Uncover How your brand Interacts with the world

GEO NEWS
Submitted to: Mr. Baber Wahab Submitted by: Hafsa Siddiqua Sp12-mb-0038 Dated: 4th Dec, 2013
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Acknowledgment
Working on this project was an interesting and informative experience. Thank you very much to Mr. Baber Wahab for providing this opportunity to experience the professionalism of Brand Audit as an instructor & many thanks to Mr. Shahid Nizam who previously worked in GEO & my course mate working in media for providing me enough guidance about the Geo News.

Abstract
Report shows the Geo News brand position in Brand Inventory & Geo News brand equity in Brand Exploratory.

Contents
Brand Inventory
Introduction to Geo TV 3 Vision4 Mission5 Geo Attributes5 Value Statement..5 Situation Analyses..6 SWOT Analyzes.9 Internal Factor Evaluation10 External Factor Evaluation..11 IE Matrix..12 TWOS Matrix.13 QSPM.14 Competitors..16 Pops & Pods19 Marketing Programs...20 Brand Elements28 Geo News Current Performance..29

Brand Exploratory
Salience43 Performance.45 Imagery45 Judgment.45 Feelings.45 Resonance..45 Recommendations46 Questionnaire..47 References..51

Brand Inventory
Introducing Geo TV
GEO TV was established in May 2002 Test transmission started on 14th August 2002 on the PAS 10 digital satellite Regular transmission started on 1st October 2002 Geo TV is the first South Asian Urdu language channel to provide content comparable with world-class television broadcasters Geo is the fastest growing TV Channel in Pakistan with ratings exceeding all satellite delivered TV channels in the market Geo has the widest distribution on cable systems in Pakistan with 100% carriage within 90 days of launch. Newsroom Automation Service GEO has state-of-the-art newsroom computer system designed to meet the challenges of today's dynamic news environment. A powerful and comprehensive news production system, it can be customized for use by everyone - from small news channels with just one broadcast a day, to 24-hour, multi-channel news networks. It grasps and connects all the elements of news operations. Newsgathering, feeds, wires, scripts, rundowns, archives, contacts, video browser, on air schedules, personal work spaces, staffing and much more created and formatted to meet individual requirements. Graphic system GEO is using is the leader in real-time digital graphics, integrated enterprise content management and distribution tools for visual communication. Its tools enable organizations to create their message once and deliver it simultaneously to different media with major economies in production and increased impact. Systems Products and solutions are used by major broadcast television networks, Internet portals, museums and universities around the world. It produce software that enables the creation and distribution of rich visual content for broadcast graphics, virtual environments and quantitative visualization and information display across networks that are delivered to different media platforms, including television, interactive television, the Internet, and Wireless Application Protocol. Over time the system GEO is using, has developed cutting-edge Products including: STUDIO-D, a dubbing studio control system that controls and synchronizes VTRs with audio multi-track recorders and digital workstations This System provides an adapting operational function for any business model. This automation provides the full spectrum of TV technology and networking functionality. Media Server System is comprised of network interfaces, disc-based storage subsystems and system software. These modular components attach to the network. They manage data storage, and handle the connection of external devices to the network. The network handles both isochronous audio/video channels and asynchronous data simultaneously, and can scale to 3.2 Gigabit/sec on optical fiber.

Launched the first interactive infotainment programs in Pakistan, engaging and empowering the viewer. Consistently scoops all rival broadcasters on major news events. Besides seven bureaus in Pakistan a robust international network feeds live content from New York, Washington and London. First telethon in Pakistan raising $100K in a twelve hour period through calls ins on a premium rate number. Engaging the viewers on festivals like Eid with interactive quiz programs and traveling road shows. The largest and most aggressive recruitment and training campaign in the history of Pakistan. Formal multi-disciplinary training has been given to 500 members of GEO staff including all producers, reporters, writers, camerapersons and editors by Intelligent Media Consultant. Its member team comprising of CNN, BBC producers, cameramen, editors and presenters were split in Dubai and Karachi for 5 months to complete the training. Multi-disciplinary training provided familiarity with camera operation, reporting, editing and production functions to reduce long term costs and to develop individual multitasking ability within a teamwork environment. All personnel who have undergone training have signed a 2 year bond with the company Continuous training cadres have been set up with regular workshops and quarterly refreshers in all disciplines. Satellite Position Down Link Band PAS 10 68.5-Degree East C Band Frequency Transmission Polarity 4114 MHZ Digital Horizontal Symbol Rate FEC Modulation 3300 MB/S 2/3 QPSK (Auto) Diverse cultural backgrounds and multi-ethnic origins add up to create a strong resource base at GEO. Each member makes a valuable contribution while overall functioning as a team. Committed to doing more for their country, GEO people remain dedicated and passionate about their work. GEO people are focused on broadening horizons and meeting new challenges. Creative and multi-talented, these fine individuals take pride in shaping the future of Pakistan.

