Consumer Attitude towards TV Commercial: A Case Study on Banglavision
Chapter 1: Introduction TV Commercial A 'television advertisement' or television commercial (often just commercial (US) or advert or ad (UK) or ad-film (India)) is a span of television programming produced and paid for by an organization that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to sell every product imaginable over the years, from household products to goods and services, to campaigns. The effect of television advertisements upon the viewing public has been so successful and so pervasive. History The world's first television advertisement was broadcast July 1, 1941. The watchmaker Bulova paid $9 for a placement on New York station WNBT before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. The 10-second spot displayed a picture of a clock superimposed on a map of the United States, accompanied by the voice-over "America runs on Bulova time." Characteristics Many television advertisements feature catchy jingles (songs or melodies) or catch-phrases (slogan) that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign.
Advertising agencies often use humor as a tool in their creative marketing campaigns. In fact, many psychological studies tried to demonstrate the effect of humor and indicate the way to empower advertising persuasion. Animation is often used in advertisements. The pictures can vary from handdrawn traditional animation to computer animation. By using animated characters, an advertisement may have a certain appeal that is difficult to achieve with actors or mere product displays. For this reason, an animated advertisement (or a series of such advertisements) can be very long-running, several decades in many instances. A notable example is the series of advertisements for Kellogg's cereals, starring Snap, Crackle and Pop. The animation is often combined with real actors. Prior to the 1980s music in television advertisements was generally limited to jingles and incidental music. The use of previously-recorded popular songs in television advertisements began in earnest in 1985. Sometimes a controversial reaction has followed the use of some particular song on an advertisement. Often the trouble has been that people do not like the idea of using songs that promote values important for them in advertisements. In the late 1990s and early 2000s, music was increasingly used as background scores for television advertisements, Other long-running ad campaigns catch people by surprise, or even tricking the viewer, Television Commercial Pros and Cons The media consumption habits of average people, despite the Internet's steady rise in popularity over the last few years, television remains the dominant medium in most households. On average, the general population spends over four and a half hours a day in front of the TV, making TV watching one of the most common modern leisure activities. Is it any wonder then that television advertising is also the most powerful form of advertising? Advertising on television allows to show and tell a wide audience our business, product, or service. TV commercial can show how product or service works and how it's packaged so prospective customers will know what to look for at the point of sale. In advertising, it often takes multiple touch points to effectively influence consumers' purchasing behavior. Television advertising has been a popular medium for large retailers ever since the TV first began to appear in living rooms. With the arrival of cable television came lowered production costs and the opportunity to reach smaller, more targeted markets, making it a viable option for small to medium-size businesses as well. To create an effective television ad, it's first necessary to have a good script that highlights a strong offer. Ads must also be effectively produced, and it's for this reason that it's often better to enlist the services of an advertising agency, which can help to create an entire campaign. Some of the advantages to advertising on television include the following: ♌ TV reaches a much larger audience than local newspapers and radio stations, and it does so during a short period of time. ♌ It reaches viewers when they're the most attentive.
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♌ It allows conveying message with sight, sound, and motion, which can give the business, product, or service instant credibility. ♌ It gives an opportunity to be creative and attach a personality to business, which can be particularly effective for small businesses that rely on repeat customers. Some Disadvantages to TV Advertising For all its advantages, advertising of business on TV does have some disadvantages. Barring late night spots on local cable television network, no other advertising medium is as likely to eat up budget as quickly as TV will. Producing the ad, which can include hiring script writers, actors, film editors, or an advertising agency, is only the first step. Business must also pay for air time, and because studies have shown that TV ads are most effective with repetition. Because of this, most television stations structure their pricing to make it more attractive for to purchase advertising in chunks. Another disadvantage is how difficult it can be to make changes. Whereas with newspaper advertising, updating sale pricing or a special offer is often as simple as swapping out a coupon, with television advertising it means updating script and re-shooting the entire ad, which costs additional money. It can also be difficult to effectively target core audience with television advertising, although there are a few best practices that can help. Origin of the Report Today practical experience is as much essential as academic education that enables someone to be successful business executive especially in the glove, competitive business environment. In order to gather knowledge and exposure regarding the organization culture, behavior the business students has to be go internship after the successful completion of their business degree. Daffodil Institute of It is known for the global standard education, due to this slogan of Daffodil Institute of IT, the business students of this Institute is renowned for their excellent knowledge both theoretical and also practical which makes a competitive and more global across the globe. This thesis report is proposed my academic supervisor Md.Sharif Hossain (Daffodil Institute of IT). In this regard, I would like to add that this thesis report is completely confidential and prepared with a view to expose myself to the practical exposure and knowledge. I know that I am doing this project for academic purpose. But at the same time I want to make a contribution for the development of our television channels Marketing, Scope of the Report Mainly analyzing and interpretations of this report have been done with the help of academic supervisor in the campus. This project has done through primary and secondary data. The project is being done through by questionnaire as well. For primary data I have done the survey among the 30 people of different region of Dhaka city.
Beside that I have take help from the marketing department and human resources department of Shamol Bangla Media Ltd (Bangla Vision). I have also take help from marketing department of international television channel ltd (ntv) and some research report from Sirius. Objective of the Study The main objective of the study is to evaluate the “consumer attitude toward TV commercial” in perspective of the Shamol Bangla Media Ltd (Bangla Vision). To achieve this main objective, the study seeks to realize to following. •
To find out the consumer attitude toward TV commercial.
• To know the present situation of the Shamol Bangla Media Ltd. (Bangla Vision). • •
To analyze the performance of Shamol Bangla Media Ltd (Bangla Vision) as well as other television media. Identify the marketing structure and strategies of Shamol Bangla Media Ltd. (Bangla Vision).
• To give consultation in making various policies for a total improvement of the Marketing area of Bangla Vision.
• To expand the span of knowledge. •
To fulfill the academic purpose.
Methodology of Data Collection The study is based on the internship program. The study is conducted on Shamol Bangla Media Ltd (Bangla Vision). Which is located Shamol Bangla Media Ltd. Noor Tower, I/F Free School Street, 110 Bir Uttam C R Dutta Road, Dhaka - 1205, Bangladesh.The present study is concerned with the prospects of Shamol Bangla Media Ltd. The approach adopted is basically analytical and interpretation in nature considering the objectives of the study on primary and secondary data. Source of data: The related data are collected from two sources:
Primary sources Secondary sources Primary sources: Primary data is collected from Shamol Bangla Media Ltd. through direct interview and also interview schedule through questioner in different region in Dhaka city. 4
Secondary sources: Main secondary data are the annual brushier of the Shamol bangla media ltd. various website on broadcast media. And an thesis report on competitive strategies of the private TV channel in Bangladesh. And also prospectus of different TV channel. Data collection period: The necessary data has been collected on 14 december2010 to 14 February 2011. Data processing and analysis: By using various statistical tools and computer, processing and analyzing all data. Data presentation: Using table, chart diagram to analysis and presentation the data.
Limitations of the study Internship needs long period of visits to work field’s money, patience and inspiration. But, for the lack of those elements doing internship becomes difficult and as a result, our knowledge yet remains much limited within the framework of the theoretical knowledge and it needs further practice for right application to the real field of work. The main problems of data collection are as follows:
• Management restriction of company. For management restriction of the company they may not provide all necessary data and information to the internees.
• Problems for lack of sufficient knowledge about the activities of the conducted organization
• Negligence of the conducted company because they don’t like to give concentration and time. They think it as a time consuming and expensive one.
• I also have done a survey. But that is done upon very few numbers of people. • The research has conducted within a limited span of time. A random sampling was done to survey the consumers and therefore may not be representative of the whole population. Due to our narrowed down scope this report may not provide the whole picture.
