PX, AXN and ANMAX
NDA.
Sony ntertainment Television is commonly known as SONY TV or ST.
t is one of the most popular Hindi language based general entertainment
channel. Based in UK, it is owned by Multi Screen Pvt. Ltd. A joint venture
promoted by Sony pictures ntertainment since 1995. ST's programming is
targeted towards family audiences. The programming includes drama, reality,
comedy, horror, Bollywood and live events. The channel faces stiff competition
from other players in the market, especially STAR PLUS, Z TV, and
COLORS TV. So the channel put an end to all its old daily soaps since those
programmes brought very low TRP's. ven newly launched shows are not
working well and the channel is still much behind in number of viewers as
compared to its competitor channels.

ZEE TV-
Launched- October 1992
Owned by- Z Network
Sister channels- Z CNMA, Z NXT
Slogan- har pal banaye ek naya rishta
Z TV is an ndia based satellite television channel owned by
Z ntertainment nterprises which carries broadcasts in Hindi and
other regional languages of ndia.
Z TV was founded by Subhash Chandra and launched in ndia
in October 1992, becoming the first Hindi satellite channel. This channel
formerly had a partnership with STAR TV; however, STAR ended their
partnership with Z TV when Rupert Murdoch's News Corporation
acquired STAR TV. Z TV was launched in UK in 1995, acquired TV
Asia, which was the first Asian Channel to be launched in the UK and
urope. Z TV was launched in the USA in 1998.

Introduction to organisation

Viacom 18 Media Pvt. Ltd. is a 50/50 joint venture operation in ndia
between Viacom18 nc. (NYS: VA, VA.B, world's leading entertainment
content company, comprising brands like BT, MTV Networks and
Paramount Pictures) and theNetwork18 Group, (one of ndia's leading full
play media conglomerates with interests in television, internet, filmed
entertainment, mobile content & allied businesses, comprising brands like
CNBC TV18, CNBC Awaaz, Newswire18, moneycontrol.com, CNN-BN,
BN 7, Homeshop18 and 18 amongst others). The joint venture includes
leading brands across television, film and digital media to build one of
ndia's leading multimedia entertainment powerhouses. Viacom 18 Media
Pvt. Ltd. includes the vibrant youth brand - MTV, the fastest growing kids
channel - Nick, ndia's only nternational Music & Lifestyle channel - Vh1 ,
Studio18, a new-age motion picture brand that produces, acquires and
distributes Hindi films and also launched the Hindi General ntertainment
channel - COLORS. This apart, Viacom18 also runs Viacom's consumer
products business in ndia. Viacom18 brings together the unique
strengths of two formidable partners, thus forming an entertainment
conglomerate that will have a competitive advantage in serving the needs
of both viewers and advertisers.

Further, apart from ramping up the existing businesses in ndia,

Viacom18 intends to launch a suite of niche channels and digital offerings
in ndia to expand its footprint in the entertainment space.

COLORS CHANNL-
Launched- July 21, 2008
Owned by- Viacm18
Sister channels- MTV, NCK, VH1, STUDO18.

COLORS is a Hindi language ndian General ntertainment Channel
(GC), part of VACOM18 family, which was launched on July 21, 2008.
The channel got huge popularity just after its launch and due to its
successful ratings; it received a 2
nd
position among other Hindi General
ntertainment Channels for a little while, such as Z TV, SONY TV,
STAR ON and SAHARA ON. The show completed its one successful
year on 21
st
July 2008.
Currently the channel is featuring a number of successful shows, such as
BALKA VADHU, JA SHR KRSHNA & BGG BOSS 3. The channel's
most popular show BALKA VADHU has been ranked in the top 5 shows
of ndian Television's TRP's charts within 3 months of its launch.
Currently, COLORS TV has plans to launch in the UK & Middle ast on
Sky Digital Platform.