Vision
GEO will be the voice of freedom from the Asian subcontinent. It will highlight the issues of concern and the cultural richness of its people through information, discussion and entertainment. GEO will propagate transparency of responsibility that will ensure its position as the most credible and meaningful source of information, through quality programming based on issues. GEO will provide entertainment audiences can relate to, thereby creating viewer loyalty and response. GEO will forge an alliance amongst its three stakeholders - viewers, advertisers and shareholders to maximize viewer ownership. GEO will invest in human resources as it recognizes it to be the foundation upon which the GEO future will be built. It is this very foundation that will allow GEO to attain and sustain a leadership position, thus fulfilling the promise associated with its creation.

Mission
GEO informs and entertains while celebrating cultures and prompting dialogue in the spirit of "live and let live".

Geo Tv Attributes
Unique creative ideas for news program Diversification ; news, entertainment, sports & music Top anchors Value creative ideas Desire to be number one in all categories

Value Statement
Work as a team Respect each other Encourage self-development Embrace change Value viewers Provide exceptional services that leaves an impression

Situation Analysis
Market description Entertainment channel focus market is female from 15-45 years. But from its international programs (programs from aman ki asha) & upcoming program Pakistan idol covers all genders. Geographically it covers Pakistan, Europe, UK, US, Canada & middle east. It covers market that are interesting in channels News, Entertainment, Sports & music.

Product review Geo Tv standard with its flagship channel of Geo Tv later branched into different channel brands, with different pricing strategy.
Geo Entertainment Geo Kahani

Entertainment

Geo News Geo Tez

News

Geo Tv

Sports

Geo Sports

Youth

Aag Tv

GEO News Geo News was established as independent channel when GEO Network branched out its channels in 2005. GEO News is a Pakistan based Urdu News Channel, and rated as on the most popular news channels in Pakistan. Geo News goal is to ensure that viewers will always have the best options available to them for news through Geo network.

Geo TV or GEO Television Geo Entertainment was established as independent channel when GEO Network branched out its channels in 2005. GEO Entertainment is a Pakistan based entertainment channel showing Dramas, musical programs, feature movies, primarily in Urdu Language.

GEO Super GEO Super is twenty-four hour sports channel, launched by GEO Network in September 2006. Programming content includes variety of sports from around the world, focusing mainly on cricket, with a secondary focus on boxing, football and field hockey. Geo Super is also licensed to broadcast Twenty20 cricket matches.

AAG TV
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AAG TV is twenty-four hour channel focusing on programs for youth in Pakistan. AAG TV was launched in September, 2006 by GEO Network.

GEO Kahani The first all-women channel that provides entertainment to the whole family. Includes dramas, soaps, sitcoms, etc from Pakistan, Turkey and india

GEO Tez It is the first headlines news channel of Pakistan. It broadcasts news headlines every fifteen minutes.

SWOT analysis
Strength Jang group Strong brand image Good will Biggest viewer ship Advance technology High ratings for news channel Best anchors Commercial availability because of viewership Good salaries & benefit packages among all channels High revenue from news channel International programming activities Weakness Lack of focus in entertainment Depress dramas story Exaggerate the news as mentioned it breaking news Angling Element Declination of credibility Lack of controlling on news ( authentification ) Dispute between their claim in vision & reality Opportunity Demand for quality entertainment Attracts other best anchors by giving good packages Monopoly maintains Increase target market Focus on the good stories of drama Increase credibility Control on news authenticity News without angling Deliver what they claim