Chapter-2 Organizational Profile Company Name:
BANGLA VISION
Products & Services:
Satellite TV Channel
Address:
Shamol Bangla Media Ltd. Noor Tower, I/F Free School Street, 11 1205, Bangladesh
City:
Dhaka
Phone:
880-2-8653175
Fax:
880-2-8627191
Email:
banglavision-tv@banglavision.tv
Web:
http://www.banglavision.tv
Name of Satellite
Telestar 10@76.5E
Transponder
C11A
Receive Polarization
Horizontal
Downlink Frequency
4049 MHz
L-Band Frequency
1101 MHz
Modulation
QPSK
Symbol Rate
3.600 Msym/s
FEC
他
Bangla Vision Downlink Parameters: To watch Bangla Vision from a supported location please collect a C Band TVRO unit with a Digital Receiver and tune with following data:
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History & Origin of Banglavision Shamol Bangla Media Ltd, A leading Media Company in the satellite TV channel sector. Shamoll Bangla Media Ltd. (Bangla Vision) was incorporated in 1988 with a spotlight to carry out the responsibilities on true and real circumstances and commited to the nation with bearing the motto “Drishty Jure Desh”. Overall turnover of the Shamol Bangla Media Ltd. (Bangla Vision) is over BDT 300 million to BDT 350 million per year. Bangla vision is the 6th ever private satellite TV channel in Bangladesh. Banglavision is a bangla television channel which is the channel of reliability and with of full entertainment. Bangla Vision installation starts from 2004.1st commercially launched in 31march, 2006. Bangla Vision has taken up the challenge of providing its viewers with the latest information about development at home and abroad. Bangla Vision has already stepped into its 2nd Anniversary. It has made its mark all over the country and also outside of the country. Bangla Vision is a 24-hour TV channel and telecasts its programs keeping in mind the internationally accepted broadcast criterion- Education, Information and Entertainment. Bangla vision has emerged as a powerful and effective mass media since its inception in 2006.Bangla Vision is putting out drama, documentaries, musical and educational programs and events of national & international importance as well as 12 bulletins in Bangla and English languages daily. In the context of Bangladesh's social perspective, the organization has earned the trust of its viewers for which the producers, artists and supporting manpower deserve commendation for their coordinated efforts, creativity and sincere devotion. Bangla vision is successfully running in all over the Bangladesh. Bangla Vision is also highly popular in South East Asia, Middle East, Europe, the United States of America, Canada and Australia. Bangla Vision News & Islamic programs have specially drawn the attention of TV viewers for its innovative approach. This has been reflected in the volume of advertisement it receives from within and outside the country. Mission Vision and Objective of Banglavision Bangla Vision is a leading private TV Channel with the slogan “DRISTI JUREY DESH” reflects own culture and resources. The objectives of channel are to dissemination of information, extension of education, motivation for development activities and entertainment. The target viewers of Banglavision are all over Bangla speaking people and it is a general entertainment exclusive Bangla channel, suitable for all members of a family.
Bangla Vision aims at promoting media and cultural world. Dynamism is the key word for Bangla Vision. It has opened up opportunities for national and international interactions in the broadcasting world through satellite transmission besides supplying visual material within & outside the country. Bangla Vision aims at providing information, entertainment and education through its programmes all over the world. In the process it also ensures that the country’s culture and heritage are put to exposure for understanding and appreciation. Bangla vision is committed to entertain all generation around the world. The channel intention is to expose and focus our culture, people, economic development and the generation in front of the universe. Bangla Vision is determined not to be politically biased and to offer objective news.Bangl vision is always tried to present fare news and program for its viewer. Though Bangla vision is a private satellite TV channel but it is a property of Bangladesh. Always the channel trying to present current and upgraded news also the channel trying to present program like drama, talk show various types of entertainment show , movie etc as per demanded laid the present generation. Functional Department of Banglavision The channel has the following major departments:
• • • • • •
Programs. News and Current Affairs. Sales and Marketing. Administration and Human Resources. Broadcast and Engineering. Finance and Accounts.
• Program department has the following sections:
Programming Set Design and Properties. Makeup. Presentation. Press & Publication. Library and Archive.
Programming section arranges various sorts of materials which include:Drama and Entertainment - Full-length and Series & Serial dramas, Music, Dance and dance drama, Magazine and Game shows etc. • Educational and Social Affairs programs—Documentaries, Talk Shows, Instructional program (cooking shows and beauty tips etc) Women Empowerment shows, Child-issues oriented program, Students’ Educational program, Edutainment shows and Public Services Announcement (PSA). •
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Film and Sport Feature films, Short films (local and foreign) and Local, National and International Sports.
•
News and current Affairs department has the following sections:• • • • •
•
Reporting Editing Presentation Talk shows on current Affairs Research, Reference and Archives.
Sales and Marketing has the following sections:• • •
• Market Analysis and Research. Collection of advertisements. Agreements and documentation. Production and promotion.
• Administration and Human Resources department has the following sections:• • •
•
Management and Human Resources. Establishment. Communications.
Broadcast and Engineering has the following sections:-
• • • •
Maintenance Outside broadcasting. Satellite and communications. Training and Research.
• Finance and Accounts has the following sections:• • •
Budget Accounts Tax and VAT
Growth and Development BanglaVision is a new private satellite, cable and dish TV channel from Bangladesh. The channel offers many diverse and interesting programs, created especially for adults, children and women. Banglavision is a new channel, but it intends to play a positive and large role in building the nation through healthy entertainment. Banglavision already passed its two
years. Within one year bangla vision reached break-even point and the reason behind the success for its program and news quality. BanglaVision’s program lineup includes dramas, talk-shows, feature films, entertainment, modern lifestyle programs, education series, music programs, soap operas, magazine shows, and program covering agriculture, politics, education and religion. Besides, the channel produces eight news bulletins in Bangla and one in English.In below shows the bangla vision statement of billing, recovery, and outstanding position and also the chart of billing amount. From the year 2008 to 2010.
