Brand Presentation on where Aaj Tak is and how to take it forward. Presented by students of The Delhi School of Communication

2. About Qwest
Industry overview- TV & News
Background -“Aaj Tak”
Current Strategies- “Aaj Tak”
SWOT viz-a-viz Competitor
Positioning Map
Media Strategies(Proposed)
Credentials

3. Qwest
Films
Qwest
Media
Qwest Qwest
Events
Qwest PR

4. Our Presence
Company-owned offices in 6 major cities
including:
Delhi
Mumbai
Bangalore
Chennai
Kolkata
Hyderabad

5. Indian Media & Entertainment
Industry - Zooming ahead
Current Market Size is estimated at Rs. 61,000-crore
Expected to reach Rs. 1,05,200-crore by 2013, at a
CAGR of 19%
Maximum growth expected in Television and Film
segments(47%)
Approx 574* national and regional TV channels
*(Recorded by TAM)
Source : PWC Analysis

6. Television
Industry Scenario

7. The Television Industry
Projected Growth
600000
519000
500000
431000
400000
331300
300000 266000
219900
191200
200000 156500
100000
0
2005 2006 2007 2008 2009 2010 2011
Source : PWC Analysis

8. TV Advertising Revenues
140000
123000
120000 109000
100000 94500
83000
80000 74000
66200
60000 54500
40000
20000
0
2005 2006 2007 2008 2009 2010 2011
Source : PWC Analysis

9. News
Industry Scenario

10. Exponential Rise
42
45
40 8
29
35
30 12
No. of Channels
5
25
16 8
20
15 3
5 22
10 16
5 8
0
2007-08 2008-09 2010-11
Hindi English Business
Still more channels in the pipeline – And there is room for more!

11. Brand Architecture
Line Tez
Aaj Tak
extension
Breaking News Format Positioning –
“Khabarein
India Today Network Limited Positioning – “Sabse Tez” Phataphat”
(Rapid-fire News)
Leadership Position
“Nation’s Best News Channel”
Positioning – India’s No.1
News Network
Headlines Today Dilli Aaj Tak
a) Content Aggregator
Positioning – “Aapka
b) Brand Builder Evolving into a channel Shahar Aap Tak”
targeting the metro (Your City – Up Close)
urbanite

12. About the Client
24-hour Hindi news television channel run by TV
Today Network Ltd.
Slogan"Sabse Tez" (English: 'The Fastest')
Editor- in -Chief- Mr. Arun Purie
Launched on December 31, 2000
Headquartered in New Delhi

13. Aaj Tak Initiatives
International Foray
Aaj Tak launched in the US, Middle East & Pakistan for
eg: “Geo TV, Al jazeera”
Aaj Tak launched in Continental Europe & UK in tie-up
with “ARY Digital”, “E-Vision”
First news channel to have a voice portal besides SMS

14. Cont…
Approx 3 mn responses on SMS every quarter
Moving beyond traditional marketing and adopting
innovative tools like SNS, Mobile marketing
Branding is achieved on bigger platforms

15. Brand Attributes

16. Name
“Aaj tak”
Distinctive Simple
Short Easy to remember
Relates with “Janta Janardhan”
(Top of mind Recall)

17. Kuch toh Log kahenge ka kaam hai kehna
“LOGO”
Simple Recall Value Appealing

18. Color
Red
(Action, Courage & Confidence)
(Purity, Cleanliness)

19. Brand Value
Rs 3,589 Million
Source: www.nseindia.com/content/corporate/eq_TVTODAY_base.pdf

20. Consumer Segmentation
TG- Male
Age- 15+
SEC* – C, D &E
*addressing masses-58%

21. Brand Positioning

22. Present Strategy
 Sponsorship
Goa Fest Awards
FICCI Frames
Major ad spend on Hoardings followed by TVC and
Print
Foreign Tie ups : Geo TV
AL-Jazeera

23. Cont…
Maintaining and sustaining No.1 positioning in
Hindi News channel

Infotainment Serious News
(30%) (70%)

24. BCG MATRIX
HIGH
MARKET GROWTH RATE
AAJ TAK
HIGH
LOW MARKET SHARE

25. BRAND LIFECYCLE
AAJ TAK

26. COMPETITORS

27. PIE-SHARE
15%
23%
Aaj Tak
India TV
Star News
16% IBN7
19%
Source: 15 Week TAM report starting 26th Dec 2010

29. SWOT- AAJ TAK

30. Strengths
High brand recall
Strongest Reporting Network(being the leader)
High viewership ratings
High subscription revenues
Association with a foreign broadcaster

31. Weakness
Problems of Attrition
Increase in operating cost
Increase in Subscription Cost 1(Dish TV, Tata Sky and
Cable operators etc)

32. Opportunity
Benefit from the robust growth of the Entertainment
and Media sector
Digitisation
Potential increase in viewership base

