SUMMER INTERNSHIP REPORT

ON

“Role of advertising in brand communication through

television media”

Submitted in partial fulfilment of the requirements

for the award of the degree of
Master in Business Administration

SUBMITTED BY:

Sumantra Ray-A0102207185
MBA (M&S) 2007-2009

UNDER THE GUIDANCE OF

Mr. R. R. GHATAK Mrs. PUNEETA VADEHRA NEGI

AMITY BUSINESS SCHOOL – AUUP MANAGER, AD SALES,MCCS.

AMITY UNIVERSITY UTTAR PRADESH

(Established under Amity University Uttar Pradesh Act 2005)
Sponsored by Ritnand Balved Education Foundation
 EXECUTIVE SUMMARY

The project deals with finding the effectiveness of the television advertising for different
product categories targeted at different consumer segments. The client or the company
has some vision in mind when they think of advertising for a new product or an existing
one or for brand promotion. It starts with "what" the client wants to advertise and "why".
The understanding of the "why" gives leads as to "how" it is supposed to go about the
campaign. The company has to weigh the benefits from advertising against the cost
incurred in way of advertisements. Being able to reach the precise target audience is not
just a function of the distribution channels or the pricing of the goods or services; it is
advertising that communicates everything to the consumer. Therefore arises the need to
analyze how ad-budgets are allocated to different types of media [print, television, radio,
internet etc] based on the product or brand and the target audience.
The project intends to find what factors might govern the brand communication, the
audience behavioural patterns which point towards innovations needed in television
advertising, effectiveness of television advertising compared to other mediums and a
secondary objective , which was to find how a news webpage of “star news” would fare
if it is created. Since the major competitors of star news have news website it is even
more essential to assess the opportunities in this as it would provide an additional
platform for advertising.

2
 TABLE OF CONTENT
TOPIC PAGE NO.

CHAPTER 1 : “INTRODUCTION” …4
• HISTORY OF INDIAN TELEVISION …4
• CURRENT SITUATION OF MEDIA BUYING INDUSTRY …5
CHAPTER 2 : “RESEARCH METHODOLOGY” …6
• LITERATURE REVIEW …6
• OBJECTIVE OF STUDY …6
• MOTIVATION OF RESEARCH …6
• TYPE OF RESEARCH …7
• SAMPLE DESIGN …7
o SAMPLE UNIT …7
o SAMPLE SIZE …7
o SAMPLE SELECTION …7
• DATA COLLECTION TOOLS …7
o PRIMARY DATA …7
o SECONDARY DATA …7
• SCALING TECHNIQUES USED IN QUESTIONNAIRE …8
• LIMITATIONS AND CHALLENGES WHILE UNDER GOING THE
RESEARCH …8
CHAPTER 3: “ANALYSIS AND INTERPRETATION” …9
• ANALYSIS OF PRIMARAY DATA …9
• SECONDARY DATA ANALYSIS … 22
CHAPTER 4: “RECOMMENDATIONS & SUGGESTIONS” … 24
BIBLIOGRAPHY … 25

3
 CHAPTER 1
“INTRODUCTION”
HISTORY OF INDIAN TELEVISION
Starting with 41 sets in 1962 and one channel Indian television has come a long way.
When Television first came to India it was named the National Television Network of
India. The first telecast started on September 15, 1959 in New Delhi. After 13 years,
second television station was established in Mumbai in 1972. For several years the
transmission was in black & white. Television industry got the necessary boost in the
eighties when color TV was introduced during the 1982 Asian Games.
Indian small screen programming started off in the early 1980s. At that time there was
only one national channel Doordarshan. The Ramayana and Mahabharat was the first
major television series produced. This serial notched up the world record in viewer ship
numbers for a single program. In the late 1980s more people started to own television
sets. Television programming had reached saturation in spite of the fact that there was
only one channel. So, the government opened up another channel which had part national
programming and part regional. This channel was known as DD 2 later DD Metro. Both
channels were broadcast terrestrially. The central government launched a series of
economic and social reforms in 1991, under the new policies the government allowed
private and foreign broadcasters to engage in limited operations in India. In 1992 five
new channels belonging to the Hong Kong based STAR TV gave Indians a fresh breath
of life. Zee TV was the first private owned Indian channel to broadcast over cable. A few
years later CNN, Discovery Channel, National Geographic Channel made its foray into
India.. Regional channels flourished along with a multitude of Hindi channels and a few
English channels. By 2001-2003, other international channels such as HBO, History
Channel, Nickelodeon, Cartoon Network, VH1, Disney and Toon Disney came into
foray. In 2003 news channels started to boom.

