CASE STUDY – BRAND POSITIONING

RINKY S GADADPGD/AP10/0105

SPECIALIZATION: MARKETING

WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT AND RESEARCH

Year of Submission: February, 2010

TABLE OF CONTENTS

TOPICS PAGE NO’S

ACKNOWLEDGEMENT 4APPENDIX – I 51. EXECUTIVE SUMMARY 6

2. OBJECTIVE 8

2.1 Research Methodology

3. POSITIONING 8

3.1brand Positioning

3.2 Positioning Statement

3.3 Why Is Successful Branding So Important Today?

3.3.1 The Brand Is Everything

3.3.2 The Brand’s Creed

3.3.3 Great Strategy Begins With Great Research

3.3.4 The Target Audience Holds The Keys To Your Brand’s Success

3.3.5 Developing A Brand Statement (Brand Proposition)

3.3.6 A Promise Is A Promise

3.3.7 Deliver The Unexpected

3.3.8 Winning Their Hearts And Minds

4. INTRODUCTION TO THE TELEVISION INDUSTRY 15

4.1 History of Indian television

4.2 Cable television

4.3 List of television channels

4.4 INTERNATIONAL CHANNELS BROADCAST IN INDIA

5. BOLLYWOOD AND ENTERTAINMENT CHANNELS 19

6. INTRODUCTION TO ZOOM TV 22

6.1 Channel Genre

6.2 Date & Year of Launch

6.3 Promoter’s

6.4 Management Team

6.5 Usp

6.6 Target Group

6.7 Programming Strategy

6.8 Channel Strength

6.9 Big Ideas For 2010

6.10 Competitors

6.11 Tagline

6.12 Creative / Media Accounts

6.13 Distribution

6.14 Satellite

6.15 Audience Connect

7. CURRENTLY BROADCAST BY ZOOM 26

7.1 Formerly Broadcast By Zoom

8. MOBILE INTERNET FOR ZOOM TV 28

8.1 Mi™ Channels – Mobile Internet for the Indian Mass Market

8.2 What Do Publishers Get Through Mi™ Channels

8.3 About July Systems | Mi™ = Mobile Internet

9. THREATS FOR THE ENTERTAINMENT CHANNEL INDUSTRY 31

9.1 Boost in ad spend

9.2 Most channel launches focusing on entertainment

9.3 Consolidation is the next step

9.4 Asia’s most lucrative pay-TV market

9.5 Regulatory issues

9.6 Investor confidence lowered

10. ABOUT THE COMPETITORS 33

11. CONCLUSIONS & RECOMMENDATIONS 37

BIBLIOGRAPHY 38

ACKNOWLEDGEMENT

I would like to thank my guide Ketan Gilda, Manager Level 2, ZOOM TV, Mumbai who provided me great help and guidance throughout the completion of project.

I would also be thankful to the team of Zoom TV who provided all the information to complete my project work.

I would also be thankful to my family for their support and contribution of knowledge in the completion of this project work on time.

(Rinky s gada)

Place: MumbaiDate:

APPENDIX – I

CERTIFICATE FROM THE GUIDE

This is to certify that the project work titled “Case study – Brand Positioning” is a bona fide

work carried out by Rinky s gada (Roll No. DPGD/AP10/0105), a candidate for the Post

Graduate Diploma Examination of the Welingkar Institute of Management Development &

Research under my guience and direction.

SIGANTURE OF GUIDE:

NAME: Ketan Gilda

DESIGNATION: Manager Level 2

Zoom Television Head Office Address: 

1st floor Trade Garden Kamla Mills Compound,

Senapati Bapat Marg, Lower Parel 

Mumbai: 400013 Maharashtra, India.

Phone Number: (22) 24810000 66353535 

Mobile no: 9619194674

Website : www.zoomtv.in

1. EXECUTIVE SUMMARY:

The project is the case study on brand positioning of television channels. The main objective of

this project is to understand the positioning of Zoom TV and to compare it with the other

lifestyle and entertainment television channels with regards to its brand building in terms of

advertising, marketing, market share in television industry.

Branding is more than just a business buzzword. In its simplest form, a brand is a noun. It is the

name attached to a product or service. A brand offers the customer a guarantee and then delivers

on it.

Brand positioning must make sure that:

Is it unique /distinctive vs. competitors?

Is it significant and encouraging to the niche market?

Is it appropriate to all major geographic markets and businesses?

Is the proposition validated with unique, appropriate and original products?

Is it sustainable - can it be delivered constantly across all points of contact with the

consumer?

Is it helpful for organization to achieve its financial goals?

Is it able to support and boost up the organization?

Brand positioning is a medium through which an organization can portray its customers what it

wants to achieve for them and what it wants to mean to them. Brand positioning forms

customer’s views and opinions. Brand Positioning can be defined as an activity of creating a

brand offer in such a manner that it occupies a distinctive place and value in the target

customer’s mind. The positioning you choose for your brand will be influenced by the

competitive stance you want to adopt.

Brand Positioning involves identifying and determining points of similarity and difference to

ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key

of marketing strategy. A strong brand positioning directs marketing strategy by explaining the

brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as

the reasons for buying and using that specific brand. Positioning is the base for developing and

increasing the required knowledge and perceptions of the customers. It is the single feature that

sets your service apart from your competitors. For instance- Kingfisher stands for youth and

excitement. It represents brand in full flight.

In September 2005, one of India’s largest film producers and distributors reported that

Bollywood films — products of the Hindi-language film industry in India — earned $100

million a year in the United States, from theatre screenings, video and movie soundtrack sales.

Today, there are approximately 3.6 billion Bollywood fans on earth, a number that continues to

grow day by day.

Zoom represents Bennett, Coleman & Co. Limited; the flagship company of one of India’s most

respected media conglomerates: The Times Group. Launched in 1838, we started off as a

newspaper titled The Bombay Times and Journal of Commerce. This changed to The Times of

India in 1861.

By 1952, the company had launched India’s first film magazine in English. By 1959, they had

the country’s first women’s magazine in English. A long, successful process of diversification

was set in motion. Soon after 1991 — when the BBC featured The Times of India among the

world's six great newspapers — they moved into the music market, launched an extremely

popular portal online, entered music retailing, and started a radio broadcasting business.

Sometime in 2004, The Times Group launched India’s first glamour and entertainment television

channel devoted to the Bollywood phenomenon. They called the channel Zoom.

Today, Zoom is the channel of choice for urban India, appealing to all who switch on their

televisions in search of lifestyle, glamour and, most importantly, everything related to

Bollywood. Thanks to its exhaustive and innovative programming, Zoom now connects with

over 80 percent of urban Indian households.

In terms of impact, Zoom matches all English movie and news channels in the country put

together. That’s a lot of eyeballs.