33. Threats
Slowdown in India's economic growth
Increase in competition
News as a genre dipping

34. Competitor Analysis/SWOT
INDIA TV

35. Strengths
High viewership ratings
Sensation and Melodrama
High Distribution/ Available on DTH/CAS

36. Weakness
Weak content
Negative connotation attached to channel
Lack of credibility

37. Opportunity
Entry in GEC
Robust growth in Media and Entertainment Industry

38. Threat
Increased competition
Economic recession
Monotonous

39. PROGRAMME PREFERENCE
Channels Programme Most Viewed
Aaj Tak India Mano Jashan India Mano Jashan
Vishesh- Jeet Ki (Avg. TVR: 1.91 )
Holi
Mahavijay
Channels Programme Most Viewed
NDTV INDIA Final Main Bharat Final Main Bharat
Jeete hai shan se (Avg. TVR: 0.178)
Desh ke
dhurandhar

40. Competitive Analysis
Channel/variables Aaj Tak Star News India TV IBN 7
0.63 0.51 0.60 0.39
TVR
0.67% 0.54% 0.64% 0.41%
Share

41. Positioning Map
High
Credibility
slowest
Fastest
News
news
Low
Credibility

42. Where lies the Gap..??
Company’s Reality:
Perception: Relatively
Highly GAP less credible
Credible

43. YE KAREGA GROUP-2!!!
• Changing public perception
• Current tagline----Sabse Tez
• Proposed tagline----- “Sabse Tez…Bharosemand”

44. Cont…

45. Media Scheduling
Location: Delhi/NCR
MONTHS TV ACTIVATION MOBILE HOADINGS ONLINE
MARKETING MEDIA
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
JAN
FEB
MAR

46. Mobile
Marketing Outdoor
Activation
(Debate/Event)
Print TV
(Navbharat (Tez , Aaj Tak &
Times & Mail Dilli Aaj tak)
Today) Online Media
(SNS/Blogs)

47. Activation

48. Who is the winner of “Youth Aaj Ka” Contest
Powered by The Delhi School of Communication Today’s Quiz for Delhi School of
Communication winner is
Anshul
Rs 10,000 for the Option C
Debate winner
Today’s Quiz for Delhi School of
Communication winner is
Saswati
Option A
Quiz Winner Contest
Vote your Favorite Debater
SMS ABCD to XXXXXX _
Sample Footer Text Here

49. Who is the Winner ?
SMS Branding
Total SMS
Thank you for voting 151000
in
Aajtak Debate
Powered by
The Delhi School of Debate Day Week SMS
Communication
Day 1 1st Week 13000
Day 2 2nd Week 13000
Day 3 2nd Week 13000
Day 4 3rd Week 14000
Day 5 3rd Week 14000
Day 6 4th Week 16000
Day 7 4th Week 16000
Day 8 4th Week 16000
Day 9 4th Week 18000
Day 10 5th Week 18000

50. Activation Budgeting

51. ACTIVATION
Activati Cost No Of
on Standee Post Invitatio Venue Per colleg
Banner s ers n Cards Design college e Cost
No of
Items 10 10 100 500 500 10
Rate 500 2500 50 8 25
Cost 5000 25000 5000 4000 12500 51500 515000

52. Cont…
Total Cost /Activation is 5,15,000 + 16,44,000 = 21,59,000
Event Number Cost
Debate 4 Rs 86,36,000

53. Print
Print Size(sq cm) Rate Insertion Cost
Mail Today 400 450 6 10,80,000
Nav Bharat Times 400 1500 4 24,00,000
Total 34,80,000

54. Television
Channels Day Time Dur FCT Spots Rate Cost
0600-
Dilli Aajtak Mon-Sun 2400 30 43200 1440 250 1080000
0600-
Tez Mon-Sun 2400 30 43200 1440 150 648000
0600-
Aaj Tak Mon-Sun 2400 30 43200 1440 2200 9504000
Cost 1,12,32,000

55. Cont…
Channels Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Dilli
Aajtak 120 120 120 120 120 120 120 120 120 120 120 120
Tez 120 120 120 120 120 120 120 120 120 120 120 120
Aaj Tak 120 120 120 120 120 120 120 120 120 120 120 120
360 360 360 360 360 360 360 360 360 360 360 360

56. Hoardings
Outdoor No # Month Rate Cost
Hoardings 6 6 1,75,000 63,00,000

57. SNS/Blogs
Online Media Months Cost/Month Total
SNS/Blogs/RSS Feed 6 50000 3,00,000

58. Media Budgeting
Promotional Tools Grand Total(INR)
Print 34,80,000
Television 1,12,32,000
Activation 52,000 20,60,000
Hoardings 63,00,000

59. Cont…
Online Media 3,00,000
Mobile Marketing 65,76,000
52,000`
Grand Total 2,99,48,000

60. Aaj Tak bags two RAPA Awards
Aaj Tak rules telly awards