4
 CURRENT SITUATION OF MEDIA BUYING INDUSTRY

In India, consolidations began in 2002, reducing the media buying industry to a handful
of major players who now dominate the media buying business. The top six - though not
necessarily in order of importance - are Madison Media, GroupM, Starcom, Carat,
Lodestar and Initiative Media. Besides the traditional media planning and buying, now a
days the agencies offer a range of other solutions, including client servicing and research.

The corporate world is abuzz with its services, and the business is growing at a
breakneck speed, yet, media buying in India is at a nascent stage. India's advertising
expenditure to GDP ratio is one of the lowest in the world. Compared to China's $25
billion, and the world's $337 billion , India's $2.2 billion advertising market is miniscule.
The expected GDP growth should push advertisement spends upwards. Meanwhile,
despite room for growth and improvement, the industry continues to fight against several
issues.
The biggest problems the media buying industry faces is a shortage of talent. The
attrition rate is a high 20-28 per cent. The reason is the decrease in payments. Client
expectations have risen, and costs related to research, people, and other overheads have
spiralled
In the rat race for survival, media agencies have been building volumes at the cost of
margins. Some agencies resort to undercutting to get business - and clients, who
otherwise value stability and consistency, are tempted to move accounts to agencies that
offer their services at lower rates.

TAM [Television Audience Measurement]

A joint venture company between AC Nielsen & Kantar Media Research/ IMRB, TAM
Media Research is the TV Viewership analysis firm of India. The viewership cell runs
what is one of the largest Peoplemeter TV Panels in the World with Approx 30,000
sample individuals representing all the Class-I towns (towns with population more than

5
100,000) polled every week for their Viewership habits! This division measures
television Viewership of audiences for the 300-plus TV stations operating in India.

6
 CHAPTER 2
“RESEARCH METHODOLOGY”

LITERATURE REVIEW
I have looked through research papers and other studies than have been conducted in
fields allied to my topic and found that research has been conducted in television
audience behaviour , advertising and brand communication measures takes by
companies. But no one has dealt with all these with news channel as a crux of it. So I did
not find any literature on precisely my topic.

OBJECTIVE OF STUDY

The objectives of the research project are

• Find factors governing suitability of product or brand on a specific media or
program
• Figure out which things effect brand recall the most
• Patterns of TV viewing
• Audience behaviour analysis during ad-breaks
• Another secondary objective was to assess how a news website of star news
would fare
To study and to check upon the above set objectives of the project a structured
questionnaire was designed apart from using data from TAM that is collected in the
archives of STAR News.

MOTIVATION OF RESEARCH
• Being a project for my partial fulfilment of my MBA degree I was motivated to finish
this project to the best of my ability.
• My interest in the field of advertising was a motivation factor towards this research..

7
 TYPE OF RESEARCH

My research is DESCRIPTIVE RESEARCH because it tries to identify characteristics of

observed phenomenon and explore possible correlations among phenomenon. Here in
this research the phenomenon would be audience behavior patterns, brand recall and
viewer preferences.
SAMPLE DESIGN
SAMPLE UNIT
The sample population was a selection of individuals of varied age groups (above the age
of 18). The area covered was the Delhi & NCR region.