Source: Accounts Department of Shamol Bangla Media Ltd.(Banglavision) Statement of Billing , Recovery & Outstanding Position Month March April May June 10
Year 200 8 200 8 200 8 200
Billing Amount
Recovery Amount
Outstanding Amount
Vat,Agency Com,Ait
As Per Bank Ledger
Cumulative Balance
1,868,250.00
-
1,868,250.00
4,394,557.00
1,702,750.00
4,560,057.00
4,970,337.10 9,112,217.75
2,526,500.00 3,249,583.00
7,003,894.10 12,866,528.85
July August September October November December January February March April May June July August September October November December January February March April May
8 200 8 200 8 200 8 200 8 200 8 200 8 200 9 200 9 200 9 200 9 200 9 200 9 200 9 200 9 200 9 200 9 200 9 200 9 201 0 201 0 201 0 201 0 201
8,620,795.45
5,091,128.00
16,396,196.30
8,631,738.00
4,293,876.08
20,734,058.22
10,196,732.10
3,297,200.00
27,633,590.32
18,872,123.00
7,062,186.00
39,443,527.32
12,628,971.70
5,990,410.00
46,082,089.02
13,797,966.65
8,635,104.00
51,244,951.67
15,950,846.90
11,644,873.00
55,550,925.57
13,296,537.60
6,255,241.00
62,592,222.17
14,925,906.00
9,551,821.00
67,966,307.17
17,184,392.00
11,538,762.00
73,611,937.17
21,536,660.00
9,231,207.00
85,917,390.17
16,853,708.36
15,848,157.00
86,922,941.53
14,566,331.84
10,203,663.00
91,285,610.36
12,374,974.94
14,513,504.00
89,147,081.30
13,490,525.36
14,735,358.00
87,902,248.66
20,962,731.59
15,460,800.00
93,404,180.25
9,277,243.62
11,560,374.00
91,121,049.87
18,654,923.29
18,035,334.00
91,740,639.16
8,828,917.85
12,902,081.00
87,667,476.01
14,885,570.70
15,154,319.00
87,398,727.70
19,353,390.34
15,159,024.00
91,593,094.04
17,754,924.70 20,384,332.76
14,372,651.00 15,442,526.50
94,975,367.73 99,917,173.99
June July August September October November December Grand Total
0 201 0 201 0 201 0 201 0 201 0 201 0 201 0
17,956,512.23
17,454,233.00
100,419,453.22
10,929,668.40
22,558,000.00
88,791,121.61
19,170,208.84
14,842,644.00
93,118,686.45
17,802,606.20
23,150,485.00
87,770,807.64
25,396,640.92
8,085,790.00
105,081,658.56
349,549,584.58
105,081,658.56
14,848,397.05 20,925,780.15 454,631,243.14
Company at a Glance Television is a mirror for a nation and country. Banglavision is mirror of Bangladesh. From the starting day Banglavision has become a television for the country and its nation. Banglavision has stirrup their self with their own ability to the world culture. Banglavision is established as a integrated satellite television channel in Bangladesh with the use of world class technology and skilled workforce. Banglavision is now a good company for viewers of all over the world. Banglavision acquire reliability trust and affection from the viewers around the world. This achievement is strength of Banglavision. Bangla Vision is a bangla television channel which is of reliability and pure pleasure of countless viewers. Bangla Vision is stepping forward with love and encouragement of a lot of viewer of our own country and also foreign countries. Now Bangla Vision is satellite TV channel of fondness and love of the Bengali viewer of the whole world. By presenting various show and complete news Bangla Vision have already achieve faith of viewers and also the system of the channel prosperity is continuous. Viewer is the 1st and main goal of Bangla Vision. The main theme of Bangla Vision is BANGLA, BENGALI AND BANGLADESH. Great 21st February and freedom fight is the channels policy and guideline. Bangla Vision has a group of efficient employee. Latest technology and impetus of youth is making brighter and acceptable day by day. Organogram of Banglavision
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Organogram of Marketing Department
Chapter-3 Theoretical Background of TV media industry in Bangladesh History of TV Media Industry in Bangladesh To start with, East Pakistan, as Bangladesh was then known, had very poor telecommunications. Between 1959 and 1963, the first 100 KW medium wave and short wave transmitters were installed in Dhaka in order to improve communication between the two wings of Pakistan separated from each other by over 1,200 miles. There were relaying stations in Chittagong, Sylhet, Rangpur, Rajshahi and Khulna. The 1971 war for the liberation of Bangladesh destroyed most of the facilities particularly in Khulna. Immediately after liberation, the government established the Bangla Betar Radio (BBR) with eight regional stations. In June 1975, Bangladesh opened its first earth satellite radio station at Betbunia, 140 miles south-west of Dhaka with $8 million from the Canadian International Development agency.
Television began in 1964, thanks to Nippon Electric Company as part owner of the pilot TV project. By the end of the 1960s, there was a satellite station operating from Chittagong along with two relay stations in Khulna and Rajshahi. By 1970, there were 35 hours of weekly telecasts, mostly in Bengali. Following the liberation of Bangladesh, Mujibur Rahman nationalized TV Bangladesh (BTV) Corporation with the government as the controlling stockholder and Nippon Electric as a major stockholder. The BTV has expanded considerably since then with its headquarters in the Rampura sector of Dhaka. The Betar Radio (BR) has eight radio stations in Dhaka, including one for overseas service. There are FM facilities in Dhaka, Sylhet, Chittagong, Rajshahi, Rang-pur and Khulna. As for television, there were 15 broadcast stations in 1999 with an estimated 1.5 million sets in 2001. Programs are aired nationwide and to the other countries of South Asia, South and Southeast Asia, Middle East, Europe and the US. The BTV covers 95 percent of the population with relay stations in Dhaka, Rangpur, Mymensingh, Noakhali, Satkhira, Sylhet, Khulna, Natore, Rangamal, Chittagong, Cox's Bazar, Jenaidah, Thajurgaon, Brahmanpura and Patunkhali. In the early 1990s, Cable TV was introduced. It became quickly popular and was availed of in more than one million homes with about 2,000 cable operators having an average of 200-250 subscribers, mostly in Dhaka and Chittagong. In 2002, they charge an average $3 or about 175 takas per connection. All operators need a license from the BTV, costing them an annual 25,000 Takas in the four main cities and 10,000 Takas in other urban centers. In 1991 and 1996 elections, both the principal political parties —the AL and the BNP — called for a free, national and democratic broadcasting system under an independent authority. Name 1
Ownership
Bangladesh Television (BTV) State-owned
Language(s)
Established
Bengali
December 25th, 1964
List of television stations in Bangladesh The first television signal broadcast in Bangladesh was in 1964 by the state-owned television network BTV. From then onwards BTV had a virtual monopoly until the late 1990's. Ever since then a number of stations had arrived. Many have also shut down in the process. Terrestrial networks Satellite networks Almost every channel is broadcast from the Telstar 10 satellite with the exception of ATN Bangla which is broadcast from Thaicom2/5 Name
Ownership
Language(s)
Genre
Established
1
ATN Bangla
Private
Bengali
Entertainment
2001
2
Banglavision
Private
Bengali
Entertainment
2005
14
3
BTV World
State Owned
Bengali
Entertainment
2005
4
Channel I
Private
Bengali
Entertainment
1998
5
Channel One
Private
Bengali
Entertainment
2006
6
CSB News(defunct) Private
Bengali
News/Current Affairs
2007
7
Desh TV
Private
Bengali
Entertainment
Test Transmission
8
Diganta Television
Private
Bengali
Entertainment
2007
9
Ekushey Television Private
Bengali
Entertainment
April 14th, 2000
10 Islamic TV
Private
Bengali
Religious
2007
11 nTV
Private
Bengali
Entertainment
2003
12 Rtv
Private
Bengali
Entertainment
2005
13 Boishaki
Private
Bengali
Entertainment
2006
14 Falgun Music
Private
Bengali
Music
2007
15 Channel S
Private
Sylheti, Bengali Entertainment and English
2004
16 Bangla TV
Private
Bengali
1999
Internet Television NSMtv is the First Online Bangla Entertainment Television.