Threats Increase competition Blaming to be Jewish media Bol upcoming channel Retaining of employees Govt. interference

Internal Factor Evaluation

Weight Strengths Jang group Strong brand image Good will Biggest viewer ship Advance technology High ratings Best anchors Commercial availability because of viewership Good salaries & benefit packages comparative all channels High revenue Weaknesses Exaggerate the news as mentioned it breaking news Angling Element Declination of credibility Lack of controlling on news (unauthentic news) Dispute between their claim in vision & reality 0.1 0.05 0.05 0.1 0.02 0.1 0.1 0.05 0.1 Rank 4 4 4 4 2 3 4 4 4 Score 0.4 0.2 0.2 0.4 0.04 0.3 0.4 0.2 0.4

0.05 0.05

4 3

0.2 0.15

0.05 0.03 0.05 0.05 1.00

3 3 2 3

0.15 0.09 0.1 0.15 3.38

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External Factor Evaluation

Weight Opportunities Attracts other best anchors Maintain Monopoly Increase credibility Control on news authenticity News without angling Deliver what they claim Threats Increase competition Blaming to be Jewish media Bol upcoming channel Retaining of employees Govt. interference 0.08 0.03 0.05 0.05 0.02 0.05 0.05 0.2 0.3 0.05 0.02 1.00 Rank 1 3 1 1 1 1 4 4 4 2 3 Score 0.08 0.09 0.05 0.05 0.02 0.05 0.8 1.2 0.2 0.04 0.15 2.73

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Internal External Matrix

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TWOS Matrix
Strength Jang group Strong brand image Good will Biggest viewer ship Advance technology High ratings Best anchors Commercial availability because of viewership Good salaries & benefit packages comparative all channels High revenue Opportunity Attracts other best anchors Maintain Monopoly Increase credibility Control on news authenticity News without angling Deliver what they claim
Attract other anchors by giving them good salary package and bound them by contract for the specific time to retain them. (horizontal integration)

Weakness Exaggerate the news as mentioned it breaking news Angling Element Declination of credibility Lack of controlling on news (unauthentic news) Dispute between their claim in vision & reality

Boost their credibility by delivering what they claim in their vision & come with new ideas for shows to use their anchors.(i.e. GEO will be the voice of freedom from the Asian subcontinent. It will highlight the issues of concern and the cultural richness of its people through information, discussion and entertainment. GEO will propagate transparency of responsibility that will ensure its position as the most credible and meaningful source of information, through quality programming based on issues) They need to redesign their programming strategy according to their claim.(Product Development) Need to come with innovative programs.

Threats Increase competition Blaming to be Jewish media Bol upcoming channel Retaining of employees Govt. interference

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QSPM (Quantitative Strategic Planning Matrix)

Strategy No 1 Backward Integration Weight Rank Score Strategy No 2 Horizantal Integration Rank Score 4 4 4 4 4 4 0.4 0.2 0.2 0.4 0.08 0.4 Strategy No 3 Product Development Rank Score

Strength Jang group Strong brand image Good will Biggest viewer ship Advance technology High ratings Best anchors Commercial availability because of viewership Good salaries & benefit packages comparative all channels High revenue Weakness Exaggerate the news as mentioned it breaking news Angling Element Declination of credibility Lack of controlling on news (unauthentic news) Dispute between their claim in vision & reality

0.1 0.05 0.05 0.1 0.02 0.1 0.1 0.05 0.1

4 3 3 3 3 3 2

0.4 0.15 0.15 0.3 0.3 0.3 0.1

0.05 0.05

4 4

0.4 0.2

0.05 0.03 0.05 0.05

4 4 4 4 4

0.2 0.2 0.12 0.2 0.2

1.00
Opportunity

0.08 Attracts other best anchors Maintain Monopoly Increase credibility 0.03 0.05
4 3 3 0.32 0.09 0.15 4 4 4 0.32 0.12 0.2 4 4 4 0.32 0.12 0.2

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0.05 Control on news authenticity News without angling Deliver what they claim Threats Increase competition Blaming to be Jewish media Bol upcoming channel Retaining of employees Govt. interference 0.02 0.05 0.05 0.2 0.3 0.05 0.02
1.00 2.46 3.12 4 4 4 4 0.2 0.08 0.2 0.2

0.2

0.2

0.2

2.44

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Competitors

ARY Television Network It a subsidiary of the ARY Group, is a popular Pakistani television network available in Pakistan, the Middle East, North America, Europe and Australia. The ARY Group of companies is a Dubai-based holding company founded by a Pakistani businessman, Haji Abdul Razzak Yaqoob (ARY). The network caters to the needs of South Asians, particularly the Pakistani diaspora. The channel is considered a pioneer in Pakistani media and broadcasting and has an expanding network of channels, each with an independent focus.