THEORETICAL BACKGROUND

Buying Behaviour-
The major factors influencing buying behaviour-
A consumer buying behaviour is influenced by cultural, social, personal and
psychological factors. Cultural factors exert the broadest and deepest
influence.

O CuIturaI factors-
Culture, subculture and social class are particularly important in buying
behaviour.

1) Culture-
Culture is the most fundamental determinant of person's wants and behaviour.
The growing child acquires a set of values, perceptions, preferences and
behaviours through his or her family and other key institutions.

2) Subculture-
ach culture consists of subculture that provides more specific identification
and socialization for their members. t includes nationalities, religions social
groups and geographic regions. Many subcultures make up important market
segments and often design products and marketing programs tailored to their
needs.

3) Social class-
Social classes are relatively homogeneous and enduring divisions in a society
which are hierarchically ordered and whose members share similar values,
interests and behaviour. Social classes do not reflect income alone but also
other indicators such as occupation, education and area of residence.

O SociaI factors-
n addition to cultural factors, a consumer's behaviour is influenced by social
factors such as reference groups, family and social roles and status.

1) Reference groups-
Person's reference group consists of all the groups that have a direct or
indirect influence on the person's attitude of behaviour. Groups having a direct
influence on a person are called membership groups.
Some membership groups are primary groups such as family, friends,
neighbours and co-workers with the person interacts fairly, continuously and
informally. Reference groups expose an individual to new behaviour and
lifestyles. They influence attitudes and self-concepts.
People are also influenced by groups to which they do not belong. Aspirational
groups are those the person hopes to join; dissociate groups are those whose
values or behaviour an individual rejects.
2) Family-
The family is the most important consumer buying organisation in society and
it has been reached extensively. Family members constitute the most
influential primary reference group. From parent a person acquires an
orientation towards religion, politics, economics and sense of personal
ambition; self-worth and love. ven if the buyer no longer interacts very much
with his or her parents, their influence on the buyer's behaviour can be
significant.

3) Role and status-
A person participates in many groups like family, clubs and organisations. The
person's position in the group can be defined in terms of role and status. A role
consists of the activities that a person is expected to perform. ach role carries
a status. People choose product that communicate their role and status in
society.

O PersonaI factors-
A buyer's decisions are also influenced by personal characteristics. These
include the buyer's age and stage in the lifecycle, occupation, economic
circumstances, lifecycle and personality and self-concept.

1) Age and stage in the lifecycle-
Consumption is shaped by the family lifecycle. Marketers often choose
lifecycle groups as their target market. There are 9 stages of the family
lifecycle along with the financial situation and typical product interests of each
groups.

2) Occupation and economic circumstances-
Occupation also influences a person's consumption pattern. Marketers try to
identify the occupational groups that have even specialised its products for
certain occupational groups.

3) Lifestyle-
A lifestyle is the person's pattern of living in the world as expressed in
activities, interests and opinions. Marketers search for relationships for
between their products and lifestyle groups.

4) Personality and self-concept-
ach person has a distinct personality that influences buying behaviour.
Personality is usually described in terms of such traits as self-confidence,
dominance, autonomy, difference, sociality, defensiveness and adaptability.
Personality can be useful variable in analysing consumer behaviour provided
that personality types can be classified accurately and that strong co-relations
exist between certain personality types and product or brand choices. Related
to personality is self-concept or self-image. Marketers try to develop brand
images that match the target market's self-image. t is possible that a person's
actual self-concept differs from her ideal self-concept and from her others self-
concept.

O PsychoIogicaI factors-
A person's buying choices are influenced by 4 psychological factors such as
motivation, perception, learning, beliefs and attitudes.

1) Motivation-
A person has many needs at any given time. Some needs are biogenic; they
arise from psychological states of tension such as hunger, thrust and
discomfort. Other needs are psychogenic; they arise from psychological states
of tension such as need for recognition, esteem or belonging to. A need
becomes a motive when it is aroused to a sufficient level of intensity. A motive
is a need that is sufficiently pressing to drive the person to act.

