IMT Hyderabad

Interim Report On
Television Industry in
India
Services Marketing


Submitted By-

Group 3

Section B


Introduction
Television is one of the major mass media of India and is a huge industry under media and
entertainment industry. India is the third largest television market in the world. TV soaps are
extremely popular among the people. Approximately 50% of the Indian households own a
television. Television first came to India in the form of Doordarshan (DD) on Sept 15,1959.
Doordarshan is the National Television Network of India and also one of the largest
broadcasting organizations in the world. As of 2013, the country has a collection of free and
subscription services over a variety of distribution media, through which there are over 823
channels of which 184 are pay channels. Total television viewership of 415 million is
amongst the worlds highest with nearly 15-16 Television companies beaming programmers
to India. The major players being Doordarshan, STAR TV (Satellite Television Asia
Network), Zee Television, CNN, Sony Television, ATN (Asia Television Network), BBC
World, SUN TV, Discovery Channel, TNT and Others. The television industry in India,
which was estimated at Rs.41,720 crore (US$ 6.94 billion) in 2013, is projected to increase at
a compound annual growth rate (CAGR) of 16.2 per cent over 201318, to reach Rs.88,500
crore(US$ 14.72 billion) by 2018.
Evolution of Television Industry















Market share of Television Industry in 2014

Industry Analysis
Current Trends in the industry
Introduction of Digital Addressable System (DAS) in the Cable TV Sector-The
distribution of subscribers in analog and digital mode of transmission is roughly
65:35. The Ministry of Information and Broadcasting (MIB) has decided to introduce
digitization in the country through Conditional Access System (CAS) and The
Telecom Regulatory Authority of India (TRAI) is implementing this process.
Digitization is favoured to address the shortcomings inherent in the analog networks
and to increase the number of channels by genre, increase the competition in
television broadcasting and improve revenue-sharing models. The implementation of
DAS is being carried out in a phased manner. In Phase I, four metropolitan cities have
switched to digital system in 2012. In phase II, cities having population over one
million switched over by March 2013. All other urban areas will switch over in phase
III by November 2014 and the rest of India in Phase IV by March 2015.It is expected
that implementation of DAS will be a game changer and will benefit all stakeholders.
The advantages of digitization include efficient utilization of bandwidth and a more
transparent subscriber base for the broadcasters for assessment of subscriber revenue,
thereby generating a potential for possible levy of service tax. It also will enable a
more robust audience viewership rating, thereby reducing/ eliminating abuse or
manipulation by rating agencies. It will also provide support to niche genres through
access to targeted audience at lower carriage fee. The broadcast of such channels is
economically unviable at the current carriage fee being charged by analog distributors
due to lower viewership.

Internet Protocol Television (IPTV) Service: IPTV platform is at the intersection of
broadcasting and telecommunication technology. It provides superior quality,
Break up of Media and Entertainment
industry
Television (41.9%)
Films (19.3%)
Music (1.4%)
Radio (1.2%)
Print media (30.9%)
Live entertainment (2%)
interactive services, delivery of more content and functionality. However, its reach is
limited by accessibility to broadband connections. Current broadband penetration in
India is extremely low. Once the penetration of broadband services improves, the
growth in demand for IPTV services will see a rise. With the introduction of 4G
services and the growing techno savvy population, IPTV has a potential to become a
huge success in India.

Emergence of High Definition Television (HDTV)-Channels that are transmitted
through HD technology requires special set-top-box to view them in DTH (direct to
home) mode. At present, the HDTV market is a very small fraction and is accessible
only to the affluent class. Being in a nascent stage, the market is out of the purview of
TRAIs regulation but the regulator would regulate the market at an appropriate time.
The competition amongst broadcasters will increase with the government approving
more licenses for launch of new HD channels.