Entertainment
Name
1
Ownership
Northstar Music Private Television (NSMTV)
Language(s)
Genre
Established
Bengali
Entertainment
June 2008
20th,
One of the newer Bangladesh TV channels to come onto the scene is Bangla Vision. The objective of the private channel is to build up the nation by means of wholesome entertainment. Bangla Vision is determined not to be politically biased and to offer objective news. BanglaVision Launched in March 2006, BanglaVision is a new satellite TV channel that pledges to play a positive role in building the nation through healthy entertainment. The channel offers many diverse and interesting programs, created specially for adults, children and women. Banglavision may be a new channel, but it intends to play a positive and large role in building the nation through healthy entertainment. BanglaVision’s program lineup includes dramas, talk-shows, feature films, entertainment, modern lifestyle programs, education series, music programs, soap operas, magazine shows, programs covering agriculture, politics, education and religion. Besides, the channel produces eleven news bulletins in Bangla and one in English. RATE CARD BANGLA Shamol Bangla Media Limited Durat Ordina Fixed Mid ion ry Positi Break (Seco Spot on in nd) Progr ams 10 20 30
2500 5000 7500
40
10000
50
12500
60
15000
16
3000 6000 9000 1200 0 1500 0 1800 0
4500 9000 13500 18000 22500 27000
VISION Mid Break in Drama
Mid Break in Cinema
Before NEWS
Just Befor e NEWS
1st Spot 1st Mid break in NEWS
1st Mid break in NEWS
6000 12000 18000 24000
3500 7000 10500 14000
4000 8000 12000
5000 10000 15000
8000 16000 24000
6500 13000 19500
1st Spot 2nd Mid break in NEWS 6000 12000 18000
16000
20000
32000
26000
24000
30000
17500
20000
25000
40000
32500
30000
36000
21000
24000
30000
48000
39000
36000
(Effective from January 01, 2011) Tariff for Spot Advertisements in BDT (Peak Hours*) *Peak hours are from 6-00 PM to 12-00 AM from Saturday to Thursday & full transmission of Fridays and special days 1. Rates for Sponsorship of programs: Rates for Sponsorship of programs shall vary from program to program depending on the cost of production, telecast time, program category and will be determined through negotiation. 2. Commercial Time allotted to sponsored programs of different duration: Programs up to 25 minutes include commercial time 300 Seconds (05 Minutes)-in the opening & 2 mid breaks Programs up to 50 minutes include commercial time 600 Seconds (10 Minutes)-in the opening & 3 mid breaks. 3. Branding & Naming rights: Rates for Branding & Naming rights for sponsored programs can be negotiated 4. Payment: Payments of full contract value is to be made along with booking order by Pay Order/Bank Draft in favour of ‘Shamol Bangla Media Limited’ 5. VAT: 15% Value Added Tax (VAT) will be charged on Gross value of all advertisement or at the rate to be determined by the government from time to time. 6. Agency Commission: 15% Agency commission on net air time rates will be payable to advertisement agencies enlisted with Bangla Vision 7. AIT: 3% Advance Income Tax (AIT) to be deducted from Agency Commission of all advertisement 8. Discount for social welfare/voluntary organizations: 25% discount on air time rate will be applicable on advertisement relating to public awareness & motivational program put up by non-profitable organizations 9. Off Peak Rate: Off peak rate 50% of Peak hour rate. Tariff for Prime Time News Segment Branding at 7: 30 PM & 10:30 PM: Time reading Clock Branding (10 Sec) @ Tk. 10,000 per News News Headlines Branding @ Tk. 12,500 per news Rest of News Headlines Branding Before 1st mid Break @ Tk. 5,000 per News Business News Branding @ Tk. 10,000 per News Sports News Branding @ Tk. 10,000 per News Headlines Recap Branding at end of the News @ Tk. 4,000 per News. News Bulletins at: 7:30 AM 10:00 AM 11:00 AM 12 :00 PM 1:30 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM- English Bulletin 10:30 PM 7:30 PM
Bangladesh Television One of the main types of broadcast media in Bangladesh is TV, namely: “Bangladesh Television”. Bangladesh Television is the only terrestrial channel in the country. Several
satellite TV stations have also made headway in Bangladesh. Bangladesh Television is a government owned TV station. Very few broadcasts contain information about the political opposition until the general elections become nearer and the government in power takes control. Bangladesh Television has been running since 1964 with the aim of improving the national culture with information, education, motivation and entertainment. Such programming allows viewers greater insight into world trends. It also recognizes and works to fulfill the country's needs. About 2 million televisions receive transmissions from the network's 17 relay stations. Most of the programs are locally produced mainly in Dhaka. Programs of Bangladesh Television: BTV presents an array of quality programs daily to its esteemed viewers in line with its solemn pledge "Bangladesh Television speaks for the country, the land and the people". The spirit of the vow is reflected through the innocent amusement programs side by side with emphasis on creating social awareness and motivation for nation building. Percentage/Ratio of various programs: 1. Education, Science and Information Technology: 2. Health, Nutrition and Family Planning: 3. Current Affairs: 4. Agriculture and Environment: 5. Programs for Children and Juvenile: 6. Programs on Development issues: 7. Recreational/Drama/Music/Magazine programs: 45%
10% 10% 5% 5% 15% 10%
ATN BANGLA ATN Bangla is the first ever private satellite TV channel in Bangladesh. The channel started operating in the year 1997. In May 1999 the channel switched over from analog to digital technology and the screen became brighter and more attractive. In 2000, the channel extended its transmission to Europe and beyond. It was converted to digital system globally in May 2000. In July 16, 2001 ATN Bangla started broadcasting news bulletins. In 2002, ATN Bangla changed its analog format of transmission to digital satellite newsgathering system (SNG). It started English news bulletins from 01, September 2002. ATN Bangla earned wide appreciation for its coverage of the Iraq war by introducing hourly news bulletins. Among the TV channels of Bangladesh ATN Bangla has taken up the challenge of providing its viewers with the latest information about development at home and abroad. ATN Bangla also introduced its own star search programme Tarokader Taroka to find and promote talents all over the country and to bring them to national level through healthy competition. ATN Bangla is also highly popular in South East Asia, Far East, Middle East, Europe, the United States of America, Canada, Australia and Africa. ATN Bangla News & Islamic programmes have specially drawn the attention of TV viewers for its innovative approach. This has been reflected in the volume of advertisement it receives from within and outside the country. 18
ATN Bangla has already stepped into its 10th Anniversary. It has made its mark allover the world. ATN Bangla is a 24-hour TV channel and telecasts its programmes keeping in mind the internationally accepted broadcast criterion- Education, Information and Entertainment.
Technical Information of ATN Bangla: Technical Information For Regional: Satellite Location Transponder Frequency Symbol Rate FEC Polarization
Thaicom 5 78.5 deg E 11V 4107 MHz 6664 2/3 or Auto Vertical
NTV Bangla, a Bangla-language channel, offers high-quality programming broadcast 24-hours-aday. NTV Bangla is rated #1 in Bangladesh and is very popular. NTV Bangla offers a variety of programming including news, entertainment, top drama serials like "Sporsher Baire" and "Tin Purush," musical programs, movies, documentaries, children's programs, cultural programs and much more for Bangladeshis in the U.S. It started operation in 2003. It is one of the most popular Bengali TV channels in the country. In the anniversary of the channel, the founder expressed interest in creating NTV2 to satisfy the watchers further, however he is now in jail and all of his properties have been seized by the government. The channel broadcasts coverage of news, soap operas, educational, religious and politics related programs.
's Satellite downlink parameters NTV has its own fully redundant state of the art Satellite Earth Station. The earth station is used to broadcast. Ntv's digital signal is to Telstar 10 satellite. This Satellite has a huge coverage area across Asia and Africa and well into Europe. Download Link: Satellite Orbital Location Transponder Downlink Polarization Modulation Downlink Frequency L-Band Frequency Carrier Type Symbol Rate FEC PMT PID PCR PID Video PID Audio-1 PID Audio-2 PID
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Telstar 10 76.5째 E C14A Horizontal QPSK 4175 MHz 977 MHz MPEG-2 / DVB 4.300 MS/s 3/4 33 8189 309 258 259
Channel i is the first digital Bangla channel. It runs 24 hours a day since launching in October 1, 1999. Channel i has been acclaimed as one of the leading educational and entertainment Bangla channels. The channel is using playback and uplink facilities from ST Teleport Pte Ltd, Singapore and C band space segment from Telstar 10 at 76.5° E geo-stationary orbital location. More than 84 countries including part of Australia, Asia and Pacific Islands, Middle East, Africa and part of Europe are covered by the global C-band beam Telstar 10, where Channel i is available. The target viewers of Channel i are all over Bangla speaking people and it is a general entertainment exclusive Bangla channel, suitable for all members of a family.
To watch Channel i from a supported location please collect a C Band TVRO unit with a Digital Receiver and tune with following data: Satellite
Telstar 10
Orbital Location
76.5º East
Transponder
C11A
Polarization
Horizontal
Downlink Frequency
4034.0 MHz
Modulation
QPSK
Symbol Rate
4.300 Msps
FEC
¾
Channel 1 is here to serve the people from every sphere of the country for 24 hours. All the programs for this channel are made with mainly two different purposes: education and entertainment. Entertainment of every kind for every kind of people is actually our motto. But only entertainment sometimes narrows the vision so we always try to blend amusement with a lot of related information which make the program educational at the same time.