2) Perception-
Perception is the process by which an individual selects, organises and
interprets information inputs to create a meaningful picture of the world.
Perception depends not only on the physical stimuli but also on the stimuli's
relation to the surrounding field and on conditions within individual.

3) Learning-
When people act, they learn. Learning involves changes in an individual's
behaviour arising from experience.

4) Beliefs and attitudes-
Belief is a descriptive thought that a person holds about something. Beliefs
may be based on knowledge, opinion or faith. They may or may not carry on
emotional charge. Manufacturers are very interested in the beliefs people carry
in their heads about their products and services. Thus beliefs make up product
and brand images and people act on their images.
An attitude is person's enduring favourable or unfavourable evaluations,
emotional feelings and action tendencies toward some object or idea. People
have attitudes toward almost everything; religion, politics, clothes, music, food.
Attitudes put them into a frame of mind of liking or disliking an object, moving
toward or away from it. Attitudes lead people to behave in a fairly consistent
way toward similar objects. People do not have to interpret and react to every
object in a fresh way. Because attitudes economise on energy and thought,
they are very difficult to change. A person's attitude settle into a consistent
pattern; to change a single attitude may require adjustments in other attitudes.

The buying behaviour process-
Marketers must identify who makes buying decisions, the types of buying
decisions and the steps in the buying process.

Buying roles-
We can distinguish 5 roles people might play in buying decisions
1) nitiator-
A person who 1
st
suggest the idea of buying the product or service
2) nfluencer-
A person whose view or advice influences the decision.
3) Decider-
A person whose view or advice influences the decision whether to buy,
what to buy, how to buy, or where to buy.
4) Buyer-
A person who make the actual purchase
5) User-
A person who consumes or uses the product or service.

Buying behaviour-
Consumer decision making varies with the type of buying decision.
Complex and expensive purchases are likely to involve more buyer
deliberation and more participants.
1) Complex buying behaviour-
t involves a 3 step process, 1
st
the buyer develops beliefs about the
product. 2
nd
he or she develops attitudes about the product. 3
rd
he or she
make a thoughtful choice. Consumers engage in Complex buying
behaviour when they are highly involved in a purchase and aware of
significant differences among brands. This is usually the case when the
product is expensive bought in frequently risky and highly self-expensive.

2) Dissonance reducing buyer behaviour-
Sometimes the consumer is highly involved in a purchase but sees little
differences in brands. Making communication should supply beliefs and
evaluation that help the consumer feel good about his or her brand
choice.

3) Habitual buying behaviour-
Many products are bought under condition of low involvement and the
absence of significant brand differences. Consumers do not search
extensively for information characteristics and make decision on which
brand to buy.

4) Variety seeking buying behaviour-
Some buying situations are characterised by low involvement but
significant brand differences. Here consumers often do a lot of brand
switching.

O p's of Marketing:-
1) Product
2) Price
3) Promotion
4) Place
5) People
6) Process
7) Physical evidence

1) Product:-
Services are products, even though intangible, they are things and
service marketers must always remember that consumers do not buy any
products; they buy attributes that are converted into benefits. Like other
consumer goods, services are convenience; shopping or speciality goods
with all that implies. Services are intangible, heterogeneous and cannot
be easily separated from their producers. ntangible dominant products
like services cannot not be stored nor can they be transported. But the
service marketer none the less has a product development and
merchandising task which is to maintain a balanced assortment of goods
to meet expected consumer demand.

2) Price:-
The price policies for service marketers tend to parallel those used
throught the general field of marketing. Most service marketer follow
competitive price policies, pricing their service either at the market price
or slightly below. Pricing above the market price is generally employed by
larger service firms or by all firms who wish to use price as a means of
rationing the supply of their service offerings.