Launch of specialty or niche channels, which achieve breakeven faster because of
lower investments - Of late, the Indian television broadcasting industry, has been
witnessing narrowcasting, which is segmentation of the target group on the basis of
content to be delivered and development of content, programming and formats that
appeal the most to this target. Some of the new channels launched in the specialty or
niche category that targets upscale and urban audiences include, among others,
Showbiz, NDTV Lumiere, UTV World Movies, E24, Firangi, Topper TV, and UTV
Action. Unlike GECs, for whom achieving breakeven is a concern, specialty or niche
channels are usually able to break even faster because of their lower investments in
programming and distribution (carriage fees) costs. The broadcasting industry is also
witnessing a shift in the advertising trend, with many advertisers now also considering
specialty or niche channels along with General Entertainment Channels (GECs),
thereby expanding the advertiser pool for niche channels considerably.

Launch of reality shows, despite the high investments required, to gain
viewership-With a plethora of general entertainment channels (GECs) offering
similar content (such as daily soaps), both new and old GECs have now initiated
efforts towards content differentiation so as to gain viewership. This is being done
mostly by adding the element of reality to fiction shows and by bringing a sharper
focus onto content, characters and concept. Reality television is an expensive
proposition as compared with soaps and often has not generated adequate ratings,
especially as compared with fiction shows. According to industry estimates, one
reality-show episode hosted by a celebrity could cost up to Rs.1-1.5 crore even as one
episode of a normal fiction show costs Rs. 15-16 lakh. Further, reality shows have a
shorter life of three to four seasons, which makes achieving breakeven difficult.
However, despite being a high-investment, low/medium return product, reality shows
are considered important by broadcasters since they generate good media coverage,
thereby helping in channel branding..

Near immediate launch of movies on the broadcasting platform following
theatrical release, although at high acquisition costs-The recent trend of
broadcasting just-released movies on television, which marks a sharp contrast to the
earlier practice of maintaining a gap of 90 or more days between release at theatres
and broadcasting on television, reflects the search of broadcasters for fresh content
and is forcing them to spend more on acquiring satellite rights for movies. Until 2007-
08, most movie production houses followed the outright exclusive rights model to
monetise their satellite rights. In this model, the broadcaster had exclusive titles and
broadcast rights for five years with unlimited airings from the date of acquisition. In
2008-09, however, with broadcasters facing a liquidity crunch, movie production
houses moved to the syndication model, allowing multiple channels to share the
movie and determining the price of satellite rights on the basis of airings. But with
this model, the broadcasters found their viewership ratings deteriorate because of non-
exclusivity. Now, with the liquidity position improving, broadcasters have decided to
switch back to the outright exclusive rights model. While this should improve their
viewership ratings, the upfront investment in the exclusive content would also
increase.

Increasing presence in the overseas markets so as to tap non-resident Indians
(NRIs)-Having identified the existence of demand for Indian content in several
international markets, domestic broadcasters have started venturing overseas. In
seeking to tap the large NRI bases in international markets, these broadcasters are
offering both Indian content and dedicated local programmes at these overseas
locations. Overall, there is good opportunity at the moment for Indian broadcasters to
increase their revenues from the overseas markets.

