The presentation proposes launching a new television channel called Nari Television focused on empowering women in Nepal. It notes that while Image Channel was Nepal's first private TV channel, it and other channels lack programming related to women's careers, empowerment and importance in society. Nari TV would feature shows on improving women's skills, acknowledging women's successes, and entertainment tailored towards women, with the goal of reaching all women in Nepal. Market research suggests a large target audience among Nepal's population that is majority female and has lower literacy rates for women compared to men.

1. PRESENTATION
ON
IMAGE CHANNEL
AND
MARKETING PLAN FOR NARI TELEVISION
Presented By:
Arya Shakya
Pawan Kawan
Pitamber Nepal
Sajana Shrestha
Shishir Giri

2. INTRODUCTION OF IMAGE CHANNEL
 First private television channel in Nepal
 Established as Image Metro on 11 Feb, 2003 (17 Magh
2059 BS)
 It is a household name since its conception offering 24
hours a day, 7 days a week viewership across 72
countries around the world.
 It fired up with programs that were focused on pop
music, women, celebrity and fashion
 The Image Channel is Free and can be found on Telstar
10 Satellite, 76.5 Degree East on Frequency of 3656
MHZ.

3. EXECUTIVE SUMMARY
 Image channel is a first private television channel which
is fired up with programs that were focused on pop
music, women, celebrity and fashion.
 But also it lacks in the women career and upliftments
programs, women’s importance in soceity programs.
 Though image channel is very popular channel, it has
some drawbacks so we want to introduce new channel
focusing in welfare and upliftment of women because
“when men is educated only he himself is educated but
when women is educated whole family is educated.”

4. CONT…
 So we want to introduce new channel:
Nari Tv: “tapai ki mitini”
 Our aim is to reach every women’s heart.
 We include shows which uplift women’s skills(cookery
show, heath tips, yoga and
exercises), entertainment(serials, music
videos, films, fashions and style), acknowledge women’s
succes in various field(women achievers in
teaching, army, health, engineering, enterpreneurs, corpo
rate, politics and many more), quiz shows, win prize
shows and many more.

5. SITUATION ANALYSIS
Market Summary
 Nepal Television (Nepali: ) is the oldest
and most watched television channel in Nepal.
 Nepal Television was for many years the only television
channel native to Nepal, but several others have begun
operation in recent years.
 Other important TV channels in Nepal are NTV
PLUS, which is owned by the Nepalese government.
Private channels include Kantipur Television,Image
Channel, Channel Nepal, Avenues TV and Sagarmatha
Television.

6. CONT…
 To envision the trend set by multinational media giants
and prepare a strategy to cope with its influence on
national body polity.
 The establishment of real public service broadcasting
is the only way to safeguard nationalism as well as the
cultural identity.
 Otherwise, the generation to come will be completely
swapped up by the flow of information as rendered by
those multinational media giants

7. PEST ANALYSIS
 Political
 Economic
 Social
 Technology

8. MARKET DEMOGRAPHIC
1. Geographic
 Nepal is landlocked by India on three sides and
China (Tibet) to the north.
 Nepal is divided into three regions hilly, terai and
himalayan regions.
 Hilly Region
 This region begins at the Mahabharat Range
 Southern slopes are nearly uninhabited, thus an
effective buffer between languages and culture in
the Terai and Hill regions. Northern slopes are
gentler and moderately well populated.

9. • Cont…
 Terai Region
 The Terai or Madhesh region begins at the Indian border
whose cultural is close to northern India with the people
speaking Awadhi, Bhojpuri, Tharu, and Maithili along
with Nepali.
 The Terai ends and the Hills begin at a higher range of
foothills called the Mahabharat Range.
 Himalayan Region
 This region has an altitude ranging between 4,877 m to
8,848m.
 The region's culture and religion are closely linked to
Tibet, and the traditional economy was (and sometimes still
is) based on trans-border trade with its northern neighbour.

10. • Cont…
2. Demographic
 The population of Nepal is estimated at 26,630,809
people in census of 2011, with a population growth rate
of 1.596%.
 Only 4.4% of the population are estimated to be more
than 65 years old.
 There are 12,927,431 men (48.66%) and 13,693,378
women (51.44%) in 2011
 According to the 2001 census, only 48.6% of the total
population is Literate, of which 62.7% are male and
34.9% are female.

11. CONT…
3. Behaviour Factor
 Situation [Role]
 Environment [Resources]
 Habits [Triggered/Automatic Responses]
 Perspective [Time, Beliefs]
 Culture [Expectations]
 History (Knowledge and experience)
 Emotions[Mood]
 Hormones [Emotional propensity]

12. PRODUCT OFFERING BY IMAGE CHANNEL
 Uniqueness programs such as Image pop, Button &
Trades, AM guest and Srijana ko Sansar
 Programs from tele-serials to live musical
shows, latest fashion to sports happenings, fresh
news to controversial debates.
 It also provides insightful talk shows that stimulate
the mind - topics ranging from life style, politics to
social issues of concern.
 It provides hourly news bulletin and immediate flash
news as the event unfolds.
 Image broadcasts news in three languages:
Nepali, English and Newari.

13. Cont…
 Image Channel is equally devoted to Nepal's glorious
cultural and natural heritage highlighting the diverse
cultures each time through various programming and on-
the-spot coverage of local and national
happening, exciting festivals and special features.