SAMPLE SIZE
The sample size selected was 100 respondents. This was due to the time and resource
constraint faced during the project.

SAMPLE SELECTION
Respondents were selected on random basis but the respondents had to satisfy the
following criteria:
• Above the age of 18
• Belong to HSM[Hindi speaking masses]

DATA COLLECTION TOOLS

PRIMARY DATA
• Primary data was collected through questionnaire method.
SECONDARY DATA
• Secondary Data was collected from websites, database of Star News and TAM
reports.

8
9
 SCALING TECHNIQUES USED IN QUESTIONNAIRE

1. QUESTION 1 – Unstructured questions &Nominal Scale

2. QUESTION 2 – Nominal Scale
3. QUESTION 3 – Nominal Scale
4. QUESTION 4 – Nominal Scale
5. QUESTION 5 – Nominal Scale
6. QUESTION 6 – Dichotomous question
7. QUESTION 7 – Interval Scale
8. QUESTION 8 – Ordinal Scale
9. QUESTION 9 – Nominal Scale
10. QUESTION 10 – Nominal Scale
11. QUESTION 11 – Nominal Scale
12. QUESTION 12 – Unstructured questions ( open ended)
13. QUESTION 13 – Nominal Scale
14. QUESTION 14 – Nominal Scale

LIMITATIONS AND CHALLENGES WHILE UNDER GOING THE

RESEARCH

• Television viewing patterns vary immensely across different cross sections of the
society. Therefore my sample population would probably not contain enough
variety of the audience.
• Time constrain to complete the project was also another limitation faced during
the research.
• There were some qualitative questions that needed explaining hence some
respondents needed assistance thus slowing down the process of data collection.
• Limited access to data available in archives

10
 CHAPTER 3
“ANALYSIS AND INTERPRETATION”

ANALYSIS OF PRIMARAY DATA

A]

Others
13% FMCG
32%
Mobile
Netw orks
Automobiles
30%
7%
Cellphones
Electrical
12%
Appliances
6%

From the data collected through this questionnaire I classified people’s choices for which
advertisements they recalled into different product categories as follows: FMCG,
Automobile, Electrical appliances, Cell phones, Mobile networks& Others.

From the pie chart we can see that FMCG and mobile networks have more recall than
others thus proving that television is the most effective for these categories compared
to others which need strong back up advertising from outdoor, print and other media. As
for FMCG we can attribute the high figures in the graph due to the large number of
products under that category and their innumerable advertisements and in the
telecommunication sector the frequency of advertisements is much higher which might
also be a reason for the high recall.

11
 \
Recall Factors

Brand Ambassador Jingle

30

25 Phrases
Any other
20
Series1
15

10
5

After tabulating the recall factors we come to the conclusion that Brand Ambassadors
have biggest impact on the consumers mind along with the jingle that forms an integral
part of any brand’s identity. That is why millions are spent in roping in stars and
celebrities for brand endorsement as the Indian consumers behaviour regarding brand
recall is governed by it. India is still a market primarily governed by the herd
behaviour, so, larger the fan following larger will be the attention garnered by the brand.
Hence more recall.
As for recall since the jingle of a brand reaches the consumer even when they are not
watching, therefore it goes a long way in helping recall. The jingle is an integral part of
the brand building exercises. It helps to carry though a continuous flow during the
transition phase when the brand is undergoing a revamp or rebranding, like for example
in hutch’s transition to Vodafone. They kept the tune of the jingle same while they
changed other brand elements like logo, colour etc. This is a direct proof of the fact that
since jingle brings in the strongest recall that is why it was used to introduce newer
elements of the brand.