Hum TV Hum TV is a 24-hour Pakistani entertainment TV channel based in Karachi. It is the first brand of Hum Network Limited (KSE:HUMNL).[2] Hum Network Limited was known as Eye Television Network Limited prior to January 21, 2011.[3] Hum TV began its transmission on January 17, 2005. Hum TV is available in many countries mostly, via satellite, some via cable. The channel is available in parts of Middle East, Africa and all of Asia but not in Europe. The channel is currently broadcasting on PAS-10 (Panam Sat) on Frequency: 3774 H S/R: 3300 FEC: 3/4. In March 2010, Hum TV was officially launched in North America on Dish Network. Hum TV USA was launched and designed to cater to viewers in the United States. The channel's theme incorporates both Pakistani and American-specific content and broadcasts identical shows aired on the mainstream Hum TV. All shows and programs are televised in accordance with flexible American standard timings. Hum TV is not available in the United Kingdom but its programs can be viewed on youtube. Urdu One Urdu1 is a General Entertainment Channel broadcast from Dubai, UAE, for the Urdu speaking population across the globe. Urdu tv promotes Turkish & Indian Dramas. It is owned and operated by Alliance Media FZ-LLC. Urdu1 is a top source of premium quality Urdu entertainment, successfully taking entertainment to new heights. Urdu1's broadcast became available in Pakistan in June 2012 and it is the No.1 general entertainment channel in Pakistan.

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AAJ TV AAJ TV was initially started in 2005 by the Business Recorder Group. The Business Recorder Group is one of the most prominent media conglomerates in Pakistan. As Aaj TV is the only Television network to have an Earth Station, it provides flexibility and control in responding to local and international events. AAJ TV caters to all tastes by providing four programming features in the form of News, Current Affairs, Entertainment and Infotainment. With a vast amount of experience with the Business Recorder Group, AAJ TV provides round the clock news coverage from around the world in collaboration with their partner news sources in more than 100 countries. Combining news reporting with analytical strengths provided by the respected social and political commentators in Pakistan, accounts for in depth and precise Current Affairs programs. The Current Affair which are boosting Aaj Television toward its bright future are Live With Talat ( 2205 to 2300 Every Monday to Friday) Bolta Pakistan ( 2305 to 2355 Every Monday to Friday) One of the major achievements in entertainment programming is its one of its kind "The late night show with Begum Nawazish Ali aired on Saturday every week. The show is based on the idea of a male host in disguise of a rich feminist portraying a page-3 elite of the country. The host takes interviews of some very prominent figures from within country talking broadly about the socio-economic issues of the nation. Another popular show is a program called the 4 Man Show. It is a show with 4 'anchors' (hence the title) giving the news and taking interviews with 'political leaders' (actors with cheap make-up). However it is deeply immersed in comedy and political satire and is a 'loose cannon' meaning no one is immune (sometimes even themselves).

Express News The Daily Express, founded on 3 September, 1998, is one of Pakistan's most widely cirulated Urdu language newspapers published by Century Publications, owned by the Lakson Group. It is published simultaneously from Islamabad, Karachi, Lahore, Peshawar, Quetta, Multan, Faisalabad, Gujranwala, Sargodha, Rahim Yar Khan and Sukkur. 24% Market share in Circulation, Mass Medium Award for Dynamic Growth from Pakistan Advertisers Association, 2002.