3) Promotion:-
Promotion is an important part of marketing mix for many marketers.
ntangible dominant products such as services offer a challenge to the
promotion manager. To successfully promote such services, they are
often personalised. Personalising the service around a tangible person is
one way of concretising the intangible nature of service firms and their
products. To successfully promote services, they must be made to have a
favourable positive image constructed to project attributes of the service.

4) Place:-
Channels of distribution for intangible dominant products such as services
are generally limited to the buyers and sellers. Channels of distribution for
services are direct and short i.e. from marketer or manufacturer direct to
ultimate consumers. However though the channel is short there are
arising a number of marketing intermediaries whose task is to make the
exchange process between manufacturer and consumer work more
smoothly.

5) People:-
Of all controllable variables making executives have at their disposal. The
people factor in the service marketing mix is perhaps the least they can
rely on. n getting their marketing mix "right and the most important one
they have to get right. The problem lies in inseparability of the production
or consumption interface and therefore the satisfaction of not only the
recipient of the service that is the consumer, but also the providers of the
service that is the company's own personnel become extremely
important.

6) Process:-
The process element of the service marketing mix is concerned with the
way in which the service is delivered to the customer. This has 2 points of
interest to the service marketer. 1
st
the inseparability characteristic of
services has an important implication for how the service company's
personnel deliver the service to the customer and how the customer
participates in the service delivery process. 2
nd
the "auxiliary aspect of
the service that is added value of the service, becomes an important
competitive weapon in differentiating the service from competitors when
the service is experienced by customers.

7) Physical evidence:-
Since a service is inherently intangible, it is important for the client to
search for tangible or physical clues which enable them to evaluate the
service. Physical evidence is those tangible clues which the customers
may receive during the process of receiving the service, which verify
either the existence or the completion of a service.

Table No. 1
Table representing Age Group of females
Age Group No. of females Percentage (%)
Up to 20 33 16.5
20 - 40 4
40 60 2 4
60 & above 5 2.5
Total 200 100

Pie-chart representing the Age Group of females

From the above pie-chart we observe that majority of females i.e. 41%
who are surveyed lies between the Age Group of 40-60, out of which
there are number of females who are housewives. Also there is one more
age group of 20-40 in which more number i.e. 40% of females' lies. As
the females in this age group watch programmes on TV most. There are
16.5% females who come in the age group of up to 20 and very less
number of females is of the age 60 & above.
Table No. 2
Table representing Occupation of the females
Occupation No. of females Percentage (%)
Student 42 21
Housewife 69
Professional 15 7.5
Other 5 2.5
Total 200 100
Pie-chart representing Occupation of the females

From the above pie-chart, it is observed that Th of the total females
who are surveyed are Housewives. So these housewives are the main
customers of daily family soaps. 21% of females are Students, 7.5% of
females are Professionals as govt. Servant, employed, etc. And
remaining 2.5% of females are of other occupation.

Table No. 3
Table representing the number of females having connection to their TV
Connection No. of connections Percentage (%)
Antenna 1 0.5
Cable 4 6
Dish TV 29 14.5
TATA Sky 36 18
Total 200 100
Pie-chart representing the number of females having connection to their
TV

From the above pie chart it is seen that Th of the total population are
having Cable connection at their home. But now-a-days, TATA Sky and
DSH TV are also getting popular with 18% & 14.5% respectively.

Table No. 4
Table representing female's frequency of watching TV during a day
Time duration No. of females Percentage (%)
For 1 hr 33 16.5
1 3 hr 9 45.5
3 6 hr 41 20.5
For particular programme 35 17.5
Total 200 100
Pie-chart representing female's frequency of watching TV during a day

From the above pie-chart it is observed that near about 50% of the total
population watch TV for 1-3 hours and 1/5
th
of the total population watch
TV for 3-6 hours. Also 17.5% of total females watch TV for particular
programme and 16.5% of total females watch TV for 1 hour.

