interim report

Interim Report On Television Industry in India

IMT HyderabadInterim Report On Television Industry in IndiaServices Marketing

Submitted By- Group 3 Section B

IntroductionTelevision 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 AnalysisCurrent 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, 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 industryTechnology 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 industryValue Chain of Television Industry

Role in TV value chainContent providers operating independently or through broadcasters who repackage the contentFurther content is distributed through audio and video signals to transmit programs to an audienceThe distribution companies using various technologies make the content available to audienceEnd 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

Major players in broadcasting industry Multi-Screen Media Pvt. Ltd.-Multi-Screen Media Pvt. Ltd.is anIndiancompanywhich was previously known asSET India Pvt. Ltd., theSony Entertainment Televisionsubsidiary 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 ChannelSony MIX.

Zee Entertainment Enterprises Limited-Zee Entertainment Enterprises Ltd. (ZEEL)is the second-largest Indian media and entertainment company based inMumbai, Maharashtra. It is a subsidiary of theEssel 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 Indiais an Indian media and entertainment company, owned by21st Century Fox. It is headquartered inMumbai. 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. Limitedfounded in November 2007 is a 50/50 joint venture operation in India between Viacomand the Network 18Group based inMumbai. Viacom 18 owns and operates various channels of theViacomgroup for theIndianviewers, 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.

CompetitionCompetition 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 OfferingCustomer ExpectationsCompetition 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 ConsumersGrowth 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 channelsIndia 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. MusicFew 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. SportsSports 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. KidsAfter 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 firmsThe 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

Set top box/ AntennaTelevision SetPhysical evidence

Front StageLine of interaction_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Paying Monthly BillsWatching programsConnect to the cable operatorsContact person (visible actions)

Line of visibility_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Registering with the broadcasting channelsKeeping track of paymentContact person(invisible actions)

Line of internal_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Transmission of the signals into TVPhysical interactions

Content DevelopmentTransforming the content into Audio and Video signals

Back Stage

Line of internal_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ IT InteractionsInformation Database

TRP calculations

Trend Analysis

Financial Record Inventory

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 box2) 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 InventoryMoments of truthMoment 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 serviceService 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 databasesValue of blueprinting a service1)The visual representation makes it easier to determine which activities are trulynecessary, which can be deleted, and whichcan be modified.(2)Customercontactpointsareclearlyidentified.Thishelpsto pointoutactivitiesthatcan be performed separately and where opportunities forco processing of activities exist.(3)Likely service failurepoints areidentified.This ishelpful indevelopingplans to minimize the chance of a failure and in identifying possible corrective actions, if failure does occur.(4)The serviceblueprint isan excellent tool fortraining workers.They cansee 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 tofacilitate the services.(6)Service blueprints can bereconstructed 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 orexpand

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