Role of technology in the industry
Technology has a very huge role to play in the television industry. It helped the industry to
come up with new innovations to constantly reinvent itself and improve the services. Digital
platforms like Digital cable, DTH and IPTV will overcome the technological challenges of
analogue with increases carrying capacity of the pipe to customer while being addressable.
Some of the transformations that technology has caused in television industry are as follows-
The change of an antenna system to receive the telecast by the broadcasters
transmitter to other delivery methods like cable connections and direct broadcast
satellite.
Local-cable-operators (LCOs) to Direct-to-Home (DTH) - DTH are path-breaking in
terms of broadcasting of satellite channels on television. In DTH the customer
receives satellite signals directly on the set-up-box. So, it decreases the disturbances
that occur during broadcasting and ultimately leads to superior picture and sound
quality. Currently, digital DTH addressable system is the torchbearer of growth in
cable and satellite households. DTH has been able to connect semi-urban and rural
areas to the world of Indian television.
The technology changed the way a television set looks. A big box of television set
changed to LCD TVs and later to LEDs which occupy less space in the room. Owing
to the fact that many people live in nuclear families and mostly in small apartments,
this is a huge advantage for a large number of people. This new technology improved
the picture quality and enhanced the whole experience of watching television.
Another interesting technology in this industry is IPTV (Internet protocol television)
which allows you to watch television on mobile phones and computers. This allows
consumers to watch television, record programmes and share their experiences with
their friends. Companies like TiVo have come up with a personal video recorder
(PVR) which allows you to stop the programme when you are interrupted with an
important work and continue it from where you have left. This allows the customers
to watch their favourite programmes at their own convenience, have greater choice
and control.
Increasing HD (High Definition) channels- Increases digitalization and the need for
differentiation lead to the introduction of HD (high definition) channels that penetrate
perfectly into LCD and LED screens. This increased the picture quality and
experience of watching the television.
Other technological innovations like online distribution channels, web-stores, multi-
and mega-plexes are complementing the growth of this sector.
Technology is also causing changes in how programmes are being constructed. More
and more producers are using quick cuts and cut frame editing technologies that are
now available to small production houses also. These technologies have the ability to
accelerate images and make the advertisements that get aired on television more
retentive.
To counter the competitors, TV manufacturers have come up with Smart televisions
which support internet-connected services such as gaming, playing songs, playing
videos/movies, e-learning etc.
Introduction of ultra-high definition TV technology by Samsung is predicted to be an
evolution in TV industry as HD channels can be upgraded to UHD. This technology
gives better picture quality and immersive nature of the TV.
Road ahead for television industry in India - TRAI has recommended the complete
digitalisation of television industry to keep in pace with the growing demand of this
industry. The digitalisation is set to happen in a phased manner within a given frame
of time. Digitalisation is expected to bring addressability into the system, superior
viewing experience and value added services.



Major players in Indian Television industry
Value Chain of Television Industry


Major players in broadcasting industry
Multi-Screen Media Pvt. Ltd.-Multi-Screen Media Pvt. Ltd. is
an Indian company which was previously known as SET India Pvt. Ltd., the Sony
Entertainment Television subsidiary in India. Although the company still operates the
channel under the name Sony Entertainment TV, the corporate name or company
name has been changed. MSM's family of channels in India include: SAB TV, SET
Max, Sony SIX , Sony PIX, Sony Pal, AXN, Animax and recently on September 1,
2011, they launched a 24 hour Hindi Music Channel Sony MIX.

Zee Entertainment Enterprises Limited-Zee Entertainment Enterprises Ltd.
(ZEEL) is the second-largest

Indian media and entertainment company based
in Mumbai, Maharashtra. It is a subsidiary of the Essel Group. This company is the
leading provider of Hindi Programs in the world. They offer entertainment options to
about 500 million viewers across 167 countries. The major channels are Zee TV, Zee
Cinema, 9x, Ten action, Ten sports, Zee premiere, Zee Classics.


Star TV-Star Television network which is owned and operated by STAR India
extends to over 65 countries and 168 million people across the world. STAR India is
an Indian media and entertainment company, owned by 21
st
Century Fox. It is
Content
Creators
Broadcasters Distributors End users

Role in
TV value
chain
Content providers
operating
independently or
through broadcasters
who repackage the
content
Further content is
distributed through
audio and video
signals to transmit
programs to an
audience
The distribution
companies using
various technologies
make the content
available to audience
End users access to the
content after paying a
subscription fee to the
distributors
Key
Players
UTV
Balaji
Telefilms
Sri Adhikari
Brothers
Television
Network ltd.
Creative eye
Star TV
NDTV
Sony
Viacom 18
Zee TV
Sahara
Digicable
Hathway
DEN
Tata sky
Big TV
Bharti Airtel
Consumers
headquartered in Mumbai. This entertainment company has 32 channels in 8
languages. Some of their popular channels are: STAR Plus, STAR Vijay, STAR
Sports, STAR Movies, STAR gold, ESPN, STAR World, Life ok, Channel V,
National geographic channel India etc.

