About Qwest

Industry overview- TV & News

Background -“Aaj Tak”

Current Strategies- “Aaj Tak”

SWOT viz-a-viz Competitor

Positioning Map

Media Strategies(Proposed)

Credentials

Qwest

Qwest Films

Qwest Events Qwest Media

Qwest PR

Company-owned offices in 6 major cities including:

DelhiMumbaiBangaloreChennaiKolkataHyderabad

Our Presence

Indian Media & EntertainmentIndustry - Zooming ahead

Current Market Size is estimated at Rs. 61,000-crore

Expected to reach Rs. 1,05,200-crore by 2013, at a CAGR of 19%

Maximum growth expected in Television and Film segments(47%)

Approx 574* national and regional TV channels *(Recorded by TAM)

Source : PWC Analysis

Television Industry Scenario

The Television IndustryProjected Growth

Source : PWC Analysis

2005 2006 2007 2008 2009 2010 20110

100000

200000

300000

400000

500000

600000

156500191200

219900266000

331300

431000

519000

TV Advertising Revenues

Source : PWC Analysis

2005 2006 2007 2008 2009 2010 20110

20000

40000

60000

80000

100000

120000

140000

5450066200

7400083000

94500

109000

123000

News Industry Scenario

Exponential Rise

05

1015202530354045

2007-08 2008-09 2010-11

816

225

8

12

3

5

8

Hindi English Business

Still more channels in the pipeline – And there is room for more!

16

29

42

No.

of C

hann

els

Aaj Tak

Headlines Today

Breaking News Format

Positioning – “Sabse Tez”

Leadership Position“Nation’s Best News Channel”

Evolving into a channeltargeting the metro

urbanite

Positioning – India’s No.1 News Network

a) Content Aggregatorb) Brand Builder

Positioning – “Khabarein Phataphat”

(Rapid-fire News)

Positioning – “Aapka Shahar Aap Tak”

(Your City – Up Close)

Tez

Dilli Aaj Tak

Line extension

Brand Architecture

India Today Network Limited

About the Client24-hour Hindi news television channel run by TV

Today Network Ltd.

Slogan"Sabse Tez" (English: 'The Fastest')

Editor- in -Chief- Mr. Arun Purie

Launched on December 31, 2000Headquartered in New Delhi

Aaj Tak Initiatives

International Foray

Aaj Tak launched in the US, Middle East & Pakistan for eg: “Geo TV, Al jazeera”

Aaj Tak launched in Continental Europe & UK in tie-up with “ARY Digital”, “E-Vision”

First news channel to have a voice portal besides SMS

Cont… Approx 3 mn responses on SMS every quarter

Moving beyond traditional marketing and adopting innovative tools like SNS, Mobile marketing

Branding is achieved on bigger platforms

Brand Attributes

Name

“Aaj tak”Distinctive Simple

Short Easy to remember

Relates with “Janta Janardhan”(Top of mind Recall)

“LOGO”

Simple Recall Value Appealing

Kuch toh Log kahenge ka kaam hai kehna

Color

Red(Action, Courage & Confidence)

(Purity, Cleanliness)

Brand Value

Rs 3,589 Million

Source: www.nseindia.com/content/corporate/eq_TVTODAY_base.pdf

Consumer Segmentation

TG- Male

Age- 15+

SEC* – C, D &E*addressing masses-58%

Brand Positioning

1st Hindi “Serious General News Channel”

Present Strategy

Sponsorship

Major ad spend on Hoardings followed by TVC and Print

Foreign Tie ups : Geo TV AL-Jazeera

Goa Fest Awards

FICCI Frames

Cont…Maintaining and sustaining No.1 positioning in

Hindi News channel

Infotainment (30%)

Serious News (70%)

BCG MATRIXHIGH

HIGHLOW MARKET SHARE

MAR

KET

GRO

WTH

RAT

E

AAJ TAK

BRAND LIFECYCLE

AAJ TAK

COMPETITORS

Source: 15 Week TAM report starting 26th Dec 2010

PIE-SHARE

23%

19%

16%

15%

Aaj TakIndia TVStar NewsIBN7

SWOT- AAJ TAK

Strengths

High brand recall

Strongest Reporting Network(being the leader)

High viewership ratings

High subscription revenues

Association with a foreign broadcaster

Weakness

Problems of Attrition

Increase in operating cost

Increase in Subscription Cost 1(Dish TV, Tata Sky and Cable operators etc)