And when it comes to news, we guarantee that we are fast and authentic which means people of the country get to know every important story which can play a role changing country’s socio-economic condition.
ETV was set up in April 2000 when Hasina was prime minister. The channel was established as a jointventure by British journalist Simon Dring, who worked for the BBC in Dhaka during Bangladesh’s liberation war in 1971,and a local firm.ETV along with the state-owned Bangladesh Television will operate both terrestrial and satellite networks. The transmission of ETV was stopped on 29 August 2002 following a Supreme Court order. The ETV got its permission for transmission on 14 April 2005, but did not resume transmission due to disagreements with Bangladesh Telecommunications Regulatory Board.
RTV is a satellite television channel broadcast from Bangladesh. It started operation on 26 December 2005. It mainly broadcasts programs in Bengali language. R TV is the sister concern of n’tv international television ltd. Growth and Development of Television Media Beginning of the Change in Bangladesh Satellite Television (STV) appeared as the 'Talk of the Town' in Dhaka city for the first time in 1991 when the local daily 'Bangladesh Times' reported that 'CNN likely to be on air soon' (Holiday, 17-01-1992). But, its appearance was not that soon and until 1992 the Dhaka middle class viewers remained in dilemma about the future of STV in Bangladesh. Trans-border Flow of Television Programs in Bangladesh The trans-border flow of Television programs could not be regarded as a new phenomenon in Bangladesh. There was always transmission of some foreign programs on the state channel of BTV. According to a report of Niriksha, BTV imported 32% programs from abroad (Niriksha, 1980: 31). The contribution of the medium like a video cassette recorder (VCR) at the private level is worth mentioning in case of bringing the foreign programs for the viewers of the country.
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Development of Satellite Television (STV) in Bangladesh Although BTV struggled to find its place in the media preferences of urban viewers due to video operations, the real competitive threat was posed to it from the Direct Satellite to Broadcasting (DBS) after its advent in 1992. Thus for a couple of decades the middle class viewers, while they were eager to get a variety of entertainment programs, had to see what the government wanted them to see. Finally, their goal was fulfilled with the legalization of Television Receive Only Dish (TVRO) in 1992 by the government of Khaleda Zia (Dainik Bangla 24 July 1992). Satellite Television Asian Region (STAR) in Bangladesh Although CNN pioneered the direct transnational broadcasting, without the real entertainment programs, it appealed to only a few middle class viewers in Dhaka City. The real boost to direct transnational broadcasting was received with the launching of Hong Kong based Satellite Television Asian Region (STAR) network (Leonard, 1993: 124). The distinctive feature of the STAR lies in the fact that, it was inaugurated with the objective to offer the programs in the cultural context of Asian countries with their local vernaculars.
Zee TV and other Hindi Language Channels in Bangladesh In spite of the intricate bi-lateral relationship existing between India and Bangladesh since the political transformation of 1975, the Dhaka middle class viewers, because of cultural affiliation, are found enthusiastic in watching Indian movies and dramas. Although STV was launched by CNN in Bangladesh, Zee TV contributed to making it incredibly popular among the middle class viewers in Dhaka City. Just when the Dhaka middle class viewers were eager to have more attractive and quality programmes, Zee TV and other Indian channels arrived with the huge entertainment shows. A Survey, conducted by 'Centre For Communication and Research’ in 1994, explicitly demonstrates the popularity as well as the strong footing of the Zee TV in Bangladesh. Whereas 41% city viewers revealed their passion for Zee TV, 21% were identified as the viewers of Channel V, 11% adored STAR Plus and 7% watched Prime Sports regularly in Dhaka city (Rahman 1994: 11). The statistics is indicative in gaining an insight about the penetration of the Indian language channels in Bangladesh, which, as the new socio-cultural resources, contributes in fracturing the traditional cultural domain of Bangladesh. Emergence of Bengali Language Satellite Channel Due to the popularity of the Hindi language channels, while most of the viewers of Dhaka and Calcutta had already been captured by its multi channels, Alpha was launched with the aim to fuse the rich past of Bangali culture with the present (Television Asia, 1999). Accordingly, it intended to cover a wide spectrum of the Bangali culture and tradition in its programs. Besides Alpha, some more Bengali language channels including ATN Bangla, Channels I, DD Bangla, ETV Bangla and Tara etc were also launched in the region.
External Factors for the Emergence of Satellite Television in Bangladesh Globalization was one of the buzzwords of 1990, which designates a phenomenon that resulted in part from the end of the Cold War in Europe. The dismantling of the Soviet Union, the end of the East-West conflict and the collapse of the bipolar world order dramatically reorganized the entire structure of the prevailing 'World System'. The history of satellite based broadcasting is interwoven within these economic and political changes of the 'World System'. While globalization has been made possible due to the advent of improved information (Observer Magazine, 19 May 2000: 3), the new information technologies are being seen as heralds of the new history where the relevance of the nation-state itself is being questioned. To demonstrate the association between globalization and the decisive change in media network, this section throws light particularly on GATT. GATT (General Agreement on Trade and Tariff) is a unique phenomenon, which contributes to an understanding of the new era of globalization by opening up the new commercial opportunities for the cultural production.The movement of 1990 paved the way for both the process of democratization and freedom of the media in Bangladesh. Although no significant changes took place in the field of mass media in Bangladesh after independence, a massive expansion in their growth was witnessed after the fall of Ershad government in 1990. Consumer attitudes and behavior Attitudes Consumer attitudes are a composite of a consumer’s beliefs about, feelings about, and behavioral intentions toward some object--within the context of marketing, usually a brand or retail store. These components are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object.
Beliefs: The first component is beliefs. A consumer may hold both positive beliefs toward an object as well as negative beliefs. In addition, some beliefs may be neutral, and some may be differ in valance depending on the person or the situation. Note also that the beliefs that consumers hold need not be accurate, and some beliefs may, upon closer examination, be contradictory. Since a consumer holds many beliefs, it may often be difficult to get down to a “bottom line” overall belief about whether an object such as McDonald’s is overall good or bad. The 24
multiattribute (also sometimes known as the Fishbein) Model attempts to summarize overall attitudes into one score using the equation: Affect: Consumers also hold certain feelings toward brands or other objects. Sometimes these feelings are based on the beliefs but there may also be feelings which are relatively independent of beliefs. For example, an extreme environmentalist may believe that cutting down trees is morally wrong, but may have positive affect toward Christmas trees because he or she unconsciously associates these trees with the experience that he or she had at Christmas as a child. Behavioral Intention: The behavioral intention is what the consumer plans to do with respect to the object (e.g., buy or not buy the brand). As with affect, this is sometimes a logical consequence of beliefs (or affect), but may sometimes reflect other circumstances-e.g., although a consumer does not really like a restaurant, he or she will go there because it is a hangout for his or her friends. Attitude-Behavior Consistency: Consumers often do not behave consistently with their attitudes for several reasons: Ability: He or she may be unable to do so. Although junior high school student likes pick-up trucks and would like to buy one, she may lack a driver’s license. Competing demands for resources: Although the above student would like to buy a pickup truck on her sixteenth birthday, she would rather have a computer, and has money for only one of the two. Social influence: A student thinks that smoking is really cool, but since his friends think it’s disgusting, he does not smoke. Measurement problems: Measuring attitudes is difficult. In many situations, consumers do not consciously set out to enumerate how positively or negatively they feel.