12
B]

Obligatory 22%
viewer Leisure

41%
Certain 37%
preferred
Programs

From the results in this pie chart we can derive that effectiveness of advertising for
certain niche products during certain specific programs that are watched by the
prospective target buyers. Since only 37 percent of respondents said they have a fixed
schedule of television watching therefore advertisement for precisely targeted audience
would be effective only to that extent

Obligatory viewer here are the percentage of people who do not have the choice of
watching the programs they like , instead have to go in for the channel being preferred by
the majority of family or gathering they are in. Out of the 22 percent shown in the pie,
majority of obligatory viewers were found to be housewives. Therefore we can deduce
that advertisements of products appealing to housewives can be placed randomly to
a certain extent on prime time programs because some percentage of the target
audience will be watching as obligatory viewers irrespective of the program content.
The third quadrant of the pie which denotes the percentage of people watching according
to leisure is the highest among the three, this shows that most people are not used to
watching television in a fixed schedule. Therefore content specific media buying for
targeting precise audience will have limited effect and spending huge amounts spent
to secure advertisement slots during specifically targeted programs may not be the
way to go always. This in a way proves why agencies want an all days repeat routine for
the advertisement even though the product may be catering to a specific market.

13
[C]

This data can be used to understand audience preference patterns which can help
advertisers choose which time slots to buy according to their intended target market.
As discussed in the previous analysis content specific media buying may not always help
to reach the target audience, so in order to make sure that the money being invested in
buying premium spots is not going waste, the advertiser must study the behavioural
patterns of the consumer. This could help figure out correlation between genres of
programs watched by a certain target group.
For example, in the above diagram it can be seen that people watching game shows are
more likely to also watch comedy programs. Therefore for a product being advertised
during game shows it would be most beneficial to do re-run of their advertisements
during comedy serials as they will have an overlap of the same audience. The same
audience watching the same advertisement again would increase the chances of brand
recall manifolds. Taking another example of the movies section, only one respondent said
that he usually watches only movies. We can deduce from this that there would not be a
large percentage who will only be interested in watching movies. So, to force recall the
advertiser needs to chase the audience by advertising in other shows from the thriller and
family drama genre also. This study is essential for those products which don’t have a
huge advertising budget and therefore want to advertise sparsely but to a large number of
audiences. A television premier of a movie would be ideal for such an advertiser but from
the responses of the questionnaire we can also figure out that even though he might reach
out to lot of people during a movie but to force recall he must follow the audience in
other programs too. This highlights the importance of allocation of the advertising budget

14
[D]

Move away for other Keep watching same channel

jobs
7%
21%

72% Surf through channels

These results help us understand the behavioural patterns during advertisement breaks,
this is necessary to chalk out innovations in advertising and placements of advertisements
during breaks so as to grab maximum attention.
Majority [72%] surfs through channels during advertisement breaks this speaks out why
new innovations like advertising simultaneously with content, creating roadblocks
etc are being practiced. When we talk of advertising simultaneously with content, we
mean the advertisements that play even when the program is still showing. This grabs
attention of the audience because it is being displayed in the same screen as the program
televised and the audience cant surf channels also during this period as he would miss the
proceedings of the program.
It is for this reason that the first advertising slot in an advertisement break is the
most expensive one. Because the first advertisement is the only place where the
audience still has their attention glued to the television screen since it comes right after
the content pauses. It is usually during this advertisement that the person watching
decides to shuffle channels, hence the first advertisement always manages to get most
eyeballs than the following slots.

The following three analyses split the behavioural patterns into 3 halves to make more
precise judgment on how to target the audience with advertisements. The length and
frequency of advertisement breaks vary with the content type therefore even the
behavioural pattern varies accordingly. Thus slight adjustments in the advertisements

15
need to be made to increase effectiveness. Its for this purpose that when the beta tape of
the advertisements are sent for broadcasting to the television channel they have different
versions of the same commercials tailor-made for different slots.