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Dawn News Dawn News is Pakistan's first 24-hour English news channel. Based in Karachi, the station is a subsidiary of Pakistan Herald Publications Limited (PHPL), Pakistan's largest English-language media group. The test transmission of the station occurred in May 2007, and the channel went live on July 23, 2007. Dawn News' Test Transmission was launched by President Pervez Musharraf. The complete launch of the channel coincided with the result of the Supreme Court case which cleared the Chief Justice Iftikhar Muhammad Chaudhry, who had been suspended by General Musharraf. The channel was initially housed in Haroon House, the head-office of PHPL, but later moved to its current premises in West Wharf, Karachi. The channel has an online stream available on its web site for foreign viewing.

ARY News ARY News is a Dubai-based Pakistani news channel launched in 26 September 2004. A bilingual news channel in English and Urdu, it is a part of the ARY Digital Network, which is a subsidiary of ARY Group.

Samaa News SAMAA is Pakistans first private satellite news channel that provides live transmission simultaneously from five cities of Pakistan which include Karachi, Lahore, Islamabad, Quetta and Peshawar. Believing in the philosophy of unbiased reporting in an ethical and responsible manner, SAMAA over the years has been bringing authentic news and neutral current affairs commentary with no political affiliation/s or hidden agenda. Among some of the biggest names in journalism along with a technologically advanced infrastructure, SAMAA has an extensive network of correspondents both within the country and outside Pakistan with state of the art studios and linkup facilities in the federal and provincial capitals where SAMAAs professional and experienced team ensures timely telecast of information in an accurate manner round the clock. SAMAAs live news bulletins, incisive political talk shows and a wide range of programs including sports, social issues and infotainment has enabled it to position itself amongst the top tier news and current affairs channels of Pakistan. SAMAA also happens to be the leading channel working on innovative journalism initiatives that includes user generated content through its iSAMAA (www.isamaa.tv) citizen journalism platform which enables the common man to take active part in sharing unique news and content with the
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world. At the same time, technology convergence in the form of Breaking News Alerts on cell phones is one of the key initiatives from SAMAA to keep ON the GO people up to date with the latest happenings in the most convenient, efficient and timely manner. Over the period of years, SAMAAs responsible, accurate and prompt reporting has made it the voice of Pakistani people and has earned it tremendous recognition and numerous national and international awards of the highest integrity to add to its remarkable credibility as a responsible media entity. SAMAA endeavors to continue bringing wider, smarter, unbiased news and independent reviews through its largely appreciated news and programs to its viewers

Dunya News Dunya News is an Urdu language news and current affairs television channel from Pakistan.[1] The channel is governed and operated by National Communication services (SMC) Pvt. Ltd. Its head office is situated at Lahore, Pakistan. Since its launch in 2008, the channel has been giving strong competition to the other news channels in the country. Dunya News is now available throughout Pakistan on local cable operators.

Competitive Analysis
Basically Geo news has it monopoly to some extent. But is has a big threat in future from other news channels. Entertainment channel ARY, Urdu 1 & Hum Tv have a big competition with Geo Entertainment.

Pops & Pods

Pops License by PAMRA NOC Minimum capital of Rs. 50 million Certain numbers of employees Not an individual must be company, body corporate or incorporated in Pakistan Pods Unique anchor persons International campaign Largest print media Two news & two entertainment channel

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Marketing Program
Pricing Strategy of Geo Geo news determines its demand by estimating the price sensitivity of its advertising agencies and the sponsored brands and international activities. Geo tv use maximum market skimming strategy of pricing according to their ranking. They also analyze competitors cost, price & offer. Pricing strategy modifies time to time. GEO News Pricing Strategy

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Geo Entertainment Pricing

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25

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Product Strategy Geo has a good product strategy; they analyze competitors progress time to time. They followed product development strategy and started their new channels; Geo Kahani for Indian & Turkish dramas and Geo Tez for 24 hours breaking news.

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Brand Elements
Brand Name Geo Logo Logo represents the true strength of the channel. It is the alphabet of urdu.