Black box model
ENVIRONMENTAL FACTORS
BUYER'S BLACK BOX
Marketing Stimuli
Buyer Characteristics
Decision Process
Attitudes Motivation Perceptions Personality Lifestyle
Problem recognition Information search Alternative evaluation Purchase decision Post-purchase behavior
Product Price Place Promotion
Environmental Stimuli
Economic Technical Political Cultural
BUYER'S RESPONSE
Product choice Brand choice Dealer choice Purchase timing Purchase amount
The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people). The black box model is related to the black box theory of behaviorism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimulus is given by social factors, based on the economical, political and cultural circumstances of a society. The black box model considers the buyers response as a result of a consciousness decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer. Consumer behavior Consumer behavior is the study of when, why, how, where and what people do or do not buy products. It blends elements from psychology, sociology, social psychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. There are four main applications of consumer behavior:
The most obvious is for marketing strategy—i.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon.
A second application is public policy. In the 1980s, Accutane, a near miracle cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers’ attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers.
Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbein, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic.
26

As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain.
There are several units in the market that can be analyzed. Our main thrust in this course is the consumer. However, we will also need to analyze our own firm’s strengths and weaknesses and those of competing firms. Model of consumer behavior The model is used to capture the general structure and process of consumer behavior. It is a conceptual model
Internal Influence Internal influences begin with perception, the process by which individuals receive and assign meaning to stimuli. Consumer behavior is influenced by: demographics, psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings. External influences Consumer behavior is influenced by: culture, ethnicity, family, social class, reference groups, and market mix factors. External influence dividing the factors that influence consumers into categories is somewhat arbitrary. Self-concept and lifestyle
The self-concept is the totality an individual’s thoughts and feelings about him or herself. Lifestyle is, quite simply m how one lives. Situation and Consumer decision Consumer decisions result from perceived problems and opportunities. Consumer problems arise in specific situations and the nature of the situation influence the resulting consumer behavior.
The Decision Making Process Decision-Making Defined Decision making is a process of first diverging to explore the possibilities and then converging on a solution(s).The Latin root of the word decision means "to cut off from all alternatives". This is what you should do when you decide. Decision Making Process We selected a six step decision making process that synthesized the decision making models used in existing training, not just ethics training. The model is descriptive of how people intuitively make decisions and makes the steps explicit. The six steps of this natural, intuitive decision-making process are: • Step 1: Define the problem • Step 2: Identify available alternative solutions to the problem • Step 3: Evaluate the identified alternatives • Step 4: Make the decision • Step 5: Implement the decision • Step 6: Evaluate the decision Step 1: Define the problem The most significant step in any decision making process is describing why a decision is called for and identifying the most desired outcome(s) of the decision making process. One way of deciding if a problem exists is to couch the problem is terms of what one wanted or expected and the actual situation. In this way a problem is defined as the difference between expected and/or desired outcomes and actual outcomes.This careful attention to definition in terms of outcomes allows one to clearly state the problem. This is a critical consideration because how one defines a problem determines how one defines causes and where one searches for solutions. The limiting aspect of the problem definition step is not widely appreciated. Consider this example. Step 2: Identify available alternative solutions to the problem The key to this step is to not limit yourself to obvious alternatives or what has worked in the past but to be open to new and better alternatives. How many alternatives should you identify? Ideally, all of them. Realistically, we teach that the decision maker should consider more than five in most cases, more than three at the barest minimum. This gets away from
28
the trap of seeing "both sides of the situation" and limiting one's alternatives to two opposing choices; either this or that. Step 3: Evaluate the identified alternatives As you evaluate each alternative, you should be looking at the likely positive and negative cones for each. It is unusual to find one alternative that would completely resolve the problem and is heads and shoulders better than all others. Differences in the "value" of respective alternatives are typically small, relative and a function of the decision maker's personal perceptions, biases and predispositions. As you consider positive and negative cones you must be careful to differentiate between what you know for a fact and what you believe might be the case. The decision maker will only have all the facts in trivial cases. People always supplement what facts they have with assumptions and beliefs. This distinction between fact-based evaluation and non-fact -based evaluation is included to assist the decision maker in developing a "confidence score" for each alternative. The decision maker needs to determine not just what results each alternative could yield, but how probable it is that those results will be realized. The more the evaluation is fact-based, the more confident he/she can be that the expected outcome will occur. Step 4: Make the decision When acting alone this is the natural next step after selecting the best alternative. When the decision maker is working in a team environment, this is where a proposal is made to the team, complete with a clear definition of the problem, a clear list of the alternatives that were considered and a clear rationale for the proposed solution. Step 5: Implement the decision While this might seem obvious, it is necessary to make the point that deciding on the best alternative is not the same as doing something. The action itself is the first real, tangible step in changing the situation. It is not enough to think about it or talk about it or even decide to do it. A decision only counts when it is implemented. As Lou Gerstner (CEO of IBM) said, "There are no more prizes for predicting rain. There are only prizes for building arks." Step 6: Evaluate the decision Every decision is intended to fix a problem. The final test of any decision is whether or not the problem was fixed. Did it go away? Did it change appreciably? Is it better now, or worse, or the same? What new problems did the solution create? The Decision Making Process Map The following map briefly describes each phase of the decision making process and the difficulties that decision makers have in that phase.
Decision makers, who are used to depending on their past experiences, must make decisions and take actions in the rapidly changing world we face today. In this turbulent environment, the ability to successfully view the current situation through the traditional "good judgment" viewpoint is weakened through increasing external noise (a multitude of information sources on multiple topics) and changing paradigms of how we think about social, cultural, organizational and economic issues, creating internal noise within our prevailing mental models. These noises skew our perception of what is really happening in the world. In addition to facing this constant flux, leaders are being asked to choose the path to the future as well as to explain exactly how they plan to get there. Before putting a stake in the sand, leaders begin by developing and testing hypotheses about possible scenarios, and then eliminate numerous courses of action until a small set of viable choices remain. Once the decision to act is made, the communication of the new initiatives begins. The results of these initiatives usually produce some expected behavior, but almost always, much to our surprise, our actions produce unexpected behavior as well, that once again changes our situation. And so it goes‌
Chapter-4 Industrial Analysis Competitor Analysis Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context through which to identify opportunities and threats. Competitor profiling coalesces all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment. Given that competitor analysis is an essential component of corporate strategy, it is argued that most firms do not conduct this type of analysis systematically enough. Instead, many enterprises operate on what is called “informal impressions, conjectures, and intuition gained through the tidbits of information about competitors every manager continually receives.� As a result, traditional environmental scanning places many firms at risk of dangerous competitive blind spots due to a lack of robust competitor analysis. Strategy - competitor analysis This revision note outlines the main role of, and steps in, competitor analysis Why bother to analyze competitors?
