Brand Promotion Balaji

1. BRAND PRESENTATION
ON
‘Balaji Telefilms Ltd.’
By- Group VI
Ishita Dey
Nidhi Bharti
Vikram Mahajan

2. Balaji Telefilms Ltd.
Came into being on November 10, 1994.
Headed by Mr. Jeetendra Kapoor who has
extensive experience in the media and
entertainment industry.
Engaged in the development and
production of multi lingual and multi
genre entertainment softwares for
various T.V channels.

3. Cont.
Strong brand acceptance and
recognition amongst industry and
consumers.
Maintains a program library of over
1,303 hrs of T.V software consisting of
various portfolios.

4. The core objective of Balaji
To act as Producers, Distributors,
Exhibitors, Exploiters, Traders,
Exporters and Importers of Television
Films and Serials, Video Films, Motion
Pictures, Feature Films,
Documentaries…
…Recording of Programs on any Disc,
Tape, perforated media or other

5. Cont.
information storage device in colour or
otherwise in Black and White and
engage in business incidental here to.

6. Professional management
Production- Mrs. Shobha Kapoor, MD
and CEO supported by Chief Operating
Officer and General Managers and two
Branch Heads for Chennai and
Bangalore.
Creative- Ms. Ekta Kapoor assisted by 8
Creative Heads and 15 Executive
Producers.
Finance and Corporate Affairs- Mr. Ajay
Patadia, President;

7. Cont.
Corporate Affairs & Mr. V. Devarajan,
Chief Financial Officer supported by
Asst. V.P(finance) and managers.
Marketing- Mr. Rajesh Pavithran, Chief
Operating Officer supported by teams
across Delhi, Chennai and Bangalore.

8. Resources available
Human Resource
A team of young and dynamic
professionals
Total employee strength of 123
Existing Library
Over 1,303.50 hours of library content
Daily soaps- 1146.50 hours

9. Cont.
Sitcoms- 53.50 hours
Children programs- 45.50 hours
Others- 58 hours
Technology
Cameras, recorders, sound recording
equipment, mikes, lights, reflectors,
trolleys, cranes, generators.
State-of-the-art analog & digital

10. Cont.
cameras, imported SRGB lights.
Special suites for graphics, animation
and special effects, content software
tapes etc.

11. The Market-Indian
Entertainment Industry
AN OVERVIEW

The televised Media Industry comprising
of television broadcasting, cable
television and the television software
industry will determine the future
direction and growth.

12. Cont.
Television broadcasting
Direct-to-home mode through satellite
broadcasting services.
Cable television
Consolidation stage with large cable
operators like Siticable, Asianet setting
up their integrated networks resulting
in;

13. Cont.
Up gradation of technology, popularity
of satellite channels, increase in
delivery capabilities and meeting the
viewer preference.
Increased no. of small cities as
potential market for operators.

14. Cont.
Television software
The sheer growth in the no. of
channels has resulted in an exponential
growth of demand for television
software.
Increasing focus of the private
channels on the vast, latent and
untapped potential of viewership.

15. Cont.
Preferences of Indian audiences for the
native language programs have
increased the demand for regional
programs.
Non resident Indian population and
popularity of Indian programs overseas.

16. Balaji Telefilms- Channel
driving programs…

17. Star Plus - TRPs
4.19
10.46
9.53 9.53
11.07 11.25
0
2
4
6
8
10
12
Others Balaji Show Others Others Balaji Show Balaji Show
8.00 pm 8.30 pm 9.00 pm 9.30 pm 10.00 pm 10.30 pm
Prime Time
TRPs

18. Sony TV - TRPs
0.23
0.46
2.79
2.18
0.92
0.55
0
0.5
1
1.5
2
2.5
3
Others Others Balaji ShowBalaji ShowOthers Others
8.00 pm 8.30 pm 9.00 pm 9.30 pm 10.00 pm 10.30 pm
Prime Time
TRPs

19. Zee TV - TRPs
1.43
0.99
1.04
0.85
0.58
0.55
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
Balaji ShowOthers Others Others Others Others
8.00 pm 8.30 pm 9.00 pm 9.30 pm 10.00 pm 10.30 pm
Prime Time
TRPs

