Summer Internship Report Sanskriti Media and Entertainment

Report Submitted to FLAME in Partial Fulfillment of Requirement for the Award of Degree of

POST GRADUATE DIPLOMA IN COMMUNICATION

BY APOORVA AKKINENI

Under the Guidance of Mr. Ramachandra Srinivasan

Foundation of Liberal and management education 2010-2012

DECLARATION

I, the undersigned, hereby declare that the Project Report entitled to study the marketing and communication strategy of Sanskriti Media and Entertainment written and submitted by me to FLAME, in partial fulfillment of the requirement for the award of degree of Post Graduate Diploma in Communication under the guidance of Mr.Ramachandra Srinivasan is my original work and the conclusions drawn therein are based on the material collected by myself.

Place: Signature of Student

Date :

ACKNOWLEDGEMENT

I would first of all like to thank FLAME for giving me an opportunity to work in Sanskriti Media and Entertainment. Secondly to Mr.Ramachandran Srinivasan who leads the company for giving me the opportunity to learn and improve my knowledge and skills and also to have confidence on me to fulfill the work.

I would also like to thank the rest of the employees of the company and my fellow interns to have co-operated and also for becoming the important part in the process of my learning.

EXECUTIVE SUMMARY

The report contains my experiences and learning from the different responsibilities that I had in the company, I dealt with different clients of Sanskriti Media and Entertainment and also worked for the sister firms of the company. Description about my responsibilities will be discussed further in the report. The field of marketing and communication has always interested me; working on these projects gave me better understanding and much required knowledge to further enhance my skills and knowledge. The most important learning that the internship gave me was how to put forward our product and also how to make our customers satisfied.

About the Organization:

Name of the organization: - Sanskrit Media & Entertainment Ltd. Registered Office Address: A/401, Dheeraj Residency, Opp. Oshiwara Bus Depot, Link Road, Goregaon (W), Mumbai 400104, INDIA Corporate office address: No. 16, 'Krishna' Building, 1st Floor, Near Mega Mall, Link Road, Oshiwara, Goregaon (W), Mumbai 400104 INDIA Mission of the company:To provide customised and exclusive content for all our clients. Vision to provide both exclusive and non exclusive entertainment content. Also to expand its service operations to the biggest client base available. To see to it that entertainment content mainly related to Bollywood reaches every home through its clients.

Historical background of the organization: S. Ramachandran formed Sanskriti Media and Entertainment along with his wife Sonal Ramachandran. This company is into providing content to various newspapers, magazines, tv channels, mobile companies and websites. Sanskriti Media and Entertainment is also having talks to produce TV shows for General Entertainment Channels as well. Sanskriti Media and Entertainment is also foraying into the world of cinema very soon. Sanskriti Media &Entertainment is a news content provider for Print, Web, TV, Radio and the mobile world. They are leading Bollywood and Entertaintainment news agency providing exclusive and non exclusive content for various newspapers, websites and television channels across the world. They are also into production of television shows fiction as well as nonfiction on various channels. They also direct, produce and line produce music videos, TV shows and films. They are also engaged in the process of organizing events. They are also into marketing and brand building of films, television shows and events as well. SME is a content 360 company providing exclusive

Entertainment Content across Television-Print Web Radio Mobile platforms... Sanskriti Media & Entertainment ltd has been providing entertainment content from February 2007 till date in its short four and half year history it manages to provide the following services to its clients.

Services they provide.

News, Reviews, Articles, Columns. Expert comments, Analysis and Research. Ratings, Box-office Numbers, Music Charts.. Special reports, Event Calendars. (Awards, Festivals, Conference) Spotlight on new talent. Real time delivery of news/information. For new and of aspiring products & professionals, services a resource in of the

information industry.

available

Jobs, Talent Search for aspiring professionals an & artists to showcase their talents.

Photographs and videos of latest events in Bollywood. Exclusive never before seen videos of exclusive events.