Table No. 5
Table representing the time at which females watch the TV
Rank Rank 1 Rank 2 Rank 3 Rank 4
Morning 20 14 56
Afternoon 49 39 25
vening 52 47 19
Night 45 50 5 48
Total 200 200 200 200

Bar-chart representing the time at which females watch the TV

From the above bar diagram it is observed that 83 females watch TV in
afternoon as they do not have much work at that time and it's their time
to take rest at home. Secondly, they watch TV in evening and night also.
Very less number of females watches TV in the morning as they have
ranked it 4
th
.

Table No. 6
Table representing the channel which is mostly watched by females
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6
Star Plus 17 62 30 34 35 35
Sony TV 8 26 5 30 35 40
Zee TV 26 26 41 42 40 32
Star One 21 37 21 36 29 4
ColorsTV 95 39 24 6 6 6
NDTV 3 10 29 37 5 40
Total 200 200 200 200 200 200
Bar-chart representing the channel which is mostly watched by females
0
20
40
60
80
100
kank 1 kank 2 kank 3 kank 4 kank S kank 6
Star |us
Sony 1V
2ee 1V
Star Cne
Co|ors 1V
ND1V IMag|ne
From the above information it is observed that 93 females gave 1
st
rank to
COLORS among all other channels as they watch it most. This can be
due to good and different content of the serials. STAR PLUS a pioneer of
daily family soaps in television industry is ranked 2
nd
after the launch of
COLORS channel. 41 females gave 3
rd
rank to Z TV, after that SONY
TV got 4
th
rank, NDTV MAGN and STAR ON got 5
th
and 6
th
rank
respectively.
Table No. 7
Table representing the programmes which are seen by most of the
females
Rank 1 Rank 2 Rank 3 Rank 4
Serials 9 37 15 10
Reality shows 42 6 60 22
Music shows 6 20 50 24
Movies 13 67 5 45
Total 200 200 200 200

Bar-chart representing the programmes which are seen by most of the
females
0
20
40
60
80
100
120
140
rank 1 rank 2 rank 3 rank 4
ser|a|s
rea||ty shows
mus|c shows
mov|es
From the above bar diagram it is observed that majority of
females (139) watch serials on COLORS due to the good and
different content of serials than other serials of other channel. t
is also observed that females prefer serials more than reality
shows, music shows and movies.
Table No. 8
Table representing the parameters which are considered by females
about the serials shown on COLORS channel.
Parameters Rank 1 Rank 2 Rank 3 Rank 4
Content 6 39 36 38
Sets 35 49 66 54
Actors 50 6 52 35
Culture 29 52 46
Total 200 200 200 200

Bar-chart representing the parameters which are considered by females
about the serials shown on COLORS channel.
0
10
20
30
40
S0
60
70
80
90
rank 1 rank 2 rank 3 rank 4
content
sets
actors
cu|ture

From the above bar diagram we understand that majority of females (86)
like the content of serials as it is good, different and inspiring one. And
the stories of each and every serial are unique among all channels. This
will be helpful to the channel to maintain 1
st
position and sustain &
increase its viewers. Also the actors, sets and different state wise culture
presented by channel are liked by its viewers.
Table No. 9
Table representing the various serials seen by females on COLORS
channel
Serials No. of females Percentage (%)
Balika Vadhu 4 52
Utran 62 31
Bhagyavidhata 30 15
Other 4 2
Total 200 100
Pie-chart representing the various serials seen by females on COLORS
channel

From the above pie chart it is observed that most (52%) of females like
Balika Vadhu serial on COLORS channel. As it is based on the authentic
issues of the society & it is related to the early marriage of a child so it is
most popular one. 31% & 15% of females watch Utran and
Bhagyavidhata serials respectively on COLORS channel.
Table No. 10
Table representing the reality shows seen by females on COLORS
channel
Reality shows Female viewers Percentage (%)
Khatron Ke Khiladi 55 27.5
Bigg boss 2 56
ndia's got talent 27 13.5
Other 6 3
Total 200 100

Pie-chart representing he reality shows seen by females on COLORS
channel

From the above pie chart it is observed that majority (56%) of females
watch Bigg Boss out of all reality shows as it is a good subordinate of
entertainment for everyone. Secondly, 27.5% & 13.5% of females watch
Khatron Ke Khiladi & ndia's Got Talent respectively. Only 6% females
see other reality shows.