20. Undisputed Leadership…

21. Aggregate TRPs for Top 100 Shows
Shows Balaji ShowsOthers' Shows
Prime Time 170.26 93.94
Non-Prime Time 42.74 110.49
Total 213 222.01
Prime Time Ratings
Balaji Show s
64%
Others' Show s
36%
Non-Prime Time Ratings
Balaji Show s
28%
Others' Show s
72%

22. Diversified channel
presence…

23. 41 0123105 21 710
65 011 6317412
85 177000000
0 20 40 60 80 100
Percentage
FY01
FY02
FY03*
Year
Star, Sony & ZeeSahara Gemini TV Udaya TV Sun TV
DD Metro DD National Metro Gold SABe TV Vijay TV

24. Balaji SWOT Analysis…

25. Strengths
Twelve years’ experience in producing
all genres of TV content.
Promoters associated with the media
industry for more than 3 decades.
Knowledgeable and experienced board.
A team of Executive Producers to
create quality content.

26. Cont.
A library of owned programs with re-
run value.
Skilled in-house airtime marketing
expertise.
Relationship with broadcasters on
different platforms.

27. Cont.
Relationships with the top advertising
spenders in India.
Presence in both markets- hindi as well
as regional.

28. Weakness
Yet to develop its presence on regional
platforms other than south Indian.
Lack of adequate resources for
propelling full fledged growth.
Not invested much in in-house
production equipment and hardware.

29. Opportunities
Expected growth in TV ad-spend.
Cable and satellite channels are
proliferating, providing alternative
platforms.
 DTH will provide new opportunities for
content providers.
Growing international markets for
Indian content.

30. Cont.
Internet provides opportunities for
showcasing and distributing content.
Value addition will form new digital
technology.

31. Threats
Change in viewing habits of the Indian
people.
Competition from other content
providers.
Piracy of creative ideas and concepts.
 Shift in sponsorships.
Policy changes by Doordarshan and
Government authorities.

32. Cont.
Technology shifts which may involve
expensive retaining of talent.
Emergence of large content corporates
through industry consolidation.

33. The Business Flow…

34. Diversified Business Model
Across Program -20 programs on air. No
program accounts for over 15% of
revenues.
Channels- Program supply to key
broadcasters: Star, Sony, Zee, Gemini,
Udaya, Sahara (next, Sun).
Genres- Family Drama, Thriller,
Comedy, Children programs.

35. Cont.
Languages- Hindi, Tamil, Telugu,
Kannada (next, Malayalam).
Forms of Content supply- Daily /
Weekend (next, Television movies).
Time Bands- Programs run across time
bands like afternoon and evening
prime time (next, morning).

36. Suggested Future Strategies
 Strengthening Sponsored Programming
•More programs on Udaya T.V and
Gemini T.V.
•Entry into Tamil Nadu, Kerala and West
Bengal markets.
•Further penetration into Doordarshan
network.

37. Cont.
 Exploitation of software library
 Expanding prime time slots
•7:00 p.m. to 8:30 p.m.and 11:30 p.m.
to 12:00 on main line channels
 Tapping overseas media market.

38. Cont.
 Expanding satellite channel presence
•More programming for Star, Sony, Zee
and Sahara T.V.
Small budget movies.
 A balanced mix of programs in
sponsored and commissioned category,

39. Cont.
to optimize its risk-revenue profile.
To diversify further into other regional
market.
To improve production efficiencies and
economies of scale & to improve the
operating margins by investing in
studios, production and post
production equipments.

40. Cont.
 To increase focus on tapping export
and remake opportunities.
 To tap web casting opportunities-
putting software on internet.
 Investment in R&D along with creative
conceptualization.