Viacom 18-Viacom 18 Media Pvt. Limited founded in November 2007 is a 50/50
joint venture operation in India between Viacom and the Network 18 Group based
in Mumbai. Viacom 18 owns and operates various channels of the Viacom group for
the Indian viewers, as well as manages various Viacom's consumer products in India.
Some of their popular channels are- Colors, MTV, VH1, CNN-IBN, and Nickelodeon.

Sahara One Media & Entertainment Limited-Sahara One Media & Entertainment
Company is a pioneer company in the area of entertainment which operates on motion
pictures and television arena. This company operates three television channels; first
one for general entertainment (Sahara One Television) second one for Hindi movies
(Filmy) and the last one is world television channel in Hindi (Firangy)

New Delhi Television Limited (NDTV)-It is an Indian commercial broadcasting
television network founded in 1988. Channels of NDTV Group are NDTV
24x7 (English News channel), NDTV India (Hindi News channel), NDTV
Profit (Business News channel),NDTV Good Times (Lifestyle channel). Two
international channels- ATN NDTV 24x7, NDTV Worldwide.

Competition
Competition for the television industry can be considered to be at different levels. It includes
everything that causes the viewers not to watch the television. It consists of competition for
viewers, competition for the programmes and for the advertisers. They compete for audience
share specifically for a program which would directly affect the advertising rates.
The major competition for the industry would be:
Internet:
The technological changes and innovation has given rise to competing entertainment
and communication media.
The broadcast networks are rerunning the same episode of a network program on
affiliated cable or broadcast networks e.g. YouTube and other websites, often in the
same week that it aired on a local station.
Movies and other television programs can be downloaded through torrents. Videos
being downloaded and distributed and shared easily.
Transmission of video programming over the Internet may be a future source of
competition to the television broadcasters.
There has been a nationwide distribution of video programming using small receiving
dishes and digital transmission technology. These new transmission methods can
increase competition for a broadcasting station by giving different services which
would reduce the audience from viewing the programs being provided by the
broadcasters.

Film industry:
Other competitors for the television industry include home entertainment systems,
such as DVDs and television game devices.
It competes with companies which owns television networks and also owns or
controls major production studios, which are the primary source of programming for
the networks. Example for this would be AOL Time Warner, Inc., General Electric
Company, Viacom Inc., The News Corporation Limited and the Walt Disney
Company.
Piracy as well poses a great threat to this industry.
Video Games:
Video games prove to be an indirect competitor for the television industry since it
engages audiences to move away from the television.
Newspapers:
Newspapers are still a major source of information for a large audience.
This proves to be an important competitor for the news channels in the television
industry. This is since when it comes to audience they have to compete against other
leisure activities in which one would engage rather than watching television.
Radio:
The industry also faces threats and competition from radios which a lot of people
prefer for music and local news.
Regional radio stations indirectly compete with the mainstream television industry.
Since it is preferred by many for knowing local news.

Television Industry on the Tangibility spectrum
Television is a product under satellite broadcasting services. It comes under low contact
services as the broadcasting of channels happen through satellites. Though television as a
product can be purchased and stored, the broadcasting services that are provided by television
cannot be purchased and inventoried. Television is a tangible good with accompanied
intangible services.
Tangible aspects:
Can be inventoried.
Perceivable
The product (television) can be purchased and owned.
Heterogeneity is low as the services are provided through a medium and it comes
under low-contact services.
With the advent of new technologies, one can record and save the programmes he/she
wants to watch later. This has made the service imperishable up to a certain extent.
Intangible aspects:
Entertainment through various channels.
Picture and sound quality experience.
Dissemination of information.
Mental stimulus processing: Learning and knowledge acquirement through various
educational channels.
The broadcasting services which are done through television cannot be purchased and
owned. They are also inseparable and perishable the service should be consumed as
and when broadcasted otherwise, it becomes perishable.
Television can be placed under Hybrid offers in the tangibility spectrum because, the tangible
and intangible aspects of the product are virtually equal. Picture quality, sound quality,
entertainment and the whole experience of watching a television are the intangible
components but all these services are provided through a tangible component called
television which is a product on its own that can be purchased and stored.