Movie Channel Breaks

70 61
60
50
36
40
30 Series1

20
10 3

0
Keep watching Surf through Move away for other
same channel channels jobs

The movie channels usually have breaks that occur in lesser in frequency but are longer
in duration. From the answers of respondents we can clearly make out that majority
“moves away for other jobs rather than just sit and surf”. This behaviour may be
governed by the fact that since a movie consumes much more time than any normal
program, the audience prefers to complete some work as the long breaks allow them
to. This fact may be used by the advertiser to tweak the advertisements in a way,
such that, the jingle of the brands is more prominent and audible because that is
what reaches the target audience even when they are finishing some work and not
having their attention on the television screen. Thus this would maximise the
effectiveness of the advertisement in spite of the person not watching it.

News Channel Break

41
45
37
40
35
30
22
25
20 Series1
15
10
5
0
Keep watching Surf through Move away for other
same channel channels jobs

16
The remarkably high percentage of people who said that they keep watching a news
channel even through the break can be attributed to the fact that news channels have
news bands ticking away the headlines at the bottom of the screen during
advertisements. So according to me news channels demonstrate the complete
amalgamation of advertising with the content because both are always on screen,
during news content broadcast the advertisements are the tickers whereas during
advertisements its reverse. Since people don’t watch news channels though out the day it
is essential to keep them glued to one channel which can only be done by providing news
at any point the viewer switches on to the news channel.
In spite of a lot of people watching even through the break, the majority voted that they
prefer surfing through channels. This is why “roadblock” strategy is essential
especially during hours/time slots when people are surfing through news channels
looking for a summary of the day’s news. Basically “roadblock” strategy literally
means creating roadblocks. This is done by buying advertisement slots on parallel
news channels in the same time band or during same advertisement breaks so that
even if the target audience shuffles through other channels he will still encounter the
same advertisement.

Cricket Breaks

60 53

50 40
40

30
Series1
20
7
10

0
Keep watching Surf through Move away for other
same channel channels jobs

More than 50 percent of the respondents said they surf through channels during
cricket breaks. This justifies the need for innovative advertising that would integrate
the advertisements with the content being shown. Ad-bands and ticker advertising have
now been present for some time in cricket broadcasts. The fact that majority of people
would not have watched the advertisement breaks proves the effectiveness of these

17
innovation and since cricket is so popular in India ,it would be a waste of advertising
opportunity had simple advertisement breaks been the only way of communicating with
the masses.
The ad-bands celebrating the fall of a wicket or a boundary being hit is a good way of
connecting with the audience and slipping the brands message in the middle. Constant
innovation and need for more eye catching in-content advertising has paved way for the
latest “L-bands” which have increased the scope of using the brand mascots etc. without
all these cricket broadcast advertising would have been futile due to channel surfing.

[E]
Advertorials are another way of approaching the target market with the promotion of
products being masked to look different from normal advertisements.
Indian consumers’ probably still value peer suggestion or user reviews or better still
market sale patterns more when they have to decide on which cell phone to buy or which
car to purchase . This is evident from the fact that majority do not bank on advertorials
for purchase of such products. But still I feel the 37% who said yes is a big improvement
from earlier years otherwise there wouldn’t have been this increase in advertorial over
the last decade. More people are showing interest in these reviews which push a brand to
market its product differently but still effectiveness of this mode is limited. The scope or
opportunity of communicating through advertorials arises from the fact that unlike a
general television commercial , here, the money spent would entirely be directed towards
the target market as only the interested would make the effort of watching an advertorial .

[F]

never
15%

sometimes
often
31% 54%

18
54% of the sample population said that they watch television with family during
dinner.31% said that they watch television with family during dinner sometimes.The
remaining 15% population never watches television with family.

This brings out the importance of prime time advertising because that is the time
when the whole family watches television together. According to a report by TAM
several households in India stick to the rule of having only one television set at home
so that at least once a day, during dinner that is, the whole family sits together. This
itself shows the huge viewer ship an advertisement telecast during prime time would get.
Apart from just the numbers it is also the cross-section of different age groups that is
covered in this time slot that matters to the advertiser. For example a family watching
television over dinner which might be buying a car soon would end up discussing a
particular car on the spur of its advertisement. This would be immensely beneficial for
the brand.