Table No. 11
Table representing the frequency of females watching serials regularly
on COLORS channel
Opinion Female viewers Percentage (%)
Yes 2 6
No 28 14
Total 200 100

Pie-chart representing the frequency of females watching serials regularly
on COLORS channel

From the above pie chart it is observed that most of the females (86%)
watch serials regularly on COLORS due to the good & entertaining
content of serials. Also 14% of females are of other opinion.

Table No. 12
Table representing the opinion about the COLORS serials
Female viewers Percentage (%)
Yes 9 69.5
No 61 30.5
Total 200 100

Pie-chart representing the opinion about the COLORS serials

From the above pie chart it is observed that majority of females say that
the serials which are shown on COLORS are Admirable it can be due to
their presentation of different ndian state wise culture through various
serials (i.e. various COLORS)

Table No. 13
Table representing the female's opinion regarding the COLORS serials
Opinion Female viewers Percentage (%)
Yes 94 9
No 6 3
Total 200 100

Pie-chart representing the female's opinion regarding the COLORS
serials

From the above pie chart it is observed that near about all the females
say that the serials which are shown on COLORS are different than other
serials. t may be due to the various parameters such as content, stories,
presentation of state wise culture, etc. And very less number of females
(3%) says that the serials are not different than other serial.
Table No. 14
Table representing opinion of the females who got positive message
after watching the serials on COLORS channel
Female viewers Percentage (%)
Yes 54
No 92 46
Total 200 100

Pie-chart representing opinion of the females who got positive
message after watching the serials on COLORS channel

From the above pie chart it is observed that half of the total population
(54%) got positive message after watching the serials on COLORS. t
may be due to showing of a good message at the end of the serial.
And also remaining (46%) respondents are of negative opinion.

OBSERVATIONS

1) Majority of females from age group of 40-60 are housewives and these
are the viewers of COLORS channel.
2) Most of the females watch TV in afternoon for 1-3 hours.
3) Among all the channels, most of the females watch COLORS channel
and on COLORS, they watch serials.
4) On COLORS channel, among serials BALKA VADHU and among
reality shows BGG BOSS are most popular programmes.
5) All the females like the content of serials shown on COLORS channel.
6) Anandi's acting is very famous among females.
7) All the females watch serials regularly on COLORS and they say that
the serials are admirable in practical sense.
8) Most of the females say that the serials are different than other serials
and various women got positive message after watching them.
9) The channel shows the practical things which are happening around
us.
10) The content of the serials is very good and different.
11) t is one of the good subordinate of entertainment for spending whole
day with COLORS.
12) t is a good channel representing ndian culture.
13) The channel helps to change the mindset of people through serials.
14) ach and every serial is based on an authentic issue of the society
which is reliable.
15) They show the serials which are totally related to ndian culture and
make aware people in the society.
16) They give good message at the end of serials.

SUGGESSTIONS
Awareness-
Awareness need to be created about COLORS channel so more
people will know about the channel and it will be helpful to channel
for getting popularity among the viewers.

Advertisement-
O Print media-
t can be done through large hoardings, digital boards at public
places. The advertisements should include the pictures of actors of
new or upcoming serials.

O EIectronic media-
The advertisement can be made about the new serials which are
introduced on COLORS and its other sister channels.

Also the channel should sponsor various events such as New Year
Function, various Awards Functions, etc.

fforts need to be taken to make the viewers habituated of the
serials of COLORS channel. n the initial stage it can be done by
telecasting the serials for all segments of viewers. And also it is
necessary to focus on targeted viewers.