30
Some businesses think it is best to get on with their own plans and ignore the competition. Others become obsessed with tracking the actions of competitors (often using underhand or illegal methods). Many businesses are happy simply to track the competition, copying their moves and reacting to changes. Competitor analysis has several important roles in strategic planning: • To help management understand their competitive advantages/disadvantages relative to competitors • To generate understanding of competitors’ past, present (and most importantly) future strategies • To provide an informed basis to develop strategies to achieve competitive advantage in the future • To help forecast the returns that may be made from future investments (e.g. how will competitors respond to a new product or pricing strategy? Competitor of Banglavision Electronic mass media is part of our daily life. In reality, this medium of communication is not only confined to entertainment rather it is now considered as an important catalytic agent to the social development process. There are SEVENTEEN television media and NINE Radio channel exist in Bangladesh. In below, this is the present scenario of broadcast media in our country. Broadcast media is marching ahead with courage and unhindered pace as a modern media of the 21st century. The total television and radio channel in our country as are follows: Television
Radio
State Owned National 1. Bangladesh Television - Bangladesh's only 1. Bangladesh BetarFM 94.50, FM 103.20, FM terrestrial TV channel. The satellite version 105.50 is BTV World. 2. Traffic Broadcast Station FM 97.60 General Entertainment 2. Bangla Television Canada; 3. Banglavision 4. Rupashi Bangla Television(Bangladesh) 5. ATN Bangla 6. Channel I 7. Channel 1 8. Desh TV 9. Diganto Media Corporation (DTV) 10. Ekushey ETV 11. My TV 12. NTV Bangladesh 13. Sntv 14. RTV 15. Channel S
FM Stations 3. Radio ABC FM 89.2 MHz 4. Radio Aamar FM 88.4 MHz in Dhaka and FM 101.4 MHz in Chittagong 5. Radio Foorti FM 88.0 MHz in Dhaka, FM 98.4 MHz in Chittagong and FM 89.8 MHz in Sylhet [Official website of Radio Foorti] 6. Radio Today FM 89.6 MHz in Dhaka, FM 88.6 MHz in Chittagong International 7. BBC Bangla FM 100.00 Dhaka Online Streaming Radio 8. RADIO NORTHSTAR 9. ONIYOM Bengali Live Classic Streaming
Online Television 16. Northstar Music TV 24/7(NSMtv) Religious 17. Islamic TV
SWOT Analysis of Banglavision A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis. The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection. The following diagram shows how a SWOT analysis fits into an environmental scan: SWOT Analysis Framework
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Environmental Scan / Internal Analysis /\ Strengths Weaknesses | SWOT Matrix
\ External Analysis /\ Opportunities Threats
STRENGTHS: Media and Entertainment is one of the most booming sectors in Bangladesh due to its vast customer reach. The various segments of the Media and Entertainment industry like television and film industry have a large customer base. The growing middle class with higher disposable income has become the strength of the Media and Entertainment industry. Change in the lifestyle and spending patterns of the Indian masses on entertainment. Technological innovations like online distribution channels, web-stores, multi- and mega-pixels are complementing the ongoing revolution and the growth of the sector. The low cost of production and high revenues ensure a good return on investment for Bangladesh Media and Entertainment industry. A firm's strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage. Such strengths include: •
Good Owner Structure Bangla vision is 100% owned by Shamol Bangla Mdia Ltd. From these companies Banglalvision gets financial and technical supports. Bangla vision also has the good management system compare to its competitor.
•
Philosophy and values Bangla Vision belive viewer is the main strength of their channel.
•
Competitive price Price is a big competitive advantage for Banglavision. Banglavision is selling its time at a convenient price rather its competitor.. The competitors are nowhere near Banglavision, in this regard.
•
Quality Bangla vision picture and sound quality much better than other TV channel.
•
Strong brand names and patents The branding style has led Banglavision to build a strong brand. The strong brand name and patent helps to create brand image for Bangla vision.
WEAKNESSES: The Media and Entertainment sector in Bangladesh is highly fragmented. Besides that, Lack of cohesive production & distribution infrastructure, especially in the case of music industry and also the lack of efforts for media penetration in lower socio-economic classes, where the media penetration is low.
• Absent of technical skill Though technology of Bangla Vsion is much better than its competitor but the employee is not much more technically skilled.
• Weak Program There are some program that’s quality is very poor. Rather other channel is doing much better.
• Poor access to the viewer and agency Banglvision has the limited number of executive. For that reason they cannot effectively reach to agency and companies to collect advertisement.
• Low viewer retention Bangla vision has not any plan to keep up their viewer. That’s why viewer is switching.
• Management The human resource department of banglvsion has the limit number of executive that’s why they are facing some internal problem.
OPPORTUNITIES:
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The concept of crossover movies has helped open up new doors to the crossover audience and offers immense potential for development in media industry.
•
Attractive market Bangladesh is a highly attractive market for broad cast media due to its large and highly concentrated population, low penetration of TV media, and high growth in satellite channel viewer.
•
Opportunity to work for root level The media penetration is poor among the poorer sections of the society, offering opportunities for expansion in the area.
•
Distribution channel The nascent stage of the new distribution channels offers an opportunity for Bangla Vision toward development.
•
Changing Viewer taste Viewers are now looking for more entertaining innovative channel. Banglavision always try to do innovative like “Gulshan Avenue”, which attract viewer attention.
•
Technological Advancement
•
Technological innovations like animations, multiplexes, etc and new distribution channels like mobiles and Internet have opened up the doors of new opportunities in the sector. Change in govt. politics Govt. was more rigid for media industry in few years back. But now is elected govt. and they are providing more facility to this media industry.
•
Rise in the viewer ship and the advertising expenditure. Viewers are rising day by day also advertising expenditure is rising. This is the opportunity for maximize companies financial structure.
THREATS:
•
Price war All the sixteen companies are fighting to get the market share by cutting price of the rate card. All competitors are reducing the unit price and also providing various package facilities to agency. So the market is fighting with each other with their pricing strategy.
•
Too much competition Number of channel increasing. That’s why competition is also increasing. The numbers of channel are sixteen and also have nine radio channels. This too much competition is risk for every channel
•
Still rigid government regulations: Although this is new Government but still has some rigid regulations and policy narrows the direction of the media industry. Beside that’s Piracy, violation of intellectual property rights poses a major threat to the Media and Entertainment companies. Lack of quality content has emerged as a major concern because of the 'Quick- buck' route being followed in the industry. With technological innovations taking place so rapidly, the media sector is facing considerable uncertainty about success in the marketplace.
Chapter: 4 Data Analysis and Interpretation Age, Education and Occupation of the respondent The age of the respondent of this survey is between the ages 15-55. Maximum of the respondent are graduate, they are still studying and also there are some S.S.C. pass & master degree pass. Among this respondent some are employee as well.
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Age 15-20
Education S.S.C - H.S.C
Occupation Student
Frequency 6
20-40
Graduate
Student
20
40-55
Master degree
Employee
4
Total number of respondent and the ratio of male and female: I have done the survey upon the 30 people of Dhaka city. Among the respondent 24 are male and 6 are female, that is 80% are male and 20% are female. Statistical analysis: Frequency of the respondent: Ratio of male and female Gender Male Female Total
Frequency 24 6 30
Percentage (%) 80% 20% 100%
Index: 1 Media Preference: To find out media preference among the people in our country the questioner was: What type of media you would like to watch? And And the result was as follows: Name of Media Print media
Media Preference (Frequency) 5
Percentage (%) 16.7
TV media
17
56.7
Internet
8
26.6
Other media
0
0
Total
30
100%
As an information source, which media you prefer most?
And the result was as follows:
Name of Media
Media Preference as information source(Frequency) 7 11 12 0 30
Print media TV media Internet Other media Total Index: 2 TV Channel Ranking
Percentage (%) 23.4 36.6 40 0 100%
Here I have tried to find out top ranking TV channel in our country as well as tried to find out those channel which mostly come in total 30 respondent minds. To find out that, the question was: Rank the top 5 TV channel according to your choice.
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Name of the channel
Comes mostly in top 5 Top 5 (times) (times comes in no-1)
Ntv Channel i Bangla vision ATN Bangla
26 22 27 20
12 6 4 3
Channel 1
15
2
Index: 3 Time, type and feelings toward TV and TV commercial In this index I have tried to find out respondent attitude toward TV, TV program and TV commercial. That is like when they like to watch TV, what type of program they prefer to watch. And also how they feel when a commercial break occurs within a program. To serve the purpose here the question was: When you usually prefer to watch television?