Zoom targets the 15-44 age group in the SEC AB set. With its unique content strategy of news

and features on Bollywood, the channel has been able to consistently improve its reach, and time

spent. It currently occupies an impressive 11th position amongst all channels in terms of GRPs in

the six metro markets (Source: TAM media research GRPs CS4 + weekly average 6 metros, 13

weeks average).

The bottom line: If Bollywood is what you want, Zoom is all you need.

2. OBJECTIVE

The main objective of this project is to study the overall brand positioning of zoom TV and to

compare it with the other lifestyle and entertainment channels with regards to its brand building

in terms of advertising, marketing, market share in television industry.

2.1 RESEARCH METHODOLOGY

For the purpose of gathering the information and relevant facts about the project topic data was

gathered from the primary data and the secondary data. The primary data was gathered with the

help of the employees of the Zoom TV organization. They had being the credible source and

reliable information was gathered with the interaction we had.

The secondary source was the internet website, books on the topics and news articles on Zoom

TV.

Before moving to study brand positioning of Zoom TV let us first look in to what is positioning

and how the product / service is positioned

3. POSITIONING

Suppose we are asked, ‘who makes the best instant coffee?’ Next , we are asked, “who makes

the next best?’ there can be a number of brands which are next best, but only one brand that is

the best. In a number of product categories like TVs, cars, personal computers, paints,

razorblades, soaps and so on, we have our favourite brands or marketer. The top slot achieved by

the brand in our mind is called its Positioning. It entered our mind on account of communication

through advertising, word of mouth, product performance and other factors.

Thus, Positioning is the outcome of our perceptions about the brand relative to the competing

brands.

3.1 BRAND POSITIONING

Aaker defines brand positioning a “part of brand identity and value proposition that is to be

actively communicated to the target audience, and that determines an advantage over competing

brands” By definition, brand positioning involves defining the core idea that the brand stands for

in the minds of customers.

3.2 POSITIONING STATEMENT

It is essential to have complete brand identity and value proposition. Positioning Statement

culled from it for communication. Being a part of brand identity, it is a concise statement.

Positioning statement is a declaration of the position our product/service will occupy in the mind

of our target consumers.

Before developing positioning statement we have look in to these areas:

a. Market exploration: We have to assess first where our and our competitors’ brand stand

today.

b. Market segments: We consider target market segment

c. Core identity: We then identify what is core identity or the essence of our brand

d. Value proposition: It is better to know what criteria potential buyers use to choose one

product/service over another. Identify a few criteria.

e. Position of the existing products: Our product/service always has a relation to our

competitive products. We have to see how our brand is perceived. Ultimately, we choose

the best position. If that is already occupied, we think of taking the leader head on if we

are strong or by-pass the leader and find other position.

A concise positioning statement first describes what is important to the customers, and then what

problem our product will solve for them, and how.

Positioning is amenable to the following definition:

1. The position of a brand is the perception it brings in the mind of the target consumers.

2. This perception reflects the essence of the brand in terms of its functional benefits in the

judgment of that consumers

3. It is relative to the perception held by a consumer of competing brands. The competing

brands can be denoted as points or positions in perceptual space of the consumers and

together make up a product/service class.

4. Positioning process consists of analysis of brand equity, core competencies, unmet

consumer needs, competitive differentiation. Positioning has to maximize customer

relevance.

3.3 WHY IS SUCCESSFUL BRANDING SO IMPORTANT

TODAY?

Though brand development is by no means a new idea, today consumers have more access to

information and more choices than ever before. The result is higher expectations, and the brand’s

message must captivate the consumer immediately. Companies seeking to experience long-term

success will have to create the most compelling, relevant, and consistent brand experiences for

their customers.

Remember: “You can’t escape your brand. Either you make the customer experience, or it gets

made without you.” Prophet Corp.

In order to successfully develop the most effective branding strategy, a firm understanding of

what a brand is must first be answered.

3.3.1 THE BRAND IS EVERYTHING

Scott Bedbury is a leading branding consultant that has worked closely with companies like Nike

and Starbucks, has written a book titled, “A Brand New World”, published by Viking Press. In it

he gives excellent thorough definition of what a brand is.

“A brand is the sum of the good, the bad, the ugly, and the off-strategy. If is defined by your best

product as well as your worst product. It is defined by award-winning advertising as well as by

the god-awful ads that have somehow slipped through the cracks, got approved, and, not

surprisingly, sank into oblivion. It is defined by the accomplishments of your best employee-the

shining star in the company who can do no wrong-as well as the mishaps of the worst hire that

you ever made. It is also defined by your receptionist and the music your customers are subjected

to when placed on hold. For every grand and finely worded public statement by the CEO, the

brand is also defined by derisory consumer comments overheard in the hallway or in a chat room

on the Internet. Brands are sponges for content, for images, for fleeting feelings. They become

psychological concepts held in the minds of the public, where they may stay forever. As such

you can't entirely control a brand. At best; you only guide and influence it.”

3.3.2 The Brand’s Creed

The development of a branding strategy must begin with identifying the brand’s (the business’)

core values. These are qualities which an organization deems most important. For instance, an

organization or business may identify its core values to include: honesty, integrity, excellent

communication, and client satisfaction.

Though these values are usually never revealed to the public, they are evident in every aspect of

the organizations’ business routine, from customer service, to direct marketing, to website

design, to teleconferences, to the treatment of its employees and strategic partners. This conveys

a consistent perception to the target audience in every medium of communication that is used.

Consideration for these values should not be taken lightly for these values represent the “creed”

for the business and become the cornerstone for developing the brand’s proposition. And though

the brand’s proposition may change from time to time, the brand’s core values should never

change.

3.3.3 Great Strategy Begins with Great Research

Once the brand’s core values have been identified, the road towards effective brand proposition

development begins. To ensure a successful outcome, comprehensive and objective research

involving at the minimum, the brand’s strengths and weaknesses, the target audience, and the

competition will be conducted. If the resources are available, research should also involve

extensive observation into the brand’s industry, its history, the current market picture, and

potential growth and direction.

3.3.4 The Target Audience Holds the Keys to Your Brand’s Success

If I had to choose only one area of research to focus my efforts on, it would be to identify first

who the target audience is and second, what their needs and desires are. This information should

be as comprehensive and exact as possible. Applicable factors such as; age, gender, income, and

shopping habits (online and off) are good places to start. Of course if your target audience is

another business, your research will involve different factors.

Truly understanding your target audience, in addition to having a realistic assessment of what

your product offers, is invaluable in assisting you in the development of a successful brand

proposition. This information will also provide insight into how to convey this message in an

engaging, relevant, and consistent manner.