Awareness about various other serials shown

presently on COLORS-
Services are essentially intangible but sometimes tangiblising the
intangible may help to market the product better. So the channel
can organise various contest after the show this will create
awareness about the serial and also feedback can be taken from
the viewer's about the serials. This will help to build a good image
about the brand.

Also, some new serials can be introduced so as to focus on all
segments of viewers. The channel can also show the serials on
other issues such as simple issues, comedy shows, game shows,
reality shows.

Suggestions by Respondents

1) New serials especially for youngsters should be introduced.
2) They should focus on other segments like, they should show serials
on simple issues and some comedy serials should be introduced.
3) They should advertise about COLORS on its sister channels as it is
newly introduced.
4) For advertising they should organise or sponsor various events like
New Year Function, Award functions, etc. and such programmes
should be telecasted on the channel for more popularity.
5) Also they should organise various shows to make people aware
about the channel.
6) The channel should advertise their new shows on 12 by 15 banners
on roadside.

"uestionnaire
Study on awareness towards TV channels with special reference to COLORS
Channel among women in Solapur city.

1. Personal information:
Name: ______________________________________________________
Address: ____________________________________________________
Contact no.:_________________________________________________
Age:
a. 0-20 b. 20-40
c. 40-60 d. 60 & above
Occupation:
a. Student b. Housewife
c. Professional d. Other

2. Which connection you have for your TV?
a. Antenna b. Cable
c. Dish TV d. TATA Sky

3. How frequently you watch the TV?
a. for 1 hr. b. 1 to 3 hr.
c. 3 to 6 hr. d. for particular programme

4. At what time you watch the TV? (Rank it)

a. n Morning b. n Afternoon
c. At vening d. At Night

5. Which channel you watch the most on TV? (Rank them)
a. STAR plus b. SONY TV
c. Z TV d. STAR One
e. COLORS TV f. NDTV imagine

6. On COLORS channel which programme you watch the most? (Rank them)
a. Serials b. Reality shows
c. Music shows d. Movies

7. Which serials you watch on COLORS channel? (Rank them)
a. Balika Vadhu b. Utran
c. Bhagyavidhata d. Other specify ____________

8. Which reality shows you watch on COLORS? (Rank them)
a. Khatron Ke Khiladi b. Bigg boss
c. ndia's got talent d. Other

9. What do you watch most on other channels?

STAR
pIus
Zee TV Sony TV NDTV
imagine
Sahara
one

10. What likes you most about COLORS serials? (Rank them)
a. Content b. Sets
c. Actors d. State wise Culture

11. Which character in the serial you like the most? Why?

_________________________________________________

12. Do you watch serials regularly on COLORS?
a. Yes b. No

13. The serials shown on COLORS, are they admirable?
a. Yes b. No
f yes, then in what sense ____________________________

14. Do you think, serials which are shown on COLORS are different than
other serials?
a. Yes b. No

15. Have you got any positive message after watching the serials on COLORS?
A. Yes b. No
f yes specify___________________________________________

16. Have you experienced any negative impact by watching the serials on COLORS?
a. Yes b. No

17. How you perceive "COLORS as a brand?

_________________________________________________________________
_________________________________________________________________
_________________________________________________________________

Reference Books:-
Magazines:-
O Marketing Mastermind
O Marketing Management

Newspapers:-
O Business Standard
O Business Line
O Business Today

Websites:-
O www.google.com
O www.colorstv.com


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B.B.A.- Solapur University, Solapur.

K. P. Nanagalveuhekai Institute of Nanagement, Solapui. Page

As there is tough competition in Television ntertainment ndustry; the

1) To find most preferred channel among females.

B.B.A.- Solapur University, Solapur.

SCOPE AND LIMITATIONS

n 1992 the government liberalised its markets, opening them up to cable

STAR PLUS is a Hindi language channel based General ntertainment

Further, apart from ramping up the existing businesses in ndia,

Awareness about various other serials shown

4. At what time you watch the TV? (Rank it)

9. What do you watch most on other channels?

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