Different Product Profiles of the Company: Entertainment News Bollywood News Bollywood News Features Bollywood Interviews Bollywood News TV programmes Music Videos Mobile Content

Clients of Organization Internet: Yahoo Aol.com Emirates Newspapers: Free Press Journal Mumbai Mirror Deccan Chronicle (Hyderabad) Asian Age Mail Today (Delhi) Navbharat Times Bollywood Eye (UK) Television: B4U Saam Leherein Niyo TV Others: Talk to Me

Product profiles of new ventures which Sanskriti Media is moving towards is as follows. 1. Bolocinema Features: - This has been formed in order to provide clients with the latest news, views, interviews and happenings of Bollywood. This service proposes to provide exclusive and non- exclusive content to its clients. Service packages of both video and textual content aim to be provided in package format according to the clients needs. The new venture is still under development phase and its new website is on the pipeline. Marketing of this new venture has however started through personalised proposals through e- mails. Bringing in new clients for this venture is a marketing challenge. 2. Photodukan:- This new venture provides for the pictorial needs of the clients. Photographs are collected from archives that the company owns or has acquired legally. The pictures of celebrities at events, important functions, promotional shows are all showcased here. Photodukan plans to collect photographs in large numbers and put them in for an online auction. Also in the pipeline is the an exhibition of Bollywood memorabilia captured in still photos which will be put on display. Photodukan has already started marketing itself through social media like a Facebook community page. Response has been very good to the photos uploaded and a website for the same is also in the pipeline. Photographs are being added everyday by Sanskriti Medias in house photographer and a freelancer. It has already developing itself as a brand, by creating its separate logo. The logo will be affixed on the photographs it showcases on its site in the future, in order to act as a copyright mark. Photodukan boasts of an archive of almost three lakh images digitally as well as printed photographs. These photographs date from the arly 1950s Indian cinema to the very latest celebrity events, promotions and any other special occasion involving them.

Current status of the organization:Current status of Sanskriti Media & Entertainment with regard to its service operations is found to be satisfactory. The overhead cost incurred in the day to day business operations, meets the needs of the business. Any and all profit which is incurred in the business is put back into the business cycle. The company has a very good credit standing officially. However clients that have defaulted in the payment in lieu of the company services are dealt with strictly. The organization has around thirty employees which are known to be dedicated, honest and sincere. There is very low employee attrition rate. Employees are free to join if eligible according to company requirements at that particular time. Employees are in no way pressurised to stay or leave the organization. Though the organization has a hierarchical model of authority and command it functions the best for its business type and service portfolio. The company has been serving a large number of clients. Many clients do not have regular service needs, so new clients have to be found at times with help from the marketing department. This is a challenging job but maintaining good will in the media industry has ensured quick response from the potential or targeted clients. The organization has very ambitious future plans for further business expansion. The organization already has the capability to provide 360 degree content on almost all media platforms. Conclusion therefore regarding the status report indicates that the company has a good work environment in the social sense. Employees are encouraged and mentored for better performance by their respective department heads. Unlike most other organizations which have little room for mentoring and learning on the job. To finally establish the organizations current status it has been found to be very productive and straight forward ethically.

Primary Responsibilities
Bolocinema Features:

This is a sister firm of Sanskriti Media and Entertainment, the purpose of this firm is to provide clients with non exclusive content but at much cheaper prices. My job was to bring in new clients most importance was given to regional newspapers and lesser circulation newspapers, since they have the potential to be our clients due to the variety being given at much lower cost. Along with the other interns my job was to contact them, tell them about ourselves, send them the proposal along with a few samples and importantly keep on following up with them. Aol.com Aol.com is an important client for the organization; they were starting up with a new website in India which primarily targets the college going students. The main job for this client was to provide with content for its website. It required us to talk to many different college students and to convince them to provide the website with regular updates about the events that take place in their college. We also had to provide with content for short message services (SMS) for telephone promotion for the website, which talks about different issues that interest college going students like dating tips, tips for overcoming social awkwardness and other such topics. Talk To Me: Talk to me is a mobile engagement program where mobile subscribers can dial in and get an oppourtunity to talk to a celebrity. For this project I had to get in touch with different celebrities from regional movies and also from Bollywood, the celebrities would be paid for talking to the subscribers. This project was the most challenging for me since I had to do a lot of research to see if they were associated with any mobile services and also I had to convince big personalities to agree for this project.

Secondary Responsibilities

Along with the other projects that I was handling I also did a little journalism work since the primary business of the organization is to provide bollywood and entertainment news. I attended many movie functions and reported them for various newspapers.

My other job was to give voiceovers for the television programmes that the company would produce, they would be bollywood and entertainment news these video clips were used for the television clients and also for emirated.com who were onr of the major clients for the organization.