Some questions to consider during this process are: who is your target audience (be specific &

use more than one example if applicable), what does the target audience currently need and

desire? What does your competitor currently offer? How does your products/services fulfill this

need better? What needs or want may be fulfilled by your product or service that isn't currently

being offered to them? If your competitor offers a similar product/service, how is yours better?

Do your advertising campaigns provide a more engaging, unique, and consistent message than

those of your competitors?

3.3.5 Developing a Brand Statement (Brand Proposition)

From the research, development of the brand statement, often referred to as a brand proposition,

commences. The brand statement is a promise. It states that if you use our services / products, we

promise that this or that will occur, whether it is the satisfaction from wearing well designed

clothing, to the comfort of choosing the services of particular financial planner.

The brand proposition must be clearly understood, engaging, presented in the right context for

relevancy, and offer a solution to the target audience’s current wants and needs.

“Dude Your Getting a …..”

An example of effective brand propositioning can be found in a well known computer

company’s line of television commercials. The commercials successfully convey the brand's

statement that goes something like this; if you buy our PC’s, we'll customize the computer to fit

all your needs, you'll have access to our award winning customer service, you’ll have less hassle

to worry about, and best of all, you'll be cool.

The brand’s promise is easy to understand, engaging, unique, relevant (to the target audience),

and consistent.

3.3.6 A Promise Is a Promise

Of course all of these promises are just that, promises. If the company’s products, services, and

customer support didn't support these promises, the initial surge of new customers would quickly

come to a screeching halt and the brand would fade into obscurity along with the company.

Providing a Brand Proposition that is engaging, is easily understood, and offers an emotionally

positive solution to needs and desires only serves to enhance the current customers’ perception of

the brand and will get new customers to look your way. Following through with an excellent

product/service and customer support will put an indelible mark in the memory of your existing

customers; one that will create brand loyalty through good and bad times; a sure sign of a

brand’s strength.

3.3.7 Deliver the Unexpected

When developing a brand proposition, never let your brand’s promise be one that is already

expected; this is a sure way to NOT stand out from your competitors. Advertising efforts that

utilize adjectives like “good”, or “nice” are sure to fail when seeking to be both engaging and

unique.

How many times while driving, have you seen restaurant or dry cleaning signs, that announce

“good Chinese food”, or “good dry cleaning service”? The answer is probably more times than

you can count. These businesses are able to survive because they are often the only game in

town. But for businesses and organizations that are competing for a larger market, this type of

advertising is sure way toward obscurity.

Remember, you must convey an engaging, unique, relevant, and consistent message to your

target audience. Consumers already expect “good service” from you. This isn’t an engaging

message nor is it unique. This message doesn’t lead towards a strong positive emotional

relationship.

3.3.8 Winning their Hearts and Minds

An important aspect of brand development is to create a positive emotional attachment to the

brand which creates a response in its audience without the audience seeing the product or

directly experiencing the service. Again from Bedbury’s book; “think Godiva chocolates for a

moment: the very name, perhaps even the logo, conjures up an image of sinful indulgence. Yes,

it represents chocolate or ice cream, but it is the feeling and the anticipation of that feeling that

the brand conveys most compellingly.”

Positive emotional bonding comes from a mutually beneficial relationship built on intrigue, trust,

understanding, and support. These are qualities that often separate colleagues from friends, and

friends from family. Build your brand promise on the basis that your product will deliver

positive, relevant, and unique emotional qualities.

And of course these qualities will be dictated by the current needs and desires of your target

audience.

This may be the most difficult and often overlooked aspect of successful brand development.

This is also where a lack of comprehensive research into identifying the target audience’s needs

and desires can either make or break an attempt at developing a positive emotional attachment

between the brand and its audience. If not done effectively, a seemingly insurmountable

communication gap will develop between the internal brand perception and the audience’s actual

perception.

Your brand proposition should convey a message that is:

1. Aligned with the brand’s core values 

2. Clear, Engaging, Unique, and Relevant to your target audience 

3. Able to incorporate an element of positive emotional attachment that is better than just

"good” 

4. Echoed within your business, internally and externally 

5. Consistent across multiple marketing and advertising mediums (print, online presence,

etc) 

6. Continually reinforced within the organization so that your employees consistently

deliver what is promised 

7. Echoed by strategic partners

8. Able to adapt to a changing marketplace

4. INTRODUCTION TO THE INDIAN TELEVISION

INDUSTRY

Television in India is a huge industry and has thousands of programmes in all the states of India.

The small screen has produced numerous celebrities of their own kind some even attaining

national fame. TV soaps are extremely popular with housewives as well as working women.

Approximately half of all Indian households own a television. As of 2010, a total number of 515

channels are available in the country out of which 150 are pay channels

4.1 HISTORY

Terrestrial television in India started with the experimental telecast starting in Delhi on 15

September 1959 with a small transmitter and a makeshift studio. The regular daily transmission

started in 1965 as a part of All India Radio. The television service was extended to Bombay

(now Mumbai) and Amritsar in 1972. Up until 1975, only seven Indian cities had a television

service and Doordarshan remained the sole provider of television in India. Television services

were separated from radio in 1976. National telecasts were introduced in 1982. In the same year,

colour TV was introduced in the Indian market. Indian small screen programming started off in

the early 1980s. At that time there was only one national channel Doordarshan, which was

government owned. The Ramayana and Mahabharata (both being Hindu mythological stories

based on religious scriptures of the same names) were the first major television series produced.

This serial notched up the world record in viewership numbers for a single program. By the late

1980s more and more people started to own television sets. Though there was a single channel,

television programming had reached saturation. Hence the government opened up another

channel which had part national programming and part regional. This channel was known as DD

2 later DD Metro. Both channels were broadcast terrestrially.

Post Liberalisation Television

The central government launched a series of economic and social reforms in 1991 under Prime

Minister Narasimha Rao. Under the new policies the government allowed private and foreign

broadcasters to engage in limited operations in India. This process has been pursued consistently

by all subsequent federal administrations. Foreign channels like CNN, Star TV and domestic

channels such as Zee TV and Sun TV started satellite broadcasts. Starting with 41 sets in 1962

and one channel, by 1991 TV in India covered more than 70 million homes giving a viewing

population of more than 400 million individuals through more than 100 channels. A large

relatively untapped market, easy accessibility of relevant technology.

4.2 CABLE TELEVISION

As per the TAM Annual Universe Update - 2010, India now has over 134 million households

(out of 223 million) with television sets, of which over 103 million have access to Cable TV or

Satellite TV, including 20 million households are DTH subscribers. In Urban India, 85% of all

households have a TV and over 70% of all households have access to Satellite, Cable or DTH

services. TV owning households have been growing at between 8-10%, while growth in

Satellite/Cable homes exceeded 15% and DTH subscribers grew 28% over 2009. (However,

some analysts place the number of households with television access at closer to 180 million

since roughly a third of all rural families may watch television at a neighboring relatives home,

and argue that Cable TV households are probably closer to 120 million owing to a certain

percentage of informal/unregistered Cable Networks that aren't counted by mainstream surveys).

