Marketing of TV Channels

1. Marketing of TV Channels
Renjith J Cyriac
Roll No.26
Ex-Pgdm 2013-14

2. • History of Television in India
• Back to 90s
• DTH(Direct To Home)
• Marketing strategies
• Reality shows
Contents..

3. • 1959 : Television started in India as an experiment
• 1976 : Doordarshan becomes a separate Dept
• 1982 : Doordarshan starts national coverage and
colour transmission for the first time
• 1983 : Huge expansion of Doordarshan
• 1997 : Establishment of Prasar Bharati
• 1990s : Advent of private TV channels in India
History of Television in India

4. Back to 90s 

5. Back to 90s..

6. Dish Antennas

7. • 748 Permitted Private satellite television stations.
• In addition to that more than 30 Govt. channels are
there.
• Hindi-language TV channels have the highest
market share.
DTH (Direct to Home)
Source-wikipedia.org

8. DTH (Direct To Home)

9. • DTH industry revenues will reach $ 3.9 billion by
2017 and $ 5.3 billion by 2020. Revenue growth
will be largely driven by increasing subscriber
volumes
DTH (Direct to Home)
Source-Media Partners Asia

10. MARKETING STRATEGIES

11. STAR TV
• Utsav Gaddis(Rural Vans)
• STAR UTSAV as Market Development Channel
• TargetFTA Homes(Free To Air)

13. Kahani Ghar Ghar Ki

14. • Promotions through stage vans and along with
skilled artists like magicians, tattoo artists,
mehendi artists, mimicry artists and more.
Rural stage Van

16. • Star plus has launched the most respected Indian
mythological epic Mahabharat with a contemporary
look.
• The campaign is active in regions of Gujarat and
Uttar Pradesh. LED screens are on the exterior of the
van while inside a showroom is fabricated which
displays ornaments used in the mythological
drama. Geeta Path is also done at various
locations.
Mahabharat

19. • The Nauchandi mela is held every year in Meerut in
the northern state of Uttar Pradesh for a period of
one month. The mela is organized by the local
municipal corporation. It plays host to over 50,000
people every day.
Nauchandi Mela

21. SAHARA ONE
• Focused its Programming to Suit Rural Marketing
• Sahara One has taken on the services of the
Mumbai Dabbawalas

22. SAHARA ONE
• Promotion through bangle carts and pan shop
umbrellas

23. AutoRickshaw Branding

27. • Hot Seat Aapke Shehar was a promotional event
done for KBC a renowned show in India. Flag off was
done by Mr. Bachchan himself.
• Branded Stage Van was moved across various
States followed by the event. A mini set similar to
KBC with hot seat was replicated on van.
• Through this event Aam Aadmi got an opportunity to
sit on the Hot Seat and play the game.
Hot Seat Aapke Shehar

31. • Krishna Ben Kakrawala –Near Ahemedabad

35. • Branded Van travelled across different regions of
Uttar Pradesh and Madhya Pradesh. Various games
were played with children on van.
• Enhanced channel visibility and provided a platform
for promotion of upcoming show.
Nickelodeon

39. • Sushil, a resident of Motihari, Bihar, worked as
computer operator under MNREGS in the district.
Considering his association with the scheme, the
Ministry of Rural Development has decided to make
him a brand ambassador of MNREGS.
Kaun Banega Crorepati

40. • In a non-descript village called Sansarpur of
Saharanpur district in UP, lives Firoz Fatima, who
has suddenly became a star among her people.
Kaun Banega Crorepati

41. FMCGs
Success of FMCGs in the Rural Market and
the Growing Popularity of the Programmes
indicate that the Rural Markets are Definitely
the Markets of Tomorrow.

42. Desi Girl: A Reality Show Based on Village Life-Imagine TV