Typical Service Offering
Customer Expectations
Competition in the entertainment sector is fierce. Gone are the days when television and radio
programmers enjoyed captive audiences who happily sat through ad after ad, or planned their
schedules around a favourite show. Consumers now demand more and more control over
what they watch, read and listen to.
Consumer behaviour on the other hand has changed and is continuing to evolve like the rest
of the world. Their likes, dislikes and preferences are not likely to be different from others
across the world. However, such local variations aside, we believe the profound shift towards
digital consumption now evident in digitally advanced markets will eventually go global.
The consumer of today is looking to consume content which is not only engaging but
available on the platform or device of his/her choice and at the time of his/her choice. The
rules of engagement have changed. Further, with the explosion of digital content, consumers
have choices and volumes of content several magnitudes greater than five years ago, much of
it available freeor at no extra cost above cost of access. Therefore an industry that must
generate profits to invest in new content experiences, needs to know what the consumers will
pay for. It is highlighted that the consumer will pay for quality, convenience and experience.
In addition to these, there are two more parameters, i.e. participation and privilege. In terms
of participation, consumers love playing an active role in shaping their contentand are happy
to pay to do so. E.g. the popularity of voting for contestants on reality shows. Social media
platforms are essential platforms for their participation. Meanwhile in terms of privilege,
consumers would like unlimited access to content for free, but are happy to pay for services
that provide additional value and the ability to jump the queue such as special offers,
advance information on discounts, etc.
The critical customer expectations in Television industry would include:
Standard picture quality
HD (High Definition) picture quality
Uninterrupted TV signals
Source of entertainment and information
Wide Range of channels
Availability of Premium channels
User friendly on-screen menus, and program guides

Benefits for Consumers
Growth of TV channels: The total number of TV channels (both private and government
owned) grew from 461 in 2009 to 626 in January 2011. The number of News and Current
Affairs channels was 312 and that of Non-News and Current Affairs channels was 314 up till
January 2011.
Foreign Broadcasters: A total of 75 channels have been down-linked till January 2011 by a
number of foreign broadcasters.
Direct To Home (DTH) Service: DD DIRECT+ is India's first and only FTA Direct-To-
Home (DTH) service being provided by Prasar Bharati (a public service broadcaster). Apart
from Prasar Bharati, Dish TV India Ltd., Tata Sky Ltd, and Sun Direct TV Pvt. Ltd., Reliance
Big TV Pvt. Ltd., Bharti Telemedia Ltd and Bharat Business Channel Ltd have also been
granted license for operating DTH services.