And the result is as follows: Prefer to watch television
Frequency
Percentage (%)
Morning
0
0%
Noon/Afternoon Evening Night Total
6 5 19 30
20% 16.6% 63.4% 100%
For the purpose to find out the type of program, the question was: What type of program you would like to watch? And the result is as follows: Type of Program News and Talk show Drama/Movie Other entertainment Total
Frequency 12 14 4 30
Percentage (%) 40 46.6 13.4 100%
To find out Attitude toward commercial the question was- How you fill or do, when a TV commercial break within a program? And the result is as follows: Consumer Attitude
Frequency Percentage (%)
Interested
6
20%
Bore
8
26.6%
Switch channel
16
53.4%
Other
0
0%
Total
30
100%
Index: 4 Market share and brand awareness In this part I have tried to sort out that is really how much a TV commercial can create market share and brand awareness. For this purpose, the question was: “TV commercial help to create brand awareness� did it? Do you believe that the TV Commercial is the best way to communicate with the large number of customer? Do you think TV commercial has reliability? Do you believe that the TV media has the large contribution to improvement of our society? Result as follows: Response Yes No Not Always Total
Create brand awareness 29 1 0 30
Communicate large customer 26 4 0 30
Reliability 22 0 8 30
Contribute To improvement 26 4 0 30
Index: 5 TV Commercial Value The objective of this index is to find out the TV commercial influence toward respondent. To serve the purpose the question was: 40
ďƒ° When you see a TV commercial, how much it influences you to purchase? 1 Low
2
3 Medium
4
5 high
Index: 6 Bangla Vision In this index, I have tried to find out the Brand value of Banglavision. To find out the value of Banglavision the question was about logo that is like:
ďƒ° Can you recall the Logo of Bangla Vision? Result: Response Yes No total
Recall Logo (Frequency) 23 7 30
Percentage (%) 76.7% 23.3% 100%
In below, I have presented some research result which has done by “SRIUS” and in coordination with Bangla Vision. In this part I have showed TVR and Market share of Bangla Vision in between 29 Nov 2009 – 29 Dec 2010. TVR (Television Rating): 60%
56%
50%
44% 38%
40%
31%
30%
23%
22%
20%
21%
20% 15%
10% 0%
7%
C hannel I
A TN B angla
nTV
E kus hey C hannel 1 Televis ion
R tv
B TV
B angla B ois hakhi Diganta V is ion TV TV
Market Share:
Findings of the Survey Diganta TV 2% B ois hakhi TV 6% B angla V is ion 7%
C hannel I 21%
B TV 7%
R tv 8%
A TN B angla 16%
C hannel 1 8% E kus hey Televis ion 11%
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nTV 14%
The survey was done upon the 30 number of people in different location of Dhaka city and 15 questions were asked of those respondent. Among the respondent 80% are male and 20% are female. The education level of the respondent is SSC to Masters Degree pass, and most of the respondents are graduate student. At first I want to say the ultimate objective of this survey is to find out the consumer attitude toward TV commercial. To serve the purpose different type of question was asked. From the above survey result we can say that most of the respondent like TV media then rest of the other media. The percentage of TV media preference is 56.7% where’s print media are16.7% and internet are 26.4%. Beside that as information source 36.4% respondent like TV media. But in here 40% people like internet. Most of the respondents think from the internet media they can get more information about the product or service then the TV media and rest of the other media. For the fulfillment of purpose I have tried to find out the top ranking TV channel in our country. And the result shows that ntv is the number one position and also channel i, Bangla vision, ATN Bangla and channel 1 has come in the top five TV channel ranking. Beside that very important finding is most of the people would like to watch TV in night and the percentage is 63.4%. So marketer take more initiate in this time then the other time. And this people like to watch news/talk show (40%), Drama/ movie (46.6%) and other entertainment (13.4%) as well. It is very interesting findings that, when a TV commercial appears most of the people switch the channel. The percentage of switch channel is 53.4%. and also 26.6% people get bore when a TV commercial break. Only 20% people show their interest on TV commercial. The reason behind this they said that TV commercial take too much time that make them bore and they switch the channel. However the respondents also share some positive feelings toward TV commercial. People think TV commercial help to create brand awareness. 96.7% people think that TV commercial helps to create brad awareness. And 86.7% people share their views that, by this TV media large number of customer can be communicated. There is also some doubt against of TV commercial. People (9.2%) think TV commercial s not always reliable. Although 73% believe that TV commercial has reliability. I have also tried to find out the value of Banglavision. For this reason I have asked about the logo of Banglavsion. And the result was very persuasive, 76.7% respondent able to recall the logo of Banglavsion. And also 50% people gave 7 marks 20% gave 8 marks out of 10 to the channel Banglavision.
The TV advertisement is generally considered the most effective mass-market advertising format And this is reflected by the high prices TV network charge for commercial airtime during popular TV events. Some TV advertisement doesn’t get more information about a product or services. So some respondents think from the internet media they can get more information about the product or services then the TV media.
It is very interesting finding that, when a TV commercial appears, most of the people switch the channel. The reason behind this they said that TV commercial take too much time that make them bore and they switch the channel. Animation is often used in advertisement. By using animated characters advertising sometimes may have difficult to understand clear massage. TV commercial often use humor as a tool in their creative marketing campaigns. But sometime a marketer don’t understand proper psychological studies that effect of consumer humor. Business must pay for commercial airtime and because studies have shown that TV advertising are most effective with repetitions. Because of this most TV station structure their pricing to make it more attractive for to purchase advertising in chunks. Some TV advertisement is very loudly. It is also problem for customer. Negligence of the conducted company because they don’t like to give concentration and time. They think TV commercial as a time consuming and expensive one. Some respondents also share positive feeling towards TV commercial. They think TV commercial help to create brand awareness.
Chapter-6 Recommendation and Conclusion Recommendation Customers are very much aware of TV advertisements and they know good and bad aspects of them. Marketer should understand the Customer’s psychic before launching any advertisement. While developing their campaigns they must address the issues with a professional approach. Advertisement can be a good effective media to convey the required message in child segments if they are created professionally. By the user TV media large number of customers can be communicated. So marketer should provide proper information and clear message about a product or services. 44
TV commercial should be more attractive because consumers are very much aware of TV advertisement and sometimes they switch the channels. TV Advertisement should give more emphasize on product placement rather the other side. TV commercial gives an opportunity to be creative and attach a personality to your business, which can be particularly effective for small businesses that rely on repeat customers TV commercial should be more credible, because a large number of customers are influenced by this commercial Customers are known the degree of truthfulness in advertisements. Advertisers do need to focus on the content of the advertisements, they must avoid over promising in their advertisement campaigns.
Conclusion The present study has attempted to describe the consumer attitude toward TV commercial in our country as well as present a brief description on Shamol Bangla Media Ltd (Banglavision). The intention of this study was to find out how people feel about TV media and also how much affect a TV commercial in peoples mind. The TV commercial is generally considered the most effective mass-market advertising format. Advertising research is the key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad that contributes to its success is how economies of scale are maximized. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. With the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, Pop under, advergaming, and email advertisements (the last often being a form of spam) are now commonplace. The introduction of digital video recorders, such as TiVo, and services like Sky+, DirecTV and Astro MAX, which allow the recording of television programs onto a hard drive, also enable viewers to fast-forward or automatically skip through advertisements of recorded programs. Television programs delivered through new mediums such as streaming online video also bring different possibilities to the traditional methods of generating revenue from television advertising.
Advertisements (Ads) are the main revenue earner for Television (TV) broadcasters. As TV reaches a large audience, it acts as the best media for advertisements of products and services. With the emergence of digital TV, it is important for the broadcasters to provide an intelligent service according to the various dimensions like program features, ad features, viewers’ interest and sponsors’ preference. People are very much aware of TV advertisements in our country and advertising has an impact on their purchase behaviors. TV advertisements influence people’s behavior about brand advertised. As people’s behavior change it also changes their buying pattern and this is the purpose behind the Advertisements.
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