Opportunity

Benefit from the robust growth of the Entertainment and Media sector

Digitisation

Potential increase in viewership base

Threats

Slowdown in India's economic growth

Increase in competition

News as a genre dipping

Competitor Analysis/SWOT INDIA TV

Strengths

High viewership ratings

Sensation and Melodrama

High Distribution/ Available on DTH/CAS

Weakness

Weak content

Negative connotation attached to channel

Lack of credibility

Opportunity

Entry in GEC

Robust growth in Media and Entertainment Industry

Threat

Increased competition

Economic recession

Monotonous

PROGRAMME PREFERENCEChannels Programme Most Viewed

Aaj Tak India Mano JashanVishesh- Jeet Ki HoliMahavijay

India Mano Jashan(Avg. TVR: 1.91 )

Channels Programme Most ViewedNDTV INDIA Final Main Bharat

Jeete hai shan se Desh ke dhurandhar

Final Main Bharat(Avg. TVR: 0.178)

Competitive Analysis

Channel/variables Aaj Tak Star News India TV IBN 7

TVR 0.63 0.51 0.60 0.39

Share 0.67% 0.54% 0.64% 0.41%

Positioning Map

Low Credibility

High Credibility

Fastest news

slowest News

Where lies the Gap..??

Company’sPerception:HighlyCredible

Reality: Relatively less credible

GAP

YE KAREGA GROUP-2!!!

• Changing public perception

• Current tagline----Sabse Tez

• Proposed tagline----- “Sabse Tez…Bharosemand”

Cont…

To increase revenue share by tapping the Youth

Media SchedulingLocation: Delhi/NCR

MONTHS TV ACTIVATION MOBILE MARKETING

HOADINGS ONLINE MEDIA

APRMAYJUNJULAUGSEPOCTNOVDECJANFEBMAR

Print(Navbharat

Times & Mail Today)

Activation(Debate/Event)

TV(Tez , Aaj Tak &

Dilli Aaj tak)

Mobile Marketing Outdoor

Online Media(SNS/Blogs)

Activation

•Why this???

Sample Footer Text Here

Who is the winner of “Youth Aaj Ka” ContestPowered by The Delhi School of Communication

Rs 10,000 for the Debate winner

Quiz Winner Contest

Today’s Quiz for Delhi School of Communication winner is

Anshul

Option C

Vote your Favorite Debater

SMS ABCD to XXXXXX _

Today’s Quiz for Delhi School of Communication winner is

Saswati

Option A

Who is the Winner ?SMS Branding

Total SMS

151000Thank you for voting in

Aajtak Debate Powered by

The Delhi School of Communication

Debate Day Week SMSDay 1 1st Week 13000

Day 2 2nd Week 13000

Day 3 2nd Week 13000

Day 4 3rd Week 14000

Day 5 3rd Week 14000

Day 6 4th Week 16000

Day 7 4th Week 16000

Day 8 4th Week 16000

Day 9 4th Week 18000

Day 10 5th Week 18000

Activation Budgeting

Activation Banner

Standees

Posters

Invitation Cards

Venue Design

Cost Per

college

No Of colleg

e Cost

No of Items 10 10 100 500 500 10

Rate 500 2500 50 8 25

Cost 5000 25000 5000 4000 12500 51500 515000

ACTIVATION

Cont…

Total Cost /Activation is 5,15,000 + 16,44,000 = 21,59,000

Event Number Cost

Debate 4 Rs 86,36,000

Print

Print Size(sq cm) Rate Insertion Cost

Mail Today 400 450 6 10,80,000

Nav Bharat Times 400 1500 4 24,00,000

Total 34,80,000

Television

Channels Day Time Dur FCT Spots Rate Cost

Dilli Aajtak Mon-Sun0600-2400 30 43200 1440 250 1080000

Tez Mon-Sun0600-2400 30 43200 1440 150 648000

Aaj Tak Mon-Sun0600-2400 30 43200 1440 2200 9504000

Cost 1,12,32,000

Cont…

Channels Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

Dilli Aajtak 120 120 120 120 120 120 120 120 120 120 120 120

Tez 120 120 120 120 120 120 120 120 120 120 120 120

Aaj Tak 120 120 120 120 120 120 120 120 120 120 120 120

360 360 360 360 360 360 360 360 360 360 360 360

Hoardings

Outdoor No # Month Rate Cost

Hoardings 6 6 1,75,000 63,00,000

SNS/Blogs

Online Media Months Cost/Month Total

SNS/Blogs/RSS Feed 6 50000 3,00,000

Media Budgeting

Promotional Tools Grand Total(INR)

Print 34,80,000

Television 1,12,32,000

Activation 20,60,000

Hoardings 63,00,000

52,000

Cont…Online Media 3,00,000

Mobile Marketing 65,76,000

Grand Total 2,99,48,000

52,000`

CredentialsAaj Tak bags two RAPA Awards

Aaj Tak rules telly awards