HD Growth Wave: Another trend witnessed in 2010 was the entry of HD channels. Apart
from 'Food First', India's first HD food channel, 'Movies Now' was also launched in HD.
Doordarshan broadcasted the Commonwealth Games (CWG) in HD format. Sports, Movies
and Events are expected to be the key demand drivers for HD content. India currently has
channels like NGC HD, Discovery World HD, Star Plus HD, Zee TV HD, and two Tamil HD
channels and others are expected. DTH operators like SUN Direct, Tata Sky, Dish TV and
Reliance BIG TV are heavily promoting their HD services in India.
The Indian television broadcasting segment currently has more than six genres. Niche and
differentiated content targeted towards specific needs and tastes of consumers have primarily
driven the number of genres at national and regional levels.
i. GEC (General Entertainment Channels)
a. National GEC:
Colors in 2009 disrupted the position of the incumbents STAR, ZEE and Sony with the right
balance of innovative content and distribution. 2010 saw an interesting race between the four
channels for the top slot. STAR was able to remain in the top slot of most part of the year
with ZEE and Colors fighting for the second spot. Sony, which remained in the sideline for
most of the year, has very recently been able to grab the second spot on the strength of KBC
and Bade acche lagte hai. Major channels are trying innovative strategies like introduction of
weekend and late night prime time bands to attract advertisers. Here are some key highlights
of emerging changes in the Hindi GEC space in the last calendar year:
Rebranding exercise by STAR followed by ZEE to connect with younger audiences
Emphasis on non-fiction and Bollywood content to garner more eye balls
International expansion by top channels
Successful regional channels being remade for National GEC
Increased deals for new Bollywood content to garner more eyeballs
b. Regional GECs:
Regional GECs have emerged as key focus areas for most of the players due to its connect
with Non-Hindi Speaking Market audiences. The number of operational regional GECs is
four times of national GECs. Regional channels are attractive for advertisers due to lower
cost of connect with the right audience. For the broadcasters the attraction is due to lower
cost of content and distribution costs coupled with increasing advertisers interest.
Regionalization has caught the eyes of most established broadcasters, catering to specific
interests of the viewers:
Tamil, Malayalam, Telugu, Kannada, Bengali and Marathi are the key languages in
the regional GEC space
Sun TV Networks has been a leading TV broadcaster in the South Indian television
market
Infotainment channels like National Geographic and discovery launched Telegu and
Tamil feeds National broadcasters are increasing their presence in the regional market
while the regional players are increasing their penetration through niche channels.
ii. News channels
India has one of the highest numbers of news channels in the world with almost 150 channels
in the genre. The major attraction for players in this space stems from factors like political
ambition and driving public opinion besides profitability. English news channels command
the highest advertising rates due to their connect with male urban audiences, while Hindi
news channel garner major share of total advertising pie.

iii. Music
Few years ago, there were 12 pure music channels. Today, the genre is experimenting
between pure music and youth centric reality content. Mastii, a new channel launched by Sri
Adhikari Brothers relies mostly on pure music content, as traditional players like Channel V
and MTV are positioning themselves as youth channels. This has led to blurring of lines as
channels try to retain audiences.
iv. Sports
Sports channels in India have increased manifold over the last few years, primarily on the
back of Cricket. Traditionally, Cricket had been the major driver for sports channels;
however, other sports like football and F1 have also started attracting loyal fans although still
in a nascent stage. 2011 saw two major cricketing events, the Cricket world cup and IPL 4.
With India winning the World cup, sports channels garnered huge TRPs and advertising
revenue on the back of Indias performance. However, as per reports, IPL 4 did not perform
as well as previous editions of the event. All together both the events together garnered large
share viewers and consequently the advertising pie.
v. Kids
After GEC, Movies and news, Kids channels have the largest share of viewership. The
channels are responding well by incorporating increasingly vivid, superior and local content.
The year 2010, saw regionalization in this genre with national channels starting Tamil &
Telugu feeds, while SUN starting a dedicated kids channel in Tamil. This genre has
tremendous potential to grow given that the target audience for the kids channels is not only
kids, but also some viewers from the adult segments.
Typical Service Performance Of firms
The main aim of every broadcasting service company in this industry is to provide
entertainment to the customer. That said, nowadays the consumers are looking for something
more than entertainment like convenience and ease of access to different episodes at different
times. Also, they want greater options to view and to have control over what, when and how
they view it.
All broadcasting companies should be highly efficient in managing their air time and the
programmes that are aired. First of all, the picture quality and sound quality should be
excellent. The frequencies of the video and audio should match so as to avoid any
disturbances while the programmes are being aired. With the advent of technology (LCD,
LED, Curved LED etc.), it has become imperative for these companies to provide the
consumer with better quality of picture and sound.
The second thing that any broadcasting company needs to keep in mind is that the shows are
aired as per the schedule given beforehand. Any discrepancy in following the schedule will
affect the consumer satisfaction negatively. Also, the frequency of a repeated show should
not be too high as this would result in a decline in the viewership of the channel.
The companies should be careful about the content of their shows. As in, they should
broadcast content on their channel according to the viewers that they cater to. For example, a
cooking show should not be broadcasted on cartoon network. Consumers are loyal to the
content and not to the channels. These companies also need to innovate and change according
to the times to provide the latest entertainment to the consumers. In the recent years we can
see that the trend of TV serials has shifted from melodramatic shows to reality shows.