[G]

100% 9
15
90% 35 308
80% 41
37 12
70%
60% 35 230 Print
16 Internet
50% 30
9 Television
40% 35 209
26 Radio
30%
20% 34
20 27 276
10% 19

0%
1 2 3 4 total

The above graph shows the number of people who have given the corresponding ranks to
the mediums according to the time devoted. The total is calculated by adding up the
product of the number of people and corresponding ranks.
[example for television : it is (1X35)+(2X30)+(3X26)+(4X9)=209]
The medium getting the lowest score is one getting the highest average rank.

19
Hence the ranks are :
1- Television, 2 – internet, 3 – radio, 4- print.
This calculation proves that even though it faces a tough challenge from internet still
television is the media on which people spend most time. Therefore an Advertisement on
the idiot box still has more reach and impact than any other medium.
radio <25
television Female>25
internet male >25
print male >25
The table above shows the preference of media age wise.
Therefore products targeted for young adults or teenagers would get maximum
advertisement effectiveness on the radio, and products aimed for different age groups
would get best reach likewise according to the chart.

[H]

Uses of Internet

50

40

30
41
20 36
23
10

0
News and
Communication Entertainment
Information
Series1 36 41 23

This graph elaborates the primary use of internet for the respondents.
Majority of 41 people said they used internet for communication,
36 said they used it for news and information while 23 said it was mostly used for
entertainment. The interpretation is of this written combined with the interpretation of the
next 3 graphs.

20
 Whicch websites do you use for News updates?

40

30

20 37
33

19
10
11

0
Indiatimes Rediff Yahoo 0thers
Series1 37 11 33 19

As visible in the graph above:

37 people said they used indiatimes for their news updates, 11 used Rediff for the same,
33 used yahoo, And 19 wrote other responses.
The interpretation is of this written combined with the interpretation of the next 2 graphs.

Why do you prefer the specified choice?

50

40

30
49
42
20

10 9
0
Authenticity of Lack of clutter and Precise
information pop ups information/news
Series1 49 9 42

This graph tries to identify the precise reason for which the respondents preferred the
websites mentioned in the earlier question. Majority voted for the authenticity of
information while precision in news came second in terms of importance.The I
nterpretation is of this written combined with the interpretation of the nextgraph.

21
 Name any 3 hindi News Channels

35
30
25
20
34
15 28

10
14 13
11
5
0
Star News Aaj Tak India TV NDTV Zee News
Series1 28 34 14 11 13

This question uses unaided recall to find which Hindi news channel stays top of the
mind.
As per the figures Aaj Tak gets highest ratings and star news comes second.
Now, all the major competitors of star news have a news webpage but star does not.
What I am trying to identify here is the scope existing for such a website. From answers
of a previous questions we can easily see that news search is an important use of
internet therefore a webpage from star would be useful for users if u consider the
type of content.
From another 2 question we can derive that since the respondents give more weight age
to authenticity of information and indiatimes comes on top of their choice list then
star news too would definitely be very well received. This is because being a news
channel there will be no doubts regarding the authenticity of information and in
comparison to indiatimes it is an equally well know, if not better, brand. Thus
guaranteeing a huge number of initial clicks on the webpage, if one is created.
As for the competition with the other news channel websites from the graph of a question
we can see that , being number two in unaided recall, star news’ webpage would
definitely be on top of the mind.
Therefore according to me there is tremendous scope of having a website.

22
[I]
Which form of ad campaign contributes to your recall?