14. SWOT ANALYSIS OF IMAGE CHANNEL
Strengths
 Successful in its 1st year of launch is a great
achievement.
 Prime time slot is doing amazingly well because of
Music of your choice
 Content of their shows very different from serials
which is helping them.
 Mass appeal – to the rural and urban Nepal at the
same time.

15. WEAKNESSES
Not many shows of Image channel are catering to
the youth. So a major chuck of audience is lost.

16. OPPOURTUNITIES
 Image channel can come up with youth based
shows.
 Opportunity lies again with being the No.1 in Nepal

17. THREAT
 Not stable at No.1 position. Each week the TRP’s of
Image channel are changing. It is a major threat for
them because the competition from other channel
are equally competitive
 Image does not have big television faces

18. MARKET GROWTH
 Building adequate coverage
 Increase viewers
 Increase revenues: program fees + advertising rates
 Increasing the companies, manufacturing
industries, service industries etc.

19. COMPETITOR OF IMAGE CHANNEL
 Kantipur Television
 Avenues Television
 Sagarmatha Television
 Channel Nepal

20. KEY TO SUCCESS
 Improve product competiveness
 Efficient manufacturing structure
 Consumer Satisfaction

21. CRITICAL ISSUE
 Not able to attract youth, So major portion of
audience is lost
 Mainly focus on Newar community
 Business Reorganization

22. GOVERNMENT REGULATION FOR TELEVISION

23. PERMISSION LETTER FOR BROADCASTING PROGRAMS BY ESTABLISHING
EARTH STATION
RELATING TO SATELLITE AND CABLE TELEVISION
 1. Applicant's name:
 2. Applicant’s citizenship: -
 3. Of person or institution broadcasting
programs by establishing the earth station
 4. Investment to be made for broadcasting: -
 5. Income from broadcasting: -
 6. Means of broadcasting and distributing
programs: -
 7. Details of the earth station: -
 8. Place of broadcasting and broadcasting
station: -

24. CONT…
 9. Area of broadcasting and population: -
 10. Date of commencement of broadcasting: -
 11. Language to be used in broadcasting: -
 12. Time and period of broadcasting: -
 13. Programs to be broadcast: -
 14. Name of the countries from which
equipment is imported: -

25. FEES PAYABLE WHILE ISSUING LICENSE AND PERMISSION
LETTER
 For broadcasting programs by establishing earth
station relating to satellite and cable television
Rs.3, 50,000/- must be paid.

26. NARI TELEVISION
Tapai ki Mitini

27. Why Nari Television???????
The population of women is more than that of men.
There are 12,927,431 men (48.66%) and 13,693,378
women (51.44%) in 2011
52.00%
51.00%
50.00%
49.00% Total Population
48.00%
47.00%
Male
Female

28. LITERACY RATE OF NEPAL
Male= 75%
Female= 54%
Literacy Rate
80
70
60
Percentage
50
40
30
20
10
0
Male Female
Literacy Rate 75 54

29. Female Population in Nepal

30. VISION
 Making the female aware about female rights with
the motto of becoming leading television

31. MISSION
 Enhancement of women power with their respective
interest

32. POSITIONING
 Use of marketing strategy that aims Nari television to occupy
a distinct position relative to other television channels in the
mind of the customer.
 Identifying the target audience
 Communicating information about different product to the
customer
 Influencing the customer’s perception of Nari brand
 Emphasizing the distinguishing features of Nari television
through advertising
 Use of the positioning slogans for the clients or customers

33. MARKETING STRATEGY
 Brand Positioning
 This is a one sentence positioning statement that shows
how you are different, better or more special than your
competitors.
 Make a one-sentence promise that matters to the
customers is uniqueness .
 This promise should indicate what the product is and
whom it’s for.
 Advertisement by strong female celebrity.
 Presenting Female oriented dramas
 Using media, newspaper for marketing.

34. MARKETING OBJECTIVES
 Maintaining the brand
 Right to women
 Focusing on target market
 Market coverage

35. FINANCIAL OBJECTIVES
 Focus on achieving acceptable profitability in a
company’s pursuit of its vision, mission, long-term
health, and ultimate survival.
 Generating more revenue

36. TARGET MARKET
 Mostly married women
 Teenager females
 Old aged population
 Children

37. MARKETING MIX
 Advertising
Advertising plays a large role in informing
customers about the launch of a new channel.
 Promotions
 Pricing
 Distribution

38. Expecting Advertising and Support
 Female product manufacturing house
 Female right protecting organization
 Maiti Nepal
 Housewife
 Teenager Female

39. MARKETING RESEARCH
 Defining Target customer
The first step should always be to identify what
customers you want to target.
 It should be based on a specific set of demographics
like gender, age, education etc.
 Involvement of Focus Group
A focus group can be a very useful tool because
they provide first hand view of how people react to the
channel.
 Examining The Results
Received data from enough people that you will
begin to notice patterns and help to find out target
audience. It helps to know the success of channel.

40. CONCLUSION
 Image channel is a first private television channel of
Nepal which is fired up with programs that were focused
on pop music, women, celebrity and fashion.
 Image Channel and other channels in Nepal are not
focused on women.
 The establishment of real public service broadcasting is
the only way to safeguard women as well as the cultural
identity.
 For providing entertainment, protecting right and
educating women, Nari Television is needed.
 Nari Television will be the first television in Nepal which
is totally targeted on women.

41. YOU ARE WATCHING NARI TELEVISION