It is also estimated that India now has over 500 TV channels covering all the main languages

spoken in the nation.

The cable TV industry exploded in the early 1990s when the broadcast industry was liberalized,

and saw the entry of many foreign players like Rupert Murdoch's Star TV Network in

1991, MTV, and others. The emergence and notification of the HDVSL standard as a home

grown Indian digital cable standard is likely to open an era of interactivity on cable networks.

Sun TV (India) was launched in 1992 as the first private channel in South India. Today it has 20

channels. Channels of the Sun TV network are also available outside of India. Recently Sun TV

launched a DTH service.

The Raj Television Network was started in 1994 and continues to be an important player in the

South Indian cable TV provider space.

In 1992, the government liberated its markets, opening them up to cable television. Five new

channels belonging to the Hong Kong-based STAR TV gave Indians a fresh breath of

life. MTV, STAR Plus, Star Movies, BBC, Prime Sports and STAR Chinese Channel were the 5

channels. Zee TV was the first private owned Indian channel to broadcast over cable. A few

years later CNN, Discovery Channel, National Geographic Channel made its foray into India.

Star expanded its bouquet introducing STAR World India, STAR Sports, ESPN, Channel

V and STAR Gold. Regional channels flourished along with a multitude of Hindi channels and a

few English channels. By 2001 HBO and History Channel were the other international channels

to enter India. By 1999–2003, other international channels such as Nickelodeon, Cartoon

Network, VH1, Disney and Toon Disney came into foray. In 2003 news channels started to

boom. The most recent channels that have come up are UTV Movies, UTV Bindass, Zoom,

Colours, 9X and 9XM.

4.3 LIST OF TELEVISION CHANNELS

There are currently 515 over-the-air and satellite television channels available in India [1]. Hindi

television channel have the highest market share and are available throughout the country. In

addition to that, numerous regional channels are available for selective regions.

Major Networks

English language television channels in India

Hindi language television channels

Regional Networks

Bengali language television channels

Gujarati language television channels

Kannada language television channels

Malayalam language television channels

Marathi language television channels

Oriya language television channels

Punjabi television channels

Sindhi television channels

Tamil language television channels

Telugu language television channels

Urdu Language television channels

Assamese : News Live, NE TV, DY 365, DD North-East, NE Hi-Fi, Rang, DY 365 Jonakk[2]

Bhojpuri : Mahuaa TV, Mahua News, Hamar TV, Sangeet Bhojpuri, DD Bhojpuri

4.4 INTERNATIONAL CHANNELS BROADCAST IN INDIA

TV5MONDE Asie

Deutsche Welle

CCTV 9

Australia Network

KBS World

NHK World

TBN

BBC World

CNN

Russia Today

Channel News Asia

F TV

INDIA Live24  24hr. News & entertainment channel

HOME SHOP 24X7  24hr.TELE SHOPPING channel

Sun World  English general channel (coming soon)

5.BOLLYWOOD AND ENTERTAINMENT CHANNELS

Star Pravah : A Marathi Language Entertainment TV channel from STAR TV.

STAR Utsav  is a free-to-air Hindi general entertainment channel based in Mumbai.[6]

STAR One  is an Indian television channel that primarily broadcasts Hindi entertainment

based in Mumbai.

STAR Gold  is a Hindi movie channel that is part of the STAR TV network and is owned by

News Corporation.

STAR Plus  is a Hindi language general entertainment based television channel. The channel

is part of the STAR TV network's bouquet of channels

Zoom  is an Indian glamour and entertainment television channel primarily

covering Bollywood.

Zee Smile  is India's first `24 hour comedy television channel.

Zee Café  is an Indian English language television channel based in Mumbai.

9X  is an Indian Hindi general entertainment channel based in Mumbai.

Zee TV  is an India-based satellite television channel owned by Zee Entertainment

Enterprises based in Mumbai.

Zee Cinema  is a Hindi satellite movie channel in India based in Mumbai.

Zee Talkies  is a Marathi television channel broadcasting movies by Zee Entertainment.

Zee Marathi  is India-based satellite television channel, which carries broadcasts in Marathi.

Zee Trendz  is a part of Zee Network which is an India's Premium fashion and lifestyle

channel.

Zee Bangla  is a Bengali language cable television channel in India.

Zee Studio  is an Indian English language movie channel based in Mumbai.

B4U Movies  is a Bollywood movie digital TV channel based in Mumbai.

Bindass  (also known as UTV Bindass), is a Hindi entertainment channel in India targeted at

Indian youth.

Colors  known as Aapka Colors in the US, is a Hindi language Indian general entertainment

channel based in Mumbai.

Cartoon Network  is a cable and satellite television channel created by Turner Broadcasting.

DD Sahyadri  is a state owned TV channel telecasting from Doordarshan Kendra Mumbai.

Disney Channel India  is an Indian television channel specializing in television programming

for children through original series and movies.

Filmy  is an Indian Hindi language movie channel based in Mumbai.

Real  is a Hindi entertainment channel launched by Turner International India Pvt Ltd.

POGO  is a cable and satellite television channel created by Turner Broadcasting, a unit of

Time Warner for India.

WB Channel  is a cable and satellite TV channel launched by Time Warner and Turner

International India Pvt Ltd exclusively for India.

Firangi  TV is the newest channel from Sahara One Media, one of India's media giants based

in Mumbai.

Hungama TV  is a TV channel for kids in India based in Mumbai.

UTV Action  (formerly known as UTV Bindass Movies), is an Indian movie channel which

features Hollywood action movies dubbed in Hindi and bollywood action movies.

UTV Movies  is a Hindi movie channel in India based in Mumbai

UTV World Movies  is India's leading 360 degree international cinema brand based in

Mumbai.

Sahara One  is an Indian Hindi general entertainment channel based in Mumbai.

Imagine Showbiz  is a 24-hour Bollywood Business and entertainment channel owned by

Turner Broadcasting System based in Mumbai.

Lumiere Movies  is an Indian movie channel owned by Turner Broadcasting System based in

Mumbai.

SAB TV  is an Indian general entertainment television channel that is owned by Multi Screen

Media Pvt. Ltd and based in Mumbai

SET Max  is Sony's Entertainment Television Network's channel that provides its viewers a

mix of Hindi Movies and cricket based in Mumbai.

SET PIX  is an Indian movie channel under the Sony Entertainment Network umbrella based

in Mumbai.

Sony Entertainment Television , commonly known as Sony TV or SET, is one of the India’s

most popular Hindi-language based general entertainment channel.

Nickelodeon India  is a television channel devoted to children in India based in Mumbai.