SERVQUAL Instrument

The SERVQUAL Instrument measures the five dimensions of Service Quality. These five
dimensions are: tangibility, reliability, responsiveness, assurance and empathy.

Tangibility:
Since services are intangible, customers derive their perception of service quality by
comparing the tangible associated with the services provided. It is the appearance of the
physical facilities, equipment, personnel and communication materials. In other words, the
tangible dimension is about creating first hand impressions. A company should want all their
customers to get a unique positive and never forgetting first hand impression, this would
make them more likely to return in the future.
The television itself is a tangible product which can be purchased and stored. Now, with the
advent of new technologies, one can record and save the programmes he/she wants to watch
later. This has made the service imperishable up to a certain extent.

Reliability:
It is the ability to perform the promised service dependably and accurately. Reliability means
that the company delivers on its promises-promises about delivery, service provision,
problem resolutions and pricing. Customers want to do business with companies that keep
their promises, particularly their promises about the service outcomes and core service
attributes. All companies need to be aware of customer expectation of reliability.
The broadcasters such as Star India Pvt. Ltd, Zee Entertainment Enterprises etc. are
dependable and deliver their services as promised on time. Therefore their services are
reliable.

Responsiveness:
It is the willingness to help customers and provide prompt service. This dimension
emphasizes attentiveness and promptness in dealing with customers requests, questions,
complaints and problems. Responsiveness is communicated to customers by length of time
they have to wait for assistance, answers to questions or attention to problems.
Responsiveness also captures the notion of flexibility and ability to customize the service to
customer needs.
Broadcast companies do not generally interact with customers on a first hand basis. They fall
under the low contact category of services. This said, the customers in case of certain events,
can contact these companies through a mediator. Hence we can say that it is low on
responsiveness as there is a long process for transfer of information.

Assurance:
It means to inspire trust and confidence. Assurance is defined as employees knowledge of
courtesy and the ability of the firm and its employees to inspire trust and confidence. This
dimension is likely to be particularly important for the services that the customers perceives
as involving high rising and/or about which they feel uncertain about the ability to evaluate.
Trust and confidence may be embodied in the person who links the customer to the company,
for example, the marketing department. Thus, employees are aware of the importance to
create trust and confidence from the customers to gain competitive advantage and therefore
customers loyalty.
The major broadcast companies have a huge customer loyalty base which shows that this
industry is high on assurance. These companies are also highly credible which adds on to this
dimension.

Empathy:
It means the caring individualized attention the firm provides to its customers. In some
countries, it is essential to provide individual attention to show to the customer that the
company does best to satisfy his needs. Empathy is an additional plus that the trust and
confidence of the customers and at the same time increase the loyalty. In this competitive
world, the customers requirements are rising day after day and it is the companies duties to
their maximum to meet the demands of customers, else customers who do not receive
individual attention will search elsewhere.
Star India Pvt Ltd, Sony Entertainment Limited, and Zee Entertainment Enterprises have
different channels for different languages and age group. For example, Star has star Marathi
and start Guajarati which caters to the local regions in Maharashtra and Gujarat respectively.
Similarly it has star one for the youth which has shows according that, and channel V for
music. These companies do not cater to individual customers but a group of customers are
given attention. Thus, we can say that they are high on empathy.
From the above discussion, tangibility, reliability and empathy are the most important
dimensions for this industry.
Customer Involvement is really Low in this industry as this industry falls under the low
contact service category. The customer generally does not come directly in contact with the
firm when the services are being availed.



