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Brand Presentation - Aaj Tak
1.
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
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
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
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
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
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)
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
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