60

50

40
59
30

20
19
10 12 10
0
radio televison pritnt outdoor
Series1 19 59 12 10

The graph above shows the how much consumers think each medium contributes
towards the brand recall.
Radio - 19
Television – 59
Print – 12
Outdoor – 10
Here also television is higher than other mediums by a huge margin. The combination
of audio and video advertising naturally has more impact on the consumers mind.
And as we have seen earlier in the report the brand ambassador and jingle rate highest
in recall factors, these two are seen together in television hence the recall.
Even the other mediums are essential, but, they mainly complete the all round brand
identity development. As for the brand image building exercise, television is
indispensable.

23
SECONDARY DATA ANALYSIS

Star News Aaj Tak NDTV India Zee News India TV IBN 7

300

250

200

150

100

50

0
5:00 6:30 8:00 9:30 11:00 12:30 14:00 15:30 17:00 18:30 20:00 21:30 23:00 24:30:00

Source: TAM, Market: HSM, TG: CS 15+, Day part: ALL DAYS, Period: Wk 16-08

This graph here is the viewership data collected and processed by TAM. It plots the
viewership of the different Hindi news channels against the time of the day. As per the
weekly surveys Aaj Tak comes first while star news is the second most viewed news
channel across Hindi speaking masses, but here we can observe a sudden spike in star
news’ viewership at around two thirty in the afternoon while other channels show
normal ratings. The spreadsheet of the viewership of all Hindi news channels
throughout the day is attached in the annexure. If we take a look at the schedule of
programs, this sudden increase can be associated with the program “saas bahu aur
saazis”. This program deals with the news of popular serials across channels and the
television world. This unique show gives a recap of the popular serials and predicts the
likely turn of events in the following episodes. It also delves deep into the lives of
television celebrities. Therefore it is very clear that the show is aimed towards

24
housewives also it is timed in the afternoon so that the target audience is free to
watch television.
Now if we see the advertising slots bought in this program, we can clearly identify that
the products are either fmcg or good appealing to housewives. This is done because
effectiveness of the advertisements increase manifold at this hour since the
advertisers are being able to communicate directly with target market and also
since majority of the target market is hooked to this particular show so there are no
worries of channel switching.
This proves how content can drive brand communication with the help of immense
reach of the television.

25
 CHAPTER 4
“RECOMMENDATIONS & SUGGESTIONS”
Television has always been a very powerful medium of communication and it stands till
today in spite of challenges from the internet. But because of the multi-utility of the
internet people are spending more and more time on the internet and moving away from
the television. Therefore according to me the faster IPtv technology is made
available in large scale the better it is for survival of television advertising.
As we deduced in the way of analysis new innovative content that gives the audience a
feeling of involvement would definitely help increase trps and along with it the
advertisement effectiveness like we saw in case of the program "saas bahu ki saazis" on
star news. Integration of cellular service with television programming would help to
maintain touch with audience and help in personalised brand communication. E.g.:
sending reminders of programs via sms. Use of long tail theory of advertising by
targeting more than just one market segment can be done. This can be done by differently
positioned advertisements of same product according to genre of program being
advertised in. The number of ad repeats must be cut down to channel that saved money
into the extra variety of commercials being made.
Great care should be taken to make sure that the in-content advertising stays within
un-irritable limits. Some channels have started overdoing the "L-bands" so much so that
the broadcasted content gets hidden sometimes. This would turn away audiences.
According to me there is tremendous scope of having a news website of star news. The
content of the webpage would already be there with star news it only needs to be
converted into html for the internet. So no additional spend required for the web page.
Secondly if it can follow Google’s model of sponsored links then that would open a
completely new avenue for advertising revenue to flow in. Very topical and related ads
can be provided with the news search that one does on the page. This would help the
advertiser address his target market directly without having to mass-broadcast his
advertisement. The advertisers might even be ready to pay premium rates for such
precise advertising. For example: if someone searches for the news of petrol price hike
then the sponsored links could be advertisements of CNG kit suppliers.

26
 BIBLIOGRAPHY

• exchange4media.com
• tamindia.com
• agencyfaqs.com
• emeraldinsight.com
• hindustannews.com
• domain-b.com

27