Slogan Live & let live URL www.geo.tv Jingle Geo to Asay

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Geo News Oct 2013 Performance analysis

Sources: Region: Target: Month: Time: Media Logic People Meter Pak Urban C&S Males 15+ Oct 2013 Day Average (0000-2359)

Genre Wise Viewership

Sports 5% Children 5% Foreign Ent. 7% Local Ent. 16% Movies Music Regional 2% 1% 4% Religious 1% Cooking 1%

Others 41%

News 17%

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Music Regional Movies 4% Sports 2% 1% 5% Children 5% Foreign Ent. 6% Local Ent. 16%

Religious 1%

Cooking 1%

Others 40%

News 19%

Inter-channel Share
News1* 5% Aaj TV* 5% CNBC* 6% Dawn News* 7% ARY NEWS* 9% PTVNews* 2% Others 4%

GEO News* 27%

ExpNews* 13%

Dunya TV* Samaa* 11% 11%

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PTVNews* 1% News1* 5% Aaj TV* 5% CNBC* 6% Dawn News* 7% ARY NEWS* 9%

Others 4%

GEO News* 28%

Dunya TV* Samaa* 11% 11%

ExpNews* 13%

Channel Market Share

Aug'13 27.38 27.72 27.33 Sept'13 Oct'13

11.12 13.44 12.73

11.46 11.17 11.44

10.60 11.07 11.40

9.27 8.83 8.53

7.05 7.07 7.30

5.54 5.57 5.87

5.59 5.17 4.94

5.40 5.05 5.09

1.97 1.37 1.76

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26.83 27.39 27.90 26.78 27.89 0.55 0.53 0.48 0.22 0.26 0.22 0.23 0.21 0.20 0.21 0.21 0.20 0.18 0.17 0.15 0.14 0.14 0.13 0.11 0.11 0.10 0.11 0.10 0.09 0.11 0.10 0.09 0.03 0.02 0.02 Week 1 Aug'13 13.59 11.92 11.21 13.42 14.32 11.67 10.82 10.57 12.35 12.14 10.73 13.18 11.26 10.55 10.99 Week 2 8.68 7.07 9.56 8.79 8.58 Week 3 8.13 8.43 6.35 7.11 6.03 Week 4 6.34 5.65 5.89 5.90 5.46 Week 5

Share of News Channels

Sept'13 Oct'13

Rating of News Channels

5.58 5.19 4.29 5.41 5.04

4.47 5.14 5.31 5.00 4.55

1.02 1.44 2.98 1.62 1.53

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Station Wise Comparison

Khi 0.64 Lhr Isl/Rwp

0.46

0.55

0.30 0.28

0.20 0.24 0.29

0.34

0.27

0.24

0.24

0.18

0.19

0.21

0.15

0.12

0.12

0.11

0.11

0.08 0.03

0.13

0.06

0.05

0.04 0.04

GEO News* ExpNews* Dunya TV* Samaa* ARY NEWS* CNBC* Dawn News* News1* Aaj TV*

0.07 City42*

FPC

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(Per Hour) Rating of Channels

ARY NEWS* 1.20

Dunya TV*

ExpNews*

GEO News*

Samaa*

Dawn News*

Sar-e-Aam
1.00 0.80 0.60 0.40 0.20 Nukta -eNazar

Geo News

Nukta-eNazar Baat Say Baat

Dekh Too

Criminals Most Wanted

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ARY NEWS* 2.50

Dunya TV*

ExpNews*

GEO News*

Samaa*

Dawn News*

2.00

Capital Talk Eid Hera Pheri

Capital Talk

1.50

Raid

1.00

Awam Ki Baat

To The Point

Darling

0.50

36

ARY NEWS* 2.50

Dunya TV*

ExpNews*

GEO News*

Samaa*

Dawn News*

2.00

1.50

1.00

0.50

37

ARY NEWS* 2.50

Dunya TV*

ExpNews*

GEO News*

Samaa*

Dawn News*

Talaash
2.00

Jirga

Aaj Kamran Khan Kay Saath

Khara Sach
Awam Ki Awaz

Maya Khan Show

Aaj Kamran Khan Kay Saath

1.50

1.00

0.50

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Channel Analysis

19:00 2.50

20:00

21:00

22:00

23:00

2.00

BNN Banana News Network

GEO News Geo F.I.R

Aaj Kamran Khan Kay Saath

Aapas Ki Baat
Hum Sab Umeed Say Hain

1.50

1.00

0.50

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News Hours

GEO News* 0.44 0.40 0.46 1.34 0.04 0.13 0.45 0.17 0.39 0.26 0.27 0.15 0.24 06:00 0.04 0.03 0.23 0.14 0.03 0.04 0.05 0.00 0.01 News1* 0.17 0.17 0.18 0.17 0.33 0.46 0.02 0.05 0.51 GEO News* ExpNews* 00:00 Samaa* 12:00 0.33 0.16 0.12 0.17 Dawn News* 15:00 0.36 0.04 0.02 0.02 0.03 03:00 18:00 ARY NEWS* Dunya TV* 21:00 09:00 0.15 Aaj TV* 0.04 0.01 0.03 0.07