41. Balaji Telefilm’s Financial
Year ’04 Update…

42. Rs (In Million) Q1FY04 Q1FY03
% Change
YoYQ4FY03
% Change
YoY
Total Revenues 446.0 397.8 12.1% 445.3 0.1%
Operating Profit 212.2 212.8 -0.3% 199.2 6.5%
Profit Before Tax 221.6 203.4 8.9% 202.1 9.6%
Profit After Tax 141.5 126.8 11.6% 119.7 18.2%
EPS (Annualised) (Rs) 2.8 2.5 2.3
Key Ratios
Operating Profit Margin (%)47.6% 53.5% 44.7%
PAT Margin (%) 31.7% 31.9% 26.9%

43. The Story So Far…
Balaji is the largest fiction based
content producer in India.
Multi-lingual programming.
Presence across premier channels.
Content strength:
• 62 shows of quality viewing per week
•14 Balaji shows featuring in Top 20
shows in hindi satellite channels

44. Cont.
•Produced over 52 serials of different
genre, translating into over 5200 hrs
(around 10400 episodes of ½ hr) of
programming.
•A library of over 3000 hrs of
programming.

45. The Success Strategies…
Identification of right concept at right
time.
Focus on Indian blend and women
strata.
Focus on daily soaps.
Right mix of programs on DD and
private channels.

46. Cont.
Right mix of hindi and regional
programs.
Restricting core competence to
television software production and no
dalliances with non core activities.

47. Mass Media For Balaji
Owing to the nature of services
provided, the Balaji communication
process is largely restricted to Business
to Business.
The target audience for this
communication is:
Primary: Television Channel Heads,
Investors etc.

48. Cont.
Secondary: The viewers; comprising of
teenagers, housewives, and a certain
category of the male population.

Thus the communication for Balaji would
largely comprise of
Public Relation activities

49. Cont.
Events
Sponsorships
Outdoor Media like hoardings
Social Advertisements for television
Promotional films/ Documentaries

50. The Media Plan…

51. Public Relations
Location : Delhi and Mumbai
Month : May-June, 2006
Procedure : Articles in production
journals and financials

52. Sponsorships
Event 1 : Abby Awards
Location : JW Marriott, Mumbai
Month : December 2006
Duration : 2 days
Approx. Cost : Rs. 1,00,00,000

53. Cont.
(Part Sponsorship)
Event 2 : AIDS fund raising event
Location : India Gate, Delhi
Month : January 2007
Approx. Cost : Rs. 15,00,000

54. Outdoor- hoardings
(Before launch of a new show)
Hoarding size : 10’20’
Location : Gurgaon and Mumbai (prime
locations)
Month : February 2007
Duration : 1 month

55. Cont.
Gurgaon
1 hoarding per week = Rs. 50,000
10 hoardings per month = Rs. 20,000,00
Mumbai
1 hoarding per week = Rs. 2,000,00
10 hoardings per month = Rs. 80,000,00

56. Social Advertisements
Social ad production – Girl Child Welfare
Channels : NDTV India, Star Plus, Sony,
and Doordarshan
Duration of ad : 10 secs
Duration of campaign : Twice a week for
each channel from June – September
2006

57. Cont.
1 ad once a week, per channel : Rs.
50,000
For twice a week : Rs. 1,00,000
For 1 month : Rs. 4,00,000
For 4 months : Rs. 16,00,000
Thus, for 5 channels : 16,00,000 X 5
= Rs. 80,00,000

58. Promotional Film For Balaji
In house film covering technical and
creative finesse of Balaji Telefilms, to
be forwarded to various channel CEOs.
15 mins. film shot with in- house
equipment : Rs. 2,00,000

59. The Sum Total
Thus, total spends from Rs. 3 crores :
Sponsorships = 100,00,000 + 15,00,000
Hoardings = 20,00,000 + 80,00,000
Social ad = 80,00,000
Promotional film = 2,00,000
Sum Total = Rs. 2,97,00,000
Remaining Amount = Rs. 3,00,000

60. Acknowledgements
The Delhi School of Communication
Prof. Ramola Kumar; Dean, DSC
Ms. Shalini Singh; Business Executive-
Maxus
Mr. Manasvi Rasgotra; Project Director
– Nestle
Mr. Ashish Dutta; Consultant

61. Cont.
Mr. Pradeep Aeri; Director- Aeri
Creatives
Team Members

62. Leveraging communication to provide marketing solutions.
Thank You !
187, DDA SFS, POCKET 1 & 2, SECTOR-3 ,DWARKA, NEW DELHI-110075 (INDIA)
TEL:[phone] e-mail: [email protected]

63. Over To You…