Studio 18 , a part of Viacom 18 (a Viacom and Network 18 joint venture), is the first studio

model based motion picture business in India.

Toon Disney  India was a cable channel that first aired in India in 2004 based in Mumbai.

Mi Marathi  ,Mee Marathi is an entertainment channel owned by Shri Adhikari Brothers in

Marathi language.

Sanskar TV  is an Indian television channel that is primarily dedicated to broadcasting

spiritual programmes.

Animax  Cartoon channel[7]

Playhouse Disney  is a preschool-programming block that launched in India in 2006.

Disney XD  Disney XD is a new television channel broadcasting in India, owned by The Walt

Disney Company.

Zee Premiere  channel is a 24-hour movie channel featuring the latest movies from the world

of Bollywood

Zee Classic  is the channel from the zee package of channels showing all black and white

classic old movies from Bollywood.

Whats On India  is India's first and only Consumer TV Guidance channel. The 24X7 Satellite

Channel has a nation-wide coverage across DTH and Cable platforms. The channel is

designed to help millions of TV viewers in their day-to-day Television viewing amidst the

Indian market reality of hundreds of TV channels and the resultant viewer confusion of

'what-to-watch'

6. INTRODUCTION TO ZOOM TELEVISION

6.1 CHANNEL GENRE

Bollywood Entertainment, Lifestyle and Glamour Channel

6.2 DATE & YEAR OF LAUNCH

20 September, 2004

6.3 PROMOTERS

Bennett, Coleman & Co., Ltd.

Language: English

Free To Air: In CAS Areas of Mumbai, Delhi and Kolkotta

Pay Channel: Throughout India except CAS Areas of Chennai - Rate: Rs.

7.50/- In CAS areas of Chennai - Rate : Rs. 5/-

6.4 MANAGEMENT TEAM

CEO - Avinash Kaul

Business Head - Bala Iyengar

Chief Creative and Programming Officer- Sunil Sahjwani

Distribution Head - Vikram Thukral

Editor-in-Chief Omar Qureshi

6.5 USP

Zoom aims at providing unique content in the domain of fashion, lifestyle and glamour to urban,

upscale Indian audiences. It aspires to be the entertainment destination with an engaging mix of

the hottest local and international programming.

Zoom targets to maximise viewer appeal through its high-profile anchor line-up.

The anchors on board include Pooja Bedi, Samir Kochar, Perizaad, Simone Singh, Sunita

Menon, Shonali Nagrani and Gauhar. Zoom wants to create a platform where Celebs and viewers

could interface with each other.

6.6 TARGET GROUP

Male & Female, SEC AB, 20 + Young Adults. Zoom's key target audience of adult

"metrosexuals" were craving for quality entertainment that was not "saas-bahu" driven. The

language of the channel is hence a mix - 80 per cent Hindi and 20 per cent English. With its

unique content strategy of news and features on Bollywood, the channel has been able to

consistently improve its reach, and time spent. It currently occupies an impressive 11th position

amongst all channels in terms of GRPs in the six metro markets

Zoom is the channel of choice for audiences in search of lifestyle, glamour and, most

importantly, everything related to Bollywood. With its exhaustive and innovative programming,

Zoom now connects with over 80 percent of urban Indian households.

6.7 PROGRAMMING STRATEGY

Live event coverage and daily entertainment news from Bollywood and Tellywood is one area,

where the channel is making its best attempts to score. The channel produces 50 per cent of its

content in-house and its programming primarily consists of celebrity driven content. The channel

drivers are the entertainment news based shows Page 3 and Popkorn. Other key programmes

which cover entertainment, astrology, music and lifestyle include Just Pooja, Kosmic Chat, Big

Nite, Filmi Fever, Mirchi Top 20, Let’s Go and Love Bites. Zoom programming also aims to

build unique and differentiated content in the arena of television entertainment by creating and

covering some of the best known parties and celeb based events. They include programmes such

as Kuoni Hot Spots, Tuscan Verve Zoom Glam Awards, Parachute Advanced Holi Party and

Close Up Speed Dating.

The Zoom team, was creating 60 per cent of the programming in house, is now shifted to the

80,000 square feet of space that the company has acquired in the Kamla mills compound in

Parel. Programming genres that Zoom covers are lifestyle and fashion, music based shows, film

entertainment, celebrity chat shows, celebrity game shows, astrology and the paranormal.

Among the production houses that Zoom has tied up with to do its shows are Balaji Telefilms,

UTV, Bombay Talkies, Miditech, Rose Audio Visuals and Cinevistaas. Hosting programmes on

the channel will be celebrities like fashion designer Manish Malhotra, actor-director Pooja Bedi,

stand-up comedian Vir Das, actor Irrfan Khan, model Yana Gupta, etc.

6.8 CHANNEL STRENGTH

One of the channel's clear strengths is its capacity to get any and every Indian celebrity

associated where and when required. That Zoom has access to celebrities better than any other

channel is one thing that no one disputes among the media fraternity. As far as the character of

the channel is concerned, the thinking is that "as aspirations in India revolve around the lives of

the rich and famous from fields like Bollywood, sports, music and politics, the programming on

Zoom would be created through celebrity-based shows. Zoom would create a platform where

Celebs and viewers could interface with each other."

6.9 BIG IDEA FOR 2010

Aim to be number one in the youth category and increase the programme schedule with many

new shows.

6.10 COMPETITIORS

Zoom says, it holds a unique mind space among television viewers currently and has no direct

competition. Though, it is often compared to English entertainment channels with unique content

like AXN, Zee Café, Star World, MTV and Channel [V]. Zoom tv also has a competition with

Imagine Showbiz which is a 24-hour Bollywood Business and entertainment channel owned by

Turner Broadcasting System based in Mumbai.

6.11 TAGLINE

100% Bollywood

6.12 CREATIVE / MEDIA ACCOUNTS

Metal Communications, the Mumbai-based integrated brand and marketing communications

company, handles creative duties for Times Group’s Bollywood entertainment channel Zoom.

Metal will be responsible for all brand and branding deliveries for Zoom that include shows,

special programming, tie ups and properties. Metal communications has a team of energetic and

young creative professionals who believe that passion and drive are our biggest assets on the

balance sheet.

6.13 DISTRIBUTION

Zoom is a paid channel. The channel says, it has 71 per cent all India connectivity. It also taps

the Indian diaspora in key international markets such as the US, UK and South East Asia. Zoom

also has in-flight entertainment deals in effect with Kingfisher Airlines and Air India.

6.14 SATELLITE

For up linking, the group has signed an agreement with the Essel Shyam facility in Noida. Zoom

uses PAS 10 satellite in C band with a strong footprint over India.