ExpNews*

0.19 0.11 0.19

Samaa*

Dunya TV*

ARY NEWS*

0.13 0.10 0.15 0.25

Dawn News*

0.13 0.11 0.10 0.23

Aaj TV*

0.08 0.06 0.14 0.22

News1*

0.07 0.07 0.16 0.18

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Conclusion
As compared to Sept-13, major increase was noticed in Cooking, Foreign Ent. & Religious Genre Share while significant decrease has been noticed in News, Movies & Music Genre share. News Genre has decreased during Day Average with the average growth rate of -9%. Geo had the highest market share. Its share slightly decreased during Day Average with the average growth of -1%. In terms of ratings, Geo had the highest ratings for the month. For Geo: Khabarnaak, Jeenay Do Karachi ko, Aaj Kamran Khan Kay Saath & Hum Sab Umeed Say Hain have performed well.

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Brand Exploratory
Source: Questionnaire Survey Target: 15+ Male Sample Size: 29 Sampling Method: Convenience Sampling Semantic Differential Scale: (Very low, Low, Average, High, Very High)

Salience Geo news has great brand awareness among viewers. Mostly respondents mention geo news as asked about channels they are aware of. Geo news has a good brand image in viewers mind it has a deeper level of brand awareness because in news category geo news is easily recognized and recall it means geo news is at top in the viewers mind. When it comes to breath of brand awareness, it is not as same as depth. Mostly respondent consider to watch news and talk shows on other channels. As far as sample size consider, Geo news doesnt have a high salient brand in CBBE.

GEO News Mind Map

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Performance Geo news doesnt have something innovative in their performance. Geo news & its talk shows reliability, credibility and authenticity are not good as their brand image and good will but their services in terms of performance are average. When it comes in the comparison of other channels it has same performance as others. Imagery
Geo news doesnt have imagery to the extent where people admire, respect and like others who watch geo news. Geo news service in terms of reliability, authenticity and credibility is not good as it supposed to be. But it is most successful channel in news category.

Judgment Geo news ranking as viewers point of view it is below average in terms of quality of service, satisfaction, value, likeness, admiration and recommendation this service to others. Though viewers dont have good opinion about geo news, viewers appreciate geo news uniqueness and specialty among other channels and accept their innovative ideas. They also like geo programs like Khabarnak, Apas ki baat, Talk shows and Hum sab umeed sey hain. Geo news no doubt has marvelous resolution & news channel room presentation. Geo comes at 3rd number as a favorite channel. Feeling Viewers dont have a such feeling attachment with geo news. At some extent it gives the feeling of fun, excitement, sense of security and social approval. Resonance Similarly Geo news doesnt lie at the highest level of CBBE pyramid. Though viewers think following below relation with geo news but with very low extent.
Geo news Special to me I really like to talk about Geo News to others I am always interested in learning more about Geo News I am proud to have others know I watch Geo news I like to visit the website of Geo news Compared to other people, I follow news about Geo news often

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Recommendations for possible strategies

Backward Integration Geo news is facing hard time & they need great struggle to maintain their monopoly, they can increase their control on advertisement agencies by increasing their viewership. As geo news right now gradually going downward in viewership as reference to survey result. Horizontal Integration They can hire best anchors of other news channel by giving them best package with contract strategy so that they have power to retain them for a specific period of time. Product Development As GEO News is not delivering what they claim in their vision. They need to reengineer their programming strategy to improve & rebuild their image among viewers and get back their loyalty and trust.