Blueprinting of broadcasting services in television industry


Physical evidence

Line of interaction_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Contact person
(visible actions)



Line of visibility_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Contact person
(invisible actions)


Line of internal_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Physical interactions






Line of internal_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
IT Interactions
Information Database
TRP calculations
Trend Analysis
Financial Record Inventory









Television Set
Set top box/
Antenna
Connect to the cable
operators
Watching programs Paying Monthly Bills
Keeping track of
payment
Registering with the
broadcasting channels
Transmission of the
signals into TV
Transforming the
content into Audio
and Video signals
Content
Development

Front
Stage
Back
Stage
The starting point in the television industry would be the point when the customer contacts
the service provider for subscription of the channel. Here the customer avails the service
through subscription and installation of the device required for the transmission of the
signals.
The role of the broadcaster involves different levels which include front-end activities and
back-end activities. It also functions with the help of different supporting activities.
Front-end activities-
1) Physical evidence- Television set, antenna, Dish TV/set-top box
2) Contact Person (Visible actions)-
Cable operators who provide connection to the television
The people who provide set-top box connections/ Dish TV connections.
Back-end activities-
1) Support Processes-
Network operations management: This includes the whole functional team that
is responsible for proper receptions and transmission of audio and video
signals from the various sources on a real-time basis. They play a very
important role in providing information on a timely basis.
Production management- IT involves every activity that goes behind
producing a show. This includes graphics coordination, stage management,
technical activities, direction, editing, research activities, reporting, presenting,
content creating etc.
2) IT interaction-
Information database
TRP calculations
Trend analysis
Financial record Inventory
Moments of truth
Moment of truth in a customer service would be the instance of interaction between a
customer and a firm that gives the customer an opportunity to form an impression about the
firm.
The moment of truth in case of broadcasting services is when the customer views the channel
and develops an impression about the broadcasting channel. An example for this would be
when a viewer views an informative channel and realizes the authenticity of the information
being provided and also the viewing experience that the customer encounters becomes the
moment of truth.


Value of blueprinting a service
Service blueprinting is a tool that gives a better understanding of the services and their basic
processes. The objective is to establish the activities of the service production in a graphical
representation. Service-Blueprinting with its strong client-focus differs from other methods of
process analysis; it supports client satisfaction. Service Blueprinting considers not only the
client requirements during the process design, but also the firms internal requirements.
Blueprints can be used by-
Human Resources Management
empowering the human element: job descriptions selection criteria appraisal systems
Service Marketers
creating realistic customer expectations: service system design promotion
Operations Management
rendering the service as promised: managing fail points training systems quality
control
System Technology providing necessary tools: system specifications personal
preference databases
Value of blueprinting a service
1) The visual representation makes it easier to determine which activities are truly necessary,
which can be deleted, and which can be modified.
(2) Customer contact points are clearly identified. This helps to point out activities that can be
performed separately and where opportunities for co processing of activities exist.
(3)Likely service failure points are identified. This is helpful in developing plans to minimize
the chance of a failure and in identifying possible corrective actions, if failure does occur.
(4) The service blueprint is an excellent tool for training workers. They can see what
activities must be performed and how; where failures are most likely to occur and how to
prevent and correct them.
(5) The blueprint is useful for identifying the equipment and materials needed and how the
service facilities should be spatially arranged to facilitate the services.
(6) Service blueprints can be reconstructed regularly and used to evaluate and improve the
service system over time, especially as new technologies become available and the services
provided by the system change or expand


References:-
http://www.indiantelevision.org.in/indianbrodcast/history/historyoftele.htm
http://www2.deloitte.com/global/en/pages/technology-media-and-telecommunications/articles/tmt-
predictions-2014.html
http://g2mi.com/country_sector_info.php?sectorName=Television%20broadcasting&countryName=I
ndia&id=117
http://mib.nic.in/Broadcasting.aspx
http://mediamagazine.in/content/53-years-indian-television
http://www.broadcastandcablesat.co.in/the-indian-broadcasting-industry-a-review.html
http://www.tvtechnology.com/news/0086/threats-vs-opportunities/243917
http://www.theguardian.com/commentisfree/2012/jan/15/john-naughton-tv-versus-youtube