6.15 AUDIENCE CONNECT

Today, zoom is the channel of choice for urban India, appealing to all who switch on their

televisions in search of lifestyle, glamour and, most importantly, everything related to

Bollywood. Thanks to its exhaustive and innovative programming, zoom now connects with over

80 percent of urban Indian households.

In terms of impact, zoom matches all English movie and news channels in the country put

together. That’s a lot of eyeballs. Zoom targets the 15-44 age group in the SEC AB set. With its

unique content strategy of news and features on Bollywood, the channel has been able to

consistently improve its reach, and time spent. It currently occupies an impressive 11th position

amongst all channels in terms of GRPs in the six metro markets (Source: TAM media research

GRPs CS4 + weekly average 6 metros, 13 weeks average).

7. CURRENTLY BROADCAST BY ZOOM

Crime & Bollywood - drama series

The 10-part weekly series explores the glorification of crime in Bollywood through the eyes of a starlet with silver screen dreams, a rising star son, a gangster trying to monopolise the film industry through extortion and funding big banner movies and an anti-narcotics unit officer wanting to eradicate crime at any cost. This show is completely in the profile of Zoom. It has 70 percent of Bollywood and the rest of the 30 percent has crime, which has been included in the story to create dramatic situations. The show has all the glitz and glamour that everyone associates with Zoom and Bollywood. It is a heady cocktail of crime and Bollywood,The series, features TV actors like Siraj Mustafa and Karan Mehra, is being produced by Milestone Productions.

'Luckeer ke Fakeer', would interact with the astrologers, to look at any astral connections between Bollywood stars and the celestial ones. The show would try and find out if there is a 'success formula' for those in the industry in terms of sun signs, adding or subtracting letters from one's name through authentic astrologers.

'Follywood - Star Goof-Ups and Mistakes', this show presents the faux pas and goof ups of some of Bollywood's most popular stars from the terms of their contracts, partners to classic quotes

' Six Degrees', is about behind the scenes to discover the six vital people that support a star on his or her way to stardom.

Few other shows are:

An Encounter With...

Chakka Chak

Fresh 'N' Up

Garama Garam

Just Chill

Let'z Go!

My Desi Top 10

Page 3

Page 3 Xtreme

Planet Bollywood

Business of Bollywood

The Big Story

Red Hot Countdown

Starz Ke Sitaare

Super Hitz

Superstar Superlives

The Zoom Review Show

Zabar 10

sanu khan

7.1 FORMERLY BROADCAST BY ZOOM

Big Nite

Bollywood 08

Bollywood Biographies - Sitaaron Ki

Kahani

Bollywood Case Files

Bollywood Club

Bollywood Top 10

Chameli Jaan

Cinema Sensex

Clazzics

Creative Vision

Dance Divas

Dangerous

Director's Cut

Face The Review

Filmfare Flashback

Filmi Fever

Food Gyan with Rashmi Ud

Friday Fever

Haff Hour Laff Hour

Har Dil Jo Love Karega

Indi Popz

Inside Bollywood with Rohit Roy Just Pooja

 

Kosmiic Chat

Kuoni Hot Spots

Kyaa Kahein

Let's Talk...

Levi's Diva Quest

Love Bites

Main Hoon

Maximum Style

Mirchi Top 20

Not Just Page 3

Peek-A-Boo

Popkprn Newz

Price Tag

RDX

Santa & Banta Newz Unlimited

Shadhana Cut

The Inner View

The Manish Malhotra Show

The Rakhi Sawant Showz

The Rise and Rise of Shahrukh Khan

Zoom Theaterz

Zoom Vignettes

8. MOBILE INTERNET FOR ZOOM TV

Zoom TV’s premium Bollywood content is also accessible on the mobile internet, for millions of

fans across regions since March 27, 2009. July Systems had partnerd Zoom TV on its Mi™

Channels mobile internet program. Mi™ - Mobile Internet - Channels is targeted at bringing the

mobile internet to a mass user base including India’s non-metro, and regional mobile users. It is

an innovative program that allows publishers and advertisers to efficiently reach and engage with

Indian consumers countrywide on the mobile internet.

July Systems is a leading mobile media company - a mobile internet pioneer that powers

channels for several premium entertainment news, sports, business, and entertainment media

companies in India and the United States.  

8.1 Mi™ Channels – Mobile Internet for the Indian Mass Market

1. Free Content  

Mobile users in India are used to paying for content - value added services (VAS) such as

ringtones, caller tones, and wallpapers They now can consume mobile  internet content

for free - all they need is a GPRS service, which is available on demand from all

providers (including all pre-paid plans), and on nearly all devices. 

2. Rich User Experience 

Easy access to rich content on mobile and easy navigation for news, pictures, and video –

specifically designed for users that have never used the internet before.  

3. Familiar Media Brands

For the vast majority in India, traditional internet brands are not familiar. Mi™ Channels

brings them their favorite media brands that they encounter on a daily basis – their local

language newspaper, magazines, and regional television channels. 

4. Local Language Content 

Compelling regional content on mobile in India is scarce. Mi™ Channels has the cutting

edge technology to render such content on mobile devices effectively. To drive adoption,

it is critical to have regional/local language content.

5.  Dynamic Real-Time Channel 

To bring news and entertainment to the mobile phone, as they happen, editors should be

able to react to breaking events, hot topics, and emerging trends. This drives user interest

and repeat usage.

8.2 WHAT DO PUBLISHERS GET THROUGH MI™ CHANNELS

Mobile Internet Studio

Mi™ Channels has a comprehensive studio available to publish, distribute and manage mobile

internet services. Producers are able to comprehensively control their mobile services – update

content, and spotlight items for users.

Best Practices

With Mi™ Channels, publishers benefit from knowledge leadership and guidance from the

industry’s pioneer to launch and manage services. July Systems has global experience of nearly a

decade on the mobile internet.

Platform

July Systems provides the world's leading mobile internet platform that enables brands to publish

and distribute on mobile, monetize inventory, and manage users. The Mi Platform is robust, and

leverages cloud computing to deliver millions of page-views daily. It supports a wide range of

devices – smart-phones, content types such as audio, video, images, and applications, and

enables publishers to offer a personalized experience for their audience.

Advertising

July’s mobile advertising server empowers publishers to maximize revenue through effective

management of multiple ad networks and direct sell ad campaigns from advertisers. The platform

is integrated with all major ad networks. Besides extending their reach to the mass Indian

audience, advertisers on the mobile internet can also efficiently target regional consumers across

geographies in India.  The effectiveness is highly measurable with impressions, click-through

rates, conversion rates, click-to-call rates and other degrees of interactive measurement.

Regional Language Support

Mi™ Channels has inbuilt local language support that allows publishers to deliver compelling

experiences on mobile to regional consumers. The Indian consumer typically empathizes with a

native or regional language. Technology at this time does not allow them to consume such local

content easily or regularly – the Mi™ Channels program facilitates this.