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Recommendations
I recommend all three strategies for the Geo News. Because all of three are interlink with each other. i.e: Horizontal Integration, Product Development & backward integration Geo news needs to attract other best anchors of other channels, redesign their whole geo news programming strategy, and come with new innovative ideas with current & prospect anchors to increase their viewership and a great chance to maintain their monopoly which is ultimately go towards backward integration, that is having a great opportunity to get contracts with advertisement agencies. They can do it easily if they just start to deliver what they claim GEO will be the voice of freedom from the Asian subcontinent. It will highlight the issues of concern and the cultural richness of its people through information, discussion and entertainment. GEO will propagate transparency of responsibility that will ensure its position as the most credible and meaningful source of information, through quality programming based on issues Geo news is facing issues regarding their credibility & transparency just because their vision, which is only as a written statement. And definitely when an organization works hard to design a vision and fail to implement it efficiently they start to face criticism & to go towards down position. Same situation Geo news has right now. This is best way to stop broadcasting typical shows having a same concept other channel has. As Geo news credibility gradually going downward they need to come with new ideas with current and new best anchors. Bol upcoming channel seems to be great competitor to Geo news. This is best time to attract other best anchors from other channels on contract base for a certain period of time to retain them. On the other hand, serious concentration about reengineering of their programs strategies.

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Questionnaire about Geo News Brand audit

Salience
1 What channels of news are you aware of? 82.76% respondents remember to mention GEO News in the answer of this question. 2 At which channel would you consider watching news? 44.83% mention Geo News. 3 At which channel would you consider watching talk shows? 44.83% mention Geo News. 4 At which channel, you have watched news last time? 41.38% mention Geo News. 5 At which channel, you have watched talk show last time? 31.03% mention Geo News. What if you are looking for authentic breaking news? Which one would you prefer? 24.14% mention Geo News Which one is your favorite news channel? 27.59% mention Geo News.

Performance
To what extent does Geo News has special features? Geo news has average special features. 9 How reliable is Geo News & talk shows? Reliability of geo news & talk shows is below average 10 How effective their news services? Average 11 How efficient their news in terms of credibility? Below average In terms of authenticity Below average 8 47

In terms of angling Above average Compare with other channels, how well does Geo News broadcast their news? Above average Compare with other channels, how well does Geo News broadcast their talk shows? Average

Imagery
1. To what extent do people you admire & respect watch Geo News? Below average 2. How much do you like people who watch Geo News? Bad 3. How much does each of the following words describe Geo News? Reliable Below average Successful Average Credible Below average Authenticity Below average 4. How appropriate to watch Geo News, while need an authentic & reliable news? Below average

Judgment
1. What is your overall opinion about Geo News? Below average 2. What is your assessment about news quality of Geo News? Below average 3. To what extent does Geo News fully satisfy you? Below average 4. How good a value is Geo News? Below average 5. How innovative are all management of Geo News? Average 6. How much do you trust the management of Geo News? Below average 7. To what extent do the makers of Geo News care about your opinions? Low 48

8. How much do you like Geo News? Below average 9. How much do you admire Geo News? Below average 10. How likely would you be to recommend this to others? Below average 11. Which are your favorite channels in the category of news? .Ary .Samaa .Geo .Express .Dunya .Dawn .Ajj 12. How unique is Geo News? Average 13. How superior is Geo News to others in the news category? Average 14. What do you like best about Geo News? Talk shows, hum sab umeed sey hain

Feelings
1. Does Geo News give you a feeling of: a) Warmth b) Fun (7) c) Excitement (2) d) Sense of security or confidence (2) e) Social approval (2) f) Self-respect g) None of the above (16)

Resonance
What you feel about Geo News 1. 2. 3. 4. I consider myself loyal to Geo News I really love Geo News Geo news Special to me (1) I really identify with people who watch Geo News 49

5. 6. 7. 8. 9. 10. 11.

I feel deep connection with people who watch Geo News I really like to talk about Geo News to others (2) I am always interested in learning more about Geo News (3) I am proud to have others know I watch Geo news (1) I like to visit the website of Geo news (5) Compared to other people, I follow news about Geo news often (3) None of the above (15)

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References
http://www.scribd.com/doc/75020452/GEO-TV-NETWORKS http://www.allbestessays.com/Business/Sample-Table-Contents-Marketing-Brand/17067.html http://www.geo.tv

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