July Systems powers leading brands in India such as NDTV - NDTV Profit, NDTV Cricket .

Network 18 – IBNLive, Moneycontrol, CricketNext, In.com and HT Media’s Mint – an

exclusive partner of the Wall Street Journal.

8.3 About July Systems | Mi™ = Mobile Internet

July Systems is a leading mobile media company. July Systems’ product suite – the Mi Platform

- helps brands publish and distribute on the mobile internet, monetize inventory, and personalize

services for consumers. It is the industry’s first Mobile 2.0 publishing platform and powers

several premium Media, Entertainment, News, and Sports brands. These user-centric mobile

internet channels result in significantly increased usage, advertising inventory for publishers, and

an engaged opportunity for advertisers.

For consumers, July provides live, personalized, socially networked, interactive and multi-media

experiences. Mi RevCentral is a comprehensive monetization program for mobile portals that

comprises the technology platform, management tools and business relationships required to

maximize revenues from mobile inventory.

Mi™ Channels is a co-branded program that allows publishers to efficiently reach and engage

with Indian consumers countrywide on the mobile internet.

Pioneers in the mobile internet space, July Systems’ multi-domain team have over a decade of

experience in building and launching mobile internet products worldwide. July Systems is

privately held and operates out of offices in New York, Los Angeles & Bangalore. The Mi™

Channel Platform powers some of the most popular brands in the world. They include in the

United States: CBS Sports, Vh1, Fox Entertainment Group – Fox Mobile, Fox.com, Fox Reality,

FX, Speed, National Geographic, Comedy Central, Nickelodeon, NBA, NASCAR, PGA Tour,

GOLF.com, Indy Racing League, Travel Channel, Travel + Leisure Magazine, Lifetime

Network, and in India: NDTV - NDTV Profit, NDTV Cricket Network 18 – IBNLive,

Moneycontrol, CricketNext, and HT Media’s Mint – an exclusive partner of the Wall Street

Journal.

Mi™, Mi™ box, Mi™ Channels and Mi™ Studio are Trademarks of July Systems Inc. 

9. THREATS FOR THE ENTERTAINMENT CHANNEL

INDUSTRY

More than 100 new TV channels are scheduled for launch in India over the next 12 months,

delivering ever smaller audiences to broadcasters and nudging up their cost of distribution and

marketing.

With the total number of channels on air set to hit 700 by 2010, broadcasters will be forced to

slash advertising rates and spend heavily on improving technology to ensure their channels are

carried into homes, or face the prospect of being swallowed up by rivals.

9.1 Boost in ad spend

India’s economic growth of around 9% a year is forecast to boost advertising spending which

makes up 60% of broadcasters’ revenues by a fifth to $4.4 billion (Rs17,600 crore) this year.

The research firm Media e2e said that even that fast pace can’t keep up with the speed at which

the pie is getting sliced thinner and thinner also there is an expansion across other media, so the

broadcasters are forced to discount so that to get advertisers.

9.2 Most channel launches focusing on entertainment

Many of the new channel launches, which started in 2010, is in the dominant general

entertainment genre, whose Hindi-language soaps and movies corner about 40% of all TV ad

revenues.

The Leader News Corp’s Star India has to face new launches from rival Zee Entertainment

Enterprises as well as from New Delhi Television, UTV Software Communications Viacom-18

and INX Media.

In Long term it is believed that the market will have the depth of spend, demographics and

distribution to accommodate several new TV channels and genres

9.3 Consolidation is the next step

Consolidation will be inevitable over the medium term. This can be seen for example in Sun TV

Network, the No.2 listed broadcaster, which recently bought 49% of NDTV’s Red FM radio

network, while Television 18 acquired Jagran Group’s Channel 7 news channels.

Walt Disney last year bought UTV’s children’s entertainment channel Hungama and a stake in

UTV. Zee bought 50% in Ten Sports channel and Blackstone earlier this year bought a stake in a

regional broadcaster.

9.4 Asia’s most lucrative pay-TV market

The pressure on advertising rates and the load on overburdened analog distribution systems is

expected to benefit deep-pocketed broadcasters and edge out smaller and niche broadcasters.

Leaders Star India, Zee and Sun are likely to eye more acquisitions to strengthen their positions

to take on the new entrants, analysts said.

India has become the world’s third-biggest cable TV market in less than two decades since the

market was opened up, and is forecast to become Asia’s most lucrative pay-TV market by 2015.

But average revenue per user per month from its 73 million cable homes is only $3.50, among

the lowest in the region.

9.5 Regulatory issues

Concerns over high valuations and the slow pace of regulation are also keeping foreign investors

at bay.

Plans of Carlyle, Providence and Liberty Global to buy distribution firms have been shelved,

Media Research said. The rollout of satellite TV and pay-TV that can help increase broadcaster’s

subscription revenues have been slowed by delays and caps on pricing and exclusivity of

content.

The regulatory issue is a big worry and the upcoming general elections are likely to discourage

any moves that would raise prices for consumers.

9.6 Investor confidence lowered

Investors have suffered amidst the uncertainty. Shares in Zee had fallen 41% this year, NDTV

had dropped by more than half, and Television 18 has lost 38%, all heavily underperforming the

BSE index’s 12% gain in the year 2010.

Despite the falls, the stocks still trade at rich multiples of 37-66 times forecast earnings. But that

doesn’t mean there isn’t enough ... there is potential to grow the cable TV base three times,

referring to the estimated 200 million Indian households. Broadcasters remain confident.

10. ABOUT THE COMPETITORS

The India media and entertainment (M&E) Industry is expected to grow at an 18% compound

annual growth rate (CAGR) to reach an overall value of 1 trillion by the end of 1011, according

to the report published by Price Waterhouse Coopers (PWC) for the Federation of Indian

Chambers of Commerce and Industry (FICCI). More and More entertainment channels are lined

up to be launched. Even NDTV, the news channel has its own entertainment channel. Guess it

won’t be long enough when each individual has his or her own private entertainment channel in

this booming market.

Zoom TV believes that it holds a unique mind space among television viewers currently and has

no direct competition. Though, it is often compared to English entertainment channels with

unique content like AXN, Zee Café, Star World, MTV and Channel [V]. Zoom TV also has a

competition with Imagine Showbiz which is a 24-hour Bollywood Business and entertainment

channel owned by Turner Broadcasting System based in Mumbai.

Since Zoom TV has a distinct positioning of 100%bollywood channel it does not have any direct

competition with other channels. But since there is r rise in general entertainment and many news

channels are also focusing on Bollywood news Zoom faces competition there.

Let us examine a few entertainment channels and their positioning.

Imagine Showbiz a Turner General Entertainment Networks India Pvt. Ltd endeavor showcases

the best of Bollywood music for a country where music is synonymous with Bollywood Music.

Imagine Showbiz is a 24-hour Bollywood music channel catering to the varied tastes of the

Indian youth. With its vast library of songs from every genre-soothing & melodious love songs

to peppy, foot-tapping dance numbers, Imagine Showbiz is the channel to turn to if you want

your daily dose of Super hit Bollywood Music.

The channel went on air on August 15, 2008 as NDTV Imagine Showbiz. Imagine Showbiz Ltd.

was a JV company between NDTV Group and Cinestar Advertising Private Ltd.

On 8 December 2009, it was announced that Turner Asia Pacific Ventures (a wholly owned

subsidiary Turner Broadcasting System) had acquired a 92 per cent stake in NDTV Imagine

Ltd. NDTV’s 76 per cent stake in NDTV Imagine would be given to Turner for $67 million,

the Time Warner company would acquire fresh equity worth $50 million to get 92 per cent

control. NDTV Imagine Ltd. runs NDTV Imagine, NDTV Lumiere and NDTV Imagine Showbiz

television channels and film production and distribution company, NDTV Imagine Film Co. The

purchase received approval from the Time Warner board on 17 December 2009. At the end of

the $126.5 million deal, Turner held 92% in NDTV Imagine Ltd. while 3.2% was retained by

NDTV Networks and the remaining 4.8% was held by its chief executive officer Sameer

Nair and other Imagine employees.

NDTV announced on 24 February 2010 that it had received all the regulatory approvals and the

transaction had been concluded on 23 February by transfer of shares, amounting to 85.68 per

cent of NDTV Imagine Ltd, by NDTV Networks Plc to Turner Asia Pacific Ventures.The three

channels will be under Turner General Entertainment Networks, a holding company that will

infuse fresh capital to fund the network's growth. The 'NDTV' brand was dropped out and the

channels were relabelled Imagine TV, Lumiere Movies and Imagine Showbiz.

In January 2011, Reliance Broadcast Network Ltd (RBNL), part of the Anil Dhirubhai Ambani

Group, confirmed a proposed acquisition of Imagine Showbiz from Cinestar,who had bought the

entire 51 per cent stake held by its JV partner Turner International. The acquisition by RBNL

will included a 100% purchase of Imagine Showbiz's shareholding, along with other assets

including intellectual property rights, music library, Bollywood content, technical expertise,

including studios and equipment and the existing distribution network. Imagine Showbiz will be

renamed and repositioned as a full-on music channel.

Shows

Fresh Gaana: Featuring the latest songs in Bollywood.

Back 2 Back: 2 songs of the same actor back to back.

Nach Le Ve: Peppy, foot-tapping songs package.

Suron Ki Takkar: Songs of 3 music directors/ singers back to back.

Love 3.0: 3 mushy, romantic songs back to back

MTV India is the Indian version of MTV (Music Television), a channel specialising in music

and youth culture programming. It was launched in 1996 and is now part of the Viacom18 Media

Pvt. Ltd based in Mumbai. (A 50/50 joint venture operation between Viacom Inc. and Network

TV 18). "MTV India" is one of the oldest Music Television Networks in Asia. Music has always

been distinctively recognized and acknowledged with respect to India and so thus the MTV

India. MTV India happens to be one of the most popular music channels across the Indian

subcontinent, having viewership shares in India and also countries like Bangladesh and Sri

Lanka.

MTV India has its office in Parel in Mumbai. It is the most popular music channel in India.

The service is available on most Indian cable networks as a part of The One Alliance, a bouquet

of many sought after channels, including Animal Planet, Discovery Channel, Discovery Travel

and Living, SET, MAX, SAB, Aaj Tak, NDTV India, NDTV Profit, Headlines

Today, Vh1, AXN, Nick, Discovery Turbo, Discovery Science , NDTV 24x7 etc.

The channel is also available as a standalone on CAS networks.

MTV India broadcasts many famous television programmes for people with varied interests. Its

main emphasis is on music based entertainment but of-late the programming has included reality

shows.

The shows include

MTV Roadies - an adventure reality series, with bikers traveling across the country.

MTV Style Check

MTV Fanta Fantastic Five

MTV Kickass Mornings

MTV Wassup - Voice Of Youngistaan

MTV What the Hack! - co-hosted by VJ Jose & Ankit Fadia

MTV Splitsvilla A dating reality show

MTV Stuntmania - A biking stunt show hosted by famous stunts director Allan Amin

MTV Nuon Making The Cut

MTV Gone In 60 Seconds

MTV Stripped

MTV Why So Cyrus?

MTV One Short Plot

Idea! MTV VJ Hunt

MTV Girls Night Out

MTV Pyaar Vyaar and All That

MTV Roadies

Channel [V] is the brand name for multiple international music television networks owned

by STAR TV and Fox International Chanxnels, fully owned subsidiaries of News Corporation.

Slogans

"You're In It" - 1995 to 2000

"Music and So Much More" - 2000 to 2008

"[V] Plays Music" - Now

Current Shows

[V] Dare 2 Date

[V] Lola Sunday

[V] Zabardast Hits

[V] Truth Love Cash

[V] R Family

[V] News flush

[V] Roomies

[V] U R Fired

[V] Adam VS Madam

[V] Deadly Dus

[V] Love Net

[V] A List

[V] Date My Folks

[V] Bella Boys

[V] Bollywood Tashan

[V] Bollytics

[V] Ye Parindey

[V] Get Gorgeous

11. CONCLUSIONS & RECOMMENDATIONS

A Brand is a promise. A successful brand positioning is creating a positive emotional attachment

to the brand which is built on intrigue, trust, understanding and trust. For the brand to become

good brand must deliver good and sustainable results. The essential of successful brand

positioning is to deliver the message clearly, conforms your credibility connects your target

prospects emotionally and concrete user loyalty.

Zoom TV has been successful in creating a distinct position in the mind of the viewers. As it has

positioned itself as the glamour and entertainment channel the programmers are also drafter

accordingly.

Zoom TV is a 100% Bollywood channel which covers everything the viewers needs to know

about the celebrities. From news to interviews all.

Zoom TV continuously examines the test of its viewers and accordingly changes the programs it

telecasts on the channel.

The channel also has the facility of live TV on internet and on mobile. This gives a distinct

feature over the other channel which holds its target viewers.

The channel keep the investors happy and maintain the healthy bonding with them should

continuously review the style of the program and know which programs are watched by which

target group so that is can get advertisers accordingly.

BIBLIOGRAPHY

www.zoomtv.in

India-fourms.com

wikipedia.org

Brand positioning, Subroto Sengupta

Positioning: The battle for your mind, Ries

Strategic Brand Management, Keller